1. AIBTM Professional Education
#AIBTM #VirtualEdge

2. Monetizing Your Online Event
and Captured Content

3. •Michael Doyle, Executive Director
Virtual Edge Institute
•Steve Williams, Director, E-Media Innovation & Business
Development
Society for Human Resource Management
•Todd Kotlarek, Director of Live Events
Trade Press Media Group , Inc.
#AIBTM #VirtualEdge

4. What is Monetization?
Monetization is the conversion of
any asset, possession, or holding into
money or legal currency.

5. How To Vote via Texting
1. Standard texting rates only (worst case US $0.20)
2. We have no access to your phone number
3. Capitalization doesn’t matter, but spaces and spelling do
TIPS
EXAMPLE

14. Audience Driver – PCMA365
PCMA365 drives a significant audience to face-to-face events.
PCMA 365 IMPACT
Convening Leaders 2012
•~3,800 attendees
•550 attended 1st time in 5
years
•120 of those had never
attended
•Indicated that PCMA365 was
a key driver for attending in
person
•17% increase in audience!
2012 Convening Leaders

15. Growing Onsite & Online Attendance
12,700
Onsite Registrants
17,000
2009 2010 2011 2012
4,400
Virtual/
Hybrid
113,000
Virtual +
UStream
189,000
Virtual +
UStream

16. Monetization of Content
Steve Williams, Director, E-Media Innovation & Business Development
Society for Human Resource Management
#AIBTM #VirtualEdge

17. • Society for Human Resource Management -- membership association of
265,000 HR professionals
• One in-person annual conference and four in-person specialty
conferences. SHRM’s Annual Conference has 12,000 – 15,000 attendees
• SHRM launched virtual conference business in March 2010---profitable
within first four months of launch
• Continues to grow in revenue and profitability (85%-88% profit margin)
SHRM Virtual Conferences / On Demand---
New Business / New Revenue Stream

18. What Does SHRM’s Virtual Conference /
On Demand Revenue Strategy Have in
Common with These Companies?

19. SHRM Virtual Conference /
On Demand
Revenue Strategy
Answer: SHRM leverages existing content
SHRM builds its virtual conference on existing content
from the existing foundation of its successful in-
person conferences

20. SHRM Virtual Conference /
On Demand
Revenue Strategy
• SHRM pursued a paid model
• SHRM built its own platform
• SHRM believes in profit first combined with smart
innovation
#AIBTM #VirtualEdge

23. SHRM’s virtual conference revenue strategy
involves re-purposing, re-packaging,
and re-selling some content
Companies do it all the time….

25. One Expense
Four Potential Revenue Streams
CONFERENCE
ATTENDEES
NON-CONFERENCE
ATTENDEES
DERIVATIVE
PRODUCTS
SPONSORSHIPS

26. • Package it as an upsell to existing in-person conference
• Target one day in-person registrants and non-U.S. groups
• Begin selling prior to the in-person conference
• Promote onsite at the in-person conference
• Conduct live streaming of a keynote and sell separately
• Charge customers for additional time to access content
• Partner with other companies to re-sell their content or
to gain access to another audience

27. Monetization of Content
Break into groups discuss what attendees can implement
back at your organization based on what Steve has shared
•What content do you charge for?
•What content could you charge for?
• What could you do in your organization?

28. Exhibit and Sponsorship Monetization
Todd Kotlarek, Director of Live Events
Trade Press Media Group , Inc.
#AIBTM #VirtualEdge

29. Trade Press Media…Quick Facts
• Market: United States
• Live Events Launched 2001
• 3 Major Live tradeshows, multiple Virtual tradeshows
• 11 events team stakeholders + Exhibition partner
• Magazines/Online: 6 niche B2B titles: Facility
Management, Jan/San, Commercial Rail
• Market Leader in our space
• For-Profit

30. Virtual Tradeshows:
5 Steps

31. Step #1 Find a Sales Champion
• Go–to who can answer any question about show
• Not a content/education person
• Unique Focus
• Passionate Leader
• Co-Presenter
• Lead follow up

32. Step #2 Establish Sales Team
• Who sells? Determined by your structure
• Best Client Relationship?
• 6 Months out

33. Tiered Sponsor
Packages
Benefits Vary:
•Profile
•Commercial
•Webcast
•Content Assets
•Leads
Step #3 Pricing

34. Step #4 Train Your Sales Staff
• Imperative they know the tools
• Train
• Practice
• Set goal
• Demo Champion
• Practice

35. Step #5 Educate Your Prospects
• On Demand Demo
• Pre-Recorded Video Demo
• Webinar
• Proven Results
• Set EXPECTATIONS!!
#AIBTM #VirtualEdge

36. Demo

37. Sponsor Name
Sponsor
Level Unique Content Views Booth Visitors
Average Visit
Duration (min)
Platinum 255 352 9
Gold 185 321 7.1
Silver 99 259 2.6
Silver 80 257 7.1
Gold 155 312 9.8
Silver 107 319 5.7
Silver 142 285 7.2
Gold 190 374 6.8
Gold 171 323 5.6
Platinum 122 313 5.7
Gold 175 292 9.1
Silver 165 324 5.2
Platinum 209 274 7.7
Silver 136 327 12.4
Silver 149 301 6.6
Silver 163 332 8.9
R
O
I

38. The Gift that Keeps Giving
59% of attendees visit a vendor’s website
49% search for more information about a vendor
19% have proactively contacted a vendor for more
info
4% have purchased form a featured vendor
49% revisited the same event on-demand
37% have forwarded a registration page
34% have forwarded an on-demand link
c/o Sharon Hudson, VP events,
Marketing Profs

39. Lessons Learned
• Sales Champion = Sales Pressure
• Technical Testing
• Exhibitor Training = Higher ROI
#AIBTM #VirtualEdge

40. Exhibit and Sponsorship Monetization
Break into groups discuss what attendees can implement
back at your organization based on what Todd has shared
•How do you sell sponsorships now?
•If not, could you?
•What is the make up of the potential sponsor or vendor base
in your market?

42. AIBTM partners with MeetingMetrics: ‘Meeting Results Measurement Made
Easy!’
Collect your CEUs for the education
sessions on our tracking sheets, available
in the conference foyer.