Almost a year ago to the day, the first case of COVID-19 was reported – and the world went digital.  Online shopping surged. Dinner delivery became de rigueur. And Zoom was suddenly a noun (“Schedule the meeting on Zoom.”), a verb (“Let’s Zoom at 2:00.”), and an adjective (“I’m Zoomed out.”). 

Most companies, even those in old-line industries such as manufacturing, have now gone digital to some extent. Sales teams are holding training online. Human Resources departments are on-boarding new employees virtually. And marketers and event planners worldwide have teleported their audiences into event cyberspace. But at many companies, the lack of a single virtual environment to host all of these initiatives means efforts are falling far short of their potential. As one of 6Connex’s newest customers reported, “Digital event technology was popping up everywhere within our organization, and business units were spending budget on what were essentially duplicate resources. From the marketing department in Europe to the Human Resources department in the United States, we had varying proofs of concept for virtual events. Where they were working well, they weren’t being embraced at large scale.”    

Furthermore, most departmental purchases of virtual event technology were unexpected and therefore outside of planned budgets. As a result, many solutions were purchased based on price, not on fit.  These technologies rarely integrated with larger business systems, introducing manual work into everything from branding to reporting, and user adoption rates were often lackluster. States one Chief Human Resources Officer, “The growing number of virtual event solutions we were asking our employees to navigate wasn’t helping the employee experience. A single sales rep could be asked to log on to one virtual event for diversity training, another for the sales kickoff, and a third for the customer user group.” A survey by Wrike in July 2020 validates this sentiment, in which approximately 33% of remote workers reported their companies used multiple – and redundant – systems. 

Chief Marketing Officers Establish an Organization-Wide Blueprint for Virtual Events

Perhaps nowhere has this multiplicity been more keenly felt than in marketing departments, which are on the receiving end of duplicate and triplicate ‘asks’ for virtual event elements such as copy and graphic design – breeding inefficiencies within marketing workflows and inserting a clot in marketers’ lifeblood: focus, creativity, and curiosity. As a result, many Chief Marketing Officers are pushing back and seizing the opportunity to establish a blueprint and roadmap for virtual events company-wide, beginning with the technology. 

In 2021, many Chief Marketing Officers have prioritized licensing a single, cloud-based virtual environment for wide-spread corporate use, a seemingly logical decision in the aftermath of an illogical year. At their core, virtual environments deliver information and instruction, group communication and collaboration, and engagement and entertainment – common needs across all departments.  Furthermore, virtual environments are “always on,” allowing audiences to engage with the content and with each other at any time during the 24-hour day, a benefit that doesn’t discriminate along business lines or geography: marketing events can expand their reach; H.R. training can go on-demand; global sales reps can interact with peers and prospects as if they were in the same room. And with only one virtual environment to build and brand, Marketing can streamline productivity and efficiently deliver a unified customer and employee brand experience. 

Employees too are freed from the burden of multiple technology applications. From open enrollment to a quarterly kickoff, they need only know how to navigate one solution, and they can tailor their participation to match their work style preferences. For example, visual learners can download a product demonstration, while verbal learners can watch a presentation.

Savvy CFOs and CIOs are also throwing their support behind the technology. A single enterprise virtual environment reduces the complexity of dealing with multiple vendors and lowers the total cost of ownership. It streamlines the IT ecosystem and minimizes the security risk associated with multiple technologies. Added bonus: cloud architecture means the vendor is on the hook for updates and maintenance, reducing demand for internal IT resources and improving ROI.                      

2021: Exploit and Adopt Virtual Environments 

Viewed in this context, it only makes sense that a virtual environment would be an essential solution in an organization’s technology stack, similar to a CRM. Observes 6Connex Chief Marketing Officer Luiz Martins, “If 2020 was the year of ‘purchase and run,’ 2021 is the year of ‘exploit and adopt.’”

Contact 6Connex today and discover how our state-of-the-art, cloud-based virtual environment can fit multiple use cases within your own organization.

As the leading provider of virtual environments, 6Connex has been organizing virtual events for years.  And a quick survey of our sales and account management teams will reveal that historically, the most significant obstacle they face when working with customers is mindset.  Until the COVID-19 pandemic, most event planning teams were nervous that a virtual event would fall flat.  And even when their virtual events attracted thousands of attendees, our customers remained petrified that the event would lack “mojo.”

But with a record number of virtual environment builds in 2020, we can say unequivocally that the most successful organizations have let go of biases and not tried to reproduce their physical format virtually; they’ve created a new media platform instead.  We’re not saying we’ll never again sojourn to an attractive destination to network at vendor booths, sit in large ballrooms to hear presentations from industry thought leaders, and take in a ballgame or round of golf with colleagues and customers, but we wholeheartedly believe we are on the forefront of a new market for virtual events that is permanent.  And we’re not alone.  The virtual events market is currently valued at approximately $45 billion, and Grand View Research projects it could grow at a compound annual growth rate of approximately 23 percent.

Change Was Already Underway

The truth is event planners and marketers have long wanted to increase audience engagement beyond a two- or three-day event.  Even before the pandemic, hybrid events were gaining in popularity.  With remote work becoming more common, event planners were increasingly willing to explore what could be done virtually that would hold attendees’ attention, looking beyond traditional, passive webinar formats and focusing on engagement and user interaction through features like video one-on-ones, breakout rooms, round tables, and more.

Then the pandemic hit, serving as a flashpoint.  For event planners, it shifted the industry landscape, and for marketers, it left pockets of opportunity in budgets.  Finally!  Virtual events were going to be invited to sit at the cool kids’ table.  And technology vendors made sure they brought their A-game.  Wowed by state-of-the-art features and functionality, event organizers and marketers quickly discoveredwhat technology vendors knew all along: a virtual event platform is a gateway to long-term content engagement.  As 2020 unfolded and event planners and marketers became more familiar with the format, it was clear that beyond the pandemic, virtual events would be more than a standard tool in every event planner’s and marketer’s toolkit, they would be a media platform.

The Virtues of Virtual

Virtual events have gone from the bench to starting position due to myriad benefits that event planners and attendees alike celebrate:

• Event planners save money by eliminating venue and food and beverage costs, allowing them to allocate more budget toward attracting high-profile speakers, workshop facilitators, and entertainment that make the event more appealing to their target markets.

• It’s easier to attract attendees to a virtual event because they are less expensive.  Consider that prior to the pandemic, the average registration fee for some of the most popular tech conferences exceeded $4,000. Factor in flight, hotel, and transportation costs, not to mention the number of days out of the office, and the decision to attend an event can become impractical – so much so that at many organizations, there are limits on the number of conferences employees can attend in a year. 

• In addition to eliminating travel, virtual events are less of a time commitment.  Multi-day events, for example, can be broken into a long-term series to better accommodate busy calendars and keep brands top of mind beyond a finite period.

• Virtual event sessions lend themselves to interactivity, with features that include polls and live Q&As.  These participatory layers can have a significant impact on the user experience, and some companies are even allowing their attendees to create and share their own content to further amplify the event’s footprint and the overall event “vibe.”

• Especially during a pandemic, but also post-pandemic, virtual events enable people worldwide to connect, network, and collaborate.

• The experts have long agreed that one way to radically reduce the waste and air-travel emissions produced by trade shows and industry events is to use virtual or hybrid meetings.

• Virtual events allow companies to run analytics in real time. Sales can chase leads immediately, which can greatly improve return on investment.

A Virtual Event is not an Event

While the above benefits more than justify the ROI of a virtual event, it’s really their ability to shapeshift from an event to a media experience that gives them staying power.  Similar to a news site, a virtual event can offer myriad content formats and engagement opportunities, and it can be available year-round.  In fact, some companies are capitalizing on the evergreen nature of their virtual events, regularly promoting event content through social media and paid marketing channels, ensuring the event is optimized for SEO on an ongoing basis, and leveraging programs that keep attendees coming back, such as sponsoring online trivia contests and hosting a weekly speaker series.  And some companies have transformed their virtual events into a continuous revenue stream, using their virtual environments to sell products, promote third party advertising, direct attendees to sponsor websites, or feature fun branding opportunities through virtual room sponsors.

Get Audience Engagement and Brand Differentiation Right

The COVID-19 pandemic undoubtedly positioned the event space for a ground-breaking pivot – one that yields time, cost, and environmental benefits.  The rapid innovation of virtual event technology has seized this opportunity and transformed virtual events into a new, unique, and creative media platform to get audience engagement and brand differentiation right.

Contact 6Connex today to see first-hand how we can transform your events into a media experience.

The definition of inclusion is “equal access to opportunities and resources for people who might otherwise be excluded” – a premise at the very core of today’s virtual event offerings. In a world where we are staying home and practicing social distancing, virtual events and their myriad features are connecting individuals worldwide who “might otherwise be excluded” in an effective, engaging and interactive manner.

“P” is for “Place” 

As the world changes, firms are finding ways to adapt to these changes. For example, one of the four “P’s” in marketing is “Place.”  From manufacturing to retail, “place” is now online, forcing many corporations to embrace digital technologies that enable everything from workforce collaboration to online purchasing. In fact, according to a recent study from McKinsey Global Survey of Executives, funding for digital initiatives has increased more than anything else, including increases in costs, tech personnel, and customers. 

While some companies may have initially been reluctant to e-procure, e-invoice and e-chat, most are finding there are many perks to virtual technologies, and one of the primary benefits is inclusivity. Virtual events in particular embody inclusivity, and companies across industries are leveraging virtual event technology to reach their current target market as well as new markets without the limits of physical place or proximity.  These companies repeatedly cite three key benefits of virtual event environments:  

1. Reach a mass audience. Businesses are finding ways to drive value by bringing mass content to mass audiences. They no longer have to pay millions of dollars for air travel, hotels, meal vouchers, etc. for employees to travel to one location at a time for one event at a time. Rather, virtual events allow organizations to share information with new groups across various industries simultaneously regardless of geographic location. 
2. Engage at your own pace. Online extension tools allow companies to expand reach and impact over time. Previously, exhibitions occurred over two to four days within a given week and were restricted to only the in-person attendees. Virtual events permit individuals to come into an environment at a time that suits them, and smart companies know that virtual events can stay live indefinitely, allowing individuals to revisit events over the long term.  This ultimately increases event ROI.  
3. Enjoy a range of features and functionality. The world is your oyster! Each virtual event is unique. From full-scale events with breakout rooms and live Q&As to virtual department happy hours and team building, virtual events offer something for everyone in an immersive, creative, one-of-a-kind experience. With the click of a button, an individual can interact with an entirely new digital world to expand knowledge, demo a product, or make a sale! 

And speaking of virtual happy hours and team building, companies should be sure to build virtual event agendas that include gaps for networking and peer-to-peer engagement to promote organizational culture. According to research conducted by EY’s Center for Talent Innovation, “39% of respondents feel the greatest sense of belonging where their colleagues check in with them, both personally and professionally.”

Promote Inclusivity Today

Accelerated by the pandemic, digital proficiencies have changed the way businesses operate, and users have become more comfortable with technology, including virtual environments. As summarized in our latest webinar “Plotting Your Virtual Event Strategy for 2021,” the technology hasn’t changed, but the perception behind the technology has. 

To learn more about how you can promote inclusivity and reach current and new markets with a 6Connex virtual environment, request a demo today.

By Holly Mack

Does anyone remember what an office is?  You know… that place people used to go with rows of cubes and a water cooler?  Where they served bagels on Friday mornings and partners, kids, and dogs were in picture frames, not Zoom frames? 

Me neither.

Because of the COVID-19 outbreak, a substantial percentage of the U.S. workforce has been working from home for most of 2020.  And despite the kids, the dogs, and the Zoom bombs, these workers have proven that remote work can be done effectively. So much so that in May, Twitter chief executive Jack Dorsey gave his 4,000-plus global workforce permission to work from home “forever,” accompanied by similar announcements from tech behemoths like Facebook and Shopify and giving rise to the company descriptor “remote first.”  This pivot in the work landscape of course begs the question, “Do we still need an office?”

The answer, is yes.  Without a physical office, corporate culture can take a nosedive.  Gone are the elevator chats, the birthday celebrations, and the ring-the-bell fanfare when a new deal is closed.  And the usual efforts to boost employee morale, such as office snacks or an in-office “escape room” (it’s a thing, just ask the employees at United Shore) have also been removed.  While many employees appreciate the money they’re saving on gas, public transportation, and work attire, they’re quick to admit they also miss the office camaraderie and believe the office is better suited to some activities such as client meetings.  States Tushar Agarwal, CEO of HubbleHQ in a recent Forbes article, “Humans are social beings, and in-person connections are hard to fully replace. Physical environments affect us much more than we realize, and office space goes a long way in cultivating a sense of belonging within teams.”

The good news is that this office juju, including the space itself, can easily be replicated without the rent, furnishings, and utilities necessary to maintain a physical office space.  With a second wave of the pandemic underway, companies are increasingly taking a look at how virtual office spaces can foster desired outcomes for collaboration, productivity, culture, and the work experience, and are turning to virtual environment providers to build digital offices that create a sense of connection and energy. 

Take for example, the 6Connex virtual office environment solution[LH1] .  Using highly customized design features, 6Connex customers are able to recreate the exact layout and furnishings of their actual physical office in a virtual environment.  From the corner office to the kitchen, employees can visit any room in their company’s headquarters or satellite offices at any time, moving through the space at will and utilizing a chat feature to communicate.  And each office “room” can house files.  For example, a visit to the virtual Marketing Department would give the user access to brand guidelines and logos, while a visit to the Sales department would give the user access to Sales toolkits.  The virtual environment can be used for regularly scheduled meetings and happy hours alike, and with the benefit of robust entitlement features, certain rooms can be designated as “by appointment only” or accessible to only a chosen few (the Human Resources department, the Finance department, the board room, etc.).           

Ultimately, the virtual office is about creating a sense of community without asking employees to “perform” within the structure of a video conference call.  It helps recreate the social experience of in-person office life and is especially beneficial to new hires, who may have never stepped foot in the actual office.  Colleagues on different continents can chat at a simulated water cooler or attend a yoga class in the virtual break room, enabling tenured employees to maintain their social capital and giving new hires the opportunity to build it.  Summarizes 6Connex CEO Ruben Castano, “Many employees are discovering that a virtual office is a welcome break from their kitchen table.  Done right, it increases the frequency of person-to-person interactions and puts group and recreational activities within easy reach.  We’re continually impressed by how creative companies are when designing their virtual spaces and the engagement rates we see on the platform indicate the employees are too.”

To learn more about how you can recreate the social experience of office life with a 6Connex virtual environment, contact us today.