How To Strategize, Plan And Execute A Ve Final

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My Virtual Edge 2010 presentation - 2-hour workshop about Virtual Events/Social Media

My Virtual Edge 2010 presentation - 2-hour workshop about Virtual Events/Social Media

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  • 1. How to Strategize, Plan and Execute a Virtual Event Kelly Graham, Cisco Systems Helaine de Tomasi, Crawford Group
  • 2. Subject Matter Expert Kelly Graham Cisco Systems – Email: kgraham@cisco.com – Twitter: KellyAGraham Presentation_ID © 2009Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
  • 3. Agenda I. Introduction II. Virtual Events Defined III. Virtual Events Strategy IV. Methodology Blueprint V. Measurement VI. Q & A Presentation_ID © 2009Cisco Systems, Inc. All rights reserved. Cisco Confidential 3
  • 4. Virtual Events Questions you may be asking…  How do you define a virtual event?  How does a hybrid event differ from a virtual event?  What audience types are virtual events optimized for?  How can we quickly and seamlessly integrate virtual events into our event portfolio?  How do we define success? What types of metrics should we track?  What are some virtual event best practices we should follow? Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
  • 5. Why Virtual?  Extend content reach  Extend/reduce spend  Extend duration  Support Green initiatives  Demonstrate technology capabilities  Gain better metrics for business intelligence Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5
  • 6. Virtual Events Defined Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6
  • 7. Virtual Events Defined A gathering of individuals who meet in an online environment at a pre-arranged time to acquire knowledge, share information, network, and engage in activities of common interest. Includes: – WebEx – Video webcasts – Virtual environments – TelePresence Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
  • 8. Virtual Events Technology Tactics Audio Video Live Audio Live Video WebEx On Demand On Demand Webcasts Webcasts Webcasts Webcasts Live Mobile Virtual Virtual Web 2.0 E-learning TelePresence Webcasts Tradeshows Worlds Enabled and Events Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
  • 9. Virtual Events Strategy Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9
  • 10. Customer Marketing Strategies  Get more profitable customers Get  Increase market share  Keep those customers longer Keep  Maintain market share  Grow them into bigger customers Grow  Expand customer share Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
  • 11. Virtual Event Strategy Start with Understanding Your Audience  Who is your audience?  What do you know about them? What do you need to learn?  What tactics & content would best resonant with them? Document Your Objectives  What will success look like?  What are the obstacles to success? Develop a Measurement Plan  Identify how you are going to measure your objectives  Review the metrics and reports that are available to you currently  Understand what metrics and data the platform or technology can deliver  Compare to other like programs and results (benchmarking) Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
  • 12. Virtual Event Strategy Promotion: Use Traditional Communication Tactics  Targeted email invitations continue to be the #1 direct response tactic  Newsletters  Banner ad placements  Strategic partnerships DO  Invest in good demand generation copywriting and design  Communicate a clear and single call to action  Create compelling email subject lines that stand out  Articulate the value proposition of attending the event Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
  • 13. Virtual Event Strategy Promotion: Embrace Social Media Tactics  Find a social media expert within your organization. With a little training they will be able to support the integration of social media into your communications plan.  Know where your target audience spends time online (watering holes). Engage them in conversation, rather than shout.  Encourage your audience to become your word-of-mouth advocates through Twitter, blogs, uploading photos and movies  Social media should be used throughout the lifecycle of the event  Don’t forget your Twitter hashtag! (Virtual Edge Summit is #VE10) Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
  • 14. Virtual Event Strategy Don’t Underestimate Resources  Successful Virtual Events require the same attention as physical events- don’t underestimate the planning and execution  You will need a strategist, program manager, communications lead, social media lead, registration, speakers, content developers, project manager, audio visual, technical lead, SME staff, event staff, vendors  An Event is an Event is an Event Accommodate for the Learning Curve  Ease the learning curve – contract or hire an experienced virtual event manager  Speaker, staff, sponsor trainings are a ‘must’  Attend other virtual events yourself to understand what the user experience will be for your audience Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14
  • 15. New Metrics and Measurement  Paradigm Shift: Virtual Events provide marketers with true marketing data for advanced business intelligence  Unlike physical events, virtual events capture aggregate metrics and individual data based on behaviors  Metrics + data=actionable intelligence with closed loop reporting  Every virtual event plan needs to include a well-thought measurement strategy to ensure the robust level of data outputs are effectively captured and analyzed Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15
  • 16. Methodology Blueprint Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16
  • 17. Strategic Methodology Mark Your Audience Strategy Execution M A S T E R Assess Your Technology Review and Objectives and Review Rebalance Goals Source: MASTER Co-developed by Cisco and George P. Johnson Co. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17
  • 18. M.A.S.T.E.R. M M=Mark Your Audience  Even though technology is at the heart of a Virtual Event, the audience and the desired outcome are the top points of consideration A when defining the strategy  All successful marketing efforts begin with the identification of your S target audience - don’t begin planning an event until you understand the audience you’re trying to reach and look at the world from their point of view T  Furthermore, understanding the techno-make up of your audience will prevent you from potential technology misalignments E Input Knowledge of situation and past event experience Output Target audience blue print R Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18
  • 19. Target Audience Blueprint Who is the event targeting? Drive deep into their description. Try to keep in their words to capture essence of client expectations. Keep an eye out for key words or concepts like “technical”, “business”, certain titles or positions in companies, technical expertise, or any baseline requirements. If multiple audiences: prioritize (if possible) Complete a separate copy of this form for each target audience segment identified above. What is/are the typical job titles best suited for this Often titles don‟t map to needs. Don‟t put too much weight on titles as they event? don‟t indicate the amount of influence the individual holds. What kind of Decision Maker is the audience? What is/are the decision making levels of attendees? Decision making levels often map to needs. If there are different levels, there are most likely different need sets as well. What are the technical expectations of the audience? Very high High Medium Low None Events targeted to “technical” audiences must meet medium or higher ranking. Where is your audience likely to be when they participate in your event? Home Cisco Office Cisco Office w/ TP Mobile Other _________________ How many unique people will be attending the event? Number of attendees at any one time will be important for potential booth support and bandwidth issues Will the event be delivered entirely in English? If the client wants multi-language support, education on realities via technology, resources, support etc, need to be discussed. If no, what language(s) besides English would need to be supported? Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19
  • 20. Audience Technographics Describe your audience’s online behavior. (Where they go Understanding how the audience represents itself online will help online and what they do)? determine which sort of strategies will make sense to use to reach the audience. Do they make content: write blogs or upload video, music, Yes No or text. Yes/No If so, they are CREATORS Do they respond to content from others: Post reviews, Yes No comment on blogs, and contribute to articles (wiki) or forums? If so, they are CRITICS Do they organize content for themselves or others: Use Yes No RSS, add tags to web pages or photos, or vote on line? If so, they are COLLECTORS Do they connect in social networks: Have profiles or visit Yes No social networking sites: i.e., Twitter, Facebook, MySpace, If so, they are JOINERS Linkedin? Do they consume content, read blogs, watch videos, listen Yes No to podcasts, read forums or reviews? If so, they are SPECTATORS Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 20
  • 21. Audience Technographics What are the needs of the audience? Understanding the needs of the audience is critical to the next step. If there are multiple audience segments (roles, titles), work to understand how the needs are different. Does your audience have any special needs? If yes, to that extent do you plan to cater to these? Are there any cross-cultural issues that should be considered? If yes, what are they? What could prevent your audience from attending or These are called INHIBITORS. Factors that might degrade the engaging? customer experience or drive incorrect behavior should be addressed upfront. Examples of inhibitors might be: Lack of perceived value of the event Slow broadband access / poor available PC hardware / firewall problems Target audience are technophobes Governments blocking of access. Especially note technology inhibitors that would impact an attendee‟s experience (i.e. slow broadband, old hardware, firewall issues) What factors will motivate your audience to attend and These factors are called DRIVERS. Examples might include: engage to your objectives? Looking for information on cloud computing Keen to participate in new and „cool‟ events. Keen to network with industry peers. Upfront identification of key factors will help drive processes that support these factors. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21
  • 22. M.A.S.T.E.R. M A=Assess Your Objectives and Goals  This phase begins with the identification of event objectives A  Clearly defining event objectives at the start of the event planning process is a critical step to engineer your desired customer journey S  Event Objectives will be greatly affected by your marketing objectives T  When the objectives are understood, Virtual Events will improve your ability to Get, Keep and Grow valuable customers E Input Target Audience blue print Output Event Objectives R Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22
  • 23. Event Objectives Complete the form for each audience segment you are targeting. What are you trying to achieve with this event? SMART Objectives: Specific: Measurable, Achievable, Realistic, Time-phased What is the privacy level of your event? Why? Public Private (invitation only not strictly confidential) Confidential What is your customer strategy for the event? 1. Get: Lead Generation (increase market share) 2. Keep: Reinforce Relationship(increase market share) 3. Grow: Expand Relationship(increase customer share) How would you want your target audience to If your customers were interviewed after the event, what would you describe your successful event afterwards? like to hear them say? What would you not like to hear? How will you measure this success? Ensure that these objectives can be measured and state how it will be measured. If it cannot be measured, discussion of how success will be determined should happen. What do you want your audience to do as a result of attending this event? What are their desired post- event actions? What is the intended next use of the content? How Best Practice is that all content be optimized and reused. If no, will you reuse this content? consult with client on different ways to take leverage time and money spent to create content. If video, think audio stream. If video or audio, thing text. How long will this archived content be made Is content transitory? Is it no longer relevant after a period of time? available? Are there any copy right restrictions? Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 23
  • 24. Marketplace Considerations How is the client perceived with this target audience segment? Who are the client’s relevant key competitors? What are the competitive considerations with the audience within this industry? Are there any competitor events or activities that may impact this event? Are there any other major initiatives or activities internally Review company event calendars, public/religious or externally that may compete for staff time or audience holidays. attention? Messaging and Branding What client campaigns, messages or themes will be leveraged? Are there any significant branding issues that need consideration? For example, key logos content, audio or video theme-ing. Risk Management Discuss your attitude towards risk for this event. Are there any significant risks to this event you are aware of at this stage? How do you plan to monitor and mitigate these risks? Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24
  • 25. Strategic Methodology Mark Your Audience Strategy Execution M A S T E R Assess Your Technology Review and Objectives and Review Rebalance Goals Source: MASTER Co-developed by Cisco and George P. Johnson Co . Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 25
  • 26. M.A.S.T.E.R. M S=Strategy  At this point you have developed your Target Audience Blueprint and A defined your Event Objectives, now you are ready to build your strategic plan  Your Customer Experience blueprint will define the desired customer S journey and inform your strategic plan and ultimately impact your technology solution T Input Event Objectives & Target Audience blue print E Output Customer Experience blue print, Strategic plan R Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 26
  • 27. Customer Experience Blueprint Target Audience  Customer Experience Event Objective(s) blueprint will define the Aligned to this audience segment desired customer journey Triggers that will resonate with your List their ‘hot buttons’ or areas of relevance target audience and Inhibitors support the overarching List their pain points or key challenges event objectives  Ensuring that the right Desired Response What would success look like individuals participate in for this particular audience segment? this session will significantly help to Actions : What do we need the target audience to do in order to be motivated to act upon our objectives? mitigate future roadblocks Pre Event List Specific Activities / or challenges and keep Communications the event planning During Event List the key parts / focus process on course of the event Post Event List Specific Activities / Communications Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 27
  • 28. Decision Tree  The Customer Experience blueprint will guide the development of your Strategic Plan based on your desired customer journey  First determine the quantity and type of real-time components you plan to include in your virtual event  Real-time elements may change during the event planning process, however, it is important to understand your client’s expectations to ensure content, communications, demand gen and training plans are developed accordingly Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 28
  • 29. Strategic Plan Development Level I Level II Level III Pre-recorded content X X X Delivered at designated time X X X Real-time elements X X (i.e.: Q &A, text or video) Live primary content delivery (i.e.: Keynote, X General session) Content Management X X X Communications Plan X X X Demand Generation X X X Measurement Plan w/targets X X X Community/Web 2.0 Tactics X X X Sponsor/Exhibitor Sales & Management X X X Registration Plan X X X Speaker Training X X X Support Staff Training X X Post event Measurement & Analysis X X X Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 29
  • 30. M.A.S.T.E.R. M T=Technology Review  Once you Mark your audience, Assess your objectives, and define the A Strategy… THEN you can address the Technology landscape  Discovery findings to this point will influence technology selection S enabling you to pick the best tools to deliver the desired outcome  Though selecting the technology platform is critical to executing a T virtual event, the steps prior to this section cannot be skipped and must be conducted thoroughly to ensure technology selected meets your target audience needs E Input Strategic plan, any knowledge of technology Output R List of technologies identified and how they fit into the strategy Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30
  • 31. Low Med High $ $$ $$$ $ Single Topic Multiple Topics Content Demos Presentation Demos & Presentations Demos , PresentationsDiscussions Demos, Presentations, & Demos & Presentations Discussions Risk Low High Visibility and Complexity Visibility and Complexity Engagement Passive Active text listening watching text Q&A Individual chat Video Video Video Q&A group chat individual Presence text chat group chat On-Demand Live Format On Demand Specialist Solution On Demand On Demand Live Audio/ Virtual Audio/Video Virtual World Event Audio Video Video Tradeshow w/live Q&A Telepresence Level I Level II Level III Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 31
  • 32. Virtual Event Environments Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 32
  • 33. Virtual Event Lobby Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 33
  • 34. Integrated Flash Webcasts Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 34
  • 35. Interactive Exhibit Booth Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 35
  • 36. Virtual Platform Vendors Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 36
  • 37. Choosing a Virtual Vendor  How long have they been in business?  How financially secure is their business or funding?  What features do they offer that are a priority for your event?  Do they offer live day event support?  What type of training do they offer?  Is their platform integrated with social media, registration tools or other software programs?  Does their platform and content have translation or localization options? Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 37
  • 38. Key Virtual Show Features  Strategic user design  Video production  Customizable booth designs  Comprehensive web-based show  Registration with configurable pages reporting and metrics  Training  Video greeting, green screen integration  Webcasting (audio, video)  Event management  Live Q&A  Help booth  Banner advertising within virtual environment  Prize center  Show microsite  Search (within content, titles, profiles)  CMS/Repository for content  Alerts & announcements with time bracketing  Group and 1:1 chat  Moderated chats  Video chats Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 38
  • 39. M.A.S.T.E.R. M E=Execution Plan  At this stage you are building a tactical program plan that will serve as A your event roadmap for all key internal and external stakeholders defining: Internal resources Vendor resources S Roles & responsibilities Budget Training Support staff T Speakers Milestones & Timeline E Input Strategic plan, technology Output R Execution plan Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 39
  • 40. Execution  Execution plan is divided into four key stages all supported by the foundation architecture:  Program Design: timeline development, budget creation, roles & responsibilities, content framework  Program Development: iterative process with Program Design, components of Design now progress from discovery stage  Program Testing: technology staging environment, content finalized and ongoing training of speakers and support staff  Program Deployment: go live, speakers and support staff on call Design Training Speakers & Support Staff Develop Testing Deploy Foundation Architecture (Infrastructure) Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 40
  • 41. Live Webcast Timeline Example Starting Time Description 11 weeks prior Determine show requirements, program planning, plan audience acquisition, social media and communications plan 10 weeks prior Program Strategy Brief due, speakers confirmed, evaluation incentive item finalized 9 weeks prior Hold kick-off meeting with agency, identify Question Managers, contact web hosting vendor, reserve fiber line 7 - 8 weeks prior Invitation and registration copy deck in review, draft media plan 6 weeks prior URL matrix due, submit all copy to editors, reserve banner ads 5 weeks prior Final of copy deck due, draft of PPT presentation due, creative due 4 weeks prior Final PPT presentation, polling questions and seed questions due, final demand generation assets due to virtual events and service bureau, registration page set up complete 3 weeks prior PDF invitations to Field Marketing, test email blast, all pre-recorded segments complete 2 weeks prior Blast initial email invitation, final presentation approved, submit banner ad for posting 1 week prior Blast non-responder email invitation, Webcast rehearsal Week of live event Send reminder email, Live event execution Post event Summary reports, mail incentive items, Webcast archive available for on demand viewing, drop Thank You / Missed You emails Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 41
  • 42. Webcast Components Critical Elements of a Live Webcast Event  Slide Presentation  Polling questions  Video Script  Video/flash clips  Registration with configurable pages  Field sales support  Email invitations and promotion  Anonymous Q&A chat  Training  Question managers  Comprehensive show reporting  Banner advertising Average cost to produce can range from $5,000 - $18,000 Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 42
  • 43. Virtual Event Timeline Example Starting Time Description 17 - 18 weeks prior Strategy kick-off call, show requirements, project planning. Identify roles and responsibilities. Secure agencies. 16 weeks prior Create URL matrix and set up registration page 14 -15 weeks prior Initiate copywriter for email invitations 13 weeks prior Creative final for all copy deck 12 weeks prior Identify question managers 11 weeks prior Show Registration, create environment framework 10 weeks prior Create microsite 8 weeks prior Content collection, show setup, promotion and marketing 6 weeks prior Provide video recordings, PPT decks and webcast content 4 weeks prior Provide booth assets and collateral 2 weeks prior Exhibitor and booth staff training 1 week prior Email reminders and announcements, rehearsal Live Event Event execution Post Event Set up for on demand viewing, produce summary reports Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 43
  • 44. Virtual Show Components Critical Elements of a Virtual Event  Strategic user design  Comprehensive show reporting  Registration with configurable pages  Event management  Training  External banner advertising  Email invitations and promotion  Social marketing (Twitter, Facebook,  Banner advertising within virtual blogs, uTube, etc.) environment  Paid / SEM advertising  Show microsite  Live streaming  Group chat  Conference hall / Webcasts  Virtual booths, lounges  Video production Average cost to produce can range from $65,000 - $85,000 Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 44
  • 45. Hybrid Event Timeline Example Starting Time Description 20 - 24 weeks prior Strategy kick-off call, set show requirements, project planning, identify team roles, contact and secure all agencies, engage with copywriter for invitations and emails 19 weeks prior Invitation to partners and exhibitors for participation 18 weeks prior Build email campaign template, copy for pre-show, partners initiated. Finalize booth builds. 16 -17 weeks prior Content due for microsite and invitations, initiate webcast submission process, finalize exhibitor participation 14 -15 weeks prior Content for pdf invite for partners to email 12 - 13 weeks prior Creative final for all copy deck, booth builder training 11 weeks prior Create environment framework 9 - 10 weeks prior Set up registration and confirmation emails to attendees, finalize microsite 6 - 8 weeks prior Promotion and marketing, provide video recordings, PPT decks and webcast content due 4 - 5 weeks prior Complete booth build process, QA virtual conference space, webcast schedule finalized, send non-responder email 3 weeks prior Staff hours finalized, booth staff training 2 weeks prior Send email for pre-show for exhibitors and booth staffers, send last chance email 1 week prior Send show reminder email to registrants, rehearsal Week of Event Event execution, send general session to agency one day before Post Event Set up for on demand viewing, produce summary reports Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 45
  • 46. Hybrid Event Components Critical Elements of Hybrid Event  Strategic User Design  Comprehensive show reporting  Registration with configurable pages  Event management  Training  External banner advertising  Email invitations and promotion  Social marketing (Twitter, Facebook,  Banner advertising within virtual blogs, uTube, etc.) environment  Live streaming  Show microsite  Group chat  Conference hall / Webcasts  Virtual booths, lounges  Video production Average cost to produce can range from $65,000 - $$$$ Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 46
  • 47. M.A.S.T.E.R. M R=Review and Rebalance  The final phase, Review & Rebalance, occurs post event A  Rebalancing is the process of assessing where there were gaps in planned vs. actual alignment to outcomes & goals and revising the plan S for future use  Taking the time to review and revisit your event will enable you to learn T from your successes & challenges and apply these key learnings to future engagements E Input Post event experience, metrics, and feedback Output Review brief R Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 47
  • 48. Review Brief What worked – what were the key success stories? Capture all that worked. Do a deeper dive on any comment that needs more clarification. What did not work – what areas need improvement? Capture all that worked. Do a deeper dive on any comment that needs more clarification. If applicable: what areas improved over last year’s event? What specific areas could still use improvement? Did the event align to goals and objectives? List each objective and rate outcomes What objective(s) were not met? Provide insight if possible. If not met, why? Was it not possible to measure? Did the objective arise during the event? Were measurement tools not in place? Were attendee goals met? (i.e.: attendee numbers vs. registered) Did event achieve any noteworthy records? (i.e.: number of global attendees) Rate the technology (1-5, 5 highest) Indicate where the technology worked very well in enabling the strategy? List any technical issues that occurred during event. Any key learnings that should be addressed with technology provider? Any anecdotal feedback & quotes from attendees? Any anecdotal feedback & quotes from clients? Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 48
  • 49. Measurement Examples User Type Number Registered Number Attended % Attended Metrics Attendees 1263 636 50%  Reach Exhibitors 31 19 61%  User Type Total 1294 655 51%  # Total Registrants  # Attendees Target Attendee Time Spent in Booth (Total & Avg.)  # Attendees Actual (% of Target)  # of Unique Attendees Total Time Avg. Time Booth (hrs) (min)  # of Countries represented Booth 1 111.38 11.37  Attendee job title  Attendee Decision Making role Booth 2 79.12 7.86  Customer Business size Booth 3 125.98 13.38  Engagement Booth 4 49.18 5.5  Total & average time spent: event, booth, presentations, lounge  Total & average #: chats, emails, vCards, briefcase downloads Booth 5 39.85 4.99  Conversion  Compared with costs ROI Total Time Avg. Time  Acceleration of time User Type Spent in Spent in Booths Booths  Increase in value  Content Lifecycle Attendees 1478 hours, 9 minutes 17 minutes, 48 seconds  # of On-Demand presentations accessed  # of Post event comments, chats Exhibitors 105 hours, 12 minutes, 48 23 minutes seconds Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 49
  • 50. Measurement Data Example  Individual  Company  Title  Duration  Activity  Comparative booths, presentations, briefcase downloads, networking lounge Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 50
  • 51. Measurement Real time reporting Example  Total Traffic Peak Users: 317 at 12pm CT  Peak Usage  Chat  Blogs  Email  vCard  Booth Activities  Presentation Attendance  Networking Lounge Attendance Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 51
  • 52. Thank You! Kelly Graham Cisco Systems – Email: kgraham@cisco.com – Twitter: KellyAGraham Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 52
  • 53. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 53