دانلود کتاب Transitioning to Virtual and Hybrid Events: How to Create, Adapt, and Market an Engaging Online Experience

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Cover\nTitle Page\nCopyright\nContents\nForeword\nIntroduction\nChapter 1 Understanding Virtual and Hybrid Events\n Going Virtual\n Opting for a Hybrid Event\n Addressing Common Misconceptions and Myths about Virtual Events\n Myth #1: My virtual event or hybrid event will cannibalize my physical event attendance\n Myth #2: It can\'t be monetized, and I\'ll lose my sponsor and attendee revenue streams\n Myth #3: It\'s not interactive; people will just be watching presentations\n Myth #4: People won\'t stay as long for a virtual session as they would for an in‐person session\n Myth #5: I\'ll only get limited reporting\nChapter 2 Understanding Virtual Communication Tools\n Webinar\n Use Cases\n Webcasting\n Use Cases\n Streaming\n Use Cases\n Web Conferencing\n Use Cases\n Determining the Right Program for You\nChapter 3 Converting from Physical to Virtual\n Communication Is Key\n Envisioning a New Virtual Reality\n Reducing Your Carbon Footprint and the Impact on the Environment (ESG)\n How Is Carbon Savings Calculated?\n Crafting Your Desired User Journey\n Use the event schedule to drive actions\n Use design elements to guide users\n Use platform features to get users where you want them\n Reworking and Reassigning\n Reworking dates, timelines, and deliverables\n Reassigning members of the event team\n Performing Dry Runs\n Save the Day\nChapter 4 Hybrid Events: The Best of Both Worlds\n Establishing Your Hybrid Event Objectives and Audience\n Creating an Integrated Event Experience\n Capturing Hybrid Event Content\n Roving Reporter Interviews\n Testimonials\n News Desk/Talk Show Interviews\n Sponsor Demos\n Sample Hybrid Event Workflow\n Achieving Business Goals Beyond the Live Period\n Taking Advantage of Attendee Feedback\n Direct Event Feedback\n Indirect Feedback\nChapter 5 Virtual Event Planning 101\n Your Entryway to Virtual Event Planning\n Virtual Event Planning Tips\n Identify Your Target Audience\n Think Beyond the Livestream\n Craft a Unique and Compelling Virtual Experience\n Engagement Features\n Gamification\n Establishing Your Event Strategy and Goals\n Establish and Document Business Goals\n Evaluating Platform Options\n Define Your Format, Style, and Personality\n Create a Written Business Plan That Details Measurable Business Goals\nChapter 6 Assembling Your Virtual Event or Hybrid Event Team\n Virtual Events\n Event Lead\n Sponsorship Development and Management Lead\n Content Management Lead\n Marketing and Promotions Lead\n Event Planner\n Hybrid Events\n Executive Producer/Show Runner\n Director\n Technical Director\n Producer\n Production Assistant\n Graphics Operator\n Encoding Technician\n Floor Manager\n Editor\n Camera Operator\n Audio Engineers\nChapter 7 Adapting Your Content for Virtual\n Best Practices When Outlining Your Event\'s Content\n Engaging Your Virtual Audience with Interactive Tools\n Interactive Tools\n Polls and Surveys\n Chat\n Q&A\n Gamification\n Giveaways\n Theming Your Event\n Packaging Content\n Entering Your Event\n How to Set Up Your Webcast Flow\n Run of Show\n Determining Theatre Layout\n Adapting the Exhibit Hall\n Virtual Booth Build‐Out\n Virtual Booth Customizations\n Lounges\n Resource Centers\nChapter 8 Preparing Speakers for Virtual Appearances\n Providing Speakers a “Studio in a Box”\n Speaker Readiness Communications\n Best Practices for On‐Camera Interviews\n Embrace and Understand the Nature of Live\n Have Some Perspective\n Being Nervous Isn\'t Always a Bad Thing\n You Are the Expert\n Be Your Authentic Self\n Practice, Practice, Practice\n Knowing Your Material Is Only Half the Picture\n Setting Up and Framing Your Video\n Best Practices for Guests\n Before the Interview\n During the Interview\n Getting Your Point Across\n Best Practices for Interviewers/Moderators\n Wardrobe\n Confident\n Well Prepared\n Be Flexible\n Being Familiar with the Broadcast\n Dressing for On‐Camera Success\n What to Wear\n What Not to Wear\n Best Practices for Presenting Using a Mobile Phone\n Use Landscape Orientation\n Stay Steady\n Ensure Good Audio\n Framing Faces\n Good Lighting Is Critical\nChapter 9 Monetization through Exhibitors and Sponsorships\n What Are Your Potential Revenue Streams?\n Attendees\n Exhibitors\n Sponsors\n Pricing Exhibitor Booths and Sponsorships—Some Considerations\n Event Functionality That Can Be Customized for Sponsorships\n Display Ads\n Commercials and Video Advertising\n Webcasts or Session Tracks\n Speaking Opportunity Inventory Analysis\n Website Recognition\n Email Communications\n Gamification\n Marquee Messaging\n Pop‐Up Announcements\n Building Out Sponsorships\n Tiered Options\n Sample Virtual Event Sponsorship Packages\n Platinum Sponsorship\n Gold Sponsorship\n Silver Sponsorship\n Bronze Sponsorship\n Sample Hybrid Event Sponsorship Package\n Dominance Sponsorship – Client Interview and Panel\nChapter 10 Marketing Your Virtual Event\n First Things First: Answering Key Questions and Establishing Key Goals\n Marketing Timeline\n Establishing Your Target Audience\n Building a Strong Message\n Building a Messaging Framework\n Driving Audiences Pre‐Event\n Segmenting Your Audience\n Blog and Vlog Posts\n Press Release\n Search Engine Marketing (SEM), Also Known as Paid Search\n Paid Media/Industry Partnerships\n Engage and Activate Influencers\n Measure, Evaluate, and Adapt\n Having a Strategy for Marketing Your Event After It\'s On‐Demand\n Repurpose Content or Follow Up on Presentations\n Checklist for Success\nChapter 11 The Power of Virtual Event Data\n Taking Advantage of Virtual Event Data\n Programming Key Data Points\n Individual Reports\n Managing and Scoring Virtual Event Leads\n Lead Management\n Lead Nurturing\n Lead Quality\n Lead Scoring\nConclusion: Virtual Events Are Here to Stay\n The First Step Is the Hardest\n It\'s All About Communicating\n When Virtual Became the Only Option\n Live, Virtual, and Hybrid: Same Game, Different Tactics\n Technologies Driving the Future of Virtual Events\nAbout the Authors\nAppendix: Glossary of Terms\nIndex\nEULA