The event took place from 24-25 April at the Grand Hotel, Brighton. H Matthew Howarth, senior business development manager at Cvent, spoke on the future of social media and identified upcoming trends, exploring how tech can be used to create a memorable experience.
Howarth spoke about increased personalisation to deepen levels of engagement, how video can be incorporated into events and using tech to facilitate social responsibility. He also touched on how virtual reality technology can immerse people in different worlds and enhance the experience.
'Situationally appropriate personalisation' was explored in further detail, whereby delegates' behaviour can be assessed via wearable devices such as fitbits, enabling those targeting them to assess stress levels for example, and therefore be able to personalise information more accurately based on mood.
Other tech trends that were highlighted included hologram invites and the potential of Snapchat World Lens - a twist on the brand's existing face filters.
Theodore Spyrou, associate director at Ashridge Associates, spoke on the growth of experiential sponsorship and how sponsors are increasingly looking for 'tangible engagement and presence', participating in events in order to achieve more meaningful results, such as networking opportunities, media coverage or the ability to build contacts.
"A winning sponsorship model is about providing experiential capabilities and tailoring the things you do to the needs of the sponsors," he said. "It's about delivering a winning event while still staying in control."
Delegates also enjoyed a panel session on the value of technology for association events, with Agnes Gomori, manager of events & network at The Urban Land Institute and Nicola Rossetti, vice-president European markets at E-Touches.
The content sessions were rounded off with an inspriational case study from the Incorporated Society of Musicians, which outlined how the association transformed its annual conference into a successful event - Make Music Work, increasing tickets sales and membership numbers and providing a platform of real value for its members.
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