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The Future of Virtual Events

While we’ve all been staying home and being virtual, Paul has done some original research and David has written this white paper for Network Solutions on helpful tips and tricks for IT pros that are involved in supporting virtual events.

The result of Paul’s informal census is that folks can’t wait to get back to F2F. We all have been in our pandemic bubbles for far too long and the urge to have human contact and serendipitous hallway meetings is a big reason to return to the rubber chicken circuit. But we’ve all learned a lot in the meantime about what makes virtual events successful. At its heart, you are putting on a live TV show with a very small staff to handle the production. You need to plan accordingly on the mixture of live and pre-recorded segments and figure out what tech you are going to use, including the video conferencing and the event management tool. (The two are different and you should understand the differences, which David explains in his paper.)

But virtual events have their purposes, including creating content that can be archived and used for marketing purposes long after the last attendee has disconnected. Unlike physical events, this content can be helpful in bringing in new customers and supporting new marketing campaigns, as well as supporting existing customers with FAQs, for example. And they can be very cost-effective to produce since you aren’t picking up huge travel and event hosting fees.

Paul Gillin

Paul Gillin, host of FIR B2B, is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

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