Web Meets Live: Emerging Best Practices

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Here are 5 ways to get started integrating the web with live events. Recent research shows three out of four brand marketers expect tradeshows to integrate online components. Additionally, 72% of …

Here are 5 ways to get started integrating the web with live events. Recent research shows three out of four brand marketers expect tradeshows to integrate online components. Additionally, 72% of brand marketers plan on adding social media to their event mix this year.

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  • 1. Web Meets Live: Emerging Best Practices Richard Norby VP of Creative Services Live Marketing © Live Marketing, all rights reserved.
  • 2. What does it mean to you? © Live Marketing, all rights reserved.
  • 3. Web Meets Live! Is it a horror story? © Live Marketing, all rights reserved.
  • 4. Web Meets Live! A love story? © Live Marketing, all rights reserved.
  • 5. Web Meets Live! A love story? • Extends life of event programs • Draws more attendees • Reaches people not in attendance © Live Marketing, all rights reserved.
  • 6. Web Meets Live! “76% of brand marketers expect trade shows to integrate virtual components”1 1 Source: Focus on Results: Hybrid Events © Live Marketing, all rights reserved.
  • 7. Two Different Silos? © Live Marketing, all rights reserved.
  • 8. Experiential EcosystemTM
  • 9. What’s the Right Mix? © Live Marketing, all rights reserved.
  • 10. Web Meets Live: 5 Ideas to Get Started • PURLs • Microsites • Web Video • Webcasts • Social Media © Live Marketing, all rights reserved.
  • 11. PURLs: Idea #1 to Try Web 2.0 enabled pre-show marketing: • Create personalized web sites • Turn traditional 1-way communication into a 2-way communication • Facilitate setting high-value appointments at the event • Start capturing leads before the event even starts! © Live Marketing, all rights reserved.
  • 12. PURLs: Idea #1 to Try Web 2.0 enabled pre-show marketing: • Can dramatically increase response rates – Traditional direct mail has 1-2% response rate – PURL enabled solution typically has 5-10% response rate © Live Marketing, all rights reserved.
  • 13. PURLs: Idea #1 to Try This is critical because: • 76% of tradeshow attendees have a pre-set agenda of “must-see exhibits”2 2 Source: CEIR © Live Marketing, all rights reserved.
  • 14. PURLs: Idea #1 to Try • We all know direct mail • We now personalize it thanks to digital printing © Live Marketing, all rights reserved.
  • 15. PURLs: Idea #1 to Try • We all know email • We create great looking emails using HTML © Live Marketing, all rights reserved.
  • 16. PURLs: Idea #1 to Try • Now we can add a new element: a personalized microsite © Live Marketing, all rights reserved.
  • 17. PURLs: Idea #1 to Try • All three can work together to produce excellent results © Live Marketing, all rights reserved.
  • 18. PURLs: Idea #1 to Try • Mail piece/ email directs person to personalized Learn more at www.NancyDemello.spend-smarter.com URL (PURL) © Live Marketing, all rights reserved.
  • 19. PURLs: Idea #1 to Try • The PURL takes them to a personalized microsite • Invites them to register/take survey to get an offer © Live Marketing, all rights reserved.
  • 20. PURLs: Idea #1 to Try • The survey form captures lead qualifying information © Live Marketing, all rights reserved.
  • 21. PURLs: Idea #1 to Try • Contact information confirmation screen • Asks for email opt in © Live Marketing, all rights reserved.
  • 22. PURLs: Idea #1 to Try • A thank you screen is displayed © Live Marketing, all rights reserved.
  • 23. PURLs: Idea #1 to Try • A automated thank you email is immediately generated • Content can be customized based on their survey responses © Live Marketing, all rights reserved.
  • 24. PURLs: Idea #1 to Try • Lead email automatically generated and sent to sales or marketing ANSWERS TO QUALIFYING QUESTIONS © Live Marketing, all rights reserved.
  • 25. PURLs: Idea #1 to Try • Online dashboard tracks all activity © Live Marketing, all rights reserved.
  • 26. PURLs: Success Story: Follett Software • 43% overall response rate! • 60% expressed interest in a Follett solution • 20% plan to purchase within 12 months © Live Marketing, all rights reserved.
  • 27. PURLs: Idea #1 to Try If you already have budget for pre-event direct mail/email promotion, this new twist can easily and affordably replace your existing event promotion plans © Live Marketing, all rights reserved.
  • 28. Web Meets Live: 5 Ideas to Get Started • PURLs • Microsites • Web Video • Webcasts • Social Media © Live Marketing, all rights reserved.
  • 29. Microsites: Idea #2 to Try • Website created for a campaign and tailored to a specific message • Can utilize tools to become interactive experiences • Can also be personalized to each individual visitor © Live Marketing, all rights reserved.
  • 30. Microsites: Idea #2 to Try Used to: • Cost-effectively engage attendees before an event • Generate and qualify leads • Extend messaging (reach those who didn’t attend and reinforce messaging for those who did) © Live Marketing, all rights reserved.
  • 31. Microsites: Idea #2 to Try Event Companion Sites © Live Marketing, all rights reserved.
  • 32. Microsites: Idea #2 to Try Event Companion Sites Clicking on booth area brings up information about that area © Live Marketing, all rights reserved.
  • 33. Microsites: Idea #2 to Try Virtual Tradeshow Booth: • Sneak previews • Download literature • Videos of presentations and demos • Request follow up © Live Marketing, all rights reserved.
  • 34. Microsites: Idea #2 to Try Staff Training Microsite: • Staff training elements and booth renderings • Quizzes/ challenges/ surveys • Discussion forums • Downloadable event info © Live Marketing, all rights reserved.
  • 35. Microsites: Idea #2 to Try • Extend event experience beyond typical 3 to 4 days into 3 to 5 month experience • Provide central location for everything related to event • Valuable resource for those who can’t attend—extending your reach • Provide powerful metrics and ROI • Simplify staff training © Live Marketing, all rights reserved.
  • 36. Web Meets Live: 5 Ideas to Get Started • PURLs • Microsites • Web Video • Webcasts • Social Media © Live Marketing, all rights reserved.
  • 37. Web Video Is Hot! Popularity of online video is growing at an unprecedented rate: • Online video is ballooning at a current rate of 31% per year in the US • In October 2009, 27.94 billion videos were viewed • 84.4% of U.S. Internet users watched at least one online video in October and the average person watched 10.8 hours of video © Live Marketing, all rights reserved.
  • 38. Web Video Created At Events: Idea #3 to Try Physical events can be used to create assets for the web (the web has an insatiable appetite for content) © Live Marketing, all rights reserved.
  • 39. Web Video Created At Events: Success Story • Amortize cost by leveraging assets for multiple uses • 34 videos from one event • Nearly 30,000 viewings in 2 months © Live Marketing, all rights reserved.
  • 40. Web Video Created At Events: Idea #3 to Try • A creative flair • Editing – Selected clips – Title slides – Music – Titles under speakers © Live Marketing, all rights reserved.
  • 41. Web Video Created At Events: Idea #3 to Try • Inexpensive consumer cameras to full professional video crews • Simple editing and daily posting to post-production editing © Live Marketing, all rights reserved.
  • 42. Web Video Created At Events: Idea #3 to Try • Packaging captured event video footage gives a tremendous opportunity to: – Reach more audiences – Continue messaging for months even after the event is over – Amortize and leverage event cost to create assets for multiple uses © Live Marketing, all rights reserved.
  • 43. Web Video Created At Events: Idea #3 to Try A natural partnership between event marketers and web marketers © Live Marketing, all rights reserved.
  • 44. Web Meets Live: 5 Ideas to Get Started • PURLs • Microsites • Web Video • Webcasts • Social Media © Live Marketing, all rights reserved.
  • 45. Webcasts: Idea #4 to Try • Events delivered via the web, live or pre- recorded • Include both audio and visual components • Range from simple do-it-yourself webinars to highly branded, high-production-value brand experiences © Live Marketing, all rights reserved.
  • 46. Webcasts: Idea #4 to Try • Expand your reach to more potential customers • Provide access to your content 24/7 • Generate interest in an event and new products/solutions being introduced • Drive attendees’ desire to learn more • Capture leads © Live Marketing, all rights reserved.
  • 47. Webcasts: Idea #4 to Try • Rapidly becoming a saturated space • Need to stand out with: – Audience acquisition – Content – Strategies to increase engagement before, during, and after the webcast © Live Marketing, all rights reserved.
  • 48. Webcasts: Idea #4 to Try A self-produced webcast: • Get a platform such as WebEx or GoToMeeting • Create compelling content • Audience acquisition • Registration/lead capture © Live Marketing, all rights reserved.
  • 49. Webcasts: Idea #4 to Try A professionally produced webcast: • More control over branding/look and feel • Higher level of video streaming • Robust, flexible features • Scale to any size audience © Live Marketing, all rights reserved.
  • 50. Webcasts: Idea #4 to Try Combined with microsite • Speaker photo/bio • White papers • Video • Surveys • Blogs/forums © Live Marketing, all rights reserved.
  • 51. Webcasts: Idea #4 to Try • Include an on- site audience • Have an on-site representative of the web viewers • Consider creating a physical event to support the webcast © Live Marketing, all rights reserved.
  • 52. Webcasts: Idea #4 to Try Key points: • Aggressive audience acquisition • Excellent, relevant content • Integrated registration/lead capture • Branding/look and feel • Excellence in production • Enhancing engagement • Support for expected size of audience © Live Marketing, all rights reserved.
  • 53. Webcasts: Idea #4 to Try • Promote your event • Extend your reach • Generate qualified leads © Live Marketing, all rights reserved.
  • 54. Web Meets Live: 5 Ideas to Get Started • PURLs • Microsites • Web Video • Webcasts • Social Media © Live Marketing, all rights reserved.
  • 55. Web Meets Live! “72% of brand marketers are adding social media to their event mix this year”3 3 Source: Focus on Results: Hybrid Events © Live Marketing, all rights reserved.
  • 56. Social Media: Idea #5 to Try Extending your event program: • Quickly and inexpensively build a web presence that promotes your event • Leverage the social networks existing user community • Interact and share event information, photos and videos © Live Marketing, all rights reserved.
  • 57. Social Media: Idea #5 to Try The top platforms: © Live Marketing, all rights reserved.
  • 58. Social Media: Idea #5 to Try Build your own sites • From scratch with Wordpress or Drupal • With a free platform such as Ning © Live Marketing, all rights reserved.
  • 59. Social Media: Idea #5 to Try • Set-up and use of social media platforms • On-site social media strategy © Live Marketing, all rights reserved.
  • 60. Social Media: Idea #5 to Try Twitter Ideas: • Establish your following – Insider bits of information – News / pre-release info – Tease with upcoming activities – Contests – Special offers © Live Marketing, all rights reserved.
  • 61. Social Media: Idea #5 to Try During the show • Publish updates • Keynote sound bites • Notices of special activities • Special promotions for Twitter followers © Live Marketing, all rights reserved.
  • 62. Social Media: Idea #5 to Try Twitter: Making an Offer • To help build excitement for the last day, drive registration and nurture Twitter relationships, Intel created an offer and sent out 3 tweets: – Attend IDF Day 3 for FREE! Today, 8/26 Intel is offering a free pass for Day 3 to the first 300 people who register with promo code DAY0826 – There is no catch. Simply be one of the first 300 people to register @ http://tiny.cc/3CjJZ with promo code DAY0826 (1 per person) – It’s that easy…today only (8/26, before 11:59 PM EDT), first 300 people, promo code DAY0826, register @ http://tiny.cc/3CjJZ. #IDF09 © Live Marketing, all rights reserved.
  • 63. Social Media: Idea #5 to Try Facebook Event Promotion • Create an event “Fan” page © Live Marketing, all rights reserved.
  • 64. Social Media: Idea #5 to Try Facebook Event Promotion • Before show – Event invitations – Communicate event information – Share behind-the- scenes views – Start building relationships © Live Marketing, all rights reserved.
  • 65. Social Media: Idea #5 to Try Facebook Event Promotion • During and after event – Communicate event updates – Post event photos and videos – Get feedback © Live Marketing, all rights reserved.
  • 66. Social Media: Idea #5 to Try Automatically extends your presence into mobile via: • Twitter • Facebook © Live Marketing, all rights reserved.
  • 67. Social Media: Idea #5 to Try To maximize effectiveness: • Create communications calendar – Event & news topics that could be added to Facebook and tweeted • Establish social media practitioners team – Core team – Extended team © Live Marketing, all rights reserved.
  • 68. Social Media: Idea #5 to Try Cost-effective way to: • Promote your event program and draw more participants to the event • Establish on-going, two-way communication with a community of customers and prospects • Extend the life of event content © Live Marketing, all rights reserved.
  • 69. Web Meets Live! Key Thoughts: • From one-off to ongoing engagement • Events can provide rich content for the web • Communicate with entire prospect/customer base • Web techniques are easy to measure • Have a strategy to maximize success © Live Marketing, all rights reserved.
  • 70. Continue the Conversation www.facebook.com/livemarketing http://twitter.com/livemarketing Join the Live Marketing group! © Live Marketing, all rights reserved.
  • 71. Web Meets Live Questions or comments? Contact: Richard Norby VP of Creative Serivces Live Marketing rnorby@livemarketing.com © Live Marketing, all rights reserved.