With the Advent of Virtual, How do we Compel Attendance to our Live Events?

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Presented to the Northern CA PCMA Chapter (PCMANCC) on Thursday, May 17, 2012 in San Francisco, CA.

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With the Advent of Virtual, How do we Compel Attendance to our Live Events?

  1. 1. In the Days of Virtual, How Do We Compel Live Attendance? A live presentation for the Northern CA Chapter of PCMA May 17, 2012 San Francisco, CA By Stephanie Selesnick President, International Trade Information, Inc. Stephanie@intltradeinfo.com @StephSelesnick www.internationaltradeinformation.com ITI, Inc. 2012
  2. 2. Session Outline: Change Virtual - the good, bad & ugly Driving Attendance from Virtual Events Push vs. Pull Advertising Social Media - the big 5 Solutions on driving attendance to our live events ITI, Inc. 2012
  3. 3. Changeis defined as:1. To become different or undergo alteration2. To undergo transformation or transition3. To go from one phase to another ITI, Inc. 2012
  4. 4. ChangeDoes your organization FEAR Change or EMBRACE it? What Fear does to an organization: Blame Game Paralyzed Decision Making Unclear Thinking Fear of Failure makes it so!  Example: National Rifle Assn & web ads ITI, Inc. 2012
  5. 5. ChangeWhat embracing CHANGE does: Being open to new sources of REVENUE Results oriented Nimble - can make decisions Other ideas? ITI, Inc. 2012
  6. 6. Group exercise: What is the best event or convention you’ve ever attended? WHY?  What characteristics do they share? What’s the worst event or convention you’ve ever attended? WHY?  What characteristics do they share? ITI, Inc. 2012
  7. 7. Virtual Examples What a virtual expo and conference looks like today: Video: http://www.virtualtradeshowhosting.com/ vshowdemo/ Where virtual is on show site (augmented reality): Video:  http://www.youtube.com/watch?v=Y5ywMb6SeGc  http://www.youtube.com/watch?v=kt2mf9kuzZE ITI, Inc. 2012
  8. 8. Virtual & Social Media Bottom line: You can’t share a drink or have a honeymoon over the internet. Virtual IS here to STAY. So how do we use it? ITI, Inc. 2012
  9. 9. Virtual - the good, bad & ugly Bad: Boring like a webinar with static PPTs Ugly:  Links don’t work  Poor seminar sound quality  Un-manned booths  No one chatting in the chat rooms - lack of interactivity ITI, Inc. 2012
  10. 10. Virtual - the good, bad & uglyGood: Interactive Engaging Interesting CONTENT Interested, trained speakers.  Keeps you focused on being there instead of checking email! ITI, Inc. 2012
  11. 11. Study on Hybrids The Virtual Edge Institute (VEI) and ROI of Engagement released a second report on the effectiveness of hybrid events in 2011 There were distinct differences in why a person attended in-person or remotely. ITI, Inc. 2012
  12. 12. Hybrid StudyIn person: Ability to expand their network - 43% Personal interaction with presenters/and or attendees - 41% Learn better in person - 30% Build deeper relationships with network 26% ITI, Inc. 2012
  13. 13. Hybrid StudyFor remote attendees:  Cost savings - 56%  Time savings - 52%  Attend the sessions that I want - 40%  Try a virtual event - 37% ITI, Inc. 2012
  14. 14. Hybrid Study If no virtual option was available:  93% of virtual attendees would not attend the in-person event  78% of in person attendees would attend a virtual option. What does this mean for YOUR events? ITI, Inc. 2012
  15. 15. Driving Live Attendance From Virtual Events1. Pick a segment that is receptive to virtual2. Procure the best speakers/thought leaders/controversial folks in that sector to speak3. Offer FREE Webinars featuring the above-mentioned folks.4. Find new sponsors in the sector ITI, Inc. 2012
  16. 16. Driving Live Attendance From Virtual Events5. Make it easy to get content6. Add programming for those sectors into your annual live event(s)7. Give first year discounts and special networking opportunities for those who attended the webinars or virtual sessions ITI, Inc. 2012
  17. 17. Push Advertising vs Pull AdvertisingPush Advertising is: The process of communicating advertising material to an Internet user without the user making an explicit request for the material.Examples: Emails & Spam Other examples? ITI, Inc. 2012
  18. 18. Push Advertising vs Pull AdvertisingPull Advertising is: Customers are attracted to a website by means of non-direct communication.  Example: Web Banner Advertising People search YOU out  Examples: Blogs, Tweets, LinkedIn discussions, Pinterest Boards ITI, Inc. 2012
  19. 19. Social Media: Use judiciously. Stop the HARASSMENT!  Group exercise:  What constitutes Harassment? ITI, Inc. 2012
  20. 20. Social Media: CONTENT and relevance is KING. Where does your audience hang out? Blogging: RELEVANCE! ITI, Inc. 2012
  21. 21. Social Media - the Big 5! FaceBook: business vs. personal  How do you use it for? So does YOUR audience! LinkedIn: Business to business.  Groups  Content! Twitter: Recommend Tweetchats (#expochat, #assnchat)#eventprofs #pcma #conventions #virtual #fun ITI, Inc. 2012
  22. 22. The Big 5YouTube: A Must Use! 60 hours of video are uploaded every minute  (1 hour of video is uploaded to YouTube every second) Over 4 billion videos are viewed daily Over 800 million unique users visit monthly  313,544,041people live in the United States 500 years of YouTube video are watched every day on FB Over 700 YouTube videos per minute are shared on Twitter 100 million people take a social action on YouTube (likes, shares, comments, etc) every week ITI, Inc. 2012
  23. 23. The Big 5 Pinterest: The New Kid  over 100 million unique visitors.  Example: San Francisco Omni  http://pinterest.com/search/?q=omni+hotel+San+Fran Repurpose & Restate Content  Each social media outlet requires a different way of communicating!!!  Never connect Twitter to LinkedIn or Facebook! ITI, Inc. 2012
  24. 24. Solutions - Live: Content - lose the “motivational speakers” - add controversy!  What is your 800 lb Gorilla? Change up the length of your session  does everything have to be 1.15 hours? Or 1 hour? Or 45 minutes?  TED example: The goal of the event is to expose the audience to a wide range of “big ideas” that they might not be exposed to otherwise. ITI, Inc. 2012
  25. 25. Solutions - Live: Lose the panels of talking heads with PPT’s Lose the “branded” PPT’s - everyone knows where they are - YOUR EVENT Change up room sets - your facility will hate you, but attendees will be engaged!  Global Event Summit ITI, Inc. 2012
  26. 26. Solutions Stop trying to program your event 1 year in advance.  How can much of the content still be relevant with so much time passing? Make workshops interactive. Gamification:  Using games to get people to do stuff they normally consider boring: completing surveys, shopping, filling out tax forms, or reading web sites Role-play.  If it’s crisis management, have the group manage the crisis! Negotiation? Negotiate!  IAEE’s walk in your exhibitors shoes  Give people a safe place to make mistakes ITI, Inc. 2012
  27. 27. Solutions - Live Networking: How can you be better - especially to the newbies? Alumni Program Dine-arounds  Attendees sign up based on different kinds of criteria: food likes, what else? City Tours as Scavenger Hunts Cooking Together ITI, Inc. 2012
  28. 28. Solutions Planned Serendipity:  House attendees on the same floors  Create small group/pod areas in meeting rooms  Train Staff and volunteers to be connectors  (the above are via Dave Lutz, Velvet Chainsaw) Competitions  Announce winners last day YOUR TURN! ITI, Inc. 2012
  29. 29. Summary Change is going to happen Virtual - the good, bad & ugly Recent study on Hybrids Driving Attendance from Virtual Events Push vs. Pull Advertising The Big 5 - great tools to drive attendance Solutions and Ideas ITI, Inc. 2012
  30. 30. In the Days of Virtual, How Can We Compel Live? Stephanie Selesnick International Trade Information, Inc. Stephanie@intltradeinfo.com @StephSelesnickwww.InternationalTradeInformation.com ITI, Inc. 2012

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