Resources  >> New Study On Hybrid Meetings

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  October 09, 2012

New Study On Hybrid Meetings

Remember the whoop-la about hybrid meetings?  All those event folks scared to death that face-to-face events would be obsolete?  Well…ain’t gonna happen according to this study by Meeting Professionals International.

While virtual attendance is still high on the sexy scale, only half of those surveyed are doing anything virtual.  The problem isn’t technology — it’s the different needs among the audiences.

Why do you care?  Because this study shows that compelling content — that’s us — is playing a significant role in attracting virtual attendees.  The highlights:

  • Virtual attendees want a different format.  What’s out:  typical lectures.  What’s in:  a talk show or other television format.  While most event organizers produce hybrid events in traditional lecture formats, watch for that to change.  Translation:  thought leaders will be invited to participate, not to speak.  That means new criteria for selection.
  • Remote attendees prefer shorter content.  Anecdotal data from survey responses and e-learning experts suggest that broadcast sessions shouldn’t be longer than 20 minutes.  This will impact stories and speaking style.  We no longer have the warm-up to build rapport.
  • Compelling content is more essential than meeting professionals realize.  Delegates place far more importance on compelling content than meeting professionals do.  Because distractions are myriad for virtual attendees, content — and those who present — need to grab and keep the focus.  Watch for engagement in the age of distraction to be front and center.

My take:  as the virtual meeting trends grow, our role will change drastically.  Articulate thought leaders who can hold their own in conversation will edge out the traditional speakers with fabulous presentation skills.  Compact content will be golden.

Check out more changes our content must go through in this executive summary.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.