How to host a successful online event

Last year Zoom became a common household name but so did Zoom-fatigue.

With so many of us having limited attention spans and working on limited capacity, it’s never been more important to host engaging online events that get your audience excited and connected. 

In this blog I’ll be sharing proven tools and my framework to help you revamp your next online event. I’ll direct your energy, time and resources into a powerful event for your audience with confidence.

While the format for live events has changed, that doesn’t mean that stories are going away. In fact we need storytelling and thought leadership now more than ever. When it comes to planning your virtual event, here’s what you need to know: 

START WITH STRATEGY 

Before you even start planning it’s important to know the purpose of your event. Make time to think through why you are hosting an event and define your goals. You’ll also want to understand the needs of your audience. The better you know your audience, the easier it is to make your event more engaging for them. 

The timing of your event can be crucial, depending on the content you are offering. The pandemic created an interesting opportunity for many events to be virtual. Now as events shift back to in person, there may be an opportunity to explore dual events that provide access to both. This can be a way to provide access for those with disabilities, health issues and financial limitations.

Once you’ve decided to move forward with an event, shift your focus to promotion and execution. Hosting an event requires impeccable project management with enough resources and people in the right roles. Don’t forget to communicate information and updates regularly to everyone involved. Sharing confirmed details with your audience can bring them into the planning process and build up excitement.

LOGISTICS FOR SUCCESS 

For a successful event, you’ll need a team of people who are a good fit for their specific tasks. Below, I’ve shared some logistics for you to consider. 

TECH

It’s important to choose tech that fits with your event strategy, goals and format. When selecting an online platform, be sure to refer back to the format you decided on for your event and the level of interaction you want with participants.

Options range from meeting software like Zoom Meetings to webinar software such as GoTo Webinar or virtual conference platforms. There are many options out there, it helps to prioritize your list of must-haves and select with those in mind.

If you need functionality to accept payments, donations, sell merchandise, etc. look for payment options that integrate with your registration such as Eventbrite or Events.com.

EQUIPMENT AND SETUP

Keep in mind attendee needs, to ensure the best event experience, but also the planning team and presenters. Ex: headphones, mic, tripods, lighting, monitors, etc. Complete any rentals/orders well in advance. 

You might consider renting and shipping equipment to presenters or give items as gifts/swag. Share a list of how-to tips like choosing a location with correct lighting, setting cameras to eye level and wardrobe tips (like avoiding patterns that cause optical illusions!)

As an event illustrator it’s important to provide the audience with clear visuals that help them feel part of the process. I personally use a tablet which allows me to draw on the screen or a large paper board so attendees can watch my live drawings and notes. 

COMMUNICATIONS

Now is the time to be sure your email list is organized and updated. Consider creating an email address specifically for your Event communications (like events @ youreventname.com) 

Begin setting up email branding templates and social media posts and even scheduling some promotions in your email marketing platform (Mailchimp, Constant Contact,etc.) Automate as much as possible.

It’s important to communicate clearly and often with presenters and your audience. Setting up a regular schedule for event announcements is helpful.

Designate an event landing page or website where all event info and announcements can be accessed easily.

Consider attendee data you want to collect and how you will use it in the future. Be sure to include ways to capture the data.

INCLUSION

All too often inclusion is an afterthought, but the focus on inclusion has never been more important. Inclusivity requires event hosts to do their homework and allocate their resources toward creating an event that ensures all voices are represented and elevated.

I’ve provided some areas to focus on below, but you’ll need to dig in deeper depending on your specific audience, event goals and format.

COMMUNICATIONS and INTERACTIONS

Use intentional and inclusive language in your branding and communicate with different delivery modes. If you’ve received feedback in the past, be sure to incorporate it into your strategy and planning.

During event sessions, encourage discourse, but be sure your moderators are prepared to facilitate these discussions and ensure an inclusive space where all voices are heard and respected.

Alert your audience to sensitive content such as tagging topics with specific trigger warnings. 

Provide options for submitting questions/comments (anonymously and in advance).

IDENTITY and PREFERENCES

Utilize general practices that easily honor your audience and leave a lasting impression. Ensure that all your intake forms, salutations and session introductions/discussions remain inclusive by using correct name pronunciations and pronouns. 

When selecting event dates, avoid cultural holidays and religious observations. Consider including Native land acknowledgements.

If alcohol is involved (virtual happy hours, cocktail demos, recipes, etc.) be sure to promote/offer non-alcoholic options. 

REPRESENTATION

It’s clear that representation matters - whether age, ability, gender, race, etc. Build diverse planning and marketing teams. Consider who you are hiring and how they align with your equity, diversity and inclusion mission.

Select presenters (and sponsors) that resonate with your diverse audience. You may also consider a blind selection process when appropriate.

Be intentional and relevant with the content presented during your event.

ACCESSIBILITY

Determine ways to create easy navigation and connection of information for networking and the online event space. This might include accommodations for visual or hearing impaired and also considerations for mental fatigue.

Using visuals as a way to summarize discussions has helped participants - with and without hearing impairments - process and retain the information faster.

Consider accessibility not just from a disability perspective, but also financial, technical and personal. Accessibility looks different in an online event space. Once you know your audience needs, find ways to meet (and exceed) them.

In the virtual world, internet and childcare access are still very real barriers. Consider offering scholarships to offset financial constraints. Innovative companies like Flexable offer solutions for virtual event childcare. Perhaps a sponsor or donor will provide hotspots, tech rental or other creative solutions. 

If something is not accessible, be sure to communicate that up front to your audience.

ENGAGEMENT

I wholeheartedly believe online events can be just as engaging as in-person events. It requires thinking creatively on delivery and tools, but the audience can still be involved and engaged throughout the event experience.

The main challenge is capturing attention spans with attendees who may have multiple browser tabs open. Here are a few ways to increase online event engagement:

MINDFUL AGENDA

Your agenda is the backbone of your event. It should set the pace by keeping in mind shorter attention spans, WFH (work from home) challenges, mental fatigue and sensory overloads.

Consider a mix of on-demand content for flexibility and live sessions to build excitement and hold audience attention. 

INTENTIONAL CONTENT

Build in longer breaks, shorter sessions, meaningful interactions and consider extending content over days or weeks. The benefit of online is time. Content can be released in a more manageable schedule for consumption and allow for creativity.

Get your audience thinking and engaged before your event by providing consistent updates.

EVENT HOME

Even though your audience isn’t physically in the same room, they still need a central space or hub to access event information, convene with others and reference resources/materials. A landing page or website could be used like an in-person lobby and registration table.

PERSONALIZATION

Consider asking more personal questions in pre-event surveys and registration intake that can inform your planning and content development. 

Ask “are you introverted or extroverted?” or “what is your preferred social media platform?” or other random questions, but also more focused questions pertaining to event topics. 

Curate a welcome kit with preference in mind - consider collecting dietary restraints which could impact swag/gifts and other creative activities.

Customize visual elements like backgrounds, event badges and video screen names. Weave these preferences into the event experience.

CHECK-IN

Virtual settings can be a challenge in determining how engaged your audience is. Build in regular check-ins by asking targeted questions in the chat and polls.

Many platforms have tools available, like emojis, that participants can use during sessions to share a (non-disruptive) reaction. Social media hashtags can also be used for reactions/feedback if platform tools aren’t available.

INTERACTIONS

Make time for “ice-breaker” activities like trivia, Kahoot quizzes and games. These can be quick links added in the chat which open in a new tab.

Involve your audience in ideation sessions and workshops. Allow them to vote or prioritize content from the sessions.

Utilize breakout rooms for smaller groups - this will allow for deeper connections and discussions. Each group can report back a summary of their discussion.

Everyone loves recognition. Dedicate space for celebrations, whether formal awards, shout-outs or informal wins like adding lessons learned in the chat.

Incorporate interactive visuals using platform drawing tools and word cloud generators like Poll Everywhere.

As an event illustrator, my live illustrations are often pinned as the main video so the audience can visually see the conversation unfolding. Additionally, focused responses can be captured in visual templates during breaks.

CREATIVITY 

Creativity turns on all parts of your brain, which generates excitement, new connections, faster processing and better retainment. All ingredients to an engaging experience that will get your audience inspired.

LEARNING STYLES

Our brains are visually wired. Almost 50% of the brain is involved in visual processing. Visual-heavy presentations with mind maps, videos and illustrations boost the visual-spatial experience. 

Provide session recordings, limit background noise and include intentional music to reach the auditory attendee.

Share case studies, graphs and data that allow comparison/contrast to engage the logical-math minds.

Live Q&A sessions, breakout discussions and session transcripts meet the verbal/linguistic needs.

Ask your audience to take a multiple intelligence quiz and share results - use it for an icebreaker activity.

BUILD CONNECTION

A big part of attending a live event is building connections and having meaningful discussion with others. It is so important to continue this in online events. 

Create a shared experience with guided activities for the whole audience. Consider chef-led creations by sharing the ingredient list in advance and creating together. Provide offline experiences with prompts/challenges that include participants sharing results - think scavenger hunts, virtual walks, photo contests and other games. 

Involve your audience in a community art project or build a community music playlist.

CONTENT

There are some people who are simply magnetic to an audience. Seek out creative, dynamic speakers and strategically include them as presenters, moderators or as an MC. 

Get creative with presentations, especially in panel discussions. Consider brief Ted-talk style, pecha kucha presentations or demonstrations that quickly ignite interest but allow for ample time to discuss topics and audience questions.

Try adding gamification to your content such as popular game shows like Jeopardy and Family Feud. Some event apps include built-in components for rewards, leader boards and challenges.

Utilize breakout room options for activities, workshops and ideation sessions. Ask thoughtful questions or provide short prompts and give time for your audience to respond in the chat or small groups. 

While I am often the only one illustrating at an event, most basic meeting apps have digital drawing tools and whiteboards so all participants can contribute their own creative ideas or drawings.

INVITE IN THE ARTS

Lean on partners who focus their work on creativity. Engage community groups, artists and cultural organizations that align with your event purpose. 

Guest performers such as improv comedians, musicians and dance groups generate excitement and memorable experiences.

Consider designating an MC or deejay as an audience engagement facilitator throughout the event.

Partners can host virtual tours, workshops or public art activities around your event theme.

FOLLOW UP 

Ah! The sweet feeling of relief now that your event has ended…but now what? Below are some actions to take immediately after the event that will help you streamline your communication efforts and inform future planning.

COLLECT ASSETS

Take time to gather all the event content and save in one location for easy access. Since most activities occurred online you should have an easily accessible digital asset like recordings of videos and slide decks.

If team members took any notes, received questions/feedback or immediate action steps, collect those as well. 

Most importantly, download all video and audio recordings, transcripts, chat threads, break out room summaries, voting/polling responses, whiteboard sketches and live illustration files.

Be sure to acquire a copy of all presenter slides, notes and resources.

Don’t forget to collect all registration data, marketing and communications materials, including social media posts, hashtags used, etc.

SHARE AND CONNECT

Once you’ve organized all assets, determine how and when to share them with your audience. Consider compiling key insights and event takeaways into a communication to your audience. As an event illustrator, I often design a booklet (digital or printed) which includes the live illustrations captured, plus host insights and calls to action - this is gifted to participants post-event.

Continue conversations from your event on social media platforms, email, website or other communication methods. If you were sharing snippets during the event, direct your audience to engage with specific hashtags and accounts and tag each other.

Be sure to share your next steps and upcoming events plus any actions that have already come out of your event - you’ll want to tie these back to your main event goals.

Think about other ways you can share event news, such as in an annual report or news source.

As you create communications, plan to include post-event surveys to gather audience feedback. Also consider using social media platforms with polls, quizzes and other question options. Infuse the same creative engagement strategies used during your event.

Lastly, don’t forget to celebrate! Planning an event whether a couple hours or several days takes up a lot of resources. Pausing to say thank you and recognize each other for their hard work is super important.

Need some fresh ideas for your next event? Book a discovery call with the Flourish Media team!

Illustrator, author, and visual strategist, Emily Marko, creates visual tools that empower people–from entrepreneurs and busy moms to socially conscious businesses and nonprofits–to take strategic action! Learnmore at EmilyMarko.com. Connect with Emily on Instagram and LinkedIn.