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Michael Chiay - Hybrid Meetings and the New Event Participant


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Michael Chiay of MCI delves into the depths of hybrid technology and how it can enhance your events. This presentation was delivered at the CEI North Asia Forum, held on September 24-25 at the naked Retreats, China

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Michael Chiay - Hybrid Meetings and the New Event Participant

  1. 1. Hybrid Meetingsand the New Event Participant Michael Chiay Managing Director, MCI Hong Kong
  2. 2. Content Welcome to Today Extinction of Traditional Events? Definitions of Hybrid Hybrid Boosting The MCI Experience 2
  3. 3. Welcome to Today 3
  4. 4. Already in 2012 one seventh of the worldpopulation has a facebook user profile
  5. 5. 500,000 apps for countlessfunctions turn thesmartphone and tablets into aDigital Swiss Army Knife 5
  6. 6. Hybrid Conditions Separated from analogue, tangible level A hybrid of the real and the virtual Hybrid instruments, hybrid media, hybrid workplaces, hybrid social structures Requires whole new thinking and mindset Hybrid scope: communication, marketing, events 6
  7. 7. Extinction of Traditional Events? Are traditional events endangered by the virtual world? Are they even threatened by extinction? Or do hybrid events open up a whole new understanding of live communication? - with an unprecedented depth and intensity when it comes to relationships between companies and target groups? 7
  8. 8. Defining Hybrid 8
  9. 9. Defining Hybrid “Traditional”Virtual extension of a real eventAllowing clients who cannot participate in the actual event a chance participate in its virtual counterpart “New”Hybrid Events = Live + MoSoLoInterlink live-marketing with mobile applications, socialmedia applications and location-based services 9
  10. 10. Hybrid Boosting Hybrid Events: high amount of contacts with maximum contact intensity 10
  11. 11. Hybrid Boosting Clients do not only buy, they create, share, recommend, support or criticize companies, products or services in the virtual world. They do not only look for information, but also for fun, contact and exchange with one another Hybrid boosting targets the absolute networkability of incidents, experiences, content and social relations. 11
  12. 12. Network of Mutually Advantageous Relationships Target New Groups Content TargetsPlatforms Groups Content Communities ownCompany Devices Event Hosts 12
  13. 13. ROI 13
  14. 14. ROI Return on Involvement - From planning phase to well after the event has taken place. - More intensive engagement with content, deeper immersion with the brand Return on Interaction - Personal exchange relationship between event participants and event objects - Enhances the brand-participant relationship with each download, each comment and each video clicked. 14
  15. 15. ROI Return on Insight Hybrid event communication leaves traces in the virtual space, which can be followed up, made visible and measurable quantitatively and qualitatively Return on Investment - “Caches” cash in the mid to long term - Hybrid event communication can create additional intensity and coverage - Established hybrid event strategies can be built on, cultivated and developed further, and thus contribute to lowering the overall investment for live-marketing - Apps contribute to a much higher degree of learning and knowledge than conventional, mere physical events without virtual elements 15
  16. 16. "It’s not who attendsyour event, it’s whoparticipates"Sebastien TondeurChief Executive OfficerMCI Group 16
  17. 17. Meet Smarter Designed with the dual objective of providing delegates with a first-hand experience of a hybrid event while showcasing Killarney as the perfect host destination, MeetSmarter took place in late June with 100 attendees Live stream of the business sessions was broadcast to 400 additional delegates globally. A staggering 124,000 twitter impressions were achieved. Edited recordings of the business sessions have been available on and are currently being accessed 24/7 by people all over the world Google Analytics lists participants from 57 distinct countries including North and South America, all over the European continent, China, India and Australia. Hybrid technology creates a significantly wider audience for the meeting content in terms of geographical and chronological reach so that magic lives on. 17
  18. 18. International Conference on Emergency Medicine- June 2012 MCI was official organiser of the 14th edition of ICEM from 27-30 June 2012 Social media mandate inclusive“Within this short time … I have had access to absolutely current clinical information and challenging view points on practice. This has been real time and dynamic, and has also allowed the potential for interaction … following this hashtag has provided me with plenty of information and allows me access to current thinking in Emergency Medicine. It has also provided me with links to people, studies, place and keeps me inspired about continual learning …the only thing that would be better would be being there” Dr. David Corbet 18
  19. 19. Thank YouInformation contained in this presentation is courtesy of Vok Dams Consulting