The team limited keynote speeches to 20-30 minutes and followed them with live or taped conversations. SAP executives understood why the speeches needed to be shorter and simpler because they occupied prime-time TV slots. PowerPoint presentations were streamlined and presentations were succinct and crisp. Professional coaching made the approach viable.

The team also conducted off-stage broadcast interviews with speakers following their on-stage presentations and created video trailers of cutting-edge content prior to the event, so that content could be shared before, during and after the meeting. The trailers gave leaders a channel for communicating outside the boundaries of their speeches.

This idea worked particularly well for sharing content.

Intelligence Note:

Shorter speeches are a growing trend. It's critical to get executives to understand the value of shorter speeches and to enlist the help of respected executives to make the case. Show an effective TED talk to presenters and explain why lengthy speeches with dense PowerPoint slides just don't work anymore.

"Think outside the room" when broadcasting content. While shorter speeches are great in terms of holding peoples' attention, you can share details and comprehensive content through additional outlets. Create video trailers prior to the event, capture video on site and share content often.