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In the Days of Virtual, How Do We In the Days of Virtual, How Do We Compel Live Attendance?Compel Live Attendance?

A live presentation for the A live presentation for the Northern CA Chapter of PCMANorthern CA Chapter of PCMA

May 17, 2012 San Francisco, CAMay 17, 2012 San Francisco, CA

By Stephanie SelesnickBy Stephanie SelesnickPresident, International Trade Information, Inc.President, International Trade Information, Inc.

Stephanie@intltradeinfo.comStephanie@intltradeinfo.com@StephSelesnick@StephSelesnick

www.internationaltradeinformation.comwww.internationaltradeinformation.com

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Session Outline:Session Outline:

ChangeChange Virtual - the good, bad & uglyVirtual - the good, bad & ugly Driving Attendance from Virtual Driving Attendance from Virtual

EventsEvents Push vs. Pull AdvertisingPush vs. Pull Advertising Social Media - the big 5Social Media - the big 5 Solutions on driving attendance to Solutions on driving attendance to

our live eventsour live events

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ChangeChange

is defined as:is defined as:

1. To become different or undergo alteration1. To become different or undergo alteration

2. To undergo transformation or transition2. To undergo transformation or transition

3. To go from one phase to another3. To go from one phase to another

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ChangeChange

Does your organization FEAR Change or Does your organization FEAR Change or EMBRACE it?EMBRACE it?What Fear does to an organization:What Fear does to an organization:

Blame GameBlame Game Paralyzed Decision MakingParalyzed Decision Making Unclear Thinking Fear of Failure makes it Unclear Thinking Fear of Failure makes it

so!so! Example: National Rifle Assn & web adsExample: National Rifle Assn & web ads

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ChangeChange

What embracing CHANGE does:What embracing CHANGE does: Being open to new sources of REVENUEBeing open to new sources of REVENUE Results orientedResults oriented Nimble - can make decisionsNimble - can make decisions Other ideas?Other ideas?

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Group exercise: Group exercise:

What is the best event or convention What is the best event or convention you’ve ever attended? WHY?you’ve ever attended? WHY? What characteristics do they share?What characteristics do they share?

What’s the worst event or convention What’s the worst event or convention you’ve ever attended? WHY?you’ve ever attended? WHY? What characteristics do they share?What characteristics do they share?

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Virtual ExamplesVirtual Examples

What a virtual expo and conference looks like What a virtual expo and conference looks like today: today: Video: Video: http://www.http://www.virtualtradeshowhostingvirtualtradeshowhosting.com/.com/

vshowdemovshowdemo// Where virtual is on show site (augmented Where virtual is on show site (augmented

reality): reality): Video:Video: http://www.youtube.com/watch?v=Y5ywMb6Shttp://www.youtube.com/watch?v=Y5ywMb6S

eGceGc http://www.youtube.com/watch?v=kt2mf9kuzZhttp://www.youtube.com/watch?v=kt2mf9kuzZ

EE

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Virtual & Social MediaVirtual & Social Media

Bottom line:Bottom line:

You can’t share a drink or have a You can’t share a drink or have a honeymoon over the internet.honeymoon over the internet.

Virtual IS here to STAY.Virtual IS here to STAY. So how do we use it?So how do we use it?

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Virtual - the good, bad & uglyVirtual - the good, bad & ugly

Bad: Bad: Boring like a webinar with static PPTsBoring like a webinar with static PPTs

Ugly:Ugly: Links don’t workLinks don’t work Poor seminar sound quality Poor seminar sound quality Un-manned boothsUn-manned booths No one chatting in the chat rooms - lack of No one chatting in the chat rooms - lack of

interactivityinteractivity

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Virtual - the good, bad & uglyVirtual - the good, bad & ugly

Good:Good: InteractiveInteractive EngagingEngaging Interesting CONTENTInteresting CONTENT Interested, trained speakers.Interested, trained speakers.

Keeps you focused on being there instead of Keeps you focused on being there instead of checking email!checking email!

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Study on Hybrids Study on Hybrids

The Virtual Edge Institute (VEI) and ROI of The Virtual Edge Institute (VEI) and ROI of Engagement released a second report on Engagement released a second report on the effectiveness of hybrid events in 2011the effectiveness of hybrid events in 2011

There were distinct differences in why a There were distinct differences in why a person attended in-person or remotely. person attended in-person or remotely.

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Hybrid StudyHybrid Study

In person:In person: Ability to expand their network - 43% Ability to expand their network - 43% Personal interaction with Personal interaction with

presenters/and or attendees - 41%presenters/and or attendees - 41% Learn better in person - 30% Learn better in person - 30% Build deeper relationships with Build deeper relationships with

network 26%network 26%

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Hybrid StudyHybrid Study

For remote attendees:For remote attendees: Cost savings - 56%Cost savings - 56% Time savings - 52%Time savings - 52% Attend the sessions that I want - 40%Attend the sessions that I want - 40% Try a virtual event - 37%Try a virtual event - 37%

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Hybrid StudyHybrid Study

If If nono virtual option was available: virtual option was available: 93% of virtual attendees would 93% of virtual attendees would notnot attend the attend the

in-person event in-person event 78% of in person attendees 78% of in person attendees wouldwould attend a attend a

virtual option.virtual option. What does this mean for YOUR events?What does this mean for YOUR events?

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Driving Live Attendance Driving Live Attendance From Virtual EventsFrom Virtual Events

1. Pick a segment that is receptive to virtual1. Pick a segment that is receptive to virtual2. Procure the best speakers/thought 2. Procure the best speakers/thought

leaders/controversial folks in that sector to leaders/controversial folks in that sector to speakspeak

3. Offer FREE Webinars featuring the 3. Offer FREE Webinars featuring the above-mentioned folks.above-mentioned folks.

4. Find new sponsors in the sector4. Find new sponsors in the sector

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Driving Live Attendance Driving Live Attendance From Virtual EventsFrom Virtual Events

5. Make it easy to get content5. Make it easy to get content

6. Add programming for those sectors into 6. Add programming for those sectors into your annual live event(s)your annual live event(s)

7. Give first year discounts and special 7. Give first year discounts and special networking opportunities for those who networking opportunities for those who attended the webinars or virtual sessionsattended the webinars or virtual sessions

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Push Advertising vs Push Advertising vs Pull AdvertisingPull Advertising

Push Advertising is:Push Advertising is:The process of communicating advertising The process of communicating advertising material to an Internet user material to an Internet user withoutwithout the the user making an explicit request for the user making an explicit request for the material. material.

Examples: Emails & SpamExamples: Emails & Spam

Other examples?Other examples?

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Push Advertising vs Push Advertising vs Pull AdvertisingPull Advertising

Pull Advertising is:Pull Advertising is: Customers are attracted to a website by Customers are attracted to a website by

means of non-direct communication.means of non-direct communication. Example: Web Banner Advertising Example: Web Banner Advertising

People search YOU outPeople search YOU out Examples: Blogs, Tweets, LinkedIn Examples: Blogs, Tweets, LinkedIn

discussions, Pinterest Boardsdiscussions, Pinterest Boards

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Social Media:Social Media:

Use judiciously. Stop the HARASSMENT!Use judiciously. Stop the HARASSMENT! Group exercise:Group exercise:

What constitutes Harassment?What constitutes Harassment?

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Social Media:Social Media:

CONTENT and relevance is KING.CONTENT and relevance is KING. Where does your audience hang out? Where does your audience hang out? Blogging: RELEVANCE!Blogging: RELEVANCE!

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Social Media - the Big 5!Social Media - the Big 5!

FaceBook: business vs. personal FaceBook: business vs. personal How do you use it for? So does YOUR How do you use it for? So does YOUR

audience!audience! LinkedIn: Business to business. LinkedIn: Business to business.

GroupsGroups Content! Content!

Twitter: Recommend Tweetchats Twitter: Recommend Tweetchats (#expochat, #assnchat)#eventprofs #pcma (#expochat, #assnchat)#eventprofs #pcma #conventions #virtual #fun#conventions #virtual #fun

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The Big 5The Big 5YouTube: A Must Use!YouTube: A Must Use! 60 hours of video are uploaded every minute 60 hours of video are uploaded every minute

(1 hour of video is uploaded to YouTube every (1 hour of video is uploaded to YouTube every second)second)

Over 4 billion videos are viewed dailyOver 4 billion videos are viewed daily Over 800 million unique users visit monthlyOver 800 million unique users visit monthly

313,544,041people live in the United States313,544,041people live in the United States 500 years of YouTube video are watched every day on 500 years of YouTube video are watched every day on

FBFB Over 700 YouTube videos per minute are shared on Over 700 YouTube videos per minute are shared on

TwitterTwitter 100 million people take a social action on YouTube 100 million people take a social action on YouTube

(likes, shares, comments, etc) every week(likes, shares, comments, etc) every week

ITI, Inc. 2012

The Big 5The Big 5 Pinterest: The New KidPinterest: The New Kid

over 100 million unique visitors. over 100 million unique visitors. Example: San Francisco OmniExample: San Francisco Omni

http://pinterest.com/search/?q=omni+hotelhttp://pinterest.com/search/?q=omni+hotel+San+Francisco+San+Francisco

Repurpose & Restate ContentRepurpose & Restate Content Each social media outlet requires a Each social media outlet requires a

different way of communicating!!!different way of communicating!!! Never connect Twitter to LinkedIn or Never connect Twitter to LinkedIn or

Facebook!Facebook!

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Solutions - Live:Solutions - Live:

Content - lose the “motivational speakers” Content - lose the “motivational speakers” - add controversy! - add controversy! What is your 800 lb Gorilla?What is your 800 lb Gorilla?

Change up the length of your sessionChange up the length of your session does everything have to be 1.15 hours? Or 1 does everything have to be 1.15 hours? Or 1

hour? Or 45 minutes?hour? Or 45 minutes? TED example: The goal of the event is to TED example: The goal of the event is to

expose the audience to a wide range of “big expose the audience to a wide range of “big ideas” that they might not be exposed to ideas” that they might not be exposed to otherwise.otherwise.

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Solutions - Live:Solutions - Live:

Lose the panels of talking heads with PPT’sLose the panels of talking heads with PPT’s Lose the “branded” PPT’s - everyone knows Lose the “branded” PPT’s - everyone knows

where they are - YOUR EVENTwhere they are - YOUR EVENT Change up room sets - your facility will hate Change up room sets - your facility will hate

you, but attendees will be engaged!you, but attendees will be engaged! Global Event SummitGlobal Event Summit

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SolutionsSolutions Stop trying to program your event 1 year in Stop trying to program your event 1 year in

advance. advance. How can much of the content still be relevant with so How can much of the content still be relevant with so

much time passing? much time passing? Make workshops interactive. Make workshops interactive. Gamification: Gamification:

Using games to get people to do stuff they normally Using games to get people to do stuff they normally consider boring: completing surveys, shopping, filling out consider boring: completing surveys, shopping, filling out tax forms, or reading web sitestax forms, or reading web sites

Role-play. Role-play. If it’s crisis management, have the group manage the If it’s crisis management, have the group manage the

crisis! Negotiation? Negotiate!crisis! Negotiation? Negotiate! IAEE’s walk in your exhibitors shoesIAEE’s walk in your exhibitors shoes Give people a safe place to make mistakesGive people a safe place to make mistakes

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Solutions - LiveSolutions - Live

Networking: How can you be better - Networking: How can you be better - especially to the newbies? especially to the newbies?

Alumni ProgramAlumni Program Dine-aroundsDine-arounds

Attendees sign up based on different kinds of Attendees sign up based on different kinds of criteria: food likes, what else?criteria: food likes, what else?

City Tours as Scavenger HuntsCity Tours as Scavenger Hunts Cooking TogetherCooking Together

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SolutionsSolutions Planned Serendipity:Planned Serendipity:

House attendees on the same floorsHouse attendees on the same floors Create small group/pod areas in meeting Create small group/pod areas in meeting

roomsrooms Train Staff and volunteers to be Train Staff and volunteers to be

connectorsconnectors (the above are via Dave Lutz, Velvet Chainsaw)(the above are via Dave Lutz, Velvet Chainsaw)

Competitions Competitions Announce winners last dayAnnounce winners last day

YOUR TURN!YOUR TURN!

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SummarySummary

Change is going to happenChange is going to happen Virtual - the good, bad & uglyVirtual - the good, bad & ugly Recent study on HybridsRecent study on Hybrids Driving Attendance from Virtual EventsDriving Attendance from Virtual Events Push vs. Pull AdvertisingPush vs. Pull Advertising The Big 5 - great tools to drive The Big 5 - great tools to drive

attendanceattendance Solutions and Ideas Solutions and Ideas

ITI, Inc. 2012

In the Days of Virtual, In the Days of Virtual, How Can We Compel How Can We Compel

Live?Live?Stephanie SelesnickStephanie Selesnick

International Trade Information, Inc.International Trade Information, Inc.

Stephanie@intltradeinfo.comStephanie@intltradeinfo.com

@StephSelesnick@StephSelesnick

www.InternationalTradeInformation.comwww.InternationalTradeInformation.com