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Our Playbook
Why do we have
this book?
Larger team with more delegation. In the beginning, we were a
handful of people passionate about ideas, there were times when
we met almost daily and everyone did a bit of everything. Today we
are ca. 50 people (not counting event-day helpers) sharing the same
passion, but with more structure and levels of responsibility. You
might not be in charge of everything or meet every part of the team
regularly, but no matter what your role is, there are certain core
values and things you should know about if you are a part of
TEDxTUM.
Agree on what we stand for. As we grow, we want to keep in mind
where we come from and what is important to us. This document is
the single point of truth for this. It’s also evolving, so feel free to
share your thoughts!
Represent TEDxTUM to the inside and outside. This book contains
information you should know. As in, know by heart. As in, be able to
explain to a stranger even after your fifth beer, while performing a
handstand and simultaneously singing karaoke. Seriously. Read it,
internalize it, discuss it with your team, and practice explaining it.
Get a glimpse of the bigger picture. You are part of a wonderful
universe of passionate people from all around the world, and you
have a source for inspiration and amazement at your fingertips. This
book gives you an impression of what you can get out of it.
Welcome to the TEDxTUM Playbook!
If you are reading this, you’re either
already part of our family, or you are on
the best way to become one. But why
did we create this book?
About
TEDxTUM
The TED(x)
universe
Being a member
of this team
Main parts of the book
About Us
▪ TEDx is a network of local, independently organized TED
events around the world.
▪ TEDx events are different from “traditional” conferences
and bring people from various fields together to share
ideas in a setting fostering new connections.
▪ TEDxTUM has existed since 2014 and since then we have
organized one main event per year with growing audience
and expertise as well as smaller formats in-between.
Get to know TEDxTUM, our mission and
core values and what we have done in the
past. Learn about what sets TEDx events
apart, how our team is structured what we
want our members to care about.
At a glance
TED
TED is a nonprofit devoted to spreading
ideas, usually in the form of short,
powerful talks (18 minutes or less).
TED began in 1984 as a conference
where Technology, Entertainment and
Design converged, and today covers
almost all topics — from science to
business to global issues — in more
than 100 languages.
TED is owned by a nonprofit,
nonpartisan foundation. Their agenda
is to make great ideas accessible and
spark conversation. For more
information, check TED.com and
browse through the TED universe part
of this Playbook.
TEDx [ x = independently organized event ]
TEDx was created in 2009 in the spirit of TED's mission, "ideas worth spreading". It
supports independent organizers who want to create a TED-like event in their own
community. At TEDx events, a combination of live speakers, TED Talk videos and
activities around the sessions sparks deep conversation and connections at the
local level. TED provides general guidance for the TEDx program, but individual
events are self-organized under a free license, subject to rules and regulations of the
TEDx Organizer Guide. There is a powerful community of organizers from all around
the world who support each other and trade experiences both virtually (e.g. through
the TEDxHub) and at workshops hosted either by TED or by other TEDx organizers.
All TEDx events get to use the TEDx brand as well as central channels such as the
global TEDx YouTube account with millions of subscribers. Select ideas from TEDx
events are also shared through central channels, e.g. the TEDx Innovations Blog and
Instagram account. Some TEDx ideas, and sometimes even whole talk videos make
it to TED.com!
Watch this quite cool 7-minute video titled “TEDx: the Experiment
Continues” by Will Davis from the TEDx team explaining the huge
potential impact of the community and brand.
Now let’s get to TEDxTUM!
TEDxTUM is an organization devoted to ideas worth spreading
stemming from the Technical University of Munich. Our aim is to
share people’s passions, set spark to the curious mind and encourage
our community to flourish upon each other’s ideas.
We achieve this by organizing events for which we bring extraordinary
personalities to our audience to present their ideas in the TED format.
We also design the program around the sessions to foster interaction
and the making of connections between people from various fields.
In-between events, we share exciting ideas with our community and
keep them engaged through activities both online and offline.
Our program and activities create a playground for the creative mind,
through which we connect and engage leading thinkers and doers in
the community in and around Munich, both during and in-between
events.
We’re not an event in need of an
organizing team, but we’re an
organization in need of amazing
events it can bring to reality!
What sets a TEDxTUM event apart from
a “traditional” conference?
Quality content
▪ An event is not based around a single, specialized theme, but around a variety of ideas from different fields. The key is to
get out of your usual patterns and get new input which again sparks brand-new ideas!
▪ Community-driven and bias-free content: organized by volunteers from the local community and without any commercial,
religious or political agenda. At TEDx, speakers or team are never paid and sponsors do not influence the content!
▪ The content is approachable and understandable by everyone (edutainment) and is designed to include ideas that make
you want to act (springboard for your passion / your ideas).
Audience members
▪ You meet extraordinary people at the event and thus increase your connectivity and make meaningful connections. New
ideas are born through this interaction of leading thinkers and doers from various fields.
▪ The audience is engaged in a way that 50% of the value from an event is created through the interaction of audience
members, something not accessible by only watching the talks online.
Conversation with the community
▪ TEDxTUM encourages peer-to-peer interaction as opposed to a “broadcast” format of traditional conferences.
▪ Opportunity to shape content through the approachability of the organization, e.g. by applying as a speaker or
participating in a discussion about the talks on- or offline.
Watch some post-talk interviews
with speakers to hear about their
experience at the event.
Stakeholders & Relationships
What do we give to them? What do they give to us?
TED/TEDx Outstanding content, brand awareness, community License, guidelines, brand, trust, structure, community, ideas
TUM Reputation, inspiration, ideas, visibility, access to industry
Venue, reputation, speakers ideas, research, marketing channels,
infrastructure, high standards, community
Speakers
Stage, gifts, visibility, audience, trip to Munich, coaching,
challenge, accomplishment, self-marketing
Content, ideas, network, inspiration, visibility, reputation, attendees
Attendees
Great experience, free food, inspiration, network, brain food,
goodies, pictures, social contact, wish to return, opportunities
Ticket revenues, community, feedback, ideas, smiles, marketing
channels, traffic, value, pats on the back, experience
Partners
Visibility, access to students & leading thinkers, TEDx brand,
TUM brand, free tickets, incentives for lasting relationship
Sponsoring revenues, reputation, in kind items, audience experience,
inspiration, marketing channels, goodies
Online
community
Inspiration, great content, brain food, wish to attend,
information, unlimited access
Feedback, shares/likes/views, awareness, visibility, chance to get
featured by TED, broader audience, access to partners
Team
Food, a good time, sense of meaning, being part of something bigger, well-invested free time, learning, challenge, network, friendship,
inspiration, ideas, support, open arms, empathy, respect, tolerance, honesty, chance to contribute, knowledge/expertise
These were the result of
several team brainstorming
sessions. Feel free to suggest
more items for this list!
TEDxTUM until now: main events
2014 July
Pushing Boundaries
Our first event with 100 attendees
and 6 local speakers. It was
organized in around 5 months with
an active team of 6 people.
2015 October
FACETS
We scaled up and moved to the
Audimax to have a full-day event with
500 attendees, 12 international
speakers and 3 performances. The
team had 12-15 active members and a
lot more structure.
You can watch the talks on our
web site, or check out the
photos of our events on our
Flickr account.
2016 December
ENTELECHY
The format stayed: Almost 600 attendees
and 15 speakers and performances. The
team grew to 15+ active people and we
introduced clearly divided sub-teams. With
growing expertise, we were able to
concentrate more on speaker coaching and
audience experience.
TEDxTUM until now: main events
2017 December
Re-Formations of Tomorrow
Again 600 attendees and 14 speakers,
and an even bigger attention to both
curation and audience experience
made this day special. We also
reorganized the team and delegated
much more. The audience feedback
was amazingly positive, which made
us profoundly happy.
You can watch the talks on our
web site, or check out the
photos of our events on our
Flickr account.
2018 December
Conscious Reflection
We just keep going. Same format,
same length, same awesomeness.
Highlights: our team putting together a
tap dance floor in 2.5 minutes, a
phospho photo wall, and everyone
saying how much better the event was
than other TEDx events they had been
to ;-)
2019 November
Dive In
We try to provide an even more
immersive experience. Our goal was to
provide our community a 360° theme
experience centered around “Dive In”.
Be it our talks, digital campaigns,
venue design or event day activities.
We also doubled down on our
sustainability efforts and it paid off!
TEDxTUM during COVID-19
2020-2021
TEDxTUM Adventures
As everyone else we had to rethink the
TEDxTUM experience during the
pandemic. We came up with
small-scaled virtual and in-person
adventures which allowed people to
experience TEDx from the safety of
their own homes.
You can watch the talks on our
web site, or check out the
photos of our events on our
Flickr account.
2021 October
Pulse
Eager to provide our speakers a
physical stage again, we held our long
anticipated main event in the TUM
Audimax with up to 150 attendees.
The motto was safety, safety, safety!v
2021 April
TEDxTUMStudio
The spreading pandemic didn’t stop us
from spreading new ideas. 4
hardworking speakers presented their
TEDx talks on the virtual Studio stage.
TEDxTUM until now: Salons
2018 July
Tiny Superpowers
We held a Salon event in a beautiful
location at Deutsches Museum. The
nano-/biotech exhibition
complemented our program of 3
speakers who spoke about “everything
that’s tiny” and how it impacts our
lives.
2016 July
The Common Extraordinary
Salon Events are smaller events that are
focused on keeping the community
engaged (more info). They can feature live
speakers, but do not have to. Our first
Salon featured 4 speakers and was held at
Phoenix Design.
You can watch the talks on our
web site, or check out the
photos of our events on our
Flickr account.
2019 July
Within Reach
Our successful collaboration continues
with Deutsches Museum. This time at
their Verkehrszentrum. 4 speakers
share their ideas on everything
mobility, transportation and beyond.
TEDxTUM until now: in-between events
2017, 2018, 2019 April
TEDxTUMLive
TEDxLive is a license for TEDx events
centered around the live webcast of an
official TED Conference (see here). In 2019
we turned it into a full-on cinematic
experience! Together with Cinemaxx we
live-streamed a TED session to our local
community. Hold your popcorn!
Multiple
Team Events
Be it cooking with the team, a barbecue
at the Isar, a lazy afternoon in the beer
garden, hiking in the Alps or a weekend
at a Bavarian castle-turned-hostel. We
work hard & play hard!
The TED(x) universe
TEDxTUM is part of a much bigger universe
of ideas, people, content and events. Learn
about how we relate to the rest and get a
glimpse of what others are doing and how
you, too, can be a part of that.
▪ TED has a big network for discovering and spreading
ideas. It consists of various formats, approaches and
channels working together.
▪ TEDx is a part of this universe, as the world’s largest
grassroots network discovering and spreading ideas.
There is a huge number of TEDx events happening around
the world, and views practically exploding.
▪ TEDx events are organized independently, but under rules
and regulations provided by TED.
▪ Event organizers find innovative venues, formats and
activities to keep their community engaged. The TEDxHub
is a great way to follow what others are doing!
▪ Our organizer community meets at workshops organized
by TED or other TEDx’ers. We also visit each other’s events
or participate as volunteers.
At a glance
“TED is a global community, welcoming
people from every discipline and culture
who seek a deeper understanding of the
world. We believe passionately in the
power of ideas to change attitudes, lives
and, ultimately, the world.
“
TEDxTUM is or has been
active in these areas.
TED is a huge ecosystem for spreading ideas that consists of many
different formats, approaches and channels working together.
TED uses a variety of channels
to discover and spread ideas.
TEDx is one of them, our local
communities are another.
“
TEDx is the world’s largest grassroots
network discovering and spreading
ideas.
TEDx ideas are local and universal.
they come from or apply to the local
community, but are potentially
applicable to the whole world.
“
TEDx Organizer Responsibilities
Create a TED-like experience
Big ideas, rich storytelling and a
multidisciplinary program are just a few
qualities that make a great TED event.
You’ll be expected to capture the spirit of
TED in your event by sparking
community connections and inspiring
ideas that change perspectives.
Unearth local voices
If you decide to include individual
speakers, choose extraordinary people
who have been heard and seen by few,
but have a fresh approach in their field, a
unique story to tell, or a new perspective
to share – which they can convey in a
dynamic way.
Follow rules and guidelines
We get it: rules can be a pain. But there’s
a reason they’re part of the TEDx
program – to make your job easier. The
better you know the TEDx rules and
guidelines throughout your TEDx journey,
the less you’ll have to deal with annoying
details to correct later on. We promise.
Put in the work (and passion)
Organizing a TEDx event is a big
endeavor, so make sure you have the
time and dedication to do the hard work
needed to create a great event.
Unadulterated joy is also a must! Put in
the work and bring a ton of passion to
the mix, and it will be an experience you’ll
never forget.
Excite and delight your audience
It’s no news that making your audience
happy is essential for a successful event.
But the devil is in the details. From the
moment your guests receive invitations,
to the minute they walk out of the event,
they should feel like they’re experiencing
something significant. Think of your
audience’s needs every step of the way.
Celebrate and protect the TEDx vision
Make sure the vision and mission of
TEDx is protected and boldly celebrated.
Use your TEDx event logo often,
understand and spread the idea of TEDx
(including the difference between TED
and TEDx!), and invest yourself in the
spirit of the TEDx community.
These are high-level guidelines taken from the TEDx Organizer Guide.
Excerpt of the TEDx Rules #1
General Rules
Length: Your event may not exceed one
day in length.
Funds: TEDx is a volunteer endeavor. You
may not use your event to make money.
You may not use your event to raise
funds for charities or other organizations.
Admission: You can charge an
attendance fee for a TEDx event. Tickets
can be no more than $100 and should go
towards event and operating costs.
Attendance: Up to 100 individuals may
attend your event. Only individuals who
have attended an official TED conference
in person may organize an event with
more than 100 attendees.
Programming
Format: TEDx talks should be less than
18 minutes long and are typically
delivered by a single presenter, and you
may not pay your speakers to present.
No panels or Q&As with audience are
permitted as part of mainstage
programming. Breakouts and workshops
are permitted at TEDx events, but must
be held during the breaks and on an
opt-in basis.
Multi-topical & multidisciplinary: TEDx
event themes should be multidisciplinary
and broad. TEDx events must feature a
diversity of speakers from across several
disciplines that address a variety of
topics. These topics should not fall under
a single subject.
Branding + Positioning
TED and TEDx: Make clear in all
communications that you are a TEDx
event, an independently organized
TED-like event, and are not TED. Make
clear that you are a TEDx(EventName)
organizer, and not an employee of TED.
TEDx naming reference: You should refer
to your event as TEDx(EventName), and
not just TEDx. Your event name should
be written as TEDx(EventName), with
“TED” capitalized, “x” lowercase, and
attached as one word to your
location-based name.
TED logo: Never use the TED logo in any
communications or branding.
You should read the TEDx Rules for a full list of rules! They also have a detailed guide for all these topics and more!
Excerpt of the TEDx Rules #2
Speakers
Organizers & Sponsors: Organizers
cannot be speakers at events to which
they contribute. Sponsors of your event
cannot be speakers and can never
present from the stage.
Payment: TEDx events may neither pay
nor charge speakers. Sponsors of your
event cannot be speakers and can never
present from the stage, in-kind or
otherwise.
Content: If talks break the Content
Guidelines, we reserve the right to insist
on their removal from TEDx branded
distribution outlets, and license renewal
is unlikely.
PR + Press + Media
Interviews: If you are interviewed, clearly
state that your event is a TEDx event,
and explain what that means (it is
independently organized, etc.).
Film/video: Members of the press are
not allowed to take pictures of or
film/videotape your TEDx event. Instead,
find one in-house photographer and
share selections with the media.
Press releases: All press and press
releases must be routed through for
approval by the TEDx program's media
liaison. Press releases must contain the
"About TED" and "About TEDx" text.
Sponsors
Eligible sponsors: You may not approach
any sponsors that fall under our
prohibited sponsor list or our prohibited
industries list.
Independence: Sponsors must have no
editorial control or influence over your
program curation.
Social media: You can mention a
sponsor’s specific contribution to your
event in your social media channels by
tagging them or using their hashtag or
name in captions
Sponsor logos on your videos: You or
your sponsor can produce a video about
their contribution to your event. This
must be produced with your approval of
the way your collaboration is presented.
You should read the TEDx Rules for a full list of rules! They also have a detailed guide for all these topics and more!
We can’t stress this enough...
Each team member is responsible for
upholding the rules. Please do the following
things:
▪ Read through all the rules once, now.
Refresh once per year since there are
regular changes.
▪ Read through the rules of your sub-team
every 3 months. Really know them by
heart.
CLICK FOR RULES In case you were wondering: No, you don’t need to ACTUALLY
tattoo the rules on yourself. Just knowing them is enough ;-)
(but in case you’re wondering, we do have temporary tattoos)
WHAT MAKES A POWERFUL
TED(X) TALK?
We have collected some tips for “good” talks that we as TEDxTUM curation team give
to potential speakers. These should give you an impression on what is important to us.
Check the Drive for the complete Speakers guide if you’re interested!
Focus: You’re probably used to a much
longer time than 18 minutes. There is
only time for one main idea to make a
lasting impression on the audience.
Do not rush through things by
concentrating on multiple ideas,
wanting to “get it all out there”.
Tell us something new: Is your idea
new and relevant? Do you have a
fresh take on a topic? What is
something we haven’t heard before?
Don’t hold a lecture: It’s not just
relating facts; a great speaker takes
the audience on a journey. Part of
telling a good story is being personal.
Share something about yourself to
make us relate to your talk.
Wrap your stories around a central idea:
You found some interesting, personal
stories to tell - great! Don’t forget to wrap
the narrative around a throughline, a
central idea that is the glue holding your
talk together. Think about what it is that
you would like your audience to take away
from your talk.
Do not lose the audience: Many
speakers are used to addressing
people in their own field. TED talks are
meant to be approachable by a broad
audience. You do not need to
over-explain, but stay clear of
industry-specific jargon or explain
technical terms with metaphors to
make them more relatable.
Be authentic: Remember, there is no
formula for the perfect TED talk. At
the end of the day, a talk has to be
authentic for the speaker to succeed.
Use these points as a guideline, but
find a way to share your idea in your
own, authentic voice.
“Lies, damned lies and statistics (about TED talks)”
http:/
/www.ted.com/talks/lies_damned_lies_and_statistics_about_tedtalks#t-55086
In a brilliantly tongue-in-cheek analysis, Sebastian Wernicke turns the tools of statistical analysis on TEDTalks,
to come up with a metric for creating "the optimum TEDTalk" based on user ratings.
Start strong: Make sure that the beginning
of your talk is strong and clear. Pull the
audience in and evoke their curiosity, for
example by sharing something that is
unusual, funny or hard to believe. With a
strong beginning, the audience will be
hanging on your lips for the rest of your
talk.
TEDx in
Numbers
These numbers are from
March 2021. You can
find the latest “State of
the X” presentation on
the TEDxHub!
Events
(past 12 months)
3900
events
2900
active teams
+100
languages
Views and
subscribers (total)
+6B
views reached
+34M
subscribers
178k
ideas
We are part of a much bigger picture: there is an immense amount of TEDx
events happening every year. Not all of them are large main events with live
speakers, but all of them share the same passion and dedication!
Views and subscribers of the TEDx YouTube channel are also growing
exponentially, which means that our ideas have a big potential for impact.
Some large TEDx events are
held in beautiful theaters...
... or even concert halls! (this
was the biggest TEDx to date)
Big is great, but small is
beautiful! The key is to reach the
local community.
Some smaller TEDx events have
been held in exquisite locations.
And there are countless other crazy
things that TEDx’ers around the
world have organized!
Our global community gets together at workshops organized by
TED (or sometimes regional ones put together by other
TEDx’ers). The license holder will keep you informed about them.
You can also go volunteer at or visit other TEDx events. It’s a good
way to see behind the scenes and learn from other teams. And
it’s also great fun! We share those opportunities within the team.
The TEDx team is based in NYC. They are
a small, extremely dedicated team and
easy to communicate with. The license
holder handles communication.
Your Opportunities
and Responsibilities
As a member of the TEDxTUM family, you are
part of our wonderful team as well as a
bigger TED(x) universe. These are the things
you should do to represent us correctly and to
get the most out of the experience.
▪ Our team is organized in sub-teams with their respective
team leader to have a clear division of responsibilities as
well as to stay flexible for change.
▪ We use several tools to communicate, amongst others
Slack for communication and Google Drive for file storage.
▪ There are certain team rules and values. These are things
we expect from our fellow team members to make the
TEDxTUM experience pleasant for everyone involved.
▪ You are now officially a TEDx’er - great! That means you
should be doing certain things regularly, such as sharing
to the rest of the team and contributing to the rest of the
TEDx universe. You’ll love it, and we’re glad to have you on
board!
At a glance
Our team structure
With growing expertise, we evolved our team
structure with the following goals in mind:
▪ We want a clear division of responsibilities, but also
flexibility for people to be able to contribute to other tasks
wherever they want to
▪ As few large meetings as possible we have those enough in
our day jobs! Rather, meet regularly with the people of your
sub-team and with other teams as needed.
▪ Making it easy for new additions to the team if there is an
increased workload in a certain area
▪ Quick communication and knowing who to talk to even with
a changing team
▪ Accepting that not all people can commit for a full year
These are the main roles of our team
organization:
Team Leader / Core Team Member: These people commit for at
least a full year and share responsibility for the event. They meet
about twice a month to take decisions and inform each other
about the status of the sub-teams.
Team Member: They communicate directly to their team leader
and work on tasks primarily in their sub-team, but can
contribute to other teams as well.
Steward: Previous team leaders who support the team with
their experience. Current Stewards are Dora and Eric.
License Holder: Holds the license and is responsible for the
event toward TED. Has to have taken part in a workshop
organized by TED. Currently held by Dora.
Our sub-teams and their responsibilities
Curation
Agnese & Sanika
Stage & Experience
Annika & Isabella
Brand & Creative
Milić
Partnerships
Tobi
Operations
Michael
Research and contact
potential speakers and
performances
Idea development, speaker
coaching & rehearsals
Develop the event theme
and plan the sessions
Acquire and coach
moderator
Organize speaker activities
Talk editing (end product of
the talk)
Design and build stage
Design attendee activities
in-between sessions
Engage the audience and
encourage networking
Build needed components
and coordinate event
preparations with the rest
of the team
In charge of TEDxTUM brand
identity & values
(communication inside and
outside the team)
Design community
engagement strategies and find
new ways to promote
TEDxTUM
Plan and buy event giveaways
Visual, audio, video design
Co-ordinate with all teams as
needed
Look for new sponsors and
keep in touch with existing
sponsors (both in-kind and
monetary)
Design sponsorship
packages and sponsorship
strategy
Plan budget for whole
team
Speaker & team
reimbursements
Partner logistics on event
day
Plan, get, build up
technical equipment and
coordinate with external
technical people
Coordinate event-day
preparations
Get and coordinate
event-day helpers
Plan registration and
make the whole event day
run smoothly
Contact the team leader
if you would like to
contribute to their team!
Workplace: our team communication platform
We use Slack as the primary tool of
communication within the team.
▪ Our team makes a point of being active on Slack, giving
feedback, participating in discussions and telling other
team members what’s happening in the sub-team.
▪ We have several public team-wide channels that we
automatically add you to, and your team leader adds you
to any private channels you should be a member of.
▪ The message history here is not permanent, so don’t
share any knowledge that should be saved for later on
Slack!
▪ Install the app on your mobile phone and your computer
(e.g. Mac app). You can tweak notifications for each of
these separately.
▪ Please read our Slack guide and rules here!
These are channels related to
different topics. You can
message them or tag people to
notify them.
You can also send
direct messages to
individual people.
Team Contract and Values
Our team composed this list
together and committed
themselves to it. It’s open to
discussion if needed.
Tools and practices
▪ Documentation: We document relevant results in our shared
Google Drive folder accessible to the whole team, and share
relevant progress with other sub-teams.
▪ Scheduling: We keep events in our team-wide shared Google
Calendar so that the team can join meetings if necessary; we
put our sub-team prefix in the calendar event (e.g. [Curation]).
▪ Discussions, sharing and messaging: We use Slack for
communication within the team. We keep other sub-teams
informed about our progress and make a point of asking the rest
of the team for input whenever it makes sense.
▪ TEDx rules: We regularly check the TEDx Organizer Guide and
are well-informed about the rules and changes thereof.
▪ TED(x) universe: We periodically check the TEDxHub for
inspiration and to give feedback to others. We share our
learnings and progress there through the license holder so that
other events can learn from us.
Team Values
▪ Punctuality: I am punctual at meetings.
▪ Reliability: if I take on a task, I complete it in time and as
promised or I inform my team early about problems.
▪ Responsiveness: if I read something, I signal that I read
it (at least with a “like”); I generally reply to posts or
messages directed at me within 24 hours.
▪ Respect: I give constructive criticism instead of blaming
fellow team members.
▪ Planning: I acknowledge that people have limited time
and other responsibilities, and I plan accordingly. I let my
team know early if I won’t be available.
▪ Participation: I always share my ideas and concerns, as
this will enable us to create a better event. I take
initiative instead of waiting to be assigned tasks.
▪ Happiness: I commit to enjoying this experience, and
making it enjoyable to my fellow team members 🙃
Now let’s do this!

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TEDxTUM Playbook

  • 2. Why do we have this book? Larger team with more delegation. In the beginning, we were a handful of people passionate about ideas, there were times when we met almost daily and everyone did a bit of everything. Today we are ca. 50 people (not counting event-day helpers) sharing the same passion, but with more structure and levels of responsibility. You might not be in charge of everything or meet every part of the team regularly, but no matter what your role is, there are certain core values and things you should know about if you are a part of TEDxTUM. Agree on what we stand for. As we grow, we want to keep in mind where we come from and what is important to us. This document is the single point of truth for this. It’s also evolving, so feel free to share your thoughts! Represent TEDxTUM to the inside and outside. This book contains information you should know. As in, know by heart. As in, be able to explain to a stranger even after your fifth beer, while performing a handstand and simultaneously singing karaoke. Seriously. Read it, internalize it, discuss it with your team, and practice explaining it. Get a glimpse of the bigger picture. You are part of a wonderful universe of passionate people from all around the world, and you have a source for inspiration and amazement at your fingertips. This book gives you an impression of what you can get out of it. Welcome to the TEDxTUM Playbook! If you are reading this, you’re either already part of our family, or you are on the best way to become one. But why did we create this book?
  • 3. About TEDxTUM The TED(x) universe Being a member of this team Main parts of the book
  • 4. About Us ▪ TEDx is a network of local, independently organized TED events around the world. ▪ TEDx events are different from “traditional” conferences and bring people from various fields together to share ideas in a setting fostering new connections. ▪ TEDxTUM has existed since 2014 and since then we have organized one main event per year with growing audience and expertise as well as smaller formats in-between. Get to know TEDxTUM, our mission and core values and what we have done in the past. Learn about what sets TEDx events apart, how our team is structured what we want our members to care about. At a glance
  • 5. TED TED is a nonprofit devoted to spreading ideas, usually in the form of short, powerful talks (18 minutes or less). TED began in 1984 as a conference where Technology, Entertainment and Design converged, and today covers almost all topics — from science to business to global issues — in more than 100 languages. TED is owned by a nonprofit, nonpartisan foundation. Their agenda is to make great ideas accessible and spark conversation. For more information, check TED.com and browse through the TED universe part of this Playbook. TEDx [ x = independently organized event ] TEDx was created in 2009 in the spirit of TED's mission, "ideas worth spreading". It supports independent organizers who want to create a TED-like event in their own community. At TEDx events, a combination of live speakers, TED Talk videos and activities around the sessions sparks deep conversation and connections at the local level. TED provides general guidance for the TEDx program, but individual events are self-organized under a free license, subject to rules and regulations of the TEDx Organizer Guide. There is a powerful community of organizers from all around the world who support each other and trade experiences both virtually (e.g. through the TEDxHub) and at workshops hosted either by TED or by other TEDx organizers. All TEDx events get to use the TEDx brand as well as central channels such as the global TEDx YouTube account with millions of subscribers. Select ideas from TEDx events are also shared through central channels, e.g. the TEDx Innovations Blog and Instagram account. Some TEDx ideas, and sometimes even whole talk videos make it to TED.com! Watch this quite cool 7-minute video titled “TEDx: the Experiment Continues” by Will Davis from the TEDx team explaining the huge potential impact of the community and brand.
  • 6. Now let’s get to TEDxTUM! TEDxTUM is an organization devoted to ideas worth spreading stemming from the Technical University of Munich. Our aim is to share people’s passions, set spark to the curious mind and encourage our community to flourish upon each other’s ideas. We achieve this by organizing events for which we bring extraordinary personalities to our audience to present their ideas in the TED format. We also design the program around the sessions to foster interaction and the making of connections between people from various fields. In-between events, we share exciting ideas with our community and keep them engaged through activities both online and offline. Our program and activities create a playground for the creative mind, through which we connect and engage leading thinkers and doers in the community in and around Munich, both during and in-between events. We’re not an event in need of an organizing team, but we’re an organization in need of amazing events it can bring to reality!
  • 7. What sets a TEDxTUM event apart from a “traditional” conference? Quality content ▪ An event is not based around a single, specialized theme, but around a variety of ideas from different fields. The key is to get out of your usual patterns and get new input which again sparks brand-new ideas! ▪ Community-driven and bias-free content: organized by volunteers from the local community and without any commercial, religious or political agenda. At TEDx, speakers or team are never paid and sponsors do not influence the content! ▪ The content is approachable and understandable by everyone (edutainment) and is designed to include ideas that make you want to act (springboard for your passion / your ideas). Audience members ▪ You meet extraordinary people at the event and thus increase your connectivity and make meaningful connections. New ideas are born through this interaction of leading thinkers and doers from various fields. ▪ The audience is engaged in a way that 50% of the value from an event is created through the interaction of audience members, something not accessible by only watching the talks online. Conversation with the community ▪ TEDxTUM encourages peer-to-peer interaction as opposed to a “broadcast” format of traditional conferences. ▪ Opportunity to shape content through the approachability of the organization, e.g. by applying as a speaker or participating in a discussion about the talks on- or offline. Watch some post-talk interviews with speakers to hear about their experience at the event.
  • 8. Stakeholders & Relationships What do we give to them? What do they give to us? TED/TEDx Outstanding content, brand awareness, community License, guidelines, brand, trust, structure, community, ideas TUM Reputation, inspiration, ideas, visibility, access to industry Venue, reputation, speakers ideas, research, marketing channels, infrastructure, high standards, community Speakers Stage, gifts, visibility, audience, trip to Munich, coaching, challenge, accomplishment, self-marketing Content, ideas, network, inspiration, visibility, reputation, attendees Attendees Great experience, free food, inspiration, network, brain food, goodies, pictures, social contact, wish to return, opportunities Ticket revenues, community, feedback, ideas, smiles, marketing channels, traffic, value, pats on the back, experience Partners Visibility, access to students & leading thinkers, TEDx brand, TUM brand, free tickets, incentives for lasting relationship Sponsoring revenues, reputation, in kind items, audience experience, inspiration, marketing channels, goodies Online community Inspiration, great content, brain food, wish to attend, information, unlimited access Feedback, shares/likes/views, awareness, visibility, chance to get featured by TED, broader audience, access to partners Team Food, a good time, sense of meaning, being part of something bigger, well-invested free time, learning, challenge, network, friendship, inspiration, ideas, support, open arms, empathy, respect, tolerance, honesty, chance to contribute, knowledge/expertise These were the result of several team brainstorming sessions. Feel free to suggest more items for this list!
  • 9. TEDxTUM until now: main events 2014 July Pushing Boundaries Our first event with 100 attendees and 6 local speakers. It was organized in around 5 months with an active team of 6 people. 2015 October FACETS We scaled up and moved to the Audimax to have a full-day event with 500 attendees, 12 international speakers and 3 performances. The team had 12-15 active members and a lot more structure. You can watch the talks on our web site, or check out the photos of our events on our Flickr account. 2016 December ENTELECHY The format stayed: Almost 600 attendees and 15 speakers and performances. The team grew to 15+ active people and we introduced clearly divided sub-teams. With growing expertise, we were able to concentrate more on speaker coaching and audience experience.
  • 10. TEDxTUM until now: main events 2017 December Re-Formations of Tomorrow Again 600 attendees and 14 speakers, and an even bigger attention to both curation and audience experience made this day special. We also reorganized the team and delegated much more. The audience feedback was amazingly positive, which made us profoundly happy. You can watch the talks on our web site, or check out the photos of our events on our Flickr account. 2018 December Conscious Reflection We just keep going. Same format, same length, same awesomeness. Highlights: our team putting together a tap dance floor in 2.5 minutes, a phospho photo wall, and everyone saying how much better the event was than other TEDx events they had been to ;-) 2019 November Dive In We try to provide an even more immersive experience. Our goal was to provide our community a 360° theme experience centered around “Dive In”. Be it our talks, digital campaigns, venue design or event day activities. We also doubled down on our sustainability efforts and it paid off!
  • 11. TEDxTUM during COVID-19 2020-2021 TEDxTUM Adventures As everyone else we had to rethink the TEDxTUM experience during the pandemic. We came up with small-scaled virtual and in-person adventures which allowed people to experience TEDx from the safety of their own homes. You can watch the talks on our web site, or check out the photos of our events on our Flickr account. 2021 October Pulse Eager to provide our speakers a physical stage again, we held our long anticipated main event in the TUM Audimax with up to 150 attendees. The motto was safety, safety, safety!v 2021 April TEDxTUMStudio The spreading pandemic didn’t stop us from spreading new ideas. 4 hardworking speakers presented their TEDx talks on the virtual Studio stage.
  • 12. TEDxTUM until now: Salons 2018 July Tiny Superpowers We held a Salon event in a beautiful location at Deutsches Museum. The nano-/biotech exhibition complemented our program of 3 speakers who spoke about “everything that’s tiny” and how it impacts our lives. 2016 July The Common Extraordinary Salon Events are smaller events that are focused on keeping the community engaged (more info). They can feature live speakers, but do not have to. Our first Salon featured 4 speakers and was held at Phoenix Design. You can watch the talks on our web site, or check out the photos of our events on our Flickr account. 2019 July Within Reach Our successful collaboration continues with Deutsches Museum. This time at their Verkehrszentrum. 4 speakers share their ideas on everything mobility, transportation and beyond.
  • 13. TEDxTUM until now: in-between events 2017, 2018, 2019 April TEDxTUMLive TEDxLive is a license for TEDx events centered around the live webcast of an official TED Conference (see here). In 2019 we turned it into a full-on cinematic experience! Together with Cinemaxx we live-streamed a TED session to our local community. Hold your popcorn! Multiple Team Events Be it cooking with the team, a barbecue at the Isar, a lazy afternoon in the beer garden, hiking in the Alps or a weekend at a Bavarian castle-turned-hostel. We work hard & play hard!
  • 14. The TED(x) universe TEDxTUM is part of a much bigger universe of ideas, people, content and events. Learn about how we relate to the rest and get a glimpse of what others are doing and how you, too, can be a part of that. ▪ TED has a big network for discovering and spreading ideas. It consists of various formats, approaches and channels working together. ▪ TEDx is a part of this universe, as the world’s largest grassroots network discovering and spreading ideas. There is a huge number of TEDx events happening around the world, and views practically exploding. ▪ TEDx events are organized independently, but under rules and regulations provided by TED. ▪ Event organizers find innovative venues, formats and activities to keep their community engaged. The TEDxHub is a great way to follow what others are doing! ▪ Our organizer community meets at workshops organized by TED or other TEDx’ers. We also visit each other’s events or participate as volunteers. At a glance
  • 15. “TED is a global community, welcoming people from every discipline and culture who seek a deeper understanding of the world. We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world. “
  • 16. TEDxTUM is or has been active in these areas. TED is a huge ecosystem for spreading ideas that consists of many different formats, approaches and channels working together.
  • 17. TED uses a variety of channels to discover and spread ideas. TEDx is one of them, our local communities are another.
  • 18. “ TEDx is the world’s largest grassroots network discovering and spreading ideas. TEDx ideas are local and universal. they come from or apply to the local community, but are potentially applicable to the whole world. “
  • 19. TEDx Organizer Responsibilities Create a TED-like experience Big ideas, rich storytelling and a multidisciplinary program are just a few qualities that make a great TED event. You’ll be expected to capture the spirit of TED in your event by sparking community connections and inspiring ideas that change perspectives. Unearth local voices If you decide to include individual speakers, choose extraordinary people who have been heard and seen by few, but have a fresh approach in their field, a unique story to tell, or a new perspective to share – which they can convey in a dynamic way. Follow rules and guidelines We get it: rules can be a pain. But there’s a reason they’re part of the TEDx program – to make your job easier. The better you know the TEDx rules and guidelines throughout your TEDx journey, the less you’ll have to deal with annoying details to correct later on. We promise. Put in the work (and passion) Organizing a TEDx event is a big endeavor, so make sure you have the time and dedication to do the hard work needed to create a great event. Unadulterated joy is also a must! Put in the work and bring a ton of passion to the mix, and it will be an experience you’ll never forget. Excite and delight your audience It’s no news that making your audience happy is essential for a successful event. But the devil is in the details. From the moment your guests receive invitations, to the minute they walk out of the event, they should feel like they’re experiencing something significant. Think of your audience’s needs every step of the way. Celebrate and protect the TEDx vision Make sure the vision and mission of TEDx is protected and boldly celebrated. Use your TEDx event logo often, understand and spread the idea of TEDx (including the difference between TED and TEDx!), and invest yourself in the spirit of the TEDx community. These are high-level guidelines taken from the TEDx Organizer Guide.
  • 20. Excerpt of the TEDx Rules #1 General Rules Length: Your event may not exceed one day in length. Funds: TEDx is a volunteer endeavor. You may not use your event to make money. You may not use your event to raise funds for charities or other organizations. Admission: You can charge an attendance fee for a TEDx event. Tickets can be no more than $100 and should go towards event and operating costs. Attendance: Up to 100 individuals may attend your event. Only individuals who have attended an official TED conference in person may organize an event with more than 100 attendees. Programming Format: TEDx talks should be less than 18 minutes long and are typically delivered by a single presenter, and you may not pay your speakers to present. No panels or Q&As with audience are permitted as part of mainstage programming. Breakouts and workshops are permitted at TEDx events, but must be held during the breaks and on an opt-in basis. Multi-topical & multidisciplinary: TEDx event themes should be multidisciplinary and broad. TEDx events must feature a diversity of speakers from across several disciplines that address a variety of topics. These topics should not fall under a single subject. Branding + Positioning TED and TEDx: Make clear in all communications that you are a TEDx event, an independently organized TED-like event, and are not TED. Make clear that you are a TEDx(EventName) organizer, and not an employee of TED. TEDx naming reference: You should refer to your event as TEDx(EventName), and not just TEDx. Your event name should be written as TEDx(EventName), with “TED” capitalized, “x” lowercase, and attached as one word to your location-based name. TED logo: Never use the TED logo in any communications or branding. You should read the TEDx Rules for a full list of rules! They also have a detailed guide for all these topics and more!
  • 21. Excerpt of the TEDx Rules #2 Speakers Organizers & Sponsors: Organizers cannot be speakers at events to which they contribute. Sponsors of your event cannot be speakers and can never present from the stage. Payment: TEDx events may neither pay nor charge speakers. Sponsors of your event cannot be speakers and can never present from the stage, in-kind or otherwise. Content: If talks break the Content Guidelines, we reserve the right to insist on their removal from TEDx branded distribution outlets, and license renewal is unlikely. PR + Press + Media Interviews: If you are interviewed, clearly state that your event is a TEDx event, and explain what that means (it is independently organized, etc.). Film/video: Members of the press are not allowed to take pictures of or film/videotape your TEDx event. Instead, find one in-house photographer and share selections with the media. Press releases: All press and press releases must be routed through for approval by the TEDx program's media liaison. Press releases must contain the "About TED" and "About TEDx" text. Sponsors Eligible sponsors: You may not approach any sponsors that fall under our prohibited sponsor list or our prohibited industries list. Independence: Sponsors must have no editorial control or influence over your program curation. Social media: You can mention a sponsor’s specific contribution to your event in your social media channels by tagging them or using their hashtag or name in captions Sponsor logos on your videos: You or your sponsor can produce a video about their contribution to your event. This must be produced with your approval of the way your collaboration is presented. You should read the TEDx Rules for a full list of rules! They also have a detailed guide for all these topics and more!
  • 22. We can’t stress this enough... Each team member is responsible for upholding the rules. Please do the following things: ▪ Read through all the rules once, now. Refresh once per year since there are regular changes. ▪ Read through the rules of your sub-team every 3 months. Really know them by heart. CLICK FOR RULES In case you were wondering: No, you don’t need to ACTUALLY tattoo the rules on yourself. Just knowing them is enough ;-) (but in case you’re wondering, we do have temporary tattoos)
  • 23. WHAT MAKES A POWERFUL TED(X) TALK? We have collected some tips for “good” talks that we as TEDxTUM curation team give to potential speakers. These should give you an impression on what is important to us. Check the Drive for the complete Speakers guide if you’re interested! Focus: You’re probably used to a much longer time than 18 minutes. There is only time for one main idea to make a lasting impression on the audience. Do not rush through things by concentrating on multiple ideas, wanting to “get it all out there”. Tell us something new: Is your idea new and relevant? Do you have a fresh take on a topic? What is something we haven’t heard before? Don’t hold a lecture: It’s not just relating facts; a great speaker takes the audience on a journey. Part of telling a good story is being personal. Share something about yourself to make us relate to your talk. Wrap your stories around a central idea: You found some interesting, personal stories to tell - great! Don’t forget to wrap the narrative around a throughline, a central idea that is the glue holding your talk together. Think about what it is that you would like your audience to take away from your talk. Do not lose the audience: Many speakers are used to addressing people in their own field. TED talks are meant to be approachable by a broad audience. You do not need to over-explain, but stay clear of industry-specific jargon or explain technical terms with metaphors to make them more relatable. Be authentic: Remember, there is no formula for the perfect TED talk. At the end of the day, a talk has to be authentic for the speaker to succeed. Use these points as a guideline, but find a way to share your idea in your own, authentic voice. “Lies, damned lies and statistics (about TED talks)” http:/ /www.ted.com/talks/lies_damned_lies_and_statistics_about_tedtalks#t-55086 In a brilliantly tongue-in-cheek analysis, Sebastian Wernicke turns the tools of statistical analysis on TEDTalks, to come up with a metric for creating "the optimum TEDTalk" based on user ratings. Start strong: Make sure that the beginning of your talk is strong and clear. Pull the audience in and evoke their curiosity, for example by sharing something that is unusual, funny or hard to believe. With a strong beginning, the audience will be hanging on your lips for the rest of your talk.
  • 24. TEDx in Numbers These numbers are from March 2021. You can find the latest “State of the X” presentation on the TEDxHub! Events (past 12 months) 3900 events 2900 active teams +100 languages Views and subscribers (total) +6B views reached +34M subscribers 178k ideas We are part of a much bigger picture: there is an immense amount of TEDx events happening every year. Not all of them are large main events with live speakers, but all of them share the same passion and dedication! Views and subscribers of the TEDx YouTube channel are also growing exponentially, which means that our ideas have a big potential for impact.
  • 25. Some large TEDx events are held in beautiful theaters...
  • 26. ... or even concert halls! (this was the biggest TEDx to date)
  • 27. Big is great, but small is beautiful! The key is to reach the local community.
  • 28. Some smaller TEDx events have been held in exquisite locations.
  • 29. And there are countless other crazy things that TEDx’ers around the world have organized!
  • 30. Our global community gets together at workshops organized by TED (or sometimes regional ones put together by other TEDx’ers). The license holder will keep you informed about them.
  • 31. You can also go volunteer at or visit other TEDx events. It’s a good way to see behind the scenes and learn from other teams. And it’s also great fun! We share those opportunities within the team.
  • 32. The TEDx team is based in NYC. They are a small, extremely dedicated team and easy to communicate with. The license holder handles communication.
  • 33. Your Opportunities and Responsibilities As a member of the TEDxTUM family, you are part of our wonderful team as well as a bigger TED(x) universe. These are the things you should do to represent us correctly and to get the most out of the experience. ▪ Our team is organized in sub-teams with their respective team leader to have a clear division of responsibilities as well as to stay flexible for change. ▪ We use several tools to communicate, amongst others Slack for communication and Google Drive for file storage. ▪ There are certain team rules and values. These are things we expect from our fellow team members to make the TEDxTUM experience pleasant for everyone involved. ▪ You are now officially a TEDx’er - great! That means you should be doing certain things regularly, such as sharing to the rest of the team and contributing to the rest of the TEDx universe. You’ll love it, and we’re glad to have you on board! At a glance
  • 34. Our team structure With growing expertise, we evolved our team structure with the following goals in mind: ▪ We want a clear division of responsibilities, but also flexibility for people to be able to contribute to other tasks wherever they want to ▪ As few large meetings as possible we have those enough in our day jobs! Rather, meet regularly with the people of your sub-team and with other teams as needed. ▪ Making it easy for new additions to the team if there is an increased workload in a certain area ▪ Quick communication and knowing who to talk to even with a changing team ▪ Accepting that not all people can commit for a full year These are the main roles of our team organization: Team Leader / Core Team Member: These people commit for at least a full year and share responsibility for the event. They meet about twice a month to take decisions and inform each other about the status of the sub-teams. Team Member: They communicate directly to their team leader and work on tasks primarily in their sub-team, but can contribute to other teams as well. Steward: Previous team leaders who support the team with their experience. Current Stewards are Dora and Eric. License Holder: Holds the license and is responsible for the event toward TED. Has to have taken part in a workshop organized by TED. Currently held by Dora.
  • 35. Our sub-teams and their responsibilities Curation Agnese & Sanika Stage & Experience Annika & Isabella Brand & Creative Milić Partnerships Tobi Operations Michael Research and contact potential speakers and performances Idea development, speaker coaching & rehearsals Develop the event theme and plan the sessions Acquire and coach moderator Organize speaker activities Talk editing (end product of the talk) Design and build stage Design attendee activities in-between sessions Engage the audience and encourage networking Build needed components and coordinate event preparations with the rest of the team In charge of TEDxTUM brand identity & values (communication inside and outside the team) Design community engagement strategies and find new ways to promote TEDxTUM Plan and buy event giveaways Visual, audio, video design Co-ordinate with all teams as needed Look for new sponsors and keep in touch with existing sponsors (both in-kind and monetary) Design sponsorship packages and sponsorship strategy Plan budget for whole team Speaker & team reimbursements Partner logistics on event day Plan, get, build up technical equipment and coordinate with external technical people Coordinate event-day preparations Get and coordinate event-day helpers Plan registration and make the whole event day run smoothly Contact the team leader if you would like to contribute to their team!
  • 36. Workplace: our team communication platform We use Slack as the primary tool of communication within the team. ▪ Our team makes a point of being active on Slack, giving feedback, participating in discussions and telling other team members what’s happening in the sub-team. ▪ We have several public team-wide channels that we automatically add you to, and your team leader adds you to any private channels you should be a member of. ▪ The message history here is not permanent, so don’t share any knowledge that should be saved for later on Slack! ▪ Install the app on your mobile phone and your computer (e.g. Mac app). You can tweak notifications for each of these separately. ▪ Please read our Slack guide and rules here! These are channels related to different topics. You can message them or tag people to notify them. You can also send direct messages to individual people.
  • 37. Team Contract and Values Our team composed this list together and committed themselves to it. It’s open to discussion if needed. Tools and practices ▪ Documentation: We document relevant results in our shared Google Drive folder accessible to the whole team, and share relevant progress with other sub-teams. ▪ Scheduling: We keep events in our team-wide shared Google Calendar so that the team can join meetings if necessary; we put our sub-team prefix in the calendar event (e.g. [Curation]). ▪ Discussions, sharing and messaging: We use Slack for communication within the team. We keep other sub-teams informed about our progress and make a point of asking the rest of the team for input whenever it makes sense. ▪ TEDx rules: We regularly check the TEDx Organizer Guide and are well-informed about the rules and changes thereof. ▪ TED(x) universe: We periodically check the TEDxHub for inspiration and to give feedback to others. We share our learnings and progress there through the license holder so that other events can learn from us. Team Values ▪ Punctuality: I am punctual at meetings. ▪ Reliability: if I take on a task, I complete it in time and as promised or I inform my team early about problems. ▪ Responsiveness: if I read something, I signal that I read it (at least with a “like”); I generally reply to posts or messages directed at me within 24 hours. ▪ Respect: I give constructive criticism instead of blaming fellow team members. ▪ Planning: I acknowledge that people have limited time and other responsibilities, and I plan accordingly. I let my team know early if I won’t be available. ▪ Participation: I always share my ideas and concerns, as this will enable us to create a better event. I take initiative instead of waiting to be assigned tasks. ▪ Happiness: I commit to enjoying this experience, and making it enjoyable to my fellow team members 🙃
  • 38. Now let’s do this!