How to write a business blog

How to write a business blog

I enjoy reading and writing blogs and I believe that they are a fantastic medium for a business to share insight, experience and...

Jill Hawkins Joins CC

Jill Hawkins Joins CC

A huge CC welcome to #eventprof Jill Hawkins who joins our team as associate director.

Supporting our industry colleagues

Supporting our industry colleagues

The mental health impact of having both your passion and your livelihood ripped away from you is yet to be fully understood.

Are you working from home or living at work?

 Are you working from home or living at work?

I love working from home, but I’m really looking forward to getting back into the office more regularly.

Long live live and long live virtual

Long live live and long live virtual

I was always a little hesitant about attending networking evenings before – I’m the typical ‘behind the scenes’ kind of person.

LEDBlade - What's all the fuss about?

LEDBlade - What's all the fuss about?

Sometimes it’s the simple touches that make a big difference to an event’s lighting. Small, quirky design elements can add depth and tone...

Business Development for Follow-Me

Business Development for Follow-Me

The aim is to promote Follow-Me to UK lighting designers and decision-makers across the various markets. In turn created sales & marketing.

Digital Marketing for DragonFly Lighting

Digital Marketing for DragonFly Lighting

Dragonfly Lighting enlisted Collaborative Creations to build a 3-month social media campaign, rewrite website content & create case studies.

Tenders and Grant Applications

Tenders and Grant Applications

Collaborative Creations were brought on board to provide technical writing and business development support.

PR for 11th Hour

PR for 11th Hour

Collaborative Creations worked with 11th Hour in late 2019 create PR promoting 11th Hour’s ice rinks & work on Cardiff Winter Wonderland

Talking point: do you know how to use data for successful online events?


Bogdan Maran, co-founder, partnerships and data at AMMP Media, on how event organisers can use data to create successful online events.


This article was first published in the November print edition of M&IT Magazine.


Event organisers now have to take online events seriously. They can no longer function as placeholders, intended just to maintain contact and visibility with our communities until we return to face-to-face.


Online events have to be able to function similarly to physical events, which means networking, sales, sponsor ROI and income for organisers, not to mention giving attendees a level of value that they would expect from a physical event.


To achieve this we have to change some fairly entrenched attitudes in the world of live

events. As events people we thrive on face-to-face. The excitement and energy of a live event is what gets us out of bed in the morning.


Online events have always been an add-on, a supplement rather than the main event. Many organisers have even shied away from something as simple as streaming speaker sessions to a wider, non-physical audience for fear it would dilute the power of the live experience.


A strategic approach


At the start of lockdown the industry understandably saw a vast number of webinars and larger-scale online events launched with very little lead time and complexity. It was all about generating content, staying connected with remote, locked down communities and providing industry-specific advice and guidance.


As time has gone on and audiences have become weary of endless virtual talking heads, there has been a growing need for a more thought-through, strategic approach in order to attract similarly engaged audiences.


One way to achieve this objective is to engage with your online event provider as early as possible, with a sense of your ideal format (live vs pre-recorded, breakout sessions, opportunities for networking) and what features you envision for your event (both backend and audience-facing).


Most client needs are achievable with a reasonable lead time and a clear brief and most providers, if they can’t create your ideal online event in-house, they can find tech partners to

integrate with to create something truly bespoke and tailored to your needs.


Visual content front and centre


We all know the power of a strong keynote to draw audiences to a physical event. Finding the right speakers for an online event is even more important, as your content is now by far the strongest weapon in your arsenal.


The most effective way of replicating a physical experience is through your visual content, and the quality of your content will resonate with your audience as much as the keynote itself.


We’ve all been to a physical event where we’ve zoned out during a session, checked our phones, maybe nipped out for a coffee. From an organiser’s point of view it’s not ideal, but you’re still in the building and you can still be re-engaged. In the context of an online event, those attendees haven’t just zoned out for a moment, they’ve been completely lost.


The conventional wisdom is to match session lengths to the often short attention spans of attendees, but it can pay to hold your nerve and believe in the power of a strong speaker to hold attention for longer periods of time – particularly with the addition of audience interaction.


A strong combination of the right speakers, high quality broadcast, interactivity options and second screen experiences can make an online event successful, so investing time and research is now more important than ever.


Online experiences are effective when they are bespoke, well thought out and visually engaging, with a smart use of data. All of these elements add value to the attendee experience and enhance their engagement.


Effective use of data


Pre, post, and during your event, data is key. In the pre-Covid world we were on the journey to effective use of data, often in partnership with registration companies. Now it’s the job of online event platforms to engage with organisers to provide useful data which can be used to identify demographics, measure engagement and quantify ROI for sponsors and exhibitors.


As with a physical event, preparation is key when it comes to gathering valuable data from an online event. If organisers are able to identify what information will be required post-event, it can enable online event platforms to prepare appropriately.


We’ve been able to provide sophisticated metrics to organisers along with easily digestible reports for event sponsors detailing the level of engagement with their brand. This information allows event organisers to make data-backed decisions before, during and after

the event.


By enabling organisers to demonstrate the specific demographics attending an event, combined with the levels of engagement and drop-off, we can make online event sponsorship a more data-driven sell for organisers.


Online events are here to stay for the foreseeable future and may well be the key to the continued survival of our industry in 2020 and beyond. Digital and online will continue

to be an integral part of the events industry, as added value and equal partner to the physical experience, if not the main event. It’s time to stop treating them as second-best.

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