Whilst I'm no conference speaker, I've had the privilege of being invited to stand up in front of a group of my peers and talk about what I do on a few occasions. You won't need to view all 25 minutes of my session at The Multipack Presents to realise that, when it comes to delivering a talk, I'm firmly placed within the amateur group:
However, whilst I'm more of an attendee than a speaker, I'm also a relative newbie when it comes to conference attendance. My first, in October 2007, was in London at the Future of Web Apps Expo. Even as a lone delegate, I managed to become acquainted with a few other delegates who made the three days a little more interesting.
Choosing a conference
As a newbie, and even as a seasoned conference attendee, my thoughts are that the decision to attend a conference will be based on a few things:
- How much?
- What is the conference's primary theme or subject?
- Is it a multi-track conference?
- Who is speaking, and what are their talks about?
If the conference demonstrates value, I'll often approach my boss, but even before I'll think about doing that, I'll be asking myself whether I think the conference is affordable and offers good value for money, or whether it's just paying for a few people to come a long way.
Secondly, and most importantly, it's subject and theme. More and more conferences are moving away from the typical designer/developer divide and focusing on a theme or a subject. Instead of being developer-focused, for instance, a conference may lean towards development, but include a few talks on design that would be of benefit to the developers attending - and vice-versa, of course.
As for multiple track conferences, I'm not sure I'll visit another. FOWA London 2007 and 2008 were good, but the complexity of having a one-for-all type conference diluted the effectiveness. There were talks I wanted to see that overlapped which meant I missed some. Perhaps I'm lazy and don't want to move around too much, but a focussed event, with a single track, catering to a theme instead of splitting the audience needlessly, seems like a more successful idea to me.
Finally, which speakers will be there, and what are the subjects of their talks.
Who are you and what are you talking about?
I'm going to be really clear here. I cannot fucking stand it when I am sat in the audience, looking forward to a topic - based on the title, and what little blurb we're given - only to be let down by the speaker, who is only on stage to sell their product, doesn't really give a shit about the topic, and is talking to the wrong audience. On more than one occasion at the Future of Web Apps conferences, I simply got up and walked out of the hall, disgusted at this tactic.
Instead of entitling your talk "Special Announcement" when it's a sales message, or "Cloud Computing in the Enterprise" when it has nothing to do with cloud computing, but is more about using your SAAS offering instead of Microsoft Outlook, do the honourable thing - tell us it's a sales presentation.
Conference organisers should be ashamed of this too. Knowing, full well, that your sponsor is going to try to pull this tactic and doing nothing about it smacks of a lack of integrity. The right thing to do would be to approach your sponsor and suggest a different title of the topic. If it's a sponsorship message, let your audience know.
Lastly, the most important thing to do is to make me, as an audience member, interested. I go to conferences for two reasons - knowledge and networking. If you're up on stage and you're not being clearly labelled as a sponsor who is giving a sponsorship message, I'd really like it if I came away from your session having learned something new, or shown a new way of looking at something.
Giving to your audience without asking in return
Of the three big conferences I've been to, the person who stands out the most for me in terms of giving knowledge to the audience without asking for anything in return, was Matt Biddulph. As CTO of Dopplr - before he became software designer and creative technologist for Nokia after they bought Dopplr in 2009 - I was witness to two fine talks in two consecutive years.
Photo Credit: Baploinkadoink (http://www.flickr.com/photos/baploinkadoink/1484228079/)
On both occasions, Matt's talks were completely different. In 2007, he spoke about getting the best out of third-party widgets on your site, and helping other sites when you offer widgets. In 2008, his talk was about messaging, about modern successful applications being a collection of small parts, loosely coupled, and about using n-tier mentality when designing apps, even when you're using a single server.
In both talks, he showed insight, delivered tips on good development practices, but most importantly he gave. Sure, he mentioned he was from Dopplr, and he explained what Dopplr was, but at no point during any of his talks did he try and sell you anything. More importantly, his 2008 talk was completely different to the one he'd given in 2007.
The problem of being a conference regular
To someone attending their first conference, everything is new - the experience, the speakers and the talks themselves.
If you go to a lot of conferences, particularly in the same area and in the same few months, there's a good chance you'll see some familiar faces on stage. There's good reason for that - the ones that appear at multiple conferences are there because they have something to give: knowledge, a good message and passion about their topic.
The more conferences you go to, and the more thinly-veiled sales presentations you're coerced into sitting through, the more cynical you become. I took a year out of attending conferences last year. My reasons were mostly due to having constrained budgets, a trip to Australia and New Zealand, a wedding and a honeymoon, but for the conferences I could have attended, there was no reason for me to go back. In the majority of cases, I saw a worrying trend of similar subjects, similar talk titles, and a lot of the same people.
Let me be clear, however: I would happily sit in an audience and listen to Relly Annett-Baker talk about copywriting; Matt Biddulph about anything related to application architecture; Stuart Langridge, Remy Sharp or John Resig about anything related to JavaScript; Bruce Lawson about emerging web standards; and - in fact - anyone talk passionately about a subject that excites and intrigues them.
After all, isn't that one of the reasons you go to conferences?
Less of the same, please
In 2008 at FOWA, I saw Francisco Tolmasky demonstrate the Cappuccino framework and his company's 280 Slides application, built the aforementioned framework and "Objective-J". 280 Slides is, at it's core, a clone of Apple Keynote that works within a browser that will support it. I also recall Ryan Carson coming onto the stage shortly afterwards, proclaiming that 280 Slides was really the future of web apps.
I remember how Microsoft tried to get the Visual Basic community building web apps using ASP.NET in the early days - drag and drop components, absolutely positioned onto an HTML document - and Objective-J and Cappuccino seem, to me, to be very similar to that approach. Tolmasky spoke with passion and knowledge about his product, but I didn't take much away from his presentations at FOWA because Atlas, Cappuccino and Objective-J strike me as technologies that just aren't relevant to me as a web developer.
His talk at FOWA 2009, which I didn't attend, was based around Atlas, his company's web-based development environment for Cappuccino apps. This year, he's back at FOWA, with another talk on how to write 'stunning' apps with less code. Sound familiar?
Please don't misunderstand me here - I'm fully aware that, as an invited speaker or expert in a particular topic, you're going to talk about the same subject. As I said above, I'll happily listen to a person talk about a subject that ignites them for hours on end, again and again, but delivering the same talk - or a talk which is only slightly different to your last one - at different conferences is, as far as I'm concerned, lazy. Sure, you may be talking to a different audience this year than last, but you've got to plan for some overlap between new and old attendees.
As someone paying to attend a conference, I expect - with reason, I hope you'll agree - that the talks I'm listening to will be informative, entertaining and, above all, original.
Honing your craft
The one exception to this rule, in my opinion, is where talks are given at grassroots and free conferences. If the speaker isn't being paid to attend, or is giving their time up for free, or if the event itself is organised by a grassroots organisation such as The Multipack, then a degree of repetition can be acceptable, giving the speaker a a chance to test out a new talk with a smaller, willing bunch of enthusiasts, some of who may be able to give constructive feedback.

Photo Credit: Andy Higgs
I'm grateful to have had the chance to hear Drew McLellan, Jon Hicks, Stuart Langridge, Bruce Lawson, Remy Sharp and Simon Collison (pictured above) talk about their subjects, all for free, thanks to the Multipack Presents and Geek in the Park events that I've been involved in, and I think more events like this will help up-and-coming speakers talk about what matters to them.
Giving people the opportunity to talk is what will make for greater conferences in the future, with fresh ideas from fresh people. I'd love to see an event whereby groups of established speakers team up with relative newbies - one pair per subject - to present a talk and chair a relaxed, discussion, very similar to some of the Multipack Presents events that have been held in the past, but with an opportunity to promote more speaking.
Don't judge a conference by it's speakers
But importantly, the quality of a conference can't be calculated solely on the speakers that are attending. I did some research on people who have spoken at some of the more established conferences since 2006 - dConstruct, Future of Web Apps, @media. When I looked at the line-ups for the upcoming conferences that I have the option of attending in the next six months, I checked to see who I've seen before or who I've no interest in seeing again.
When I used this method against FOWA London 2010, dConstruct 2010 and New Adventures in Web Design 2011, the results were as follows (where SB/NI means Seen Before or Not Interested):
| Conference | SB/NI Rate |
| dConstruct 2010 |
0% |
| FOWA 2010 |
57% |
| New Adventures in Web Design 2011 |
9% |
The raw speaker data is available as a Google Spreadsheet, which you're more than welcome to append to as time goes by. I simply looked at the speakers that I've seen before and the talks that I would not be interested in and tallied them together.
Of course, if I used this method alone, I'd be suggesting that seeing Matt Biddulph a second time would be a bad idea, but speakers such as Biddulph show that a good speaker will tailor new talks to his audience. God knows that there are conferences out there who bring out the 'big' names, like Kevin Rose, Gary Vaynerchuck and Mike Arrington, but I'm not sure I'm bothered about hearing from that kind of internet celebrity anymore.
I've never attended a barcamp or an unconference, despite the fact that I'd very much like to be involved in one. I feel that the interaction between speaker and audience is one of the most important parts of learning, and a smaller number of speakers, with short, sharp presentations would allow for more interaction, and a better chance of taking something valuable away.
Simon Collison, who spoke at Geek in the Park last year, has created something a little different - the New Adventures conference, starting with New Adventures in Web Design in January 2011, and it looks like it could be exactly what I'm hankering for:
New Adventures... will be carefully curated; chock-full of integrity, opinion, and fresh content, with an emphasis on shaking things up and challenging convention. This event has inspiration, thinking, and intelligence at its core. It will encourage debate, enthuse, excite, ask questions, and look for real outcomes.
Simon Collison — New Adventures in Web Design
I'm sure that Colly will pull it off. His intention of working closely with the speakers and ensure that they're sticking to the principles of the conference will pay dividends, and given the price and location, I expect it will be a very popular event.
The proof of the pudding
I'm sincerely looking forward to both dConstruct and New Adventures in Web Design for different reasons. dConstruct has always attracted me but, until this year, I've never been able to attend. The type of talks and the fact that the talks are very much cross-discipline means I'm hoping to come away inspired in many different areas of my craft.
New Adventures excites me because it could turn the idea of the conference on its head - the format and the whole idea that the event will be curated makes me think it will address the problems with many of the conferences that I've outlined above. I really do wish Simon well with the event and look forward to being in Nottingham in January.
However, as mentioned at the beginning of this post, my attendance of multi-track super-conferences - like FOWA, @media and the like - has come to an end. Smaller events, focussed on a single theme, as opposed to being all-encompassing developer- or designer-only events, are where I'll be spending my time in the future.
Along with grassroots events, I expect they're also where I'll be finding the most value.