Online events’ are events held on the web. They are sometimes called ‘virtual events’, but there is no clear definition of the term, so we will use the term ‘online events’ here. The spread of the new coronavirus (COVID-19) has made it difficult to hold face-to-face events, and we have been forced to consider holding them online. Many companies are looking for ways to hold events that don’t require participants to gather in one place, just like conferences and seminars, and holding them online is becoming a natural option. So, Brightcove will be explaining what online events are and what you should consider when holding them in a series of nine articles titled “The Complete Guide to Online Events”.
__Table of Contents__
– [1. What is the difference between online events and webinars?](#1-)
– [2. The advantages and disadvantages of online events](#2-)
– [3. Making your event more attractive by understanding the characteristics of online and offline events](#3-)
– [4. Systems you should prepare for when holding an online event](#4-)
– [5. Using online events to increase your communication options](#5-)
## 1. What is the difference between an online event and a webinar?
As the name suggests, an online event is an event that can be attended online. It is common for the host and participants to interact with each other online via video (live streaming).
In recent years, I think many people have either hosted or participated in webinars (web+seminars), which are seminars held online. Webinars are also included in the broad definition of online events, but in this article, we will refer to online events as medium- to large-scale events that are held online, such as conventions at venues like Tokyo Big Sight or Makuhari Messe, or events held at hotels, etc. The main difference between online events and webinars is the number of participants and the number of programs. While webinars often only broadcast a single program at a pre-determined time and date, online events are characterized by their large scale, with various programs running in parallel throughout the day or over multiple dates.
## 2. The advantages and disadvantages of online events
First of all, it is important to understand that online events are not a complete substitute for offline events. They are essentially different, and it is important to understand the characteristics of each and use them appropriately according to your objectives.
Offline events have strengths that come from being face-to-face. These include networking and community building between participants, and the large amount of information that can be obtained using the five senses. In this respect, online events, where interaction takes place through a screen, can sometimes feel a little lacking for some people.
However, online events win out when it comes to sharing knowledge and content, because accessing information is much easier. If the purpose of attending an event is to listen to a talk or gather information, and not to interact with other participants, then it is convenient to be able to participate in an online event from anywhere, such as from home or the office, as long as you can obtain the information you need without any problems.
However, the fact that the barrier to participation is low also means that it is easy to leave the event. For this reason, it is important to plan online events with the characteristics of online events in mind in order to provide a valuable experience that participants will be satisfied with. Specifically, the length of sessions, the structure of content, and interactive communication need to be designed with the online format in mind. We will introduce these specific details in future articles.
## 3. Making events more attractive by understanding the characteristics of online and offline events
Even if the time comes when offline events can be held freely again, as they were before the coronavirus pandemic, online events will not disappear. This is because companies that are already using online events have realized that the enthusiasm of participants and the number of people they can attract are not inferior to offline events.
Furthermore, online events have the advantage of being able to reduce the preparation time. Whereas offline events may require you to reserve a venue and start preparations more than six months in advance, depending on the scale of the event, online events can be prepared in a matter of months or even weeks.
However, as mentioned above, it is not possible to say that one is necessarily better than the other. For example, online events have weaknesses such as a lower actual participation rate than applications and a lower survey response rate compared to offline events.
For this reason, in the future, a hybrid model that combines online and offline events will probably become the standard for event hosting. This is a format that emphasizes the unique characteristics of offline events, such as interaction and networking, and makes it possible to participate offline while also making it possible to participate online. As of January 2021, when this article was written, it is not clear when offline events will be able to resume and on what scale. For this reason, it is better to consider online events with a view to a hybrid model, rather than a binary choice of “offline only” or “online only”.
## 4. Systems you want to prepare for when holding an online event
The following is a list of systems you want to prepare for when holding an online event.
– Video distribution system
– Real-time communication system with viewers, such as Q&A, chat and voting
– Content management system
– Participant management system
– Payment system (if charging for the event)
Of the above, the most important for online events is probably the video distribution system. The following are points to consider when selecting a video distribution system
– A high-quality, high-resolution on-demand video and live streaming system that can withstand high loads
– Technical support that can be consulted in real time in the event of a problem
– Functionality that integrates with marketing solutions such as marketing automation and CRM
– Promotion and simultaneous distribution functions for YouTube and Facebook
Online events involve communication between participants and devices. Although the barrier to participation is low, it is also true that people are likely to drop out due to the stress of having to watch a single screen for a long time. In order to make an event that doesn’t make participants drop out, it is of course important to think about the video itself, but it is also important to eliminate issues such as poor image quality and long playback times in advance. In addition, it is recommended that you design a system that takes into account the use of participant viewing data after the event.
## 5. Utilizing online events to increase communication options
I hope you have a better idea of what online events are. As I mentioned, online events are not a replacement for offline events. By planning events with an understanding of the merits of each, you can increase your options for new communication with customers. In the next article, I will introduce some specific tips for online events.
