How Salesforce.com Increased Event ROI 10 Times And What You Can Take Away From It

On a recent flight home, I read a book telling the story of Salesforce.com, “Behind the Cloud”, written by Salesforce.com founder Marc Benioff. As many know, Salesforce.com is one of the world’s most successful companies. Here in Silicon Valley, Salesforce.com is known as a marketing and sales juggernaut because of its innovative marketing execution and well-honed sales culture. Among the many interesting stories the book shares about how the company grew from an idea to a multi-billion-dollar company, the stories I found most compelling were the ones about the importance of events to the company’ »

LinkedIn co-founder reflects on the Microsoft acquisition for the events industry

As a co-founder of LinkedIn, I received many congratulatory notes last Monday on the news that Microsoft was acquiring LinkedIn. When a small team of us started LinkedIn 13 years ago, our mission was straightforward—create an online network for the world’s professionals so they could find and maintain connections with each other. Four hundred thirty three million members later, this project reached an undeniably important milestone with the acquisition by Microsoft. Reid described the moment as a “re-founding” for LinkedIn. I am grateful to have been a part of it, and I want to congratulate all those who »

From event apps to “event relationship managers”

Ever since mobile event apps emerged in 2008 to enhance the printed event guide in a digital form, they have steadily evolved into sophisticated interactive mediums. Enabling organizers to engage attendees with dynamic content publishing, polling, and other communication features, event apps now facilitate interactions between sponsors and attendees and networking through LinkedIn profiles, in-app messaging, and face-to-face meetings. As event apps have become mainstream, organizers still struggle with low user downloads. Even the value of apps for events is being called into question. Some in the industry question if apps have reached their potential or if improvements will just »

Boost ticket sales with social invites

For many event organizers, growing attendance and reducing attendee churn are two key metrics that are tracked for every event. As part of their marketing budget, organizers are looking at different ways to create incentives to help find new and interested potential attendees that are not already in their marketing database and to incentivize returning attendees. With social media, the concept of “social invites” brings an innovative approach to the traditional referral model. What is a social invite? In short, a social invite is a powered-up referral link that leverages an attendee’s social contacts via messages and updates on »

Event app 2.0 - the next generation of event apps

As smartphones have permeated daily life, event organizers have taken advantage of them in the form of apps to add a powerful digital element to the event experience. Nowadays, the event app serves as a dependable workhorse, supplanting the printed event guide while boosting attendee engagement with alerts and surveys. While apps still differ in terms of overall ease-of-use, engagement levels, and cost, it is not difficult to find one that offers a set of common functions, be it agendas, maps, sponsor/exhibitor directories, social media links, or reporting capabilities. But as our other posts have noted, enterprising organizers are »