How to Leverage Data to Drive Event Marketing Decisions
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Transcript of How to Leverage Data to Drive Event Marketing Decisions
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How to Leverage Data to Drive
Event Marketing Decisions
BRIAN FRIEDMAN, CEO OF LOOPD
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@Kissmetrics
#KissWebinar
@thuelmadsen
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Design driven product leader socializing technology through wearables and analytics.
BRIAN FRIEDMAN CEO, Loopd
@BFried9131
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@loopd
#KissWebinar
@BFried9131
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1 Collecting Online and Offline Data
2 Increase Targeted Conversions
3 Educate Attendees Effectively
TABLE OF CONTENTS
Create Engaging Communities 4
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WATCH WEBINAR RECORDING NOW
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PAM MOOREMarketing Nutz
“ It’s easy to fall back on the same type of event over and over again. Stepping out of your box will help you inspire and connect with your existing audience in a new and refreshing way.
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EVENT MOBILE APPS
Understand your online metrics from app usage. Effectively plan, execute, and monetize your event.
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TECHNICAL APP ANALYTICS
Collect activity data to determine if your app is being used. Measure clicks, views, and downloads.
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BEHAVIORAL APP ANALYTICS
Reveal how your attendees are engaging, reacting and influencing with your event. Gather likes, responses, and rankings.
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NFC VS BEACON
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NFC
Capture offline metrics with NFC. This includes materials collected, contests entered, and rooms visited.
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MEASURE TRAFFIC
Bonnaroo used NFC wristbands to gather metrics on visits, dwell time, and attendee flow.
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MONITOR COLLATERAL
EMC World used NFC badges to analyze marketing materials and gifts that were collected by attendees.
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BEACONS
Converge online and offline metrics with beacons. This includes sessions attended, partners visited, and social interactions.
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TEST MESSAGING
SXSW used beacons to provide a custom experience for each attendee. Uncover your most engaging campaigns.
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REVEAL POPULARITY
Box used beacons to understand which sessions, partners, and products were the most popular.
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LEAD INTELLIGENCE
Identify influencers by capturing their event journey. Show their engagement and activity with sessions, partners, and products.
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ATTENDEE JOURNEY
Find out what and who your attendees are interested in. Increase the motivation and quality of your influencers.
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MARKETING AUTOMATION
Launch targeted campaigns for your attendees after the event by understanding their online and offline interactions.
Image from HubSpots Inbound Framework
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DANIEL IVESFBR Capital Markets
“ Dreamforce is the only time the Street gets to interact with vendors and partners, and get insights, positive or negative, into spending trends and product absorption.
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CUSTOMER RETENTION
Recognize your customer engagement levels at the event. Build brand loyalty and stronger connections with your clients.
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LEVERAGE SOCIAL MEDIA
Use Twitter, Facebook, and LinkedIn to promote and analyze your brand performance before, during, and after your event.
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CONTENT CURATION
Select the right speakers, partners, and products for your next event. Collect stats on survey results, social media, and industry trends.
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IDENTIFY ENGAGEMENT
Measure the popularity of your sessions, partners, and products for your influencers that were in attendance.
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SUPPORTING MEDIA
Provide your attendees with relevant information before, during, and after the event. Encourage them to learn and share with their network.
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MESSAGE OPTIMIZATION
Promote engaging messages. Send personalized and targeted call to actions to increase discussions and interactions with your attendees.
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PERSONALIZATION
Relate with your attendee’s profile. Use alerts and announcements to provide them with relevant and valuable information.
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GAMIFICATION
IBM encouraged online and offline connections by creating games for attendees that promoted team participation.
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LISTEN TO YOUR AUDIENCE
XOXO used Slack to create and organize channels for discussions between attendees. Follow insights about the popularity of topics.
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TWEET OF THE DAY
Remove your #event black box. Understand the real attendee journey with #beacons and #analytics. Increase your number of influencers and conversions.
@Kissmetrics @BFried9131 #KissWebinar #GetLoopd
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BRIAN FRIEDMAN CEO, Loopd
@bfried9131
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Questions?