Association Event Network September 2018 | Page 15

September 2018
Th e NPS is measured by asking the
question: “On a scale of 1-10, how likely are
you to recommend this event to friends?”
Scores of 9 and 10 are considered “promoters”
who will act as loyal enthusiasts for your event
brand. Scores of 7 and 8 are “passives” who are
satisfi ed attendees but are still vulnerable to
competitive off erings. Finally, scores between
0-6 are considered “detractors” and run the
risk of damaging your event brand through
negative reviews. Th e NPS is then calculated
as follows:
% promoters - % detractors
Th is score is a key indicator of how much
value your event brought to attendees, which
is something all major stakeholders will want
to know.
4) Post-event online buzz
Once the event comes to a close, your goal
should be to carry on the momentum. Similar
to live event social media monitoring, think
of ways to encourage and capture online buzz
after your event.
• Are people blogging about your event?
• How many people are sharing content related
to your event?
• Which types of posts are receiving the most
engagement?
Keep track of this kind of social media
activity to accurately measure your post-event
momentum.
Consider using a brand monitoring tool that
keeps track of all mentions of your event across
the web, such as Google Alerts. If you set up
a Google Alert with the name of your event,
you’ll be notifi ed every time it is mentioned on
the web.
5) Session rating
Ideally, attendees would be able to rate sessions
as soon as they are over since this is when
the experience is freshest in their minds. Th is
means that the event management software
of your choice should have the capability to
record session ratings within the conference
agenda. Th is makes the feedback process
intuitive and immediate for attendees.
Summarising all session ratings after the
event will provide valuable insights into which
ones were most successful, thus helping you
curate the content for your next event.
Metrics
Key takeaways
At fi rst, attendee satisfaction may seem
like strictly qualitative property that is
diffi cult to quantify. However, when
approached with the correct framework
and relevant KPIs, measuring attendee
satisfaction is not only possible but can
even be easily formulised. Here are a few
takeaways to keep in mind:
• Event surveys should consist mostly
of quantifi able responses to make for a
simpler and more insightful post-event
analysis process.
• Gather feedback during the event
through an embedded ratings system
and response page within the event
agenda to ensure immediate and
accurate reviews of your event.
• Engagement is not equivalent to event
satisfaction, but the former can be used
to help paint the full picture of attendee
satisfaction.
Utilising event metrics to analyse the
performance is a key best practice. Using
the aforementioned KPIs will help you to
pinpoint which variables contribute most
to attendee satisfaction, and help shape
your strategy for future enterprise event
marketing campaigns.
6) Real-time written feedback
Sometimes doing a simple 0-5 rating for your
sessions is not enough to fully understand
your attendees’ satisfaction level. Including a
response text box within the conference agenda
is an eff ective way to solicit feedback from
attendees. Placing these responses side-by-
side with the post-event survey responses will
help paint a clear picture into what positively
contributed to the attendee experience.
7) Post-event surveys
Post-event survey responses comprise the
metric that ties it all together. To make this
survey as useful as possible, try to keep most of
the questions as one-click replies as opposed to
open-ended responses.
15
Multiple choice, numerical scales, and yes-
or-no questions are ideal because it makes
for a quicker experience for attendees and it
helps you aggregate the results more easily.
By all means include a few open-ended
questions to ensure more detailed feedback.
Having post-event surveys is not only
important for analysis, but also as marketing
material for the next year’s event.
8) Number of active community members
Th e event app will play a crucial role in
tracking many of the metrics that can
help tell the story behind overall attendee
satisfaction. Th ough this KPI may not
be a clear indication of event satisfaction,
these results can help enrich the attendee
satisfaction data later on. If you’re able to fi nd
a correlation between engaged community
activity and positive post-event feedback, it
may be worthwhile to focus on maximising
event community engagement for your next
event.
9) Messages sent in event app
One of the important metrics to keep track
of is the number of messages sent within the
event app being used. In addition to being
a good indicator