In Summary

Differentiating oneself in a downturn economy is vital to survival, whether as individuals, teams or organisations. In the current environment, it is essential that we improve efficiency and effectiveness, do more with less, and achieve more in less time at a lower cost.

This was the challenge I set when it came to organising this year's SAS UK's annual user group conference. I asked for a new approach that would increase the value, but not the cost, of the event while at the same time providing customers with a better experience and better value. Out of this challenge, the SAS Professionals Convention was born.

The underlying 'glue' for the event was the SAS Professionals social media platform built using the functionality of Ning. Its aim was not to replace the channels already used to interact with customers, but rather to add a new dimension to existing best practice. In other words, it was not "out with the old and in with the new" but rather "how can we combine the best of both worlds to give our customers the best possible value and experience".

The result was an event that used a blend of social media, live-web training, classroom sessions, live broadcasts and conference presentations to give more than 300 participants a successful three-day experience, which took place on SAS' own site at its UK headquarters, rather than at a conference venue. At the heart of everything was the SAS Professionals social network.

The underlying concept of the new event was to provide personal value to customers. Our belief is that value starts with the individual. If the individual can improve their personal performance at work, he or she will increase their value to their team, which in turn will provide more value to the wider organisation. This in turn should result in greater customer satisfaction and retention for SAS.

Obtaining a SAS-recognised qualification is one practical step that an individual can take. Increasing the number of people taking the SAS certification exam and increasing the pass rate was therefore a major objective.

Four certification groups were established on the social network by SAS Education Consultants experienced in coaching and mentoring. These groups quickly established their own presence on the social network, spreading the word and recruiting other members. Discussion and interaction was brisk, and membership increased from around 175 members at the beginning of 2009 to over 1,200 at the time of the conference. Every week for the six weeks preceding the conference, the groups met for two-hour live-web sessions led by SAS Education Consultants. This provided some structure and formal coaching for the candidates, as well as providing more personal interaction to support the certification exams prior to the conference. The result was an almost doubling in the pass rate from 30% to 58%.

As an added incentive, SAS offered 100,000 pounds sterling worth of education courses to the group with the best pass rate. All members of the winning group agreed that SAS could follow their career progression over the next 12 months as they completed the education courses they have won. They also agreed to be official SAS advocates, helping to spread the word on the value that SAS certification and education adds to their individual careers. Most of the activity relating to spreading the word will be done via the social network.

The same concept of providing personal value to customers applied to the SAS Professionals Convention at which the certification exams took place. A new format was adopted that enabled customers to attend any or the entire three-day event, depending on their interests. If they couldn't attend at all, approximately half the conference sessions were broadcast live via the web.

Learning from the way the social network operates and adhering to the principle of "combining the best of both worlds", it was decided to replicate, as much as possible, the ability of members of the social network to contribute personally, equally and quickly. This was done by supplying conference delegates with uniquely encoded electronic response handsets, which enabled them to contribute to session content and to respond to questions raised.

The social network was used as a major channel to drive attendance at the conference. It provided information, discussion forms and other networking opportunities. It also drove the demand for selected live web broadcasts. The broadcasts and presentation materials from the conference are archived on the social network for all members, regardless of whether or not they attended the conference. Overall, members of the social network spent more than three times as long on the site than did users on SAS UK's official website.

It was decided to hold the event at SAS UK's headquarters instead of a traditional conference venue. Not only did this enhance the customer experience in terms of learning more about SAS, the organisation, and the support it could provide, but it also meant that SAS' existing, tried and tested technology resources could be used to provide the live web training and live web broadcasts. This resulted in a 60% cost saving compared to 2008.

Some results were immediate - others will be quantifiable in the future as we continue to build and develop the format of the SAS Professionals.

• Skills at an individual customer level were significantly boosted. A SAS worldwide record was achieved for the most people sitting the certification exam at any one time. The pre-conference support for the certification exams resulted in the pass rate nearly doubling from 30% to 58%.
• The flexible format of the conference meant that customers found it easier to attend. Of those customers who expressed an interest in attending the conference but were unable to attend 10% participated in the live web broadcasts and 50% viewed the material online afterwards. Forty percent of conference attendees accessed the conference material on the social network within one month of the conference.
• From fewer than 175 members at the beginning of 2009, membership of the social network spiralled to over 1,200 at the time of the conference in July 2009. Members also spent more than three times as long on the social networking site than they did users on SAS' official website, www.sas.com/uk - a clear indicator of the value customers felt it offered.
• A post-event survey confirmed that 98% of attendees at the conference found the support provided by the social network was helpful
• The new conference format resulted in an overall cost reduction of 60% on the 2008 event. Most of the saving came from the more flexible format of the conference, which resulted in more effective use of existing technology and staff time
• The best endorsement any organisation can receive is from its customers. The winning certification group has committed to spread the word as to the value of SAS certification and education, which will help drive the demand for SAS education over the next 12 months.

"Overall an excellent package put together. The combination of online sessions on a weekly basis along with final intensive session really worked for me. Congratulations to the Team for putting together a winning combination."

"I met someone through the social network that works literally two miles down the road from me, and we are now in direct communication."

"It was good to gain an insight on how other companies are using SAS and also meet new people (or put faces to names) from the social network.

"Such a wonderful location at SAS UK. Much better to have the event in Marlow to showcase your offices."