Tom Wieser is the Vice President of Virtual Solutions at CGS. Prior to joining the firm in 2007, he was Vice President of Enterprise Sales at Unisfair. Contact him at twieser@cgsinc.com.

Q: What does “localization” mean in reference to virtual events?

A: One of the best things about virtual events is their ability to take a previously U.S.-based show and make it an international event. “Localization” is the platform’s ability to deliver an interface that’s as localized as possible to the individual countries that will draw attendees. So if you’re a Chinese attendee, you’ll see the interface in Chinese; if you’re in Germany, you’ll see it in German. It helps break barriers and makes the attendees feel connected to the event.

Q: Are there extra costs or programming involved in localization?

A: There shouldn’t be. If localization is deployed the right way, it’s all browser sensitive. Show organizers don’t have to get anything translated or pay any extra fees. Bear in mind that we’re mostly talking about
signage and informational messages. The content itself — PDFs, videos, etc. — will still be shown in the original language. Some shows do go to the effort of recording welcome messages or keynotes in multiple languages. And you should consider translated transcripts of sessions so international visitors can follow the slides in their own languages. It’s all about making the experience more comfortable for the attendee.

Q: What else should planners think about when expanding their virtual event to an international audience?

A: In some countries, access and bandwidth will be an issue. Don’t push environments that are overloaded with rich media and video streaming. And always make sure the event is hosted on demand for at least three months. That will give everyone enough time to get to it, even if access is an issue for them on the live day. In fact, the ability to extend your investment beyond the day of the live event is a key selling point for a virtual event. With little or no effort, you can see an additional 30 percent attendance during the 90 days post-live. Visitors can still access the presentations, contact exhibitors and download the resources. That’s pure value.

Q: How does the live day work for an international audience?

A: Some organizers will do what’s called a “follow the sun” event, where they start early in the morning for the European audience, rebroadcasting some events later in the day for the U.S. audience, and then again in the evening for the Asia-Pacific audience to catch the next morning. Others will choose to have two
live days — one for the Americas and Europe and one for the Pacific Rim.

Q: What’s next for localizing an international virtual event?

A: We’re working on the chat function. An attendee will be able to type a question in Italian and you’ll see it in English. That will probably be the next great achievement. It’s needed.