Tech Tools: The New Ecosystem of Events with Mitch Colleran and Abe Adams

Tech ToolsMitch Colleran & Abe Adams

#ElevateDC@Colleran / @AbeAdams

Housekeeping items

• Questions at the endWe’ll reserve some time for Q&A at the end.

• Slides will be postedFeel free to take notes and photos, but we’ll post all this content for you.

• FeedbackWe’re building a community together, so we would love to hear from you (and have you follow-up to connect). #elevateDC + #techtools / @Colleran + @AbeAdams


Agenda

• Importance of Tech• Trends: Mature, Now & Next• Applying tech • Q&A


Importance of Tech

1. Benefits of techTechnology lowers costs, improves efficiency, and increases utility.

2. Risks of techLots of noise. Every service self identifies as innovative. Limited resources to invest.

3. We can helpUnderstanding more macro market trends will help you identify real opportunities to improve your business.


Tech trends: Mature

• SocialPeople are choosing hashtags before venues. Your audience is there & so are you.

• E-commercePurchasing online is no longer just for early adopters - it’s an expectation.

• ContentBlogs are no longer a strategy, they’re an expectation.



Tech Trends: Now

• Mobile25% of all web usage is on mobile. Growth is not slowing down.

• Connected WebA typical SaaS platform now has an open API. Industries are being created in making connections between platforms.



Eventbrite API Adoption


Tech Trends: Next

• PrivacyBacklash against popularity of online identity. Anonymity is now a feature.

• WearablesWatches, Google Glass, fitness trackers are all being sold and hoping for mass adoption.



Applying Tech

• Cost vs. TimeEvery solution must consider the balance of funding versus available time.

• Scalability Solving for a single instance is not the problem.

• AdoptionYou need buy-in from other departments and partners.


Case StudyRomney-Ryan 2012 Events• Events = Voters,

Volunteers, Donors, & Press


Case StudyRomney-Ryan 2012 Events• Unified Event Solution

Partnered with Eventbrite; Promoted and executed 227 events in 4 months.

• Publicize Events & Maximize Crowd Building1+ Million RSVPs, 550k+ electronic tickets

• Enhance Turnout DataOptimize time, location and event frequency


Case StudyRomney-Ryan 2012 Events• Cross-Device Promotion

Desktop, Mobile, & Tablet + Event App

• Pre- & Post-Event MarketingPlatform allowed for new marketing opportunities before and after events.

550k+ New Email Contacts

620k+ New Phone Contacts

• New Resources$4+ Million raised through event attendees

120k+ New volunteer recruits signed up


Event Tech Trends – Cheat SheetTrend Huh? Do this!

Social (mature)

Social media participation is ubiquitous. Since your audience is there, you should be there too.

• Be there (have Twitter/FB profiles for your company/brand)• Participate in conversations – engage your audience.

E-commerce(mature)

There is no longer a stigma around buying online.

• Offer online registration/merchandise/etc.

Content(mature)

People expect content from brands, find your competitive advantage and stand out.

• Diversify beyond the long-form blog post• Try different platforms (YouTube, Medium, niche-specific)

Mobile(now)

Mobile has a US high penetration and usage is still skyrocketing.

• Make sure ALL your websites are optimized for mobile• Consider a separate mobile app for your event

Connected Web(now)

Web services and platforms are becoming interconnected.

• Take advantage of integrated apps and APIs• Consolidate data and have a ‘source-of-truth’

Privacy(next)

Rise of anonymous and temporary social networks.

• Only collect the data that you need• Be weary of services that force social sign-up

Wearables(next)

Increasing computing power makes smaller/wearable devices inevitable.

• Let this market grow more before making investments.


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Education

Tech Tools: The New Ecosystem of Events with Mitch Colleran and Abe Adams