Your Event App’s “In-App Actions” ARE NOT Audience Engagement
This morning I saw tweets claiming that a leading event agency created huge audience engagement because attendees completed “X” thousand “in app actions” in their event app.
So…you are telling me that clicking on the agenda button 14 times is audience engagement? Not in my world friends.
To me audience engagement looks like this:
– Getting 40,000 likes and 900 comments from 600 attendee posting photos on Instagram about your brand.
– Getting attendees to take 6,500 digital documents from your trade show.
– Connecting attendees to content through games by getting them to answer 25,000 questions about your products and services.
– Capturing 1,000 votes from employees on 20 potential initiatives that they created and prioritizing the top 5 initiatives.
– Getting 1,500 virtual attendees to stay online for 6 hours per day for 3 consecutive days.
– Collecting 300 reasons the CEO’s new strategy will succeed or 500 reasons it might fail.
At Interactive Meeting Technology – we want you to succeed at audience engagement by driving business results.
Your definition of success at audience engagement should change from event to event depending on the event type you are organizing and the audience (Think Millenials vs Boomers or Engineers vs Sales).
There is not a single business leader that I know who would accept a statistic like “in-app ractions” from any event app as meaningful business results. You shouldn’t either.
Having said that – here are three free resources that will get you on the right track for thinking about audience engagement:
(1) Event Goals: If you want steak don’t order the chicken.
(2) Creating Interactive Meetings: How to Turn Attendees into Active Participants
(3) [Presentation] How to Succeed at Attendee Engagement