how to leverage data to drive event marketing decisions
TRANSCRIPT
How to Leverage Data to Drive
Event Marketing Decisions
BRIAN FRIEDMAN, CEO OF LOOPD
@Kissmetrics
#KissWebinar
@thuelmadsen
Design driven product leader socializing technology through wearables and analytics.
BRIAN FRIEDMAN CEO, Loopd
@BFried9131
@loopd
#KissWebinar
@BFried9131
1 Collecting Online and Offline Data
2 Increase Targeted Conversions
3 Educate Attendees Effectively
TABLE OF CONTENTS
Create Engaging Communities 4
WATCH WEBINAR RECORDING NOW
PAM MOOREMarketing Nutz
“ It’s easy to fall back on the same type of event over and over again. Stepping out of your box will help you inspire and connect with your existing audience in a new and refreshing way.
EVENT MOBILE APPS
Understand your online metrics from app usage. Effectively plan, execute, and monetize your event.
TECHNICAL APP ANALYTICS
Collect activity data to determine if your app is being used. Measure clicks, views, and downloads.
BEHAVIORAL APP ANALYTICS
Reveal how your attendees are engaging, reacting and influencing with your event. Gather likes, responses, and rankings.
NFC VS BEACON
NFC
Capture offline metrics with NFC. This includes materials collected, contests entered, and rooms visited.
MEASURE TRAFFIC
Bonnaroo used NFC wristbands to gather metrics on visits, dwell time, and attendee flow.
MONITOR COLLATERAL
EMC World used NFC badges to analyze marketing materials and gifts that were collected by attendees.
BEACONS
Converge online and offline metrics with beacons. This includes sessions attended, partners visited, and social interactions.
TEST MESSAGING
SXSW used beacons to provide a custom experience for each attendee. Uncover your most engaging campaigns.
REVEAL POPULARITY
Box used beacons to understand which sessions, partners, and products were the most popular.
LEAD INTELLIGENCE
Identify influencers by capturing their event journey. Show their engagement and activity with sessions, partners, and products.
ATTENDEE JOURNEY
Find out what and who your attendees are interested in. Increase the motivation and quality of your influencers.
MARKETING AUTOMATION
Launch targeted campaigns for your attendees after the event by understanding their online and offline interactions.
Image from HubSpots Inbound Framework
DANIEL IVESFBR Capital Markets
“ Dreamforce is the only time the Street gets to interact with vendors and partners, and get insights, positive or negative, into spending trends and product absorption.
CUSTOMER RETENTION
Recognize your customer engagement levels at the event. Build brand loyalty and stronger connections with your clients.
LEVERAGE SOCIAL MEDIA
Use Twitter, Facebook, and LinkedIn to promote and analyze your brand performance before, during, and after your event.
CONTENT CURATION
Select the right speakers, partners, and products for your next event. Collect stats on survey results, social media, and industry trends.
IDENTIFY ENGAGEMENT
Measure the popularity of your sessions, partners, and products for your influencers that were in attendance.
SUPPORTING MEDIA
Provide your attendees with relevant information before, during, and after the event. Encourage them to learn and share with their network.
MESSAGE OPTIMIZATION
Promote engaging messages. Send personalized and targeted call to actions to increase discussions and interactions with your attendees.
PERSONALIZATION
Relate with your attendee’s profile. Use alerts and announcements to provide them with relevant and valuable information.
GAMIFICATION
IBM encouraged online and offline connections by creating games for attendees that promoted team participation.
LISTEN TO YOUR AUDIENCE
XOXO used Slack to create and organize channels for discussions between attendees. Follow insights about the popularity of topics.
TWEET OF THE DAY
Remove your #event black box. Understand the real attendee journey with #beacons and #analytics. Increase your number of influencers and conversions.
@Kissmetrics @BFried9131 #KissWebinar #GetLoopd
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BRIAN FRIEDMAN CEO, Loopd
@bfried9131
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
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