Hybrid events - Masterclass MPI Finland

Hybrid eventsReasons to go live, content formats & interaction and their business caseGerrit Heijkoop | @GHeijkoop

TotalContent formats / Programme design / Interaction 12Why & when: reasons to add live online event 10Business models / ROI 7Technology of hybrid events 7Recruiting online participants 3Logistics / practical organisation 2Grand Total 41

#exerciseThink of an event you have been recently involved in:1. What was the size of the entire potential

target audience?2. How many were present?

“Het online ontsluiten van bijeenkomst leidt

tot minder deelnemers”

Why stay local, when you go global?

Target audience

Online engaged

Increase your reach & engagement

Live delegates

Target audience

Online engaged

Increase your reach & engagement

Live delegates

Association Bidding

85 live delegates

605 online viewers

from 75 countries

FRESH Conference

165 live delegates

880 online viewers

from 102 countries

?

Most webcasts are boring!!!

definition

Definition of a ‘hybrid event’

Face to

Face

TVbroadcast

SocialMedia

Definition of a Live Online Event

TVbroadcast

SocialMedia

Face to

Face

LOE2nd

screenLive

show

Backchannel

Definition of a live online event



Mieke van LoenenDirector of events, ICCA

“In advance I was not sure of what to expect, but there was so much positive energy!

It brought people closer together, which really suits the values of our brand”

wat

Why go live online?

#exercise

What are the benefits of a hybrid event?

Benefits are clear!1. Increased reach2. More engagement with your audience3. Sponsor opportunities4. Reduction of CO2 & travelcosts5. Massive amount of marketing content

Reach more potential customers with symposium

Allow more people in then fitted the room

Increase engagement of employees with innovations

Increase engagement of employees with innovations

Let more members benefit from educational content

Get more members engaged with the strategic agenda

Get more members engaged with the strategic agenda

Increase visibility vs. international competition

Increase visibility vs. international competition

Large sponsor cancels physical presence

Reach and attract a younger audience

Benefits are clear!1. Increased reach2. More engagement with your audience3. Sponsor opportunities4. Reduction of CO2 & travelcosts5. Massive amount of marketing content

#exerciseThink of the events in your context:1. Which one would be suitable?2. Which one definitely NOT?

Content formats

#exerciseSources of inspiration:1. What is your favorite TV show?2. What is your favorite game?3. What is your favorite topic?

Definition of a Live Online Event

TVbroadcast

SocialMedia

Face to

Face

LOE2nd

screenLive

show

Backchannel

How do you design a live online format?

After-ShowPre-Show LIVE (Interactive) session

• 1 topic• online host• interactive

How do you use a live online event?Day 2 Interreg

Forum Day 1

Interactive online TV

How do you use a live online event?Day 2 |


DSM InnovationSummit Day 1

How do you use a live online event?Day 1 Day 3Day 2Amsterdam,

Netherlands

Day 2Day 1Bangkok,Thailand

Beijing,China P.R.

Kantoren

Mobiel

Interactive online TV show

How do you use a live online event?Day 1 Day 3Day 2FRESH,

Conference

Amsterdam

Kantoren

Mobiel

Meeting Team

s

Conten Production

Value of entertainment

Effective Meeting Team

s

How do you use a live online event?IBM

BusinessConnect

Day 1


Audience Interaction

Audience interactivity: Slido.com1. Questions to stage2. Polls

♯ Multiple choice♯ Open question (Word Cloud)♯ Ratings

Businesscases & ROI

So what does it cost?

Technology: 3 flavors• mobile phones• broadcast via Social Media• sessions hard to follow• content hardly re-usable

Technology: 3 flavors• HD quality• flexible & fast• sessions can be

followed fairlywell

Technology: Live Online Event• multiple camera’s• interactive studio• sessions almost

“better than live”• content is a

‘goldmine’

So what does it cost?

v.a. €5.000 v.a. €7.500 v.a. €15.000

Wat kost een live online event?5%8%

25%

20%

30%

Streaming & InternetVirtual Platform

Marketing support

Technical equipment

Editorial & Projectmanagement

Online Production Team

12%10MB/s Up & Down

dedicated2 apparte providers

#exerciseHow can we earn this back?

How can we earn this back? Sponsorship sales

Sponsors will be seen!

Sponsors will be seen!

81% remembers direct!

How can we earn this back? Sponsorship sales New leads Brainpower community Marketing content Educational content Paid content Reach & brand value

#exerciseThink of the most suitable event to make live online: how would you design it?

#exerciseOn your ‘most suitable event’:What would the returns be?Who’s budget would it be on?

#reflectionapply to your own situation

Gerrit HeijkoopPartner LiveOnlineEvents

Social: @GHeijkoopWeb: www.Live-Online-Events.com

E-mail: [email protected]