Fork In The Road Blog

Events: Technology. Design. Strategy.

The Next Logical Phase of Event Hybridization and Why It Will Be a Game Changer

hybrid eventsThe merging of live events with digital content and remote attendees was bound to happen. When the Internet poked her head through the ceiling of the convention center, the industry expected something interesting to follow. The divide between face-to-face and virtual experiences has already been narrowed by hybrid events, but the convergence won’t stop there.

There is another side to opening up the Pandora’s box of digital and pouring the contents out onto the trade show and conference room floors.

 

Phase-one hybrids
Hybrid event producers and platform providers have done a fabulous job of providing remote attendees with access to the live event environment. Live presentations are streamed out, while virtual “visitors” chat, tweet and Skype their thoughts and images back into the physical event. Everyone is happy; the “outsiders” are rewarded with great content and some engagement and the “insiders” reap the benefits of increased visibility and net-new live attendees.

But, what happens when live attendees are given access to the digital environment, all of it, even exhibitors, presenters, and content that isn’t physically there?

When we can harness the universe
Imagine a time in the future when a face-to-face event attendee will be able to visit a physical trade show, come upon an interesting booth, engage the exhibitor in conversation and collect product information, BUT instead of moving on, he will linger in the aisle to learn about all of the other companies that offer similar products and services—even the ones that aren’t at the show.

Also in the future, a live conference attendee will be able to sit in a presentation, hear something compelling, life-changing, even transformative and afterward learn about other presentations, companies, ideas, books, white papers, movies and Ted Talks related to the session topic—even those not featured at the conference.

This blending of live and digital is a game changer. Where before, the remote attendees extracted value from the live environment (and craved to experience it), in this new scenario—the next logical phase of event hybridization—live attendees will be able to obtain value from the virtual environment (and they will crave the live experience even more). Going forward, the blending of the real and digital worlds will come full circle.

Mobile will bring it all together
We have all of the tools now to make the convergence happen. Using mobile devices and specially designed applications, live event attendees can scan barcodes, QR codes and augmented reality symbols or tap NFC-enabled phones on posters, columns and signs to access new content, be “transported” into another realm or simply direct the information they desire to a central database for later review.

I haven’t even mentioned Google Goggles.

Before the riot starts
What live event organizer in their right minds would agree to flinging open the digital doors and exposing their existing customers to the competition of companies that aren’t even there? What exhibitor or sponsor would pay to exhibit in or sponsor a live event that supports their competitors? ALL OF THEM. Here’s why:

  • Some time soon, fewer attendees will use live events to initiate buying decisions or learn new information because the events won’t be representative of all of the products, topics and solutions that exist. They will only come if and when they are ready to buy, choosing instead to collect digital information to narrow down the field.
  • Blended (phase-two hybrid) events will be more compelling than stand-alone events. Live attendees will have (and want) the best of both worlds to experience and reach their goals.
  • Exhibitors and sponsors that participate in the live event are automatically privileged over companies that only participate digitally.
  • Organizers are paying much more attention to the attendee experience. What could be more fulfilling for conference-goers than to be able to compare, contrast and continue the learning from a single location?
  • Additional content (from digital participants) represents potential revenue streams for the organizers and introduces a type of tiered participation scheme.
  • Nothing replaces the face-to-face event (so it’s been said a million times) and if the convergence is inevitable, live events will be the only environment where live and digital can exist together.
  • A certain percentage of the companies that participate digitally at first may one day exhibit in and sponsor the live event. It is a brilliant onboarding strategy.

The takeaway:
As the next phase of hybridization emerges, event organizers will have to rethink the value proposition of stand-alone events. They will have to become curators as well as planners and use technology to make sense of the digital landscape as an extension the physical floor plan. More than anything, they will have to understand that hybridization will eventually become a two-way street—remote attendees looking in and live attendees looking out—and it will change the live event game for good.

How One Meetings Organization Interpreted Digital Disruption

betaThe time we live in can only be described as bordering on the unfathomable: infants use iPads, celebrities show up at music festivals post mortem and human beings serve as wireless hotspots. We have gone from analog to digital overnight. The change is even reflected in our workplace terminology. We connect (meet), download (inform our colleagues about a project) and kvetch about bandwidth (time required to accomplish tasks). How can any industry keep up?

I left last week’s PCMA Convening Leaders conference in Orlando thinking about a number of statements, but one in particular has stayed with me. Thomas Friedman’s keynote, which alternatively addressed the failures and mandates we have as a country to avoid becoming a mid-day snack for China, mentioned the mantra of Silicon Valley start-ups, “Always be in beta.” It seemed to be the perfect solution for an industry of analogs trying to cope with digital disruption.

Even as the gauntlet of digital disruption—social media, mobile, virtual events, new content channels—was thrown down, PCMA looked it square in the eye and said, “Bring it on.” They attempted to scratch the surface of the issues surrounding digital technologies and meetings in a panel discussion, which I moderated, including industry luminaries from both sides of the aisle. We succeeded in laying out the issues and even discussing the “elephant in the room”: live events are not immune to the disruption.

In fact, PCMA not only exposed the obvious, they embraced it with their continued collaboration with the Virtual Edge Institute and their support of BOBtv. Virtual Edge education is now seamlessly blended into the Convening Leaders programming including an opportunity to sit for the Digital Event Strategist certification exam. An undercurrent of anticipation of the rollout this year of BOBtv was ever present during the meeting. The live streaming of the keynotes and several popular sessions from the conference was another hat tip to digital.

PCMA took mobile a step further this year by deploying a game on the existing mobile platform provided by Active Network. Participants were encouraged to complete evaluations, scan QR codes, add sessions to their agendas and perform other tasks in order to earn points and a coveted position at the top of the leaderboard. Then in typical PCMA style, staffers invited participants to a discussion of what went well, what could be done better and how the game layer performed overall.

The signs of social media were alive and well this year again. PCMA sponsored an official Tweetup. The mobile platform offered plenty of opportunities to tweet, post and upload content—and according to PCMA staff, they did. The three year-old Learning Lounge introduced attendees to a new platform called Tout (scheduled to be a part of the event next year), which developers describe as “Twitter for video.” Tout allows users to create 15-second video updates and add them directly to their Twitter and Facebook streams while enabling other users to reply with their own videos.

More than any specific program feature or technological innovation, it was PCMA’s attitude toward digital disruption that was so obvious at the event. They must have trepidation about keeping pace with technology and the future of meetings—their members surely do—but they didn’t let that paranoia stop them. If the level of experimentation at the meeting (lunch four different ways and the trade show reimagined) was any indication, PCMA is always in beta, trying new form factors and delivery systems. It almost seemed as if, despite some of the glitches that come with the territory, they embrace digital and disruption in general as a matter of policy. What a difference (non) denial makes.

 

 

 

 

 

 

 

 

Talking to the Empty Chairs

Trade show and conference organizers—associations, especially—are very good at delivering information to their attendees and members. It’s a practice that drives business and membership. But, what about creating content for the thousands who have never and will never attend? There are compelling reasons to deliver consistent, unbiased and useful information to non-customers besides getting them to attend the live event.

Educating the community: Knowledge—research, news, case studies, and how-to videos—helps keep a market sector and its community vibrant. No event organizer is interested in building an event around an industry that is depleted, obsolete or shrinking. When organizations charge themselves with the task of keeping a group energized, they are the first to know when the market is on a downward slide.

Thought leadership: It’s critical for event organizers to help shape the conversation rather than just chronicle it. Some attempt to set the tone of the discussion through their blogs and social media outreach, but few really succeed. Instead they use their “bully pulpits” as advertising channels and shy away from controversy that could, in reality, help them stand out from the crowd.

Revenue:  More content equals more opportunities for revenue, especially if the pool of advertisers extends beyond the exhibitors and sponsors of the show. Advertisers eager to reach the entirety of the audience in a market would naturally be interested in every blog, newsletter, white paper, e-book, video, slideshare deck, infographic and cartoon.

Dialogue:  It’s easy to survey past and current attendees. But existing customers have already drunk the Kool-Aid. By talking to people that have never and will never attend, event organizers can understand how they compete with other marketing mediums, why they aren’t attractive to a particular segment and what’s working better for non-customers than trade shows and conferences.

Word of Mouth:  Just because one person is unable or uninterested in attending an event doesn’t mean they won’t tell others about it. In today’s social world, one tweet can land a customer and the full reach of free, frequent and great content passed along social channels is nearly incalculable.

Talking to the empty chairs is a long-tail approach. It doesn’t yield quick results and requires a consistent effort. And, because there is so much good information provided by bloggers, suppliers (that invest in useful, non-commercial content), consultants, independent trade press and marketing agencies, most show organizers—even the ones affiliated with trade publications—have to put out really good content in order to be effective.

The Takeaway: In a world where intermediaries like trade show and conference organizers compete with digital content producers, alternative channels for buying and selling and the economy, it makes sense to speak with and to the whole community or risk finding every chair empty when the music finally stops.

 

 

Crowdfunding Your Conference

The trade show and conference business used to be far more entrepreneurial than it is today. Back in the day, almost anyone with a great idea and a few friends could launch an event. Today, most of the new launches come from corporations, media companies and trade associations. The number of entrepreneurs in the b-to-b event industry has dwindled not because there are no more great ideas, but because the cash is harder to come by or the risk is too great for just one or a handful of friends to give it a go. That could change if the crowdfunding tactics being pioneered by artists and techies catch on in the conference world.

Crowdfunding is a system of investment that pools the financial resources of friends and strangers together to finance specific projects. Most of the online crowdfunding platforms employ an all or nothing approach—projects don’t receive the funding unless the financial goals are met within a specific time frame. In exchange for their pledges, supporters receive rewards (designed by those asking for funds) when the projects are funded. The leading platform is Kickstarter.

XOXO gets crowdfunding love

Earlier this year, Andy Baio (Kickstarter’s former CTO) and Andy McMillan used Kickstarter to raise $175,911 (the original goal was $125,000) to launch their XOXO Festival—a combination conference, exhibition (Market) and citywide funfest (Fringe) taking place September 14-16 in Portland. The festival is designed to bring together artists and technologists. After the 400 tickets to attend the festival ($400 each) sold out in 50 hours, they raked in another $15,000 selling “goodies” from local merchants, T-shirts and access to digital content. It’s not surprising that Baio and McMillan, who both have insight into using the Kickstarter platform, were successful. But, what about mere mortals?

Tiny Kitchen raises too tiny a sum

Not all projects are ripe for crowdfunding.  Just because the idea gets traction on social media channels or the event organizer has existing über-successful events doesn’t mean the followers and friends of said organizer will actually pony up for something new. That’s what Denise Medved of The Tiny Kitchen discovered. The Houston and Washington, DC installments of her Metropolitan Cooking and Entertaining Show are successful with a huge following. But, when she turned to Kickstarter to launch a new event in Dallas, the crowd went cold.

Medved set a goal of $15,000, but only raised $1,000. She estimates that it took at least 20 man-hours just to create the pitch video—an essential component of the Kickstarter regimen—plus the time it took to fill out the forms and pour through the rules. She attributes the failure to two factors. Her existing crowd was formed around events in other cities. “Most attendees were from Houston or DC.  I’m not sure they cared about launching a show in Dallas,” she says. Another reason is that Kickstarter does very little to help. “The [Kickstarter] project requirements didn’t tell the whole story.  I thought they would reach into their database to help market,” she adds.

Chicago writers write (and video) their own future

Mare Swallow selected Kickstarter to launch the Chicago Writers Conference—an opportunity to place writers in the same room with publishers and literary agents. “It was a process much like starting a business. We put together a plan, did a lot of planning and talked to people that had a lot of experience on Kickstarter or had supported other Kickstarter campaigns,” she says. Her idea worked. The event will take place September 14-16 at the Tribune Tower in Chicago. The project was fully funded in 30 days by backers who pledged $7,725 (103% of their original goal).

Swallow used Kickstarter as a crowdfunding tool, but also as a community platform. “It was a constantly ongoing process that included networking every day. We were constantly adding rewards and I keep it updated for Kickstarter supporters,” she explains. Although her investment in time and effort paid off, Swallow admits it was hard work. “You need to be present with it every single day. You are doing just as much work in person [as online]. It’s not for the faint of heart,” she says.

Even Denise Medved agrees that crowdfunding could be a viable fundraising mechanism for events. Those who have been successful no doubt support that optimism. Wired magazine summed it up nicely when referring to Baio and McMillan’s efforts on Kickstarter. “They also believe that there’s a real underutilized potential for launching more events on Kickstarter. Baio, who helped build Kickstarter and who launched the event-coordinating startup Upcoming.com (acquired by Yahoo), points out that many event organizers have to lose money fronting venue deposits and planning for unknown attendee numbers. Kickstarter secures that audience ahead of time.” Who knew rewards like tickets, cupcakes, books and T-shirts could fuel an event-funding revolution?

A Super Nerdy Way to Think about Growing an Event Community

Chris Heuer of the Social Media Club and a member of the SXSW Badgeless movement closed our recent Twitter conversation about attendees that attend, but don’t pay at SXSW with the following comment:

@michellebruno make it easier for the related communities the event serves to participate, maybe #EPI not #API, Event Programming Interface

Heuer’s tweet made me think about the parallels between organizations in the live event industry and device manufacturers (among others) that use application programming interfaces (API) to grow a community of users—one that can be monetized.

In simple terms, an API is the gateway, tools and implicit permission that hardware manufacturers make available to enable third-party application developers to create products and services around its products. Think about the Apple iPhone and all of the independent companies that develop apps for it. More applications = more reasons for people to own iPhones.

The concept of an API isn’t limited to hardware manufacturers. Oren Michels of API management firm, Mashery, told Mashable that, “Ultimately, the API is a means for growing your business — and I use the term ‘business’ to include whatever your mission is, be it traffic or commerce or a nonprofit improving the world or a government entity serving its constituents — faster and larger by virtue of engaging with others. Understand how and why your API can do that and you will be successful. ”

If what Michels says is true, live event organizers (nonprofit associations and for-profit companies) have to re-think their mission and their modus operandi. In my Twitter exchange with Chris Heuer, we discussed the need for SXSW organizers to find ways to include even the non-paying attendees, especially those like Heuer who have contributed to the wellbeing of the festival by blogging and paying in the past and are legitimate members of the broader interactive community that SXSW aims to serve. If SXSW’s mission is reach and retain a larger community, they will have to develop some type of outreach—not unlike an API—to accomplish that goal.

All face-to-face event organizers share a common mission: to grow revenue opportunities by growing their communities. This goal exists at a time when the live event industry—trade shows and conferences in particular—is under pressure. Event organizers can only access a fraction of the community of potential users. New research indicates that the potential of face-to-face events is limited because total visitor time at events is decreasing. At the same time, corporate budgets are being overtaken by digital marketing expenditures, digital channels can be as productive for the discovery of new product information as face-to-face events and live event participation is fraught with friction for participants.

An API model could be the gateway for live event organizers to expand the revenue, retention and reach of their unique value proposition (UVP), which is NOT, by the way, the ability to bring buyers and sellers together face-to-face. Since the UVP of b-to-b event organizers in the digital age is, I believe, “frictionless customized engagement,” an API from a live event organization should facilitate access to two classes of information and draw two types of net new community members:

On the event level: attendee feedback, demographic information, customer preferences, audit data, organizational challenges, task force findings, sponsor/exhibitor case studies, exhibitor advisory committee discussions and other information allows application developers—mobile, virtual, social and other technology suppliers—to derive solutions. More technology solutions = less friction for event participants = more attendee/exhibitor/sponsor participation.

On the industry level: research (free or low cost), education (free webinars), digital events, data, news, industry challenges, demographics, statistics, thought leadership, think tank discussions, case studies, white papers, content and other information makes it easier for new companies and individuals to offer solutions around it. More solutions = a growing industry = an expanded event community.

Of course, the use of an API-like outreach model requires work. The care and feeding of the solution developers and new community members is no small feat. However, it just makes sense that in the Information Age, live event organizers should use information to improve their events and grow their communities of potential participants.

Be Notified of New Posts via Email