We all like to know was the event we just hosted successful? Did we achieve the right level of engagement for the brand? In order to measure the audience engagement we’ve highlighted below the 3 key areas to measure success:
1. Objective Setting
The foundation to effectively measure engagement needs to relate back to the overall objectives for the event, so you can track how effectively your vision was achieved. An objective of your event may be “to improve engagement”, but you should look to drill down even further to define exactly what success will look like. For example, the true Key Performance Indicators (KPIs) for your event may be:
· All the tickets have sold out for the event
· Achieve a low dropout rate.
· Number of questions submitted to the speakers.
· Gather photo content which can be used for event marketing next year.
· Improve event networking, with new connections made and business appointments set up.
· Benchmark exhibitor leads from the event.
· Achieve media coverage in our target trade magazines.
If you are lucky enough to have data from previous events this will give the most accurate comparison opportunities. Having baseline data enables you to be even more precise in terms of your KPIs and setting specific benchmarks.
Think about the actions you most want to stimulate at the event so you can measure these most specifically. Building on the KPIs suggested above you should aim to put numbers against each aim, for example:
· To sell out all tickets a month earlier than last year.
· To have a dropout rate of under 5%.
· To have a 20% increase in the numbers of questions submitted to the speakers on the day.
· To gather at least 100 crowd sourced photos which can be used for event marketing next year.
· To improve event networking, with 350 new connections made and at least 20 business appointments set up.
· To ensure every exhibitor has at least 20 solid leads from the event.
· To achieve media coverage in at least 3 of our target trade magazines.
· To change the future behaviour of at least 25 participants.
3. Opportunities for Measurement
Unfortunately, there is no single gauge to tell you how well you achieved engagement with your participants. Instead there are lots of data and clues you can measure, with and without the use of technology. A combination of all of this feedback will give the most rounded information from your event.
INTERACTION BEFORE, DURING AND AFTER THE EVENT. If your participants are really inspired by your event they are more likely to be responsive and to communicateand interact back with you, whether this is via socialmedia, event technology, email, comments on blog posts, responses to a survey or anything else you share with them.
TICKET SALES. If you are doing a good job in terms of pre-event buzz you are more likely to sell out more tickets, faster than ever before.
CONVERSION RATE. Good levels of engagement priorto the event is also likely to mean a better conversion success rate as more people are sure that this is an event they don’t want to miss out on and are confident to book.
ATTENDANCE AND DROP OUT RATE. If your attendees are engaged before they attend the event, it is more likely to sell out and you will see higher attendance rates and less drop outs. You are also likely to see more people staying right until the end and possibly even hanging about after the event has finished.