the engagement valley: how to use silverpop to minimize post-event dips in engagement
Post on 19-Oct-2014
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The Engagement Valley: How to Use Silverpop to Minimize Post-Event Dips in Engagement Suzanne Carawan, VP Marketing etouchesTRANSCRIPT
Simplifying meetings andevents executionThe Engagement Valley:
How to Use Silverpop to Minimize Post-EventDips in Engagement
Suzanne Carawan, VP Marketing
Simplifying meetings andevents execution
Engagement• Comprehensive, often
weighted score, that isused to determine whichindividuals are mostinvested/attentiveto yourbrand/product/offerings
• Transactions($, frequency, duration,
periodicity) +behavioral metrics =engagement score
Simplifying meetings andevents 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 andevents execution
Creating Engagement Scores• Greater weight based on:
•Monetary criteria•Clout/ level of influence• Number of connections/followers/yearsof service• Source of engagement
• Decide what is the right engagement scoremix for your organization
Simplifying meetings andevents execution
Graphing Engagement
Simplifying meetings andevents execution
Graphing Engagement
Simplifying meetings andevents execution
Truth About Events
• Wild frontier of measurement
• Not used within context of greatercampaigns
• Not seen as strategic
Simplifying meetings andevents execution
Truth About Events
•Events are hot again! Increases as amarketing and sales tool are on the riseand projections just getting bigger
• Mocial increases demand for events
Simplifying meetings andevents execution
Truth About Events•Marketers’ dream:
• Content• Demographics, psychographics• Transactions• Isolated population to study• Multichannel opportunities• Actionable• Measurable• Multi-touchpoint
Simplifying meetings andevents execution
Truth About Events
From MPI’s FutureWatch2011 Study
Simplifying meetings andevents execution
Truth About Events
From MPI’s FutureWatch2011 Study
Simplifying meetings andevents execution
Email Forecast
Simplifying meetings andevents execution
Email Forecast
• Move from paper toemail-based daily newsduring event• Increase in banner adplacement & sponsorinclusion with trackingmechanisms• Completely tied intosocial media outlets• Content!
Simplifying meetings andevents execution
The Engagement Valley Effect
Simplifying meetings andevents execution
Why the Valley?
• No time• No plan• No call-to-action• No continuity• No emotional reinforcement
Simplifying meetings andevents execution
Valley Effects
Simplifying meetings andevents execution
Valley Effects
Simplifying meetings andevents execution
Minimize the Valley Effect• Start earlier• Continuous touchpoints• “Mini” events to build demand• More creative, more content• More mocial• Increased touchpoints/visibility forgroups that wish to reach your targetaudience• More points to analyze & adjust
Simplifying meetings andevents execution
Minimizing the Engagement Valley•
Simplifying meetings andevents execution
Minimizing the Engagement Valley•
Simplifying meetings andevents execution
Contact Information
Suzanne CarawanVice President of Global [email protected]@suzannecarawan
About the Company:etouches is a web-based suite of integrated eventplanning software tools that help event and meetingprofessionals perform every function in the eventplanning lifecycle.
etouches is sold as a subscription model (SaaS) basedon the number of registrations per year. There is one feethat is inclusive of unlimited training and 24/7 support.
Headquartered in the U.S., etouches has offices inSweden, the United Kingdom and Australia.
etouches is proud to partner and integrate with the mostinnovative complementary technology products on themarket including CRM, social networking, webcastingand virtual tradeshow technology. etouches also proudlydistributes its products through value-added resellersthat serve specific industries.
The etouches’ product line is offered intwo packages:
etouches Quad: just what you need to create, manage,register, market and evaluate your events
etouches Pro: everything you need to plan, budget,schedule, oversee and manage your event portfolio pre,during and post-event
Experience etouches.Experience is everything. if you are a corporation,small business, association, agency, educationalinstitution, meetings or events company or anyorganization that brings together at least 250 peopleover 12 months, you need to know aboutetouches. If you are driven to high standards andexpect the same of your partner companies, you’rein the right place.
Contact Information
Do not hesitate to contact us if you have any questions
and please visit www.etouches.com for more
information, our webinar archives and to sign up for
demos & free trial accounts.
Find us on:
Global Sales & PartnershipsSteve MackenzieVice President, Global SalesU.S.: 1-203-403-9470Europe, Middle East, Africa: +44 (0)845 077 2804Asia Pacific: +61 (0)2 9555 6622email: [email protected]
Global Marketing & PRSuzanne CarawanVice President, Global MarketingDirect: 1-203-403-9013temail: [email protected]
Contact Information