Are you sick of receiving event evaluations that only give you feedback on the temperature of the room and food quality? Join this session to talk about using surveys to aid with crowdsourcing content, identifying key “event ambassadors” and getting back insightful data from which you can build event programs that engage long after your last attendee has departed. Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF

1. Meaningful Surveys
Driving Engagement Pre-During & Post-Event

2. The New “Good”
fundamental changes to thinking about the customer

3. Tech-Driven Changes in
Customer Centricity
Old School
• Member Satisfaction
• Annual survey
• Product/program
development & launch
was performed internally
• Waterfall methods
New School
• Engagement Scores
• Frequent surveys
• Aggregated index scores
for engagement,
influence & value of
member
• Crowdsourced
product/program
development
• Agile methods

4. Satisfaction=Stasis
www.highroadsolution.com

5. No News is Bad News
www.highroadsolution.com
-Email CTR
-Voice listens & text
reads
-Direct mail
response
-Website stats
-Tweets
-Posts in social
media groups
-Facebook likes

6. Brand Marketing:
WOMM
www.highroadsolution.com
http://www.naturaltouchmarketing.com/blog/marketing-
matters/2012/03/word-of-mouth-insights-when-marketing-
comes-naturally/

7. Premise in Pleasing
Customer is Change,
Challenge & Care
www.highroadsolution.com

8. Know Your People
www.highroadsolution.com

9. Best Way to KYP?
www.highroadsolution.com

10. New Ideas for Surveys
Multi-channel. Multi-touchpoint. User-Centric.

11. Contribute! Pre-Survey
1) Held small group face-to-face
meeting with key
stakeholders
2) Took stakeholder
feedback/questions to larger
group to test accuracy, etc
Collected data via eSurvey

12. Core to Group Q
• We have a Fab 5 team of hard
core users that have given us
feedback on the following
topics that they find of interest.
Do you agree with the Fab
5? Please rate your interest
level for the following topics:
www.highroadsolution.com

13. Understand Intent
• By checking this box, I confirm that I am an
overachiever, have valuable opinions and
am /will take the HighRoad at all times. I am
open to participating in the user group by
providing my know-how, creativity and
energy and acknowledge that checking this
box obligates me to nothing more than
saying "I'm open to participating". I further
acknowledge that HighRoad Solution is the
coolest technology provider in the universe
because they respect me & get my life--I
have great intentions, but also have limited
time.
www.highroadsolution.com

14. Understand Format
• We want to design the conference using a format and event elements that works
for you. Please check the statements below with which you AGREE:
– If the session is longer than 45 minutes and I'm not getting paid, I'm out
– I can't go longer than 15 minutes without checking email & text messages before I start
hyperventilating (I start squirming at 7 minutes and a rash might break out at 20)
– If you make me work in "break out" groups, I won't come
– If you promise me that I don't have to participate and can just listen, I will love you
– I hate people that like "meet'n'greet" and "networking" sessions. I find this part of an
event awkward and physically painful
– I find the most valuable part of any conference when I hear from my peers & get to talk
about common challenges
– The faster the better. Please don't include slow talkers as speakers
– I really want to find out what I'm not doing now that I could be doing
– I admit it. I'm competitive. I want my organization to have the best communications
program and am looking for how to get an edge (I also want to be the best personally)
– The best part of events is the free food, but I hate when the white wine isn't cold
enough
www.highroadsolution.com

15. Ask for Involvement
• You knew we were going to ask. We
learned how to ask for volunteers from
the masters--YOU! Would you kindly
check any that you are willing to do?
– Speak on a panel
– Create a short video
– Write a blog post
– Follow us on Twitter
– Be interviewed for an article
– Like us on Facebook
www.highroadsolution.com

16. At Event: Peer
Learning
1) Took most FAQs & what we
wished people were talking
about/where we wanted them
to head
2) Created list of questions
formulated to be answered in
yes/no or number as answer
3) Facilitated discussion
www.highroadsolution.com

17. Interactive
Benchmarking-
At Event Survey
www.highroadsolution.com
Got people
participating,
interacting,
sharing &
discussion flowing

18. Post-Event:
Net Promoter Score
Q: How likely are you to recommend
(membership/conference/book/certificati
on) to a friend/colleague?

19. Rank NPS Scores (0-
10)
www.highroadsolution.com

20. Plan for Haters &
Celebrators
• 9 & 10s: Reward
• 7 & 8s: Passive
• 0-3: Call to find out why
they’re a hater
• 4-6: Call to find out what went
wrong
www.highroadsolution.com

21. Taking NPS Seriously
• Looking to change operations
around NPS scores
• Putting in new systems & new
programs that address NPS
score areas
• Constantly re-tooling, re-
evaluating
www.highroadsolution.com

22. Reporting Back to
Attendees
• Include pie charts & graphs of
event survey results at each
stage
• Include a paragraph on
findings in newsletters
• Make promises / be
transparent about the parts to
change
www.highroadsolution.com

23. Next Event
• Reflect back on past results &
what’s changed/ what’s new
• Point out & praise people that
gave feedback...regardless of
what kind of feedback
• Offer discounts to people who
participate in surveys & not
based on date of registration!
www.highroadsolution.com

24. Survey Summary
• Use surveys to plan for content,
test timeliness/accuracy of
content topics & identify
ambassadors/dissidents
• Use surveys throughout the
event lifecycle
• Report back surveys to base
• Reward survey participants
www.highroadsolution.com

25. HighRoad U Archives
www.highroadsolution.com
www.highroadsolution.com