Transitioning to virtual and hybrid events : how to create, adapt, and market an engaging online experience

C reating virtual events is not as simple as moving the same content online ― learn how to immediately leverage virtual solutions for effective in-person online events As the global COVID-19 pandemic continues to have unprecedented impact on both the global economy and the whole of the world population, the need for effectively and efficiently connecting people and the right information has never been more urgent. Although the technology infrastructure currently exists, many organizations are scrambling to create virtual meetings and events to address important time-sensitive issues. Transitioning to Virtual and Hybrid Events explains everything an event host needs to know about going virtual, from understanding the new audience, to adapting content to the new medium, to marketing effectively, and much more. Author Ben Chodor, president of Intrado Digital Media, provides expert advice and real-world instructions for delivering engaging hybrid, virtual, and streaming events and webinars for companies of all sizes and across all industries. Packed with detailed tutorials, real-world case studies, illustrative examples, and highly useful checklists, this comprehensive resource provides step-by-step guidance on: Planning, creating, and implementing a digital event Choosing between a stream, a webcast, or a hybrid event Evaluating different technological solutions Producing compelling virtual content for a variety of scenarios Effectively promoting online events Meeting the needs of a diverse and global audience Transitioning to Virtual and Hybrid Events is an indispensable instruction manual for anyone tasked with enhancing their organization’s continuity plans, enabling their employee base to work remotely, or creating any type of virtual solution to meet this urgent crisis. Cover Title Page Copyright Contents Foreword Introduction Chapter 1 Understanding Virtual and Hybrid Events Going Virtual Opting for a Hybrid Event Addressing Common Misconceptions and Myths about Virtual Events Myth #1: My virtual event or hybrid event will cannibalize my physical event attendance Myth #2: It can't be monetized, and I'll lose my sponsor and attendee revenue streams Myth #3: It's not interactive; people will just be watching presentations Myth #4: People won't stay as long for a virtual session as they would for an in‐person session Myth #5: I'll only get limited reporting Chapter 2 Understanding Virtual Communication Tools Webinar Use Cases Webcasting Use Cases Streaming Use Cases Web Conferencing Use Cases Determining the Right Program for You Chapter 3 Converting from Physical to Virtual Communication Is Key Envisioning a New Virtual Reality Reducing Your Carbon Footprint and the Impact on the Environment (ESG) How Is Carbon Savings Calculated? Crafting Your Desired User Journey Use the event schedule to drive actions Use design elements to guide users Use platform features to get users where you want them Reworking and Reassigning Reworking dates, timelines, and deliverables Reassigning members of the event team Performing Dry Runs Save the Day Chapter 4 Hybrid Events: The Best of Both Worlds Establishing Your Hybrid Event Objectives and Audience Creating an Integrated Event Experience Capturing Hybrid Event Content Roving Reporter Interviews Testimonials News Desk/Talk Show Interviews Sponsor Demos Sample Hybrid Event Workflow Achieving Business Goals Beyond the Live Period Taking Advantage of Attendee Feedback Direct Event Feedback Indirect Feedback Chapter 5 Virtual Event Planning 101 Your Entryway to Virtual Event Planning Virtual Event Planning Tips Identify Your Target Audience Think Beyond the Livestream Craft a Unique and Compelling Virtual Experience Engagement Features Gamification Establishing Your Event Strategy and Goals Establish and Document Business Goals Evaluating Platform Options Define Your Format, Style, and Personality Create a Written Business Plan That Details Measurable Business Goals Chapter 6 Assembling Your Virtual Event or Hybrid Event Team Virtual Events Event Lead Sponsorship Development and Management Lead Content Management Lead Marketing and Promotions Lead Event Planner Hybrid Events Executive Producer/Show Runner Director Technical Director Producer Production Assistant Graphics Operator Encoding Technician Floor Manager Editor Camera Operator Audio Engineers Chapter 7 Adapting Your Content for Virtual Best Practices When Outlining Your Event's Content Engaging Your Virtual Audience with Interactive Tools Interactive Tools Polls and Surveys Chat Q&A Gamification Giveaways Theming Your Event Packaging Content Entering Your Event How to Set Up Your Webcast Flow Run of Show Determining Theatre Layout Adapting the Exhibit Hall Virtual Booth Build‐Out Virtual Booth Customizations Lounges Resource Centers Chapter 8 Preparing Speakers for Virtual Appearances Providing Speakers a “Studio in a Box” Speaker Readiness Communications Best Practices for On‐Camera Interviews Embrace and Understand the Nature of Live Have Some Perspective Being Nervous Isn't Always a Bad Thing You Are the Expert Be Your Authentic Self Practice, Practice, Practice Knowing Your Material Is Only Half the Picture Setting Up and Framing Your Video Best Practices for Guests Before the Interview During the Interview Getting Your Point Across Best Practices for Interviewers/Moderators Wardrobe Confident Well Prepared Be Flexible Being Familiar with the Broadcast Dressing for On‐Camera Success What to Wear What Not to Wear Best Practices for Presenting Using a Mobile Phone Use Landscape Orientation Stay Steady Ensure Good Audio Framing Faces Good Lighting Is Critical Chapter 9 Monetization through Exhibitors and Sponsorships What Are Your Potential Revenue Streams? Attendees Exhibitors Sponsors Pricing Exhibitor Booths and Sponsorships—Some Considerations Event Functionality That Can Be Customized for Sponsorships Display Ads Commercials and Video Advertising Webcasts or Session Tracks Speaking Opportunity Inventory Analysis Website Recognition Email Communications Gamification Marquee Messaging Pop‐Up Announcements Building Out Sponsorships Tiered Options Sample Virtual Event Sponsorship Packages Platinum Sponsorship Gold Sponsorship Silver Sponsorship Bronze Sponsorship Sample Hybrid Event Sponsorship Package Dominance Sponsorship – Client Interview and Panel Chapter 10 Marketing Your Virtual Event First Things First: Answering Key Questions and Establishing Key Goals Marketing Timeline Establishing Your Target Audience Building a Strong Message Building a Messaging Framework Driving Audiences Pre‐Event Segmenting Your Audience Blog and Vlog Posts Press Release Search Engine Marketing (SEM), Also Known as Paid Search Paid Media/Industry Partnerships Engage and Activate Influencers Measure, Evaluate, and Adapt Having a Strategy for Marketing Your Event After It's On‐Demand Repurpose Content or Follow Up on Presentations Checklist for Success Chapter 11 The Power of Virtual Event Data Taking Advantage of Virtual Event Data Programming Key Data Points Individual Reports Managing and Scoring Virtual Event Leads Lead Management Lead Nurturing Lead Quality Lead Scoring Conclusion: Virtual Events Are Here to Stay The First Step Is the Hardest It's All About Communicating When Virtual Became the Only Option Live, Virtual, and Hybrid: Same Game, Different Tactics Technologies Driving the Future of Virtual Events About the Authors Appendix: Glossary of Terms Index EULA

C reating virtual events is not as simple as moving the same content online— learn how to immediately leveragevirtualsolutionsfor effective in-person online events

As the globalCOVID-19pandemic continues to have unprecedented impact onboth the global economyand thewhole of theworldpopulation, the need for effectively and efficiently connecting people and the right information has never been more urgent. Although the technology infrastructure currently exists, many organizations arescramblingto createvirtualmeetings andeventsto addressimportant time-sensitiveissues.

Transitioning to Virtual and Hybrid Events explainseverything an event host needs toknowabout going virtual, fromunderstanding the new audience, toadapting content to the new medium, tomarketing effectively, andmuchmore.AuthorBen Chodor, president ofIntrado Digital Media, provides expert advice and real-worldinstructionsfordelivering engaginghybrid, virtual, and streamingeventsand webinarsfor companies of all sizes andacrossallindustries.Packed with detailedtutorials, real-worldcase studies, illustrative examples, andhighly usefulchecklists, this comprehensive resource providesstep-by-stepguidanceon:

• Planning, creating, and implementing a digital event
• Choosing between astream, awebcast, orahybrid event
• Evaluatingdifferent technological solutions
• Producingcompelling virtual contentfor a variety of scenarios
• Effectively promoting online events
• Meeting the needsofa diverse and global audience

Transitioning to Virtual and Hybrid Events is an indispensable instruction manual for anyone tasked withenhancingtheirorganization'scontinuity plans, enablingtheir employee base to work remotely, or creating any type of virtual solution tomeet thisurgent crisis.