You may have a social media marketing strategy or a search engine optimization plan, but what's your plan when it comes to online events? View this presentation from BrightTALK to learn how you can improve event program performance by creating or refining your strategy to effectively reach your target audience and generate leads. You can also hear tips from David Pitta, BrightTALK’s Evangelist, by viewing the webcast that corresponds to this presentation here: http://www.brighttalk.com/r/P7z.
2. HOST
PROGRAM
David Pitta
Evangelist BrightTALK
@davepitta ONLINE EVENTS ACADEMY
@brighttalk
PRODUCER
Kathryn Kilner
Marketing Coordinator
@kkilner
#OEAevent Online Events Academy 2
3. Overview
An online event strategy consists of four
marketing plans to meet your objectives
AUDIENCE CONTENT PLATFORM MEASUREMENT
PLAN PLAN PLAN PLAN
3
4. Your online event objectives
LEADERSHIP should support your brand,
people, products and solutions
OBJECTIVES
DEMAND AWARENESS
Online event objectives 4
7. PROSPECTS
Brand awareness
Product messaging
AUDIENCE
Audience plan 7
8. PROSPECTS
Brand awareness
Product messaging
AUDIENCE
CUSTOMERS
Retention
Support
Audience plan 8
9. PROSPECTS
Brand awareness
Product messaging
AUDIENCE
CUSTOMERS
Product updates Retention
Content distribution Support
Audience plan 9
10. CORPORATE
COMMUNICATION PROSPECTS
Company news Brand awareness
Internal communications Product messaging
AUDIENCE
CUSTOMERS
Product updates Retention
Content distribution Support
Audience plan 10
12. AWARENESS
Thought leadership
CONTENT
Content plan 12
13. AWARENESS
Thought leadership
CONTENT
CONSIDERATION
Product / solution
messaging
Content plan 13
14. AWARENESS
Thought leadership
CONTENT
PREFERENCE CONSIDERATION
Case studies Product / solution
messaging
Content plan 14
15. LOYALTY / SUPPORT AWARENESS
Thought leadership
Best practices
CONTENT
PREFERENCE CONSIDERATION
Case studies Product / solution
messaging
Content plan 15
16. LOYALTY / SUPPORT AWARENESS
Thought leadership
Best practices
CONTENT
PREFERENCE CONSIDERATION
Case studies Product / solution
messaging
Content plan 16
17. View: Maximizing ROI from Online Events The Content Matrix Method
http://academy.brighttalk.com/best-practices/maximizing-roi-from-online-events-the-content-matrix-method.html
Content plan 17
30. View: What Metrics Matter for Online Events
http://academy.brighttalk.com/best-practices/what-metrics-matter-for-online-events.html
Measurement plan 30