
I facilitated a large Sales and Marketing event in London last week. Whilst this is the sort of thing I do regularly, this one was just a little different.
For a start the event took place in a fish factory. Not just any old fish factory though, rather a
working fish factory with conference facilities looking onto the emerging 2012 Olympic park and athletics stadium.
The whole event had an Olympic theme. Fittingly we were joined on the day by British Olympian and former mile and 1500 meter record holder
Steve Cram. Steve will be acting as an Olympic Ambassador for
Atos Origin (the official Olympic IT partner) in the run up to the games. His speech was short, sharp, humerus and to the point and it was great to see how his very presence impacted positively upon the delegates. We heard about how London will host up to 40 world class test events in the next 18 months designed to test the facilities and the city to the full. Steve was also a nice chap and it was a pleasure to share a stage with him.
Our experience on the day supported the need for these Olympic test events in the run up to the games.

The red London buses specially chartered to bring the 200 delegates to the event both got lost and one of them had an unfortunate accident involving a low bridge and a bus depot!
The event was a bit different for another reason, as it was the first time that I had experienced using the
backchannel as a pivotal part of the day. We had hand held voting machines which we used "Who wants to be a millionaire" style at various points. The hand sets could also be used like mobile phones to send messages about how the event was going and to provide immediate feedback. I have experienced live blogging, twittering etc at events and had a mixed opinion of their value. I like the live feedback but worry about distracting the audience from event messaging. In this case, however, I was very impressed. What we did was control when the
backchannel was available. Accordingly, we could focus delegates on conference messaging by switching the handsets off and then at the appropriate point let them know when the channel was open for them to use.
The result - feedback fell into 2 categories; humour and serious comment. OK, so I am an expensive, mad Scotsman who should have worn a tie. More seriously, we learnt that some people were poorly informed about the products available, some were excited about how they could use the Olympics to build client intimacy. Other feedback concentrated on messaging, event look and feel, ideas for future events and speaker performance.
So a great event and I'm now convinced that the
backchannel can work, but only if you avoid low bridges and wear a tie!