What would I kick to the curb and flush down the toilet? I have to be honest, there are so many things I would change it took me the better part of a week to come up with an answer, but I looked into the abyss and came up with one thing that we all suffer from in the meetings industry. The one thing that holds us back as a community. The one thing we must change. Fear. As an industry, we need to abandon our fear of anything and everything.

Fear is paralyzing. Fear is overwhelming and fear has brought down civilizations and I fear (pun intended) that fear is slowly eating away at our industry and making our skills and services nothing more than a commodity that can be done by a trained monkey or an online “meeting planning program.”

Our services used to be special; our services used to be  desired and considered essential. However, through our fear of losing that position, we have painted ourselves into a corner. Our fear takes many shapes. We are afraid of budgets. We are afraid of what the boss thinks. We are afraid of the attendee reaction. Because of this, we are producing meetings that are the same year after year because we will only do what has worked in the past. We will only do what is the tried and true. We will no longer take risks and make stakeholders and attendees understand why our talents are necessary.

There is no desire to shake things up because we might make a mistake, choose something that one person does not like or have a session that is a bomb. The heavens will tumble if we have one attendee who is unhappy; we fail to realize that is actually what we need to be doing.

Instead of recognizing that it is fear holding us back as an industry, we make excuses. We cannot try Pecha Kucha for our session because our speakers are not prepared for that. We cannot engage through social media—our attendees are not ready for that. We cannot have sponsored lanyards; it would upset the other sponsors. We cannot go from four days to three because it has always been four and it would confuse the attendees. These are all excuses that I hear from the meetings and events community everyday. The true reason is fear; fear of change.

Meeting and event planners need to abandon fear and let go. We, as an industry, need to take the time to learn and grow and not make excuses. Yes, you can have a hybrid event and stream your sessions; technology like WordPress and Livestream has made it affordable and doable so the only reason not too is fear. You are afraid of failing.

You can take the time to learn social media because your attendees are on all of those platforms. The excuse that “our attendees do not do that kind of thing” is a fear reaction.

If we abandon fear, we open ourselves to trying new session styles, trying new venues, new programs and new platforms. We open ourselves to running hybrid events and online campaigns. We can be the driving force in face-to-face interaction instead of backseat drivers letting fear rule the road.

> Return to “The Challenge of Change”

Keith Johnston is one of the most outspoken voices in the meetings industry. His PlannerWire blog doesn’t shy away from the often-caustic commentary as part of its stated purpose: “new thinking for meetings and events.”

What are your favorite destinations? Destin, Fla., because of the friendly people and its beautiful white beaches; Chicago for its architecture; New Orleans for the food; Atlanta because of its culture, food and entertainment; and Cancun, Mexico, for its beautiful sunsets, food and Mayan history.

Do you use volunteers for your events? Yes, I love using volunteers. We reach out to the local community colleges and universities as well as utilize volunteermatch.org.

What’s your favorite planning resource? Other planners. I appreciate learning new things from my peers and trying new approaches to my sometimes outdated routine. I also utilize the online resource MeetingsCommunity (MeCo).

How do you stay informed on the industry? I subscribe to and read many industry digital and printed publications and participate in several online webinars and conferences. I am a member of National Association of Women Business Owners, MPI-Carolinas Chapter, Christian Meetings and Conventions Association and Senior Planners Industry Network.

Did you always want to be a meeting planner? At first, I wanted to be a marketer and focus on product launches. I was going to travel the world promoting a Fortune 500 company’s products within various venues. Little did I know, I was thinking like a planner.

How did you get into meeting planning? I worked as a front desk clerk at a local hotel while I was in college and I noticed that we bent over backwards for this one particular lady when she had her meetings at the hotel. So, I asked her what she did and she changed my path from marketer to meeting planner. I began my pursuit to become a planner by working on a local conference and then moved to Maryland and worked for several nonprofits within their events departments.

What’s your best advice for fellow planners? You must be comfortable with change. A change to your program can happen one week before the event or one minute before the event begins. You must be able to handle it with grace under fire. If you cannot adjust to the idea that there will be changes all the time, maybe this is not the career for you.

In Caraway’s words:

When I’m planning events…
I always visualize the event from the attendee’s point of view.
I can’t live without a massage and a pedicure. We all know being a planner is hard on your feet. As soon as I return home from the conference, I am at the spa and nail salon. Oh, and my lip gloss!
I communicate with my mother, daily.
I most miss salespeople being genuine and truly appreciating your business, from the signing of the contract to the event payment.
I am most inspired by the people that implement my details—the convention service managers and staff. They become an extension of my team and show me that I’m in their “house” and they are going to take care of me, my client and the attendees.
I learn the most from my grandmother. She taught me that even if you don’t have a high school diploma, you can always learn. Things change all the time in this industry and if I am not willing to adapt to new technology and other changes, my business and my professional growth would suffer.
My favorite music is tough to choose as I appreciate R&B, hip-hop, neo-soul, rock and jazz. I love Mary J. Blige, U2, Adele, Jill Scott, Lady Antebellum, Anthony Hamilton, Kem and Boney James.
My favorite book is the Bible and books by James Patterson.
My favorite movies are “The Color Purple” and “The Notebook.”

Watch Caraway and other planners in videos from our Connect Marketplace events at youtube.com/connectmeetings.

Caraway’s photo by Luther Thomas.

Maybe it was the 6-month-old strapped to my chest in the baby carrier, but the service I encountered while traveling was unexpectedly above par. It was so good, in fact, that my husband, who’s not a comment card kind of guy, actually filled out a feedback form when the airline sent the request to his email. We even had a slight delay, and it still didn’t matter, because the desk agents, flight attendants and other people we encountered on our trip left us feeling very positive.

Customer service is the practice of treating people as individuals with different needs. As meeting planners, you are providers and your attendees are your customers. By focusing on them as individuals, you may be able to plan better events. In our first issue of 2012, we’re focusing on trends in meetings in the coming year, and one of them is focusing on your customers, not yourself. It’s time to make it about them.

We want to know what changes you’re making to your meetings and events in 2012. Comment here, or email your ideas to me at lhoppe@collinsonmedia.com.

Layout Changes
The changes mostly affect the organization of elements on the platforms. Some are minor (a simple name change) and others can throw users off (the profile box and news feed swapped sides on the web platform).

The new tabs at the top of the desktop site and on the bottom of the mobile site basically rename existing features, group some elements together and add functions.

Home–This tab is your news feed, or the tweets of everyone you are following. In some ways, the changes within the feed make the site more like Facebook: Photos or videos in a tweet now drop down directly below the tweet instead of opening in a new page or column. Replies, retweets and favorites are displayed with a tweet like comments and likes on a Facebook post. Before, retweets were good for your brand because they sent your message to more people, and now it’s even more beneficial because followers can see all the attention a tweet receives in one place.

Connect–Any activity about you appears on this page: replies, mentions, follows and list additions. The search field located at the top of the page is specifically to find and connect with other users. This tab is helpful to track activity about your account in one place.

Discover–This is the most enhanced section of the site, and possibly the most obvious section for Twitter to place promoted and paid content. The search field at the top is for people, keywords and hashtags. Stories, hashtags, people to follow and other search categories related to your account populate this page. This is where attendees can follow a hashtag for your event.

Me­–Your Twitter profile is much easier to access from the mobile site now since it has its own tab. It has the same functions, but in a cleaner, easier-to-find layout. Direct messages are also in this area, though it would probably make more sense to be on the Connect page. The web layout is not much different than the previous version.

New Features
Two new functions enhance Twitter’s presence on your website. Embeddable tweets allow you to post interactive tweets to your website. The live tweet has the same capability as it does on Twitter, which means viewers can reply, retweet, favorite or click on links within the post. Enhanced Twitter buttons added to your site allows users to share content and connect with others with one click. The new hashtag button auto-populates a tweet with the hashtag, ensuring followers are using the hashtag you want them to use to talk about you or join a conversation.

Enhanced profile pages are another way Twitter is taking on Facebook. The pages have only been rolled out for certain clients right now, but eventually brands will be able to customize their profiles. See examples of enlarged promoted tweets at the top of pages and custom headers at @AmericanExpress and @McDonalds.

Read other reviews and helpful hints about the new Twitter on Event Manager Blog, Fast Company and Mashable.

Don’t get too comfortable. Rumor has it that more changes are ahead, especially as the company continues to look for ways to monetize.

“Even in the face of economic uncertainty, meeting industry stakeholders appear to be cautiously optimistic as they report an increase in services and property demand from clients,” said Issa Jouaneh, vice president and general manager, American Express Meetings and Events. “We hope that the trends and forecast report we created helps meeting professionals and executives navigate this landscape to strategically direct and make effective use of their meeting investment.”

With increased demand comes higher costs for travel and meetings, continuing the trend for companies and organizations seeking value in site selection and planning. Planners and hoteliers worldwide said companies will increase overall meeting budgets, but expect spending for individual meetings to decrease or stay flat compared to 2011. Because of limited budgets per meeting, respondents expect next year’s meetings to be shorter, smaller and more frequent, closer to home, more focused on content and more eco-friendly. A trend away from meeting at luxury properties is expected to continue except in Asia Pacific and Latin America regions.

Read more about trends for international meetings in “All Abroad.“