benefits and challenges of live streaming events and challenges of live streaming events michael...

Benefits and Challenges of

Live Streaming Events

Michael Beird

Erin Handel

Co-Founders, BankersHub

April 15, 2014

Overview of Today’s Discussion

Different types of Traditional Events

The hybrid, or live streaming event and example

Features and benefits of the hybrid event

Why companies may want to consider live streaming

Developing and staging the right content

Overcoming objections and cannibalization

Additional recommendations and considerations

2

Traditional Events Environment

3

Live Conferences/Gatherings

Pros

• Watch presenter(s)

• Ask questions to presenter

• Network with others

• Get information real-time

• Sponsorship opportunities

• Cool giveaways (pens, Slinkies, etc.)

Cons

• Audience limited to physical attendees

• Expensive for attendees

• Expensive for organizers

• Large time commitment

• No playbacks or archives for later

Why customers choose to NOT attend live events

4

Source: Meeting Professionals International (MPI)

http://www.mpiweb.org/Home


5


Pros







Cons






Webinars and Webcasts

Pros

• Unlimited audience potential

• Hear presenter(s)

• Ask questions to presenter via chat

• Hot topics and „breaking‟ news


• Relatively inexpensive for attendees

and organizers/companies

• Recordings/playbacks often available


• Technology fairly simple

Cons

• No visual of presenters

• No interaction/networking with others

• No cool giveaways


6


Pros







Cons






6

Webinars and Webcasts

Pros


• Hear presenter(s)





and organizers/companies



• Technology fairly simple

Cons

• No visual of presenters



Live Streaming “Hybrid”

Pros


• Hear and watch presenter(s)







Cons

• Technology expensive and requires

specific media A/V skill sets



Live stream - Product

Live Stream events are online sessions where the video (picture of

speaker), data (ppt) and audio are streamed live to a virtual audience

in real time, as the event is happening.

Any physical event producer is a potential user of live streaming

7

Live stream – Features and Benefits

Gets larger numbers of attendees and additional revenues from an existing physical event

Gives critical information to attendees who cannot afford to travel or be out of the office

Utilizes cutting edge technology for a step above the “usual” webinar

• Shows the speaker live, making attendees feel as though they are really “there”

Allows access to archived sessions from which others in the organization may benefit

The Event Producer can charge additional sponsorship for live streaming

8

Potential uses of live streaming technology vary

A 2012 survey by Meeting Professionals International (MPI) found

that half had never planned a hybrid event and 25% never saw one

62% believe that hybrid, live streaming events are just broadcasting

to an online audience

However over 50% were aware that this technology leaves a „legacy‟:

• It captures both video and audio for later playback

• Playback can be provided to customers or employees who were

unable to attend or watch

• Playbacks can also be sold as stand alone content going forward

or with extracts used in marketing materials, promotions, etc.

• This saves money having to re-shoot or re-assemble subject

matter experts, speakers, etc. at a later date.

In the end, however, what format gets used depends on the

audience, industry, available technology and usage afterwards

9

Examples of why companies should

consider doing a hybrid event

Announcing the launching new products and services

Annual user conferences or shareholder meetings

Corporate training for remote locations

Executive briefings, announcements or updates

Sponsored briefings, updates or „infommercials‟

Customer interviews

10

Developing and staging the content

Determine if there will be a live audience, or is it a „closed‟ event

Understand and evaluate the physical environment

• Lighting

• Acoustics

• Seating

Anticipate role of physical attendees and limitations of virtual audience

• Q&A

• Breakout groups

Identify opportunities to poll/survey virtual audience

Prepare and coach speakers in advance

Test, practice and test again

11

Ways to drive revenue and/or increase attendance

Create new revenue by charging for content from attendees who are

new to your organization

Create new revenue by upselling the playbacks to attendees on site

Build sponsorship opportunities into the offerings (i.e., logo on the live

stream interface, mention of sponsor on the webcast, ability for sponsor

to moderate the online Q&A, etc.

Give your exhibitors a change to enhance their expo by having a live

streaming session/demo from the expo hall.

12

Addressing objections to live streaming and hybrids

13

Source: Meeting Professionals International (MPI)

http://www.mpiweb.org/Home

Perception of cannibalizing live attendance

Associations and conference organizers have argued that virtual events

reduce physical attendance and revenues through „cannibalization‟

Recently, PCMA released survey results that showed not only are they NOT

cannibalizing in person attendance, they are increasing BOTH in person and

hybrid

When asked if attending the hybrid event would make them more likely to

attend a physical event, only 7% said it wouldn‟t.

PCMA is seeing both and increase in hybrid attendance AND physical

attendance

14

Additional recommendations and considerations

Live streaming hybrid events offers opportunities to capture revenues to help

alleviate expenses

• Separate registration for virtual attendees

• Sales of recorded playbacks after the event

• Sponsored ads/banners of broadcast events from third parties

Deciding when to offer Free vs. Charged-For content

• Free

– Attracts a larger audience, but may not be true „buyers‟ or decision makers

– Can be promoted through viral channels to create larger buzz

– For internal content such as training, information dissemination, updates

– Great for reaching out to customers and prospects regarding products, services, etc.,

such as user conferences, shareholder meetings, and sales demonstrations

• Charged-For Content

– Informational/educational content for public…not sales or promotional in nature

– Offer additional materials, handouts and takeaways

– Be specific in promotions and online about what will (or won‟t) be covered in the event

– Consider offering the playback free for attendees, in case there is a schedule conflict

15

Questions

16

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