A few weeks ago, a colleague and I attended a panel discussion hosted by several well-known personalities. Sitting in the audience, I caught myself wishing that I’d simply watched this conversation online. It wasn’t boring necessarily, but the information offered wasn’t something that I “should” be trading for 2 hours of my schedule. For the first time I thought, “this panel should have just been online.” The YouTube version would have satisfied my curiosity and I could have multi-tasked by washing dishes or walking the dog and listening to this discussion. I was surprised by the revelation and began wondering about the new relationship between audience and panels. Once, guest panels were the best way to gain insider information from thought-leaders, today they almost seems superfluous given the tidal wave of lectures, classes and conversations available online, via YouTube, TedTalks and iTunesU.
Coming from a background steeped in theater, I revere audience participation and communal learning. Yet, it seems that the information and the experience provided at panel discussion events must change and expand given the technology that encourages us all to watch from a remove. What can event organizers do to create more relevant panel content, more engaging events and to offer information that can’t be found other places? Like most media, the format needs refreshing.
First, as an event organizer, it is crucial to provide guidelines for your speakers. What will they be discussing, how long do they have to talk, and what key ideas should they cover? Conference calls before hand are excellent for divvying up talking points and ensuring your panelists have thoughtful and concise answers to the questions that will inevitably be asked.
Keep introductions brief. We are assuming that most people KNOW the speakers a bit, otherwise they wouldn’t be attending. Make name tents to help clarify, but don’t allow for a long soliloquy by or about each speaker.
Use technology effectively. As an exercise in experience management, consider how technology can be used to enhance the audience’s experience. Is a Twitter feed on a screen behind the panelists really helpful or informative? Instead, think of ways to enhance the content provided by your speakers: Perhaps, post the sites, twitter feeds and other resources your panelists find most helpful. Or tweet those links as they are mentioned (perhaps already prepared Tweets ready to be posted).
Elevate the conversation. For example, if your topic is Social Media, ask, “Can it be found on Mashable?” If so, move along and find another topic/angle. Consider your content they way a reporter would: How can I cover this better than my competitors?
Ask yourself, is this content that must be provided in person? And then answer, very specifically, why that is the case. If the answer is no, or the reasoning is weak, think about alternative ways to engage your audience. YouTube, uStream or maybe even just a Twitter hashtag?
What are YOUR ideas for making panel discussions more engaging and relevant?
