Virtual events are becoming a companion to physical events. The virtual continuum ranges from webcasts to virtual events to virtual spaces, moving through greater levels of engagement and collaboration.

Westcott said increased business is the goal for most organizations. Using Cisco and GE as examples, he discussed the five Cs of effectiveness: content, conversation, collaboration, community, and commerce.

Challenges for hybrid events include training, designing and integrating compelling content and creative spaces, and managing audience interaction, social media, travel, and lodging registration.

Read More from Mike's Session - Can Hybrid Events Be Interactive & Social?Watch Mike's Full Presentation
Watch the CISCO GSX Case Study Video