How can Marketers continue to create professional connections and build relationships online?
46% of EI's clients have had positive experiences around networking at virtual events which is heartening to see. What is clear is that those that have positive experiences understand that digital events must be viewed differently to physical events and our definition of networking might need to change in this world. Where networking in the physical world is elevated due to those chance encounters in coffee breaks or 'tap on the shoulder' moments walking the exhibition floor, this is not true of the virtual channel and we must stop trying to replicate those experiences. The value proposition is different; The virtual channel should be leveraged for its strength in creating those meaningful moments of information/ideas exchange between people of a shared professional interest, which naturally helps relationship building.
What are you looking to achieve? Is your output to generate leads/make contact/deepen relationships? If it's lead generation, for example, does the event have a virtual business card drop facility?
How can media/event providers help facilitate networking? Do they offer a concierge or intelligent matchmaking service that secures enough meaningful meetings for you?
Are you able to engage in smaller breakout sessions/workshops/roundtables to facilitate meaningful dialogue and further relationships? How much time is being dedicated to this, as this is the 'new networking norm'?
Does the tech platform allow for intelligent tracking of attendees at breakout sessions? The impact of data in the virtual world is much greater allowing for a greater degree of post event follow up and deeper engagement.
Focus on selected target groups and bespoke virtual networking around those groups - roundtables/breakouts/workshops.
9 is the magic number - the ideal number of attendees to maximise on engagement and provide for elevated discussion in the virtual setting.
Meet little and often - Weekly peer groups work well in community building. People want to feel part of something that is just bigger than an isolated one off event.
1-2-1 workshops/clinics/drop-ins work really well providing brands with the opportunity to share knowledge and profile internal expertise.
Choose tech platforms that have enhanced capabilities in networking for example expertise in 121 meetings.
Make time in the programme for networking and signpost it well.
Incentivise audiences with prizes either to secure enough virtual meetings or to encourage engagement with booths
Make networking fun in the virtual world and add the human element including things like cooking classes, and wine tasting.
Encourage attendees to have videos on.