Late last year I had the pleasure of kicking off a conference in Raleigh, called the Internet Summit. SAS was a title sponsor, and I was tagged with keynote introduction. It was my veritable 2 minutes of fame.

I did all of my homework and knew a few interesting facts about each of the panelists that would headline the conference, especially Dana Todd, the panel moderator. I knew from experience that Dana would be memorable, not only for her signature hair color, but her ability to redefine how people and companies think about digital media and content.

My husband and I had lunch just before I was to go on stage with about 1,400 attendees and I still wasn’t comfortable with my schtick. As per usual, Rob had great advice: "…it doesn’t matter what you say, it is how you make them feel.” My job was neither to educate nor give a commercial about SAS. My job was to get the audience energized.

So I threw out my notes and did just that.

I wondered aloud to the room, how would the organizers feel if they heard 1,400 people show their appreciation for this fantastic event?

We proceeded to give Tech Media and Southern Capitol Ventures a rip roaring standing ovation. Just imagine, 1,400 people on their feet, clapping and whistling! Energy filled the Convention Center. Contrast that to my original plan of talking about Analytics and then giving a staid introduction.

From there I was able to talk very briefly about the important experiences of 2010 with digital marketing and social media. Our research with Harvard Business Review teaches us the age-old advice to listen and respond more than using social as yet another marketing and PR channel.

The lesson?
Clearly understand the objective of your presentation. Don’t always assume it is to impart wisdom.

Maya Angelou was right when she said "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."