Why haven’t virtual events or online conferences replaced offline conferences? Because they can’t!
But… If we redesign the experience from a digital-first mindset, it’s 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.
What won’t work and hasn’t worked:
❌ Back to back webinars called digital events
These are impersonal and often time unengaging.
❌ 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.
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.
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. Stay tuned for more insights and information on how we are doing this and if you want to learn more or believe your software platform would be a great fit send me an email at Brian@isocialfanz.com.
