How are virtual events giving way to the new roles?
Virtual events are the future of the event industry. The new reality is being recognized by event planners who are prepared to adapt to the changes. The drastic shift from traditional events to virtual ones has brought about a new wave in event technology and skill sets. We will be discussing the new roles in virtual events that have emerged due to recent changes. The 3 Ms in virtual event planning (i.e. manage, market and monetize) have been discussed previously. These emerging roles are grouped according-
Category 1
This category has many roles that are responsible management during virtual events.
- Virtual Event Moderator-
Virtual event moderators are responsible for receiving and interpret audience feedback. Event moderators are also needed for in-person events. However, their role is more important here. Virtual events can have many sessions, and all of them are accessible via a virtual interface. It is important to keep an live track of audience interaction and engagement , and take the necessary actions. This role can have a direct impact on the event experience.
- Customer experience manager –
Another role is customer experience management. However, this doesn’t just apply to the event’s duration. Customer experience managers manage the entire customer journey. This role covers a lot more than just pre-event engagement.
- Live feedback manager-
Although the role of virtual event moderator is to facilitate communication within virtual events, it is not sufficient. Virtual events have a digital presence that includes many social media channels. The event’s social media buzz is monitored by a live feedback manager. Event attendees may use social media to voice their concerns. These queries can be addressed promptly by a live feedback manager who will respond quickly to them. A virtual reception can be set up for him during the event, where attendees can share any issues they are having.
Category 2
This category covers the roles that will be involved in the marketing of the virtual events.
Virtual Marketing Manager-
Virtual events are becoming more prominent in the industry. So is their marketing . Virtual marketing managers are a highly skilled role. A virtual marketing manager can do many things, including creating buzz about the event and increasing attendance. This is all done by various marketing campaigns.
Digital analytics manager –
Virtual events are dependent on the digital presence and participation of event-goers. Digital marketing is the best way to reach potential event-goers. However, needs to have the right insights and a data-driven approach in order to be successful. For overall marketing success, the role of digital analytics manager is crucial.
Category 3
This category lists all roles involved in the monetization virtual event-related activities.
- Sponsorship manager –
Sponsorship is the simplest way to generate revenue. The sponsorship manager is responsible to generate and manage sponsorship leads for the virtual event. Sponsorship managers are responsible for attracting sponsors. He must ensure that the arrangement is mutually beneficial for both parties and that sponsors get value from their investment. This is important for the long-term and keeps sponsors happy with future editions.
- Digital analytics manager for on-event interactions
This role focuses on the interaction that takes place during an event. You can keep track of all interactions through virtual events. These insights can be used to enhance attendee engagement or event experience. Advertisers and sponsors also need to know the metrics that will measure the return on their investment. Virtual event analysis is another way to ensure monetization.
Other important roles –
Event technology has a greater impact on events than ever before, and event technologists are in high demand. This trend will only increase with the rise of virtual events.
- A virtual event technologist will determine the best tool for the event. He/she will also oversee any customizations.
- Event technologists must be up-to-date on the latest trends in event technology. A key aspect of their job is to keep track of available event-tech suppliers and the prices of these solutions.
- Event organizing companies are expanding this role to include learning and development. Event technologists will now be responsible for educating event staff about product interface.
- Event planners have the option of hiring in-house event technologists to host virtual events, or outsourcing this role.