Hybrid events - Masterclass MPI Finland
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Hybrid eventsReasons to go live, content formats & interaction and their business caseGerrit Heijkoop | @GHeijkoop
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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
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#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?
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“Het online ontsluiten van bijeenkomst leidt
tot minder deelnemers”
Why stay local, when you go global?
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Target audience
Online engaged
Increase your reach & engagement
Live delegates
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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
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?
Most webcasts are boring!!!
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definition
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Definition of a ‘hybrid event’
Face to
Face
TVbroadcast
SocialMedia
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Definition of a Live Online Event
TVbroadcast
SocialMedia
Face to
Face
LOE2nd
screenLive
show
Backchannel
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Definition of a live online event
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Definition of a live online event
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Definition of a live online event
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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”
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wat
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Why go live online?
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#exercise
What are the benefits of a hybrid event?
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Benefits are clear!1. Increased reach2. More engagement with your audience3. Sponsor opportunities4. Reduction of CO2 & travelcosts5. Massive amount of marketing content
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Reach more potential customers with symposium
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Allow more people in then fitted the room
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Increase engagement of employees with innovations
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Increase engagement of employees with innovations
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Let more members benefit from educational content
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Get more members engaged with the strategic agenda
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Get more members engaged with the strategic agenda
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Increase visibility vs. international competition
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Increase visibility vs. international competition
Large sponsor cancels physical presence
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Reach and attract a younger audience
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Benefits are clear!1. Increased reach2. More engagement with your audience3. Sponsor opportunities4. Reduction of CO2 & travelcosts5. Massive amount of marketing content
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#exerciseThink of the events in your context:1. Which one would be suitable?2. Which one definitely NOT?
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Content formats
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#exerciseSources of inspiration:1. What is your favorite TV show?2. What is your favorite game?3. What is your favorite topic?
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Definition of a Live Online Event
TVbroadcast
SocialMedia
Face to
Face
LOE2nd
screenLive
show
Backchannel
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How do you design a live online format?
After-ShowPre-Show LIVE (Interactive) session
• 1 topic• online host• interactive
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How do you use a live online event?Day 2 Interreg
Forum Day 1
Interactive online TV
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How do you use a live online event?Day 2 |
Interactive online TV
DSM InnovationSummit Day 1
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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
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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
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How do you use a live online event?IBM
BusinessConnect
Day 1
Interactive online TV
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Audience Interaction
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Audience interactivity: Slido.com1. Questions to stage2. Polls
♯ Multiple choice♯ Open question (Word Cloud)♯ Ratings
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Businesscases & ROI
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So what does it cost?
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Technology: 3 flavors• mobile phones• broadcast via Social Media• sessions hard to follow• content hardly re-usable
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Technology: 3 flavors• HD quality• flexible & fast• sessions can be
followed fairlywell
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Technology: Live Online Event• multiple camera’s• interactive studio• sessions almost
“better than live”• content is a
‘goldmine’
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So what does it cost?
v.a. €5.000 v.a. €7.500 v.a. €15.000
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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
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#exerciseHow can we earn this back?
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How can we earn this back? Sponsorship sales
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Sponsors will be seen!
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Sponsors will be seen!
81% remembers direct!
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How can we earn this back? Sponsorship sales New leads Brainpower community Marketing content Educational content Paid content Reach & brand value
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#exerciseThink of the most suitable event to make live online: how would you design it?
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#exerciseOn your ‘most suitable event’:What would the returns be?Who’s budget would it be on?
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#reflectionapply to your own situation
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Gerrit HeijkoopPartner LiveOnlineEvents
Social: @GHeijkoopWeb: www.Live-Online-Events.com
E-mail: [email protected]
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