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Colin Devroe

Reverse Engineer. Blogger.

What should a conference look like in 2017?

Karla Porter:

I find myself searching for the value of spending a boatload of money and travel time to attend conferences. Not just for myself, but for you too. After all, that could be vacation time and money.

If you read my blog you already know that I see value in attending events. I write about it and mention it time and time again.

Karla values events too. I mean, she helps organize them! You need to stick with her piece all the way to the end to understand where she’s coming from and that what she’s ultimately asking is this: if so much of the value in attending events is in everything that happens around the event (conversations, networking) then how can we bring that value back into the event format itself?

In 2007 when I attended my first *Camp style event (or, unconference) in San Francisco I learned that unconferences give the attendees the power to steer the discussions and that the organizers do not get to set what topics are important. Whatever is important on those days and for those people gets discussed. It is great. The attendees feel like they’ve contributed and that they’ve gotten something they wanted out of the event. You can read more about BarCamp on Wikipedia.

Unconferences can be, well, uncomfortable for some. Especially introverts. Because people aren’t always willing to stand up and suggest topics. Or, even write them on the wall. And many technology conferences have people that are a little more reserved that attend them. However, in 2013 when I attended Greenville Grok I learned about 10/20s (go to that post to read more about those). These gently motivated the audience to randomly split into smaller groups. This helps a lot. Then the smaller groups can bring that value back to the whole. Greenville Grok also had presentations, competitions, and activities associated to the multiple-days long event.

I believe my first suggestion to Karla would be; find a comfortable way to give the attendees more power to steer the bulk of the discussions. This will help them to leave empowered and feel as though they’ve contributed to the event and were not just spectators. They will feel also like they came away from the event with information that was tailored to them.

My next suggestion would be to focus on putting together a killer Keynote presentation. One per-day for a conference is typical. A great Keynote presentation will help set the mood for the entire conference, give people motivation to go back to their work lives and do something radically different, to aspire to do better or bigger things, or gain perspective that they don’t have it all that bad. I’ve seen Keynote presentations by severely infirm person’s that made a huge impact despite their circumstances, by driven people that have helped tackle incredibly tough challenges, and stories of failure that showed it was OK to not always get it right. Getting a good Keynote speaker with a great topic is worth the effort and it should start the day not end it.

I would also suggest to vary the format wildly throughout the day. Speaker, break, speaker, break. No good. One runs into another or you end up wanting to skip one because you don’t like the title of the presentation. So vary the format instead. A few weeks ago when I attended SAIL there was a survey given to the entire audience on the first day. On the second day the survey results had already been tabulated and we discussed the results as a group. It helped to break up the day.

I would have two main goals regarding the varied format; keep the audience from feeling like they are sitting in one place for too long (no longer than 20 minutes all day) and that the audience be involved as much as possible. Here is what I think a schedule could look like

  • Short, short, short introduction that mentions sponsors and the hashtag for the conference
  • Keynote (15 minutes) w/ Q&A (20 minutes)
  • short in-seat break while attendees fill out a survey online or paper (saves some on the tabulation headaches)
  • short video (5 minutes) w/ comments from audience (alternatively, if no video is available, play an applicable and short TED presentation)
  • break for refreshments (5 minutes) w/ a chance to set up the 10/20s (attendees choose numbers out of hats)
  • do the 10/20s (60 minutes)
  • have lunch (ask attendees to write questions of the audience on sticky notes and write them on wall)
  • discuss the 10/20s
  • have a practical presentation
  • a short workshop on something practical (example, creating an editorial calendar for their web site or business or personal brand)
  • break for refreshments (5 minutes)
  • review survey results and discuss as a group
  • A demo/presentation of an applicable product, perhaps a sponsor (5 minutes)
  • Q&A based on sticky notes with attendees answering the questions

Karla is right. Most of the value comes from the attendees and networking not the conference. I like to think of it more as an energy exchange than a knowledge exchange. So the way you can bring that value back into the main conference format is to turn it inside out and have the attendees be part of the entire thing.

Attending Small Agency Idea Lab (SAIL) in Walt Disney World, Florida

Last week I attended SAIL, Second Wind’s Small Agency Idea Lab, at the Boardwalk Resort in Walt Disney World, Florida. This is the first marketing and advertising agency event that I’ve been to (usually attending technology or internet related events) and I really enjoyed myself and learned a lot.

SAIL is pitched as a lab and at times it really felt like one. The attendees were engaged, asked questions, provided answers, and steered the conversations and presentations as much as the presenters did.

Being that I was representing Condron Media for this event I did my best to jot down a myriad of notes and bring back what I thought was applicable for our business. I figured I’d take a moment during this week’s Homebrew Website Club to share a few of those notes so that perhaps you can benefit too.

  • “the only thing to continue will be the pace of change” – Brian Olson of inQuest said this during his presentation and it reverberated through the entirety of the two-day event. Most business sectors have already, or are in the process of, coming to grips with this fact already – change, or die. My boss, Phil Condron, laid that out great during our rebrand.
  • Profit sharing as a strategy – This is nothing new, in any industry, but the way Ross Toohey of 2e Creative and his CFO created a program that helps their team do their best work and service the customer better was inspiring.
  • workamajig – I’ve been online since 1994 and I had never heard of workamajig before I attended SAIL. I’ve used tons of project management software so I plan on looking into it and seeing if it may be right for our team or not.
  • Using IP to generate revenue – I tell this same concept to every single company I advise. I call it “sawdust”. Which I believe was inspired by Jason Fried in 2009. Turn your sawdust into revenue. Sharon Toerek ran a great presentation to show the myriad of ways that creative agencies can do this.

There were many other takeaways from SAIL that I plan on expounding on in future posts.

I get asked sometimes if the fees associated with these types of events are worth it. Yes. Without question. I am a strong advocate of attending as many events as you possible can. If you only come away with one tool, one contact, one new idea, one new process – nearly any price tag is worth it.

Plus, in this case, I managed to get a little bit of sun in March.