Is your brand ready for virtual events?

PHILIPPINES – JULY 2011 – adobo asked Jam Mayer-Flores of ProFora Media the basic of virtual events, specifically web seminars (webinars) and how marketers can make use for these for their brands.

 

Webinars (online seminars or web seminars) are similar to seminars done on a physical venue. The only difference is that the participants, organizers, and speakers converge online through a webinar platform. With the use of an internet connection, everyone involved will be connected to a virtual room through a unique website link, which serves as the pass. Speakers can share a presentation, videos, or any content within their computer. 

 

It is limited to the capacity set by the webinar platform. On average, a platform can accommodate up to 100 to 500, but some can have 1,000 or more.

 

During the session, a Q&A chat feature is available for participants to ask questions and comments to the speaker. One can launch polls and microphones can be opened for a participant speak directly to the speaker. 

 

Brands can use webinars at any point of the product cycle. Some of the uses would be for lead generation, product launches, informational campaigns, product positioning, sales conversion, customer relations, product education, product research, and more. 

 

Internet connection, speakers and a mic but is optional, a PC (desktop or laptop), and content. On the labor side, at least a moderator, the back end team, and marketing.

 

Costs can include the following: webinar platform, labor (those organizing/planning and marketing the event), and marketing. If there are rewards tied to the event, then this is factored in. Venue and travel costs are minimal, even not included. 

 

Most webinar platforms feature end to end SSL and encryption to make it private and secure. Participants get a unique link and there is an approval system in place (for fee based webinars/virtual events) through the registration process. Some can accept passwords within the platform. 

 

Live streaming physical events, Virtual expos, virtual conferences, virtual job fairs, etc. done on a virtual business environment. 

 

Most can benefit from virtual events. No specific business or sector comes to mind that can’t use the technology.

 

Benefits: Costs to produce and organize are decreased, especially travel costs. Productivity is increased. A green initiative – good for the environment. Bottom line and profit margin is increased because costs are decreased. Convenience. About 50-65% savings vs a physical event. Online measurement can be conducted: number of attendees, interest level, conversion, behaviors, etc. Downsides: dependent on stability and availability of internet bandwidth.

 

Internet penetration and stability of connection is the biggest challenge when doing a virtual event. You can’t control the participants connectivity during an event. You can only inform them of the requirements. But, at this point, since it is very new to the country, a lot don’t know the technology exists. If they do know, it’s a matter of changing their mindset that events can be done online, and still reap the benefits from a physical event, even more. Clients are skeptical only because they don’t understand how it works, and its benefits. Once they experience one session, you can see that "eureka" moment, and they always say, "the potential is great, when do we start?"