365 Engagement: Making the Leap from   Virtual Event to Environment         Steve Gogolak @sgogolak         Director of So...
When you think of Virtual Events…Questions to: #VES12
Do opposites attract?         EVENTS          WEBSITESQuestions to: #VES12
But this creates a problem…Questions to: #VES12
Event Managers           Marketers                       X                       +                       VSQuestions to: #...
Our natural tendencies   Event Managers                             MarketersExecution Oriented               Strategicall...
Event Managers: Think Like Marketers •   More Long Term •   Less Permanence •   Not “All at Once” •   Iteration is Encoura...
Marketers: Think Like Event Managers •   Sense of Urgency •   Live Audience •   It’s a “Production” •   Workflow is KeyQue...
Let’s take a look at an example:Questions to: #VES12
• Launch v 10.0 to the market virtually • Create a splash with a virtual event • Drive further interest with an “Interacti...
DEMOQuestions to: #VES12
Questions to: #VES12
Questions to: #VES12
Questions to: #VES12
PTC Windchill 10.0: Results                       19780 VisitsQuestions to: #VES12
PTC Windchill 10.0: Results                          Overall Average: 7.5 minQuestions to: #VES12
Questions to: #VES12
• Educate KADs • Make it Engaging     – (not “training”) • Track Progress Over TimeQuestions to: #VES12
DEMOQuestions to: #VES12
Questions to: #VES12
Questions to: #VES12
Questions to: #VES12
Questions to: #VES12
Keurig U: Results • 250+ Registered KADs • 52% viewed ALL training   content available • 2:12 minute visit time   average ...
6 Things to Consider •   Core Strategy •   Promotional strategy •   Content Strategy •   Environmental Design •   Measurem...
Core Strategy • Long term satisfaction beats instant   gratification. • Are you going for eyeballs? • Or quality of eyebal...
A complete timeline of engagement                                                                   Pull     MeasureDrive ...
Promotional Strategy • Events: 2 Conversion Points • Marketing: Unlimited Conversion Points • Is one visit good enough? • ...
It’s now a marketing program…     January 2012                                 February                  March 2012       ...
Content Strategy • Launch with everything? Or stage roll outs? • Sample Environment Content Strategy:     – launch with an...
Program Flow                                      BLOCK 1                            BLOCK 2                    BLOCK 3   ...
Environmental Design • Two ways to think about design:     – Visual Appeal     – Usability (User Experience) • Design isn’...
Questions to: #VES12
Sketching the DesignQuestions to: #VES12
Measurement • Typical Web KPIs     – Visits     – Pageviews     – Time Spent     – Conversions (purchases, form completion...
Measurement – Level 2 • Qualification Thresholds     – “What constitutes a quality experience?”     – Set your criteria:  ...
Budget • Free!!! • Um… no. Sorry.Questions to: #VES12
Budget • Components to considerComponent                                Low Range   High RangePlanning Process (Blueprints...
Contact Information for all speakers • Steve Gogolak     – Twitter: @sgogolak     – sgogolak@crameronline.com • Stacey Cle...
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365 Engagement - Going from Virtual Event to Virtual Environment

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My presentation from VES 2012 on 3654 Engagement, how to transition from a Virtual Event strategy to a Virtual Environment strategy.

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  • Planning for the long term is more important.Your content isn’t permanent. You can and should change it over time.Not everything has to happen “TODAY” like an event… spread it out.You may not get it right, but plan on improving. Not like an event where “it is what it is”You’ll want to plan for ways to draw people back over time. Getting them in once isn’t good enough (usually).
  • Workflow: production workflow amplifies the impact of changes late in the process. With Virtual environments it is amplified further. Example:Let’s take a few things that are seemingly independent: Your welcome video, your site architecture, your environment design and the launch day’s agenda. The welcome video typically explains the day’s agenda, so that needs to be finalized before the welcome video is shot. The agenda generally affects the architecture so people can move around properly. The design affects how and where they click to move around. All of these interrelated pieces need to work together so that the proper script is drafted based on accurate information. If you shoot it too early, you may not be able to make that design or feature change. Too late and you may not be done in time.
  • PTC - Product Launch Event & Interactive Tour PTC creates complex software that is used in product design.  Many of the consumer electronics that you use today are designed with PTC software. Windchill is flagship product that organizes all of the data associated with the individual parts that are used to assemble those products.PTC needed to demonstrate Windchill 10.0's capabilities and benefits to six different audiences, each with a specific perspective on the software and what it means to them
  • Hand over to StaceyStacey to elaborate on the requirements for the launch of windchill 10.0Introduce the concept of a virtual event on a single day paired with the launch of the interactive product tour in the same virtual space (Steve to drive demonstration, Stacey to narrate)
  • Cover:Webcast (Virtual Event) experience from Login to viewing.Transition to product tourMap RoomLabsF&B Videos & downloads
  • 365 Engagement - Going from Virtual Event to Virtual Environment

    1. 1. 365 Engagement: Making the Leap from Virtual Event to Environment Steve Gogolak @sgogolak Director of Solutions, Cramer Stacey Clement @StaceySClement Marketing Director, PTCQuestions to: #VES12
    2. 2. When you think of Virtual Events…Questions to: #VES12
    3. 3. Do opposites attract? EVENTS WEBSITESQuestions to: #VES12
    4. 4. But this creates a problem…Questions to: #VES12
    5. 5. Event Managers Marketers X + VSQuestions to: #VES12
    6. 6. Our natural tendencies Event Managers MarketersExecution Oriented Strategically OrientedPlan over months, execute in a Plan, execute, iterate, execute…week (or less)Focused on logistics Focused on optimizing Religious with process, messageReligious with schedules and consistencyQuestions to: #VES12
    7. 7. Event Managers: Think Like Marketers • More Long Term • Less Permanence • Not “All at Once” • Iteration is Encouraged • Draw People BackQuestions to: #VES12
    8. 8. Marketers: Think Like Event Managers • Sense of Urgency • Live Audience • It’s a “Production” • Workflow is KeyQuestions to: #VES12
    9. 9. Let’s take a look at an example:Questions to: #VES12
    10. 10. • Launch v 10.0 to the market virtually • Create a splash with a virtual event • Drive further interest with an “Interactive Product Tour” • Serve 6+ different buyers • Elaborate on 6 key feature areasQuestions to: #VES12
    11. 11. DEMOQuestions to: #VES12
    12. 12. Questions to: #VES12
    13. 13. Questions to: #VES12
    14. 14. Questions to: #VES12
    15. 15. PTC Windchill 10.0: Results 19780 VisitsQuestions to: #VES12
    16. 16. PTC Windchill 10.0: Results Overall Average: 7.5 minQuestions to: #VES12
    17. 17. Questions to: #VES12
    18. 18. • Educate KADs • Make it Engaging – (not “training”) • Track Progress Over TimeQuestions to: #VES12
    19. 19. DEMOQuestions to: #VES12
    20. 20. Questions to: #VES12
    21. 21. Questions to: #VES12
    22. 22. Questions to: #VES12
    23. 23. Questions to: #VES12
    24. 24. Keurig U: Results • 250+ Registered KADs • 52% viewed ALL training content available • 2:12 minute visit time average • Content updates planned for MarchQuestions to: #VES12
    25. 25. 6 Things to Consider • Core Strategy • Promotional strategy • Content Strategy • Environmental Design • Measurement Strategy • BudgetQuestions to: #VES12
    26. 26. Core Strategy • Long term satisfaction beats instant gratification. • Are you going for eyeballs? • Or quality of eyeballs? • What action are you trying to inspire with your environment? • How can you use other programs you’re already running?Questions to: #VES12
    27. 27. A complete timeline of engagement Pull MeasureDrive Convert to Drive Drive Build through to andtraffic registrants attendance engagement visitation sales optimizeQuestions to: #VES12
    28. 28. Promotional Strategy • Events: 2 Conversion Points • Marketing: Unlimited Conversion Points • Is one visit good enough? • Why would someone come back? • Are you creating a community?Questions to: #VES12
    29. 29. It’s now a marketing program… January 2012 February March 2012 Landing Email Email Page Email 1 Email 1 Reminder Reminder Launch Direct Virtual Mail Platform Launch Sales Post Card InviteQuestions to: #VES12
    30. 30. Content Strategy • Launch with everything? Or stage roll outs? • Sample Environment Content Strategy: – launch with an initial base of content, then plan micro-launches every 6-8 weeks after initial launch, each made up of • An email blast • Refreshed banner advertising • Updated content call outs in the environment • A new presentation (core asset) • A special offer for the first 100 to view itQuestions to: #VES12
    31. 31. Program Flow BLOCK 1 BLOCK 2 BLOCK 3 BLOCK 4 3.1 Main Hall 0.0 Accelerating Practical consideration Clinical 1.0 for including CTCs in your Introduction General Trials through the 2.1 clinical trial 2.2 video by Tour Session use of CTCs guide, includes Panel discussion What is the best way to Downstream CTC welcome Live KOL Forum capture and define CTCs? Molecular message and Speaker: Mark C. Analysis. Authors: J. instructions. 3.2 Jiang CTCs as a biomarker and Dr. Mata What can they tell What can they tell us? us? versus current standard methods (PCACase study?) 2.5 2.4 Primitive Cells? Speakers: Circulating Melanoma Ian McCaffery‐Amgen & Live KOL Forum Cells–A customer Andy Armstrong‐Duke perspective. Speaker: 3.3 Patterson Institute What is the best way to Rare Cells Rare Cells capture and define rare cells? Live KOL ForumQuestions to: #VES12
    32. 32. Environmental Design • Two ways to think about design: – Visual Appeal – Usability (User Experience) • Design isn’t independent – (even though we wish it were) – Agenda (program flow), content, theme all affect designQuestions to: #VES12
    33. 33. Questions to: #VES12
    34. 34. Sketching the DesignQuestions to: #VES12
    35. 35. Measurement • Typical Web KPIs – Visits – Pageviews – Time Spent – Conversions (purchases, form completions) • Typical Virtual Event KPIs – Registration, Attendance and Attrition Rate – Total time spent, average time spent by location – Time spent vs. run time (webcasts)Questions to: #VES12
    36. 36. Measurement – Level 2 • Qualification Thresholds – “What constitutes a quality experience?” – Set your criteria: • At least 45 minutes of attendance • At least 2 booths visited • At least 20 minutes of webcasts viewed – See what % of people met the criteria over timeQuestions to: #VES12
    37. 37. Budget • Free!!! • Um… no. Sorry.Questions to: #VES12
    38. 38. Budget • Components to considerComponent Low Range High RangePlanning Process (Blueprints) $4,000 $50,000System License (Annual) $30,000 $150,000Content Development (on paper) $2,500 $50,000Content Production (Video, Audio, etc) $5,000 Sky’s the LimitTheme Design (Brand) $0 $25,000Environmental Design (Graphics) $0 $25,000Project Management 20% 20%Executive Time ? ?Questions to: #VES12
    39. 39. Contact Information for all speakers • Steve Gogolak – Twitter: @sgogolak – sgogolak@crameronline.com • Stacey Clement – Twitter: @StaceySClement – sclement@ptc.comQuestions to: #VES12

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