The Event of the Future: Livestream, Slido, and Convene Look Ahead
What does the future of live events look like? How are new technologies changing the way marketers interact with their audience? The Event of the Future explored the trends that are changing live events with Livestream, conference coordinator Convene, and engagement platform Slido.
Event of the future takeaways:
- When choosing a truly innovative venue, think about how spaces, color, and light make people feel and act. Think about how you can surprise guests with outstanding service and art-quality food. How do we make events more human and interactive as technology takes over?
- Live video has evolved from nice-to-have to necessity when it comes to events. Livestreamed events deliver real return-on-investment, increase future ticket sales, and expand the reach of your message beyond your venue.
- The advance in mobile technology allows you to engage individually with anyone at your events. Events should be, as much as possible, a two-way conversation with the audience.
The Event of the Future took place at Convene’s flagship Manhattan location. Unlike conventional meeting spaces, Convene’s philosophy focuses on human-centric design principles. Engaging audience members with unique amenities is one of the many ways Convene is changing the events industry.
“The event of the future involves really getting people together for a common cause,” Ray Cheng, VP of Marketing at Convene told Livestream Learn host Amber van Moessner. “But [also] enabling a global audience to participate.”
For the main event, Padraic Gilligan, Managing Partner of SoolNua, moderated a discussion with Joyce Bromberg, Convene’s VP of Innovation and Foresight, Livestream CEO Jesse Hertzberg, and Peter Komornik, CEO of Slido.
Presenters had just a few minutes to share their thoughts on the future of live events. A traditional panel discussion followed. Audience members and online viewers were given the opportunity to chime in with Slido’s powerful Q&A and polling tool that allows participants to upvote their favorite questions.
Choosing the Right Event Space
Each presentation focused on a different aspect of event marketing. Speaking first, Joyce Bromberg stressed the importance of understanding your audience’s needs when approaching venue elements. “When we think about innovation, I like to think the best way to predict the future is to invent it,” Bromberg offered, before adding, “the innovation can’t be based on just what we think people want or need.”
For Bromberg, and her colleagues at Convene, audience feedback is a key component to their success: “Ask, engage, and observe are things I suggest you do. The first thing I’ve learned is attendees want choice.”
Reaching a Global Audience with Live Video
Having an exciting, interactive event space is a great way to keep your audience engaged. But how can marketers expand their reach beyond an event space? Livestream CEO Jesse Hertzberg said live video is the most engaging medium, but businesses without a live video strategy are “leaving money on the table.”
“Two-thirds of people who watch an event live online are more likely to buy a ticket to the event the next time it occurs,” said Hertzberg. “Live video delivers tangible, concrete ROI. It drives ticket sales, it drives brand engagement, it increases purchase intent. These are hard numbers you can point to.”
Cultivating Conversation with Social Tools
The next best practice is driving engagement. Slido CEO Peter Komornik believes “the future of events will be conversational.” Providing a platform for audience engagement is a crucial piece of the puzzle. But bringing audiences into the conversation doesn’t mean reinventing the wheel.
Komornik believes that audiences have the tools they need in the palm of their hand. “We are now living in this incredible age where the smartphone has become a natural extension of ourselves,” said Komornik.
“For the first time, thanks to the power of the phone, a skilled facilitator like Padraic can take the audience and make them part of the conversation,” Komornik added. “As events become more and more complex, the audience part of the equation will grow more and more.”
Moderator Padraic Gilligan invited Bromberg, Hertzberg, Komornik, and Convene CEO Chris Kelly back onstage for a panel discussion. With questions from the interactive Slido poll, audiences could hear the panelists’ answers in real time.
Foremost on the audience’s mind was budgeting. What are the initial costs of creating a live video strategy? And how can marketers create an effective strategy?
“Just having the technology there is not enough,” said Komornik. “If you really try to create this conversation, then the ROI is immense.”
The design and space can provide a “je ne sais quoi” experience for audiences. But how do marketers strike a balance between setting and content? “The meeting is a combination of everything,” Bromberg said. “The content has to be applicable and have meaning to the people attending. Within that, the space has to be transformative, the technology has to work seamlessly, and the service needs to be discreet and superb as well. It’s impossible to separate or tease one thing out, it’s all of those things coming together that create a transformative event.”
You can learn much more about the future of live events from our full show. Watch the video below to see:
- Full speaker presentations.
- A roundtable discussion with our guests.
- Special behind-the-scenes content.
- One-on-one interviews with the speakers.