Bring on the TV People for the New World of B2B Virtual Events & Conferences

As we all have seen over the last seven months, unprecedented Black Swan Effect events like the current Covid-19 health pandemic, require big and bold responses. Leaders need to adapt quickly and must be willing to part ways with legacy beliefs and processes that might’ve served them well in the past and embrace fresh thinking and new approaches.

With all this rapid disruption currently happening all in real time, I found it at times quite ironic and confounding that having been on countless industry “live” virtual events and webinars over the last several months – that with few exceptions although mind you well intentioned by professionally credentialed individuals and organization hosts the underlying feeling and experience was more like “rearranging the furniture in the same room.” Metaphorically speaking the former hotel conference ballroom.

Stepping back for a moment well before Covid-19, as a seasoned TV marketing and business development executive at such companies as Viacom, Disney, Sony Pictures Entertainment, NBCUniversal and the Madison Square Garden Company in New York City, I was recruited and relocated to Washington, D.C. to oversee marketing and the creation of a content studio for a mid-size speakers bureau primarily serving clients from corporations, associations, professional societies and non-profits. From that perch it became quickly apparent that much of the B2B conference and meetings planning activities was primarily a formulaic exercise of the transaction of speaker bios/ headshots that might fit into a program schedule and roster line-up, the administrative fulfilment of registration requests, site logistics and a promise of the right networking opportunities for attendees. All functional, on the ground essentials but rarely based on any creative, strategic or content related considerations. 

From my perspective I always found it quite a disconnect, that although video screens and physical venues are quite different on the surface, they both should have a symbiotic relationship because at its’ core they’re both platforms for storytelling and audience experiences. Yet the approach of many event planners are more of the one-off “butts in seats and flowers/name badge” flavor accompanied by the typical speaker bureaus who operate with a very limited transactional mindset of placing a “warm body behind a podium.” This arrangement seemed to lend itself as an ideal match to focus on functions, features and specs and less on the much more powerful and transformational benefits of transporting attendees on an emotional journey with audience benefits to enlighten, inform, entertain and yes even challenge audiences and then capturing that content to be repurposed afterwards for other platforms. Which by the way, is also good business where effectively communicating and delivering on a higher value proposition of an event experience (as well as amplified beyond the four walls) likely would lead to better short term and long term financial outcomes.

Of course, we now have been witnessing in real time the tectonic landscape shift as a result of Covid-19 that continues to have all entities scrambling to valiantly attempt (with much awkward trepidation) to shift to the digital screen. But here lies the conundrum (beyond the obvious physical differences and technology distribution), this requires much more than a pivot but a total reinvention, re-imagination and a changed mindset much more akin to TV than physical events regarding: Programming, Content, Audience Engagement, Community, Marketing, Sponsorships, Technology, Budget and Internal/External Resources.  

Programming

It all starts with communications, planning, development, execution and distribution. All sounds familiar, right? Well maybe not the distribution part. But therein lies the first fallacy where if literally the “picture” has changed from inside a hotel conference room to a digital screen (or even eventually a hybrid) that means that process, roles and responsibilities, staffing, timing and budgets need a complete and thorough overhaul. Everything must be reinterpreted to a new space (a much closer cousin to TV/Video) and requires not transposing or copy/pasting one’s event program from the past but a re-imagination with a drastically different approach.

As those in/from the TV business know very well a new lens must be put on such things as scripts, design, casting, directing and producing to deliver the most important component - a compelling narrative with storytelling that drives emotional outcomes. Whatever platform or screen, we’ve all been in the storytelling business - but this time (just like TV) your audience is one click, one swipe, one scroll, one reduced screen away - plus likely consuming other content (or business matters) simultaneously.

In the past, much attention for conferences and meetings on site has been on an orderly and outlined program run down of speaker listings, session schedule logistics, AV set-up, food/beverage arrangements, travel etc. These are all essential functions considering the attendee’s expectations for a certain kind of experience upon arrival. However with time and cost commitments considered, well before Covid-19 many Millennials/ Gen Z and their organizations were already questioning the actual professional benefits for attendance. A much higher bar for unique, quality, experiential programming content was being required. This trend has now been only accelerated in the transition to virtual events with those other functions obsolete for the time being and will be of lesser significance in the future especially with the value proposition being very different in the digital space. A much stronger connected narrative, elevated visual experiences, varied format structures and digital interactive elements custom made for screens not conference rooms are required. 

TV people have always been in the “Attention Business” to drive viewing to screens, elevate engagement and retain audiences hopefully over repeated viewings or related shows on a network or now through algorithms. Simply put this is not the case with one off events and event professionals who’s roles have been predetermined to focus on on-site functions and features with execution responsibilities to successfully deliver guests to seats, maintain speaker rosters, direct traffic to sessions and facilitate a pleasurable experience - all vital but in the physical world but not relevant to virtual screens.  

Content

As someone coming into the corporate events business from TV a few years ago, I was always oddly struck by how many in the industry rarely approached their planning, development and even budgeting of their conferences as more than a roll call of participants, registration headcount and meticulously scheduled sessions but rather as an important part of the long tail of content. To take it one step further, not only should the content of the conference be repurposed (TV term for utilization across multiple platforms) utilizing video, image and text through paid, earned and owned outlets (i.e., media partners, websites, e-newsletters, social media etc.) but also across a designated period of time from “cradle to grave” (pre-event, event and post event). An organization’s content strategy should always have been driving the event not the other way around. Covid-19’s disruption of live events into the digital space should and will certainly provide the much needed acceleration of the deliberate integration of content and events - now happening in real time.

The shift to virtual events and live webinars will also require a new mindset and skillsets for organization planning and development because in the new digital space - context truly matters. Webinars are literally a lean in experience (vs. sit back and watch/listen), primarily viewed solo (not in a social setting) and a click/touch/swipe away from instantaneously going somewhere else. When digital truly started it’s ascendancy over a decade ago, TV executives had to quickly pivot and understand that new viewer behavior was shifting to more of a “pull in” mentality and less of “push out” content. This example is very relevant to the difference between webinars and events. Later I will be addressing in the audience engagement section even further the truly different behavior component of the digital medium.

Let’s all be honest, that one of the major key drivers of the value proposition for B2B live events was networking, meetings and deal making. As compelling as a memorable Keynote Speaker or as engaging as a great Moderator with a provocative Session topic to inform, enlighten or entertain - there were always numerous opportunities and reasonable distractions including food/drinks and work back at the office for audiences to opt out.

Now with virtual events and webinars, removing the key value proposition of real physical business networking and social exchanges, this means that for an individual (s) to commit time and sometimes with a fee, the content better be compelling and not be just a “televised” event version of your stage, participants and presentations. With the rare exception of a Hamilton on Disney+, there’s a reason why live Broadway shows videotaped and then shown on a screen never has been really successful – much is lost in the translation to a different medium. 

Most live conferences and meeting programs of the recent past leaned heavily on form and function and less so on content - now in digital the importance of content is amplified. As executives and producers in the TV world know so well, it’s much more than the hardware and “pipes” it’s the power of storytelling with a compelling narrative that drives emotional connections. Take for instance the conventional role of speakers. Having worked for several years as an executive at a speaker’s bureau amongst the confines of a quite musty bastion of archaic thinking, it’s quite refreshing to see in this “new virtual world” potential new unconventional opportunities for these talented “content creators” as program contributors, hosts or presenters and hopefully more than just “straight on talking heads.” Possibilities include like a TV show short interstitial vignettes by a topic expert on Motivation that includes a few punchy, condensed moments spread throughout the program that advances and breaks up the monotony of staring at a screen and possibly include a button to directly send to colleagues and/or customers or share on LinkedIn an edited portion from the whole presentation. One of many ideas (live or on demand) that breaks free of the 30 min. - 60 min. traditional live speech, that without counting maybe just Oprah, the Dalai Lama and a very short list of other very accomplished individuals - that no matter how scripted, well intentioned or prestigious of a bio, in the digital world this can be a really slow slog and a click, touch or scroll off to something else. Plus viewing these contributors as real content and more than a one-off behind a podium, expands the possibilities for both these topic experts, event hosts and clients across pre-event/ post event and across formats (video, text, audio & image) and platforms (web, social, e-newsletters, YouTube etc.).  

The exciting programming prospect of multiple screen views in a live webinar and the technical ability to incorporate interactive elements certainly will provide much greater variety, enhanced viewer engagement and should spawn an enlighten sense of creativity amongst event producers.

Finally, a whole new set of measurement criteria for content now needs to be considered to fully determine ROI that never existed before in live events but certainly more closely affiliated with digital video and most recently incorporated into the TV business with CTV (connected TV) including incorporating attribution models for advertisers across multiple platforms with multiple data sources. Whereas in live events many times registrations, anecdotal exhibitor or sponsor comments, basic Q&A post event surveys voluntarily completed by a fraction of attendees or name tag scanning for sessions provided planners with some semblance of quantitative and qualitative benchmarks. Now the tables have been upended with virtual events where the range of metrics in addition to pre-event online registrations can include: actual streams, on demand downloads, session completion rates, video views, interactive polls, social media likes/ shares/tweets etc. while reflecting directly to a specific piece of content. This enables full transparency. In addition with one of the most important metrics being measurable business outcomes such as lead generation or as part of a nurture or drip campaign, virtual events and live webinars built into the right SaaS software can provide a relatively seamless pipeline to an organization’s CRM. David Moricca, Founder & CEO of Socialive an enterprise video creation and live streaming SaaS platform mentions in our conversation “the B2B enterprise approach to content will be less about traditional events metrics like registration and sponsorship and more in line with did the content (virtual event) drive acquisition and lead generation over multiple months.”  

Audience Engagement

First, as TV media people know one must not conflate because a virtual event is able to reach a much larger audience through online that the engagement level is necessarily higher. In addition, specific audiences must be further parsed when determining “coverage” vs. “composition.” Another words are there certain audience personas including company size, management levels, industry sectors or professional areas one especially wants and/or needs to engage. 

Once your audience is specifically defined, the most important factor for engagement is the quality of the overall experience as previously mentioned with programming and content.  

With the shift to virtual it has fundamentally altered the relationship between the audience and event. A once relatively passive conference room or ballroom audience is suddenly leaning in. It’s a drastic change of viewing behavior that those in the TV business understand and learned hard lessons years ago with digital, time shifting, on demand and streaming navigation. “Unlike physical live events, virtual events (similar to TV) are individual one to one experiences and within those interactions the user journey needs to be considered-- including post webinar engagements and the overall relationship to an organization’s content and brand,” explains Scot Safon, leading TV industry marketing expert and former President, HLN and Chief Marketing Officer at the Weather Channel and CNN Worldwide.

To avoid the passive consumption that we’ve been seeing from many recent virtual events and webinars, there exists several digital tools that arm producers with truly interactive elements that enhances the overall user experience. Taking an approach like a TV executive they must be utilized not just as a function or feature but to enhance and advance the event and specific show (session) storyline and to keep the audience from clicking away.  

Exciting opportunities exists with more to come that utilizes the full integration of social media, interactive polls and multiple viewing screens (“rooms”) seamlessly integrated to empower the user.  

When considering audience behavior, in the past traditional events professionals except sometimes with a rudimentary post event survey that barely might receive a 10% response rate or the scanning of name tags for session attendance are now looking through the lens of a whole new set of quantifiable performance metrics typically utilized by media professionals that might include: open rates, click throughs, video completion rates, social media reposts/shares of content etc. touched upon earlier in the Content section.  

Marketing

There’s a saying “just because you build it, doesn’t mean they will come.” This is more than ever relevant for this conversation on marketing virtual events and webinars. But before marketing goals, strategies and tactics are even considered, the basic premise is to understand that with the shift from physical to virtual, the product is now much closer akin to content than what would traditionally be seen as an one-off event. This is a philosophical shift from the standard “butts in seats” approach to one that requires building a continuous conversation with audiences over time and creating and fortifying communities (more on that later) that go well beyond the “event.”

Once this is established marketers need to identify what is your content story to your target audiences. Like TV show writers, producers and marketing executives for both scripted and unscripted content, marketing for virtual events must drive home key themes, consistent branding, relevant messaging points to the target audience (s) and provide strong compelling rationale for content engagement (i.e. inform, enlighten, entertain etc.) over the calendar year. 

Marketing an annual or quarterly virtual conference might mean building several story arcs planned well ahead of the conference around relevant industry topics (i.e. innovation, crisis management, regulation, insights & trends etc.) as this could potentially address myriad event goals that flow down the proverbial marketing funnel with numerous touch points that provide audience entry and exit ramps. A broad range of marketing goals from overall brand awareness, content engagement, social media followers, sponsor lead generation, e-newsletter or whitepaper subscription can/should be integrated into the virtual event registration, actual webinar consumption (live and archived) and post conference content plans. 

In his recent comments to MediaPost’s The Marketing Insider about virtual events as marketing tools, Joe Schwinger, CEO/ Founder of MeetingPlay an event tech company says “measurement is also key here. In a face-to-face environment, there will be always be gaps in data about how an attendee behaved on property. The beauty of a virtual platform, said Schwinger, is complete and comprehensive data about attendee behavior.”

Marketing tactics applied across the overall content plan should include a combination of paid, earned and owned. Certainly paid could include search, social ads and retargeted ads. Earned might include B2B media partnerships, targeted editorial, various content contributors that would be enlisted as part of their participation in the webinar(s) and even select sponsors. In the owned bucket would be an organization’s web site, social media, e-newsletter, eblasts to a database, podcast etc. Across platforms one should incorporate a designed look & feel, tone and consistent voice that translates effectively across video, text, image and audio. Tactics should incorporate a TV newsroom approach to be “always on” and to be seen as relevant and topical and fully integrated.

 A Lion King Circle of Life philosophy that builds trust, loyalty and advocacy for your brand is the gold standard that sits above your conference and continues well beyond the virtual doors close.

Community

With a continuum of content that threads all platforms (incl. webinars) 24/7, the opportunity exists to truly have interactive, on-going conversations with various audience segments with either a shared topic or interest, professional role/title (i.e. CFOs etc.) or topical themes. Note this is not the same as randomly pushing out non-related messages that doesn’t align with your brand, mission or goals or on topics that your audience either doesn’t care about or requested by opting in.

Coming from the TV business, a little more than a decade ago as overall TV ratings were in a general decline, the networks and production companies realized that just driving for a live tune-in audience (event’s version of butts in seats) was not going to hold up as consumer behavior shifted and time delayed viewing (DVRs) and multiple device viewing patterns emerged. As advertisers were looking for targeted viewers, expanded viewing measurement metrics over a 3 and 7 day period was adopted but also included in the equation was the strength of the show’s social media community. A show community also provided the producers the ability to test potential storyline concepts with polls, host interactive actor on-line chats, offer additional exclusive “back stage” content for fans, etc. - all building loyalty and conversation. There were times that when a show was on the bubble to remain on the schedule the sheer size and boisterous vocal commitment of its community determined its’ ultimate fate.

This is directly related to virtual webinars since it was earlier established they are content closer to a TV show vs. an one-off event. In addition to the visual experience (previously discussed) these events are usually housed within an on-going organization or corporate entity that conducts business on a day to day basis (like a network) with members, subscribers, consumers, sponsors and other constituents. Building communities (instead of a series of transactions) allows for on-going audience conversations, opportunities to grow new revenue through cross promotion of either sponsored or paid content and creates an authentic messaging environment for renewal either for membership, sponsorships and/or the next webinar.   

With live physical events for the most part terminated until well into 2021, these communities can also importantly fill in for one aspect of one of the key benefits of conferences and meetings - Networking. More than a transactional swap of business cards or LinkedIn exchanges, as part of a community (done correctly over time) there’s a common bond that allows organizations to potentially make quality oriented online connections and simultaneously provide value in a number of mutual ways.  

As TV shows have been attempting over the last decade to build communities of viewers and followers across digital platforms, virtual events inherent to their legacy as physical live events have many times included a trade show portion and opportunities for business networking activities. Although with physical events the combination of all elements at times can come across as unwieldy, impractical and over indulgent, it seemed to work for all parties involved including the “matchmaking” of buyers with certain needs of sellers. With the transition to virtual an exciting opportunity exists for a more cohesive, integrated and on-going approach (long after the completion of the event) that is guided by both a seamless user experience and the rigors of performance analytics to fully capture and clearly identify ROI not just anecdotal observations and a data collection of scanned attendee information that does little to gauge real interest, intent or action.   

Sponsorships

Attracting sponsors has historically been a significant revenue driver for most events (many times the only revenue stream). Over the last few months some event organizers are citing sponsorship fees coming in one-quarter to half of what they have seen for in-person events - if in fact the sponsors even consider staying on board (as many have not) as part of a virtual event.

In order to approach any kind of revenue monetization level as physical live events, a drastically new playbook is required for success. Like previous areas mentioned, the approach is much closer to selling TV and digital sponsorships than traditional events for numerous reasons. In TV, what unites content creators, distributors and sales is understanding and communicating the importance of quality storytelling and experiences (language that usually doesn’t come up quite enough or if at all with meeting/ event sales professionals) and “not only tell” but “show” (i.e. video content, images etc.). A lot more showing needs to be done in this nascent period of virtual events - because sponsors need to get a strong sense of the programming environment in order to make a real substantial financial commitment.

As with many numerous industry conversations I’ve been a part of as well as observing in the business since Covid-19 shut live events down earlier in the year, one of the toughest challenges that currently exists is to monetize a very different medium which potentially should include everything from creative on-screen options such as pop-ups, sponsored programming formats (incl. with speakers/contributors etc.), audience engagement analytics and data performance metrics. 

Over the last decade the TV viewer measurement for ad supported networks has taken its’ cue from digital and the demand from advertisers/ agencies to provide enhanced data analytics beyond the established legacy Nielsen household/target audience gross rating points such as: Google analytics attribution platforms, addressable TV households and multiplatform screen measurement to quantifiably further demonstrate the medium’s viability to sponsored brands as well as automate further the buying and selling of spots. 

Although B2B virtual events/webinars is quite a very different marketplace (i.e. size, audience, business relationships etc.) and sales process and cycle - a much greater grasp of performance measurement analytics and media sophistication is required in order to build a sustainable business model including specific identified deliverables for the event and provide transparent quantifiable validation against a sponsor’s KPI to justify ROI.

Understanding the sponsor’s goals and objectives are of course first and foremost and should be taken into consideration in the very early stages of webinar development (many months prior to development) to organically include them into the various formats of the program versus attempting to “shoe horn” them once the webinar format, theme and program run down has been set. Sponsor’s goals can of course vary from general brand awareness, lead generation, web traffic, e-newsletter subscribers, buyer/seller matchmaking and professional networking and these should also be taken into consideration.

Relooking at the complete programming, design and production of your virtual events also will considerably expand the creative options for sponsors and provide your organization an exciting toolbox of options to sell. As previously mentioned the thought process should be more TV like than physical event like as of course the format is so different. The toolbox could include: sponsored short video interstitials from speakers/contributors between panels on content related to their brand or on the organization, pre-panel (and post) sponsored video segments, creative dynamic pop up sponsor billboards within the panel content, customer supplied “short programming” for break time etc. The list goes on with lead time planning critical. 

Webinar sponsorships should be an intrinsic part of an organization’s overall content strategy and needs to dovetail into packaged offerings over a multi-month period that can include (depending on budget) e-newsletters, videos, podcasts, social media, paid campaigns etc.  Planned and packaged across additional related content provides a much higher value proposition for sponsors and provides them a continuum for on-going conversations with their customers as well as build much higher audience reach and a larger aggregate of greater digital viewer impressions - and look at the virtual event not as an one-off but the nucleus of a B2B campaign. Over the last two decades the TV networks realized that with a steady, general decline of day/date live viewership. In order for advertisers to achieve significant reach and brand awareness, sponsor association with an integrated client solutions approach that included a sponsor’s continuous connection with the show brand and it’s audiences across multiple platforms while over a multi-month campaign was imperative – of course with the comparable sponsorship budgets.

Virtual events must have a much closer semblance of TV sponsorships in order for these to make a compelling business case to occur.  

 Technology

To unleash the full potential of one’s virtual event, as previously mentioned a video content programming mindset is first needed (vs. a stage event rundown function mentality) as this will provide a digital canvas with certain logistic parameters to effectively deploy to the most appropriate technology platform. Like in the TV business, people don’t watch hardware and devices, its quality content that gets eyeballs and fosters engagement with paying customers and sponsors. Although important, it shouldn’t be the technology that is driving the conversation.

Technology platforms are never a panacea for lack of a strong creative narrative no matter how many bells and whistles and breakout rooms are added. Platform features and functions and various add-ons should advance your story by elevating production enhancements such as including 3D/VR environments and greater interactive components to enhance the viewer experience.  

Important to note as many have been experiencing over the last seven months, there isn’t an all in one tech platform solution that’s off-the-shelf ready to plug and play. There are large platform tools that can incorporate many different elements but like discussing your creative narrative/story the best place to start is to determine the overall audience experience one is attempting to create. In addition to budget (more on that later), just as important is how can an organization further leverages, repurpose and monetize the content well after the completion of the event as part of an overall content strategy including a seamless integration with an organization’s e-Learning platform (education/learning content) and membership software (where applicable).

Mentioned earlier regarding an existing built in community that aligns event programming, a virtual trade show element and interactive digital networking, a technical alignment also must occur that threads also the webinar tech platform with the event web site, event management software, virtual conference platform and various forum and chat tools to provide a robust and truly satisfying user experience. 

When considering technology look well beyond “feature, feature, function, function” and consider the overall goals and desired programming experience such as: anticipated audience size, audience engagement, creative look and feel, live streaming vs. taped, on demand plans, sponsor opportunities, financial monetization, overall content strategy, budget and internal organization structure/resources. 

Internal/External Resources

Recently we’ve seen many times the natural tendency for organizations when evaluating resources is to first lean heavily in the tactical function mindset and cling to technology as a type of life jacket in the swiftly changing tides of the sudden transition from live physical events to virtual events. Whereas truly the first initial hard analysis should be to evaluate if one’s organization has the appropriate internal talent and structure to plan and execute on a very different kind of assignment – much closer again to a TV production with interactive digital components than an in person experience.

In this nascent period of time in this transformation we have witnessed the mismatching of skillsets of well intentioned, seasoned event planners thrusted into the virtual webinar world where the removal of typical event functions and responsibilities is truly a mismatch with the required strategic background of performance analytics and creative conceptualization of directing and managing a digital experience much closer to being a TV executive producer. There’s an old adage “You don’t know, what you don’t know”. The quantitative and creative outcomes couldn’t be more different.

Because traditionally the events area within organizations was many times looked upon as a one-time “parking spot” for a wide range of departments from sales, product, communications, marketing, government affairs, research, C-Suite leadership etc. to broadly message to various constituents, their role was very much seen as tactical and often siloed from both broader strategic and business issues. With virtual events as previously mentioned having a need to be much closer aligned with content, a greater affinity and direct connection to other topic matters is critical in order to be required to not only recruit speakers (or as I recommend calling them in TV parlance contributors) but as a TV producer does with talent to be able to guide and collectively shape a story and message. This particular job function includes being a strategic liaison with other departments of the organization as there likely may be a need to screen content, provide editing direction and various other content related responsibilities - including post webinar content repurpose for other platforms from social media clips to condensed short segments of panels for a future e-newsletter and the website.

When determining budgets the natural inclination of event experts is to look at the project from a “butts in seats” one off approach - meaning for the most part purely based on registration. In this new world fresh optics on business models married to more rigorous digital analytic projections needs to be deployed to best determine if a virtual event or webinar should be a paid registration event (incl. $ level), include enhanced experiences with premium upgrades, potentially no fee and revenue projections for sponsorships. In addition as mentioned earlier for true ROI a long tail approach with repurposing content to other platforms should be considered when conducting a P&L analysis because both the investment in content production as well as the likely need to aggregate audience impressions over an extended period of time on multiple platforms in order to make up for the reduction in attendance value from having no physical presence at live events.

This approach as is the premise of this blog is actually very akin to current decisions being made by TV executives and producers as the premium content landscape with the transition from linear delivered TV to streaming distribution has dramatically impacted and shifted viewership to these new services. Although for the most part the screens are the same (unlike the former events shift to digital screens) the impact and monetization of a shift in audience viewership and engagement is similar and directly effects budgets specifically related to TV advertisers and event sponsors which needs to be accounted for in budgets. Similarities also exist in streaming services direct to consumer subscription fees and registration fees for virtual events as the revenue projections and end user appetite has to be taken into consideration when budgeting for resources. Because TV does also have affiliate distribution fees that cushions and at times stabilizes their financial outlooks – B2B virtual events do not and therein lies a need to create new potential revenue streams from these webinars such as enhanced experiences (incl. networking), extended education/learning online tutorials and potential deals with book publishers and digital publishing companies on revenue/ share opportunities.

Finally when evaluating and deploying internal resources I’ve also seen another fatal flaw with some of the virtual events and webinars and that is to hand too much oversight and responsibility to the IT department. As organizations rely on IT to serve various essential technical functions (especially in the new WFH environment), virtual events must be led by “content maestros” that touch production, storytelling and performance analytics while not those whose roles and functions are not necessarily creative, strategic or financial but tend to lean in the tech version of “custodial plumbing” with the reassurance that the power and connectivity all works. Certainly important as part of the team, but IT should not be driving the conversation or decision making. 

Before any kind of real engagement with an external partner (i.e. event engagement, virtual conference platform etc.) is started an organization must not only have these conversations but have clear KPIs assigned to every aspect of the virtual event and have the courage to make    any and all internal staff adjustments in order to achieve desired business outcomes and fulfill an organization’s mission statement. 

Conclusion

“The desire to unlearn the past, has to be greater than the fear of change”

If it’s not already clear with the transition from live physical events to virtual events “what got you here … won’t get you there.” The changes that are happening in real time are secular in nature and the transformation will have a profound and permanent impact long after a Covid-19 vaccine is widely distributed and business professionals are comfortable in mass gatherings.

As likely we’ve seen, no one has all the answers however a very different mindset, skill set and business model is now required because “the product” is now a digital TV like broadcast with no hotel ballrooms, overly long cookie cutter speeches, name tag registrations, trivial swag bags, underwhelming booth experiences with blurry outcomes, phantom sponsor metrics and yes, no travel required.

In this nascent digital period for events we’re witnessing not quite yet real transformation but purely utilizing a familiar feature/ function blueprint and approach from live conferences attempting to incorporate that dropped in front of a screen feel while bandaged together by various tech platforms.

As a senior TV marketing and business development executive of premium content at major media organizations who segued over the last few years into the B2B events/meetings/ conference business overseeing marketing, content and business development at a speakers bureau I have the unique background, optics and perspectives on the tectonic shifts occurring and the fundamental issues of the traditional decision makers, participants, business constituents and others to stay relevant now in a screen world.

To summarize because TV/digital video professionals including those from production, programming, distribution, talent, marketing, partnerships, sales , research etc. instinctually understand that “content is king” (as I was pleased to hear reiterated numerous times at the recent Brightcove Video Strategy Summit). This is like a foreign language to many event professionals (incl. planners, production companies, corporate events managers etc.) and those in the traditional event ecosystem such as speakers bureaus because so much of the live physical event business was seen as an one-off “butts in seats” exercise. Candidly, if one has no muscle memory at all for creating new high touch screen experiences and organizations are not set-up to evaluate and monetize content data analytics across a broad period of time and across multiple platforms, as many of us have seen aesthetically at times some of these events are not looking much different than the local school PTA Zoom call and for the most part financially not sustainable.

There’s no looking back even when as predicted live hybrid events in physical locations and smaller specialized conferences will take root along with virtual experiences as part of the overall palette of B2B experiences.   

The willingness and ability to warp boundaries, break with habits and frameworks of the past combined with the foresight, imagination and courage to structurally make change (no sacred cows) is a call to arms for a complete reset of the events, meetings and conference business. The future is here! 

Bob Mitchell, currently principal of his independent consulting firm, Mitchell Partnership Alliances advises numerous organizations on growth strategies providing guidance and leadership at the intersection of content, platforms, audiences and partnerships. His TV and digital media background as a marketing and business development executive at such organizations as: Viacom, Disney, Sony Pictures Entertainment, NBC, Madison Square Garden Entertainment as well as digital startups combined with his management oversight of a B2B events based speakers bureau provides him an unique perspective on the business of storytelling, audience experiences and brand building.  

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