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Hybrid Events: Choose Your Own Adventure - Erica St. Angel - 2011 EventCamp National

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Sonic Foundry's Erica St. Angel is taking a brand new presentation style out for an EventCamp test drive. She’s got almost two dozen buckets of content, from popular monetization models to stats on …

Sonic Foundry's Erica St. Angel is taking a brand new presentation style out for an EventCamp test drive. She’s got almost two dozen buckets of content, from popular monetization models to stats on the growth of the blended event market, from hybrid event marketing techniques to little known tech tips that save time and money. Once she kicks it off, you and your fellow attendees will have to decide which way you want to go next? Around every corner lies a scenic view of hybrid event goodness. Which ones will you choose?

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  • Hybrid Events: Choose Your Own AdventureErica St. Angel is taking a brand new presentation style out for an Event Camp test drive. She’s got almost two dozen buckets of content, from popular monetization models to stats on the growth of the blended event market, from hybrid event marketing techniques to little known tech tips that save time and money. Once she kicks it off, you and your fellow attendees will have to decide which way you want to go next? Around every corner lies a scenic view of hybrid event goodness. Which ones will you choose?http://www.gamebooks.org/cyoalist.htm
  • Common pitfalls and how to avoid them Cross the streams early – marketing, event planning, IT, AV; vendor and clientThink strategically about pricingAll for free; some for free; some for pay; all for payPrice by session, or whole conference passOr is it a bonus you offer new members? New registrants?Have social media in place BEFORE you launch registrationPeople want to know who else is attending, physical and onlineUse hashtag and URLs in ALL communication to both sidesGet approval to record presenters (do it in the call for speakers form or confirmation)Pre-flight check – on-site and online
  • - online- FB members Event, Group and Fan Page- Twitter followers- LinkedIn Group members- Tweets pre-, during and post-conf- Tweeps who tweet on your behalf- Formal membership- Conference satisfaction- Sales
  • WHAT IS UNLEASH09?User confCustomers want to hear from each other and us to make them more efficient/productive/knowledgable  
  • Social medaFacebook, Event, Group, Fan + photosLinkedIn GroupTwitterFlickr
  • OUR RESULTSUNLEASH  General marketing goodnessUsing photos in adsUsing video interviews on website15% increase in conference attendees; virtual conference attendees, even though it was the first year we offered this option, made up 10% of overall attendance.500% increase in Facebook members for the Event, Group and Fan Page (allowing us to claim our URL www.facebook.com/mediasite), and LinkedIn Group.Double the number of Twitter followers.A network of more than a dozen Mediasite users on Twitter who now provide regular feedback to us, bloggers, reporters, prospects and other Mediasite tweeps.10% increase in membership of the official Mediasite User Group, now 902 members strong.85% of conference presentations delivered by customers, a 26% increase over 2008.Increase in conference satisfaction, on a five point scale:- “I’m glad I came to UNLEASH” - 4.7 in 2009, 4.4 in 2008.- “I would recommend UNLEASH to a colleague” - 4.6 in 2009, 4.4 in 2008.As one attendee put it, “This is, by far, the most productive conference for connecting with other users and discovering new ways to take our Mediasite program to the next level. Reaching out to the web 2.0 community will foster even more fantastic dialogue because it will open the conference to a wider audience. With the state of the economy, the virtual pass will allow our peers who can’t be there in person stay on target with the new information being shared, and create an unparalleled networking opportunity.”
  • Transcript

    • 1. Hybrid Events: Choose Your Own AdventureErica St. Angel Event Camp National Chicago 2.13.2011
    • 2. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 3. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 4. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 5. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 6. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 7. guarantee: at least 1  stealable  shareable  ready-to-implementErica St. Angel Event Camp National Chicago 2.13.2011
    • 8. DEFINITION What’s the diff? • hybrid event • blended event • virtual event hybrid = blended virtual = lots of thingsErica St. Angel Event Camp National Chicago 2.13.2011
    • 9. onsite attendee eye viewErica St. Angel Event Camp National Chicago 2.13.2011
    • 10. online attendee eye viewErica St. Angel Event Camp National Chicago 2.13.2011
    • 11. another online attendee eye viewErica St. Angel Event Camp National Chicago 2.13.2011
    • 12. yet another online attendee eye viewErica St. Angel Event Camp National Chicago 2.13.2011
    • 13. and still another online attendee eye viewErica St. Angel Event Camp National Chicago 2.13.2011
    • 14. free free online both live on-demand both presentations paid paid both [remote view | onsite review]Erica St. Angel Event Camp National Chicago 2.13.2011
    • 15. warningErica St. Angel Event Camp National Chicago 2.13.2011
    • 16. http://bit.ly/ecnc-cyoaErica St. Angel Event Camp National Chicago 2.13.2011
    • 17. http://bit.ly/ecnc-cyoaErica St. Angel Event Camp National Chicago 2.13.2011
    • 18. TECHNOLOGY Chapter 1 a) 7 technology definitions b) 10 common pitfalls c) 5 tips to save time and moneyErica St. Angel Event Camp National Chicago 2.13.2011
    • 19. Common pitfalls Before the conference 1. Silo conversations – events, IT, AV, marketing 2. One-size-fits-all pricing and marketing 3. Presenting as usual 4. Winging it 5. Ignoring social mediaErica St. Angel Event Camp National Chicago 2.13.2011
    • 20. Common pitfalls During the conference 6. No dedicated tech/social media support for online attendees 7. Ignoring the people who are watching 8. No ambassador in the roomErica St. Angel Event Camp National Chicago 2.13.2011
    • 21. Common pitfalls After the conference 9. Moving on to the next thing 10. Not telling people where to watchErica St. Angel Event Camp National Chicago 2.13.2011
    • 22. Oh, and another thing… • … on to the next chapter!Erica St. Angel Event Camp National Chicago 2.13.2011
    • 23. MONEY TECHNOLOGY Chapter 2 a) Growth of the market b) Popular monetization methods c) Price comparison roundupErica St. Angel Event Camp National Chicago 2.13.2011
    • 24. Popular monetization models Build audience, awareness, community Impart needed education Kick start launch, leads live ,on-demand or combo Free virtual or hybrid Virtual or hybrid ~free for attendees leads + exposure Full-paid or increase with Sponsor Paid combo of free bracket and paid (member) branding, speaking Generate revenue Meaty program (continuing ed) Exhibitor Virtual or hybrid ~free for attendees goal = leads (visitors or full reg) “booth” or speak/demoErica St. Angel Event Camp National Chicago 2.13.2011
    • 25. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 26. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 27. Price comparison roundup (random selection of hybrid events) @EricaStAngel | @Mediasite | www.sonicfoundry.comEvent Date Industry Onsite Online (live) On-demand OtherUNLEASH 05.11 Tech user conference $795 $495 $295 --MarketingProfs Digital $199 (20 sessions, Avail on-demand for just 3 02.11 Marketing PD $1295 $199Mktg Forum keynotes) monthsOntario Hospital Assn. 01.11 Health PD $1107 -- $125 --Reliability and $500 – 2011 01.11 Assurance PD $975 -- --Maintainability $250 - 2010 Free to members, Free to members,Autodesk 12.10 Tech user conference $1695 $139 premier pass $139 premier passIEEE 12.10 IT € 725 -- $395 --Veith Symposium 11.10 Medical $1395 -- $450 $125-175/session IT analyst firm andIT event 10.10 $3795 -- $595 -- clients $515 Mix of public and secured liveEDUCAUSE 10.10 Higher ed IT PD $695 -- 50% of tracks webcasts, all free after 4 mos. Archive free with $195EduComm 06.10 Higher ed IT PD $795 $195 $195 membership, conf regGames+Learning Society 05.10 Academic gaming Free Free Free Publicly available live streams $19 on-demand /SAE International 04.10 Engineering association $310 --- presentation; pkgs Sponsored, branded webcast $100-350Intl.Symposium on $670 $295 10.09 Biotech -- $39.95/sessionHuman Identification All sessions or DVD Erica St. Angel Event Camp National Chicago 2.13.2011
    • 28. Oh, and another thing… • … on to the next chapter!Erica St. Angel Event Camp National Chicago 2.13.2011
    • 29. HIDDEN SECRETS OF Chapter 3 HYBRID EVENTS a) Where is hybrid more work? b) Who needs to be involved in the decision? c) How will you measure success?Erica St. Angel Event Camp National Chicago 2.13.2011
    • 30. What to measure • Conference satisfaction • Attendee engagement – attendance | repeat | online | online then onsite – Twitter followers | tweets pre-during-post | tweeps – LinkedIn Group members | posts pre-during-post – formal membership • Content viewership – live | on-demand | tweet | emailErica St. Angel Event Camp National Chicago 2.13.2011
    • 31. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 32. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 33. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 34. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 35. Oh, and another thing… • … on to the next chapter!Erica St. Angel Event Camp National Chicago 2.13.2011
    • 36. BIG TEXTY LIST OF Chapter 4 HYBRID EVENT BENEFITS a) For planners/producers b) For all attendees c) For other stakeholders: speakers, sponsorsErica St. Angel Event Camp National Chicago 2.13.2011
    • 37. Benefits for planners • REACH: Take the event to the people who cannot be present due to travel restrictions, scheduling conflicts and budget cuts • MIRROR: Create an online experience that mirrors the live event, complete with interaction between presenter and viewers • TEASE: Reach new audiences online with a taste of what the on-site event is like • REVENUE: Increase revenue by selling live or on-demand access to attendees, or selling webcast sponsorship to exhibitors and sponsors • SLACK: Eliminate the burden of hounding presenters to install software or send PPTs before the conference • INTEGRATE: Link conference materials, like the presenters PowerPoint, directly within the presentation to streamline downloads • FASTER: Immediately make content available – live or instantly after event, eliminating costly and time-consuming post- and CD/DVD production • REUSE: Use conference webcasts from the past year in marketing for upcoming events, enticing first-time attendees to participate • VALUE: Increase exhibitor and sponsor value by capturing branded vendor demonstrations • SPY: Use reporting to determine who watched what, when and for how long, and identify the most popular speakers and topics for next years program • REPURPOSE: Leverage conference content to populate online training portals • REDUCE: Support green meeting initiatives by making all conference sessions available online, minimizing the need for printed handouts, CD/DVD and USB productionErica St. Angel Event Camp National Chicago 2.13.2011
    • 38. Benefits for producers/suppliers • REV UP: Generate a proven return on investment by creating new revenue streams • BOOST: Provide more value by driving increased event attendance and viewership • STREAMLINE: Make content available immediately for on-demand viewing, avoiding costly and time-consuming encoding, editing or post-production processes • MODERNIZE: Differentiate your service offering and gain competitive advantageErica St. Angel Event Camp National Chicago 2.13.2011
    • 39. Oh, and another thing… • … on to the next chapter!Erica St. Angel Event Camp National Chicago 2.13.2011
    • 40. HYBRD EVENT Chapter 5 COMMUNITIES a) Leveraging social media b) Community networks and knowledge portals c) Attendance statsErica St. Angel Event Camp National Chicago 2.13.2011
    • 41. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 42. hybrid events they they attendingErica St. Angel Event Camp National Chicago 2.13.2011
    • 43. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 44. Webcasting LiveErica St. Angel Event Camp National Chicago 2.13.2011
    • 45. Webcasting On-demandErica St. Angel Event Camp National Chicago 2.13.2011
    • 46. Twitter Account + HashtagErica St. Angel Event Camp National Chicago 2.13.2011
    • 47. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 48. Facebook PageErica St. Angel Event Camp National Chicago 2.13.2011
    • 49. Facebook GroupErica St. Angel Event Camp National Chicago 2.13.2011
    • 50. Facebook EventErica St. Angel Event Camp National Chicago 2.13.2011
    • 51. Flickr Account + SetErica St. Angel Event Camp National Chicago 2.13.2011
    • 52. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 53. LinkedIn GroupErica St. Angel Event Camp National Chicago 2.13.2011
    • 54. Formal interviews we asked ?sErica St. Angel Event Camp National Chicago 2.13.2011
    • 55. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 56. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 57. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 58. Informal interviews customers asked ?sErica St. Angel Event Camp National Chicago 2.13.2011
    • 59. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 60. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 61. UNLEASH, Mediasite User Conference • 15% attendees • 10% attendess were virtual • 500% Facebook fans – www.facebook.com/mediasite • 100% Twitter followers – + dozen tweeps • 10% official User Group • “I’m glad I came” 4.4  4.7 • “I’d recommend” 4.4  4.6 • Paid for itself in 4 monthsErica St. Angel Event Camp National Chicago 2.13.2011
    • 62. Oh, and another thing… • … on to the next chapter!Erica St. Angel Event Camp National Chicago 2.13.2011
    • 63. MARKETING Chapter 6 a) 3 marketing tactics I wish everyone would steal b) Year’s worth of email c) 12 month marketing countdownErica St. Angel Event Camp National Chicago 2.13.2011
    • 64. 1. Push online through off-line, and while onsiteErica St. Angel Event Camp National Chicago 2.13.2011
    • 65. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 66. Erica St. Angel Event Camp National Chicago 2.13.2011
    • 67. 2. Keep telling people where to goErica St. Angel Event Camp National Chicago 2.13.2011
    • 68. 3. Use the platform before you go liveErica St. Angel Event Camp National Chicago 2.13.2011
    • 69. Oh, and another thing… • … turn the page if you dare!Erica St. Angel Event Camp National Chicago 2.13.2011
    • 70. Congrats! You and your hybrid event live happily ever after!Erica St. Angel Event Camp National Chicago 2.13.2011
    • 71. Whew! Erica St. Angel ericas@sonicfoundry.com www.sonicfoundry.com blog.sonicfoundry.com twitter.com/Mediasite [webcasting] twitter.com/EricaStAngel [marketing]Erica St. Angel Event Camp National Chicago 2.13.2011