In-person vs. Virtual Events

In-person vs. Virtual Events

• Virtual events often fail because organizations try to recreate in-person events digitally without finding the right methodology.

Swim into the Torpedo

• Translating in-person event experiences directly to virtual platforms doesn't work
• Reinvention is needed
• Focus on human connections and increasing knowledge
• Online experiences should be about making people feel part of something bigger than themselves
• Microsoft, in March 2020, shifted from in-person events to digital by canceling 32 global events
• Shifting to digital can create a creative cycle if you're open-minded.
• David and Bob Bejan co-presented at Microsoft Inspire on July 22, discussing shifting to digital during the pandemic
• The key to responding effectively during adversity is design thinking and embracing failure
• The Microsoft team's mantra is to "swim into the torpedo" by accelerating into problems
• Digital mediums are more effective than in-person for delivering information verbally with supporting material
• The shift to digital events has been demanding but valuable for Microsoft, customers, partners, and employees
• Key factors in virtual events:
  • Start with the audience
  • Consider needs, value, desires, expectations
  • Consider budget and objectives
• Virtual events should find the optimal intersection that delights audiences and adds to the bottom line

Virtual events are more like television than theater

• In theater, audience feedback is immediate, requiring performers to be big and bold
• Stage performers face difficulties transitioning to camera due to proximity and absence of an in-person audience.
• Production values are different in virtual settings
• Despite challenges, connections can be made, audiences informed, and new mediums mastered
• Virtual event producers need to consider the production processes involved in television
• Media training is essential
• Speakers should play to the camera, not to a physical audience
• For virtual events, attention spans are shorter, so engagement is key
• Virtual events should include live television elements like hosts, guests, polished production, audience interaction, and networking
• David shared the story of Matt Risinger growing his company from zero to $20 million in 10 years via YouTube in a virtual presentation
• Matt Risinger then surprised the audience and engaged in a Q&A session

It is critical to reimagine the presentation itself

• In-person talks are dramatic and theatrical
• Experienced performers struggle without a stage, familiar tools and an audience to react to
• Virtual speakers should think about their art differently
• Event producers must reimagine possibilities and choose speakers accordingly
• Virtual events have unique qualities
• Speaker preparation is essential for audience engagement
• Virtual event attendees have a "front-row seat"
• Re-work talks into chunks of five to seven minutes in virtual events
• Virtual talks can include breakout rooms, polls, videos, and interviews
• Assess speaker comfort levels with speaking to a camera
• Use skilled moderators for speakers uncomfortable on camera
• Conversation is key, and engaging to use two people is better than just talking to one head

The best virtual events reimagine what is possible rather than recreate what is familiar

• A virtual event is not a digital replica of an in-person event, network news or a daytime talk show
• Apply real world knowledge to virtual setting
• Focus on delivering desirable information at the right time and in the right context
• Focus on what is possible rather than replicating existing events
• Virtual events should not just be televised keynotes, should create a compelling and engaging digital experience
• Leverage digital tools to enable networking in virtual events
• Virtual event platforms must has capabilities such as chat, breakout rooms, and virtual meeting rooms
• Events can offer speed dating & matchmaking to connect attendees
• Premium upsell can include opportunities to interact with speakers or sponsors
• Skillsoft moved its in-person Perspectives 2020 event online
• They rethought what was possible by drawing inspiration from some of the most unexpected places
• Perspectives 2020 took a 24-hour “follow the sun" approach
• David served as co-host with Michelle Boockoff-Bajdek and added color commentary
• They had a live musical performance by Black Violin
• The results of Skillsoft's first virtual customer conference were impressive with 42,000 total registrants with a 37 percent attendance rate.
• Collision shifted to virtual and leaned a "TV-like" model, by recording hundreds of talks in advance
• Collision included a free channel, two premium channels and an audio-only channel
• Produced over 150 hours of original content
• Had interactive elements such as live segments, speaker ratings, and chat functions
• Held an Irish Pub night for the press, shipping them Tullamore D.E.W. Irish Whiskey
• Invited them to join a Zoom call live from Tullamore's distillery
• Successful event for both Tullamore and Collision
• Virtual events should be shorter than in-person events
• Keynotes and panels will be approximately an hour in length and "blocks" of programming time will be 90 minutes to two or three hours
• Shorter sessions work better because people tend to multitask when participating in virtual events
• Virtual event programming should include shorter, 15 to 20 minute sessions
• Consider segmenting with Q&A post short breaks
• Include commercials in virtual event to break up content into shorter segments
• At a recent event featuring David, there were five-minute breaks every 45 minutes with yoga and live webcam of goats
• Be Afraid to make some radical changes
• David spoke at a Scaling Up Summit by Verne Harnish
• Pivoted to asking people in 2 day summits to deliver 10 minute presentations
• Scaling Up team followed up with professionally created notes and links to recordings.
• They offered recordings as a replay paid option.
• Scaling Up has added additional virtual events using the same formula
• Remember, many audience members will have the expectation of past live events and you should meet these expectations to build a tribe through shared interests and interaction