Transcription:
Angel Micarelli (00:07):
We are back. And we are talking once again with David Meerman Scott, the noted author, and strategist, and keynote speaker.
David Meerman Scott (00:16):
Good to see you again, Angel.
Angel Micarelli (00:18):
Yes, it’s so good to see you. Today, we are talking about virtual events, but something very specific, the content.
David Meerman Scott (00:26):
So important. So important.
Angel Micarelli (00:28):
Now, let me throw you a scenario.
David Meerman Scott (00:30):
Sure.
Angel Micarelli (00:31):
You have a three–day event that you’ve always done. Now, you’ve got to do it in three hours. How do you approach it?
David Meerman Scott (00:40):
So many people get that part wrong. Because they’re used to that in–person event. They’re used to having a keynote speech be an hour. They’re used to a panel discussion being an hour. And then, they try to recreate that in a virtual event and it’s way too long. And it’s, one camera just constantly droning on, just doesn’t work. So the thing to do is to think about little short snippets with things to break it up. And if you have a wonderful studio like this one, multiple camera shots, and how you can involve the audience. So think of it almost like a television program, like a morning news show, for example, where you may have a keynote speaker. But maybe they’ll only speak for 15 minutes. Maybe they’ll bring in a guest in the middle of that 15 minutes. And then, your constantly moving and changing needs to be different than what an in–person event typically is.
Angel Micarelli (01:46):
That makes so much sense. Let me ask you this, live versus prerecorded?
David Meerman Scott (01:53):
I think that both can work. But it’s a matter of re–imagining how the live happening right now… you kind of put your life on the line when you go live. But it allows it for engagement. It allows for a live Q&A. It allows for you to have the audience be involved in it, which is critically important. And then, you can bring in recorded segments within the live broadcast. I think that works really well. When the whole thing is prerecorded, that’s a TED Talk.
Angel Micarelli (02:30):
Right. You know what we’ve seen? As well as people doing a combination, so it’s prerecorded, but then having a live Q&A along with it.
David Meerman Scott (02:38):
Yeah. That works. That can totally work. Absolutely.
Angel Micarelli (02:41):
Yeah.
David Meerman Scott (02:42):
And then, having different parts of a keynote be recorded. So for example, I actually presented right here in the studio. You remember? Last month.
Angel Micarelli (02:53):
I do.
David Meerman Scott (02:53):
And I presented, and then in the middle of my presentation, two or three times we went to video that had been prerecorded. And that worked great because everyone in the studio knew that was going to happen. And I talked for maybe 10 minutes, had the audience engage a little bit, went to a prerecorded video, came back, talked a little bit more, another audience engagement, and other prerecorded video. Bang, bang, bang, and all of a sudden half–an–hour is gone before you even know it.
Angel Micarelli (03:21):
So really, as you said at the beginning, it’s thinking about like a TV show, thinking about it quick, interesting. Not like the old fashioned in–person events.
David Meerman Scott (03:33):
It’s not theatrical. It’s television. Absolutely.
Angel Micarelli (03:37):
Got it. Got it. That is excellent. Well, I’m glad we could sit down today. I get you for one more time. And when you come back, we’re going to be talking about virtual events in context with customer relationships.
David Meerman Scott (03:52):
Awesome. Great. Looking forward to it.
Angel Micarelli (03:55):
Thank you.
Join us as we sit down with David Meerman Scott, keynote speaker and marketing expert, to discuss how to create real value with virtual content.