highroad & csystems joint webinar: using marketing automation to grow event registration
TRANSCRIPT
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Webinar Presenter:
Maneesha Manges
[Using Marketing Automation
to Grow Event Registration]
September 19, 2017| 11:30am ET
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1. Welcome / Introductions
2. Today we will cover…..
3. Next Steps….submit questions, contact sales,
contact helpdesk
Agenda
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Current PulseWhere Are We Now
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Digital Communications for
Events
• Conference Website
• Social Media & Communities
• Banner Ads & Online Advertising
• Ecommerce, Coupons & Receipts
• Video Media
• Mobile App
• Onsite Signage & Interaction Points
• Webinars
• Livestreaming/Virtual
• Surveys & Polls
• Text
• Voice Mail Messaging
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Today’s Challenges
• Thinking in terms of logistics & not experience
• Rethinking the event to be a longer time length
• Discrepancies in skill gaps & digital understanding
• Not taking the time to map out:– Participant Personas
– Participant Journey
– How You’ll Measure
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User Experience
User Experience Design (UXD or UED or XD) is the process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product.[1] User experience design encompasses traditional human–computer interaction (HCI) design, and extends it by addressing all aspects of a product or service as perceived by users.[
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Modern Participant Expectations
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Historical Approach in Event
Communications
• FOMO on Registration
• More at Once
• Don’t Ask Too Much
• Waaaaayyyyy in Advance
• See Ya Wouldn’t Wanna Be Ya
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Modern Approach
• Simplify communications
• More communications, more
frequently but with simpler
messages and calls-to-action
(as in ONE call-to-action)
• Much shorter time frames
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Digital Marketers Dream: Events
– Content
– Demographics, psychographics
– Transactions
– Isolated population to study
– Multichannel opportunities
– Actionable
– Measurable
– Multi-touchpoint
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Digital Marketers’ Nightmare
Events
• Working in an inflexible framework
• Zero to little budget included for the event
• Trying to do new in ordinary time is VERY hard
• Breaking out of crisis event mentality
• Trying to do it all in-house in DIY mentality
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Best Practices AreasWhere Organizations Are Working
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The Engagement Valley
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Why the Valley?
• No time
• No plan
• No call-to-action
• No continuity
• No emotional reinforcement
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Valley Effects
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Offset the Valley Dip
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Minimize the Valley
• 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
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User Experience Flow
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Pre-Event Ideas
• 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
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During the 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
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Post-Event
• Webinars
• Tweetchats
• Blogs
• Photo Galleries
• Video Testimonials
• Monthly topic discussions and calls
• Guest bloggers
• “Meet the Attendee”: First Timer’s View, etc.
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Event Email
• 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!
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Contextual Emails
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Social & Events
• 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!
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Blogs
• Faster & easier updates
• Year-round communication
• Bigger & better
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Overview of
MeasurementNew Thinking to Drive Engagement
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Engagement
• Current Definition:– Mystical idea to connote how
involved someone is in a relationship with your product or organization
• Current Measurements:– Involve counts of attention-based
or “like” activity
• Infancy Stage of Application
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Typical Engagement Metrics
• # Comments
• Times Attended
• # Posts to
discussions/blogs
• # Referrals
• # Click throughs
• # Opens
• # Submitted help
tickets
• # Forwards
• # Likes
• # Shares
• # Direct links
• # Visits
• # Calls
• # Views
• # Retweets
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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
($, frequency,
duration, periodicity)
= engagement score
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Graphing Engagement
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Graph You Want
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Modern Engagement
• Behavioral-based
• How you act, quality of actions
• Level of impact
• Level of energy, enthusiasm
• Level of advocacy/belief
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Modern Behavioral Engagement
Scores
• Greater weight based on:
– Monetary criteria
– Clout/ level of influence
– Number of
connections/followers/years of service
– Source of engagement
• Decide what is the right engagement
score mix for your organization
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Engagement Scores We Want
• Comprehensive, often
weighted score, that
is used to determine
which individuals are
most
invested/attentive
to your
brand/product/offering
s
• Transactions
($, frequency,
duration, periodicity)
+
behavioral metrics =
engagement score
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Ultimate Goal of Digital + Events
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Digital Communications+Events
in 2017
• Wild frontier of measurement
• Not used within context of greater campaigns
• Not seen as strategic
• Hidden, untapped power!
• Biggest area for ROI and member buzz