Digital strategy and engagement for business events

Digital strategy and engagement

for business events

Miguel Neves, CMPHead Chef at Social Media

Chefs

Session Overview1. Targeting and Messaging2. Engagement and Content3. Event Phases4. Phase aware content - Example5. Golden rule6. What is success7. 5 cool tools

Why?

• Grow registration• Increase sponsorship• Engage participants• Elevate the brand• Change the world

Define your target audience(s) - Personas

• Target participants• Registered participants• Sponsors• Partners• Speakers• Politicians

Define your key message(s)

Engaging?

Engagement: Year round vs event focussed

How do you currently engage with your audience(s)?

Content: What is content?

Content: Long vs short form

TL;DR

Content: Long vs short form

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Announcing Attracting Anticipating Arriving Entering Engaging Exiting Extending

FocusonEvent ContentBandwidth

Content: Slice & dice, Repurpose, Upcycle

Content: In house vs outsource vs crowdsource

Define your event’s phases

Leveraging

Experience Design to

Drive Engagement and

Improve Outcomes

The Eight Phases of a Successful Event1. Announcing: Capturing Their Attention2. Attracting: Woo Your Audience3. Anticipating: Eliminate Disappointment4. Arriving: Travel to the Destination5. Entering: Reset the Intention6. Engaging: Environments of Engagement7. Exiting: Signature Moments8. Extending: Recall and Relive

(C) Maritz Travel - The Eight Phases of a Successful Eventhttp://info.maritztravel.com/maritz-travel-8-phases-lp

Event:

Target audience:

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Announcing: Video Sizzle Reel

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Attracting: Blog post on partner site

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Anticipating: Guiding video infographic (s)

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Arriving: Bite Sized Event Options

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Entering: Warm welcome video

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Engaging: Giant hashtag photo opportunity

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Exiting: Data infographic

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Extending: Ongoing human connections

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Key question / Golden Rule

WIIFM?

Success metrics• Content views• Page/profile views• Engagement statistics• Hashtag usage• External mentions• Sales (offline results)• Define your own

Always adapt and evolve

5 Cool tools: Buffer

5 Cool tools: Canva

5 Cool tools: SmugMug

5 Cool tools: Rocketium

5 Cool tools: Fiverr

Thank you!

Miguel Neves, CMPHead Chef at Social Media Chefs

@miguelsevenmiguel@socialmediachefs.com