Michael Chiay of MCI delves into the depths of hybrid technology and how it can enhance your events. This presentation was delivered at the CEI North Asia Forum, held on September 24-25 at the naked Retreats, China

1. Hybrid Meetings
and the New Event Participant
Michael Chiay
Managing Director, MCI Hong Kong

2. Content
 Welcome to Today
 Extinction of Traditional Events?
 Definitions of Hybrid
 Hybrid Boosting
 The MCI Experience
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3. W
elcome to Today
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4. Already in 2012 one seventh of the world
population has a facebook user profile

5. 500,000 apps for countless
functions turn the
smartphone and tablets into a
Digital Swiss Army Knife
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6. Hybrid Conditions
 Separated from analogue, tangible level
 A hybrid of the real and the virtual
 Hybrid instruments, hybrid media, hybrid workplaces, hybrid
social structures
 Requires whole new thinking and mindset
 Hybrid scope: communication, marketing, events
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7. Extinction of Traditional Events?
 Are traditional events endangered by the
virtual world?
 Are they even threatened by extinction?
 Or do hybrid events open up a whole new
understanding of live communication?
- with an unprecedented depth and
intensity when it comes to relationships
between companies and target groups?
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8. D
efining Hybrid
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9. Defining Hybrid
 “Traditional”
Virtual extension of a real event
Allowing clients who cannot participate in the actual event a
chance participate in its virtual counterpart
 “New”
Hybrid Events = Live + MoSoLo
Interlink live-marketing with mobile applications, social
media applications and location-based services
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10. Hybrid Boosting
Hybrid Events: high amount of contacts with
maximum contact intensity
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11. Hybrid Boosting
 Clients do not only buy, they create,
share, recommend, support or
criticize companies, products or services in
the virtual world.
 They do not only look for information, but
also for fun, contact and exchange with
one another
 Hybrid boosting targets the absolute
networkability of incidents,
experiences, content and social
relations.
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12. Network of Mutually Advantageous Relationships
Target New
Groups Content
Targets
Platforms
Groups
Content Communities
own
Company
Devices
Event
Hosts
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13. R
OI
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14. ROI
 Return on Involvement
- From planning phase to well after the event has taken place.
- More intensive engagement with content, deeper immersion with the
brand
 Return on Interaction
- Personal exchange relationship between event participants and
event objects
- Enhances the brand-participant relationship with each download,
each comment and each video clicked.
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15. ROI
 Return on Insight
 Hybrid event communication leaves traces in the virtual space,
which can be followed up, made visible and measurable
quantitatively and qualitatively
 Return on Investment
- “Caches” cash in the mid to long term
- Hybrid event communication can create additional intensity and
coverage
- Established hybrid event strategies can be built on, cultivated and
developed further, and thus contribute to lowering the overall
investment for live-marketing
- Apps contribute to a much higher degree of learning and knowledge
than conventional, mere physical events without virtual elements
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16. "It’s not who attends
your event, it’s who
participates"
Sebastien Tondeur
Chief Executive Officer
MCI Group
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17. Meet Smarter
 Designed with the dual objective of providing delegates with a first-hand
experience of a hybrid event while showcasing Killarney as the perfect
host destination, MeetSmarter took place in late June with 100 attendees
 Live stream of the business sessions was broadcast to 400 additional
delegates globally.
 A staggering 124,000 twitter impressions were achieved.
 Edited recordings of the business sessions have been available on
meetsmarter.com and are currently being accessed 24/7 by people all over
the world
 Google Analytics lists participants from 57 distinct countries including
North and South America, all over the European continent, China, India
and Australia.
 Hybrid technology creates a significantly wider audience for the meeting
content in terms of geographical and chronological reach so that
magic lives on.
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18. International Conference on Emergency Medicine
- June 2012
 MCI was official organiser of the 14th edition of ICEM from
27-30 June 2012
 Social media mandate inclusive
“Within this short time … I have had access to absolutely current
clinical information and challenging view points on practice. This
has been real time and dynamic, and has also allowed the
potential for interaction … following this hashtag has provided me
with plenty of information and allows me access to current
thinking in Emergency Medicine. It has also provided me with
links to people, studies, place and keeps me inspired about
continual learning …the only thing that would be better would
be being there”
Dr. David Corbet
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19. Thank You
Information contained in this presentation is courtesy of Vok Dams Consulting