At
Sydney's inaugural ad:tech conference, the best speakers and panels stood out not just because they were good, but also because they were so much better than the rest. So, inspired by the best speakers and panels — some explicitly cited below, and some not — here are my tips for making more of a speaking slot:
- Start with some planning. If it's panel, plan it with the other panellists. Ross Dawson has written about the planning involved in creating the only ad:tech session about blogging. After the event, Oliver Weidlich explained to me the planning that was involved in preparing for the mobile session. Believe me, this planning was apparent in how well it ran.
- Only stick to the plan when it's the best option. When one of the speakers decides to have "a West Wing moment" — throwing out the script and instead saying something truly inspired — give them the room to do so. The perfect example was Harold Mitchell's freestyling about the state of broadband in Australia during a panel that, according tothe plan, was actually about the new media mix.
- It's about "me", but not "ME!-ME!-ME!". The best speakers used one or two highly relevant case studies from their own portfolio to establish they had the authority to address the topic. After that, they quickly moved on from talking about themselves, instead talking about the industry at large.
- Challenge the audience, or your fellow panellists. Tell us something that we don't know — or don't believe — but only if you can justify it with reasoned argument. The debate between Rick Bruner and Don Schultz over the state of the industry was a perfect example.
- And finally, tell a story!