Even as our social interactions are pushed to the Web, we’ve seen an increase in networking events and groups all across southern California where professionals go to mix and mingle, share business resources and make new contacts. Whether for new business, to build contacts and referral sources, or to meet a new date, events like 6 Degrees, based in San Diego, are making their way into calendars as a “must-attend” event. 

I had a chance to interview Matt Greene, the founder of 6 Degrees, to share insight on what is making these networking events so compelling, how to make the most of them for current and new business relationships, and what’s next in the ever small world of collaboration, referrals and relationship development.   Full details in the interview below:

My top three takeaways include:

#1 Get in there. Engage and get involved in a networking group on a consistent basis so that attendees get to know your business, work with you and are confident to refer business your way.

#2 Know when to recommend a sponsorship or speaking opportunity at networking groups for your clients. Want to get a new venue recognized in the community? Get in contact to host an event and build instant rapport with at least 175 attendees, along with the extensive roster of contacts who are invited to the events for greater brand awareness.

#3 Find the networking group that best suits your personality and reaches contacts that match your target clients or contacts. From Vistage, which reaches directly with c-level executives, to Costal Networking groups found on www.meet-up.com, which targets your community, there’s a perfect group ready to welcome you with a firm handshake. 

For more detail, read on:

What has lead to the boom in networking events in southern California and nationally?  What’s your gut feeling on why they’re so successful?
I think the recent economic downturn has directly led many people to “get back out there.” When times are going very well most people tend to sit by and let the business come to them. I think now more than ever, you are hearing people say they are working twice as hard for half the pay, and I think attending networking events has increased the hours of “work” for many people to increase their pipeline of prospects.

The boom in networking organizations both in southern California and nationally has been a product of a couple of things. One, there are numerous online social networks, and each allows users to create groups within their online “friends” to meet offline. There is also the real fear that many people have about losing their jobs, trying to find a new job, or building their own business in very difficult economic times. This has bred many new groups and events to start and prosper as the many long standing organizations that traditionally provided this outreach have fallen out of favor of most executives and just haven’t developed or created the ROI needed for people to spend their time and money on.

What is the structure of the 6 Degrees events?  How often are they held?  What percentage of people go every month?
6 Degrees events are open and are designed for social mixing. I feel that having an event that is considered “stuffy” turns a majority of people away. We have a registration table, name tags, and some established “networkers” that do their best to introduce and make connections to people looking for certain business partners. We don’t have a set structure or speeches, but would rather provide the opportunity for people to network on their own terms while I can build the bridges between the attendees with personal introductions.

The events are twice monthly – once in the Downtown San Diego area and the other in North County. We now have over 10,000 opt-in subscribers to our newsletters, and we consistently have about 175-250 attendees per event.

What’s the best way for someone to get involved?  Are there committees to join?
The best way to get involved is to come to an event, meet people and build your network within 6 Degrees. We do have an Advisory Board and are creating a few committees for 2010 for volunteers to get more involved.

How does membership work – and what are the costs?
Membership has three levels for 2009, and we will have five levels in 2010 to answer to the many needs that have been asked of us. Costs range from $175-$1400 annually. Membership details vary per level but could include: entry to events, searchable profile on the website, 1-3 minute video commercial for your business, advertising on website, sponsorship at events and more.

Are people attending for new business leads, new friends, new relationships/dating?  All of the above?
A majority of our attendees are at the event to make new business contacts as well as cultivate existing relationships. Some are there to just meet other business executives and local leaders and have no business agenda, per se. Others (a very small amount) will attend to meet people for dating but they usually see very quickly that they are in the minority and do not return to the events.

What’s the benefit for businesses to sponsor events or support with silent auction items at events? 
We do things a bit differently regarding sponsorship. We have one sponsor per event to give them exclusivity and visibility. This generates a substantial ROI and brand image for them. This is unlike other organizations that typically have numerous sponsors and a multiple of tabletops for sponsors to strut their stuff and sell their product. We want our sponsors to align themselves with 6 Degrees more than we would like to sell out table spaces and clutter the space and have it become one big infomercial. 

What input/recommendations would you give PR folks to attend events themselves and/or recommend them to their clients.
I would recommend them to utilize these events as a platform to potentially promote their clients, as well as meet new prospective clients as we have numerous small- to medium-sized business owners attending as well as retail/restaurant owners. Their clients will have a platform that is welcoming where they can promote their business in a cost effective and engaging manner.

Are there certain industries, i.e. professional services like accounting, law, insurance, etc. that are better positioned to benefit from these events?
 We really do have all industries involved, including accounting, law, retail, government, business consultants, and more. Some are better positioned than others to benefit from what we offer at the events as some are more sales driven. But I believe everyone is positioned well if they’d like to meet a huge number of executives to build their network for both current and future opportunities.

 What other companies/events are similar to 6 Degrees in OC and LA?
There are many other companies that have similarities to ours but with different nuances/crowds. Locally, you have Campbell Networks and 92101 Happy Hour, Hump Day Happy Hour, Coastal Networking, ABRA, Vistage, Connect, Chambers of Commerce including the Carlsbad Chamber, and many other more targeted groups that focus on a certain interest, region or industry.

 Lauren Walsh is lead publicist of Citrus Public Relations in San Diego.  She is also a founding editor of SoCalPR Blog.

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