WE'RE EXCITED TO BRING YOU THE INSIDE STORY OF A FANTASTIC PIECE OF INTERACTIVE CONTENT MARKETING. UBM’s Geek’s Guide to London recently brought London Technology Week to life online. Check out the first in ion's series of ‘marketing innovators’ presentations and learn the firsthand strategy and process of turning what was a static guide into an incredible interactive experience. What's Inside: - The anatomy of a successful interactive content marketing initiative - UBM’s strategy and thinking - UBM’s process and use of ion interactive - ion’s process and timeline

1. Geek’s Guide
Producing the

2. What’s Inside
• UBM’s main goals
• ion’s process and timeline
• Why Interactive Content?
• Behind the design
• Key findings

3. Background
UBM is a global events-led marketing and communications
services business.
• We help businesses do business
by connecting them through live
events, and digital and print
media.
• We operate in over 20 countries
around the world
• Our 5,000 expert staff are deeply
embedded in the many specialist
communities we serve

4. Background
Established content
businesses include
InformationWeek.com, IFSEC
Global and others. However,
we do not have a content
presence in many of our
markets.

5. Content Competition
Marketers are competing in
a noisy content marketing
landscape which requires
more than publishing the
same content as everyone
else.
You must stand out.
You must have a unique
value proposition.

6. The Role of Content
Content plays an important
role:
• Builds our lead database
• Nurtures leads to attend
our live events.
Backdrop for events is highly
competitive market.
A modest content team = the
need for a different approach
to boost engagement.

7. Discovery
• Is there existing content we
can leverage?
• How will content be distributed?
• What are the main goals of
this interactive content?
Luke and team wanted to leverage
interactive content to promote London
Technology Week. We had a
conversation to identify:

8. Leverage Existing Content
• The UBM team was currently
working on a static download
titled “The Geek’s Guide to
London” which listed techie hot
spots around London.
• This content would be perfect for
an interactive tour.

9. Traffic
• Users would access this
interactive tour guide via
informationweek.com.
• To drive traffic, ion
created a banner ad.
The banner enabled tight
messaging and visual
consistency between
the ad and the interactive
experience.

10. Success Metrics
• The primary goal of this experience
was to enable users to sign up for
London Technology Week.
• A secondary goal was to
encourage user engagement.
• Social sharing was also a key
metric and would facilitate additional
awareness and promotion of London
Technology Week.

11. The ion Process
DISCOVER PLAN ANALYZEEXECUTE
The four stages of the ion process:

12. The ion Process
STEP 1
Discovery
STEP 2
Concept Brief
STEP 3
Interactive Wireframe
STEP 4
Design/Build
STEP 5
QA
STEP 6
Launch
STEP 7
Review &
Measurement

13. Concept Brief
Following the initial
discovery, a concept brief
was created that outlined the
key functionality and
engagement points that
would be woven into
the experience.

14. An interactive wireframe was created to show functionality, look and
feel in action, allowing UBM to provide early feedback.
Wireframe

15. Design
Finally, the design phase was carried out bringing this
interactive content to to life.

16. Static to Interactive

17. Launch
Launch Date: 6/8
Timeline
Discovery
Kickoff: 4/22
Concept Brief
Reviewed and
Approved: 4/30
Interactive wireframe
Reviewed: 5/13
Approved: 5/20
Design/Build
Time Spent:
5/20 - 5/25
QA
Completed: 6/1
Delivered: 6/2
Review &
Measurement
Ongoing

18. Value of Interactive Content
Why the proposed solution
was a good fit?
UBM didn’t have significant
content presence at London
Technology Week.
As part of week’s events we
were introducing our U.S. -
based event, Interop to the
UK for the first time.

19. Value of Interactive Content
Prefer analytics that provide
insight before committing to
larger strategic initiatives.
Performed audit of articles
that performed well in the U.S.
for Interop, noticing a
slideshow called ‘Geek’s
Guide to New York’ leading
the list.
Decided that a Geek’s Guide
to London, as part of London
Technology Week was a great
fit.

20. Value of Interactive Content
Had some familiarity with ion
which spurred internal
conversation about utilizing
interactive content.
How could we use
interactive content to engage
and differentiate?

21. Value of Interactive Content
Without the prospect of
interactive content as an
engagement tool, we would
resort to traditional, static
content.
We couldn’t let that happen

22. Value of Interactive Content
Interactive content offers highest
value features
UBM craved unique, visually
compelling experiences, made to
pop in a cluttered sea of content.
Bonus: Huge lead gen and
conversion potential

23. Inside the
Design

24. – Steve Jobs
Modern Design
The experience has a sleek and modern feel to align with the
overall brand of London Technology Week.

25. Responsive Content
All content is mobile responsive to encourage users to
travel and utilize the Geek’s Guide on the go!

26. Scrollable
This long scrollable experience is the perfect layout
for an interactive tour guide.

27. Engagement Points
The Geek’s Guide provides multiple opportunities to engage
with the main CTA and sign up for London Technology Week.

28. Engagement Points
The experience includes multiple engagement
points so users can interact in a variety of ways.

29. Engagement Points
An interactive map provides a visual outline of the content while
also serving to encourage engagement.

30. Engagement Points
Hamburger navigation enables users
with an easy way to quickly jump to content.

31. Engagement Points
Prominent calls to
action are included
throughout the
experience, driving
users to sign up for
London Technology
Week.
Social share icons
allow for easy social
exposure and
interaction.

32. Engagement Points
Users can leverage
the interactive map,
hamburger navigation
or simply scroll down
the page to interact
with the Geek’s Guide.
Each stop featured
within the guide
includes a prominent
CTA along with the
option to share the
guide socially

33. Engagement Points
Users can select ‘learn more’ in the hero section to gain
insights on how to maximize the guide and its value.

34. Royal Observatory Greenwich
Engagement Points
Each location featured in the
guide includes a map paired with
Google directions so users can
easily find their destination
A brief description of each location
is included and paired with the
location coordinates and
nearest tube station.

35. Engagement Points
In addition to spotlighting the top
10 London Techie hotspots, direct
access to more details about
London Tech Week events was
showcased within the Geeks’
Guide to help inform users about
the event.

36. Engagement Points
Additionally, there are many
opportunities to share the site
socially to attract additional traffic
and leverage the social media
networks to highlight the events.

37. Key Findings
• Users spent an average of 2+ minutes
exploring the guide indicating high
engagement.
• Facebook was the preferred method of
social sharing for visitors who chose to
engage socially.
• Interactive content can help to drive
additional social buzz.
• 1/4 of users who viewed this page did so on
a mobile device.

38. – Steve Jobs
Mobile Traffic
24.6% of traffic came to this experience via a mobile device!

39. Top Engagement Points
1) View All Events : We found that
respondents we interested in learning
more about the events that London Tech
week had to offer.
2) Learn More High engagement with the
learn more CTA indicates that visitors
were interested in finding out more about
what London Tech week has to offer.
3) Sign Up for Updates This CTA had
the third highest engagement rate. Its eye
catching color and prominent placement
throughout the experience helped attract
users to this main CTA.
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User data tells us that the highest
engagement points within this experience
aligns perfectly with the goals for this
interactive content.

40. Top Engagement Points
4) Museum Computing
5) Flux Lounge
6) Lawrence Walk
7) Eccleston Square
8) Interop London
9) iPilot
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23
4
5
6
7
8
9
We also gained a sneak peak into the top
locations if interest based on user
engagement.

41. Thanks!
Learn more about how we can
help you rapidly deploy effective,
engaging interactive content.
Try the Geek’s Guide:
http://go.ioninteractive.com/
example/ubm-london
Sales: 561-235-7474
info@ioninteractive.com