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Innovation: What does doing business differently really mean?

Didier ScailletChief Development Officer

MPI & MPI Foundation

Who is MPI?

• MPI is the largest global meetings industry community• Over 23,000 members globally• 71 chapters and affiliates• 10,000+ planners, spending US$ 17+ billions / year• 35+ years of experience• Central budget: US$ 25 millions per year• 90+ staff• 5 offices: Dallas (HQ), Toronto, Luxembourg, Doha, Beijing• Conferences, Events and Trainings on all continents• www.mpiweb.org

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Macro-RealitiesMacro-Realities

Shift Happens - Economy

Partly cloudy…

with a chance of gain

-- Deloitte

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Business and Social Shift

Changing Markets• Economic center of gravity is moving

South and East (100 new Chinese cities in the top 600 cities by 2025)

• China is the largest market for mobile phone and mobile internet• Brazil host two mega-events / Qatar 2022• Gulf developments (new destinations in- and outbound)• Increased mobility by more people:

– Worldwide population expected to grow from 6,9 billion to 8,3 billion by 2030

– Rate of International journeys expected to grow from 11,5 per 100 people to 20 per 100

• Increased life expectancy: more generations at meetings• More women in the workforce

Thinking Outside the Thinking Outside the RoomRoomThe Next SHIFT in Professional PerspectiveThe Next SHIFT in Professional Perspective

Didier ScailletDidier ScailletChief Development OfficerChief Development Officer

Meeting Professionals InternationalMeeting Professionals International

Never Waste a Good CrisisNever Waste a Good Crisis

Find it on the web firstFind it on the web first

People are more connected

...and are always on

…and mobile

This is an APP world…

The Web is Dead. Long live the Internet…

Budget ConstraintsBudget Constraints

Business ShiftCorporate Social Responsibility

Didier ScailletChief Development Officer

Meeting Professionals International

Travel ConstraintsTravel Constraints

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%systemroot%\s

So, how do we adapt ?So, how do we adapt ?

Corporate Social Responsibility

•ISO20121: Scheduled to launch before the Olympics 2012 in London•Global Reporting Initiative (GRI) Event Sector Supplement (Collaboration with the International Olympics Committee, UNEP, UEFA)•CIC/ASTM Green StandardsFour levels – Just released

Role: First organization to report on an event using

the draft framework (WEC in Orlando)• Provide valuable feedback to GRI

• Shape the final document to be used at the London Olympics

Role: First organization to report on an event using

the draft framework (WEC in Orlando)• Provide valuable feedback to GRI

• Shape the final document to be used at the London Olympics

The Paradigm Shift:Communication to Engagement

Shift Happens – Marketing/Rise of EngagementAt your company, how important is the issue of engagement?

Is engagement part of your ongoing conversation with the CEO, board of directors and other corporate leadership?

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Direct mail

Virtual event sponsorship

Online fan communities

Print ads

Broadcast ads

Mobile apps

Twitter

Shift Happens – Marketing & Events: Engaging

Experiential events

Opt-in email

Live event sponsorship

Trade shows

Webcasts/podcasts

Direct email

Social networking sites

48%

36%

36%

33%

29%

29%

28%

27%

25%

25%

24%

22%

21%

19%

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+The Power of

Live Experiences

Connectivity of the

Digital World

=Engage

and Sustain

24/7/365

Shift Happens – Marketing & Events Convergence

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The greatest The greatest opportunity for opportunity for attendance growth is...attendance growth is...

...outside the room. ...outside the room.

Meetings don’t just look like Meetings don’t just look like this anymore...this anymore...25

...they also look like this......they also look like this...26

... Or rather like this.... Or rather like this.27

Transform a Meeting.Transform a Meeting.Transform a Brand.Transform a Brand.

Content and Conversation

© SAP AG 2010. All rights reserved. / Page 30

… … and globally LIVE at and globally LIVE at www.sapphirenow.com

ALL YEAR ROUND!ALL YEAR ROUND!

GLOBAL REACHGLOBAL REACH

50,000+ 50,000+ total viewers in real time or on demandtotal viewers in real time or on demand

16,000 physical attendees 10,500 total physical in Orlando 5,000 total physical in Frankfurt 500+ at the satellite event

35,000 onlineVia the broadcast center, SAP.com, SAPPHIRENOW.com, sap tv

Audience BreakdownPhysical Events-Customers & Prospects represent 50%, Partners 25%, Employees 25%

SAPPHIRE NOW: PARTICIPATION

© SAP AG 2010. All rights reserved. / Page 31

+The Power of

Live Experiences

Connectivity of the

Digital World

=Engage

and Sustain

24/7/365

Shift Happens – Marketing & Events Convergence

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SHIFT

Deploy Story-Deploy Story-tellingtelling

Think Like a TV Think Like a TV ProducerProducer

Make Connectivity Easy Make Connectivity Easy and Acceptedand Accepted

Create Platforms for Create Platforms for Collaboration & Co-Collaboration & Co-

CreationCreation

The Road Ahead?

• Meetings & Events will be for content generation, Meetings & Events will be for content generation, not content communicationnot content communication

• Meetings & Events will be hybrid: multiple face-to-Meetings & Events will be hybrid: multiple face-to-face environment connected through technologyface environment connected through technology

• Meetings & Events will be multi-cultural, with India Meetings & Events will be multi-cultural, with India and China representing just under 20% of the and China representing just under 20% of the world’s population each, with diversity of habits and world’s population each, with diversity of habits and behaviors (hallal, vegetarian, more visual and less behaviors (hallal, vegetarian, more visual and less auditive Asian cultures, etc)auditive Asian cultures, etc)

• Meetings will be measured against a triple bottom-Meetings will be measured against a triple bottom-line agendaline agenda

• New skills: video production, virtual environment New skills: video production, virtual environment design, facilitation, content capturing and design, facilitation, content capturing and packaging, broadcasting, viral social media packaging, broadcasting, viral social media engagement, etcengagement, etc

Innovation: Few thoughts Innovation: Few thoughts starters…starters…• Location, Location, Location ?Location, Location, Location ?

• Are you mobile? Are you mobile?

• Do you have video content?Do you have video content?

• Are you using apps? Are you using apps?

• Can your organization engage in new conversations?Can your organization engage in new conversations?

• Are you aligned (lessons from emerging economies)?Are you aligned (lessons from emerging economies)?

• Do you know about GRI, ISO, APEX/ASTM?Do you know about GRI, ISO, APEX/ASTM?

• What is your business model as a venue?What is your business model as a venue?

• Do you have the right partners?Do you have the right partners?

• How trained are your teams to handle new audiences?How trained are your teams to handle new audiences?

“Don’t be trapped by dogma - that is, living with the result of other

people’s thinking.”

Innovation: What Innovation: What does doing business does doing business differently really differently really mean?mean?

OBRIGADO!OBRIGADO!

Didier ScailletDidier ScailletChief Development OfficerChief Development Officer

Meeting Professionals InternationalMeeting Professionals International