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How To Develop A Winning Mobile Strategy For Events

How To Develop A Winning Mobile Strategy For Events

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Technology has transformed the world of events. Mobile and social engagement systems are now an integral part of an event strategy during each phase of the event life cycle. In this session, DoubleDutch co-founder and C.E.O. Lawrence Coburn will discuss the importance of using these systems to enhance your event. From attendee engagement to event analytics, discover how it takes more than just an app to ensure a winning mobile strategy for events.

Technology has transformed the world of events. Mobile and social engagement systems are now an integral part of an event strategy during each phase of the event life cycle. In this session, DoubleDutch co-founder and C.E.O. Lawrence Coburn will discuss the importance of using these systems to enhance your event. From attendee engagement to event analytics, discover how it takes more than just an app to ensure a winning mobile strategy for events.

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How To Develop A Winning Mobile Strategy For Events

  1. 1. LAWRENCE COBURN HOW TO DEVELOP A WINNING MOBILE STRATEGY FOR EVENTS This a place holder for an awesome photo of you that our Eventbrite designers will insert. No need to do anything here speakers
  2. 2. & are now partners! LAWRENCE COBURN #ElevateNYC
  3. 3. Agenda Context Marketing is about ROI The offline opportunity Looking ahead Questions? LAWRENCE COBURN #ElevateNYC
  4. 4. Rocket ship *Source: Gartner, IDC, Ender’s Analysis LAWRENCE COBURN #ElevateNYC
  5. 5. …And it’s early days *Source: Gartner, IDC, Ender’s Analysis LAWRENCE COBURN #ElevateNYC
  6. 6. “90% of the data that exists in the world has been created in the last two years.” - IBM LAWRENCE COBURN #ElevateNYC
  7. 7. Growth of data Source: Mary Meeker LAWRENCE COBURN #ElevateNYC
  8. 8. A digital layer to the real world LAWRENCE COBURN #ElevateNYC
  9. 9. Starting with the smartphone LAWRENCE COBURN #ElevateNYC
  10. 10. “Today, the customer experience increasingly revolves around technology, that means, of course, that the customer experience increasingly generates data...” - Forbes, January 2013 LAWRENCE COBURN #ElevateNYC
  11. 11. Marketing is about ROI Website Analytics Website Analytics Digital Advertising Social Media Marketing IT Marketing IT Social Media Website Analytics LAWRENCE COBURN #ElevateNYC
  12. 12. Marketing technologies LAWRENCE COBURN #ElevateNYC
  13. 13. “CMOs have long cited events, such as trade shows and exhibits, as a prime marketing and customer engagement mix, but a new study by the CMO Council has found that the old way of developing and measuring ROI for events is falling woefully behind.” - CMO.com (April, 2013) LAWRENCE COBURN #ElevateNYC
  14. 14. A collision LAWRENCE COBURN #ElevateNYC
  15. 15. Primary data source LAWRENCE COBURN #ElevateNYC
  16. 16. …And this LAWRENCE COBURN #ElevateNYC
  17. 17. The world has changed Events 2014 ? 2003 2007 2011 Email Campaigns 1999 Websites LAWRENCE COBURN #ElevateNYC
  18. 18. Events have gone digital LAWRENCE COBURN #ElevateNYC
  19. 19. Personalize the experience LAWRENCE COBURN #ElevateNYC
  20. 20. Surface the dark leads LAWRENCE COBURN #ElevateNYC
  21. 21. Think beyond event apps LAWRENCE COBURN #ElevateNYC
  22. 22. Gain event intelligence LAWRENCE COBURN #ElevateNYC
  23. 23. Mission control: GDC 2014 Top game developers conference >2M taps >305K publishing actions LAWRENCE COBURN #ElevateNYC
  24. 24. Methodology Every tap is a signal 8 different gestures scored LAWRENCE COBURN #ElevateNYC
  25. 25. How intelligent is your event? LAWRENCE COBURN #ElevateNYC
  26. 26. Keep the conversation going LAWRENCE COBURN #ElevateNYC
  27. 27. Invite top speakers to return LAWRENCE COBURN #ElevateNYC
  28. 28. Tell vendors how important they are LAWRENCE COBURN #ElevateNYC
  29. 29. Turn influencers into advocates LAWRENCE COBURN #ElevateNYC
  30. 30. Make better decisions LAWRENCE COBURN #ElevateNYC
  31. 31. Intelligent events For Attendees: Personalize the experience based on behavior For Exhibitors: Light up the dark leads For Organizers: Optimize your events in real-time LAWRENCE COBURN #ElevateNYC
  32. 32. The online/offline holy grail Lead Score Activities LAWRENCE COBURN #ElevateNYC
  33. 33. …but hold on one sec LAWRENCE COBURN #ElevateNYC
  34. 34. LAWRENCE COBURN #ElevateNYC
  35. 35. In review There is a digital overlay emerging on the real world Data capture and sharing is through the roof Events (and retail) is a wonderful petri dish for this convergence LAWRENCE COBURN #ElevateNYC
  36. 36. The Organizer: Option 1 Placeholder: for the exhibitor LAWRENCE COBURN #ElevateNYC
  37. 37. Beacon technology LAWRENCE COBURN #ElevateNYC
  38. 38. But, what comes next? LAWRENCE COBURN #ElevateNYC
  39. 39. Smartphones and tablets are TODAY’S delivery vehicle for… the real disruptive force. LAWRENCE COBURN #ElevateNYC
  40. 40. Smartphones and tablets are TODAY’S delivery vehicle for… persistent connectivity. LAWRENCE COBURN #ElevateNYC
  41. 41. Exhibit A LAWRENCE COBURN #ElevateNYC
  42. 42. Exhibit B LAWRENCE COBURN #ElevateNYC
  43. 43. Exhibit C LAWRENCE COBURN #ElevateNYC
  44. 44. LAWRENCE COBURN #ElevateNYC
  45. 45. LAWRENCE COBURN #ElevateNYC
  46. 46. @lawrencecoburn www.doubledutch.me lawrence@doubledutch.me LAWRENCE COBURN #ElevateNYC

Editor's Notes

  • data that can be gathered and analyzed… produce insights to drive better decisions… provide accountability for marketing initiatives
  • data that can be gathered and analyzed… produce insights to drive better decisions… provide accountability for marketing initiatives
  • Lisa Arthur, Forbes Contributor
  • If you look at some of our clients, you’ll notice many prominent brands. The reason these brands work with us over our competitors is simple. Your event app becomes an extension of your brand, and you want to ensure that you’re using the leading technology to communicate with your key stakeholders.

    Our app has worked for these guys, so we know it’ll work for you too.
  • Some inferences can be made from vendor engagement as well
  • Top speakers represent more established public figures
  • Some inferences can be made from vendor engagement as well
  • But in evaluating ideas/content, a different picture emerged
  • Facebook has more profit than Google had revenue when they went public.
  • Facebook has more profit than Google had revenue when they went public.

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