As the events industry starts to return, it’s becoming clear that hybrid events are going to become part of the new normal. While there are countless tutorials, resources and products that are geared towards making the technical transition easier to understand and execute, one challenge that remains is how to maximize remote audience engagement.
Founded in 2009 by Anthony Scaramucci and SkyBridge Capital, SALT is an annual global thought leadership forum and networking platform that encompasses finance, technology and geopolitics. In 2019, working with Encore Productions, SALT wanted to reinvigorate this high-profile, invitation-only event and take it back to its roots; a thought-leadership forum filled with conversation-based keynotes and fireside chats that blended together the intersecting areas of finance, tech, politics, academia, sports, military and entertainment.
“Although past events had historically been successful, SALT wanted to continue pushing the envelope on their events to stay ahead of competitors. They were looking to transform it into the event of the future,” recalled Chani Mintz, Senior Producer, Encore Productions.
After coming to an understanding on how to further evolve the in-person event, the task became more complex—how to take the event into the digital sphere in a unique way? The event planners wanted to make sure their virtual audience was given an experience that not only mirrored the specifications of the in-person event, but enhanced it. “We really had to change our mindset on how we approached this – it was really to incorporate the best of live show production with more of a television broadcast approach,” confided Jamey Gallagher, Vice President of Creative Strategy, Encore Productions. With this in mind, the production team leveraged three key techniques: creating an immersive environment, graphic elements and exclusive content.
Create an Immersive Experience
Create an environment where attendees can find and explore your content in a way that easily allows for sharing and participating actively in the experience.
In the case of SALT, there were multiple touchpoints for virtual attendees to interact with: a virtual lobby, exhibit hall, keynote presentation and networking lounge, to name a few. These creative elements allowed attendees to interact with one another and the material presented in a way that made them feel connected and part of the action.
Add Graphic Elements
The producers were also mindful of how keynotes and video content was presented to the digital audience. To mimic the energetic atmosphere at Bellagio, they crafted graphic elements that made each keynote feel as if it were a segment on a news channel. By using these graphics, along with picture-in-picture elements, call-outs for the next presenter, and making it look and feel like a highly-produced television show, the creative minds on this project brought a dynamic experience into existence for these users.
Create Exclusive Content for the Virtual Attendee
Between speakers, they utilized roaming cameras to make those at home feel like they were truly in the room. “The virtual viewer actually had a bigger experience than the live viewer,” said Jamey. “They went right from a live session, to an interview backstage and immediately to the conference center. The virtual attendee could attend up to five functions in an hour, where the live attendee could see maybe only three.”
These elements culminated into an event that SkyBridge Founder & Managing Partner and SALT Chairman Anthony Scaramucci proclaimed to be “by far the smoothest and coolest event we’ve ever done.”
The current environment across the globe has presented the meetings and events industry with a clear focus on virtual opportunities. As a result, there are some natural questions that come to mind. Are virtual meetings the new normal? Will they ultimately replace live meetings? And, can people do without face-to-face events?
The answer is understandably nuanced.
Technology to deliver virtual events continues to improve and offers a credible alternative in an environment where people cannot physically gather. Dramatic increases in use of webinars, livestreams – even the reality that ‘Zoom’ is becoming a verb – all demonstrate that virtual events are thriving. And with more of us becoming comfortable with the medium and more thoughtful in how to design virtual events, we will absolutely see an increased use in purely virtual meetings as well as hybrid events, even after governmental restrictions on public gatherings are lifted.
But this does not mean face-to-face meetings can be fully replaced. At their core, meetings and events are meant to connect and inspire people. This happens not just in general sessions or breakouts, but also in moments of serendipity on exhibit floors and the social networking times outside the formal program. According to Meetings Mean Business, 84 percent of executives agree that team productivity is at its best when people meet face-to face. We learn, change, and innovate when we are together. This is due to real value we all get from human connection.
Where Do We Go From Here?
Our world is certainly forever altered. Virtual meetings will have their place and all of us need to learn how to leverage technology to increase the opportunity that our meetings can connect even larger audiences. Face-to-face meetings will also continue to have an important role as virtual cannot satisfy the purpose of every event. The opportunity for us all is to understand how to create hybrid events that give attendees the best of both solutions in order to multiply the impact of our meetings.
On Global Meetings Industry Day on April 14, 2020, I sat down to discuss this topic in detail with Tara Higgins, President at Hargrove, Tricia Rawh, Executive Director of the Cardiovascular Research Foundation’s Center for Education, and Jim Huss, Director of Employee Events at Intel. We discovered that now, more than ever, we’re positioned with a wealth of tools at our fingertips to go virtual. But as we move forward, when is the right time to use which format? It boils down to strategy and purpose.
“Now our toolbox is bigger,” said Jim. “Now we have more ways of accomplishing things. Sometimes that’s a great thing, sometimes that’s daunting because – which one do I choose in which situation. But if you start getting very clear on what the purpose and goals of your events are, I think that leads you down the right path for what technologies to deploy.”
Tricia agreed, astutely stating that “meeting objectives will have to drive the delivery method whether that’s virtual, in-person or a combination of both.”
There’s an opportunity for all of us to have louder voices around advancing the strategic goals of our organizations with the right combination of virtual and in-person for our events. The time to start these conversations is now.