Lack of interaction as a stumbling block for hybrid events? Not at all!
Hybrid events are a huge trend for the future. But where is the interaction of the participants? This article provides you insights into the “new normal” for events.
The event industry has high hopes for the Corona vaccine. This is the only way that physical events with “hands-on” participants will soon be possible again. However, in recent months, most event managers have come to appreciate the advantages of online events. Experts therefore agree that the “new normal” is hybrid events.
Is interaction necessary and perhaps even more important at hybrid events than at physical events?
Not more important, but in any case just as important! Interactions among participants or with the speaker often arise naturally in the physical space: Talking to the person next to each other, during the Q&A session, or networking after the event.
At hybrid or online events, interaction is just as important, but takes place differently. There is no seatmate, no eye contact to invite interaction, or a spontaneous invitation to make small talk. Therefore, interaction with and between participants must be actively enabled and encouraged at digital events to provide a comparable event experience. Surveys show that networking and interactions are crucial for most to attend an event, be it a conference, a talk or meetups.
What options for interaction do hybrid events offer?
At Veertly, we have developed the following model to categorize the interaction possibilities:
1. One-dimensional interaction
One-dimensional interactions are simple exchanges via polls, chat messages or (emoji) reactions such as thumbs up or applause. These forms of interaction are already standard at most events. Almost all online event and webinar platforms enable this type of interaction.
2. Two-dimensional interaction
This dimension includes conversational-like interactions. It includes Q&A sessions, networking conversations or workshops both face-to-face and via audio or video call for online participants. Since networking and the interactive exchange with the participants offers a relevant added value for all participants, it is essential for most event formats to allow these two-dimensional interactions. On the one hand, time should be allowed for this, and on the other hand, the technical possibilities should be created for the virtual guests.
I believe that digital participants should have the same opportunities for two-dimensional interaction as those who attend the event in person. Accordingly, a careful selection of the platform is critical to success. A distinction can be made between simple livestreams, webinar tools or holistic event platforms. When choosing tools, the flexibility of the interaction offerings must be taken into account, because every event has different requirements. On many platforms, several different interaction formats can also be linked together and thus complement each other in a target-oriented manner.
3. Multi-dimensional interaction
Modern technologies, including Veertly’s platform, are now opening up a new world of possibilities for online and hybrid events: multi-dimensional interactions. Examples include workshops that combine video-telephony exchanges and real-time work on a digital whiteboard. Or you explore a 3D trade fair stand or a website, and are simultaneously advised and guided by the salesperson in a conversation. All embedded in a platform with almost limitless, multidimensional interaction possibilities.
Is it possible and necessary to connect the online and offline worlds?
Hybrid events will only find acceptance and be successful in the long term if physical and digital guests benefit equally.
Attendees — online and offline — must be given equal priority, which also means that the range of functions and options should be identical.
Today, it is already common practice for participants to be able to register or view information, such as guest lists, via digital channels before a face-to-face event. After the event, video recordings of the event are often shared online or satisfaction surveys are conducted. Things get more complex when digital guests and on-site participants are called upon to interact during the event. But it is always possible:
- With the help of mobile applications (apps) and mobile-optimized websites, it is no problem to grant participants who are physically on site access to the virtual event platform. This means, for example, that surveys can be answered by both groups of participants (online and offline) and chat messages can be exchanged between both parties. Networking also works across the offline/online boundary in this way.
- Participants can use business card functions to exchange their profiles and interests with each other and network with just one click.
- So-called “social walls” are also suitable for public events. All posts on social media with a predefined hashtag (#) are displayed to both online and offline guests. In addition, broader attention is generated for the event in the social networks beyond the participants.
In my opinion, there are some basic elements that a hybrid event should include to connect all participants. These include, first, a holistic overview of participants (and if desired, additional voluntary profile information) including whether guests are attending physically or online and who the speakers are. Furthermore, the linking of all questions — asked by physical or online participants — during question and answer rounds (Q&A) is relevant. And finally, access to the same sources of information, such as presentations, sponsor booths, etc.
However, the extent to which the two groups are mixed depends very much on the goals of the event organizers. Is it desirable that guests from the digital world can also exchange information with those from the physical world during the event, e.g., via video call? In some cases, this may make sense and be technically feasible without any problems. However, I am of the opinion that for most event formats it is more appropriate to limit the exchange between the groups to surveys, chats and Q&A rounds during the event.
Outlook: Hybrid event formats of the future
In the coming months, I expect to see many new types of hybrid event formats being developed and tested.
- Multi-location hybrid events: People crave face-to-face interactions, especially after many months of “social distancing.” Hybrid events with multiple smaller physical locations and an overarching digital event platform are ideal for this. In this sustainable alternative to large, global conferences. The carbon footprint is reduced, as is travel time, and you build a stronger local community while still being part of a global network.
- AR / VR Hybrid Events: For some, this may still sound like science fiction. In my eyes, events that use augmented and virtual reality technologies are the logical next step of a video conference. The combination of virtual and real space offers a wide range of possibilities and creates new options for real-time interaction.
There is no question that online guests are no longer satisfied with a simple live stream, but the interactive exchange of all participants, physical and online, is already a central element for events today. I am looking forward to witnessing the development of hybrid events and to shaping them myself with Veertly, because our flexible event platform is not without reason called the Swiss army knife for hybrid and online events.
Alexander Spahn is founder and CEO of Veertly - a leading platform for hybrid and online events. He develops new ideas and features for and with customers to enhance the event platform. On the Veertly blog and in other media, Alexander writes about events, networking and new technologies.
