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How To Strategize, Plan And Execute A Ve Final
- 1. How to Strategize, Plan and Execute a
Virtual Event
Kelly Graham, Cisco Systems
Helaine de Tomasi, Crawford Group
- 2. Subject Matter Expert
Kelly Graham
Cisco Systems
– Email: kgraham@cisco.com
– Twitter: KellyAGraham
Presentation_ID © 2009Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
- 3. Agenda
I. Introduction
II. Virtual Events Defined
III. Virtual Events Strategy
IV. Methodology Blueprint
V. Measurement
VI. Q & A
Presentation_ID © 2009Cisco Systems, Inc. All rights reserved. Cisco Confidential 3
- 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?
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
- 5. Why Virtual?
Extend content reach
Extend/reduce spend
Extend duration
Support Green initiatives
Demonstrate technology
capabilities
Gain better metrics for business
intelligence
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5
- 7. 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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
- 8. Virtual Events Technology Tactics
Audio Video Live Audio Live Video WebEx
On Demand On Demand Webcasts Webcasts
Webcasts Webcasts
Live Mobile Virtual Virtual Web 2.0 E-learning TelePresence
Webcasts Tradeshows Worlds Enabled
and Events
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
- 10. Customer Marketing Strategies
Get more profitable customers
Get
Increase market share
Keep those customers longer
Keep
Maintain market share
Grow them into bigger customers
Grow
Expand customer share
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
- 11. 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?
Document Your Objectives
What will success look like?
What are the obstacles to success?
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)
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
- 12. Virtual Event Strategy
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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
- 13. Virtual Event Strategy
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)
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
- 14. Virtual Event Strategy
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
Accommodate for the Learning Curve
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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14
- 15. 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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15
- 17. Strategic Methodology
Mark Your
Audience Strategy Execution
M A S T E R
Assess Your Technology Review and
Objectives and Review Rebalance
Goals
Source: MASTER Co-developed by Cisco and George P. Johnson Co.
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17
- 18. M.A.S.T.E.R.
M M=Mark Your Audience
Even though technology is at the heart of a Virtual Event, the
audience and the desired outcome are the top points of consideration
A when defining the strategy
All successful marketing efforts begin with the identification of your
S 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
T Furthermore, understanding the techno-make up of your audience will
prevent you from potential technology misalignments
E Input
Knowledge of situation and past event experience
Output
Target audience blue print
R
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18
- 19. 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 Often titles don‟t map to needs. Don‟t put too much weight on titles as they
event? 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?
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19
- 20. Audience Technographics
Describe your audience’s online behavior. (Where they go Understanding how the audience represents itself online will help
online and what they do)? determine which sort of strategies will make sense to use to reach
the audience.
Do they make content: write blogs or upload video, music, Yes No
or text. Yes/No
If so, they are CREATORS
Do they respond to content from others: Post reviews, Yes No
comment on blogs, and contribute to articles (wiki) or
forums? If so, they are CRITICS
Do they organize content for themselves or others: Use Yes No
RSS, add tags to web pages or photos, or vote on line?
If so, they are COLLECTORS
Do they connect in social networks: Have profiles or visit Yes No
social networking sites: i.e., Twitter, Facebook, MySpace, If so, they are JOINERS
Linkedin?
Do they consume content, read blogs, watch videos, listen Yes No
to podcasts, read forums or reviews?
If so, they are SPECTATORS
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 20
- 21. 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 These are called INHIBITORS. Factors that might degrade the
engaging? 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 These factors are called DRIVERS. Examples might include:
engage to your objectives? 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.
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21
- 22. M.A.S.T.E.R.
M A=Assess Your Objectives and Goals
This phase begins with the identification of event objectives
A Clearly defining event objectives at the start of the event planning
process is a critical step to engineer your desired customer journey
S Event Objectives will be greatly affected by your marketing objectives
T When the objectives are understood, Virtual Events will improve your
ability to Get, Keep and Grow valuable customers
E Input
Target Audience blue print
Output
Event Objectives
R
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22
- 23. 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 If your customers were interviewed after the event, what would you
describe your successful event afterwards? 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 Best Practice is that all content be optimized and reused. If no,
will you reuse this content? 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 Is content transitory? Is it no longer relevant after a period of time?
available? Are there any copy right restrictions?
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 23
- 24. 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 Review company event calendars, public/religious
or externally that may compete for staff time or audience holidays.
attention?
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?
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24
- 25. Strategic Methodology
Mark Your
Audience Strategy Execution
M A S T E R
Assess Your Technology Review and
Objectives and Review Rebalance
Goals
Source: MASTER Co-developed by Cisco and George P. Johnson Co .
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 25
- 26. M.A.S.T.E.R.
M S=Strategy
At this point you have developed your Target Audience Blueprint and
A defined your Event Objectives, now you are ready to build your
strategic plan
Your Customer Experience blueprint will define the desired customer
S journey and inform your strategic plan and ultimately impact your
technology solution
T Input
Event Objectives & Target Audience blue print
E Output
Customer Experience blue print, Strategic plan
R
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 26
- 27. Customer Experience Blueprint
Target Audience
Customer Experience Event Objective(s)
blueprint will define the Aligned to this audience
segment
desired customer journey Triggers
that will resonate with your List their ‘hot buttons’ or areas
of relevance
target audience and
Inhibitors
support the overarching List their pain points or
key challenges
event objectives
Ensuring that the right Desired Response
What would success look like
individuals participate in for this particular audience
segment?
this session will
significantly help to Actions : What do we need the target audience to do in
order to be motivated to act upon our objectives?
mitigate future roadblocks Pre Event
List Specific Activities /
or challenges and keep Communications
the event planning During Event
List the key parts / focus
process on course of the event
Post Event
List Specific Activities /
Communications
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 27
- 28. 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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 28
- 29. 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 X X
(i.e.: Q &A, text or video)
Live primary content delivery (i.e.: Keynote, X
General session)
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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 29
- 30. M.A.S.T.E.R.
M T=Technology Review
Once you Mark your audience, Assess your objectives, and define the
A Strategy… THEN you can address the Technology landscape
Discovery findings to this point will influence technology selection
S enabling you to pick the best tools to deliver the desired outcome
Though selecting the technology platform is critical to executing a
T 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
E Input
Strategic plan, any knowledge of technology
Output
R List of technologies identified and how they fit into the strategy
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30
- 31. Low
Med High
$ $$ $$$
$
Single Topic Multiple Topics
Content
Demos Presentation Demos & Presentations Demos , PresentationsDiscussions
Demos, Presentations, &
Demos & Presentations
Discussions
Risk
Low High
Visibility and Complexity Visibility and Complexity
Engagement
Passive Active
text
listening watching text Q&A Individual chat Video Video Video
Q&A group chat individual Presence
text chat
group chat
On-Demand Live
Format
On Demand Specialist Solution
On Demand On Demand Live Audio/ Virtual
Audio/Video Virtual World Event
Audio Video Video Tradeshow
w/live Q&A Telepresence
Level I Level II Level III
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 31
- 37. 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?
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 37
- 38. Key Virtual Show Features
Strategic user design Video production
Customizable booth designs Comprehensive web-based show
Registration with configurable pages reporting and metrics
Training Video greeting, green screen
integration
Webcasting (audio, video)
Event management
Live Q&A
Help booth
Banner advertising within virtual
environment Prize center
Show microsite Search (within content, titles, profiles)
CMS/Repository for content Alerts & announcements with time
bracketing
Group and 1:1 chat
Moderated chats
Video chats
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 38
- 39. M.A.S.T.E.R.
M E=Execution Plan
At this stage you are building a tactical program plan that will serve as
A your event roadmap for all key internal and external stakeholders
defining:
Internal resources
Vendor resources
S Roles & responsibilities
Budget
Training
Support staff
T Speakers
Milestones & Timeline
E Input
Strategic plan, technology
Output
R Execution plan
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 39
- 40. Execution
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
Design Training
Speakers & Support Staff
Develop
Testing
Deploy
Foundation Architecture
(Infrastructure)
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 40
- 41. Live Webcast Timeline Example
Starting 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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 41
- 42. Webcast Components
Critical Elements of a Live Webcast Event
Slide Presentation Polling questions
Video Script Video/flash clips
Registration with configurable pages Field sales support
Email invitations and promotion
Anonymous Q&A chat
Training
Question managers
Comprehensive show reporting
Banner advertising
Average cost to produce can range from $5,000 - $18,000
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 42
- 43. 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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 43
- 44. Virtual Show Components
Critical Elements of a Virtual Event
Strategic user design Comprehensive show reporting
Registration with configurable pages Event management
Training External banner advertising
Email invitations and promotion Social marketing (Twitter, Facebook,
Banner advertising within virtual blogs, uTube, etc.)
environment Paid / SEM advertising
Show microsite Live streaming
Group chat
Conference hall / Webcasts
Virtual booths, lounges
Video production
Average cost to produce can range from $65,000 - $85,000
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 44
- 45. Hybrid Event Timeline Example
Starting 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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 45
- 46. Hybrid Event Components
Critical Elements of Hybrid Event
Strategic User Design Comprehensive show reporting
Registration with configurable pages Event management
Training External banner advertising
Email invitations and promotion Social marketing (Twitter, Facebook,
Banner advertising within virtual blogs, uTube, etc.)
environment Live streaming
Show microsite
Group chat
Conference hall / Webcasts
Virtual booths, lounges
Video production
Average cost to produce can range from $65,000 - $$$$
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 46
- 47. M.A.S.T.E.R.
M R=Review and Rebalance
The final phase, Review & Rebalance, occurs post event
A Rebalancing is the process of assessing where there were gaps in
planned vs. actual alignment to outcomes & goals and revising the plan
S for future use
Taking the time to review and revisit your event will enable you to learn
T from your successes & challenges and apply these key learnings to
future engagements
E Input
Post event experience, metrics, and feedback
Output
Review brief
R
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 47
- 48. 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?
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 48
- 49. Measurement
Examples User Type
Number
Registered
Number
Attended
%
Attended
Metrics Attendees 1263 636 50%
Reach Exhibitors 31 19 61%
User Type Total 1294 655 51%
# Total Registrants
# Attendees Target
Attendee Time Spent in Booth (Total & Avg.)
# Attendees Actual (% of Target)
# of Unique Attendees Total Time Avg. Time
Booth
(hrs) (min)
# of Countries represented
Booth 1 111.38 11.37
Attendee job title
Attendee Decision Making role Booth 2 79.12 7.86
Customer Business size
Booth 3 125.98 13.38
Engagement
Booth 4 49.18 5.5
Total & average time spent: event, booth, presentations, lounge
Total & average #: chats, emails, vCards, briefcase downloads Booth 5 39.85 4.99
Conversion
Compared with costs ROI
Total Time Avg. Time
Acceleration of time User Type Spent in Spent in
Booths Booths
Increase in value
Content Lifecycle Attendees 1478 hours,
9 minutes
17 minutes,
48 seconds
# of On-Demand presentations accessed
# of Post event comments, chats
Exhibitors 105 hours, 12 minutes, 48
23 minutes seconds
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 49
- 50. Measurement
Data Example
Individual
Company
Title
Duration
Activity
Comparative
booths, presentations, briefcase
downloads, networking lounge
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 50
- 51. Measurement
Real time reporting Example
Total Traffic
Peak Users: 317 at 12pm CT
Peak Usage
Chat
Blogs
Email
vCard
Booth Activities
Presentation Attendance
Networking Lounge
Attendance
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 51
- 52. Thank You!
Kelly Graham
Cisco Systems
– Email: kgraham@cisco.com
– Twitter: KellyAGraham
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 52
- 53. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 53