Over the last few years, I’ve finally come to terms with the fact that I will never love networking. So instead, I’ve learned to network smarter.   Here are a few tips I use to help maximize the benefits of networking with minimum pain:

1.  Have a Game Plan:  Don’t go into these situations blind – have a plan and execute. Most networking events or conferences will publish a list of attendees prior to the event, so take advantage. Create a list of who you want to connect with and make it your business to talk to them at least once during the event.  If you don’t know the person, take a look at your existing contacts. Is there a client or co-worker who may be able to broker the introduction?  If so, tee it up ahead of time so it will appear seamless when you meet them.

2.  Make People Come to You:  One way to avoid being the stranger in a room is to make your presence known.  For me, one way to do this is to become a panelist, speaker or company sponsor of the event.  By putting yourself in the limelight, you create an opportunity for people to seek YOU out for a change. It also helps position you and your firm as an expert, which makes for easier introductions and follow up after the event. If you are sponsoring the event, ask for the opportunity to say a few words about your company – this will ensure other attendees understand your business and can follow up with you directly  if they are interested in learning more.  

3.  Maximize Your Opportunities: By way of illustration, I recently spoke at a large real estate association event that typically attracts around 3,000 attendees.  These big events are expensive and tend to me a little overwhelming.  To make sure I wouldn’t get lost, I worked with the event organizers in advance and secured a speaking slot on their social media panel, a topic I enjoy and am comfortable sharing my expertise.  Leading up to and following the panel, we promoted the panel via the association newsletter and social media platforms, along with Maven’s own newsletter, facebook and twitter feeds.  During the event, I connected with the association’s director of social media, who then asked me to participate in a video Q&A that would be posted to the national website, association e-zine and e-newsletter.  The panel ended up being standing room only, and afterwards I was able to connect with dozens of people I consider to be excellent new business leads.   By increasing my visibility and leveraging it for additional exposure, I was able to create new relationships with relatively few awkward introductions. 

4.  Play to your strengths:  Some people thrive in the large “cattle call” events, while others need a more intimate setting to shine. Personally, I get lost in the former and do much better in smaller settings – dinners, smaller cocktail parties and association panels and speaking events.  Know what format works for you and choose events that meet that criterion.

5.  Follow up in a Timely Fashion:  After you’ve collected that business card or had a particularly meaningful interaction, to send an email or thank you card within one week to those you were able to connect with.  Add them to your LinkedIn network and schedule time for coffee, lunch or an in-office meeting. Sometimes it’s hard to remember HOW you met the person, which makes follow up a little tricky.  To prevent short term memory loss, I jot down a few notes about them in my Blackberry or on the back of their business card (e.g. Jack Taylor:  met @ ULI social media panel on Jan. 1; knows Kevin Smith; has upcoming business event that needs PR support). These little notes make follow up a breeze and add a personal touch to your outreach.

Spark! Networking logo

Spark! Networking is a case study about collaboration and partner relationship management that allows a number of corporate entities to team up and benefit from shared information, cross-over interest, indirect sales channels and integrated systems. Ultimately if you don’t have the skillset in house, find someone who does and create a partnership rather than just outsourcing. This case study is also about the successful use of social media in generating attention for an event and creating a community of followers and fans.

Situation and Challenge

A group of Philadelphia creative companies noticed a lack of unique networking events that attracted a new and varied group of entrepreneurs and entrepreneurial-minded people in the Philadelphia area.  The four companies decided to collaborate and create an interactive conference that included innovative networking and business development workshops to provided attendees with an experience designed to connect big ideas with real opportunities.  In April of 2009, 300 attendees participated in the first annual Spark! Networking event at The HUB at the Cira Center.

Strategy

Strategic Planning: The underlying success of this event was the planning, execution and cooperation between the four companies that created Spark!.  The core team consisted of four companies that had similar entrepreneurial goals and complimentary services: Maven Communications (PR Firm), Brolik Productions (design firm), Ideablob Corporation (small business venture by Advanta) and The Hub (an interactive meeting venue).

Public Relations: Maven Communications helped generate buzz and excitement around the event through the use of social media and traditional media including:

• A Facebook “fan” and “event” page
• A twitter account that “tweeted” interesting entrepreneurial articles and provoked conversation among Spark! followers
• Media alerts were sent to bloggers, and local media outlets
• Postings about the event were made to Yelp, Basecamp, and Facebook
• Distributed Spark! invitations and reminders about the event to list of potential attendees.

Branding: After creating a name that encompassed the event concept of idea exchange, Brolik created a full identity package for Spark! including logo and supporting collateral including signage, brochures and nametags.  Brolik also created an interactive web site that included registration through Ticketleap, a twitter feed, link to an event Facebook page, sponsorship information, speaker bios and a live feed for those who couldn’t attend but still wanted to be a part of the event.

Interactive: Brolik created an interactive web site that included registration through ticketleap, a twitter feed, link to Facebook page, sponsorship information, speaker bios and also a live feed where those that couldn’t attend could view the conference directly from the site.

Marketing: Ideablob created partnerships with local networking and entrepreneurial groups who communicated to each of their member list serves about the event and posted it to their web site. Additionally fliers were given out at several networking events and a raffle was held to give away free tickets to the event.

Results

Over 300 people attended Spark! Attendees were a diverse group ranging from young entrepreneurs to those looking to start a new career, to venture capitalists in a wide variety of industries.  The event featured six panels with 26 notable speakers on topics such as networking, marketing a start up, funding and legal matters. The Spark! team secured four sponsors including Drexel University, Rembrandts restaurant, R3 Networks and Springboard media. More than 40,000 people were reached with Spark! messaging through secured strategic marketing relationships and in less than six weeks the Spark! Twitter page, @sparknetworking, had 425 followers and the facebook fan page had 100 fans. The Hub was also a tremendous venue for the event as it provided flexibility, innovation and most importantly networking capabilities.

Future

There are plans to hold a second Spark! event in the fall of 2009.  Spark! networking will continue to be active on the web and at other smaller networking events in order to continue the momentum and encourage new ideas to spark.  Photos and videos from the event can be found at Spark! Networking or www.sparknetworking.com