There’s the technology – and then there’s the content. You can’t have one without the other, and BOTH provide value to the user … but with technology changing on the daily (and the countless event apps on the market, with tech differences), content needs to be the focus.
Access – technology/features selection; sign-up/password providing; various devices/versionsAwareness – pre-event promotion: email, social, blog posts, contestsIncentives – my dad has always said: America will do anything for a free t-shirt; from Starbucks gift cards to candy to iPad minis – greed beats allEvent Integration – branding; messaging; uniformity; sponsors/exhibitors/speakers; we’re a partner or we’re white labeledAudience Focus – charger; think about event/experience from attendee perspective; real-time content updatesOn-Site Support – App Experts for troubleshooting; content management/moderation of app/Twitter in real-time; promotion/contests on-site
Our app partner, DoubleDutch claims the CMW 2012 app had the most pre-event engagement EVER. And here’s proof from during the event. 73% download rate; 4,000 comments by 866 attendees; storyteller contest (discover your story) – Rock star contests (amplify your story)
Content Marketing World Lunch & Learn (Andy and Tori)
Beyond the Content Platform
“If you have more MONEY than brains,
you should focus on outbound marketing.
If you have more BRAINS than money,
you should focus on inbound marketing.”
- Guy Kawasaki
Keywords and Trends
Resource: Google Keyword Tool, Google Trends
Google Keyword Tool Google Trends
Suggests phrases Up to 100 10
Specific numbers Relative Trending
Geography US (local), world
Subscribers per Page View per Blog Post
Also known as …conversion rate!
1. View: Conversions > Goals > Reverse Goal Path
2. Set Advanced Filter: “Goal Previous Step 1” contains /blog/
1. Sort by “Goal Completions”
2. Export to Excel
3. View: Content > Site Content > All Pages
4. Set Filter: show only /blog/
5. Combine within the spreadsheet to calculate Conversion Rate
Let’s watch that in slo-mo…
Proof from 2012
The charging station: modern watering hole
FYI @FLIRTcomm - I didn't even break open
the printed conference guide today. I didn't
need to. Everything I need was nicely
accessible through the app. THAT's a killer
I'm only one session in and agonizing about
which track to attend. I'm counting on all you
other people to update me on the best bits
from the others!
So glad I got to connect with swing dancers,
yogis, and other great and creative people!
FLIRT App Team, I love the awesome features
in the app. This will be great for networking at
Wow! Just found out that the #cmworld app
not only rocks the iPhone...it's sweeeeet on
the iPad too!
Is it possible I'm more excited for day two
of #CMWorld than I was for day two? Why,
yes it is. Looking forward to another day
Tearful conclusion. Totally worth the price of
admission. Thanks Marcus for hitting it home.
Love the attention to detail and orange-ness
put together by team cmi. from the food, to
the signs, to the conference content. super!
Guess who just won an Amazon gift card
courtesy of #CMW? This gal!