What is the place for virtual events now and into the future?
During the current ban on physical gatherings, some event organisers who want to continue to engage their audiences are taking the brave step to take their event, or elements of their event, online.
Brave, because running an online event is not the same as running a physical event. A bowl of noodles and a laptop at home is a long way from an annual festival that people look forward to all year - and while people are happy to pay for real world events, they may well be less likely to want to pay for online events.
“It’s not really a presentation problem, it’s an audience problem. It’s easier than ever to make noise, but harder than ever to get listened to. A deluge of digital is coming down the pipeline: so how does any single event stand out? This is the challenge that organizations will have to conquer.” - Timo Elliott
There have been success stories, even in the short time since the ban on gatherings started. The Sydney Edible Garden Trail was launched by volunteers for the first time ever in the physical or online world just a couple of days after the ban on public gatherings was announced but still achieved 600 online attendees from around the world who paid $5 each for hours of live garden tours and instructional gardening how-to demonstrations. Their online event of recorded content continues in a Facebook group for a couple of months allowing them to increase attendances and engage with their audience.
There is one thing to be forced to host virtual events during this pandemic, but what about when we transition out of isolation and start re scheduling festivals and events.
Online event platforms
If you are looking for a platform to host your virtual event here are some resources for you. With all events so different it is very hard to recommend a platform that would fit your event’s needs.
Some popular platforms are
Facebook, using live video, and connecting with people where they are
Zoom, the video conferencing tool the world is turning to. Zoom integrates with Facebook and YouTube, and has chat features and Q&A polling to allow interaction.
Find more platforms and tools via these links:
Virtual Event Platform lists these seven features to look for in assessing a platform that indicate it will be dependable:
easy to use
non-invasive (doesn’t spam you with emails)
meetings start on schedule because users can access the software pre-event
all-inclusive (rather than charging for additional elements)
brandable
live trouble-shooting support
good customer support
This (self-promoting) article discusses the benefits of a customised platform.
How to pull off an engaging online event
We recommend you take part in virtual events similar to your own and take notes on what works well and what is “death by talking head”. Talk to the event organisers after the event and ask what they would do differently next time.
According to Forbes, the best way to host an online event is to host a keynote speaker (or spaced out keynotes) and then focus on a day (or two, not three) of online content delivery, the bulk of which should be available as a smörgåsbord of pick-and-mix online on-demand content for users to consume as they wish.
In particular, think about co-creation of content with your attendees rather than providing hours of people sitting and talking to their cameras in their living rooms. Think about your event from the point of view of your ideal attendees? What would they like to experience, do, hear or learn at your event? How can you honor and enable this at your event? Do you need to work with someone new to make this happen, such as someone who can help you add virtual or augmented reality? (Ensure any new offerings align with your event’s intent and sustainability.)
Eventbrite suggests these tips to ensure your online event engages its audience:
Determine if your event is suited for an online audience – an arts workshop that requires participants to use physical materials they don’t own wouldn’t work
Provide a space for people to interact, share their thoughts, and discuss the event, in real time
Use the right technology for your online event platform
Don’t skimp on production equipment – use a good quality camera, microphone and internet connection, and test your sound before beginning
Practice your presentation skills (hone them)
Google has this helpful resource on taking events online with powerful tips covering
approach and platforms (Google-owned channels)
design (using your brand) and setup of your sets
interactivity and engagement, including inclusion
communications and how to promote your event
legal considerations
Bizzabo has two articles with examples of successful online events, and what made them work well
Will virtual events stick post COVID-19
There is one thing to be forced to host virtual events during this pandemic, but what about when we transition out of isolation and start re scheduling festivals and events. Will the new wave of virtual event platforms still have a place? Will festivals and events consider how they integrate virtual experiences into their program or will we move on and return to the focus on live festivals and events?
All reports suggest that the isolation restrictions will be lifted in a similar way to how they were enforced, which means that mass gatherings will suffer the longest isolation period, with gatherings of <50 people to be permitted first, followed perhaps by gatherings of <500 people. But when will mass gatherings of thousands of people be permitted in Australia? Could we be waiting until 2022?
With this in mind is there a place for mass gatherings to consider a combination of live and virtual events in 2021?
Does the live event experience become the premium experience for <500?
Maybe these mass gatherings consider how they host their event over a series across the year, rather than one mass gathering. Could some of this include virtual experiences?
We started to hear about the trend around micro festivals in 2019. Will COVID be the influencing factor for more mass gatherings to consider a new micro model?
Please share your tips, thoughts, inspiring examples and questions in the comments below
