Even if you’ve never been to a TED conference, if you’re an event organizer, the phenomenon has changed your professional life — sometimes for the better, sometimes for the worse — and could change it even more, if you’re willing to risk it.
Having now lived with the TED phenomenon for about 10 years or so, when an attendee at a conference I’m associated with walks up to offer me some advice and starts with, “You know, at TED Talks….” I find it hard to not roll my eyes.
Never have so many had so much to say about an event so few have ever been to.
Still, the concept behind TED is a substantial one that is slowly beginning to transform the conference industry — again, sometimes for the better, sometimes for the worse.
The better: One piece of real information many people have connected to regarding TED is that there is an 18-minute limit on all presentations. That has forced those who organize conferences to realize they can’t sit three or four speakers behind a table in front of an audience, give them an hour and a half and a clicker for their slides, and expect a satisfactory result.
TED has helped many of us realize it doesn’t take that long to tell a good story or deliver a valuable lesson.
The trend is toward shorter conference sessions where fewer speakers — often only one — take a deep dive into a single subject before the attendees move on to their next deep, but quick, dive.
The worse: I can’t count on both hands the number of people in the last few years who have told me, “My goal is to do a TED Talk.”
The well-branded TED phenomenon has pushed us into the era of the “thought leader,” the person who is less interested in giving your conference attendees information they can use and more interested in evangelizing an idea, usually one they alone know can save the world.
It has created the speaker who has a “following,” who moves from conference to conference delivering the same presentation — albeit with a different clever title each time — and whose real ROI is a round of applause at the end and the opportunity to distribute their Twitter handle.
Meanwhile, the conference organizer is stuck with a crowd of attendees filling out post-event surveys a few days later who suddenly realize that, while they enjoyed the speakers’ performances, they can’t remember a single thing they learned at the event that will help their businesses.
The promise: What started out back in 1984 as a single conference for 800 invited guests…remains that, but it has spawned a never-ending string of TED-related channels that constantly reinforce the original brand.
Most of the 18-minute TED Talk presentations are available at ted.org, YouTube and other venues. There are thousands of TEDx Talks held by unaffiliated organizations, but under strict guidelines mandated by the original TED organization.
There are TED Books, TED blogs, TED Prizes, TED Fellows and, yes, countless opportunities to become TED’s marketing partner.
A little more than 10 years ago, after entrepreneur Chris Anderson bought TED from its founder, he declared it no longer a conference, but “ideas worth spreading.”
That’s his brand: “Ideas worth spreading.”
Why doesn’t the average Annual ABC Conference and Trade Show have “ideas worth spreading”? Why is access to ABC followers limited to three or four days the same month every year?
The promise that TED offers the events industry is the opportunity to expand its brands way beyond a mere conference into numerous paths for followers and community members to take that will allow them to spread their own ideas.
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