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Use this space to briefly outline the overall objectives and goals of you organization. You'll want to check your plan again this road map. The 8th Habit, a book by Stephen Covey, notes a survey of 23,000 employees from random companies and industries found that just 37% said they have a clear understanding of what their organization is trying to achieve and why. And only 20% said they had a clear "line of sight" between their tasks and their team's and organization's goals. That’s why we suggest that every program strategy begin with a review of your organization's current mission and core objectives. Usually, organizations have only one mission and multiple objectives (or goals) that help answer the question of what the organization does. There can be a number of objectives and goals to be achieved in order to achieve a mission.
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In the fields of strategic management, marketing strategy and business strategy, digital strategy is the process of specifying an organization's vision, goals, opportunities and initiatives in order to maximize the business benefits of digital initiatives to the organization.
Goals and objectives are similar in that they describe the intended purposes and expected results of the program and incorporated activities and establish the foundation for assessing the results and success.
Digital Event/Program
A digital program is one where the participants are connected in a common online environment which is accessible by computer, tablet or smartphone.

Hybrid Event
A hybrid event is a combination of a physical event with elements of a digital event, usually running simultaneously, and with overlapping content and interactive elements, broadcast over the Internet.

On-Demand vs. Live
On-demand events/sessions are the content items available online that can be accessed when desired by the participant whereas live programs are broadcast in real time.

Live Streaming
Live streaming/streaming/webcastsing refers to the process of delivering real time multimedia (audio and video) files over the Internet.

Simulive or Simulated Live
Simulive sessions or activities are pre-recorded for broadcast over the Internet at a specific date and time, but are not publicized as being pre-recorded (similar to TV shows such as the Colbert Report). These activities and sessions typically have a live post-presentation Q&A period where the pre-recorded speaker or other subject matter expert rejoins the live broadcast.

A webinar is a seminar session/web conference which is conducted over the Internet. Unlike a webcast, a webinar allows the participants to interact more with the presenter(s) either through voice or instant messaging.

This typically means using digital technology and multimedia to deliver part, or all of a course whether it's in a school, part of your mandatory business training or a full distance learning course.These terms are broadly synonymous with multimedia learning, technology-enhanced learning, computer-based instruction, computer-based training, computer-assisted instruction or computer-aided instruction, internet-based training, web-based training, online education and virtual education.

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Content Strategy is your approach to identifying, planning, creating, distributing and aiding in the consumption and understanding of your program’s content. Content is not just a what, there is also the who, when, where and of course, why. The strategy tells you what your content needs to do for your business and the audience that the content is intended to serve. Your content needs to support your program goals as well as the goals and needs of your audience—the best way to find out what those needs are is to ask them, early an often.

If you are producing a hybrid event, you will be generating a lot of your content from the existing programming of the in-person event but that’s not enough. In these situations, your strategy will need to identify the proper content and mix of what will be available during the physical event, and what you will need to supplement with new, and perhaps exclusive to the remote, digital audience. Remember, your remote audience is easily distracted and have tremendous competition for their attention.

Crowdsourcing is a technique that event producers are employing more frequently and simply involves asking people what they want and need and then having the crowd rank, improve and vote on the content they like best. With a good size ‘crowd’, the technique can be quite effective but beware of relying too heavily on crowdsourcing with a small or unresponsive audience.

Content strategy logically come after you have already defined the people you want to target and the actions you want them to take as a result of engaging with your content. From this process you should have:

-An agenda
-A list of sessions or topics to be covered
-Session titles (can be modified as you move forward)
-A target list of speakers, presenters or subject matter experts
-A timeline
-Thoughts on how you are going to measure the success of this plan
-A plan that can be shared with others

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Hybrid Event & Ways of Engaging Your Remote Audience

The main difference between a hybrid event and a normal in-person event is that your live streamed sessions have two separate audiences; the virtual audience and the face-to-face audience. Generally, the content doesn't need to be altered in these sessions, but you will want to work with speakers even more to coach them on how to present and engage both group of participants.

The main focus should always be inclusiveness and working the elements of the session to meet the needs of both these audiences. Social listening, otherwise known as social moderation, for the event should include a plan for the virtual audience. Normally there should be one main contact point in each room that's being streamed, and this person becomes the social moderator - also known as digital facilitator, concierge or host. This is a person who sits at their laptop or other device and engages at all times with the virtual audience. Their role is to greet and chat with the remote audience, ask and collect their questions, and assist with technology issues. In addition, the social moderator might keep track of comments and questions on Twitter.

Each presenter must be aware of who the social moderator in their room is, and check in with them constantly (they should use their name so that the online audience is aware that you are engaging their representative) to inquire if there are any comments or questions from the online audience. Your social moderators should be instructed to encourage their audience by asking open ended questions such as “Can you give me some examples? Can you tell me more about that? Keep going; Give us more - or - Tell me why you think that way. Relax people early on with easy questions like “Where are you from and How’s the weather there?” because if you engage them right from the beginning, they are more likely to stay engaged.

If your speaker's presentations permit it, have them go to the remote audience direct every so often to get some feedback, and also to get some questions and answers going. Don't forget to remind speakers to plan times when they need to make eye contact and speak directly to the camera. You should also remind your speakers that your virtual audience should be verbally welcomed and thanked for their participation.

Lighting is an important factor, and normally the lighting is focused in one primary area; the podium area. Speakers should be able to walk to and from a specific presentation area, but generally lighting outside that area would be il-suited to getting a good camera shot. Ensure that your presenters are aware that, if they intend going into the audience to engage with them, the further they stray into the audience the darker they will look on camera}.

It’s a fact, people are prepared to endure a less-than high quality video, but they won't suffer poor audio. The audience can't make eye contact, so remember that the voice quality and inflections of the speaker's voice are a very important way to engage.

Another interesting fact is that people only retain about ten percent of what they hear, however this number leaps to approximately sixty-five percent when they see and hear something. Therefore, when speakers are planning their sessions they should remember that complementary visuals are extremely important for the remote audience…especially if there is no video, just slides and audio.

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How to Monetize your Digital Event

Around ten years ago, when virtual events first appeared, the assumption was that they would generate revenue through virtual booths, the same way their physical counterparts did. Unfortunately, that plan has not been successful for a lot of organizations. We now notice digital events are evolving to more strategic monetization methods generally around the content.

Sponsorships can vary, from content sponsorships of specific sessions to overall event sponsorship. The player on which the remote audience is viewing the stream can be branded, so can the video. And a completely separate sponsorship can be the on-demand archives.

People have been pretty effective by creating a 'studio' at hybrid events used to interview subject matter speakers and experts for the remote audience when there's nothing to stream from the physical event. A lot of the programming (high quality of course) can be sponsored. Sponsorship Types Include:

1. Partner sponsorship 2. Location sponsorship 3. Survey sponsorship 4. Event sponsorship 5. Speaker sponsorship 6. Content sponsorship 7. Registration sponsorship 8. Session sponsorship 9. Prize giveaway sponsorship 10. Award sponsorship

Different Types of Advertising

Many digital event producers find that their advertising is successful for them. Various advertising types could include interstitial ads displayed or videos running between programs; banner ads on the streaming player; push messages to the remote audience, pointing them to a specific action or event location; pay-per-click button ads; and advertisements within event-related emails sent to potential attendees and event attendees, before, during and even after the event.

Advertising Types: 1. Pay per view 2. Banner ads 3. Ad contests 4. Interstitial ads 5. Press conference 6. Pay per click 7. Push messages 8. Advertorials 9. Email ads 10. Infomercials

Fees for Registration

Our current research indicates that most digital event producers are not charging attendees for their on-demand content or their live content, even though studies have shown that most attendees would be quite prepared to pay a fee to access online meeting content, provided they felt it was of value to them. Getting payed for online content by attendees is much easier when CEU credits are available.

Lead Gen

Of course it depends on the privacy policies of your organization, but companies are always more than happy to pay for leads.


For generating revenue from digital events, the latest trend is to syndicate the live-streamed content direct to players embedded in sponsored websites. Syndication generates revenue, plus the program's message is expanded to a far bigger audience that just the database of the producers. Plus, sponsors prefer this program due to the fact that they can engage with their prospects and customers using content, rather than advertising or marketing to them.

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If you can’t measure it, don’t do it. Marketers have this drummed into theirs from day one and luckily, with digital event and learning programs, there is usually a wealth of metrics and analytics available through the platforms that are available to host your program and audience. The adoption and expanded use of digital engagement programs is, in part, contingent upon the ability to build the business case for investment in these programs.

Some objectives for the measurement include:

- Prove value of programs Measure effectiveness (revenue, cost savings, etc.) - Provide standardized reports of key findings - Develop benchmarks - Provide opportunity to compare individual program results to aggregate data across the organization - Guide improvement of individual programs - Guide improvement of digital events in general - Guide recommendations for technology platform/form factors for future programs

Consider this when looking at measuring the value to your attendees:

1. Are we creating real value for the customer or attendee? With the total overload of information, education and commitments already out there, what are we doing to help our attendee get their job done or advance their career in some concrete way?

2. If you are marketing a product through your digital programs, what are the underlying constraints that stand in the way of adoption or use of a new product or service and how does that prevent a job from being executed?

Return-on-investment and return-on-objectives metrics are great to measure but the real value may be hidden in the illusive measurement of the value of building customer relationships. Measuring the value of customer relationships goes beyond the lifetime value of a customer it’s a measure of how your program impacted the rate of change of customer value which equates to share of business from the customer, the value of customer evangelism and depending upon your business other behavioral measures.

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