Digital Solutions for Medical Meetings
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Transcript of Digital Solutions for Medical Meetings
Reinventing Your Medical Meeting with Digital Solutions
Melinda KendallVice President, Marketing Solutions
Agenda• The current landscape for medical meetings• Digital tools for medical meetings
– Major social networks– Audience acquisition tools– Video technologies– Digital event platforms– Mobile applications for events– Virtual events– White label social networks
• Summary and considerations
Regulatory Landscape• Regulations put new restrictions on giveaways and
medical convention sponsorships– PhRMA, AdvaMed, State, Compliance Officers
• Sponsorship budgets repurposed• Forces innovation
– Better marketing practices– Emphasis on education, demonstration– Measurement– Creativity will be rewarded
“The Great Recession”
The current economic landscape:– Housing bubble/mortgage meltdown– Consumer confidence/Jobless recovery
Results in:– Reduced travel and training budgets– Reduced marketing budgets– Declining attendance and exhibitor participation
Challenges lead to opportunities
Incorporating digital tools can counteract today’s climate of budget cuts, travel restrictions and increased regulation:– New categories of sponsorships
• PhRMA “friendly”– Leverage emerging technology to facilitate
engagement– Extend the reach and life of an event
Digital tools are gaining traction for events
Source: Survey of Associations’ Use of Digital Tools and Social Media for Events, Champion Exposition Services, November 2009
Digital tools are gaining traction for events
Source: Survey of Associations’ Use of Digital Tools and Social Media for Events, Champion Exposition Services, November 2009
Major social networks
Facebook, LinkedIn, Twitter•Empower your community to evangelize about your event •Harness the power of your community's friend & colleague networks through syndication
33%
48%
52%
52%
56%
59%
67%
74%
How associations leverage Facebook to maximize events’ potential
Post about event activities
Leveraging group members’ broadcasts of their activities to their friends
Encouraging group members to invite their friends to become group member
Creating buzz during the event
Send messages or emails to all members
Post event photos
Host forums/discussion threads
Post event videos
Source: Champion’s Survey of Association’s Use of Digital Tools and Social Media for Events, November 2009
Share and syndicate
• Facebook, LinkedIn and Twitter• Extend your reach virally to your network’s network
Prescriptions for using social networks
• Primarily helps in audience expansion• Build out content, photos, links back to your
page• Create event page • Share and syndicate content back to
members’ networks
How associations are leveraging Twitter to support events
Source: Champion’s Survey of Association’s Use of Digital Tools and Social Media for Events, November 2009
How associations are leveraging Twitter to support events
Source: Champion’s Survey of Association’s Use of Digital Tools and Social Media for Events, November 2009
Followers: 850Following: 785
Tweets: 3,261
Followers: 850Following: 785
Tweets: 3,261
Event hashtag: #sla2010
Event hashtag: #sla2010
850 Followers785 Following850 Followers785 Following
Hashtags makes it easy for people to search and see the discussions
Hashtags makes it easy for people to search and see the discussions#ahima09
Session hashtags enable session-specific questions/posts to be displayed in session rooms for real time Q/A
Session hashtags enable session-specific questions/posts to be displayed in session rooms for real time Q/A
Moderating Live Feeds
Prescriptions for using Twitter
• Create and promote event hashtag• Consider session-specific hashtags (start with a
keynote) • Designating community members as official
conference reporters• Use your subject matter experts and thought leaders• Create a widget to scroll their tweets from the
association website.
Onsite engagementAudience acquisition
Twitter for exhibitor marketing
• Broadcast exhibitor announcements in Twitter
• Can establish criteria and review:
Launch must happen at event, etc.
100% 38% 0% 28% 53% 47%
Major social networks used across the event cycle
Pre-show attendee marketing
Pre-show exhibitor marketing
Pre-show speaker recruitment/ content development
Onsite at event
Post-show engagement with attendees
To engage with non-attendees
75% 43% 7% 57% 50% 46%Twitter
84% 52% 4% 28% 52% 52%LinkedIn
Source: Champion’s Survey of Association’s Use of Digital Tools and Social Media for Events, November 2009
What’s new in audience acquisition?Email Marketing 2.0:
1. Video embeds: video clips in the body of emails
2. Viral sharing tools within the body of the email
3. List Sharing: Send show invites to exhibitors’ internal prospect and customer databases without requiring the exhibitor to provide the show with the database itself
Pre-eventExtends your reach Post-event follow-up
Social video sharing platformseasily post video of events, creating buzz and driving traffic and attendance.
Video management platformsTurn-key systems for integrating video, custom video players, video category navigation, video search, user-generated video and more into website
Streaming channel toolsBroadcast live/archived keynotes or sessions online with live chat feedback from audience
Video tools
Video for attendee marketing
Video for enhancing onsite experience
Video as a marketing tool for exhibitors
Thermo Fisher Scientific produced a series of “Innovation Minutes” videos from their PittCon 2009 Exhibit to evangelize new products and innovations.
Video for extending the reach of event: pre, post and onsite
PhRMA-friendly sponsorship ideas
• Short-form video content that runs in Exhibit halls and hotel lobbies
• Webcast series or online broadcast of keynote sessions
• Live “streaming” surgery broadcast or demonstration• Virtual “field trip” to hospital, clinic or research
facility
• Attendee: Personalize, Plan & Connect•personal show agendas•personalized show floor walking maps•meeting-setup, interest matching
• Exhibitors: Lead generation & engagement•Capture registrant’s requests to be contacted•Capture buying behaviors which signal buying interests•Set up meetings
Digital event platforms
Digital event platforms
•Personalized floor maps
•Meeting set-up
•Virtual tote-bag (exhibitor collateral, session material)
•Personalize schedule builder/planner
•Built-in search engines
- Recommendations engines
- Product category browse tools
Who’s using them? And how?
Mobile solutions allow you to engage with attendees before, during and after your meeting via:•SMS/text messaging
•Mobile applications that put your event on a smartphone
Mobile solutions for events
SMS/text messaging: how it’s used
• Pre-event– Alert attendees to session changes/additions
• Audience engagement– Facilitate conference Q&A– Audience polling/results– Sponsored contests, promotional giveaways
• Post-event– Send thank you messages after the event
Mobile applications
• Mobile versions of event website• Mobile versions of show guide• iPhone Apps
Your event on your smartphone
Interactive, 3-D immersive environments with content assets focused mainly on video and PDFs
Purpose:
• Alternative or replacement for physical event
• Complement physical event (hybrid)
• Online education
Virtual event platforms
Where in event strategy does virtual fit?
Source: Survey of Associations’ Use of Digital Tools and Social Media for Events, Champion Exposition Services, November 2009
Virtual event features using or planning to use
Source: Survey of Associations’ Use of Digital Tools and Social Media for Events, Champion Exposition Services, November 2009
Virtual events: PhRMA friendly sponsorship opportunities
• Extend the reach of event–and offer key exhibitors a chance to extend their investment
• Accessible to people not able to attend live event• Adds virtual content sponsorships
– Virtual labs, educational broadcasts—live and prerecorded• CME approved
•A proprietary social network, branded by you•Full social network features
• Forums, blogs, photo sharing, comments, activity streams•Deep user involvement
• Rate content, comment on content, and contribute content• Crowd-sourcing surfaces valuable content through activity streams like most
highly rated, most frequently viewed, most shared, etc.
White label social networks
Attendee marketing
Exhibitor marketing
Year-round engagement
Social aggregation vendors• Create a social mashup of registrants’ Twitter updates and intermix them into one stream
Social Aggregation Tools
Summary & considerations
Summary• Twitter, Facebook and LinkedIn are leveraged across the event
cycle• Twitter and SMS/Texting for facilitating QA• Email Marketing 2.0: List-sharing/exhibitor database tools• Video: leverage for attendee and exhibitor marketing• Digital event platforms facilitate meeting setup between
attendees and exhibitors• Mobile apps can put events on your cell phone; offer
additional exhibitor sponsorship opportunities• Virtual events can extend the reach of your event • White label social nets: association specific can extend
engagement year round
Considerations
Strategy first
• What are you trying to accomplish?– Year-round community?– On-site engagement?– Audience acquisition?
• Develop a long-term plan• But execute on one technology at a time
Many-to-Many, not One-to-Many• Create a conversation• Use features to allow attendees to communicate with
you and others• Make sure someone is monitoring the conversation• Cultivate super-users and influencers in your
community– They’re 2% of your audience, but reflect 90% of the user-
generated content
Go beyond basic functionality
• Make use of features and applications designed for events.– Add applications to your Facebook page to display
keynote videos or poll your fans on hot session topics
– Use Twitter’s Direct Messaging and hashtag functionality to allow followers to post to and read topic threads about your meeting and communicate onsite with event staff
Digital solutions: PhRMA friendly sponsorships
• Digital event platforms• Social networking
– Public social networks (Facebook, LinkedIn, Twitter)
– White label social networks• Video
– video streaming • Email
– Exhibitor invites• Mobile
Questions?
Melinda KendallVice President, Marketing Solutions
350 Rhode Island Street, Suite 220NSan Francisco, CA 94103
415-655-2205ImmersaMarketing.com