Social Workshops: Harnessing the Power of Virtual Events for Community Building

When the Covid-19 pandemic struck, people had to find new ways to get together. Because we couldn't have big in-person gatherings, online events became a popular way for people to meet up for all kinds of activities, from work meetings to museum tours to band jam sessions. This was a big change, and it showed us that technology can bring people together, even when they're far apart.

But even though online events helped us weather the pandemic, people really missed meeting up in person. Now that we have emerged from the shadow of Covid-19, in-person events are seeing a resurgence. There's just something special about being with others that you can't get from a screen.

That has led several prominent event production experts to declare that virtual events are dead. At the 202 CMX Summit in Redwood City, Will Curran of Endless Events and the #EventProfs community, cited a dramatic decline in interest in virtual events as a major trend. However, he noted an exception for webinars — short educational online events — which he contrasted with the marathon sessions in front of the computer screen that we had grown accustomed to during the pandemic.

Events and Media Advisor Julius Solaris of Boldpush recently echoed a similar sentiment on LinkedIn, declaring:

“Virtual events, as we've known them during the pandemic, are like The Sopranos or Game of Thrones.

They are over.

But make no mistake.

Virtual is still relevant. Boldpush research says that 50% of planners are still doing virtual.

 The new rules:

• Short
• Live streaming like
• Connected to in-person”

Virtual events still have an important role to play, particularly in community building. But to play that role effectively, virtual events will need to look different than they did during the pandemic.

Virtual Events as a Supplement to, Not a Substitute for, In-Person Events

Online events can't give us everything that live, in-person events can. There’s no substitute for being able to see, hear, and be with people in the same room. But, they are still really useful. 

When employed correctly, virtual events let us continue to talk, learn, and stay connected in between big in-person events. Having smaller online gatherings throughout the year helps everyone stay in touch after these in-person events.

Think of virtual events as small meetups that lead us from one big event to the next, keeping conversations, networking, and community alive all year. These virtual events make the next big in-person event even more special.

In the past, people met for the first time at in-person events, and then used the internet to stay in contact. However, that’s changing. In his same session at the 2023 CMX Summit, Will Curran noted that increasingly it’s happening the other way around: now, we often meet online before we meet in person.

When it comes to building community, virtual events are not a substitute for in-person events; they are a supplement to in-person events.

The Unique Role of Virtual Events in a Community Building Strategy

Online events shouldn't just try to recreate face-to-face meetings. Instead, they should be recognized for playing a unique role in building a community, which plays to their advantages. 

For example, one big plus of virtual events is that they're easy for lots of people from all over the world to join. This opens the door to a wider range of people, making a community more diverse.

Virtual events also make it easier to gather useful data from attendees, such as their interest in specific topics. This information can be very valuable for planning not just better virtual events, but also better in-person events. It’s another example of how online and in-person events can complement each other.

The Advantages of Virtual Events

To fully leverage virtual events, it's crucial to understand how they are different from in-person events. Let’s take a closer look at some of the benefits of virtual events:

1.  Wider Reach & Accessibility: Virtual events can be accessed by anyone with an internet connection, removing geographical and physical barriers. This makes it easier to attract a global audience.
2.  Cost-Effective: Hosting an event online significantly reduces costs related to venues, travel, accommodation, and catering. This can also lower the entry cost for attendees.
3.  Flexibility: Participants can join from their homes or offices, with flexible options for time and levels of participation.
4.  Capacity: Virtual platforms can handle more participants than physical venues, making it easier to scale up events.
5.  Data Capture: Digital platforms help event organizers collect important data on attendee engagement, preferences, and behavior. This allows for more focused follow-up and better planning for future events.
6.  Environmental Impact: Virtual events have a lower carbon footprint due to reduced travel and resource consumption, aligning with sustainability goals.
7.  Content Longevity: Recorded sessions allow content to be accessed on demand, reaching more people over time. This extends the content's lifespan.
8.  Networking Opportunities: Advanced digital tools can create networking opportunities similar to in-person events, with features such as AI-powered matchmaking, virtual meetups, and interactive sessions.

The Disadvantages of Virtual Events

However, virtual events also have several disadvantages when compared to in-person events:

1.  Engagement Challenges: Maintaining attendee attention can be more difficult in a virtual setting due to distractions and "screen fatigue."
2.  Technical Issues: Connectivity problems, software glitches, and user unfamiliarity with platforms can disrupt the smooth running of events.
3.  Diminished Impact: Virtual environments can make it hard to keep the same energy and excitement as a live audience, which can affect the overall experience and memory.
4.  Limited Sensory Experience: Virtual events struggle to capture the tactile and immersive aspects of in-person events, like product demos, physical interactions, and ambiance.
5.  Accessibility Barriers: Not everyone has the technology or high-speed internet needed, which can exclude some people.
6.  Lesser Brand Impact: Showing products in person is important for some industries. Virtual environments may not fully capture the physical qualities of the product.

Community Building Through Virtual Events

One of the biggest benefits of virtual events comes from their ability to foster communities. When you set out to build a community, you must create a space where people can gather and connect. Creating a physical space for this to happen can be very expensive and time-consuming. As a result, building a space with large in-person events, such as a conference, happens infrequently.

However, virtual events allow you to easily create an inexpensive space for your community to gather. This means that you can create this space more often.

To create a strong sense of belonging, online events should happen regularly, not just occasionally. If you host these events every month, it gives everyone a chance to meet up, share what's going on with them, and learn together. Regularly hosting these events helps people to get to know each other better, encourages them to keep attending, and strengthens their sense of connection as a group. Regular online meet-ups have become something people look forward to, making the community lively, fun, and supportive.

Host Virtual Events Frequently

Virtual events should not be seen as extravagant occasions, like weddings, where you gather all your acquaintances together in one place.

Instead, think of virtual events like hanging out at a bar on a Thursday night. If you go, you'll see many of your friends. But if you can't make it this week because you have an appointment, it's okay; they’ll all be there next week. Virtual events should be a regular, casual experience that aims to cultivate relationships.

What is a Social Workshop?

A Social Workshop is a particular type of virtual event that places an emphasis on creating new connections between people. Social Workshops are not like regular webinars. They combine educational presentations with extensive social interaction, going beyond typical chat boxes and polls.

A Social Workshop allows attendees to interact, discuss the content, and make new connections. This structure improves the learning experience by promoting different perspectives and in-depth discussions. It also fosters a sense of community and belonging among participants. By valuing the social aspect as much as the educational content, a Social Workshop transforms a simple learning session into a dynamic environment where knowledge sharing and relationship building go hand in hand.

Conversations vs. Presentations at Social Workshops

A Social Workshop combines the two elements of conversation and presentation. The presentation segment is like a traditional webinar, where a speaker or panel shares information in a structured, one-way communication. This part is meant to educate and inform by presenting important ideas, methods, or case studies in a concise and impactful way. 

In contrast, the conversation segment shifts the focus from passive listening to active participation. This is a dedicated time intentionally set aside for attendees to engage directly with each other and the presenters. Participants can ask questions, clarify information, and expand on the material covered. This makes the learning experience more interactive and communal. 

Conversations and presentations at a social workshop help attendees learn new things and connect with similar people, expanding both their knowledge and their networks.

The Roles of the Presentations and Conversations When Marketing Social Workshops

The presentation component of a virtual social workshop acts as the initial draw, enticing attendees with the promise of valuable insights and knowledge in their fields of interest. It's the beacon that signals to potential participants that there is something of immediate value to be gained — an incentive that encourages them to mark the event on their calendars. 

Presentations can spark curiosity and bring people together, but it's the conversation in a Social Workshop that really captivates the audience and keeps attendees engaged. They leave not just with new knowledge, but with new contacts, potential collaborators, and a sense of community. This is what makes them come back for more, excited about the special mix of learning and socializing that a Social Workshop provides.

Engineering Serendipity Through Social Workshops

Serendipity happens when two people connect and something fantastic blossoms from that meeting: perhaps they start a company, form a band, or get married. Community builders can't ensure that serendipity will happen in the spaces that they build, but they can take steps to increase the chances that it will happen. This is called “engineering serendipity.”

For example, in-person events can include activities that encourage people to meet each other, such as speed networking. Deliberately carving out a space where people can share and discover together can lead to some awesome surprises and connections.

Social Workshops should explicitly set out to engineer serendipity. They shouldn't just teach things; they should also be set up in a way that lets everyone meet new people and hear new ideas. This could be through fun group activities or just by having a place where everyone can hang out and chat. When Social Workshops are set up to encourage these unexpected meetings, they become much more valuable. They can lead to new ideas, new partnerships, and even change the direction of someone's career.

The Skills Needed to Produce Social Workshops

To effectively host a Social Workshop, you need more than just great presentation skills. You also need to be a good host, helping people make connections with one another. This means taking the initiative to encourage discussions, connecting people with similar interests or professional backgrounds, and making sure everyone feels comfortable sharing their thoughts and questions in a safe and welcoming environment.

It's crucial to engage with the attendees right from the start, asking for their input and encouraging them to interact not only with the presenter but also with each other. After the workshop, it's good to share resources, answer remaining questions, or thank attendees for participating. This will strengthen the connections made during the event. By doing this, a host can turn a regular workshop into a memorable networking event.

Choosing the Right Virtual Event Platform

To effectively host a Social Workshop, choosing the right platform is crucial. A Social Workshop platform should prioritize interaction between participants instead of just broadcasting information like typical webinar software. 

Key features might include breakout rooms for smaller group discussions and the ability to easily move from one room to another. These platforms should make it easy for attendees to communicate publicly and privately, fostering spontaneous connections that are essential for community building. By focusing on these interactive features, the platform can greatly improve the impact of your social workshops, making them more engaging, inclusive, and beneficial for all participants.

Best Practices For Social Workshops

When producing virtual events like Social Workshops, here are some best practices:

1.  Define Clear Objectives: Start with a clear understanding of what you want to achieve with your Social Workshop. This could range from educating your audience, growing your email database, or simply fostering community engagement.
2.  Understand Your Community Members: Tailor your event to the needs, interests, and digital proficiency of your community.
3.  Engaging Content: Develop content that is not only informative but also engaging and interactive. Utilize formats like live Q&As, polls, and breakout sessions to encourage participation.
4.  Platform Selection: Choose a virtual event platform that fits your Social Workshop’s size, has good connectivity, and supports the interactive features you want to use.
5.  Rehearse and Test: Do practice runs with your speakers and test all parts of the event platform to prevent issues during the live event.
6.  Promote Effectively: Use a mix of email, social media, and strategic partnerships to promote your event. Consider leveraging community influencers to widen your reach.
7.  Accessibility and Inclusion: Make sure your event is accessible to everyone by offering features such as captioning, sign language interpretation, and making sure the platform is easy to navigate for people with disabilities.
8.  Engage Throughout: Keep your audience engaged before, during, and after the event. Pre-event teasers, live interaction during the event, and follow-up content can maintain engagement and build community.
9.  Provide Networking Opportunities: Facilitate networking through virtual lounges, breakout rooms, or speed networking sessions.
10.  Gather Feedback: Collect feedback through surveys or direct engagement to understand what worked and what didn’t. This informs future events and shows your community that their input is valued.
11.  Follow-Up: Post-event engagement is crucial. Share key takeaways, session recordings, and additional resources to keep the conversation going and strengthen community ties.
12.  Find Community Champions: Find and involve community members who can be champions for your event. They can encourage people to participate and create a sense of belonging in the community.

Implementing these practices will help you produce virtual events that foster community engagement and build loyalty.

Metrics for Social Workshops

Tracking metrics for virtual events can provide insights into attendee engagement, content quality, and overall success. Here's a list of key metrics to consider:

1.  Registration Numbers: The total number of people who register for your virtual event. This gives a basic indication of the initial interest.
2.  Attendance Rate: The percentage of registrants who actually attend the event. This metric helps understand how well you're converting registrants to attendees.
3.  Engagement Metrics: These can include the number of questions asked, chat messages sent, polls participated in, and social media mentions. High engagement indicates that the content is resonating with the audience.
4.  Attendee Feedback: Post-event surveys can gauge attendee satisfaction, content relevance, and the overall virtual experience. This qualitative feedback is invaluable.
5.  Net Promoter Score (NPS): A single survey question asking how likely attendees are to recommend your event to others. A high NPS is a strong indicator of value and engagement.
6.  Session Attendance: For events with multiple sessions, tracking attendance for each can highlight the most engaging topics or speakers.
7.  Average Retention Time: The average amount of time attendees stay at the event. Longer retention times indicate that people find the event valuable.
8.  Drop-off Rates: Identifying when and where attendees leave can help pinpoint less engaging segments or technical issues.
9.  Conversion Rates: To measure the success of events focused on a specific action, such as trial sign-ups, purchases, or form submissions, it is important to track the number of attendees who actually complete that action during or after the event.
10.  Cost Per Attendee: To calculate the cost per attendee, divide the total cost of the event by the number of attendees. This will help determine the financial efficiency of the event.
11.  Lead Generation: The number of new leads or contacts acquired through the event, important for sales and marketing goals.
12.  Reported Technical Issues: By monitoring and documenting technical issues, you can evaluate the platform's dependability and, ultimately, enhance the overall attendee experience.

Using Social Workshops to Launch Your Community

Virtual events are an indispensable tool in the art of community building, particularly when launching a new community. They provide an affordable and efficient way to connect people, fostering a sense of belonging and connection among participants, regardless of distance.  

In particular, regularly hosting Social Workshops can be a pivotal strategy for nurturing and expanding your community. These virtual gatherings not only educate people, but also help build relationships, creating a thriving community.