EVENTtech 2014@WeAreCramer curating #eventtechlive

TuesdayNovember 4, 2014—Keynote, Theaters, Campus

Keynote: Viral Video Manifesto

• Presented by Coke and Mentos

• 94% skip pre-roll ads

• “The impact of a Super Bowl ad at a fraction of the price”

• TV is a passive experience

• To be viral, you need an audience to be active, stop what they are doing and share the content

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Keynote: Viral Video Manifesto (Cont.)

BE TRUE. Use raw video that’s uncut; don’t use actors, editors or fancy cuts. Viral video is made by people for people; capture the real thing when it really happens (e.g., Disney wedding had 7 million views vs. JK wedding had 87 million views).

IT’S ALL ABOUT HUMANITY. Emotion is contagious (happiness of hands in the air). Real people, real emotion, creates active positive emotion that people want to share with their friends.

BE UNFORGETTABLE. Have a great hook—something that stands out and has never been seen before. It should be bigger and better. Start with something different, and then take it further than ever before; go as far as you possibly can go. Quantity changes quality. Explore your idea to the point where you become the world expert.

DON’T WASTE MY TIME. Cut to the chase immediately. Viral video is not about story, so don’t let it get in the way.

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4 rules for viral video:

How to Pick the Right Digital Extensions for Your Events

• What’s new and innovative today quickly becomes normal

• All digital extensions must add value for the consumer/attendee

• The right digital extensions:• have scale with the audience

• are novel and memorable

• offer personal experience

• amplify reach

• Greatest opportunity for consumer engagement is with digital extensions that are personal and amplify reach

Lessons from Google: Constantly Connected B2B Experiences

• Google events always put the user first

• Technology goals:• Deeply integrated

• Useful, seamless

• Constantly connected

• Go beyond utility to delight customers

• Built their own event app using Google technology stack (App Engine) in 8 weeks

• App and mobile site combined, built using a single CMS

• The cloud is the embodiment of agile development (build, launch, refine)

SHOOT FOR THE MOON

Lessons from Google: Constantly Connected B2B Experiences (Cont.)

HUMANIZE TECHNOLOGY

BUILD IT RIGHT, AND BUILD IT

FOR THE FUTURE

DESIGN TO DELIGHT

Key takeaways:

1 2 3 4

Top Technologies That Track and Measure Attendee Behavior

• Presented by Experi-Tech and Brown Pelican Group

• Events start with the experience

• Top technologies:• Touchpoint badge scanning activities

• Collect email and mobile #s using engaging experiences

• RTLS/Geofencing via wifi nodes/tags can collect location data passively, wayfind, push notifications

• BLE/iBeacon for contextual event experiences

• “Screencast-o-matic” was used for video capture of phone app demo

Top Technologies That Track and Measure Attendee Behavior (Cont.)

CONNECT ATTENDEE TO

THE DATA

HUMANIZE TECHNOLOGY

PUSH CONTENT TO ATTENDEES

CHOOSE THE TECHNOLOGY TO TRACK ATTENDEE

BEHAVIOR

Key takeaways:

1 2 3 4

B2B Best Practices: Inside IBM’s Event Marketing StrategyIBM is focusing on the audience journey in four areas:

1. Showcases• Replaced traditional product demo kiosks and aggressive salespeople

with “The Cauldron,” a self-guided, self-discovery experience (tablet and headphones for deep dive)

• 4,300 engagements with average interaction time of 5 or 6 minutes; 172% increase in attendee interactions per hour

2. Main Stage• CIO Leadership Exchange Event content presented from client’s

POV/insight—NOT IBM’s POV• Used live polling on stage and in custom-built IBM app

3. Breakout Sessions• Seamlessly moving to roundtables, subject matter experts, scribes

and CIOs from all industries on hot topics

4. Knowledge Hub• Always-on social engagement center scales up and down to give deep

understanding of IBM’s data capabilities

Global B2B Webcasts: How to Leverage Skype, Livestreams and More

• SMG employee annual meeting needed to be delivered globally

• SMG Global Webcast 2013

• Used Switch, LiveStream, Harpo Studio and Skype

• Your reach is limited in a general session room; livestream it

• Test and rehearse everything to check all of the links in the system

• Resulted in extended reach and an engaging and seamless program

Global B2B Webcasts: How to Leverage Skype, Livestreams and More (Cont.)

OVER-COMMUNICATE

PREPARE FOR THE UNEXPECTED

TEST EVERYTHING

STRONG TEAM

Key takeaways:

1 2 3 4

Turning B2B Demos into Viral Videos with Caterpillar

• Needed to rethink product demonstrations to change perception

• The first thing Ogilvy does when joining a CAT team is to attend a CAT product demo

• If you have an agency, use them for what you hire them for (being creative, pushing the envelope)

• Play Jenga with CATs

• Run a CAT through a China shop

• Run over CAT-tough mobile phones with CATs

• Needed lots of camera angles to capture the fall

• Needed good music to keep people engaged for several minutes

Turning B2B Demos into Viral Videos with Caterpillar (Cont.)

Took people by surprise; took a 90-year-old brand and made it relevant via content marketing

Audience was targeted at one degree of separation; share with someone you know who works in the industry

Jenga got more than 1 million hits within 24 hours (typical demo is 500 people)

Results: 1 2 3

Projection Mapping Update: New Uses

• Presented by PEARL

• Projection mapping as a solution for events

• Significant cost to large-scale projection mapping; however, there are lower cost projection solutions with less hardware that are more experiential, such as:

• Halo-glass

• 2D projections

• Backdrops/illumination

• Scenery

• Prop mapping

Projection Mapping Update: New Uses (Cont.)

• Homer Simpson Hologram at Comic Con

• Coachella 2013 Mirage—using green hippo media server

• Coachella 2014 Escape Velocity—150-foot spaceman with attendee faces

• Magic Show 2012: Lil’ Wayne TRUKFIT—mannequin mapping to show entire clothing line

• 2013 SI Swimsuit Issue Release Party—50,000 sq. ft.; 36 projectors

• Pepsi Super Bowl hotel projection

• Warehouse shoot—mapped out 3 walls with less than 1 week

• NEW: HIPPO v4 media server with SHAPE to export object files and pinpoint 3 spots to quickly map an object

Projection Mapping Update: New Uses (Cont.)

• Location

• Light

• Projector placement

• Audience viewing

• Understanding your tech

• Content design

• Social sharing

Things to consider:

Building a Global Digital Experience: McDonald’s Worldwide Convention

• Worldwide—franchisees, suppliers, corporate community, 15,000 attendees

• Audience for the event is technology-resistant, but participated

• Happens every 2 years to reach everyone at the same time

• Focus on the customer

• Focus on digital

Building a Global Digital Experience: McDonald’s Worldwide Convention (Cont.)

Uses Cisco, Massrelevance and Urban Airship for campaign that includes:• Responsive website for attendees

• “The Zone” news feed

• “Social Mosaic” via MassRelevance

• Cvent email updates with incentive

• Live stream around the globe

• Simple event app using common CMS with website

• Location-based notifications

• Engagement center for networking

• Good morning McDonald’s news channel streamed live

• FredTalks—like TED, subject matter experts spoke

• Digital concierge support to attendees

• Hundreds of crowd-sourced photos projected

WednesdayNovember 5, 2014—Theaters, Campus, Demos

FedEx: Developing a Gamification Strategy

• FedEx sponsors FIRST Robotics competition for kids, provides all shipping ($1 million so far)

• 30,000 total audience, 400 teams or 8,000 kids who participate are MIT-bound, work for NASA, etc.

• FedEx wanted to elevate its involvement and become an employer of choice to these kids; elevate engagement without drastically increasing budget

FedEx: Developing a Gamification Strategy (Cont.)

Created the 2-day innovation challenge, an online competition within a competition:• Top prize: $10,000 grant

• Created microsite on FedEx blog using Postano for social engine and social moderator

• Photo submissions on Twitter and Instagram, scavenger hunts, trivia, problem-solving—released each day

• Had to sell the idea to FIRST Robotics before they would allow it

• Resulted in heavy traffic to FedEx Booth

• FedEx and KrispyKreme delivered free doughnuts to audience for physical activation on site

• Gave out surprise and delight prizes (gopros, quadcopters, etc. for best robot, most creative robot, etc.)

• Winners were able to add two additional robotics teams with the prize money

FedEx: Developing a Gamification Strategy (Cont.)

Results (used CrimsonHexagon for social analysis):

• 100 of 400 teams participated

• 840 competition posts

• 17,000 total posts

• #FedEx trended on Twitter in MO during the 2 days

• More than 2 million Twitter impressions

Put a Ring On It: Mobile Attendee Engagement• Presented by DoubleDutch

• App increases attendee engagement by 33%

• iBeacon support via dedicated hardware or BLE capable phones• DoubleDutch app can push contextual notifications based on attendee

location• Welcome your attendees with a push notification• Push notification to prompt a live poll for each session• Promote major sponsors with push notifications to sponsor booths• “Headcount” BLE feature for session check-ins and attendees nearby,

push notification reminders• “Gameday” feature highlights user-generated photos

• 25% uplift in user engagement with live polling at events (DoubleDutch, 2014)

• Live polling has CMS back-end, each poll has a separate URL

• DoubleDutch wants to provide content to people when it is relevant to them—working on deeper BLE integration for 2015

B2B Projection Mapping

How to Maximize Your Event: 365 Digital Experience

• Presented by Microsoft Partner Network

• Typical event engagement model was flat pre- and post-event

• 365 model: online community drives higher demand for live events

• Four steps:1. Determine: Who is your audience? What do they need?

2. Audience behavior: Where do they spend time? What do they do?

3. Develop your content approach, and build an editorial calendar

4. Choose your technology channels

How to Maximize Your Event: 365 Digital Experience (Cont.)

• Microsoft created a new platform for its audience—social media group conversations, content sharing

• Live streamed all general session content (20,000 live keynote views), live tweeted during the event

• Microsoft didn’t announce live stream until a week before, only streamed keynote; made all session videos available after the event—“the more generous we are with our content, the more people benefit from that content”

• Saw a 90% uplift in user engagement

Futurecast 2024: Event Audience of the Future

• Event Futurecast looks 10 to 20 years into the future—how to apply tomorrow’s technology to future events

• Ask the question, “What would it look like if we had no technology constraints?”

• Two questions for any future problem:• Will the robots rise up and kill us?• Will there be live events in the future?

• When you put people together in a room, unexpected things happen

• Live events are really good at:• Connecting people (networking)• Idea exchange (spark an idea, like TED)• Social exchange (activates social media)• Serendipity (stumble upon something unexpected that is more

valuable than agenda items)

Futurecast 2024: Event Audience of the Future (Cont.)

• How will big data change live events?• What if CES could be done for just the 5,000 people who matter?

Finding the right audience

• Compute trends and associations within data set

• TalentBin profiling to find the right job applicant based on online activity

• Track every interaction with every person via cellphone data tracking (Ebola)

• Facebook voter profiling via voluntary Facebook posts

• All of the data points that brought you to buy a camera and share your purchase with someone else; entire purchase path

• Big data allows you to pull all attendee information together to create a profile and invite the right people to your events; smaller, more personal (turn audience acquisition on its head, allows for precise targeting of your audience); drastically increase ROI of events

Engagement on Steroids: iBeacon Redefines Events

• Presented by OLE On Location Engagements

• Merge digital and physical world with technology

• iBeacon deployment relies on beacons, phones, apps, CMS

• Benefits• Content delivery—start with a floor plan, identify points of interest

• Wayfinding

• Personalization—deliver segmented content

• Analytics

• Considerations• Relevant content

• iOS iBeacon vs. BLE Android

• OLE is working on museums and events

Banquet Robots & 3D Mapping: The Future of B2B Event Planning

• Indoor mapping via Google Indoor Maps

• 2D mapping via MagicPlan

• 3D mapping via MIT drone + Kinect

• Conference centers of the future with convertible meeting spaces

• Examples of how planning is changing:• Executive retreat in an airbnb house

• Pump oxygen into education spaces for heightened learning

Banquet Robots & 3D Mapping: The Future of B2B Event Planning (Cont.)

• 3D mapping technologies• SocialTables meeting design generator for table design layouts

• SocialTables software recreates 3D event spaces as renderings with walkthroughs

• Mariott “Get teleported” oculus walkthrough of spaces

• Sphere meeting space tours on your phone, move your phone around to see space

• Virtual Planner does 3D renderings based on photos

• Future predictions for events• Unions will no longer be an issue for event setup

• Subscription model for events—pay to go to as many events as you can

• Group visits will be booked online

• Events will be smaller and more intimate (more targeted, more local)

• Events indoors due to climate change

Companies to WatchOur favorite event technology companies showing at #eventtechlive

Contextual event app with BLE for push notifications

DoubleDutch

Thuzi RFID wristbands announced a partnership with Pixmob LED wristbands for a 2-in-1 experience

Thuzi + Pixmob

Comfortable, collectable and functional works of art, Zox RFID enabled wristbands will be all the rage in 2015

Zox

Branded smartphone charging stations; uses card swipe to lock and unlock cubby

Bright Box

• RFID tracking mats use traditional RFID badges and less intrusive mats to track session attendance and dwell time

• Just focused on event analytics

• Got out of the event app game

AllianceTech

Quickmobile announced a partnership with Lumi to bring live polling into its event app

Quickmobile + Lumi

Formerly IML, Lumi’s new product, Lumi Insights, includes a PPT plug-in to build and design audience polls directly from inside PPT

Lumi

Fish announced a strategic partnership with Postano to merge event measurement with event visualizations

Postano + Fish

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