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Event Marketing Resources
How To Transform Your Event Into A Lasting Community
A Smart EventProf’s Guide to Building the Most Engaged Community Presented By:
Justin GonzalezSenior Marketing Manager
@justinSF
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#DDROEM
Event Marketing Resources
Stick Around for Valuable
Content!
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Event Marketing Resources
Today’s AgendaThe Significance of Building a Community
Set Up Your Team For SuccessLeverage Digital Tools When You Go LivePreserving Your Event As A Community
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Events are a big investment of time, money, and human capital.
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Events are also opportunities to amplify engaged communities of like-minded attendees around your brand, product, or service
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Therefore EventProfs should think like community managers to drive lasting value in the form of face-to-face and digital connections.
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Leads, customers, and prospects should be continuing the conversations started at your event.
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However, events are finite and bound by time.
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However, events are finite and bound by time.But, they don’t have to be.
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56% of marketers list “inability to tie engagement to business outcomes” as the largest pain point of measuring social media ROI.
88% of event marketers use social media primarily to increase pre-event awareness.
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By taking the necessary steps before, during, and after the event, you can hold onto the buzz long after the conference doors have closed with the right event tech.
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Before: Supercharge Your Event Community
During: Take Advantage Of Real-Time Engagement
After: Extend The Life of Your Event
3 St
ages
to C
onsid
er:
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Direct social media efforts towards bringing attendees, speakers, and sponsors in your app to facilitate the conversation surrounding your event.
Before: Supercharge Your Event Community
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1. Encourage influencers to engage the pre-event audience with a topic of your choosing.
4 Steps To Supercharge Your Event Community
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2. Allow participants to direct message and coordinate meetings with each other.
4 Steps To Supercharge Your Event Community
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3. Allow participants to push in-app posts to social media profiles like Twitter and LinkedIn with your unique hashtag.
4 Steps To Supercharge Your Event Community
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4. Give access to exclusive teaser-content to create excitement and gauge sentiment pre-event.
4 Steps To Supercharge Your Event Community
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Ideas for teaser content include:• Welcome video from CEO or Board Chair• Real-time interactive case studies in form of
Q&A’s• Access to presentations• Live polls and audience surveys• Exclusive deals and promos• Exhibitor giveaways
4 Steps To Supercharge Your Event Community
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During: Take Advantage of Real-Time Engagement
The average American spends 4.7 hours per day on their phone. Leverage digital tools while the event is live, as participants’ phones are guaranteed to be in tow.
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3 Steps To Turn Distraction Into Engagement During Your Event
1. Assign an app champion to take charge of engaging with participants both within the app and on the event floor.
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3 Steps To Turn Distraction Into Engagement During Your Event
2. Track and monitor audience sentiment with your Live Engagement Platform.
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3 Steps To Turn Distraction Into Engagement During Your Event
2. Track and monitor audience sentiment with your Live Engagement Platform:
• Review the activity feed for status updates, likes, comments, and hashtags to identify problems while still small.
• Take advantage of real-time polling and in-app surveys to maximize response rates.
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3 Steps To Turn Distraction Into Engagement During Your Event
3. Identify brand advocates for your community by doing the following:
• Target, track, and engage highly active event app participants.
• Encourage syncing with external social media profiles to take in-app conversations to Twitter and LinkedIn.
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After: Extend The Life Of Your Event
Immortalize your event by maintaining the momentum of the conversations and ideas presented to strengthen the connections made, far beyond the last remarks.
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2 Steps To Solidify Your Community Post-Event
1. The app champion should drive the conversation weeks – even months after your event to drive your brand’s message and mission home.
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2 Steps To Solidify Your Community Post-Event
2. Use the app as an exclusive content distribution channel, as your audience is filled with like-minded attendees – making it easier to market to.
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2 Steps To Solidify Your Community Post-Event
3. Promote next year’s event or cross-promote other events taking place throughout the year to secure registrants who are loyal to your brand.
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Key Takeaways• Attendees present share similar ideas around your brand, making
your event the ideal opportunity to create a community.
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Key Takeaways• Attendees present share similar ideas around your brand, making
your event the ideal opportunity to create a community.• Event technology, such as an event app, will allow you to
observe and interact with participants before, during, and after your event to continuously drive engagement year-round.
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#DDROEM
Key Takeaways• Attendees present share similar ideas around your brand, making
your event the ideal opportunity to create a community.• Event technology, such as an event app, will allow you to observe
and interact with participants before, during, and after your event to continuously drive engagement year-round.
• Identify advocates for your brand and community by targeting highly active event app users, as they are the most engaged.
Click to edit Master title style
#DDROEM
Key Takeaways• Attendees present share similar ideas around your brand, making
your event the ideal opportunity to create a community.• Event technology, such as an event app, will allow you to observe
and interact with participants before, during, and after your event to continuously drive engagement year-round.
• Identify advocates for your brand and community by targeting highly active event app users, as they are the most engaged.
• Maintain the conversation post-event to drive your brand’s message home.
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#DDROEM
The new era of Live Engagement Marketing will allow EventProfs to become community managers and enhance connections made at their events to ultimately demonstrate the ROI of event marketing.
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Engage & inspireDURING
AFTER
Explore the Live Engagement Platform
Plan & exciteBEFORE
Measure & optimize
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Check out the complete guide to building an event
community.
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#DDROEM
Event Marketing Resources
How To Transform Your Event Into A Lasting Community
A Smart EventProf’s Guide to Building the Most Engaged Community Presented By:
Justin GonzalezSenior Marketing Manager
@justinSF