15 Ways your Virtual & Hybrid Events Can Thrive in 2021 & Beyond
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15 Ways your Virtual & Hybrid Events Can Thrive in 2021 & Beyond
IN EARLY 2020 THE WORLD CHANGED FOREVER
As COVID-19 made its way around the world, impacting millions and upending
industries of all kinds, the events industry was one of the first that experienced
noticeable shifts.
IN THIS E-BOOK YOU’LL
SXSW, Austin’s annual technology, music and film event, with a draw of more
LEARN BEST PRACTICES
than 400,000 people, was one of the first events to announce a cancellation.
FOR CREATING EFFECTIVE, Others quickly followed—from trade shows, to sporting events, to award
ENGAGING VIRTUAL & ceremonies and, eventually, to classes at both the K12 and higher ed levels.
HYBRID EVENTS
It was a situation that no one had predicted and, consequently, that few had
prepared for. But, as motivational speaker Jim Rohn has said: “It’s not what
happens but, rather, what you do about it.”
Read on for best practices for creating the most effective and engaging virtual
and hybrid events in this new video-first world.
1
Contents
THE FUTURE OF EVENTS IS HYBRID . . . . . . . . . . . . . . . . . . . . 3
5 VIRTUAL EVENT LESSONS LEARNED DURING THE PANDEMIC. 4
• Lesson #1: “We didn’t know what to do, so we cancelled.”. . . . . . . . . . . . . . . . . . . . . . . . . . 5
• Lesson #2: “The virtual event platform didn’t produce ROI for our sponsors/exhibitors and
the attendee experience wasn’t a good one.”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
• Lesson #3: “The platform we selected was difficult to manage and navigate.”. . . . . . . . . 7
• Lesson #4: “Great content was consumed with the right tools.”. . . . . . . . . . . . . . . . . . . . . . 8
• Lesson #5: “We had great content, but it was difficult to consume.”. . . . . . . . . . . . . . . . . . 9
10 PITFALLS TO AVOID FOR YOUR NEXT VIRTUAL OR HYBRID
EVENT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
• Pitfall #1: Not offering a virtual and hybrid component.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
• Pitfall #2: Holding a virtual meeting without the right virtual venue.. . . . . . . . . . . . . . . . . . . 12
• Pitfall #3: Selecting a self-serve platform, without the knowledge, understanding, or staff to
build out a virtual event. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
• Pitfall #4: No, or limited, marketing for the virtual event.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
• Pitfall #5: Not offering additional sponsorship opportunity through the virtual platform. . 15
• Pitfall #6: Not offering on-demand content to in-person attendees.. . . . . . . . . . . . . . . . . . . 16
• Pitfall #7: Delaying registration for virtual attendance.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
• Pitfall #8: Using the wrong tool for the job.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
• Pitfall #9: Live streaming with an “all or nothing” mentality.. . . . . . . . . . . . . . . . . . . . . . . . . . 19
• Pitfall #10: Not budgeting for the virtual/hybrid experience.. . . . . . . . . . . . . . . . . . . . . . . . . . 20
2
The Future of Events
is Hybrid
Over the past 12+ months event planners have learned a lot. They’ve
learned what works and what doesn’t. They’ve learned about a wide
range of technology options available to help them develop and deliver
content of various kinds to audiences of all sizes. They’ve learned about
the differences between conferencing platforms, webinar tools, and
virtual and hybrid event platforms. They’ve learned how to effectively
engage people in an online environment.
Most importantly? They’ve learned that the future of events is hybrid.
Even after virus worries substantially subside, chances are very good
that event planners — and now anyone from marketers to business
executives to trainers to college leaders and everyone in between —
will still be planning and holding virtual events to some degree. As they
do, they will be able to benefit from the lessons they’ve learned during
the pandemic.
Here, let’s take a look at both the lessons learned, and the pitfalls
planners have experienced. These insights will help position you to hit
the ground running — or to continue the race to conduct successful
events now and tomorrow.
3
Better
5 VirtualVideo
Event Lessons
Starts With
Learned Better
During the
Pandemic
Capture
4
5 VIRTUAL EVENT LESSONS LEARNED DURING
THE PANDEMIC
Lesson #1: “We didn’t
know what to do, so we
cancelled.”
When the virus emerged, and no one knew how the situation would play out, or
when in-person events could be held again, some planners simply decided to
cancel immediately upcoming events, crossing their fingers that things would
get back to normal soon. (Remember that naive time when the world thought
everyone would be back to the office in ‘a few weeks’?)
Of course, things didn’t get back to normal soon. In the interim, those that took a
wait and see approach lost out on valuable opportunities to continue to connect
with and engage their audiences.
Others quickly pivoted and embraced new ways to deliver their content —
whether an association, a corporation, a college or university, or a sports team!
You can’t just sit still and hope things change. You need to pivot.
5
5 VIRTUAL EVENT LESSONS LEARNED DURING
THE PANDEMIC
Lesson #2: “The virtual
event platform didn’t
produce ROI for our
sponsors/exhibitors, and
the attendee experience
wasn’t a good one.”
There’s wide variation in functionality and user experience for the various
platforms available to provide virtual events.
The platform is the tool that your audience will be using to consume the content
you’re delivering. It’s also the tool that your sponsors or exhibitors will be using.
Your audience, your sponsors and your exhibitors are all looking for a positive
user experience — a seamless experience that is intuitive and easy to navigate.
In addition to UX, sponsors and exhibitors are also hoping to see a positive
return on investment (ROI) from their efforts.
You need a platform that delivers on all those promises!
6
5 VIRTUAL EVENT LESSONS LEARNED DURING
THE PANDEMIC
Lesson #3: “The platform
we selected was
difficult to manage and
navigate.”
Your speakers, your content and the overall event could be exceptionally well-
planned and full of valuable content. But, if the platform you select is difficult to
manage or navigate, your event will not be a success.
Delivering content via technology is a new experience for many — for planners,
presenters and attendees. They’re all looking for an experience that is seamless,
intuitive and user friendly. That’s the kind of experience you need to deliver.
7
5 VIRTUAL EVENT LESSONS LEARNED DURING
THE PANDEMIC
Lesson #4: “Great content was
consumed with the right tools.”
When it comes to delivering virtual events, there is a
right way to do it. There is a way that you can create
a wonderful experience for both sponsors and
exhibitors — as well as for attendees — by giving
them the right tools for the job.
Effective virtual and hybrid event platforms are
designed specifically to help you deliver your
conference meeting or event. It’s all about using
the right tools to do the job.
8
5 VIRTUAL EVENT LESSONS LEARNED DURING
THE PANDEMIC
Lesson #5: “We had
great content, but it was
difficult to consume.”
The final lesson — don’t overdo it. In an attempt to deliver an exceptional
experience, some event planners go a bit too far.
There are a lot of avatars being built for a lot of virtual reality-type experiences.
These can be great options, but don’t just turn to high tech because you can.
You need to pick the right tool for your conference, meeting or event, and for
your audience. If you overdo it, even with the best intentions, you risk creating
a difficult experience for your attendees.
These are the key lessons event planners have learned since they began dipping their
toes — or diving completely — in the world of online digital event planning. Along the
way they’ve also experienced a number of pitfalls. Here are the top 10 pitfalls to avoid
based on their experiences over the past year...
9Better
10 PitfallsVideo
to Avoid
Starts
for Your With Better
Next Virtual
or Hybrid Event
Capture
1010 PITFALLS TO AVOID FOR YOUR NEXT VIRTUAL
OR HYBRID EVENT
Pitfall #1: Not offering
a virtual and hybrid
component
When the pandemic emerged some event planners simply pulled up their stakes,
cancelled their programs and events, and decided to take a “wait and see”
approach to rescheduling. That represents both a disservice to their audience as
well as a big budget impact to their bottom line.
Even as in-person events become more commonplace, one potential pitfall will
be not planning to offer a virtual or hybrid component, as well as the opportunity
to meet face to face.
1110 PITFALLS TO AVOID FOR YOUR NEXT VIRTUAL OR
HYBRID EVENT
Pitfall #2: Holding a virtual
meeting without the right
virtual venue
The virtual event venue you choose must match the
needs of your presenters and your audience. The
goal is to approximate, as closely as possible, the
in-person experience. Your virtual venue needs to
ensure this can happen.
What does that mean? Well, for example, if you’re
having a panel discussion, you need to make sure that
attendees will be able to easily see all of the panelists.
They should also be able to focus their attention on
speakers, without distractions occurring because
attendees have their microphones on — or because
images are popping in and out all over the place as
different people speak.
1210 PITFALLS TO AVOID FOR YOUR NEXT VIRTUAL
OR HYBRID EVENT
Pitfall #3: Selecting a
self-serve platform,
without the knowledge,
understanding, or staff to
build out a virtual event
Event planners have experienced a steep learning curve over the past year.
Some have become very proficient with a wide range of new technology options
to help them deliver their events. Many have not.
When selecting a platform, it’s important to do so based on a solid understanding
of your capabilities, and your team’s capabilities. If you don’t, you’re going to
create a poor experience for your attendees, and you’re going to decide that
virtual and hybrid meetings don’t work. They do. But you have to select tools
based on the knowledge, skills and abilities of the people who will be using
those tools.
1310 PITFALLS TO AVOID FOR YOUR NEXT VIRTUAL
OR HYBRID EVENT
Pitfall #4: No, or limited,
marketing for the virtual
event
One of the big opportunities that virtual events open for event planners is
the ability to appeal to an international audience. You’re not longer limited by
physical geography or travel time considerations. Your world just expanded
exponentially!
That’s a great thing. But only if you keep in mind that once you put your content
on the internet it’s a global event. And it can be an event that doesn’t take place
on one specific date, but that is accessible 12 months of the year on a 24/7/365
basis. That gives you added opportunity for ROI, but you need to be sure to
market these offerings effectively — and differently — than you might have
marketed them in the past.
1410 PITFALLS TO AVOID FOR YOUR NEXT VIRTUAL
OR HYBRID EVENT
Pitfall #5: Not offering additional
sponsorship opportunity through
the virtual platform
In addition to access to a broader attendee population, you
also have the ability to boost ROI through added sponsorship
opportunities. There are myriad ways that you can add value for
sponsors through a virtual platform.
You might offer the opportunity for sponsors to show demo
videos during the lunch period. Or, you might play pre-roll video
before the program starts, or during breaks. Or you might offer
sponsorship slides in front of each presentation.
You need to think outside of the virtual booth and be creative
in coming up with ways to offer value-add options for your
sponsors — options that you can charge for, boosting your own
bottom line in the process.
1510 PITFALLS TO AVOID FOR YOUR NEXT VIRTUAL
OR HYBRID EVENT
Pitfall #6: Not offering
on-demand content to
in-person attendees
It’s easy to fall into an “all or nothing” frame of mind when presenting hybrid
events. In-person people are offered one experience; virtual people are offered
a different experience. But why couldn’t both groups be offered the option of
leveraging the best of both worlds?
For example, someone who chose to attend in person might later be interested
in accessing the content online. Or maybe you had multiple tracks, and attendees
couldn’t take advantage of all of the content available to them in a live setting.
Offering this content in an online library that attendees can access on-demand
provides a great additional source of revenue for you. Give all attendees access
to this content for a flat fee or based on a subscription model. It’s a simple way to
grow your ROI.
1610 PITFALLS TO AVOID FOR YOUR NEXT VIRTUAL
OR HYBRID EVENT
Pitfall #7: Delaying
registration for virtual
attendance
This is a common fear: meeting planners are worried about cannibalizing their
live registrations by offering a virtual attendance option. So, they wait a while
before offering virtual event registration. When you do this, though, in essence
what you’re saying to attendees is: “Don’t register now, come back later.”
Unfortunately, many of them will forget to come back later and you’ve lost out on
that revenue.
Some people will want to come to the live event. Others may prefer to participate
synchronously through a virtual option. Still others might prefer on-demand
(again, including the people who attended your live sessions!). Give them what
they’re looking for and don’t delay their ability to sign up.
1710 PITFALLS TO AVOID FOR YOUR NEXT VIRTUAL
OR HYBRID EVENT
Pitfall #8: Using the
wrong tool for the job
The process of discovery can be very engaging for people. But there’s a fine line
between discovery and difficulty. If you create a discovery experience for your
attendees that is too complex or too difficult to maneuver through, you might
create more of a barrier than a satisfying experience.
Avoid putting too many roadblocks in the way of your attendees getting to where
they need to be or getting access to the information they need. Discovery can be
great, but not if the process is so clunky it fails to delight.
1810 PITFALLS TO AVOID FOR YOUR NEXT VIRTUAL
OR HYBRID EVENT
Pitfall #9: Live streaming
with an “all or nothing”
mentality
Suppose you have a conference with a keynote and a number of breakout
rooms. You’ve decided to livestream the event. But you’re struggling with figuring
out how to do this cost-effectively. After all, it can be costly to capture and stream
all of your rooms all of the time.
You don’t have to! You have options. Maybe you’ll livestream your keynotes and
one other room. Maybe you’ll livestream certain sessions and not others. Guess
what? It’s up to you!
As your conference grows — and as you realize more revenue by leveraging
new online delivery options and after-program sales — you could expand the live
streaming. Whatever you do, it doesn’t have to be all or nothing.
1910 PITFALLS TO AVOID FOR YOUR NEXT VIRTUAL
OR HYBRID EVENT
Pitfall #10: Not budgeting
for the virtual/hybrid
experience
With so much changing in the event world in terms of how programs are
developed and delivered, your old budgets are likely no longer applicable. Your
“AV budget” from 2019 is likely woefully misaligned with your needs in 2021 and
beyond. It’s time to take a zero-based budgeting approach!
You should be rethinking how you budget and how your budget might shift
moving forward. As part of this process, you should also be thinking of how
you will convey to your boss, your board, or others, why the adjustments are
necessary. And, while you’re at it, don’t forget to build in the potential for added
revenue—today’s investment can be tomorrow’s passive revenue stream.
20Take your event online with
Mediasite Events
Some events are already shifting back to face-to-face venues. Many schools are calling students
back to the physical classroom for at least some of their classes. Sporting events are beginning
to ramp back up. Slowly but surely, we’re getting back to some semblance of “normal.” But
REMEMBER:
today’s normal, and tomorrow’s normal, isn’t likely to ever look like 2019 normal.
“IT’S NOT WHAT HAPPENS
That’s a good thing. BUT, RATHER, WHAT YOU
Yes, experiences over the past year with virtual events have created some pitfalls and barriers. DO ABOUT IT.”
But they’ve also led to some important lessons learned and some new ideas and innovations for
delivering content in different ways. Moving forward, you have the option of taking advantage
of a wide range of content delivery options to seamlessly
accommodate speakers, sponsors and attendees.
Mediasite Events is your complete virtual and hybrid event
solution with everything you need for impactful experiences your
attendees expect. With nearly two decades creating dynamic
hybrid events around the world, Mediasite Events is the most
experienced team in the industry that will do all the heavy lifting
for you. Tell them your vision and they’ll make it happen.
GET STARTED WITH MEDIASITE EVENTS
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