Simplifying meetings and events executionThe Engagement Valley:
How to Use Silverpop to Minimize Post-Event Dips in Engagement
Suzanne Carawan, VP Marketing
Simplifying meetings and events execution
Engagement
• Comprehensive, often weighted score, that is used to determine which individuals are most invested/attentive to your brand/product/offerings
• Transactions ($, frequency, duration, periodicity) + behavioral metrics = engagement score
Simplifying meetings and events execution
Possible Engagement Factors
• # Comments • Times Attended• # Posts to
discussions/blogs• # Referrals• # Click throughs• # Opens• # Submitted help
tickets
• # Forwards• # Likes• # Shares• # Direct links• # Visits• # Calls• # Views• # Retweets
Simplifying meetings and events execution
Creating Engagement Scores
• Greater weight based on:•Monetary criteria• Clout/ level of influence• Number of connections/followers/years
of service• Source of engagement
• Decide what is the right engagement score mix for your organization
Simplifying meetings and events execution
Graphing Engagement
Simplifying meetings and events execution
Graphing Engagement
Simplifying meetings and events execution
Truth About Events
• Wild frontier of measurement
• Not used within context of greater campaigns
• Not seen as strategic
Simplifying meetings and events execution
Truth About Events
•Events are hot again! Increases as a marketing and sales tool are on the rise and projections just getting bigger
• Mocial increases demand for events
Simplifying meetings and events execution
Truth About Events
•Marketers’ dream:• Content• Demographics, psychographics• Transactions• Isolated population to study• Multichannel opportunities• Actionable• Measurable• Multi-touchpoint
Simplifying meetings and events execution
Truth About Events
From MPI’s FutureWatch 2011 Study
Simplifying meetings and events execution
Truth About Events
From MPI’s FutureWatch 2011 Study
Simplifying meetings and events execution
Email Forecast
Simplifying meetings and events execution
Email Forecast
• Move from paper to email-based daily news during event• Increase in banner ad placement & sponsor inclusion with tracking mechanisms• Completely tied into social media outlets• Content!
Simplifying meetings and events execution
The Engagement Valley Effect
Simplifying meetings and events execution
Why the Valley?
• No time• No plan• No call-to-action• No continuity• No emotional reinforcement
Simplifying meetings and events execution
Valley Effects
Simplifying meetings and events execution
Valley Effects
Simplifying meetings and events execution
Minimize the Valley Effect
• Start earlier• Continuous touchpoints• “Mini” events to build demand• More creative, more content• More mocial• Increased touchpoints/visibility for groups that wish to reach your target audience• More points to analyze & adjust
Simplifying meetings and events execution
Minimizing the Engagement Valley
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Simplifying meetings and events execution
Minimizing the Engagement Valley
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Simplifying meetings and events execution
Contact Information
Suzanne CarawanVice President of Global [email protected]@suzannecarawan
