Somebody once invented a torturous event technology product.
Some time ago, as a conference attendee, I was horrified to witness a kind of soft-play device containing a microphone thrown from the stage into the audience.
I knew exactly how this was meant to work.
I immediately felt anxious.
It’s the same anxiety as when asked to come up with an amusing pub quiz team name or the one time I mentally prepared to reveal my genitals as the bottle slowed its spin in the centre of the circle of partially naked friends.
What was so torturous about this experience wasn’t that, as sensible people had worked out, you simply catch and immediately throw again, it was that my morals wouldn’t allow that.
I knew that if fate determined, of the several hundred in the audience, it would be me to have to speak into this device and ask the expectant panel the first question.
And so, I sat and gazed upwards at the dark ceiling.
In contrast, a brightly coloured cube soared above, backward and forwards.
The whole thing played out in slow-motion.
All I could hope for was that my spin-the-bottle prowess might be equally matched by my catching ability, that I might be struck in the eye by one of the sharp corners and subsequently excused.
In much the same way the spin-the-bottle game abruptly ended as the bottle passed me and onto Hannah sat to my left, so did the ill-fated audience Q&A segment.
I let out a long breath.
Hannah got dressed.
The conference returned to the expectant format of people talking at people from the stage.
But the sentiment was correct.
Just executed incorrectly.
Interaction, contribution, sharing, even conversation responds to our most human instincts.
We’re very good at it.
We’re very good at it if the event programme allows for it.
By prioritising interaction and positively encouraging conversation, seek greater engagement by leveraging these contributions.
Event user-generated content is a powerful engager.
It’s authentic.
It’s trustworthy.
But unchecked, it’s unfiltered.
Whilst user-generated content enhances authenticity it needs curating.
Successful events control the conversations.
Not in a weird 1984 way but by starting and maintaining conversations, deploying the right tools and allowing permission for some serendipity.
We’ve moved on from event hashtag comments displayed on screens.
Working closely with leaders tasked with developing event programmes and content I often ask, “is there anything you can learn from the audience?” As eyebrows lower, generally a sense of relief is felt as it’s understood user-generated content could ease the burden on executives and presenters trying to predict what audiences want to hear.
Martin Richardson recently wrote about how psychographic analysis helps understand audiences better to build event programmes they feel compelled to attend.
The post introduces tools you might deploy to start and maintain conversations throughout the whole event lifecycle.
And by listening carefully, you’re gifted the opportunity to develop event experiences that respond directly to audience needs.
Imagine what kind of reaction that might evoke.
You’ve lit the touchpaper.
Now stand back.
What that actually means is allowing the conversations and interactions to find interesting and valuable things by chance.
The programme and event environment must support this.
Add breathing space to the programme.
Include space for collaboration, small group working and problem-solving.
Launch platforms and ease accessibility for content sharing.
And then, respond in real-time.
The term ‘talk amongst yourselves’ suggests much needed respite for a moment, a distraction of sorts to occupy whilst something else is happening.
But the fearless planner understands to do so unlocks the most natural form of authentic communication and content.
Genuinely engaging and trustworthy.
So go, be fearless.
There’s much to gain.
I’m still fearful I’ll be made to speak into a sponge cube, mess up my words and set alight in judgement.
I also fear sitting in circles.
If you’re curious as to how best to start conversations, listen in and ease the burden on your organisation to curate the full event programme, then we should talk.
Your spin.
