achieve event success by harnessing new technology best practices

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[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events Achieve event success by harnessing new event management technology best practices Insights from Leanne Constantino, Director – Event Services

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Event Practices of the past are no longer relevant. New tools and tactics that should be considered to maximise attendance and increase engagement. Back in the day, postal invitations of a 10 page registration brochure were sufficient in generating attendees for events; on-site attendance were captured manually with name tags and lanyards; paper feedback forms we handed out post event to gather feedback. Now, making the most of today’s technology is the secret to event success…From social media advertising for registrations, to mobile apps to increase attendee engagement, to crowd-sourcing speakers and RFID name badges. Technology continues to significantly change the event landscape. Download this presentation to learn ways to make technology work for you and increase event marketing and management effectiveness

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Page 1: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

Achieve event success by harnessing new event management technology best practices

Insights from Leanne Constantino, Director – Event Services

Page 2: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

Event practices of the past are no longer relevant. New tools and tactics need to be considered to ensure you:

1. maximise attendance2. Increase engagement3. Optimise attendee

satisfaction

Today’s reality forEvent Managers

Page 3: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

THEN:We decided to attend a event based on impulse.

Remember the 10 page A4 registration brochure with all your speakers listed and the agenda outline?

Page 4: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

FACT:Professionals trust online information almost as much as information obtained in person.

http://www.signup4.com/resource-center/how-technology-is-changing-events/

Page 5: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

FACT:39% of professionals research business decisions (getting opinions, reading reviews, obtaining general data) on social networks

Page 6: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

An online customer checks an average of 10.4 sources

before making a purchase

Page 7: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

NOW:We decide to attend an event if our peers do.

We look at our professional network at large, our social media networks and see what our peers are saying about the event and we make VERY EDUCATED event purchasing decisions.

Page 8: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

TIP: Encourage online communicationYour event marketing campaign must be conducive to open communication, real time updates and feedback.

Encouraging and allowing open communication and engagement in the event promotion stage enables the prospects to do the publicity for you and increases your event registration conversions. Be sure to integrate live social media feeds into your event website.

Page 9: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

THEN:Email Marketing and Databases was the norm.

Page 10: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

36% of Advertising Agencies are planning to buy ads on YouTube

Page 11: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

36% of Advertising Agencies are planning to buy ads on Twitter

89% of Advertising Agencies are planning to buy ads on

Facebook

Page 12: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

NOW:Social Advertising is the norm

Page 13: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

Engage your audience with social mediaAdvertising agencies are spending their money on social media outlets because it gets more cut through, it is low cost and IT WORKS! BEWARE: You are guaranteed to get extra likes and exposure BUT the communication doesn’t stop there. You need to employ a rich long term engagement strategy .

TIP: Before you create the advertisement, make sure you develop a plan with content ready to share. If your strategy is daily communication and the event is 3 months away, you need 90 posts ready as a minimum.

Page 14: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

THEN:Planners selected keynote speakers.

Page 15: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

FACT:There is greater satisfaction and commitment resulting from participation or cooperation of the attendees with the organiser if the participant is involved in making the decision, they feel engaged and will likely talk more positively about the event.

Page 16: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

NOW:Attendees choose the content and the speakers.

TIP: Try Crowdsourcing speakersGive the power back to the attendees to decide who will speak and present at the event. Involving the attendees into the actual planning of the event is very powerful. Take a look at how the SXSW PanelPicker community does it http://bit.ly/1gYaMwt

Page 17: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

THEN:We had to travel long

distances to attend an event.

Page 18: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

82% of the online audience

found the virtual environment helpful in making the decision to attend in-person next time.

Page 19: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

On average companies save $1000 in travel costs by engaging in virtual environments.

Page 20: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

NOW:Hybrid Events - we watch it wherever we want and whenever we want

Page 21: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

Hybrid events do not replace your live event…they only serve to expand your reach and get more people to attend in person next time.

TIP: Extend the life of your event and start by investing with a post event hybrid portal. Maximise the content created from the live event to engage those that could not attend and increase your opportunities to maximise leads.

Page 22: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

THEN:We used printed program guides

Page 23: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

21% of event planners see Mobile Apps as a top priority investment for 2013.

Page 24: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

Uptake is correlated to Event App promotion but generally between 10% and 45%

depending on the tech friendliness of the audience.

Page 25: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

NOW:Mobile Apps ARE replacing the event guide.

Page 26: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

CHALLENGE:Organisations are adapting the app but it becomes an app for the sake of having an app at the event and not really being used.

To overcome this, you need tactics to increase adoption and engagement rate.

• Encourage communication with the speakers and receive real time immediate responses

• Posting regular updates and exciting images• Encourage feedback with a prize incentive

Give the audience plenty of reasons to check in with their event app

Page 27: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

THEN: Badges were plain & simple.

Page 28: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

NOW: Badges are smart.RFID technology in badges enables us to understand the attendee better and respond to their needs more rapidly. As soon as you scan their RFID badge, you gain access to all their registration data including demographics, interests and profile

Page 29: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

Case study:The Manhattan Cocktail Classic

Not only does the RFID badge help you understand your attendees, but it also enhances their event experience via voting, real time feedback, sharing of ideas

Here is an example where attendees voted for their favourite cocktail and the winner was decided on the night by people’s choice. http://bit.ly/1amNUVu

Page 30: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

THEN:Feedback forms were cumbersome.

Page 31: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

54.7% of companies pay $100/month or less for Social Media Monitoring tools

Page 32: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

NOW: Social media is your real time feedbackTIP: Use HootSuite to manage all your social media outlets in the one place and monitor your event feedback and obtain statistical data easily on the one dashboard

Page 33: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

THEN: We asked for the speaker’slides….but never got them!

Page 34: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

NOW: We find them on slideshare

Page 35: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

CASE STUDY: Ariba generated more than 400 leads and 40,000 views with their custom slideshare channel for their Ariba Live event

TIP:Turn your event content whitepapers and blogs into visually friendly slideshare decks and extend the life of your event. Share with your prospects and increase your lead opportunity.

Download these free templates from Lead Harvest

SOURCE: http://www.signup4.com/resource-center/how-technology-is-changing-events/

Page 36: Achieve event success by harnessing new technology best practices

[e] [email protected] [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

Request a free Event Marketing Health Check Are you maximizing your event registration attendance? Are you promoting your event to the largest possible audience? Are you maximizing your event investment by following up attendees after the event? Do you have a tactical plan on registrants who did not attend your event but could be a potential lead for your business?

Contact us to learn more and get your complimentary Event Marketing Health Check. There’s no risk, no obligation. Sign up to the right and we’ll have one of our experts get in touch and give you the feedback you need to be a event marketing marvel.

Click here to register your interest or call (02) 9212 6125