how to strategize, plan and execute a ve final

How to Strategize, Plan and Execute a Virtual Event

Kelly Graham, Cisco SystemsHelaine de Tomasi, Crawford Group

© 2009Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 2

Subject Matter Expert

Kelly Graham

Cisco Systems

– Email: [email protected]

– Twitter: KellyAGraham

mailto:[email protected]

© 2009Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 3

Agenda

I. Introduction

II. Virtual Events Defined

III. Virtual Events Strategy

IV. Methodology Blueprint

V. Measurement

VI. Q & A

© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 4

Virtual Events

Questions you may be asking…

How do you define a virtual event?

How does a hybrid event differ from a virtual event?

What audience types are virtual events optimized for?

How can we quickly and seamlessly integrate virtual

events into our event portfolio?

How do we define success? What types of metrics

should we track?

What are some virtual event best practices we should

follow?


Why Virtual?

Extend content reach

Extend/reduce spend

Extend duration

Support Green initiatives

Demonstrate technology

capabilities

Gain better metrics for business

intelligence


Virtual Events Defined


Virtual Events Defined

A gathering of individuals who meet in an online environment at a pre-arranged time to acquire knowledge, share information, network, and engage in activities of common interest.

Includes:

– WebEx

– Video webcasts

– Virtual environments

– TelePresence


Virtual Events Technology Tactics

Live VideoWebcasts

Live AudioWebcasts

VideoOn DemandWebcasts

AudioOn DemandWebcasts

Live MobileWebcasts

Virtual Tradeshowsand Events

VirtualWorlds

Web 2.0Enabled

E-learning

WebEx

TelePresence

http://rds.yahoo.com/_ylt=A0S0202j8YFK_KsAaDeJzbkF;_ylu=X3oDMTBpZTByOGFiBHBvcwMyBHNlYwNzcgR2dGlkAw--/SIG=1iiai02f6/EXP=1250116387/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=e+learning&ei=UTF-8&fr=slv8-msgr&fr2=tab-web&w=400&h=380&imgurl=promessedautore.blogosfere.it/images/e-learning-thumb.jpg&rurl=http://promessedautore.blogosfere.it/2008/01/corsi-online-luniversita-diventa-open.html&size=18k&name=e+learning+thumb...&p=e+learning&oid=849770f581676294&fr2=tab-web&no=2&tt=1529428&sigr=12nioc2ba&sigi=11pgmd77f&sigb=12rvgpvua

http://images.google.com/imgres?imgurl=http://www.msireneweboffice.com/powered_by_4color.jpg&imgrefurl=http://www.msireneweboffice.com/About.html&usg=__CepFbXMpbowRnzl7pT7UBWD5wQQ=&h=380&w=415&sz=34&hl=en&start=2&um=1&tbnid=qNsVAcp99NeCcM:&tbnh=114&tbnw=125&prev=/images?q=webex&hl=en&rlz=1T4GGLJ_enUS342&sa=N&um=1

http://images.google.com/imgres?imgurl=http://www.humanproductivitylab.com/images/blog_pics/howard_img/Cisco TelePresence Launch.jpg&imgrefurl=http://www.humanproductivitylab.com/archive_blogs/2006/12/08/ciscos_spectacular_telepresenc.php&usg=__IeFtkb66UQawzaySyYIwB0AgCt4=&h=320&w=400&sz=67&hl=en&start=2&um=1&tbnid=uFiHLdg6mix8YM:&tbnh=99&tbnw=124&prev=/images?q=telepresence&hl=en&rlz=1T4GGLJ_enUS342&um=1


Virtual Events Strategy


Customer Marketing Strategies

Get more profitable customers

Increase market share

Keep those customers longer

Maintain market share

Grow them into bigger customers

Expand customer share

Get

Keep

Grow


Virtual Event Strategy

Start with Understanding Your Audience

Who is your audience?

What do you know about them? What do you need to learn?

What tactics & content would best resonant with them?

What will success look like?

What are the obstacles to success?

Document Your Objectives

Develop a Measurement Plan

Identify how you are going to measure your objectives

Review the metrics and reports that are available to you currently

Understand what metrics and data the platform or technology can deliver

Compare to other like programs and results (benchmarking)



Promotion: Use Traditional Communication Tactics

Targeted email invitations continue to be the #1 direct response tactic

Newsletters

Banner ad placements

Strategic partnerships

DO Invest in good demand generation copywriting and design

Communicate a clear and single call to action

Create compelling email subject lines that stand out

Articulate the value proposition of attending the event



Promotion: Embrace Social Media Tactics

Find a social media expert within your organization. With a little training they

will be able to support the integration of social media into your

communications plan.

Know where your target audience spends time online (watering holes).

Engage them in conversation, rather than shout.

Encourage your audience to become your word-of-mouth advocates through

Twitter, blogs, uploading photos and movies

Social media should be used throughout the lifecycle of the event

Don’t forget your Twitter hashtag! (Virtual Edge Summit is #VE10)



Don’t Underestimate Resources

Successful Virtual Events require the same attention as physical events-don’t underestimate the planning and execution

You will need a strategist, program manager, communications lead, social media lead, registration, speakers, content developers, project manager, audio visual, technical lead, SME staff, event staff, vendors

An Event is an Event is an Event

Ease the learning curve – contract or hire an experienced virtual event manager

Speaker, staff, sponsor trainings are a ‘must’

Attend other virtual events yourself to understand what the user experience will be for your audience

Accommodate for the Learning Curve


New Metrics and Measurement

Paradigm Shift: Virtual Events provide marketers with true marketing data for advanced business intelligence

Unlike physical events, virtual events capture aggregate metrics and individual data based on behaviors

Metrics + data=actionable intelligence with closed loop reporting

Every virtual event plan needs to include a well-thought measurement strategy to ensure the robust level of data outputs are effectively captured and analyzed


Methodology Blueprint


Strategic Methodology

Mark YourAudience

M SA T E R

Strategy Execution

Assess YourObjectives andGoals

TechnologyReview

Review andRebalance

Source: MASTER Co-developed by Cisco and George P. Johnson Co.


M M=Mark Your Audience

A

S

T

E

R

Even though technology is at the heart of a Virtual Event, the

audience and the desired outcome are the top points of consideration

when defining the strategy

All successful marketing efforts begin with the identification of your

target audience - don’t begin planning an event until you understand the

audience you’re trying to reach and look at the world from their point of

view

Furthermore, understanding the techno-make up of your audience will

prevent you from potential technology misalignments

InputKnowledge of situation and past event experience

OutputTarget audience blue print

M.A.S.T.E.R.


Target Audience Blueprint

Who is the event targeting? Drive deep into their description. Try to keep in their words to capture

essence of client expectations. Keep an eye out for key words or concepts

like “technical”, “business”, certain titles or positions in companies,

technical expertise, or any baseline requirements.

If multiple audiences: prioritize (if possible)

Complete a separate copy of this form for each target audience segment identified above.

What is/are the typical job titles best suited for this

event?

Often titles don‟t map to needs. Don‟t put too much weight on titles as they

don‟t indicate the amount of influence the individual holds.

What kind of Decision Maker is the audience?

What is/are the decision making levels of attendees? Decision making levels often map to needs. If there are different levels,

there are most likely different need sets as well.

What are the technical expectations of the audience? Very high High Medium Low None

Events targeted to “technical” audiences must meet medium or higher

ranking.

Where is your audience likely to be when they

participate in your event? Home Cisco Office Cisco Office w/ TP

Mobile Other _________________

How many unique people will be attending the event? Number of attendees at any one time will be important for potential booth

support and bandwidth issues

Will the event be delivered entirely in English? If the client wants multi-language support, education on realities via

technology, resources, support etc, need to be discussed.

If no, what language(s) besides English would need to

be supported?


Audience Technographics

Describe your audience’s online behavior. (Where they go

online and what they do)?

Understanding how the audience represents itself online will help

determine which sort of strategies will make sense to use to reach

the audience.

Do they make content: write blogs or upload video, music,

or text. Yes/No

Yes No

If so, they are CREATORS

Do they respond to content from others: Post reviews,

comment on blogs, and contribute to articles (wiki) or

forums?

Yes No

If so, they are CRITICS

Do they organize content for themselves or others: Use

RSS, add tags to web pages or photos, or vote on line?

Yes No

If so, they are COLLECTORS

Do they connect in social networks: Have profiles or visit

social networking sites: i.e., Twitter, Facebook, MySpace,

Linkedin?

Yes No

If so, they are JOINERS

Do they consume content, read blogs, watch videos, listen

to podcasts, read forums or reviews?

Yes No

If so, they are SPECTATORS


Audience Technographics

What are the needs of the audience? Understanding the needs of the audience is critical to the next step. If

there are multiple audience segments (roles, titles), work to understand

how the needs are different.

Does your audience have any special needs? If yes, to

that extent do you plan to cater to these?

Are there any cross-cultural issues that should be

considered? If yes, what are they?

What could prevent your audience from attending or

engaging?

These are called INHIBITORS. Factors that might degrade the

customer experience or drive incorrect behavior should be addressed

upfront. Examples of inhibitors might be:

Lack of perceived value of the event

Slow broadband access / poor available PC hardware /

firewall problems

Target audience are technophobes

Governments blocking of access.

Especially note technology inhibitors that would impact an

attendee‟s experience (i.e. slow broadband, old hardware,

firewall issues)

What factors will motivate your audience to attend and

engage to your objectives?

These factors are called DRIVERS. Examples might include:

Looking for information on cloud computing

Keen to participate in new and „cool‟ events.

Keen to network with industry peers.

Upfront identification of key factors will help drive processes that

support these factors.


M A=Assess Your Objectives and Goals

A

S

T

E

R

This phase begins with the identification of event objectives

Clearly defining event objectives at the start of the event planning

process is a critical step to engineer your desired customer journey

Event Objectives will be greatly affected by your marketing objectives

When the objectives are understood, Virtual Events will improve your

ability to Get, Keep and Grow valuable customers

InputTarget Audience blue print

OutputEvent Objectives

M.A.S.T.E.R.


Event Objectives

Complete the form for each audience segment you are targeting.

What are you trying to achieve with this event? SMART Objectives:

Specific: Measurable, Achievable, Realistic, Time-phased

What is the privacy level of your event? Why? Public

Private (invitation only not strictly confidential)

Confidential

What is your customer strategy for the event? 1. Get: Lead Generation (increase market share)

2. Keep: Reinforce Relationship(increase market share)

3. Grow: Expand Relationship(increase customer share)

How would you want your target audience to

describe your successful event afterwards?

If your customers were interviewed after the event, what would you

like to hear them say? What would you not like to hear?

How will you measure this success? Ensure that these objectives can be measured and state how it will be

measured. If it cannot be measured, discussion of how success will

be determined should happen.

What do you want your audience to do as a result of

attending this event? What are their desired post-

event actions?

What is the intended next use of the content? How

will you reuse this content?

Best Practice is that all content be optimized and reused. If no,

consult with client on different ways to take leverage time and money

spent to create content. If video, think audio stream. If video or audio,

thing text.

How long will this archived content be made

available?

Is content transitory? Is it no longer relevant after a period of time?

Are there any copy right restrictions?


Marketplace Considerations

How is the client perceived with this target audience

segment?

Who are the client’s relevant key competitors?

What are the competitive considerations with the audience

within this industry?

Are there any competitor events or activities that may

impact this event?

Are there any other major initiatives or activities internally

or externally that may compete for staff time or audience

attention?

Review company event calendars, public/religious

holidays.

Messaging and Branding

What client campaigns, messages or themes will be

leveraged?

Are there any significant branding issues that need

consideration? For example, key logos content, audio or

video theme-ing.

Risk Management

Discuss your attitude towards risk for this event.

Are there any significant risks to this event you are aware of

at this stage?

How do you plan to monitor and mitigate these risks?


Strategic Methodology

Mark YourAudience

M SA T E R

Strategy Execution

Assess YourObjectives andGoals

TechnologyReview

Review andRebalance

Source: MASTER Co-developed by Cisco and George P. Johnson Co.


M S=Strategy

A

S

T

E

R

At this point you have developed your Target Audience Blueprint and

defined your Event Objectives, now you are ready to build your

strategic plan

Your Customer Experience blueprint will define the desired customer

journey and inform your strategic plan and ultimately impact your

technology solution

InputEvent Objectives & Target Audience blue print

OutputCustomer Experience blue print, Strategic plan

M.A.S.T.E.R.


Customer Experience Blueprint

Customer Experience blueprint will define the desired customer journey that will resonate with your target audience and support the overarching event objectives

Ensuring that the right individuals participate in this session will significantly help to mitigate future roadblocks or challenges and keep the event planning process on course

Target Audience

Event Objective(s)Aligned to this audience

segment

TriggersList their ‘hot buttons’ or areas

of relevance

InhibitorsList their pain points or

key challenges

Desired ResponseWhat would success look like

for this particular audience

segment?

Actions : What do we need the target audience to do in

order to be motivated to act upon our objectives?Pre Event

List Specific Activities /

Communications

During Event

List the key parts / focus

of the event

Post Event

List Specific Activities /

Communications


Decision Tree

The Customer Experience blueprint will guide the development of

your Strategic Plan based on your desired customer journey

First determine the quantity and type of real-time components you

plan to include in your virtual event

Real-time elements may change during the event planning

process, however, it is important to understand your client’s

expectations to ensure content, communications, demand gen and

training plans are developed accordingly


Strategic Plan Development Level I Level II Level III

Pre-recorded content X X X

Delivered at designated time X X X

Real-time elements

(i.e.: Q &A, text or video)X X

Live primary content delivery (i.e.: Keynote,

General session)X

Content Management X X X

Communications Plan X X X

Demand Generation X X X

Measurement Plan w/targets X X X

Community/Web 2.0 Tactics X X X

Sponsor/Exhibitor Sales & Management X X X

Registration Plan X X X

Speaker Training X X X

Support Staff Training X X

Post event Measurement & Analysis X X X


M T=Technology Review

A

S

T

E

R

Once you Mark your audience, Assess your objectives, and define the

Strategy… THEN you can address the Technology landscape

Discovery findings to this point will influence technology selection

enabling you to pick the best tools to deliver the desired outcome

Though selecting the technology platform is critical to executing a

virtual event, the steps prior to this section cannot be skipped and must

be conducted thoroughly to ensure technology selected meets your

target audience needs

InputStrategic plan, any knowledge of technology

OutputList of technologies identified and how they fit into the strategy

M.A.S.T.E.R.


Level IIILevel IILevel I

Fo

rma

tE

ng

ag

em

en

t

LiveOn-Demand

Single Topic Multiple Topics

Ris

k LowVisibility and Complexity

HighVisibility and Complexity

Low

Demos & Presentations Demos, Presentations, Discussions

$C

on

ten

t

Med High

Live Audio/Video

Virtual Tradeshow

On Demand Audio

On Demand Video

Specialist SolutionVirtual World Event

Telepresence

Demos PresentationDemos & Presentations

Demos , Presentations & Discussions

$ $$ $$$

listening

On Demand Audio/Videow/live Q&A

Passive Activewatching text Q&A

text

Individual chat Video Q & A

Video group chat

Video individual

chat

Presencetext

group chat


Virtual Event Environments


Virtual Event Lobby

http://vshow.on24.com/vshow/c-scape


Integrated Flash Webcasts

http://vshow.on24.com/vshow/on24


Interactive Exhibit Booth


Virtual Platform Vendors


Choosing a Virtual Vendor

How long have they been in business?

How financially secure is their business or funding?

What features do they offer that are a priority for your event?

Do they offer live day event support?

What type of training do they offer?

Is their platform integrated with social media, registration tools or other software programs?

Does their platform and content have translation or localization options?


Key Virtual Show Features

Strategic user design

Customizable booth designs

Registration with configurable pages

Training

Webcasting (audio, video)

Live Q&A

Banner advertising within virtual

environment

Show microsite

CMS/Repository for content

Group and 1:1 chat

Moderated chats

Video chats

Video production

Comprehensive web-based show

reporting and metrics

Video greeting, green screen

integration

Event management

Help booth

Prize center

Search (within content, titles, profiles)

Alerts & announcements with time

bracketing


M E=Execution Plan

A

S

T

E

R

At this stage you are building a tactical program plan that will serve as

your event roadmap for all key internal and external stakeholders

defining:Internal resources

Vendor resources

Roles & responsibilities

Budget

Training

Support staff

Speakers

Milestones & Timeline

InputStrategic plan, technology

OutputExecution plan

M.A.S.T.E.R.


Testing

Deploy

Design

Develop

Foundation Architecture

(Infrastructure)

Training

Speakers & Support Staff

Execution plan is divided into four key stages all supported by the foundation architecture:

Program Design: timeline development, budget creation, roles & responsibilities, content framework

Program Development: iterative process with Program Design, components of Design now progress from discovery stage

Program Testing: technology staging environment, content finalized and ongoing training of speakers and support staff

Program Deployment: go live, speakers and support staff on call

Execution


Live Webcast Timeline ExampleStarting Time Description

11 weeks prior Determine show requirements, program planning, plan audience acquisition,

social media and communications plan

10 weeks prior Program Strategy Brief due, speakers confirmed, evaluation incentive item

finalized

9 weeks prior Hold kick-off meeting with agency, identify Question Managers, contact web

hosting vendor, reserve fiber line

7 - 8 weeks prior Invitation and registration copy deck in review, draft media plan

6 weeks prior URL matrix due, submit all copy to editors, reserve banner ads

5 weeks prior Final of copy deck due, draft of PPT presentation due, creative due

4 weeks prior Final PPT presentation, polling questions and seed questions due, final demand

generation assets due to virtual events and service bureau, registration page

set up complete

3 weeks prior PDF invitations to Field Marketing, test email blast, all pre-recorded segments

complete

2 weeks prior Blast initial email invitation, final presentation approved, submit banner ad for

posting

1 week prior Blast non-responder email invitation, Webcast rehearsal

Week of live event Send reminder email, Live event execution

Post event Summary reports, mail incentive items, Webcast archive available for on

demand viewing, drop Thank You / Missed You emails


Webcast Components

Critical Elements of a Live Webcast Event

Slide Presentation

Video Script


Email invitations and promotion

Anonymous Q&A chat

Training

Question managers

Comprehensive show reporting

Banner advertising

Polling questions

Video/flash clips

Field sales support

Average cost to produce can range from $5,000 - $18,000


Virtual Event Timeline Example

Starting Time Description

17 - 18 weeks prior Strategy kick-off call, show requirements, project planning. Identify roles and

responsibilities. Secure agencies.

16 weeks prior Create URL matrix and set up registration page

14 -15 weeks prior Initiate copywriter for email invitations

13 weeks prior Creative final for all copy deck

12 weeks prior Identify question managers

11 weeks prior Show Registration, create environment framework

10 weeks prior Create microsite

8 weeks prior Content collection, show setup, promotion and marketing

6 weeks prior Provide video recordings, PPT decks and webcast content

4 weeks prior Provide booth assets and collateral

2 weeks prior Exhibitor and booth staff training

1 week prior Email reminders and announcements, rehearsal

Live Event Event execution

Post Event Set up for on demand viewing, produce summary reports


Virtual Show Components

Critical Elements of a Virtual Event

Strategic user design


Training



environment

Show microsite

Group chat

Conference hall / Webcasts

Virtual booths, lounges

Video production


Event management

External banner advertising

Social marketing (Twitter, Facebook,

blogs, uTube, etc.)

Paid / SEM advertising

Live streaming

Average cost to produce can range from $65,000 - $85,000


Hybrid Event Timeline ExampleStarting Time Description

20 - 24 weeks prior Strategy kick-off call, set show requirements, project planning, identify team roles, contact and

secure all agencies, engage with copywriter for invitations and emails

19 weeks prior Invitation to partners and exhibitors for participation

18 weeks prior Build email campaign template, copy for pre-show, partners initiated. Finalize booth builds.

16 -17 weeks prior Content due for microsite and invitations, initiate webcast submission process, finalize exhibitor

participation

14 -15 weeks prior Content for pdf invite for partners to email

12 - 13 weeks prior Creative final for all copy deck, booth builder training

11 weeks prior Create environment framework

9 - 10 weeks prior Set up registration and confirmation emails to attendees, finalize microsite

6 - 8 weeks prior Promotion and marketing, provide video recordings, PPT decks and webcast content due

4 - 5 weeks prior Complete booth build process, QA virtual conference space, webcast schedule finalized, send

non-responder email

3 weeks prior Staff hours finalized, booth staff training

2 weeks prior Send email for pre-show for exhibitors and booth staffers, send last chance email

1 week prior Send show reminder email to registrants, rehearsal

Week of Event Event execution, send general session to agency one day before

Post Event Set up for on demand viewing, produce summary reports


Hybrid Event Components

Critical Elements of Hybrid Event

Strategic User Design


Training



environment

Show microsite

Group chat

Conference hall / Webcasts

Virtual booths, lounges

Video production


Event management

External banner advertising

Social marketing (Twitter, Facebook,

blogs, uTube, etc.)

Live streaming

Average cost to produce can range from $65,000 - $$$$


M R=Review and Rebalance

A

S

T

E

R

The final phase, Review & Rebalance, occurs post event

Rebalancing is the process of assessing where there were gaps in

planned vs. actual alignment to outcomes & goals and revising the plan

for future use

Taking the time to review and revisit your event will enable you to learn

from your successes & challenges and apply these key learnings to

future engagements

InputPost event experience, metrics, and feedback

OutputReview brief

M.A.S.T.E.R.


Review Brief

What worked – what were the key success stories? Capture all that worked. Do a deeper dive on any

comment that needs more clarification.

What did not work – what areas need improvement? Capture all that worked. Do a deeper dive on any

comment that needs more clarification.

If applicable: what areas improved over last year’s event?

What specific areas could still use improvement?

Did the event align to goals and objectives? List each

objective and rate outcomes

What objective(s) were not met? Provide insight if possible. If not met, why? Was it not possible to measure? Did

the objective arise during the event? Were

measurement tools not in place?

Were attendee goals met? (i.e.: attendee numbers vs.

registered)

Did event achieve any noteworthy records? (i.e.: number of

global attendees)

Rate the technology (1-5, 5 highest)

Indicate where the technology worked very well in enabling

the strategy?

List any technical issues that occurred during event.

Any key learnings that should be addressed with technology

provider?

Any anecdotal feedback & quotes from attendees?

Any anecdotal feedback & quotes from clients?


Measurement

MetricsExamples

Reach User Type

# Total Registrants

# Attendees Target

# Attendees Actual (% of Target)

# of Unique Attendees

# of Countries represented

Attendee job title

Attendee Decision Making role

Customer Business size

Engagement

Total & average time spent: event, booth, presentations, lounge

Total & average #: chats, emails, vCards, briefcase downloads

Conversion

Compared with costs ROI

Acceleration of time

Increase in value

Content Lifecycle

# of On-Demand presentations accessed

# of Post event comments, chats

User TypeNumber

Registered

Number

Attended

%

Attended

Attendees 1263 636 50%

Exhibitors 31 19 61%

Total 1294 655 51%

User Type

Total Time

Spent in

Booths

Avg. Time

Spent in

Booths

Attendees 1478 hours,

9 minutes

17 minutes,

48 seconds

Exhibitors 105 hours,

23 minutes

12 minutes, 48

seconds

Attendee Time Spent in Booth (Total & Avg.)

BoothTotal Time

(hrs)

Avg. Time

(min)

Booth 1 111.38 11.37

Booth 2 79.12 7.86

Booth 3 125.98 13.38

Booth 4 49.18 5.5

Booth 5 39.85 4.99


Example

Measurement

Individual

Company

Title

Duration

Activity

Comparativebooths, presentations, briefcase

downloads, networking lounge

Data


Example

Measurement

Total Traffic

Peak Usage

Chat

Blogs

Email

vCard

Booth Activities

Presentation Attendance

Networking Lounge

Attendance

Peak Users: 317 at 12pm CT

Real time reporting


Thank You!

Kelly Graham

Cisco Systems

– Email: [email protected]

– Twitter: KellyAGraham

mailto:[email protected]