The document discusses the importance of meeting design and how it can be used to transform meetings. It defines meeting design as "the purposeful shaping of both the form and the content of a meeting to deliver on crucial business objectives." Meeting design presents an opportunity to reduce costs and increase value. The document outlines frameworks for meeting design, including identifying stakeholders and their needs, defining objectives, and developing design interventions. It provides examples of innovative meeting formats and room designs. The conclusion discusses future trends in meeting design and resources for learning more.
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1 billion sq ft of function space
500,000 events created
63 million attendees impacted
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Learning Objectives
1. Define meeting design and identify the
opportunity it presents.
2. Evaluate your current programs to maximize
attendee opportunities and organizational goals.
3. Apply new concepts to transform your meetings.
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If you don’t
think about
design,
someone will
think about
design for you.
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● The meaning of “meeting design” is not
agreed upon.
● The term “meeting design” is not
widely used.
● There is a lack of popularly accepted
frameworks and tools.
The Problem with Meeting Design
MPI report on Meeting Design, 2013
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Meeting Design is Everything and Everywhere
● The design of your organization’s overall meetings strategy.
● The design of your meeting’s theme.
● The design of the attendee experience.
● The design of the program.
● The design of each breakout room.
● The design of each tabletop.
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“The purposeful
shaping of both the
form and the
content of a
meeting to deliver
on crucial business
objectives.”
MPI report on Meeting Design, 2013
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Manage
Comm.
Plan
Source
Strategize
Data
Mission
Technology
Technology
Project
Management
SchedulingTransportation Housing
Surveys
Badges,
Check-in, etc
Marketing
Design
Reg Social
Reports
Measure
Logistics
The
Meeting
Planning
Process
Pyramid
(c) Social Tables, 2014-2015
Site Selection
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The Opportunity of Meeting Design
“[Meeting design presents] one of the
few opportunities to enable meeting
professionals to do more with less...
to reduce costs and increase value.”
MPI report on Meeting Design, 2013
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The Urgency for Meeting Design
Automation Outsourcing Expectations Competition
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“The meetings manager is
now far more than an event
planner. She now plays a
strategic role in the livelihood
of the organization, bolstering
its current conferences and
other events while finding
ways to innovate future ones.
Say hello to the new strategic
meetings manager.”
2014
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The Process of Meeting Design
1. Select a stakeholder [ participant | vendor | sponsor | owner ].
2. Identify stakeholder’s needs.
3. Define organization’s objectives.
4. Select a phase [ before | during | after ].
5. Select a classification.
a. Programmatic - Destination, agenda, time...
b. Conceptual - Format, room layout...
c. Human - Facilitators, entertainers, emcees, speakers...
d. Artistic - Color, decor...
e. Technical - A/V, staging, furniture...
6. Select an element.
7. Develop design interventions.
MPI report on Meeting Design, 2013; The Meeting Architect’s Manifesto; Social Tables
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Attending a Board Meeting as a New Member
● Need
○ Feel a sense of belonging and make a good first impression.
● Objective
○ Onboard new member and make sure she adds value.
● Phase
○ During
● Classification
○ Programmatic
● Element
○ New member introductions
● Intervention
○ Reverse roast the new member
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Stakeholder Identification is not Enough...
New Board Member A 28 year old millennial with 2
years of industry experience
attending her first Board
meeting.
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Refresh Your Org’s Annual Executive Off-site
1. Select a stakeholder [ participant | vendor | sponsor | owner ].
2. Identify stakeholder’s needs.
3. Define organization’s objectives.
4. Select a phase [ before | during | after ].
5. Select a classification [ programmatic | conceptual | human | artistic | technical ].
6. Select an element.
7. Develop design interventions.
MPI report on Meeting Design, 2013; The Meeting Architect’s Manifesto; Social Tables
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1. Identify your
stakeholders.
2. Map out their
influence and
interest.
StakeholderAnalysis
Source: http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/main
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Identify and plot 4 of your
meetings’ stakeholders
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1. Identify stakeholder
2. Determine a question you
have for that stakeholder. (e.
g. why should I sponsor the
annual sales conference?)
3. What are they thinking,
feeling, saying, doing,
hearing? The point is to truly
understand and empathize
with their situation so you
can design.
4. Solicit feedback from others.
EmpathyMapping
Source: Gamestorming
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1. Identify attendee
segment.
2. Simulate their
experience from
cradle to grave or
survey them.
Extending
Exiting
Engaging
Experiencing
Entering
Arriving
Anticipating
Attracting
Announcing
JourneyMapping
Source: The 8 Phases of a Successful Event, Maritz
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“
Room set is extremely
important to the success of
a meeting, and a serious
responsibility for the
meeting professional to
manage.
- Convention Industry Council Manual
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The Key Elements of Successful Communication
1. Exploration - Interacting with people in many
other social groups.
2. Engagement - Interacting with people within your
social group.
3. Energy - Interacting with more people overall.
Source: Workspaces That Move People, Harvard Business Review
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“Spaces designed to
promote
communication
increase the
likelihood of
collisions... more
collisions create
positive outcomes.”
C2 Montreal (Arsenal)
Source: Workspaces That Move People, Harvard Business Review
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Sapphire Now (Orange County Convention Center, Orlando)
The Downtown
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The Old Way:
Banquet
The New Way:
Family Style
Out-of-the-Box:
Extended Banquet Table / Serpentine Banquet
Small Dinners
Summit Outside
Social Tables Company Dinner, Newseum
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School for American Ballet, Winter Ball 2014
The Old Way:
Staggered Ballroom
The New Way:
Mixed Seating
Large Dinners
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The Old Way:
Conference
The Old Way:
U-Shape
The New Way:
Hollow Rectangle
Board Meetings
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What will the future look like?
● Aligned incentives between buyer and supplier
● “Smart” meeting furniture
● Room setup and teardown at the press of a button
● Crowdsourced content
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Other Resources
● Gamestorming
● LEGO Serious Play
● Visit your convention center
● Meeting Design Generator by Social Tables
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Final Thought and Contact Info
Dan Berger
dan@socialtables.com
917-359-7757
@danberger
“If you don’t
think about
design,
someone will
think about
design for you.”
if you give me
your card, I
can send you
the slides!