We tapped Cisco, SAP and Microsoft in our December issue to uncover how event marketers are modifying keynote speeches as time and space run tight. But keynotes at meetings are evolving outside the tech industry, too. The keynote presentation at the Pepsi Bottlers Association meeting by Simon Lowden, cmo of PepsiCo, and the 2015 ABC Family Upfront keynote—with their dynamic visuals and tweetable statements—are two recent examples.
Here, a punch list from Scott Cullather, ceo of global brand communications agency inVNT, which designed and produced the speeches:
1. The 10/20/30 Rule
This rule, promulgated by Internet guru Guy Kawasaki, offers a clean and simple format for PowerPoint presentations: they should have no more than 10 slides, last no longer than 20 minutes and contain no font smaller than 30 points.
2. Tweetable Posts
In our digital era, even private events are being tweeted, Instagrammed and Facebooked. Since you know that attendees are tweeting about the presentations, make it as easy as possible for them by providing sound bites to reach their extended audiences.
3. Storytelling
The best keynotes are structured like a story, with a beginning, middle and end. Leverage technologies as the story unfolds to create a two-way or multi-way dialogue along the way.
4. Multi-Platform
Today’s large audiences may consist of several generations, from Gen X to millennials (Gen Y) to Baby Boomers. Build presentations that are multi-platform, so that those who prefer print can have that in hand while others follow along on an app.
