Transitioning to Virtual and Hybrid Events How to Create, Adapt, and Market an Engaging Online Experience
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Newark
John Wiley & Sons, Incorporated
2020
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Inhaltsangabe:
- 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.