Google Wave: The Future of Event Engagement?
Mashable recently published “Google Wave: Better than Twitter for Conference Chatter” by Charlie Osmond at Freshworks. At first pass this article made a lot of sense. Charlie talks about how #hashtags aren’t an ideal way for people to share relevant content, and that the wiki-like interface of Google Wave makes it quite easy for users to share information of all kinds, effortlessly. This creates a more optimized platform for conference back chatter.
After watching the above video and spending some time checking out Google Wave (many thanks to Mike McCurry for the invitation) I quickly realized Google Wave is much more of a game-changer for event marketers than I originally thought. For those of you who have not yet received the coveted invitation, or if you have but just haven’t had the time to explore Google Wave, here’s a brief synopsis.
Google Wave is an online tool for real-time communication and collaboration. A ‘wave’ can be both a conversation and a document where people can discuss and work together using richly formatted text, photos, videos, presentations, drawings, maps, interactive games, and more in real time. Google Wave is an open platform and developers are being encouraged to create extensions, plug-ins and applications to make this offering even more powerful. Jay Lahiro also has a nice description on his blog.
We’ve been talking about social media as a conversation or dialogue for some time now. Google Wave allows us to have true ‘polylogues’, where multiple users can participate in the discussion at the same time.
There’s been a lot of discussion as of late about how to use Facebook, Linkedin, and especially Twitter for events. These discussions tend to segregate communications streams into ‘front channel’ and ‘back channel’. The intent here being that official, planned content around an event, whether face-to-face or virtual, is considered ‘front channel’, with most referring to social media as a ‘back channel’ communication stream. This is not to say that legacy social media tools cannot be used for ‘front channel’ communications, but few event producers have done so effectively. Participation tends to be limited to “We have a Facebook page.” or “Here’s the official Twitter #hashtag.” There tends to be an attitude that if you build it, they will come, instead of truly integrating social media content into an event and actively engaging communities online before, during and after an event.
Google Wave has the potential to change this paradigm. Here, official content (speaking sessions, blogs, photos, videos, exhibitor content -- promotions, product launches, etc.) could be included in a wave along with social media tools (Facebook, Twitter, Blogs, Conversations, etc.) This allows for the integration of ‘front channel ‘and ‘back channel’ communications streams, allows users to create their own event experiences and creates a true community around the event.
Virtual event platforms like InXpo, Unisfair, ON24, etc. should take notice. An open platform like Google Wave can disrupt their business model and give brands, event producers and event agencies a free and simple way to connect audiences with brands virtually. For face-to-face events, Google Wave provides a compelling enhancement which can add real value to their experiences for their audiences (think the ultimate hybrid event). The true measure of success however will be for event producers to learn more about how to engage audiences both on and offline, and use the event as a communications hub where brands, subject matter experts and audiences each have an equal share of voice in the community.
It’s challenging to describe Google Wave in words. The above video does a nice job of walking through the basic offering, and there are several other blog posts, etc. which can give you some more insight, but to truly understand it you must experience it. I strongly encourage my fellow marketing, social media and event brethren who haven’t spent time in Google Wave to secure an invitation as soon as possible, and begin to use the tool to better understand how you might use it to engage your audiences. Google Wave is in preview mode, and has not been made publicly available. The faster we can get over the learning curve and more we can influence its development, the greater the value it will have for us as it becomes more widely available.
Already on Google Wave? Please share your thoughts, and be all means, please connect with me at ianmcgonnigal@googlewave.com.
Jeff Hurt
on December 2nd, 2009 at 6:12 pm Said:
Ian:
Interesting thoughts. I think we are a couple years away from it having any major impact for events.
Here are some of the big challenges with Google Wave that must be overcome before they can benefit events:
1) Bandwidth issues – I’m on a fast T1 line and it constantly crashes my system. As it is currently, there’s no way Wi-Fi venues could accommodate multiple people on their mobile devices using the same wave at once, or even multiple waves. This is a huge hurdle that will have to be overcome and I don’t see venues accommodating this too fast.
2) Lag times – the more people on the same wave at the same time, the more it slows down the entire process. I’ve seen synching issues that cause major delays as well.
3) The larger the wave with more embedded pictures, videos, etc, the longer it takes to download. Just try reading one of the public waves and you’ll see how long it takes to download and then to read. I can’t imagine a full conference interface with schedules, exhibitors, etc. I’d give up and never attend the conference if I had to visit Google Wave to see it.
4) Many hybrid event models have embedded chat that functions so much faster than Google wave.
5) Google Wave and Microsoft don’t get along.
6) You must use Firefox or Google Chrome to participate in Google Wave. Both are hurdles for events.
7) The learning curve is steep and not intuitive.
That’s just a few of my negatives at the moment. There are others.
I totally agree its great for collaboration and will have a place in the future. I just don’t think the adoption will be that fast.
ianmcg
on December 2nd, 2009 at 10:51 pm Said:
Hi Jeff,
Great points, all. I agree that GW has some work to do. However the potential of an open platform with this functionality (and a stronger user experience) will change the way we interact on on the web. The tsunami has not arrived yet, but there was an earthquake in the sea and we need to be ready for it…
Dennis Shiao
on December 3rd, 2009 at 12:52 pm Said:
Ian: good points – I think the virtual events platform providers have certainly taken notice of Google Wave.
Once “invitation only” concludes (which is essentially a beta test), it will be interesting to look at end user adoption, along with the initial set of apps/plug-ins that are created by the community – I’m sure they’ll go hand in hand with one another.
Jeff: while I agree with your listed hurdles, I think all new technologies face them – just like virtual event technology did several years back. I’d expect that many of these hurdles will be overcome over the coming year.
Sam Smith
on December 3rd, 2009 at 5:57 pm Said:
Hi Ian,
My first reaction to Google Wave was to use it as a Mass Collaboration tool – because I thought about it as a wiki + Twitter on Steroids. As a result, I thought Google Wave would be great for collaborative brainstorming sessions. As part of that solution, I thought it would make it easier for break out groups (or small teams) to take brainstorm ideas from a central group and piece together sharable action plans.
I really like your idea of having Brands use Google Wave, too. I think this could be a very interesting way to get testimonials, feedback, and new ideas from customers or prospects — Like a virtual focus group. Though, I see the brand idea offering the most benefit for small or low budget event marketers. And, I can already see it being sold as a book – “Marketing with Google Wave for Dummies.”
Finally, this comment hits the nail on the head for Google wave adoption at events: “The true measure of success however will be for event producers to learn more about how to engage audiences both on and offline, and use the event as a communications hub where brands, subject matter experts and audiences each have an equal share of voice in the community.”
Thanks for the interesting perspective!
- Sam
Midori Connolly
on December 11th, 2009 at 6:49 pm Said:
Ian, GREAT points, all. I’m dealing with my own stumbling blocks with Wave.
I’m feeling underwhelmed. I could easily replace Wave with several other platforms, including Google Groups. It’s become one more inbox I need to check when I can remember to!
Good to hear someone shares my sentiments.
Midori Connolly, Chief AVGirl
Pulse Staging and Events, Inc.
http://www.twitter.com/GreenA_V
Wavering over the Wave… « Midori Connolly Speaks!
on December 11th, 2009 at 7:09 pm Said:
[...] Ian McGonnigal and Wave’s application to experiential marketing (note Jeff Hurt’s comments on his particular challenges); [...]