{"id":9497,"date":"2022-02-03T20:03:06","date_gmt":"2022-02-03T20:03:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/how-to-tackle-the-challenges-of-running-successful-hybrid-events\/"},"modified":"2022-02-03T20:03:06","modified_gmt":"2022-02-03T20:03:06","slug":"how-to-tackle-the-challenges-of-running-successful-hybrid-events","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/how-to-tackle-the-challenges-of-running-successful-hybrid-events\/","title":{"rendered":"How to tackle the challenges of running successful hybrid events"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<p><em>\u201c<\/em>We can see in the platform, when our customers are scheduling events, whether they\u2019re doing virtual, in-person or hybrid, and consistently we\u2019re seeing hybrid as their answer.\u201d<\/p>\n<p>Eric Holmen, CEO of event marketing platform Splash, was responding to our observation that there seems to be consistent and enduring interest in hybrid events. Just over a year ago, Splash\u2019s survey of 270 events professionals  showed that <a href=\"https:\/\/martech.org\/one-view-of-the-future-of-events-niche-and-hybrid\/\" target=\"_blank\" rel=\"noreferrer noopener\">79% of companies<\/a> expected to host events that include an online component even once in-person events resume. Fast forward to January this year and guess what? Splash\u2019s latest \u201cGetting Back to Business\u201d survey shows that number holding steady: 79% of companies plan to host hybrid events in 2022.<\/p>\n<p>Other headlines from the survey include:<\/p>\n<ul>\n<li>50% of companies anticipate hosting more in-person events in 2022.<\/li>\n<li>46% of companies anticipate hosting more virtual events in 2022 than they did in 2021.<\/li>\n<li>38% of companies increased their event marketing budgets compared to only 28% in 2020.<\/li>\n<\/ul>\n<p>Holmen sees both a positive and negative aspect to that persistent high number for hybrid events. \u201cI think right now it\u2019s for a different reason than it will be in six months from now,\u201d he said. \u201cRight now it\u2019s because of the uncertainty of whether it will be possible to hold an in-person event. A hybrid\/virtual insurance policy means I can still get my content into the market and not miss my event goals.\u201d<\/p>\n<h2 id=\"h-hybrid-programs-rather-than-just-hybrid-events\">Hybrid programs rather than just hybrid events<\/h2>\n<p>Nevertheless, excitment about hybrid events among Splash\u2019s customer base is palpable. \u201cThey\u2019re seeing that virtual is great for building a database while in-person is great for converting attendees,\u201d he explained. \u201cIt\u2019s not just about registrations and who attends and the ROI \u2013 which are all very important \u2013 but, stepping back a little bit, it\u2019s also about building a database of the right people who may be future event attendees.<em>\u201c<\/em><\/p>\n<p>The concept of a hybrid event may be a little clearer than it was a year ago, but we asked what it meant to Holmen. \u201cThe word \u2018event\u2019 has such a poor definition,\u201d he reminded us. \u201cIt could be a birthday party or it could be Dreamforce. The way we\u2019re talking about hybrid now it\u2019s more a part of a program; that could mean that you\u2019re simulcasting a live event and streaming it, or it could mean that you\u2019re going to re-broadcast a live event later. What we\u2019re seeing a lot of is it\u2019s part of a sequence where you might have a virtual event followed by an in-person event, and mixed in maybe another virtual event: so it\u2019s more about a hybrid program than about the actual event.\u201d<\/p>\n<p>He\u2019s also seeing a trend towards smaller events \u2014 another boost for hybrid. \u201cComing out of the pandemic what was very clear was that in-person events that are small are better. The win is intimacy, but it\u2019s difficult to build mass. So if you\u2019re going to have five or ten smaller events with less than fifty people, to get the mass you need for your event program you\u2019re probably going to have to supplement with some virtual and we would consider that a hybrid event program.\u201d<\/p>\n<p>These trends are reflected in Splash\u2019s investment in virtual capabilities with the January launch of <a href=\"https:\/\/martech.org\/splash-doubles-down-on-virtual-and-hybrid-events\/\" target=\"_blank\" rel=\"noreferrer noopener\">Splash Studio<\/a>, a clear admission that virtual and hybrid are here for the long haul. \u201cIf you\u2019d asked me when I joined Splash two years ago, would we be doing virtual events, I\u2019d have said, no, we\u2019re going to focus where we\u2019re strong, on in-person events.\u201d The customer\u2019s voice was the decisive factor. \u201cThe customers were saying, we want one platform that\u2019s not just a webinar platform<em>.\u201d<\/em><\/p>\n<p>So far, we\u2019d been discussing hybrid event programs in the context of outward-facing customer events \u2014 but of course there\u2019s another form of hybrid event with which everyone is familiar, especially as the drift back to the workplace continues. That\u2019s the internal hybrid event, with some staff present and some participating remotely. Larger external and small internal hybrid events face a common dilemma. How does the remote audience not feel left out?<\/p>\n<p>Of course, in concept, hybrid internal events go way back before video capabilities became commonplace \u2014 and before anyone would have called them \u201chybrid.\u201d Remember conference calls? Those meetings with staff sitting around the table, plus one or more employees on a speaker phone, largely being ignored. \u201cI have 30,000 or more datapoints that tele-conferences are terrible, especially for the person on the phone that no one is paying attention to,\u201d said Dr. Joseph Allen.<\/p>\n<h2>Why are meetings so terrible?<\/h2>\n<p>\u201cWhy are meetings so terrible and why isn\u2019t anyone doing anything about it?\u201d That\u2019s the question that drives Allen, who describes himself as a \u201cmeeting scientist.\u201d What is that?  \u201cIt means that I study meetings, that my area of expertise is workplace meetings. It\u2019s someone who applies the principles of scientific inquiry to the world of meetings in all their various forms.\u201d<\/p>\n<p>Allen has collaborated with Karin Reed on a just-released book, \u201cSuddenly Hybrid,\u201d a follow-up to last year\u2019s \u201cSuddenly Virtual.\u201d<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"371\" height=\"550\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Screenshot-2022-02-03-1.40.51-PM-1.png\" alt=\"\" class=\"wp-image-347916\" data-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Screenshot-2022-02-03-1.40.51-PM-1.png 371w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Screenshot-2022-02-03-1.40.51-PM-1-228x338.png 228w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Screenshot-2022-02-03-1.40.51-PM-1-76x113.png 76w\" data-sizes=\"auto, (max-width: 371px) 100vw, 371px\"\/><\/noscript><img loading=\"lazy\" decoding=\"async\" width=\"371\" height=\"550\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Screenshot-2022-02-03-1.40.51-PM-1.png\" alt=\"\" class=\"lazyload wp-image-347916\" data-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Screenshot-2022-02-03-1.40.51-PM-1.png 371w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Screenshot-2022-02-03-1.40.51-PM-1-228x338.png 228w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Screenshot-2022-02-03-1.40.51-PM-1-76x113.png 76w\" data-data-sizes=\"(max-width: 371px) 100vw, 371px\"\/><\/figure>\n<p>Reed explained her role in the partnership. \u201cI\u2019m a video communication expert,\u201d she said. \u201cI began my career as a broadcast journalist, won an Emmy along the way and various other awards. I left the business in 2004 to apply my skills in the corporate world. I found that I would be hired as a professional on-camera spokesperson. They were bringing in people from the corner office to appear on camera alongside me and expecting them to perform at the same level. That often did not go well. So I recognized this opportunity to teach people who never imagined they would be good on-camera communicators to be just that. During the pandemic, those skills became mission critical because suddenly everybody was speaking through a camera.\u201d<\/p>\n<p>Reed and Allen started working together after meeting through mutual clients. In addition to the two books, they consult  on how to improve meetings and meeting outcomes. Getting meetings \u2014 especially virtual or hybrid \u2014 right has never been more important.<\/p>\n<p><em>\u201c<\/em>In February 2020,\u201d said Allen, \u201cnobody wanted to talk to me. In March and April, suddenly, everybody wanted to talk to me. The pandemic was a moment in time when suddenly we were very aware of how we communicate in this way, in hybrid ways.\u201d Before that? \u201cWe just took for granted that meetings were terrible and this was the way life was.\u201d<\/p>\n<p>Reed agreed: \u201cThere was a meeting explosion during the pandemic. Meetings became more numerous and lasted longer. Video meeting after video meeting after video meeting. We are in more meetings now and business really needs to get done in those meetings; bad meetings can lead to bad meeting outcomes, so that needs to be addressed. And with hybrid meetings, the reason they\u2019re more important today is that flexible work demands them. There has been a change in mindset where people want to be able to work from where they want to work \u2013 and hybrid meetings are the only way to connect people who are working from anywhere.\u201d<\/p>\n<h2>The challenges of hybrid<\/h2>\n<p><em>\u201c<\/em>Hybrid meetings introduce a very complex communication environment,\u201d explained Allen. \u201cWith a face-to-face meeting, there\u2019s only one modality \u2013 face-to-face. With virtual, you typically have one modality, video-to-video. With hybrid, now you have face-to-face, video-to-video and potentially also audio only. Just as we forgot about the people on the phone, we forget about people on video too. What that means is that, if you\u2019re in person, you actually have more power in that meeting to make decisions and cause things to happen. Some people take advantage of that.\u201d<\/p>\n<p>That\u2019s a dilemma familiar from pre-pandemic days, when someone working remotely could find themselves omitted from decision-making and even just water-cooler gossip. But the remote situation was less common then.<\/p>\n<p>Reed explained: \u201cEnsuring presence for all, trying to create participation and collaboration equity, so that no matter how you\u2019re joining the meeting, your opinions are equally valued and heard.That requires effort on the part of the meeting leader as well as on the part of the meeting attendees. Hybrid meetings actually can be the most inclusive kind of meeting to date, but it requires an intentional approach. If it\u2019s left to chance then you can end up with productivity dips.\u201d<\/p>\n<p>Access to video technology for meetings is now table stakes, whether it be one of the free platforms or something more elaborate like Splash Studio.The problem is, the technology has outstripped the skill-set. \u201cYou need to understand the software, hardware and skillware required to be able to have a productive hybrid meeting because they don\u2019t happen by chance.\u201d<\/p>\n<h2>Splash supports internal meetings too<\/h2>\n<p>Splash may be best known as a marketing platform for small, medium and large-scale customer events, but that\u2019s only part of the picture. \u201cOur third most popular use case is internal events, following field marketing events and recruiting events,\u201d said Holmen. \u201cSometimes those are more challenging because you may not have the equipment in the office to provide nice production values \u2013 you have to make shift with the resources you have.\u201d<\/p>\n<p>Splash Studio was explicitly tested in that context. \u201cWhen we were beta testing Splash Studio during the fourth quarter we used it for all our internal events,\u201d said Holmen, \u201cand we did have multiple hybrid events.\u201d For one such event, they flew staff willing to travel to a Scottsdale, Arizona resort for a few days. Those staff members that preferred were able to call in from home.<\/p>\n<p>\u201cThis was a great test for us,\u201d Holmen said, \u201cbecause it turned out to be very easy for us to execute this combination ofa resort in Scottsdale with employees around the world. We did some really fun activities., we had breakout sessions. It\u2019s challenging but it can be done with the right tools.\u201d<\/p>\n<p>Typically customers invest in Splash for one of the more common use cases, then realize it can be used for internal meetings too.<\/p>\n<h2>How to make hybrid meetings work<\/h2>\n<p>But as Reed and Allen had emphasized, it\u2019s not enough just to have the right tools. We asked them to give us the highlights of what they call \u201cskillware,\u201d both from a leadership and an attendee perspective.<\/p>\n<p>\u201cA key thing for a leader? You have to recognize yourself as a facilitator,\u201d said Allen. \u201cThese hybrid meetings can be very different. One could be three people in person with two people on video and one on audio; the next could be two people in person and five on video. You have to be an advocate for everyone being able to participate. A lot of times, the leader says \u2018Here\u2019s what we\u2019re talking about, go.\u2019 If you do that, the natural thing to happen will be the people in the room have a nice conversation and the people everywhere else will not.\u201d The leader needs to create an environment in which everyone can participate, even if it means calling people out by name.<\/p>\n<p>Reed said there are specific strategies to ensure that remotes are not forgotten. \u201cOne of them is remotes speak first. Not only does that ensure they\u2019re voices are heard, but it also raises the collective awareness of everyone in the meeting room.\u201d<\/p>\n<p><strong><em><a href=\"https:\/\/martech.org\/virtual-events-the-ultimate-marketers-guide\/\">Read next: Virtual events: The ultimate marketer\u2019s guide<\/a><\/em><\/strong><\/p>\n<p>The other side of the coin is that the remotes need to be willing to talk. \u201cPeople need to be willing and prepared to say something,\u201d said Allen, \u201cand they need to be comfortable saying, \u2018I don\u2019t have anything to add\u2019 and not feel like it\u2019s bad to say that.\u201d<\/p>\n<p>A strategy in-person attendees can work in is being an \u201cin-room ally,\u201d Reed said, \u201cFor example, if you are aware that your colleague, Jane, is joining virtually and you know she has something of value to add, rather than leaving it up to Jane to figure out when to insert herself, you as an in-room person can raise a hand for her.\u201d<\/p>\n<p>What about larger scale hybrid events like conferences? \u201cI think about it from a training perspective,\u201d said Reed, \u201cand the ways I deliver my material. What I find works really well is, if you are just doing information-sharing or trying to teach a skill, I find that to be relatively easy to do in a virtual setting \u2014 because you can get it out to the masses. You can even record it asynchronously and they can go back and watch it. Those in-person moments I reserve for team-building or things that really require collaboration.\u201d<\/p>\n<p>Team-building or collaboration? For event marketers that might translate to relationship-building and conversion.<\/p>\n<hr\/>\n<div class=\"about-author\">\n<h3>About The Author<\/h3>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\"> <noscript><img decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/images\/authors\/KimDavis-lg.jpg\"\/><\/noscript><img decoding=\"async\" class=\"lazyload img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/images\/authors\/KimDavis-lg.jpg\"\/><\/div>\n<\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\"> Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.  He first wrote about marketing technology as editor of Haymarket\u2019s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.  Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/martech.org\/how-to-tackle-the-challenges-of-running-successful-hybrid-events\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cWe can see in the platform, when our customers are scheduling events, whether they\u2019re doing virtual, in-person or hybrid, and consistently we\u2019re seeing hybrid as&#8230;<\/p>\n","protected":false},"author":1,"featured_media":9498,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-9497","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to tackle the challenges of running successful hybrid events - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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