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prior interest tags , even automatically sending invitations .
Measure topic popularity Smart events are powerful because they are designed to track what people actually do at conferences , as well as what they say they are interested in . They can show us this data in real-time and also over a much longer period of interaction . By developing a consistent content tagging system across your mobile app experience , webinars , roundtables , workshops , virtual events , CPD sessions , articles , thought leadership etc . you can start to build a rich picture of topics that are trending now and not just a year ago .
If you have an online community , you could also use digital polls , or poll the audience at the end of a micro-event , to discover what they would most like to hear about .
Help delegates make and locate better connections Using algorithmic matchmaking based on interest tags , via a mobile app or virtual platform environment helps delegates
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pinpoint connections with shared interests more easily .
So far so good . But what if you could do more ? What if you could ask attendees ( including your internal team ) to tag their areas of expertise so that when a delegate downloaded a piece of content in their topic area , their profile was suggested ? Tools such as in-room messaging where attendees can virtually scan the lecture theatre from their mobile phones can then close the loop , making the process of locating people easier .
Identify new influencers and subject experts Encouraging delegates to make meeting requests using the platform or app , not only provides another dimension to event value but also enables you to measure who were the most highly sought-after people . You could use this data to approach certain influencers to do a video interview for marketing purposes , to ask to speak at a future event , add to a VIP list , or host a ‘ brain-date ’ style workshop .
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“ Smart events are powerful because they are designed to track what people actually do at conferences , as well as what they say they are interested in .”
l To find out more , visit : www . wearetotem . io
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Measure how much your key accounts are engaging Yes , leads and opportunities are important , but so too are softer measures that can show engagement over time . By looking at all your registration and engagement data at a corporate company level , you can get another angle on how successful your account-based marketing is . For example , if Bupa was one of your key accounts you could measure year-on-year how many more live and asynchronous touchpoints they were interacting with , as a measure of success .
A measured approach Covid-19 may have opened the floodgates on data , but just because many of us have returned to in-person events doesn ’ t mean we have to turn our back on it . Instead , now is the time to take a more measured approach and track data because it is useful , not just because we can .
The marketing expert and entrepreneur John Sculley once famously said “ No great marketing decisions have ever been made on qualitative data .”
Will the same one day be said about events ? CN
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