Networking & Interactivity

It is clear there is a huge opportunity around the vast reach of virtual events, with large virtual events broadcasting content to huge audiences (50,000+ registrations). Whilst these platforms such as the FT’s Global Boardroom, are exciting from a reach point of view, marketers are finding networking in the virtual space is lacking, which often makes it difficult to prove ROI as the number of tangible leads acquired from virtual events remains low.

Exhibition booths are often the mainstay for many event marketers to obtain leads, however, the virtual booth has largely fallen flat. The group felt that in the virtual world much of the onus is on the sponsor to drive online traffic to the virtual booth and there are plenty of anecdotal experiences of virtual booths generating zero traffic at events which previously, in the live format, would experience excellent engagement.

Successes are being seen outside of the business world in this type of online engagement with virtual gin tasting proving to be a fun and engaging way to spend an evening with friends, outside of another zoom quiz. What lessons can be learned here for B2B virtual events?

But there have been some positive experiences, particularly smaller, more intimate roundtable style virtual events such as Chief Nation’s Chief Wine Officer formats which bring together a small group for a facilitated roundtable and virtual wine tasting. Attendees are engaged and its good to retain an element of fun!

Some successes have been touted in match-making networking at events.

In most cases however the technology being used needs to catch-up to the requirements of the attendees and sponsors.

Sophisticated algorithms can be utilised to navigate audiences at large events; matchmaking your target profile with those interested in engaging with your offered product.

Events which utilise these will not only improve networking in the online world but will also have huge potential at large events in a hybrid or live format.

Building networking into an online agenda, as is delivered in live events, can lead to good interaction, however, it is important to be mindful of the best format to host online events as two full days does not convert to the digital world.

Short blasts of content (around 20 minutes per session) with built-in breaks look to be the best way to engage an audience from their home office without an excessive drop off throughout the day and days.

Experimentation around event formats is rife, at present it's difficult to see successful patterns emerging as organisers are testing the effectiveness of 1 day to 5 days and everything in between.