Hi Stephen, Excellent analysis, I think you've got the problem wel figured out. I was wondering where I might find these matchmaking performance reports you're referring to. Can you redirect me to a site where I can find these? Thanks in advance! Rianne Klein Geltink VNU Exhibitions Europe

Rianne, When describing matchmaking performance reports, I am referring to public statements of show organizers who describe metrics that are not creditable. I could have used a better choice of words. I am not aware of any report that can be obtained by the general public. However, MeetingTechOnline, of which I am one of the principals, does conduct research and interviewed over 600 meeting professionals last year on technology products. From this research, they publish marketplace assessments. Most of theses reports are for custom research projects, but I understand there will be a matchmaking tool report available later this year. So how does a show organizer conduct research: 1) go beyond the 1-2 references that the vendor offers, 2) understand the revenue model and make certain that the solution is not launched on the backs of the exhibitors, 3) discern whether the tool described matches the business processes of your event. Different technology provide different results. I will continue to look for other evaluation sources and keep you posted.

Stephen, You raise an interesting point (challenge) here and I would like to respond. As one of the leading suppliers of 'matchmaking' (I hate that word) systems used at events I think I can add some color to your position. I have seen opt-in rates vary from 10% to 98% across a wide swath of shows. Our experience is that you will get wildly different participation based on the type of show. Seminars, Conferences, Large Meetings will enjoy high opt-in - while Tradeshows tend to have lower opt-in. Why? I have a few guesses. People attend Seminars, Conferences and Meetings for two main reasons (IMO). To Network and Learn. Networking is a key component of these events. These events are looking to us to help accelerate the networking as it is a primary value proposition being given to 'potential' attendees. People attend tradeshows to either to Buy or to Sell. Networking is a by-product of that process, but NOT the principle reason to attend. Ironically, I have had conversations with Tradeshow producers that ask, "Why would we want to help attendees meet one another? Their job it to provide a qualified audience of buyers for the exhibitors that are paying a lot of money to be in front of those customers. Right? So, if you are only looking at opt-in to social networks / event communities that are produced for Tradeshows, I could see where you have those types of numbers. I have also seen that these audiences don’t really take the time to complete profiles, as they believe that they already know everyone that is going, and already know who they want to see. (I could argue that point with them, but I don’t). On the other hand, at Seminars, Conferences, Corporate Meetings, etc. we see a completely different point of view on the side of the delegate or attendee. They are VERY anxious to see who is going, reaching out well in advance to set up meetings, investigate the other attendees and start to become 'vested' in the topics, themes and tracks of the upcoming event. These sites, when crafted well, can serve to build alignment with the Conference well in advance - and provide a rich communication vehicle for event organizers. I must also point out that successful online community participation is not the responsibility of the platform, but rather the Back to my original comment about Matchmaking. Since we debuted our platform at the TED Conference in 2003 we have been compared to dating sites - we have bristled at that comparison, because we want to be taken seriously as a business tool, not a fluffy, nice to have conference gadget. Yes, the introNetworks online community is based on a proprietary Visual Matching Engine - but that is technology - not the reason someone wants to add one of these systems to their event. See my point? I can see that in fact Matchmaking makes sense to a degree - we do in fact provide matches, but I think people appreciate the fact that we are matching them to potential business and educational opportunities, not someone for long walks on the beach sipping a Chai Latte. Cheers and good luck with this blog, always great to a have a free and open place to discuss ideas and stimulate conversation. Cheers, Mark Sylvester CEO, Co-Founder introNetworks.com Note: It is not lost on me that this blog is on tradeshowweek.com but I think that your readers also want to know what is going on with other types of events as well.

Mark, I appreciate your comments and your willingness to post (alot). To your last point, TSW is very interested in all types of events and supports discussions regarding any technology impacting the meeting industry. I think the term matchmaking really does sell short the power of social networking tools, but it operates as the common term that most show porducers and planners can define.