With greater intention, we can influence post- conference action. By enhancing participants' takeaways and helping convert them into giveaways, the long-term impact and value of your conference increase.

While many sophisticated models of adult learning exist, a simple way of thinking about content is this three-part questioning process: What? So what? Now what? Great sessions and conferences help participants examine their learning, the implications of their new insights, and how they can be applied.

Take this column, for example. It asserts that you can make a greater difference with participant takeaways (the what) and that doing so will increase your meeting's value (the so what), and offers a few of the specific actions you can implement (the now what).

Sessions should include time for participants to distill their learning and identify personal action items. Planners can offer presenters a list of simple techniques and tools for doing so. Conference program books and other meeting publications should include note-taking space. A closing general session might offer a hands-on planning component to help participants make the most of their conference experience. Session evaluation forms could ask participants to identify one thing they plan on doing as a result of their new learning. Informal graffiti boards in prefunction areas (or online) could encourage participants to share ideas gained or new insights discovered. Volunteer coaches could help participants hone their conference learning during optional 15-minute appointments. A turndown amenity could prompt participants to capture the day's learning before turning in.

True exponential value, however, is realized only when attendees pass it on - "it" being the ideas and insights that will enhance their colleagues' efforts and contribute to their organization's strategy. How might you design your conference differently if you viewed it as a train-the-trainer event? Not only do planners need to view events through this framework, so do participants. And that might require some orientation.

Conference marketing and orientation sessions should address the participant as an individual learner - and as an ambassador for his or her organization. We need to help attendees think of not only their own learning expectations, but also what their colleagues and organization can acquire on their behalf. And we need to help participants find ways to share their conference experience and learning.

Why not have participants call, e-mail, or text their colleagues with practical ideas relevant to their efforts? What if your Internet kiosks included e-cards (brandishing your conference logo) that participants could use to easily send ideas to coworkers? How about offering a specific workshop or a general-session segment addressing how to be a change agent and let participants practice sharing with others the knowledge they've gained at the conference?

Train-the-trainer events generally provide a tool-kit of templates, multimedia, and other resources. How can your conference content be captured in video and audio and then edited and repurposed for easy sharing and distribution with others? A recording of a 90-minute session is nice, but a 15-minute edited version of key highlights is better and easier to pass along. How about having volunteer reporters contribute to a post-conference PDF magazine that summarizes some of the best ideas and most valuable content?

In a tight economy, you need to rethink your meeting as a train-the-trainer opportunity. Make it easier for your attendees to capture what they need and share it with others.

Leading Learning Take Away

As organizations reduce the number of participants they send to an individual event, attendees now shoulder a greater burden as learning ambassadors. Support the sharing of their learning by capturing and repurposing conference content into smaller segments that non-attendees can easily access, consume, and apply. 

Jeffrey Cufaude is a former higher education administrator, meeting planner, and association executive. He currently writes, speaks, and facilitates on a variety of individual and organizational leadership issues. Learn more about his work at www.ideaarchitects.org.

To submit topic ideas and feedback on the Leading Learning column, e-mail jeffrey@ideaarchitects.org.

Leading Learning is sponsored by Freeman, www.freemanco.com.