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Simplifying meetings and events executionThe Engagement Valley:
How to Maintain Engagement Following Your Events
Suzanne Carawan, VP Global Marketing
GLOBAL VIEWPOINTSWhat’s Happening Around the World
Simplifying meetings and events execution
Global Trends in Events•Out of denial
•General agreement that events need to include “something more” & evolve
•Associations looking towards the addition of technology as the “more”
•Increase in event expenditure
Simplifying meetings and events execution
Global Trends: Technology•Top technologies being added by associations:
– Better event registration & member management systems– Better event website tools – Better email marketing capabilities– Twitter– Private social networks– Mobile component for use around event schedule– QR codes– Mobile audience response/polling features– Mobile gaming features– Video capture, streaming & archiving– Automated matchmaking– Better reporting across tools & investment in understanding how to
use technology tools
Simplifying meetings and events execution
Global Trends: Event Technology •Organizations making decisions on different critiera…getting far more sophisticated:
• Integrations with AMS & Accounting systems• Looking at APIs• Looking at partnerships amongst
technology vendors• Viewing technology vendors as partners• Focus on roadmaps and not just
feature/function• Focus on who is delivering more value • Focus on user adoption of technology
Simplifying meetings and events execution
Global Trends: Event Programs• Blending.Results are now achieved through blending all elements of the event experience (F&B, education, networking activities, business/governance functions)
• Viewpoints.Key is thinking through the event from different attendee viewpoints and providing a multitude of ways to learn, connect with one another and interact
• Facilitation.Organizational shift to take on the role of facilitator-- allowing attendees to self-create “sub-events” that allow for more meaningful conversations and connections in more informal settings
Simplifying meetings and events execution
Global Trends: Event Programs•Discussion now centers around engagement
– Challenges:• What is engagement?
• Requires cross-functional and cross-disciplinary team
• Greater emphasis on differentiating the event and designing around the user experience
• Heavy emphasis on understanding event participants (customer and prospect base)
• Much greater emphasis on demand creation and brand management principles of marketing
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Last Global Trend
•Organizations are still trying to find the right combination
•Still in the process of changing & experimentation
•Few examples of organizations that have changed their approach to events
ENGAGEMENTLet’s Talk About Event
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Engagement• Current Definition:
– Mystical idea to connote how involved someone is in a relationship with your product or organization
• Current Stage of Maturation:– Infancy, at Most: Toddlerhood
• Current Measurements:– Involve counts of attention-based or “like” activity
• Current Demand Creation:– “Gameshow”, Low-End, Bargain Basement Quality Contests, Games &
Promos
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Typical Engagement Factors
• # Comments • Times Attended• # Posts to
discussions/blogs• # Referrals• # Click throughs• # Opens• # Submitted help
tickets
• # Forwards• # Likes• # Shares• # Direct links• # Visits & # Check-Ins• # Calls• # Views• # Retweets
Simplifying meetings and events execution
Today’s Engagement Scores
• Comprehensive, often weighted score, that is used to determine which individuals are most active in your organization or product or event
• Transactions ($, frequency, duration, periodicity) = engagement score
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Graphing Engagement
Simplifying meetings and events execution
Graphing Engagement
Simplifying meetings and events execution
Improved Engagement
• Behavioral-based
• How you act, quality of actions
• Level of impact
• Level of energy, enthusiasm
• Level of advocacy/belief
Simplifying meetings and events execution
Creating Behavioral Engagement Scores
• Greater weight based on:•Monetary criteria• Clout/ level of influence• Number of connections/followers/years
of service• Source of engagement
• Decide what is the right engagement score mix for your organization
Simplifying meetings and events execution
Future Engagement Scores
• Comprehensive, often weighted score, that is used to determine which individuals are most invested/attentive to your brand/product/offerings
• Transactions ($, frequency, duration, periodicity) + behavioral metrics = engagement score
ORGANIZATIONAL REALITIESWhat’s Happening With Associations
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Truth About Events
• Wild frontier of measurement
• Not used within context of greater campaigns
• Not seen as strategic
•Hidden, untapped power!
Simplifying meetings and events execution
Truth About Events
•Events are hot again! Increases as a marketing and sales tool are on the rise and projections just getting bigger
• Mocial increases demand for events
Simplifying meetings and events execution
Truth About Events
•Marketers’ dream:• Content• Demographics, psychographics• Transactions• Isolated population to study• Multichannel opportunities• Actionable• Measurable• Multi-touchpoint
Simplifying meetings and events execution
Truth About Events
From MPI’s FutureWatch 2011 Study
Simplifying meetings and events execution
Truth About Events
From MPI’s FutureWatch 2011 Study
FORECASTSWhat Do We Expect Associations to Do?
Simplifying meetings and events execution
Event Email Forecast
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Event Email Forecast
• Move from paper to email-based daily news during event• Increase in banner ad placement & sponsor inclusion with tracking mechanisms• Completely tied into social media outlets• Content!
Simplifying meetings and events execution
Social Media Event Forecast
Simplifying meetings and events execution
Social Media Event Forecast
• Not an after-thought! Central to event design
•Move from generic community to program-focused or topic-focused
• Adding communities around events year-over-year
• People that care will be recognized and rewarded
•UX-Design Rules!
THE ENGAGEMENT VALLEYAssociation Event Realities & the Behavioral Effect on Members
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The Engagement Valley Effect
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Valley Effects
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Why the Valley?
• No time• No plan• No call-to-action• No continuity• No emotional reinforcement
Simplifying meetings and events execution
Valley Effects
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Minimize the Valley Effect
• Start earlier• Continuous touchpoints• “Mini” events to build demand• More creative, more content• More mocial• Increased touchpoints/visibility for groups that wish to reach your target audience• More points to analyze & adjust
Simplifying meetings and events execution
Minimize the Valley Effect•Starting to move beyond tactics/logistics:
– Don’t just have a hashtag, set up a series of TweetChats prior to and post event
– Offer an interactive attendee directory before the event to allow event participants to find one another and schedule appointments
– Offer a year-round social site to allow event participants to start/continue discussions that originated at the event
•Focus now on comprehensive attendee experience (year-round) and blending event topics/goals into an overall program of the association
Simplifying meetings and events execution
Example: Pre-Event
• Event groups on topics• Industry roundtables• Contests• Images on badges• Tweetchats & Meetups•Speaker-based discussions and blogs•Past presentation libraries and commentary•Janus Approach & Discussion
Simplifying meetings and events execution
Example:During Event
• Physical space for meetups, working groups•Special VIP parties, cocktails, rewards•Icebreakers based on social media contests/inquiries/discussions•“Tweetbody” for keynotes•Scribes per industry, topic, etc•Meet the speakers, authors, keynotes•Matchmaking & appointments
Simplifying meetings and events execution
Example: Post Event
• Webinars• Tweetchats• Blogs• Photo Galleries• Video Testimonials• Monthly topic discussions and calls• Guest bloggers•“Meet the Attendee”: First Timer’s View, etc.
Simplifying meetings and events execution
Minimizing the Engagement Valley
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Simplifying meetings and events execution
Minimizing the Engagement Valley
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Simplifying meetings and events execution
Related Resources> Recorded Webinars:• “eSocial: The Original Social”• “The Right Mix: Creating Event Plans that Work”• “From Simmer to Sensational: How to Create Sponsor
Programs that Work”• “The Event Experience: Designing for the End User”• “Getting the Most Out of Your Conference Attendee
Experience”
>Touchpoints Newsletter Sign-Up
Simplifying meetings and events execution
Contact Information
Suzanne CarawanVice President of Global Marketingscarawan@etouches.com203.403.9013Li, Fb, Twitter, Slideshare & Quora: @suzannecarawan
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