In the Era of COVID-19, Putting Events Online is Missing the Point
Let’s not sugarcoat it. The fallout from COVID-19 has been brutal on the events industry. While countries are slowly opening back up, it will be a long time before mass gatherings of people will be commonplace. But this doesn’t have to mean the end of events altogether. Over the past few months, one of the most common questions we have been getting at Caspian is, “How do I take my event online?” I understand the thought process behind this question, but in my opinion, this is the wrong question to be asking. Events don’t go online, and here’s why.
Simply translating one medium onto another should never be the goal. Yes, usage of video conferencing and other online meeting technologies has surged in the past few months. Yes, people are getting more and more comfortable with these online tools every day. However, just because people are using a new technology en masse, doesn’t mean they’re using it in the way it’s meant to be used or where it’s most effective.
For example, television today is a distinctly unique content medium, but it took decades of storytelling innovation to get to this point. In the early years, most television shows were just filmed radio shows. The old technology was simply copied over onto a new technology. This happens all the time, and it can take years for a new medium to find its own strengths and abilities. Wouldn’t it be great if the events industry could just skip straight to that innovation?
This is why I believe that this new reality of COVID-19 is an incredible opportunity for our industry to rethink how it operates. This calls for a new mindset, one that actually puts engagement and participant objectives at its core, instead of relying on a serendipitous buffet line to create the networking for us. This is our chance to get back to the fundamental reasons why events were held in the first place. Don’t ask, “How do I take my event online?” Instead, ask, “What are the purposes of this event?” This question will lead to more specific and effective lines of inquiry, such as:
- How is this event about connection?
- Who does this event serve and when?
- What participant groups will engage with which sections?
- Is my event about information sharing?
- Is my event about featuring a product or service?
- Is my event about creating momentum and inspiration?
The answers to these questions will help to determine how to apply the right tools and platforms for your event. More importantly, these answers will deconstruct the event into a plethora of little convenings instead of one big convening, which is really just a show.
There’s an argument to be made that the events industry has lost its focus in recent years. The battle to convince people to leave their homes and show up at a specific time and place has distracted many of us from the essence of what events are all about. Asking yourself, “How can I take my event online?” will only continue this trend. We need to stop trying to force an old medium onto a new technology. It’s the equivalent of trying to put a flower into a hard drive. It’s ineffective, it has no point, and it makes for a much less fragrant and beautiful flower.
Bottom line, don’t ask yourself, “How?” Start asking, “Why?” and “What?” No one knows what our next normal will ultimately look like, but I believe that right now the events industry has a unique opportunity to reimagine the ways we come together and convene online. We have the tools. We just need to think beyond an ‘event’ in order to use them. So don’t just put your event online. Reimagine what engagement and human connection is capable of in this new frontier.
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