Digital strategy and engagement

for business events

Miguel Neves, CMPHead Chef at Social Media

Chefs

Session Overview1. Targeting and Messaging2. Engagement and Content3. Event Phases4. Phase aware content - Example5. Golden rule6. What is success7. 5 cool tools

Why?

• Grow registration• Increase sponsorship• Engage participants• Elevate the brand• Change the world

Define your target audience(s) - Personas

• Target participants• Registered participants• Sponsors• Partners• Speakers• Politicians

Define your key message(s)

Engaging?

Engagement: Year round vs event focussed

How do you currently engage with your audience(s)?

Content: What is content?

Content: Long vs short form

TL;DR

Content: Long vs short form

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Announcing Attracting Anticipating Arriving Entering Engaging Exiting Extending

FocusonEvent ContentBandwidth

Content: Slice & dice, Repurpose, Upcycle

Content: In house vs outsource vs crowdsource

Define your event’s phases

Leveraging

Experience Design to

Drive Engagement and

Improve Outcomes

The Eight Phases of a Successful Event1. Announcing: Capturing Their Attention2. Attracting: Woo Your Audience3. Anticipating: Eliminate Disappointment4. Arriving: Travel to the Destination5. Entering: Reset the Intention6. Engaging: Environments of Engagement7. Exiting: Signature Moments8. Extending: Recall and Relive

(C) Maritz Travel - The Eight Phases of a Successful Eventhttp://info.maritztravel.com/maritz-travel-8-phases-lp

Event:

Target audience:

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Announcing: Video Sizzle Reel

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Attracting: Blog post on partner site

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Anticipating: Guiding video infographic (s)

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Arriving: Bite Sized Event Options

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Entering: Warm welcome video

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Engaging: Giant hashtag photo opportunity

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Exiting: Data infographic

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Extending: Ongoing human connections

Event: IMEX in Frankfurt

Target audience: Meeting, event and incentive travel professionals

Announcing Attracting Anticipating Arriving

Entering Engaging Exiting Extending

Key question / Golden Rule

WIIFM?

Success metrics• Content views• Page/profile views• Engagement statistics• Hashtag usage• External mentions• Sales (offline results)• Define your own

Always adapt and evolve

5 Cool tools: Buffer

5 Cool tools: Canva

5 Cool tools: SmugMug

5 Cool tools: Rocketium

5 Cool tools: Fiverr

Thank you!

Miguel Neves, CMPHead Chef at Social Media Chefs

@miguelsevenmiguel@socialmediachefs.com