How To Transform Your Event Into A Lasting Community

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Event Marketing Resources

A Smart EventProf’s Guide to Building the Most Engaged Community Presented By:

Justin GonzalezSenior Marketing Manager

@justinSF

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Stick Around for Valuable

Content!

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Today’s AgendaThe Significance of Building a Community

Set Up Your Team For SuccessLeverage Digital Tools When You Go LivePreserving Your Event As A Community

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Events are a big investment of time, money, and human capital.

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Events are also opportunities to amplify engaged communities of like-minded attendees around your brand, product, or service

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Therefore EventProfs should think like community managers to drive lasting value in the form of face-to-face and digital connections.

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Leads, customers, and prospects should be continuing the conversations started at your event.

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However, events are finite and bound by time.

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However, events are finite and bound by time.But, they don’t have to be.

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56% of marketers list “inability to tie engagement to business outcomes” as the largest pain point of measuring social media ROI.

88% of event marketers use social media primarily to increase pre-event awareness.

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By taking the necessary steps before, during, and after the event, you can hold onto the buzz long after the conference doors have closed with the right event tech.

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Before: Supercharge Your Event Community

During: Take Advantage Of Real-Time Engagement

After: Extend The Life of Your Event

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Direct social media efforts towards bringing attendees, speakers, and sponsors in your app to facilitate the conversation surrounding your event.

Before: Supercharge Your Event Community

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1. Encourage influencers to engage the pre-event audience with a topic of your choosing.

4 Steps To Supercharge Your Event Community

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2. Allow participants to direct message and coordinate meetings with each other.

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3. Allow participants to push in-app posts to social media profiles like Twitter and LinkedIn with your unique hashtag.

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4. Give access to exclusive teaser-content to create excitement and gauge sentiment pre-event.

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Ideas for teaser content include:• Welcome video from CEO or Board Chair• Real-time interactive case studies in form of

Q&A’s• Access to presentations• Live polls and audience surveys• Exclusive deals and promos• Exhibitor giveaways

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During: Take Advantage of Real-Time Engagement

The average American spends 4.7 hours per day on their phone. Leverage digital tools while the event is live, as participants’ phones are guaranteed to be in tow.

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3 Steps To Turn Distraction Into Engagement During Your Event

1. Assign an app champion to take charge of engaging with participants both within the app and on the event floor.

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2. Track and monitor audience sentiment with your Live Engagement Platform.

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2. Track and monitor audience sentiment with your Live Engagement Platform:

• Review the activity feed for status updates, likes, comments, and hashtags to identify problems while still small.

• Take advantage of real-time polling and in-app surveys to maximize response rates.

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3. Identify brand advocates for your community by doing the following:

• Target, track, and engage highly active event app participants.

• Encourage syncing with external social media profiles to take in-app conversations to Twitter and LinkedIn.

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After: Extend The Life Of Your Event

Immortalize your event by maintaining the momentum of the conversations and ideas presented to strengthen the connections made, far beyond the last remarks.

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2 Steps To Solidify Your Community Post-Event

1. The app champion should drive the conversation weeks – even months after your event to drive your brand’s message and mission home.

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2. Use the app as an exclusive content distribution channel, as your audience is filled with like-minded attendees – making it easier to market to.

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3. Promote next year’s event or cross-promote other events taking place throughout the year to secure registrants who are loyal to your brand.

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Key Takeaways• Attendees present share similar ideas around your brand, making

your event the ideal opportunity to create a community.

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your event the ideal opportunity to create a community.• Event technology, such as an event app, will allow you to

observe and interact with participants before, during, and after your event to continuously drive engagement year-round.

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your event the ideal opportunity to create a community.• Event technology, such as an event app, will allow you to observe

and interact with participants before, during, and after your event to continuously drive engagement year-round.

• Identify advocates for your brand and community by targeting highly active event app users, as they are the most engaged.

#DDROEM

your event the ideal opportunity to create a community.• Event technology, such as an event app, will allow you to observe

and interact with participants before, during, and after your event to continuously drive engagement year-round.

• Identify advocates for your brand and community by targeting highly active event app users, as they are the most engaged.

• Maintain the conversation post-event to drive your brand’s message home.

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The new era of Live Engagement Marketing will allow EventProfs to become community managers and enhance connections made at their events to ultimately demonstrate the ROI of event marketing.

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Engage & inspireDURING

Explore the Live Engagement Platform

Plan & exciteBEFORE

Measure & optimize

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Check out the complete guide to building an event

community.

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How To Transform Your Event Into A Lasting Community

A Smart EventProf’s Guide to Building the Most Engaged Community Presented By:

Justin GonzalezSenior Marketing Manager

@justinSF

How To Transform Your Event Into A Lasting Community

Marketing

Transcript of How To Transform Your Event Into A Lasting Community

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