Gaining Value from Your Conference Investment

As conference season gears up, it's essential to make the most of your attendance. Whether online or in-person, there is an opportunity for learning and networking to impact your vision and goals. Taking advantage of this knowledge requires planning. Not just travel or block your calendar, but what do you intend to be the outcomes of participating in a conference? And how should you prepare? Remembering your goals to fill the days with impactful learning and meaningful connections will help you have a successful experience. I asked six experts to share their insights on making the most of networking and learning; a summary of their thoughts is below.

Before the conference

When you're selecting a conference to go to, look at the key reasons to attend—you’ll want to consider attending a conference if:

• It will impact your business or role;

• It is introducing new concepts or trends that will affect your field; and/or

• It will help you gain knowledge and access to a network of people with a similar focus.

Once you have decided to attend a conference and are planning your experience there, take a detailed look at the conference agenda to review the tracks available and what topics impact your work or interest. The experts suggested that you:

• Think through your goals and focus for the conference. This is where you identify key points and find sessions to fulfill those interests; for example, you may want to learn something new outside your usual scope. A conference is an ideal place to gain access to learn more and gauge your level of interest.

• Focusing on outcomes will also help you align which participants may be worth connecting with for your network. Look through the keynote speakers and presenters ahead of time to see who may bring value to your network and may also allow you to be a part of their circle as well. Contact individuals on LinkedIn and other social media in advance of the conference to begin name recognition and a connection once you’re at the conference.

• Create your draft schedule, keeping in mind you may make changes once you're in attendance. It's OK to alter your schedule on the fly if it suits you, either based on feedback or additional available topics. Value can also come from subject matter conversations during breaks, reviewing products and services at trade shows, and during optional learning offerings such as pop-up events.

  Expert Advice

  • I asked Janice Mandel, a public relations expert and the host of the Path to Visibility podcast, to give her insights regarding best practices. She said: “Before a conference, I note the event hashtag and research the speakers. If I find any I (or a client) want to connect with, I check to see if they're active on Twitter. Then I/my client tags them in a live tweet during their presentation (which we attend) or references their content in a thoughtful tweet after the event. Depending on the context, this often results in a response or even a follow. Much easier than trying to approach them at the event.”

Networking and Reconnecting

You have a short window of opportunity to network, whether you’re new to a group or are reconnecting with people you already know. Conferences take place over a limited amount of days with even more limited free time, so planning ahead will help you be prepared to maximize your time. Whether you introduce yourself at a conference or connect via chat in an online setting, you can connect with individuals and follow up with a LinkedIn request.

Expert Advice

• Networking offers the opportunity to “meet new thought leaders on the topic of the conference - to broaden my network” states Dr. Mary McNevin, Executive Coach, Aspire & Amplify.

• Christina Ryan, CEO of Disability Leadership Institute, notes: “A big one for me is always networking. Meeting people I might have connected with on LI or in other places, or coming across people who I might collaborate with (or who have interesting ideas) who are outside my regular circles.”

If you're an annual attendee, you may have already made relationships with others. Each year is an opportunity to reconnect and update on each other's progress. It's also a time to reflect on the benefits of the relationship. Reach out to connections before the conference to set up times for coffee or to connect at the expo, if there is one. This will guarantee that your time is well spent and let people know you still have a vested interest in them.

Expert Advice

• Brigid Flanagan, Owner and Managing Director of Oriel Research Services, gives helpful advice for virtual connections having a first meeting: “Love face-to-face interactions with people I have only ever met virtually. Build those relationships.”

Learning

Conferences typically focus on three to five main topics with tracks to give attendees a path to follow. It's essential to look through and see what fits your focus for learning, how it will impact you, and what type of resources you expect to collect, such as the presenter's other publications or presentations, listed vendors, or businesses that provide additional information. If a topic is new to you, review articles and foundational information so you can understand the depth of the subject and recognize any jargon terms or phrases. Lastly, visualize the future use of the information and how you can consider putting theory into practice.

• Ask an Expert

  • Dr. McNevin also shares: “Take a deep dive into the topic and learn information in a condensed period of time.”

  • Candela Iglesias, a global health specialist at Alanda Health, suggests “[using the] time and space to take a step back and see the bigger picture and reflect.”

  • And “getting the latest research news and KOL perspectives in presentations that are no more than 45 minutes in length,” says Brigid Flanagan.

  • Dr. Jennifer Nash, CEO of Jennifer Nash Coaching & Consulting and Author of Be Human, Lead Human; How to Connect People and Performance, noted that conferences offer opportunities for “Learning something I don't know; excited to contribute value to others through sharing what I know,” and notes that she appreciates “being in a different environment to experience new things and help me think differently.”

Appreciate the Experience

Whether onsite or online, conferences offer invaluable knowledge and connections in your expertise and future plans. Thinking and planning ahead will make your next conference an even better experience. And sharing your findings with staff members or others will continue to use the value of the investment.