Virtual Meetings Offer Real Benefits

It was not very long ago that video conferencing technologybecame available and everyone anticipated a steep decline inbusiness travel. Well, that did not happen, but virtual meetingsdid find a niche in the corporate world.

I recall sitting around an oval table sporting tiny microphoneschiseled into its walnut finish. An elaborate flip-up console infront of our host caught my eye as well as a myriad of electronicwhite boards and video screens surrounding us in a soundproofroom.

I was impressed, but not a real fan. Meetings seemed overlyorchestrated, controlled and artificial. Aside from the occasionalneed to look at a chart together, a conventional conference callwould have sufficed. Why couldnt I stay in my own office? And whilethe big screen television and camera combinations of recent yearshave reduced both cost and complexity, we all had to sitsemi-circle in front of the contraption like a bunch of kids posingfor a class photo. No thanks.

The technology has changed dramatically and it is now as simpleas adding a speakerphone and a $99 Web camera to your PC. Advancesof integrated components, the Internet and high bandwidth have allset the foundation for this next generation of videoconferencing.

Being able to show PowerPoint presentations, work with whiteboards, stream audio and video, share documents and even softwareon your PC provides a compelling alternative to a 3-D meeting. Andjust for old time sake, you can even whisper to another person inthe (virtual) room by using a private “chat” feature on the lowerright side of the screen.

Knowing that you probably cant work much harder, you need tofind ways to work smarter. A tired clich? perhaps, but neverthelesstrue. Take ACORD, for example. We have employees and volunteersseparated by geography and nine hours of time zones. We plan to usetechnology to present information and run educational programs formembers.

I am not going to say that virtual meetings will eliminate allbusiness travel. Human beings require real-time interaction tonetwork with others and explore business opportunities. There isalso the serendipity that comes with such gatherings. However, I doexpect to see a decline in the number of short meetings.

We also have technologies that allow us to store presentationson the Internet that can be viewed by anyone at anytime. Thisself-service approach to presentations helps to make even virtualmeetings more productive.

When you have a virtual meeting, a significant portion of timeis devoted to listening to someone speak. Aside from a fewquestions that might be asked, the session is mostly a monologue.And if your intention is to bring people “up to speed,” you run therisk of boring those who already are up to speed.

Besides, your audience will be unable to remember 80 percent ofwhat you said 30 minutes after they leave the room. So why not givethem a chance to pace themselves online with a self-servicepresentation?

And doesnt it make more sense for people to view a presentationon the Internet at their convenience and when they are prepared todo so? If you had a tiring week and are not about to be a goodlistener, you can go online and view the presentation when youreready. Viewing a self-service presentation might even eliminate theneed for a virtual meeting altogether.

I couldnt imagine traveling for two days to deliver a speech onthe history of ACORD. If its important to educate our new memberson the subject, it can be delivered online whenever they wish. I amalready beginning to re-think what information can be delivered ina self-service channel and what requires me to be there in person.I am not looking to avoid traveling; I am looking to make mytravels more productive and strategic rather than being amessenger.

If you want to see some examples of Internet-based virtualmeetings and presentation software, search for Net meetings in yourbrowser. If you want to see what Ive been experimenting with, visitmy personal Web site at gregmaciag.com and experience aself-service presentation for yourself.

Clearly, these new and improved tools will go a long way toincrease the acceptance of virtual meetings and presentations. Butthe most important factor that will drive future success will bethe skill with which we all deploy and participate in such events.We cannot merely transfer what we do at conventional meetings anddo the same online. We need to re-think interaction, pacing, timingand enhancing the total experience with various features of virtualproducts.

Although office workers have had tools to manage information inthe past, white-collar workers never had the same relationship withtheir tools compared to those working in the skilled trades. Andbeing technologically challenged (even boasting about it) has notbeen much of a stigma among executives in the past.

Executives today have a shortage of two highly valuableresources–time and attention. And since technology-based tools areintended to help conserve and manage both, executives need tobecome adept at using them to no less an extent than those workingin the trades.

Ben Salzmann, president of Acuity Insurance in Sheboygan, Wis.(formerly Heritage Mutual Insurance), told me about some of hispast presentations. As an advocate of advanced technology, he wouldbring a large old dental drill to meetings when he was invited as aspeaker. He would raise his arm and wave this huge and painfullooking apparatus at the audience and ask if they would visit thedentist who used it.

Ouch! It was a great metaphor to talk about upgrading equipmentand developing new executive skills. And thats exactly what we needto do today.

Gregory A. Maciag is president and chief executive officerof ACORD, the non-profit industry association based in Pearl River,N.Y., with offices in Belgium and the United Kingdom.

Reproduced from National Underwriter Property &Casualty/Risk & Benefits Management Edition, November 19, 2001.Copyright 2001 by The National Underwriter Company in the serialpublication. All rights reserved.Copyright in this article as anindependent work may be held by the author.

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