As with the evolution of all new technologies it takes a little while for the terminology to settle down and become general use. For the early adopters this can be an incredibly frustrating experience. Why? Because we’ve already been part of the (extensive and believe me exhaustive) debate, discussion and intellectual tussle and just as we sign off on that particular topic, along come the newbies and start it all again.
So it is in the land of virtual/online/hybrid events. As conference professionals and other interested organisations begin to understand that the technology isn’t going to go away; that rather than being frightening in its complexity the right solution can simplify marketing and communications; and that there are other people just like them creating very successful conferences and events; so does the supplier network. The latter are not slow at getting on a successful bandwagon, and nor should they be, but never does caveat emptor apply more than in an emerging market. Not least because you won’t get many chances to get this right with your audiences, and if you are billing something as a hybrid which falls in any way short of other experiences they may have had, your credibility will be questioned.
With hybrid events rapidly becoming flavour of the month, it is incredibly important that conference organisers are very clear about what constitutes a hybrid and what does not. So here’s a quick synopsis:
- A recording of the event posted online two or three days afterwards; sorry but this is just an online post-event recording.
- A live event with a Twitter feed running on a screen at an event; no – this is just an injection of social commentary into your live event
- A selection of individual blogs, chatrooms and social media forums; aren’t these already essential parts of your integrated communications strategy?
- A series of event photos; honestly…?
And if you are a purist you would also say:
- A simultaneous stand-alone webcast; because this is a stand-alone webcast
Why are none of the above really hybrid events? Because they fundamentally miss the point. A hybrid is something where two parts meld seamlessly together to form a unified whole. A post-event recording doesn’t allow first-time viewers to participate in the debate; a twitter feed is a one-way stream of consciousness; and a standalone webcast does not allow the live and online audiences to interact with one another.
What a hybrid event IS:
- An event where a technology solution is used to permit both a live and an online audience to view the same content at the same time. PLUS,
- Where the online and live audiences can interact simultaneously with the speakers and other commentators via spoken questions and typed chat. AND,
- Where the online and live audiences can interact with each other within the timeframe of the live event.
With the right technology solution, or blend of solutions the latter point could also be extended so that the conversation with the audience starts in advance of the live date(s), is developed with the input of relevant and well-informed experts and then continues post event. What is imperative is that you, the conference or event organiser, create an environment, beit online, live or a hybrid of the two, where there is no barrier to integrated conversation and networking.
Hybrid events are delivering great results for organisations such as The Economist so they are there to be embraced. Just make sure that when you step into the water you are taking the right equipment with you.