“The Engagement Valley: How to Use Silverpop to Minimize Post-Event Dips in Engagement” Presented at Silverpop User Group Conference, May 18, 2011 Events-whether they are sales meetings, training sessions, customer seminars, dinners, webinars or conferences are one of the key ways that organizations use to connect to their constituents. Attention span and excitement—key indicators of engagement-- are at their highest during events; people are optimistic and inspired about what they’re experiencing. However, engagement levels plummet as soon as the event ends leading to low event ROI and frustration. Join this session to learn how using Silverpop can help to minimize this event drop-off effect. Help improve customer experience and satisfaction levels of internal departments through using an integrated email marketing and event strategy. Please note that all work and graphs are the intellectual property of etouches and work of Suzanne Carawan. You are free to use, but please include a citation.

1. Simplifying meetings and events execution The Engagement Valley: How to Use Silverpop to Minimize Post-Event Dips in Engagement Suzanne Carawan, VP Marketing

2. Engagement Comprehensive, often weighted score, that is used to determine which individuals are most invested/attentive to your brand/product/offerings Simplifying meetings and events execution Transactions($, frequency, duration, periodicity) + behavioral metrics = engagement score

3. Possible Engagement Factors # Comments Times Attended # Posts to discussions/blogs # Referrals #Click throughs # Opens # Submitted help tickets Simplifying meetings and events execution # Forwards # Likes # Shares # Direct links # Visits # Calls # Views # Retweets

5. Monetary criteria

6. Clout/ level of influence

7. Number of connections/followers/years of service

8. Source of engagement

9. Decide what is the right engagement score mix for your organization Simplifying meetings and events execution

10. Graphing Engagement Simplifying meetings and events execution

11. GraphingEngagement Simplifying meetings and events execution

13. Not used within context of greater campaigns

14. Not seen as strategicSimplifying meetings and events execution

16. Mocial increases demand for eventsSimplifying meetings and events execution

18. Content

19. Demographics, psychographics

20. Transactions

21. Isolated population to study

22. Multichannel opportunities

23. Actionable

24. Measurable

25. Multi-touchpointTruth About Events Simplifying meetings and events execution

26. Truth About Events Simplifying meetings and events execution From MPI’s FutureWatch 2011 Study

27. Truth About Events Simplifying meetings and events execution From MPI’s FutureWatch 2011 Study

28. Email Forecast Simplifying meetings and events execution

30. Increase in banner ad placement & sponsor inclusion with tracking mechanisms

31. Completely tied into social media outlets

32. Content!Simplifying meetings and events execution

33. The Engagement Valley Effect Simplifying meetings and events execution

35. No plan

36. No call-to-action

37. No continuity

38. No emotional reinforcementSimplifying meetings and events execution

39. Valley Effects Simplifying meetings and events execution

40. Valley Effects Simplifying meetings and events execution

42. Continuous touchpoints

43. “Mini” events to build demand

44. More creative, more content

45. More mocial

46. Increased touchpoints/visibility for groups that wish to reach your target audience

47. More points to analyze & adjustMinimize the Valley Effect Simplifying meetings and events execution

48. Minimizing the Engagement Valley Simplifying meetings and events execution

49. Minimizing the Engagement Valley Simplifying meetings and events execution

50. Suzanne Carawan Vice President of Global Marketing scarawan@etouches.com 203.403.9013 @suzannecarawan Contact Information Simplifying meetings and events execution