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This article is not about conference backchannels. It's about improving presentations, whether that presentation is at a conference or not. But to understand the recommendations, let's review a brief history of the conference backchannel.
The idea of a conference backchannel isn't new. "Backchannel" has just become the techie term for what goes on at a conference "outside" the formal presentations on stage. Old school, this looked like passing notes during a speech or having a hallway conversation about the speakers and the event. The new school started adding electronic methods to carry on such conversations starting blogs and private chats. Within the last couple of years, Twitter has become the communications method of choice for many backchannel conversations, particularly at technology conferences. Used constructively, backchannel "tweets" can reinforce the message of the presenter and spread his or her message beyond the walls of the conference room. Used rudely, it can negatively impact the very tenor of a presentation. (For a more complete study of the conference backchannel phenomenon, check out Cliff Atkinson's book, The Backchannel: How Audiences are Using Twitter and Social Media and Changing Presentations Forever.)
But this article isn't about conference backchannels. It's about what the backchannel has reminded us of when it comes to giving effective presentations.
Lesson #1 - Know Your Audience
On October 6, 2009, the Twitter backchannel at the HighEdWeb 2009 conference came alive with criticism of Mark Galper's keynote speech because he didn't know this audience. The attendees of the HighEdWeb conference are tech savvy and dedicated to learning the latest and greatest in technologies. Galper's presentation started with unsophisticated slides, then digressed from there with old videos and outdated references. Several "vocal" tweeters commented on Galper's lack of relevancy to his audience. Hence, Lesson #1 - Know your audience.
Know what your audience cares about and why they care about it. Find out what your audience already knows about your subject. Ask the person planning the meeting to tell you about the audience. Ask the person who asked you to speak to give you the names and contact information for five to ten individuals who are expected to be in the audience, then call those people and talk to them about the topic and what they believe will benefit the audience. Talk to people in attendance at the event before you speak. If your event has a backchannel, get someone to help you monitor the backchannel and look for comments while you're speaking. This can give you real time information that you're missing the mark with the audience. (For more information on monitoring the backchannel, also see Olivia Mitchell's e-book, How to Present with Twitter (and other Backchannels).) Do everything you can in advance to really know your audience and then work hard to meet their needs. Be there to serve your audience.
Lesson # 2 - Be Interesting
The very first time I heard about the Twitter backchannel and its effect on an audience was the interview of Mark Zuckerberg (CEO of Facebook) by Sarah Lacy (journalist and author of Once You're Lucky, Twice You're Good - The Rebirth of Silicon Valley and the Rise of Web 2.0) during the 2008 SXSW Conference. The buzz I heard was the audience "took over the session" and that the backchannel was downright snarky in response to the interview. While viewing a video of the interview (available on allfacebook.com) I must admit, within minutes, I felt restless, bored, and a bit annoyed. While this was an interview, Zuckerberg and Lacy should have prepared for it just as thoroughly as if they were doing solo presentations. The interview didn't flow. Zuckerberg repeated himself frequently. And there wasn't much "in it" for the audience.
If you present your material in an interesting, engaging way, the audience will be hooked into your message and pay attention to what you say. If you're interesting, either their eyes will be glued on you while they listen or, if they are looking down, it's to take notes or tweet your words of wisdom so that others can benefit from what you had to say. So how can you "be interesting"?
Tell Stories
Stories work to add interest because as you tell the story, the series of actions you describe allow the individual audience members to engage their brains in imagining the scenes as you speak. As they wait for you to unfold the story, they engage by wondering where the story is going. They imagine different ways the story could end and how you'll make your point when you finish your story. Think about the last story you heard that was told by a speaker or a minister or a colleague. Judge for yourself. Did you feel more engaged when you heard the story? Wouldn't it be good to make your audience feel more engaged too?
Use the Word "You" - A Lot!
At our cores, as individuals, we want to hear about our favorite subject - ourselves. As a speaker, work hard not just to make it relevant to the audience but demonstrate that relevancy through the use of the words "you" and "your" and make it less about "I" and "me." Presentation skills expert Patricia Fripp encourages speakers to have a high "I-You" ratio. In other words, we should say the work "you" much more frequently than the word "I." A high I-You ratio makes your message more about the audience and less about you.
"You" makes it personal to the individual members of the audience. "You" gets the individual listener thinking about himself or herself. When I as an audience member am thinking about me, and how what you the speaker is saying impacts me, I am naturally more engaged. I care more. I'm willing to listen more. By paying attention to the language you're using and by making it more relevant to your audience, you will be interesting, have a greater impact, and better serve your audience.
Let Your Interest Show
Make sure you show enthusiasm for your subject. Get your level of energy up. Feel good about the material you've worked diligently to prepare and rehearse. Smile. Speak with confidence. Ensure your body language and facial expressions match the passion you have for your topic. Demonstrate with your demeanor that you care about your audience and your subject and that you are there to help.
Lesson #3 - Be Open to Feedback
On November 18, 2009 at the Web 2.0 Expo, Danah Boyd delivered a new speech that she'd not given before. (See the speech YouTube.) Again, the Twitter backchannel was less than kind. Danah cited several mitigating factors when she later blogged about the event (see the blog post at http://www.zephoria.org/thoughts/archives/2009/11/24/spectacle_at_we.html ). But I suspect that one factor not covered in the blog was that she didn't seek feedback on the speech before she gave it in this very public forum.
Nothing represents you as well as you represent yourself so it's important to get it right. When you open yourself up for feedback BEFORE an important presentation, you will give a better presentation and ultimately represent yourself better.
Present to a group of colleagues, family members, or trusted friends. Ensure your friendly audience includes people who are willing to provide you with honest feedback. In Boyd's speech, while much of what she said was interesting, the overall speech lacked a clear road map with sign posts along the way to indicate where the topic was going. Getting feedback from a friendly audience could have given Boyd the heads up that she might lose her audience - which is unfortunately what happened. Getting feedback ahead of time, with adequate time to adjust to the feedback, can help you give better presentations that meet your audiences' needs.
In addition to getting feedback before giving the presentation, also be open to feedback after the presentation. Whether through paper feedback forms or the Twitter backchannel, take time to consider the comments provided. If you start seeing trends, then it's time to consider making adjustments.
The backchannel of Twitter and other tools have taught many a painful lesson, but the truth is that the negative feelings expressed through these tools have always been there. The technologies have just made it easier for audience members to share their frustration with someone other than the guy sitting next to them. Instead of worrying, work to improve your presentation skills. Follow the tips above and devote yourself to contributing to your audience sincerely, relevantly and enthusiastically. Your efforts will pay off and you'll keep the communications open - both in the front of the room and through the backchannel.
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