Date post: | 28-Jan-2018 |
Category: |
Technology |
Upload: | miguel-neves-cmp |
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Digital strategy and engagement
for business events
Miguel Neves, CMPHead Chef at Social Media
Chefs
Session Overview1. Targeting and Messaging2. Engagement and Content3. Event Phases4. Phase aware content - Example5. Golden rule6. What is success7. 5 cool tools
Why?
• Grow registration• Increase sponsorship• Engage participants• Elevate the brand• Change the world
Define your target audience(s) - Personas
• Target participants• Registered participants• Sponsors• Partners• Speakers• Politicians
Define your key message(s)
Engaging?
Engagement: Year round vs event focussed
How do you currently engage with your audience(s)?
Content: What is content?
Content: Long vs short form
TL;DR
Content: Long vs short form
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Announcing Attracting Anticipating Arriving Entering Engaging Exiting Extending
FocusonEvent ContentBandwidth
Content: Slice & dice, Repurpose, Upcycle
Content: In house vs outsource vs crowdsource
Define your event’s phases
Leveraging
Experience Design to
Drive Engagement and
Improve Outcomes
The Eight Phases of a Successful Event1. Announcing: Capturing Their Attention2. Attracting: Woo Your Audience3. Anticipating: Eliminate Disappointment4. Arriving: Travel to the Destination5. Entering: Reset the Intention6. Engaging: Environments of Engagement7. Exiting: Signature Moments8. Extending: Recall and Relive
(C) Maritz Travel - The Eight Phases of a Successful Eventhttp://info.maritztravel.com/maritz-travel-8-phases-lp
Event:
Target audience:
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending
Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending
Announcing: Video Sizzle Reel
Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending
Attracting: Blog post on partner site
Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending
Anticipating: Guiding video infographic (s)
Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending
Arriving: Bite Sized Event Options
Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending
Entering: Warm welcome video
Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending
Engaging: Giant hashtag photo opportunity
Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending
Exiting: Data infographic
Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending
Extending: Ongoing human connections
Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending
Key question / Golden Rule
WIIFM?
Success metrics• Content views• Page/profile views• Engagement statistics• Hashtag usage• External mentions• Sales (offline results)• Define your own
Always adapt and evolve
5 Cool tools: Buffer
5 Cool tools: Canva
5 Cool tools: SmugMug
5 Cool tools: Rocketium
5 Cool tools: Fiverr