Get meeting, event, conference, and party planning resources, all at your fingertips

The Secret to Successful Networking

Q. As an event organizer, how do you maximize your face-to-face networking opportunities?

A. Provided by Marnie Fleming, Independent Event-Marketing-Project Planner

In event marketing, I prefer the term “sociogramming” to “networking.” Like networking, sociogramming is an opportunity to meet potential acquaintances or colleagues by exchanging ideas and information. However, in sociogramming the greater emphasis is on long-term relationship building, not just a short-term sale. This focus shift can have a tremendous impact on an event organizer’s success.

In recent Entrepreneur.com Blogs, Ivan Misner wrote:

“Online networking works, but relationships must still be part of the process…that's the key--that the Internet is a great tool for staying in touch with people you've already established a connection with.”

Unfortunately, too many event-planning professionals underestimate the value of face-to-face sociogramming, preferring instead to focus the majority of their efforts on quick, accessible and easy-to-use online networking.

Instead, event organizers who want to maximize their effectiveness should consider the following:

#1 - THINK OF SOCIOGRAMMING AS MEETING A NEW OR POTENTIAL FRIEND.

Remember that people refer people they know and trust. Connections and relationships form by meeting and talking to people face-to-face. Referrals don’t usually come just because of Facebook friendships or LinkedIn connections.

#2 - SOCIOGRAMMING IS ABOUT FACE-TO-FACE CONNECTIONS AND RELATIONSHIPS.

If an event planner tells me, “I don’t know how to effectively network” I respond by asking if he or she talks to people on a regular basis during mundane tasks, such as waiting for an elevator. If the answer is “yes”, I reassure them that they do in fact, know how to network. Those ordinary exchanges are the foundation of sociogramming— an exchange of an idea or shared contacts—and the beginning of a relationship.

#3 - UTILIZE ALL YOUR RESOURCES TO GROW YOUR NETWORK

When sociogramming, you can utilize a technique called mind mapping. Begin by drawing a circle in the middle of a sheet of paper and write your name at the center. Next draw lines extending from the circle, and on each line write the following: every job you’ve had, where you attended school, organizations to which you belong, the names of parents, siblings, friends and other professionals, such as your colleagues, your doctor and your dentist. Beneath each line, write the names of those associated with that grouping that could assist you in your quest.

#4 - TAKE ACTION!

After you’ve completed your mind map, it’s time to make contact. Sounds simple, right? Yet, this is often the hardest step to take.

When a task appears too daunting, I remind myself “to begin is to be half done.” Like the Nike tagline says, sometimes you have to “just do it.”

Always remember, people crave face-to-face communication. It’s how we really get to know one another. It fulfills the basic human need to connect. And in the end, effective sociogramming has the potential to expand your network and enhance your success.

Marni Fleming | marniefleming@yahoo.com

Marnie Fleming has successfully worked as a event/project planner for a wide range of industries including High Tech, Community Relations, Retail, Sales, Medical Devices, Sports Marketing and Media. She holds a BA from the U of M and is pursuing her CTSM.