8 #EC10 takeaways on hybrid events and backchannels

Hybrid events are where the new internet technologies meet with audio visual. So naturally, I was very interested in this component of Event Camp,#EC10, the event industry’s first unconference focusing on social media for events and originating from members of the Twitter group #eventprofs. I’d read a lot about hybrid events, but hadn’t experienced one for myself, so I was excited to attend.

Technically a hybrid event is a face to face event that includes at least one virtual component ie a chat platform, web cast, Google Wave, etc. I attended a session on hybrid events led by a panel that included Robert Swanwick, CEO of Twebevent, one of the Event Camp sponsors,  Paul Salinger Vice President of the business software & hardware company Oracle and Michael McCurry CMP , Strategic Account Manager for the integrated meeting and event services company, Experient and one of the Event Camp organizers.  Here are my takeaways.

1 – Hybrid events are wonderful ways to extend your reach beyond the walls of your venue

Event Camp was webcast, allowing viewers to watch the event online. In addition, anyone could contribute questions and comments through Twitter, (used as a backchannel or online conversation about the topic or speaker). It was a great way to increase the audience at the event and generate buzz.  Online videos can be used before an event, for instance to highlight speakers, and afterward in an archive. Beyond allowing people who couldn’t make the trip to experience Event Camp, the promotional advantages are still being felt. (For more information check out this post on  online video by #EC10 producer Mike McAllen and this post by #EC10 organizer Jeff Hurt on the value of hybrid events .)

2 – The backchannel offers a great way for the audience to interact with the speaker

There has been some controversy because word had spread of a few cases in which snarky comments had reduced the backchannel to a virtual “kick me” sign for speakers. But after seeing it in person, I believe that the benefits far outweigh the potential drawbacks.

Because it was situated to the side, not centered behind him, the backchannel screen at Event Camp did not pull focus off the speaker. Also there was always an official backchannel monitor who would relay questions or complaints. This helped to keep the conversation respectful and addressed any issues that arose. (for more information check out this post on handling the backchannel, by Olivia Mitchell.

The benefits of having two way communication between audience (both virtual and live) and speaker were enormous. It brought fellow eventprofs who couldn’t attend, right into the room with us; it was an effective way to keep the audience (both virtual and live) interacting; it helped in promoting the event and it seemed to make the speaker more responsive.

3 – Virtual events can help keep attendance levels up

Paul Salinger spoke about experiencing difficulties with attendance at events in Europe. He said that by using virtual to allow people from other countries, who wouldn’t normally travel beyond their own borders, to attend, he was able to keep up his event attendance levels.

4 – Displaying a backchannel can help build audience trust

This was a very good point. I know, myself, that the more transparent any company is, the more I’m likely to trust them. It’s why I like companies that regularly use Twitter or Facebook to address questions or concerns about their product. It makes me feel that the company cares about what I think and will do whatever they can to make my experience positive.

5 – Attending an event virtually, can make you more likely to want to attend in person in the future

I’ve spoken to many who could not attend Event Camp, but took advantage of the webcast.  And in each case I heard that  after experiencing the event online, they are more determined to attend the next time. But don’t take my word for it, check out these great blog posts on virtually attending an event from people who weren’t at Event Camp .

6 – When considering whether to incorporate virtual into your event, it’s important to understand your goals.

Our virtual attendees did not have the pleasure of our company at mealtimes or in the bar where some of the best conversations were taking place. Spontaneous interactions are more difficult to duplicate virtually. However virtual is great if your focus is on delivering information.

7 – There is a trend emerging toward creating virtual environments out of websites

Twitterfeeds, chats and video conferencing can turn a website into a virtual event. It seems a relatively simple way to build and maintain a community around an event.

8 – When webcasting an event it’s very important to get the audio visual right

Mike McCurry suggested setting your camera on a riser at the back of the room to avoid getting the backs of heads blocking your shot as people walk by. Also, consider supplementing your lighting.

I’d love to hear your experiences with hybrid events. Or if you were at Event Camp, and you think I missed an important point about hybrid events, please add it in the comments.