In 2006, when the first virtual event using 6Connex technology was launched (for a then ambitious and prescient AMD), the concept was simple: create an online version of a physical event with the goal of reducing costs. It worked, and it was repeated, again to critical acclaim, in 2007.
These were large virtual experiences, even by today's standards: more than a 1.4 million visits, 650,000+ document downloads, 315,00+ video views (there was far less video content in 2006 - hard to imagine now).
Much has changed since then. But while there are now a multitude of "platform providers," most of them still cling to this early concept of replicating trade shows, fairs and expos. Unfortunately, much of the expertise in the virtual software space is derived from events, as well. More problematic, many technology platforms are designed for events and are too rigid to take advantage of where the long-term opportunities will be found.
The real opportunities are in persistent Web presences, sometimes referred to as "evergreen programs". These "always on" virtual environments are flexible, measurable and engaging when properly deployed - all the things that the average corporate Web site is not.
When you include the significant social networking options the best platforms offer, what you end up with is actually quite extraordinary - a marketers dream: fully manageable, fully measurable, fully actionable rich media Web properties managed from a central console.
Persona-based user paths, entitlement, on-the-fly text chat translation, high quality video controls and more can be found on some platforms, enabling marketers to delve deeply into customer behaviors and to shorten sales cycles.
We look forward to the day when all virtual "event" platforms are called virtual "experience" platforms. That's where the true value lies.
At the recent Virtual Edge Summit, we heard the phrase, “In the beginning, there was Webex…”. The idea being: virtual technology vendors have taken the idea of online gatherings to the next level. While this simplification may be necessary for the true neophyte, we reject the notion that virtual technology platforms (or virtual event software vendors, as they’ve come to be known) are an extension of a trend started by Webex/GoToMeeting and webinar providers.
To us, that’s like saying the Web is an extension of TV; after all, they both have screens on which things move and make sound.
Virtual envrionment technology is used to connect people with each other and with relevant content over varying lengths of time, not just during a meeting. Virtual platforms enable business to easily produce, manage, measure and administer a series of enduring online presences designed to achieve business objectives for groups, large or small, that benefit from increased content distribution, an organic community, audience feedback and worldwide reach.
Doesn’t sound much like a Webex meeting does it?
Here’s a list of live (as we write today) virtual environments to give you an idea of how the virtual technology platforms (6Connex and others) are being used:
- Secure international sales and marketing conference (3 of these)
- Continuing medical education center
- Partner portal with both secure entitlement and public access options (4)
- Association trade show (14)
- Executive briefing center with public access (2)
- Product line marketing and communication portal (6)
- Consumer product information center (31)
- Highly secure pre-patent (executive only) poster show on new technology
- Medical equipment tradeshow (4)
- Hybrid events - virtual component to a physical show (22)
- Sales training conference (3)
- Thought leadership knowledge center (2)
- There are many more, to be sure - this is just a quick overview
Obviously, these platforms are not being used for 45-minute meetings with slide sharing. These virtual environments are achieving important business goals, both from a communications and budgetary standpoint, and they’re doing so with an enduring presence that provides actionable analytics.
