Building Pre-Event Engagement Maneesha SharmaDirector of Marketing & Business Development
Engagement – What is it?• Comprehensive, often • Transactions weighted score, that is used to determine ($, frequency, duration, which individuals are periodicity) + behavioral most invested / metrics = engagement attentive to your score brand / product / offerings
Possible Engagement Factors• # Comments • # Forwards• Times Attended • # Likes• # Posts to • # Shares discussions/ blogs • # Direct links• # Referrals • # Visits• # Click throughs • # Calls• # Opens • # Views• # Submitted help • # Retweets tickets
Creating Engagement ScoresGreater weight based on: – Monetary criteria – Clout / level of influence – Number of connections / followers / years of service – Source of engagementDecide what is the right engagement scoremix for your organization
What’s so challenging about events?• Measurements aren’t standardized• Not used within context of greater campaigns• Never seen as strategic and therefore don’t add towards the Engagement Index
But in reality…Events are a Marketer’s dream:• Content• Demographics, psychographics, preferences• Transactions• Isolated population to study• Multichannel opportunities• Actionable• Measurable• Multi-touch point
Is pre-event interaction a challenge?In your world right now? Probably…• No time• No plan• No call to action• No continuity• No emotional reinforcement• **No time**
What could we do to offset?• Start earlier• Continuous touch points• “Mini” events to build demand• More creative, more content• Increased touch points / visibility for groups that wish to reach your target audience• More points to analyze and adjust
So again – how do we do this?Make technology work for you:• EMS (Event Management System)• Email Marketing• Website / Landing Pages• QR codes• eSocial• Social MediaBuild a communication plan that leverages allthese tools and start …just start somewhere!
What can you do with your EMS? • Content, content, content! • Treat it like your website: analytics, branding, messaging • Create opportunities for IWT aka “I Want That!” – exhibitors, sponsors, speakers, members…
What can you do with Email? • 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
What’s a QR Code?• Trademark for type of matrix barcode – fast readability and large storage capacity compared to standard UPC barcodes.The New Landing Page….
What can you do with eSocial?• Real time attendee registration lists• List of appointments of people that show similar interests• Ability for attendees to set appointments and message one another• Reports that provide hard data on who is actively networking• Get the small talk/introductions done BEFORE your face-to-face event
Why does this matter?• So people walk into your event already knowing people• So they can find the right people• So they can have meaningful conversations• So they can strive to solve a problem / gain insight on an issue
What can you do with Social Media?• Twitter, Facebook, LinkedIn, YouTube – choose your tool• Sponsorship recognition• Award nominee recognition• Keynote speaker promotions• Be the distribution hub and point attendees to resources.
So to Recap…Remember – make technology work for you!