Question:
What about all the action beyond the general session? What’s your approach to weaving that thread of authenticity and connection throughout an entire experience?
Answer:
It’s the same mentality as the main stage but with an even greater focus on detail. Those in-between moments outside the ballroom are where the true value of being together shines. For example, if we’re designing a user conference, we’re going to push for interactive experiences in the expo hall. I love anything that lets an audience learn by doing. We’re always looking for opportunities to put people in a situation where they’re having fun, interacting with each other, and learning about a new product or feature. Mixing all those elements together creates the ‘better together’ moments I really love to cultivate and where I see some of my clients get the best ROI on their investment.
On the flip side, you need to remember that not every attendee is comfortable in the spotlight or as part of a group. Lots of people prefer interacting with their phones over other humans, and we find ways to bring them into the fold, too. There are so many great apps and other technologies to help attendees participate in person or from a distance.
Personally, I love designing experiences with app components that enable authentic conversations instead of detracting from them. Live Q&A with app interaction is a perfect example. Allowing people to submit questions via an app instead of having to stand up, hold a mic, and say things aloud tends to encourage more questions and leads to some really good dialogue.