Virtual Events: Why They Must Focus on Digital First Experiences Beyond Webinars & Live Video

Why haven’t virtual events or online conferences replaced offline conferences over the last 10 years?

Because they can’t! But…

If we redesign the experience from a digital-first mindset, is it possible to provide a complimentary digital experience that bridges offline conference experiences 365 days a year and can supplement the value we aren’t able to deliver during times like now with the Coronavirus?

YES!

When designing a virtual event we must go beyond the platforms and beyond the conference experience to build a truly digital-first experience…

?What won’t work and hasn’t worked:?

?? BACK TO BACK WEBINARS CALLED DIGITAL EVENTS?

These are impersonal and often time unengaging built for lead generation. In defense of webinar platforms, there are some that I've tested over the last week that is far more innovative than I expected and I believe can really make an impact on the future of virtual events.

?? LIVE VIDEO PLATFORM STREAMING OFFLINE KEYNOTES?

While these may be more personal, they’re still not super engaging if the speakers don’t engage with the audience comments like they would if it were any other live stream. The problem with that, is that this makes it less “conference like,” how do we find the happy medium?

?? SPEAKERS USING THE SAME SLIDES, STORY, AND PRESENTATION STRUCTURE FOR DIGITAL TALKS?

Virtual events are far more accessible for most, so how will we ensure that our audiences aren’t seeing the same thing over and over again? How can we create a unique experience without feeling the mood of the room?

?? EVENTS BUILT WITH TECH-FIRST THEIR YOUR MINDSET STILL HAVE TO FOCUS ON FORMAT AND AUDIENCE EXPERIENCE

We can create all of the tech-first events we want, but the tech itself won’t be enough to create a great customer experience.

“We must shift the perspective of how we determine what success for virtual events looks like but also how we architect the experience from the audience to the content to the format to goals we track!”

Hard truths:?

?? GREAT CREATORS SUCH AS YOUTUBE STARS DON’T MAKE GREAT SPEAKERS. ?

Being able to speak at a live event and creating well-produced, audience-specific content require very different skillsets. Virtual summits, specifically ones that happen live, will require keynote level speakers.

?? JUST AS MANY SPEAKERS WON’T MAKE GREAT DIGITAL KEYNOTE SPEAKERS?

Just like YouTubers don’t always make great in-person speakers, we can’t expect that many “traditional” keynote speakers will be great in a digital format.

??? SADLY, JUST LIKE OFFLINE, THE HOST/EMCEE OF DIGITAL EVENTS ARE KEY, YET SELDOM VALUED OR INCLUDED IN STRATEGY!?

Cutting corners is not acceptable. Not even in the digital space. The host/emcee of your event is the only constant in the attendees’ experience and you’d be surprised how important that constant is. So don’t leave them out!

?? VIRTUAL REALITY ISN’T THE ANSWER EITHER

However, understanding VR content, storytelling with creating 360 degrees of access, and how those interactions work is a mindset digital events must factor in.

I gave a 15-minute talk at National Speakers Association Winter Conference last year on this exact topic, focusing on the need to understand virtual reality and augmented reality while prioritizing digital-first experiences and interactive digital talks as keynote speakers.

The questions we must be asking for digital events are:

?1. What experience and interaction will maintain attention with an audience that is easily distracted and has unlimited other options for content??

?2. How do we connect the theme and hypothesis of the event throughout every aspect of the digital event without it being obvious??

?3. What does success look like for our digital event and how does that differ from our traditional events? How do we manage those expectations for audience, sponsors and executives??

?4. What is the emotional link to the content we want to create.. FOMO no recordings or JOMO exclusive access??

?5. What are the measurable touchpoints that we can track for success & driveability to adapt and pivot??

?6. With no venue but no doors to keep the audience in, how do we use that money from butts in seats to butts not clicking off??

We Must ReInvent

When designing a virtual event we must go beyond the platforms and even beyond the conference experience to build a truly digital-first experience!

I’m working with multiple companies and associations on doing just that with what I’m calling a “Choose your own digital event experience” framework. If you are looking for a virtual event host, keynote speaker or for me to produce your virtual event please email my agent at [email protected]

Stay tuned for more insights and information on how we are doing this and if you want to learn more.

Looking for #VirtualEvent resources?? I’ve created a board on Flipboard for all the virtual events, online conference + digital events content I find valuable…