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HighRoad & CSystems Joint Webinar: Using Marketing Automation to Grow Event Registration

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Every association executive knows that events drive a significant portion of the organization's revenue, but did you know that 30-40% of all emails that associations send focus on getting members to register? It's clear that associations are currently doing event marketing, but is it as effective as it could be? Join this session as we discuss different ways to target, incent & create buzz about your event through Marketing Automation. We'll show you how to get a much better response & allow you to send smarter & more sophisticated emails.

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HighRoad & CSystems Joint Webinar: Using Marketing Automation to Grow Event Registration

  1. 1. Webinar Presenter: Maneesha Manges [Using Marketing Automation to Grow Event Registration] September 19, 2017| 11:30am ET
  2. 2. 1. Welcome / Introductions 2. Today we will cover….. 3. Next Steps….submit questions, contact sales, contact helpdesk Agenda
  3. 3. Current Pulse Where Are We Now
  4. 4. Digital Communications for Events • Conference Website • Social Media & Communities • Banner Ads & Online Advertising • Ecommerce, Coupons & Receipts • Video Media • Email • Mobile App • Onsite Signage & Interaction Points • Webinars • Livestreaming/Virtual • Surveys & Polls • Text • Voice Mail Messaging
  5. 5. Today’s Challenges • Thinking in terms of logistics & not experience • Rethinking the event to be a longer time length • Discrepancies in skill gaps & digital understanding • Not taking the time to map out: – Participant Personas – Participant Journey – How You’ll Measure
  6. 6. User Experience User Experience Design (UXD or UED or XD) is the process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product.[1] User experience design encompasses traditional human–computer interaction (HCI) design, and extends it by addressing all aspects of a product or service as perceived by users.[
  7. 7. Modern Participant Expectations
  8. 8. Historical Approach in Event Communications • FOMO on Registration • More at Once • Don’t Ask Too Much • Waaaaayyyyy in Advance • See Ya Wouldn’t Wanna Be Ya
  9. 9. Modern Approach • Simplify communications • More communications, more frequently but with simpler messages and calls-to-action (as in ONE call-to-action) • Much shorter time frames
  10. 10. Digital Marketers Dream: Events – Content – Demographics, psychographics – Transactions – Isolated population to study – Multichannel opportunities – Actionable – Measurable – Multi-touchpoint
  11. 11. Digital Marketers’ Nightmare Events • Working in an inflexible framework • Zero to little budget included for the event • Trying to do new in ordinary time is VERY hard • Breaking out of crisis event mentality • Trying to do it all in-house in DIY mentality
  12. 12. Best Practices Areas Where Organizations Are Working
  13. 13. The Engagement Valley
  14. 14. Why the Valley? • No time • No plan • No call-to-action • No continuity • No emotional reinforcement
  15. 15. Valley Effects
  16. 16. Offset the Valley Dip
  17. 17. Minimize the Valley • Start earlier • Continuous touchpoints • “Mini” events to build demand • More creative, more content • More mocial • Increased touchpoints/visibility for groups that wish to reach your target audience • More points to analyze & adjust
  18. 18. User Experience Flow
  19. 19. Pre-Event Ideas • Event groups on topics • Industry roundtables • Contests • Images on badges • Tweetchats & Meetups • Speaker-based discussions and blogs • Past presentation libraries and commentary • Janus Approach & Discussion
  20. 20. During the Event • Physical space for meetups, working groups • Special VIP parties, cocktails, rewards • Icebreakers based on social media contests/inquiries/discussions • “Tweetbody” for keynotes • Scribes per industry, topic, etc • Meet the speakers, authors, keynotes • Matchmaking & appointments
  21. 21. Post-Event • Webinars • Tweetchats • Blogs • Photo Galleries • Video Testimonials • Monthly topic discussions and calls • Guest bloggers • “Meet the Attendee”: First Timer’s View, etc.
  22. 22. Event Email • Move from paper to email- based daily news during event • Increase in banner ad placement & sponsor inclusion with tracking mechanisms • Completely tied into social media outlets • Content!
  23. 23. Contextual Emails
  24. 24. Social & Events • Not an after-thought! Central to event design • Move from generic community to program-focused or topic-focused • Adding communities around events year-over-year • People that care will be recognized and rewarded • UX-Design Rules!
  25. 25. Blogs • Faster & easier updates • Year-round communication • Bigger & better
  26. 26. Overview of Measurement New Thinking to Drive Engagement
  27. 27. Engagement • Current Definition: – Mystical idea to connote how involved someone is in a relationship with your product or organization • Current Measurements: – Involve counts of attention-based or “like” activity • Infancy Stage of Application
  28. 28. Typical Engagement Metrics • # Comments • Times Attended • # Posts to discussions/blogs • # Referrals • # Click throughs • # Opens • # Submitted help tickets • # Forwards • # Likes • # Shares • # Direct links • # Visits • # Calls • # Views • # Retweets
  29. 29. Today’s Engagement Scores • Comprehensive, often weighted score, that is used to determine which individuals are most active in your organization or product or event • Transactions ($, frequency, duration, periodicity) = engagement score
  30. 30. Graphing Engagement
  31. 31. Graph You Want
  32. 32. Modern Engagement • Behavioral-based • How you act, quality of actions • Level of impact • Level of energy, enthusiasm • Level of advocacy/belief
  33. 33. Modern Behavioral Engagement Scores • Greater weight based on: – Monetary criteria – Clout/ level of influence – Number of connections/followers/years of service – Source of engagement • Decide what is the right engagement score mix for your organization
  34. 34. Engagement Scores We Want • Comprehensive, often weighted score, that is used to determine which individuals are most invested/attentive to your brand/product/offering s • Transactions ($, frequency, duration, periodicity) + behavioral metrics = engagement score
  35. 35. Ultimate Goal of Digital + Events
  36. 36. Digital Communications+Events in 2017 • Wild frontier of measurement • Not used within context of greater campaigns • Not seen as strategic • Hidden, untapped power! • Biggest area for ROI and member buzz
  37. 37. My Contact Information: Maneesha Manges mmanges@highroadsolution.com 703.272.4125 www.highroadsolution.com

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