Large virtual events as drivers of change

It is essential that a digital event platform that offers the full “event experience journey” for participants is selected at an early stage. The experience journey already begins at the time of registration and ends when participants access the materials after the event. An online platform (e.g. on the basis of SharePoint) can be used as the central “pivotal point for everything” - information, registration, attendance and the provision of materials. Technologies such as Microsoft Teams Live Events can be used to transport many speakers onto the screen live on the event day. Based on experience, preliminary audio and transmission quality checks should be carried out an early stage (and not during the dress rehearsal), so that technical problems can be avoided and organizers can respond quickly and flexibly on the event day. 

Probably the biggest challenge is to organize the right speakers and provide contents that are both innovative and interesting. External keynote speakers lend an air of exclusivity and increase relevance, but internal events are particularly well suited to improve the attendance of corporate departments. The use of internal speakers increases credibility and improves transparency. The design of the slots should be based on the following principle: short, to the point, inspiring. What matters is not the quantity, but rather the ability to elicit interest with key statements, and to maintain participant engagement. To win over the audience, event topics should be tailored to the needs of the employees, without losing sight of the event's objective. Based on the motto “Engage the Audience”, unusual methods such as live games, contents or quizzes can also be included - the possibilities are virtually limitless in this regard. Finally, it is recommended that the event ends with a virtual wrap-up including special highlights.  

On the day of the event, it is important that the team acts as a well-coordinated group that is able to support its colleagues if challenges arise. At the same time, in a digital environment devoid of personal contact, it takes a lot of work to maintain cohesion in the event team. Therefore regular onboarding meetings, briefing calls, joint coordination rounds and rehearsals with all speakers, moderators and other participants should be held in preparation for the event. Because the event will only be successful if everything runs smoothly behind the scenes. 

In the time of the home office, it is not possible to reach all employees using conventional communication channels such as posters, flyers, banners or trade fair booths. Therefore new digital methods should be used for advertising an event - and the options are virtually limitless in this regard. Communities in particular offer a powerful communication instrument, especially in multinational corporations. In their role as multipliers, they help to carry the message into the company. Short videos on the Intranet, or on social enterprise platforms such as Yammer, are another popular format for announcing events. Companies can also use a motto or event hashtag to create additional momentum or increase the coverage of the event. In this way, an event remains dynamic and offers opportunities for interaction. 

The content of the message is another essential factor in addition to the appropriate communication methods. The added value delivered by the event must be evident. The right timing is another important factor. As a rule, communication should take place as early as possible, and outside of vacation periods.