Michele Dobnikar, president of GlobalMeet, is a trailblazer who has built a reputable career in business technology over the last 30 years.
As many executives confront mounting time constraints associated with travel, explore ways to expand their company’s reach and navigate concerns around their health and safety, some companies may be considering hosting hybrid events instead of in-person ones.
As president of an event technology platform, I’ve seen firsthand how virtual and hybrid events can deliver benefits for executives, but I’ve also learned that their success hinges on strategic planning and a clear understanding of key challenges that can make or break the experience.
The Benefits Of Virtual And Hybrid Engagements
Historically, in-person events have offered C-suite executives an opportunity to maintain visibility and foster deep connections with their stakeholders. But in recent years, particularly during the pandemic, virtual and hybrid events have gained increased traction as an event model.
These events can help organizations reach a broad, diverse audience while the reducing travel, costs and time requirements associated with in-person events. Moreover, some leadership teams today have heightened security concerns, in addition to the challenge of acting as the face and key driver of an organization’s strategic direction. Hybrid events can empower executives to connect and confidently communicate with stakeholders without requiring travel or visiting unsecured environments.
With interactive Q&A tools and features like polling, livestreaming and translation capabilities, virtual and hybrid events can also foster meaningful engagement that enables leadership to interact with attendees in an impactful way. Hybrid and virtual models also eliminate geographical barriers, which could increase attendee participation while reducing time and resource limitations.
Common Missteps—And How To Avoid Them
When hosting virtual or hybrid events, companies often fall into common traps that can diminish their impact and reach. Three frequent—and avoidable—missteps include failing to properly integrate and engage with virtual audiences during hybrid events, overlooking cybersecurity measures and neglecting to account for time zone and language differences. Each of these issues can lead to a disengaged audience, technical vulnerabilities and lower engagement.
1. Neglecting The Virtual Audience
One of the biggest missteps companies make during hybrid events is failing to actively engage virtual attendees on the same level as in-person guests. When remote participants are treated more like spectators than active contributors, it can lead to poor engagement and ultimately a reduced return on investment.
What to do instead: Use interactive tools, and provide a high-quality experience.
Simply broadcasting an event without incorporating interactive tools—such as live polls, Q&As or chat features—misses the opportunity to foster connection and participation. Virtual audiences need intentional engagement strategies. Otherwise, they’re less likely to return for future events or take desired follow-up actions.
Additionally, keep in mind that today’s audiences expect high-quality video and audio with minimal glitches and interactive opportunities to connect with speakers and other participants. This shift places greater demands on businesses, highlighting the need for robust and versatile event tech tools that can support a smooth and engaging experience.
While AI tools can enhance the experience by automating key tasks like scheduling, translation or security monitoring, a smooth event requires more than just smart software. Choosing a reliable event platform with a strong track record—one known for uptime and minimal crashes—is critical. It’s just as important to ensure the platform has 24/7 customer support, so any issues can be handled quickly without throwing the whole event off track.
2. Overlooking Cybersecurity
Cybersecurity is often an overlooked element in event planning, but for virtual and hybrid models, it’s a critical consideration. Virtual events can open the door to serious threats like data breaches, phishing attacks and unauthorized access to proprietary content. Hackers might exploit weak password protections, infiltrate livestreams or harvest attendee data if proper safeguards aren’t in place. To avoid damage to brand reputation, planners must treat cybersecurity with the same regard as safety for an in-person setting.
What to do instead: Make cybersecurity a top priority.
To combat online security breaches, such as cyberattacks, organizations can use encrypted communication, identity verification, access controls and real-time monitoring. Encrypted communication ensures sensitive information, such as login credentials or proprietary data, is protected.
Identity verification methods, like two-factor authentication or biometric logins, help confirm that only authorized participants can access the event platform, which can reduce the risk of impersonation, particularly of executives with high security clearance.
Finally, real-time monitoring can detect unusual activity, such as multiple login attempts or access from unfamiliar IP addresses, allowing organizers to respond quickly to potential threats.
3. Ignoring Time Zones And Language
Another frequent misstep in planning virtual and hybrid events is not addressing the needs of international audiences, especially regarding time zones and language accessibility. Hosting live sessions at times that only suit one region can limit overall engagement and event satisfaction. Similarly, failing to provide language options such as subtitles or live translation can create barriers for non-native speakers.
What to do instead: Plan for international audiences.
To address time zone differences and language barriers among attendees, event planners should take proactive steps to ensure all attendees feel included. Staggering key sessions can help accommodate different regions and encourage real-time engagement across time zones.
Providing on-demand playback options can also allow attendees to catch up on sessions they might have missed due to scheduling conflicts. Additionally, offering subtitles (captions), transcription, translations and event materials, such as slide decks and downloadable resources in multiple languages, ensures greater accessibility and a more inclusive experience for all participants.
Final Thoughts
In today’s evolving business landscape, virtual and hybrid events can be a valuable option for companies seeking to expand their reach while maintaining safety and flexibility. But these formats demand thoughtful execution. By prioritizing cybersecurity, planning for accessibility and delivering a seamless experience, companies can transform their events into dynamic, memorable experiences that drive lasting engagement. With a thoughtful approach and the right tools, hybrid and virtual experiences can deliver engagement, reach and a long-term return on investment.
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