As businesses and society continue to grapple with the impact of the COVID-19 pandemic, it is clear that the world will never operate the way it once did. The events industry, in particular, is in turmoil, with decades-old institutions like the Churchill Club ending their events series, and companies are facing tough decisions on how to navigate events in a socially distanced world.
This week, the #ContentChat community was joined by Brian Fanzo (@iSocialFanz), a digital futurist keynote speaker, to explore the shifting events landscape. Read the full recap below, which includes advice on how to decide if your event should go virtual, the tools you need to successfully run an online event, and the trends that will define this new era of events.
Q1: Many conference and event organizers are having to decide if they should cancel, reschedule, or take their upcoming events virtual. What criteria can they use to evaluate if a virtual event would be a good fit?
In-person events will almost certainly be nonexistent through 2020, likely stretching well into 2021. You should not plan to host an in-person event for at least another 9 months, pending ongoing guidance from public health officials.
A1. The most important factors would be event dates and refundable expenses. There’s a possibility that large events could be banned through 2021. If your on the near side of that time line you probably want to cancel early and get more money back than risk it all. #ContentChat
— GreenRope (@GreenRope) April 6, 2020
This is an opportunity to reassess the value of your event and see how you can reinvent that experience virtually. This pressure to innovate and redesign event experiences will shape the next era of events.
1A. #contentChat
First we have to own that virtual events will never replace offline conferences…But they can include many aspects & when done right can deliver value that isn’t possible offline!
So we must redefine what success of a #virtualevent looks like! https://t.co/MvxhaAAemN
— Brian Fanzo (@iSocialFanz) April 6, 2020
For any event to be successful, it has to provide value to its audience. As such, one way to assess whether your event should go virtual is by surveying your prospective attendees to assess their needs and interests.
A1a: Like most things, whether you should cancel, reschedule, or take your event virtual depends on the event goals and its audience.
If your event is time-bound, like the Cherry Blossom Festival, you are faced with transforming it into a virtual event or canceling. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) April 6, 2020
I’m always about asking the audience, so perhaps a survey of interest for a virtual event – along with questions around preference of length, cost for virtual-only, etc. – would be helpful. From those responses, determine the value of the event.
— Erin Schroeder (@erinbschroeder) April 6, 2020
Events with a heavy networking focus will be trickier (but not impossible) to replicate digitally, but more traditional event components like keynotes, panel discussions, and even brainstorming can be handled online.
A1: An event w/ hands on components (workshops, prototyping, sketching) is primed for a reschedule. But any event that relies on brainstorming, group thinking, or other sharing can surely be virtual. Zoom breakout rooms are your friend, but up the # of facilitators! #ContentChat
— Rachel Wendte (@rkwendte) April 6, 2020
A1) A big part is if their audience will get the same kind of benefit as the original in-person event. Events that pride themselves on workshops and speakers could translate relatively well online, but others that are big on networking/hands-on might want to hold off #contentchat
— OnePitch (@onepitchsaas) April 6, 2020
And there are plenty of content types to explore that can create an engaging and interactive online event experience.
1B. #ContentChat
Some of the criteria that I believe you must think about it is how can we use a collaboration of content mediums
Live Video
Produced Video
Audio content
PDF’s
Chats
Forum based conversationsIt’s not about one tool more a collaboration!
— Brian Fanzo (@iSocialFanz) April 6, 2020
A1: To begin, they have to evaluate whether the information they will share can be effectively communicated via virtual means.
They should be thinking about the quality of information via all delivery methods, but I digress…#ContentChat
— THE Gary J. Nix 🌹100🌟: people seem to know me? (@Mr_McFly) April 6, 2020
When planning your event, ask yourself these questions: What are the goal(s) of the event?
A1: Great place to start is to evaluate the goals of the live event. Is it networking? Lead gen? Thought leadership/awareness? Start there & then evaluate what you can (or should) replicate virtually. #ContentChat
— Justin Robbins (@justinmrobbins) April 6, 2020
A1c: If your event is about fostering personal connections, involves a lot of proprietary information not intended for sharing publicly, or your audience doesn’t have a broadband connection and solid home computer setup, you may want to cancel. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) April 6, 2020
How much interaction do we want during the event, and can we manage this online?
A1.
I’m thinking, how much interaction does the client want?
My training / speaking is highly interactive with constant questions and feedback from the group. This leads to a feel of ‘discussion’ vs ‘Training’, which the audence would miss is everything was virtual.#ContentChat— Bruce Mayhew (@BMCtrainercoach) April 6, 2020
A1: I’d rather see the workshops and interactive elements get translated to virtual. It’s hard to sit through most speeches IRL. I can’t imagine you’d get great engagement online. #ContentChat
— John Cloonan (@johncloonan) April 6, 2020
How will we keep an online audience focused? This could involve exploring different session lengths and the way you deliver the content.
I believe it also has to include a change in how this information is provided…
60 minute keynotes & 90 minute workshops work great offline!
Online the audience is much more distracted so must get creative with times & style of content! #contentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
How important is the timing of this event? If the topic can wait until after the virus is contained and there is significant value in holding the event in person, consider postponing.
A1) Virtual is a great way to gather. The biggest questions for the company would be A. Timeliness – if you wait to do the conference in person, does it still have the same meaning? B. Does it still have meaning online or does it work better face to face?
— SooktonSays (@SooktonSays) April 6, 2020
Great point around timing-based events. I’m working with a farm that does a sunflower maze each year. Planting timing is off. Opening timing is off. People being together in the maze is off. So, now I’m wondering if a drone tour through the maze could be cool? #contentchat
— Diana Richardson🍷 (@DianaRich013) April 6, 2020
Yes!!! I created a full video with my @GoPro 360 camera today and testing ways I can leverage tools like this to really provide value and not just vanity! #ContentChat pic.twitter.com/MuS4A1qoBj
— Brian Fanzo (@iSocialFanz) April 6, 2020
Do we have the capability to record and post sessions afterward? This can greatly extend the value of your event because you can couple those recordings with blog posts and social media content following the event.
A1: determine if a live audience would add value. Sponsors would love the leadflow, but the audience? Ask them! Either way, hire and expert recordist and plan to record all sessions for later playback, and market THAT. #contentchat
— Ed Alexander (@fanfoundry) April 6, 2020
Q2: What are some key differences between the agendas and content for in-person events versus engaging virtual events?
As mentioned in the answers to Q1, online event attendees can easily become distracted with the whole internet just a click away. Virtual events must be designed with this fact in mind.
2A.
The luxury of offline events is captured attention of the audience!Online not only do we not have the attention but the options & distractions are massive!
So we must adjust length of talks, content styles and even how many hours in a day an event is! #ContentChat https://t.co/rIvUPxP4Rn
— Brian Fanzo (@iSocialFanz) April 6, 2020
To build off this answer, in some cases, such as in executive leadership level events, that captive audience aspect is what allows them to focus and participate. Otherwise, if they are at their desk, with phones in hand, it’s difficult to not get pulled away. #ContentChat https://t.co/6hLHyQwLzI
— Erika Heald | Content Marketing Expert (@SFerika) April 6, 2020
YES!!! So true…. Also making content fluid and understanding that content that can be downloaded later won’t inspire someone to show up during certain times but live aspects will if the audience understands the value of them and their role! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
A2) It is a lot harder to engage online/virtual audiences as they are not in an isolated environment. You really have to provide compelling speakers or online workshops to lock them in. If not, they will simply log off. #contentchat
— OnePitch (@onepitchsaas) April 6, 2020
Networking is one of the main components of in-person events that can be missing from online events. Think through ways that you can replicate a networking experience online.
A2a: In-person events often rely on the crutch of “networking” aka “give them something so the team can iron out logistics.” That can be worthwhile, but we know that’s why it’s there. Online events have less overhead, but need to do more to hold attention. #ContentChat
— Rachel Wendte (@rkwendte) April 6, 2020
I don’t think networking is solely a crutch. A lot of organizations and individuals choose to attend events because they offer quality networking opportunities. #ContentChat
— GreenRope (@GreenRope) April 6, 2020
I see it both ways! The networking part is invaluable as an attendee. But as a planner of these events myself, that time also provides my team the necessary bandwidth to take care of on the spot problems without disrupting the flow of the event. #ContentChat
— Rachel Wendte (@rkwendte) April 6, 2020
Brian and the community share advice and considerations for building engaging virtual events:
2B. Virtual Event content ideas:
– Content collaboration combining back to back talks that are integrated into a live video panel.
– Integrating examples or live influencer conversations within the talk to add context & validate talks! #ContentChat— Brian Fanzo (@iSocialFanz) April 6, 2020
2C.
Content, Media and Message must be redefined by speakers and hosts to create true value in #virtualevents and capture/maintain audience online attention!That means using innovative tools to deliver your talk not screensharing of your powerpoint slides! #ContentChat pic.twitter.com/hIqor5YP9l
— Brian Fanzo (@iSocialFanz) April 6, 2020
Q2: I really think online events need to be engaging, spaced out well, and interactive. Pre-recorded boring videos of someone with a white wall speaking AT the audience are a thing of the past. We need to ask questions, listen, get the audience involved virtually.
— SooktonSays (@SooktonSays) April 6, 2020
A2: The content and agendas for virtual events should be shorter, and definitely not include a freakin’ virtual trade show. #ContentChat
— John Cloonan (@johncloonan) April 6, 2020
Virtual events can be more structured if done right. Especially if you make use of Slack. #ContentChat https://t.co/1iV1ofElyp
— DiKayo Data (@dikayodata) April 6, 2020
A2: Key diff: monitor multiple open windows to deliver for all. Think: topical / sesh / themed chat window(s); preso, live feed, attendee/audience management (mute, handraise), polls, evals, attendee bandwidth, publishing, presenter support, room mgt. #yikes
#contentchat— Ed Alexander (@fanfoundry) April 6, 2020
Q3: Let’s get inspired—what are some examples of some innovative, successful virtual events we can all learn from and why?
Check out these virtual events that our community recommends. What innovative virtual events (or event components) have you seen?
A3: I’ve attended a few editions of the @CMIcontent #ContentTech virtual conferences and found them to be very engaging and informative. https://t.co/MEATiUDM0t
— Erika Heald | Content Marketing Expert (@SFerika) April 6, 2020
A3: I’ve loved seeing musicians go on Instagram Live to do small concerts. Everyone there can engage with one another during songs, just as they would IRL. Many take questions every few songs, as they usually have a social person monitoring. Not perfect, but good. #ContentChat
— Rachel Wendte (@rkwendte) April 6, 2020
A3: any MOOC! Educators are NOT talking heads. They need to monitor participation, ensure curriculum is effective, and analyze learning objective attainment. Big bux at stake. #ContentChat
— Ed Alexander (@fanfoundry) April 6, 2020
A3. Love seeing all the collaborations with musicians by @iHeartRadio also thought @salesforce did an amazing job with their event from global locations… @Adobe had #AdobeSummit and did a great job of creative freedom of presenters with pre-recorded video! #ContentChat https://t.co/3dDdrWbUdz
— Brian Fanzo (@iSocialFanz) April 6, 2020
A3: The use of Zoom, IG LIVE & Periscope, etc. has proved ways whereby technology can be used to connect — not as a replacement, but as an addition.
Moments of shared likes/needs through convo or art/culture have structurally proven the power of connectivity.#ContentChat
— THE Gary J. Nix 🌹100🌟: people seem to know me? (@Mr_McFly) April 6, 2020
A3) I loved the FB Ads Summit by @SMExaminer it was so fun and so informative and just the right amount of info! #ContentChat
— SooktonSays (@SooktonSays) April 6, 2020
Q4: What are some up-and-coming trends event organizers should be aware of and consider incorporating into their virtual events?
Digital events are perfect for blending multiple tools like live streaming, messaging platforms, social media, and more to deliver a robust and engaging experience. The switch to digital also makes it easier to collaborate with other partners or peers for the event, since no travel is needed.
4A.#VirtualEvent trends that excite me…
Collaboration of multiple tools: Live streaming + Video Platform + Event Platform + Forums…
Collaboration of value: Content Creators + Event Producers + Virtual Hosts + Influencers + Event Planners!#ContentChat https://t.co/FrOQOdrbBQ
— Brian Fanzo (@iSocialFanz) April 6, 2020
To encourage participation, directly ask your audience questions and request their response in a designated event messaging area. Or, consider polling your audience members to keep them engaged. Whatever participation strategy you try, sprinkle in those moments throughout the presentation instead of waiting until the end (when the audience may have already checked out).
A4: Webinar hosts have been doing this for ages, but just like at an in-person event, people won’t speak up w/out encouragement. In your speaking, give callouts to attendees and ask them to respond via the chat function. It keeps interest and helps pivot if need be. #ContentChat
— Rachel Wendte (@rkwendte) April 6, 2020
The goal must be to move beyond the webinar interaction and create true virtual connections if we want to simulate what happens offline…
But I agree a great host that understand audience enablement and the tools can make all the difference in the world! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
A4) encouraging participants and attendees to answer poll questions, do an activity, or even tweet something out. Getting people involved does mean asking them for feedback not just answering two questions at the end of a 2 hour session (yawn). Once again <<<millennial sorry.
— SooktonSays (@SooktonSays) April 6, 2020
Slack for sure. And the power of asynchronous messaging. Choose a time window for people to engage instead of a specific time. It allows for people to come at their own pace even while overwhelmed. #ContentChat https://t.co/C0dZay5p6h
— DiKayo Data (@dikayodata) April 6, 2020
This new way of structuring events may feel uncomfortable, especially if you are unsure how to execute certain ideas. That is OK. Seek advice from other professionals that are passionate about building digital experiences. It is better to try something new that your audience will like than avoid executing on an idea simply because you are unfamiliar with it.
I was part of online training last week and days before it happened recommended it include a TwitterChat after the training.
The organizer wanted none of it.
I think because they didn’t know what it was even though I offered to help.
Learning curve… meet wall!#ContentChat— Bruce Mayhew (@BMCtrainercoach) April 6, 2020
Q5: What are some tired virtual event tropes and tactics that we all need to say goodbye to?
Marketers may approach online events like a webinar, which is a misguided approach. Engaging online events should feature more than audio talking over a slide—show video of the host and speaker(s) and enable the audience to ask questions and participate as possible.
5A.
Talking over slides with audio only!Calling a video meeting or unscripted video conference a webinar or virtual event.
30 minute product demo’s to satisfy the sponsor… Make it a customer + sponsor interactive Q&A..
Events without a host!#ContentChat https://t.co/HYEwFuzMik
— Brian Fanzo (@iSocialFanz) April 6, 2020
A5: Please don’t start your live event with a slide and voiceover as though it were a webinar.
I want to see real people! Engaging with each other! Interacting with the audience! Otherwise, I can just watch the replay… #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) April 6, 2020
Yes, it’s so easy for these things to be boring or just not engaging at all.
Especially when we all enjoy different paces in presentations. Mix it up so it works for all of us.
Sometimes the replay, deck download is the only way. #contentchat
— Carolina (@YoursTrulyCaro) April 6, 2020
Online event emcees/hosts should be skilled at authentically engaging the audience and encouraging participation.
A5: “Can you let me know that you’re excited?!” Feels very “please clap” to me and a little hollow.
“Thanks for being here, I’d love to know where you’re at right now,” by contrast, makes me feel valued and heard. #ContentChat
— Rachel Wendte (@rkwendte) April 6, 2020
In-person events were often regarded for their entertainment and sense of spectacle. Online events should try to instill a similar sense of amusement.
A5 Do events still do performance art? Ice sculptures, people acting like statues… If so, stop it! #contentchat
— Dan Goldberg (@Jonas419) April 6, 2020
Yes also remember that the entertainment and the socializing is the main attraction of offline events..#VirtualEvents should include entertainment and more than just a chat room rather icebreakers, interactive facilitated networking and virtual drinks haha! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
One creative online event idea: Send attendees a meal or some other treat.
I’m attending a virtual event tomorrow, hosted by @Bazaarvoice and they are sending me breakfast (and other attendees lunch, depending on the time zone!)
P.S. In California, restaurants can now sell to go/delivery cocktails…#ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) April 6, 2020
Q6: What is some of the most exciting and interesting virtual event technology that you’ve worked with?
Brian shares some tools to try to create, present, and record your online event, as well as collaboration/community engagement options. Have you tried any of these?
A6.
Recently used a combo of @Prezi + @ecammtweets + @Restreamio to create an interactive pre-recorded talk!Also love studying digital interactive communities such as @Twitch & @reddit who master virtual audience attention! #ContentChat https://t.co/gFWWQAJbrA
— Brian Fanzo (@iSocialFanz) April 6, 2020
6B.
I’ve also been doing demo’s, free trials and tests of over 60+ tools that are currently marketed as virtual event tools and some that stand out are: @ON24 @HeySummit @WorkCast @bigmarker @hopinofficial @VirtwayE #ContentChat— Brian Fanzo (@iSocialFanz) April 6, 2020
6C.
Another aspect to think about is what worked years ago…I ran a twitter chat & Google Hangout show called #SbizHour that allows public conversation & video interviewing…
eLearning space does this well and lots #VirtualEvents could learn from! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
So I’m currently using Prezi graphics on screen with graphics that are much more than slides while also bringing in video clips and polling data from pre-event surveys…
Focused on the dynamic components as well such as 360 camera and digital whiteboards! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
Here is one I created last night… not all the aspects but I also did it during a live stream so I tried my best to control the variables! #ContentChat https://t.co/mWrYTvvTC0
— Brian Fanzo (@iSocialFanz) April 6, 2020
I love the idea of having the rich content packaged and ready to go, so you can concentrate on engaging with the audience in a separate but interconnected stream. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) April 6, 2020
Have you spent much time with @discord? It’s been amazing to see how it’s fundamentally changed the way gaming communities form and evolve. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) April 6, 2020
Yes @Discord is another one worth studying… so much value in understanding the bridge between chat, conversations, messages and video! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
The UI, admin functionality, bots that make it easy to share RSS feeds or play music, combined with the ability to easily go live with your screen, host open or closed group voice chat, etc. etc. have really made it a gamechanger for me. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) April 6, 2020
VR could have great applications for the online event space, but there are currently some limitations with the technology. We’ll see if any companies overcome these hurdles during this new wave of events.
I’m thinking VR might be something to be leveraged for a more immersive virtual event experience. #ContentChat
— John Cloonan (@johncloonan) April 6, 2020
Massive limitations still with VR…
Educating the audience and/or them having the equipment
Educating the speaker/content creator to think about storytelling in a 360 degree world.
Educating platforms to deliver it simply!
But I love VR future! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
The potential is definitely there, but still kind of uncharted waters. There would definitely be a lot of flops before event planners learn how to successful control and curate a large, VR event. There would also need to be increased user adoption of VR tech. #ContentChat https://t.co/beU8j9wSEa
— GreenRope (@GreenRope) April 6, 2020
I could see Google Cardboard working well in these situations (custom branded GC sent to “attendees”) #contentchat
— Carolina (@YoursTrulyCaro) April 6, 2020
Q7: What does the future of business networking look like through the lens of virtual events?
Traditionally, large companies ruled the event landscape because of their vast resources and connections. This shift to virtual events can level the playing field in terms of the resources needed to host an event.
A7: Big companies w/deep pockets have held the keys to deciding who and what merited an industry event. I see the evolution of virtual events meaning we should have more targeted, more frequent opportunities to network with our peers, without a plane ticket. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) April 6, 2020
The rise of virtual events calls for more structure than before, especially in facilitating chat and networking opportunities and forums.
7A.
We must separate how we structure and train people on these networking tools…Difference between a public chat vs collaboration session vs ability to message the group vs a moderated forum! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
Hosts, moderators, and event ambassadors will play a critical role in both promoting the event and facilitating the sessions.
7B.
Networking events need to focus less on having rules and more on creating swim lanes and structure…Hosts, moderators and event ambassadors must be integrated into any networking plan for a #virtualevent
Currently they are undervalued! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
I love moderating panels and other event sessions. It’s fun for me to pose questions, encourage engagement, and connect people. I’m sad when I go to events that don’t include hosts/moderators who have an active role #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) April 6, 2020
YES…. that skill set is so important and rare yet sadly still undervalued…
But if I have my way we will change that and the role of virtual host & moderator will be more valued than ever before!
We got this! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
Hosts and moderators are important.
They have to feel part of the whole engagement so they don’t feel like they are ‘just there’ to be not seen or not heard.
I love a moderator who stops me and says, “Hey Bruce, there is a good question that just came in.”— Bruce Mayhew (@BMCtrainercoach) April 6, 2020
There will be a learning curve for many event attendees (and organizers), as well as an adjustment to the new online event culture. Organizers should be ready to provide thorough details and FAQs on how to navigate the event experience, and a code of conduct should be enforced to correct and educate any misbehaving attendees.
A7: Most of the same tools will be used, but the familiarity & etiquette of those tools is about to skyrocket. W/ virtual communication up everywhere, we’ve all become more judicious about what we will/won’t allow. Communication needs to be better, & this will do it. #ContentChat
— Rachel Wendte (@rkwendte) April 6, 2020
In addition to this being part of employee onboarding and training, I’m hoping we see this make its way into college digital literacy courses too. #ContentChat https://t.co/IF4NuPWmy0
— Erika Heald | Content Marketing Expert (@SFerika) April 6, 2020
Q8: What other tips do you have for creating compelling virtual events?
Start by defining your goals, and build off of those to design the event experience.
8A.
Don’t start with the platform or the speakers…Start by visualizing VIRTUAL success…
Then map goals that are measurable
Then design content from a virtual audience perspective…
At this point think platform & speakers!Can’t start with tech! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
It is easy for virtual event attendees to get distracted. Mix up your content types and encourage audience participation throughout each session to keep their focus.
8B.#VirtualEvents must embrace & own the fact that the audience will be distracted and has plenty of choice…
Mix of content types is great but also the availability of the content & including participatory aspects will drive activity and longer attention! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
Technical risk is high, so practice transitions ahead of time and have a backup plan in case certain capabilities crash during the event.
8C
Only promise with virtual technology is that something will go wrong…Don’t plan to fail but…
Have plans that allow you to adapt and pivot when failure happens!!
Afraid of failure isn’t an excuse for not leveraging innovation! #ContentChat
— Brian Fanzo (@iSocialFanz) April 6, 2020
A8: This is always true, but *particularly* for an event where the organizers are not centrally located, you need to practice transitions, tech handoffs, and schedule beforehand. One glitch could mean more bounce outs than you planned. #ContentChat
— Rachel Wendte (@rkwendte) April 6, 2020
And if you’re nervous about online events, start small. You’re bound to make mistakes, each of which you can grow from. Try new ideas. Learn from your failures. As long as you’re focused on providing the best experience for your audience, you are bound to find new and exciting ways to strengthen your relationship with them.
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