You may have a social media marketing strategy or a search engine optimization plan, but what's your plan when it comes to online events? View this presentation from BrightTALK to learn how you can improve event program performance by creating or refining your strategy to effectively reach your target audience and generate leads. You can also hear tips from David Pitta, BrightTALK’s Evangelist, by viewing the webcast that corresponds to this presentation here: http://www.brighttalk.com/r/P7z.

1. Online
Event Strategy?

2. HOST
PROGRAM
David Pitta
Evangelist BrightTALK
@davepitta ONLINE EVENTS ACADEMY
@brighttalk
PRODUCER
Kathryn Kilner
Marketing Coordinator
@kkilner
#OEAevent Online Events Academy 2

3. Overview
An online event strategy consists of four
marketing plans to meet your objectives
AUDIENCE CONTENT PLATFORM MEASUREMENT
PLAN PLAN PLAN PLAN
3

4. Your online event objectives
LEADERSHIP should support your brand,
people, products and solutions
OBJECTIVES
DEMAND AWARENESS
Online event objectives 4

5. MEASUREMENT AUDIENCE
OBJECTIVES
PLATFORM CONTENT
Online events strategy 5

6. MEASUREMENT AUDIENCE
OBJECTIVES
PLATFORM CONTENT
Online events strategy 6

7. PROSPECTS
Brand awareness
Product messaging
AUDIENCE
Audience plan 7

8. PROSPECTS
Brand awareness
Product messaging
AUDIENCE
CUSTOMERS
Retention
Support
Audience plan 8

9. PROSPECTS
Brand awareness
Product messaging
AUDIENCE
CUSTOMERS
Product updates Retention
Content distribution Support
Audience plan 9

10. CORPORATE
COMMUNICATION PROSPECTS
Company news Brand awareness
Internal communications Product messaging
AUDIENCE
CUSTOMERS
Product updates Retention
Content distribution Support
Audience plan 10

11. MEASUREMENT AUDIENCE
OBJECTIVES
PLATFORM CONTENT
Online events strategy 11

12. AWARENESS
Thought leadership
CONTENT
Content plan 12

13. AWARENESS
Thought leadership
CONTENT
CONSIDERATION
Product / solution
messaging
Content plan 13

14. AWARENESS
Thought leadership
CONTENT
PREFERENCE CONSIDERATION
Case studies Product / solution
messaging
Content plan 14

15. LOYALTY / SUPPORT AWARENESS
Thought leadership
Best practices
CONTENT
PREFERENCE CONSIDERATION
Case studies Product / solution
messaging
Content plan 15

16. LOYALTY / SUPPORT AWARENESS
Thought leadership
Best practices
CONTENT
PREFERENCE CONSIDERATION
Case studies Product / solution
messaging
Content plan 16

17. View: Maximizing ROI from Online Events The Content Matrix Method
http://academy.brighttalk.com/best-practices/maximizing-roi-from-online-events-the-content-matrix-method.html
Content plan 17

18. MEASUREMENT AUDIENCE
OBJECTIVES
PLATFORM CONTENT
Online events strategy 18

19. INSTANT
ARCHIVING
PLATFORM
Platform plan 19

20. INSTANT
ARCHIVING
ONE-TIME
REGISTRATION
PLATFORM
Platform plan 20

21. INSTANT
ARCHIVING
ONE-TIME
REGISTRATION
PLATFORM
EMBEDDABILITY
Platform plan 21

22. INSTANT
ARCHIVING
ONE-TIME
REGISTRATION
PLATFORM
CUSTOMIZATION EMBEDDABILITY
Platform plan 22

23. INSTANT
ARCHIVING
ENGAGEMENT ONE-TIME
REGISTRATION
REPORTING PLATFORM
CUSTOMIZATION EMBEDDABILITY
Platform plan 23

24. INSTANT
SOCIAL INTEGRATION ARCHIVING
ENGAGEMENT ONE-TIME
REGISTRATION
REPORTING PLATFORM
CUSTOMIZATION EMBEDDABILITY
Platform plan 24

25. MEASUREMENT AUDIENCE
OBJECTIVES
PLATFORM CONTENT
Online events strategy 25

26. AUDIENCE
MEASUREMENT
Measuring your audience 26

27. MEASUREMENT
CONTENT
Measuring your content 27

28. MEASUREMENT
PLATFORM
Measuring your platform 28

29. PROGRESS
MEASUREMENT
Measuring progress 29

30. View: What Metrics Matter for Online Events
http://academy.brighttalk.com/best-practices/what-metrics-matter-for-online-events.html
Measurement plan 30

31. Questions
31