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Introduction 

 

This blog has been created to reflect on the different virtual and hybrid event technology that is widely available. Further within this blog, it will critically analyse the significant growth on both virtual and hybrid events in recent years, as well as name and briefly describe, particular software packages and programs that are available to event managers in regards to hosting virtual and/or hybrid events. The blog will also include some key term definitions – specifically related to digital event operations. Towards the end of the blog will include a brief summary, explaining why virtual and hybrid events are important to event professionals. 

 

Event technology can be described as any digital tool, whether hardware or software, that is used before, during or after a live event (Parry, 2019, para. 3). Event technology is trend driven, but massively important – most people are becoming every growingly dependent on technology, with most of the population rapidly accepting more devices into their lives, and events reflect that (Event Academy, no date, para. 5-6). Particular types of event technology include, but are not limited to event marketing software, event management software and other mobile event apps (Gordon-Bennett, 2023, para. 4). 

Event operations as a whole, would deal with several key components of an event, ranging from the areas of design, live operations, risk management and other important, and arising issues. In play, event operations involves both the detailing of the skills of the people and of the resources provided, as products and services, to ensure the successful delivery of the event (Bowdin et al, 2010, p. 523). Broken down, operations concentrates on the people, services and products that are all brought together on an event site, to produce the overall event project. Other responsibilities, roles, applications and manoeuvres are associated with each of these factors, and outstanding co-ordination is required for this to work correctly (Silvers, 2004).

Event operations technology is more than just combining these two definitions together however. Event technology trends need to be factored in, as adopting the most valuable ones gives both event professionals and venues the competitive advantage (Cvent, 2021, para. 1). 

 

 

 

Application of technology within events

 

It would be correct in saying that events changed massively thanks to COVID-19, and thanks to the pandemic, in-person events shifted to virtual and hybrid events instead (Chodor and Cyranski, 2021, p. 1). It is important to remember that hybrid events are slightly different to virtual events, as hybrid events combine physical attendance with an online presence, allowing for a greater audience number (Millennium Point, no date, para. 3). 

 

Chodor and Cyranki (2021, p.5) state that a number of forward thinking companies have and will continue to use hybrid events to increase their audience across multiple geographical divides. Although there are fears of in-person attendance decreasing, previous data suggests that face-to-face participation increases with a hybrid event.

 

A large peak of a virtual and hybrid events occurred in 2020, in the midst of the coronavirus pandemic. An examples includes from when the events team at DJI, the world’s largest consumer drone company, pivoted their annual AirWorks conference to a virtual one – for the first time. Many members of the event team were worried on how the virtual experience would support a number of their goals, including driving attendance, but having had over 73% of in-person registrants converted to virtual ones, as well as gaining an additional 39% new registrants, the event was a success, plus the events team were able to gain additional data from online registrants, that typically wasn’t gathered beforehand (Alroy et al, 2022, p.104).

 

Although nowadays, people are returning to offices as restrictions have been lifted for the past 24 months, Jain (2022, para. 4) reports that the virtual events sector is still anticipated to expand by 21.4% from 2022 to 2030. This is due to a number of reasons, from the capacity of a virtual event not being capped, through to it generally being cheaper, and attendees can still tune into the event without a mass commitment. There are also a number of benefits of hosting a hybrid event, from reduced environmental and travel costs, a number of engagement metrics can be gauged as well as increasing the overall audience reach (University of Exeter, no date, para. 4-7).

 

VanCuren (2023, para. 6-32) explains that there are some challenges that come with hybrid events. These include having to plan two experiences for one event, as it is not always easy to keep in-person speakers and attendees connected with virtual guests, and even if achievable, it’s not as simple to ensure both audiences have the same experience – an atmosphere at home can be completely different to one being enjoyed at the venue. The author then goes onto mention that it can be particularly difficult to choose the correct venue, as well as virtual platform, it needs to work correctly with the venue, be set up in an engaging manner, as well as being able to manage both aspects (in person and virtually) easily. Sadd (2014, p. 209-218) also mentions that attendees at virtual and hybrid events are reluctant to engage directly with other online participants, potentially reducing the overall event ambience and experience combined. 

 

There are however some tools that can be used for hybrid and virtual events, not only to make the experience more immersive, but to gather data and engage both audiences at the same time. This could include the integration of Mentimeter, a question and poll survey software that lets the audience answer questions set in real time, while displaying the gathered data to compliment this. SCOOCS could also be used – a leading hybrid event tool, which is a white label event tool, allowing the consumer to attend sessions on their mobile phone, be divided into breakout rooms, or, if an in person attendee, to check venue maps, access catering information or other related venue information (Event Flare, 2022, para. 36-47).

 

Virtual (only) events also saw a large growth in 2020, again due to COVID-19. CRM company Salesforce changed their in-person event to a virtual one as soon as the pandemic was announced, and their World Tour Sidney Reimagined event was taken online only. Over 80,000 viewers livestreamed the event, and it had more than 1 million views across social channels, as the company decided to record the event and make it available on-demand soon after it had finished. Audience engagement was a key highlight noted throughout the event, as a competition was embedded where selected participants demonstrated an app, with the entire audience then given the opportunity to vote for the winning one (Vinikas, 2024, para. 10-12). 

 

 

The incorporation and use of technology have been fundamental components within events for decades (Bowdin et al., 2011, p.520), and virtual and hybrid events are only part of that. Despite virtual events developing over the past 40 years, hybrid events are relatively new, and a more thought driven process has to be taken into consideration to make these events happen, with the event occurring in 2 places, rather than just the one (Brown, et al., 2023, p. 2). 

 

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Summary

 

As noted previously in this blog, hybrid and virtual events in the last few years have seen a significant growth, and although initially were there to bridge the gap between physical and virtual participation, hybrid events have since become more sophisticated, offering a number of different experiences that cater to more diverse audience preferences. It is important that an event manager has a sound understanding of both hybrid and virtual events, keeps on top of different trends that occur within them, the growth that they bring and the different opportunities that they provide (CrowdComms, 2024, para. 40-41). 

 

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Hybrid and Virtual events are a useful piece of technology to ensure a number of attendees can participate within the event wherever in the world they may be situated. Despite them only having a large growth within recent years, they have been around for over 40 years, and are only likely to grow further, as they have recently rapidly developed. It would therefore also be useful for any event professional to have a basic understanding of them, no matter on where they are situated in the industry, as it is likely they would use a virtual and/or hybrid event, somewhere throughout their event career. 

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References

 

Alroy, A., Ben-Shushan, E. and Katz, B. (2022) Event success : maximizing the business impact of in-person, virtual, and hybrid experiences. Hoboken, New Jersey: Wiley. Available at: https://www.oreilly.com/library/view/-/9781119817154/ (Accessed: 12 May 2024).

 

Bossey, A. (2023) Virtual events management. Edited by T. Brown and C. Drakeley. Oxford: Goodfellow Publishers Limited. Available at: https://public.ebookcentral.proquest.com/choice/PublicFullRecord.aspx?p=30663262 (Accessed: 17 May 2024). 

 

Bowdin, G.A.J. (2011) Events management. 3rd ed. Amsterdam: Butterworth-Heinemann.

 

Chodor, B. and Cyranski, G. (2021) Transitioning to virtual and hybrid events : how to create, adapt, and market an engaging online experience. Hoboken, New Jersey: John Wiley & Sons, Inc. Available at: https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2619216 (Accessed: 12 May 2024).

 

Crowdcomms (2024) The Rise and Impact of Hybrid Events. Available at: https://www.crowdcomms.com/tech-articles/rise-and-impact-of-hybrid-events/#:~:text=Expansion%20of%20hybrid%20event%20formats,and%20capabilities%20for%20event%20planners. (Accessed 17 May 2024).

 

Cvent (2021) Top Event Technology Trends: 6 Must-Know Innovations for 2022 and Beyond

Available at: https://www.socialtables.com/blog/event-technology/event-technology-trends/ (Accessed: 10 May 2024). 

 

Event Academy (No date) Your guide to event technology. Available at: https://eventacademy.com/guide/event-technology/ (Accessed: 10 May 2024).

 

Event Flare (2022) 14 Useful Interactive Tools for Hybrid Events. Available at: https://eventflare.io/journal/14-useful-interactive-tools-for-hybrid-events (Accessed: 12 May 2024).

 

Gordon-Bennett, C. (2023) Event Technology: The Ultimate Guide for 2024. Available at: https://www.bizzabo.com/blog/event-technology-guide (Accessed: 10 May 2024).

 

Jain, V. (2022) Virtual and Hybrid Events Are More Than Just A Covid-Era Fix. Available at: https://www.millenniumpoint.org.uk/venue-hire/hybrid-virtual-events/#:~:text=What%20is%20a%20Hybrid%20event,content%20as%20the%20physical%20attendees. (Accessed: 12 May 2024).

 

Millennium Point (No date) Hybrid and Virtual Events. Available at: https://www.millenniumpoint.org.uk/venue-hire/hybrid-virtual-events/#:~:text=What%20is%20a%20Hybrid%20event,content%20as%20the%20physical%20attendees. (Accessed: 12 May 2024).

 

Parry, A. (2019) What is Event Tech? Available at: https://www.eventindustrynews.com/news/event-technology/guest-blog-what-is-event-tech (Accessed: 10 May 2024).

 

Sadd, D. (2014). The future is virtual, in Yeoman. Edited by I. Robertson, M. McMahon-Battie, U. Backer, K. Smith. Routledge

 

Silvers, J (2004) Updated EMBOK Structure as a Risk Management Framework for Events. Available at: https://www.embok.org/juliasilvers/embok/EMBOK_structure_update.html#Operations(Accessed: 10 May 2024).

 

University of Exeter (No Date) What is a Hybrid Event? We Explain The Benefits. Available at: https://event.exeter.ac.uk/blog/what-is-a-hybrid-event-we-explain-the-benefits (Accessed: 12 May 2024).

 

VanCuren, O. (2023) 6 hybrid event challenges and how to overcome them. Available at: https://event.exeter.ac.uk/blog/what-is-a-hybrid-event-we-explain-the-benefits (Accessed: 15 May 2024). 

 

Vinikas, I. (2024) Top 10 Virtual Event Examples for 2024. Available at: https://corp.kaltura.com/blog/virtual-event-examples-2/ (Accessed: 17 May 2024). 

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