Achieve event success by harnessing new technology best practices

Achieve event success by harnessing new event
management technology best practices
Insights from Leanne Constantino, Director – Event Services
[e] events@leadharvest.com.au [p] +61 2 8038 5098 [w] www.leadharvest.com.au/events

Today’s reality for
Event Managers
Event practices of the past are no
longer relevant. New tools and
tactics need to be considered to
ensure you:
1. maximise attendance
2. Increase engagement
3. Optimise attendee satisfaction


THEN:
We decided to attend a event based on impulse.

Remember the 10 page A4 registration brochure with all your
speakers listed and the agenda outline?


http://www.signup4.com/resource-center/how-technology-ischanging-events/

FACT:
Professionals trust online information almost as much
as information obtained in person.


FACT:
39% of professionals research business decisions (getting opinions, reading
reviews, obtaining general data) on social networks


An online customer checks an average of 10.4 sources

before making a purchase


NOW:

We decide to attend an event if our peers do.
We look at our professional network at large,
our social media networks and see what our
peers are saying about the event and we
make VERY EDUCATED event purchasing
decisions.


TIP: Encourage online communication
Your event marketing campaign must be conducive to open
communication, real time updates and feedback.
Encouraging and allowing open communication and engagement in the
event promotion stage enables the prospects to do the publicity for you
and increases your event registration conversions. Be sure to integrate
live social media feeds into your event website.


THEN:
Email Marketing
and Databases
was the norm.


36% of Advertising Agencies are planning to buy ads on YouTube

36% of Advertising Agencies are
planning to buy ads on Twitter

89% of Advertising Agencies are
planning to buy ads on Facebook


NOW:
Social Advertising is the norm


Engage your audience
with social media
Advertising agencies are spending their money on social media
outlets because it gets more cut through, it is low cost and IT
WORKS!
BEWARE: You are guaranteed to get extra likes and exposure BUT
the communication doesn’t stop there. You need to employ a rich
long term engagement strategy .
TIP: Before you create the advertisement, make sure you develop a plan
with content ready to share. If your strategy is daily communication and
the event is 3 months away, you need 90 posts ready as a minimum.


THEN:
Planners selected keynote speakers.


FACT:

There is greater satisfaction and commitment resulting
from participation or cooperation of the attendees with
the organiser if the participant is involved in making the
decision, they feel engaged and will likely talk more
positively about the event.


NOW:
Attendees choose the content and the speakers.

TIP: Try Crowdsourcing speakers
Give the power back to the attendees to decide who will speak and
present at the event. Involving the attendees into the actual planning of
the event is very powerful. Take a look at how the SXSW PanelPicker
community does it http://bit.ly/1gYaMwt


THEN:
We had to travel long distances
to attend an event.


82%

of the online audience

found the virtual environment helpful
in making the decision to attend in-person next time.


On average companies
save $1000 in travel costs
by engaging in virtual
environments.


NOW:
Hybrid Events - we
watch it wherever
we want and
whenever we want


Hybrid events do not replace your live
event…they only serve to expand your reach
and get more people to attend in person next
time.

TIP: Extend the life of your event and start by investing with a post event
hybrid portal. Maximise the content created from the live event to
engage those that could not attend and increase your opportunities to
maximise leads.


THEN:
We used printed program guides


21% of event
planners see
Mobile Apps as a

top priority
investment for 2013.


Uptake is correlated to Event App promotion but
generally between 10% and 45% depending on the
tech friendliness of the audience.

NOW:
Mobile Apps ARE replacing the event guide.


CHALLENGE:
Organisations are adapting the app but it becomes an app for the sake of
having an app at the event and not really being used.

To overcome this, you need tactics to increase adoption and
engagement rate.

• Encourage communication with the speakers and receive real time
immediate responses
• Posting regular updates and exciting images
• Encourage feedback with a prize incentive

Give the audience plenty of reasons to check in with
their event app

THEN:
Badges were plain & simple.


NOW:
Badges are smart.
RFID technology in badges enables us to
understand the attendee better and respond to
their needs more rapidly. As soon as you scan their
RFID badge, you gain access to all their
registration data including demographics, interests
and profile


Case study:
The Manhattan Cocktail Classic
Not only does the RFID badge help
you understand your attendees, but it
also enhances their event
experience via voting, real time
feedback, sharing of ideas
Here is an example where attendees
voted for their favourite cocktail and
the winner was decided on the night
by people’s choice.
http://bit.ly/1amNUVu


THEN:
Feedback forms
were cumbersome.


54.7% of companies pay
$100/month or less for Social
Media Monitoring tools


NOW: Social media is your
real time feedback
TIP: Use HootSuite to manage all your social media outlets in the one place
and monitor your event feedback and obtain statistical data easily on the
one dashboard


THEN:
We asked for the speaker’slides….but never got
them!


NOW:
We find them on slideshare


CASE STUDY:
Ariba generated more than 400 leads and 40,000 views with their
custom slideshare channel for their Ariba Live event

TIP:
Turn your event content whitepapers and blogs into visually friendly
slideshare decks and extend the life of your event. Share with your
prospects and increase your lead opportunity.

Download these free templates from Lead Harvest

SOURCE: http://www.signup4.com/resource-center/how-technology-is-changing-events/


Request a free
Event Marketing Health Check
Are you maximizing your event registration attendance? Are you promoting your event to the
largest possible audience? Are you maximizing your event investment by following up attendees
after the event? Do you have a tactical plan on registrants who did not attend your event but
could be a potential lead for your business?
Contact us to learn more and get your complimentary Event Marketing Health Check. There’s no
risk, no obligation. Sign up to the right and we’ll have one of our experts get in touch and give
you the feedback you need to be a event marketing marvel.

Click here to register your interest or call (02) 9212 6125


Achieve event success by harnessing new technology best practices

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Achieve event success by harnessing new technology best practices