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How to Virtually Extend Your Event
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How to Virtually Extend Your Event

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Mary Reynolds Cane, Scott Lum, Michael Doyle ...

Mary Reynolds Cane, Scott Lum, Michael Doyle
This is an introductory-level, interactive session to help event and meeting producers from corporation and associations get up to speed with the latest technology solutions that are available for extending the life and value of physical events. Specific examples will be used as case studies outlining the business rational as well as tactics, best practices and outcomes. Hear directly from corporate and association event producers and in this session lead by digital event strategist Michael Doyle, Executive Director of the Virtual Edge Institute.
Learner outcomes:
1. An understanding of what technology is being used to extend event programs
2. Ideas for how to present the business rational to the C-Suite
3. Best practices for planning and execution

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How to Virtually Extend Your Event How to Virtually Extend Your Event Presentation Transcript

  • AIBTM Professional Education#AIBTM #VirtualEdge
  • How to Virtually Extend YourEvent
  • Michael Doyle, Executive DirectorVirtual Edge InstituteMary Reynolds Kane, Senior Director, Experience MarketingPCMAScott Lum, Digital Marketing Manager, Events,Microsoft Corporation
  • What is a Hybrid Extension?An occurrence of people meeting togetherat the same time where some of theattendees are not physically in the samelocation but are connected in a digitalenvironment.#AIBTM #VirtualEdge
  • How To Vote via Texting1. Standard texting rates only (worst case US $0.20)2. We have no access to your phone number3. Capitalization doesn’t matter, but spaces and spelling doTIPS
  • Growing Onsite & Online Attendance10,00034,000Virtual +UStream15,00012,700Onsite Registrants17,0002009 2010 2011 20124,400Virtual/Hybrid113,000Virtual +UStream189,000Virtual +UStream
  • How to Virtually Extend Your EventScott Lum, Digital Marketing Manager, Events,Microsoft Corporation#AIBTM #VirtualEdge
  • Agenda1. 3 Trends Disrupting Event Marketing2. How Events Are Evolving3. 5 Best Practices
  • 3 TRENDS DISRUPTING EVENTS
  • Rise of the Empowered Consumer
  • Source: NY Daily News
  • Rise of the Empowered Marketer21Sales Mkt DigitalMkt
  • Non-Linear Sales Cycle“Consumers no longer move neatly from one touch point to the next, frombranding to promotion to sales. Instead, they snack on a dizzying array of digitalcontent delivered through a dizzying array of devices. They share ideas aboutproducts, companies and brands, with their brand awareness & purchaseconsideration formed by their peers as by a national branding campaign.”Clark Kokich, former CEO, Avenue A | Razorfish
  • HOW EVENTS ARE EVOLVING#AIBTM #VirtualEdge
  • Event SpectrumStandalone• F2FSerial• Multiple F2F• Light SocialSocial• F2F• Integrated Social• Develop CommunityConnected• F2F• Integrated Social• Digital Hybrid• Mobile compatible• Social streamingRelationship• 365 Engagement• CommunityRelationships• Content cadence• Social/Digital/Mobile
  • Standalone Event• Individual meeting or event• Content may be confidential or not sharable to public• Long intervals between events – ie. one-time, annually, etc.• Audience may not engage through social channels
  • Serial Events• Multiple meetings or events• Shorter intervals between events – ie. monthly or quarterly• Social: Use Twitter hashtags to extend content through social
  • Social Events• Social: Use internal and external social channels to build andnurture community.• Extend event content beyond the F2F attendees by leveraging theirinfluence
  • Connected Events• Digital: Extend event content through digital streaming• Social: Social channels used to connect F2F and digital audiences• Mobile: Digital content is compatible on all mobile platforms
  • Relationship Nurturing• Community: 365 engagement – nurture community & advocates• Content: F2F & Digital Events are components of a comprehensivecontent marketing plan
  • Standalone• F2FSerial• Multiple F2F• Light SocialSocial• F2F• Integrated Social• Develop CommunityConnected• F2F• Integrated Social• Digital Hybrid• Mobile compatible• Social streamingRelationship• 365 Engagement• CommunityRelationships• Content cadence• Social/Digital/MobileBuild the appropriate solutions based on your objectives and audience
  • 5 BEST PRACTICES
  • 1. Test New Channels• Experiment with low cost video cameras & webcast tools forsmaller events
  • 2. Create Low Cost Hybrid Events• Remote video capture system managed by 2-people• Captured 18 concurrent rooms• Live stream syndicated to multiple sites
  • 3. Integrate with Social• Streaming digital event to social engages community where they live• Content can be extended through attendees’ social graph• Engage community with content year-round
  • 4. Build for Mobile• Build your event site for mobile• Make sure your digital stream is mobile compatible on all platforms• Apps vs. Mobile Web vs. Responsive Web
  • 5. Integrated Content Marketing• F2F and Digital Events are integrated with content strategy• Events are key content rich interactive experiences
  • How to Virtually Extend Your EventBreak into groups discuss what attendees can implementback at your organization based on what Scott has shared•In what ways has digital and social media impacted your events?•How can you better use digital and social media in your organizationevent program?•How can you integrate F2F and Digital Events into your organization’syear-round engagement cycle?
  • How to Virtually Extend Your EventMary Reynolds Kane, Senior Director, Experience MarketingPCMA
  • #AIBTM #VirtualEdge
  • How to Virtually Extend Your EventBreak into groups discuss what attendees can implementback at your organization based on what Mary has shared•What has your organization doe digitally to date?•How would a perpetual online presence work for you?•What is your key take away and why?
  • AIBTM partners with MeetingMetrics: ‘Meeting Results Measurement MadeEasy!’Collect your CEUs for the educationsessions on our tracking sheets, availablein the conference foyer.