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Apr 30 2012

A Super Nerdy Way to Think about Growing an Event Community

Chris Heuer of the Social Media Club and a member of the SXSW Badgeless movement closed our recent Twitter conversation about attendees that attend, but don’t pay at SXSW with the following comment:

@michellebruno make it easier for the related communities the event serves to participate, maybe #EPI not #API, Event Programming Interface

Heuer’s tweet made me think about the parallels between organizations in the live event industry and device manufacturers (among others) that use application programming interfaces (API) to grow a community of users—one that can be monetized.

In simple terms, an API is the gateway, tools and implicit permission that hardware manufacturers make available to enable third-party application developers to create products and services around its products. Think about the Apple iPhone and all of the independent companies that develop apps for it. More applications = more reasons for people to own iPhones.

The concept of an API isn’t limited to hardware manufacturers. Oren Michels of API management firm, Mashery, told Mashable that, “Ultimately, the API is a means for growing your business — and I use the term ‘business’ to include whatever your mission is, be it traffic or commerce or a nonprofit improving the world or a government entity serving its constituents — faster and larger by virtue of engaging with others. Understand how and why your API can do that and you will be successful. ”

If what Michels says is true, live event organizers (nonprofit associations and for-profit companies) have to re-think their mission and their modus operandi. In my Twitter exchange with Chris Heuer, we discussed the need for SXSW organizers to find ways to include even the non-paying attendees, especially those like Heuer who have contributed to the wellbeing of the festival by blogging and paying in the past and are legitimate members of the broader interactive community that SXSW aims to serve. If SXSW’s mission is reach and retain a larger community, they will have to develop some type of outreach—not unlike an API—to accomplish that goal.

All face-to-face event organizers share a common mission: to grow revenue opportunities by growing their communities. This goal exists at a time when the live event industry—trade shows and conferences in particular—is under pressure. Event organizers can only access a fraction of the community of potential users. New research indicates that the potential of face-to-face events is limited because total visitor time at events is decreasing. At the same time, corporate budgets are being overtaken by digital marketing expenditures, digital channels can be as productive for the discovery of new product information as face-to-face events and live event participation is fraught with friction for participants.

An API model could be the gateway for live event organizers to expand the revenue, retention and reach of their unique value proposition (UVP), which is NOT, by the way, the ability to bring buyers and sellers together face-to-face. Since the UVP of b-to-b event organizers in the digital age is, I believe, “frictionless customized engagement,” an API from a live event organization should facilitate access to two classes of information and draw two types of net new community members:

On the event level: attendee feedback, demographic information, customer preferences, audit data, organizational challenges, task force findings, sponsor/exhibitor case studies, exhibitor advisory committee discussions and other information allows application developers—mobile, virtual, social and other technology suppliers—to derive solutions. More technology solutions = less friction for event participants = more attendee/exhibitor/sponsor participation.

On the industry level: research (free or low cost), education (free webinars), digital events, data, news, industry challenges, demographics, statistics, thought leadership, think tank discussions, case studies, white papers, content and other information makes it easier for new companies and individuals to offer solutions around it. More solutions = a growing industry = an expanded event community.

Of course, the use of an API-like outreach model requires work. The care and feeding of the solution developers and new community members is no small feat. However, it just makes sense that in the Information Age, live event organizers should use information to improve their events and grow their communities of potential participants.

Written by Michelle · Categorized: Strategy · Tagged: Badgeless, Chris Heuer, Conference, Event Programming Interface, Featured, SXSW, trade shows

Mar 17 2012

Is the SXSWi Badgeless Movement A Sign of Things to Come in the Event Industry?

It started with a tweet:

“Connect to #Badgeless2012, FB on.fb.me/xrP9zC and the Web bit.ly/AuxLX”

At first, I thought that “Badgeless” might be referring to a technology that allowed event participants to interact with one another without using the square 3 x 4” piece of paper dangling from a string that we refer to as a badge.

I was wrong. A subsequent Twitter exchange with Chris Heuer, the founder of the global Social Media Club organization and member of the Badgeless Group at SXSWi, revealed so much more:

Badgeless is an organized movement of individuals who choose not to register (or pay the steep cost for a badge) for the annual nerd fest in Austin, Texas. Instead, its members connect via social media to enjoy the many free (and non-sanctioned) activities that have grown up around the main conference and trade show.

Badgeless participants don’t get to see the Al Gore or Ray Kurzweil keynotes (although some buy a one-day-pass), but they do get a lot of free tacos and beer and each other, which is apparently the main attraction for them. Many of them are SXSWi veterans who have been there, done that. Now, they just want to see their friends. Chris Heuer was selling Badgeless T-shirts to raise money for his Social Media Club nonprofit association.

Although the argument can be made that Badgeless members are entitled to draft off the 26-year success that is SXSW, the practice is discomfiting to people that organize events for a living.

Heuer’s rationale for justifying his Badgeless status is that he contributes to the event in other ways by blogging and promoting it, and because, he tweets, “there is a community of people that exists who are #badgeless2012 already.” Plus, “its truly not against anyone, it’s for and about the alternative, ”and “#WorldHasChanged,” he writes.

For some of the non-conformists, it’s about the money. Some Austin locals simply cannot afford to attend. Others, however, have somehow negotiated their airfare, lodging, food (no one can live on free tacos, can they?), local transport and other amenities, but choose not to buy the badge on principle or as one tweeter on the Badgeless2012 hashtag noted, “just to see what it was like.”

Circumventing the “system” is not new. Anyone remember Woodstock (jokes aside) where eventually the burgeoning crowd just broke the fences down and let themselves into the concert? Traci Browne recently wrote very poignantly about suitcasing at the Exhibitor Show in Las Vegas. And, despite conference organizer attempts to “own” the hotels surrounding their events, outboarding inevitably takes place all the time.

So what can event producers learn from the Badgeless movement at SXSWi?

  • For some, walled gardens of information are no longer attractive or worth paying for
  • There is a sense of entitlement (good or bad) among some community members that justifies their activities “outside the tent.”
  • We are vulnerable because people can and will self-organize if we don’t help organize them
  • There are whole groups of folks that aren’t part of our current communities doing interesting things
  • If face-to-face interaction is the best offering we have, that isn’t enough.
  • Our communities are organizing themselves around ideas because we are too lame to be the idea

What can event organizers do?

Acknowledge the dissenting voices. SXSW organizers are aware of Badgeless and other organized groups (there were plenty of companies selling their wares on the streets of Austin that didn’t pay sponsorship fees) and try to reach out to them.

Stop offering commodities. If what event organizers sell becomes something that is predictable, standardized and without differentiation, buyers will either look elsewhere for a less expensive option or seek to create something better on their own.

Let the outsiders in. Create virtual experiences—keynotes projected on a screen, hybrid extensions of live content and a social media outreach—to make people feel like there’s a party going on in the next room. Perhaps next time, they won’t want to miss it.

Provide a variety of ways for attendees to experience the event. There will always be a certain number of attendees who just want to hang out with friends. Others will come to learn. More will want to kick the tires at the trade show. Events must cater to all these groups.

The point is that the world has changed. After the current homogenous group of attendees moves on to retirement, the next demographic slated to fuel the growth of the trade show and conference industry isn’t going to settle for the same old same old. Either event organizers begin innovating now by changing the experience and opening up the doors to new ideas and ways of doing business or they will be on the outside sampling the free tacos and beer.

 

 

 

 

Written by Michelle · Categorized: Archives, Events, Perspectives · Tagged: Badgeless, Chris Heuer, Conference, Featured, Michelle Bruno, SXSW

Mar 17 2012

This Revolution is Being Tweeted

My “conversation” with Chris Heuer of Social Media Club fame says it all:

Wow. what do u think? RT @chrisheuer: Connect to #Badgeless2012, FB on.fb.me/xrP9zC and the Web bit.ly/AuxLXb #eventprofs

@michellebruno a great thing about this country is the freedom to associate / assemble. Doesn’t mean we dont respect events, just a reality

@chrisheuer here’s the difficulty 4 me tho–SXSW folks spent 25 years building and promoting an event that you will now take advantage of

@michellebruno very similar to the challenges many face trying to sustain associations. People can use socnet group features for free…

@michellebruno I am part of a non-profit association, its tough to realize people can just create their own groups too. #WorldHasChanged

@chisheuer nonprofs make up a large part of our profession so totally understand but still intrigued by your logic

@chrisheuer can you rationalize the rewards with no risk practice as freedom to associate?

@michellebruno hardly taking advantage of, we’ve, and I’ve been a big supporter for years. making $500 to support a non-profit cause…

@chrisheuer perhaps a better Q 4 you is could SXSW have done anything to bring you into the “tent”?

@michellebruno the reality is there is a community of people that exists who are #badgeless2012 already

@chrisheuer not blaming you for the “movement” just wondering if you’ve considered what sxsw did to provide you with the oppty

@michellebruno its truly not against anyone, it’s for and about the alternative. we cover & promote the conference extensively, globally

@chrisheuer I come from the industry of event organizers and such a practice is difficult for us to swallow

@chrisheuer We are not all behemoths like sxsw–lots of entrepreneurs who makes lots of sacrifices to bring an event to fruition

@michellebruno I’ve invested plenty in putting on exceptional events which barely break even, I understand, doesn’t negate the power of tech

@chrisheuer I am more interested in how “we” could bring folks like you into our group so we could profit/exist together

@michellebruno that’s easy. don’t be antagonistic to community organizers, think of event as a platform & create pseudo API’s #badgeless2012

@chrisheuer as an org of exceptional barely breakeven events–do you have some understanding of how we feel?

@michellebruno we’re part of the event too, actively promoting it globally and encouraging people to come, covering it as media/journalists

@michellebruno make it easier for the related communities the event serves to participate, maybe #EPI not #API, Event Programming Interface

@chrisheuer pseudo APIs love the idea–explain.

@chrisheuer totally get your contribution–I am a blogger/journo too. BUT do you feel that your coverage is = to the investment of the org?

@michellebruno never said that. not the point. It’s at a much lower level of intention and organization, only an idea that connects people

@chrisheuer love the #EPI idea. What wld that look like? #eventprofs you following this?

@michellebruno dont have time or space here to elaborate. as a community organizer, have lots of insights into what is possible, necessary

@michellebruno only thought and spoken over the years, not my primary focus really, though it was brief

The Takeaway:  Maybe what the event industry needs is a good community organizer.

 

 

 

 

 

 

 

 

 

Written by Michelle · Categorized: Archives, Perspectives · Tagged: Chris Heuer, SXSW, Twitter

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