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2009 Year In Review: Virtual Events

December 24, 2009

2009 was a landmark year for the virtual events industry – early adopters expanded their virtual event initiatives and leveraged the technology in innovative ways. Many industries (and associated corporations) entered the mix, producing their first ever virtual event in 2009. Despite the economy (or perhaps aided by the downturn), virtual event platform providers enjoyed healthy growth in client demand, event volume and revenue. The platform market expanded beyond the U.S., with the emergence of new platforms in Europe and New Zealand. We even had the industry’s first ever face-to-face event, the Virtual Edge Summit (U.S. – Santa Clara, CA).

To get a better sense of how 2009 unfolded, I reviewed the past 12 months of postings on this blog and sought to categorize the trends and patterns.

Source: flickr (User: Linzi's Cakes)

Assorted Shapes and Sizes

In the early days, the industry was all about virtual tradeshows. During 2007-2008, new event types were spawned – and in 2009, we saw many more instances of non-tradeshow events: virtual job fairs, virtual sales meetings, virtual partner summits. In addition, we saw innovative concepts applied in hybrid events – where event planners staged concurrent physical and virtual events. I wrote about learnings and observations from Cisco Live and Networkers Virtual, in which virtual and physical blended together. In 2010, I expect to see many more hybrid events, with event planners leveraging creative ways to tie virtual together with physical. In fact, I believe 2010 will be The Year of The Hybrid Event.

In addition to the assorted event types – we’re starting to see the use of virtual event technology to support ongoing business communities. The community concept makes a lot of sense in conjunction with physical or virtual events – instead of “going dark” between live event dates, event planners can leverage the “platform” to keep the community interaction and dialog going – where the events serve as “momentum points” to drive continued activity within the online business community. I brainstormed about tactics that could be applied to sustain virtual business community loyalty.

Social Media and Twitter

With all due respect to Facebook and other services, I believe 2009 was The Year of Twitter. There are many ways in which Twitter can be leveraged for virtual events – here are a few ideas that I blogged about:

Virtual event platforms have integrated with Twitter and other social networks – in 2010, I see the breadth and depth of integration expanding. The expansion will be fueled both by interest (from the virtual event platforms and from clients) as well as richer interfaces (APIs) from the social network sites. For instance, LinkedIn recently announced an open API for their platform.

In parallel to virtual events, 2009 was a watershed year for social gaming (e.g. Zynga, Playdom and other sites). In 2010, we’ll see virtual event platforms leverage gaming for a mix of fun and business use. I wrote about the reasons that virtual events should incorporate gaming. Lastly, I believe the tried and true webinar needs to become more social – webinars need to encourage and support more participation from the audience.

The market extends beyond the U.S.

In 2009, virtual events platform vendors emerged globally – in order of appearance in this blog:

I expect to see a few more virtual event platforms emerge in Europe in 2010 – Asia Pac is sure to see local entrants as well.

Virtual Event Best Practices

I wrote a lot about virtual event best practices in the past 12 months. Here’s a selection of the more popular postings: