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www.HybridEventsAuthority.com

The Hybrid Event Crash CourseSteph Pfeilsticker, CMP, CMM, DES, HMCC, MBA

ORIGIN OF THIS SESSION

5 week series (6+ hours) Practical approach to planning hybrid events Perspective of an association plannerWarts and all approach

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AGENDA

Fundamentals MarketingOperations Technology Engagement Future of Hybrid Q&A – No question is too basic!

BACKGROUND

Experienced Planner with 18 years experience Non-profit Associations Corporate

Early arrival to Hybrid Meetings First learned about virtual meetings in 2010 at an MPI event. Produced over 50 virtual and hybrid events. Started Hybrid Events Authority, LLC in 2014.

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WHAT IS A VIRTUAL MEETING?

#1 The Virtual Attendee

is viewing at their office or home.

#2The speakers are in a room

with cameras and no physical audience.

#3 Virtual attendee is viewing the presentation and the speaker.

WHAT IS A HYBRID MEETING?

Simply stated, a hybrid meeting is a virtual event that also has an in-person audience.

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MEETING TYPES IDEAL FOR HYBRID

Annual Conference Meetings with

Information Flow

WHY WOULD AN ASSOCIATION OFFER A HYBRID MEETING?

ConflictsGeography Year-round educationCreate an option for digital sponsorship Ability to expand content to a secondary audience Drive in-person attendance for next year’s eventGenerate Revenue!

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COMMON CONCERN

Will this take away from my in-person attendance?

CANNABOLIZATION

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GOOD NEWS!

Hybrid events do NOTcannibalize your in-person audience.

WHO ARE THE VIRTUAL ATTENDEES?

Virtual attendees generally consist of non-members or newer

members to the organization who are unsure of the value of the

conference and would NOT have attended in person.

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IN-PERSON ATTENDANCE GROWTH

The low barrier to entry allows virtual attendees to get a taste of the event. My event data shows that between 34-51%of virtual attendees attend the in-person

event the next year.

YOUR TURN! At your tables, share any virtual or hybrid

you’ve planned. If you’ll be planning your first, share what

meeting you would like to stream. Include any questions you have.

Each table will report out.

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HYBRID AGENDA DESIGN

HYBRID AGENDA DESIGN: In-Person Agenda

Virtual Agenda Plan in 15 minute increments. Shorter bursts of information

rather than long sessions. Vary length of sessions.

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HYBRID AGENDA DESIGN: Target Virtual Audience

Start with Goals and Objectives

Audience Demographics Membership types Organizational Longevity Past participation Geography

Content Mapping

HANDOUT ON A SAMPLE HYBRID MEETING

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BUDGET

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LOWER PRODUCTION VALUE (A/V)

2 Day event Cost

Streaming/Platform 12,000.00$     

A/V 4,600.00$       

Internet 500.00$           

17,100.00$     

HIGH PRODUCTION VALUE (A/V)

2 Day event Cost

Streaming/Platform 12,000.00$     

Production Company 12,450.00$     

Internet 500.00$           

24,950.00$     

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BUDGETS: FROM SHOE-STRING TO FULL PRODUCTION

BUDGETS: FROM SHOE-STRING TO FULL PRODUCTION

Steph’s Theory on Streaming: The screen should never go black.

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MARKETING

Promotion/Registration Strategies Option #1: Registration Open for

Hybrid and F2F Option #2: Announce at Same time

as F2F, open reg after F2F reg ends Option #3: Announce and Promote

after F2F reg ends

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COMMUNICATION PLANS

COMMUNICATION PLANS

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MARKETING

Attrition Mitigation tactics Free Event: ~50% no show rate Paid Event: ~20% no show rate

What is the Cure? Frequent and timely reminders

HYBRID EVENT PRICING

Why Charge? How much to Charge?

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HOW CAN HYBRID MEETINGS GENERATE REVENUE

Virtual Registration fees Recorded content sales post

event to onsite attendees and non-attendees Sponsorship

HOW ASSOCIATIONS GENERATE REVENUE

Objective: To establish an online audience to increase overall registration and drive revenue.Solution: Contemporary Forums streamed 20 sessions from one room over three days. Fees were charged to live participants and

content was made available for purchase afterward.

Results Increase of 238% in virtual attendees from 2011-

2013. Established a new revenue stream.

Credit: Digitell, Inc.

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REVENUE GENERATIONJIM PARKER, DIGITELL [video]

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REVENUE GENERATION (part 2)JIM PARKER, DIGITELL

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HYBRID EVENT TEAM

HYBRID EVENT TEAM

Working with others in your organization (IT)

Pre-event team/you! Writers

Virtual Studio script

Event Materials

Communications

Registration/Marketing

Virtual vendor

A/V

Onsite Speaker wrangler Chat host Q&A reviewer

Post-event ROI (Insights Team) Metrics PR

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OPERATIONS

OPERATIONS: PRE-EVENT SPEAKER TRAINING

Speaker Training Before: Informal (email) Formal

training (session) Speaker portal Onsite: Reminders at podium

Onsite support training Team: Speaker Wrangler,

Chat/Q&A/Social Media moderators

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OPERATIONS: ONSITE MANAGEMENT

Strategy for technical support Standard Vendor Support FAQ to IT, Help Desk,

Receptionist

Crisis plan Anticipate failure modes

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TECHNOLOGY

Advice from the Experts Virtual platform and streaming

companies A/V Internet at Venues

STATE OF THE INDUSTRY: INTERNET JIM PARKER, DIGITELL

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Jim Parker, Digitell

JIM PARKER, DIGITELLHOW TO GET STARTED

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HYBRID ATTENDEE EXPERIENCE

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COGNITIVE ABILITY AND ATTENTION SPAN

WHY DO WE NEED ENGAGEMENT?PAUL COOK, THE HYBRID EVENT CENTRE, UK

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ENGAGEMENT BEST PRACTICES

Tools Q&A Polls Studies show instant increase

in attention

Without engagement, virtual meetings are just 

bad cable access.

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ENGAGEMENT BEST PRACTICES

Chat Standard Chat moderator

Video chat Topic-Specific rooms Private chat

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ENGAGEMENT – Retaining Attention

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VIRTUAL STUDIO

Physical space for virtual emcee to interview Be the Voice of the Virtual audience Ideally situated behind audience Interview speakers and organizational

personnel Fully-Scripted

VIRTUAL STUDIO

Virtual Emcee Paid talent or organization’s

personality Anchor desk or table

No virtual emceeMust have in-person emcee

acknowledge/give direction to virtual audience

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POST EVENT

Return on Investment Analysis Metrics Content Utilization Plan Repurpose Rebroadcast

WHERE TO GO FOR MORE INFORMATION

MPI Virtual Edge Institute –

www.virtualedgeinstitute.com Digital Event Strategist designation

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WHY ISN’T EVERYONE DOING THIS?

Associations that produce hybrid

meetings are leading their industry

in education.

FUTURE OF ASSOCIATION MEETINGS

“In 50 years, there will be no difference between an in-person meeting and a virtual experience.”

-Nolan Bushnell, Founder of Atari

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FUTURE OF HYBRID MEETINGS

Not going away Televising NFL games Expectation WiFi

FUTURE OF HYBRID MEETINGS

If you don’t stream your content, someone else may do it for you.

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CONTACT INFORMATION

Steph PfeilstickerHybrid Events Authority, LLCWeb: www.HybridEventsAuthority.comEmail: Steph@hybrideventsauthority.comPhone: 612-247-4420Twitter: @Hybrid_Steph