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Four Empowering Digital Event Solutions Four Empowering Digital Event Solutions Meeting professionals now have the THE FOUR SOLUTIONS: opportunity to rethink meeting design and content delivery to capitalize on In this section, we’ll discuss the potential digital solutions and engage the audi- uses and value of four different digital ence in new and exciting ways. New meetings solutions that are increasing in technologies are enabling meeting their prevalence and importance around the planners to: world: • Improve the quality of the content 1. Attendee Management Solutions delivered; 2. Event Mobile Applications • Streamline the registration process; 3. Social Media Solutions • Enhance the meeting experience 4. Hybrid Meeting Solutions with the integration of mobile apps and social media; and We’ll also offer some insight regarding their • Expand their audience through implementation to help you make the most virtual meeting solutions. of your investment in digital solutions. 40 AMERICAN EXPRESS MEETINGS & EVENTS 1. Attendee Management Solutions POTENTIAL IMPACT IMPLEMENTATION ADVICE Personalized Attendee management software • Design the look and feel of the event content can solutions are now offering many new website to align with the theme of the features to help ensure that each meeting, to help evoke the appropriate now be pushed participant’s experience is optimized response from attendees. Business to specific based on their unique interests and meetings may be simple and to the the specific goals of the meeting host. point, while client meetings or incen- attendees to Personalized content can now be tives may require features that gener- match their pushed to specific attendees to match ate more excitement. interests. their interests. Based on their profile, attendees can receive customized • Create an event website that is simple promotional materials by e-mail and be for attendees to navigate while giving served relevant and useful information them the necessary information for via the event website and/or the event the meeting. Ensure contact infor- mobile application. Event websites can mation is easily found on the site in be linked to social event networking case an attendee has questions or features in order to engage participants issues during or after the registration with each other. Combined, these process. capabilities can help the planner deliver much more individualized experiences • From this one location, collect all the for each attendee. attendee information that is necessary to enable effective program planning. KEY FEATURES Do not ask for more than needed, • Attendee registration and manage- to reduce any attendee discomfort ment in one single web platform. around the gathering of personally identifiable information. • Preparation and management of per- sonalized invitations through e-mailing • Think ahead and gather information campaigns. in areas such as food choices, t-shirt sizes or mobile device platforms. Not • Promotion of the event using a only will attendees be pleased to get branded website and social media. what they need onsite, but the planner will be able to adjust the meeting logis- • Attendee check-in using QR codes, tics accordingly to meet the needs and e-badges or the mobile event availability of the attendees. application. • Real-time data collection and consoli- dated event reporting. 2015 GLOBAL MEETINGS & EVENTS FORECAST 41 2. Event Mobile Applications POTENTIAL IMPACT Personalized • Participation: Polls, surveys, instant content can Event mobile applications provide messaging, Q&A sessions, Twitter numerous benefits to participants, from feeds and other social networks now be pushed helping to manage event information to integration, gamification. to specific driving engagement with event content and other attendees. On-site attendees IMPLEMENTATION ADVICE attendees to are now expecting a “heads-down” • Define what portions of the event life match their mobile experience. They’re at the event cycle the event mobile applications will interests. physically, but also planning their next address. sessions, asking questions, sharing comments and answering polling ques- • Develop an editorial process for any tions all from their mobile application. app features that require content man- Mobile apps also offer additional value agement, such as session descriptions by extending the lifetime of the event or exhibitor information. beyond the physical event, both before and long after the event has concluded. • Distribute and promote the event application at least a month prior to KEY FEATURES the event using print, QR codes, social • Event information: Event agenda/ media channels, websites or any other schedule, floor plan & maps, push relevant marketing channel. notifications, speaker profiles, brand- ing, exhibitor list, on-site registration, • Track and monitor social feeds or video player. “activity feeds” during the event to enable planners to make onsite • Networking: Attendee profiles, event adjustments to better meet attendee calendar sharing, lead retrieval, instant needs or address areas of dissatisfac- messaging. tion where possible. 42 AMERICAN EXPRESS MEETINGS & EVENTS 3. Social Media Solutions POTENTIAL IMPACT IMPLEMENTATION ADVICE Social media Consuming user-generated content, • Select the social media channels that blog posts, videos, tweets and other are most relevant to the event. can drive posts are the norm for a large portion attendance of today’s attendees, in virtually any • Prioritize simplicity, consistency and country. They expect to interact, learn seamless integration across all digital and create from and create relationships with each solutions (e.g. integrate social media buzz before, other. Social media channels can help with online registration and mobile during and to drive attendance; create buzz before, event applications). during and after an event; and ensure after an event. that the event receives maximum • Use Facebook or LinkedIn to post exposure. about the event topics, speakers, build a community, start discussions As the social media options and poten- on the event wall and groups. tial uses are numerous, it is critical to clarify your objectives and audience’s • For smaller, private meetings and needs. This initial assessment will help events, consider an activity feed via a to define the key themes to develop meeting app to allow event attendees across social media channels, such as to share socially within the context of event awareness and attendee interac- the event itself. tions, and also identify which channels are most appropriate for the event. • Create a unique event hashtag on Twitter. Introduce the hashtag Social media activity can be monitored specific to the event on invitations and displayed live through social walls. and on the event website. Follow the Social walls are a single place where conversations happening in Twitter comments from all social media can be about the conference. Engage in brought together for easy viewing by those conversations by answering attendees. A good practice for these questions and thanking participants. walls is to generate a curated feed of Re-Tweet relevant messages that use the user generated content developed the hashtag and/or the event Twitter during the event from all the social account. media channels (streams of pictures, tweets, videos and comments). Curat- • Produce short video teasers or a ing helps ensure that you’re sharing the welcome video and post them on a most relevant information to attendees, YouTube channel and promote them which helps maintain their interest and through Twitter and the event website. generate increased participation. • Use Pinterest or Instagram to stream- line pictures and short-videos. 2015 GLOBAL MEETINGS & EVENTS FORECAST 43 TIPS FOR COORDINATING TOP 10 A SUCCESSFUL HYBRID EVENT 4. Hybrid Meetings Run an in-studio event with live audience whenever POTENTIAL IMPACT 1 possible Organizations can complement their In the video being broadcast, incorporate close ups face-to-face, on-site, physical meeting 2 of presenters while giving their speeches mixed with simultaneous online viewing over the with wide views of the audience and studio. web, and on-demand post-event. Hybrid solutions can enhance and expand the Poll the webcast audience live, then push the poll value of in-person meetings by connect- 3 results for the audience to see, and discuss the ing with new audiences online giving feedback live. Use polling features that display both percentages and easy-to-read pie graphs, to them a taste of what the on-site event is allow the audience a glimpse of how their fellow like. remote audience members are responding. They add value by increasing interaction, In addition to the live video, pre-recorded videos, reaching a broader audience with the 4 downloads and information around your live con- event content and boosting event expo- tent could be added to the webcast to give some sure. High bandwidth internet availability background, highlighting the importance of the live in venues, at the office or on-the-go event and creating excitement. and the added benefit of incorporating remote presenters are boosting adoption Track the consumption of pre-recorded content so rates as organizations strive to extend 5 you can analyze which attendees accessed which their reach and capture a larger global materials. audience. Small details, such as the name of the current or KEY FEATURES 6 upcoming presenter and presenter biographies, add context for live viewers and anyone joining the • Ability to
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