Cutting through the hybrid noise
Gavin Newman , CEO of Ivent discusses format options for hybrid events
After the groans of “ virtual fatigue ” fade as in-person events open up again , we now have the word ‘ hybrid ’ being bandied around the events industry . What does that really mean and does the events sector need to look more seriously at hybrid ?
In a recent State of Events 2021 survey conducted by Ivent , 83 % of respondents said they will continue to run virtual events ? So virtual seems as if it will live on but what about hybrid ?
Some 33 % of survey respondents said they would include a hybrid element in up to 50 % of their events , so the evidence is there and it thus warrants a deeper dive in to how this format could potentially deliver value in the sector .
Hybrid is not as simple as just streaming your event presentations however and it shouldn ’ t be - that ’ s a kop-out and will soon induce the same moans we had for Zoom overload .
Those who innovate and truly understand the different formats of hybrid will not only survive , they will thrive . I have seen some outstanding examples of hybrid events that have been really well thought through .
What is a hybrid event , and is it really that new ?
Hybrid events are designed to merge both live and virtual event audiences . Two distinct audiences each participating in the same event , brought together through different mediums , designed to provide them with comparable experiences and outcomes .
With the worldwide pandemic ongoing and mass vaccinations progressing fast , some in-person events are returning but not in the traditional sense as international travel is still hugely restricted , but a hybrid event will allow physical events to be attended by much larger audiences .
Many big hotel organisations like NH Hotels and InterContinental have already adapted themselves to bring this format to the table . However , there are notable challenges for businesses like mine that need addressing head on , the biggest of which is in the stat below .
71.1 % of event organisers say that connecting in-person and virtual audiences is their biggest challenge ( source : markletic . com ).
So what are some of the possible formats ?
Concurrent : This is the one we all know and expect , the typical hybrid format . The live presentations are streamed using an AV team at the venue into a virtual event where remote delegates consume the content .
Different vendors offer very different ways of in-person and virtual delegates interacting with each other , so if you are looking to deliver a hybrid event check out what they offer as it ’ s the make or break .
The one big con for me with this format is it means there are essentially two events to organise on the same day and sponsors / exhibitors will not thank-you for having to man both a physical and virtual booth at the same time .
Echo : We have been delivering this format successfully for over 10 years . The presentations are captured at the event but not streamed . They have some post production to pretty them up and get them absolutely right and then a virtual version of the event is delivered two plus weeks after the in-person event .
Advantages of this format are huge – only one event to organise at a time , and less cost to capture but not stream video . The presentations can be beautifully edited but also you can add some exclusive virtual event content to spice the original programme up .
The presentations are then delivered “ as live ” with the Q & A element still being completely live with the presenters participating again but online . We have seen up to 35 % of in-person delegates also attend the virtual version .
Book-end : A virtual element is built and deployed before the event to amplify the in-person occasion , build the excitement , create community , possibly deliver one or two online presentations and also for delegates to arrange meetings with sponsors and delegates .
The in-person event happens and then an Echo event is delivered afterwards . Fantastic sponsor value too with the extended presence and long tail exposure to delegates .
Community 365 : My forecast for the future of virtual events is this one . A virtual event environment is built and sits online 365 .
An annual in-person event happens and then at various points across the year smaller and more focused virtual events are delivered . This keeps the event community connected instead of just having one occasion each year to try and do it all . A great content repository that grows over time , a community hub and the advantage of live , interactive and engaging sessions .
Plenty to think about .