10 Tips to Boost Attendee Engagement at Events
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DoubleDutch and Eventbrite come together to share their "Top 10 Tips to Boost Attendee Engagement at Events." Learn how you can use technology to create interactive events that boost ticket discovery and sales, generate buzz and publicity, and increase attendee loyalty.
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10 Tips to Boost Attendee Engagement at Events
- 1. #DDEB15 10 Tips to Boost Attendee Engagement at Events Event Marketing Resources Presented By: Justin Gonzalez Marketing Communications @DoubleDutch Tracy Kosolcharoen Marketing Manager @Eventbrite
- 2. #DDEB15 We’ll Cover… The Power of Interaction How to Boost Attendee Engagement Questions? 10 Tips to Boost Attendee Engagement at Events
- 3. #DDEB15 TRADITIONAL CONFERENCES Photo: Steve Jurvetson
- 4. #DDEB15 Photo: Steve Jurvetson “The dynamic of events will keep on changing; from a passive reception to active engagement. Attendees will become participants, as event organizers will continue providing audiences with event tech tools for active participation.” — Juraj Holub, Sli.do
- 5. #DDEB15 ATTENDEE INFLUENCE SPECTRUM Full Control Moderate Control Little Control Photo: Steve Jurvetson
- 6. #DDEB15 THE POWER OF INTERACTION Before: Boost Discovery & Sales During: Drive Engagement & Buzz After: Increase Customer Loyalty Photo: Steve Jurvetson
- 7. #DDEB15 We’ll Cover… The Power of Interaction How to Boost Attendee Engagement Questions? 10 Tips to Boost Attendee Engagement at Events
- 9. #DDEB15 1. UNDERSTAND YOUR AUDIENCE SocialBehavioralDemographic Photo: TEDxNY
- 10. #DDEB15 2. INTEGRATE SOCIAL Photo: TEDxNY
- 11. #DDEB15 3. AMPLIFY AT REGISTRATION Photo: TEDxNY
- 12. #DDEB15 4. PROMOTE INTERACTIVITY Photo: TEDxNY
- 13. #DDEB15 5. ASK QUESTIONS Photo: TEDxNY
- 15. #DDEB15 6. CREATE A SEAMLESS MOBILE EXPERIENCE Photo: Luca Mascaro
- 16. #DDEB15 7. RE-ENGAGE WITH GEO-TARGETING Photo: Luca Mascaro
- 17. #DDEB15 8. MAKE DISCOVERY EASY Photo: Luca Mascaro
- 18. #DDEB15 9. ENHANCE SPONSORSHIP VALUE Photo: Luca Mascaro
- 20. #DDEB15 10. TELL A STORY WITH DATA Photo: CAHNRS WSU
- 21. #DDEB15 PERSONALIZE THE EXPERIENCE Photo: CSSConf EU
- 22. #DDEB15 DOUBLEDUTCH + EVENTBRITE Photo: CSSConf EU
- 23. #DDEB15 10 Tips to Boost Attendee Engagement at Events Event Marketing Resources Presented By: Justin Gonzalez Marketing Communications @DoubleDutch Tracy Kosolcharoen Marketing Manager @Eventbrite
Notas del editor
- Overview: Is the traditional conference dead? As “unconferences” and “uncamps” continue to grow in popularity, we are seeing event organizers continue to up their game when it comes to building interactive events. 2015 is the year of a truly two-way event experience. While organizers continue to up their game, they will no longer be the only ones controlling content and agendas. The voice of the attendee will play an increasing role in shaping the direction and programming of an event.
- Overview: Is the traditional conference dead? As “unconferences” and “uncamps” continue to grow in popularity, we are seeing event organizers continue to up their game when it comes to building interactive events. 2015 is the year of a truly two-way event experience. While organizers continue to up their game, they will no longer be the only ones controlling content and agendas. The voice of the attendee will play an increasing role in shaping the direction and programming of an event.
- Event Goals: Attendee Influence Spectrum: How much influence your attendees have depends on how much control you want to give up. Before you set out to think about all of these things, think about how these things impact your event experience. Are you willing to give up this control? Little Control Fully Attendee-Driven (ex: unconference) Moderate Control Event Planner Guided, Attendee-Influenced (ex: SXSW) Full Control Event-Planner Controlled (ex: medical / pharma conferences)
- Why does any of this matter? Interactive events can... Pre-Event: Boost Discovery and Ticket Sales Understanding audience and event goals Building community (online) Crowd-sourcing content Planning: Marketing & Logistics Identify Partnerships & Sponsors During Event: Increase Engagement and Social Media Buzz Event Tech - mobile, social, etc Sponsorship activations Content: Immersive / Experiential, Gamification Building interactive floorplans Post Event: Increase Brand Affinity and Customer Loyalty Content sharing Post-event follow up Marketing
- Understand Your Audience Benefit to organizer: Delight attendees and increase their engagement and likelihood of returning to future events by understanding their interests, and then delivering content that speaks to those interests Start collecting data at registration! Formerly, event programming decisions were made primarily from behavioral (ex. events attended) and demographic information (ex. job title, age). Now, social is playing a much bigger role in decision making, both from an attendee and organizer perspective
- 2. Social integration is the start of personalization - Make it really easy to register Benefit to organizer: Easily grow awareness and raise ticket sales simply by integrating with the right event platforms We are seeing a tremendous rise in event planners integrating their events with partners that offer social event capabilities allowing attendees to see who else is attending an event We expect this trend to become even bigger in 2015. Already, it’s the new norm for attendees to be able to understand where an event falls within their social network before they buy in These increasingly popular integrations range from publishing events to event listings or blogs (Lanyrd, Evvnt, Facebook), to integrating with an email marketing service, to letting potential eventgoers see who’s attending via online forums As usage of event listing platforms increases, so will their access to attendee data. This will continue to speed up the evolution in platforms’ abilities to accurately deliver curated event recommendations to attendees based on their social networks
- 3. Amp engagement with your registration flow: Offer separate ticket types with meet-and-greet opportunities Leverage your registration confirmation email to encourage engagement immediately. Prompt app downloads and drive attendees to see who else is attending
- 4. Promote interaction with a focal point-based approach to floorplan design Benefit to organizer: Break down the barriers to interactivity that can often exist with traditional conference by leveraging your floor plan to facilitate networking and conversations. First, determine the number of focal points at your event. Is it one (a stage or speaker) or multiple (expo with multiple vendors competing for attention)? One focal point: Seated: Arrange seating in a way that attendees can see each other’s faces, rather than all face one direction (U-shaped or circular layouts are good here) Standing: Keep distractions like food or bar areas to the perimeters of the floor, to ensure flow of traffic is driven to the front Multiple focal points (generally standing only): Ensure major/high-interest focal points have ample space around them to account for longer dwell times and prevent traffic jams Consider a plaza-type approach in the center where attendees can come together and network Include lounge areas to promote more relaxed interactions and longer dwell time The more focal points you have, the more attendee flow will be important in designing your layout
- 5. Ask Attendees Questions to Learn More -- Empower your event community to shape event content with polls and surveys used in your event app. Benefit to organizer: Pre-event engagement data helps you create a more personalized experience. By knowing what sessions, speakers, and exhibitors attendees are most interested beforehand in you can identify ways in which to enhance the experience for each stakeholder. Not only do attendees feel empowered to shape their own event experience, but the excitement builds as they ask questions and get engaged before the event even begins. Engage users with polls and surveys to discover what content they’re interested in learning more about and what questions they have for speakers. Pass that information off to your speakers so they can tailor their presentations to better serve the needs of the attendees (rather than their own agenda). Share teaser content to build on attendee excitement.
- Event Tech: Offline to Online… and then back Offline? Actively combining/integrating live and digital guest interactions to create an even more seamless attendee experience. Benefit to organizer: This is your chance to leverage attendee usage of mobile devices to enhance your event. Offline-online background: For a while, the rage was having everything offline move online. Now, we’re seeing a new crop of technologies that are really blurring the distinction between offline and online The first catalyst here is a bit more obvious -- with the rise in mobile, people are always connected -- so is there really a distinction between offline and online anymore? For example, 66% of people attending a live event engage in online activities during the event -- there’s really no disconnecting The second catalyst is a bit more subtle. With the growth of live streaming, building an agenda full of one-directional speaker and panel sessions no longer has the unique value it once had. In order to truly deliver an event experience that cannot be found elsewhere, attendees must experience interactive, participatory sessions that are rooted in the nature of being offline
- 6. Integrate the offline-online experience: First, monitor what attendees are saying during your event. This can be done with the assistance of polling technology, or simply through existing social media channels. Then, engage. Amplify interesting topics to drive more conversation. Encourage presenters to create “snackable” content with photo- or graphic-rich slides as opposed to text slides. These will be more likely to be retweeted
- 7. Re-engage offline through geo-targeting (beacon, bluetooth, BLE?): With the advent of beacon technology, we are now able to send messages to mobile devices based on proximity to the beacon. Benefit to the organizer: Turn passive attendees into active participants with the power of beacon technology. Place beacons throughout the event venue to deliver timely, important information based on an attendee’s location. You might place a beacon at the entrance to your event welcoming attendees and letting them know that the first session is in the main hall. Perhaps you would like to promote a sponsor or exhibitor? Use a beacon to send attendees relevant information while they are in the vicinity. Location-based messages can also be used to send important content about sessions, speakers or even make announcements. These messages can be targeted and tailored because they will only reach individuals that are nearby. This ensures that the right people are receiving the right information, enriching their experience and enabling organizers to continue to connect with them as the event progresses.
- 8. Making it easy to find content (DD) People attending events have a lot going on. They are looking to gain expertise in their field, network, share information and check out new products. Juggling everything—and making it to sessions in time—can be tough. That’s why DoubleDutch launched a new and improved feature to make the existing Activity Feed even more personalized. Now, attendees will receive a reminder 15 minutes before their bookmarked session begins letting them know what their next session is, when and where it will be and how many people are attending. This information is pinned to the top of their activity feed in the app, ensuring they have everything they need to be prepared and get to their session on time. This gives you plenty of time to wrap up that cup of coffee, make your way to the session and snag a seat by the charging station.
- 9. Sponsorship activations: New ways to quantify and deliver sponsorship value Benefit to organizer: access an alternative, unique method of delivering value that may not drive traditional dollars-and-cents metrics, but will help a sponsor achieve their goals and hence help you attract and retain them in the long run Background: In our brave new world of marketers accustomed to tracking every click and conversion, quantifying the value of your event to a sponsor can often seem dauntingly ambiguous and difficult, especially when they’re demanding tangible return for their dollars Activation ideas: Events hold a valuable audience captive for your sponsors. Instead of offering a larger logo placement than dozens of other logos, consider activations as a premium sponsor offering. These are all so unique, should we give actual examples here? Experiential: Customer uses / consumes sponsor’s product Interactive: Customer interacts and engages with brand, without actually using the product Truly native advertising: Sponsorships disguised as part of the event experience
- Social Media: 40% of conference social media conversation takes place after the event. A tremendous 16% is positive and only 2% is negative. Post-event media analysis: This is the largest component of conversation after an event. Leverage this as a great opportunity to continue engaging with your attendees and speakers -- and drive value to sponsors
- 10. Use the Data to Tell a Story... breakdown your top speakers and sessions (top content) identify your most influential attendees (brand advocates) see just how happy attendees were (surveys/feedback tools) Armed with that information, you can tell the complete story of your event. Leverage data from post-event surveys, particularly if you have year-over-year data, to understand what drives loyalty and engagement
- ...For a Personalized Follow Up In an age of amplification, it’s important to preserve intimacy where possible. A personal, relevant follow-up can be more memorable to an attendee than any brand-emblazoned swag you can offer. Here are some ideas for personalized communication: Content: What sessions, speakers, or topics did attendees follow or discuss? Consider sending them a personalized roundup of all of their favorite content pieces to easily access and share with their colleagues or friends, so that they can demonstrate the value of attending your event. Or, you can share other new/relevant content you think they might like based on their previous interests Personalization stats?