Virtual Event Leaderboard to Drive Interactivity

Virtual Events & Environments are all about engagement, and one of the best ways to engage attendees is with gamification.

The 6Connex Leaderboard is an opportunity to drive increased attendee engagement while motivating those attendees to take the actions most important to your specific program. Get your attendees competing for prizes — or just top rank — and you’ll see your activity counts and interactions skyrocket.

Download our datasheet for the basics on gamification inside a virtual event, and be sure to check out our tip sheet for ideas and best practices.

Deliver the right experience to the right attendee.

The Virtual Event platform includes powerful entitlement features that allow clients to customize the attendee experience with specific permissions.

With permission-based access enabled, you’ll have the power to create entitlement groups who can access specific content items, specific graphics and even entire rooms and spaces. You’ll even be able to send unique broadcast messages to specific groups during a live event. Each entitled group will see exactly what they’re supposed to see… and they’ll never miss what you don’t show them.

Download the datasheet to get more specifics on how permission-based access can enhance your virtual event.

WHAT IS THE GDPR?

The General Data Protection Regulation is an EU law that comes into force on May 25, 2018. It is designed to protect the privacy rights of individuals in the European Union and give them greater control over the use and storage of their personal information. As a result, a greater burden rests on data collectors to ensure that their collection, storage, and use of personal information is transparent and designed for privacy protection. Any organization that collects or uses the personal information of individuals located within the EU is subject to this law, regardless of where that organization is located in the world. While this article contains information about the GDPR and how it might affect your business, it is not intended as and should not be used in place of legal advice. Consult an attorney for guidance specific to your business.

WHAT DOES THIS NEW LAW MEAN FOR THE MARKETING INDUSTRY?

The short answer is that it will force us to be better at protecting the personal information we collect. What the GDPR mandates is actually a set of best practices that it benefits marketers to follow. At a basic level, it requires that you

• Collect, store, and use personal information only insofar as it is compatible with your purpose for collecting it
• Obtain active permission from recipients before you send marketing materials, and
• Disclose and/or delete an individual’s personal information at their request.

When you consider the best ways to connect with and engage your target audience, it becomes clear that these practices are not only ways to protect the people in your database; they are also important ways to enhance the effectiveness of your marketing efforts. However, marketers who have relied on tactics like buying or scraping email lists and sending out spam emails will need to make dramatic shifts in their practices. The fact that protecting privacy and being clear and transparent about how and why you use personal information is good business is one reason marketers should embrace the changes that the GDPR requires. The other reason is that failing to do so can result in heavy penalties. Depending on the violation, a company can be fined up to the greater of €20 million (approximately $24.5 million) or 4% of the preceding year’s worldwide revenue. So, if your company collects data on individuals located in the EU, adopting procedures to ensure GDPR compliance isn’t an option; it’s a necessity.

HOW SHOULD I PREPARE?

Preparing to comply with the GDPR first requires a review of your current practices for collecting, storing, sharing, accessing, and deleting personal information. You will also need to create a detailed disclosure of the nature and purpose of your data collection practices and provide the opportunity for individuals to decline to have their information shared.4 Below are some of the specific steps you should take before you become subject to the new law.

DATA COLLECTION

You must be able to articulate a legitimate reason for each piece of personal data you collect. As a result, you should review your data collection practices to ensure you’re not collecting more information than you need for your explicit purposes. If you find that you’ve been collecting personal data that has no current purpose, then it should be deleted.

EMAIL OPT-IN

Under the GDPR, you must obtain affirmative permission before emailing marketing materials. That means that if you currently have a system that automatically subscribes users to email lists when they take certain actions (such as downloading an ebook) or if your system requires users to check a box in order to opt out of emails, this will need to be updated. If you’ve collected emails under old, non-GDPR-compliant systems, then you must obtain consent from everyone on your current list who is covered by the law before you send out future marketing emails. Likewise, in the event that someone withdraws consent to receive emails, you must ensure that no more emails will reach them (even if they were prepared and scheduled prior to the withdrawal of consent). If email subscriptions are linked to another activity, then rather than an opt-out box, you should require users to check an opt-in box to receive emails. If you obtain a lead’s email address through a referral, then you may send that lead a notification of the referral, but they must provide active consent before you send them marketing materials. Obtaining email contacts by purchasing or copying lists will be prohibited.

DATA RETRIEVAL & DELETION

The GDPR requires data collectors to provide information collected to the subject of that data6 and, in some circumstances, to delete it at their request (commonly referred to as the “right to be forgotten.”)7You must ensure that you are able to do this efficiently and effectively. The law also requires that data be deleted when it is no longer needed for its intended use. To do this, you will have to have a way of sorting personal information by purpose and deleting data for which you no longer have an explicit need.

DATA PROTECTION OFFICERS

Organizations that process or store large amounts of personal data will be required to designate a data protection officer (DPO) to oversee data protection and ensure GDPR compliance. If your organization may fall into this category, speak with an attorney to determine whether you must hire a DPO.

PARTNER COMPLIANCE

If you work with one or more outside organizations to collect, store, or use the personal information of people within the EU, then make sure that each of those organizations is fully prepared for GDPR compliance. You don’t want to find out after the law goes into effect that a system that you’re working with makes it difficult or impossible to fully comply with aspects of the law.

The 6Connex clients just keep on innovating. If you’re not yet sure how you can use a virtual event to engage your prospects, employees or partners, the latest programs launching on our virtual environment platform just may give you some great ideas.

Don’t underestimate the value of the virtual conversation.

And don’t overestimate how prepared your reps are to make their conversations worthwhile. Help your reps become virtual conversation pros and they’ll be ready to take on every opportunity to chat.

Whether your program is for customers or employees, you likely have representatives assigned to help out during live webcasts and other activity. Prepare your reps to engage the audience and answer questions with these simple ideas for 1:1, small group and public chats.

1. Greet attendees at the start of the day, welcoming them to the environment.
2. Offer a suggestion for making the most of the program, such as how to find peers or what time a key session is starting.
3. Move attendees through the day’s agenda; for instance, chat with individuals lingering in the lounge to move them to a live keynote.
4. Ask attendees for their feedback on a main stage session or moderated chat; suggest the best datasheet/video/booth that will extend their learning.
5. Introduce attendees to experts or executives by inviting them into a small group chat.
6. Monitor public chats and contribute relevant comments to keep the conversation moving.
7. Keep an eye out for anyone posting a technical issue; help out by directing them to the help desk or technical support.
8. At the end of the day, suggest a next step; recommend attendees sign up for a future webcast or even schedule a formal sales presentation.
9. Use the watch list to record notes and capture conversations on top prospects.
10. Connect with other reps via the dashboard to ensure appropriate attendee coverage

Bonus Tip

Create a live event guide for your reps that includes mini-scripts for conversations, answers to commonly asked questions and a predetermined method to manage a large audience. Be sure to include a full agenda with notes on how reps can help throughout the day.

Set expectations and manage for success by answering these five (not so) basic questions about your virtual program.

1) Who?

Who are you inviting to this event?  Be as specific as possible.  Is the program for employees?  Are they administrative staff, salespeople or product engineers?  Or are you inviting prospects or customers?  In what industries and with what titles? The “who” will drive many elements of your virtual environment.

2) What?

What will you offer attendees who show up, either because they want to or because they have to?  Product updates, chats with product experts, peer-to-peer connection, continuing education credits – there are many things you have to offer attendees.   Brainstorm a long list with your team.

3) Where?

It’s virtual so the easy answer is “anywhere.”  But maybe your audience is global; then the “where” drives the timing of live sessions.  Or maybe you’re doing a hybrid event, so you have an actual physical “where.” A simple answer will help you make several key decisions.

4) When?

This is much more than the hour-by-hour timing of your agenda.  Is this a one-time live event?  Or are you creating a persistent environment?  Do you plan to host weekly chat sessions, quarterly live programs, or a 3-day follow the sun conference?  There are a lot of options when deciding the timing of your virtual program.

5) Why?

Arguably the most important question to ask.  Why are you hosting this virtual event or launching this virtual program?  The answer leads to a number of other questions: What are your goals?  What do you hope to achieve?  What are your desired outcomes, and how will you measure ROI?  Make sure every person on your team, and your executives, are very clear on your “why” long before you kick off the project.

How?

The bonus question. That’s where we come in.  Talk to your account team today and let us help you take the answers to the five W’s to make your virtual program a success.[/vc_column_text]

Your agenda isn’t just about the timing of topics and speakers. Make your agenda work for you by keeping in mind these tips.

Before you schedule sessions, review your expectations

How much time can you reasonably expect your audience to spend at your event?  How many sessions do you expect them to watch? Do you expect them to visit sponsor booths?  Do you expect attendees to seek out peers or engage with reps or product experts?

Now think about what you want them to do

Attend sessions, ask questions, connect with each other, connect with sponsors?  What actions can attendees take that will help you meet your overall program goals?

You agenda should reflect all of the above, giving attendees the opportunity to engage in different activities throughout the day and making the most of the virtual platform.

1. Keep your content sessions under an hour, ideally closer to 45 minutes.  Be sure to build in time for Q&A..
2. Schedule breaks between sessions, even if it’s only 5 minutes.  Everyone needs a little transition time.
3. During longer breaks, tell attendees what you want them to do, whether that’s network with peers, visit sponsor booths or browse the resource library.
4. Keep the day’s full agenda in the main auditorium listing.  Include a specific time to “visit the exhibit hall” or “join the moderated chat” for example.  Remember to make it easy for attendees by linking directly to the specified room or space.
5. Plan your most critical content for the start of the day, when your attendees are fresh and average attendance is at it’s highest.
6. Encourage attendees to stay longer – or to come back if they’ve left – by closing out your program with a high-value session.

Bonus Tip

Plan your broadcast messages in advance of the live day; use messages liberally to engage attendees and direct them around your virtual environment.

Whether you’re considering your first virtual event program or are an old pro at managing virtual environments, we have tips and best practices to help you create successful programs. Be sure to check back often, or subscribe to our blog!

It’s easy to get caught up in the options when choosing the rooms and spaces for your virtual environment.

Follow these do’s and don’ts to stay focused on success. Whether you’re hosting a virtual tradeshow, creating a virtual academy, or planning a virtual recruitment center, your virtual “floor plan” should make it both easy and intuitive for attendees to find what they need, while also supporting your program goals.

1. Don’t take the room metaphor literally; it should be a guide, not a crutch
2. Don’t overthink it; while the architecture of your virtual space is very important, it’s your content and messaging that will ultimately drive success
3. Do create only the number of rooms you need; too many rooms can result in too many clicks to reach the right content
4. Do make sure every room has a clear purpose; know what you want attendees to accomplish or find in that specific space?
5. Do give your rooms specific names to help guide the attendees; Solution Center, Main Stage, Breakout Sessions, Expert’s Lounge
6. Do add unique rooms that support your unique program; Recognition Room, Video Gallery, Sponsor Stage

Bonus Tip

Leverage entitlement to create a unique experience for specific attendee groups, such as a Press Briefing Lounge or a Manager’s Classroom.

The best tool in your live day toolbox, broadcast messages can make a big difference in attendee participation.

Use this powerful feature to tell attendees what to do, then watch them take the actions you want.

• Plan your broadcast message schedule in advance. Don’t wait until the night before, or the morning of, your big event.
• Leave room for inspiration; even though you have a schedule, respond to in the moment needs, like a speaker running late, or the latest popular news – World Cup finals, anyone?
• At the end of each session or activity, preview what’s coming next, while you have the attendees’ attention.
• Remind your audience to come back for the next live session or activity; try both a 5-minute reminder and a “live now” message.
• Use broadcast messages to open and close your day. Welcome attendees with excitement about the day and thank them for their time and attention at the close.
• Be as specific as possible. Instead of simply “Visit the Networking Lounge,” tell attendees what you want them to do, i.e. “Join the conversation and share your experience with peers” or “Get your questions answered live from our experts.”
• Use fun facts to drive traffic to individual booths versus promoting visits to the exhibit hall.

Bonus Tip

Target messages to specific rooms or booths to highlight a specific content item or to move attendees from one location to another.