Recommended
More Related Content
What's hot
What's hot (20)
Similar to Plan Successful Event with Content & Collaboration (18 Dec)
Similar to Plan Successful Event with Content & Collaboration (18 Dec) (20)
Recently uploaded
Recently uploaded (20)
Plan Successful Event with Content & Collaboration (18 Dec)
- 1. Planning Successful Event with Content & Collaboration Sat, 18 Dec at 10am bit.ly/PSEWC3 Yuk belajar merencanakan event untuk hasil optimal dalam: Event Goal, Audience Satisfaction & Content Effectiveness!
- 2. Rules of the Game • For optimum learning, actively participate • Don’t just believe, observe & ask ‘Why?’ • Write your ‘AHA’ & QUESTION • Will share PPT, just focus learning! • Let’s learn to become a Great Storyteller! AHAHAHA!
- 4. Plan Event Strategically #1: WHY #2: WHO #3: HOW #4:WHAT & Tell Great Event-Story & Collaborate
- 6. Meeting & gathering Talk & conference Exhibition & fair Performance & show Competition Tour & travel Festival & celebration Class & workshop Yang lainnya 0 2 4 6 8 10 12 14 16 18 Tipe event yang di organize 35 pax avg 6.25 events since covid
- 7. Pemerintah/BUMN Perusahaan swasta Asosiasi/komunitas Organizer/promoter Non-profit/NGO Yang lainnya 0 2 4 6 8 10 12 14 16 18 Tipe organizer
- 8. Menarik peserta Protokol kesehatan Low sales conversion Event management Creative & interesting ideas Mendapatkan sponsor Audience satisfaction Human resource (SDM) Resources & budget Vendor mafia 0 2 4 6 8 10 12 Tantangan yang dihadapi
- 9. Contents viewable from anywhere: • Gaming • Music • TV • OTT • Zoom • Socmed What’s an Event? Live & on-demand = anytime * Experience to deliver * Audience preference
- 10. Virtual venue owners & providers
- 12. Netflix-ification of Event • TV producer • Live-Event ➞ On-Demand Content
- 13. Changes • Physical & logistic driven • Imagination & emotional-driven • Event Organizer Experience Designer • Creative collaboration: • Program: Talk, workshop, music, performing arts • Venue & Production: Interior design, visual arts, fashion • Technology: Streaming platform + app & gamification • Product & Merchandise: Product design, craft, F&B • Promo Material: Copywriting, design, photo, video/animation • Promo Channel: Marketing & ads, publishing + digital media
- 14. Why Events? Well Saved Well Invested Well Spent External Internal Internal Short-Term Long-Term Design transformative experience Experience Economy (Joe Pine)
- 15. Entertainingly Educational Experience ➞ Transformation Earn a Living Learn a Living
- 16. • Physical venue • Transportation • Decoration + F&B • Less manpower & cost • Talent & audience from everywhere • Ease of collaboration (creator economy) • Gather & repurpose content & data • Data-driven report & measurement Benefits & Potential of Virtual Events
- 17. The Paradox of Choice Talent Audience Content - Solved with: Why
- 18. Ever heard... • Kayaknya seru kalo bikin event kayak begini • Program nya dibuat seperti ini, bakalan menarik • Kita undang talent/speaker ini, kan dia terkenal • Pake venue ini pasti okay kan instagrammable • Bagaimana event, program, talent, & venue dapat membantu: • Mencapai tujuan event-owner? • Memenuhi kebutuhan audience? • Feel-good event-planning • Strategic event-planning Why?
- 19. Why Strategic Event-Planning? Strategic Event Plan Event Team (Event Plan) Event Partner (Call for Partner) Event Sponsor (Sponsorship Proposal) Event Audience (Event Page) Guide Invite Sell Attract Save time, effort, & resources 1x plan = 4x Great Event Story!
- 20. Step 1: Background (WHY) Terinspirasi + ide (‘Aha!’ moments) Article, book, podcast, video, conversation, experience 1. Supporting Data: Own/3rd party 2. Event Concept: Own/3rd party 3. Event Contents/Assets: Own/partner/client’s: • Talent + Program • Venue space • Production team • Community to join • Media to promote • Sponsor to finance
- 21. Supporting Data Di awal pandemi COVID-19, kesadaran akan kesehatan & rutinitas olahraga di rumah meningkat drastis. Namun seiring dengan pandemi yang berjalan sudah hampir 5 bulan ini, motivasi dan komitmen berolahraga pun mulai menurun dikarenakan rasa bosan terhadap konsep olahraga online yang kurang menarik. Padahal, olahraga rutin sangat dibutuhkan untuk menjaga imunitas tubuh. Menyadari hal ini, ION WATER by Pocari Sweat berinovasi melalui IONATION, mengutamakan faktor utama yang menjadi semangat saat berolahraga, tapi sulit dilakukan karena protokol kesehatan saat ini, yaitu berinteraksi langsung. Padahal interaksi antar peserta dan instruktur ini justru menjadi pembakar semangat dan membuat workout terasa lebih ringan dan tidak melelahkan. (https://www.aio.co.id/news/ionation-the-largest-virtual-sports-and-music- festival-in-indonesia)
- 22. Event Concepts Articles: • EventMB • Bizbash • Endless Events • Pinterest
- 23. Tips • Pro-active, curious, & observant • What interests you & dig deeper • View from different perspectives • Assess potential demand (validation)
- 24. Background: Purpose • Events with strategic purpose other than economic outperform competition 350%* over long term • Set the event direction • Triple Bottom-Line
- 25. Event Purpose • ‘To do something which adds value to stakeholders, at lowest possible cost.’ - Elling Hamso (Event ROI Institute) • Event owner, audience & sponsor • Change audience behaviour • “How does the event connect to our bottom line/mission? What exactly will participants do afterwards to achieve this?” • Call-To-Action
- 26. Effective Learning Experience (Cognitive) “Meeting designers are beginning to create effective learning experiences, not just entertainment and ‘wow’ or kiling participants with bullet points.” – Elling Hamso Ensuring your message is well delivered & positive ROI What is the impact of your event?
- 27. Purpose • What we want to get? • Goal: Merubah cara pandang audience tentang... sehingga menghasilkan... (CTA) & ... (Impact) Objective (WHAT) Strategy (HOW)
- 28. Great Event Plan = Great Strategy “Tactics (WHAT) are easy to understand, because we can list them. You can use a tactic or you don’t. Strategy (HOW) is more amorphous, it’s the umbrella over your tactics. The work the tactics seek to support. And your goal is something you’re betting will happen if your strategy works. If you tell your competition your tactics, they will steal them and it will cost you. But if you tell them your strategy, it won’t matter. Because they don’t have the guts, or the persistence to turn your strategy into their strategy.” – Seth Godin, expert on marketing & tribe (community)
- 29. Event Goals • Raise awareness & educate about: brand, product, org, cause • Get leads & insights on: customer, member, employee • Build/maintain relationship w/: customer, member, employe • (so that) Audience develops PERCEPTION/IDEA that... • (leading to) CTA: Subscribe, join, try, meet, purchase, promote/support • IMPACT: Subscribers, members, trials, meeting, sales, word-off-mouth
- 30. Event Goals • Raise awareness & educate: LL - strategic event planning & collab platform • Get leads & insights: 20 organizers & events organized+challenges • Build/maintain relationship: 15 new + 5 existing EO contacts • (So that) Audience develops PERCEPTION that: Strategic event planning & collaboration is crucial to success • CTA & IMPACT: Continue to plan event via LL
- 31. Event Success Metrics/KPI Build Awareness for... • Website traffic • Socmed engagement • Media/press mention • Event page visit (365)
- 33. Event Success Metrics/KPI Get Leads: • New/existing leads, prospect, customer, title/account • Live in-person + virtual, or on-demand Gain Insight via: • Registration form • Pre-event forum • In-event poll & behaviours • Feedback form (perception & behaviour)
- 34. Event Success Metrics/KPI Drive Revenue via: • New leads • New opportunity • Accelerated opportunity (appt) • Net-new sales • Accelerated sales • Event revenue (ticket, booth, sponsorship) • Measure Event ROI
- 35. Event Success Metrics/KPI Different event type for of each segmented audience during: • Attract: Strangers -> Visitors via content marketing • Convert: Visitors -> Leads via content & event • Close: Leads -> Customers via sales w/ CRM • Delight: Customers -> Promoters via content & event • Have you mapped out your Customer Experience/CX?
- 36. Event Success Metrics/KPI Build Community • New members/followers • Newsletter subscription • Members engaged & feedback (NPS) • UGC (User Generated Content) Etc: Recruitment, Engage employee/partner Which KPI to measure success? Which ones are important but difficult to measure?
- 38. Series
- 39. Event Series ‘We found recurring online experiences to be most successful and have the highest brand conversion rate. We started with monthly and then progressed to weekly experiences. It almost turned into a virtual cocktail club where people tuned in to see their friends. We made the content less like a lecture and more an experience where there was interaction between guests and guide.’ – Dan Callaway, VP of Hospitality & Product Development for Bardstown Bourbon company Event A Event B Event C Mega Event #1 Event D Event E Event E Mega Event #2
- 40. Take a guess.... • 1 type: Boeing 737 = 1 type of training • Save effort, time & resources = money! • Multi-tasking for several roles
- 41. Sustainability & Long-Term Results • Event series ⇒ event brand • Event attendees ⇒ community member • Event program ⇒ recording/on-demand • Event ticket ⇒ community membership • Event exhibition ⇒ 365-marketplace • Event sponsorship ⇒ 365-sponsorship • Synchronous event ⇒ Asynchronous event
- 42. Event Series Event #1 Event #2 Community Community Event #3
- 43. Reflection Point • Apakah penting mempunyai data pendukung event? • Data pendukung apa yang kamu gunakan? • Apakah penting membuat event goal & mengukur sukses? • Apa goal/tujuan kamu menyelenggarakan event? • Bagaimana kamu mengukur suksesnya event?
- 44. Step 2: Target Audience (WHO) • Two-way & Empati • Memahami audience: attendee/participant • Demography & psychography Give Receive
- 47. Targeting: Psychography Segmenting based on Needs
- 48. Audience Demography • Male • Born in 1947 • Raised in the UK • Married twice • Lives in a castle • Wealthy & famous • Prince Charles • Ozzy Osbourne
- 49. Empathy Map • Event planning • Event collaboration collab with sales, customer success, opps Perilaku terhadap tema/topik event
- 50. Buying Process Eugene Schwartz: 5 Stages of Awareness • 1. Tidak merasa ada masalah – memberikan wawasan pentingnya event planning • 2. Tidak tahu ada solusi – memandu step-by-step planning untuk menyukseskan event • 3. Tidak tahu solusi anda – menjelaskan platform LL yang memudahkan event planning • 4. Tidak yakin solusi anda tepat – mempraktekan strategic event planning via LL • 5. Tidak tahu tawaran anda – menjelaskan penawaran menarik vs manual planning
- 51. Audience Needs • Pengen tahu dengan: • Melihat/menonton, mendengar, menyentuh, mencium, merasakan (taste) • Pengen belajar bagaimana... • Pengen membeli product/service (solve problem) • Pengen ketemu dengan (existing/new contacts) • Pengen merasa (+ feeling e.g. excited, inspired) • Pengen EXPERIENCE (something new via all of the above) • Pengen mempunyai KENANGAN / MEMORABLE EVENTS
- 52. Audience Needs • What are their critical needs? • Functional: Knowledge, Skills, Product • Social • Emotional • Why don’t they solve the problem already? (CHALLENGE) • What’s stopping them to change behaviour? Once identified, understand needs better • What results are they looking for (GAIN)? • HOW does our event solve their problems (PAIN➞GAIN)?
- 53. Psychography
- 54. Validate Audience • Ideally you are the audience ‘I made movie for an audience, and i consider myself as an audience’ – Quentin Tarantino • Event registration, Q&A, poll, discussion • Focus group discussion, interview • Focus on psychography vs demography
- 55. Event Success Metrics/KPI Audience Engagement & Satisfaction: • Registration & attendance (conversion %) • Average session duration + drop off % • Comments, poll, Q&A, socmed # • Resource download (brochure, case- study, voucher) + demo given • Feedback (NPS) esp. satisfaction Which KPI to measure success? Which ones are important but difficult to measure?
- 56. Organizer (Brand) Audience (Customer) GIVE: Knowledge+Skills Interaction Emotion = Experience (Cognitive) RECEIVE: Leads + Insight + Relationship Perception + Behaviour RESULT/$ALES &/ WORD-OF-MOUTH Via Event Buy & Sell TRANSFORMATION
- 57. Reflection Point • Apakah penting untuk memahami target audience dengan baik, sehingga dapat mendesign concept & program yang menarik bagi mereka? • Seberapa baik kamu memahami target audience?
- 58. Event KPI • Event page views: 250 • Registration: 29 (13%) • Attendees: 20 (69% - 15 new) • Session duration: 1.5 hr (90%) • Session drop-off: 2 (10%) • Engagement: #comments + Aha! + Q&A • Survey responses: 10 (50%) • Session ratings + NPS: 4/5 (80%) • Survey feedback • Event plan: 20 (100%) • Quality event plan: 12 (60%) • Qualified leads: 10 (50%) • Plan to use LL: 10 (50%)
- 59. Event KPI Event page views Registration Attendees Session duration Session drop-off Engagement Survey responses Session ratings + NPS Survey feedback Event plan Quality event plan Qualified leads Plan to use LL Value proposition Reminder & notification Content & delivery What’s next & benefits Reminder & benefits Follow-up & guidance Event promotion Community & Monetization ‘Success in attracting audience, sponsor & partner is a consequence, not an act’
- 60. Event Purpose Audience Needs How is the concept aligned with: Step 3: Event Concept (HOW) Event-Market Fit
- 61. Konsep Event • Type (or mix): • Festival & Celebration • Talk & Conference • Exhibition & Fair • Performance & Show • Competition & Games • Class & Workshop • Meeting & Gathering • Tour & Travel • Format: • In-person • Virtual • Hybrid • Date & Duration • Tema + Topik (Keywords)
- 62. Word Association/Tree Event Event Planning Collaboration Background Purpose Audience Concept Program | Talent | Venue | Community & Media Promotion Monetization Community Technology
- 64. Blog + Event (recording)
- 65. Event Concept Virtual workshop on event planning & collaboration
- 66. Sketch ➞ Finished Artwork
- 68. Step 4: Experience (WHAT) • Educate & entertain: The importance of strategic event planning & collab + how-to • Raise awareness: LL platform able to do the above well • Get leads/insights: 20 EO + events organized & challenges • Build/maintain relationship: 15 new & 5 known organizer
- 69. How to Design Event CX 1) What Knowledge audience should know about: The Topic: • What is the truth/future of this topic? • Why is it important/relevant? • What is an ideal situation/practice look like? • What are the important elements/factors? • Example/story of an ideal/good-practice Event marketing & experience What’s a winning event marketing strategy like? What Event KPI to track, measure & improve? Case study + lessons learnt
- 70. How to Design Event CX 1) What Knowledge audience should know about: Your Brand & Product: • Interesting background story/facts • Level of experience/expertise on the topic • What makes us unique? (USP) • What can we do & benefits for audience? • Our brand values: • Our brand image (persona): • Interaction with audience • Our focus in great CX 7 years of experience in event planning & collab Only event planning & collab platform Plan, track & measure success Successul & sustainable events (3P) Creative & playful + goal & improvement-driven via omnichannel contents with relevant contents & events
- 71. How to Design Event CX 2) Skills audience must learn/How-To: • Tell what’s the truth/future? • Decide what’s important/relevant? • Create ideal situation/do the right practice? • Prepare the important elements/factors? • Measure/test our situation/practice? • Apply lessons learnt (own/other’s story)? The FEEL + grab the opportunity Plan Winning Marketing Strategy 2022 Workshop: Plan event + collab + promo + monetize + community Assessment: Event Plan + Proposal Plan + track + measure + improve
- 72. How to Design Event CX 3) Social Interaction with: • Our existing customers • Our partner/suppliers • Our ex-employees • Audience’s competitors/peers/colleagues • Respected figure e.g. boss, SME/influencer • Audience’s close contacts (friends, relative, community) • General public (unrelated to our brand) - LiveLife users - Talent + venue community + media + sponsor
- 73. How to Design Event CX 3) Social Interaction with: • Our existing customers • Our partner/suppliers • Our ex-employees • Audience’s competitors/peers/colleagues • Respected figure e.g. boss, SME/influencer • Audience’s close contacts (friends, relative, community) • General public (unrelated to our brand) - LiveLife users - Talent + venue community + media + sponsor
- 74. How to Design Progam/Session 4) Feel Emotional Connection: • Trust our brand & product • Feel inspired with ideas • Excited with our interaction • Confident about the quality • Motivated to give it a try & buy • Willingly promote (word-of-mouth) Give Receive
- 75. Activities • Step-by-step guidance • Real-life example: This workshop • Participative & learn-by-doing • Interactive & entertainment • LL logo (brand association) • LL platform to register & practice • Multilayer experience
- 76. Pre-Event Activities Invite new & existing EO contacts Gain insight + leads via registration
- 77. Series of Activities = Experience • Opening • Intro on LL • Step 1: WHY • Practice • Step 2: WHO • Practice • Step 3: HOW • Practice • Step 4: WHAT • Practice
- 78. Suitable Program
- 79. Audience Experience / CX (not only in-event)
- 80. Pre-Event / Promotion • See promotion/receive invite • Visit event page & register • Quiz, blog, forum • Reminder & notification In-event Activities • Intro ⇒ rising action ⇒ climax ⇒ falling action ⇒ ending • Focus on ‘Aha!’ or Moment-Of-Truth = Memorable moments Post-Event / Community ⇒ What’s next? Audience Experience / CX
- 81. Event Touch Points/Experience • Reflection Point: Questions for audience to ponder • Experience Point: Audience do/see something or experience • Interaction Point: 2-way interaction happens • Realization Point: ‘Aha!’ where audience finally gets it • Action Point: Where CTA happens ->Impact
- 82. Continuous Experience • Most events are Hi-and-Bye! • Workshop: Designing Great Event Series • Workshop: Optimizing Event Collaboration
- 83. Reflection Point • Apakah design concept & program sesuai tujuan & kebutuhan peserta? • Apakah penting untuk mendesign audience experience (pre to post-event) sehingga menjadi pengalaman berkesan bagi peserta?
- 84. Event Success Metrics/KPI (3) Effectiveness of Content & Collab to fulfill: - Event goals - Audience satisfaction Which KPI to measure success? Which ones are important but difficult to measure?
- 85. Why Strategic Event-Planning? Strategic Event Plan Event Team (Event Plan) Event Partner (Call for Partner) Event Sponsor (Sponsorship Proposal) Event Audience (Event Page) Guide Invite Sell Attract Save time, effort, & resources 1x plan = 4x Great Event Story!
- 94. Summary • Plan, plan, & plan your event strategically! • Biggest value: Re-purposeable contacts & contents • Event brand & community for 365-monetization
- 95. “You’re telling a story using tools, not using tools to tell a story” – George Lucas
- 96. “Marketing is no longer about the stuff that you make, but about the stories you tell” – Seth Godin
- 97. Special Gifts • Top 5 event-plan will be selected 5-day post-event (deadline: 23 Dec) • Win 1x FREE Event Plan Optimization from Mike (worth IDR 2 mio) • CTA & IMPACT: Register & plan event + collab via LL, and schedule meetup within 5-day post-event
- 98. Q&A + Feedback: bit.ly/PSEWC2F & enjoy access to: PPT + resources + workshop + talk
- 100. Self-eval: 5 mins for each practice, incl. last: Design CX (session) • After each practice-session, choose an event plan / even random selection like wheel of fortune, then invite the attendee to explain • Invite other attendees to participate in giving suggestion either: (1) open up the Mike and: comment, ask, or recommend directly or (2) as they are invited as part of the event team (while demonstrating Co.LAB to do team collaboratio), they can directly add (on the event plan): comment, question, & suggestion (e.g. purpose, audience persona, behaviour, needs, or contents & partners e.g. Talent: speaker/musician, venue, community, media, & event sponsor!) • After 5 mins, Then Mike can give his insight, and attendee can add: Own note on his event-plan • Thus prob 3 mins to create 1st draft, another 5 mins to get feedback from other attendees then 2 mins from Mike (since recorded, they can view it post-event) – will mention the minutes • Provide 5-min to write design program as part of CX – since feedback on whether this workshop helps make the event more interesting, engaging, & easier to sell is low for some people • Perhaps can use some materials from Storyboarding or PPT on Creating a Great Talk/Workshop, focus on not only knowledge & skills, but also interaction & especially emotion (following storyline of great filmmakers e.g. from mid then beginning, and end, or from near end then flashback so people understand the before) • Difference: ‘Design acara yang (benar2) menarik’ WITH ‘Design promotion sehingga acara terlihat menarik’ (great promo w/ excellent copy writing + art & design
- 101. Tidak sama sekali Kurang belajar Sedikit belajar Lumayan belajar Banyak belajar 0 2 4 6 8 10 12 Belajar membuat event menarik, interaktif, & menjual?
- 102. Tidak sama sekali Kurang belajar Sedikit belajar Lumayan belajar Banyak belajar 0 2 4 6 8 10 12 14 16 18 Belajar berkolaborasi menyukseskan event?
- 103. Tidak sama sekali Biasa saja Sedikit terinspirasi Lumayan terinspirasi Sangat terinspirasi 0 2 4 6 8 10 12 14 Terinspirasi untuk melakukan strategic event planning?
- 104. Tidak sama sekali Kurang yakin Sedikit yakin Lumayan yakin Sangat yakin 0 1 2 3 4 5 6 7 8 Yakin dapat melakukan strategic event planning dengan baik?
- 105. Tidak sama sekali Kurang sesuai Biasa saja Sesuai ekspektasi Melebih ekspektasi 0 2 4 6 8 10 12 14 Apakah event ini sesuai ekspektasi?
- 106. Iya Tidak Belum tentu 0 2 4 6 8 10 12 14 Rencana menggunakan LL untuk plan event berikutnya?
- 107. Video recording PPT & resources (blog + link) Workshop: Optimizing event collab Talk: Bagaimana membuat content menarik dari event? Talk: Rahasia membangun komunitas brand Partisipasi best event-plan (for FREE event plan optimization) 0 2 4 6 8 10 12 14 16 Tertarik dengan?
- 108. Apa pelajaran yang hendak di implementasi kan? Apakah ada tantangan? – prob can ask as auto follow-up if speaker is also coach/mentor (can set 1-week later), or provide list for them to tick + add extra input ‘Others...’ • membuat funnell • bagaimana membuat strategic plan agar event sukses • bisa merancang sebuah event dan terkonsep dan terukur ,,sangat menantang dan butuh praktek lebih lanjut • Event Strategic Plan dan Event Series. Tantangannya masih seputar masalah internal yakni kekurangan SDM dalam menjalankan event. • everything, as I can not remember all the material Mike's sharing for today :) • mencoba untuk melakukan draft event di live life dan mencoba untuk menyebar draft event ke partner dll • Organize event series
- 109. • Buat event planner untuk next upcoming event d kantor • Event planning • plan & Strategy to make series evennt • sksrng bagaimana menarik orang banyak untuk dapat menghadiri event • Untuk buat event series untuk sharing discussion about engkish in every saturday. tantangan sumber daya kurang memadai untuk speaker • Event serries • mengimplementasikan sesuatu hal yang baru, tantangannya adalah mencari dana pada sponsor • Strategic event, tantangannya mungkin masih belum berani :D
- 110. 16 all answers 5/5