if you help them, they will come: overcoming obstacles to build event attendance

If you help them, they will comeOvercoming obstacles to build event attendance

Kelly Soligon@ksoligon

Julie Rezek@JulieRezek

The Brief: What is TechEd?

Fast Facts

Content syndication

my Portal

Transaction

Demand generation

Events

Community

Customers/

Partner

Partners

The TechEd Ecosystem

Learn

ShareConnect

Potential Challenges

Cost Permission from the bossTime out of officeEconomyFor Microsoft: self-funding

event

The Audience

In Their Own Words“All the experts are here in one place—I go from room to room to room and get my questions answered—all in one place”IT Pro Telco--Egypt

“With 14 offices globally trying to share the RIGHT piece of information fast is critical—SharePoint 2010 is the answer and that is why I am here”IT Pro—Manufacturing Milwaukee

.“It’s the networking—the people I meet. Having great partners in the Microsoft ecosystem is key. Second, we generate a ton of business by coming to Tech·Ed”Partner”

.“I am here to learn more about what I use today and about what I could use tomorrow”Web developer—Financial Services”

“Being at Tech·Ed gives us access to the complete community of our users. At Tech·Ed we learn inside information that helps us plan how to advance our products for the next releases” Partner ”

.“I came to learn about the Cloud. We are switching to Office 365 and I need to learn about it”IT Pro—Emory University”

“Microsoft really knows how to engage with the partner community both informing about product roadmaps as well as helping you go to market ”CEO—Infragistics

Goals

6,137 paid attendees

Customer satisfaction score of 150

Break even

Insights

Permission

Networking

Taking It Home

Engagement

Strategies

DataContentExperience

Data

Three great things we did using data:Geo-targetingEngagement Index Model helped to get the

right people thereLeveraged alumni

Contact Strategy Map

Content

Three great things we did using content:

Convince your boss messaging

Content broadcast in real time

Shared content through influencers

Experience

Three great things to enhance the experience:

Alumni loungemyTechEd

networking site and app

Sharing of content

Results

Beat target by threeSat score went upPositive channel penetrationSocial: key driver

Lessons learned

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Questions?