This document discusses virtual events and provides an overview of different types of virtual event platforms and technologies. It explores why virtual events are increasing in popularity now due to factors like the COVID-19 pandemic limiting in-person gatherings. The document outlines different experiential realms for virtual events, from passive and entertainment-focused to more active and educational. It also introduces the M.A.S.T.E.R. framework for planning virtual events, which involves assessing objectives, developing a strategy, mapping appropriate technologies, executing the plan, and reviewing/revising.

1. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1

2. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2

3. Big
Legacy
Success
Comfort
Booked
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3

4. Virtual Events: Why Now?
A Perfect Storm?
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4

5. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5

6. Presentation_ID
Our
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6

7. http://en.wikipedia.org/wiki/File:Towelday-Innsbruck.jpg
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7

8. 16 – 89 – 24 – 60 - 20
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8

9. A brand
new
world.

10. “ An Event
is an event
is an event ”
--Gertrude Stein ?

11. A ROADMAP FOR ACHIEVING THE VISION
“An Event is an event is an Event”
DISCOVER DEFINE DEVELOP DELIVER
Fully Define the Develop the Integrate the
understand strategy, content, experiences
the objectives resources, experiences and
of all touchpoints, and engagements,
stakeholders, activities, engagements and deliver
and assess communications, flawlessly
needs and experiences, and
feasibility technologies to
be employed
GPJ Confidential. Not to be distributed without written approval from GPJ.

12. Cisco FY10 Global Sales Meeting
Getting it Done!
December 22, 2008 v3
GPJ Confidential. Not to be distributed without written approval from GPJ.

13. TABLE OF CONTENTS
! A Roadmap for Achieving the Vision
! Management Framework
! Component Review
! Overall Approach
! GPJ Team Structure
! Next Steps
GPJ Confidential. Not to be distributed without written approval from GPJ.

14. Virtual Events- Orientation
“The Future is here. It’s just not widely distributed yet.”
–William Gibson
 What are they?
 Why now?
 What are we seeing?
 What can we expect?
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14

15. Virtual Events: What are we seeing
InXpo,Unisfair Second Life,
, Fortera, Qwak
On24
 Creating world is complex
 Creating world is easy
 High Learning Curve
 Low Learning Curve
 Downloads
 No Downloads
 3D
 2D rendered 3D
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential Adopted from work done at SRI Business Intelligence
15

16. Event Dimensions
UNIVERSE
Physical, Virtual
Hybrid or
Extension
CONSUMPTION
METHOD
Real-time /
On Demand
COMMUNICATION
MEDIUM
Audio/Video/Text
TECHNOLOGY
Webex
TelePresence
IP TV
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential
16

17. Four Experiential Realms
Absorption
Entertainment Educational
Passive Active
Esthetic Escapist
Immersion
© 2008 Strategic Horizons LLP Certified Pine & Gilmore Expert

18. Four Experiential Realms
Absorption
Entertainment Educational
Passive Active
Esthetic Escapist
Immersion
© 2008 Strategic Horizons LLP Certified Pine & Gilmore Expert

19. Four Experiential Realms
Absorption
Entertainment Educational
Passive Active
Esthetic Escapist
Immersion
© 2008 Strategic Horizons LLP Certified Pine & Gilmore Expert

20. M.A.S.T.E.R Overview
Mark your
audience Strategy Execution
M A S T E R
Assess Technology Review &
your Mapping Revisit
objectives
& goals
Presentation_ID © 2008 George P Johnson. All rights reserved. GPJ Confidential 20

21. M.A.S.T.E.R Overview
Mark your
audience Strategy Execution
M A S T E R
Assess Technology Review &
your Mapping Revisit
objectives
& goals
Presentation_ID © 2008 George P Johnson. All rights reserved. GPJ Confidential 21

22. M.A.S.T.E.R Overview
Mark your
audience Strategy Execution
M A S T E R
Assess Technology Review &
your Mapping Revisit
objectives
& goals
Presentation_ID © 2008 George P Johnson. All rights reserved. GPJ Confidential 22

23. M.A.S.T.E.R Overview
Mark your
audience Strategy Execution
M A S T E R
Assess Technology Review &
your Mapping Revisit
objectives
& goals
Presentation_ID © 2008 George P Johnson. All rights reserved. GPJ Confidential 23

24. M.A.S.T.E.R Overview
Mark your
audience Strategy Execution
M A S T E R
Assess Technology Review &
your Mapping Revisit
objectives
& goals
Presentation_ID © 2008 George P Johnson. All rights reserved. GPJ Confidential 24

25. M.A.S.T.E.R Overview
Mark your
audience Strategy Execution
M A S T E R
Assess Technology Review &
your Mapping Revisit
objectives
& goals
Presentation_ID © 2008 George P Johnson. All rights reserved. GPJ Confidential 25

26. M.A.S.T.E.R Overview
Mark your
audience Strategy Execution
M A S T E R
Assess Technology Review &
your Mapping Revisit
objectives
& goals
Presentation_ID © 2008 George P Johnson. All rights reserved. GPJ Confidential 26

27. M.A.S.T.E.R Overview
Mark your
audience Strategy Execution
M A S T E R
Assess Technology Review &
your Mapping Revisit
objectives
& goals
Nov 08 May 09 Sept 09
Presentation_ID © 2008 George P Johnson. All rights reserved. GPJ Confidential 27

28. QUESTIONS YOU MAY BE ASKING
! How do we move from a physical event to a virtual experience?
! How do physical event activities map to virtual ones? Do we want to map
them?
! How do we build a Marketing Strategy that supports a portfolio of
touchpoints, activities, conversations, and experiences to ensure we’re
achieving the vision and sustaining success?
! Can we achieve the same objectives with a virtual event?
! How do we move past the inevitable comparisons to a physical GSM?
! Do we even call it GSM?
! Which technologies do we employ? When? To accomplish what?
! How do we ensure our brand is protected online?
! What if the Internet goes down?
! What if it is wildly successful?