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Steve Gogolak's presentation from Virtual Edge 2010
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Twitter #VE10
Virtual Event Platforms are not Virtual Events
Developing a complete attendee experience for online events
Twitter #VE10
@sgogolak
www.aWiderNet.com
Twitter #VE10
In-Source Model
Twitter #VE10
Twitter #VE10
Twitter #VE10
Twitter #VE10
Technology does not define purpose…
…it enables it.
Twitter #VE10
What is the purpose of your event?
Twitter #VE10
Twitter #VE10
Twitter #VE10
Twitter #VE10
Twitter #VE10
How do you know if you were successful?
Twitter #VE10
Twitter #VE10
Purpose Goals Measurement
Twitter #VE10
Measure what you think success looks like
Twitter #VE10
Purpose Goals Problems
Twitter #VE10
Goals leading to problems:• How do I generate awareness?• How do I increase conversion?• How do I ensure they show up?Attendance
of 2000
• How do I assess quality?• How do I capture the leads?• How are the leads followed up
upon?
Generate 500 Quality
Leads
Twitter #VE10
Problems are solvable
Goals are not
Twitter #VE10
Technology Solution
Twitter #VE10
Technology Creative Approach Solution
Twitter #VE10
Problems
Twitter #VE10
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)
Twitter #VE10
Twitter #VE10
Attendee Centered Event Strategy
Twitter #VE10
Twitter #VE10
Conversion Hurdles
Attend the event
Fill out the form
Get to the registration site
Become aware of the event
Twitter #VE10
Twitter #VE10
Twitter #VE10
Twitter #VE10
Pre-Event Conversion Hurdles
Fill out the form
Make it short and sweet, you’ve almost got them!
Click Register
Describe the offer and value proposition well enough to motivate a click
Open the email
Have a compelling subject line that describes the offer
Twitter #VE10
Pre- Event Conversion Hurdles
Fill out the form
Make it short and sweet, you’ve almost got them!
Click Register
Describe the offer and value proposition well enough to motivate a click
Open the email
Have a compelling subject line that describes the offer
Twitter #VE10
Twitter #VE10
The first email sets the tone for the entire event.
Don’t blow it!
Twitter #VE10
CONTENTPRODUCTION
CONTENT PRE-PRODUCTION
ON-DEMANDVIRTUAL EVENT
LIVE
1 – 16 WEEKS
POST EVENT
Month0
Month1
Month2
Month3
CONTENT LOADING
Month4
MICROSITE DEVELOPMENT
Month 5
1-DAY LIVE EVENT
Promotion
TEASERTEASER
Building out a timeline…
STRATEGY
EVENT MICROSITE IS LIVE
Twitter #VE10
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)
Twitter #VE10
Twitter #VE10
Twitter #VE10
Pre-Event
What are the touchpoints that kick off your event?
Twitter #VE10
CONTENTPRODUCTION
CONTENT PRE-PRODUCTION
ON-DEMANDVIRTUAL EVENT
LIVE
1 – 16 WEEKS
POST EVENT
Month0
Month1
Month2
Month3
CONTENT LOADING
Month4
MICROSITE DEVELOPMENT
Month 5
1-DAY LIVE EVENT
Promotion
TEASERTEASER
Building out a timeline…
STRATEGY
EVENT MICROSITE IS LIVE
Plan here Develop content here
Twitter #VE10
Email Conversion Hurdles
Click Register
Describe the offer and value proposition well enough to motivate a click
Open the email
Have a compelling subject line that describes the offer
Twitter #VE10
Is this worth my time?
Twitter #VE10
Video Call-to-Action = 5x Conv. Rate
Twitter #VE10
Why is the conversion rate higher? Clear offer
watch this video, determine if it’s 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.
Twitter #VE10
Video Call-to-Action Scenario:
Email sent to 10,000 addresses Normal 2% response = 200 registrants Video CTA 10% = 1,000 registrants
Twitter #VE10
How aboutlead quality?
Twitter #VE10
Value
Get the right people to register.
Twitter #VE10
Notice we haven’tmentioned any
technology?
Twitter #VE10
Promotion
•Email Promotion
•Social Media Interaction
•Video Teasers
Registration
•Fill out the form
•Get a confirm email
•Download calendar reminder (ics)
Reminder
•Another email to demonstrate the value of attending
•Or another email to encourage non-registrants
Twitter #VE10
Twitter #VE10
July 6
1 – CTA to Register
1a – Thank you
July 13 July20 July 27
2 – Trivia Game, Invite Friends
Aug 3 Aug 10
3 - Winner First Round
Aug 17 Aug 24
4 - Winner Second Round, sneak peek at
content, Round 3
Aug 31 Sept 7
5 - Reminder
Sept 14
6,7,8 – Daily Reminders
Sept 21
9 - Thanks, Survey
Sept 28
July 6
1 – CTA to Register
July 13 July20 July 27
2 – CTA to register,
gaming to start, Invite
Friends
Aug 3 Aug 10
3 – CTA to Register, winner
Aug 17 Aug 24
4 – CTA to register, winner,
sneak peek at content
Aug 31 Sept 7
5 – Last Chance
Sept 14 Sept 21
9 – Here’s what you missed
Sept 28
July 6
1 - CTA to Register
July 13 July20 July 27 Aug 3 Aug 10 Aug 17 Aug 24
4 - Sneak peek at content
Aug 31 Sept 7 Sept 14 Sept 21
9 - Highlights
Sept 28
July 6 July 13 July20 July 27
Live Round 1
Live Round 1
Aug 3 Aug 10
Live Round 2
Live Round 2
Aug 17 Aug 24
Live Round 3
Live Round 3
Aug 31 Sept 7 Sept 14
Live Round 4, 5, 6
Live Round 4, 5, 6
Sept 21 Sept 28
Em
ail
Reg
iste
red
Progress Exchange Draft Communications PlanTr
ivia
VO
D
July 6
Reg site open
July 13 July20
Content Update
July 27
Leaderboard Live
Aug 3 Aug 10
Content Update
Aug 17 Aug 24
Content sneak peek
Aug 31 Sept 7 Sept 14
Live
Sept 21 Sept 28
Mir
cosi
te
July 6 July 13 July20 July 27 Aug 3 Aug 10 Aug 17 Aug 24
Mailer
Aug 31 Sept 7 Sept 14 Sept 21 Sept 28
Pri
n t
July 6 July 13
Linked Group, tags
Twitter Hash tag
Progress Com – reg open
Bloggers – reg open
YouTube Channel – reg open
July20 July 27
LinkedIn - game
Twitter - game
Progress Com – game
Bloggers – game
Aug 3
content production stories
Aug 10
leaderboard
Aug 17 Aug 24
Sneak Peek
Aug 31 Sept 7
Reminders
Sept 14
Daily posts, tweetcasting
Sept 21
Thank you and Highlights
Sept 28
Soci
al
July 6 July 13 July20 July 27
Pdf/email
Content 1/reg
Aug 3 Aug 10 Aug 17 Aug 24
Content 2/attend
Aug 31 Sept 7 Sept 14
Award 1 Live
Award 2 Live
Sept 21 Sept 28
PU
G
tools
Not
Reg
iste
red
TIME
Ch
an
nels
Twitter #VE10
Event Experience
What agenda drives the best engagement?
Twitter #VE10
CONTENTPRODUCTION
CONTENT PRE-PRODUCTION
ON-DEMANDVIRTUAL EVENT
LIVE
1 – 16 WEEKS
POST EVENT
Month0
Month1
Month2
Month3
CONTENT LOADING
Month4
MICROSITE DEVELOPMENT
Month 5
1-DAY LIVE EVENT
Promotion
TEASERTEASER
Building out a timeline…
STRATEGY
EVENT MICROSITE IS LIVE
Twitter #VE10
Virtual Host Video
Understand what to do
next
Take note of important highlights
Opening Session
Learn what content is important
Get high-level
messaging
Attend a breakout
Learn topic-specific content
Ask questions
Download a handout
Visit a booth
Talk to a repDownload a
sales document
Solicit follow up
Attend another breakout
Learn topic-specific content
Ask questions
Download a handout
Twitter #VE10
Plan the agenda Have reasonable expectations for an
attendees time Don’t follow an in-person event model
This is a web experience – treat it as such Keep content short and engaging Structure agenda with little or no down time Hide “down time” as a planned activity
Once you have an experience created, look to technology to enable it.
Twitter #VE10
Platform
Webcasts Networking Exhibits
Other Stuff
Email Blast Service
Custom Games
External Survey Tools
Twitter #VE10
•Live/ Simulive/ On-Demand
•Video/ Audio/ Slides
•Q&A/ Polling/ Downloads
Webcasts
•Chat•Forums•Connecti
onsNetworking
•Chat•Forums•Downloa
ds•Request
XYZ
Exhibits
Twitter #VE10
•Design/CTA/Video
•Segmentation
•Schedule
•YouTube
Social Media
•Pre-Event engagement with trivia
•Attendees can compete for status before the event starts
Games
•When and how to use them
•Can function as input or feedback (before/after)
Survey Tools
Twitter #VE10
First Impression
•Kick off the event with a message from an official host
•Remind users of how to get around, where to find things and what not to miss
•Push attendees into the opening session to get everyone on the same page
Opening Session
•Keep it short – 15-20 minutes tops
•Explain where certain audience segments should spend their time
•Be explicit about the purpose and goals for the event
Networking
Experienc
e
•Be sure to expresslydedicate time on the agenda for networking
•Push to specific, seeded forums or booths
•Show a video as part of the opening session that explains how the networking features work
Exhibit
Experienc
e
•Highlight platinum sponsor booths by giving them space on the agenda
•Task sponsors (or partners/departments) to provide engagement in their booths beyond just chat – incorporate the forums and video
Breakout Sessions
•Create tracks for different attendee types
•Don’t box all webcasts into one type – be conscious of the content
•Keep it SHORT – 15-30 minutes. Presenters are BORING online when they drone on
Twitter #VE10
Post-Event Experience
How do you utilize existing assets?
Twitter #VE10
CONTENTPRODUCTION
CONTENT PRE-PRODUCTION
ON-DEMANDVIRTUAL EVENT
LIVE
1 – 16 WEEKS
POST EVENT
Month0
Month1
Month2
Month3
CONTENT LOADING
Month4
MICROSITE DEVELOPMENT
Month 5
1-DAY LIVE EVENT
Promotion
TEASERTEASER
Building out a timeline…
STRATEGY
EVENT MICROSITE IS LIVE
Twitter #VE10
Twitter #VE10
What’s the goal of theon-demand period?
Twitter #VE10
Post-Event Problems You have all this great, archived content. Now
what? Your original goals still apply:
Get more attendees Convert them into quality leads
PROBLEM: Get people back to see what they missed.
PROBLEM: Convince the skeptics who didn’t show up that your event really is worth their time
Twitter #VE10
Survey
•Ask for feedback.
•Incorporate a fun offer conditional on completion of the survey.
•Use the opportunity to promote some additional content
Archived Content
•Let attendees and non-attendees know when content is available
•Highlight insightful conversations within forums in your communication
•Push out highlights of your content through social media to draw new attendees
New Content
•Save some content for posting a week after the event
•Follow up to common questions within the forums with another on-demand webcast
•Give everyone a reason to return
Twitter #VE10
Key Takeaways
•State your purpose to establish direction
•State the goals to measure your progress
•Define the problems that you must solve
Purpose
•Consider touchpoints in all three key areas as one experience
•Ensure the experience of each touchpoint is representative of your event
Holistic Approach
•Segment and create hypothetical experiences for different attendees
•Decide if that experience is right for that attendee type
Think like an attendee
Twitter #VE10
@sgogolak
www.aWiderNet.com