74 www. t e c h n o l o g y r e c o r d . c om Over the past two years, organisations have moved online in ways we could not have predicted before the pandemic. Virtual events have proven to be an incredibly effective means of building brand awareness, launching products, generating leads, and boosting customer loyalty – all activities that organisations traditionally generated from physical events. As we ease into an era where conducting events online is commonplace, organisations and individuals alike are becoming more discerning about virtual events and platforms, and whether to participate. So, what do organisers need to keep in mind as we move forward in the era of virtual events? And how do they navigate the saturated marketplace of virtual event platforms to ensure they are delivering engaging, high-quality experiences that will attract attendees? BlueJeans sponsored a white paper titled What should you look for in a virtual events platform? which looked at how organisations have responded to the challenges surrounding internal and external events, and what lies ahead. Here are some of the key findings. First, virtual events are here to stay. The average survey respondent reported attending between one and three virtual events per month, with 31 per cent attending more than four. Organisations rushed to create online events during the early days of the pandemic, putting together a range of platforms that were available and familiar to them. But they have since had the opportunity to step back and re-evaluate their priorities when it comes to deciding on a virtual event platform. When asked to rate on a scale of one to 10 the likelihood of their organisation continuing to host virtual events when physical events are safe again, 72 per cent of respondents selected eight or higher, and only nine per cent nominated five or lower. Hence, it is clear that virtual events will remain a regular feature in business operations, pandemic or not. Secondly, virtual event platform providers need to be prepared for the fact that attendees are expecting more. Most survey respondents (80 per cent) at least somewhat agreed that their expectations for virtual events are higher now than they were 18 months ago. Engaging content and innovative features can make or break virtual events. Whatever the aim of the event, features like customised branding, networking and engagement tools, and an intuitive platform are key to facilitating a memorable event experience. When asked how satisfied attendees have been with their experience of virtual events, 35 per cent of respondents said seven or lower Succeeding in the era of virtual events Organisations must understand what their attendees want and need to ensure virtual events remain engaging in the new business world MAUR E EN B E C KMAN : B LU E J E ANS BY V E R I ZON V I EWPO I NT “Customised branding, networking and engagement tools, and an intuitive platform are key to facilitating a memorable event experience”
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