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November 8, 2021 Content Chat Recap: How to Plan and Promote an Engaging Virtual or Hybrid Event

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Research from LinkedIn found that 85% of marketers have held a virtual event in the past year. For nearly a quarter of these marketers, at least 90% of their events are now entirely virtual. Does this mean marketing teams should plan exclusively for virtual events in 2022? Not exactly.

As more communities lift their social distancing protocols, we should see an increasing number of live and hybrid event experiences next year. The research suggests we can anticipate a breakdown of 30% virtual events, 36% in-person events, and 24% hybrid events.

To help marketers start their 2022 event planning, in this #ContentChat we explain how to plan and promote an engaging virtual or hybrid event. Read the full recap to learn how to start planning a virtual or hybrid event, the challenges you will likely face (and solutions), how to navigate a call-for-speakers process, and more.

Q1: What is the current state of B2B industry events? Can we expect in-person experiences to come back in 2022?

There will be more in-person conferences in 2022.

However, we expect many of these in-person experiences to include a virtual component, meaning that many events will be hybrid.

This is an understandable evolution of the events industry. Marketers spent 2020 and 2021 learning how to host a successful virtual conference, and teams now understand that the best event experiences make full use of the features and functions available based on the attendees’ preferred way to attend.

Networking remains a challenge for virtual and hybrid events.

Q2: If you planned a virtual or hybrid event in 2021, what challenges did you face?

There is a lot of work that goes into planning a virtual or hybrid event. Ensure you have designated team members ready to assist throughout the planning and hosting process.

Zoom fatigue can be a major challenge for events with any virtual component.

Virtual events can lack a sense of importance to some bosses and colleagues, because anyone can join these experiences without needing to hop on a plane. Simply, an in-person event demands more attention from everyone given the required planning and travel preparation.

Your choice of virtual or hybrid event technology will greatly enhance or limit the engagement and networking opportunities at your event.

And picking a time for the event can be challenging given the potentially global audience.

Q3: How should marketers get started in planning their next virtual or hybrid event?

Before you plan a virtual or hybrid event, go attend one yourself. Get an understanding of how virtual experiences can differ and the general functions your team can provide.

Next, speak with your typical event attendees and gauge what their ideal virtual event experience looks like.

Supplement your findings by sending a pre-event survey.

As you plan the event, focus on audience engagement. How can you keep everyone engaged throughout the event?

Q4: What are the best practices for handling a virtual or hybrid event call-for-speakers process?

One of the benefits of a virtual event is that you can field speakers from anywhere in the world. Cast a wide net with emails, social media promotion, and other methods to circulate the call-for-speakers form.

Ask speakers to include a video from an online presentation they’ve given.

Prioritize speakers that can provide clear attendee takeaways, and look beyond your usual speaker roster.

Q5: Lack of engagement is a common challenge of virtual and hybrid event experiences. How can event planners deliver meaningful engagement opportunities at events with a virtual component?

Share your event application and attendee profile access at least a week before your event. This gives people time to become familiar with the app, browse the attendee list, and begin planning their sessions.

Carve time out during the event for 1:1 engagement opportunities for attendees and speakers throughout the event.

Build in plenty of extended breaks during the event so your attendees do not have to rush from session to session for 4 hours.

Be conscious about the virtual event platform, and the associated features, that you choose. Does your platform enable break-out rooms for small group discussion and games? Is there a built-in messaging component?

Encourage speakers to engage with their audience, and find a way to enable attendee Q&A during sessions. This may require a moderator to assist in gathering all the questions.

If possible, research the behavioral mechanisms, biases, and barriers associated with virtual events. We as a society are just beginning to explore the effects of digital-first life, and we expect more research and studies to emerge that can guide us on best practices.

Q6: How can teams use social media throughout the event planning process to support the team’s efforts?

Engage your potential event attendees on social media. Ask them about their top challenges and conduct social listening to help inform your event agenda.

Directly message your industry or brand’s top influencers to get ideas, feedback, and gauge their interest in your event.

Q7: What examples or ideas can you share of interesting, unique, or simply fun ideas to try out to deliver an engaging virtual or hybrid event?

During hybrid events, have a moderator act as a proxy for the virtual audience at the in-person component.

Set-up viewing parties with the presenter in attendance during pre-recorded sessions. This way attendees can interact and ask questions throughout the chat.

When possible, think outside the box for giveaways. Melanie’s team gave out one-year subscriptions to House Plant Shop.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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