Will streaming media and video producers put corporate travel agents out of business? Maybe not in the short term, but online technology is continuing to improve and will have
an increasing impact on the way we communicate with key audiences.
GE Global eXchange Services (GXS), a b2b e-commerce subsidiary of General Electric, is using technology to improve business efficiency. Each year, leaders of GXS meet to review
business plans and strategies for the upcoming year. The event brings together managers and leaders of the company from Asia, Europe, Latin America and North America. This year,
in a cost-cutting move, the company decided to hold the entire meeting online and take advantage of improved streaming video technology. Three full days of meetings were cut to
two days, in two three-hour sessions, saving the company more than $500,000 in travel, food and lodging fees.
The objectives of the meeting remained the same - to inform and inspire company leaders - but the vehicle was dramatically different. Using streaming media, video and audio
conferencing and animation, GXS developed an engaging, interactive and informative online meeting.
Since this was a radical departure from previous meetings, GXS executives benchmarked participants' attitudes before and after the conference. Pre- and post-event surveys were
issued to determine the audience's "critical to quality" issues -- issues that would determine the success of the event.
The challenge for the marketing communications team was to create an event that would hold participants' attention for three hours while they viewed from a range of locations
and through a variety of media including desktop monitors and video conference centers. We selected a space frontier theme to unify the event and used high tempo digital music to
help with transitions and to keep energy levels high. Speakers were allowed no more than 30 minutes and all presentations were made accessible on the Web for participants
following the meeting.
Visual breaks were created and shown between presentations to convey critical information and maintain the pace. These included short, animated videos with voice-overs and
music. The CEO's voice was piped over a virtual intercom and the themed spaceship's control panels served as the agenda for the conference. To introduce remote speakers, the ship
landed at different locations. For example, to hear from a GE leader at corporate headquarters in Connecticut, the ship "flew" to Planet GE. In addition to presenters from GE
locations in Maryland and Connecticut, we also "beamed in" a speaker from Harvard University.
Meeting Online Success
Work with all the speakers in advance to help them develop power point presentations that can be read on desktops as well as large screens in videoconference rooms. Overly
detailed and cluttered slides were sent back to their authors for editing.
Show speakers examples of successful presentations and give them tips for presenting online. Ask for presentations as far in advance as possible (we asked for them one month
prior to the event) to ensure consistency of message and flow of information. Presentations generally do not fit together perfectly the first time.
We found that off-the-shelf services and solutions did not work for this type of event. If you are producing your own online meeting or hiring a proven service, you need to
find a technical partner you trust. The online meeting for GXS had to accommodate desktops and videoconference centers as well as three taping locations.
The audience may be dialing in on 28K modem or cable - you need to be prepared for a full range of access speeds. We set up a test broadcast so that all participants could
determine problems prior to the event. Our IT "help desk" made sure everyone had the proper tools and helped trouble-shoot any problems. Many Webinar technology providers offer
this service.
If you plan to include multiple video locations (domestically and internationally) during the question and answer period, determine up front the rotation order and inform
participants before the meeting begins. During a live event with multiple locations, anything can go wrong. Trying to flip between Milan, Hong Kong and Cleveland at a moment's
notice may not work. We developed a list of locations that we went to for questions at specific times in the meeting. Not all questions can be covered this way but questions can
also be emailed at anytime.
A post event survey showed that the format was extremely useful for conveying business objectives and information. Participants from Asia as well as Europe appreciated not
having to travel, not losing time away from office and home. The only negative: a lack of "face time" with colleagues from other offices.
Reid Walker
Director
Global Marketing Communications
GE Global eXchange Services
301/340-5985
[email protected]
Keys to Successful Online Meetings
1) Work with speakers in advance to develop effective PowerPoint presentations.
2) Give speakers presentation tips and helpful examples.
3) Customize solutions and services for the event.
4) Prepare for technical access and various speeds with a test broadcast.
5) Determine location rotations and inform participants of them before "Q&A"
sessions are held.
6) Provide a post event survey.