Simplifying meetings and events execution<br />The Engagement Valley:<br />How to Use Silverpop to Minimize Post-Event Dip...
Engagement<br />Comprehensive, often weighted score, that is used to determine which individuals are most invested/attenti...
Possible Engagement Factors<br /># Comments <br />Times Attended<br /># Posts to discussions/blogs<br /># Referrals<br />#...
CreatingEngagement 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<...
Graphing Engagement<br />Simplifying meetings and events execution<br />
GraphingEngagement<br />Simplifying meetings and events execution<br />
Truth About Events<br /><ul><li> Wild frontier of measurement
Not used within context of greater campaigns
 Not seen as strategic</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
Transactions
 Isolated population to study
Upcoming SlideShare
Loading in …5
×

etouches and Silverpop: Offsetting the Engagement Valley

873 views
810 views

Published on

“The Engagement Valley: How to Use Silverpop to Minimize Post-Event Dips in Engagement”

Presented at Silverpop User Group Conference, May 18, 2011


Events-whether they are sales meetings, training sessions, customer seminars, dinners, webinars or conferences are one of the key ways that organizations use to connect to their constituents. Attention span and excitement—key indicators of engagement-- are at their highest during events; people are optimistic and inspired about what they’re experiencing. However, engagement levels plummet as soon as the event ends leading to low event ROI and frustration. Join this session to learn how using Silverpop can help to minimize this event drop-off effect. Help improve customer experience and satisfaction levels of internal departments through using an integrated email marketing and event strategy.

Please note that all work and graphs are the intellectual property of etouches and work of Suzanne Carawan. You are free to use, but please include a citation.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
873
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

etouches and Silverpop: Offsetting the Engagement Valley

  1. 1. Simplifying meetings and events execution<br />The Engagement Valley:<br />How to Use Silverpop to Minimize Post-Event Dips in Engagement<br />Suzanne Carawan, VP Marketing<br />
  2. 2. Engagement<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 />
  3. 3. Possible 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<br /># Calls<br /> # Views<br /> # Retweets<br />
  4. 4. CreatingEngagement Scores<br /><ul><li>Greater weight based on:
  5. 5. Monetary criteria
  6. 6. Clout/ level of influence
  7. 7. Number of connections/followers/years of service
  8. 8. Source of engagement
  9. 9. Decide what is the right engagement score mix for your organization </li></ul>Simplifying meetings and events execution<br />
  10. 10. Graphing Engagement<br />Simplifying meetings and events execution<br />
  11. 11. GraphingEngagement<br />Simplifying meetings and events execution<br />
  12. 12. Truth About Events<br /><ul><li> Wild frontier of measurement
  13. 13. Not used within context of greater campaigns
  14. 14. Not seen as strategic</li></ul>Simplifying meetings and events execution<br />
  15. 15. 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
  16. 16. Mocial increases demand for events</li></ul>Simplifying meetings and events execution<br />
  17. 17. <ul><li>Marketers’ dream:
  18. 18. Content
  19. 19. Demographics, psychographics
  20. 20. Transactions
  21. 21. Isolated population to study
  22. 22. Multichannel opportunities
  23. 23. Actionable
  24. 24. Measurable
  25. 25. Multi-touchpoint</li></ul>Truth About Events<br />Simplifying meetings and events execution<br />
  26. 26. Truth About Events<br />Simplifying meetings and events execution<br />From MPI’s FutureWatch 2011 Study<br />
  27. 27. Truth About Events<br />Simplifying meetings and events execution<br />From MPI’s FutureWatch 2011 Study<br />
  28. 28. Email Forecast<br />Simplifying meetings and events execution<br />
  29. 29. Email Forecast<br /><ul><li> Move from paper to email-based daily news during event
  30. 30. Increase in banner ad placement & sponsor inclusion with tracking mechanisms
  31. 31. Completely tied into social media outlets
  32. 32. Content!</li></ul>Simplifying meetings and events execution<br />
  33. 33. The Engagement Valley Effect<br />Simplifying meetings and events execution<br />
  34. 34. Why the Valley?<br /><ul><li> No time
  35. 35. No plan
  36. 36. No call-to-action
  37. 37. No continuity
  38. 38. No emotional reinforcement</li></ul>Simplifying meetings and events execution<br />
  39. 39. Valley Effects<br />Simplifying meetings and events execution<br />
  40. 40. Valley Effects<br />Simplifying meetings and events execution<br />
  41. 41. <ul><li> Start earlier
  42. 42. Continuous touchpoints
  43. 43. “Mini” events to build demand
  44. 44. More creative, more content
  45. 45. More mocial
  46. 46. Increased touchpoints/visibility for groups that wish to reach your target audience
  47. 47. More points to analyze & adjust</li></ul>Minimize the Valley Effect<br />Simplifying meetings and events execution<br />
  48. 48. Minimizing the Engagement Valley<br />Simplifying meetings and events execution<br />
  49. 49. Minimizing the Engagement Valley<br />Simplifying meetings and events execution<br />
  50. 50. Suzanne Carawan<br />Vice President of Global Marketing<br />scarawan@etouches.com<br />203.403.9013<br />@suzannecarawan<br />Contact Information<br />Simplifying meetings and events execution<br />

×