If you help them, they will come: overcoming obstacles to build event attendance
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Transcript of If you help them, they will come: overcoming obstacles to build event attendance
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If you help them, they will comeOvercoming obstacles to build event attendance
Kelly Soligon@ksoligon
Julie Rezek@JulieRezek
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The Brief: What is TechEd?
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Fast Facts
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Content syndication
my Portal
Transaction
Demand generation
Events
Community
Customers/
Partner
Partners
The TechEd Ecosystem
Learn
ShareConnect
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Potential Challenges
Cost Permission from the bossTime out of officeEconomyFor Microsoft: self-funding
event
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The Audience
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In Their Own Words“All the experts are here in one place—I go from room to room to room and get my questions answered—all in one place”IT Pro Telco--Egypt
“With 14 offices globally trying to share the RIGHT piece of information fast is critical—SharePoint 2010 is the answer and that is why I am here”IT Pro—Manufacturing Milwaukee
.“It’s the networking—the people I meet. Having great partners in the Microsoft ecosystem is key. Second, we generate a ton of business by coming to Tech·Ed”Partner”
.“I am here to learn more about what I use today and about what I could use tomorrow”Web developer—Financial Services”
“Being at Tech·Ed gives us access to the complete community of our users. At Tech·Ed we learn inside information that helps us plan how to advance our products for the next releases” Partner ”
.“I came to learn about the Cloud. We are switching to Office 365 and I need to learn about it”IT Pro—Emory University”
“Microsoft really knows how to engage with the partner community both informing about product roadmaps as well as helping you go to market ”CEO—Infragistics
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Goals
6,137 paid attendees
Customer satisfaction score of 150
Break even
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Insights
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Permission
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Networking
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Taking It Home
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Engagement
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Strategies
DataContentExperience
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Data
Three great things we did using data:Geo-targetingEngagement Index Model helped to get the
right people thereLeveraged alumni
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Contact Strategy Map
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Content
Three great things we did using content:
Convince your boss messaging
Content broadcast in real time
Shared content through influencers
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Experience
Three great things to enhance the experience:
Alumni loungemyTechEd
networking site and app
Sharing of content
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Results
Beat target by threeSat score went upPositive channel penetrationSocial: key driver
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Lessons learned
23
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Questions?