UHY GLOBAL JANUARY 2023 COGS AND WHEELS
C&W– HYBRID MEETINGS
In this Cogs and Wheels feature, we explore the concept and reality of hybrid meetings and events – and what these mean for a top 20 international professional services network The pandemic has proved a game changer for meetings and events the world over. As a result of lockdowns, rapid adoption of technology and the need for communication and business continuity, virtual meetings took off, powered by products such as Microsoft Teams and Zoom. It was not long before simple video meetings online became more ambitious, incorporating greater participant capacity, breakout sessions, live chat and online polling. Like many global businesses, the UHY network learned quickly how to make the most of replacing regular international events with online-only versions. CEO Rhys Madoc explains: “We used video technologies to increase our frequency of personal communications with member firms in the network, to support them where we could and act as a catalyst and information hub. Our usual face-to-face regional conferences became a very focused schedule online.” BACK TO THE FUTURE Today, with most countries in recovery and travel restrictions lifting, organisations like UHY can move forward. In 2022 the network’s many regional and international meetings resumed as face-to-face events, and the schedule for 2023 will include conferences in Peru, Germany, Republic of Korea, Spain and Argentina. But how far has the online-only experience influenced current and future events? According to Rhys, the main driver for a successful meeting, be it the UHY Board, a personal development event or an international conference, is building and strengthening relationships – and this is best achieved through face-to-face contact. “Our member firms benefit the most from in-person meetings, as working together is one of UHY’s strategic strengths. Our events provide a great opportunity to consolidate and build on personal and professional relationships, share experience, explore opportunities and do business together at the most senior level. Knowing each other well translates directly into a better level of service for clients looking to operate internationally. “It is important to provide these environments again wherever we can. We decided not to adopt a hybrid model at this time, as everyone wanted to ‘get back round the table’ and that has proved to be the right decision. At our Annual Meeting in Amsterdam in October 2022, we had a record number of delegates participating.” EMERGING BENEFITS In practical terms, Rhys believes that there are clear benefits in incorporating a virtual component, something the network built into the first Annual Meeting post pandemic in London at the end of 2021. “It was a smaller event, as Covid lockdowns reasserted themselves in many countries at that time, and travel was restricted,” says Rhys. “It was in that sense a transitional meeting and gave us an opportunity to include a hybrid format. Several of our sessions were livestreamed for remote participants and we were able to monitor online chat at the same time, so questions from the floor included everyone. “We learned a lot from that – about technology, about moderating a shared experience, venue logistics and capability, appetite from delegates, and more. We also know it could be an effective way to broaden our reach and bring in delegates who would not normally attend. There would be real value if we could offer a remote experience to more member firm professionals and staff without compromising the economics of venues and live attendances.” POTENTIAL Planning has started for UHY’s 2023 events schedule, and Rhys is open to ideas that support the ambition of the UHY network. “Much of our content lends itself well to a hybrid approach,” he says. “Keynote presentations, one-to-many information sessions, even breakout groups can work well with remote participants. Finance and venue logistics will inevitably play a major part in what we are, or are not, able to offer; but my overriding goal is to provide as much value as possible to our members from our events programme. We are very aware of what they like best, and have also learned important lessons about what is possible in the future. “One thing is certain, events will continue to underpin the UHY culture of working together, enabling strong and effective cross-border relationships to support our clients.” CONNECTED FOR EVENTS AND LEARNING EVENT APPS One virtual component that has proved itself a winner to UHY and many other events organisers, is the in-event app for delegates. These are not new but have, for example, helped to bring together live and remote delegate experiences by consolidating event content for everyone. UHY has used a branded events app for international meetings since before the pandemic, and its popularity with delegates has grown with familiarity. As well as providing delegate lists, schedules, agendas and venue locations, the events team can upload presentations, speaker profiles and other collateral so delegates have everything they need on their phones or mobile devices. In turn, delegates can customise their session schedules, upload photos and set up meetings. “It is a really efficient way to communicate with delegates,” says Rhys. “If there is a last minute change of meeting room at a venue, for example, we can send a real-time notification to the app, reaching as many delegates as possible, as quickly as possible.” WEBINARS The UHY network also runs a year-round programme of live training webinars for member firms around the world, utilising virtual delegate participation in each session, and providing presentation materials and session recordings after the event. The programme includes internationally-focused technical and development education, soft skills training and practice management advice. “Accessibility is the key to getting the most value from our training schedule,” says Rhys. “Delegates signing in ‘live’ enjoy the interaction with colleagues across the network, while recordings mean the learning experience can be shared within every firm at a time to suit them.” HYBRID SOLUTIONS IN OTHER INDUSTRIES TRADE SHOWS AND EXHIBITIONS According to the UFI (Union of International Fairs) the global exhibition industry contracted by nearly 70% in 2020 alone, representing a USD 330bn shortfall in show trade, as well as a reduction in brand recognition for exhibitors, and increased difficulty in reaching new markets. The industry is hugely dependent on in-person interaction, where exhibitors can talk face-to-face with potential buyers. Even so, many innovative organisers made a success of going online-only during the pandemic. In November 2020 ConneXion, a leading global packaging trade show, went online with visitor avatars, 3D-rendered trade booths, live demos, video calls and downloadable collateral. It was hailed as a success, with over 6,000 virtual business cards exchanged, 7,000 online chats, and an average 47 minute visit time. Participants were more focused, could more easily seek out their booths of interest – and no queueing for the washrooms. Virtual exhibitors also saved themselves money on transport, travel and accommodation, staffing and stand-build costs. While virtual shows are unlikely to replace physical ones going forwards, (a recent poll showed 95% of respondents prefer the live experience), it will be interesting to see how many online ideas are incorporated into the mix, to enhance and augment visitor numbers, increase sales opportunities and improve the overall event experience for all parties. LITERARY FESTIVALS The annual Hay Festival is the UK’s largest literary festival, and also runs smaller literary events under the Hay brand in Peru, Colombia, Mexico, Spain, the US and, in 2022, Ukraine. When the pandemic caused the cancellation of 2020’s programme, the organisers conceded the future of the festivals looked bleak. However, within a year, the Hay Festival had reinvented itself as a digital event, and went online. Writers, philosophers, celebrities and journalists happily engaged on-camera, and interviews and readings were livestreamed from a number of Covid-secure studio locations, with recordings available post-event. In late 2021 some Hay festivals resumed as hybrid events, taking the lessons from online, and creating an in-person and online experience. Through 2022, the main festivals played to live, ticketed audiences but were simultaneously broadcast to festival subscribers with an online pass. The commercial opportunity is excellent as live tickets are more or less guaranteed to sell out, while online subscriptions cater for those without tickets, or who are time limited or distant. Total audience figures are therefore very scalable. Festival organisers have been able to reach completely new audiences too, as well as welcoming back the seasoned literati. Subscription to a Hay app also provides access to festival recordings as well as archived material from previous events.
iStock.com/fizkes
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17
