I read a somewhat interesting article at SFGate.com on the rise of virtual meetings. The reason that I say somewhat interesting is that it is a little plug for a couple of virtual event agencies and then back peddles a bit from its main point that virtual events are taking off. They define virtual events as an event that “brings attendees together in an online destination built specifically for the event. From a PC, customers and partners can head off into cyber auditoriums for taped or live speeches, hit a virtual exhibition floor to check out demos and talk with sales people or virtually rub elbows with other attendees in lounges.”
But what I found most interesting, is the fact that there appears to be a balance growing between virtual and face to face events. In my opinion, there was a bit of an overreaction in the past two years to the use of virtual events as a way to save money. Anything virtual is just a tool, just like social media and e-mail. The skill is using them in the right situation. More on this in later posts.
The article references a survey commissioned by ON24 (which is a provider of virtual events) that states that of 5,000 marketing executives surveyed, they found that 63 percent were more likely to attend a virtual conference than an in-person event. I am always skeptical when a company funds it’s own survey and the results just happen to shine favorably on their core business but the results are interesting. Seems that companies are still participating in their biggest and best shows and replacing some of the lower level shows with virtual events. Convention area hotel room blocks for next year in San Francisco are down significantly from ‘08 and ‘09 but I don’t necessarily believe that this in part due to the rise of virtual events. It is a bit of a chicken and egg question as to the cause and effect, but I think that the decline in corporate T&E will continue for a few more years until the global economy rights itself. It is interesting to note that some companies are creating an interesting mix of virtual and live so that they can reach as much of their target audience. Some are hosting breakout sessions and meetings pre-event which is a trend I expend to be copied and expanded upon throughout the event industry, both virtual and face to face.
The Rise Of Virtual Meetings
I read a somewhat interesting article at SFGate.com on the rise of virtual meetings. The reason that I say somewhat interesting is that it is a little plug for a couple of virtual event agencies and then back peddles a bit from its main point that virtual events are taking off. They define virtual events as an event that “brings attendees together in an online destination built specifically for the event. From a PC, customers and partners can head off into cyber auditoriums for taped or live speeches, hit a virtual exhibition floor to check out demos and talk with sales people or virtually rub elbows with other attendees in lounges.”
But what I found most interesting, is the fact that there appears to be a balance growing between virtual and face to face events. In my opinion, there was a bit of an overreaction in the past two years to the use of virtual events as a way to save money. Anything virtual is just a tool, just like social media and e-mail. The skill is using them in the right situation. More on this in later posts.
The article references a survey commissioned by ON24 (which is a provider of virtual events) that states that of 5,000 marketing executives surveyed, they found that 63 percent were more likely to attend a virtual conference than an in-person event. I am always skeptical when a company funds it’s own survey and the results just happen to shine favorably on their core business but the results are interesting. Seems that companies are still participating in their biggest and best shows and replacing some of the lower level shows with virtual events. Convention area hotel room blocks for next year in San Francisco are down significantly from ‘08 and ‘09 but I don’t necessarily believe that this in part due to the rise of virtual events. It is a bit of a chicken and egg question as to the cause and effect, but I think that the decline in corporate T&E will continue for a few more years until the global economy rights itself.
It is interesting to note that some companies are creating an interesting mix of virtual and live so that they can reach as much of their target audience. Some are hosting breakout sessions and meetings pre-event which is a trend I expend to be copied and expanded upon throughout the event industry, both virtual and face to face.