Hybrid events
How to benefit from the
march of hybrid
Right: Patrick
Smith, Cvent Senior
VP and CMO
CVENT SENIOR VP AND CMO PATRICK SMITH
OFFERS SOME POINTERS FOR DELIVERING THE BEST
HYBRID EVENT EXPERIENCE
ven before the global
pandemic, hybrid events
– which combine the
‘traditional’ in-person
event experience with a virtual online
component – had been rising in
popularity. It’s easy to see why: there
are many benefits, from maximising
attendance and accessibility, to
accommodating budget constraints –
all while still delivering an engaging,
impactful experience.
Now, with shelter-in-place
restrictions slowly lifting, hybrid events
are centre stage, and will likely play an
important part in not just the
short-term recovery period, but in the
long-term success of the industry. Here
are some key points to consider:
Be clear on your overall event
objectives and how the ‘virtual’
component will support them:
Consider what role the virtual
component will play and how it will
support the purpose and objectives of
the in-person event production. Think
about which elements of your in-person
event you want to stream online and
which you want to showcase only for
your in-person audience. Also, know
your virtual audience. Gather attendee
feedback ahead of the event to ensure
you are building a programme that will
resonate with your online audience.
Personalise the experience for
virtual attendees:
Personalisation – whether in-person or
virtual – is key to delivering a more
memorable attendee experience. Ask
yourself these questions: Does your
virtual attendee want to network? If so,
how are you enabling them to network?
Is it via social media, one-to-one during
the event, or via group chats? What
type of sessions will your virtual
attendees be most interested in?
Make sure you have all the right
technology:
Hybrid events require higher levels of
video production so that virtual
attendees are provided a similar quality
to in-person attendees. You will need to
go beyond just having a streaming
service hooked up for online session
consumption. Working closely with AV,
your venue, and event technology
companies that can power your hybrid
event experience will help ensure that
you maximise the value that virtual
attendees get out of your event.
Hire an event technology expert:
Designate key people who are
tech-savvy and have virtual event
experience to oversee and run the
virtual side of your event. Given the
technological complexities of virtual,
in-person, and hybrid events, there is
even a new job title that is trending: the
event technologist. There is a reason
“When filming
the event,
online viewers
will likely see
the stage
backdrop and
the venue
surroundings,
so make sure
you don’t skimp
on the visuals.”
for that – great events, including hybrid
and virtual – need technology to
maximise their value.
Visualise the virtual experience:
The visual elements of hybrid events
are a critical part of the overall
experience. Online viewers will likely
see the stage backdrop and the venue
surroundings, so make sure you don’t
skimp on the visuals. This does not
mean you have to be overly lavish, but
do look at the basics such as a stage
with a podium, a high-resolution
background, and high-end AV
equipment to give the broadcast a more
polished look.
Consider hiring a dedicated
moderator/virtual MC:
A professional MC can help fill the
empty space between sessions with
banter, make breakout sessions more
engaging, and ensure those attending
virtually feel part of the ‘in-person
atmosphere’. You want to avoid leaving
your online participants feeling like
they are looking at an empty conference
room in between sessions!
Encourage participation:
Engaging your virtual attendees is just
as important as engaging your
in-person ones and engagement
opportunities include live polling and
Q&A capabilities potentially using a
mobile event app, post-session and
event feedback surveys, social media
challenges, and one-to-one
appointments.
ISSUE 107 / CONFERENCE & MEETINGS WORLD / 49