Geek’s GuideProducing the

What’s Inside• UBM’s main goals• ion’s process and timeline• Why Interactive Content?• Behind the design• Key findings

BackgroundUBM is a global events-led marketing and communications services business.• We help businesses do business

by connecting them through live events, and digital and print media.

• We operate in over 20 countries around the world

• Our 5,000 expert staff are deeply embedded in the many specialist communities we serve

BackgroundEstablished content businesses include InformationWeek.com, IFSEC Global and others. However, we do not have a content presence in many of our markets.

Content CompetitionMarketers are competing in a noisy content marketing landscape which requires more than publishing the same content as everyone else.

You must stand out.

You must have a unique value proposition.

The Role of ContentContent plays an important role:• Builds our lead database • Nurtures leads to attend

our live events.

Backdrop for events is highly competitive market. A modest content team = the need for a different approach to boost engagement.

Discovery

• Is there existing content we can leverage?

• How will content be distributed?

• What are the main goals of this interactive content?

Luke and team wanted to leverage interactive content to promote London Technology Week. We had a conversation to identify:

Leverage Existing Content• The UBM team was currently

working on a static download titled “The Geek’s Guide to London” which listed techie hot spots around London.

• This content would be perfect for an interactive tour.

Traffic• Users would access this

interactive tour guide via informationweek.com.

• To drive traffic, ion created a banner ad.

The banner enabled tight messaging and visual consistency between

the ad and the interactive experience.

Success Metrics• The primary goal of this experience

was to enable users to sign up for London Technology Week.

• A secondary goal was to encourage user engagement.

• Social sharing was also a key metric and would facilitate additional awareness and promotion of London Technology Week.

The ion Process

DISCOVER PLAN ANALYZEEXECUTE

The four stages of the ion process:

The ion ProcessSTEP 1 Discovery

STEP 2 Concept Brief

STEP 3 Interactive Wireframe

STEP 4 Design/Build

STEP 5 QA

STEP 6 Launch

STEP 7 Review & Measurement

Concept BriefFollowing the initial discovery, a concept brief was created that outlined the key functionality and engagement points that would be woven into the experience.

An interactive wireframe was created to show functionality, look and feel in action, allowing UBM to provide early feedback.

Wireframe

DesignFinally, the design phase was carried out bringing this

interactive content to to life.

Static to Interactive

Launch Launch Date: 6/8

Timeline

DiscoveryKickoff: 4/22

Concept BriefReviewed and Approved: 4/30

Interactive wireframeReviewed: 5/13Approved: 5/20

Design/BuildTime Spent: 5/20 - 5/25

QA Completed: 6/1Delivered: 6/2

Review & Measurement

Ongoing

Value of Interactive ContentWhy the proposed solution was a good fit? UBM didn’t have significant content presence at London Technology Week.As part of week’s events we were introducing our U.S. - based event, Interop to the UK for the first time.

Value of Interactive ContentPrefer analytics that provide insight before committing to larger strategic initiatives.

Performed audit of articles that performed well in the U.S. for Interop, noticing a slideshow called ‘Geek’s Guide to New York’ leading the list.

Decided that a Geek’s Guide to London, as part of London Technology Week was a great fit.

Value of Interactive ContentHad some familiarity with ion which spurred internal conversation about utilizing interactive content.

How could we use interactive content to engage and differentiate?

Value of Interactive ContentWithout the prospect of interactive content as an engagement tool, we would resort to traditional, static content.

We couldn’t let that happen

Value of Interactive ContentInteractive content offers highest value features UBM craved unique, visually compelling experiences, made to pop in a cluttered sea of content.

Bonus: Huge lead gen and conversion potential

Inside theDesign

– Steve Jobs

Modern DesignThe experience has a sleek and modern feel to align with the

overall brand of London Technology Week.

Responsive ContentAll content is mobile responsive to encourage users to

travel and utilize the Geek’s Guide on the go!

ScrollableThis long scrollable experience is the perfect layout

for an interactive tour guide.

Engagement PointsThe Geek’s Guide provides multiple opportunities to engage with the main CTA and sign up for London Technology Week.

Engagement Points The experience includes multiple engagement

points so users can interact in a variety of ways.

Engagement Points An interactive map provides a visual outline of the content while

also serving to encourage engagement.

Engagement Points Hamburger navigation enables users

with an easy way to quickly jump to content.

Engagement Points Prominent calls to action are included throughout the experience, driving users to sign up for London Technology Week.

Social share icons allow for easy social exposure and interaction.

Engagement Points Users can leverage the interactive map, hamburger navigation or simply scroll down the page to interact with the Geek’s Guide.

Each stop featured within the guide includes a prominent CTA along with the option to share the guide socially

Engagement Points Users can select ‘learn more’ in the hero section to gain

insights on how to maximize the guide and its value.

Royal Observatory Greenwich

Engagement PointsEach location featured in the guide includes a map paired with Google directions so users can easily find their destination A brief description of each location is included and paired with the location coordinates and nearest tube station.

Engagement PointsIn addition to spotlighting the top 10 London Techie hotspots, direct access to more details about London Tech Week events was showcased within the Geeks’ Guide to help inform users about the event.

Engagement PointsAdditionally, there are many opportunities to share the site socially to attract additional traffic and leverage the social media networks to highlight the events.

Key Findings• Users spent an average of 2+ minutes

exploring the guide indicating high engagement.

• Facebook was the preferred method of social sharing for visitors who chose to engage socially.

• Interactive content can help to drive additional social buzz.

• 1/4 of users who viewed this page did so on a mobile device.

– Steve Jobs

Mobile Traffic24.6% of traffic came to this experience via a mobile device!

Top Engagement Points

1) View All Events : We found that respondents we interested in learning more about the events that London Tech week had to offer. 2) Learn More High engagement with the learn more CTA indicates that visitors were interested in finding out more about what London Tech week has to offer. 3) Sign Up for Updates This CTA had the third highest engagement rate. Its eye catching color and prominent placement throughout the experience helped attract users to this main CTA.

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User data tells us that the highest engagement points within this experience aligns perfectly with the goals for this interactive content.

Top Engagement Points

4) Museum Computing 5) Flux Lounge  6) Lawrence Walk  7) Eccleston Square  8) Interop London  9) iPilot 

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We also gained a sneak peak into the top locations if interest based on user engagement.

Thanks!Learn more about how we can help you rapidly deploy effective, engaging interactive content.Try the Geek’s Guide:http://go.ioninteractive.com/example/ubm-londonSales: 561-235-7474 info@ioninteractive.com