Exploring the Live Engagement Platform
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Mobile apps have become standard fare for meetings of every shape, size and function. In this session, we’ll look at how meeting owners can take the information and data available from meeting apps to truly understand and make sense of the attendee experience. When properly used, the data from mobile apps can tell the true tale of what attracts attendees – where they engage, who they engage with, and what will keep them engaged with your organization well after the event ends. Information gleaned from live engagement data can inform experience design, budgeting, speaker choice, event format and more in a more accurate way than post-event surveys. What you will learn: What you should expect from the data and information available via meeting apps. How to use meeting apps to gather key information from attendees in real time. Ways to apply the data from mobile apps to inform meeting design and meeting budget decisions.
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Exploring the Live Engagement Platform
- 1. Exploring the Live Engagement Platform Pankaj Prasad | Co-Founder
- 2. Live Engagement Tour 2016
- 18. Live Engagement Marketing (LEM) The discipline of applying digital marketing principles to the physical world
Notes de l'éditeur
- Look, we all want to rise to be the best we can be. LEM is a statement of what that is. But how do we go from where we are to that ultimate goal? How do we go from building paper airplanes to walking on the moon?
- How do we go from this with Excel budgets and work plans and calendars and hand-written notes form the agenda. How do we go from this…
- To this. To the LEM funnel. Wow, That’s cool. Right? Yes, sort of. This all makes sense on some level, maybe intellectually or theoretically, but really? I don’t even know what those mean. And how would I find out who is in those stages, anyway. So, what seems sensible enough becomes frustratingly out of reach when you sit down to start doing it. Lets break this down and go at it one step at a time. Lets look at this and make a plan for each stage.
- The first observation is that the mobile app is much more than a paper guide replacement. Sure, it does that pretty well. But it also has several other characteristics that you’ll be using heavily. DoubleDutch always thought of this as more than a paper guide replacement. We always knew it could mean a lot more to your event. We have focused on getting adoption and engagement of your app up up fro your attendees. And now we are hovering around 70%. So, look, 70% of the people at your events have your app in their pockets. And they check it 38 times per event doing 182 activities in the app. Think about that. You have an app in everyone’s pockets that they check about once every hour they are at your event. Folks, this is what your marketing counterparts call a channel and you have one they have never even heard of. They are looking at email and trying to get a few email opens and perhaps a 2% click through rate. Meanwhile in 2 to 3 days, you are seeing them return to your channel 38 times. Tell the web site marketers that. They will fall out of their chairs. So, you have a channel. A way to reach them. Now what? What do you do with that?
- So, to understand what we want to do with this new channel you have, lets look more closely at that funnel. Just for example, the first transition: Passive to Active. What are you trying to make happen here? You are trying to get people to go from passively viewing content to actively doing things. Why? Well, two reasons: When people are active, they are becoming more engaged and digging in. That’s good. When people are active, they are reflecting back to you their interests and concerns. This is very good. So, again, how do you get them to go from Passive to Active. Oh. Yeah. That channel thing. Use it.
- OK, so here I am in the app and we’re looking at a bunch of moments where I can transition between passively viewing content and actively defining what I care about. The one on the left is a session detail view. Here I am looking at content. Is that signal that I was looking at this content interesting? Maybe a bit. But I’d have to look at a lot of similar content and not at any dissimilar content to make it add up much. But look closely: there’s an Add to my Agenda button there. The one in the middle shows me looking at a speaker profile. At Hailey here. Again, is this a strong signal that I am interested in something? That I am ready to buy? No, not really. Maybe I just thought the cheese on her head was funny. And it is. But there’s something much more important here: that bookmark button on the upper right. When I tap that, I transition from Passive to Active. I am now saying, I want to remember her. One the right, you see an example of one of our newest features: Channels. Channels are part of our whole communication platform. They are like discussion groups or chat rooms. People join a channel and start talking. They rally each other, investigate a topic deeper, and connect. So, that’s great, right. But when I surf by this channel, that’s a very weak signal, again. Just viewing something isn’t enough. But look in the lower right. See that button “Join Channel”? What does that do? Nothing. Nothing. When I tap it, I am still able to view the discussion just like before. But it does one thing: it sends a clear signal that I care about this topic. I am actually “signing up” for it. So, that’s why we put that there: to separate the signal from the noise . So, you can see that we engineered the app not to just list content, but to gather signals. To get clarity on who is where. Are you just browsing? Or are you ready to be moved to action? That begs the question: can you drive people to act? Can you drive people to bookmark? To join channels? To act? Its not enough to have the features. You have to move your audience to use them. That’s where the channel comes into play.
- Lets look at one example. How do you use this channel to get people to bookmark? To get people to join channels? To get people to tell you what they care about by moving from Passive Viewers to Active…actioners...? Well, telling you where they are and what they care about.
- OK, so that’s a bit about how to think about the app as a channel to reach people. How to engage them by moving them from Passive to Active. Again, the reason to do this is to learn so much more about them. Next, lets look at a few ideas for moving people from Active to Engaged. This is a big transition.
- Lets look at one example. How do you use this channel to get people to bookmark? To get people to join channels? To get people to tell you what they care about by moving from Passive Viewers to Active…actioners...? Well, telling you where they are and what they care about.
- Lets look at one example. How do you use this channel to get people to bookmark? To get people to join channels? To get people to tell you what they care about by moving from Passive Viewers to Active…actioners...? Well, telling you where they are and what they care about.
- How else do you connect people to each other? Well, you don’t have to do all the work! Automatic recommendations to follow help increase following. Which connects people to content.
- Finally, that brings us to the transition from Live Connections to Live Meetings. Really, its all about face to face meetings, right?
- So how did they pull this off? They used something we call Live Engagement Marketing – applying digital marketing principles of engagement and measurement to the physical world.