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Simplifying meetings and events execution<br />The Engagement Valley:<br />How to Maintain Engagement <br />Following Your...
GLOBAL VIEWPOINTS<br />What’s Happening Around the World<br />
Global Trends in Events<br />Out of denial<br />General agreement that events need to include “something more” & evolve<br...
Global Trends: Technology<br />Top technologies being added by associations:<br />Better event registration & member manag...
Global Trends: Event Technology <br /><ul><li>Organizations making decisions on different critiera…gettingfar more sophis...
Integrations with AMS & Accounting systems
Looking at APIs
Looking at partnerships amongst technology vendors
Viewing technology vendors as partners
Focus on roadmaps and not just feature/function
Focus on who is delivering more value
Focus on user adoption of technology</li></ul>Simplifying meetings and events execution<br />
Global Trends: Event Programs<br /><ul><li>Blending.Results are now achieved through blending all elements of the event ex...
Viewpoints.Key is thinking through the event from different attendee viewpoints and providing a multitude of ways to learn...
Facilitation.Organizational shift to take on the role of facilitator-- allowing attendees to self-create “sub-events” that...
Global Trends: Event Programs<br />Discussion now centers around engagement<br />Challenges:<br />What is engagement?<br /...
Last Global Trend<br />Simplifying meetings and events execution<br /><ul><li>Organizations are still trying to find the r...
Still in the process of changing & experimentation
Few examples of organizations that have changed their approach to events</li></li></ul><li>engagement<br />Let’s Talk Abou...
Engagement<br />Current Definition:<br />Mystical idea to connote how involved someone is in a relationship with your prod...
Typical Engagement Factors<br /> # Comments <br /> Times Attended<br /># Posts to discussions/blogs<br /># Referrals<br />...
Today’s Engagement Scores<br />Comprehensive, often weighted score, that is used to determine which individuals are most a...
Graphing Engagement<br />Simplifying meetings and events execution<br />
GraphingEngagement<br />Simplifying meetings and events execution<br />
Improved Engagement<br />Behavioral-based<br />How you act, quality of actions<br />Level of impact<br />Level of energy, ...
CreatingBehavioralEngagement Scores<br /><ul><li>Greater weight based on:
Monetary criteria
Clout/ level of influence
 Number of connections/followers/years of service
 Source of engagement
 Decide what is the right engagement score mix for your organization  </li></ul>Simplifying meetings and events execution<...
Future Engagement Scores<br />Comprehensive, often weighted score, that is used to determine which individuals are most in...
Organizational realities<br />What’s Happening With Associations<br />
Truth About Events<br /><ul><li> Wild frontier of measurement
 Not used within context of greater campaigns
 Not seen as strategic
Hidden, untapped power!</li></ul>Simplifying meetings and events execution<br />
Truth About Events<br /><ul><li>Events are hot again! Increases as a marketing and sales tool are on the rise and projecti...
 Mocial increases demand for events</li></ul>Simplifying meetings and events execution<br />
<ul><li>Marketers’ dream:
 Content
 Demographics, psychographics
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The Engagement Valley

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Transcript of "The Engagement Valley"

  1. 1. Simplifying meetings and events execution<br />The Engagement Valley:<br />How to Maintain Engagement <br />Following Your Events<br />Suzanne Carawan, VP Global Marketing<br />
  2. 2. GLOBAL VIEWPOINTS<br />What’s Happening Around the World<br />
  3. 3. Global Trends in Events<br />Out of denial<br />General agreement that events need to include “something more” & evolve<br />Associations looking towards the addition of technology as the “more”<br />Increase in event expenditure<br />Simplifying meetings and events execution<br />
  4. 4. Global Trends: Technology<br />Top technologies being added by associations:<br />Better event registration & member management systems<br />Better event website tools <br />Better email marketing capabilities<br />Twitter<br />Private social networks<br />Mobile component for use around event schedule<br />QR codes<br />Mobile audience response/polling features<br />Mobile gaming features<br />Video capture, streaming & archiving<br />Automated matchmaking<br />Better reporting across tools & investment in understanding how to use technology tools<br />Simplifying meetings and events execution<br />
  5. 5. Global Trends: Event Technology <br /><ul><li>Organizations making decisions on different critiera…gettingfar more sophisticated:
  6. 6. Integrations with AMS & Accounting systems
  7. 7. Looking at APIs
  8. 8. Looking at partnerships amongst technology vendors
  9. 9. Viewing technology vendors as partners
  10. 10. Focus on roadmaps and not just feature/function
  11. 11. Focus on who is delivering more value
  12. 12. Focus on user adoption of technology</li></ul>Simplifying meetings and events execution<br />
  13. 13. Global Trends: Event Programs<br /><ul><li>Blending.Results are now achieved through blending all elements of the event experience (F&B, education, networking activities, business/governance functions)
  14. 14. Viewpoints.Key is thinking through the event from different attendee viewpoints and providing a multitude of ways to learn, connect with one another and interact
  15. 15. Facilitation.Organizational shift to take on the role of facilitator-- allowing attendees to self-create “sub-events” that allow for more meaningful conversations and connections in more informal settings </li></ul>Simplifying meetings and events execution<br />
  16. 16. Global Trends: Event Programs<br />Discussion now centers around engagement<br />Challenges:<br />What is engagement?<br />Requires cross-functional and cross-disciplinary team<br />Greater emphasis on differentiating the event and designing around the user experience<br />Heavy emphasis on understanding event participants (customer and prospect base)<br />Much greater emphasis on demand creation and brand management principles of marketing<br />Simplifying meetings and events execution<br />
  17. 17. Last Global Trend<br />Simplifying meetings and events execution<br /><ul><li>Organizations are still trying to find the right combination
  18. 18. Still in the process of changing & experimentation
  19. 19. Few examples of organizations that have changed their approach to events</li></li></ul><li>engagement<br />Let’s Talk About Event<br />
  20. 20. Engagement<br />Current Definition:<br />Mystical idea to connote how involved someone is in a relationship with your product or organization<br />Current Stage of Maturation:<br />Infancy, at Most: Toddlerhood<br />Current Measurements:<br />Involve counts of attention-based or “like” activity<br />Current Demand Creation:<br />“Gameshow”, Low-End, Bargain Basement Quality Contests, Games & Promos<br />Simplifying meetings and events execution<br />
  21. 21. Typical Engagement Factors<br /> # Comments <br /> Times Attended<br /># Posts to discussions/blogs<br /># Referrals<br /># Click throughs<br /># Opens<br /> # Submitted help tickets<br />Simplifying meetings and events execution<br /># Forwards<br /> # Likes<br /> # Shares<br /> # Direct links<br /> # Visits & # Check-Ins<br /># Calls<br /> # Views<br /> # Retweets<br />
  22. 22. Today’s Engagement Scores<br />Comprehensive, often weighted score, that is used to determine which individuals are most active in your organization or product or event<br />Simplifying meetings and events execution<br />Transactions ($, frequency, duration, periodicity) = engagement score<br />
  23. 23. Graphing Engagement<br />Simplifying meetings and events execution<br />
  24. 24. GraphingEngagement<br />Simplifying meetings and events execution<br />
  25. 25. Improved Engagement<br />Behavioral-based<br />How you act, quality of actions<br />Level of impact<br />Level of energy, enthusiasm<br />Level of advocacy/belief <br />Simplifying meetings and events execution<br />
  26. 26. CreatingBehavioralEngagement Scores<br /><ul><li>Greater weight based on:
  27. 27. Monetary criteria
  28. 28. Clout/ level of influence
  29. 29. Number of connections/followers/years of service
  30. 30. Source of engagement
  31. 31. Decide what is the right engagement score mix for your organization </li></ul>Simplifying meetings and events execution<br />
  32. 32. Future Engagement Scores<br />Comprehensive, often weighted score, that is used to determine which individuals are most invested/attentive to your brand/product/offerings<br />Simplifying meetings and events execution<br />Transactions ($, frequency, duration, periodicity) + behavioral metrics = engagement score<br />
  33. 33. Organizational realities<br />What’s Happening With Associations<br />
  34. 34. Truth About Events<br /><ul><li> Wild frontier of measurement
  35. 35. Not used within context of greater campaigns
  36. 36. Not seen as strategic
  37. 37. Hidden, untapped power!</li></ul>Simplifying meetings and events execution<br />
  38. 38. Truth About Events<br /><ul><li>Events are hot again! Increases as a marketing and sales tool are on the rise and projections just getting bigger
  39. 39. Mocial increases demand for events</li></ul>Simplifying meetings and events execution<br />
  40. 40. <ul><li>Marketers’ dream:
  41. 41. Content
  42. 42. Demographics, psychographics
  43. 43. Transactions
  44. 44. Isolated population to study
  45. 45. Multichannel opportunities
  46. 46. Actionable
  47. 47. Measurable
  48. 48. Multi-touchpoint</li></ul>Truth About Events<br />Simplifying meetings and events execution<br />
  49. 49. Truth About Events<br />Simplifying meetings and events execution<br />From MPI’s FutureWatch 2011 Study<br />
  50. 50. Truth About Events<br />Simplifying meetings and events execution<br />From MPI’s FutureWatch 2011 Study<br />
  51. 51. forecasts<br />What Do We Expect Associations to Do? <br />
  52. 52. Event Email Forecast<br />Simplifying meetings and events execution<br />
  53. 53. Event Email Forecast<br /><ul><li> Move from paper to email-based daily news during event
  54. 54. Increase in banner ad placement & sponsor inclusion with tracking mechanisms
  55. 55. Completely tied into social media outlets
  56. 56. Content!</li></ul>Simplifying meetings and events execution<br />
  57. 57. Social Media Event Forecast<br />Simplifying meetings and events execution<br />
  58. 58. Social Media Event Forecast<br /><ul><li> Not an after-thought! Central to event design
  59. 59. Move from generic community to program-focused or topic-focused
  60. 60. Adding communities around events year-over-year
  61. 61. People that care will be recognized and rewarded
  62. 62. UX-Design Rules!</li></ul>Simplifying meetings and events execution<br />
  63. 63. The engagement valley<br />Association Event Realities & the Behavioral Effect on Members<br />
  64. 64. The Engagement Valley Effect<br />Simplifying meetings and events execution<br />
  65. 65. Valley Effects<br />Simplifying meetings and events execution<br />
  66. 66. Why the Valley?<br /><ul><li> No time
  67. 67. No plan
  68. 68. No call-to-action
  69. 69. No continuity
  70. 70. No emotional reinforcement</li></ul>Simplifying meetings and events execution<br />
  71. 71. Valley Effects<br />Simplifying meetings and events execution<br />
  72. 72. <ul><li> Start earlier
  73. 73. Continuous touchpoints
  74. 74. “Mini” events to build demand
  75. 75. More creative, more content
  76. 76. More mocial
  77. 77. Increased touchpoints/visibility for groups that wish to reach your target audience
  78. 78. More points to analyze & adjust</li></ul>Minimize the Valley Effect<br />Simplifying meetings and events execution<br />
  79. 79. Minimize the Valley Effect<br />Starting to move beyond tactics/logistics:<br />Don’t just have a hashtag, set up a series of TweetChats prior to and post event<br />Offer an interactive attendee directory before the event to allow event participants to find one another and schedule appointments<br />Offer a year-round social site to allow event participants to start/continue discussions that originated at the event<br />Focus now on comprehensive attendee experience (year-round) and blending event topics/goals into an overall program of the association<br />Simplifying meetings and events execution<br />
  80. 80. <ul><li> Event groups on topics
  81. 81. Industry roundtables
  82. 82. Contests
  83. 83. Images on badges
  84. 84. Tweetchats & Meetups
  85. 85. Speaker-based discussions and blogs
  86. 86. Past presentation libraries and commentary
  87. 87. Janus Approach & Discussion</li></ul>Example: Pre-Event<br />Simplifying meetings and events execution<br />
  88. 88. <ul><li> Physical space for meetups, working groups
  89. 89. Special VIP parties, cocktails, rewards
  90. 90. Icebreakers based on social media contests/inquiries/discussions
  91. 91. “Tweetbody” for keynotes
  92. 92. Scribes per industry, topic, etc
  93. 93. Meet the speakers, authors, keynotes
  94. 94. Matchmaking & appointments</li></ul>Example:During Event<br />Simplifying meetings and events execution<br />
  95. 95. <ul><li> Webinars
  96. 96. Tweetchats
  97. 97. Blogs
  98. 98. Photo Galleries
  99. 99. Video Testimonials
  100. 100. Monthly topic discussions and calls
  101. 101. Guest bloggers
  102. 102. “Meet the Attendee”: First Timer’s View, etc.</li></ul>Example: Post Event<br />Simplifying meetings and events execution<br />
  103. 103. Minimizing the Engagement Valley<br />Simplifying meetings and events execution<br />
  104. 104. Minimizing the Engagement Valley<br />Simplifying meetings and events execution<br />
  105. 105. > Recorded Webinars:<br /><ul><li>“eSocial: The Original Social”
  106. 106. “The Right Mix: Creating Event Plans that Work”
  107. 107. “From Simmer to Sensational: How to Create Sponsor Programs that Work”
  108. 108. “The Event Experience: Designing for the End User”
  109. 109. “Getting the Most Out of Your Conference Attendee Experience”</li></ul>>Touchpoints Newsletter Sign-Up<br />Related Resources<br />Simplifying meetings and events execution<br />
  110. 110. Suzanne Carawan<br />Vice President of Global Marketing<br />scarawan@etouches.com<br />203.403.9013<br />Li, Fb, Twitter, Slideshare & Quora: @suzannecarawan<br />Contact Information<br />Simplifying meetings and events execution<br />
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