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1 How to Build an Engaged Event Community Presented by

2 Contents Events Bring Communities Together 04 Before : Supercharge Your Event Community 06 During : Rock Real-Time Engagement 08 After: Extend the Life of Your Event 10 The Secret Ingredient for Engagement , Events Create Killer Engagement for Communities

3 About this piece Event teams are responsible for the overall success of their event programs, which means getting buy-in from all staff and stakeholders. This ebook will help event professionals and social media marketers better understand the community-building potential of events, and line up the skills necessary to build a highly engaged community of advocates through event programs. Events are a big investment, but if you play your cards right, they can generate lasting value in the form of face-to-face (and digital) connections with new customers and contacts that share a common passion for your brand. The problem? Most events only last a few hours, or max, a few days. While networking activities might soar on the event floor with handshakes, tweets, and hashtags abound, it s an ongoing challenge for community managers to hold onto the powerful buzz once everyone returns to the office. 2016, Events Create Killer Engagement for Communities 3

4 Events Bring Communities Together Community managers already know that social media is a powerful tool when it comes to generating event buzz 88% of event marketers use social media primarily to increase preevent awareness. But community managers need to do more than just promote their products and services, they need to captivate and spark lasting conversations between leads, customers, and prospects. They must leverage every aspect of content created by and for the event to create killer engagement for their communities. To do this, they need a sophisticated mobile event app that helps them engage with attendees at every stage of the process. 88% of event marketers use social media primarily to increase pre-event awareness. 88% Source: Use-Social-Promote-Events/ , Events Create Killer Engagement for Communities

5 By empowering attendees to check-in to sessions, speakers and exhibitors; post status updates, like and interact with one another, an innovative event app creates a type of social network dedicated to your event. Today, content quality is increasingly relevant and an innovative event app acts more like a highly optimized social network than it does a digital guide. The best part? All of this in-app engagement gives you the ability to harness data reflecting live metrics that can be directly tied to leads, influencers, and engagement levels, before, during, and after your events. Follow this step-by-step path to killer engagement. 2016, Events Create Killer Engagement for Communities 5

6 Before Supercharge Your Event Community So you ve targeted influencers, scoped presenter social networks, and have your hashtag ready to roll but do you really want to leave your event engagement up to chance? Proactive community managers understand the importance of supercharging live engagement by creating a digital community at events which translates into a highly engaged live audience. Prior to your event s start, direct your social media efforts toward bringing attendees, speakers, and sponsors into your event app. This gives you the opportunity to own and direct the conversation like never before. Lock In Influencers Just as you might provide suggested social media posts for your presenters to leverage their influence, ask influencers attending your event to deepen engagement with their preevent audience by catalyzing a conversation in the event app. Speakers can also use the event app to discuss what attendees are hoping to get out of their presentations, and shape highly relevant content before the session begins. Amplify Your Online Community As a community manager, you may be thinking to yourself, I don t need another social network to manage! But, an event app enhances existing efforts of social media, rather than detracting from everything you ve already built. Your attendees can begin networking and interacting with each other within a closed network of like-minded users, gaining value from the event weeks or months in advance. They can keep conversation contained within the app, or choose to publish updates to external networks such as LinkedIn and Twitter. They can arrange meetings, and even coordinate their entire schedules with each other. Because attendees aren t distracted by the next trending hashtag or the latest celebrity gossip, community managers can further this organic in-app engagement with promoted posts, gamification, and live polls and surveys. By building your own social media ecosystem and inviting attendees to participate, they begin building valuable relationships with your brand and your audience well in advance of the event. Fire Up Your Audience Build excitement and engagement with exclusive in-app content for your attendees, including notes and videos from keynote speakers. The right event app does more than just direct attendees to the next session. It s their access point to keynote speakers, presenters, other participants, and ideas , Events Create Killer Engagement for Communities

7 Exclusive in-app content is a great way to drive deeper engagement. A few to inspire A welcome video from your CEO or Board Chair Live polls and audience surveys Real-time, interactive case studies in the form of Q&A s Exclusive deals and promotions Access to presentations and other content Exhibitors giveaways Want to Spread the Word? 20% 50% 50% 80% Word of mouth is the primary factor behind 20-50% of all purchasing decisions. Experiential word of mouth is even more powerful, accounting for 50-80% of conversations around a brand or product. 2016, Events Create Killer Engagement for Communities Source: marketing-and-sales/our-insights/a-new-way-tomeasure-word-of-mouth-marketing 7

8 During Rock Real-Time Engagement Even when your attendees are in hand-shaking mode, their smartphones and devices are never far away. Leverage digital tools to enhance and build upon the live experience while the event is in motion , Events Create Killer Engagement for Communities

9 Assign an App Champion In your event app, have a rockstar on your team who engages with attendees and influencers throughout the life of the event. App champions can pay attention to what s going on in realtime, identify hot spots and popular sessions within your event, and direct attendee traffic accordingly using real-time updates. Consider creating an event app champion team to walk the show floor and educate attendees on the event app, drive adoption, and share best practices. This will keep engagement high and the conversation cranked up. Keep Control of Sentiment Live events are unpredictable. Ensure you re using your event app to communicate changes and keep tabs on audience sentiment, reviewing the live activity feed for status updates, likes and comments, and hashtags. If things go south, you can nip it in the bud before a small problem becomes a bigger issue. App users know that they can reach you in realtime by sharing their concerns via live status updates, and that s where complaints will show up first. Deal with issues in real time, while the concerned attendee is still your guest, and avoid the Twitter backlash down the line. Make the Most of Real-Time Media Sharing Encourage attendees to share photos from event day within the app, and promote it to your audience. Build a crowd-sourced library of media resources for exhibitors, presenters, and sponsors to share with their own audiences during and after the event. When stakeholders ask how the event is going, you ll have social proof at the ready. Elevate Key Influencers Influencers can become brand advocates, and they want to be discovered by community managers. Surprise and delight by celebrating their thoughts and ideas in the activity feed with promoted posts. Target, track, and engage highly active event app participants. Encourage attendees to sync their event app profiles with social media to amplify their in-app messages and conversations this is what community managers dreams are made of. Chances are that if they are chatting it up in your event app, they are willing to amplify their message on the social web or even consider guest blogging and future speaking engagements. 2016, Events Create Killer Engagement for Communities 9

10 After... Extend the Life of Your Event One of the biggest challenges many face at events is capturing and utilizing contacts, conversations, and ideas. Once the event is over, it s crucial to keep the momentum going by strengthening the connections that have been made at the conference. Curb the Forgetting Curve Your goal as a community manager is to understand what motivates people and curate an experience that keeps the conversation going. Weeks and even months after the live event, you can share recaps of presentations, thought pieces churned up by discussions captured on the activity feed, session videos, photos, and testimonials. Your event doesn t live for a single day and then die; it s an ongoing engagement channel with a vibrant community of like-minded individuals fueled by powerful content. Enrich, Engage, Optimize Enrich your event s engagement opportunities by creating a sequence of webinars, blog content, and downloads for attendees and stakeholders to consume. Use analytics from your event app to identify opportunities and leverage in-app surveys to capture detailed information on sentiment. All of this data comes in handy for informing and optimizing future community building , Events Create Killer Engagement for Communities

11 Supercharge Your Social Community With an Event App Event marketing is crucial for forming connections with customers and sponsors, growing your digital community, and building brand sentiment. It is an opportunity to amplify engaged communities around your brand, product, or service. Social media grows and engages those connections, but even the most adept community manager can t attain the best event results through social media alone. It s time to make use of innovative technology to enhance face-to-face connections, redefine engagement, keep the conversation alive, inform better content, build more robust social media communities and ultimately demonstrate the ROI of event marketing.an event app provides community managers countless opportunities to build an audience before the event, engage during, and keep engagement thriving long after the event has come to an end. 56% 56% of marketers still list the inability to tie engagement to business outcomes as the largest pain point of measuring social media ROI. About Double Dutch DoubleDutch provides mobile applications and performance analytics for events, conferences and trade shows for more than 1,300 customers, including SAP, UBM and Urban Land Institute. Founded in 2011, DoubleDutch was recently named to Inc s list of fastest-growing private companies, AlwaysOn s Global 250 best-of-breed private companies in SaaS and Enterprise, and Forbes list of 10 hot companies to work for in San Francisco. DoubleDutch is based in the Mission District of San Francisco with regional offices in Amsterdam, London, Hong Kong and Portland. 2016, Events Create Killer Engagement for Communities Source: social-selling/value-social-media-engagement #1VRZKthxUFtkDv1d.97 11

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