Virtual Events: Catch the Digital Wave

The last five years has brought a meteoric rise in the use of digital media, from social applications like Twitter to technology advancements like the ubiquitous iPad. No doubt you’ve been invited to attend a webinar, podcast, virtual trade show or some form of digital meeting. The fact is, digital media is cost effective, time efficient and environmentally responsible.

FACE TO FACE MEETINGS
Face to Face meetings are increasingly augmented with a virtual aspect. Live twitter feeds are projected on screen for all to see, on-site bloggers share the keynote takeaways and sessions are recorded for on-demand viewing. When these digital tools are integrated into a traditional event, we call it a hybrid meeting. Contrary to what might be expected, they do not undermine the event’s attendance. In fact, studies show that the year over year attendance of meetings with an online component actually grows.

VIRTUAL COMPONENTS
Incorporating virtual elements into your on-site event lets people who could not attend keep up with what happens and are a great marketing tool for future attendees. You want people to see the great content they are missing and plan to go next year. To be effective, it’s vital to market the fact that your function will have virtual components so that non-attendees know to look for them. Be sure to build the buzz through digital channels such as social media, emails and your website.

DIGITAL STRATEGY
When choosing a virtual engagement strategy, consider what the business drivers are and what the attendees need to get out of the meeting. Are you training people, marketing a product or supporting a cause? Once your objectives are clear, choose the appropriate digital channel to communicate your message. You might choose to stream a networking event and augment that with interviews from attendees. Tweeting or blogging insightful keynote and seminar track content is a great way to give non-attendees a peek at what they are missing. You might even decide to monetize your event by streaming sponsored videos before each session.

Social media, digital applications and virtual participation is part of our everyday world now–so catch the digital wave and make your next meeting a hybrid event. For ideas on how to add a virtual aspect to your next event, contact our creative Covington Meetings & Events team.

*Source:  A Virtual Events Primer: Catching the Digital Wave, by Tyler Davidson, Meetings Focus, August 2012.