set your event up for success - understanding visitor behavior- ubm annual meeting
DESCRIPTION
Determining what to measure and how to measure it is one of the key steps to plan ahead of your event, to ensure you can continually improve in the eyes of your exhibitors, sponsors, visitors, and of course your management. Some tips about which measurements make sense, and how to implement a simple event platform that helps set yourself up for continued success.TRANSCRIPT
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
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