-------------------------------------------------- SERIAL MARKETER WEEKLY Issue 106: How to Give a Virtual Talk (and How Not To)
From Serial Marketer: "The Cutting Edge of Marketing” serialmarketer.net
This week, I had another quarantine first: waking up in the middle of the night to give a virtual talk to a Hong Kong-based trade show.
The talk was on behalf of Outernets, my client that powers omnichannel, data-driven experiences in the physical world, at the Connected Retail Experiences conference within the Start Me Up HK Festival.
To get a likely question out of the way, yes, it was strange presenting at a Hong Kong-based conference given how much the region is in the news right now. Still, it was far less strange than presenting at HubSpot’s Inbound in 2016 the day after Trump was elected, and I took part in several events as the Black Lives Matter protests spread in early June. The show (almost always) must go on.
As I wrapped my talk at 5:30am Eastern time and IMed with visitors at the virtual exhibition booth, I jotted down some tips that may be helpful for you. Given that the talk was unabashedly an exhibitor presentation for Outernets, these tips apply to both thought leadership-driven sessions and pitches.
Here's what you should remember:
Rehearse the talk all the way through. This applies to any presentation, but for this kind of talk, rehearse in a room where there’s no one reacting to you. Often, for talks, you want to practice in front of other people. For a virtual talk, assume the worst – that you’ll have no idea if anyone’s in the room, what kinds of people are there, and if there’s Q&A. With an in-person audience, if it's a dead crowd, you have a chance to rouse them and turn around the talk. With no audience reacting, you’re just praying the whole time that anyone cares.
Talk less. Smile more. What, you think I can avoid Hamilton references right now? It’s not so much about talking less at it is slowing down your speech enough so that people can capture every word. They might not have cues like seeing your face; even if you’re on video, you might be in a tiny box in the corner that’s enough to let people know you’re there but not enough for anyone to really see you. And smile. Have a tech glitch? Smile. Forgot what you meant to say on a slide? Smile. Fielding a question over Q&A that you’d rather not answer? Smile. It’s the easiest way to pep yourself up and give the audience a way to relate to you.
Don’t play video clips. If you’ve ever had to watch a video on Zoom, the frame rate is often worse than thumbing through a flipbook. If you want to show something with motion, turn video clips into GIFs. You can do this with Giphy or other tools.
Show examples early. Have a visual – some kind of demo, example, or simple framework – that you can reference throughout the talk. Use it as an anchor. It’s great to get into big ideas about how you’re changing the world, but attendees will need to grasp what you’re talking about. If you want further proof of what to prioritize, follow the Q&A sessions at virtual events. Questions are usually very practical and tactical. That’s good. It means they get what you do and want to know how it applies to their business. It’s not as fun as talking about your vision for humanity, but you know what’s fun? Solving people’s problems and getting leads.
Encourage Q&A. If there’s any kind of chat, it’s more fun to take a break from your slides and riff on what people are asking. Make this time theirs. I’m a fan of the reasoning that when one person shares a question, a lot of others are wondering something similar. As a bonus, it shows you can think on your feet. That fuels a dopamine rush as your confidence rises, and it will make your talk better. During this talk, I got so into Q&A that I didn’t get to half my slides. That’s okay. See the next point.
No one ever said, “I wish there were more slides.” No one. It’s like George Carlin’s “Things You Never Hear” bit. One of Carlin’s tamer lines in this genre: “Dad, you really ought to drink more.” People just don’t say it. Ever. I bring this up whenever I can – not the Carlin bit, but the principle. If you’re ever debating leaving a slide in, just toss it. If you just watched or rewatched Hamilton, did you think, “Great show, but I wish it was 10 minutes longer”? No. And you and I are not Lin-Manuel Miranda.
End on time. This relates to the “peak-end rule” from psychologists Barbara Fredrickson and Daniel Kahneman. For any experience, people tend not to remember the whole thing but rather the most salient moment and then how it ended. You know what’s a great way to have conference organizers invite you back? End on time. It may be the only thing the organizers remember, and they will love you for it.
Are those useful?
Let me know if any tips resonate.
Let me know if you have any tips of your own.
Let me know if you want the Outernets slides from the talk, or if you’re working on anything involving omnichannel marketing. I’d love to learn more and compare notes.
And let me know, as always, what you’re making of yourself.
PS: The next SpeedUp 1:1 networking event is today at 4pm EDT. Join us on Upstream and meet some of my favorite marketers.
WAS THIS YOUR INDEPENDENCE DAY?
Several young descendants of Frederick Douglass read some of the abolitionist's speech, "What to the Slave is the 4th of July?" The storytelling is striking -- the words themselves, the descendants who bare some resemblance to him, and certain kids who may develop into powerful orators themselves. Also, the sense of optimism from despair is as relevant now as it was in 1852 when Douglass delivered the message. On Twitter, you see a lot of the comments that say, "If you have problems with this country, leave!" But even Douglass, an escaped slave, was able to answer that he believed in the promise of the country, and he was here to bring the nation's practices closer to the ideals it was founded on. https://www.npr.org/2020/07/03/884832594/video-frederick-douglass-descendants-read-his-fourth-of-july-speech
Coursera: learn about race, inequality, and social justice
Speaking of sharing...
We now have a referral rewards hub to check your progress on earning rewards, and there are two new rewards for frequent sharers. Visit https://referralhub.page/serialmarketer to see how you're doing.
August 6, 6pm
First Wednesday is back! We have dozens of great people RSVPing for this fun NYC tradition that is now open to anyone virtually. Len Bilello might even by you a drink. https://www.meetup.com/Serial-Marketers
VIRTUAL CROWD SUMMIT: CROWDFUNDING 2.0
From my friends at Crowdsourcing Week: "The Virtual Crowd Summit, a 1-day online web conference covers actionable related topics in crowdfunding that are increasingly rewriting the rules in every sector now more than ever." https://crowdsourcingweek.com/virtual-crowdfunding-summit-20/
BIG YELLOW HACKFEST
September 10, September 17
This group is amazing. Check them out. "We have a trust problem in the marketing and advertising industry. Over the past 15 years, as new distribution mechanisms like social, disciplines like content marketing, or initiatives like diversity and inclusion emerged, we silo’d. We continue to silo, not integrate–while we watch the world innovate. This compromises brand experience, and, in turn, threatens brand trust. Big Yellow Think Tank seeks to advance collaboration across brand experience. By leveraging this abrupt shift in the world, we will reimagine the way we work and serve brands. Big Yellow Think Tank is ready to set a new standard and we need your voice. Our first initiative? A virtual hackfest." https://bigyellowthinktank.org/
ZEITGUIDE'S CULTURE CLASSES
Zeitguide's Brad Grossman continues his weekly culture classes this week as the start of his 10-week summer semester. He always runs through the need-to-know cultural developments of the week, and features an expert guest each week. https://zeitguide.com/culture
Keep checking out the #jobs channel in Serial Marketers for more. I've added some descriptions of top-secret searches there, and others have posted some leads too. I have a couple more secret searches coming.
Chief Marketing Officer
With a clear vision to unify the team and drive growth, the future Chief Marketing Officer has:
-10+ years of broad marketing experience (owned, earned, paid) + 3-5 years building and leading teams
-Proven track record owning marketing functions in the consumer space with a focus on driving digital presence, defining a brand, and creating content
-Successfully driven the end to end customer journey through a data driven and innovative approach Email me, and I can refer you if you're interested in exploring this. https://app.huntclub.com/jobs/1515
(E-SIGNATURE SOFTWARE COMPANY)
A strategic thought leader with a creative and intuitive vision for the future, the future VP of Sales has:
-Sales Leadership: Develop programs from scratch, go-to-market, strategic and hands-on executor.
-B2B SaaS Industry Experience: Knowledge of the current industry marketplace, clients, and offerings. -Strategic Scaling: Proven success in building actionable and repeatable sales processes to drive future revenue growth. Email me, and I can refer you if you're interested in exploring this. https://app.huntclub.com/jobs/1508
Senior Content Marketing Manager
From one of my favorite companies, in terms of their products: "We are looking for a Senior Content Marketing Manager to join our B2B Marketing team. You will be responsible for developing and executing a scalable content marketing machine that will engage and guide our target audience throughout the buying journey – from awareness to consideration up to advocacy." (You can also connect with the poster in Serial Marketers.) https://boards.greenhouse.io/dashlane/jobs/2189068
Digital Marketing Manager
Via their marketing lead Jen, who discovered the opportunity in this very newsletter: "I wanted to share a role we have open at Journey and are looking for a great candidate to come and focus on building out the email/push and overall CRM strategy, looking to optimize our customer journey for better growth and conversion. If you know of anyone great, please send them our way!" Apply below, and let me know if you want me to refer you. https://apply.workable.com/journey-meditation/j/509ED3CF6C/
Brand Marketing Manager
Philadelphia / Remote
Here's a great role from an ERA-backed startup: "Stix provides women the products, education, and community they need, starting with a better pregnancy and ovulation test. Founders Cynthia Plotch and Jamie Norwood created Stix because buying high quality products should be easy and delightful, no matter the result you’re looking for... We are looking for a dynamic and creative individual to lead the charge on brand marketing and drive strategy for a rapidly growing marketing budget. https://angel.co/company/getstix/jobs/821828-brand-marketing-manager
Other job resources:
Ad Ops Online: Job listings for ad operations, programmatic account management, sales operations, and more.
Advisable: Get instant access to top marketing freelancers
AMA Job Board: Listings from the American Marketing Association (maybe you can also ask them anything)
Built in NYC: Jobs at a range of levels and functions, as long as you're okay working in this quaint, backwater hamlet.
The most important rights reserved. You can have the other ones.
(c) 2020 Serial Marketer
PS: Thank you so much for reading this.
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