CorbinBallPodcast.mp3 [00:00:04] Welcome to the How Great Events Happen podcast. I'm Brooke and I am Cody and we are your podcast hosts coming to you from the CVent podcast studio in beautiful downtown Portland, Oregon. [00:00:14] Before we get to today's topic, read more about today's episode on the CVENT blog at CVEN T.com Slash podcast. [00:00:21] You guys know we love hearing from you, so e-mail us at podcast at Cvent.com. [00:00:26] Today's episode is focused on the technology driving the events industry forward. You've got Corbin Ball with us in the studio. And if you don't know Corbin, then I'm just gonna go ahead and say you're welcome upfront. Corbin is at the epicenter for all things related to using technology to save time and improve productivity specifically for us in the events industry. We're pumped to have him on the show. [00:00:46] We sure are. And a topic Corbin is taking a lead on is virtual and augmented reality at events, as well as how a I will impact our industry. His tech articles and resources are so insightful, all of which can be found at Corbin Baldock home. All right. Well, that's enough of us. Let's get to our conversation with Corbin. Corbin Ball, thank you so much for joining us. It is quite an honor to have you on the podcast today, talking a little bit about event. technology. [00:01:14] Well, it's a pleasure to join you both, Brooke and Cody. [00:01:16] Now, you've been in the events industry for a really long time. I know you recognize your name. [00:01:22] I think you've even come to a few see event events in the past. Can you just tell us how did you get into the events industry briefly? [00:01:30] Actually, I've had three full time jobs in my entire life. [00:01:34] The first one is I was a guru of educational media for Western Washington University. I was in charge of audio visual, educational and media and graphics and educational television in that capacity is immersed with technology. But a small engineering association moved into the town. I live in Bellingham. And they needed assistance with audio visual. So they hired me first as a consultant to help them with one small meeting. Well, this is a technology association. And we caught the technology wave together and they a year later joined with them as a part of their reading planning team. [00:02:15] And we grew from a small association to running the largest meetings in optics in the world. And I eventually became head of a conference of operations for them. I co-led a team 10 mean pioneers running international citywide technology meetings around the world. And I was immersed in technology. So I was working with Nobel Prize winners and I could just see the writing on the wall in nineteen ninety seven a year and a half before Google started. It's pretty early in the game. I thought there would be a market for someone to go out and speak salt in a right and write about events, technology, and that was the first person to do that. [00:02:59] That's what I did. And it's been a really fun and interesting ride since then. [00:03:04] Yeah, I can tell you. Enjoy it. It sounds like you're trailblazing there. But, you know, I have a question for you. What, in your opinion, are the tech trends that are having the most impact on the industry right now? [00:03:14] There are so many of them, actually, that many new ideas and innovation is alive and well and many cool things that are happening. The areas that I've been focusing on lately are the impact of artificial intelligence on advanced the impact of virtual and augmented reality events. And then a whole data tracking. And so it's a tracking if journey, but data integration and all. But there's a lot happening in that space as well. [00:03:43] Let's just take a step back for our audience. [00:03:45] Can you define VR versus a virtual reality is immersive multimedia. So you put on VR goggles and it takes you to some place else as opposed to augmented reality. And then there's also mixed reality, which is that some form of that augmented reality you are you see the real world and then you lay on digital images and sounds on top of that. So you are not being taken away someplace else. You are engaged within the space that you're looking out on. And then you see supplemental material from that mix, realities of subcomponent on that. And that's where what you're looking at, the objects actually appear to be floating or right there that you can interact with objects supposed to distract augmented reality where it may be g._p._s indications or other text type of input. [00:04:45] So remember that Pokémon go app? Cody Yes, exactly. I was thinking about that area. Is that augmented reality? [00:04:51] Corbin Yes, that is that's it. That's it was one of the first big implementations of that, although mobile phone based augmented reality has been around for about fifteen years in some form. But that was a really big one where you're playing with the the Pokémon characters, but you're seeing the real world around the super mindblowing. [00:05:11] When it came out, it was like, oh my God, is it poking on in my living room? [00:05:15] Screenshot it, everybody. I'm seeing a pokin. What am I living on? [00:05:19] Well, you haven't seen anything yet. This is an area that is going to be exploding, OK? [00:05:24] Well, that leads me to my next question. Do you have a story where you've seen the use of any of these done well, like augmented reality or virtual reality? [00:05:32] And you know what made it so great that there are in fact, I think there's a case for both of them. And so they're for different things. [00:05:40] So, for example, virtual reality, it's being used right now in a number of different ways. And so you have the ability for on site inspections, for example, that you and you have hotels and you have destination management companies that are bringing their place, their site to you. I would say that the virtual reality in its form right now is. About the closest thing to the start crack all that we have. And it can be very effective in those type way. [00:06:12] So for site inspections, also for VR booth and stage set design, that if you before you spend thousands or hundreds of thousand dollars on an exhibit, for example, or a stage set, you can see it and walk through and experience it, that is probably as realistic of a manner as that you could possibly do it. [00:06:35] Also, VR room diagraming is another example where you're seeing some room diagram and companies are starting to use that virtual reality so that you're set. We sell a dream essentially of meeting planners and hoteliers. You're selling a dream of an event that hasn't happened yet. And if you can visualize that, that's a much stronger sales tool up about what's going to happen. It gives you a much better feel as well. Where I don't think see, you're going to see the major impact yet. It's going to be a virtual attendance. All you have, although you are seen with Facebook, Facebook, Oculus venues, for example, that show basketball games and major concerts, it's going to be remain, I think, in that realm for a little while. The reason why things haven't really fully standardized in terms of virtual reality sets, they're fairly expensive. I mean, starting in a way you can get online for I guess Google Cardboard is kind of the real basic one you can buy for $5. But, you know, they have a good virtual reality ads that you'd want to use for an exhibit that doesn't use your phone that starts about 200, but they go about fifteen hundred. And it's just there's a, you know, a lot of variations in it in the marketplace right now, choices. And so it hasn't fully standardize. So I don't see except for all the really big events and concerts and so forth, you can see that in in business events for the near future, a longer range that may quite the option for that. Now, autumn amended realities is another aspect, though, that I think has great potential for and I should mention I should back up to virtual reality as well for a booth demos as well. It can be helpful with that. It's it you can take somebody some place sells and the debt can be really engaging with that. But it takes time to put on the VR headsets and sanitize it for the next years and show them how to use it. Charles, so you're not going to get a real huge throughput for that now? Augmented reality, unlike virtual reality, which is immersive. You are in the system, right? That you are in the real world you're looking around at. And so you're starting to see also augmented reality being used for product demos. And but it's a product demo where people can stand around using the augmented reality headsets or a VR app as well. So you're starting to see some mobile and app companies incorporating VR within their their systems with that so that you can see more about certain product, for example, or you can walk up to a poster of the speaker and see the speakers put up your app and then you that speaker will come to light and tell you what's happening or what's going it. Or even then there's a lot of directional wayfinding through the exhibit hall. There are many ways that that can happen as well. So I think there are related areas of augmented reality as well. They're augmented reality demo walls and mirrors that you can use to engage and use that in the exhibit. [00:09:51] For example, even a telepresence is a form of that. So projecting a person onstage and looks like that person was on stage. I've seen this in real life up close in an event recently in London and there is a woman that BBC newscaster that recorded herself. And so she stood there interviewing herself on stage, standing about fifteen feet away. And it was difficult to tell which person was lying and which person was being telepresence. So I had. And then even then, another aspect is projection mapping, which is projecting images on irregular forms on the side of a building or a stage, said that you can use this augmented layering of augmented spatial realities initially to be able to engage in a much deeper way. What's happened on stage or on the side of a building? So there are lots of different spaces with that. But I think the thing that gets me excited about this is that it it doesn't take you away. It doesn't immerse you, it doesn't isolate you. It involves you more deeply within an event. All right. I think of the to the dog man and reality in the near said it's going to be where you're going to see more of the activity with the other things happened at the Consumer Electronics Show this year and last year, there is a there's a big trend for much less expensive glasses and glasses that even the north looks like normal glasses. And so you don't have to you don't look like this geek walking around with this weird set of goggles on your face and you. It looks like a normal said glasses. And in fact, they're just into recent publicity, the last couple of weeks of about more activity, even in augmented reality contact lenses becoming that's not going to happen tomorrow. But this is on the way of development in the next four or five or 10 years. [00:11:52] That is cool. Yes, I like that. Contact me because remember, like Google Glass. Right. And all of that. And it didn't necessarily completely take off. It was sort of a little bit odd looking on your face sometimes, but it's very cool to hear about that. [00:12:09] You know, people do want to be recorded. You know, it was a know, geeky looking and it's cool technology. And the technology is actually really quite helpful. And insurgents are using this type of technology to determine which cells are cancer. [00:12:24] So what cells are not. And, you know, and danced airline mechanics that you you can have your whole manual on and 50 comparative images right there of what you're doing. Step by step instructions on up display. So there are a lot of ways that even the geeky looking glasses would work, but that in terms of widespread adoption, where you're walking around and exhibit all, for example, using augmented reality voice-activated to find your way to the exhibitors that you walk or to haul a or how you engage in lots of different things. [00:13:00] I think it's really interesting when you're talking about this technology, Korben, that it seems like in the end it can actually save planners time and money. I was thinking about that. When you're talking about the site visits, how expensive is it to travel around the country or world doing site visits if you can do it with this technology? We can really save some valuable time. [00:13:21] I think there's great potential in that area. And this is an area that there's a lot of development as well, that the cost to do those virtual site inspection displays are coming down, too. Now, you can start using this with a mobile phone and the stitching technology to put together. You're using this a lot. And in real estate, they're using it a lot and you'll start seeing Araby NDB. [00:13:44] You know, there are millions of different places that can happen and and hotels, if this is going to be at a standard application, if you want to walk to a multi room complex and see really specifically what's happening. It's getting much easier, much less expensive for this to happen in the next year or so. At IBM, I share the tech watch for IBM each year for 17 years and there are two or three vendors showing specifically those type of technologies they're at at a fraction of the cost of what it used to do. Everything we can do a video, the recording of your event space. [00:14:24] And even in the events industry for a long time. So if we do like a quick timeline, you know, the 90s where we're using e-mail, the Internet connectivity, you get the you know, to thousands. And of course, we see this huge adoption of the Web 2010s is mobile technology. That's when I started to get into the industry with the mobile apps and now we're twenty twenty. And you shared that artificial intelligence is a very significant technology change. But what should event planners be thinking about when it comes to a I? [00:14:57] I think as you said this, Brooke, is that this is this is going to be one of those revolutionary technologies that is going to affect society in general. [00:15:07] That's as profoundly as the e-mail, as the Internet, as the Web, as mobile technology has in our lives today. The decade of the 20s, I think is going to be the decade of artificial intelligence. And you're seeing a number of applications already with this. And so, for example, if you want to be able to simultaneous translation, do a lot of international presentations and then around translation booths and that some frequently these are expensive propositions that you set up a booth at the hour and interpreters that distribute the headsets and so forth. And that's you know, this is expensive. And so that part's limited to a lot of different events. There are companies now such as worldly, which can use artificial intelligence to translate simultaneously into 15 different languages. And people access it using their mobile phone and a good Wi-Fi system. Although you do voice recognition, it's good. I mean, you look at what we're dealing with, Alexa and Google, all that it has gotten way, way better than it has in the past. You know, I wouldn't recommend it for using yet at the United Nations. You know, really high end events. But what I think is really exciting about this technology is that it will open it up to many, many more types of events at a fraction of the cost of the higher interpreters and doing that as setting a booth and doing that. So I think that and even for people that are hearing impaired is that if you want to translate into English as argued that language, that they're listening into it. So I think are great opportunities. You need using artificial intelligence for that there. The other one's a facial recognition for expediting registration processes is definitely on the way here. I've experienced that a few times around the world and that's a quick, fast, seamless process. People on five and seven seconds as they're walking up to the registration system. [00:17:14] So that's an option. But also, I think one of the interesting trends and this happened lately is that there's pushback about privacy intrusion or facial recognition. And although events are really not designed to be about privacy, it's in that, you know, we wear name badges around her. [00:17:33] Next, it's about meeting people and engaging with people. So but I can see that there's some concern about that. But there are ways of using voice or face tracking technology to do this anonymously. And there are a couple companies out there that are doing it seen. And analytics is one where you could point a camera at an audience at relatively low light level, an audience of a thousand, and be able to determine quite accurate count and the gender and age and also what they're paying attention. And so if you get immediate feedback, that speaker at a time throughout advance, you get immediate feedback where you are engaging people and where you've lost an audience. And so I think that means it's a very helpful tool. And then there are other companies attract many as one of them that does this design for the exhibit booth or display stands with throughout an event. And so we'll track it as you walk up is used as an iPhone and get a Wi-Fi network. There's an app and it will track how long you've stood in front of the new set, display your age, your gender, your interest. Where are you looking at on display in your whole range of things? And it does it anonymously. So you get the aggregate totals of those, which are a whole lot, the times of the day, the, you know, all those type of things that are really helpful analytics for four events, you know, that have been there checkbox around. And certainly the text is the most widely used app on the smartphone by far. Know, everybody uses text and somewhere almost everybody does using a chat box to be able to help poor people ask questions and know with artificial intelligence, you can understand the meaning in that question and respond back in an automated way. Saving staff. I'm saving the costs with that. So I think that there are benefits in this and I think you'll see that happen in a lot of other ways as well for matchmaking, for just improved personalization of content, of approved data collection and analytics. You know, you are seeing CRM systems, customer relationship management systems that you can use the artificial intelligence that determine what salesforce automation tools to be able to determine how most accurately you respond and what who are the best contacts. And so the list goes on and on. There is that artificial intelligence, I think is and it has huge potential benefits and we're already seeing those. But I think we're just scratching the surface on this is an that area that is going to work its way into almost every industry that we can think of to improve the process of that. [00:20:23] I'm personally obsessed with the facial recognition technology, you know, being able to see where people are engaging. You know, that session over there was maybe kind of the least engaged session. Well, we can do. I wonder if and do you think that there's ever going to come a time where we'll be able to facially recognize that Cody's at an event and he's enjoying these types of session and then point him to content of that same kind? [00:20:48] See, this is an area that I think that certainly we can do that with other technologies as well right now. And then there's other other ways with beacon technology, you can track where people are going into iPads and how long they stayed. [00:21:01] Well, I'm in front of the exhibit booth and so forth and. Social media tools you can gage the collective group sentiment and so forth. I think that we have to be careful about. There is a dark side of facial recognition that we have to be careful about. We're seeing that dark side happening in China, for example, with where we are. On the plus side there, there are hundreds of hotels that the Chinese can go into and using their page check in a facial recognition, checking to check in to get into the room, to do all sorts of things. And so that's the plus side. But, you know, if the if the government is using facial recognition to track dissidents, for example, that can be a problem. And so I think that we will need to go forward a little cautiously with facial recognition of tracking individuals and who they are and how long they stand. And as you know, for that recognition, it's certainly possible to do that, to be able to put in a, you know, a huge database of Facebook or LinkedIn faces and know who people are and automatically recognize them when they come in. That would be nice if you're, you know, a VIP in a hotel and you're automatically recognized. But it's a little bit creepy. And I think that this is an area that we're going to have to society's going to have to work out. And I think that this is one that we need to proceed a little bit with caution. [00:22:29] I think that's good advice. I agree. And, you know, it is a little creepy. I just know that when I sign into Facebook and it shows that I'm tagging somebody as photo that didn't even tag me, I think that is a little crazy. [00:22:40] But you're going to have poke him on ads on your Facebook now because we just mentioned. [00:22:44] I know that is crazy. So it's a different conversation. [00:22:48] He did bring up, you know, some of the downfalls of using a guy with facial recognition. But is there anything else that we should avoid doing when it comes to leveraging technology? I mean, it just does so much. But what are some of the dangers here? [00:23:01] The one thing I'm largely in favor of is GDP or the general data protection regulations in Europe. And then also increase the data protection standards in California and in other counties and other places as well. I think that that event planners and anybody that's collecting individual data, personal individuated data needs to be transparent about what they are doing, what they're using it for, and also give individuals the ability to opt out and also to be forgotten, not be included in the system that they so wish. And so, you know, those things if those measures are good and I think we're going to see increased emphasis in that space. But I would urge planners to start on the end of transparency in terms of how they're using the data. [00:23:55] Absolutely. We talk about that a lot. Just making sure that the technology you're using is following these rules and regulations. And there's new ones every day. D-PA, CCPOA, and we keep seeing them come out. So I think that's very solid advice. Now, let me ask you, Korben, this is probably going to be one of the hardest questions I ask you today. If there's one thing an event planner should be doing or be thinking about when it comes to improving their next event, what would you recommend? [00:24:26] I have a couple of recommendations. [00:24:28] One is that to remember that technology is not an end. It's a means to an end. It's a means to an end of hopefully a more efficient and more engaging meeting. And hopefully balton means to better meetings. But when you're using technology, it's be really thoughtful about how what your goals are, your specific goals and using them and defining those in the measurable way so you can analyze and make sure you've succeeded. It's not the brightest new shiny object that's out there. It's the one that can really add specific value in multiple ways to your event. And so that's that's the one urging that to happen. I guess the second one would be that we are in very rapid changing times and there's new ideas and really cool stuff that's coming. I think we're living in the most exciting times that humans have ever lived. It's just we're in the renaissance of discovery, in science and technology, in medicine that is unprecedented and in the same with the events industry, that there's a lot of new interesting things out there. So keep your ears open and your minds open about how you can use technology to benefit the process. And departmentally and we are well connected. There are podcast major events that you can go to. There are lots of ways a Web sites and so far there's lots of ways of getting information about these new technologies are happening. But it's a it's one thing I think is these changes, even the ones I talked about the day. But there are many others that. Are having huge impacts on events and pardon. That part to be aware of those and be able to incorporate some of them in their tool chest, I think is something that's really important and the planet should spend some time and some time to think and learn about. [00:26:20] I agree. So, I mean, I want to hear you saying is don't use technology for technology's sake. Use it thoughtfully and make sure that it's bringing value to both you and your attendees. Don't just like throw a VR experience in there. Make sure that it's really enhancing your event and the goals you're trying to reach. [00:26:38] Well, Cedrik, that cord and this has got to be like one of my favorite topics. I'm the tech geek here. So is there anything you want to promote or share with our listeners? Like, is there any other resource? [00:26:51] I have one. Oh, I follow Korben on Twitter because he has awesome posts. And just like what you were saying, Corbin, stay up to date on the newest technology. That's the first step. I'm kind of a fan. [00:27:02] Yeah. Okay. First things first. Corbin. [00:27:04] Oh, thank you. Thanks. I. I do try to post semi-regularly there to new things that I find. I think one source said I recommend recommended my Web site dot com. [00:27:16] I have hundreds of free articles. [00:27:18] There are thousands of links that are categorized, even technology links. There are lots of tips and tools there. So if you're wondering about what's happening in new there, it's largely noncommercial. I do talk about my speaking and consulting services in this site, but really the main goal is to help event others grapple with and deal with and find out about events and exhibition technology. [00:27:44] Absolutely. Well, this was an absolute joy for me. I've been a fan for a very long time. [00:27:50] So thank you so much for joining us. Anything else you think our audience needs to know before we go? [00:27:55] I think we've covered enough for today. [00:27:57] Awesome. Well, thank you so much. [00:27:59] It was my pleasure. Brooke and Cody, it's a pleasure to join you. [00:28:04] It is never a dull moment when talking to Corbyn. I mean, how fun is it that he gets to explore new event technology all the time? [00:28:12] Hashtag goals very seriously. That facial recognition stuff. Holy cow. So I just want to say thank you to everybody for joining us this week on how great events happen. Podcast know to get more episodes and exclusive content. Always feel free to head on over to Steve and dot com slash podcast. [00:28:28] And as always, Brooke and I would love to connect with you. So shoot us an e-mail at podcast at sea. MANKOFF And we'll see you next week for another great episode by.