The playbook we’ve all been working off of for the past couple of years just needs to get thrown out.
Things are really different.
Needs have changed and as a consequence we need to change as an industry
and we need to design for what people need right now
In this episode of The Update,
Marcelo Alba from Google’s Events and Experiences team
the pitfalls and opportunities brands face as they take their events online.
So as your team is figuring all this out,
What have you learned? What approaches or techniques have been particularly helpful?
When things change listen and ask.
We’ve been doing a lot of listening tours both internally at Google
as well as with many different audiences
we’re trying to reach with all of our experiences and events.
we’ve been asking questions
like what is useful? What is helpful?
What kinds of content do you do like right now and makes a lot of sense.
And what are you watching.
And understanding that is helping us design for the user
as opposed to design for the user of three months ago.
With everyone looking for so much content though,
virtual events have become a really crowded space overnight.
So what advice would you give to brands that are trying to stand out?
I think it’s figuring out how you triangulate three key points.
One is your audience.
What is it they need during this time.
It’s a strange time and people need all sorts of things.
What is going to be most valuable to them during this time?
Two is figuring out what your business needs?
What is it we need to convey at this time?
And how do we create something that sort of helps both of those at the same time?
The third thing is going to be how you show up as a brand.
How do you behave out in the world?
Is it playful? Is it very sophisticated?
How does it show up?
And I think connecting those three points
is going to make whatever you put out in the world just stand out and feel uniquely yours.
Can you talk to me a little bit about the difference between hosting a live event and a pre-recorded event?
How do I make that decision?
I think the question we would ask ourselves is is there a very specific
reason for it to be live?
Unless there’s a very specific purpose for it,
the ability for people to interact, something happening in a time and place that needs to be live,
people being able to network before or after a very specific live moment,
it doesn’t often make sense for something to be live.
It makes far more