Event Crowdsourcing: Creating Meetings People Actually Want and Need
I’m happy to announce that my third book Event Crowdsourcing will be released this Fall. It covers a fundamental yet neglected topic: creating meetings people actually want and need.
My research has shown that over half the sessions offered at traditional preplanned conferences are not what attendees actually want! Event crowdsourcing allows you to create meetings where attendees want and need every session.
Who should buy this book?
Are you an attendee who tires of events full of irrelevant pre-planned sessions? Event crowdsourcing ensures that you will be enthusiastic about the content and value of events and sessions.
Are you a presenter who knows the importance of meeting the actual wants and needs of your audience? Session crowdsourcing ensures that your sessions will reflect the actual needs of those who attend.
Are you a conference stakeholder eager to grow an event by making it the very best it can be? When attendees are enthusiastic about your event because it meets their wants and needs, they recommend your event to their peers and return year after year. As a result, your event grows, continually adapting to the changing desires of your participants, and your event and organization communities strengthen over time.
“Those doing the work are often the only ones who really understand the context. Leadership is helping build the structure and then protecting the space to do meaningful work.“ —Harold Jarche, work in 2018
On my daily vacation walk to Island Harbour, I hear singing. As I turn the corner onto Rose Hill Road, the sound swells. It’s 7:30 am, but the morning service at St. Andrew’s Anglican Church is in full swing and, as I pass, a familiar hymn from my youth washes over me, sung by a hundred enthusiastic voices. And yes, I admit it, during the second day of my vacation while enjoying the harmonies I hear, I’m jolted to think about religious meeting design…
Religious services are thought to be around 300,000 years old — by far the oldest form of organized meeting that humans have created. We know little about prehistory religious services, but the meeting designs used by the major world religions today date from the Middle Ages. Over the last thousand years, religious meetings developed a number of important features in order to maximize the likelihood that people would attend.
What’s interesting is that these features are largely absent from modern secular meetings!
So what can we learn from religious meeting design? I confine my observations to Christian and Jewish services, as they are the faiths familiar to me.
While people joke about the length of boring sermons, contrast this relative brevity to modern conferences, where speakers typically speak for an hour. We know that listener attention drops sharply after ten minutes unless a speaker does specific things to maintain it. Religious institutions know this, and deliver short bursts of emotional content. Most meetings don’t, and attendee learning suffers as a consequence.
Include lots of communal activities Singing is one of the most powerful fundamental, communal human activities; right up there with eating together. The oldest written music is a song, the Sumerian Hymn to Creation, dated before 800 B.C., and communal singing likely predates this by tens or hundreds of thousands of years.
Jewish and Christian religious services are filled with singing and praying. These are communal activities — each congregant contributes to a common endeavor. Some people have good voices, sing in harmony, and add pleasure to everyone’s experience. Even those who can’t carry a tune very well become part of something, a common endeavor, while they are singing a familiar and often beautiful hymn or prayer.
Communal activities are powerful because they align participants in a common experience: creating something beautiful and uplifting together. When was the last time you did something like that in a meeting?
Breaks aren’t communal activities Most meeting organizers assume that the human interaction they’ve been told should be incorporated into their meetings is provided by breaks and socials. But breaks and socials aren’t communal activities — everyone is doing something different! The post-service Church Suppers and Jewish Kiddish give congregants time to meet socially, thus strengthening the communal experience provided by the service. In contrast, modern conferences expect attendees to bond after having primarily listened to lectures.
Keep ’em moving! People don’t sit still at most religious services. They stand to sing and pray. In some congregations, dance is a normal component of the service. Physical movement during events is important because blood flow to the brain starts to decline within ten minutes of sitting still, leading to decreased attention. Sadly, it’s rare for meeting sessions to include any kind of body movement.
Provide an emotional experience Whatever opinions you hold about religious services, it’s clear that they are designed to create an emotional experience. Given a choice between emotional and “book learning” experiences, people will invariably choose the former. Religious services offer the kinds of experiences that people prefer, served up in a safe and familiar way. Most conferences offer little emotional experience directly related to their content and purpose; instead such experiences — entertainment and socials — are glued onto the program as unintegrated extras.
Conclusions I’m not suggesting that we turn all our meetings into gospel revivals. But think about it — how would your meetings be improved if they incorporated some of the religious services features I’ve shared here?
75% of healthcare professionals want to have input into the content of meetings they attend. Yet 36% have never been asked to provide input into any agenda or program. These disconcerting statistics are two of the research findings in a February 2016 report The Future of Meetings [free download] commissioned by Ashfield Meetings and Events.
Though healthcare meetings were ranked just behind professional journals (92%) as the second most popular (87%) regular channel for learning, the survey of 237 healthcare professionals from 11 countries across the Americas, Asia, and Europe found “nearly 40 per cent of those interviewed have not had a positive delegate experience at the meetings they have attended.”
I wouldn’t be surprised to find that these findings, from a meeting sector that is relatively well-funded and certainly capable of supporting high-quality meeting design, would be replicated at most conferences held today.
Meeting owners and planners: it’s time to supply what your attendees want!