365 Engagement - Going from Virtual Event to Virtual Environment

365 Engagement: Making the Leap from Virtual Event to Environment Steve Gogolak @sgogolak Director of Solutions, Cramer Stacey Clement @StaceySClement Marketing Director, PTCQuestions to: #VES12

When you think of Virtual Events…Questions to: #VES12

Do opposites attract? EVENTS WEBSITESQuestions to: #VES12

But this creates a problem…Questions to: #VES12

Event Managers Marketers X + VSQuestions to: #VES12

Our natural tendencies Event Managers MarketersExecution Oriented Strategically OrientedPlan over months, execute in a Plan, execute, iterate, execute…week (or less)Focused on logistics Focused on optimizing Religious with process, messageReligious with schedules and consistencyQuestions to: #VES12

Event Managers: Think Like Marketers • More Long Term • Less Permanence • Not “All at Once” • Iteration is Encouraged • Draw People BackQuestions to: #VES12

Marketers: Think Like Event Managers • Sense of Urgency • Live Audience • It’s a “Production” • Workflow is KeyQuestions to: #VES12

Let’s take a look at an example:Questions to: #VES12

• Launch v 10.0 to the market virtually • Create a splash with a virtual event • Drive further interest with an “Interactive Product Tour” • Serve 6+ different buyers • Elaborate on 6 key feature areasQuestions to: #VES12

DEMOQuestions to: #VES12

Questions to: #VES12

PTC Windchill 10.0: Results 19780 VisitsQuestions to: #VES12

PTC Windchill 10.0: Results Overall Average: 7.5 minQuestions to: #VES12

• Educate KADs • Make it Engaging – (not “training”) • Track Progress Over TimeQuestions to: #VES12

DEMOQuestions to: #VES12

Keurig U: Results • 250+ Registered KADs • 52% viewed ALL training content available • 2:12 minute visit time average • Content updates planned for MarchQuestions to: #VES12

6 Things to Consider • Core Strategy • Promotional strategy • Content Strategy • Environmental Design • Measurement Strategy • BudgetQuestions to: #VES12

Core Strategy • Long term satisfaction beats instant gratification. • Are you going for eyeballs? • Or quality of eyeballs? • What action are you trying to inspire with your environment? • How can you use other programs you’re already running?Questions to: #VES12

A complete timeline of engagement Pull MeasureDrive Convert to Drive Drive Build through to andtraffic registrants attendance engagement visitation sales optimizeQuestions to: #VES12

Promotional Strategy • Events: 2 Conversion Points • Marketing: Unlimited Conversion Points • Is one visit good enough? • Why would someone come back? • Are you creating a community?Questions to: #VES12

It’s now a marketing program… January 2012 February March 2012 Landing Email Email Page Email 1 Email 1 Reminder Reminder Launch Direct Virtual Mail Platform Launch Sales Post Card InviteQuestions to: #VES12

Content Strategy • Launch with everything? Or stage roll outs? • Sample Environment Content Strategy: – launch with an initial base of content, then plan micro-launches every 6-8 weeks after initial launch, each made up of • An email blast • Refreshed banner advertising • Updated content call outs in the environment • A new presentation (core asset) • A special offer for the first 100 to view itQuestions to: #VES12

Program Flow BLOCK 1 BLOCK 2 BLOCK 3 BLOCK 4 3.1 Main Hall 0.0 Accelerating Practical consideration Clinical 1.0 for including CTCs in your Introduction General Trials through the 2.1 clinical trial 2.2 video by Tour Session use of CTCs guide, includes Panel discussion What is the best way to Downstream CTC welcome Live KOL Forum capture and define CTCs? Molecular message and Speaker: Mark C. Analysis. Authors: J. instructions. 3.2 Jiang CTCs as a biomarker and Dr. Mata What can they tell What can they tell us? us? versus current standard methods (PCACase study?) 2.5 2.4 Primitive Cells? Speakers: Circulating Melanoma Ian McCaffery‐Amgen & Live KOL Forum Cells–A customer Andy Armstrong‐Duke perspective. Speaker: 3.3 Patterson Institute What is the best way to Rare Cells Rare Cells capture and define rare cells? Live KOL ForumQuestions to: #VES12

Environmental Design • Two ways to think about design: – Visual Appeal – Usability (User Experience) • Design isn’t independent – (even though we wish it were) – Agenda (program flow), content, theme all affect designQuestions to: #VES12

Sketching the DesignQuestions to: #VES12

Measurement • Typical Web KPIs – Visits – Pageviews – Time Spent – Conversions (purchases, form completions) • Typical Virtual Event KPIs – Registration, Attendance and Attrition Rate – Total time spent, average time spent by location – Time spent vs. run time (webcasts)Questions to: #VES12

Measurement – Level 2 • Qualification Thresholds – “What constitutes a quality experience?” – Set your criteria: • At least 45 minutes of attendance • At least 2 booths visited • At least 20 minutes of webcasts viewed – See what % of people met the criteria over timeQuestions to: #VES12

Budget • Free!!! • Um… no. Sorry.Questions to: #VES12

Budget • Components to considerComponent Low Range High RangePlanning Process (Blueprints) $4,000 $50,000System License (Annual) $30,000 $150,000Content Development (on paper) $2,500 $50,000Content Production (Video, Audio, etc) $5,000 Sky’s the LimitTheme Design (Brand) $0 $25,000Environmental Design (Graphics) $0 $25,000Project Management 20% 20%Executive Time ? ?Questions to: #VES12

Contact Information for all speakers • Steve Gogolak – Twitter: @sgogolak – sgogolak@crameronline.com • Stacey Clement – Twitter: @StaceySClement – sclement@ptc.comQuestions to: #VES12

365 Engagement - Going from Virtual Event to Virtual Environment

by sgogolak on Jan 09, 2012

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365 Engagement - Going from Virtual Event to Virtual Environment — Presentation Transcript

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