6connex_web3d_wp_key_considerations

White Paper

Key Considerations for Selecting a Virtual Event Partner

Web3D Host Co.

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White PaperWeb3D Host Co.

Online virtual events have become a powerful new communication tool for

businesses around the world. A seamless combination of 3D interactive

marketing, rich media, and social networking, online virtual experiences enable a

unique level of customer engagement based on growing comfort with key social

network behaviors. Social media has become a major platform for interactive

communications. Last year alone, Facebook, grew 57 percent to 54.6 million

visitor users. And, with 12.7 billion video views just in the month of November**

rich media—which used to be rare and often a technical challenge for mass

audiences—has become a standard and expected online communication element.

In addition to leveraging our increasing comfort with rich media and social

networking platforms, virtual events effectively mirror traditional physical marketing

environments. With shrinking resources and rising travel costs, more and more

companies are connecting and interacting with customers, partners, and prospects

in dimensional virtual exhibitions, tradeshows, sales meetings, press briefings, job

fairs, training sessions, and developer conferences. For many companies, virtual

events have become the centerpiece of their corporate web marketing strategy.

The reason is simple—the virtual experience platform provides a unique

combination of benefits no other marketing vehicle can: powerful engagement

through highly-tailored customer experiences, instant cross-cultural global reach,

24/7 accessibility, and powerful analytics. It also eliminates travel costs and out-of-

office productivity and instantly reduces corporate carbon footprint.

But benefiting from this innovative platform requires a combination of equally

innovative technical, strategic, and creative resources. Planning, producing, and

launching a successful virtual event or tradeshow requires experience in a variety

of leading edge disciplines unique to digital media. It requires not only unique

technology, design, and production skills but the ability to create an integrated

marketing experience in a 3D motion graphics-rich environment built on best

practices for engaging users. This white paper will examine those skills in more

detail and key considerations for evaluating and selecting a virtual event partner.

Key Considerations for Selecting a Virtual Event Partner

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Social Marketing ExpertiseWhen evaluating a partner for your virtual event or tradeshow, look beyond

technology platform functionality. While the technology is an important foundational

element, it’s the overlaying dimensional motion graphics and user experience that

will drive initial engagement and success. Virtual events are multi-layered, carefully

designed interactive experiences, and each provider has a different focus in what

they offer and the services that support it.

Regardless of your industry or customer, it’s critical to select a partner experienced

in a range of online strategy, interactive design, and technical prowess centered

around a core marketing competency. Expertise in event, digital, and social

marketing is now necessary for the creation of satisfying experiences that engage,

inform, and build network and community. But a strong engagement philosophy is

only effective when it’s expressed through the development of integrated audience

acquisition programs, rich media content, effective user experiences, and Internet-

based applications. These disciplines form the foundation of effective social

marketing interactions that result from expertise in interactive digital marketing.

Strategic PlanningA virtual experience partner should do more than build your event. It should take

the time to learn and understand your business offerings, targets, and objectives

and to determine virtual event goals and interactive marketing strategies to

meet them. The planning phase should be a collaborative process and your

partner should provide insight and direction on ways to maximize all aspects

of the virtual experience to maximize your budget and improve ROI. Project

management expertise is also important. In addition to event strategy, ask

about best practices that are employed consistently followed in the design and

production of a virtual tradeshow or event implementation. They should also

demonstrate that their platform will not only be ideal for the event strategy but will

also track its effectiveness. To that end, your virtual platform vendor should also

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identify and design metrics and analytics that will validate event objectives and

improve marketing performance and response. Sponsorships are critical and your

provider should have the expertise to translate physical world best practices into a

successful virtual event or tradeshow for your potential partners.

Content ManagementSuccessful virtual events take into consideration online human behaviors that

engage audiences through increased networking and communication. Evaluate

a vendor’s content management system—which controls the placement and

expression of assets and message throughout an event—on its ability to enable the

latest social networking features such intuitive universal chat, visual customization

of personal profiles, on-the-fly language translation, and around the clock partner

access to metrics and performance reports.

Many virtual tradeshow and event solution providers outsource development of

rich media content, which can often contribute to an increase in production time

and budget. It’s better to select a vendor with complete in-house expertise and

established processes for complete control of virtual event design, production, and

maintenance. A full-service provider with integrated digital marketing expertise

is better equipped to produce an online experience from beginning to end—from

awareness and registration to attendance and event management through hosting

and archiving—on time and on budget.

MetricsA critical benefit of interactive social marketing in a virtual environment is the ability

to analyze visitor behavior, both individually and as a group. As a result, there are

more comprehensive and immediate metrics reporting to track and adjust than a

physical event. Be sure to select a vendor who can provide the ability to report

activity to you and your sponsors throughout the event so modifications can be

made. In addition, it’s vital to ensure event success for participating sponsors

through a self-service metrics reporting structure that eliminate any bottle necks in

reporting to partners.

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Localization Today, business is about expanding global reach through communications tailored

to the dynamics of culturally diverse audiences. Because virtual events and

tradeshows have instant global reach, it’s important to select a partner that offers

the ability to create tailored localized experiences for each attendee. Make sure

your event platform can accommodate and adjust to culturally sensitive interactions

in chat, user interface, and language translations. The instant global access and

reach of virtual events makes it critical to create unique localized experiences.

ConclusionVirtual events have become a powerful new marketing channel. But maximizing

investment in this innovative platform requires a partner with unique skills and

resources. Find one with digital marketing expertise and a central understanding

of engagement marketing necessary to build social networks and communities.

Strongly consider a full service vendor with in-house rich media content

development and experience in marketing focused, Internet-based application

development. A vendor who can help not only plan strategic objectives but provide

the reporting and analytics needed to measure and improve performance and

ROI. Virtual tradeshows and events are gaining in popularity on both sides of

the event host/attendee dynamic. Don’t be afraid to set the bar high. Demand a

vendor whose experience in engagement marketing has resulted in a successful

track record with established brands. And has the depth, systems, and resources

to make your virtual event a true success and become an extension of your event

marketing team.

** Fort Worth Business Press, April 6, 2009

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6Connex, a wholly owned subsidiary of Design Reactor, is the pioneer of virtual experience technology marketing solutions. Our Virtual Experience Platform enables businesses and individuals to connect and engage virtually anytime and anywhere using a dimensional environment-like architecture for B2B or B2C social networking whether it’s as a tradeshow, event or conference, and beyond. 6Connex has developed award-winning, results-oriented virtual technology marketing solutions for industry leaders such as Cisco, HP and Proctor and Gamble. Visit http://www.6Connex.com.

White Paper

P 000489 10-09-2009

6Connex, Inc. (“6Connex”) and Web3D Host Co. (“Partner”) are each independent contractors, and nothing herein contained shall be construed to imply the existence of a partnership or joint venture between them, nor to make either one an agent of the other. The use of the term “Partner” is not intended in any way to constitute any type of legal partnership whatsoever between 6Connex Inc. and Partner. The relationship between 6Connex, Inc. and Partner is that of independent contractor only, and is NOT employer-employee, partner, principal-agent or joint venture. 6Connex does not make any representations or endorsement of any of the products or services listed here which are provided by non-6Connex sources. Such information was provided by the named source, and 6Connex has made no effort to independently verify the products or services. Users of this information are responsible for checking with the non-6Connex source to confirm the specific implementation of their system. In any event, 6Connex shall not incur any liability as a result of the listing of this information by the named source.

©2009 Web3D Host Co. All rights reserved. Certain portions of this document were prepared under license using copyrighted material and content of 6Connex Inc. (“6Connex”), and may not be reproduced in any format without the express written permission of 6Connex. 6Connex reserves all rights and ownership in the 6Connex material and content used, and in contributions made by its employees, in the preparation of this document. 6Connex, the 6Connex logo, Virtual Experience Platform, “Where Virtual is the New Reality,” and other trademarks, service marks, and designs are registered or unregistered trademarks of 6Connex in the United States and in foreign countries. Web3D Host Co. is a trademark of Web3D Host Co. All other trademarks are property of their respective owners.

Web3D Host Co. is the one stop solution to hosting virtual trade shows, conferences or symposiums. Leveraging the 6Connex Virtual Experience Platform, Web3D Host Co. offers the tools and technical support needed to host a successful virtual event. They provide their clients with industry best practices and also give companies the tools to track potential prospects with a state-of-the-art data management system. Call them today and start planning for your next virtual event and avoid the frustration and expense associated with physical trade shows. Consultants are standing by. For more information, call 617 849-3428 or visit their front office at http://web3dhost.com.

Web3D Host Co.

Web3D Host Co.

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