Understanding different types of virtual events<\/strong><\/a><\/p>\n Promoting virtual events<\/strong><\/a><\/p>\n Producing broadcast-quality virtual experiences<\/strong><\/a><\/p>\n Engaging virtual attendees<\/strong><\/a><\/p>\n Measuring the ROI of virtual events<\/strong><\/a><\/p>\n Extracting added value from virtual events<\/strong><\/a><\/p>\n Key takeaways for your next virtual event<\/strong>\u200d<\/a><\/p>\n It doesn\u2019t matter if you\u2019re hosting your first virtual event or your hundredth, the odds are stacked against you.<\/p>\n When someone attends a physical, in-person event, they\u2019ve made an investment. They\u2019ve invested the time and money to travel the distance between their home and your event venue. If they feel an ounce of regret halfway through the opening keynote, the amount of effort required to abandon their plans is going to weigh heavily on their decision.<\/p>\n The same cannot be said for a virtual event. If an attendee begins thinking their time is better spent doing anything else, the effort required to bail on your event is minimal.<\/p>\n Success is never guaranteed. But your chances can improve if you put together a digital experience that sticks with attendees and drives business results \u2013\u2013 not just one that checks the boxes.<\/p>\n Here are five exercises to consider as you lay the groundwork for your upcoming virtual events.<\/p>\n Every successful virtual event starts with one question: Why are we hosting this event in the first place?<\/p>\n Before you can plan and promote a virtual event, you need to have a clear goal in mind<\/a>. This will be the North Star that guides your team through the entire event planning and production process.<\/p>\n Do you want to collect qualified leads? That might prompt you to host an executive forum for industry leaders.<\/p>\n Aiming to create product evangelists? Maybe a workshop featuring the product and a Q&A with company insiders will be the answer.<\/p>\n Looking to drive revenue via ticket sales and sponsorships? A festival with celebrity performers could pay off.<\/p>\n Different goals naturally lead to completely different events. So, start by establishing the why behind your virtual event and build from there.<\/p>\n Moving through this process up front will also prove helpful when it comes time to show the return on investment (ROI) of your event to stakeholders and sponsors \u2014 more on that later.<\/p>\n So you know why you\u2019re having your event. But knowing who<\/em> you\u2019re building that event for will drive the majority of your decisions.<\/p>\n Consider our example above: If your event\u2019s goal is to create product evangelists, it\u2019s vital to know what type of people have the potential to fill that role. Are they engineers with 10 years of experience? Working parents over the age of 40? Sales leaders who love data? Basketball fans?<\/p>\n You can start mining for that information by:<\/p>\n From there, you\u2019ll be able to tailor the virtual event you create directly to your audience and make it meaningful for attendees. You can even take a more personalized approach with tactics like segmenting your event audience and designing different tracks for key groups.<\/p>\n Your event budget<\/a> provides parameters. When combined with your core goal and an in-depth understanding of your event audience, a defined budget enables you to easily make choices on what does or doesn\u2019t make sense for your virtual event.<\/p>\n If you\u2019re shifting an in-person event to virtual, you\u2019ll find that some of the traditional budget line items are obsolete: physical venue rental, in-person food and beverage service, on-site health and safety costs (if applicable), and more.<\/p>\n On the other hand, you might want to budget for online-specific items like a virtual event platform<\/a> or extra A\/V support.<\/p>\n No matter how multi-talented someone is, it\u2019s virtually (see what we did there) impossible for one event professional to pull off a major virtual event solo. If you have existing full-time teammates, bring them into the conversation from the get-go. And get help from coworkers, agencies, and freelancers to fill the remaining responsibility gaps.<\/p>\n You\u2019ll need people to take care of:<\/p>\n If you\u2019re planning a hybrid event with a virtual component and an in-person component, consider building out two distinct teams \u2013\u2013 one to cover the on-site experience and another to spearhead the online portion.<\/p>\n Now we\u2019re into the nitty-gritty: When exactly is this event happening? And how long should it last?<\/p>\n When choosing the specific timing for your virtual event, ask yourself:<\/p>\n Some companies are moving toward consistent, year-round virtual event series as an always-on tactic to grow and retain their audiences. For example, TechCrunch Marketing Director Alexandra Ames told us her team now hosts weekly online events.<\/p>\n \u201cWe wanted a place where attendees know what they’re getting,\u201d she says. \u201cWhen they go to a TechCrunch Live event every week, they know the experience will be something new and exciting.\u201d<\/p>\n The decision of when \u2013\u2013 and how often \u2013\u2013 to host virtual events will ultimately come down to your audience, goal, budget, and team bandwidth. While there\u2019s a time and place for the multi-day virtual conference<\/a>, shorter, more frequent virtual events are fair game too.<\/p>\n At the end of the day, there isn\u2019t a magical formula for determining when to host virtual events. The sky\u2019s the limit so get creative and cater directly to your audience\u2019s wants and needs.<\/p>\n A conference with personalized breakout sessions<\/a>. A sprawling career fair with networking opportunities. An intimate Q&A session for employees.<\/p>\n Just like there isn\u2019t one time of day to host a virtual event, there\u2019s no fixed type of virtual event either. In fact, since fewer aspects need to be brought to life physically, there\u2019s an element of increased flexibility \u2013\u2013 and sometimes a little more ease to those last-minute pivots \u2013\u2013 that comes with hosting virtual experiences.<\/p>\n So focus on building the type of experience that works for your audience. But, if you\u2019re looking for some thought starters, here are seven common event goals and how they can be fulfilled\u00a0through different types of virtual events:<\/p>\n If an event takes place in a virtual forest and no one is there to participate, did it actually happen?<\/p>\n As you start planning your virtual event, you need to make sure your audience knows about it, is prompted to RSVP, and then actually shows up. Luckily, there are many promotional channels<\/a> that can help.<\/p>\n Here are a few action items to consider when promoting your virtual event.<\/p>\n If you do nothing else to promote your event, build an event website. (We don\u2019t recommend stopping at that, but it certainly is the most important part.)<\/p>\n This is where you\u2019ll convert potential attendees. Whether they land here as a result of a social media ad, a promotional email, or a recommendation from a friend, your event website will be what closes the deal for you \u2013\u2013 or what loses it.<\/p>\n Make sure your website includes:<\/p>\n Where does your audience hang out? LinkedIn? Twitter? Reddit? TikTok? Some combination of all of the above, with Meta thrown in for good measure?<\/p>\n Successful social media event promotion<\/a> starts with being on the right channels in the first place. Once you\u2019ve figured out where your target audience spends their time, you can share posts, videos, and images that promote your event and invite people to join.<\/p>\n Depending on your chosen audience and their preferred channels as well as your internal social media policy, your promotion plan could include:<\/p>\n In 2019, 78% of event planners said email marketing<\/a> was their most effective marketing tactic. And it\u2019s a tactic that still makes sense for today\u2019s virtual events: Email is affordable and can be customized.<\/p>\n Consider different email series for different audiences, such as:<\/p>\n Emails should include:<\/p>\n Every audience will interact differently with email sends so make sure to conduct some testing on your template<\/a> and subject line<\/a> and find what works with your target audience. Then, you can customize the email experience for them.<\/p>\n Co-marketing is when two or more companies collaborate on a promotional offer, project, or piece of content. For co-marketing to work, the companies\u2019 missions and audiences should be aligned enough for there to be synergy, but not so similar that it would introduce competition.<\/p>\n For instance, look at the virtual conference hosted by contemporary media company, Rolling Out. They partnered with Rainbow PUSH Coalition, a civil rights organization, to host and market the event.<\/p>\n Both organizations promoted the event to their audiences. They know that supporters of a Black-owned and -operated media company and a civil rights nonprofit would be interested in this event, which included presentations from Stacey Abrams and the Detroit Youth Choir.<\/p>\n Similarly, referral marketing is when an organization asks its audience or partners to share its message, product, or services with their networks. Only this time, that promotion usually comes with an incentive for referrers, like a percentage of ticket sales.<\/p>\n Referral marketing can help promote your event to an engaged audience you might not have reached otherwise. Hopin\u2019s platform allows event hosts to create a referral program and track those referrals.<\/p>\n Lights, camera, action. A successful event professional isn\u2019t just organizing a virtual event \u2014 they\u2019re also in the weeds producing video content, managing a technical platform, moderating participant engagement, and coaching speakers. If it sounds like a lot, that\u2019s because it is. Producing a broadcast-quality virtual experience requires plenty of attention to detail \u2013\u2013 and a little help from some event technology.<\/p>\n Read on to learn about what you need to do to create a best-in-class broadcast for your virtual event.<\/p>\n Today\u2019s event technology can take your virtual event from \u201cmiddling YouTube channel\u201d to \u201cam I watching a network TV production?\u201d<\/p>\n Up your production quality by tapping into the following elements:<\/p>\n Already hosting your events on the RingCentral Events\u00a0platform? These production elements (and more) are at your fingertips. Reach out to your account representative to learn more<\/a>.<\/p>\n To prerecord or not to prerecord? That is one of the many questions when it comes to virtual events.<\/p>\n There\u2019s no right answer except: Why not do both?<\/p>\n Live video can be highly interactive and engaging. It allows presenters to incorporate and respond to audience feedback in real time. It can create a sense of anticipation around an event, too \u2013\u2013 a reason to log into the event platform at a specific time.<\/p>\n But it also comes with a few more unknowns than pre-recorded video. If a speaker has technical difficulties or flubs their presentation, it\u2019s immediately obvious to everyone at your event.<\/p>\n Pre-recorded video, on the other hand, doesn\u2019t offer the same type of two-way interaction between speakers or performers and the audience. It also lowers the sense of urgency around a virtual event: If it\u2019s pre-recorded content, why can\u2019t attendees watch it on their own time?<\/p>\n But pre-recorded videos are more reliable and offer a chance to up the production quality, which is why successful virtual events often include a mix of live and pre-recorded content.<\/p>\n For instance, you could prerecord interview sessions between your event host and speakers, but then live stream a panel discussion featuring audience questions to create a dynamic event experience for all.<\/p>\n If you\u2019re choosing to prerecord all or most of your event, you won\u2019t need to rehearse any live portions. (Do make sure to share best practices with anyone who\u2019s going to be on camera, though \u2013\u2013 whether the presentation is prerecorded or live.)<\/p>\n For a livestream, it\u2019s key that your speakers and talent know exactly what\u2019s expected of them in the moment \u2013\u2013 and what the backup plan is in case things go awry.<\/p>\n As you\u2019re putting together content for your virtual event, develop a run of show that you can distribute to everyone involved so day-of timing is clear.<\/p>\n With each presenter, make sure you:<\/p>\n As a reminder, any setup that results in quality video and audio will work. Consider sending presenters tech packs ahead of the event if your budget allows for it. A broadcast microphone, audio interface, and XLR cable are all helpful. But the single most impactful tech swap is replacing their computer\u2019s built-in microphone with a USB option.<\/p>\n Go above and beyond with these live streaming tips<\/a> from StreamYard, the broadcast studio that powers Hopin\u2019s event platform. Here are a few that will take the production quality of your virtual events to the next level:<\/p>\n Virtual events don\u2019t have to be boring. But if you don\u2019t think through how to engage your remote audience, you might lose them to the siren call of their TikTok For You page.<\/p>\n Read on for an overview of virtual event engagement best practices.<\/p>\n Virtual events come with a range of engagement opportunities that allow attendees to participate in real time, including:<\/p>\n \u201cMost of today\u2019s events are not geared toward empowering creation,\u201d Gould says. \u201cRather, attendees come and they sit and listen \u2013 even in so-called \u2018workshop\u2019 sessions. And, I think the time is ticking for these types of events. We desperately need to start embracing making some stuff and actually creating real change and tangible value.\u201d<\/p>\n Gamification is the act of attaching competitive, game-like elements to an event, and it\u2019s a great way to up your audience participation.<\/p>\n As every teacher who\u2019s ever introduced a Jeopardy!-like game to their students for final exam preparation knows, gamification naturally increases interactivity and can help with the retention of information.<\/p>\n Want to get in on the game? Test out one of these gamification ideas at your next virtual event:<\/p>\n What do you think of when you see the word networking<\/em>?<\/p>\n Business people in suits moving down rows of chairs set up speed-dating style? Collecting an entire Rolodex of business cards?<\/p>\n Perhaps you have positive memories of hitting it off with a colleague at a conference, or meeting a new supplier at an expo.<\/p>\n Virtual events allow attendees to network without any of the awkward \u201cHey, do you have a minute?\u201d fumbling. Here\u2019s how virtual networking software works:<\/p>\n It\u2019s a way to create in-the-moment connections. This planned serendipity can help foster a sense of shared experience and build a community.<\/p>\n With participants joining your virtual event from home \u2014 or a coffee shop or the carpool lane \u2014 a whole slew of distractions are on the table. Build in time for people to attend to very human needs like making food, using the bathroom, or scrolling aimlessly on Twitter.<\/p>\n Aim to have a 15-minute break for every hour to 90 minutes of content. And make sure you have longer, unstructured networking time at the beginning or end of your event.<\/p>\n You can even transform breaks into entertainment opportunities by creating humorous video \u201ccommercials\u201d to play in between sessions, bringing in performers for some fun, or offering wellness breaks like virtual dance parties or meditations.<\/p>\n You had tens or hundreds or thousands of people show up to your virtual event. Now it\u2019s time to keep your audience engaged after the fact.<\/p>\n Consider taking the following actions after your virtual event has wrapped up:<\/p>\n Attendees came, saw, and conquered. Does that mean your event was a success?<\/p>\n Maybe. But unless you really dig into the data, it\u2019s hard to make a case to your team, stakeholders or sponsors around the performance of your event.<\/p>\n Take a look at key metrics like:<\/p>\n Make sure your virtual event platform offers access to an analytics dashboard before and during your event, and provides a metrics report as soon as your event has finished.<\/p>\n A well-planned virtual event is a gold mine of content. Leverage all the work you put into the experience by repurposing event content.<\/p>\n Use content atomization<\/a>, or the practice of breaking down major ideas into smaller, more digestible pieces across many different mediums, to extract additional value from your event. As a marketer, this exercise helps you deliver a consistent message and get the most out of every piece of content. It also allows your audience to engage with your brand in the ways that are most helpful to them and their preferred learning styles.<\/p>\n Here are four ways you can start atomizing your content as soon as your virtual event ends:<\/p>\n The beauty of a virtual event is that it doesn\u2019t have<\/em> to be watched live. Package up your event recordings on a webpage. It will help support your SEO ranking for your event\u2019s topic, and can be a lead generator if you gate the recording.<\/p>\n Not everyone is an audio or visual learner. Some of your audience will absorb information best by reading. Cater to them \u2014 and to the SEO gods \u2014 by creating and publishing editorial content off the back of what your presenters shared.<\/p>\n Some editorial pieces that can emerge from event content include:<\/p>\n Fifteen years ago, only 22% of adult Americans<\/a> had even heard of podcasting. Now, 78% of adults are aware of podcasts. Can you afford to be missing out on that audience?<\/p>\nOrganizing stand-out virtual events<\/h2>\n
1. Set a clear goal<\/strong><\/h3>\n
2. Understand your audience<\/strong><\/h3>\n
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3. Establish a budget<\/strong><\/h3>\n
4. Build a team<\/h3>\n
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5. Select a time slot<\/h3>\n
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Understanding different types of virtual events<\/h2>\n
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Promoting virtual events<\/h2>\n
Build an event website<\/h3>\n
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Tap into relevant social media channels<\/h3>\n
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Take advantage of email marketing<\/h3>\n
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Explore referrals and co-marketing<\/h3>\n
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<\/div>\n<\/figure>\nProducing broadcast-quality virtual experiences<\/h2>\n
Virtual production elements<\/h3>\n
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Live versus pre-recorded content<\/h3>\n
Speaker and talent rehearsals<\/h3>\n
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Other live streaming best practices<\/h3>\n
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Engaging virtual attendees<\/h2>\n
Virtual engagement opportunities<\/h3>\n
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Audience participation and gamification<\/h3>\n
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Networking and planned serendipity<\/h3>\n
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Breaks and entertainment<\/h3>\n
Post-event engagement tips<\/h3>\n
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Measuring the ROI of virtual events<\/h2>\n
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Extracting added value from virtual events<\/h2>\n
1. Offer on-demand recordings<\/h3>\n
2. Create editorial content<\/h3>\n
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3. Create podcast episodes<\/h3>\n