Thinking about hosting a virtual event? You've got to have heart

Virtual events do not mean copy/paste

Just as it felt like there was an in-person fintech event every week, now it feels like there is a webinar or a virtual tech event every week. At this rate, we would all be suffering from live streaming syndrome before things return to normal - whatever normal is.

Which brings us to the very question: Are virtual events the right thing for your company?

As the old saying goes: Just because you can do it doesn’t mean that you should.

Just as you shouldn’t simply take the interactions done at physical branches, put them in the same flow online — and call it “digital transformation” - without taking into account the user experience and what you can improve through digital channels, you cannot just take a physical event, record a series of videos, put them on a website, and call it a day. It’s simply not the same modality. 

Instead of being confined to one physical location as you would a conference event — you now have a global audience across borders. You have to acknowledge that the world has changed.

You cannot operate from the same playbook. 

Social distancing does not mean social isolation.

A new audience - a new experience

So how do we best take advantage of the new normal? 

Ask yourself this: How can we stand out in a sea of events — where every brand is competing for the same attention from everyone, who are now held captive in front of multiple screens? 

You cannot just be yet another event.

You cannot just be yet another event with the same speakers.

You cannot be another event with the same topics.

Who are you trying to reach? What is on their mind? How has their world changed? How much attention can they afford to give?

They might be executives trying to steer the ship in the turbulent times; in that case, innovation and spending money on sponsorships might not be the top of the mind now.

They might be white collar workers trying to balance staying at home and full time parenting; in that case, you can’t hold their attention for longer than half an hour. Maybe even less.

They might be recently laid off and trying to figure out the next steps; in that case, trends and far fetched ideas might not seem too interesting at the moment. They simply want to survive. 

Find your voice

The truth is, there is no right or wrong answer. You would need a good mix of content (as any physical event would) — but you would also need topics that are relatable and timely. We are all coping.

What is the impact of the current pandemic to the livelihood of the audience you are trying to reach? What is on their mind and what are they worried about? How can you help? 

How can your virtual event provide value in this time of need? 

Part of the answer lies in the speakers that you bring in and the content you deliver. Just as we often talk about diversity and the need to reach beyond that little black book - the same goes for events, even more so now. You need different perspectives from different corners of the society — perhaps very different walks of life. We are faced with an unprecedented crisis - we cannot expect to reach for the same solution and expect it to work. 

Use the global society as your advantage. To reach a global audience requires a global content strategy — one that resonates with a broader group of people with diverse needs. To reach a new height will require us to operate outside the box and perhaps a bit outside of the comfort zone. 

If you are thinking about putting a virtual event together - we urge you to think differently. Tap into new speakers, new voices, and new ideas - not the same roster that you have been recycling through again and again. Bring in fresh content — and fresh perspectives — topics and voices that are relatable and relevant to the new normal we are in. 

This is your chance to do things differently — a fresh start — with a fresh perspective. 

Don’t throw the opportunity away. 

Dig deep and find your soul. 

You’ve got to have heart.

And thank you, Bradley, my partner-in-crime, for always being my conscience.