CONNECTION FAILED
Cameron Roberts discovers how event tech is aiding in fostering connections online
ne of the classic points against virtual and hybrid events is the lack of corridor talk , the random meetings that are considered impossible to replicate online . This randomness in interaction is what contributes to the feeling of community onsite at an event , which is often what separates an engaged audience from one that has checked out .
The roadblock is one that can prevent organisers from investing in networking tools on platforms for virtual events . But it is vital that online events maintain this interactive focus , creating connections is a key driver for delegate attendance to events after all .
To find out how event tech is contributing to creating community and how event organisers can encourage online networking , I spoke to Ashley Friedlein , founder , Guild and Amy Underdown , head of events and marketing , Oxford Analytica .
Virtual as a strategy
An increasingly popular idea for organisers is that virtual events can help in the creation of connections in person . By utilising webinars and online conferences as part of an overall strategy , communities can familiarise themselves with their peers prior to in-person events .
Oxford Analytica uses webinars to allow for global content sharing , then use the connections made online to create deeper networking at its live conferences . Underdown said : “ I think webinars have always had a place pre-pandemic . They ’ re very content heavy , which does
Ashley Friedlein
always have a place , I think as we go along this journey and understand what post-pandemic events look like we will see them become more prevalent in event strategy .”
She also spoke about how
Oxford Analytica utilises online events to create initial points of contact , to make in-person networking more personalised . She spoke about connecting people online , saying that it “ breaks down that initial barrier online prior to an in-person event .”
Underdown did however say that blending the virtual to the live was not for everyone . She said : “ I think events are definitely going in in that direction . But I don ’ t think that ’ s the be all and end all , I don ’ t think that has to be how you run your event strategy .” Friedlein spoke about the concept of forming relationships www . conference-news . co . uk