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AIBTM Professional Education#AIBTM #VirtualEdge
Monetizing Your Online Eventand Captured Content
•Michael Doyle, Executive DirectorVirtual Edge Institute•Steve Williams, Director, E-Media Innovation & BusinessDevelopmentSociety for Human Resource Management•Todd Kotlarek, Director of Live EventsTrade Press Media Group , Inc.#AIBTM #VirtualEdge
What is Monetization?Monetization is the conversion ofany asset, possession, or holding intomoney or legal currency.
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Audience Driver – PCMA365PCMA365 drives a significant audience to face-to-face events.PCMA 365 IMPACTConvening Leaders 2012•~3,800 attendees•550 attended 1st time in 5years•120 of those had neverattended•Indicated that PCMA365 wasa key driver for attending inperson•17% increase in audience!2012 Convening Leaders
Monetization of ContentSteve Williams, Director, E-Media Innovation & Business DevelopmentSociety for Human Resource Management#AIBTM #VirtualEdge
• Society for Human Resource Management -- membership association of265,000 HR professionals• One in-person annual conference and four in-person specialtyconferences. SHRM’s Annual Conference has 12,000 – 15,000 attendees• SHRM launched virtual conference business in March 2010---profitablewithin first four months of launch• Continues to grow in revenue and profitability (85%-88% profit margin)SHRM Virtual Conferences / On Demand---New Business / New Revenue Stream
What Does SHRM’s Virtual Conference /On Demand Revenue Strategy Have inCommon with These Companies?
SHRM Virtual Conference /On DemandRevenue StrategyAnswer: SHRM leverages existing contentSHRM builds its virtual conference on existing contentfrom the existing foundation of its successful in-person conferences
SHRM Virtual Conference /On DemandRevenue Strategy• SHRM pursued a paid model• SHRM built its own platform• SHRM believes in profit first combined with smartinnovation#AIBTM #VirtualEdge
SHRM’s virtual conference revenue strategyinvolves re-purposing, re-packaging,and re-selling some contentCompanies do it all the time….
One ExpenseFour Potential Revenue StreamsCONFERENCEATTENDEESNON-CONFERENCEATTENDEESDERIVATIVEPRODUCTSSPONSORSHIPS
• Package it as an upsell to existing in-person conference• Target one day in-person registrants and non-U.S. groups• Begin selling prior to the in-person conference• Promote onsite at the in-person conference• Conduct live streaming of a keynote and sell separately• Charge customers for additional time to access content• Partner with other companies to re-sell their content orto gain access to another audience
Monetization of ContentBreak into groups discuss what attendees can implementback at your organization based on what Steve has shared•What content do you charge for?•What content could you charge for?• What could you do in your organization?
Exhibit and Sponsorship MonetizationTodd Kotlarek, Director of Live EventsTrade Press Media Group , Inc.#AIBTM #VirtualEdge
Trade Press Media…Quick Facts• Market: United States• Live Events Launched 2001• 3 Major Live tradeshows, multiple Virtual tradeshows• 11 events team stakeholders + Exhibition partner• Magazines/Online: 6 niche B2B titles: FacilityManagement, Jan/San, Commercial Rail• Market Leader in our space• For-Profit
The Gift that Keeps Giving59% of attendees visit a vendor’s website49% search for more information about a vendor19% have proactively contacted a vendor for moreinfo4% have purchased form a featured vendor49% revisited the same event on-demand37% have forwarded a registration page34% have forwarded an on-demand linkc/o Sharon Hudson, VP events,Marketing Profs
Exhibit and Sponsorship MonetizationBreak into groups discuss what attendees can implementback at your organization based on what Todd has shared•How do you sell sponsorships now?•If not, could you?•What is the make up of the potential sponsor or vendor basein your market?
AIBTM partners with MeetingMetrics: ‘Meeting Results Measurement MadeEasy!’Collect your CEUs for the educationsessions on our tracking sheets, availablein the conference foyer.