ISES/BNC 2015Intelligent Spaces

18.02.2015

Intelligent SpacesIntroduction

- Katie Streten, - Head of Consumer Insight and Senior Creative Strategist on the Ford account - Eight years at Imagination - Digital and social focus

Intelligent SpacesWhat are Intelligent Spaces?

DEFINITION:

Spaces/events that are responsive to customers, consumers and event managers

But why bother?

Intelligent SpacesThree key trends driving intelligent spaces

• Cloud Computing • The Internet of Things (IoT) • Millennials

Intelligent SpacesCloud Computing

What is cloud computing?The practice of using a network of remote servers hosted on the Internet to store, manage, and process data, rather than a local server or a personal computer eg Google Drive

Key impact - Cloud Computing will drive an expectation of immediacy and speed of information delivery•Location independent – instead of your delegates having to be at their work station they will expect to use their phones to access and sign up at a time of their own convenience or send you data that can change your experience•Data storage – hold more information, provide faster download and upload of conference generated media to the Internet. A new take home experience beyond the everyday delegate pack or YouTube video set

Intelligent SpacesThe Internet of Things

What is The Internet of Things?

The Internet of Things (IoT) is a scenario in which objects, animals or people are connected to the internet and can transfer information over the network.

According to Gartner, there will be nearly 26 billion devices on the Internet of Things by 2020, ranging from heart monitoring implants, biochip transponders on farm animals, automobiles with built-in sensors, or field operation devices that assist fire-fighters in search and rescue. 61% of UK adults owned a smartphone by Q1 2014.

Key impact – Will drive an expectation of connectedness•Delegates can bring their own devices – you just provide the experience•Light touch info delivery – high production value advertising collateral•Enhanced networking possibilities. •Wearables become useful!

Intelligent SpacesMillennials

Millennials are aged 17 to 32 and collectively are expected to spend more than $200b annually starting in 2017 and $10 trillion in their lifetimes.*

What are they like?•Mobile is the extension of their hands•Social media is their favourite way of communicating with the world •They reject tradition - Millennials are more interested in what works best for them.•They're unfiltered - more likely to tell you exactly what he or she thinks of you•Five to six Millennials choose to connect with companies in social media, but they want something in return (58% to get discount, 51% to get free perks, 45% to get better customer service, 28% to complain and to be heard)*•78% are influenced by how innovative a company is when interviewing •They also want to be the part of an experience and to be able to share it

•Key impact - Changing expectations from a demanding audience who are already decision makers.

–*Essec, Generation Z- The Future Luxury Consumer, May 2011 *Deloitte, The Millennial Survey 2014

–*SDL, Understanding Global Millennials, 2014 **Index Mundi, UK Age Structure, 2014

Intelligent SpacesImagine….

• An event manager can enhance a visitor/exhibitor experience by enabling visitors to chop and change sessions on the fly via mobile

• An exhibitor can adapt their information provision in response to visitor flows around an event – reducing the expense of printing brochures or creating a different atmosphere on stand through the use of scent

• An attendee can guarantee access to a microphone at question time – because the mic is their phone

In a competitive landscape Intelligent Spaces create both points of difference and genuine value

Intelligent Spaces Approach 1

Create diverting and talkable responsive spaces that raise your profile

Innovating the Delegate ExperienceiBeacon

Operations

Personalised welcome and other location-based alert notifications upon arrival: For example, a badge is printed upon when the attendee enters the geo-fence with notification sent via the app to the badge printing location.

Location information and navigation assistance: A geofence can notify attendees where they are on a map and give guidance on where they wish to go.

Payment – Paypal integration with Paybeacon.

Adapting the space to delegate needs based on measurement/time/attention etc.

Networking and provision of information

Networking and information exchange: iBeacon communication can be two-way. So, with user permission, the phone app can transmit contact information, social media profiles, specific meeting room access information, meal tracking, food preferences, and much more. Communication between attendees can be enhanced with notification/pictures/information about who is nearby.

Automated demonstrations (videos, etc.) for exhibit booth products or any other interest point in a conference venue.

Targeted exhibitor or event management messages to different categories of participants.

Local area information and deals: Local area merchants could send discount coupons to convention attendees (if the attendee opts in to receive).

Intelligent Spaces Inside Rolls-Royce at the Saatchi Gallery

> A brand engagement exhibition

> Taking visitors through the remarkable lengths it takes to create the world’s pinnacle super-luxury motor car, which perfectly expresses each individual customer’s taste, personality and lifestyle.

> Intelligent delivery.

> Delivered an app, so the exhibits could be brought to life on smartphones and tablets using the latest iBeacon technology (loan devices were also available).

> Designed to lead visitors around the exhibition effortlessly and seamlessly, unlocking interactive content as they move through the multi-sensory installations and zones.

> Also responded in the Colour Room with colour recognition.

– 15,207 people visited the four-day exhibition – #insiderollsroyce reached a potential audience of 41.9 million Twitter

users

Intelligent Spaces Approach 2

Use the space to respond to the input of attendees

Innovating the Delegate ExperienceAttendee to Participant

The transition from “attendee” to “participant” will undoubtedly continue.

Apps and socialTwitterfalls such as TwitterWalll, Postang and Hashcaster encourage and publicise social interaction.Many mobile apps from Double Dutch at the very feature rich end to Conferences i/o which is more about response and polling.

Meeting pulseAllows the speaker to prepare polls and see how the audience is feeling about their talk

Crowd MicsTurns your phone into a personal microphone that enables easier conversation, ability to send text questions for the less bold and better connection

Wearables helping the more passive amongst us

Innovating the Delegate ExperienceSaatchi’s New Director Showcase at Cannes

Intelligent Spaces Approach 3

Use the space to enhance attendee understanding and value by allowing things to be saved

Innovating the Delegate ExperienceRFID/QR

What’s the difference?•Doesn’t require the download of an app necessarily•Works best with a login system and place to collect assets•Can be used for surprise and delight as much as for serious operational/networking opportunities

Networking and provision of information•Networking and information exchange: a more passive experience, or more active dependent on what you choose•Automated demonstrations (videos, etc.) for exhibit booth products or any other interest point in a conference venue•Creation of in-conference on-the-fly content and push to social

What’s the difference?•200 touchpoints•Interactive photo opportunities•Product brochures – no print brochures

Results•34,953 users - 14,317 registered and 20,636 unregistered•3,418 pre-registered•161,789 page views of the souvenir site by 49,943 visitors to the souvenir site•13,046 souvenirs outlinks and downloads after the event

Other applications•Real time tracking of engagement around an event space•Make it easy for exhibitors to deliver product information at reduced cost

Innovating the Delegate ExperienceCanon

Intelligent SpacesConclusion

> Intelligent spaces can be as simple as allowing attendees to respond to speakers via mobile apps

> Intelligent spaces can be as extensive as fully integrated systems that allow attendees to impact on the space and save assets for later research

> Delegates and exhibitors are expecting more and more from events and shows. To make an impression we need to drive real value that responds to their needs – Intelligent Spaces address this need

> Event organisers that can understand and respond to these needs will stand out and drive attention and attendance

@imaginationlabs

@watusi