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Published in CEO Corner category on (07/10/2012)

“Engagement Management” is the New Event Management

event_enagement.jpegOne of the big findings from the July 2012 Aberdeen Group study on emerging strategies for the Next Generation of Meetings and Events Management (sponsored in part by Certain, Inc.) is the idea that for organizations to achieve best-in-class performance they must transform the notion of “event management” into “engagement management.”

Exactly what does “engagement management” mean?
Engagement is a hot topic in a world where social media and mobile devices are always-on. Just as mobile and social impact everyday business life, they also impact meetings and events management. The term engagement management has come to the forefront as organizations now have the ability and recognize the clear value of engaging attendees throughout the event lifecycle.

Whereas a traditional corporate meeting includes simple registration, light contact with attendees, and one-size-fits-all communications regarding major themes and agendas, today’s best-practice events management program features a series of processes designed to consistently involve attendees. This approach serves to boost the value of meetings and improve the attendee experience before, during, and after the actual event.

In line with the growing concept of engagement, the Aberdeen study found:

  • Best-in-Class organizations are 77% more likely than all other organizations to persistently-engage with attendees pre- and post-event,
  • Best-in-Class organizations are 67% more likely than all other companies to rely on mobile applications and portals to support their engagement of attendees, and;
  • Top-performing companies are nearly 60% more likely than all others to leverage social media platforms to engage attendees and prospective attendees.
Corporate Events vs. Corporate Engagements: Key Differences
Below is a summary of the key differences between traditional corporate events and contemporary corporate engagements:
Traditional Corporate Events Contemporary Corporate Engagements
Basic registration Online registration system enables customized pricing models and captures information to aid ongoing engagement
Light contact with attendees Rich, personalized engagement via social media, targeted email marketing, and mobile event management – before, during, and after the event
One-size-fits-all communications regarding major themes and agendas Customized agendas and appointment-matching technology

The takeaway for corporate event management professionals is clear: If you’re behind the curve in thinking “engagements” over “events,” now is the time to take the necessary steps to transform your ways and develop processes to improve your interactions with attendees beyond the expected approach.

To find out how Certain’s online event management platform can help transform your corporate events, request a live demo.

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