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Creating Interactive Meetings: How to Turn Attendees Into Active Participants

When I look around me, I feel like the world is screaming for more interaction and dialog at meetings and events. (In fact, I’ve been noticing this for years as I mentioned in my first IMT blog post.)  There are too many events where attendees are stuffed in chairs, lined up in rows, and forced to listen to speakers talk for hours on end.  Doesn’t everyone realize that attendees stop paying attention after the first 10 minutes? If they do, then why-oh-WHY do our colleagues continue to tie attendees to chairs in rows for 4-6 hours per day?

(Ok. That might be a slight exaggeration. According to Andrea Sullivan, president of BrainStrength Systems, a company that provides corporate training and learning services using scientific research, “People can listen only so long at a time…After they’ve listened to a speaker/presenter for even 15 or 20 minutes, they need to make a shift to some kind of active participation…”)

The point is, sitting for hours on end is stupid and it needs to stop!

Last month, we helped an association merge their networking reception and general session for 3,000 people into a single event. We developed 10 different interactive experiences that were designed to influence networking, create conversations and connect people to content.  We turned attendees into active participants and helped them create a networking and social media buzz.

A few weeks earlier, we helped another association execute their first hybrid event and create conversations.

Every day, we help event organizers take the bold step of moving away from a world of attendees sitting in chairs in neatly organized rows toward a world where event attendees are active contributors.  We have worked with national sales meetings, all employee meeting, customer events, galas, road shows, trade show booths, expos and many other types of events.

Today, I want to share our proven formula with you so you too can join our army of people trying to change the world of meetings and events. Please take notes and share these tips with your colleagues. You can save us all.

How do we take an ordinary event from Snoozeville to engaging?

Step 1: Identify Goals and Objectives

We start by looking at the goals and objectives of the event. It is important to understand our client’s audience and ultimately what they want them to do or take away from the event.

How often do you ask yourself those questions when planning your events? It sounds simple, but if this crucial first step is missed, all other efforts are futile.

Step #2: Segment the Audience

When preparing for an event, it’s important to know who is expected to attend as well as future attendees who are not attending or are disengaged from the event. Once that is complete, we look at the audience by behavioral type.

This step involves doing some secondary research about trends and challenges. Sometimes we have to get other people involved to learn more about the attendee. Useful information includes your audience’s demographic makeup, learning needs, challenges and job tasks.

Step 3: Identify Constraints & Resources

Some clients have lots of volunteers and no budget. Some have budgets but no people. Some clients have a CEO that needs to speak for 90 minutes. Some have agendas that are “filled up and unchangeable.” Some have spaces that have challenges or vendors or technologies that we have to work with.

At the same time, we look at the resources. Did someone donate 47 monitors? Do you have as much carpet as you want? Is one of the sponsors a large format printer?

Step 4: Brainstorm Boogie

Finally, we get ready to brainstorm.  Our goal here is to come up with simple, fun and smart engagement solutions that match attendees’ needs and behavior style.  Also, we look for ways to pull together a theme that can be carried throughout the entire event.

In this process, we use a set of “engagement cards” that we helped MPI create for their meeting design curriculum.  There are about 50 cards that are extremely useful in getting everyone to contribute new ideas for their meetings and events.  We recommend allocating 2-4 hours for this step. The output of the step is several different ideas for solutions that hopefully map out to satisfy all of the attendee needs.

Step 5: Piece Together the Event Concept. Challenge Assumptions.

In this step, we pull together the event concept, challenge our assumptions and validate budgets.  It’s important that we make sure that our recommendations align with objectives, attendee segmentation and behavioral segmentation. IF YOU DON’T DO THIS THE PLAN WILL FAIL. (Yes, I shouted that!)

When you are compiling your recommendations, here are some important things to note:

  1. Incorporate notes about light, space, sound, digital and structure.  These things matter. For example, if you set the room with chairs in rows — then you are likely not creating space for conversations. In many respects, you literally “set the stage” for the type of engagement your event encourages.
  2. Recognize that not 100% of the attendees will do or be interested in everything that you are recommending.  Please be sure to recognize that and scale appropriately.  (For example, you might not need 1,000 buttons if only 100 people are going to collect buttons.)
  3. For what it’s worth, budgeting can be tricky here, because you are probably coming up with new to the world ideas.  How do you figure out how much a laser maze is going to cost?  Or, where do you get a custom art piece built? Who can make these concepts a reality?
  4. Do you need the 5 star version of everything or will the 2 star version be sufficient?  (Expect future posts on this, as I have plenty to say on the topic.)
  5. Technology is not the answer.  Ever.  Always start with people and process, then get to technology.

Note: For the budget conscious, we packaged our most popular games, interactive touch screens and social media executions into turnkey solutions under our SocialPoint® digital solutions brand. They plug into your event seamlessly and are budget friendly.

Step 6: Propose Solutions to Your Stakeholders

In this step, we find it much easier to get senior leaders to sign off on the concepts.  This works well when you remind them of the objectives and review how the concepts tie to their vision.

However, the individuals that are part of the execution on the stakeholder side are usually much more resistant…because you are asking them to change what they do.  It might be undefined, feel squishy and they might be just plain scared of change.

We get these individuals on board by scheduling smaller meetings with them to review the concept and get their alternative input.  In some cases, they approve the concepts-as-is.  In some cases, they have lots of creative ideas to make it better based on initiatives that they are doing that nobody on the core team knew about.

Step 7: Pre-production Phase

Sun-Tzu wrote that the battle is often won before you take the field.  In my opinion, the same thing is true when you are turning attendees into participants.  By completing the steps above you have already laid out your strategy and won the battle.

So, your goal in this phase is to make sure that nobody unwittingly sends you off course.

Here’s how it can happen.  You will have experienced people doing new things that they might not be good at, or totally understand.  Be sure to allocate extra time in your schedule and keep everyone reminded of your goals and objectives.  IF YOU DO NOT YOU MIGHT FAIL.

Also, beware of executives or other stakeholders that want to make late changes.  Usually a late addition means removing something and adding something the executive thinks is cool…like a chocolate fountain.

Step 8: Onsite Execution

Execution onsite should be similar to what you have seen in the past. Remember to double check that the pieces are coming together as you designed. Allow for extra time during your loading. When you are trying something new like this – be wary of the details – if your room for error is small, details matter.

Step 9: Measurement & Follow-up

We like to do follow-up surveys based on the goals and objectives of the event rather than the logistics.  For example, if our goal was to improve networking – how will we know if we achieved that goal? Setting specific metrics for measurement beforehand is key to evaluating the effectiveness of an event.

One smart person we met likes to ask the following questions: “Did you meet anyone new at this meeting? Yes or NO? If Yes, who was it and how will you do business together?”

Bottom Line

You can save us all from perpetuating the cycle of stuffing people in chairs for hours on end at meetings and events. I need your help!

The steps above outline our formula for turning passive event attendees into active participants.  Of course, there are more details and some secret sauce that we left out. You should be able to get pretty far by following these steps.

Please do me a favor – give this process a try at your next event and share it with your customers and colleagues.  Call me if you need guidance.

Good Luck! We are counting on you!

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Which Would You Choose: Four Hours of PowerPoint or an Adventure?

Let’s pretend that you are putting together an All-Employee Meeting. What do you think your attendees will prefer:  4 hours of PowerPoint or an Adventure?

I would go with adventure 10 times out of 10.

Boston Scientific chose adventure, too. They skipped the General Session that would have stuffed 5,000 employees into chairs to listen to PowerPoint presentations.  Instead, they created an Expo environment – in the spirit of the Shanghai Expo – where employees could engage with the company, its products and people in many different ways.

Watch the video to see how it turned out. Then, put your PowerPoint down and get started creating your own Adventure.

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Meeting Innovation: PCMA’s Learning Lounge

What comes to mind when someone says – Learning Lounge?

For me, I think of a sterile library-like-space with few people, little noise and empty chairs. I’m extremely pleased to tell you that PCMA‘s Learning Lounge was anything but. It was noisy, engaging and full of life!

This experimental idea gave us a glimpse into the Future of Meetings. It showed us new ways to include and engage a large number of attendees. And, showed us how we could incorporate the back of stage into our event experiences.

Luckily I brought my Flip Camera and made a short video. Have a look.

[youtube=http://www.youtube.com/watch?v=stXsBO5hIDU]

5 things that I liked about the Learning Lounge:

  1. The format gave approximately 100 additional attendees an opportunity to share ideas and expertise with their peers.
  2. The open space allowed you to “sample” a bunch of ideas and move between theaters very quickly.
  3. The interview studio sessions were recorded and broadcast on the internet allowing people at home to participate as well.
  4. The use of 3D structures and décor created intimate spaces out of a huge open space.
  5. Having the Learning Lounge right next to the general session helped people arrive early, network, learn and get excited before the general session started.

Bottom Line

PCMA’s Learning Lounge was a high-energy, high traffic space that gave a bunch of attendees an opportunity to participate in the event. This is an idea that you should consider for your next meeting or event.

Have you experienced anything like PCMA’s Learning Lounge before? Have you tried anything similar in your own events? And, if you were at PCMA last week – what did you think of the Learning Lounge?

PS. This is a perfect example of Wish #2 coming to life!

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Are You Using Events To Get Your Mojo Back?

Let’s face it. The past two years have been rough on most North American and European corporations. With the budget cuts, layoffs and bad press, it isn’t hard to figure out why everyone around the office is in a sour mood.

All of this negativity can make the daily grind even more challenging. People are more snippy around the water cooler. There is lots of finger pointing, complaining, etc.

It is easy to forget why you are great. It is easy to forget what makes you so special. In other words, it is easy for you to lose your mojo.

Helping Employees Appreciate Your Company

It’s time that we “flip” the conversation. We need to start talking about what we do have instead of what we don’t have. If you are a fortune 500 company, you aren’t going to go away overnight. Things might be rough, today, but there still has to be something for you to celebrate.

Maybe it is your new product pipeline. Maybe it is your best in class customer service. Maybe it is your awesome channel power. Maybe it is your organization’s ability to persevere.

Whatever it is – are you using your internal events to rediscover your magic and appreciate it? You should.

5,000 Events for 5,000 people

This summer, I was part of an event team that took employees of a medical company on a personal journey to reconnect with their company. We brought manufacturing, operations, R&D, marketing and the top leadership together. Then, we created a museum type environment where they could go rediscover the great things about their company. Their awesome products, their awesome patients, their awesome physicans, and….their awesome colleagues.

For most of these employees, it was the first time that they had ever met the people who depended on them – their customers, their physicians and their leadership. For most of these employees it was the first time that they had stood shoulder to shoulder with each other.

While the event was remarkably busy  (5,000 people can do that to you!) – at one moment, I caught the CEO enjoying a silent moment watching videos that employees had created about the best kept secrets of the company. He was just listening to these employees talk about what was important to them. It was remarkable.

Constructive Conversations

At this event, my team used Pop-up Workshops (something that I made up), Informal Town Hall Meetings, Employee Tube Video Kiosks, Idea Kiosks and Reflection Stations to get people to release their positive energy and start talking constructively about the future.

These workshops and interactive kiosks yielded hundreds and hundreds of ideas and support from employees. Some came in the form of videos, some on post-it notes, while others came in the form of questions and other comments (digital, written and verbal).

Using User-Generated Content to Manage “Monday Morning”

While the immediate reaction to the event was – “WOW, that was awesome! It was just what we needed”. The real question is how do you maintain the momentum. What actions do you take on Monday morning?

We talked with the internal communications about this. They took on the challenge of repurposing this massive amount of user-generated content (video, questions, comments, etc.) on their intranet website, leadership blogs, internal e-blasts and in internal company newsletters. Very quickly after this event, the intranet site had content posted and the first e-blast went out from leadership. Regular updates are planned over the next several months.

So far so good.

Bottom Line

One event is not going to work like a magic pill and solve all of your problems. You can strategically use events to reconnect your employees and help them rediscover why your company is so great. You can use events to get your mojo back.

What are you doing to rediscover your organization’s mojo?

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Event Analysis: Lift Conference

The Lift Conference is perceived to be a very forward thinking and innovative conference. Here is an interesting analysis from the May 2010 event that took place in Geneva, Switzerland. It will be interesting to see how they incorporate the results of this analysis into their events in 2011.

[slideshare id=4653559&doc=frogdesignresearchdetailsfinal72dpi-100630144153-phpapp01]

Bottom Line

Your perception of an event’s strengths and weaknesses really depends on where you are when you look at the event.

Have any of you done an analysis like this at your events?

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What if You Could Google the Minds of Your Attendees

What if you could ask 500 attendees a question and receive relevant, prioritized responses in a matter of seconds? Just like on Google.

What would you ask?

Would you ask attendees your most pressing questions? Would you ask them for ideas? Would you ask them to help you prioritize objectives? Would you ask them to help you solve problems? Would you show them your vision for the future and ask them to poke holes in it? Would you ask them to help you make decisions? Would you ask them what they learned? Would you ask them to calculate ROI?

@samueljsmith twitter follwers

How would it work?

I see it working like this: You give attendees a problem, then in a mili-second they give you thousands of relevant, categorized and useful responses. Sometimes this will be based on life experiences. Other times it could be from company knowledge.

We can get a similar result when we use group collaboration technology and large group methods at meetings. You present a question, situation or problem to the audience. They reflect on it for a few moments and discuss in small groups. Then attendees enter their ideas, comments or opinions into a computer or mobile device. In some cases, a small group may categorize the responses. In other cases, the audience will do this step, too. Then,  the audience will rank and prioritize the categorized results. At the end, there is a massive list of useful ideas (or whatever you are seeking) that is categorized and prioritized.

A Word of Caution

Being able to google your attendees will not mean that you get perfect results. I imagine that you would still have some of the same challenges that you face with the Google search engine today:

  1. You may still need to be wary of advertisements that are disguised as meaningful results.
  2. You may still have to ask the same question several different ways to get the best results.
  3. You will still need to learn which keywords trigger the best results and which don’t.

Bottom Line

If you could google the minds of your attendees would you do it?  What would you ask?  How would attendees be able to help you that are unimaginable today?

Image Credit: Samuel J. Smith & profile pictures of his Twitter followers
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How to Set the Interaction Dial

Endless PowerPoint presentations and stale ham sandwiches have been making attendees comatose at meetings and events for decades now. While many event organizers recognize the need for more interaction, few know where to start.

Most leap for technology tools and new formats.

By immediately starting with technology solutions, you risk over-engineering OR under-engineering your interactive experiences.

Ask The Key Question

In my opinion, there is a better way. I prefer to start with this seemingly simple question: What are attendees supposed to do as a result of this interaction (or session)?

Here are some possible responses:

  • Stay awake & not fall asleep
  • Stop playing with their mobile gadgets
  • Ask questions
  • Answer a question
  • Give their opinion
  • Learn a new skill
  • Embrace the organizational change
  • Feel better
  • Accept an invitation to meet a sales rep
  • Reinforce product benefits
  • Experience the brand
  • Find 5 new association members
  • Purchase your products
  • Go change the world
  • Tell 47 people that your company rocks!
  • Create 25 new ideas
  • Be a part of the grass roots effort to ______
  • Change their way that they work

Set the Interaction Dial

I view answering the question above as setting the interaction dial, because it sets a target for your interactive experience. Also, interactions have different intensity levels. Some interactive solutions are really simple (like having attendees ask questions). While others are complex  (like brainstorming with 500 people) and require additional planning, design, session time and sophisticated tech tools. By setting the target – you make it easier to match the interactive experience to your desired outcome.

After you set the interaction dial, don’t be shy. Get your stakeholders involved in creating a solution. Ask the speakers, facilitators, meeting designers, A/V team and technology services providers to help you. These are smart people. Don’t be afraid to use them.

Bottom Line

When you are planning interactions – start by thinking through the action that you want attendees to take afterward. Then, work on matching the right processes, event formats and interactive technology to your objective.

Where will you set the interaction dial?

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4 Drivers of Audience Engagement and Other Invaluable Tips

Three Perspectives On Audience Engagement

How are you managing communication and engagement with the four generations that are attending your events? How do you invite the spirit of co-creation? How do you get  adults with a 20 minute attention span to listen to a 60 minute presentation?

Those are a few of the questions that were tackled in the Tips to Maximize Audience Engagement Webinar organized by Best Events Magazine and IML Interactive. This interactive webinar brought together three different perspectives on audience engagement: Business Leader/Agency perspective, the technology perspective and the speaker perspective. Here were the speakers:

  • Fay Beauchine, President, Events & Engagement, Carlson Marketing Group
  • Ray Hansen, Director, IML Worldwide
  • Dan Rose, President, Omakase Group

I thought this webinar was packed with valuable content. Below you will find a summary of the Four Drivers of Audience Engagement and some other invaluable tips that I thought you could start implementing immediately.

Blue Man Audience Engagement

Driver of Engagement #1: Encourage a Great Experience

When it comes to creating experiences, events are experiential.  Fay recommends that you touch all 5 senses. Her company focuses a lot of its thinking on the emotions. She suggests that you do the same.

Equally important, Fay suggests that you make the experiences immersive AND don’t go halfway. As an example, Fay described an event where a technology company that wanted to encourage Eco-Responsibility and Global Citizenship. To make the experience complete, they distributed 2000 mobile phones that contained the agendas, conference guide, and messaging capabilities. This solution reduced the printed material by 75%. Attendees sent over 20,000 messages to each other.

Driver of Engagement #2: Encourage Participation

Carlson Marketing Group maximizes the application of technology to encourage participation. Using social technologies, they are expanding event experiences to 3-4 months in length and a maximum of 9 months. Also, by getting the attendees comfortable with engagement before the event – attendees are more comfortable with interacting onsite. Some of the tools that they are using include – webinars, surveys, videos, voting and mobile messaging.

When it comes to using technology Fay offered the following crucial advice:

  • You need to empower people to opt-in and opt-out of the technology
  • Focus the technology tools on content – make it central to the business so people use the tools.

Driver of Engagement #3: Target Communication

You need to explore communication and engagement strategies that are aligned against your audience demographics. Right now, there are four generations attending events. Each group wants to engage and communicate on their own terms. When you are designing your content – you need to ask yourself how will you communicate with this group? and how will you connect them? Here Fay had an excellent slide that laid out the differences in attitudes between each group. You need to consider how these different attitudes influence your event design.

Driver of Engagement #4: Provide Value

Providing value means making the event relevant to the audience and to the community at large. As programs trend smaller – make them passionate, honest and make it seem like a smart choice.  Amplify – yet simplify. As an example, Fay pointed out that team building exercises are still happening – but they are BBQs & chili cook-offs.

We have 20 Minute Minds in a 60 Minute World

In building a case for moving beyond bullet points, Ray Hansen used audience response technology to ask the audience two questions: how long is the average adult attention span? AND how long is your average conference session? The answer to the first question was 20 minutes and the answer to the 2nd question was 60 minutes. Then he asked a rhetorical question — if adults have an attention span of 20 minutes – why are we asking them to sit through 60 minute conference sessions?  Great Question – I thought this was an excellent application of ARS to help the audience arrive at the speaker’s point on their own.

Creating 60 Minute Minds

In order to expand the audience attention and retention during the session – Ray offered the following ARS tips:

  • Engage the audience with an ARS question at least once every 10 15-20 minutes.
  • Use discovery questions to learn about the audience and discover misconceptions at the beginning of the presentation.
  • Ask verification questions to manage attention and retention during the presentation.
  • Ask questions to make sure that participants get the key messages at the end of the presentation.

Building the Spirit of Co-Creation

Dan Rose took the speaker’s point of view. He suggested that the speaker can create a spirit of co-creation in the way that he/her engages the audience. Dan highlighted the following benefits of co-creation:

  1. Puts part of the investment in the final results and takeaways on the audience.
  2. Allows the speaker to create the presentation based on things common to the people in the room.
  3. Allows the audience to prioritize the order of the discussion.

Equally important, Dan suggested that leading the audience through an exercise and having them create some artifacts on their own helps them engage in the presentation. Also, he suggests ask the attendees to compare notes from their exercises before the speaker makes the main point.

Bottom Line

There are several ways to engage the audience, put your community into motion and move them from passive listeners to active participants.  Hopefully you found one or two new ideas in this post that you can implement in your next event.

If you enjoyed this post, please consider leaving a comment or sharing it with others.

Photo Credit: Kaptain Kobald
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Do You Allocate Enough Time For Interaction?

I recently read that 80% of learning is informal. This statistic was published in a fascinating article called “Learning Gets Social” in the August issue of Training & Development. While I am not smart enough to challenge the validity of this number, I am smart enough to ask this question:  If learning is informal AND face to face events are so important – do you think there is enough time being allocated to interaction in events?

Too often, I see agendas that are packed with speakers and barely any free time.  If you are serious about engaging attendees, then you need to consider setting aside time for interaction. Here are some questions that might want to ask yourself:

Lego_guys_talking.006

1. How Much Are Attendees Passively Listening vs Actively Contributing?

Not long ago, I came across a report by Crystal Interactive (Creating Internal Events that are Fit For Purpose) that surveyed UK corporate and internal events and found that 90% of the learning time is spent passively listening. While only 10% is spent participating in interactive activities.  I was blown away by the numbers and suggest that you read the report (see link above). The body of the report offers several suggestions for thinking through objectives, managing time and interaction in an internal corporate event.

2. What happens following the motivational keynote speech?

In the article “How Not to Use a Great Speaker”, Ed Bernacki describes a motivational keynote speech that missed its mark – because there was no time set aside for interaction and reflection with other attendees after the speech.  He suggests allocating 20-30 minutes for attendees to discuss the presentation’s key themes in small groups. This way you can get extra value from the investment in the speaker and allow attendees to build a stronger connection to the content and its message.

3. Will there be several people in the audience as knowledgeable as the speaker on the selected topic?

The line between the experts on the stage and the attendees in the audience is blurring. Attendees have access to much more research and knowledge than in the past. In some topic areas, new case studies and insights are emerging everyday. If the topic fits this profile make sure you allocate time to get the perspective of other knowledgeable participants.

4. Sooo…how much time should you allocate to interaction?

Crystal Interactive recommends that you allocate 30-50% of learning time to interactive activities. While a recent case study by Ron Springer of Espirit Productions showed that business results were achieved by increasing interaction from 26% to 58% and cutting PowerPoint Presentations in half from 50.6% of time to 24%.  (Read Case Study)

Bottom Line

You control how attendees spend their time at your events. If you want them to interact more, then consider allocating more time to interaction activities.

How much time are you allocating for interaction?

Photo Credit: SadJr

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20 Reasons Delegates Attend Conferences

Despite the millions of meetings, conferences and events taking place each year, I had a hard time finding a consolidated list of reasons that delegates attend conferences. To be clear, I wanted the delegate perspective and I wanted something more specific than “great content” and “networking.”

Frustrated that I could not find a prepackaged lists of reasons, I decided to make my own list. All of the items on this list came from secondary research and reading blogs and rants on the internet. As I came across new reasons for attending a conference, I added them to my notebook. After the list grew to 20, I thought the list might grow faster with your input. I am hoping that YOU will add anything that is missing. Will you agree to do that for me?

Here is my list of 20 reasons delegates attend conferences – in no particular order:

  1. Learn best practices
  2. Learn new skills – How To’s
  3. Learn about new trends
  4. See a vision of the future
  5. Listen to a “Star” speaker
  6. Earn continuing education credits
  7. Get New Ideas
  8. Try new concepts
  9. Listen to industry experts
  10. Gain inspiration – from networking with peers in the industry
  11. Meet new people
  12. Re-connect with old friends
  13. Share war stories (Share stories of difficult challenges overcome)
  14. Share your experiences
  15. Meet with like minded people
  16. Become reenergized as you become part of the larger whole
  17. Discuss common problems
  18. Realize that you are not alone with your thoughts and opinions
  19. Meet with several suppliers or customers in one place
  20. Had to go – the meeting was mandatory

As you probably noticed, this list is not comprehensive. With any luck, you are already thinking of one or two items that I have missed. If so, please add them in the comments section.

Why do I think this list is important?

I like to look for “hidden” insights that might help me change my perspective and challenge me to think differently. If I can learn something new that changes my perspective – then I might be able to come up with better recommendations, new solutions, etc.

For example, once this list was assembled the following words jumped out at me: Try, Share, Meet and Discuss. To me, these are action words used by people that like to engage in dialogue at conferences. They are not the words of people that want to sit and be entertained for 8 hours.

Equally important, I feel like the networking objectives were really specific, actionable and measurable: connect with old friends, meet new people, meet like minded people and share your experiences. It might just be me, but I can see value in developing networking activities (technology based and non-tech based) that help participants achieve some combination of these objectives.

What can you do?

I need you to join this conversation. Please help me fill in the gaps in this list. Let me know what is missing. Share your ideas and point of view. The goal here is to get as many people as possible commenting – positive and negative – so that everyone can benefit from your knowledge, expertise and ideas. I believe that together – we can create better ideas and solutions.

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