Virtual Events Best Practices: Spontaneous or Calculated?
Zoom calls are slowly becoming the norm.
Due to recent circumstances, virtual events are slowly becoming the new norm. Although these uncharted waters are still being navigated, good event planning is still key to success. Accordingly, one should be aware of issues that can arise and be detrimental to an event’s success. As discussed below, there are many steps you can take to help your virtual event be a memorable one.
Get Familiar With The Technology
Presently, there are many platforms on which to host virtual meetings/events. No matter which one you choose, make sure you know how it functions (Sehl). Even if it means taking a few tutorials on the platform or watching YouTube videos — do it. Time invested at the front will certainly help in the end. Further, test everything before kicking off the event. This means audio, video, screenshare, polls and whatever else is a key part of the event/presentation.
Similar to a band doing “sound checks” before a big performance, it is of the utmost importance to ensure that your equipment is functioning properly so that your audience can hear you. If you fail to do so, you risk not only losing participants during the current event, but also credibility for future events. No one wants to listen to an event that is all static. If possible, doing a test-run with colleagues before the event an eliminate potential mistakes and help you figure out how to fix issues during the actual event.
How to Add a Human Element to Your Virtual Event
Let’s be honest—there is no true substitute for a face-to-face meeting. However, that doesn’t mean that a virtual event cannot be tailored to engage an audience. What are some ways to engage your audience? Try to gather information about your audience, even if it means asking questions to get their involvement (McCarthy). If they’re just sitting there, looking at their screen, they may feel disconnected or worse, they may stop listening altogether.
One thing to keep in mind is that participants can easily leave your virtual event. They may use bad connection as an excuse, but if they fail to sign back on, you lost that audience. No matter what the topic your event is scheduled to cover, you need to have a good understanding of what your audience expects (Layman). Merely throwing up a bunch of power point slides with cute pictures isn’t going to resonate with your audience.
There are many ways to spice up your content, but here are a few (Menegus):
“Engagement techniques such as…”
Polls
Chats
Games
Contests
Moderated Q&A sessions
Real-World Example: The 2020 NFL Draft
It is no coincidence that this year’s NFL Draft was the most watched ever, with 8.4 million viewers (NFL). The nationwide stay-at-home orders obviously helped in this regard, but those looking to plan virtual events can learn a thing or two from the NFL’s handling of its Virtual Draft.
First and foremost, the NFL made the fans’ involvement a priority. If you tuned in, you would have seen that, for each team’s draft pick, there was a backdrop of fans on a shared Zoom call. In the past, only those fans lucky enough to attend the live Draft were given this opportunity. This year, fans across the world were able to join into their respective team’s Zoom draft party and given the chance to be on the national feed. And, to add to the realism, some fans still booed Roger Goodell, the Commissioner of the NFL.
So, what can we learn from the NFL’s successful virtual draft? Of course, a good product helps, but fan participation does more so. Bud Light (a Sponsor of the NFL) joined in the fun by giving fans an interesting incentive during the draft: for every fan that booed Goodell, it donated $1 to COVID-19 relief efforts. While the booing is usually a small part of the draft, Bud Light helped fire up the fans’ participation by giving them a reason to act as if they were at the actual draft. The bonus was that normally the booing is just a side effect; however, this year it actually was a benefit. To read more about the NFL’s efforts to help with COVID-19 relief, click here. As an aside, the NBA and NHL have also contributed greatly to COVID-19 efforts, which have helped solidify their brand for when in-person events resume.
Key Performance Indicators in Your Virtual Event
COVID-19 has made the use of virtual events a necessity, rather than a choice, it is currently a little difficult to provide certain data points as performance indicators. However, regardless of the reason for using this virtual event platform, it is usually evident when you have lost your audience. If you see them looking elsewhere and not towards their computer screen, if you see a participant looking down (possibly on their phone), turning their audio or camera off, playing with their dog or even leaving their screenshot for periods of time, you’ll know that their attention is not on your presentation.
Other indicators of performance can include the following (Tatulli):
Registrations
Bounce rate
Social media mentions
Engagement
Connections
Although getting used to this new way is a strange for everyone involved, what your brand does now in this regard can shape your brand for the future, positively or negatively. Thus, it is imperative to learn how to use virtual events and platforms and all they can offer now because similar to technology, it will continue to expand and grow especially in light of recent trends.
Virtual Events Are Here to Stay
While COVID-19 may require all current events to be digital, this pandemic has certainly helped show the world the potential virtual events have. For one, they can be cost-effective by helping to eliminate such factors as weather-related cancellations or delays, travel issues and/or other extremities that can be detrimental to an event.
In addition to the cost factors, virtual events can help companies and their brands. By using virtual tools, a company can pave a direct avenue between its customers and the brand it is trying to sell or promote. More than ever before, companies will have the ability to get its name directly on their customers’ minds, lips and if appropriate, in their carts. While the jury is still out on virtual events, it will be interesting to compare the challenges and obstacles between an in-person event and a virtual event once we return to the physical work spaces. Early returns seem to be positive for virtual events in that they can be spontaneous, creative and adaptive. Don’t be surprised if virtual events really become the norm. I’ll leave you with this—your virtual event says a lot about you, and can shape your reputation. So, as things turn digital for the moment, make sure your virtual event represents your brand in a positive light.
Works Cited:
McCarthy, Dan. “7 Easy Steps to Successful Virtual Event Planning.” Social Tables, 23 Jan. 2020, www.socialtables.com/blog/event-planning/virtual-event-planning/
Menegus, Danalynne Wheeler. “How to Make Virtual Events Engaging.” TSNN, 17 Mar. 2020, www.tsnn.com/news/how-make-virtual-events-engaging.
NFL. “2020 NFL Draft Sets All-Time Viewership Records.” NFL.com, National Football League, 26 Apr. 2020, www.nfl.com/news/story/0ap3000001111738/article/2020-nfl-draft-sets-alltime-viewership-records.
Sehl, Katie. “How to Host a Successful Virtual Event: Tips and Best Practices.” Hootsuite Social Media Management, 20 Apr. 2020, blog.hootsuite.com/virtual-events/.
Tatulli, Kaitlyn. “24 Essential Digital Marketing KPIs for Measuring Event Success.” Aventri, 3 Oct. 2019, www.aventri.com/blog/24-essential-digital-marketing-kpis-for-measuring-success