How can you help associations reach more participants with hybrid events_Gerrit Heijkoop

#ICCAWorld iccaworld.com

53rd ICCA Congress

#ICCAWorld iccaworld.com

Session code: TE15

53rd ICCA Congress

How can you help associa0ons reach more par0cipants with hybrid events?

Talk the talk, walk the walk and learn how to inspire your clients

2 2 #ICCAWorld | iccaworld.com

Photos, Findings & Ques:ons

Twi9er & Instagram: @GHeijkoop #ICCAWorld

3 #ICCAWorld | iccaworld.com

Become a knowledgeable counterpart:

1.   Talk the talk (SoLoMo, #FoMo, #Yolo)

2.  Walk the walk

3.   Practical implications


So, what is a ‘Live Online Event’?

Live online events are the biggest innova:on in communica:on, since the inven:on of the amphitheatre!


Definition of a ‘Live Online Event’

An event where both a live and online audience are par:cipa:ng in the same experience at the same 0me from different loca:ons


TV broadcast

Social Media

Face to Face

LOE

2nd screen

Live show

Back channel

Definition of a ‘Live Online Event’


TV broadcast

Social Media

Face to Face

LOE

2nd screen

Live show

Back channel

Social. Local. Mobile.


TV broadcast

Social Media

Face to Face

LOE

2nd screen

Live show

Back channel

Social. Local. Mobile.

SoLoMo!


Where do you stand?


I have participated in an event as an ‘online delegate’

Agree Disagree



Agree Disagree 63%

American Express Mee:ngs & Events -‐ Oct, 2014 -‐ 497 respondents

of aNendants would par:cipate more oOen in live online events if they were available



Agree Disagree 45%

American Express Mee:ngs & Events -‐ Oct, 2014 -‐ 497 respondents

of aNendants find that every event should always offer the possibility of online par:cipa:on


I will be involved in live online events in the future

Agree Disagree



Agree Disagree 70%

MPI Hybrid Mee:ng Survey -‐ Sept, 2012 -‐ 1,800 respondents

of mee:ng planners expected to be involved in live online events in the future



Agree Disagree 51%

of mee:ng planners are already organizing live online events on a regular basis

MPI Mee:ngs Outlook -‐ April, 2014


I know all there is to know about live online events

Agree Disagree


I know all there is to know about live online events

Agree Disagree

1.  What does the world on your right look like?

2.  What would you need to move further to the right?


why?


#exercise

What is the purpose of an associa0on?

1.   Networking 2.   Professional educa0on 3.   Research & knowledge sharing 4.   (Poli0cal) advocacy 5.   Combine buying power 6.   Licensing & quality control

For example:


#exercise

What challenges are associa0ons currently facing?


How can virtual strategies support or simplify the ac0vi0es that

define their purpose?


knowledge sharing & networking

Text

Face-‐2-‐Face

Video

Images

Social media

Live Online Events

Speed of informa:on consump:on

Ease of informa:on transpor:on

Virtual Strategy: Increasing the speed & ease of informa:on sharing


a9en0on & engagement

26 26 #ICCAWorld | iccaworld.com An average person is bored aber 11 minutes …


Text Images

Social Media

F2F Live Online Events

Video

Resources needed

Level of engagement

Virtual Strategy: Increasing live community engagement

Text Images

Social Media

F2F Live Online Events

Video

Resources needed

Level of engagement

Virtual Strategy: Increasing live community engagement Live!

Mieke van Loenen Director of events, ICCA

“In advance I was not sure of what to expect, but there was so much posi0ve energy! It brought people closer together, which really suits the values ��of our brand”


Target audience

Online engaged

Increase your reach & engagement

Live delegates

Associa0on Bidding

85 live delegates

605 online viewers

from 75 countries

FRESH Conference

165 live delegates

880 online viewers

from 102 countries





#FoMo (Fear of Missing Out)




“Het online ontsluiten van bijeenkomst leidt

tot minder deelnemers”

Why stay local, when you go global?


#YOLO (You Only Live Once)


Quality of networking

F2F


LOE F2F


LOE

Next event


mee0ngs industry’s misfit with the virtual world


Mee0ng industry

Virtual strategy

Bringing content to people

Bringing people to content

Meetings industry misfit …


How can you inspire and facilitate the poten0al of virtual opportuni0es?


experience


3 volunteers …


CONFERENCE

1.  How do you feel right now?

2.  What have you learned from this?


Round 2


LIVE STREAMING




Round 3


The value of breakfast: must or myth?

Simply stand-‐up

as soon as you have a ques0on for our panel or contribu0on to the discussion


LIVE ONLINE EVENT




examples

Corporate Internal communica.on


How to design a live online event?

Day 2 |

Interac0ve broadcast

DSM Innova0on Summit Day 1

Associa0on Increase reach



Day 1 Day 3 Day 2 Amsterdam, Netherlands

Day 2 Day 1 Bangkok, Thailand

Beijing, China P.R.

Offices

Mobiles

Hybrid bidding seminar



Day 1 Day 3 Day 2 FRESH, Conference

Amsterdam

Offices

Mobiles

Mee0ng Team

s

Conten Produc0on

Value of entertainment

Effec0ve Mee0ng Team

s

Associa0on Increase engagement


What does it take?


What does a live online event cost?


Meet the crew …


Program designer & editoral support


Technical crew & camera operators


Online presenter


Social media moderator


Production-assistant


Hybrid event crew: min. 6-8 people!


So what does it cost …

5%

8%

25%

20%

30%

Streaming & Internet Virtual Platform

Marketing support

Video production

Content & Projectmanagement

Online Engagement Team

12%

5MB/s Up & Down

dedicated 2 different providers


How does your venue / destination go global?


#exercise

What are the revenue opportuni0es of live online events?


Revenue opportunities

ü Sponsor exposure ü Membership leads ü Member brainpower ü Marke:ng content ü Educa:onal content ü Paid par:cipa:on

How can you inspire and facilitate the poten0al of virtual opportuni0es?


Ask associations the following:

1. What is purpose of your association?

2. What challenges are you facing?

3. What are your main revenue sources? Then you will be able to show them the business case and take your venue and destination to a global audience!


What do you take-‐away from this session that you can use in your job?

#reflection

Gerrit Heijkoop Partner LiveOnlineEvents

TwiNer: @GHeijkoop #ICCAWorld Web: www.Live-‐Online-‐Events.com E-‐mail: Gerrit@Live-‐Online-‐Events.com


Education

How can you help associations reach more participants with hybrid events_Gerrit Heijkoop