Leveraging a Software User Conference in the Telecom Assurance Software Market

June 8, 2012 - PRLog -- Our LinkedIn world provides many “high-tech” ways of exchanging ideas and gathering industry knowledge. And 28 years before Facebook, futurist John Naisbitt brilliantly anticipated that more virtual interaction would need to be offset by greater “high-touch” personal contact.

So it's no surprise then that private user conferences sponsored by software firms have become a great way to put a handshake to a Google+ profile.

But how should a user or software vendor leverage these personal forums?   That's the subject of an article published in Black Swan Telecom Journal http://bswan.org/high_tech_and_touch.asp entitled, "High Touch Networking meets High Tech Partnering: How to Leverage a Software User Conference."

The article, written by author and journal editor, Dan Baker, provides advice on how users and software vendors can get the most out of these important events.

According to Baker, users should consider the following:

1. As a prospective customer, a user conference is a great way to see the potential software supplier in action.  It allows you to informally meet customers and discuss with current users the pros and cons of working with the supplier.

2. As a current software user, the conference is useful for measuring the software supplier's financial stabilty, product roadmap, andability to attract quality customers.  

3. Users who want to meet other users should get a list of people likely to attend the event.  With that list you can begin to explore LinkedIn to check their bios and even pre-arrange to meet.  

4. Users should bring a stack of business cards with them but remember that it’s not the number of cards exchanged, but the relatively few quality interactions you have that's key.  These are the people you are most likely to share professional advice with for a long time to come.

In terms of the software vendors who organize these events, Baker offers the following perspective:

1. The user conference is one of the most cost effective and personal ways for a software vendor to spread positive industry buzz and pave the way for sales.  But the risks are still high, because if you fail to deliver a good conference, users will remember that.

2. The conference is also a great way to please your consulting and other partners who present in sessions at the event.

3. Treating users like VIPs is the best way to make them feel at home.  Arrange to meet them at the airport and all the logistical details well.

4. A lot can be done to enhance the conference with banners, signage, badges, welcome bags and the like.   It gives even a small event a professional appeal.

5. Keep the sales hounds at bay.   While it's always tempting to get the salespeople actively involved at user events, Baker advises caution because salespeople can turn a user event into a circus.

6. Wrap some fun around the event by having a skilled master of ceremonies and planning appropriate dinners and special entertainment events for hours after official business.

7. Spend a lot of time educating users through helpful presentations and even roundtable discussions.  Remember, users are not just interested in briefings about your software, but all manner of subjects that will enhance their professional careers.

Private user events will probably grow in the telecom and business assurance software sectors.  “High touch” private events are the perfect complement to “high tech” social media.  The key is to plan for your next event wisely.

About the Black Swan Telecom Journal

The Black Swan Telecom Journal http://bswan.org is a zine dedicated to the professionals and executives who protect and grow a robust communications business.   The Journal covers a broad range of strategic issues, operator case studies, consultant perspective, and solution vendor advice, particularly in the fields of revenue assurance, fraud assurance, cost/margin management and security.