The Engagement Valley
 

The Engagement Valley

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    The Engagement Valley The Engagement Valley Presentation Transcript

    • Simplifying meetings and events execution
      The Engagement Valley:
      How to Maintain Engagement
      Following Your Events
      Suzanne Carawan, VP Global Marketing
    • GLOBAL VIEWPOINTS
      What’s Happening Around the World
    • Global Trends in Events
      Out of denial
      General agreement that events need to include “something more” & evolve
      Associations looking towards the addition of technology as the “more”
      Increase in event expenditure
      Simplifying meetings and events execution
    • Global Trends: Technology
      Top technologies being added by associations:
      Better event registration & member management systems
      Better event website tools
      Better email marketing capabilities
      Twitter
      Private social networks
      Mobile component for use around event schedule
      QR codes
      Mobile audience response/polling features
      Mobile gaming features
      Video capture, streaming & archiving
      Automated matchmaking
      Better reporting across tools & investment in understanding how to use technology tools
      Simplifying meetings and events execution
    • Global Trends: Event Technology
      • Organizations making decisions on different critiera…gettingfar more sophisticated:
      • 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
      Simplifying meetings and events execution
    • Global Trends: Event Programs
      • Blending.Results are now achieved through blending all elements of the event experience (F&B, education, networking activities, business/governance functions)
      • 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
      • 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
      Simplifying meetings and events execution
    • Global Trends: Event Programs
      Discussion now centers around engagement
      Challenges:
      What is engagement?
      Requires cross-functional and cross-disciplinary team
      Greater emphasis on differentiating the event and designing around the user experience
      Heavy emphasis on understanding event participants (customer and prospect base)
      Much greater emphasis on demand creation and brand management principles of marketing
      Simplifying meetings and events execution
    • Last Global Trend
      Simplifying meetings and events execution
      • Organizations are still trying to find the right combination
      • Still in the process of changing & experimentation
      • Few examples of organizations that have changed their approach to events
    • engagement
      Let’s Talk About Event
    • Engagement
      Current Definition:
      Mystical idea to connote how involved someone is in a relationship with your product or organization
      Current Stage of Maturation:
      Infancy, at Most: Toddlerhood
      Current Measurements:
      Involve counts of attention-based or “like” activity
      Current Demand Creation:
      “Gameshow”, Low-End, Bargain Basement Quality Contests, Games & Promos
      Simplifying meetings and events execution
    • Typical Engagement Factors
      # Comments
      Times Attended
      # Posts to discussions/blogs
      # Referrals
      # Click throughs
      # Opens
      # Submitted help tickets
      Simplifying meetings and events execution
      # Forwards
      # Likes
      # Shares
      # Direct links
      # Visits & # Check-Ins
      # Calls
      # Views
      # Retweets
    • Today’s Engagement Scores
      Comprehensive, often weighted score, that is used to determine which individuals are most active in your organization or product or event
      Simplifying meetings and events execution
      Transactions ($, frequency, duration, periodicity) = engagement score
    • Graphing Engagement
      Simplifying meetings and events execution
    • GraphingEngagement
      Simplifying meetings and events execution
    • Improved Engagement
      Behavioral-based
      How you act, quality of actions
      Level of impact
      Level of energy, enthusiasm
      Level of advocacy/belief
      Simplifying meetings and events execution
    • CreatingBehavioralEngagement Scores
      • Greater weight based on:
      • Monetary criteria
      • Clout/ level of influence
      • Number of connections/followers/years of service
      • Source of engagement
      • Decide what is the right engagement score mix for your organization
      Simplifying meetings and events execution
    • Future Engagement Scores
      Comprehensive, often weighted score, that is used to determine which individuals are most invested/attentive to your brand/product/offerings
      Simplifying meetings and events execution
      Transactions ($, frequency, duration, periodicity) + behavioral metrics = engagement score
    • Organizational realities
      What’s Happening With Associations
    • Truth About Events
      • Wild frontier of measurement
      • Not used within context of greater campaigns
      • Not seen as strategic
      • Hidden, untapped power!
      Simplifying meetings and events execution
    • Truth About Events
      • Events are hot again! Increases as a marketing and sales tool are on the rise and projections just getting bigger
      • Mocial increases demand for events
      Simplifying meetings and events execution
      • Marketers’ dream:
      • Content
      • Demographics, psychographics
      • Transactions
      • Isolated population to study
      • Multichannel opportunities
      • Actionable
      • Measurable
      • Multi-touchpoint
      Truth About Events
      Simplifying meetings and events execution
    • Truth About Events
      Simplifying meetings and events execution
      From MPI’s FutureWatch 2011 Study
    • Truth About Events
      Simplifying meetings and events execution
      From MPI’s FutureWatch 2011 Study
    • forecasts
      What Do We Expect Associations to Do?
    • Event Email Forecast
      Simplifying meetings and events execution
    • Event Email Forecast
      • 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!
      Simplifying meetings and events execution
    • Social Media Event Forecast
      Simplifying meetings and events execution
    • Social Media Event Forecast
      • Not an after-thought! Central to event design
      • Move from generic community to program-focused or topic-focused
      • Adding communities around events year-over-year
      • People that care will be recognized and rewarded
      • UX-Design Rules!
      Simplifying meetings and events execution
    • The engagement valley
      Association Event Realities & the Behavioral Effect on Members
    • The Engagement Valley Effect
      Simplifying meetings and events execution
    • Valley Effects
      Simplifying meetings and events execution
    • Why the Valley?
      • No time
      • No plan
      • No call-to-action
      • No continuity
      • No emotional reinforcement
      Simplifying meetings and events execution
    • Valley Effects
      Simplifying meetings and events execution
      • Start earlier
      • Continuous touchpoints
      • “Mini” events to build demand
      • More creative, more content
      • More mocial
      • Increased touchpoints/visibility for groups that wish to reach your target audience
      • More points to analyze & adjust
      Minimize the Valley Effect
      Simplifying meetings and events execution
    • Minimize the Valley Effect
      Starting to move beyond tactics/logistics:
      Don’t just have a hashtag, set up a series of TweetChats prior to and post event
      Offer an interactive attendee directory before the event to allow event participants to find one another and schedule appointments
      Offer a year-round social site to allow event participants to start/continue discussions that originated at the event
      Focus now on comprehensive attendee experience (year-round) and blending event topics/goals into an overall program of the association
      Simplifying meetings and events execution
      • Event groups on topics
      • Industry roundtables
      • Contests
      • Images on badges
      • Tweetchats & Meetups
      • Speaker-based discussions and blogs
      • Past presentation libraries and commentary
      • Janus Approach & Discussion
      Example: Pre-Event
      Simplifying meetings and events execution
      • Physical space for meetups, working groups
      • Special VIP parties, cocktails, rewards
      • Icebreakers based on social media contests/inquiries/discussions
      • “Tweetbody” for keynotes
      • Scribes per industry, topic, etc
      • Meet the speakers, authors, keynotes
      • Matchmaking & appointments
      Example:During Event
      Simplifying meetings and events execution
      • Webinars
      • Tweetchats
      • Blogs
      • Photo Galleries
      • Video Testimonials
      • Monthly topic discussions and calls
      • Guest bloggers
      • “Meet the Attendee”: First Timer’s View, etc.
      Example: Post Event
      Simplifying meetings and events execution
    • Minimizing the Engagement Valley
      Simplifying meetings and events execution
    • Minimizing the Engagement Valley
      Simplifying meetings and events execution
    • > Recorded Webinars:
      • “eSocial: The Original Social”
      • “The Right Mix: Creating Event Plans that Work”
      • “From Simmer to Sensational: How to Create Sponsor Programs that Work”
      • “The Event Experience: Designing for the End User”
      • “Getting the Most Out of Your Conference Attendee Experience”
      >Touchpoints Newsletter Sign-Up
      Related Resources
      Simplifying meetings and events execution
    • Suzanne Carawan
      Vice President of Global Marketing
      scarawan@etouches.com
      203.403.9013
      Li, Fb, Twitter, Slideshare & Quora: @suzannecarawan
      Contact Information
      Simplifying meetings and events execution