Hybrid Events: Future Report

VOK DAMS.Consulting GmbH Corporate Live-Communication

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[email protected] Whitepaper www.vokdams-consulting.de Hybrid Events: Future Report

“The best way to predict the future is to create it.”

Willy Brandt (Former German Chancellor)

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Content

_Abstract 4

_Part 1: Why think of tomorrow? 5 _Next Stop: the future! 6 _Event marketing between two generations. 7

_Part 2: Event Concepts 3.0 12 _Let the games begin! Gamification 13 and alternate reality _Collaboration 3.0: smart networks 16 FOr more interaction and teamwork.

_Part 3: All options, no musts. 20 new technologies under scrutiny. _Number 5 is alive! – Robotics and virtual assistants. 21 _Brand experience PLUS: event marketing and 25 the third dimension. _How does communication affect people – 27 and why? Future efficiency measurement in communication.

_Part 4: “What’s next?” – 32 The top themes of the future in a nutshell.

_ContaCt 35

3 Hybrid Events: Future Report Abstract

This Hybrid Events: Future Report How information and knowledge is wants to question and to explain in passed on at events will also change what way current developments and massively in future. Infotainment – trends influence and form the requi- merging information and entertain- rements of and demands on marke- ment – will be even more strongly ting events and how they will affect shaped by collaboration and team- event design in future. work. The concept of smart networks explains how participants and orga- The youth of today are the event nizers alike are able to benefit from participants of tomorrow. Already this change by building up intelligent today companies have to gradually information networks. adjust their event concepts and strategies to this younger target group, On a technological level this Future the so-called digital natives, in order Report shows how virtual assistant to facilitate the imminent generational systems and, possibly a little later, change. humanoid robots can contribute to turning an event into an individual, Hybrid events, i.e. live-marketing plus personalized occasion for each MoSoLo (mobile applications, social participant in future. media, location-based services) are not a short-lived trend, but will decisi- Also, the application of 3D technolo- vely shape live-communication in gies allows for several exciting options future. Event organizers thus should for live-communication. This Future not shirk from introducing their parti- Report introduces modern projection cipants early on to new functions and technologies and describes how a possibilities. They should also directly virtual scope is transformed into a work towards the older target groups realistic environment by using visual, accepting these new options and haptic and acoustic elements. awaken their interest for them. Finally, we examine how the trend This Future Report looks at some topic measuring effectiveness in future event concepts in depth. It events will be substantially changed in shows how modern game tactics can future by utilizing social media moni- be applied to events and examines in toring, smart networks, smartphones detail how gamification influences the and tablet PCs. A forecast of the future communication process and how rounds off and summarizes this alternate reality games – in which the whitepaper. participants actively delve into a staged story over a long period of Enjoy reading! time – shape the event design of the future. 4 Hybrid Events: Future Report

Part1: Why think of tomorrow?

» Companies can gain a lot more target group attention by utilizing game strategies and they also gain more time to playfully convey brand- and product-related content.

5 Hybrid Events: Future Report Part 1: Why think of tomorrow?

Next stop: the future! companies that specialized in software, Internet and communication Our world is in a transitional phase. technologies. The fact that the sup- The new communication formats porting program Research and and technologies of the web 2.0 have Development of the European Union not only changed the perception and envisages that a further 9 billion Euro usage of the Internet, but have also are going to be invested into sup- profoundly changed life in general. porting IT and communication tech- They have deeply impacted the way nologies goes to show the signifi- we communicate, our economic cance attributed to innovations in this activity and also the way products technological field.3) and services are advertised. As the Internet has established itself The digitally-connected Generation Y across the generations, more than is gradually replacing the last analog 20% of all (gross) advertising expen- generation of the over-30s, the new diture is spent on online advertising. “inhabitants” –the digital natives – The online growth rates here go into supersede the “digital immigrants”. double figures.4)

Those who formerly were mere As far as those responsible for ma- recipients of messages have now nagement, marketing and sales are evolved into participating communi- concerned, new technologies such as cators; the formerly “quiet” consu- mobile apps and cloud services, mers have now turned into active, social networks and virtual consul- producing prosumers. tants or concierges are ideally suited to develop new markets and increa- The former mass media such as se sales.5) newspapers and television are now an endangered species, while former 1) German Federal Ministry of Economics and Technology, cf. http://www.bmwi.de/BMWi/Redaktion/PDF/Publikationen/technologie-und- fringe-technology has turned into innovationspolitik,property=pdf,bereich=bmwi2012,sprache=de,rwb=true.pdf mass media. So what is going to 2) Source: Annual Review 2011 of German Patent and Trademark Office DPMA cf. http:// happen next? www.dpma.de/docs/service/veroeffentlichungen/jahresberichte/jahresbericht2011_ nichtbarrierefrei.pdf

More than 110.000 innovative com- 3) 3) German Federal Ministry of Economics and Technology, cf. http://www.bmwi.de/BMWi/Redaktion/PDF/Publikationen/technologie-und- panies regularly launch new pro- innovationspolitik,property=pdf,bereich=bmwi2012,sprache=de,rwb=true.pdf 1) ducts. In Germany alone, for ex- 4) OVK Online Report 01/2012 cf. ample 60.000 patents were http://bvdw.org/fileadmin/bvdw-shop/ovk_report2012_1.pdf 2) registered in 2011. In the past five 5) Vgl. „Service in Echtzeit“ – Neue Technologien ver- years, approximately 40 million Euro sprechen Erfolg“ unter http://www.marketing-boerse.de/News/details/1233- %84Service-in-Echtzeit%93-%96- went into the promotion of young Neue-Technologien-versprechen-Erfolg

6 Hybrid Events: Future Report Part 1: Why think of tomorrow?

This Future Report wants to ques- challenges regularly posed to tion and to explain what effects event marketing and also exami- these current developments and nes how the application of new trends have on the requirements technologies can and will have to and design of marketing events. contribute to live-communication What are the hybrid events going in future. to look like in the near future? The digital natives. Which trends will pass, which will surpass in the long-term? What The adolescents and young adults are truly innovative currents in born after 1980 are nowadays called live-communication? How does digital natives or Generation Y. event marketing have to adjust itself to people’s new needs and expectations? Digital natives and digital immigrants – Although this Future Report can- what-if scenarios … not give any final answers to these questions, it can, nevertheless, on the one hand, critically analyze and assess technologies, trends and visions, and, on the other hand, examine requirements, critical voices and challenges. All these allow sketching future hybrid event strategies already today.

Event marketing between two generations.

Before the next chapter examines Sources: the conceptual and technological http://adsoftheworld.com/ media/print/maximidia_semi- future of live-communication, this nars_vintage_youtube?size=_ Future Report first looks into the original basic structure of needs of two http://adsoftheworld.com/ media/print/maximidia_semi- central event target groups: the nars_vintage_ digital natives and the digital skype immigrants. An analysis of their http://adsoftheworld.com/ respective interests and commu- media/print/maximidia_semi- nars_vintage_ nicative behavior exemplifies the facebook

7 Hybrid Events: Future Report Part 1: Why think of tomorrow?

They have largely grown up with ’Tis early practice only makes the master… computers and the Internet and a matter of course for digital natives. view life in a digitally-connected, interactive society as a matter of course. What characterizes the digital natives as a future event target group?

For quite some time now digital natives increasingly turn away from traditional communication channels. Instead of informing themselves via print media, television or the radio, they get their information online and via mobile appliances such as smartphones or tablet PCs.

The communicative and informa- and gatherers. Everything that tive behavior of the Generation Y instantly manages to attract their generally takes place within the attention, everything that is liked, digital space, which is why it is is perceived, taken in and (intel- increasingly difficult and someti- lectually) processed. Knowledge mes almost impossible to reach no longer has to be learned and them via the traditional communi- stored long-term, it is rather much cation channels. more important that it can be accessed as quickly as possible. Yet, their increasing mobility, their desire for individualization as well Their perception focuses more on as their passion for special hap- visual content and not as much on penings or the unusual all make content based on text. Also, team- them highly prone to events and work, i.e. interaction and networ- experience-oriented occasions. king, forms one of the main elements of the digital natives’ By living in a constant surplus of learning process. advertising and information, the digital natives are often regarded In future, all factors that work as having a shorter attention towards making an event suc- span, somewhat turning them into cessful and effective will have to prototypes of the modern hunters be increasingly directed and

8 Hybrid Events: Future Report Part 1: Why think of tomorrow?

tailored to this new generation. Although this generational change The Generation Y ratio of today’s is conceivable already, it has only event target groups is constantly been put into effect to a small increasing. Already in 2020, those degree. born in the 1990s and 2000s will have grown into fully-fledged Especially in the coming years, consumers and will, to a large event producers are facing the part, be in well into their professi- challenge of having to tailor their onal lives. The children and ado- event concepts and strategies to lescents of today are the target two very different target groups. group and event participants of They have to be sufficiently digital tomorrow. In order for companies for the digital natives and suitably to smoothly manage this transiti- analog for the digital immigrants. on, it is vital that they gradually tailor their event concepts and strategies to the requirements and expectations of the digital natives iPad for munchkins: already today. for the youth of tomorrow handling new technologies is a matter of course.

Source: http://www.thetechlabs.com/ wp-content/uploads/2012/05/ ARNOVA-Archos-Child-Pad-with- Alvin-and-the-Chipmunks.jpg

9 Hybrid Events: Future Report Part 1: Why think of tomorrow?

The digital immigrants. As the ratio of digital natives within event target groups is In contrast to the digital native, all increasingly on the rise, it will be those who did not grow up with ever more important to integrate computers, mobile phones, the mobile applications, social media Internet and emails, are so-called and location-based services into digital immigrants, who had to events. Other than the new nati- gradually acquaint themselves to ves, for whom a life both in reality these technological innovations. and “virtuality” is a matter of These stakeholders pose a central course and almost natural, the challenge for future hybrid event older target groups first have to strategies: the digital immigrants be given an adequate access to are often more prejudiced against these new media and technolo- technological innovations than gies. This access does not evolve digital natives. Thus, for example, automatically, simply by the mere topics such as the security of existence of QR codes, the link to personal data and privacy are a cloud or the possibility to inter- often attributed more importance act on social media platforms. with increasing age. Furthermore, Rather, it evolves by interlinking often an older target group has to these new technologies into an be very directly and consciously overall communicative process activated and motivated to use that is both useful and playful. social media. A first access often happens within the family, when Hybrid events that merge live- children and adolescents introdu- marketing with MoSoLo (mobile ce their parents to the new tech- applications, social media, loca- nologies and their possibilities. tion-based services) are not a Here, often the first skepticism short-lived trend, but will decisi- gives way to an inquisitive play vely shape live-communication in instinct as soon as the (social and future. Already today, event orga- functional) advantages of the new nizers enhance interaction with technologies reveal themselves. hybrid boosting. Practical experience show how important and So what does this mean for the how viable it is to introduce parti- staging and production of events cipants early on to new functions and how can hybrid dramaturgies and opportunities, as this syste- utilize these learning mecha- matically increases the accep- nisms? tance of the older target groups

10 Hybrid Events: Future Report Part 1: Why think of tomorrow?

and awakens their interests. This On the one hand, honest appre- does not need to by done by ciation, attention and a sense of boring handbooks, lectures or achievement as well as, on the instructions, but can happen – all other hand, interaction with like- in line with modern live-commu- minded peers, usefulness as well nication – in a lively, straight-for- as fun will remain the basic of ward and playful manner tailored event communication in future. towards their requirements. To allow both target groups mutu- But what will the next generation al access to the next generation of of hybrid boosting tools look like event communication, hybrid and how will they be applied to productions will have to be gea- hybrid events? red even more to the joint basic needs of both the digital natives and the digital immigrants in future.

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Part 2: Event Concepts 3.0

» An important added value of using game strategies is that participants become voluntarily attached to the communication process and are highly involved over a long period of time.

12 Hybrid Events: Future Report Part 2: Event Concepts 3.0

Let the games begin! For live-communication mainly two Gamification and alternate reality game concepts are of special inte- games. rest: the more generalized concept of gamification, in which the com- One option to successfully address munication process itself is gami- both target groups is using game fied,and alternate reality games, a mechanisms in event communica- type of staged “scavenger hunt”, in tion. This, however, does not refer to which participants become the games in general, but rather to the active figures of a story and the technics and tactics on which the boundaries between the virtual and success of well-known board games the real world merge. and computer games is based.

QR Codes can be converted into presentations, videos, music or picture galle- ries in a few seconds. Code readers (such as BeeTagg, Quick Scan, QR) can be downloaded for free at the Appstore or directly via your mobile browser: http://get.beetagg.com

code scan decode website

QR BeeTagg Quick Scan

Sources: VOK DAMS.Events, MoSoLo QR App: itunes.apple.com/us/app/qr-reader-for-iphone/id368494609?mt=8 BeeTagg App: itunes.apple.com/de/app/beetagg-qr-reader/id313157282?mt=8 Quick Scan App: itunes.apple.com/us/app/quick-scan-pro-qr-barcode/id447752317?mt=8

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An important added value of using equally attractive to participate in it. gamification strategies and alterna- Alternate reality games often use te reality games is that participants traditional media for this, such as become voluntarily attached to the newspapers or television, yet online- communication process and are content (for example a staged video highly involved over a long period of message or an urban-hacking-ac- time. By staging different game tion) is equally useful to initiate and levels, individual distinctions, compe- broadcast such a live-game. titions and reward mechanisms, participants are constantly motiva- The gamification wiki offers an overview ted to carry on playing and are thus over game mechanisms and much more! attached long-term. Source: http://gamification.org/wiki/ Companies and brands can gain Game_Mechanics significantly more target group attention by utilizing game strategies and also gain more time to communicate their brand- and product- related contents in a playful manner.

Nevertheless, the complete game process is unforced and voluntarily. Source: http://gamification.org/ For those who do not want to participate in the game, the event experience remains unaffected. Highly involved participants, who are willing to participate more intensely, can be given attractive additional benefits.

But what do such game processes A special kind of alternate reality game: look like in the reality of events? the interactive horror film ”Last Call“

Source: The game could already kick-off http://www.youtube.com/ watch?v=2lrrNZSqElY – either openly or with a hidden hint – with the communication in the run-up to the event, for example with the save-the-date notification or the official invitation. In the first step, it is imperative to draw the attention to the game and to make it

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As regards live-communication, excluded from the overall game. certain components (levels) of the All game details can be adapted game always take place in the real individually and should be well space as well. Thus, for example, planned in advance, such as the specific hints can be hidden which amount of levels, the technological can only be discovered by Geo- devices, the duration of the game. Caching. Highly engaged participants will hunt for the hints and All elements of the gamified event should also be given a reward (such communication, however, should as the participation in a raffle or a work towards the actual participati- special action) or a prize. When on in the event itself, for which the these hints are finally published at game ultimately has been designed. the online platform, nobody is This could be done, for example, by

In a nutshell: gamification and ARGs

What is gamification? Gamification refers to the use of game elements or processes that are applied in an non-gaming-environment. Game elements are experience points, levels, status bars, emblems or accolades. Using these playful elements is to increase motivation and participants‘ involvement.6)

What is an ARG? An alternate reality game (ARG) is a game that refers back to different media, and in which the boundaries between fictional experiences and real incidents are intentionally blurred. Often, it is used in the context of viral marketing strategies to advertise a product or a service, without directly promoting it or without discovering its character as an advertising or promotional event.7)

Especially suitable for: _Hybrid events _Public events _Consumer events _Trade shows _Social media marketing _Urban hacking _Product launches

6), 7) According to Wikipedia.org

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an official award ceremony or by a The internet service provider Stumble- playful release of valuable give- upon structures the internet according aways or special VIP-packages. It is to your interests. characteristic for the gamification concept that it systematically avoids the negative impression of loosing. Participants cannot loose by participating in this communicative game, instead they can but can win by participating. This further serves as an incentive.

On a smaller scale, gamification can also be used at the event directly. Quelle: Via an event-app, for example, http://www.stumbleupon.com/ individual event components (such as the participation at a product presentation or a test drive, scan- ning QR codes or participating in Collaboration 3.0: smart special actions or raffles) can be networks for more interaction and combined with points or so-called teamwork. badges. Participants who participate intensely at the event can thus be In the energy sector, so called smart easily identified and can also be grids, in terms of intelligent energy rewarded (and retained) with spe- networks, have been an important cial advantages after the event. issue for quite some time now. This innovative concept tries to answer No matter whether gamification is the question how intelligent net- used in the pre-communication to works between provider, user and gain attention or increase aware- end device can improve an existing ness, at the event itself to create a system and, moreover, make it more more intense experience, or as a efficient. long-term customer retention measure: with more exciting game levels This approach is also known in a and ever new incentives and conti- modified design as smart network, nuous rewards, modern event game such as on shopping platforms like strategies fascinate both young and Amazon or the by now second old participants and thus make an largest social network of the world important contribution in the fight Stumble Upon: here, products which for attention, involvement and friends or acquaintances find inte- brand loyalty. resting are automatically recom- 16 Hybrid Events: Future Report Part 2: Event Concepts 3.0

mended to the user. Although first how, a symposium or a product and foremost supplier and provider launch: the piece of information that benefit from this concept, it has participants are interested in (and been rather successful for several have not already found out about years now. This shows that people earlier or read in the accompanying are more than ever attracted to the materials), is generally found and interests, knowledge and opinions of accessed easily and quickly via one’s others. smartphone.8)

Social platforms turn friends and What are comparable products or acquaintances into information- services offered by the competitors? transmitters. A whole new basic need has evolved: the fascination How many liters/gallons of fuel with the digital artifacts found and does this car need for 100 km? discovered by others. And a whole group of people with similar inte- Is there a blog that gives insights rests will gather much more interes- into experiences and tests? ting content than a single person will ever manage gather alone. The What videos are posted on YouTube ongoing success of Facebook et al. around this topic? goes to show that users experience contributions and suggestions of Where can I become a Facebook- others as an added value. fan?

This is why the idea of smart net- Smart networks: works will also gain in importance all information at just one glance! when it comes to designing hybrid events. So how can event communication in particular benefit from these intelligent networks in future?

In event communication, smart networks are used, as described earlier on, to first and foremost facilitate the design and structure of interesting content, and to make it easier for participants to search for specific information. No matter whether before or after a trade show, a congress, a roads-

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All these questions can be of interest others. In turn, they are also activa- for the visitor as much as for the ted to share their expertise with the organizer himself and can increase other visitors. Furthermore, a speci- interaction at the event – i.e. hybrid fic software can analyze, which boosting. content is accessed particularly often by the participants or which On the one hand, other participants participants are exceptionally active become aware of and interested in and constructive in building up this the interesting finds and thus save network of knowledge. time and effort when they search for information themselves. On the The organizer benefits both from other hand, the organizer can also the added value, which the partici- access the sear-ches, comments pants perceive and also from the and postings of the smart network insights provided by a detailed and thus draw some very valuable analysis. Although social media conclusions about the respective monitoring already today illustrates target groups. the opinions and attitudes of users rather vividly, it gives, however, very With a specifically designed soft- few information about which sour- ware the different searches, content, ces of information the users are comments and postings are sorted using outside the platform, which and structured and are then presen- bargains offered by the competition ted in a visually attractive way, so are viewed as particularly attractive that a participant can easily browse and which bit of information is through the smart network with his viewed as truly interesting and smartphone or tablet PC. Integrated relevant. into an event app or a homepage with responsive design9) all partici- Using smart networks thus offer pant can quickly access the smart visitors a further informative added network, inform themselves and can value and also make it possible for add own pages, comment or tips organizers to observe their partici- with just a few clicks – whatever is to pants’ behavior in the (digital) wild their liking. more clearly in future.

This in turn creates a social network 8) 60 % aller aktiven Internetnutzer nutzen ihr Smartphone zur Verwendung of its own for all content and infor- von Suchmaschinen. Quelle: http://goo.gl/j0oCe mation, which is contextually con- 9) Websites with responsive design automatically detect, wether they are accessed via a PC, a tablet PC or a smartphone and adjust the layout of the nected to the event, brand or pro- homepage respectively. Exemplary homepage: duct. Each visitor can thus benefit http://www.thismanslife.co.uk/projects/lab/responsiveillustration/ You can change the size of your browser window ad libitum and experience from the postings and comments of the variety of responsive design.

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In a nutshell: smart networks.

What is a smart network? Smart networks are small social networks for event visitors, on which they can exchange opinions about brands, products and services anonymously. For example via an app, each participant can contribute interesting content, photos, videos or links and get real-time feedback from other visitors.

Event organizers can use the smart network to learn more about the information behavior of their participants and can use this information to improve their products and services.

Especially suited for: _Conventions _Symposia _Trade shows _Product launches _Products/services in need of explanation

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Part 3: All options, no musts. New technologies under scrutiny.

» Robots will look after visitors and clients, they give room for what is really important in future and enrich one’s individual event experience in a way that is both playful and fascinating.

20 Hybrid Events: Future Report Part 3: All options, no musts. New technologies under scrutiny.

Number 5 is alive! – Robotics and All those participants who are inte- virtual assistants. rested in a particular topic could exchange views or information with Together with social media networks one another via the virtual assistant and interactive participant sites, system, they could organize a mee- smart networks form the headstone ting or even contribute to the seating of a new generation of digital tools order. This voluntary self-organizati- for hybrid events that is still in its on is not only regarded as useful, fledgling stage: virtual assistant comfortable and personal by the systems. participants but is also beneficial to the event organizer. Already by today a large part of guest management is handled via Instead of surveying opinions and virtual portals. With elements such as preferences about an event only in a the distribution of invitations, log-ins retrospective event evaluation (effici- and individual travel arrangements, ency measurement), assistant sys- digital guest management makes a tems already offer a comprehensive vital contribution to the organization overview about participants’ questi- and implementation of events. Aside ons, wishes and requirements before from basic organizational functions, the event. Way before the event, however, the future virtual assistant visitors can indicate which topics systems will focus much more on the interest them, which lectures, actions individual requirements of the event or activities they want to attend or visitors. So what does this mean for whether they want a personal con- tomorrow’s live-communication? sultation on a specific topic – all via an easy-to-handle event app or Generally, assistant systems offer website. participants several attractive added values. On the one hand, they ease Video: robot ASIMO at the Sundance the organization of the event visit Film Festival 2011 - participants describe (travel preparations, planning times their impressions of the show. and dates, creation of to-do-lists http://www.youtube.com/ watch?v=0tRo6a4VhvU& etc.). On the other hand, the system feature=relmfu can also be utilized for a social or professional exchange with other visitors. One option could conceivab- ly be, for example, that visitors with similar interest are brought together or that car-sharing-pools are formed getting the visitors to the event.

21 Hybrid Events: Future Report Part 3: All options, no musts. New technologies under scrutiny.

With multiple-choice questions Humanoid robots today: visitors can, for example, create Asimo and NAO their own interest profile with just a few clicks and thus personalize their event visit in advance. The data collected here is automatically forwarded to the event organizer and can thus directly be included in the operative event planning.

Similar to social media networks and smart networks, virtual assistant systems reproduce the visitors’ requirements as regards their respective needs for information and experience in a detailed manner. They show, which topics are regarded as relevant and as important, as well as which are (possibly also important) niche topics and sensitize the event organizers to their target group on site.

An automobile manufacturer wants to survey his visitors with a virtual assistant system about their wishes and preferences for his new trade show appearance in advance. As all survey participants automatically take part in a raffle for a special day, the response rate is high. The survey gives the following insights: although the presence of a celebrity guest is overall regarded Source: http://www.aldebaran-robotics.com/en/Pressroom/Photography/nao.html as an important side event ele- http://asimo.honda.com/gallery/ ment, a mere 5% are actually interested in a meet & greet. As main attraction, a special guest appearance thus seems rather unsuitable. In turn, 39% indicate

22 Hybrid Events: Future Report Part 3: All options, no musts. New technologies under scrutiny.

their interest into compatible ac- Video: service 3.0 - robot ASIMO cessories and equipment, which is waiting on guests. considerably higher than expected http://www.youtube.com/ previously. The trade show stall is watch?v=V2ddSJ6a7X4 thus designed with a special accessory unit, additional information material can be downloaded (e.g. via QR code) and the raffle of an accessory package is initiated via social media channels (Facebook, twitter).

In the more remote future, virtual they will be able to socially interact assistant systems also play a major with people. This leads us to the role as regards another technology question which significance will be area: the utilization of robots at attributed to them in the event events. communication of the future?

For many decades, people have Already today, robotic systems are occupied themselves with techno- sporadically utilized at events. They logies of the future. Together with are mainly used as innovative show flying cars or the conquest of the elements or special eye catchers at universe, robotics also always had trade shows. Functions with a truly their large and rather firm share in interactive potential, however, are such visions. still in the fledgling stages as regards today’s trade show robots. Nowadays, robots are utilized in Though the robots can move (acci- different fields of industry and dent-free) in a room, can recognize medicine, they mow the lawn, faces or even speak, they have no dance, hoover, explore foreign ability for independent choice of planets or compete at the Robo- action. Specialists have to meticu- Cup, the world cup for robots. lously program and design in advance all the patterns of interaction Thanks to sensors, modern speech and movement, which the visitors recognition (cf. Apple’s assistant then perceive as independent program SIRI) and with ever more actions of the robot. Surprisingly, complex gestures, robots become this does not affect the fascination increasingly human (or, as experts potential of humanoid robots. It put it: humanoid) and can act even seems as if computer-opera- increasingly independently. Soon ted machines, that walk, dance,

23 Hybrid Events: Future Report Part 3: All options, no musts. New technologies under scrutiny.

wave, speak and serve drinks, Vision 2020: the robot as the visitor‘s fascinate people almost inevitably. personal assistant.

In the coming five to ten years, robotic will be developed further and this is why we can expect to increasingly encounter the utilization of robots on trade shows and events. Robots will then be able actually to interact with event objects, to make decisions, and to independently interact with visitors. Soon, they will be able to accom- pany visitors as personal guides or to be rented on site if necessary. Welcoming - presenting - entertaining: Via one’s smartphone (for example robots can be used in many ways at events. via a virtual assistant system) important data such as name, interests and information requirements, can be retrieved and afterwards simply docked or transmitted to the robot. This turns the robot into a personal visitor assistant, able to obtain the required information material, show the way or organize one’s favorite drinks.

Nevertheless, robots will not repla- ce the interpersonal communication, but rather fulfill administrative Source: duties. In live-communication, the http://asimo.honda.com/gallery/ individual, interpersonal dialog is and will remain to be the measure time they enrich the event experience of all things. in a playful and fascinating manner. Although these developments still requi- With their deployment at events, re quite some time, it is nevertheless however, robots allow both visitors worthwhile to keep in mind (and in and customer advisors more time sight) this innovative topic of events and for the essential. And at the same robotics.

24 Hybrid Events: Future Report Part 3: All options, no musts. New technologies under scrutiny.

Brand experience PLUS: Website and video: robot NAO is already used event marketing and the third at events! dimension. http://www.aldebaran- robotics.com/en/Solutions/ At the end of 2009, the cinema hit For-Show-And-Events/ Avatar heralded a new age beyond offer.html outdated anaglyph glasses10) and the specialized IMAX movie theatres. It was the first 3D film to make almost three billion dollars at the box office at run time and is still regarded as the most successful film production of its times as regards its commercial success. Only three months later, in In a nutshell: virtual assistants. March 2010, SAMSUNG launched the first 3DT V, revolutionizing the What are virtual assistants? home cinema experience. Organizing the arrival, getting to know new business partners, researching information or Today, a mere two years later, it is arranging personal appointments with just a few hard to imagine cinema or television clicks … Virtual assistants pursue an ambitious goal: without 3D and the 3D technology is they are to make the event experience or trade about to discard the special glasses. show visit as comfortable, as simple and as individual as possible. In future, event design will also be increasingly inspired by modern 3D Especially suitable for: technologies. And the third dimensi- _Conventions _Product launches on can also be applied in several _Corporate events _Public events different ways to marketing events. _Symposia _Consumer events _Trade shows From augmented reality to virtual 3D product presentations.

An exciting area of application of 3D technologies is the design of artificial theme worlds, in which the partici- technologies, to present seemingly pants can immerse themselves with real environments in a virtual room all their senses and experience shaped with visual, haptic and complex products up close and live. acoustic impulses. In contrast to a In the near future it will be possible, computer animation which includes 10) Anaglyph glasses: outdated predecessors of thanks to modern 3D projection a firmly defined sequence and is the modern 3D-glasses.

25 Hybrid Events: Future Report Part 3: All options, no musts. New technologies under scrutiny.

similar to a film, 3D Virtual Reality 3D technology is fun allows for an actual interaction with and fascinating! products and the environment in real-time. This means that the visitors can move freely in the virtual space and can manipulate this world to their liking. For example, buttons, such as the button to call a lift or buttons at a product, can be made available interactively and in turn trigger actual functions, e.g. the opening of the lift doors when the respective button is pressed. A three- dimensional visualization technology allows for a downright immersion into the virtual world. To achieve this calculate the respective image faster effect at events, the virtual environ- and easier.12) ment has to be designed as realisti- cally as possible. For event marketing of the future this opens up several, exciting possibili- People are at the foreground here. In ties, which allow for the maximum of turn, the computer creates an artifi- experience and interaction. cial world around them so that the viewers experience it with all their With innovative projection techno- senses and can also change and logies to 3D live-marketing. shape it. 11) Another exciting, visual experience With a special tracking software the is the application of special projec- position of the spectators in the tion technologies that create a 3D virtual space is constantly tracked effect on real object or buildings. and their respective view onto the This technology is also known as 4D environment or the object is continu- Mapping. ally adapted accordingly by the computer. Thus, a direct interaction It uses existing objects, structures or with the object is possible and the buildings as projection surfaces for spectators navigate this virtual space 3D animations. with their own body movements.

Typically, reference points near the The decisive factor is, that the 3D 11) Text and image according eyes are chosen for this tracking effect is not created by glasses or to: http://46.38.233.136/kve/ system as the computer can thus other technical devices but merely 12) http://46.38.233.136/kve/

26 Hybrid Events: Future Report Part 3: All options, no musts. New technologies under scrutiny.

by an optical illusion. All imaginable Product presentation 3.0 - virtual scopes objects or products can be used as and products that can be touched. projection surfaces, so that next to buildings, cars or conventional screens, unique effects can also be used with display dummies or poly- styrene heads.

Although here the visual 3D experience is in the foreground, projections can also be accompanied by music or contain brand messages, which are integrated fittingly into the animation. Here as well, creativity knows (almost) no boundaries.

How does communication affect people – and why? Future efficiency measurement in communication. Quelle: http://46.38.233.136/kve/ Communication has to be effective in order to be successful. Just like all other corporate communication instruments, events and live-marketing are also dependent on coherent analysis gives very little insights into concepts and detailed planning. But the actual communication effect of how can one measure whether a a marketing event. chosen strategy is also successful? As regards live-communication, the According to a current survey, 63 % measurement of efficiency is best of all companies measure their illustrated with the well-known digital success in terms of the iceberg-model: only a small part of amount of Facebook fans and the interesting information is detec- twitter followers.13) table straightaway, the larger and 13) Source: Study Social Media Trend Monitor 2012 truly relevant part, however, lies cf. http://www.newsaktuell. Transferred to event marketing this hidden and first needs to be “unlo- de/smtrend12/ would mean: the more visitors parti- cked”. With social media monitoring cipate in an event, the bigger its software communication in social success. This simple comparison networks can already today be shows that a merely quantitative traced and evaluated in detail.

27 Hybrid Events: Future Report Part 3: All options, no musts. New technologies under scrutiny.

Monitoring allows marketing ex- Video: 4D mapping changes whole perts and event organizers a holistic buildings into projection surfaces. representation of all communication activities, which take place before, during and after an event on social platforms (Facebook, Twitter).

Thus, for example, they can already find out more about the wishes and experiences of their target group prior to the event and can then, with the compiled data, check, whether these expectations were let down, fulfilled or even sur- passed. http://www.youtube.com/ watch?v=XSR0Xady02o& Apart from the tonality of fan com- feature=related ments (whether these tend to be more positive, neutral or negative), recurring themes and terms, such as arrival, program, catering as well as distinct appraisal or criti- cism are especially in the focus of the evaluation. life, users of social networks and As the communication climate news services have their privacy within an online target group can protected and thus event organi- be cohesively reproduced in real- zers are refused even deeper time, social media monitoring is insights into the lifestyle of their state-of-the-art of efficiency mea- target groups. A formula for suc- surement in live-communication cessful efficiency measurement of already today. marketing events will thus be in future: those who want to know Almost all hybrid communication more need to offer more. channels allow this so-called Here now, the previously described Return On Insight and offer event concepts take effect. The Smart organizers an enormous insight into Networks, for example, will offer an the effectiveness of their communi- even deeper insight into the infor- cation measures. Nevertheless, this mation behavior and perception of also has its limitations. Just as in real event visitors in future than social

28 Hybrid Events: Future Report Part 3: All options, no musts. New technologies under scrutiny.

German P media monitoring can do today. Already today artner conference 2011 Those, who use such an intelligent smartphones Feedback and tablet PCs network can benefit from additio- Lecture number: 1000 nal services and information. For are used to Actively shaping new ways this, they only needs to disclose, in measure the which way and what for the intelli- effectiveness Your feedback gent network is going to be used. of events. The presentation was convincing: The information obtained is then Speaker 1 evaluated by company and event No organizer to further improve pro- Y ducts, services or the event format es itself. Speaker 2 No

This now goes to show that a Yes realistic efficiency measurement based on a fair, long-term win- win-relationship between visitors and event organizers should take place, from which eventually both sides will benefit permanently.

It can be expected that the measurement of success and efficiency with follow-up phone calls or standardized questionnaires will soon be replaced by virtual instru- Download Social Media Event Monitor ments such as social media monitoring.

The future will come up with further innovative possibilities, which the usage of mobile devices entail. The more so, as event apps, smartphones and tablet PCs are perfectly equipped for capturing SOCIAL MEDIA EVENT MONITOR and reproducing the opinions of Promotions, Events & Messen im Social Web participants in a way that is live, Was Teilnehmer wirklich denken! discreet and straightforward – and thus almost unaltered and Learn more about the Social Media Event Monitor, just send an authentic. email to [email protected] to obtain a copy.

Der Social Media Event Monitor (SMEM) bietet Ihnen … 29

� … die Darstellung der Kommunikationsaktivitäten im

Social Web rund um Ihr Event

� … Just in Time Einblicke in das Stimmungsbild der

Teilnehmer und die Tonalität ihrer Beiträge

� … unmittelbares Feedback auf definierte Erfolgsfaktoren

des Events

� … direkten Einblick in die Wünsche und Erwartungen der

Zielgruppe vor, während und nach dem Event

� … eine fundierte Basis für einen Dialog mit der Zielgruppe

� … reliable Ergebnisse auf Grund einer realen Datenbasis

VOK DAMS.Consulting GmbH Corporate Live-Communication Platzhoffstraße 24 42115 Wuppertal Germany Phone: +49 202 38 907-402 Fax: +49 202 38 907-499 [email protected] www.vokdams-consulting.de Hybrid Events: Future Report Part 3: All options, no musts. New technologies under scrutiny.

The similarities between an iceberg and the measurement of efficiency? The major part is hidden.

How is the ratio of male/female fans? Can we identify unknown target groups? How often was the invitation to my event shared? How many Internet fans does my company have ? How many (Facebook) fans are going to attend my event?

Which messages do fans leave on my company profile? What are the (attending) fans reporting about the event? Which persons/fans are regular commentators or contributors? How often were my messages passed on („shared“ or „retweeted“)? What are the key words that show up in conjunction with my product? How many visitors checked into the event site via location-based services? How high is the conversion rate as regards intended and actual participation? What tonality (friendly, reproachful, enthusiastic, disappointed) dominates the communication?

30 Hybrid Events: Future Report Part 3: All options, no musts. New technologies under scrutiny.

For example, visitors can be asked place in future, the higher will be 14) Benachrichtigungen einer mobilen Applikation, welche 14) via push-messages to choose the response rate of the partici- dem Nutzer (ähnlich einer pants. Kurznachricht) direkt auf dem between two or more pictures at Display angezeigt werden. different stations and can thus 15) ? intuitively make a statement about The marketplace intelligence is the their brand perception. business intelligence15) of the future. The efficiency measurement of On the one hand, the choice of live-marketing is in its direct con- pictures (such as brand attribute text, as the profound understanding sporty: sailing regatta or Formula of consumers, markets and target One?) can affirm or modify the groups will become an ever more brand image, on the other hand, decisive competitive factor. the opinion poll can via simple picture language give deep insights into the opinions and views of the target audience.

The easier, the more intuitive and the more playful such polls take

A picture is worth 1000 words: in future, measuring efficiency via smartphones and tablet PCs will be best utilized by using a simple picture language.

31 Hybrid Events: Future Report

Teil 4: „What´s Next?“ – Part 4: “What’s next?” – Die Top Themen der Zukunft The top themes of the fu- auf einen Blick. ture in a nutshell.

» The marketplace intelligence, the knowledge about the consumers and the mechanisms of one’s own market will be one of the crucial success factors of event marketing in future.

32 Hybrid Events: Future Report Part 4: “What’s next?” – The top themes of the future in a nutshell.

1) Communication for the next 2) With long-term strategies to generation: nothing is as constant success: attachment is the new as change! attention.

Marketing experts and event orga- Live-communication of the future nizers have to face the fact that the can be compared to a good book: target groups of today will soon be it all begins with the cover. If the superseded by a new participant book has a catchy title, the readers generation. The event visitors of will be interested in it. But only if the tomorrow have grown up with the first pages are captivating and Internet and regard smartphones, immerse them into an exciting tablet PCs, 3D television, mobile story, will they read the story and apps and social networks as an possibly even recommend it to absolutely natural matter of course. friends and acquaintances. The new maxim of live-communication Event communication has to adapt is: attachment is the new attention. to these new conditions in due course and it has to evolve with The future of live-communication them, but without disregarding the will be less shaped by new, ground- requirements of the senior event breaking technological innovations, visitors. Thus, already today com- but rather by how already existing panies should systematically learn tools are applied in event commu- and also train the deployment of nication. Mobile applications, social modern technologies, as only those media networks and location- who take into account the charac- based services should not merely teristics and the communication be used as alluring add-ons, but behavior of digital natives early on have to be utilized sensibly and with will be part of the winners of this taking a long-term view. change in future. Came concepts that build on Mo- SoLo or gamification, such as alternate reality games, can make live-communication a lot more exciting and can captivate participants over a long time.

33 Hybrid Events: Future Report Part 4: “What’s next?” – The top themes of the future in a nutshell.

3) Knowledge is power: market- groups and to monitor and observe place intelligence as future suc- their communication behavior. The cess factor. utilization of smartphones, tablet PCs, mobile applications and smart What do successful live-communi- networks will revolutionize efficien- cation and the search for Christmas cy measurement in future and allow or birthday presents have in com- for event evaluations with unfore- mon? The better you know the seen precision and depth. person, the more you know what Marketplace intelligence, the they will be most delighted with and knowledge around the consumers what they are really interested in. and the mechanisms of one’s own market, will become one of the This can also be transferred to the most important success factors for relationship between event organi- event marketing in future. zers and participants: the more you know about the target groups’ requirements and their expectations both as regards information and experience, the more these requirements and wishes can finally also be met and fulfilled.

Already today social media monitoring offers many options to inform oneself about one’s target

34 HYBRID EVENTS: FUTURE REPORT

CONTACT

COLJA M. DAMS CEO VOK DAMS worldwide

VOK DAMS Events GmbH Katernberger Straße 54 42115 Wuppertal Germany

P +49 202 38 907-100 F +49 202 38 907-199

[email protected]

www.vokdams.de www.facebook.com/vokdams www.twitter.com/vokdams