Posts Tagged ‘technology’
Thursday, September 22nd, 2011
Another train leaving the station: apps for specific meetings. Conference planners are getting deluged with requests for these, so watch apps explode on the scene. Why do you care? This will be a game-changer for speakers on the convention circuit. Here’s what apps mean to us:
- Instant attendee feedback on your presentation. Planners hope for higher response rates and specificity in attendee comments.
- Instant buzz for your presentation. Apps will aggregate social networking tools, spreading the word fast on your presentation. This is a double-edged sword. Bring your “A” game and be prepared for quick responses.
- Longer lead times. Approval from Apple can take up to three weeks; current thinking is to create and launch the app at least three months in advance. Prediction: this will force speaker selection decisions to be made far in advance, as planners will use programming to promote the event. This is good news for those of us who customize our talks.
Our next best step: start strategizing now about how you are going to participate with apps — what info can you contribute and how you will immediately respond to the inquiries and buzz. Build a timeline and tactics to promote your presentation and add value via apps. Experts predict apps will be standard within a year or so. Don’t wait on this one…
Tags: branding, experts, Marketing, positioning, speakers, Speaking, strategy, technology, Vickie Sullivan
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Tuesday, August 30th, 2011
Why are there so many leadership experts? Because leadership development is one of the biggest areas of growth in the corporate sector. Two reasons why: one, talent management has been tied to execution and is now seen as a strategic advantage; and, two, development is taking the place of raises and bonuses. (Thank you choppy recovery.) Next question: what do these buyers want?
Role playing is in and avatars are gaining fast, according to this recent study on leadership development trends by Chief Learning Officer magazine. Other findings we care about:
- The hemorrhaging has stopped. Only 11% of those surveyed say they will decrease spending in leadership development. Almost half (45%) will stay the course and a little less (44%) are increasing investments here.
- Trend that is gaining momentum fast: action learning. Solving real problems at work is the most popular delivery method, with 70% of respondents saying trainees use current challenges to learn leadership skills. The interesting news for us: this learning is facilitated not by experts (like us) but by certified learning facilitators. What would you like to bet that these folks work for at least half of our rates?
- Simulations are still a mixed bag, running 50/50 for and against. It is poised to grow, especially games and computer-based simulations. Translation: develop this option now but don’t put all your eggs in this online basket.
The bottom line: every silver lining has a dark cloud we need to deal with. Low-cost alternatives can be a real threat even when spending increases. Brand yourselves accordingly…
Tags: economy, education, experts, Marketing, positioning, strategy, technology, trends, Vickie Sullivan
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Thursday, August 18th, 2011
Do you think virtual attendees — those who attend conferences from the comfort of their cubicle — multi-task more than the audience you speak to right in front of you? Nope — everyone (over 80%) is checking their email during your presentation, according to this fascinating study about meeting attendees both virtually and face-to-face.
Conducted in May by PCMA (Professional Conference Management Association), so this data is pretty fresh. Most interesting finding: the different motivations between virtual and physical attendees. The former signs on for the value of the content (97%) and ease of use (90%). The latter gets on a plane to meet with the speakers and colleagues (68%) and to meet more customers and prospects (56%). And everyone (over 80%) seems very comfortable networking with strangers both online and off. (Thank you, social media!)
Pay attention to this finding: content marketing and distribution needs are not being met. Distribution on all devices — yes, that means smart phones — is now expected. Getting information before, during, and after the event is important to both types of attendees. Content is still king; the demands for searchability and availability are a given. And we’re not just talking white papers either. Videos and other interactive formats make a difference.
As experts who speak, we always want to know more about our audiences. This report is a treasure trove of cool information. Click here to get the report (sign in is required).
Tags: events, experts, Marketing, meetings, positioning, seminars, social media, speakers, Speaking, strategy, technology, trends, Vickie Sullivan
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Thursday, August 11th, 2011
Yes, I am still obsessed with how we can visualize our point of view. I truly believe that when we turn our content into usable tools, buyers come running.
Here’s another killer example from the medical world. Industry giant GE, who worked with MIT’s SENSEable City Lab, created an interactive chart (powered by over 7 MILLION medical records!) to figure out how one symptom was linked to another. You can search by categories or by the symptom. The thinking: helping doctors make smarter diagnoses based on likely outcomes can lower medical costs.
I hear you — not all of us have GE’s budget. But ask yourself this: how can I turn my content into a tool that solves a specific problem? I’m not talking assessments — many of us do that already. Think tools — something handy your clients can use.
To see this beauty in action, click here.
For the Fast Company article that explains the impact, click here.
Tags: branding, consultants, experts, Health, Marketing, positioning, strategy, technology, Vickie Sullivan
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Thursday, June 25th, 2009
Wow…the Here’s the Deal call on Tuesday went great. A lively discussion both at 30,000 feet and on the ground. I did something I rarely do: shine the spotlight on someone else’s work.
I’ve known Philippa Gamse for eons. We met at the back of a conference room, heckling a technology speaker. Every time he said something stupid, Philippa would quietly correct him for me. I immediately knew she had the inside scoop. So when I did this call on websites, I promoted her services. While I know what the website needs to brand high-fee experts, she knows how to implement the strategy. And it’s that combination — how the positioning comes off online and the tiniest thing that gets the positioning clear — that makes us a dynamic duo. Check out this balancing act with the mp3 file now available here. To check Philippa out, click here.
Tags: branding, Here's the Deal, Philippa Gamse, positioning, speakers, Speaking, strategy, technology, Vickie Sullivan, websites
Posted in Marketing, Speaking, branding, strategy | 1 Comment »
Tuesday, April 28th, 2009
Depending on the Internet for passive income and community building? Heads up: demand is slated to outstrip capacity by 2012 (when you’re my age, that’s right around the corner). No, the Internet will not freeze up. Techie advisors Nemertes Research Group predict a two-tier system: one with low-quality service and content, the other fee-based with souped up access and premium content.
Why should you care? This will hasten new answers to the age old question experts face: what content do we give away and what do we save for fee-based communities. Stay tuned…
Tags: experts, strategy, technology, Vickie Sullivan
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