How to Use Public Communities for Events

Marketing Workshop: Using Public Communities for Virtual Events

Elizabeth Brigham, Jive Software

Steve Bamberger, Toshiba

Hosted by:

2 © Jive confidential

Today’s Speakers

Steve BambergerNational Training ManagerToshiba America Business Solutions

Elizabeth BrighamProduct Marketing ManagerJive Software

Marketing Workshop: Using Public Communities for Virtual EventsElizabeth Brigham, Product Marketing Manager

Jive Software


Marketers care about 2 things….

Winning new customers

Keeping existing customers


From to for Marketers

Common challenges

© Jive confidential6

Aw

aren

ess

Co

nsi

der

atio

n

Pre

fere

nce

Pu

rch

ase

Loyalty and Advocacy

ProspectsDisregard Marketing’s message

Leverage “unofficial” channels to inform buying decisions

CustomersNo platform for dialog with company or peers

Takes too long to find accurate documentation & find answers

CompetitionPressure from new entrants

Fickle customer base; loss of market share

How Communities drive Customer-Centricity

Awareness

Consideration

Preference

Purchase

Support

Loyalty & Advocacy

Marketing Org & Public Community Vision

• Campaign Planning & Execution• New Product Launches• Event Planning

Public Communities

Internal Team Collaboration

• Customer Engagement• Partner Enablement• Virtual Events


Events are….

• Expensive• Time consuming to plan• Take a village to execute


Leveraging Community for Events

• People, discussions, collateral all in one place before, during, after event• Extend reach to those who can’t make it in person• Decrease overall costs

5. VIRTUAL SALES CONFERENCESTWICE AS MUCH FUN!

Reusable Learning ObjectsLEAD 2010 MPS-PS Virtual Conference

Live LEAD ConferencesCost $215K +

~ $323 per attendee

Attendees700

Washington DC

Chicago Dallas Irvine

How ‘Virtual’ Saved Us $230k

LEAD 2010 Virtual Conference1,269 Views (793 unique connections)

648 Attendees in the 3 content tracks:• Sales 257 unique views• Service 172 unique views• Consulting 271 unique views

Virtual Attendees

648SixSigma MI Lean Project

Analysis

$230k + Hard Savings

Reusable Learning ObjectsFast Forward Virtual Conference

Virtual Attendees

209 Before – Pre-show HYPE!

During – Live activity from

show

After – Recorded virtual

conference

Scan it. WIN IT! Come on… Have some fun!


Panel Q&A

Steve BambergerToshiba America Business Solutions

Elizabeth BrighamJive [email protected]@jivesoftware.com

How to Use Public Communities for Events

Technology

Transcript of How to Use Public Communities for Events