The Science of Online Events: Lessons from a Former Virtual Assistant Turned Summit Expert

Hey there! Jennie Wright here, and I’m super excited to share the story of my journey in the world of online events. In this blog post, I’ll be diving into my experiences, challenges, and triumphs as I transitioned from a brick and mortar environment to the realm of online businesses. So, grab a cup of coffee and get ready to join me on this wild ride!

Understanding the Landscape:

As I ventured into the online business space, I was eager to explore the secrets behind successful online events. I keenly observed how others executed their online events, carefully analyzing their emails, social media posts, and launch strategies. Some events seemed to hit the jackpot, while others fell flat. One particular group caught my attention – a community of individuals who idolized a successful online coach, more focused on blindly following tasks rather than understanding their purpose. Something didn’t feel genuine about it to me.

Challenges Unveiled:

In 2012, summits were all the rage, and I took it upon myself to host my own online event – a summit. But just following the traditional 21-speaker model didn’t cut it for me. I noticed how interest waned after just a few days, and the unsubscribe rates skyrocketed. It became clear that these lengthy summits were not the way to go. I knew I had to figure out a superior approach.

Trial by Fire:

Determined to revolutionize online events, I decided to “science the crap out of it” and embarked on my very first summit with the intention of optimizing every aspect. While working on this venture, I discovered stumbling blocks at every turn. Tech issues, interviewing speakers, crafting effective emails – all these areas were completely foreign to me, and I realized many others struggled with the same challenges.

Building the Super Standard Operating Procedure (SSOP):

Drawing from my experiences, I began developing a system – the SSOP (Super Standard Operating Procedure) – to help people create exceptional summits. As a virtual assistant at the time, I initially focused on the technical side, building out funnels. However, I soon realized that success required a comprehensive approach. Thus, my role expanded to include finding top-notch speakers, conducting interviews, promoting the event, and ensuring its success. The SSOP framework gradually took shape, incorporating protocols, work back calendars, accountability measures, and an arsenal of templates for every summit element.

Evolving with the Times:

Just when I thought I had the perfect system, I realized that summits and participant behavior evolved constantly. We couldn’t be stagnant if we wanted to maximize success. So, I optimized. Analyzing data and observing trends, I broke down every element that contributes to a summit’s success. Alignment between the summit and the final offer became crucial, ensuring participants never felt disconnected from the event’s purpose or the client’s brand.

The Tech Revolution:

When I began my summit journey, I struggled with cobbling together technology through sheer hope and some Scotch tape. Technical glitches were frustratingly common. However, in today’s landscape, we have access to cutting-edge tech stacks and software that streamline the summit process. We can now execute events more efficiently, offering participants a seamless experience from start to finish.

My summit journey has been a rollercoaster ride of challenges, learning, and evolution. The insights I gained from observing the pitfalls and successes of online events paved the way for the development of the SSOP, a comprehensive system that ensures optimal results. By staying adaptable and embracing the advancements in technology, we have revolutionized the way online events are executed and experienced.

Remember, the key to success lies in embracing innovation and constantly seeking ways to optimize your approach.

If you’re ready to take your lead generation to new heights, why not book a call with me? Let’s work together to create exceptional online events that drive business growth.


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