Archive for the 'Meetings' Category

23
Feb
12

Work smarter, not harder: Leveraging association content

By Aaron Wolowiec Leave a Comment
Categories: Best Practices, Learning, Meetings and Professional Development

Picture this: All of the pre-planning for your organization’s largest annual conference of the year is safely behind you. The welcome reception, the golf outing, the award luncheon, the expo, the breakout sessions and the closing night celebration are all a distant memory. There are five minutes left until the closing keynote presentation concludes. You’re ready to collapse. Tell me: What’s the last thing on your mind?

Okay, I’ll say it: Curating, repackaging, repurposing and leveraging content. Am I right?

I’ve totally been there. Your toes are numb from standing for 72 hours straight. You’ve not slept in days. The most food you’ve eaten is a carrot stick from last night’s cocktail hour and half a dinner roll. Staff isn’t pulling their weight; several speakers have demanded last-minute technology; your florist shorted you a few centerpieces; and the band was high-maintenance (to say the least).

You want nothing more than to forget this conference ever happened. In fact, you’re working up the courage to confront a stack of BEOs (for your next conference) on Monday morning that require your immediate review and approval, not to mention what you’re going to do about the low attendance numbers for that event and the panelist who’s now canceled due to a scheduling conflict.

The point is this: A meeting professional’s job is never done. And it’s evident why post-program follow-up is low on the list of priorities. I mean, the sponsor, vendor and attendee revenue has already been collected and deposited, and—presumably—the organization has delivered an adequate participant experience. In other words, there’s no looking back. It’s time to focus all time, attention and resources on the next program—right?

Unfortunately, this is the vicious cycle causing us all to work harder, not smarter. Instead of quantity, the solution here is really all about quality. I know I’m not the first person to lobby for professional development experiences that extend beyond the confines of the program itself (either onsite or virtual). And while I could say just as many things about the pre-program experience, I think the real missed opportunity here comes after the program.

First, everyone who attended your program already engaged with your staff, your organization, your content and the other participants. Essentially, these attendees walk away with a tangible experience they can draw upon when they encounter the future marketing of products, programs or services that precipitate from this event. Assuming they had a good experience, they’ll be more likely to engage again; it’s like you have a vetted audience that’s eager to “pick up what you’re putting down” (to quote my sister).

Second, and this is really the kicker, the content already exists. You simply need to curate it, repackage it, repurpose it or leverage it in some meaningful way. And this can take any number of forms. For example:

  • Popular education sessions could be repeated in person or online;
  • Content previously presented in a 75-minute breakout session could be teased out into a half-day or full-day session;
  • Speaker-generated videos providing follow-up or points of clarification could be posted to the organization’s website;
  • An important topic could be formatted into a blog post, newsletter article or white paper;
  • Pictures from the event, as well as aggregated Facebook and Twitter posts, could be shared with members;
  • Online communities could be formed and moderated to continue conference discussions and create opportunities for further engagement and collaboration;
  • And the list goes on—limited only by your imagination.

The point is this: Tangible deliverables (such as those listed above) can and should be used to optimize existing engagement activities; create meaningful and relevant educational programs (long after the closing keynote session has ended); aid learners in connecting theory (presented at the conference) with practice (challenges they encounter on the job); and drive organizational recruitment and retention efforts by developing quality products and services that members value.

Again, the solution here isn’t about planning more programs, but rather maximizing the opportunities inherent in the ones you’re already planning (and can’t give up).

So, my question to you is this: How do you leverage content following your organization’s major annual conferences? What innovative products, programs or services would you like to develop following a signature program given adequate time and resources? What’s stopping you from hosting fewer educational programs each year and—instead—focusing more on strategic follow-up?

18
Jan
12

Associations as curators: Supporting your speakers, educators and facilitators to success

By Aaron Wolowiec 2 Comments
Categories: Best Practices, Learning, Meetings and Professional Development
Tags: ,

In the last week, I’ve had the occasion to engage in several different learning opportunities with a variety of individuals who were clearly not trained speakers, educators or facilitators. (We know what this looks like, yes?) The specific instances aren’t important; however, I should note that they cross several different organizations and involve about a dozen or more people (in other words, we’re not talking about an isolated incident here).

As a result of these experiences, I’ve decided to take a second look at this notion of “associations as curators.” Although the organizations in question technically aren’t associations, I feel as though the concept is equally applicable. The fact of the matter is that these organizations had quality content and endeavored to teach others – and did so poorly.

Now, I should tell you that I’ve been hating on the phrase “associations as curators” for at least the last six months. To me, it’s been way overused and didn’t really demonstrate to me new ideology related to education and professional development. After some careful reflection, though, I’m slowly seeing the err of my ways.

There’s an endless amount of information in this world to know (a point I talk about often). Presumably, there’s an association that specializes in just about every major body of knowledge. Associations curate this knowledge just as any manager or overseer does his or her gallery, museum, library or archive. Both are content specialists who (1) are responsible for their institution’s collections and (2) are involved with the interpretation of the material contained within these collections.

The important distinction here is the interpretation of this material. In other words, it isn’t enough to simply have knowledge or content or data or information. Rather, it’s necessary to create added meaning (value) through a process of elucidation or explication. It’s necessary to analyze, synthesize, evaluate and apply this material in a meaningful way, as well as teach it – successfully – to others. And there’s the rub.

All content experts are not good curators.

That is, not all speakers, educators or facilitators are skilled in the process of interpreting and delivering content in such a way that ensures retention and transference in adult learners. Nevertheless, as the entity “responsible for their institution’s collections,” associations (and all organizations, really) are responsible for ensuring that their speakers, educators or facilitators are adequately prepared to deliver meaning and value to learners (our members).

Traditionally, this is done via a series of interactions with speakers, educators or facilitators. Preparation can take the form of individual coaching, conference calls, online meetings, e-mails or dedicated websites or portals. And content can range from venue or session logistics; training or tips for better presentations; information about expected attendees (e.g., number, interests or skills); information about overarching themes or content tracks at the meeting; or information about the speaker or session evaluation process.

The point is this: As a curator, associations are responsible for much more than hiring speakers, educators or facilitators. To create the most dynamic member experience possible, associations must take an active role in supporting these individuals to success. (A lesson that’s equally relevant to for-profit organizations throughout Michigan and beyond!)

So, my question to you is this: How do you prepare speakers, educators and facilitators for your meetings and conferences? What type of content does your organization provide to these individuals in anticipation of an upcoming program? What best practices have you instituted over the years to ensure positive member experiences?

03
Jan
12

Changing the world (that is, Michigan) in 2012

By Aaron Wolowiec 6 Comments
Categories: Learning, Meetings and Professional Development

The Christmas decorations are all packed up and safely put away for another year. The endless trays of cookies and shortbread and toffee have been consumed; the trays washed. The house has been cleaned, the furniture and knick-knacks replaced to their usual positions, the laundry caught up and the New Year’s resolutions begun.

For many, this begins the longest three months of the winter. Here, in Michigan, it means the first “real” snow for many communities throughout our great state, as well as countless dark and dreary days, blustery temperatures, slippery driveways, icy windshields and salt-covered shoes tracking in and out of our cars, homes and offices (no matter how careful we are).

But it’s not all bad news, I swear. Although this picture (at first blush) appears bleak (and a touch depressing), the real story in 2012 has nothing to do with the weather. Rather, it’s the people that promise to make 2012 something special. Many of you have already read Maddie Grant’s post: “How are you going to change the world in 2012?” If not, I highly recommend checking it out to provide some context for my contribution to this meme.

As many of you know, 2012 is shaping up to be a big year for me. After nine years as an association professional with the same Michigan trade association, I’m changing gears and putting on the proverbial “consulting hat.” It’s both exciting and scary; however, the continued support of my family and friends is quickly transforming this dream into a reality.

My consulting work centers on learning. At the end of the day, when you take away the big, flashy lights, the world-renowned entertainers and the dynamic assortment of locally-grown foods, what matters most at any conference or meeting is the learning.

Year after year, associations around the world plan learning programs for their members. These programs contribute substantially to the financial stability of their organization, but are also intended to impart knowledge and information (with the expectation that these members will walk away with something meaningful that not only improves their lives, but also the lives of those people who use their products or services).

And this is a responsibility not to be taken lightly. There’s endless knowledge and information in this world to be known. These days, there’s also a (nearly) endless supply of providers willing to share this knowledge and information (usually, for a fee).

This reminds me a bit of a scene from American Idol that plays out time and time again. How many auditions begin with much promise (after all, the person auditioning has taken vocal lessons for the last 10 years) and end with the judges scratching their heads (or, more tragically, giggling).

What is the correlation? It’s simple: We can do better. Just because organizations can and do offer continuing education and professional development opportunities for their members (vocal lessons), doesn’t mean these learning opportunities are successful at imparting knowledge and information in such a way that ensures retention and transference (a quality singing voice).

“We can do better” means delivering content via innovative design and delivery methods that is unique to the target audience. It means developing an evaluation process that actually measures learning (rather than preferences) both onsite and at a specified period of time following the program. It means engaging speakers and facilitators during the planning process to ensure a learning experience that is dynamic and meaningful. (I could go on, but I think you can hear the passion in my voice.)

Although my work forwarding these and other initiatives related to learning promises to take me beyond the borders of Michigan, I’m committed to making things better here at home, too. This will begin with a Michigan association meetings industry survey in partnership with the Michigan Society of Association Executives. The results of this survey will identify current practices of Michigan meeting professionals and associations, and will identify future opportunities for me (and others) to give back to this remarkable community.

Anyway, that’s my first step to changing the world in 2012. Maddie’s recommended we tag some more people and encourage them to write a quick blog post or share a comment, and tag some more people. Following are the people I’m tagging (but the invitation is open to everyone!):

For more information about my new consulting firm, please “Like” Event Garde LLC on Facebook.

15
Dec
11

Meetings industry forecasting for 2012

By Aaron Wolowiec 4 Comments
Categories: Meetings and Professional Development

As 2011 draws to a close, you can count on three things:

  1. Everyone and their brother will write a year-in-review article or blog post. (Case in point, see my Dec. 6 post titled, “Happy is as happy does this New Year.” I tried to be ahead of the curve.)
  2. Everyone and their brother will write a forecasting article or blog post. (Are you seeing a trend?)
  3. A jolly old man with a fluffy white beard and eight determined reindeer will circle the globe on Christmas Eve delivering presents to good little girls and boys. (Hopefully he’ll make a stop at my home, too.)

Since I’ve taken the high road and have already written my year-in-review post, and seeing as Santa may have difficulty finding me this year (we’ve been in our new home since the middle of October, but you know how much trouble it is getting the postal service to forward your mail these days), I’d like to focus for a moment on the meetings industry and what lies ahead in 2012.

If I was clever (or overly ambitious), I’m sure I could come up with a top 10 list of New Year’s resolutions for improving your meetings strategy in 2012. Instead, I’m taking the more practical route (and one that I believe to be just as effective). Following are my two (count them, two) recommendations for 2012 as it relates to your annual meetings calendar:

  1. Meeting planners need to book earlier to get rooms and function space.
  2. Professional development staff must plan more dynamic member experiences.

Easy enough, right? Maybe not. Allow me to explain.

First, if you know me or have worked with me in the past (particularly hoteliers and suppliers), you know that I plan ahead (seriously far ahead). So I’m always a proponent for booking rooms and function space in advance (it’s how you get the best rates and secure premium function space). However, supply and demand will not favor associations in 2012. With few new hotel rooms entering the market and the meetings industry steadily rebounding, planning ahead is an absolute imperative.

This mandate means surveying members, interpreting feedback, identifying both the short-term and long-term trends of your industry, determining future educational needs and crafting, in advance, a year-long educational calendar that both meets these needs and makes allowances for the addition of urgent and emergent learning opportunities along the way.

This calendar then provides the marching orders necessary to book hotel rooms and function space at the best possible rates a year or more in advance (of course, some crafty negotiations and innovative contract language don’t hurt either). Once you’ve mastered this practice, the same process can be applied to your signature events several years in advance.

Second, the traditional learning experience—one-dimensional keynote sessions and lecture-style breakouts—isn’t going to cut it moving forward. It may be the Band-Aid solution for the next year or two, but sooner or later your members are going to demand compelling experiences that inspire learning, engagement and community. And they’ll want this education delivered in a unique, engaging and unconventional way that speaks to their needs as an adult learner.

In my experience, these transformations don’t happen overnight. They require professional development staff to seek buy-in from key leaders and constituents within their organization. They require considerable training and coaching of program facilitators and content leaders. And they require significantly more planning, organization, lead time and logistics management than even the largest conference utilizing a more traditional learning format.

Although it’s a lot more work, the bottom line is this: meetings comprise a significant portion of the annual budget for most associations and without innovative events that peak member interest, associations are susceptible to retention issues and future budgetary constraints. Additionally, there’s a broader concern about educating members in a meaningful way so that their lives (and, consequently, our organizations and our industries) remain vibrant forces in today’s marketplace.

So, my question to you is this: Do you agree with my forecast for 2012? What would you change (or add)? What are you doing in 2012 to ensure your organization is delivering more dynamic member experiences (especially as it relates to learning)?

10
Nov
11

Best practices in vetting speakers

By Aaron Wolowiec 2 Comments
Categories: Learning and Meetings

We’ve all attended programs in the past where the audience feels a significant disconnect with the speaker. I’m not talking about those outlier individuals in every audience who – for one reason or another – just can’t relate. Probably because of my interests and experiences, I’ve been that outlier before. I generally don’t respond well to what I can only describe as cheesy humor or the gratuitous use of props.

No, what I’m talking about in this case is that speaker who’s striking a disconcerting chord with a majority of audience members. Following is only a partial list of reasons the speaker could be severely striking out:

  • Speaker isn’t a content expert – the “meat” of the program is essentially invalid (or outdated) before the program even begins (the program is D.O.A. or dead on arrival).
  • Speaker isn’t familiar with audience demographics – otherwise relevant content is rendered invalid when audience members can’t relate to the speaker’s message or experiences.
  • Speaker isn’t accessible – either perceived or in reality, this individual is unapproachable and, essentially, unsympathetic to the needs of the audience (they may just be in it for the money).
  • Speaker isn’t a skilled presenter – the delivery is uninspired, disorganized and/or confusing.
  • Speaker isn’t a skilled teacher – the speaker fails to play to the strengths of the adult learner and, therefore, the presentation is either boring or disengaging.
  • Speaker isn’t a skilled orator – the pace of the program is either too fast or too slow.
  • Speaker lacks intuition – the speaker fails to recognize during the course of the presentation signs of disconnect, discontent or fatigue.
  • Speaker lacks flexibility – the speaker is unable to respond “on the fly” to the dynamic and changing needs of the audience.
  • Speaker lacks charisma – the speaker is unable to inspire audience buy-in and any subsequent calls to action.
  • Speaker only presents canned programs – enough said.

So, what does this all mean? First of all, don’t underestimate the time, talent and resources necessary to select outstanding speakers for your next program. Second, I’d like to thank and congratulate all of the talented speakers out there who make professionals like me look good day in and day out. You have a difficult job, indeed. Beyond that, it serves as a good reminder that best practices do exist for vetting speakers. A partial list follows:

  • Research your speaker. Track down Web sites, YouTube videos and other collateral that provides some idea of not only the type of content you can expect from a prospective speaker, but also the speaker’s anticipated delivery style. It also helps determine the speaker’s experience presenting to audiences of similar size and scope as yours.
  • Seek client testimonials. Speakers generally have a list of past clients you can contact to discuss the pros and cons of former speaking engagements. Additionally, work your own personal and professional networks to gain additional insight and perspective about the speaker in question.
  • Meet with your speaker. Ask to meet with a prospective speaker before negotiating and signing a contract. Much insight can be gleaned from this interaction, including the speaker’s passion, knowledge and fit (either for your constituents or for a particular program format).
  • Hear your speaker in action. If your speaker will be presenting locally, ask for you and a colleague (maybe even the conference chairperson) to sit in on the session. Observe the speaker’s presentation style and connection with the audience. After the program ends, pay particular attention to the chatter as participants exit the room and the number of people who approach the speaker for follow-up. If books are available for sale, this can also be a tell-tale sign.
  • Demand customization. Absolutely require that your speaker customize a presentation that fits the needs of your audience and the objectives of the program. Any and all personal touches will make the program that much more meaningful, relatable and enjoyable for your audience.

So, my question to you is this: What other strategies do you employ to vet prospective speakers? What one recommendation have you found most helpful in vetting speakers that helps ensure exceptional learning experiences for your constituents?

meet aaron

Meetings innovator & professional development trailblazer. Founder & president of Event Garde LLC. Passionate about The Food Network, hot yoga, blogging, old homes & unclehood.

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