Hybrid Event Insights

Ruud Janssen, CMM
Managing Director

TNOC | The New Objective Collective

Basel, Switzerland

@ruudwjanssen

#MEETOPOLIS12 | @RUUDWJANSSEN

Tuesday, October 16, 12

LEARNING OBJECTIVES
THREE KEY THINGS

1. Use techniques that organizers and attendees
agree make for remarkable hybrid events.

2. Gain insights on the type of technology,
engagement and event formats that are best for
hybrid events.

3. identify a skill set to ensure hybrid event success.



#Meetopolis12

Source = ECEU talk Nick Balestra http://eventcampeu.ﬁles.wordpress.com/2011/09/screen-shot-2011-09-02-at-2-59-42-pm.png



HYBRID EVENT RESEARCH
MPI FOUNDATION + MEDIASITE

bit.ly/hybridtoolkit



HYBRID EVENT RESEARCH SPONSORS
MPI FOUNDATION + MEDIASITE



RESEARCH TEAM
RESEARCHERS FROM NORTH AMERICA & EUROPE

Samuel J. Smith Rosa Garriga Jenise Fryatt

Richard John Ruud Janssen, CMM


ABOUT THE RESEARCH
APPROACH

Look at Hybrid Meetings from Six Angles
- Production
- Technology
- Attendee Experience
- Design & Preparing Content
- Team
- Preparing & Training Speakers



ABOUT RESEARCH
APPROACH

Talked To Smart People
Who Said Smart Things
- 1,794 Survey Respondents
- 37 Interviews



SELECTION OF COMPANY’S RESPONDING
APPROACH


ASK US QUESTIONS
TWITTER, MICROPHONE, & ON STREAM

#MEETOPOLIS12



PAPER AIRPLANE ART PROJECT
CONNECTING THROUGH THE AIR

http://hannahphang.ﬁles.wordpress.com/2011/02/7-3-planeinstructions.jpeg


WHAT IS A HYBRID EVENT?
Mashup of Digital and Face-to-Face Meetings

MEETING OR EVENT WITH AT LEAST

ONE GROUP OF FACE-TO-FACE

PARTICIPANTS CONNECTING WITH OTHER PARTICIPANTS

IN ONE OR MORE LOCATIONS.



WHERE ARE ATTENDEES?
Onsite, in Pods or Online

onsite online from hotel room

http://www.ﬂickr.com/photos/oddysseey/5051881806/sizes/l/in/photostream/



WHERE ARE ATTENDEES?
Onsite, in Pods or Online

at home in pods

http://www.ﬂickr.com/photos/reallyboring/6010493725/sizes/o/in/photostream/



IS THE FUTURE HYBRID?
HYBRID MEETINGS

70% of respondents agreed with the statement
"Ultimately all events will become a hybrid
event because technology will be a part of
every conference that we produce."



NOT THIS YEAR
IT IS STILL EARLY FOR HYBRID MEETINGS

Hybrid meetings make up less than 25%
of the event portfolio for most organizers.



WHY DO WE THINK MEETING PLANNERS
ARE FROM MARS AND ATTENDEES ARE
FROM VENUS?
Meeting Pros Are from Mars,
Attendees Are from Venus:
Techniques for Creating a
Remarkable Hybrid Event
Presented by Samuel J Smith



WHAT ATTENDEES WANT
Talk Show, News Program, Awards Show, Man on the Street Interviews



WHAT ORGANIZERS PROVIDE
ORGANISER OFFER
Lecture Presentation Format



WHAT ATTENDEES WANT
FROM ENGAGEMENT

source: copyblogger.com


WHAT ORGANIZERS PROVIDE
FROM ENGAGEMENT

1. ONLINE CHATS
2. ONLINE Q&A
3. REBROADCAST
4. POLLS
5. EXCLUSIVE VIRTUAL CONTENT
6. VIRTUAL BREAKOUTS
7. VIRTUAL EMCEE
8. COMPELLING CONTENT



WILL HYBRID CANNIBALIZE F2F?
Cannibalization was a Top Concern for Many Meeting Planners

50% of planners said cannibalization
was a top concern in their organization.



HOW IS ATTENDANCE?
Free Hybrid // Fee Based Hybrid // Future Attendance

67% of respondents said attendance did
not change with a hybrid event.



HOW IS ATTENDANCE?
Free Hybrid // Fee Based Hybrid // Future Attendance

23% of respondents said attendance
increased in the future.



WHY DO YOU ATTEND VIRTUALLY?
Why we are staying home - instead of traveling

1. Travel Budget 55%
2. Can’t be out of ofﬁce 50%
3. Cost of event 45%
4. Not enough lead time to plan to attend 25%
5. I chose to watch the recording later 20%
6. I prefer to attend virtually 15%
7. I learned about the event while it happened 15%



“Lots of e-learning projects fail
because the people who develop
them don’t contact the learner.”
- Gillian Broadhead, Director, Learning Light Limited

image source = http://www.trainingjournal.com/assets/e664c2f9-0f43-4ef4-86b8-9e17046c42ad/open/elearning%20button%20red%20banner%20large.jpg



BOTTOM LINE
Meeting Planners Are From Mars // Attendees Are From Venus

1. Formats

2. Engagement

3. Attendees Will Not Leave You



WHAT ARE SOME EXAMPLES
OF GREAT HYBRID EVENTS?



h"p://www.ﬂickr.com/photos/1nochow/5489732009/sizes/l/in/photostream/


http://eventcampvancouver.ﬁles.wordpress.com/2012/01/ecv11-051.jpg


WHAT ARE THE BUILDING BLOCKS
FOR HYBRID EVENTS?



HYBRID EVENT FORMATS
Main Event with Remote Attendees



Main Event with Remote Pods



Main Event with Pods + Remote Attendees



Studio with Pods & Remote Attendees



HYBRID FORMATS



HOW DO YOU PUT THE
BUILDING BLOCKS TOGETHER?



FROM STAGE TO LITTLE SCREEN
HYBRID TECHNOLOGY ELEMENTS



SAMPLE BUDGET BREAKDOWN
1% Decor

2% Internet Services

6% Content Development

8% Consulting

10% Virtual Platform

31% Streaming Services

42% Video Production



QUESTIONS?



HYBRID ART PROJECT
Building your Paper Airplane

REMEMBER TO TAKE PHOTOS
SUBMIT THEM TO #ECME12



HYBRID RESEARCH PROJECT

LESSONS LEARNED



What is so exciting about hybrid
meetings, is you don’t need big
sets, and you don’t need a lot
of production. It’s more nimble.
Beth Beutell, Event Manager,
Capella University



+ Hybrid Meetings Case Study: eBay

eBay: Hybrid communications for eBay.
Across Borders That department created a structure for the weekly meetings
that employees liked—one that allowed them to put faces to names
and get a live, team-oriented experience that provided updates on
When Pierre Omidyar started eBay in 1995, he said he wanted to important company business.
“create an efficient market where regular people could compete Though the ETB originally began as a way for management to
with big business.” Seventeen years later, eBay has become big update teams, the format has evolved to one that is less hierarchical
business, with 90 million users and more than US$9 billion in and more discussion-oriented. Participants from the various offices
revenue a year. interact and ask questions in real time. Davies establishes an
As with any company’s rapid expansion, there were bound agenda and plans for each meeting several months in advance.
to be growing pains. And, because of a major restructuring, “We currently have 14 offices in 13 different countries around
eBay experienced a problem many large companies encounter: Europe,” he notes. “It’s growing all the time as eBay grows.
The multinational Internet corporation needed to find a way for Last month, we added our recently acquired business in Turkey,
colleagues in 14 offices in 13 European countries to interact with Gittigidiyor.”
and see and hear their leaders talk about business strategy on a The timing and frequency of the event has flexed around
regular basis. the needs of the business. When the need to connect the wider
Enter the European Team Brief (ETB), developed by regional team was at its strongest, the briefing occurred at 10
communications specialists at the company in 2008. The first a.m. Mondays. Company leaders liked how ETB could be used
briefs were limited to weekly emails with embedded video. to set the tempo and tone for the week. Scheduling the meeting on
But after a year, the team introduced Web conferencing on Monday, a day when most people in the European offices avoid
a shoestring budget. The 14 offices had a one-hour, live, travel, also resulted in greater attendance. Recently, ETB meetings
joint meeting each week using Microsoft Office Suite. And have moved to a monthly frequency, with occasional ad hoc
slowly the meeting evolved into today’s HD (high-definition) meetings, reflecting a decision by the company to increase its local
videoconference solution. market focus.
Participants in the weekly, multi-office hybrid meeting now The ETB is marketed to European employees through email
interact both face-to-face (in large designated areas within their invitations and follow-up summaries.

One of the things that we learned very early
offices) and virtually (connected to the other offices via the
videoconference system.) PRE-PRODUCTION: Supersize with LifeSize
The ETB has become highly popular among European eBay After experiencing difficulties with Microsoft Office Suite for a live
employees for its useful information, fun approach and the team meeting of this size and complexity, the eBay global IT team chose
spirit it engenders. to invest in an HD videoconferencing solution called LifeSize.
The organization has a technical support team that manages a
STRATEGY: Team Approach videoconference bridge (to minimize communication glitches
“[Our] objectives are to connect employees to their leaders and by ensuring a dedicated, two-way audio and video connection
to our business strategy so that employees understand where between the offices), working out of the U.S. and Ireland. In
we are going and why—and also how we are performing as addition, the IT department provides onsite support at the larger
a business,” says Richard Davies, head of European employee locations. Otherwise, the ETB is managed in-house.

on is that in order for it to be very engaging
Hybrid Meetings Case Study: eBay | Page 1

we need to get away from people thinking
of it like a business meeting.”
Richard Davies, eBay Europe



The presentation styles require
certain speciﬁc skills in terms of
talking to the camera and being
comfortable around a camera.
Richard Davies, eBay Europe



+ Hybrid Meetings Case Study: eBay

eBay: Hybrid communications for eBay.
Across Borders That department created a structure for the weekly meetings
that employees liked—one that allowed them to put faces to names
and get a live, team-oriented experience that provided updates on
When Pierre Omidyar started eBay in 1995, he said he wanted to important company business.
“create an efficient market where regular people could compete Though the ETB originally began as a way for management to
with big business.” Seventeen years later, eBay has become big update teams, the format has evolved to one that is less hierarchical
business, with 90 million users and more than US$9 billion in and more discussion-oriented. Participants from the various offices
revenue a year. interact and ask questions in real time. Davies establishes an
As with any company’s rapid expansion, there were bound agenda and plans for each meeting several months in advance.
to be growing pains. And, because of a major restructuring, “We currently have 14 offices in 13 different countries around
eBay experienced a problem many large companies encounter: Europe,” he notes. “It’s growing all the time as eBay grows.

The multinational Internet corporation needed to find a way for Last month, we added our recently acquired business in Turkey,
colleagues in 14 offices in 13 European countries to interact with Gittigidiyor.”
and see and hear their leaders talk about business strategy on a The timing and frequency of the event has flexed around
regular basis. the needs of the business. When the need to connect the wider
Enter the European Team Brief (ETB), developed by regional team was at its strongest, the briefing occurred at 10
communications specialists at the company in 2008. The first a.m. Mondays. Company leaders liked how ETB could be used
briefs were limited to weekly emails with embedded video. to set the tempo and tone for the week. Scheduling the meeting on
But after a year, the team introduced Web conferencing on Monday, a day when most people in the European offices avoid
a shoestring budget. The 14 offices had a one-hour, live, travel, also resulted in greater attendance. Recently, ETB meetings
joint meeting each week using Microsoft Office Suite. And have moved to a monthly frequency, with occasional ad hoc
slowly the meeting evolved into today’s HD (high-definition) meetings, reflecting a decision by the company to increase its local
videoconference solution. market focus.
Participants in the weekly, multi-office hybrid meeting now The ETB is marketed to European employees through email
interact both face-to-face (in large designated areas within their invitations and follow-up summaries.
offices) and virtually (connected to the other offices via the
videoconference system.) PRE-PRODUCTION: Supersize with LifeSize
The ETB has become highly popular among European eBay After experiencing difficulties with Microsoft Office Suite for a live
employees for its useful information, fun approach and the team meeting of this size and complexity, the eBay global IT team chose
spirit it engenders. to invest in an HD videoconferencing solution called LifeSize.
The organization has a technical support team that manages a
STRATEGY: Team Approach videoconference bridge (to minimize communication glitches
“[Our] objectives are to connect employees to their leaders and by ensuring a dedicated, two-way audio and video connection
to our business strategy so that employees understand where between the offices), working out of the U.S. and Ireland. In
we are going and why—and also how we are performing as addition, the IT department provides onsite support at the larger
a business,” says Richard Davies, head of European employee locations. Otherwise, the ETB is managed in-house.

Hybrid Meetings Case Study: eBay | Page 1



I am more likely to hire vendors who have
worked in my industry and know my
industry...even if I had to pay little more.
- VP of Meetings, FINANCIAL SERVICES INDUSTRY



“It is all in the pre-production. It is all in the
planning. It is being able to properly envision
what the outcome should be.”
- Bill Finlay, Technical Director, ICON PRESENTATIONS

http://www.ﬂickr.com/photos/sunriserjay/4238127834/lightbox/



“have a rehearsal.”
- Various



OUTCOMES
Hybrid Meetings Delivered Results for Thrivent Financial

+ Hybrid Meeting Case Study

Thrivent Financial:
The Case for a Hybrid Meeting
About Thrivent Financial
When Steph Pfeilsticker, CMP, CMM, saw a presentation on Thrivent Financial for Lutherans is a faith-based,

hybrid events given by former MPI CEO Bruce MacMillan in not-for-profit financial services organization of nearly
2010, she experienced an a-ha moment. 2.5 million members with the strength of more than
As senior event planner for Thrivent Financial, she knew US$75 billion in assets managed.
the impact her National Sales Meeting had on the financial
representatives who attended, and on the company’s bottom
line. She uncovered data showing that reps who attended
increased their sales in the three months following the event.
However, only 40 percent of her financial reps were attending.
What if the company could somehow reach the other 60
percent? That was her business case when she presented the
idea of a hybrid event to her leadership in early 2011. What would current Steph
Pfeilsticker won approval for that event proposal in
February 2011, and began the process of planning and
Pfeilsticker tell pre-hybrid
collaboration leading up to the November NSM. Steph Pfeilsticker?
“Don’t get bogged down with the naysayers
VIRTUAL VALUE who might not understand it. Keep the fire in
High-performing financial reps receive complimentary or your belly and don’t second-guess your plan
discounted access to the face-to-face event. The vast majority when you recognize the value and know that
of those who had not attended face-to-face in the past had not it’s the organization’s future. Don’t let the
qualified for gratis access. technology scare you. It’s a machine, and we
“I wanted to place a value on the virtual stream [free implies know how to make machines work. If we can
lack of value], but not price ourselves out of the market,” understand it, we can trust it.”
Pfeilsticker says.
She knew if she got them to log onto the virtual meeting,
those who usually didn’t attend the national sales meeting
would get the content and education they needed to increase
their production, so remote participation was priced at a $49
early-bird rate and $99 regular registration.

Case Study: Hybrid Meeting | Page 1



VIRTUAL STUDIO IN GENERAL SESSION
Connection for Remote Attendees



EXCLUSIVE INTERVIEWS
Speakers, Senior Leaders and Content Providers



MAKE IT PERSONAL
Workbook for Hybrid Attendees



BUILD A COMMUNITY
Chat Session Moderators Made Conversation Lively



Teams and People



TEAMS AND PEOPLE
Which roles do you consider to be of most importance for a Hybrid Event Team?

Production Director
Creative Director
Technical Director
Digital Strategist
Consultant
Virtual Emcee
Meeting Planner
Marketing Manager
Educator

Important Unsure Not Important



MEETING PLANNER SKILLS



“What makes a hybrid event a success is
mainly the right strategic approach.”
- Senior Manager from a German events agency



“...to effectively implement a hybrid
event both the local live and the
broadcast portions need to be
produced in different ways.”
- Joe Frascella, Technical Director, Swank Audio Visuals



“I believe there is an entirely different
skillset that planners need to add to
their toolbox. Everything from
understanding the technology, to user
experience to proper speaker
techniques for virtual education.”
- Kyle Hillman, Meeting Planner, NASW IL PAC



In addition to current skill set of meeting
professionals, we need to have a good
understanding of engagement, creativity,
gaming, social networking and project
management.
Janet Cooper, Director of Convention Services
Radiological Society of North America



BIG FINISH



LA UNC H?
TIM E TO



WHAT ARE THREE THINGS
THAT YOU LEARNED TODAY?

#MEETOPOLIS12



Ruud Janssen, CMM
Managing Director
TNOC | The New Objective Collective

Basel, Switzerland

@ruudwjanssen



Hybrid Event Insights

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