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Virtual Event Platforms are not Virtual Events

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Steve Gogolak's presentation from Virtual Edge 2010

Text of Virtual Event Platforms are not Virtual Events

  • 1. Virtual Event Platforms are not Virtual Events
    Developing a complete attendee experience for online events
  • 2. @sgogolak
    www.aWiderNet.com
  • 3. In-Source Model
  • 4.
  • 5.
  • 6.
  • 7. Technology does not define purpose
    it enables it.
  • 8. What is the purpose
    of your event?
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. How do you know if
    you were successful?
  • 14.
  • 15.
  • 16. Measure what you
    think success
    looks like
  • 17.
  • 18. Goals leading to problems:
  • 19.
  • 20.
  • 21.
  • 22. Problems
  • 23. Problems:
    Pre-Event
    Generate awareness
    Increase conversion (registration)
    Increase attendance
    During the Event
    Deliver compelling content (provide real value)
    Quantify attendee engagement
    Define lead quality
    Post-Event
    Follow up with the leads
    (and repeat process during on-demand period)
  • 24.
  • 25. Attendee Centered Event Strategy
  • 26.
  • 27. Conversion Hurdles
  • 28.
  • 29.
  • 30.
  • 31. Pre-Event Conversion Hurdles
  • 32. Pre- Event Conversion Hurdles
  • 33.
  • 34. The first email sets the
    tone for the entire event.
    Dont blow it!
  • 35. Month
    0
    Month
    1
    Month
    2
    Month
    3
    Month
    4
    1-DAY LIVE EVENT
    Month 5
    EVENT MICROSITE
    IS LIVE
    ON-DEMANDVIRTUAL EVENT
    MICROSITE DEVELOPMENT
    CONTENT
    PRODUCTION
    CONTENT PRE-PRODUCTION
    CONTENT LOADING
    STRATEGY
    Promotion
    POST EVENT
    TEASER
    TEASER
    1 16 WEEKS
    LIVE
    Building out a timeline
  • 36. Touchpoint
    Touchpoint is the interface
    of a product
    a service or
    a brand
    with customers, non-customers, employees and other stakeholders before, during and after a transaction respectively a purchase.
    Source: Wikipedia (http://en.wikipedia.org/wiki/Touchpoint)
  • 37.
  • 38.
  • 39. Pre-Event
    What are the touchpoints that kick off your event?
  • 40. Plan here
    Develop content here
    Month
    0
    Month
    1
    Month
    2
    Month
    3
    Month
    4
    1-DAY LIVE EVENT
    Month 5
    EVENT MICROSITE
    IS LIVE
    ON-DEMANDVIRTUAL EVENT
    MICROSITE DEVELOPMENT
    CONTENT
    PRODUCTION
    CONTENT PRE-PRODUCTION
    CONTENT LOADING
    STRATEGY
    Promotion
    POST EVENT
    TEASER
    TEASER
    1 16 WEEKS
    LIVE
    Building out a timeline
  • 41. Email Conversion Hurdles
  • 42. Is this worth my time?
  • 43. Video Call-to-Action = 5x Conv. Rate
  • 44. Why is the conversion rate higher?
    Clear offer
    watch this video, determine if its worth your time
    Value is demonstrated
    Why you should attend
    Experts you will hear from
    What you will learn
    Expectations are set
    Prospect has invested time and feels rewarded
    If the conference provides value the way the video did, it must be worth attending.
  • 45. Video Call-to-Action Scenario:
    Email sent to 10,000 addresses
    Normal 2% response = 200 registrants
    Video CTA 10% = 1,000 registrants
  • 46. How about
    lead quality?
  • 47. Value
    Get the right people to register.
  • 48. Notice we havent
    mentioned any
    technology?
  • 49.
  • 50.

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