Summary: Every generation is different. In the biggest transfer of corporate power in decades, we've been hearing for some time that Generation Y would be hitting corporations worldwide. I've been looking forward to watching them shake things up. 20 and early 30 somethings are reaching the executive suite decades early than their Baby Boomer counterparts so their impact will be swift and dramatic. They will send shockwaves through corporations around the globe. The needs and expectations of Generation Y professionals and executives are very different from the those of the generations that preceeded them. The challenge for conference producers, facilitators and keynote speakers will be to adapt and change strategies dramatically and quickly. Here are some lessons I have learned in the school of hard knocks from my first few facilitated team building retreats with Generation Y executives.

Engaging Generation Y Participants in Conferences & Corporate Meetings

For a long time, my facilitation strategies have been considered to be innovative. For example, other than the initial team briefing, my sessions are broken down into 20 minutes sound bites. Also, long before crowdsourcing was a buzz word, I have used participant profiles and learning surveys to crowdsource content for team building retreats, conferences and keynotes. Compared to the short debriefing sessions that are the order of the day for most companies that provide team building simulations, the sessions I facilitate allocate 1/3 to 1/2 of the agenda to analyzing the company's specific business issues and generating solutions.

The simulations that my consulting firm designs are a mix of indoor sessions and outdoor team challenges. They often include real-world projects in which participants are firing with real bullets rather than practice scenarios.  What I discovered in working with Generation Y executive teams in North America, Asia, and the Middle East is that these approaches do not go far enough.....not nearly far enough. So what are some alternatives? I don't pretend to have all the answers, not even close. This is new territory and a trail blazing opportunity for facilitators, presenters, and keynote speakers in every corner of the world.

Our Visexcutaries Apprentice inspired simulation, in which participants work in teams to take a product or service to market, provided some important clues. This simulation has been well received by Generation Y participants in 4 countries on 3 continents. It took me a while to make the links and my thinking has come together this week. Here are some preliminary ideas based on my own observations, Twitter chats and Linkedin discussions. I hope to produce an engaging discussion and I look forward to your comments and reactions. Please also share relevant articles, blogs and videos.

• Where have I hit the mark?
• Where have I missed it?
• What other important turn-offs, turn-ons, tips and strategies for engaging Generation Y participants should be added to the list?

Although I usually include a lot of videos in my Event Coup features, I wasn't happy with the quality of the videos about this topic so I haven't included many this time.

How Are Generation Y Participants Different?

While there are individual differences and it's impossible to generalize, some members of the millennial/Generation Y generation:

• have shorter attention spans
  (impact of being raised with fast cuts and rapidly changing images on Sesame Street, Barney, MTV, and instant gratification of text messaging and surfing the net)
• are highly tech savvy and don't need the tech refreshers and updates that older senior management teams require
• tend to place less value on content/cases/examples that are more than 2 - 3 years old
• perceive less value in the experiences of other industries
• place a MUCH higher value on discussion
• have little patience with "presentations", especially if they are long
• see less value in small group or breakout exercises
• prefer peer learning to learning from the "sage on the stage
• are sick of Powerpoint, especially when used as a replacement for speaker's notes
• need to play a role in directly shaping the agenda and driving the content

Since there is a high need to shape and drive the content, traditional facilitation roles may not be an ideal fit for this group. The facilitator has to be a really good listener and process observer. Subtle and indirect forms of influence are likely to be more effective, especially when the group is forming or when the meeting or conference is just starting. Based on population demograhics, this generation is likely to move into senior management positions much more quickly than younger baby boomers (for example). They may not have had as much seasoning, grooming or experience with facilitators by the time they hit the executive suite. For this reason, it is important to spend a lot more time up front clarifying roles and responsibilities and determining expectations.

All Generation Y-ers are not the same. Also, every corporate group, conference audience and industry is different. The key to success with any group or audience is to determine their needs and expectations and be flexible enough to adpat your style and approach to meet them. With Generation Y participants, it is even more important than with other groups, to tune in to their needs and let them drive the agenda.

When working with Generation Y audiences, be careful not to have the whole agenda carved in stone. As the mother of a younger member of the Generation Y generation, I have noticed that, even when they socialize, a lot of activities are impromptu. They get bored easily and may change locations and activities a number of times during the course of an evening. It struck me as odd when I first observed that after spending a whole week together at school, Frida night plans were never definitive. There would, instead be text message and IM exchanges asking "What do you want to do?" followed by the response "I don't know, what do you want to do?". It's important to be flexible and carve out space for the impromptu in your agenda. Building some unconference or peer networking sessions into the agenda will be very effective with this demographic.

Top 10 Strategies for Engaging Generation Y Participants

1. Crowdsource your content ahead of time and incorporate some unconference formats into your agenda.
   Distribute the agenda and give participants an opportunity for input before it is finalized. Use text messages and focus groups in Second Life or Tele-presence to crowdsource and shape the agenda

   Carving out envelopes of time in the meeting or conference agenda for unconference sessions will give you the flexibility required to let the group shape the agenda with pressing and relevant content that emerges just before or during the retreat or conference.

   Today's business world is fast paced. People are used to multi-tasking. If you don't give the group a chance to identify and engage around emerging content that is directly relevant to them, you'll risk losing them.

2. Start with what is directly relevant to the group's industry and company TODAY.. This is actually a potential corporate blindspot. Tunnel vision thinking has lead to the demise of many companies and industries. It's all about timing. There is a time and place for stretching and broadening horizons. Just don't start there. I have learned the hard way that content about other industries doing, what companies have done in the past and what is going on in other countries, while of great importance, has to be covered later in the agenda or credibility can take a big hit and it's tough to recover.

   Generation Y participants will tend to dismiss content that is less than 2 - 3 years ould as out of date and irrelevant. Until the group has a chance to grapple with and explore content that they perceive as immediately relevant and usable, information about other industries and lessons from the past will be a huge turn-off.

3. Chunk content down into 5 minute sound bites followed by thought provoking questions to stimulate discussion. Then sit back and let the group engage.
   In fact, this works best if you distribute the questions to individual group members via text message or index cards and let the group members ask them. Give the audience an opportunity to send their questions to the speakers and facilitators via text message and Twitter.

   A generation that has been raised with Sesame Street, MTV, and Blackberry texting simply does not have the attention span to sit through long presentations. Conferences that consist of long keynotes will soon find themselves without participants if they fail to adapt to the needs of changing demographics.

4. Emphasize focused and relevant content quality and over quantity. You may wonder how will I ever get through it all with 5 minute sound bites and long discussions. You won't. Identify core messages and key content that is essential to convey them. You'll end up eliminating the bulk of the content that you would normally deliver through traditional presentation methods.
5. Replace case studies with "stories" and rather than presenting cases, give the group a chance to generate its own content.Perhaps give small breakout groups the assignment of investigating a specific industry or company and reporting back with the lessons and content that they perceive as relevant. You can interject with short examples of your own at this point but don't present them all at once. Spread them out throughout the presentations of user generated content.

   Since Generataion Y is skilled a surfing the net, popping on to Blackberry and texting colleauges for input, use this as the basis of exercises and you'll keep them engaged

6. Minimize and modify the use of Powerpoint.
   It is considered "old hat". Speakers who use Powerpoint slides as a substitute for their notes are a huge turn-off for the Generation Y crowd.

   A generation that is used to fast-paced media in which images change every few seconds does not have the patience to listen to facilitators and speakers who regurgitate the content of text heavy Powerpoint slides

7. When you do use Powerpoint, slides should not be text heavy but instead include diagrams, charts, graphics, and models. If you can incorporate short, punchy video-clips with fast-cuts and wall-to-wall soundtracks, that is even better.
8. Use Prezi. While it has a steep learning curve, it is considered to be more upbeat, avant garde and engaging than Powerpoint.
9. Build extra air time and time for discussion into your agenda.
   The ability to engage with content through discussion is CRUCIAL for the Generation Y crowd.

   Generation Y is not afraid to challenge and they want an opportunity to be heard. An upbeat presentation consising of a 5 minute sound bite can easily be followed by at least 25 minutes of discussion.

10. To minimize distractions and keep the group engaged, provide breaks that are long enough for responding to text messages as well as activity breaks a couple of times a day. Make them outdoors if possible. Whether it's horse riding, dog sledding, Parkour demos (not execution), skiing or skate boarding, incorporate acitivities into your agenda and you will go a long way to pleasing the Generation Y crowd. Schedule these activities before lunch, in mid-afternoon and in the evening and you'll still have huge chunks of time to cover content.
    This is an active demographic with a short attention span. They welcome the opportunity to get outside and participate in activities.

Sorry. I just couldn't stop at  ten.  Here are two bonus tips.

• Provide Wall to Wall Coffee Breaks.  Restlessness sets in very quickly so Generation Y participants need an opportunity to get up stretch, help themselves to coffee and drinks from coolers or small fridges spread throughout the meeting space.
• Avoid classroom style set up at all costs.  Instead use rounds or squares with ample room for walking around. For smaller groups, use a U shape for short presentations and couch or lounge-style set up for small group work.

Proposed Re-engineered Conference Agenda For Generation Y Participants

Day 1

• City Tours for Early Arrivals
• Registration
• Coffee reception or afternoon tea
• Flashmob or Parkour Demonstration

• Short welcome or opening remarks
• Interactive Cracker Barrel or Unconference Session
• Early Dinner
• Outdoor Activities - Provide a Menu for Selection
• Relaxation time in a lounge setting with Terminals for Computer Games

Day 2

• 8:30 General Session:
  Introductory Keynote & Discussion (Two 5 minutes Sound Bytes Followed by Two 5 minute Q & A periods - Seed key questions throughout the audience to be used if group not participating initially PLUS  Two 20 Minute Discussion Periods - Use combination of 10 minutes discussion at tables to give participants more air time open & discussion)
  Blackberry/Internet Build Your own Stories Exercise (20 Minutes)
  Mini-presentations by groups using an outline provided & any Medium or Channel They Select (20 Minutes)
  Summary and Take-aways by Keynote Speaker (5 minutes)
• 10:15 Break for Coffee to Access Internet, Respond to Text Messages and Interact with other Delegates in Lounges Provided.
• 10:45 Interactive Breakout Session
• 11:15 Outdoor Activities (Provide a Variety for Selection) or Early Lunch
• 12:15 Lunch - No announcements until after main course finished
• 1:15 - 2:45 & 3:15 - 4:45 Delegates can Choose 1 In-depth Workshop or 2 Breakout Sessions
• 2:45 - 3:15 Break for Coffee to Access Internet, Respond to Text Messages and Interact with other Delegates in Lounges Provided.
• 5:00 Choice of Outdoor Activities or Free Time
• 7:30 Cocktail Reception
• 8:00 Dinner
• Entertainment - Hip Hop, Break Dancing,(Baby Boomers, bring your Ear Plugs - It will grow on you after a while),Capoeira, Skate or Snow Boarding Demo .

Day 3

• 8:30 General Session - Round Table Format with Keynote Speakers

Round Table Format Example: Davos Annual Meeting 2010 -the delivery style could be more energetic but the format has promise.

• 9:45 Break for Coffee, to Access Internet, Respond to Text Messages and Interact with other Delegates in Lounges Provided.
• 10:15 Interactive Breakout Sessions including 1 Unconference Session
• 11:45 Lunch
• 12:45 Selection of Outdoor Activities & Breakout Sessions
• 2:45 Break for Coffee to Access Internet, Respond to Text Messages and Interact with other Delegates in Lounges Provided.
• 3:15 General Session:
  Closing Keynote & Discussion (Two 5 minutes Chunks Followed by Two 15 Minute Discussion Periods -Seed key discussion questions throughout the audience)
  Blackberry/Internet Game Format to Re-Cap Conference Content (15 Minutes)
  (One 5 minute Chunks Followed by One 15 Minute Discussion Period)
  Summary and Take-aways by Keynote Speaker (5 minutes)
• 4:30 End

Reactions

So what do you think? Based on your experiences, do the strategies that I have proposed "ring true"? For conference organizations, this is a drastic change in focus. What is your reaction? I am particularly interested in hearing from Generation Y executies and professionals. What have I missed? Where am I off-track? What other suggestions do you have?

Photo Credit World Economic Forum

Articles:

• What Does Generation Y want from Conferences and Incentive Programmes?
• 7 Tips to Make Your Conferences Millennial Friendly

I want to give special thanks to the following #genychat members who engaged with me during the impromptu #eventprofs chat I hosted on the evening of February 15, 2011. Here is the transcript.

• @kyleelizabeth22
• @untmmichel
• @suzannecarawan
• @AMD0985
• @SarahMCovington
• @VirtuallyAmaz

I would also like to thank the following #eventprofs members who participated in that chat.

• @climberjim
• @TOProject

Their input and my experiences in facilitating retreats for Generation Y executives and professionals have inspired. I work up this morning pumped and inspired to write this blog entry. I hope that it was of value.