the engagement valley
TRANSCRIPT
![Page 1: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/1.jpg)
Simplifying meetings and events executionThe Engagement Valley:
How to Maintain Engagement Following Your Events
Suzanne Carawan, VP Global Marketing
![Page 2: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/2.jpg)
GLOBAL VIEWPOINTSWhat’s Happening Around the World
![Page 3: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/3.jpg)
Simplifying meetings and events execution
Global Trends in Events•Out of denial
•General agreement that events need to include “something more” & evolve
•Associations looking towards the addition of technology as the “more”
•Increase in event expenditure
![Page 4: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/4.jpg)
Simplifying meetings and events execution
Global Trends: Technology•Top technologies being added by associations:
– Better event registration & member management systems– Better event website tools – Better email marketing capabilities– Twitter– Private social networks– Mobile component for use around event schedule– QR codes– Mobile audience response/polling features– Mobile gaming features– Video capture, streaming & archiving– Automated matchmaking– Better reporting across tools & investment in understanding how to
use technology tools
![Page 5: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/5.jpg)
Simplifying meetings and events execution
Global Trends: Event Technology •Organizations making decisions on different critiera…getting far more sophisticated:
• Integrations with AMS & Accounting systems• Looking at APIs• Looking at partnerships amongst
technology vendors• Viewing technology vendors as partners• Focus on roadmaps and not just
feature/function• Focus on who is delivering more value • Focus on user adoption of technology
![Page 6: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/6.jpg)
Simplifying meetings and events execution
Global Trends: Event Programs• Blending.Results are now achieved through blending all elements of the event experience (F&B, education, networking activities, business/governance functions)
• Viewpoints.Key is thinking through the event from different attendee viewpoints and providing a multitude of ways to learn, connect with one another and interact
• Facilitation.Organizational shift to take on the role of facilitator-- allowing attendees to self-create “sub-events” that allow for more meaningful conversations and connections in more informal settings
![Page 7: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/7.jpg)
Simplifying meetings and events execution
Global Trends: Event Programs•Discussion now centers around engagement
– Challenges:• What is engagement?
• Requires cross-functional and cross-disciplinary team
• Greater emphasis on differentiating the event and designing around the user experience
• Heavy emphasis on understanding event participants (customer and prospect base)
• Much greater emphasis on demand creation and brand management principles of marketing
![Page 8: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/8.jpg)
Simplifying meetings and events execution
Last Global Trend
•Organizations are still trying to find the right combination
•Still in the process of changing & experimentation
•Few examples of organizations that have changed their approach to events
![Page 9: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/9.jpg)
ENGAGEMENTLet’s Talk About Event
![Page 10: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/10.jpg)
Simplifying meetings and events execution
Engagement• Current Definition:
– Mystical idea to connote how involved someone is in a relationship with your product or organization
• Current Stage of Maturation:– Infancy, at Most: Toddlerhood
• Current Measurements:– Involve counts of attention-based or “like” activity
• Current Demand Creation:– “Gameshow”, Low-End, Bargain Basement Quality Contests, Games &
Promos
![Page 11: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/11.jpg)
Simplifying meetings and events execution
Typical Engagement Factors
• # Comments • Times Attended• # Posts to
discussions/blogs• # Referrals• # Click throughs• # Opens• # Submitted help
tickets
• # Forwards• # Likes• # Shares• # Direct links• # Visits & # Check-Ins• # Calls• # Views• # Retweets
![Page 12: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/12.jpg)
Simplifying meetings and events execution
Today’s Engagement Scores
• Comprehensive, often weighted score, that is used to determine which individuals are most active in your organization or product or event
• Transactions ($, frequency, duration, periodicity) = engagement score
![Page 13: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/13.jpg)
Simplifying meetings and events execution
Graphing Engagement
![Page 14: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/14.jpg)
Simplifying meetings and events execution
Graphing Engagement
![Page 15: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/15.jpg)
Simplifying meetings and events execution
Improved Engagement
• Behavioral-based
• How you act, quality of actions
• Level of impact
• Level of energy, enthusiasm
• Level of advocacy/belief
![Page 16: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/16.jpg)
Simplifying meetings and events execution
Creating Behavioral Engagement Scores
• Greater weight based on:•Monetary criteria• Clout/ level of influence• Number of connections/followers/years
of service• Source of engagement
• Decide what is the right engagement score mix for your organization
![Page 17: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/17.jpg)
Simplifying meetings and events execution
Future Engagement Scores
• Comprehensive, often weighted score, that is used to determine which individuals are most invested/attentive to your brand/product/offerings
• Transactions ($, frequency, duration, periodicity) + behavioral metrics = engagement score
![Page 18: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/18.jpg)
ORGANIZATIONAL REALITIESWhat’s Happening With Associations
![Page 19: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/19.jpg)
Simplifying meetings and events execution
Truth About Events
• Wild frontier of measurement
• Not used within context of greater campaigns
• Not seen as strategic
•Hidden, untapped power!
![Page 20: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/20.jpg)
Simplifying meetings and events execution
Truth About Events
•Events are hot again! Increases as a marketing and sales tool are on the rise and projections just getting bigger
• Mocial increases demand for events
![Page 21: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/21.jpg)
Simplifying meetings and events execution
Truth About Events
•Marketers’ dream:• Content• Demographics, psychographics• Transactions• Isolated population to study• Multichannel opportunities• Actionable• Measurable• Multi-touchpoint
![Page 22: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/22.jpg)
Simplifying meetings and events execution
Truth About Events
From MPI’s FutureWatch 2011 Study
![Page 23: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/23.jpg)
Simplifying meetings and events execution
Truth About Events
From MPI’s FutureWatch 2011 Study
![Page 24: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/24.jpg)
FORECASTSWhat Do We Expect Associations to Do?
![Page 25: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/25.jpg)
Simplifying meetings and events execution
Event Email Forecast
![Page 26: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/26.jpg)
Simplifying meetings and events execution
Event Email Forecast
• Move from paper to email-based daily news during event• Increase in banner ad placement & sponsor inclusion with tracking mechanisms• Completely tied into social media outlets• Content!
![Page 27: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/27.jpg)
Simplifying meetings and events execution
Social Media Event Forecast
![Page 28: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/28.jpg)
Simplifying meetings and events execution
Social Media Event Forecast
• Not an after-thought! Central to event design
•Move from generic community to program-focused or topic-focused
• Adding communities around events year-over-year
• People that care will be recognized and rewarded
•UX-Design Rules!
![Page 29: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/29.jpg)
THE ENGAGEMENT VALLEYAssociation Event Realities & the Behavioral Effect on Members
![Page 30: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/30.jpg)
Simplifying meetings and events execution
The Engagement Valley Effect
![Page 31: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/31.jpg)
Simplifying meetings and events execution
Valley Effects
![Page 32: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/32.jpg)
Simplifying meetings and events execution
Why the Valley?
• No time• No plan• No call-to-action• No continuity• No emotional reinforcement
![Page 33: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/33.jpg)
Simplifying meetings and events execution
Valley Effects
![Page 34: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/34.jpg)
Simplifying meetings and events execution
Minimize the Valley Effect
• Start earlier• Continuous touchpoints• “Mini” events to build demand• More creative, more content• More mocial• Increased touchpoints/visibility for groups that wish to reach your target audience• More points to analyze & adjust
![Page 35: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/35.jpg)
Simplifying meetings and events execution
Minimize the Valley Effect•Starting to move beyond tactics/logistics:
– Don’t just have a hashtag, set up a series of TweetChats prior to and post event
– Offer an interactive attendee directory before the event to allow event participants to find one another and schedule appointments
– Offer a year-round social site to allow event participants to start/continue discussions that originated at the event
•Focus now on comprehensive attendee experience (year-round) and blending event topics/goals into an overall program of the association
![Page 36: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/36.jpg)
Simplifying meetings and events execution
Example: Pre-Event
• Event groups on topics• Industry roundtables• Contests• Images on badges• Tweetchats & Meetups•Speaker-based discussions and blogs•Past presentation libraries and commentary•Janus Approach & Discussion
![Page 37: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/37.jpg)
Simplifying meetings and events execution
Example:During Event
• Physical space for meetups, working groups•Special VIP parties, cocktails, rewards•Icebreakers based on social media contests/inquiries/discussions•“Tweetbody” for keynotes•Scribes per industry, topic, etc•Meet the speakers, authors, keynotes•Matchmaking & appointments
![Page 38: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/38.jpg)
Simplifying meetings and events execution
Example: Post Event
• Webinars• Tweetchats• Blogs• Photo Galleries• Video Testimonials• Monthly topic discussions and calls• Guest bloggers•“Meet the Attendee”: First Timer’s View, etc.
![Page 39: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/39.jpg)
Simplifying meetings and events execution
Minimizing the Engagement Valley
•
![Page 40: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/40.jpg)
Simplifying meetings and events execution
Minimizing the Engagement Valley
•
![Page 41: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/41.jpg)
Simplifying meetings and events execution
Related Resources> Recorded Webinars:• “eSocial: The Original Social”• “The Right Mix: Creating Event Plans that Work”• “From Simmer to Sensational: How to Create Sponsor
Programs that Work”• “The Event Experience: Designing for the End User”• “Getting the Most Out of Your Conference Attendee
Experience”
>Touchpoints Newsletter Sign-Up
![Page 42: The Engagement Valley](https://reader036.vdocument.in/reader036/viewer/2022070315/555333bfb4c905e12e8b4bec/html5/thumbnails/42.jpg)
Simplifying meetings and events execution
Contact Information
Suzanne CarawanVice President of Global [email protected], Fb, Twitter, Slideshare & Quora: @suzannecarawan