April 12, 2021
麦迪逊霍华德

value of face-to-face interaction will never go away, but there are times when going virtual is a necessary part of your event program. But how do you turn a multi-day conference, filled with networking opportunities, educational sessions, and the attendee insights they generate into virtual events?

一旦你这样做,你如何确保与会者在整个活动中订婚?


Cvent CONNECT 2021, August 1-4

Hosting a virtual event requires the same care and attention as an in-person event.通过两个事件,您需要有效地推广活动,从事与会者,为与会者创造令人难忘的时刻,并证明事件成功。

The only thing that’s missing is the venue and the attendees on-site. But, by thinking of virtual events not as small one-off presentations or as awebinar, but as value-added, engagement-driven experiences, you can create an impactful event that extends well-beyond a computer screen.

In this post, we'll cover:

What is a Virtual Event?

Odds are you’ve attended a webinar online, watched an on-demand workout class, or joined a meeting using a video conferencing tool. You might even have attended a conference from the comfort of your desk. These are all examples of virtual events. A virtual event is one where individuals experience the event and its content online rather than gathering in-person. According to谷歌趋势,世界越来越多地枢转到虚拟。


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4 Main Types of Virtual Events


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When it comes to your total event program, virtual events can be added to the mix of events you host, events you attend, and your internal events. Virtual events are not a replacement for other types of events, but a new type to add and to enhance your entire program. Below are the four main types of virtual events

1.网络研讨会

什么是网络研讨会? Webinars typically last somewhere from 45 to 80 minutes. Holding webinars virtually allows attendees from around the world to join in and listen as one or more speakers present the content. Companies can charge attendees to join webinars using online payment services or can be offered for free. Webinars typically use video conferencing tools that allow Q&A, the ability to present live or a pre-recorded video, and be offered as on-demand after the fact. Due to their one-off educational nature, webinars have thrived with 100% virtual attendance. These can also include internal and external trainings.


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2. Virtual Conferences

Much like in-person conferences,virtual conferencesare built around a live, complex agenda that includes keynotes, sessions, breakouts, and more. Virtual conferences include multi-session content and can involve community engagement tools. While not as effective in terms of lead capture and networking as an in-person event, virtual conferences allow attendees to view keynotes in real-time, build their own agenda from relevant, on-demand content, and interact with other attendees.

3.内部混合事件

These are town halls, sales kick-offs, companywide events, trainings, department meetings, and more. For organizations that span countries, even continents, internal hybrid events are used to share a message to the entire company when employees are not all gathered in the same place. While it would be great to fly every employee to your organization’s headquarters, it would be incredibly costly, and the scheduling required would be time-consuming. The next best option is to host events that are part in-person, part virtual.虚拟团队建设活动can work well at internal hybrid events.

4. External Hybrid Events

These events are held for those outside of your organization. They can be user conferences or industry conferences. These events require higher levels of video production so that virtual attendees are provided a similar quality to in-person attendees. These events allow attendees who are unable to travel to the event to participate and learn. It is challenging to provide the same value at external hybrid events, as in-person attendees are able to network more freely and engage easily with content than those attending virtually.

Why Host a Virtual Event?

Virtual events are held for the same reasons as in-person events: to deliver your company’s message to drive leads and revenue, drive adoption, and build loyalty lifetime value. Meeting and event planners have been making the choice between in-person, virtual, andhybrid eventsfor years and each type of event comes with its own set of pros and cons. For instance, a webinar benefits from being virtual as it is purpose-built to cast a wide net to deliver thought-leadership, training, or some other content, whereas a user conference or regional training program is purpose-built to create 1:1 in-person interactions that face-to-face delivery enhances. This year,Microsoftpivoted to virtual with their Build developer conference. When deciding whether or not to make your event virtual, consider what you hope to gain from the event and how well those goals can be reached virtually versus in-person.

Here are a few reasons to host a virtual event:

  • Accessibility:虽然活动仍在持有人,但虚拟选项允许您容纳无法亲自参加的与会者。
  • Budget:Your organization needs to cut costs and making smaller events and webinars virtual can help move money to the biggest event of the year that brings in the largest number of leads. It also helps to have a virtual or hybrid option when attendee budgets to travel are a concern.
  • There’s no other option:Whether due to the extreme weather, travel bans, or an act of God, you’re forced to make your in-person event virtual or cancel it altogether.

In-person or Virtual - The Fundamentals Matter

活动策划归结为基础。所有events, in-person or virtual, are likely already part of your integrated marketing mix. Are you thinking about your in-person and virtual events holistically? Think about it. Your customers and prospects will attend both your in-person events and your virtual ones. They all work together with the rest of your marketing mix to reach and engage your audiences and give you the full picture of interest. So virtual events shouldn’t be siloed away from the rest of your events. They need to be integrated into your meetings and events program.

Event Planning Fundamentals

  • Virtual events, like in-person events, need good marketing. Without targeted, effective promotion, attendance suffers.
  • 内容是国王。在虚拟设置中,您的内容is你的活动。针对与会者量身定制的强大的keyotes和参与会话至关重要。
  • Alone doesn’t have to mean lonely. Keep virtual attendees engaged. Offer options that are relevant to each attendee type and utilize online event guides for virtual events.
  • Data is the only way to prove event success. Measuring engagement and capturing attendee data are the only way to prove event ROI and activate the buyer’s journey.

But In-person Events and Virtual Events Aren’t Exactly the Same

虚拟事件具有局限性的事件没有限制。在人们的活动中可以使用唯一目的地和网络承诺绘制与会者,虚拟事件必须依赖内容。营销人员和规划人员需要将内容销售到获得最佳反应的细分。而且,对于虚拟事件,规划人员必须决定如何提供内容。在内部事件中,突发会话和多个内容选项同时保留。您是否规划了一个虚拟事件,也需要同时提供多个内容选项,或者您提供多个内容体验吗?这是一个必须做出的决定。不仅,不仅仅是参与与会者virtual meetingsis more difficult and requires creativity and event technology like mobile event apps to make an impact.

Another reality is that, with virtual events, face-to-face engagement suffers. There’s no way around it. Attendee to attendee networking is not as viable and sales meetings have to happen after the fact, using data gathered virtually rather than leads gathered onsite. If you are taking your conference virtual, can you still create that 1:1 meeting with your sales rep to talk about account specifics in the days that follow? After the event, post-event follow-up needs to happen more quickly. Data is critical and follow-up has to be fast and on-point. Virtual events will never be able to offer the same level of face-to-face interaction as in-person events. That being said, there are ways to make virtual events successful, but it takes careful planning, great data, and agility.

Virtual Event Elements

A virtual event is built around content, attendee engagement, and data. While virtual events don’t require F&B, they are made of many of the same elements as any other kind of event. Video production quality and connectivity will be important, as well as the site that houses the agenda and content. According toForbes,一个虚拟的事件应该包含生活和pre-recorded content. Here are the elements that make up a virtual event:

  • Event website
  • 活动注册
  • 现场演讲内容
  • Live, one-way audio/video
  • Question and answer
  • Live polling
  • Note taking/favorite slides
  • Recorded content
  • Interactive video conferencing
  • 反馈调查

Event Technology and Virtual Events Platforms to Host a Virtual Event

Virtual Events

虚拟事件依赖于技术。在不使用计算机和移动设备的情况下,将无法出席。但是虚拟事件技术比视频会议工具更多。就像一个人的事件一样,虚拟事件受益于整个event technology platform这有助于您宣传,执行和管理您的活动。以下是执行虚拟事件时最重要的事件技术件。

  • Event Website
    Your活动网站is used for event promotion. It serves the same purpose, regardless of whether the event is virtual or in-person. Your event website is your key promotional tool to interest potential attendees and entice them to register for the event. Your event website should communicate the value of your virtual event, contain the event schedule, showcase speakers, include FAQs, and point potential attendees to registration.
  • Registration
    Registrationis your first tool for data collection and critical to your event. Registration tools allow attendees to register for virtual events, submit preferences and personal information, and provide payment if required. A robust online registration tool allows attendees to register easily and provides planners and marketers with the data they need to plan a great event and prove event success.
  • Email
    Email marketingcan drive demand for an event and increase registrations, keep attendees informed before the event and be used to engage attendees leading up to your virtual event, and finally through feedback surveys. Email is the best way to communicate with attendees at all stages of the event. Use an email marketing tool that can deliver branded, personalized emails, automate when emails are sent and to whom based on attendee data, and provide open rates and click-through metrics.
  • Online Event Guide & Mobile Event App
    虚拟事件最重要的事件技术之一,是online event guide and mobile event appare home base for attendees during the event. You may find this surprising, but mobile event apps are as critical to in-person events as they are to virtual ones. These tools work on mobile devices and web browsers and are the main information hub for attendees. Agendas with links to sessions puts content at attendee’s fingertips. This is where attendees pick and choose what sessions to add to their agenda and where planners gather data on session popularity and attendee engagement. These tools also connect attendees and provide messaging tools that allow attendees to network and foster connections virtually.
  • 事件反馈
    Event feedback is crucial for virtual events when planners don’t have the ability to gauge reactions by the expressions or verbal feedback from attendees onsite. Useevent feedback toolsto collect feedback using post-event surveys that can be used to prove event success. Additionally, event feedback can be used as a tool to qualify virtual leads and drive them to sales.
  • Integrations
    Integrations ensure that vital registration and attendee data is shared between your event technology system and yourvirtual event platform。它还使此数据能够与您共享营销自动化和CRM系统。用集成工具to keep your attendee data in one place to allow you to jump on leads more quickly and analyze key insights from events such as session attendance and engagement.

The Basics: How to Host a Virtual Event

You’ve decided that you want or need to plan a virtual event. So how do you do it? The planning process is very similar to that of any other event. Just as you would put yourself in your attendees’ shoes when planning an in-person event, you should do the same for a virtual event. You wouldn’t keep attendees in their seats for more than two hours at a time and the same goes for virtual events. As you plan, use your standard planning tips and tricks to create and execute a great event. Virtual events may feel different, but the more you treat them like an in-person event, the better.

Questions to Ask When Planning a Virtual Event

  • Will content be live, on-demand, or a mix?
  • Have you created a guide for attendees before the event that explains how to join keynotes, attend sessions, and use messaging tools?
  • What are your KPIs for the event? While you may focus less on leads acquired, you can build goals around session registration and feedback surveys.
  • 如果您有连接问题会发生什么?
  • Will you charge for your event or offer access for free?
  • How long will on-demand sessions be available after the event?
  • 会议将多长时间?
  • 与会者将有哪些工具网络并安排约会?

Preparing Attendees for Virtual Events

When technology is involved, there is going to be user error. Virtual events are not all the same. There are many different types of video conferencing tools out there, as well as event technology options. Don’t take your attendees’ digital savvy (or lack thereof) for granted. Before the event, it’s best practice to create a guide for attendees explaining how to access the event, sessions, and more. Even better, allow attendees to practice launching sessions or sending messages before the event starts. This will ease attendee stress, decrease the flood of questions on Day 1 of the event to a trickle, and provide an overall better attendee experience. This guide doesn’t have to be stale. Will your event have a host of some kind? Consider having them record an introduction video that educates them while infusing humor into the content.

Attendee Engagement at Virtual Events

In-person events are built for engagement. But, according to theEvent Manager Blog, engagement has been the greatest barrier when planning a successful virtual event. From attendees networking at happy hours to one-on-one appointments to live Q&A, these events involve attendees rather than making them sit for hours and listen to content. You might think that virtual events don’t provide an opportunity for engagement – you’d be wrong. Keynotes, while viewed individually, can employ live polling to engage attendees. Sessions can still involve live Q&A. The engagement tools provided in the form of event technology are still available. With messaging capabilities in a mobile app, attendees can meet each other virtually and set up meetings. As always, social media is a great engagement tool to leverage. Utilizing an event hashtag and having attendees post pictures of favorite takeaways from the day, office setups, and more can make attendees feel like they’re part of a community.

Networking and Connecting During Virtual Events

With a virtual event, just because attendees can’t shake hands doesn’t mean there isn’t an opportunity to network. Amobile event app,无论是在手机上还是在Web浏览器中都可以连接与会者并提供消息传递系统。一旦与会者连接在应用程序上,他们就可以互相安排一对一的约会,参展商或赞助商。考虑提供专门的网络时间来鼓励与会者见面。使用注册数据,具有类似兴趣的链接与会者,并设置组聊天和突破。通过视频通话,聊天组和约会方便网络。

虚拟事件的数据

可用的数据从in-persies变化到虚拟事件。在活动之前,期间和之后仍然收集数据,可以用来符合领导,证明事件成功,并改善明年的活动。

Data Gathered at Virtual Events

  • # of Registrations
  • Demographic Attendee Information
  • Session Registration
  • Email Open and Click-through Rates
  • Post-Event Survey Results
  • # of Leads
  • Buying Interest
  • 会话的老鼠ings
  • Session Feedback
  • 社交媒体参与和触及

证明虚拟事件成功

Prove virtual event success with real data

Virtual event success depends on aligning event and business goals, identifying key performance indicators to define event success before the event, and analyzing event data and reviewing insights after the event.证明活动ROI.requires an analysis of costs and benefits. Costs are expressed as direct costs, indirect expenses, and opportunity costs. Benefits refer to direct revenue, attributed revenue, attributed sales pipeline, brand equity, and knowledge exchange. By using the data gathered during virtual events to weigh costs versus benefits, you can prove the success of your event. Articulate your event success metrics before the event begins. After the event, take time to understand if the event was successful based on your metrics and how to improve in the future.

如何在最后一分钟将您的Live Event转换为虚拟事件

There may be times when you have to make a quick shift and your options are to取消事件或者使其虚拟。事实证明,如果您拥有合适的基础架构,则会虚拟虚拟并不困难。整理旅行,住宿,F&B等部分需要努力,但是将内容从人们思考转移到虚拟并不像您想象的那么困难。

Questions to Ask Before Moving to a Virtual Event

  • Can your agenda be translated to a virtual setting, or is an in-person event required?
  • 你将如何追踪出席?
  • 您的组织是否有虚拟会议解决方案?
  • Does your organization have staff members that can support and manage the technical aspects of a virtual event?
  • Can you handle the bandwidth?
  • Do your attendees have all the materials they need to attend virtually?

How to Pivot to a Virtual Event

  • Update the event website and email attendees to communicate that the event is going virtual and the reason for the change
  • 为与会者提供关于如何参加事件的指南
  • In the agenda, add links to the session recording or live broadcast

Virtual Event Ideas

有一百万种不同类型的虚拟事件。无论您是抛出虚拟会议,虚拟会议还是虚拟事件,都可以使用您的方式完成virtual event solution。But when it comes to virtual event ideas, sometimes waiting for inspiration to strike is a challenge. From adding in some fun to your virtual event with digital cooking lessons, a mixologist class, a dance party, or a comedy show, to engaging attendees more with live polling, breakout sessions, or a mobile event app, the options are endless. For more inspiration, check out26 Virtual Event Ideas and Examples.

虚拟事件作为会议和活动计划的一部分

In closing, adding virtual events as a key digital strategy to your meeting and event program is a good idea. While we know that virtual events do not hold the same power of face-to-face interactions, circumstances may necessitate going virtual, sometimes on very short notice. Having a plan, and the propertechnology, in place will mean a pivot to digital can be an alternative you have full confidence in, and one you can trust to deliver the engaging, informative experiences to attendees that you work so hard to make happen.

拿自由Virtual Events Training Course并了解您需要了解的所有内容,这些内容如何适合您的总活动和数字营销计划,何时使用CVVENT工具以及如何衡量成功。

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Madison Howard

在威廉和玛丽学院毕业,我对写作之前的热情开始在我读书之前开始,夜间口头日记检测是我柔美的父母转录。

When I'm not writing, you can find me binge-watching TV shows, baking elaborate desserts, and memorizing pop culture facts.

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