Page 239 - DMGT304_EVENT_MANAGEMENT

Event Management

Notes

Case Study Next-Generation Events: Cisco Strategic Leadership
Offsite

Overview
With the pressures of globalization, increased competition, and the continually accelerating
information explosion, the need for employees, customers, and partners to come together,
exchange knowledge, gain fresh perspectives, build networks, and nurture relationships
has never been greater. Despite these important benefits, many organizations are
questioning whether events deliver business impact commensurate with their costs,
especially during an economic downturn. Traditional events suffer from high costs, limited
audience reach, low flexibility, and inconsistent outcomes.
Many of the challenges associated with in-person events can be overcome by augmenting
a traditional event with a wide range of technology-enabled enhancements. The resulting
next-generation event expands options for participation in both space and time, enabling
the attendee to choose to attend in person or remotely, live or on a delayed basis, and for
the entire program or just selected sessions. This flexibility can help the event organizer
attract a wider audience, engage that audience more effectively, and lower costs for both
the host and attendees.
Cisco has been a pioneer in creating highly successful next-generation events, and we are
sharing our experiences through a series of case studies and a strategic event management
framework for getting started. Cisco also provides a wide range of products and services
that enable next generation events under Cisco's Collaboration for Events experience.In
this paper, we profile our experience in shifting our Strategic Leadership Offsite (SLO)
from an in-person format to a completely virtual nextgeneration event.
Table 10.1: How Next Generation Events Differ from Traditional Events
From Traditional Events … … To Next Generation Events
Incur cost, lost productivity, and Reduce costs, lost productivity, and
environmental impact of travel environmental impact from travel
One physical location Multiple physical locations possible
Must attend in person, limiting participation Can attend remotely, greatly expanding
audience
Must attend in real-time Can view on delayed basis
One-size fits all agenda Individually tailored agendas
Experience is limited to event itself Experience extends before and after event
Audience feedback given after event Real-time feedback given during event
Personal networking is random process Interest driven networking via social tools
Awareness generation via traditional Awareness generation amplified via social
marketing media
Source: Cisco IBSG, 2010
Strategic Leadership Offsite (SLO) Highlights:
Reduced cost per attendee from $2,500 to $1,400
Maintained high employee ratings of communication effectiveness
Avoided 19 hours of travel time per attendee
Enhanced flexibility with 49 percent more sessions
Extended event over time (before and after live event)
Contd...

234 LOVELY PROFESSIONAL UNIVERSITY