The public engagement took on new meaning when virtual events dawned.
What is needed to fully engage event participants in a virtual or hybrid environment? How is this initiative measured? Read on for details on public engagement in 2021 and beyond.
Public involvement is a well-known topic. Keeping participants actively engaged during the experience is crucial to the overall success of your event. And while event involvement is clearly an important measure to follow in your broader event strategy, it can be difficult to determine, let alone measure.
It’s even more challenging when translated into a virtual environment. While 82% of B2B marketers believe that participant participation is a key KPI for the success of the event, more than half (67.7%) find it more difficult to maintain a strong engagement during virtual events.
As hybrid opportunities enter the industry slowly, the event team has the new complexity to bridge the gap between the two audiences and continually engage personal and virtual participants.
This guide will help you understand all aspects of audience involvement, how to implement engagement efforts, and how to accurately measure your engagement.
Use this public engagement guide to promote your business opportunity strategy that makes you prosperous on extraordinary occasions.
What is auditory involvement?
Public involvement is the extent to which participants fully participate and are captivated by their opportunities. Involvement of meetings can be measured, among other things, by the sessions you attend, the meetings you hold, the commitments you make, your social network activity, and the exploration of opportunities. Involvement in virtual events can also be measured by criteria such as click, chat activity, session length, record participation, and more. Hybrid events use a combination of personal and virtual metrics to measure the overall engagement of the event.
In general, a busy participant is a satisfied participant. The last thing you want is a group of participants who experience the experience passively, without showing enthusiasm or dedication.
To avoid this, organizers must not only create a spectacular event with exceptional content but also create clear opportunities for participants.
Insights about your visitor
Take a step back and make sure you fully understand the participant of the event before diving into audience involvement.
First look at the opinion of visitors, why do they come to your event? Define the participant’s goals and motivations. This allows you to better respond to visitors’ needs, create more personal experiences and create more opportunities for success.
Participatory intelligence is an important part of the engagement. So, how did you get started?
Getting Started Guide for Participating People
One approach is to define the participant of the event with the existing data. And so:
Be inspired by the personality of the B2B marketer or the ideal customer profile (ICP) of the account-based marketer. Both are fictitious representations of your target audience based on different aggregated data.
Start by creating a targeted list of organizations and accounts you want to involve in your events. In an account-based marketing strategy, it is often called a target account list or a level list.
Use the existing data to take a photo of the person who attended the event. One of the best things about virtual events is the ease with which this information can be obtained through the event software. It can be related to positions, sectors, size of the business, customers, potential customers, country, etc.
Check the current opportunity management platform to determine if the defined data points can be transferred.
Planning an event with an event focus starts with registering your event. Ask questions about how to set up the event registration and determine the different personalities to participate.
For example, consider the following record flow criteria:
1. Should there be different registrations/tickets for participants, sponsors, and speakers?
Do you offer paid or free tickets?
3. Does your event last one or more days?
4. Are there sessions or workshops at your event?
5. Will the content be available after the event?
6. Are meals served during your event?
7. Do I need the participants’ home addresses to send the gift boxes?
8. Do you need the participants’ clothing size for gifts and presents?
9. Do you need real-time captions/translations?
Set the parameters around the data you need to collect during registration. Optimize your registration with specific ticket types, coupon codes, and conditional questions that help website visitors choose the ticket/event registration that best suits their needs.
Use data integrations to get a complete picture of your participants
In addition to the event management software and virtual event platforms for the registration process, you also want to explore the integration of business applications available for your software solutions. As you are involved in various online and offline marketing channels, your data is critical to your ROI. Be sure to ask questions and find out if your event software integrates with your day-to-day business tools.
Best practices to promote public engagement
1. Define your statistics
Before deciding on trading options, determine exactly what to measure. The vast majority (80%) of planners say attendee attendance and satisfaction are KPIs used to measure the success of virtual events. The meeting statistics should also be agreed upon and clearly communicated to the team members so that everyone can work towards the same goals.
2. Content is king
Content will always be one of the most important tools for engaging the audience. The way it is produced and delivered is very different from what you would see in personal experiences. The average virtual participant only watches 68% of a virtual session of 20 minutes or longer. This clearly indicates that the digital and hybrid future is one where sessions are shorter.
The duration of the content is only part of the activity. The best way to engage them is to understand the participants’ personalities and give them what they want. Ask yourself questions to determine what your audience needs. What are the participants’ weaknesses and how do the content and delivery meet needs and help solve problems? How can you successfully create content that resonates with live and virtual audiences?
3. Focus on the user experience
Attendees cannot be expected to know how to navigate a virtual event platform from the start. As new and complex as virtual events for planners, it is just as difficult for the public to learn the basics of a digital environment. Pay particular attention to the user experience and choose a user-friendly platform for the user experience of the virtual event. Find a platform that is easy to navigate. You can also take it a step further by providing participants with an FAQ section and short video tutorials on how to navigate the platform and its features.
Discuss the demos on different platforms to test how easy they are to use. Sellers should provide live demos so they can determine how satisfying the interface is.