Virtual Events can mitigate some event cancellations and postponements and offer a real alternative to in-person events that cannot be held during the pandemic. To make a virtual event successful, it requires not only reliable infrastructure and programming, but also a structured guide, careful planning, a compelling concept, and suitable content. This is not easy, as very few organizers and event managers have experience in planning and executing virtual events. So, how do we transform our concepts for in-person events into a compelling virtual event? What do we need to consider? AirLST has since hosted and supported several virtual events. In close collaboration with our clients' planning departments, new ideas were tried out, concepts developed, and the technical infrastructures for powerful virtual events were implemented. Following an initial evaluation, we have compiled our essential guide for you, which clarifies the most important stages and aspects of a virtual event:
Reflect on why you are planning the event: Who is your target audience? What do you want to achieve with the event? How can these goals be achieved in a virtual format? How digitally savvy is your target audience, and how can you constructively guide them through a virtual event?
A 1:1 transformation of an in-person event into a digital event is not always possible or sensible. For example, the shared experience of a concert audience cannot be compared in any way to a live stream into the living room. Therefore, a sense of community and closeness must be created differently, so that a physical concert, for instance, becomes a live stream with an integrated forum and chat where fans can interact. And that's why the question of objectives is so important; the objectives dictate the format and features of the virtual event.
Events often provide a welcome change from the daily office routine. It would be a shame if we had to spend even more time in front of the computer to attend a virtual event. Therefore, the virtual event venue should be carefully designed and developed. A virtual event should also offer a welcome change: an appealing design motivates participants to interact and facilitates navigation through the virtual event.
The more meticulous the planning, the smoother the virtual event can run. Clear processes and a well-structured agenda help guests participate. Time buffers should be planned so that technical issues, restroom breaks, or navigation difficulties don't leave participants behind and demotivate them.
Every guest should feel welcome. How often have we sat in front of a live stream showing a test pattern or an empty stage? Waiting in front of a computer can be quite frustrating. The guest's participation in the virtual event must be valued. A digital check-in allows for a personal welcome for the guest. Short introductory videos help navigate the platform and can prepare the guest for the virtual event and what to expect. This not only extends a welcoming hand to the guest but also makes waiting times until the live stream begins productive.
A moderated virtual event has a lower dropout rate and increased participant activity. Participants should always know where they are in the event and how to navigate the virtual platform. This is a learning process, and experience with virtual events is not yet widespread, which is why easily accessible support and a structured, inclusive event concept are essential.
Tools like breakout rooms, video or text chats, shared notes, virtual whiteboards, and virtual networking areas encourage participant interaction. However, guests are often unprepared or unaccustomed to using such tools. Therefore, a brief introduction and guide to the tools should always be provided. An easily accessible support team can also help overcome such obstacles. Networking should also be guided. Moderated networking sessions led by facilitators help overcome guests' virtual reluctance.
Short interim polls engage participants who are distracted, solicit brief feedback on event content, and involve guests. They also assist in the evaluation and follow-up of the virtual event.
Here, the virtual event differs little from any other event. A follow-up reminds participants of the event, contextualizes and solidifies leads, and builds bridges for questions and next steps.
A virtual event generates a lot of exciting material, which should be used productively. By setting up a virtual event archive or a media library participants can access the content long-term. This increases the event's shelf life and reach.
A final evaluation is essential; after all, we are still in the middle of a learning process and want to find out how to get the most out of virtual events. For this, we need the support of participants and a reliable data foundation.
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