MPG’s advice and predictions: 2021 – the year of Hybrid Communities by Helen Coetzee, on 30/09/2020 We’re starting to get a better view of what 2021 will look like for the world of B2B media, events and professional associations. Many organisations drafting their plans for next year are considering whether to run hybrid events – essentially virtual events with a limited in-person element, as a further bridge back to the physical events. Others are considering launching a paid-for subscriptions model, having successfully engaged their audiences in a digital world via virtual events. Some are even planning for a ‘full return’ to in-person in late 2021. Take caution in this product-centric approach. We’ve become so enamoured by the exciting challenges and new technologies that have arisen over the past 6 months – as well as for many a deep-rooted desire to return to our familiar old formats – that we risk losing track of what really matters…our communities! Taking a step back Any marketer worth their salt will understand the crucial importance of putting your audience first. It’s foundational to marketing itself. Right now we need to be taking a step back and considering what our communities really need from us. How can we help them solve their most pressing problems and take advantage of their greatest opportunities? We discover and understand this by really listening to them. Hybrid communities Your community is everyone that your brand aims to serve. From the ‘buy-side’ – those that come together to share best practice, discuss common problems and make connections – to the ‘sell-side’ – the businesses that want to reach the buy side with their products and services. There is a great deal of value for all parties by bringing this community together – as long as it is done in the right way. And looking at just ‘buy-side’ vs ‘sell-side’ is quite a simplistic definition. In reality, the lines between the two parties are much more blurred. Most communities act more like ecosystems – a collection of people who rely on one another to do their jobs and grow their brands. It’s not just products and services that are exchanged – but also vital information, unique and timely insight and valuable human connections. The most successful community hosts are those that recognise this transcendence from a series of business transactions to a complex ecosystem. This is not the only way your communities are hybrid. Over the past 20 years – and accelerating rapidly in 2020 – the way that communities interact is increasingly fragmented. In-person events, digital events, content, social media, email, calls, messaging – there are so many different ways that professionals can connect, share information and do business. As the community host, it’s your job to figure out how best to serve your community so that members are connected with the right people, at the right time and in the right format. Serving hybrid communities The best way to serve your hybrid community will depend on your unique ecosystem. To better understand yours, ask yourself: Who is in our community and how do the key relationships within them work? Who needs who – how, when and why? What are the range of problems we need to help different groups in our community solve? When asking these questions, take a platform-agnostic approach. Avoid framing these questions as ‘how much more will sponsors pay to sponsor hybrid events compared to fully virtual events?’ or ‘how much more can I start charging for subscriptions now that my events revenue has dropped?’. Your role is to bring your community together 365 days a year in the ways that suit them, not figure out how to sell an event or subscriptions product to them. Once you have figured out the composition and needs of your community, then start considering which products and services will aid them best. For some communities (or some parts of a community), large annual events are essential, serving as the best way to interact with peers and suppliers, learn about important industry trends and make valuable connections in a condensed and focused time period. People in these communities, or sub-communities, will clear their diaries for your event and attend year after year. For others, constant access to searchable digitally delivered content and shorter, highly focused virtual events are all they need, with events simply serving as a chance to catch up with peers and stay abreast of potential industry changes. For this group, having constant access to essential information is their priority. Most communities are hybrid, demanding opportunities to interact in-person (when possible again!) while also seeking ways to gain valuable content and connections year-round. Hybrid communities are ‘always on’ in a virtual space – 365 days of the year. And they usually also love to get together in the real world and develop genuine, rewarding business relationships with their fellow community members. Engage. Monetise. Scale. Once your hybrid community and their hybrid needs are understood, and once the right products have been created to serve these communities – we move in the very exciting and rewarding phase of engaging, monetising and scaling these communities. A smart investment in the right kind of marketing and sales is essential to enable this. Take a look at MPG’s ‘Engage, Monetise, Scale’ framework where we share our strategic approach to community marketing. Continue Reading Topics: Attendee acquisitionLead generationMarketing strategyVirtual event platforms
Standing out from the virtual conference crowd: MPG’s top 10 tips by Helen Coetzee, on 02/06/2020 In every industry, the second half of 2020 is going to be packed with virtual conferences. With all the postponed events from H1 now crammed into H2, along with most of the events that usually happen in H2 still planning to go ahead, we’re entering a unique six months of an over-abundance of virtual events – at a time when the world is coming out of lockdown and people won’t be spending as much time staring at screens as they have been over the past few months. So, how will you ensure your conference stands out from the crowd of digital events and keeps your audience glued to their screens? The most engaging events will be those with the most relevance – in content, speakers and attendees. Having decent tech that works should be a given. Tech is not your point of differentiation. The winning virtual events will be those with: The most relevant product The most relevant marketing Product and marketing usually go hand in hand, and as we enter the virtual events world, the two will become more blended. Where virtual events are free (or very cheap) to attend, your digital event is essentially a substantial content marketing initiative. As has always been the case with content marketing, attention and engagement relies on relevance. The more relevant your content and marketing is to your target attendees, the more likely you are to get, and keep, their attention. And if you have the audience’s attention, you have the sponsorship dollars (and hopefully also some delegate revenue!). To stand out from the crowd, here is what you need to do: #1 Know what is keeping your audience awake at night right now Put together event sessions and marketing messaging that specifically address the issues that are most important and relevant to your audience at the moment. Not only will your registrants turn up to your digital event if it’s highly relevant, they’ll also share your content and marketing with their colleagues and network. #2 Get a speaker line-up your audience really wants to hear from at this moment in time The people who have the most relevant and important things to say about the current situation faced by your audience will be your ‘must-have’ speakers. Pay them if you have to – at least you won’t need to also cover flights & hotel costs! For virtual events, having fewer, highly relevant speakers is better than having lots of mediocre speakers. In fact, don’t have any mediocre speakers – only invite the very best and most relevant onto your digital stage. #3 Create a good customer journey Your customers need to move seamlessly from landing on your event website, registering for the event, receiving registration confirmation, being updated/reminded of the event, attending the event and then receiving the post-event comms. So, once you have chosen your event product tech, make sure it integrates well with your marketing tech. At every touchpoint, make sure your brand identity is strong, consistent and feels relevant to your audience. #4 Invest in developing a robust, content-led marketing strategy A marketing strategy is not only about how many emails you send out or whether or not you use PPC. It’s about so much more than that. It should focus first and foremost on the following two things: A detailed market map and market segmentation plan: ensure you reach the most relevant audience in large enough numbers, with the most relevant messages Strong messaging strategy: focused on relevant USPs and benefits addressing your target persona’s needs and motivations at this time It is essential to nail down these two strategic priorities to make your marketing relevant. #5 Deploy an integrated, multichannel campaign – focusing on the most relevant channels A businessperson – regardless of industry – probably spends most of their time hanging out in three places: their email inbox, on LinkedIn and on websites (found via Google). So, when you’re trying to get the attention and build ongoing engagement with your audience, focus on these relevant channels – ensuring all the words & images you put out there (your marcomms) are relevant, consistent and reinforce one another. #6 Have a great project manager on your event team to make sure things get done When running a virtual event, you will have many plates spinning and a very long list of tasks that need to be completed in a highly co-ordinated way – at speed. It’s great if your team is using good project management software, but it is even more important to have a person responsible for ensuring the right things get done at the right time. The most relevant content and marketing will fall flat if your execution is not synced. Project management software is not accountable to anyone. Put an actual person in place who is. #7 Measure all your marketing and make data-led decisions As you move through your event cycle, measure the impact of all your marketing across all channels. Do this in a granular way and make sure you pull out the most important, relevant insights on at least a weekly basis to inform your marketing going forward. The beauty of digital is all the wonderful data it gives us on audience behaviour and engagement. If you’re ignoring this data, you’re ignoring your customers. #8 Make sure your marketing database is well structured and includes enough relevant contacts You cannot reach out directly to the right people with your relevant content and messages if they’re not on your database. And you won’t be able to find them in your database or pull them into a targeted email list if they’re not correctly categorised. The competition you will face in the coming months from other virtual events will be very intense. Having a strong, well-structured database so that you can run effective, targeted email campaigns will give you the edge. #9 Automate as much of your marketing as possible Virtual event marketing campaigns work best with a shorter lead time than what we typically would plan for face-to-face events. This means you need to push out your marketing messages in a shorter space of time at a faster pace, and this needs to be highly responsive – so automation is essential. If your marketing is all manual, it will feel clunky and less relevant to your audience and will put a huge amount of strain on your team. #10 Follow through with strong conversion-focused marketing Don’t stop your marcomms to an individual once they have registered for your virtual event. Make sure that once they’ve registered they continue on an engagement journey with you – remind them regularly of the value and relevance of your event content and speakers, update them on any valuable new features, such as new networking opportunities, and encourage them to log on at the right moment to participate in your virtual sessions. It is in the last few days and hours before an event when automated marketing really comes into its own. Nobody said creating a great virtual conference and marketing this effectively would be easy. If it was easy, you’d have started running virtual conferences years ago! We know that conference organisers, sponsors and attendees are pining for ‘the good old days’ of simple, face-to-face events. But these are not coming back. For the rest of 2020, the world will have an abundance of virtual events to choose to attend and sponsor. Beyond 2020, the standard format will be hybrid events – taking ‘the best of virtual’ and combing this with the ‘best of face-to-face’ to create some very valuable experiences for our customers. So, at this moment in time, you now have a choice: either embrace the challenge and aim to make your virtual event’s content, speakers and marketing more relevant and valuable than your competitors, or don’t – and get lost in all the noise – in 2020 and beyond. For further insight on virtual events and advice on how to maneuver the ‘pivot’ from live to digital, read about our webinar case study looking at world-leading B2B events brand, #SMWONE. Continue Reading Topics: Attendee acquisitionContent marketingEvent marketingMarketing strategyMessagingVirtual event platforms
