Relatore: Chiar.mo Prof. Andrea Fontana Correlatore: Chiar.mo Prof. Fabio Muzzio Tesi di Laurea di Barbara Rizzi Anno Accademico 2012/2013 Hybrid Events & Storytelling Possible narratives of a hybrid scenario Università degli Studi di Pavia CORSO DI LAUREA MAGISTRALE INTERDIPANTIMENTALE IN COMUNICAZIONE PROFESSIONALE E MULTIMEDIALE

«Narration is a much a part of human nature as breath and the circulation of the blood.» A.S. Byatt

WE MAKE SENSE OF THE WORLD THROUGH Stories

STORY STORYTELLING The deeper way to untimely communicate to the true self of each single people composing the audience. Call of an action

Not to persuade, but to engage Storytelling Trance experience BILIEVING IN DRAGONS

What if Storytelling and the MICE Business meet ? MeetingIncentive Events Conference

What is shaking the business ? New Technologies are shaping the way to the future

HYBRID EVENTS A hybrid event is a tradeshow, conference, unconference, seminar, workshop or other meeting that a live in-person event combines a live in-person event with a virtual online component virtual online component. - MPI Foundation

Why to go Hybrid? Expands and extends reach of audiences Reduce impact cost Easily accessible by everyone Augments and facilitates face-to-face throughout distances Is already being used by clients as part of everyday life 7C Manifesto ContentCreativityChange Cost- effectiveness CollaborationCredibilityConnectivity

The 14° ICEM Conference 2012 International Conference of Emergency Medicine CS.1 Why to go Hybrid? June 27-30, 2012 Convention Centre Dublin (CCD), Dublin, Co.Dublin, Ireland Over 2,200 delegates 1,000 tweets a day «Tweet Up» by 40 delegates Turning Point

The 14° ICEM Conference 2012 International Conference of Emergency Medicine CS.1 Major Emergency Demonstration at Docklands Railway Station, Thursday 28th June 2012

The 14° ICEM Conference 2012 International Conference of Emergency Medicine CS.1 While waiting for a bus … by David Corbet

The FRESH Conference 2014 Designing effective meetings January 26-28, 2014 Copenhagen Close group of 200 meeting professionals attending onsite Main Theme: “Present People” 97% of all present meeting professionals enjoyed FRESH14 90% will reconnect with someone they met at FRESH14 81% say the experiences something they had hoped for… Turning Point CS.2

The FRESH Conference 2014 Designing effective meetings CS.2 The Cyborg Participant, Eveline Aernaudts

The FRESH Conference 2014 Designing effective meetings CS.2 Scopia – Online Platform

Hybrid events AudienceTechnologyEngagement Mediator «Hybrid Angel» High quality support To keep in mind for a successful hybrid event organization  “Pre” (Analysis & Planning)  “During” (Performing)  “Post” (Developing)

Is there any chance to combine them? Heroes Real People Conflict Schedule Destiny Grow our knowledge Engagement Trust & Faith

For a compelling storytelling strategy we need to connect to the memory of the reader What event does is to make experience Memorable

Thank you “People don’t believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves. What leaders do: they give people stories they can tell themselves. Stories about the future and about change.” — Seth Godin