What's Your Online Event Strategy

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You may have a social media marketing strategy or a search engine optimization plan, but what's your plan when it comes to online events? View this presentation from BrightTALK to learn how you can improve event program performance by creating or refining your strategy to effectively reach your target audience and generate leads. You can also hear tips from David Pitta, BrightTALK’s Evangelist, by viewing the webcast that corresponds to this presentation here: http://www.brighttalk.com/r/P7z.

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What's Your Online Event Strategy

  1. 1. OnlineEvent Strategy?
  2. 2. HOST PROGRAM David Pitta Evangelist BrightTALK @davepitta ONLINE EVENTS ACADEMY @brighttalkPRODUCER Kathryn Kilner Marketing Coordinator @kkilner #OEAevent Online Events Academy 2
  3. 3. OverviewAn online event strategy consists of fourmarketing plans to meet your objectivesAUDIENCE   CONTENT PLATFORM MEASUREMENT PLAN PLAN PLAN PLAN 3
  4. 4. Your online event objectives LEADERSHIP should support your brand, people, products and solutions OBJECTIVESDEMAND AWARENESS Online event objectives 4
  5. 5. MEASUREMENT AUDIENCE   OBJECTIVES PLATFORM CONTENTOnline events strategy 5
  6. 6. MEASUREMENT AUDIENCE   OBJECTIVES PLATFORM CONTENTOnline events strategy 6
  7. 7. PROSPECTS Brand awareness Product messaging AUDIENCEAudience plan 7
  8. 8. PROSPECTS Brand awareness Product messaging AUDIENCE CUSTOMERS Retention SupportAudience plan 8
  9. 9. PROSPECTS Brand awareness Product messaging AUDIENCE CUSTOMERSProduct updates RetentionContent distribution Support Audience plan 9
  10. 10. CORPORATECOMMUNICATION PROSPECTS Company news Brand awareness Internal communications Product messaging AUDIENCE CUSTOMERS Product updates Retention Content distribution Support Audience plan 10
  11. 11. MEASUREMENT AUDIENCE OBJECTIVES PLATFORM CONTENTOnline events strategy 11
  12. 12. AWARENESS Thought leadership CONTENTContent plan 12
  13. 13. AWARENESS Thought leadership CONTENT CONSIDERATION Product / solution messagingContent plan 13
  14. 14. AWARENESS Thought leadership CONTENTPREFERENCE CONSIDERATION Case studies Product / solution messaging Content plan 14
  15. 15. LOYALTY / SUPPORT AWARENESS Thought leadership Best practices CONTENTPREFERENCE CONSIDERATION Case studies Product / solution messaging Content plan 15
  16. 16. LOYALTY / SUPPORT AWARENESS Thought leadership Best practices CONTENTPREFERENCE CONSIDERATION Case studies Product / solution messaging Content plan 16
  17. 17. View: Maximizing ROI from Online Events The Content Matrix Methodhttp://academy.brighttalk.com/best-practices/maximizing-roi-from-online-events-the-content-matrix-method.html Content plan 17
  18. 18. MEASUREMENT AUDIENCE OBJECTIVES PLATFORM CONTENTOnline events strategy 18
  19. 19. INSTANT ARCHIVING PLATFORMPlatform plan 19
  20. 20. INSTANT ARCHIVING ONE-TIME REGISTRATION PLATFORMPlatform plan 20
  21. 21. INSTANT ARCHIVING ONE-TIME REGISTRATION PLATFORM EMBEDDABILITYPlatform plan 21
  22. 22. INSTANT ARCHIVING ONE-TIME REGISTRATION PLATFORMCUSTOMIZATION EMBEDDABILITY Platform plan 22
  23. 23. INSTANT ARCHIVINGENGAGEMENT ONE-TIME REGISTRATIONREPORTING PLATFORM CUSTOMIZATION EMBEDDABILITY Platform plan 23
  24. 24. INSTANT SOCIAL INTEGRATION ARCHIVINGENGAGEMENT ONE-TIME REGISTRATIONREPORTING PLATFORM CUSTOMIZATION EMBEDDABILITY Platform plan 24
  25. 25. MEASUREMENT AUDIENCE OBJECTIVES PLATFORM CONTENTOnline events strategy 25
  26. 26. AUDIENCE MEASUREMENTMeasuring your audience 26
  27. 27. MEASUREMENT CONTENTMeasuring your content 27
  28. 28. MEASUREMENT PLATFORMMeasuring your platform 28
  29. 29. PROGRESS MEASUREMENTMeasuring progress 29
  30. 30. View: What Metrics Matter for Online Eventshttp://academy.brighttalk.com/best-practices/what-metrics-matter-for-online-events.html Measurement plan 30
  31. 31. Questions 31

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