How Associations Can Build Pre-Engagement
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Transcript of How Associations Can Build Pre-Engagement
Building Pre-Event
Engagement
Maneesha Sharma
Director of Marketing & Business Development
Engagement – What is it?
• Comprehensive, often
weighted score, that
is used to determine
which individuals are
most invested /
attentive to your
brand / product /
offerings
• Transactions
($, frequency, duration,
periodicity) + behavioral
metrics = engagement
score
Possible Engagement Factors
• # Comments
• Times Attended
• # Posts to
discussions/ blogs
• # Referrals
• # Click throughs
• # Opens
• # Submitted help
tickets
• # Forwards
• # Likes
• # Shares
• # Direct links
• # Visits
• # Calls
• # Views
• # Retweets
Creating Engagement Scores
Greater weight based on:
– Monetary criteria
– Clout / level of influence
– Number of connections / followers / years of
service
– Source of engagement
Decide what is the right engagement score
mix for your organization
So when it comes to events…
How do we move to this?
What’s so challenging about
events?
• Measurements aren’t standardized
• Not used within context of greater
campaigns
• Never seen as strategic and therefore
don’t add towards the Engagement Index
But in reality…
Events are a Marketer’s dream:
• Content
• Demographics, psychographics, preferences
• Transactions
• Isolated population to study
• Multichannel opportunities
• Actionable
• Measurable
• Multi-touch point
Is pre-event interaction a
challenge?
In your world right now? Probably…
• No time
• No plan
• No call to action
• No continuity
• No emotional reinforcement
• **No time**
What could we do to offset?
• Start earlier
• Continuous touch points
• “Mini” events to build demand
• More creative, more content
• Increased touch points / visibility for
groups that wish to reach your target
audience
• More points to analyze and adjust
So again – how do we do this?
Make technology work for you:
• EMS (Event Management System)
• Email Marketing
• Website / Landing Pages
• QR codes
• eSocial
• Social Media
Build a communication plan that leverages all these tools and start …just start somewhere!
A Sample Plan…
What can you do with your EMS?
• Content, content, content!
• Treat it like your website: analytics, branding, messaging
• Create opportunities for IWT aka “I Want That!” – exhibitors, sponsors, speakers, members…
What can you do with Email?
• Move from paper to email-based daily news during event
• Increase in banner ad placement & sponsor inclusion with tracking mechanisms
• Completely tied into social media outlets
• Content
What can you do with Landing
Pages?
What’s a QR Code?
• Trademark for type of matrix barcode –
fast readability and large storage capacity
compared to standard UPC barcodes.
The New Landing Page….
What can you do with eSocial?
• Real time attendee registration lists
• List of appointments of people that show similar interests
• Ability for attendees to set appointments and message one another
• Reports that provide hard data on who is actively networking
• Get the small talk/introductions done BEFORE your face-to-face event
Why does this matter?
• So people walk into your event already
knowing people
• So they can find the right people
• So they can have meaningful
conversations
• So they can strive to solve a problem /
gain insight on an issue
What can you do with Social
Media?
• Twitter, Facebook, LinkedIn, YouTube –
choose your tool
• Sponsorship recognition
• Award nominee recognition
• Keynote speaker promotions
• Be the distribution hub and point
attendees to resources.
So to Recap…
Remember – make technology work for you!