set your event up for success - understanding visitor behavior- ubm annual meeting

Technologies, Devices:

UBM$Asia$Marke,ng$&$Communica,ons$Mee,ng$

August$2nd$2013$

Tacking and Understanding Visitor Behavior

Stéphane$Doutriaux!• !B.!Eng!(McGill,!Canada),!MBA!(IMD,!Switzerland)!

• !Background!in!Microelectronics!,!and!so?ware!(CRM).!!

• !Worked!in!big!data!banking!so?ware!

• !Then!leading!a!venture!in!event!technologies!• !Leading!a!team!of!seasoned!meeIng!planners,!experts!in!the!event!&!tradeMshow!

industry,!and!Swiss!design!&!engineering!knowledge.!!

Meet Your Speaker

1. !What!are!the!objecIves!of!using!technology!

2. What!do!you!do!with!your!data!

3. Uses!of!NFC,!RFID,!QR!

4. What!about!user!experience!

5. The!plaYorm!approach!

6. How!to!set!yourself!up!for!success!

Schedule

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New!services,!efficiencies,!increasing!the!success!!of!your!event!

BUT!

1. What are the objectives of using technology

1.  Define!your!win!

2.  What!data!will!validate!it!

3.  Will!it!make!your!customers!happy!Content developed by All rights reserved

!What!do!I!need!to!measure!How!will!I!measure!it!

What role does technology play?

1.  Measure:!Learn!/!QuanItaIve!2.  Capture!interacIons:!Learn!/!QualitaIve!

StaIsIcs!from!INDABA!trade!show!–!South!Africa,!05/2013!

1.  Measure:!Learn!/!QuanItaIve!2.  Capture!interacIons:!Learn!/!QualitaIve!

Source:!Metrics!are!Key!!JusIfying!Event!Value!in!Today’s!Economy!–!by!Roger!J.!Lewis!(slideshare)!

2. What do you do with your data? Record, measure, collect, tack, analyze

QUALITATIVE!

QUANTITATIVE!

But acting on your data will depend mostly on

BIG!

DATA!

Too!ligle!or!!!!!!!!!too!much!

Too!easy!=!!!!!!too!common!

Useful!amount!of!quality!data!you!

can!act!on!

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Do!you!have!sufficient!quality!of!data!Do!you!have!sufficient!quanIty!of!data!

Do!you!have!the!right!tools!in!place!to!make!use!of!the!data,!! ! ! ! ! ! ! !or!to!let!others!benefit!from!it!

Problem!is:!It’s!o?en!the!technology!that’s!the!most!visible,!not!the!message!

Is!the!tool!gekng!in!the!way!of!the!message?!

Does!the!proposed!soluIon!meet!the!objecIves?!

CocaMCola!Village!

Event organizers are are seeking new ways

to engage individuals, to demonstrate value,

to motivate action,

and deliver information, drive repeat business

Experiential is Good

But don’t seek to measure it

Or to make any sense of the measurement

Most events just need to address simple questions

How can I get 95% paticipation in my suveys?

Who are the people walking away with my brochures? How can I engage with them?

How can I obtain more effective visibility for my sponsors?

How can I boost event mobile app usage from an aveage of 13% to over 80%?

Answering such questions as:

How can I boost oveall visitor satisfaction by 20% or more?

ParIcipants! Exhibitors! Sponsors!

CONFERENCE - TRADE SHOW - CORPORATE EVENT - MEETINGS - ASSOCIATIONS – CONVENTIONS

Unique touch-based features include voting

Coca cola brand used for illustrative purposes only

22

3. NFC, RFID, QR – What technology is right for this aplication?

Source:(NFC(Forum(

RFID!

RFID!=!Radio!Frequency!IdenIficaIon!•!Readers!with!antennas!transmit!&!receive!radio!waves!•!Technology!that!has!been!around!since!WW!II!•!Used!every!day!on!Toll!Roads!•!Small!Tag!on!event!badge!

RFID:!!!Exhibit!Floor!Analysis!•!Time!on!show!floor!•!Traffic!pagerns!•!Agendee!demographics!

Smart!NoIficaIons!

There!are!two!major!issues:!

Ethical!/!Privacy! Data!Quality!

How! do! we! get! enough!real,! quality! personal!informaIon! about! each!parIcipant!to!be!able!to!classify! them! in! such! a!way! that! their! data! is!useful!to!exhibitors?!!

What is NFC – Near Field Communication?

•  Operates on the same principle as contactless smart cards and RFID tags (e.g. access control badges)

•  A reader initiates an RF communications and captures data from the card (or programs data into the card)

•  With NFC, a phone can be either a reader or a card

Source:!Smart!Card!Alliance!Smart_Card_Security_WP_20081013.pdf!

13.56MHz!

Gift cards, store credit cards and other forms of store tender

Personalized offers, rewards and content

Membership and loyalty programs

Contactless payment from multiple accounts

Instant ticketing for transit, sports and entertainment venues

NFC: The Wallet of Tomorrow

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Mobile World Congress 2013

NFC mobile phone ticket entrance

Paper ticket entrance

Don’t implement technology for the sake of technology

GREAT!POTENTIAL!FOR!!CEU!/!CPE!Tracking!!

•!Regulatory!organizaIons!such!as!NASBA!&!ARRT!are!audiIng!for!proof!of!class!agendance!!

•!Verify!duraIon!in!a!class!(50!minutes!for!every!hour)!!

•!SignMin!sheets!are!not!passing!audits!

Hosted!Buyer!MeeIng!ValidaIon!

Read!the!case!study!!

Simulated!poster!

If!implemented!correctly,!you!can!track!individually!idenIfiable!QR!usage!

Scan this

Booth touchpoint

Source:!waspbarcode.com!

How!many!QR!codes!have!you!scanned!in!the!past!month?!

What!is!the!maximum!number!you’ve!ever!scanned!in!an!event?!

The!problem!is…!

•!It’s!a!tedious!process!(unlock!phone,!launch!app,!wait!for!camera)!

•!Unless!they!are!using!YOUR!app,!you!don’t!know!who!they!are!!

•!Most!QR!scaner!apps!require!network!coverage!

RFID:!Tracking,!Access!Control!

Different!core!advantages!

QR:!Desire,!Intent!

NFC:!Desire,!Intent!Lower!barrier!to!use!!

RFID:!Too!much?!QR:!Too!ligle?!

NFC!=!CollecIng!touch!

Just!Right?!

Data!impact!of!RFID,!QR,!NFC!

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StaIsIcs!from!INDABA!trade!show!–!South!Africa,!05/2013!

Your dream

The!challenge!is!not!in!the!measuring!technology,!it!is!in!gekng!the!visitor!to!part!with!more!of!his!personal!/!professional!data!

But is the initial data rich enough to produce this?

Experience!is!key!to!gekng!the!parIcipant!to!part!with!more!informaIon!

Experience!is!important!to!obtain!repeat!use!(immediate!and!in!Ime)!

Source:!Cathy!Oates,!UBM!MarkeIng!&!CommunicaIons!MeeIng,!08/2013!

FUN!

You!need!to!offer!your!parIcipant!something,!to!get!data!in!return!

=!UBM!team!segmentaIon!data!

When!designing!the!experience:!Is!it!the!right!experience!for!the!user!Is!it!the!right!experience!for!the!data!collecIon!objecIve!

European!Liver!Congress,!Amsterdam,!April!2013!

Technology!!vs!experience!

ImpacYul!/!Useful!versus!ExperienIal!

How!do!you!get!all!of!the!above:!The!right!experience,!the!right!data,!the!right!analysis!tools,!repeatability!

!M!PlaYorm!approach!!M!ConnecIvity!to!your!exisIng!systems!(CRM,!emailing)!

Lead!capture!Networking!

Mobile!

TickeIng ! ! ! !!!!!!!!RegistraIon!Content!!DistribuIon!

And!100+!more! And!50+!more!

There!are!an!increasing!number!of!tech!plaYorms!catering!to!events!in!different!ways!

Not!that!many!

Source ! !!!!!!!!!!!!slide!deck!

Broader!use!plaYorms!can!saIsfy!large!or!small!event!needs!

How!do!you!increase!the!richness!of!visitor!data?!

• !The!work!starts!before!the!event!&!conInues!a?er!the!event!

Be!clever!about!how!to!get!agendees!to!willfully!part!with!more!informaIon!

• !“fill!in!your!detailed!profile!because!you’ll!be!tracked!on!every!booth”!–!is!not!the!right!message!

Pactical Experience

Our!focus!has!been!first!on!gekng!the!networking!right.!!All!the!rest!is!technical,!and!can!be!built.!Having!the!visitor!experience!a!posiIve!emoIon!is!the!core!challenge!–!this!is!what!contributes!most!to!making!an!event!a!success!for!everyone.!

metrics!

Why!we!chose!“Networking”!as!our!core!value!prop!

Ticketing Registation Lead Geneation Networking Experience Marketing Promotion Event

Mgmt

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“Networking!is!the!number!2!reason!people!come!to!events”!! ! ! ! ! ! ! ! ! ! !Roger!J!Lewis,!World!EducaIon!Congress,!MPI!

Amerinet!Trade!Show,!Miami,!2012!

YMCA!Annual!ConvenIon!Trade!Show,!Philadelphia,!2013!

World!Trade!OrganizaIon,!Geneva,!2012!

Visitors collect the presenter slide decks and speaker biogaphies

Watch the video at: http://bit.ly/ZXgLL

Agenda for Smat City World Congress displayed on a large wall

Top!5!Trends!in!Technology!for!Events!

1)  One!Consistent!Lead!Mgmt.!SoluIon!2)  Event!to!Event!Metrics!3)  The!Green!TransformaIon!4)  Social!Media!5)  MarkeIng!Intelligence!

QuesIons?!

Thank!you!!

Collect!my!business!card!

APPENDIX

CARTES,!Paris!–!Official!Lead!GeneraIon!&!Content!DistribuIon!Supplier!

The Poken Green Event Suite

Participants Exhibitors Sponsors

Fully Configurable Mobile Event App

Fully Brandable Event Community Portal

Powerful Lead Generation & Networking

QR Code Management

NFC Touch-points

GREEN event tools to simplify marketing, logistics, and generate unbeatable metrics

Works on ANY smartphone Remotely updateable content

Happy Visitors

Winning Organizer

Sponsors Lining Up

Surveys

Gaming

Utility

Network Metrics

Visibility

Simple

One Tool

Emailing

Sales in 25 countries

Poken’s unique Web and Mobile tools have been helping customers drive ROI from touch-based engagement

Poken Satisfied customers.!