In lieu of a PRMM Interview this week, I’m sharing these top five ways to make your events more mobile.
While attending the Virtual Edge Summit 2011 last week, one question asked by attendees is “how do I create an engaging experience.” I would argue that the experience relies not on the platform you select but rather how involved you are in planning, designing, building and implementing the environment. However, many are new to going virtual and are unsure of how to proceed.
As such, I plan to write a series of posts to help meeting/event planners and marketers understand the process for going virtual. Please feel free to forward me your questions.
First, there are many types of “virtual events.” Let me highlight three flavors of virtual events that include multiple locations, such as an exhibit hall and auditorium, chat functionality and presentations.
Virtual Event “Out-of-the-Box”
A couple of the vendors are touting that they can build an event in one day. This is possible as certain features have already been pre-selected for you, such as presentation window and chat. While you can add a logo and some other basic branding, there is not much more to this. What you see is what you get with this virtual event.
Pro: Quick and easy set up with minimal monetary outlay (estimate of $5,000-10,000). Once created, you can reuse over and over again as a central library for your archived content and future events.
Con: You get a standard “virtual” event as defined by the vendor with minimal customization. This may or may not work for your particular audience with regard to providing an “engaging” experience. If you plan to use more than once, there may be additional charges for each new “event/presentation” with in the environment.
“Template-Based” Virtual Events
The next level is adding some customization options in terms of the location look-and-feel (usually selecting from a vendor’s library of themes) and adding/taking away certain features such as group chat, locations (i.e. an exhibitor space) and social media with a click of the mouse.
Pro: You have more control over the look-and-feel and how attendees interact with the environment. Like the “virtual event out-of-the box,” once you’ve created it, you can reuse the set-up for future virtual events you hold.
Con: Increased price tag to about $30-60K depending on the features, limited to stock library of images or providing images that fit a specific criteria, and requires more time and effort to design and implement. Furthermore, if using the same format repeatedly, you have to consider additional charges to light-up the environment, as well as if the look-and-feel will become dated.
Fully Customized Virtual Event
The high-end is working with the vendor to develop a fully customized environment from a branded look-and-feel to adding features beyond chat and social media, such as games and quizzes.
Pro: You are intimately involved in the building of the virtual environment that is customized to your event, brand and audience. This provides you with the best option for engaging your audience. Once built, you can add new features to further customize the experience.
Con: This takes a lot of time (recommend at least 6 months to plan, design, build and implement) and can be six figures or more. If you decide to add onto the environment, the challenge is how to integrate any new functionality seamlessly into the overall experience.
In the end, you need to find the right partner based on your budget, expectations and overall experience requirements. In my next post, I’ll highlight the types of questions you should ask when evaluating a virtual events platform provider.
What other pros and cons are there with the above three virtual event scenarios?
I recently completed a webinar with MPI on “Dispelling the 5 Myths of Going Virtual.” One of the questions asked was if I could provide a list of relevant case studies in this arena. I thought this would be a great resource to provide and I will add new case studies as I find them to this list.
For now, I purposely looked at case studies from 2009-2010. These were based on articles, blog postings and case studies from vendors, including Imaste and Unisfair. Unfortunately, 6Connex and Inxpo required registration, On24 and Ubivent case studies were outdated, and VisualMente didn’t provide full details regarding objectives and results. If there are relevant case studies, please include them in the comments below.
Corporate Virtual Events Case Studies
- * HP goes virtual – Technology – Event Marketer: Overview of HP’s use of virtual event technology
- * Physical to Virtual Event Transformation – An Interview with SAP’s …: Interview with Scott Schenker of SAP regarding SAPPHIRE – looks at strategy and results.
- * Cisco Blog ” Blog Archive ” Virtual Event Key Learnings – Part Two: Key stats regarding CiscoLive 2009
- * Event Marketer: Cisco GSX Goes Virtual: Overview of Cisco GSX in Event Marketer Magazine
- * Cisco GSX 2009 Case Study on Vimeo: Cisco GSX case study.
- * Cisco Blog ” Blog Archive ” Analysis of a Virtual Event: Cisco Live case study – provides details of post-event survey between physical and virtual audiences
- * Avatars Rising in the Enterprise: GE Healthcare’s virtual exhibit highlighted.
- * KPMG Job Fair Attracts 10,000: Case study overview
- * Ariba Curbs Spending Virtually: Case study overview
- * CA’s Virtual Product Launch: Case study overview
- * Planview Grows Attendance at Virtual User Conference: Case study overview
- * ACS Drives Innovation with Virtual Training: Case study overview
- * Intuit Builds Community in the Virtual Classroom: Case study overview
- * Monster eDays: Case study overview
- * Virtual Job Fair in Brazil: Case study overview
- * Deloitte Spain Virtual Career Fair: Case study overview
Associations – Virtual Events Case Studies
- * Measuring and Maximizing the Impact of a Hybrid Event – The Virtual …: Case study on Virtual Edge Summit 2010 – look at physical and virtual attendees
- * American Payroll Association Trains Members Virtually: Case study overview
- * Grease, Gears, and Geo-location: IMTS Gets Its Social Media Groove On: IMTS case study on using social media
Publishing Virtual Events Case Studies
- * Hybrid Events: The Live/Virtual Combo – emedia and Technology …: UBM Studios discusses virtual for revenue
- * Virtual Events Come Into Their Own: Folio Magazine article that included information from Watt Publishing, Forbes, Nielsen, Futures nd Haymarket Media.
Higher Education/Government Virtual Events Case Studies
- * Virtual Environment Lab for Universidad Politécnica Madrid: Case study overview
- * On Campus Job Fair for Madrid regional government: Case study overview
- * Tour del Empleo Virtual: Case study overview of 25 Spanish Universities
As I believe virtual events will (if not already) become a more integral part of a company’s communications strategy, I will reach out to vendors and practitioners in the industry to share their thoughts for the weekly PRMM Interview leading up to the Virtual Edge Summit in January 2011. This week, I reached out to my former company to get a sense of how virtual events differ from webinars and where the industry is going. Mike Westcott, VP of Marketing with INXPO, shares his thoughts.
Mike Westcott oversees INXPO’s branding and marketing as Vice President of Marketing. Westcott has helped drive growth and innovation throughout his career as a leader at numerous global marketing organizations and agencies. He was most recently responsible for community strategy and marketing innovation with media company, Red7 Media, where he ran the Event Marketing Institute. He has been instrumental in helping to shape the dialogue in the brand and experiential marketing industry for over twenty years through his writing, workshops and thought leadership.
Can you provide a quick overview of InXpo?
INXPO is the first and leading provider of virtual business solutions. These solutions help organizations improve their business performance by transforming the web from pages and links to events and destinations where people go to connect, collaborate, learn and do business.
Many marketers currently leverage webinars as part of their lead generation programs. How are virtual events different from webinars?
In an era when content and education are an increasingly important part of marketing and communication, webinars are a proven means of broadcasting content to an online audience.
Virtual events combine webcasting of content with online conversation, peer-to-peer connection and collaboration tools and social media to help people connect much like they do at physical events. While virtual events don’t replace the face to face connection we experience at a physical event, they are fast becoming a critical addition to extend the content, conversation and collaboration of physical conferences and tradeshows. This combination, called Hybrid events are the way to go for smart organizations that seek to make the most of their communication and content investments.
Compared to a webinar, a virtual event is more costly and takes more time. Can you elaborate on the type of scenarios where a virtual event would be better than a webinar?
Virtual events are better than webinars in three scenarios
1. Hybrid events: when you want to extend an existing event investment
2. Revenue generating events: when you want to turn content and conversation into commerce by connecting a number of sponsors and prospects around shared interests
3. Education: when you want to engage your audience more deeply in educational content with collaborative activities, breakout sessions, surveys, gaming and other training tactics.
What are top 2-3 benefits of using virtual events for marketers?
1. Lower cost and shorter time frames than traditional events for lead generation and communication
2. Extending existing event and content investments
3. Online community building potential
There seems to be a lot of developments with virtual events. Where do you see the industry going?
Virtual community environments are quickly becoming the real payoff as they provide a real destination for content management and delivery, meetings and learning for corporations, associations as well as media companies who are realizing that content is not king, community is king. And content is the catalyst that brings people together.
As part of the PRMM Interview series, I am interviewing thought leaders in PR, marketing, social media, and virtual events to hear about innovations, trends and technologies impacting our industry. This week, I asked virtual events vetaran, John Grosshandler is Director of Virtual Engagement with Maritz, to provide insight on the evolution of virtual events, challenges facing the industry and future trends. Here is a brief bio (Note: I was previously employed by Inxpo):
In 2004, John launched a first of its kind virtual trade show called eComXpo which became the highest-grossing, longest-running virtual trade show ever held. In 2005, after initially being their first customer, John joined InXpo, the virtual event platform provider that powered eComXpo. While there, he was the Virtual Event Strategist on hundreds of virtual events for associations (e.g. HIMSS, National Association of Realtors), corporations (e.g. Cisco, ATT) and publishers (e.g. UBM, Ziff Davis). While at InXpo, John authored the virtual event industry’s first Best Practices Guide. In his role at Maritz, John is responsible for their virtual event offerings, including supporting their channel partner Freeman.
Tell me a little bit about yourself and how you got into virtual events?
My background has been in sales and marketing roles for cutting edge technology solutions. After a successful 8 year run at a software firm pre/during/post the tech bubble, I had the opportunity to start my own business. In 2004, I launched a start-up around the idea of a virtual trade show aimed at eCommerce marketers. While there had been a number of attempts at virtual trade shows before mine, most of them were quite boring and I thought a business could be built around a more engaging type of virtual event.
How has the industry changed since you’ve started?
The evolution in this space has been extraordinary on many fronts. First has been the realization that the technology is only one component of a successful event, and that you need to spend at least as much time on the strategy, content and marketing. As a result, agencies like Maritz, Freeman and others are building practices to help event organizers put on higher quality events with less effort. Another evolution has been around the types of events held. From 2004-2008, almost all the action was publishers putting on virtual trade shows to replace lost revenue from their declining print ad sales and subscriber base. In 2009, you started to see associations more effectively creating hybrid extensions to their physical conventions. 2009 is also when more and more corporations starting leveraging virtual for a variety of events, ranging from sales meetings to user groups. A welcome change has been the technology platforms themselves, which increasingly have very robust functionality and can handle ever-increasing numbers of virtual attendees. Finally, there’s less talk these days about purely virtual events, and more about hybrid and blended events which I believe is the future.
Adoption of virtual events & meetings technology has increased significantly due to the recession. What challenges do you see for mainstream adoption of this technology?
Although the adoption has increased significantly, we’re still only scratching the surface. One report suggests the virtual event space will grow to $18 billion in five years, so we’re still in the “early adopter” phase. To cross the chasm to mass adoption, I think three things need to happen a) the technology needs to become more self-service and less expensive; b) virtual event platforms need to be effectively ported to mobile devices and c) events funded by virtual exhibitors need to deliver more value to those sponsors.
2011 is just around the corner and it’s the time of year for future predictions. What do you see happening for the industry in 2011?
I see 2011 as the “Year of the Hybrid”. The idea that more and more physical events will have virtual extensions, either as pre, during or post the physical event. Whether those virtual extensions are focused on driving more attendees to the physical event, or helping you reach others who weren’t able to make it to the physical event, these extensions are the “killer app” for virtual technology.
Any additional thoughts that you would like to share?
An exciting new use of the technology allows corporations to create virtual extensions to their physical trade show booths. Even if the show organizer doesn’t have a virtual extension to the event as a whole, top tier sponsors are realizing that their own virtual extension can help build buzz, drive attendance to their physical booth and provide a more effective follow-up mechanism for booth visitors, as well as those that didn’t make it to the physical event.
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Many virtual events vendors and companies have touted that they have held the “largest” virtual event. Cisco GSX in 2009 with 19,000 attendees and AMD with 672,000 attendees in 2006 (Forrester Report, Market Overview: Virtual Event Platforms for B2B Marketers) are just a couple of examples. A quick search on the term “largest virtual event” yields over 40,000 results on Google – some referring to vendors with others referencing events.
But does size really matter?
While an important indicator of a platform’s scalability, I think the focus on size overlooks other key factors when determing the value of virtual for your marketing and communications campaigns.
The largest event may not necessarily yield the right results for your company. Many of the platform providers have detailed metrics regarding the number of attendees, length of stay, number of downloads and more. The challenge is how developed is their analytics engine to provide a layer of intelligence to interpret that data.
Questions to consider: What type of metrics are provided? What format are these metrics provided to me – excel data sheets or graphs? Are there lead scoring capabilities to identify A, B and C leads? If so, how does it work? Does the vendor help me to calculate ROI? A discussion on Focus, a resource for business professionals, provides more discussion about the ROI of virtual events.
Developing an experience that is unique to your company, ties back to your brand, and is engaging requires thoughtful planning. With hundreds and thousands of potential attendees, how do you structure the environment to intuitively create a flow within your virtual event. A critical element is mapping out how you want people to engage with one another, exhibitors and speakers within the event.
Questions to consider: Can I use a cookie cutter template or do I need something more custom? Will the vendor work with me or do I have to provide this? Do I have to use an agency in addition to the platform provider? How much time do I need to accomplish the desired experience? How do I create the right attendee flow within my virtual event?
The main component of any event is the content. Driving people to the virtual event is one aspect, while delivering content in a way that imparts learning is another element.
Questions to consider: Beyond how long somebody attends my event, what ways are there to measure short-term and long-term retention? Can you test or quiz the audience before, during and after an event? Will this cost more? What delivery method works best (video, audio, text, combo) and why?
While you host or build the largest event, a truly successful virtual event goes beyond size. It provides the right metrics with an engaging experience that delivers real learning to you audience.
What other factors are there to consider?
Consider issuing a media alert (a smaller version of a press release) one to two weeks before the conference. The purpose is to highlight your participation at the event, why attendees would want to visit your table or booth, and highlight any executives speaking at the conference.
Consider announcing significant news at the conference to drive buzz about your company. The news can be a game changer such as a new product, partnership or customer.
While some conferences will provide you with a media list, don’t completely rely on this as your single source for media. Research local reporters, analysts and bloggers who may be interested in meeting with your executives to learn more about your company.
While social media provides marketers more opportunities to directly connect with customers and prospects, it’s critical to engage in the conversation and use it as a listening tool. Monitor the conference hashtag to identify key conversations, consider posting event summaries to your blog or update your Flickr page with images from the show floor.
From the person staffing the booth to your key sales person networking the conference show floor, ensure that everyone is consistent on the key messages you want to communicate at the conference. I recommend creating a one-page cheat sheet that you review with everyone before the conference begins.
What other tips do you have for optimizing your tradeshow presence?
Cece Salomon-Lee is director of product marketing for Lanyon Solutions, Inc. and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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