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If you are reading this now, you probably are well aware of what is
happening in the virtual events space and are one of the many
marketers and event p producers that are trying
y g to create a strategy
gy that
involves deploying virtual events in place of or in addition to, your
physical events. What is important to understand is that this is a
seismic shift that cannot be undone. Although the pendulum will swing
back, it will not swing back to where things were. This is not like post
9-11 or the SARS epidemic where travel came back even stronger
than ever. These difficult
ff economic times will be with us for
f a long,
long time and businesses will continue to look at ways to keep costs
down wherever they can.
The good news is that virtual events and meetings are working.
Companies are realizing significant ROI and even physical event
producers are seeing profitability increase with virtual events versus
continued
We don’t believe that physical event will ever go away but things have
changed
h d and
d th
there will
ill b
be ffewer physical
h i l meetings
ti and
d more virtual;
it l
there will be fewer people attending physical events and more attending
the same event virtually. The technology needed to conduct virtual
meetings is improving rapidly while becoming more affordable and
available every day. Though we can’t replace the “handshake” in a
virtual environment
environment, technology is available to create a photorealistic
image/avatar of yourself that walks, talks, sees and hears …and yes
they are working on the handshake.
Michael Doyle
Vi t l Ed
Virtual Edge
Visit
www.VirtualEdge.org
f : Directory,
for Di t Articles,
A ti l N
News, C
Calendar,
l d R Reviews,
i
Networking and more.
Virtual Edge Summit 2009 Program Highlights
The ABC’s of Virtual Events, Meetings & Marketing (What You Need to
Know)
Going Beyond Lead Generation (Virtual Events that Drive Sales)
K
Keynote:t GGett the
th Virtual
Vi t l Edge!
Ed ! (Mix
(Mi Ph
Physical
i l & Vi
Virtual
t lE Eventst tto G
Gett
Results)
Event & Marketing Professionals; Skills for Virtual Worlds (Learn New
Skills & Techniques)
Revenue Development Part I (Selling Sponsorships, Exhibits & More)
Planning & Strategies (Building Profitable Strategies for Virtual Events)
Revenue Development Part II (Selling Paid Content, Registration &
Services)
Social Networking Strategies (Create Strategies that Drive Audience &
Community)
Measurement, Tracking g & ROI ((Measuring
g Your Virtual Events ROI))
Defining & Creating Virtual Communities (Community Building Strategies
& Tactics)
Voice, Video, IM & Chats (What Works and Why in Virtual Environments)
Keynote: The Future of Virtual Events—after the recession ends (Key
Part of the Marketing Mix)
A di
Audience A
Acquisition
i iti StStrategies
t i (Plans
(Pl & Techniques
T h i to
t Build
B ild E
Eventt
Audience)
Looking at Virtual Worlds (An In-World Guide to Virtual Worlds for Events)
Solution Provider Open House (F-R-E-E ½ day Program to Test & Demo
Virtual Event Technology)
Content Development & Format/Experience Strategies (Content Planning
& Experience Mapping for Virtual Events)
“x”Casts & Telepresence (Products, Technology & Tactics for Successful
Online Meetings)
Workshop: The 30 Day Plan! (Everything You Need to Know to Build
Your Virtual Event Plan)
Workshop: Building a Social Media Marketing Plan for Your Community
(Everything You Need to Know to Build Your Social Media Marketing Plan)
Registration Information
(Before April 30th)
Full
F ll Conference
C f $395* (S
(Save $200!)
Group Rate (3 or more) $295*(Save $900!)
Workshops $195
Open House $0**(Save $25!)
*Includes
Includes workshops
workshops.
**Open House 5/29 1-5pm
with no access to regular sessions or
workshops.
http://virtualedge2009.eventbee.com
http://
Webcast
A Webcast is a transmission of an audio or visual or a
combination of audio-visual media file either live or on demand
over the internet. Webcasts generally use the streaming media
t h l
technology, which
hi h b
broadcasts
d t th
the content
t t ffrom a single
i l source
to multiple viewers or listeners simultaneously. Do I need any
extra hardware? A Webcast will require a headset or speakers
to listen to the audio script or the version as a part of media file
streamed on internet. It does not require any extra high-end
hardware other than your PC speakers.
Slidecast
Slidecast is a set of slides broadcasted on internet with the
synchronization of video and audio effects. Slidecast will
facilitate the multiple viewers to see the deck of slides
simultaneously in a multimedia presentation format, uploaded
on a single source.
Virtual Trade Show/Online Trade Show
A Vi
Virtual
t lT Trade
d Sh
Show iis a combination
bi ti off some off th the mostt
successful elements of a live trade show collected and
translated into a multimedia file format and broadcasted or
transmitted on the Internet. Virtual trade shows allow the
exhibitors and sponsors to reach their target audience round
the clock. Some are run over a short time period (1-3 days
usually)
usua y) a
and
d ot
others
esa are
e ope
open for
o months.
o t s
Virtual Expo/Online Expo
A Virtual Expo is an online virtual exposition hall accessible
over Internet. It is a multimedia format that gives the real-time
experience of visiting and moving (in 2 or 3-d) around in the
virtual exposition hall and booths using arrow keys on your
keyboard. Available to visitors online, round the clock though
there are usually
s all specific times that the eexhibitors
hibitors are present
in their booth and you can chat with them.
Virtual Job Fair/Online Job Fair
Virtual Job Fair is an online job fair, that gives the potential
employers and employees access to up-to-date job openings
and company profiles through online booths/stalls that
attendees can visit similar to the Virtual Exposition. This can be
one of the most cost effective techniques used to attract
employees--saving time and travel costs.
Definitions Cont’d
Podcast
A Podcast is a digitally recorded audio multimedia file with
playback capability distributed over Internet. Podcasts are
generally compatible with web feeds, PCs and specific types of
mobile devices. They are downloadable and can be played
back at the user’s convenience.
Virtual Meeting
A live event or meeting g that is done using g a virtual p
platform
generally available from one of the virtual event platform
companies, custom built or hosted on a virtual world like
Second Life (SL) perhaps in a virtual conference center.
Bannercast
Bannercast is an on-demand or live video broadcasted in an in-
banner ad using streaming technology. Bannercasts generally
provided an optional registration to initiate the interaction
between the customer and the advertiser. Bannercast is one of
the most effective advertising media on internet, which can
often attract the target audience better than a standard banner
ads.
Audiocast/Telecast
An Audiocast or Telecast is a telephone
p based conference
consisting of a presentation that will usually include an audio
based question and answer session.
On-Demand vs Live
On-Demand services/sessions are the content items available
online that can be accessed as and when demanded or
required by the viewer or listener. Live services (or exclusively
live) are online services that usually cannot be replayed as the
broadcaster will transmit the program content or service at a
fixed interval and once the broadcaster stops live service the
viewer or listener cannot access the content.
Live Simulated
Prerecorded activities/sessions that are generally available to
run at a specific time and date and are not publicized as being
prerecorded and usually have a live post-presentation Q&A
period.
Virtual World
A virtual world, such as the popular Second Life, is a computer-
based simulated environment intended for its users to inhabit
and interact via avatars (animated figures). These avatars are
usually
ll d
depicted
i t d as ttextual,
t l ttwo-dimensional,
di i l or th
three-
dimensional graphical representations, although other forms
are possible.
Table of Contents
Rising costs and dwindling budgets are making it hard for business
marketers to attend and run events. So instead of going on the road,
many companies are getting on the Web. Direct talked about the pros
and cons of hosting online gatherings.
http://directmag.com/disciplines/channelsurfing/0901-virtual-events-help-marketers/
Virtual Environments for
Business
This blogger discusses how virtual interactive sites like Second Life
helped pave the way for ,and at the same time necessitated, easy-
interface virtual event applications like InXpo, ON24 and Unisfair.
http://billives.typepad.com/portals_and_km/2008/02/virtual-environ.html
Dog and Pony Interview with Malcolm Lotzof Malcolm Lotzof is the
CEO of InXpo, a virtual event provider that is drastically expanding the
reach of physical events with their 3D interactive customizable events.
Malcolm points out the financial and ecological benefits of their green
business solution.
http://www.youtube.com/watch?v=mClbcc20Adc
http://chiefmarketer.com/metrics/roi/0813-virtual-events-demand/
Value 2.0
Eight new rules for
creating and capturing
value from innovative
technologies
http://www-935.ibm.com/services/us/gbs/bus/pdf/gbe03016-usen-02-value2.0.pdf
Virtual Events: What Should
You Be Doing?
http://buzzmarketingfortech.blogspot.com/2007/12/virtual-events-what-should-you-be-
doing.html
Building Real World
Business Virtually
Business...Virtually
http://www.managesmarter.com/msg/content_display/marketing/e3i083fb00d6f46a8883f5
a2ca70d3ff91c
ON24, Inc. works with over 600 customers on their corporate and
marketing initiatives, such as lead generation, webinars, town hall
meetings, executive communications, and product launches. They
have brought together many best practices on how their customers
leverage webcasting and rich media for business to business (B2B)
marketing publishing,
marketing, publishing and sales lead generation
generation.
http://on24.com/abouton24_casestudies.html
Launch into Cyberspace:
Co s de a O
Consider an Online
e
Supplement to
Your Tradeshow
Product Launch
http://www.itradefair.com/technology/expotech0901.doc
On Virtual Event Technology
http://www.virtualedge.org/articles/index/view?id=1651552:Article:1850
Rising costs and dwindling budgets are making it more and more
difficult for business marketers to run events. Today, instead of hitting
the road many companies are hitting the Web. Learn how and why.
http://chiefmarketer.com/Channels/online/0708-virtual-events/
Virtual Conferences' Home
Advantage
http://www.businessweek.com/technology/content/may2008/tc2008054_560356.htm
Tips on Using Virtual Events
to Generate New Revenue
http://www.pubexec.com/article/84000-84999/84507_1.html
http://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/Marketing
MattersNewsletter101308/Economy_and_Globalization_Help_Drive_Success_of_Virtual_
Events.aspx
NAILED IT: DMNews Interviews
Eric Myers Quest Software
Eric Myers, Quest Software
http://www.dmnews.com/NAILED-IT-DMNews-spends-a-few-minutes-with-Eric-Myers-
director-of-Internet-marketing-Quest-Software/article/104797/
This article addresses the areas that a virtual meeting planner or a virtual
tradeshow producer needs to pay attention to when designing the virtual
attendee-experience. The content for this article is derived from nearly 5
years of hands-on experience in designing and delivering virtual
tradeshows in a variety of industries and applications.
http://www.itradefair.com/technology/The_Virtual_Tradeshow_Experience_An_Attende
e_Perspective.pdf
Three Problems, One
Solution: Virtual Events
http://www.exhibitoronline.com/corpevent/summer08/portfolio.asp
http://www.itradefair.com/technology/exhibitormisconceptions.pdf
The Real World Marketing
Value of Virtual Events
http://chiefmarketer.com/cm_report/virtual_events_0226/
The Internet is a powerful ally for the trade show producers in increasing
the value of a trade show’s
show s brand name
name. However
However, the term ‘Virtual
Virtual Trade
Shows’ has been loosely defined and much maligned, largely due to
many misconceptions that prevail. To help the trade show producers
share in the knowledge gained in this emerging area, iTradeFair.com has
compiled this list of common misconceptions that trade show producers
and associations have about virtual trade shows based on first-hand
experiences and data.
http://www.itradefair.com/technology/Organizermisconceptions.pdf
The New Tool for Marketing
Success
http://www.1to1media.com/View.aspx?DocID=31202
http://www.itradefair.com/technology/mktgevents.pdf
BtoB Marketers Moving
Towards Virtual Events As
Budgets Tighten & ROI
Scrutiny Heats Up
http://www.demandgenreport.com/articles.php?codearti=1197
This article discusses how online events can generate more and
higher quality leads than traditional marketing strategies.
http://iptv2daileyemails.blogspot.com/2008/09/performance-insider-virtually-better.html
Internet
Initiatives for
Not‐for‐Profit
Organizations
This article guides you through the top 15 questions you should ask
about your organization and goals before embarking on any new internet
marketing initiatives.
http://www.itradefair.com/technology/Questions%20designed%20to%20steer%20st
rategic%20thinking%20vis-Ã -vis%20%20Internet%20initiatives%20for%20Not-for-
Profit%20Organizations%20and%20%20Advocacy%20Groups.pdf
Virtual Meetings Will Erase
Face to Face NOT!
Face to Face…NOT!
This article talks about the many F500 companies that are foregoing
traditional face-to-face
f f events in favor
f off virtual meeting halls. Learn
about the the pros and cons of this trend.
http://www.businessweek.com/debateroom/archives/2009/01/virtual_meeting.html
Dos & Don’ts of
Virtual Events
http://www.internetevolution.com/author.asp?section_id=604&doc_id=148900&
http://www.aee.odu.edu/virtualworldresources.php
http://www.ibm.com/virtualworlds/dwnlds/Firepit_to_Forbidden_City_Final.pdf
IBM Academy of Technology
y gy
Runs First Multi‐Day Virtual
Conference
http://www.ibm.com/virtualworlds/dwnlds/IBM_Academy_of_Technology_overview_article.pdf
Current Reality and
F t Vi i
Future Vision—
Open Virtual Worlds
This white paper examines the current state of 3D virtual worlds and
provides insight into Sun’s vision for the future of virtual worlds as they
evolve
l with
ith open standards
t d d and d iinterconnected
t t d communities.
iti The paper
Th
also provides an overview of Sun’s value proposition in this domain and
describes the progress that is already being made toward open virtual
worlds. The paper also provides a great overview of the various types of
virtual worlds including popular ones like Second Life and Club Penguin.
https://lg3d-wonderland.dev.java.net/presentations/TrainForSucess-July2008.pdf
Virtual Worlds for
Business
http://events.unisfair.com/env1/ec_140/6697049.pdf
Best Practices in
Webcasting for
P bli hi
Publishing—
Proper Planning,
Compelling Content and
Flawless Execution
http://event.on24.com/event/23675/1/documents/playerdoc/white-paper-
on24webcastbestpractices.pdf
The Value of
Webcasting in the
Vi
Virtual Workplace:
l W k l
A Key Component of
Enterprise Communications
http://events.streamlogics.net/website-tracking/tracking/index.asp?link=eventid=24540
8 Steps to a
Successful Webcast
watch as an online webinar
http://events.streamlogics.net/website-tracking/tracking/index.asp?link=eventid=88989
Webcasting vs.
W b C f
Web Conferencing:
i g
How to Choose Which to Use
http://events.streamlogics.net/website_staging/pdf/WebcastingvsConferencing_stre
amlogics.pdf
Best Practices for
Webinars
http://www.picturetalk.com/webinar_bestpractices.pdf
Webcasting for
Marketing and Lead
g
Generation
watch as a streaming video
This ten minute online video reviews how to generate leads through
webcasting for career marketers.
http://events.streamlogics.net/website-tracking/tracking/index.asp?link=eventid=23223
On the Job: Virtual Job Fairs
Expand Search Options
Don Best discusses the benefits of virtual job fairs. Jobseekers have
access to more search options, for example.
http://www.usatoday.com/money/jobcenter/2008-07-24-virtual-job-fair_N.htm
This article attempts to address some of the questions that have been
coming up among those interested in virtual job fairs and virtual career
fairs. iTradeFair.com has deployed several successful virtual fairs
including job fairs since 1999, in academia and Corporate America. In
this article the writer highlights factors that make these early adopters
want to come back and do the virtual job fairs over and over again
again.
http://www.itradefair.com/technology/The_making_of_a_successful_virtual_job_fair.pdf
Tips for Attending a Virtual
Job Fair (podcast)
http://www.secretsofthejobhunt.com/profiles/blogs/tips-for-attending-a-virtual