Maximizing the Virtual Event Experience
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Watch the webinar: https://blog.hubb.me/maximizing-the-virtual-event-experience-webinar-slides-recording If you're not leveraging virtual events, you’re missing an amazing opportunity to reach a huge audience! Virtual events allow us to overcome many of the challenges we face with on-site events, as well as give us the ability engage with our attendees in important ways. However, virtual events come with their own unique set of challenges. Drawing from the experience of Evia and Hubb, two leading event technology companies with decades of virtual event experience between them, this webinar will help any event manager maximize the impact of virtual events.
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Maximizing the Virtual Event Experience
- 2. Owner and President of Evia 13+ years in virtual events Director of Marketing at Hubb 15+ years in technology industry
- 5. HYBRID
- 23. Promote virtual event to virtual & in-person attendees Open up sessions in advance of event Build community and get people talking to each other
- 25. X% Y% Z%
- 32. Did business owner get clear and easy-to-consume reporting? Did speakers get feedback in a timely manner? Were strategic business goals met?
- 33. Were evaluations positive? Was social sentiment positive? Were they engaged? Were learning objectives met?
- 36. AMP.live Content + Amplification Network = Larger Audiences
Editor's Notes
- HILARY Hello and welcome Excited to be here We are recording Contact info Let’s get started
- HILARY & RAIME Hilary Laney Owner and President at Evia Tell my story at TD and now Evia Over the years - Tableau, Amazon, Starbucks, and Concur These opportunities >> become experts in the Virtual Event space Tech has changed, not the need
- HILARY In person is NOT going away Millennials want video Events are evolving – embrace and benefit With that said, here are the 3 goals I have for today’s session: 1. Elevate overall experience 2. ROI 3. Easier than you might think to plan
- HILARY In person is NOT going away Millennials want video Events are evolving – embrace and benefit With that said, here are the 3 goals I have for today’s session: 1. Elevate overall experience 2. ROI 3. Easier than you might think to plan
- HILARY In person is NOT going away Millennials want video Events are evolving – embrace and benefit With that said, here are the 3 goals I have for today’s session: 1. Elevate overall experience 2. ROI 3. Easier than you might think to plan
- HILARY
- HILARY Only so many venues, only so much space As events grow – planners are faced with a challenge Increase venue size to accommodate? This is risky and expensive
- HILARY Onsite attendees OR Non-attendees In either scenario - how do you reach those people?
- HILARY Only once per year How do people continue to engage? Large investment, there needs to be a mechanism to preserve it
- HILARY
- HILARY Elevate the overall experience: Presenters – want to go viral Presentation Team – presentation content for virtual audience AV Team - best equipment possible Stakeholders – review content thoroughly YOUR ATTENDEES - another way to interact ****STORY – Tableau growing from TAPESTRY to TABLEAU CONFERENCE
- HILARY The Virtual Edge Institute conducted a recent study 200 physical and online event producers Via email Promoted through social media In this study, they discovered that 82% of the respondents indicated that: #1 Goal - “Expand our reach and audience” #2 Goal - “Serve constituents by providing education to those who cannot attend the physical event” #3 Goal – “Make better use of event education by making it available online” All of these EXPAND THEIR AUDIENCE!!!
- HILARY Keep successful events the same size OR Larger venue, more catering, more transportation, more hotels HUGE RISK to TAKE THE LEAP Expand your audience = build momentum with a virtual experience Don’t take the leap until you’re ready When audience is ready, then the risk is minimal
- HILARY Hosting events = huge feat, cost, resources, effort Investment cannot fade Capturing = increased value and ROI
- HILARY Marketing videos Video bumpers Logos on Virtual Event pages Banner ads at the top of the sessions pages The entire experience could be sponsored
- HILARY Organizations are charging for their content Add on to the in-person registration Purchased on its own Free as teasers - then require payment for full access
- RAIME Thanks, Hilary. So, we understand the value virtual events can bring, but how do I manage it all?
- RAIME Hosting a virtual event is daunting and another item on your checklist. But you can boil it down to a 6 step process.
- RAIME Before you do anything, you need to have your goals and objectives set. Everything else comes from this, and event managers often don’t spend enough time on goals. Do this upfront and it’ll make everything else that follows easier and better. You’ll want to establish why you’re adding on a virtual experience, what you want it to accomplish, and how’ll measure its success. Identify the objectives of your virtual event that will help your event achieve your organization’s goals. Common objectives for this include improving attendee engagement, attracting a new audience, or increasing revenue. From there, you establish your KPIs - the key performance indicators that will help you measure if you're on track to meet your goals. Your KPIs will depend on your objectives, and should help you assess whether you're on target to meet your objectives. We recently published an in-depth article about important KPIs for event managers on the Hubb Blog, which you can check out for a deeper dive on this topic.
- RAIME After your clear on your goals and KPIs, it’s about getting your teams together. This team is made up of several groups. You have your core team, which includes the people who are required to plan the event and who need to be engaged in the virtual event conversation. This includes your stakeholders, such as speakers and business owner, the event planner, your content owners and content management platform, and your registration team. Then you have the team that's on the ground, in the room, creating the content for your virtual event. This includes who is actually filming it - your audio-visual team – and your network team if you’re streaming your content. Finally, you have your cloud team. These are the people delivering the content to your virtual audience. They’re going to be the ones responsible for hosting, the sharing of content, and all the analytics and reporting. Evia has a platform that does this. Other popular options include facebook, ibm cloud, and youtube. It’s also possible to host content on your internal server.
- RAIME Now, how does your virtual event planning timeline look? It depends on the scale of what you're trying to do. What we’ve done here is outlined a timeline for when to engage that virtual team depending on the size of the event and the scope of what you’re doing. Just capturing content - filming a couple of sessions - can be arranged with a minimum amount of time. If you're going to live stream and if the number of sessions is larger, give yourself a month of planning time. If it's a sizeable event — over 10 rooms and hundreds of sessions, you're going to want several months — at least — to plan that. And if it's going to be large, complex event with registration involved, you need to give yourselves at least 6 months. If you have the right team in place, it's about integrating them and making sure the right conversations are happening. I would encourage you to include your virtual events team in those larger planning meetings that happen. Even though they're involved with the virtual experience, there's elements of things that will be happening that can impact the virtual audience that they need to be aware of that they need to be aware of or ask questions about. Plus, it allows them to be creative with ways to engage the audience.
- RAIME Finally, it's go time! Everybody is on site and the ground team is in action. On this slide, we’ve called out the high level things that are happening, including capturing the content and then editing, sharing, supporting, and managing that content. Having a virtual event team on site who is helpful because they’re worrying about these things so you don’t have to
- RAIME Engagement deepens relationships with customers and virtual events create great opportunities to engage with attendees. So, take advantage of them! First, make sure you promote your virtual event to both virtual *and* in-person attendees. You want everybody participating in the platform you're investing in. We also recommend opening sessions up in advance of the event, so that attendees can be talking with speakers ahead of time, and so speakers can get a better idea of what attendees want to get out of the session and who's in the room. You also want to encourage your attendees to get talking with each other and knowing each other. Make sure people are aware of the online resources you have and they're active on them.
- RAIME So, the content has been created, the event is coming to a close (or the session day, depending on how quick you're trying to turn around the content), and it's time to share the content. We have some logos up here of the platforms you can utilize. It's almost endless where you can share things but if you're clear on the goal in the beginning, this should be an easy conversation. It's about knowing what these options are and what benefits they bring. Your virtual event team can help here; they should be able to sit at the table with you and help you strategize on what that focus is.
- RAIME Finally, the most crucial step; analyzing your results. Most event managers don’t do this, which is crazy! You went through the effort of creating a virtual event, you need to see if it was successful in achieving your goals. We’ll talk a little more about measuring the success of your virtual event a little later in this webinar.
- HILARY
- HILARY My recommendations: STAKEHOLDERS = what is your business goal? AV TEAMS = HD? NETWORK (venue or 3rd party) = dedicated line with direct access out of the building? VIRTUAL EVENT TEAM = recommendations for where to host and share your content?
- HILARY Currently, with events, there is an immense amount of data being generated and moving between different technology tools. And if you're not integrating your tools with APIs, you're going to have a tangled mess of data and interactions between your tools. Charted here, you can see some of the common tools used by organizations to plan and manage events, and how data moves between them. Without using APIs, you're going to be manually moving data between all these tools, from your marketing automation and sales automation and registration and every other tools that needs to know who is attending your events and what permissions they have. Without integrated systems, any changes you'll have to go in and make multiple places.
- HILARY Which is why you want to look for tools that integrate and play together nice. This will help you use data in intelligent ways and save time. A content management tool like Hubb gives you a central place to manage your events, make changes, and pull in data for reporting. And so connecting your virtual event platform with your other tools and creating an integrated systems helps to ensure accurate and timely data flow.
- RAIME Thanks, Hilary. The final, but one of the most important steps, is measuring success. You need to find out if your virtual event added value.
- RAIME Setting up a success dashboard so you can track all your key metrics in one places makes measuring the success of your virtual event a lot easier. The metrics we're most interested in are engagement-related; how many people were signed in & actively watching the sessions? How many people are sharing the content? How many and what types of questions are being asked? What content is having an active live after the event?
- RAIME You want to asses if your shareholders got value from the virtual event. Did your business owners get clear and easy to consume reporting? Did speakers get feedback in a timely manner? Did you meet your strategic goals?
- RAIME Did your attendees get value? Some of the way the ways you can measure this is by looking at evaluations, feedback on social media, looking at some of the engagement metrics we discussed earlier, and if learning objectives were met.
- HILARY
- HILARY I am a huge advocate of practicing what I teach According to STEP # 6, the most crucial part of my session is to - ANALYZE OUR GOALS! As a reminder, they were to… 1. Elevate overall experience 2. ROI 3. Easier than you might think to plan
- HILARY Marketers see engagement Viewers see live content Organic, syndicated, retargeted. Scale audiences that are engaged Nurture and deliver results Drive conversion and follow up with relevant messages Your stream goes live, same way it always does AmpLive distributes the video through a premium publisher network You instantly gain access to unlimited digital audiences (network of 3,000 publishers, 8 audience categories)
- HILARY/RAIME With that… It has been a true honor to be here today! Great time talking to you about how Virtual Events add value and increase audience Learned a few things We love to connect so… Visit our booth = high quality printout of 6 step process and engage in conversation Follow me on Twitter = digital 6 step process and link to recording!!!