How Orange Business Services gave a new face to its event strategy with video

Over the past two years, the event industry has been hit hard by the health crisis. For agencies and companies, a solution had to be found quickly to avoid a loss of momentum. The sector has found a palliative within digital, and especially video conferencing. Originally temporary, this model now appears to be permanent.

For Orange Business Services, an Orange unit dedicated to companies and organizations, video has made it possible to come back and seize new opportunities, especially thanks to Livestorm, a platform for video engagement. Guillaume Dussubieux, director of the company’s Event Factory, discusses the use of this technology in the company’s event strategy.

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Organizing virtual events, a process full of challenges

At first glance, the organization of virtual events seemed to be a big upheaval for many companies. In fact, the event strategy had to be completely redesigned and several challenges had to be overcome. The first was finding the right digital solution that can be used by digital neophytes as well as experts. ” We needed a platform that, in addition to meeting our security criteria, especially with regard to GDPR, could allow us to organize webinars very quickly and easily. “, adds Guillaume Dussubieux.

The second, and not least, was to succeed in creating events as captivating and interactive as the face-to-face conferences. This is a real challenge, especially when you know that participants are more easily distracted from a distance due to repeated messages. “ We had to think about the format of our virtual events, the features offered to make them as engaging as possible, as well as the data we could retrieve afterwards to analyze the performance of our online events. says the director of Orange Business Services Event Factory.

Add a new dimension to events thanks to Livestorm

To address these challenges, the company chose the Livestorm video engagement platform. Created in 2016, it allows you to organize virtual events from A to Z.” Livestorm offers very useful engagement features to discuss and engage: in addition to chat and emojis available for participants to express themselves, the polling feature is very handy to ensure that the topic has been understood. , and possibly go even further with the question window “, explains Gilles Bertaux, CEO and co-founder of the platform.

This type of functionality, used by Orange Business Services, makes it possible to create an interactive event. Since May 2020, the company has hosted 135 webinars with the solution. It has an average participation rate of 53%, which is 28% higher than that of the sector, with 146 messages posted and 14 questions asked, underlining excellent engagement in its events.

Another important point, the solution gives each company access to all the necessary services in one place, without having to use multiple tools. An advantage that weighs in the balance when choosing a video conferencing platform. ” The simplicity of the solution gives us great autonomy and flexibility in terms of organization and thus time savings: Our teams can organize their events online completely independently, just a few days before, and in a few minutes. adds Guillaume Dussubieux.

Since webinars are powerful levers for generating leads, Orange Business Services also needed a powerful tracking tool, which it was also able to find with Livestorm. ” The dashboard available on the platform allows us to access data related to the event and to extract lists of customers and/or prospects that we can thus relaunch. It is a clear advantage from a business point of view to refine projects or make a commercial agreement to meet their needs. », confirms the director of the company’s Eventfabrik. These precise statistics are also useful for expanding the knowledge of your leads. It is then possible for him to improve his next virtual events and offer content that better suits his goals.

For Orange Business Services and for companies that have chosen the video strategy, the goal is now to adapt this model to the wishes and needs of the individual. ” People feel much more encouraged by online events, but still want to maintain their comfort and not move around as much as before. So we have to find a balance adds Guillaume Dussubieux.

It must therefore be said that some adjustments are still necessary to maintain this model. For companies, the goal is to be more selective, qualitative and engaging, and this, ” thanks to the features offered by video engagement platforms », assures the director of the Event Factory of Orange Business Services. Livestorm will undoubtedly play a key role in meeting this challenge.

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