Hybrid isn’t the future, it is now: four tips to prepare
Written by Emilie Perkins, CMP, CAE, CMM, PMP, CED
As a meeting professional, everywhere you turn you hear that hybrid meetings are not the future, they are the now. I wouldn’t disagree, but before we start designing hybrid meetings, we need to define what hybrid means. That definition varies widely. At the bare minimum, hybrid means you have at least one group of in-person participants connecting with remote participants in one or more locations. Designing an experience that bridges that gap is what connects your participants and ultimately determines your meeting's success. Before you begin designing a hybrid experience, start with these four steps:
Start with why. Still.
This is not new to hybrid events, but it will continue to be an integral part of the future. Remember, you aren’t simply planning a meeting, you are designing an experience. In 2020, we learned that the platform for the delivery of the content could change, but the overarching aim of the meeting should remain the same. If the purpose of your meeting isn’t clear, then it is time to have some tough conversations. If you aren’t sure how to get that started, consider a facilitated discussion with your key stakeholders using a methodology like Event Design Canvas. Don’t forget to measure whether that “why” was met when you are done, so you can apply lessons learned to your next meeting iteration.
Analyze your stakeholders.
Once you have defined your meeting's purpose, you must intentionally design for the intended audience. This step doesn’t change for a hybrid event; in fact, it is more integral than ever. The thing that separates a meeting from an experience is a deep understanding of the person you are designing it for. This starts with an analysis of data that you may already be collecting on your participants but can easily be augmented by surveys, focus groups, and facilitated exercises like the Event Design Canvas.
Bridge the gap between audiences.
In a hybrid meeting, it is crucial that one audience does not take a back seat to the other. The best way to ensure a smooth experience is to intentionally design for both audiences from the start. From engaging a meeting host or emcee to tie the two groups together to single polling or app experiences with chat functionality among all participants, there needs to be a connection that is formed between the two groups. It is also essential to prepare all your stakeholders–from presenters to participants–for an immersive and inclusive hybrid event.
Allocate more resources.
A successful hybrid event will require an increase in both monetary and human resources. The technology required for both on-site and virtual audiences is an expense that needs to be added to your budget. If you are live streaming the hybrid event, you will need to have a high-speed, wired internet connection. Additionally, you will want to consider camera placement, lighting, and staging that will translate well to the virtual audience. You will also want to have dedicated staff for both audiences and take the time to communicate tech requirements to your virtual audience to create the best user experience. Not all platforms will make sense for your unique meeting. Take the time to revisit your stakeholder analysis to determine the right vendor for your participants’ specific needs.
So, why do you want to jump through all of these hoops? The benefits are there. Hybrid meetings allow for greater reach and a chance to expand your audiences beyond a local or a physical event. It can also allow for greater customization as well as the ability to capture and monetize the content after the event. It is worth the effort and time to intentionally design a hybrid experience for your stakeholders now and into the future.