For Virtual Event Platforms, User Experience Is Key

Source: Wolfram|Alpha

Heard of this new web site?  It’s Wolfram|Alpha, whose “long-term goal is to make all systematic knowledge immediately computable and accessible to everyone”.  Unveiled with much media coverage (and drawing some comparisons to Google), the Wolfram|Alpha web site is exceedingly easy to use.  Other than the insiders at the company, we’re all first-time users of this service – and Wolfram|Alpha incorporates a lot of noble elements in User Experience (UE) – for one, the main page is prescriptive.

Not sure how the service works?  Well, click on any of the links in the “A few things to try” area and you’re off and running.  A left-click on any of the listed examples inserts the search term into the search box and the page dynamically updates to instruct you on what to do next [e.g. "Click here (or press enter) to get the result"].  Here’s a closer view of the “A few things to try” area:

Source: Wolfram|Alpha

How does this relate to virtual events?  Well, in 2009, virtual events have witnessed a dramatic surge in both interest and attendance.  The surge in attendance means that many users of virtual events have been first timers.  In fact, I’d estimate that of all virtual event attendees in 2009, one third (33%) were first time attendees.  Since first impressions are critical, this means that virtual event platforms need to nail the User Experience factor in order to have first time users return for more virtual events.

For first time users, it’s important for the platform to have the following attributes:

1. Be prescriptive where needed – the last thing a virtual event platform provider wants to hear is a user who says that the environment is “hard to navigate”.  Especially for the first time user, virtual event platforms should add prescriptive features to the user experience – such that booth visits, search, chat, etc. leverage visual indicators similar to Wolfram|Alpha.
2. Use examples – why not mirror the Wolfram|Alpha approach of  “A few things to try” – use that as a title in a navigational area of the virtual event and you’re sure to have users leverage it to get acclimated.  In a virtual event, a few things to try include: private chat, group chat, private webcam chat, view a Webcast, visit a booth, etc.  By providing these examples – and walking the first time visitor through each activity, you’re allowing these new users to take off their training wheels – and they’ll thank you for it.
3. Be intuitive and easy to grasp – easier said than done, but the example I’ll use here is Netflix.  When I first joined a few years back, I immediately found the Netflix web site to exceedingly intuitive, with a savvy use of AJAX in just the right places.  Finding movies and managing the Queue were so easy and convenient.

Source: Netflix

It would be silly to think that attendees of a physical event partake in “training” in order to navigate and participate.  This holds true in a virtual event – if the platform handles UE properly, the first time user should be up and running as a virtual veteran within the first 30 minutes of that first session.

Virtual Events For Online Dating

Source: Match.com

The Internet Dating industry has a conference called iDate.  This year, iDate 2009 is scheduled for Los Angeles, London and Miami.  The event is billed as “the largest conference that covers the business management for the Internet Dating and Social Networking Industries.”  iDate has launched a virtual conference to complement their physical events [see press release].

Perhaps at the iDate 2009 events, industry players can collaborate on leveraging virtual event platforms to faciliate online matchmaking.  What are some of the challenges of online matchmaking today?

1. Interaction is via asynchronous messaging (either via email – or, via messaging within the service’s web site)
2. You never get to learn much about potential mates besides what they’ve chosen to provide in their online profile
3. You’re never sure if that uploaded picture is “true” – for singles of a more advanced age, perhaps the picture is one from 10 years ago
4. You don’t truly get a feel for your potential mate prior to a phone call or in-person meet-up

So for the likes of eHarmony, Match.com, Yahoo Personals, etc. – why not organize virtual events for online matchmaking!  There would be numerous benefits:

1. The game changer: webcams - require all participants to utilize a webcam.  Without one, you truly won’t know who’s on the other end of a chat window.  With one, you’ll be able to discover whether the picture (that attracted your attention) matches up with the individual who uploaded it.  And, you’re able to interact via spoken word to other attendees – and see their facial expressions.
2. Global access, from home – the event would have elements of a physical meet-up, but attendees could participate from anywhere.  That being said, regionalized virtual events may be necessary, to facilitate match making of individuals within close geographic proximity.
3. Profile matchmaking – some virtual event platforms already have this feature – for online dating, this is the secret sauce that differentiates one service over another.  For an eHarmony, perhaps they integrate their sophisticated algorithms into the event platform, so that attendees can be paired up in the virtual event like they are on eHarmony.com.
4. Speed dating via webcam – facilitate five minute private webcam sessions between two attendees – after which, they’re rotated to brand new webcam partners.
5. Post-event data portal – after the event, participants can login to a personalized web-based portal, where they can review all the interactions they had with other attendees.  If you met over 20 people online, you might need such a feature to remember whom you really liked!
6. Find mates by observing - topical chat rooms could be organized (e.g. Music, Sports, Food, Travel), where attendees could congregate to chat about their hobbies and interests.  The chat need not be restricted to text – some platforms support multi-webcam rooms, where participants can speak and see the other participants.  By observing, one might find someone interesting/attractive – and later on, you can connect with that person privately (e.g. in a 1-on-1 chat).

For the online matchmaking service providers, virtual events provide a nice up-sell opportunity to complement subscription-based revenue.  To avoid canibalization of the subscription business, perhaps you only allow access to the virtual event for existing subscribers.

The virtual events could also serve to generate new subscriptions – imagine tying the event into Facebook’s ~175MM active users via Facebook Connect.  Attendees could see which of their Facebook friends are in the event – and, post updates back to their Wall, driving new users into the event (and hence, new subscriptions to your service).

So, time to get moving – millions of singles across the globe await!

Product Comparison Guides 2.0

In the world of Enterprise IT, sales cycles for IT products and services tend to be long and complex.  Decisions are made by committee (vs. by an individual) and the process follows an extended cycle that begins with problem definition, progresses to vendor selection and arrives at a final destination of price negotiation and purchase.  Once the problem has been defined, the committee identifies the set of vendors who provide applicable solutions.

It’s at this stage where technology publishers can often help, with the publication of product reviews and comparison guides.  Here’s an example of a product comparison guide for Hosted CRM, published by InsideCRM.com:

Source: InsideCRM.com (partial view of comparison guide)

So this is Product Comparison Guide 1.0.  For version 1.5, you might host this guide on a web site (rather than a PDF) and allow readers to click over to the vendor’s web site — perhaps the vendor’s product page for their Hosted CRM offering.  Maybe you host a registration page and drive sales leads to the Hosted CRM providers.

Now, let’s take it to the next step.  Product Comparison Guide 2.0 is an interactive community site that’s powered by a virtual event platform.  Let’s imagine the same Hosted CRM guide – published as an SEO-friendly HTML page.  Perhaps you leave the high level product information on this page – just enough to entice the reader to continue.  The purpose of this page, then, is to drive traffic into your interactive comparison guide.

Once a user enters the interactive site, you collect some basic demographic information – enough to uniquely identify the user (and contact her), but not too much that the user abandons and leaves your site (e.g. first name, last name, title, email address).  And now, the full product details behind each solution is provided not by you – but, by the vendors themselves – in their product showcase virtual booth!

Within the booth, a vendor might provide:

1. Detailed specifications about the product
2. White Papers that describe how the product solves a given technology challenge
3. Case Studies that describe how customers have used the product
4. On-Demand Video and Webinars related to the product
5. Sales and Marketing staff who staff the booth during business hours
6. Group chat to allow visitors to interact with the vendor – and with each other

Especially in this economic environment, decisions on IT purchases are not taken lightly, even if the offering is a SaaS solution like Hosted CRM.  And what better way to connect with qualified sales prospects than engaging with them while they’re reviewing the solution space?  Having a user enter your staffed booth (to engage with you)  is a much stronger proposition than sending them to your corporate web site to peruse your content.

So vendors “win” in this scenario.  The publisher also wins!  The publisher can sell sponsorships of Product Comparison Guide 2.0, allowing vendors an assortment of features in the environment (e.g. vendor booth, advertising placements, speaking opportunities, etc.).  I’m sure that most vendors listed in your Product Comparison Guide 1.0 (that SEO-friendly web page) will feel pressured to have a virtual booth in the interactive environment – after all, what happens when users click into the environment and interact with your competitors?  Your absence results in a lost opportunity.

With Product Comparison Guide 2.0, the jobs of buyers and sellers now become much easier.

For Virtual Worlds Info, Here’s Whom I Follow on Twitter (and Why)

Source: Author's "Twitter Home"

The pace of change and innovation is quite brisk in the area of virtual worlds and virtual tradeshows.  How does one keep up with the pace? One tool that I use is Twitter, the popular and very useful microblogging platform.  As it relates to virtual worlds, my uses of Twitter are:

1. Find the news of the day – I check Twitter (and FriendFeed, too) with my morning coffee, in the same way I might have walked down the driveway to pick up the morning newspaper (when I was a kid, of course!).  My RSS feeds in Google Reader are good, but I often find more applicable and more timely virtual worlds news via the folks I follow on Twitter.
2. Stay connected with the metaverse – I discover the influencers (and, who may soon be an influencer) and keep tabs on the chatter and commentary related to virtual worlds.
3. Distribute information – Guy Kawasaki has blogged about how he leverages his Twitter network to generate interest in Alltop.com.  You can find one relevant post here: http://blog.guykawasaki.com/2008/12/how-to-use-twit.html.  I’ll often let my Twitter followers know about new blog posts that I’ve authored.  In fact, you may notice that I’ve done just that for this blog posting!
4. Source new business contacts and leads – Twitter moves in two directions – you follow (and receive benefits from) others, but you ought to “give back” and share information that the community (and your followers) may find useful.  When you do that, you find that your list of followers starts growing magically (Twitter users are eager to follow others have a way of finding you), which, in turn, expands your universe of potential business partners.  In fact, you may find that business opportunities will come finding you, without any action on your part (aside from being active on Twitter) – it’s happened to me, for sure.

I follow 253 people on Twitter.  Among those, I’ll provide a short list of the folks I follow specifically for virtual worlds info (and why):

1. @malburns: Mal Burns has made 29,696 updates on Twitter, most of which are about virtual worlds news.  I don’t quite know how he can be so prodigious, but I do know that I check his tweets to get the latest news each day.  For virtual worlds, he’s my Daily News and New York Times in one
2. @epredator: Ian Hughes is a metaverse evangelist at IBM (based in the UK) and a blogger at eightbar – he has lots of interesting insights into the metaverse.  See related interviews that I did with Ian: Part 1 and Part 2
3. @NickWilson and @OnderSkall – Nick Wilson and Caleb Booker (OnderSkall) are executives at Clever Zebra, a virtual worlds business.  Caleb publishes a weekly “Business in Virtual Worlds News Roundup” on his blog that’s loaded with lots of useful links and articles.  Here’s a sample: http://www.calebbooker.com/blog/2009/01/11/business-in-virtual-worlds-news-roundup-jan-5-11-2009/
4. @skribe – skribe Forti is a Digital Media Consultant at Skribe Productions – he has his fingers on the pulse of the (virtual) world
5. @Dusanwriter – Doug Thompson is CEO of Remedy Communications who travels in the virtual world as Dusan Writer.  He blogs about virtual worlds at http://dusanwriter.com/
6. @reubstock – Reuben Steiger is CEO of Millions of Us (http://millionsofus.com/blog/)
7. ADDED: @Consiliera - Gaby K. Benkwitz is “Futurist, consultant, educator” who links to articles and blog entries about the metaverse.  I also subscribe to her excellent newsfeed on Friendfeed: http://friendfeed.com/rooms/metaversenews
   

I’m sure I’m missing some key people – so drop a comment below to let me know whom else I should be following for virtual worlds info – and, I’ll follow them!

Of course, if you want to follow me, I’m at @dshiao.

Giving Thanks Where Thanks Are Due

I have a sparkling new header on the blog page today.  This is the artistic work of Brent Sheets, who blogs over at the very useful site, mactoids.com.  Brent also blogs at ITKnowledgeExchange.com (“ITKE”).  If you own a Mac, head on over to mactoids.com and if you’re interested in Information Technology questions and answers, check out ITKE.

How to Exhibit at B-to-B Virtual Tradeshows

Planning to be an exhibitor at a B-to-B Virtual Tradeshow (VTS)?  Here’s how to become a VTS All-Star:

1. The right people – to attain All-Star status, first find your own team of all-stars from within your company.  You’ll want a good mix of product folks (product managers and/or product marketers), sales folks (direct sales reps or Inside sales reps) and technical folks (engineers or sales engineers).  Prepare your team for the event by bringing them up to speed on VTS (if this is their first time) and give each member clear goals of what you’d like them to do and accomplish.  For instance, the sales folks proactively connect with attendees; the product marketers participate in the public forums; the sales engineers are “on call” to the product marketer in case a really tough technical question is asked.
2. The right content – place content in your virtual booth that is directly applicable to the theme of the event.  Take the time to carefully select your White Papers, Case Studies, podcasts, videos, etc.  Don’t simply repeat what you used at an unrelated event.  Attendees will be on the look-out for useful content, so if you’re selections are on the mark, you’ll generate more views and downloads.  Think of it as a form of search engine optimization – where the “spider” is the visitor to your booth.
3. The right actions – train your booth reps to proactively connect with your booth visitors.  Thank them for their visit, send them a virtual business card, invite them to review your booth’s content.  Ask them about specific challenges they face and have your product marketers suggest solutions.  You’ll come out ahead if you help the attendees, rather than doing a hard sell on your products and services.  Attendees at B-to-B virtual events are not shy about seeking you out, which means they’ll come asking for pricing and product information.  When they do, make sure you have answers – or, be able to find an answer within an hour.  There’s no greater shame than getting hot leads at a VTS and then making them wait for the info they’ve asked for.
4. The right prizes – that’s right, everyone loves the giveaway, even if it’s as small as a $25 gas card or coffee card.  A “big prize” (e.g. Nintendo Wii or HDTV) always attracts attention, but I like doing a large number of smaller prizes – reason being, attendees like the immediate gratification of winning a small prize, instead of receiving a chance to win the big prize.  So whether  it’s 100 USB drives or 50 Starbucks gift cards, you’ll get the attendees’ attention.  The most effective prize I’ve seen – copies of a book (by an expert) whose name was known by all attendees.

So there you go.  Do the “right” thing to secure your spot on the VTS All-Star Team.  Good luck and have fun.