web meets live: emerging best practices
Post on 21-Oct-2014
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Here are 5 ways to get started integrating the web with live events. Recent research shows three out of four brand marketers expect tradeshows to integrate online components. Additionally, 72% of brand marketers plan on adding social media to their event mix this year.TRANSCRIPT
Web Meets Live:Emerging Best PracticesRichard NorbyVP of Creative ServicesLive Marketing
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What does it mean to you?
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Web Meets Live!
Is it a horror story?
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Web Meets Live!
A love story?
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Web Meets Live!
A love story?• Extends life of
event programs• Draws more
attendees• Reaches people
not in attendance
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Web Meets Live!
“76% of brand marketers expect trade shows to integrate virtual components”1
1 Source: Focus on Results: Hybrid Events
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Two Different Silos?
ExperientialEcosystemTM
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What’s the Right Mix?
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Web Meets Live:5 Ideas to Get Started
• PURLs• Microsites• Web Video• Webcasts• Social Media
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PURLs:Idea #1 to Try
Web 2.0 enabled pre-show marketing:• Create personalized web sites• Turn traditional 1-way communication into a
2-way communication• Facilitate setting high-value appointments
at the event• Start capturing leads before the event even
starts!
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PURLs:Idea #1 to Try
Web 2.0 enabled pre-show marketing:• Can dramatically increase response rates
– Traditional direct mail has 1-2% response rate
– PURL enabled solution typically has 5-10% response rate
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PURLs:Idea #1 to Try
This is critical because:• 76% of tradeshow attendees have a
pre-set agenda of “must-see exhibits”2
2 Source: CEIR
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PURLs:Idea #1 to Try
• We all know direct mail
• We now personalize it thanks to digital printing
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PURLs:Idea #1 to Try
• We all know email
• We create great looking emails using HTML
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PURLs:Idea #1 to Try
• Now we can add a new element: a personalized microsite
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PURLs:Idea #1 to Try
• All three can work together to produce excellent results
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PURLs:Idea #1 to Try
Learn more at www.NancyDemello.spend-smarter.com
• Mail piece/email directs person to personalized URL (PURL)
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PURLs:Idea #1 to Try
• The PURL takes them to a personalized microsite
• Invites them to register/take survey to get an offer
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PURLs:Idea #1 to Try
• The survey form captures lead qualifying information
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PURLs:Idea #1 to Try
• Contact information confirmation screen
• Asks for email opt in
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PURLs:Idea #1 to Try
• A thank you screen is displayed
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PURLs:Idea #1 to Try
• A automated thank you email is immediately generated
• Content can be customized based on their survey responses
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PURLs:Idea #1 to Try
• Lead email automatically generated and sent to sales or marketing
ANSWERS TO QUALIFYING QUESTIONS
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PURLs:Idea #1 to Try
• Online dashboard tracks all activity
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PURLs:Success Story: Follett Software
• 43% overall response rate!
• 60% expressed interest in a Follett solution
• 20% plan to purchase within 12 months
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PURLs:Idea #1 to Try
If you already have budget for pre-event direct mail/email promotion, this new
twist can easily and affordably replace your existing event promotion plans
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Web Meets Live:5 Ideas to Get Started
• PURLs• Microsites• Web Video• Webcasts• Social Media
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Microsites:Idea #2 to Try
• Website created for a campaign and tailored to a specific message
• Can utilize tools to become interactive experiences
• Can also be personalized to each individual visitor
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Microsites:Idea #2 to Try
Used to:• Cost-effectively engage attendees before
an event • Generate and qualify leads• Extend messaging (reach those who didn’t
attend and reinforce messaging for those who did)
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Microsites:Idea #2 to Try
Event Companion Sites
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Microsites:Idea #2 to Try
Clicking on booth area brings up information about that area
Event CompanionSites
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Microsites:Idea #2 to Try
Virtual Tradeshow Booth:• Sneak previews• Download
literature• Videos of
presentations and demos
• Request follow up
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Microsites:Idea #2 to Try
Staff Training Microsite:• Staff training
elements and booth renderings
• Quizzes/challenges/surveys
• Discussion forums
• Downloadable event info
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Microsites:Idea #2 to Try
• Extend event experience beyond typical 3 to 4 days into 3 to 5 month experience
• Provide central location for everything related to event
• Valuable resource for those who can’t attend—extending your reach
• Provide powerful metrics and ROI• Simplify staff training
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Web Meets Live:5 Ideas to Get Started
• PURLs• Microsites• Web Video• Webcasts• Social Media
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Web Video Is Hot!
Popularity of online video is growing at an unprecedented rate:• Online video is ballooning at a current rate
of 31% per year in the US• In October 2009, 27.94 billion videos were
viewed• 84.4% of U.S. Internet users watched at
least one online video in October and the average person watched 10.8 hours of video
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Web Video Created At Events:Idea #3 to Try
Physical events can be used to create assets for the web (the web has an insatiable appetite for content)
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Web Video Created At Events:Success Story
• Amortize cost by leveraging assets for multiple uses
• 34 videos from one event
• Nearly 30,000 viewings in 2 months
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Web Video Created At Events:Idea #3 to Try
• A creative flair• Editing
– Selected clips– Title slides– Music– Titles under
speakers
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Web Video Created At Events:Idea #3 to Try
• Inexpensive consumer cameras to full professional video crews
• Simple editing and daily posting to post-production editing
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Web Video Created At Events:Idea #3 to Try
• Packaging captured event video footage gives a tremendous opportunity to:– Reach more audiences– Continue messaging for months even after
the event is over– Amortize and leverage event cost to create
assets for multiple uses
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Web Video Created At Events:Idea #3 to Try
A natural partnership between event marketers and web marketers
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Web Meets Live:5 Ideas to Get Started
• PURLs• Microsites• Web Video• Webcasts• Social Media
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Webcasts:Idea #4 to Try
• Events delivered via the web, live or pre-recorded
• Include both audio and visual components • Range from simple do-it-yourself webinars
to highly branded, high-production-value brand experiences
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Webcasts:Idea #4 to Try
• Expand your reach to more potential customers
• Provide access to your content 24/7 • Generate interest in an event and new
products/solutions being introduced• Drive attendees’ desire to learn more• Capture leads
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Webcasts:Idea #4 to Try
• Rapidly becoming a saturated space• Need to stand out with:
– Audience acquisition– Content– Strategies to increase engagement before,
during, and after the webcast
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Webcasts:Idea #4 to Try
A self-produced webcast:• Get a platform such as WebEx or
GoToMeeting• Create compelling content• Audience acquisition• Registration/lead capture
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Webcasts:Idea #4 to Try
A professionally produced webcast:• More control over
branding/look and feel
• Higher level of video streaming
• Robust, flexible features
• Scale to any size audience
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Webcasts:Idea #4 to Try
Combined with microsite• Speaker
photo/bio• White papers• Video• Surveys• Blogs/forums
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Webcasts:Idea #4 to Try
• Include an on-site audience
• Have an on-site representative of the web viewers
• Consider creating a physical event to support the webcast
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Webcasts:Idea #4 to Try
Key points:• Aggressive audience
acquisition• Excellent, relevant
content• Integrated
registration/lead capture
• Branding/look and feel• Excellence in
production• Enhancing engagement• Support for expected
size of audience
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Webcasts:Idea #4 to Try
• Promote your event• Extend your reach• Generate qualified leads
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Web Meets Live:5 Ideas to Get Started
• PURLs• Microsites• Web Video• Webcasts• Social Media
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Web Meets Live!
“72% of brand marketers are adding social media to their event mix this year”3
3 Source: Focus on Results: Hybrid Events
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Social Media:Idea #5 to Try
Extending your event program:• Quickly and inexpensively build a web
presence that promotes your event• Leverage the social networks existing user
community• Interact and share event information,
photos and videos
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Social Media:Idea #5 to Try
The top platforms:
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Social Media:Idea #5 to Try
Build your own sites• From scratch
with Wordpressor Drupal
• With a free platform such as Ning
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Social Media:Idea #5 to Try
• Set-up and use of social media platforms
• On-site social media strategy
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Social Media:Idea #5 to Try
Twitter Ideas:• Establish your
following– Insider bits of
information– News / pre-release
info– Tease with
upcoming activities
– Contests– Special offers
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Social Media:Idea #5 to Try
During the show• Publish updates• Keynote sound
bites• Notices of
special activities• Special
promotions for Twitter followers
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Social Media:Idea #5 to Try
Twitter: Making an Offer• To help build excitement for the last day,
drive registration and nurture Twitter relationships, Intel created an offer and sent out 3 tweets:– Attend IDF Day 3 for FREE! Today, 8/26 Intel is offering a
free pass for Day 3 to the first 300 people who register with promo code DAY0826
– There is no catch. Simply be one of the first 300 people to register @ http://tiny.cc/3CjJZ with promo code DAY0826 (1 per person)
– It’s that easy…today only (8/26, before 11:59 PM EDT), first 300 people, promo code DAY0826, register @ http://tiny.cc/3CjJZ. #IDF09
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Social Media:Idea #5 to Try
Facebook Event Promotion• Create an event
“Fan” page
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Social Media:Idea #5 to Try
Facebook Event Promotion• Before show
– Event invitations– Communicate
event information– Share behind-the-
scenes views– Start building
relationships
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Social Media:Idea #5 to Try
Facebook Event Promotion• During and after
event– Communicate
event updates– Post event photos
and videos– Get feedback
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Social Media:Idea #5 to Try
Automatically extends your presence into mobile via:• Twitter• Facebook
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Social Media:Idea #5 to Try
To maximize effectiveness:• Create communications calendar
– Event & news topics that could be added to Facebook and tweeted
• Establish social media practitioners team– Core team– Extended team
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Social Media:Idea #5 to Try
Cost-effective way to:• Promote your event program and draw
more participants to the event• Establish on-going, two-way
communication with a community of customers and prospects
• Extend the life of event content
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Web Meets Live!
Key Thoughts:• From one-off to ongoing engagement• Events can provide rich content for the web• Communicate with entire
prospect/customer base• Web techniques are easy to measure• Have a strategy to maximize success
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Continue the Conversation
www.facebook.com/livemarketing
Join the Live Marketing group!
http://twitter.com/livemarketing
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Web Meets Live
Questions or comments?Contact:Richard NorbyVP of Creative SerivcesLive [email protected]