Building Pre-Event        Engagement              Maneesha SharmaDirector of Marketing & Business Development
Engagement – What is it?• Comprehensive, often    • Transactions  weighted score, that  is used to determine    ($, freque...
Possible Engagement Factors• # Comments           •   # Forwards• Times Attended       •   # Likes• # Posts to           •...
Creating Engagement ScoresGreater weight based on:  – Monetary criteria  – Clout / level of influence  – Number of connect...
So when it comes to events…
How do we move to this?
What’s so challenging about             events?• Measurements aren’t standardized• Not used within context of greater  cam...
But in reality…Events are a Marketer’s dream:• Content• Demographics, psychographics, preferences• Transactions• Isolated ...
Is pre-event interaction a             challenge?In your world right now? Probably…• No time• No plan• No call to action• ...
What could we do to offset?• Start earlier• Continuous touch points• “Mini” events to build demand• More creative, more co...
So again – how do we do this?Make technology work for you:• EMS (Event Management System)• Email Marketing• Website / Land...
A Sample Plan…
What can you do with your EMS?               • Content, content,                 content!               • Treat it like yo...
What can you do with Email?              • Move from paper to                email-based daily                news during ...
What can you do with Landing          Pages?
What’s a QR Code?• Trademark for type of matrix barcode –  fast readability and large storage capacity  compared to standa...
What can you do with eSocial?• Real time attendee registration lists• List of appointments of people that show  similar in...
Why does this matter?• So people walk into your event already  knowing people• So they can find the right people• So they ...
What can you do with Social             Media?• Twitter, Facebook, LinkedIn, YouTube –  choose your tool• Sponsorship reco...
So to Recap…Remember – make technology work for you!
How Associations Can Build Pre-Engagement
How Associations Can Build Pre-Engagement
How Associations Can Build Pre-Engagement
How Associations Can Build Pre-Engagement
Upcoming SlideShare
Loading in …5
×

How Associations Can Build Pre-Engagement

442 views
394 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
442
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How Associations Can Build Pre-Engagement

  1. 1. Building Pre-Event Engagement Maneesha SharmaDirector of Marketing & Business Development
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. So when it comes to events…
  6. 6. How do we move to this?
  7. 7. 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
  8. 8. 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
  9. 9. 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**
  10. 10. 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
  11. 11. 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!
  12. 12. A Sample Plan…
  13. 13. 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…
  14. 14. 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
  15. 15. What can you do with Landing Pages?
  16. 16. 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….
  17. 17. 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
  18. 18. 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
  19. 19. 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.
  20. 20. So to Recap…Remember – make technology work for you!

×