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March 26, 2015

CONVENE -- Four Lessons Every Meeting Planner Should Take From TED’s Content Strategy

By David McMillin

I spent last week with Bill Gates, Monica Lewinsky and a cast of acclaimed experts with ideas on how to solve some of the world’s most pressing problems. Well, I should be clear — I didn’t exactly spend one-on-one time with the founder of Microsoft or the most famous intern in White House history. However, I did have the opportunity to feel the energy of TED2015 first-hand on a trip to Vancouver.

In between touring the award-winning, LEED Platinum-certified Vancouver Convention Centre, sampling the finest wines of British Columbia and biking around the most impressive park in North America (you’ll hear about all of this soon), Tourism Vancouver and the the Vancouver Convention Centre offered me a glimpse of how TED connects the transformative on-site experience on the shores of Vancouver Harbour with the rest of the world. As more organizations begin to operate with a “content is king” mindset, TED’s strategy offers a clear path to success. Here are four key lessons that will resonate with every meeting planner.

1) Impact relies on extending your reach to the digital world.

A seat in the TED2015 theater came with a steep price tag that started at $8,500. While the on-site registration fee is expensive and the attendee base is elite, TED has managed to build a brand that feels exclusive to its biggest supporters and inclusive of everyone around the world at the same time. The secret? Sharing. TED doesn’t operate with the typical your-online-account-costs-this-much-each-month mentality. Instead, the organization lives and breathes its “Ideas Worth Sharing” motto with the understanding that everyone should be able to see and hear groundbreaking innovations. Simply put, if you’re on the internet, you can be part of TED.

Read more lessons at PCMA.org 

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