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The Engagement Valley: How to Use Silverpop to Minimize Post-Event Dips in Engagement

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The Engagement Valley: …

The Engagement Valley:
How to Use Silverpop to Minimize Post-Event Dips in Engagement
Suzanne Carawan, VP Marketing etouches

Published in Business , Technology
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  • 1. Simplifying meetings and The events execution Engagement Valley:How to Use Silverpop to Minimize Post-Event Dips in Engagement Suzanne Carawan, VP Marketing
  • 2. Engagement• Comprehensive, often • Transactions weighted score, that is meetings and duration, Simplifying ($, frequency, used to determine whichexecution events periodicity) + individuals are most behavioral metrics = invested/attentive engagement score to your brand/product/offerings
  • 3. Possible Engagement Factors• # Comments • # Forwards• Times Attended • # Likes Simplifying meetings and• # Posts to events execution • # Shares discussions/blogs • # Direct links• # Referrals • # Visits• # Click throughs • # Calls• # Opens • # Views• # Submitted help • # Retweets tickets
  • 4. Creating Engagement Scores• Greater weight based on: •Monetary criteria Simplifying meetings and •Clout/ level of influence events execution • Number of connections/followers/years of service • Source of engagement• Decide what is the right engagement scoremix for your organization
  • 5. Graphing EngagementSimplifying meetings and events execution
  • 6. Graphing EngagementSimplifying meetings and events execution
  • 7. Truth About Events• Wild frontier of measurement Simplifying meetings and• Not used within context of greater events executioncampaigns• Not seen as strategic
  • 8. Truth About Events•Events areSimplifying meetings and a hot again! Increases asmarketing and eventstool are on the rise sales executionand projections just getting bigger• Mocial increases demand for events
  • 9. Truth About Events•Marketers’ dream: • ContentSimplifying meetings and • Demographics, psychographics events execution • Transactions • Isolated population to study • Multichannel opportunities • Actionable • Measurable • Multi-touchpoint
  • 10. Truth About Events Simplifying meetings and events executionFrom MPI’s FutureWatch2011 Study
  • 11. Truth About Events Simplifying meetings and events executionFrom MPI’s FutureWatch2011 Study
  • 12. Email ForecastSimplifying meetings and events execution
  • 13. Email Forecast • Move from paper to email-based daily news during eventSimplifying meetings and events execution in banner ad • Increase placement & sponsor inclusion with tracking mechanisms • Completely tied into social media outlets • Content!
  • 14. The Engagement Valley Effect Simplifying meetings and events execution
  • 15. Why the Valley?• No time• No plan Simplifying meetings and events execution• No call-to-action• No continuity• No emotional reinforcement
  • 16. Valley EffectsSimplifying meetings and events execution
  • 17. Valley EffectsSimplifying meetings and events execution
  • 18. Minimize the Valley Effect• Start earlier• Continuous touchpoints Simplifying meetings and• “Mini” eventsevents execution to build demand• More creative, more content• More mocial• Increased touchpoints/visibility forgroups that wish to reach your targetaudience• More points to analyze & adjust
  • 19. Minimizing the Engagement Valley• Simplifying meetings and events execution
  • 20. Minimizing the Engagement Valley• Simplifying meetings and events execution
  • 21. Contact InformationSuzanne Carawan Simplifying meetings andVice President of Global Marketing events executionscarawan@etouches.com203.403.9013@suzannecarawan
  • 22. About the Company: The etouches’ product line is offered in two packages:etouches is a web-based suite of integrated eventplanning software tools that help event and meetingprofessionals perform every function in the eventplanning lifecycle. etouches Quad: just what you need to create, manage, register, market and evaluate your eventsetouches is sold as a subscription model (SaaS) basedon the number of registrations per year. There is one feethat is inclusive of unlimited training and 24/7 support. etouches Pro: everything you need to plan, budget, schedule, oversee and manage your event portfolio pre, during and post-eventHeadquartered in the U.S., etouches has offices inSweden, the United Kingdom and Australia. Experience etouches. Experience is everything. if you are a corporation,etouches is proud to partner and integrate with the most small business, association, agency, educationalinnovative complementary technology products on the institution, meetings or events company or anymarket including CRM, social networking, webcasting organization that brings together at least 250 peopleand virtual tradeshow technology. etouches also proudly over 12 months, you need to know aboutdistributes its products through value-added resellers etouches. If you are driven to high standards andthat serve specific industries. expect the same of your partner companies, you’re in the right place.
  • 23. Contact InformationDo not hesitate to contact us if you have any questions Contact Information and please visit www.etouches.com for more Global Sales & Partnerships information, our webinar archives and to sign up for Steve Mackenzie demos & free trial accounts. Vice President, Global Sales U.S.: 1-203-403-9470 Europe, Middle East, Africa: +44 (0)845 077 2804 Asia Pacific: +61 (0)2 9555 6622 email: sales@etouches.comFind us on: Global Marketing & PR Suzanne Carawan Vice President, Global Marketing Direct: 1-203-403-9013t email: scarawan@etouches.com