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52nd ICCA Congress

Analysis & Evaluation
of a Hybrid Event
International Congress and Convention Association
.

#ICCA13
Ask your questions
Gerrit Heijkoop
How Can I Be Social (HCIBS)
Twitter: @HCIBS or @GHeijkoop
Facebook: /HCIBS
Email: Gerrit@HCIBS.com
Vichaya
Soonthornsaratoon
Thailand Convention
& Exhibition Bureau

Jennifer Salsbury
China National
Convention Center

Noo...
why
“In advance I was not sure
of what to expect, but there
was so much positive
energy!
It brought people closer
together, wh...
Let’s have a look …
Definition hybrid event
An event with
both live participants
as remote participants.
Where do
you stand?
“I have particpated in an
event as an ‘online delegate’”
Disagree

Agree
“I will be involved in
hybrid events in the future”
Disagree

Agree
During session at #ICCA13:

100%

70%

“I will be involved in
hybrid events in the future”

Disagree

Agree

MPI Hybrid Me...
#ICCAbidding
July 2013
Program(s) at a glance
Day 1

Day 2
Bangkok,
Thailand

Day 1
Beijing,
China P.R.
Offices
Mobiles

Hybrid bidding seminar

...
Program(s) at a glance
Pre-Show

LIVE Interactive session

1. Welcome by virtual hosts
2. Martin Sirk, CEO ICCA & moderato...
Why??
1703 Views

5293 Views
Why stay local, when you go global?

“Het online ontsluiten
van bijeenkomst leidt
tot minder deelnemers”
Compare the numbers
ICCA RSMP live

#ICCABidding online

• 152 delegates
• 37 countries
• 80 in session

•
•
•
•
•
•

604 ...
Why participate virtually?
Travel costs

55%

Can't leave office

50%

Cost of event

45%

No time to travel

25%

Watched...
Why NOT?
“Releasing content
online will lead to
less live participants”
During session at #ICCA13:

20%

50% is afraid
of ‘cannibalisation’
“So if Lazy Larry stays home and watches every speech
online and takes notes.... he'll come away with some good
nuggets of...
#exercise
List the benefits of a
hybrid event
Benefits are clear!
1. Larger reach
2. More interaction with audience
3. Sponsor opportunities
4. Reduces CO2 & travel cos...
how
What does it take?
Design
People
Marketing
Budget
What does it take?
Design
People
Marketing
Budget
Design: two experiences
Live participant

Online participant

•

Plenary

•

Listen & Watch

•

Parallell

•

Interviews

...
Design: two experiences
#exercise
Which consequences
has a ‘double design’
for you?
1.
2.
3.
4.

As organizer
As venue
As sponsor
…
What does it take?
Design: two experiences
People
Marketing
Budget
People: hybrid event team
• Technical manager
• Production manager
• Meeting planner
• Trainer
• Marketing manager
MPI Hyb...
People: hybrid event team
Online Presenter

Online Moderator
What does it take?
Design: two experiences
People: new roles
Marketing
Budget
Marketing: upside down effort
Marketing: upside down effort
What does it take?
Design: two experiences
People: new roles
Marketing: upside down effort
Budget
Budget: what does hybrid cost?
Budget: what does hybrid cost?
1%
2%

Decor
Internet

6%

Content

8%

Consultancy

10%

Virtual platform

30%

Streaming ...
What does it take?
Design: two experiences
People: new roles
Marketing: upside down effort
Budget: €15.000 + …
what
Lesson’s learned:
#reflection
apply to your
own situation
Before we go …
I am going to …
Please,
remember
the survey …
send feedback & ask questions

gerrit@hcibs.com
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session
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Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session

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Contact us via http://How-Can-I-Be-Social.com or @GHeijkoop

Session WE02: Analysis and evaluation of a hybrid event - (CMP)
Moderator(s): Gerrit Heijkoop, Executive Partner & Strategy Advisor
Panel: Jennifer Salsbury, Senior Director, International, China National Convention Center, China-P.R.
Noor Ahmad Hamid, Regional Director, ICCA Asia Pacific Regional Office, Malaysia
Vichaya Soonthornsaratoon, Director of the Meetings, Incentive & Convention Department, Thailand Convention & Exhibition Bureau, Thailand
Location: Yellow River Hall, Level 3, Shanghai Convention Center, China P.R.
Date: November 6th, 2013 | 10:30 - 12:30

Format: In-depth case study workshop + round table discussions
Audience: Primarily aimed at delegates without extensive expertise or experience in hybrid or virtual meetings

Description:
This year ICCA designed and ran a carefully designed two-hour Hybrid session at the RSMP in Amsterdam, with the assistance of specialists in this field, Gerrit Heijkoop, How Can I Be Social (HCIBS) and Gerdie Schreuders, LiveOnlineEvents BV. This session goes into great depth on all the different elements that are required to set up a successful session of this kind: specialised marketing, website design, social media, involvement of and engagement with offsite groups and individuals, incentives to join, session design, IT and AV requirements, and moderator and speaker briefings and behaviour. Such a hybrid event may look simple when you see it taking place on your computer, but it's actually surprisingly complex and has many opportunities to make disastrous mistakes. With input from the organisers and participants from both the live and virtual elements, this is the perfect introduction to anyone wanting to understand the most important general principles or needing practical advice to set and run their own hybrid events.

Published in: Marketing, Business, Technology
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Analysis and Evaluation of a Hybrid Event - #ICCA13 - Casestudy Hybrid Conference session

  1. 1. 52nd ICCA Congress Analysis & Evaluation of a Hybrid Event International Congress and Convention Association . #ICCA13
  2. 2. Ask your questions
  3. 3. Gerrit Heijkoop How Can I Be Social (HCIBS) Twitter: @HCIBS or @GHeijkoop Facebook: /HCIBS Email: Gerrit@HCIBS.com
  4. 4. Vichaya Soonthornsaratoon Thailand Convention & Exhibition Bureau Jennifer Salsbury China National Convention Center Noor Ahmad Hamid ICCA Asia Pacific Regional Office
  5. 5. why
  6. 6. “In advance I was not sure of what to expect, but there was so much positive energy! It brought people closer together, which really suits the values ​of our brand” Mieke van Loenen Director of events, ICCA
  7. 7. Let’s have a look …
  8. 8. Definition hybrid event An event with both live participants as remote participants.
  9. 9. Where do you stand?
  10. 10. “I have particpated in an event as an ‘online delegate’” Disagree Agree
  11. 11. “I will be involved in hybrid events in the future” Disagree Agree
  12. 12. During session at #ICCA13: 100% 70% “I will be involved in hybrid events in the future” Disagree Agree MPI Hybrid Meeting Survey - Sept, 2012 - 1,800 respondents
  13. 13. #ICCAbidding July 2013
  14. 14. Program(s) at a glance Day 1 Day 2 Bangkok, Thailand Day 1 Beijing, China P.R. Offices Mobiles Hybrid bidding seminar Amsterdam, Netherlands Day 3 Day 2
  15. 15. Program(s) at a glance Pre-Show LIVE Interactive session 1. Welcome by virtual hosts 2. Martin Sirk, CEO ICCA & moderator After-Show 1. Bidding story by panelist 2. Mieke van Loenen, events director ICCA 3. Do’s & Don’ts in bidding, 2 panelists (clients) 3. RSMP experience, 2 live delegates 4. Martin Sirk, CEO ICCA & moderator 5. Closing by virtual host
  16. 16. Why??
  17. 17. 1703 Views 5293 Views
  18. 18. Why stay local, when you go global? “Het online ontsluiten van bijeenkomst leidt tot minder deelnemers”
  19. 19. Compare the numbers ICCA RSMP live #ICCABidding online • 152 delegates • 37 countries • 80 in session • • • • • • 604 viewers 75 countries 171 chat & 119 Twitter 521 messages 42.210 reached 12 high quality videos
  20. 20. Why participate virtually? Travel costs 55% Can't leave office 50% Cost of event 45% No time to travel 25% Watched recording 20% Prefer virtual attendance 15% Live discovery 15% 0% MPI Hybrid Meeting Survey - Sept, 2012 - 1,800 respondents 10% 20% 30% 40% 50% 60%
  21. 21. Why NOT?
  22. 22. “Releasing content online will lead to less live participants”
  23. 23. During session at #ICCA13: 20% 50% is afraid of ‘cannibalisation’
  24. 24. “So if Lazy Larry stays home and watches every speech online and takes notes.... he'll come away with some good nuggets of information. But if Friendly Freddy actually goes to the conference, and even misses a few of the sessions because he's hungover....., he will still get more out of the conference than Lazy Larry because he's at the conference mingling, making friends, going out to breakfast/lunch/dinner with all the other nerds at the conference and building up a network of like-minded people.” Source: Neville Medhora
  25. 25. #exercise List the benefits of a hybrid event
  26. 26. Benefits are clear! 1. Larger reach 2. More interaction with audience 3. Sponsor opportunities 4. Reduces CO2 & travel costs 5. Huge pile of promotion material
  27. 27. how
  28. 28. What does it take? Design People Marketing Budget
  29. 29. What does it take? Design People Marketing Budget
  30. 30. Design: two experiences Live participant Online participant • Plenary • Listen & Watch • Parallell • Interviews • Workshops • Exercises • Activities • Breaks • Networking • Networking
  31. 31. Design: two experiences
  32. 32. #exercise Which consequences has a ‘double design’ for you? 1. 2. 3. 4. As organizer As venue As sponsor …
  33. 33. What does it take? Design: two experiences People Marketing Budget
  34. 34. People: hybrid event team • Technical manager • Production manager • Meeting planner • Trainer • Marketing manager MPI Hybrid Meeting Survey - Sept, 2012 - 1,800 respondents
  35. 35. People: hybrid event team Online Presenter Online Moderator
  36. 36. What does it take? Design: two experiences People: new roles Marketing Budget
  37. 37. Marketing: upside down effort
  38. 38. Marketing: upside down effort
  39. 39. What does it take? Design: two experiences People: new roles Marketing: upside down effort Budget
  40. 40. Budget: what does hybrid cost?
  41. 41. Budget: what does hybrid cost? 1% 2% Decor Internet 6% Content 8% Consultancy 10% Virtual platform 30% Streaming Services 7%: €1.000 Decor & other 13%: €2.000 Internet 10%: €1.500 Content 27%: €4.000 Consultancy & Production 7%: €1.000 Virtual platform 20%: €3.000 42% Video production MPI Hybrid Meeting Survey - Sept, 2012 - 1,800 respondents Streaming Services 17%: €2.500 Video production ICCA RSMP Hybrid session, July 2013 - HCIBS
  42. 42. What does it take? Design: two experiences People: new roles Marketing: upside down effort Budget: €15.000 + …
  43. 43. what
  44. 44. Lesson’s learned:
  45. 45. #reflection apply to your own situation
  46. 46. Before we go …
  47. 47. I am going to …
  48. 48. Please, remember the survey …
  49. 49. send feedback & ask questions gerrit@hcibs.com

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