Best Practices for Virtual Events and Training

Planning a virtual event is very much similar to planning an in-person event or course. Experts will tell you that there are numerous issues to take into consideration: objectives, specific goals, measurement techniques, audience profile, speaker and content/curriculum planning, pre-event marketing, marketing during the event and post event marketing, sponsorship, branding or advertising opportunities, dates, times, not to mention all of the technical issues and of course...the budget.

These are all somewhat complex issues loaded with layers of detail. Our goal is to populate this section of the VEchannel.com site with as much relevant information on the subjects as we can. We are interested in your input and welcome articles, stories, outlines and resources, guidance, whitepapers and tips. Use this link to submit your material.

In the meantime, here are some notes on some areas were would love to have your submission and participation:

Defining Success with a Well Prepared Strategy

Define what success is for your virtual activity-and be as specific as you can.

• Number of attendees, pupils, viewers, etc.
• Branding, awareness, educational, demonstration, etc. goals
• Types of attendees-free, paid, customers, prospects, C-level, technical
• Financial objectives--make money, invest in marketing/support, lower other costs
• Level of participation, certifications, leads, sales, etc.

A through analysis of your goals and objectives will be the foundation upon which you build a compiling online event strategy. It will also give you a tool to evaluate every detail of the plan in order to make sure you stay on target and on plan as your event progresses.

Content/Curriculum/Program and Speakers/Presenters

Compelling content is a must so don't settle until you are sure you've got "must have" content to get attendees interested and to get them to come back and tell their colleagues. You'll need presenters/speakers/panelist that are appropriate, professional, well-rehearsed and very well organized. If you are capturing a live event/presentation, you'll need extra preparation, logistical support and probably speaker training.

Marketing

Marketing is simply getting your prospective attendee, users, student, customer, etc. to receive your information and take action. By the way, it's the hardest part of the whole process! There will be much to say about virtual events marketing in this section but for now, figure you must first define your target audience, identify how you can reach them with your message, create a message that gets their attention, gives them enough information to become fully educated on your offering and gets them to take further action (seek more information, ask to be a part of your mailings or register).

Even if you are offering high-quality, free content to a very targeted audience--we cannot stress it enough--finding and communicating with your target audience and then getting them to actually register is probably the most difficult and important part of producing your virtual webcast, demo, training, webinar, podcast, etc.

Registration

Once you have begun marketing your activity, you'll want to capture potential attendees and attendees contact information as well as perhaps demographic and payment information. This is best done online but could also be supplemented with phones-based personal registration assistance depending on the audience and the level of support the activity will support. In general, your event site should always allow users to register online.

Related to your registration but really a marketing activity, confirmations (via email, newsletter or direct mail or phone-or all of the above) are critical to keeping your attendees or registrants engaged and scheduled to take part in your activity. Even after you have attendees registered, and especially if they have not already paid for the event or it is free, ongoing marketing and reminders are critical. For a free event, you are not likely to get more than 50% of your advance registrants to participate (and we've seen as much as 75% drop off!).

Don't assume that your attendees know when the event is, how to get to the right url, how to log on, or know what they are supposed to do at any point in the process. Keep reminding them of the important details-right up to the point of the event. Make sure to keep selling them with every reminder you send.

Logistics & Production

You cannot be over prepared for a live webcast of any type. Whether you are webcasting a live event, a teleconference, webinar, demo or training session or class, no doubt, you'll be working with outside vendors for various services. Plan on devoting ample time and resource to planning, testing and rehearsal on everything from technology (especially technology!) to moderator and speaker materials and production.

The Goal

Don't forget to start with the end goal in mind but as importantly, end with the goal in mind. Throughout your event, keep in mind what you want to happen when the event is over. In the end, if not sooner, have a well prepared, well rehearsed closing that gets people to take the next step-ask for more information, request a meeting, and RFI or RFP, sign up for more of your programs, etc. Remember, people don't want to have to figure out what you want them to do-they want you to guide them or literally tell them what to do next.

We would like to have your submissions for "Best Practices" for virtual events. Use this link to submit papers, articles, documents or links to information you feel would be useful to those contemplating or actually producing virtual events. We'll give credit and link back to your site.