Learning By Experience


Recently, Dan Yaman, President and CEO of Live Spark, was quoted in MPI magazine; highlighting how events must be interactive to be effective.


From:
Learning By Experience 
by Wendy Helfenbaum | Feb 04, 2015

“Studies point out that the emotion does not have to be from the material that’s being presented, but it has to be generated in some way,” he says. “Being able to create a level of emotion through increased engagement and interaction is the biggest trend we’re seeing among our clients: How do you keep the audience at a peak state and create a fun experience?”

Ditch the Data Dump and Keep Things Simple

Too many conference sessions include overwhelming amounts of complex content, often worsened by presenters misusing PowerPoint.

“PowerPoint [presentations] should be clear so as to enhance what the presenters are talking about—anything else will create an overload situation, where the brain shuts down,” Yaman says. “Get the information honed down to what is absolutely critical. Make that information really meaningful and ask, ‘What do I want the audience to do after they leave?’ Make sure everything’s aligned to achieve those outcomes.”

People retain information more effectively when presenters combine art, science, psychology and fun—but preparing groups is crucial.

“At events, everyone focuses on the presentation phase, without fully preparing the audience,” Yaman explains. “We’ll spend a half-hour before bringing out the first presenter—even if he’s the CEO—to get the audience totally set up for success.”

By doing this, the audience is more likely to receive and retain the information, he says.

“Evoke a need for the material that’s being delivered by creating curiosity and a strong buy-in from the audience so they’ll really focus—put the responsibilities for the takeaways on the audience,” Yaman advises. “We say, ‘This could be the most powerful two days of this event. Are you willing to step up and put it all in?’”

Keep the Energy Alive
Next, control the room and the audience’s state of mind to keep attendees engaged by switching things up.

“If they go vacant, the client’s message is gone,” Yaman warns. “At four- or five-minute intervals, present the same information in a different manner: Tell a story, show a video, do a case study; just keep it alive.”

One way he accomplishes this is by occupying the moments between presenters with relevant, on-screen questions and arming the audience with remote-response keypads.

“It’s a shot of adrenaline that helps re-engage and re-energize the room for the next presenter,” Yaman says.

Live Spark also threads gaming elements throughout the entire event—as opposed to scheduling a single team-building challenge for one day—which fosters emotion while building upon education with quizzes pulled from presentations.

Yaman says. “We want people to be sitting at the edge of their seats, having a good time,” Yaman says.

He believes AniMates—computer-animated characters that show up onscreen throughout the event to interact in real time with people onstage—can greatly increase content retention and comprehension.

“It’s not the sophistication of the equipment—we could do the same level of engagement with a sock puppet,” Yaman says. “If you know how to create a rapport with the presenters and, more importantly, with your audience, these characters can break down complex issues into simple, relevant chunks that everyone will understand.”

Live Spark recently introduced Eddie the Eagle as a mascot for a heavy equipment company in South Dakota. Eddie voiced the audience’s concerns through live interactions with presenters while keeping the audience engaged.

“We’ve done studies for Gartner and found that the biggest indicator of whether someone thought something was successful was how much interaction they had with the other people in the audience,” he says. “A lot of learning happens in the moments when presenters and participants can interact with each other. Create different tracks so that people can go after what they think they need.”

Read the rest of the article "Learning by Experience" on MPI's website
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How to: Kill your event with a Q&A session.

Recently we partnered with a client to re-design their one-day event. They had many goals; team building, building product knowledge, demonstrating different vertical markets, etc.

They also wanted to add a q&a (question and answer) session at the end of the day.

We advised against this. Strongly. But in the end, they were persistent and there was a half-hour q&a session at the end of the day. We watched the (up-until-then) fantastic, engaging, uplifting meeting spiral down into a pit of suck*.

*technical term

Now we're not opposed to q&a sessions. There are many reasons to do them--and many of those reasons are great:
  • They promote transparency
  • They allow executives or upper-level management to hear from "the people"
  • You can craft your content around more-relevant topics as you hear common questions
  • It's important for people to feel heard
However, so often q&a sessions are BAD.
  • They drag on too long
  • They're unmoderated and awkward
  • They take the event or content in a direction that is undesired
  • Worse, they take the event or content in a direction that is irrelevant or overly-specific
  • They turn into gripe sessions
  • They are uninteresting for anyone who is not asking a particular question
So mix a half-hour of q&a into a previously-lively, on-track event and BANG. You've killed the momentum.  So how can you still have a q&a session and leave your event alive and kicking?

Don't: Put your q&a session in a huge block of time at the end of the day.
People who have already been through a large amount of content are brain-tired and less receptive to answers, less likely to pay attention, and less likely to leave the event on a positive note.

Having a q&a session at the end of the day also eliminates your ability to respond to concerns or content shifts brought up in the q&a

  • Instead: Sprinkle your q&a in short chunks throughout the day.

Don't: Leave questions up to random chance.
People ask what interests them. Often times, questions are irrelevant to a large majority of the audience, or deal with an extremely specific situation. Questions can also become a forum for "bitch sessions" where people air more grievances than on Festivus.

Non-anonymous questions can also lead to "safe" questions only or a lack of participation.

  • Instead: Have question boxes in the meeting room where people can submit questions at any time. Ask these in your q&a time instead. This is a method to filter questions for the q&a session--but it isn't censoring the questions. All questions may be answered, just not immediately at the event. 

Don't: Have an unmoderated q&a session.
Both executives AND question-askers can lead a session WAY off track or make it drag on too long. You don't want attendees to be sitting with a sense of "when is this going to be OVER with, already" anticipation.

  • Instead: Have a panel and limit answers to a particular time. This keeps the q&a session moving along and provides a bit of lively levity.

We're not against q&a sessions--it's just that they so often become the Achilles heel of the event...and they don't HAVE to with a little restructuring and thought.
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How to keep your presenters on-time in 3 simple steps.

A presenter going over-time--even if they're thrilling and captivating--can really throw off your event. (And most of the time a presenter going over-time is LESS than thrilling and captivating, which is even more of a hassle.)

Aside from making throat-cutting "END NOW" motions from the back of the ballroom, how do you make sure your presenter stays within their allotted time?
Here are three ways:

1. Ask them how much time they need, don't tell them how much time they have.

This is during the initial planning phase--obviously you have to set some time limits, presenters who want 50 minutes may not be able to have it within the constraints of the event.

However, telling a presenter they have 45 minutes is going to cause them to fill the 45 minutes (plus some)...even if they only have 20 minutes of content. Ask your presenter how much time they NEED to do their presentation. They may only have 10 minutes--and may only need 10 minutes--and giving you their needed time helps keep them accountable for their own presentation.

2. Help focus their presentation.

A lot of presentations are done independently without a broader insight into the meeting as a whole. Helping presenters to focus their presentation--whether they're professional or internal--both keeps them to the message AND keeps them on time. For instance, if your motivational speaker is used to giving presentations to sales audiences--and your audience is full of computer programmers--not only might some of their messages/anecdotes be off target, but they may contribute to them going long.

Internal speakers may allow you to have a bit more control in working with the content. Remind them of the limits of the working memory--the average adult attention span is 5-7 minutes unless the content is presented in a new or novel way. The more important their information, the more important it is to keep the presentation short and focused. Otherwise all the addendums and additions will be lost on the audience...and will actually detract from the message as a whole.

3. Get them off the stage. 

Almost every event producer has experience with speaker-timer-blindness. It's that not-so-rare phenomenon where speakers SEE the speaker timer flashing that their time is up, but they blatantly ignore it. "Just 5 more minutes" for every speaker leads to missing needed breaks, cutting into important networking time, and even throwing off schedules for group activities.

So how do you give your presenters the hook without looking like the bad guy? Warn them in advance--and let the audience know--that if presenters go over they'll be interrupted. Getting permission to do this at the beginning of the event--for all presenters--makes it a friendly (and sometimes humorous) tactic. It also lets the audience know that you and the presenters respect their time.

For instance, we were at a show where each presenter had 7-15 minutes to speak. Presentations were slotted into the agenda with precision timing--there wasn't room for presenters to even go 30 seconds over their time because it would all add up. At the beginning of the event, we had our co-emcee (an AniMated parrot character) state that if anyone went over time he would be the birdie on their shoulder--popping up to escort them gently off the stage. ONE presenter went over-time (and was escorted promptly off stage, to the delight of the audience and presenter), but there were no other time transgressions (unheard of at this particular event).
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How tightly should you pack your event agenda?

How much information should you pack into your event, and how full should your event agenda actually be?

For a lot of our clients the thinking is: Well, we have everyone here and it was expensive to bring everyone here...so we're going to use every minute of our time!

One can see the (sort-of) logic in that. But utilizing every minute can actually be a WASTE of time (and money). 

Not only does it leave the attendees exhausted and frustrated, but it also interrupts business and attendees can't possibly be expected to actually remember all the content in so intense a time-frame. It's just too much (and often times this is concurrent with bad learning design).

One of the biggest complaints we hear is that attendees don't have enough time on their own--or time to decompress (they go from general session to breakouts to team building to some orchestrated team dinner and networking session, etc.). When presentations run over-time, organizers shorten and sacrifice breaks and lunches and discussions. It's kind of crazy--and most certainly wrong--that a jam-packed event (that is supposed to be inspirational or kick off a great year ahead) can leave attendees more stressed out than motivated.

Why people pack agendas:
  • Having everyone at the same place at the same time is a great opportunity to communicate a consistent message. 
  • They want to get the most "bang for the buck"; as long as people are there, they want to communicate as many messages as possible. 
  • They feel that downtime is wasted time. 
  • They feel that, left to their own devices, their audience might be bored or even organize their own non-sanctioned networking (i.e. drinking), and that it will distract from the event as a whole. 

Why people shouldn't pack the agenda:
  • Having the audience leave exhausted is no way to inspire them in the coming year.
  • People simply cannot absorb the volume of information in a compressed period of time--especially without consistent reinforcement of the few most important messages.
  • People need to take "brain breaks" to process and assimilate information. They need time to synthesize and make personal meaning from the messages they're hearing. 
  • People need to hear the same information and deal with it in many different ways--whether it's being creative with a message, having a little playtime or downtime to present their own interpretation, or simply going off to work on their own on a project. 
  • The audience still needs to conduct business--personal and professional.
  • Some people simply cannot handle the constant pressure to be "on" at an event with their colleagues, and need some time to recover before the next day or session.

What you should do instead:
  • Breaks are sacred: Don't shorten or sacrifice breaks for over-long presentations.
  • Focus on a core set of messages/outcomes that you want to get out of an event, and have each presenter speak to those in some way.  
  • Include time for discussion and reflection: Attendees should get to talk about, deal with, and absorb the information they hear before being forced to move on to the next thing. 
  • Include creativity: the brain needs to play to interpret information. Having attendees participate with the messaging in a creative, fun way (like a team competition, game show, role play, etc.) gives the brain an "information dump" break and allows them to retain more information.
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A Story of Persuasion and the Gunning Fog Index

Last blog post, we talked about the Gunning Fox Index. As a refresher, the Gunning Fog index is a measure of how well the written word will be understood by its intended audience.

We've also talked about the Psychology of Persuasion in the past: The long and short of it being--people are persuaded in different ways (social proof, data, experience, etc.) so one specific style of argument won't necessarily sway everyone in your audience.

This is the tale of a client, a presentation, a Wharton MBA, and how we used the Gunning Fog Index to make a case for simplicity.


Several years ago, we were helping a client (a major international Fortune-50 hospitality company) with their executive presentations. The presentations were written out and would be read off a TelePrompTer. Each executive wrote their own presentation and our job was to vet each one, suggest improvements, etc. One particular client was the VP of marketing.

She was delivering her marketing plans for the year at their annual event. Since they were going in a new direction the material was going to be very relevant for the audience (made up of Hotel Managers with only a cursory understanding of marketing and marketing terminology).

The first draft she gave us was a highly detailed examination of their marketing plan. It was well written...

... if it had been designed to appear in the Harvard Business Review.

But it didn't hit the mark for the audience. It was full of jargon, and was designed for READING not for spoken comprehension. (The brain can process reading material more rapidly than spoken material--we read faster than we can speak.) We've seen our share of presentations and are pretty savvy at understanding marketing speak and strategy--but even we had to re-read the presentation several times before we fully understood the gist of the material. Clearly there needed to be a re-write.

We highlighted key areas that should be simplified (the document had more yellow than white) and returned it. The second draft was slightly better--but only slightly. Some of the jargon was removed but it was still thick with content, huge words, and complex strategies (and sentences). It was a challenge to read and it was going to be a bear to listen to.

We sat down and had a heart-to-heart discussion with the client, but she didn't seem to grasp the need for simplicity. She stated: "Well, this is awfully clear to me... I think we're okay... I really do."

We were discussing the issue with her administrative assistant, who empathized with our plight, and she was also trying to help her boss "see the light".

Clearly, the way we were presenting our feedback wasn't persuading her. We asked her admin to tell us more about her. She explained that her boss is very bright (MBA from Wharton), very passionate about her job (that was evident in her presentation), and that she is very statistics-oriented. Statistics helped drive her decision making. Looking at her presentation, you could tell this was true. There was an abundance of data and charts. Clearly, numbers ruled for her.

Ah-ha! That's when the light bulb went on for us. We needed a way to communicate how her complex presentation was making it difficult for the audience to understand her message.

Enter the Gunning Fog Index. For someone statistically-minded, it the simple tool (and equation) used to illustrate how difficult her speech actually was to understand helped her overcome her own familiarity with the topic and look at the presentation with more objective eyes.

For the record, her first REVISED draft was so high on the Gunning Fog Index that it was at the comprehension level of a 4th year COLLEGE student--not at the level of a 7th or 8th grade HIGH SCHOOL student, like it needed to be.

By presenting her with a way to measure the result she was able to simplify the presentation and communicated the key points in a very clear manner.
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Presenters: Meet the Gunning Fog Index

The world is full of very smart presenters at very large companies in prestigious positions doing important work.

When they give presentations, their audiences may be equally brilliant, MBA-laden, rocket-scientist-level persons. BUT that doesn't exempt the presenters from being subject to the Gunning Fog index.

The Gunning Fog index is a measure of how well the written word will be understood by its intended audience. It measures (in English) by grade level. (I.e. If the Gunning Fog Index was "10", then the piece requires that someone has a 10th grade reading level to easily comprehend the piece.) This is measured by a combination of word length and familiarity. For universal understandability, most written pieces should have a Gunning Fox Index of 8, though many things can be understood up to level 12.

HOWEVER, comprehension is trickier with spoken word. We can read much faster than we can comprehend spoken language. When one is presenting at an event, the goal is to convey information and captivate the audience. The audience, therefore, shouldn't be expending subconscious (or conscious) brain power trying to figure out what you're trying to say. Comprehension is the first key to retention: the more they have to figure out WHAT you're saying, the less they'll remember.

A spoken presentation should be BELOW level 8.

So what's a presenter to do?

SIMPLIFY.

1. Not everyone understands your vernacular. Especially in niche-departments (i.e. engineering, marketing), colleagues can develop their own vernacular that is easily understood between close partnerships, but will be opaque to a broader audience. Use simple language, not cliches or corporate colloquialisms.

2. Run your speech through the Gunning Fog Index. You don't have to be precise or modify EVERY troubled word, but running your speech through the Gunning Fog Index (here's a quick tool) will give you a general idea of how tough your speech would be to understand.

3. Run your speech by your home partner or a colleague outside your department. If they get the gist of what you're saying, chances are your audience will too.

4. Simplification doesn't mean "dumbed-down". Seeking clear speech doesn't mean patronizing your audience. Giving examples, switching up your media, adding engagement, and simplifying your language will all keep your audience engaged without making them feel like your speech is a reiteration. There are certain things that are simple and captivating. Check out examples of How It's Made: These are complex processes that one would not necessarily find familiar--distilled to engaging components. Specialized terms are also explained.
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Infographic: Sales Meetings for the Sales Brain

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Using QR codes

We found this whiteboard snapshot floating around the internet:
 
We found it incredibly funny. We do get clients who want to use a QR code for their event. Sometimes they can be useful ("checking in" to certain elements for an event--like in a scavenger hunt) but mostly it's unnecessary. People generally don't know how to utilize the QR codes, or information could be more easily conveyed in a way that ISN'T a QR code. 

Additionally, a lot of people still have to install additional apps/QR readers to process QR codes. This leads to permissions and personal vs. company phone issues.

So our response (with some exceptions) skews toward this flowchart. 

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Part 5: A newness perspective check

One of my friends recently attended a big corporate event at his company. Naturally, I was curious about his experience as a regular plain-guy attendee, so I peppered him with questions. I asked him about activities and team building and PowerPoints--not-so-stealthily conducing my own focus-group-of-one.

He patiently answered my questions, but when he came to the team building activity, his eyes lit up. "Oh, there was this REALLY cool thing. We all got drums...and we were led by this guy and he had us drumming and eventually we were all creating music together...and it was just SO COOL and I've never done anything like that."

I rolled my eyes and started to fill in the details for him; describing the drums and the outfits the leaders typically wore and the schtick in their routine. After all, how many drum-based team building activities have I seen at events? A dozen? More? The light dimmed in his eyes as he realized that this was something rather commonplace. I felt like I had just let the air out of his tires.

The point is--event planners have seen a lot. Audience members, as a rule, have not seen as many things as we have. It's helpful to remember this when dismissing elements as "been there, done that". After all, I've never seen an audience so bored and unaffected as when I attended an event-for-event-planners.

Events are your world, not theirs. Your audiences--unless they are meeting planners themselves--do not live, breathe and eat events like you do. They don't think about the details--they go with the experience...and the experience is novel in and of itself. Most people don't go to events on a weekly, monthly, or even bi-yearly basis. Only attending, say, one event a year gives a lot of leeway for experiencing new event concepts and ideas.

What's old to you is new to them. That being said, the average audience member hasn't experienced the full event environment often. Something that feels old because you've seen it two dozen times before may be brand-new to them, or even still feel really fresh if they only experience it at the event once a year.

They pay no attention to the man behind the curtain: they get lost in the experience.  The average audience member has no idea what is going on behind the curtain; what elements had to come together to produce the experience. Because the event is outside their typical routine in so many ways, they tend to take it as a whole. This means they're both very adaptable (more willing to try new things because they're outside of their comfort zone anyway) and somewhat forgiving.

Event elements can feel like tradition. While it may seem old hat to you, participants can look forward to a stable, consistent element at an event. For instance; playing a traditional game show every year might feel stale to you, but it might be a competitive element that the audience looks forward to year after year.

It's often helpful to take off the event professional glasses and see the event through the perspective of the audience. Sure, you've seen a million motivational speakers do a million speeches, but that doesn't mean that it won't excite your audience. You've had it with round-style seating, but that doesn't mean your audience experiences that every day. Taking your audience's experience (or lack thereof) into account can be a refreshing take on your event elements.
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Part 4: Here today, gone tomorrow...still at your event.

When something becomes part of the public consciousness, we joke that 5 years later we'll be seeing that anecdote/element at corporate events.

For a while, flash mob videos littered social media. Just this year a client came to us: "I have a fresh new idea...we're going to do a FLASH MOB at our sales event."

Eyebrows were raised. Eyes may have been rolled (just a little bit). At this point, it was already a stale trend, but the event world was just catching on.

Why do events lag behind pop culture? Why are we still (now) seeing Survivor-themed events, Harry Potter parties, flash mobs, corporate rap songs, and the guy who performs "the evolution of dance"?

The answer is multi-faceted:

It takes a while for some of these elements to become "safe". After an idea or concept has been in the public eye for a while it becomes less risky or edgy. This is why we see 50 Shades of Grey jokes tossed about at corporate events; it's longevity has dulled the taboo. That might be a very specific example, but things like corporate raps, dance groups, etc., were once considered risky or counter-culture and have now made their way into the relatively sterile environment of the corporate event without the teeth that gave them their cultural bite.

Social and peer proof is strong persuasion. Event professionals, naturally, have varying levels of risk tolerance--just like any other professional group. However, when one is putting on a large event with a large budget, one tends to go with tried-and-true solutions. Social proof--seeing an element be successful at a smaller event or even a similar event--is a powerful contributor to trend elements. Therefore, when one group utilizes a flash mob and they are asked for recommendations, the flash mob trend is passed to another group and so on. This can cause a ripple effect for several years--making a "trendy" element show up in the weeks and months and years past its freshness expiration date.

A lot of event planning is done years in advance. That being said, a lot of companies have a 1-2-3 year event plan, and popular speakers must be booked well in advance. That trendy Olympian from Sochi still has a good story, but their keynote doesn't seem fresh, new or topical anymore.

So what's an event planner to do?
  • Choose new ideas that are less trend-based and will stand up to years' worth of planning. For instance, basic concepts like team competition, multimedia presentations, etc., will always be on-trend because they're not tied to a specific moment in pop culture. A team competition may take on a "Hunger Games" (or similar) theme, but it can be easily modified to accommodate trends that are on the downswing.
  • Accept that some trendy ideas are a flash in the pan (but are still effective) and others will fizzle. Trend-based elements are always a risk. Fortunately, not everything will always go perfectly, and so long as the audience is still engaged and entertained, an event can withstand a few less-than-stellar elements. 
  • Don't base the whole event on a trend. Make a trend element a small or ancillary part of the larger event.
  • Try to gauge the demographic of the audience. A "hipster" theme night may seem stale to a young audience, funny to a slightly-older audience, and may be completely lost on the older demographic. Remember: Just because you "get" the trend doesn't necessarily mean your audience will understand the concept.
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