We’re going on an efficiency drive…
Just the phrase is guaranteed to send shivers down the spine of any employee or organisation. And with justification as this has become the thinly-veiled way of saying “we need to make budgetary savings and the easiest way to do this is by cutting our largest expense” – i.e. the labour-force.
While fiscal pressures may mean that production needs to be cut back to match a shrinking order book, and consequently less manpower is required, but shouldn’t this be a last resort rather than a first? If an organisation sheds valuable intellectual capital and/or the means to re-engineer its operation too quickly, can it ever recover its place in the market or reputation for delivery of excellence.
The dictionary definition of efficiency is that it is the state or quality of being efficient, and interestingly the definition of this word suggests that efficiency is achieved more by interrogating systems and working patterns than simply slicing numbers off the bottom line.
(esp. of a system or machine) Achieving maximum productivity with minimum wasted effort or expense.
(of a person) Working in a well-organized and competent way.
Organisations that top the efficiency leagues come in all shapes and sizes, but a common denominator between them is that they also tend to top the best places to work lists as well. Their employees feel involved and able to contribute to discussion and decision-making processes: the organisation benefits by being able to tap into a wealth of knowledge and experience that can deliver custom-fit best practice… and efficiency.
By moving from a top-down decision-making to a collaborative process, board-rooms can exploit the experience of all areas of their operation, allowing innovation to spring up from every quarter and be properly dissected and discussed. The difficulty for large organisations (small ones really don’t have any excuse unless they have multiple office sites) is how to action this process effectively.
Large scale meetings don’t really fit the bill because: a) they are expensive; and b) only the people with the loudest voices get to contribute unless they are very carefully designed. Enter the virtual business solution… companies like Cisco, HP, Kaiser Permanente and GE have been using this technology for some time now to enable effective communication that reduces time out of the office, carbon footprint and the timelag in disseminating a message to a large number of people while increasing knowledge, motivation and challenging the efficacy of existing working practices.
If ever there was an efficent way to drive the efficiency agenda – this is it.
We are delighted to welcome Cece Salomon-Lee, founder and Principal of PR Meets Marketing, and co-founder of The Virtual Buzz as our guest blogger today, who shares below her thoughts on best practices for how to effectively design and implement a virtual event.
2010 was the year that virtual events – or digital solutions for meetings and events – were embraced by the larger physical meetings and events industry. No longer seen as an either/or situation, going virtual is a way to further extend an organisation’s audience reach, expand brand awareness and drive business objectives forward.
Though the benefits of virtual are more widely accepted today, best practices for how to effectively design and implement a virtual event vary from organisation to organisation. Oftentimes, organisations will select a technology solution first, and then work backwards, resulting not only in a poor user experience, but also falling short of business expectations.
Rather, a virtual event is very similar to constructing a house – start with the design, estimate costs, and end with the building phase.
Design with objectives in mind
If you’re building a house from the ground up, would you ever put up the walls and roof before consulting with an architect? Probably not. You need to consider each room’s function, how the occupants will interact with the room, and the best layout to accomplish this. The same is also true for a virtual event.
To develop your virtual event design, invite key stakeholders to participate during the design phase, such as IT, marketing manager, and executive sponsor. Key questions to address include:
- What are the business objectives of my virtual event? Lead generation; customer appreciation; product launch; extend to global audience; etc.?
- Is this purely a virtual event or an augmentation for a physical event?
- What is the technology prowess of my audience? Novice or advanced?
- How do I want to engage my audience? Broadcast only or engagement with video chat and games?
- What is my budget?
- What is my timeline?
- What resources do I have to plan and staff this event?
- How many people will be attending?
- Private or public?
Estimating: engineer the costs
A virtual event strategy is equivalent to architectural designs for estimating the costs of your online event and even narrowing down which vendors to invite for your proposal. For example, you can eliminate providers who are unable to provide the full suite of solutions you’re seeking, such as social media integration and real-time language translation, or those who are too cost prohibitive based on your budget.
Furthermore, you are able to compare each proposal side by side and determine if there are any factors you haven’t considered. When comparing the proposals, consider these points:
- Did the vendor address each item in my proposal?
- What will the additional costs be if I add an additional webcast? Exhibit Booth? etc.
- Did the company augment my proposal positively? For example, the company recommends adding ask-the-expert video sessions for your product launch.
- How will the company staff my project?
Building: Construct to design
Once you’ve awarded your project, the next stage is overseeing the construction phase. To ensure that your virtual environment is built on time and to your design, don’t assume that the virtual event vendor will manage this on your behalf. Assign a project manager who will act as a liaison, monitor the timeline and track all milestones. Additionally, schedule a weekly meeting with your vendor to review progress and address any issues.
As founder and Principal of PR Meets Marketing, Cece Salomon-Lee has 15-plus years’ experience translating technology innovations into cohesive and successful campaigns that cross from public relations to marketing and virtual events. She has been an active participant in the emergence of the virtual events industry as co-founder of The Virtual Buzz and contributor to the Virtual Edge Institute.
Back in January the marketing team at 6Connex posted the following:
Here’s a list of live (as we write today) virtual environments to give you an idea of how the virtual technology platforms (6Connex and others) are being used:
- Secure international sales and marketing conference (3 of these)
- Continuing medical education center
- Partner portal with both secure entitlement and public access options (4)
- Association trade show (14)
- Executive briefing center with public access (2)
- Product line marketing and communication portal (6)
- Consumer product information center (31)
- Highly secure pre-patent (executive only) poster show on new technology
- Medical equipment tradeshow (4)
- Hybrid events – virtual component to a physical show (22)
- Sales training conference (3)
- Thought leadership knowledge center (2)
If ever there was evidence that virtual event solutions are becoming an integral part of the mainstream, surely this is it. And every day there is yet another announcement from a technology provider about new clients and new uses for the platform.
With the possibilities only limited by your imagination, if you haven’t already investigated the opportunities, don’t you think it’s time you did? Come and visit us to see for yourself.