IMC-MCOM 45 - Class 2
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This document discusses types of events and virtual event trends. It categorizes events broadly and provides examples of typical structures for different event types. It also outlines 13 trends in virtual events, including hybrid physical/virtual events gaining popularity, integration with gaming and social media, resurrected brands holding virtual events, and persistent online platforms allowing events to continue indefinitely. Concerns about virtual events are also mentioned, such as hyperbolic claims and invisibility of virtual audiences.
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IMC-MCOM 45 - Class 2
- 1. Event Marketing and ManagementClass #2Sept. 19/11
- 3. structuremethodcontenttop down1 waypassive staticinefficientlysharedbottom-up2 wayparticipativedynamiceffectivelyshared
- 5. TYPES OF EVENTS BROAD CATEGORIES
- 6. TEDAMDTYPICALPRESENTATIONTYPICALONLINE PRESENTATIONdefinedTYPICAL VIRTUAL CONFERENCELe WebPANELDISCUSSIONTYPICAL 2nd LIFE PRESENTATIONSTRUCTUREface-to-facetech +WORLD CAFEPODCAMPuser-definedCOFFEE SHOPBARCAMPCAMPFIRE CONVERSATIONUNCONFERENCEVIRTUALNESS
- 7. COMDEX 2011TWEAKTOWNSHE'S GEEKYXPOFAIRSCOMIC CON G4 TVWEB 2.0 EXPO SF 2011LE WEBWORLD CAFEPODCAMP TORONTOworlds ugliest link cloud
- 8. VIRTUAL EVENT TRENDS = GOOD1) Virtual Comes of Age: In April 2010, CiscoLivefirst hybrid (physical + virtual) event to receive Event Marketers Grand Ex Award.2) Hybrid Events Gaining Popularity: 09 - virtual-only events10 - physical events added a virtual component (hybrid)11, should we go virtual? is now how do we add virtualto our event? VIRTUAL IS A NORM3) The Rise of Gaming and Social Media:Virtual event providers integrated with gaming and social media offerings.
- 9. VIRTUAL EVENT TRENDS = GOOD4) Resurrected Brands: e.g COMDEX return as a virtual event. Underscores and models a business case for virtual events viability for reviving conferencesor testing the market for new conferences.5) True Consumer Driven ExperiencesThe user definesMountain Dew Grabs Grand ExStella Artois Crowns Draught MasterHot Wheels6) Deep PersonalizationASIC's NYC Marathon
- 10. VIRTUAL EVENT TRENDS = GOOD 7) Relevant Product IntegrationBeyond the BoothNike's Motel No-TellCadillac Culinary ChallengeBlack Eyed Peas and Blackberry 8) Hybrid Satellite Events9) B2C @ B2B EventsInternational Porsche Dealership Cayenne LaunchInfinium Turns to Flash Mob to Team Build
- 11. VIRTUAL EVENT TRENDS = GOOD10) Narrowcasting via Behavior Mapping4 Square, RFID, GPSThe Army and Air Force Score LeadsOn The Right Track11) Persistent Online PlatformsTED - Event that never endsWeb presence that is a constant event12) Virtual Crowdsourcing13) Competitor ExperiencesNaughty Volvo
- 12. VIRTUAL EVENT TRENDS = NOT SO GOODThe First, Largest, Only Hyperbole: No Ones Home:Pretty Graphics are Not UI Design:Invisible Virtual Audiences:ROI Confusion:
- 13. INGREDIENTS
- 14. PLANNING CYCLE
- 15. APPROACHES
- 16. TOOLS
- 17. THE BUSINESS CASECOVER PAGE:Name of the organization.
- 18. Name of the specific project.
- 19. Name of the individual or team that has prepared the business case.
- 20. Date of preparation of the business case.
- 21. Whom the case is being submitted toTHE BUSINESS CASEEXECUTIVE SUMMARYBe succinct!Core Project Objective:
- 22. Expected Results (Chief Benefit):
- 23. Supportive Reasoning (Why do it?):Reasons/Explanation/ImportanceCritical Success Factors: Success Factors/Justification/PriorityProject Team:Name/Designation/Role
- 24. PROJECT DEFINITION the details)Objectives: Bullets are good
- 25. Scope Statement: What is going to be delivered, by when, how much will it cost time/$ and how will it achieve the objectives.
- 27. Options considered/Reason for chosen path, along with the reasons for preferring some over others
- 28. Benefits to the BusinessBenefit/Impact/Success Criteria
- 30. Risk of Not ProceedingTHE BUSINESS CASE
- 31. Your Post-Class Post of the WeekGo to - http://www.googleartproject.com/Tell me whats good/whats missingWhat would you do differentlyShow me one example