This document discusses transitioning from virtual events to virtual environments. It notes tensions between event managers and marketers in their approaches. It then provides examples of companies that have successfully created long-term virtual environments for training and marketing. Key aspects discussed include content strategy, promotional strategy, measurement, design, and budget considerations. The goal is to move from a one-time event model to an ongoing engagement model.
365 Engagement - Going from Virtual Event to Virtual Environment
1. 365 Engagement: Making the Leap from
Virtual Event to Environment
Steve Gogolak @sgogolak
Director of Solutions, Cramer
Stacey Clement @StaceySClement
Marketing Director, PTC
Questions to: #VES12
6. Our natural tendencies
Event Managers Marketers
Execution Oriented Strategically Oriented
Plan over months, execute in a Plan, execute, iterate, execute…
week (or less)
Focused on logistics Focused on optimizing
Religious with process, message
Religious with schedules and consistency
Questions to: #VES12
7. Event Managers: Think Like Marketers
• More Long Term
• Less Permanence
• Not “All at Once”
• Iteration is Encouraged
• Draw People Back
Questions to: #VES12
8. Marketers: Think Like Event Managers
• Sense of Urgency
• Live Audience
• It’s a “Production”
• Workflow is Key
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9. Let’s take a look at an example:
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10. • Launch v 10.0 to the market virtually
• Create a splash with a virtual event
• Drive further interest with an “Interactive
Product Tour”
• Serve 6+ different buyers
• Elaborate on 6 key feature areas
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24. Keurig U: Results
• 250+ Registered KADs
• 52% viewed ALL training
content available
• 2:12 minute visit time
average
• Content updates planned for
March
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25. 6 Things to Consider
• Core Strategy
• Promotional strategy
• Content Strategy
• Environmental Design
• Measurement Strategy
• Budget
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26. Core Strategy
• Long term satisfaction beats instant
gratification.
• Are you going for eyeballs?
• Or quality of eyeballs?
• What action are you trying to inspire with
your environment?
• How can you use other programs you’re
already running?
Questions to: #VES12
27. A complete timeline of engagement
Pull Measure
Drive Convert to Drive Drive Build
through to and
traffic registrants attendance engagement visitation
sales optimize
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28. Promotional Strategy
• Events: 2 Conversion Points
• Marketing: Unlimited Conversion Points
• Is one visit good enough?
• Why would someone come back?
• Are you creating a community?
Questions to: #VES12
29. It’s now a marketing program…
January 2012 February March 2012
Landing Email Email
Page Email 1 Email 1 Reminder Reminder
Launch
Direct Virtual
Mail Platform
Launch
Sales Post Card Invite
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30. Content Strategy
• Launch with everything? Or stage roll outs?
• Sample Environment Content Strategy:
– launch with an initial base of content, then plan
micro-launches every 6-8 weeks after initial
launch, each made up of
• An email blast
• Refreshed banner advertising
• Updated content call outs in the environment
• A new presentation (core asset)
• A special offer for the first 100 to view it
Questions to: #VES12
31. Program Flow
BLOCK 1 BLOCK 2 BLOCK 3 BLOCK 4
3.1
Main Hall 0.0 Accelerating Practical consideration
Clinical 1.0 for including CTCs in your
Introduction General Trials through the
2.1 clinical trial 2.2
video by Tour Session use of CTCs
guide, includes
Panel discussion What is the best way to Downstream CTC
welcome Live KOL Forum
capture and define CTCs? Molecular
message and
Speaker: Mark C. Analysis. Authors: J.
instructions. 3.2 Jiang
CTCs as a biomarker and Dr. Mata
What can they tell What can they tell us?
us? versus current standard
methods (PCACase
study?) 2.5
2.4
Primitive Cells? Speakers:
Circulating Melanoma Ian McCaffery‐Amgen &
Live KOL Forum
Cells–A customer Andy Armstrong‐Duke
perspective. Speaker:
3.3
Patterson Institute
What is the best way to Rare Cells
Rare Cells capture and define rare
cells?
Live KOL Forum
Questions to: #VES12
32. Environmental Design
• Two ways to think about design:
– Visual Appeal
– Usability (User Experience)
• Design isn’t independent
– (even though we wish it were)
– Agenda (program flow), content, theme all affect
design
Questions to: #VES12
35. Measurement
• Typical Web KPIs
– Visits
– Pageviews
– Time Spent
– Conversions (purchases, form completions)
• Typical Virtual Event KPIs
– Registration, Attendance and Attrition Rate
– Total time spent, average time spent by location
– Time spent vs. run time (webcasts)
Questions to: #VES12
36. Measurement – Level 2
• Qualification Thresholds
– “What constitutes a quality experience?”
– Set your criteria:
• At least 45 minutes of attendance
• At least 2 booths visited
• At least 20 minutes of webcasts viewed
– See what % of people met the criteria over time
Questions to: #VES12
38. Budget
• Components to consider
Component Low Range High Range
Planning Process (Blueprints) $4,000 $50,000
System License (Annual) $30,000 $150,000
Content Development (on paper) $2,500 $50,000
Content Production (Video, Audio, etc) $5,000 Sky’s the Limit
Theme Design (Brand) $0 $25,000
Environmental Design (Graphics) $0 $25,000
Project Management 20% 20%
Executive Time ? ?
Questions to: #VES12
39. Contact Information for all speakers
• Steve Gogolak
– Twitter: @sgogolak
– sgogolak@crameronline.com
• Stacey Clement
– Twitter: @StaceySClement
– sclement@ptc.com
Questions to: #VES12
Notes de l'éditeur
Planning for the long term is more important.Your content isn’t permanent. You can and should change it over time.Not everything has to happen “TODAY” like an event… spread it out.You may not get it right, but plan on improving. Not like an event where “it is what it is”You’ll want to plan for ways to draw people back over time. Getting them in once isn’t good enough (usually).
Workflow: production workflow amplifies the impact of changes late in the process. With Virtual environments it is amplified further. Example:Let’s take a few things that are seemingly independent: Your welcome video, your site architecture, your environment design and the launch day’s agenda. The welcome video typically explains the day’s agenda, so that needs to be finalized before the welcome video is shot. The agenda generally affects the architecture so people can move around properly. The design affects how and where they click to move around. All of these interrelated pieces need to work together so that the proper script is drafted based on accurate information. If you shoot it too early, you may not be able to make that design or feature change. Too late and you may not be done in time.
PTC - Product Launch Event & Interactive Tour PTC creates complex software that is used in product design. Many of the consumer electronics that you use today are designed with PTC software. Windchill is flagship product that organizes all of the data associated with the individual parts that are used to assemble those products.PTC needed to demonstrate Windchill 10.0's capabilities and benefits to six different audiences, each with a specific perspective on the software and what it means to them
Hand over to StaceyStacey to elaborate on the requirements for the launch of windchill 10.0Introduce the concept of a virtual event on a single day paired with the launch of the interactive product tour in the same virtual space (Steve to drive demonstration, Stacey to narrate)
Cover:Webcast (Virtual Event) experience from Login to viewing.Transition to product tourMap RoomLabsF&B Videos & downloads
