Rick Buer, Senior Vice President, Maritz and General Manager of Maritz LIVE sat down with Adam Mankoff, EVP and co-founder of InXpo for this episode of XpoTalk. Maritz recently launched a LIVE initiative as a strategic approach to deliver virtual experiences and events. Rick discussed Maritz’ LIVE initiative for delivering virtual events and experiences, as well as the future of virtual events.

Note: There is some background noise in the video and recommend turning up the volume. Sooner or later, well figure out how to use these Flip cameras =) InXpo is also a partner of Maritz’.

Local Interactive Virtual Events (LIVE) (00:57.60)

• Maritz has been involved in various aspects of virtual events ranging from semi-broadcast in support of pharmaceutical clients and use of web collaboration tools for learning activities
• In Fall 2008, Maritz took a holistic look at where the market was going for virtual
• Did a formal build out of what Maritz LIVE would be as part of the organizations three year planning process. However, the economic crisis hit and AIG effect turned the three year plan into a three month plan
• With Maritz partnerships,Maritz is seeking to bring a relevant solution to the marketplace

What is your five Cs approach for Virtual Events? (02:12.00)

• Took a look at virtual and realized that most people were focusing on cost and [the environment  inaudible section). For the most part cost after financial crisis.
• Realized that there were other areas of value to focus on cost, content, collaboration, community along with carbon piece is a holistic approach to provide multiple value to customers

Where is the virtual events industry headed in the next 3-5 years? (03:00.00)

• In the short term, have seen this as a replacement of meeting and events and will continue to see this due to the cost issues and public relations issues out there
• Believe will get back to a normal view of business and more effective and efficient way to drive business results which will lead the industry down two distinct paths:
  • Blended approach of live and virtual where they co-exist, support and enhance one another
  • Look at all the other tools that organizations have to drive performance such as education, employee motivation and resource. Believe that virtual will become part of the tool set and become integrated into those tools

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Video w/ Rick Buer of @Maritz re: LIVE initiative and future of virtual events by @InXpoLive: http://bit.ly/ntjXi #virtual #eventprofs

I caught up with Kenny Lauer, Executive Director of Digital Experiences for George P. Johnson, last week. As part of his position, Kenny helps customers to incorporate digital elements and components into the experiences that GPJ creates. Here is a summary of the conversation:

 CEMA Presentation (0:40)

Kenny presented with Paul Salinger of Oracle at the CEMA Summit on Monday on how to use digital into your events game plan. This includes how to determine ROI as well as reviewing new developments in social media  for your events.

Top Concerns for Events Planners & Marketers (1:00) 

Per Kenny, a top concern is social media – how can event planners and marketers use social media during the different lifecycles of an event and different audience types. Other questions include using social media to draw people to an event, within in the event and after the event, as well as measurement.

There is also confusion about social for traditonal media, digital vs. analog and virtual vs. physical. Right now, all of these issues are coming up and converging. Event planners and corporate marketers are trying to figure all of this out.

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XpoTalk interview with @KennyL re: top concerns of event folks: http://bit.ly/qCEnx #CEMA #eventprofs

I spoke with Julius Solaris of Blur Marketing and blogger at The Event Manager blog using video Skype the other week. Julius also moderates the event planning group on LinkedIn which has over 10,000 members. We took this opportunity to discuss Jeff Hurt’s recent blog posting regarding the MPI’s decision to charge for their virtual portion of the organization’s conference.

Note: I apologize for the video and audio quality as I used a Flip camera to record Julius via video Skype. I recommend that you increase your volume to hear the audio more clearly.

Here is a summary of our conversation:

Pay or Free for Virtual Events

• As this (MPI’s WEC Conference) was an education-focused event, believe that shouldn’t be charging for virtual
• There are a lot of events happening online that are free to join to share information
• There is a lot of free information online
• Charging money for this content is redundant
• Should look to foster innovation amongst event planners and lead by example

Jason Falls, VP and Director of Interactive and Online Communicatons, Doe Anderson, and well-known blogger of Social Media Explorer.  While Jason was attending the IABC conference last week, we met up in Larkspur, CA to chat more about social media and events. Here is a summary of our conversation:

Social Media is a Support Mechanism

• Social media is a strong support mechanism for any product service, not just events – virtual or in-person
• Need to understand that social media is a support mechanism – it’s not the only thing you can do in the marketing world and supports your strategy

Social Media Boon for Virtual Events

• Social media is a real boon for events especially if integrating with Twitter and other social services which allow people to tell friends what they’re doing
• If can add a hashtag, then the socal graph or friend networks of those participating can see the event and click through to immediately join the event
• Social media can be a growth category due to the viral nature for virtual events

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Cut and paste the following into Twitter: XpoTalk TV interview with @jasonfalls re: social media and virtual events: http://bit.ly/3F12Z

Retain and Activate Loyal Customers

• It’s about “retention, retention, retention”
• How can this be done faster, for less money, better
• How can I engage in this programs and get the most out of this through measurment

The “AIG” Effect on Marketers’ Event Strategies

• 2009 is the year of the customer experience
• All events – online or offline – how do these individual touchpoints to consumers are optimizing the consumer experience
• How to keep the customer experience from online to offline to online and so on
• Amazing online technologies to collaborate with one another and how can these be leveraged and event spaces to deliver timely communications both online and offline

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Cut and paste this into Twitter: XpoTalk Interview with @lizkmiller re: issues that marketers face by @InXpoLive: http://bit.ly/pS96w

John Failla is CEO of Tesoro Events, focused on exploring, studying, and evaluating emerging business to business media models. While at the Virtual Edge Summit last week, we had an opportunity to chat about the impact of virtual events and the different stages of development. Also, congratulations to John for his new blog titled “Virtual Event Insights.” His first post builds on his thoughts regarding how the retail industry dealt with going digital and looks at how publishers have dealt with this. If you have time, I recommend checking it out and look forward to reading more of John’s thoughts on virtual events.  Here is a summary of the conversation:

Impact of Virtual Events

• The growth of virtual events is very reminiscent of what was happening when Internet was first impacting retail
• Retailers were trying to figure out how this would impact their retail business
• Retailers learned how to use Internet-based tools to serve their customers
• Like this previous experience, many of the same questions are being asked – will physical events go away, how can these work together, will virtual replace physical

Different Stages of Virtual Events

• People will become aware of the virtual event tools and what they’re capable of doing
• Next stage is how they can use and implement a virtual event
• Final stage is how to learn how to implement and use virtual events to expand reach of an event
• In 2-4 years, a physical event will naturally have a virtual component

I had the pleasure of meeting Kevin Aires, Director of Digital Experiences, George P. Johnson UK, at the Virtual Edge Summit last week. Kevin previously was working on virtual worlds with IBM and I was interested in hearing what his thoughts were from the Virtual Edge Summit. Apologies in advance for the technical difficulties with the audio toward the end of the video. Here is a summary of our conversation:

Digital Experiences Augment Physical Events

• Physical will not go away which was reassuring to audience members from the events industry
• While there is a reduction due to budget reasons and will come back, the landscape has changed
• The digital experiences will augment and amplify the onging brand engagement

Alternative Reality Gaming

• According to the presentation by Angie Smith of Cisco and Kenny Lauer of GPJ, using alternative reality gaming as a way to excite the Cisco sales force
• When fusing traditional physical events with digital experiences, alternative reality gaming takes all of that to the next level

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XpoTalk interview with Kevin Aires of GPJ re: digital and gaming experiences by @InXpoLive: http://twurl.nl/1353m6

In April, Dennis wrote about the power of partnerships and how these partnerships enhance not only how we create compelling virtual events that deliver real results, but also helps to drive our industry forward. Today, I’m excited to announce another strategic partnership with Maritz, a leader in creating effective meetings, events and incentive programs.

At InXpo, our core philosophy is Knowledge and Care – the commitment to expand the “Knowledge” of InXpo employees while maintaining our dedication of “Care” to make our customers’ events a great experience. And one of Maritz’ key strengths is helping companies to harness the full potential of its people, customers, and partners through incentive meetings, events and incentive programs. This combination will greatly benefit our customers.

Spur Growth of Virtual Events

These partnerships provide us the opportunity to collaborate with leading agencies such as experiential marketing leader George P. Johnson and incentive and motivation programs innovator Maritz. I also see these partnerships as helping to spur the understanding, education and, ultimately, growth of the virtual events industry as well.

As John Grosshandler, Director of Virtual Events, Maritz, said in the above XpoTalk Interview:

“The same types of things that Maritz does for a corporate customer for a physical event in terms of making the event easier, more effective and safer, when you start to bring that to the virtual world, you’re going to have corporate customers much more willing to embrace this because it will be seen as easier and safer to do.”

I agree with John and look forward to working with Maritz to achieve this vision. Welcome Maritz – this is the beginning of a great partnership!

Articles About the Partnership:

• MeetingsNet – Maritz Partners with InXpo to Create ‘Totally Virtual Environments’ – May 28, 2009
• Virtual Worlds News – InXpo Adds Maritz to Partnership Roster – May 20, 2009
• BtoB Online – InXpo, Maritz partner to offer virtual meetings and events – May 19, 2009

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InXpo partners with Maritz for Total Event Environments (TVE) by @InXpoLive: http://twurl.nl/hnntdo

During the Event Marketing Summit in Chicago (April 27-29, 2009), Malcolm Lotzof, CEO of InXpo, and Kerry Smith, CEO of Red7Media, sat down for a conversation regarding the media industry and virtual events. Continuing from part 1, this is part 2 of the conversation:

 365, 24/7 Virtual Environment

• Having a 356 day, 24/7 environment with live events that pop up
• Red7Media is looking at ways to create a virtual experience that lives yearlong
• Looking at live event portfolio to determine how the events occur and how often
• How to use virtual platform to enable companies to screen each other for an ongoing dialogue

Personalization and Interaction is Key

• Regardless if the event is physical or virtual, the most important thing to consider what attendees need to accomplish and helping to navigate them to the content that they need
• While it’s more difficult in a physical world, an online world enables publishers to create a personal experience that makes it relevant and engaging for the person

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XpoTalk Interview with Red7Media – Part 2: virtual environment, personalization by @InXpoLive: http://twurl.nl/cjnhyi

During the Event Marketing Summit in Chicago (April 27-29, 2009), Malcolm Lotzof, CEO of InXpo, and Kerry Smith, CEO of Red7Media, sat down for a conversation regarding the media industry and virtual events. This is part 1 of the conversation:

 Red7Media’s Plans for Virtual Events

Malcolm discussed how InXpo collaborates with media companies on virtual events and recognizes that media companies have content and an audience. He asked Kerry how is Red7Media approaching virtual events?

An Event is An Event is An Event

• Malcolm emphasized that virtual events don’t replace physical events. An event is an event is an event.
• Virtual component is an extension of the physical event.

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XpoTalk Interview with Red7Media Part 1: media company and virtual events by @InXpoLive: http://twurl.nl/vlo7no