The use of app technology can significantly improve the efficiency and effectiveness of meetings and events, enhancing the way participants connect both in and outside the meeting room, prolonging the power of the conversations that took place at an event, and building engaged communities between live interactions.
What one trend, challenge or opportunity are you predicting will impact the events industry most in 2015?
Want to know the future? Get your own copy now and find their answers on this year’s trends, opportunities and challenges that will affect your business.
Optimising Digital Collaboration From the Inside OutMSL
Companies have come a long way using social media, collaborative tools and social networks to connect people, information and company assets in more effective ways. With many seeing significant improvements in operations, people satisfaction and bottom line results. Among the lessons learned is that it’s not just about technology. Determining digital collaboration’s role, how it will be used and how to incorporate it into company culture are what really matters.
This week, we distill insights around Nike FuelBand - a wearable band that measures and displays people’s daily activity – in a virtual metric called NikeFuel – to inspire them to stay fit.
100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing, storytelling and social data on the MSLGROUP Insights Network.
Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.
For more, see: http://peopleslab.mslgroup.com
What one trend, challenge or opportunity are you predicting will impact the events industry most in 2015?
Want to know the future? Get your own copy now and find their answers on this year’s trends, opportunities and challenges that will affect your business.
India Strategic Communications Report 2015: Inside the CMO’s MindMSL
MSLGROUP’s 2015 annual report on the state of the industry changes details the findings of a countrywide survey focusing on Chief Marketing Officers (CMOs) across industries and how they view the role of ‘new PR’ – integrated communication – in building brands. This is an annual report that is in its fourth consecutive year.
This year’s survey – which comprises the main section of the report – details the views of the CMOs, who come out strongly in favour of integrated communication.
We hope you enjoy reading it. For more information or feedback connect with our India team @MSLGROUP_India or reach out to us on Twitter @msl_group.
Skyword Digital Agency of the Future Full ReportSkyword Inc.
The Agency of the Future Report is based on interviews with leading digital agencies. Download the report for access to insights from 15 top digital agencies, and get access to information about the tremendous service delivery and business innovation taking place.
We asked interviewees for their take on the disruptive forces affecting digital marketers today. They told us in their own words about the specific challenges they face. Above all, they told us how these challenges are being addressed and overcome.
1) 2014년 현재 디지털 커뮤니케이션 분야에서 중요하게 되짚어봐야 할 이슈와 논제들 10가지
2) 고객 의사 결정 과정(Customer Decision Journey)에 상응하는 디지털 마케팅 프로그램과 활동 예시
3) 디지털은 마케팅과 비즈니스에 어떠한 기여를 할 수 있는가?
What one trend, challenge or opportunity are you predicting will impact the events industry most in 2015?
Want to know the future? Get your own copy now and find their answers on this year’s trends, opportunities and challenges that will affect your business.
Optimising Digital Collaboration From the Inside OutMSL
Companies have come a long way using social media, collaborative tools and social networks to connect people, information and company assets in more effective ways. With many seeing significant improvements in operations, people satisfaction and bottom line results. Among the lessons learned is that it’s not just about technology. Determining digital collaboration’s role, how it will be used and how to incorporate it into company culture are what really matters.
This week, we distill insights around Nike FuelBand - a wearable band that measures and displays people’s daily activity – in a virtual metric called NikeFuel – to inspire them to stay fit.
100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing, storytelling and social data on the MSLGROUP Insights Network.
Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.
For more, see: http://peopleslab.mslgroup.com
What one trend, challenge or opportunity are you predicting will impact the events industry most in 2015?
Want to know the future? Get your own copy now and find their answers on this year’s trends, opportunities and challenges that will affect your business.
India Strategic Communications Report 2015: Inside the CMO’s MindMSL
MSLGROUP’s 2015 annual report on the state of the industry changes details the findings of a countrywide survey focusing on Chief Marketing Officers (CMOs) across industries and how they view the role of ‘new PR’ – integrated communication – in building brands. This is an annual report that is in its fourth consecutive year.
This year’s survey – which comprises the main section of the report – details the views of the CMOs, who come out strongly in favour of integrated communication.
We hope you enjoy reading it. For more information or feedback connect with our India team @MSLGROUP_India or reach out to us on Twitter @msl_group.
Skyword Digital Agency of the Future Full ReportSkyword Inc.
The Agency of the Future Report is based on interviews with leading digital agencies. Download the report for access to insights from 15 top digital agencies, and get access to information about the tremendous service delivery and business innovation taking place.
We asked interviewees for their take on the disruptive forces affecting digital marketers today. They told us in their own words about the specific challenges they face. Above all, they told us how these challenges are being addressed and overcome.
1) 2014년 현재 디지털 커뮤니케이션 분야에서 중요하게 되짚어봐야 할 이슈와 논제들 10가지
2) 고객 의사 결정 과정(Customer Decision Journey)에 상응하는 디지털 마케팅 프로그램과 활동 예시
3) 디지털은 마케팅과 비즈니스에 어떠한 기여를 할 수 있는가?
This 15th edition of Directions Report by Salterbaxter MSLGROUP looks at the three dimensions contributing to the rise of science in corporate sustainability: science-based targets, scientific frameworks, and stakeholder engagement with science.
The report features views for and against from academics giving businesses the tools for science’s adoption, and business leaders applying these tools to their thinking and activities.
Is science going to save us all from ourselves (and from our constant theorising about sustainability)? Well, take a look inside. At the very least we think it’s hard to argue against the signs that science is growing its influence and looks set to transform the way we think about corporate sustainability.
Join the conversation on Twitter with the hashtag #SBDirections
This edition includes a unique combination of valuable forecasts, inspiring ideas, and truly inventive work created for top brands such as Nike, Burberry, Whole Foods, Lincoln and Lenovo. Contributors include thought leaders from SoDA member companies around the globe and notable guest authors from Chobani, SheSays, Adobe, LVMH and AgencyAgile. In this volume, SoDA was fortunate to work with partner AOL to debut some of the findings from its proprietary study on shrinking purchase windows and the multiplier effect of smartphone usage on those reduced timelines for making decisions across a wide variety of product and service categories.
-------------------------------------------------------------------------------------------------------------------
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) are accessible via the free tablet app.
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including
social media, continue to be vital tools to measure, monitor and report progress.
SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
In its third annual report The Community Roundtable examines the continued evolution of the social business industry and analyzes best practices and lessons learned from industry leaders and practitioners. Based on insights gleaned from over 100 roundtable calls with members of TheCR Network, a membership-based peer network of community professionals, the 60+ page comprehensive report highlights artifacts, patterns and initiatives likely to occur as organizations evolve and mature their social business competency.
Role of social media in performance reporting, a discussion briefCIRI2014
A joint publication from Canadian Investor relations Institute (CIRI) and Canadian Institute of Chartered Accountants. Social media is about creating a presence online and an awareness of what a company is and what it does. We hope this publication will be useful to you.
Patricia MacPherson
CIRI Manager, Memberships & Sponsors
pmacpherson@ciri.org
An in-depth social media study conducted by FedEx and Ketchum of more than 60 well-known companies has found that significant changes are on the horizon for the way companies will use social media tools to communicate internally. The study also examines programming, team structure and budgeting trends, including how companies are increasingly working across functions to ensure collaboration on social media projects. Interviewees also discuss why some are eager to take a leadership role in social media while others are comfortable in a more general participatory mode.
Achieving momentum for a social business strategy for many organizations is challenging
enough, but execution is often fraught with unanswered questions: Who owns social? How are key decisions made? How do we organize to execute social?
In this report, we define a social business governance system of 4 P’s: people, policies, processes, and practices. We use that framework to provide a maturity model to assess where you are, and we include best practices, policy templates, and a decision-making matrix that you can use to define Social Business Governance (SBG) that will help you both achieve the potential of your strategy and manage risk.
Download the full report at: http://goo.gl/y2uiKR
The PurPle Index ranks companies on how well they have engaged people around their purpose and initiatives online. Here, we look at four opportunity areas -environment, education, health and human potential. Find out how the Fortune Global 100 companies fare and connect with us to help your brand define its purpose. Visit purple.mslgroup.com
This white paper is for entrepreneurs, business owners, and marketing executives who want to know more about the most important and effective components of a successful social media campaign.
50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Vote.Give.Grow. . For more, see:http://peopleslab.mslgroup.com
MSLGROUP Reputation Impact Indicator Study 2015MSL
MSLGROUP has chosen to take a somewhat atypical approach to the study of reputation. Moving beyond simple rankings, or analyses of ‘drivers’ of reputation alone, we take a more holistic look at how a company must act to build a strong reputation that can facilitate success over time. The result of our research is this, the Reputation Impact Indicator study, part of MSLGROUP’s ongoing efforts to create better knowledge and tools for corporations to better understand how they can influence their reputation.
In the study, we have chosen to look at corporate reputation among a global general public. General public, because how they, as consumers and citizens, view corporations has a substantial and increasingly important impact on how other audiences view them. Global, because we live in an ‘always on’ and ‘on-demand’ world, where different audiences are constantly connected to each other. Today, more than ever, a multistakeholder perspective is necessary.
We hope you enjoy reading it and invite you to share your feedback and tips with us on Twitter @msl_group.
Follow #ReputationImpact on Twitter for insights from the report.
How to find Social Media Success - Havas Digital InsightsHavas Media
How can we find social media success?
At Havas Digital, we believe that success is not with the brands that shout the loudest anymore, it’s about those that seek to inspire conversations, engage consumers and reward interaction to add meaningful value to the life of their customers. Find out more on what we think with this Havas Digital Insights piece.
Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations have not yet addressed content on either a strategic or tactical level. This report explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program.
This 15th edition of Directions Report by Salterbaxter MSLGROUP looks at the three dimensions contributing to the rise of science in corporate sustainability: science-based targets, scientific frameworks, and stakeholder engagement with science.
The report features views for and against from academics giving businesses the tools for science’s adoption, and business leaders applying these tools to their thinking and activities.
Is science going to save us all from ourselves (and from our constant theorising about sustainability)? Well, take a look inside. At the very least we think it’s hard to argue against the signs that science is growing its influence and looks set to transform the way we think about corporate sustainability.
Join the conversation on Twitter with the hashtag #SBDirections
This edition includes a unique combination of valuable forecasts, inspiring ideas, and truly inventive work created for top brands such as Nike, Burberry, Whole Foods, Lincoln and Lenovo. Contributors include thought leaders from SoDA member companies around the globe and notable guest authors from Chobani, SheSays, Adobe, LVMH and AgencyAgile. In this volume, SoDA was fortunate to work with partner AOL to debut some of the findings from its proprietary study on shrinking purchase windows and the multiplier effect of smartphone usage on those reduced timelines for making decisions across a wide variety of product and service categories.
-------------------------------------------------------------------------------------------------------------------
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) are accessible via the free tablet app.
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including
social media, continue to be vital tools to measure, monitor and report progress.
SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
In its third annual report The Community Roundtable examines the continued evolution of the social business industry and analyzes best practices and lessons learned from industry leaders and practitioners. Based on insights gleaned from over 100 roundtable calls with members of TheCR Network, a membership-based peer network of community professionals, the 60+ page comprehensive report highlights artifacts, patterns and initiatives likely to occur as organizations evolve and mature their social business competency.
Role of social media in performance reporting, a discussion briefCIRI2014
A joint publication from Canadian Investor relations Institute (CIRI) and Canadian Institute of Chartered Accountants. Social media is about creating a presence online and an awareness of what a company is and what it does. We hope this publication will be useful to you.
Patricia MacPherson
CIRI Manager, Memberships & Sponsors
pmacpherson@ciri.org
An in-depth social media study conducted by FedEx and Ketchum of more than 60 well-known companies has found that significant changes are on the horizon for the way companies will use social media tools to communicate internally. The study also examines programming, team structure and budgeting trends, including how companies are increasingly working across functions to ensure collaboration on social media projects. Interviewees also discuss why some are eager to take a leadership role in social media while others are comfortable in a more general participatory mode.
Achieving momentum for a social business strategy for many organizations is challenging
enough, but execution is often fraught with unanswered questions: Who owns social? How are key decisions made? How do we organize to execute social?
In this report, we define a social business governance system of 4 P’s: people, policies, processes, and practices. We use that framework to provide a maturity model to assess where you are, and we include best practices, policy templates, and a decision-making matrix that you can use to define Social Business Governance (SBG) that will help you both achieve the potential of your strategy and manage risk.
Download the full report at: http://goo.gl/y2uiKR
The PurPle Index ranks companies on how well they have engaged people around their purpose and initiatives online. Here, we look at four opportunity areas -environment, education, health and human potential. Find out how the Fortune Global 100 companies fare and connect with us to help your brand define its purpose. Visit purple.mslgroup.com
This white paper is for entrepreneurs, business owners, and marketing executives who want to know more about the most important and effective components of a successful social media campaign.
50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Vote.Give.Grow. . For more, see:http://peopleslab.mslgroup.com
MSLGROUP Reputation Impact Indicator Study 2015MSL
MSLGROUP has chosen to take a somewhat atypical approach to the study of reputation. Moving beyond simple rankings, or analyses of ‘drivers’ of reputation alone, we take a more holistic look at how a company must act to build a strong reputation that can facilitate success over time. The result of our research is this, the Reputation Impact Indicator study, part of MSLGROUP’s ongoing efforts to create better knowledge and tools for corporations to better understand how they can influence their reputation.
In the study, we have chosen to look at corporate reputation among a global general public. General public, because how they, as consumers and citizens, view corporations has a substantial and increasingly important impact on how other audiences view them. Global, because we live in an ‘always on’ and ‘on-demand’ world, where different audiences are constantly connected to each other. Today, more than ever, a multistakeholder perspective is necessary.
We hope you enjoy reading it and invite you to share your feedback and tips with us on Twitter @msl_group.
Follow #ReputationImpact on Twitter for insights from the report.
How to find Social Media Success - Havas Digital InsightsHavas Media
How can we find social media success?
At Havas Digital, we believe that success is not with the brands that shout the loudest anymore, it’s about those that seek to inspire conversations, engage consumers and reward interaction to add meaningful value to the life of their customers. Find out more on what we think with this Havas Digital Insights piece.
Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations have not yet addressed content on either a strategic or tactical level. This report explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program.
To understand how technology is changing companies – and how the role of the Chief Information Officer is evolving as a consequence – comes down to one thing: figuring out how to change the way you do business to reflect how customers are using technology. This was the conclusion which underlined the discussion at the latest in our series of FT events held in partnership with HP, on the convergence of digital and the customer experience.
The panel was comprised of a mix of CIOs, marketing, brand and sales professionals from some of France’s leading companies. They worked in a range of sectors and industries and yet the challenges – and opportunities – identified by each boiled down the same fundamental questions.
Digital has changed everything about how we do business. Initially, dealing with this was about trying to find a way of putting all transactions online. But now, in the words of one panellist, we are at “the second stage of the digital revolution”. This is all about “the customer journey”, that is building a system that will engage consumers in a way that reflects how individuals want to be approached rather than how companies think they want to be engaged.
The gap in skills needed to compete in an increasingly digital world is a major issue for most organisations. Recognising this gap is one thing, doing something about it is a much bigger challenge.
This White Paper contains a structured approach that has been learned across different businesses over 17 years.
The gap in skills needed to compete in an increasingly digital world is a major issue for most organisations. Recognising this gap is one thing, doing something about it is a much bigger challenge.
This White Paper contains a structured approach
that has been learned across different businesses
over 17 years.
MIR Interview with Adam Froman, CEO of Delvinia and AskingCanadians™
Is the social media hype about being cool or about making money?
For Adam Froman, the answer is easy: Marketers need to be very clear about how social media activity supports overall business strategy. Only if the digital experience fi ts into the whole customer journey will consumers become engaged and add value to the company … and only then will the social brand become cool.
Swiftnlift Announces events startups in Singapore, 2021Swiftnlift
Provide our clients with an outstanding experience that leverages smart technology, delivers simple and clear solutions, and always provides exceptional results.
UBM Tech surveyed several hundred IT professionals to better understand their thoughts about the effectiveness of executive events such as roundtables and forums. The survey revealed that such events are a potent marketing tool that can help you build relationships with new customers, and deepen long-term relationships with existing ones. It also provided valuable information on how to ensure success and get the most out of the executive events you sponsor as a way to stay close to your customers.
The founder and CEO of MAP Digital tells HQ how “Digital Darwinism” is changing the meeting industry as the tipping point approaches. Interview Katie Lau
Similar to Enabling marketing and event aspirations with mobile (20)
Enabling marketing and event aspirations with mobile
1. Good morning all.
My name is Dev Sharma, I am the Vice President of Strategic Account Management
worldwide at MCI. I would like to thank Double Dutch for inviting me and allowing me
to share some insights with you on how technology is enabling our clients’ marketing
and event aspirations.
To provide some context – a few things about MCI in a nutshell….
1
3. That's why we've been bringing people together through innovative meetings, events,
congresses and association management for over 28 years.
We believe that through face-to-face, hybrid and digital experiences, we can help
companies and associations to strategically engage and activate their target
audiences, building both their online and offline communities to strengthen their
brands and boost their performance. We organize over 4,500 events per year…so we
feel lucky to be creating so much magic.
3
4. So the 1st topic I would like to address is what are some of the common event and
marketing aspirations we see? And can technology help enable and increase
engagement?
4
5. Aspiration 1: Listen, shape and curate the meaningful conversations that happen
around their brands, conversations with but also amongst the participants – pre,
during and post event.
5
6. Aspiration 2: Events are an investment, so the desire to extend the life-cycle and the
associated investment of the events and conferences is a common aspiration.
6
7. Aspiration 3: Strengthen their internal and external stakeholder communities and
networks.
Would you say one of these applies to your view on what you are trying to achieve?
This is the audience participation part…please feel free to use the i-nod function…
How many surveys have you read post-event where the conversations and the
contacts made were very high on the list of what made your conference a remarkable
success? Live events are special in that way. …but that doesn’t mean we should be
averse to newer and better ways to engage …and technology and event apps are part
of that.
7
8. We have great opportunities ahead, but there are equally “challenges” in this area
we can or will face if we look at some of the recent headlines…….
8
9. According to Gartner Research, by 2020, 75% of businesses will be a digital business
or will be preparing to become one. Yet Gartner reveals the number one reason
companies fail is they have a hard time to imagine what such a digital transformation
will mean for their business.
Published in last month’s meetpie.com, a study conducted by the Event Manager Blog
with 3,000 event organisers suggested 2/3 of them don’t have an event app. Yet half
of those who don’t - want one.
9
13. How many of you remember this?
Not so long ago, when the word “virtual” came into our meetings world it caused
concern that it would abolish or greatly reduce the need for live interaction. We see
today that this concern was not warranted. Instead, technology enhances meetings, it
enhances the way we can connect the participants in the room and outside the room.
It enhances and prolongs the power of the conversations that took place at an event
or meeting. It enables the community.
13
14. It can be said that based on observation, adoption of apps in the meetings world still
has a big upside as adoption is still low. In a study issued by the Event Marketing
Institute just last month they say “by 2016, 88% of planners expect their attendees to
consider mobile event apps as critical to their event experience.”
There is clearly unrest and transformation going on in this space and organizations
can either choose to be leaders or laggards.
At MCI, approx. 1/3 of our events benefit from digital applications or enablements -
from how content is digitized to online services, event apps or other event
technologies. And this is growing every year.
14
15. To quote one of our digital specialists, I liked what I heard when he said “we have
seen apps take events to a new level and especially when the use of technology is
100% aligned with the raison d’etre , the mission or soul of the host company or
association.”
15
16. I would like to share two stories that I also feel reflect this philosophy. One story is
about saving the planet; the other is about great hair…both very related.
16
17. Story#1: United Nations Global Compact
Who are they?
The UNGC is a strategic policy initiative for businesses that are committed to aligning
their operations and strategies in the area of human rights, labour, environment and
anti-corruption and this along 10 universally accepted principles. The UNGC is chaired
by the United Nations Secretary General Ban Ki-Moon.
MCI is a signatory of the UN Global Compact and was the 1st agency in our industry to
sign.
But the interesting story is the following: our Group Sustainability Director who is
very passionate about all that is CSR and sustainability, participated in an event as our
representative in the UNGC.
Do you remember those airline headphones…tube like air connections…..
17
18. ….these were being used for the interpretation…..
After the conference, our Sustainability Director went up to talk to the speaker and
organisers. They asked how he found the meeting and, coming from a meetings
management background, he could not resist but to offer some humble feedback on
the technology that was being used at the meeting.
18
19. Fast forward a few years and we are now in New York and responsible for a UNGC
gathering of 1,200 top executives and other stakeholder groups to discuss corporate
sustainability.
This time we have added in some more recent technology and also an event app!
Now - this is not about the app, but rather what the app did and how it supported
precisely what the UNGC stood for……
19
20. It eliminated the need to print agendas, participants lists and other materials (and
gave them the ability to make last minute changes and keep everyone updated). It
integrated social media channels such as Twitter, which helped build broad
awareness externally and increase the profile of the event itself and also allowed C-
level executives and young professionals to engage and have a conversation.. a
conversation about making this world a better place.
The UNGC has also strategic partnerships with different organisations, one of which
promotes the use of sustainability reporting as a way for organisations to become
more sustainable and contribute to sustainable development. They also had a 1,600
person meeting and were inspired by the UNGC event and also decided to use an
event app. Being reporting “fans” they were very proud to go back to their
stakeholders and markets with statements about how the app eliminated the need
for a 75 page programme, saved 13 trees and 27,013 litres of water… and last but not
least were able to show additional marketing value and return for their event
sponsors. The technology had an important role to play in the enablement, the
change and transformation this organization was aspiring to create in the world. One
could say the moral of the story is = good for the planet, good for business.
20
22. Key to this company’s business is the role the distributors of their products play. The
distributors contribute close to 2/3 of their revenues, so this is a very key stakeholder
group.
22
23. This company engages with their distributors in a collaborative fashion and part of
that includes an annual conference where their top distributors attend, where joint
business strategies are crafted and shared amongst the participants. These
distributors are not on exclusive contracts and thus wooed by other companies.
23
24. So the event objectives were very clear: high engagement, building loyality and
enabling their distributors’ business success were paramount.
24
25. With such a crucial and high pressure situation, as planners we need to get it right the
1st time …there is no reset button.
We also can’t wait until after the event to make adjustments – the moment is past /
lost. We need to be able to react in the moment for the moment.
25
26. And Double Dutch helped us with that challenge. In this story the app was an
excellent enabler to listen and observe the participants for both logistical and also
strategic optimizations.
From the backend of the Content Management system (called the Event Performance
Dashboard) our on-site logistics team was able to monitor the engagement and
activities and continuously fine tune as the 3-day conference went on.
26
27. What went well?
Engagement level was at 90% - which according to available benchmarks with other
events was above average (which is usually 75-80%.)
92% of users used the app more than 10 times = the super user
27
28. The app was launched 3 months before the conference started and it helped the
participants practice and try out the app…which we saw on-site they used with great
ease, but it to also helped generate the pre-event buzz that was sought.
28
29. Given the persona of the distributors we knew that social content would help drive
engagement and we saw clear evidence of this with the activity feed and posting of
pictures…lots and lots of selfies…
29
30. On the topic of the activity feed we also saw that this was the area in the app that
was the most used to connect and engage between the host of the meeting and the
distributors but also amongst the distributors themselves.
We had instant feedback if we were doing the “right things”.
30
31. Together with the marketing team of the host company we will be using this data to
improve on the next edition and we can already see today some quick wins namely:
31
32. We could use polls during the pre-event when we see engagement levels dropping –
for example asking something like “what are you looking forward to the most about
the event?”
32
33. Look at adding in gamification - where the winners would be treated to some special
products….or time with a famous colorist
33
34. Look at using i-beacons to personalize the attendees experience as they walk through
the conference, particularly the demos of new innovations and products.
Given that this is a captive audience and highly engaged, considerations could be
made for a “permanent/long term app” but with the commitment to providing
relevant and timely content.
34
35. Last but not least from a logistical point of view, we saw that the engagement level is
very high and that we can curate the conversations, so looking at having a dedicated
digital project manager is a key consideration for future editions –it’s more than a
full time job.
I was personally at this event for about 24 hours, but I was able to follow and be part
of the event remotely a few days before and could follow the buzz and the
excitement via the app before I even got on-site…the best part was as I was leaving
the hotel about to get into the taxi to the airport …I quickly looked at the activity feed
and saw the following post from a major distributor:
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36. Doesn’t this say it all? We are happy we could help make magic happen!
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37. As a wrap-up, I wanted to offer some food for thought on where some of the next
potential opportunities of mobile apps could be for us as meeting and marketing
professionals, beyond pre-engagement, getting the buzz of the event going, logistical
optimizations or participant experience on site….
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38. Multi-event analytics is all about looking at the post output data and how it is used
for portfolio management / insights gained to address business challenges. What did
we want the participants to feel, say, do differently after the event? And did this
happen?
It’s about gaining a deeper understanding of the drivers to satisfaction and
experiences in the pre-design and delivery of the events.
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39. Control Your Destiny: Use data insights to drive transformation / change – don’t
leave it to a hunch and make smarter decisions.
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40. And lastly:
Capitalizing on the power of the networks and curating the right connections. Let me
give an example:
How many of you scuba dive? Raise your hand
How many of you know a scuba diver?
A practical application in the world of pharmaceuticals is the KOL (Key Opinion
Leaders) – these are physicians that can provide advocacy activity and key marketing
feedback especially in the early stages of drug development. There have been many
changes in the HC/ pharma world, one of which the KOL definition has become more
broad and varied. Some of the more forward thinking and sophisticated
pharmaceutical companies are now becoming far more astute in identifying and
listening to the next layers of KOLs and Influencers and their networks…just like with
the scuba diver example.
This power of a network –we see this today in social media platforms such as FB or
LinkedIn…the friends of my friends = many more friends. In our events we are in a
prime spot to connect those networks both online and offline.
MCI does many events. We are engagement specialists. As we produce over 4,500
events, we too have the opportunity to see, spot, and curate what works the best for
activating and engaging audiences. With the wider adoption of apps and the power of
app technology we can also use multi-event analytics for a company-wide view of
event performance. As I said earlier, as planners we need to get it right the 1st time
…there is no reset button.
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41. I can add that my own personal journey with event apps which started a few years
ago was not that easy….as I thought I would have to be a technical genius to get
it…but providers such as DD are making it easier and easier (especially for the digital
dummies like I was) and I wish them continued success. Thank you.
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42. I hope I have been able to inspire you to look at what apps/technology can do for
your business and wish you a great rest of the conference – thank you.
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