How should we treat ‘digital for events’? It’s an opportunity, not a threat - PCMA

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Wednesday, 26 September 2018

The professional Convention Management Association, better known by the acronym PCMA, has become something of a global leader in digital event development and delivery – almost a ‘missionary’ in its messages that digital is an opportunity rather than a threat.

PCMA’s primary focus is on North America – the United States, Canada and Mexico – but it has been spreading globally and in the past year has ramped up its Asia Pacific footprint.  It has a membership of 7000+ but an industry ‘audience’ that’s probably seven or eight times more than that through its diverse B2B activities.

One of these is the Digital Experience Institute – its name is a registered trademark – which PCMA www.pcma.org regards as one of its key brands.  It claims DEI is ‘the definitive authority for digital and hybrid meeting strategy and production’ and ‘a global organisation dedicated to advancing engagement around digital events, meetings and learning’.

DEI posts advice on almost every aspect of digital MICE.

Recent topics include: Launching an association broadcast network; hearing each attendee’s voice; turning live-streaming into serious revenue; using anticipatory intelligence to create a competitive edge; using digital strategies to drive results for small businesses; making better decisions with better data management; escaping Excel hell; online education programs; and facial recognition at hotels, airports and conferences raising privacy concerns.

PCMA also administers a certification program for a qualification known as Digital Event Strategist, which is being taken up by an increasing number of event organisers.

Promotional material for this qualification says ‘earning this certification shows you are an authority on live stream and digital events.

‘The DES certification is designed to help you effectively plan, produce and measure the results of your live stream and digital engagement events.’

Both the course and exam for DES cover 10 key areas of focus.

PCMA runs a program of webinars that have built a very positive reputation and are well supported.  A recent webinar bannered ‘What is digital for events?’ noted that “Eliminating Excel spreadsheets, slashing registration time, expanding an organisation’s reach with live-streaming — digital technology providers make a lot of promises to event organisers. While all these possibilities are exciting, they can also feel overwhelming.”

One of the webinar’s teachings was to take baby steps in digital.

Donny Neufuss, director of digital engagement at PRG www.prg.com and the company’s eSports vertical market leader, told the webinar audience that the first steps must be tiny and affordable.

“Crawl, walk, run, fly - that’s my mantra when I talk to anyone about digital strategy. You have to find a place where you can start crawling. You want to ease your way into leveraging digital technology throughout all your programs.”

Another was to focus on the year ahead.

Sourabh Kothari, director of advocacy, brand and content, Signifyd www.signifyd.com, said that submitting an RFP for a digital event marketing solution or a digital registration system for a three-year span was not realistic. Technology is changing at a rapid pace, she pointed out, which means that what works this year may no longer be a good fit by the time your next annual event arrives.

“Just get a solution that will work for the next 12 months and then determine if you should upgrade that plan or look for a new solution.”

A third take-out from the webinar was not to overwork.

“Technology can overcomplicate things,” said Neufuss. “Whatever new tool you’re using, it should be relieving some stress and pressure. If you’re working too hard to use a tool for your event, then it’s not right for you.

“The digital aspects of your event should help you move faster.”