Post event work is one of the biggest factors that contributes to the creation of a major event brand. Failing to build digital communities, repurpose content, or survey event attendees are some major mistakes that event organizers make each year.
This article will provide you with a checklist of must-do post event activities to avoid this event planning mistake. But not only that, readers will get actionable tips for using proven tools to extend the lifecycle of an event.
Create A Year-Long Community
The most effective events are the ones that can keep people together after the actual event has ended. Organizers today have many different tools at their disposal to empower virtual networking, or to coordinate smaller face-to-face events. Community groups such as LinkedIn Group, Facebook Group, Custom Forums, etc are great examples.
Turn Sessions Into Video Content
The annual TED Talks conference has famously turned packaging main-stage content into widely available video, the organizers of the conference have done it so well that it’s become a cultural phenomenon.
Your speakers delivered great presentations and sessions. Why not make them available on your company website, YouTube, Vimeo and other video sharing sites? Shorter and highly shareable recordings can be uploaded to social media platforms like Facebook or Instagram to raise awareness of what you’re doing, and to direct traffic to other properties.
Increasingly, conferences and events are using services such as Livestream, Facebook Live Video, or Periscope (the mobile video streaming app purchased last year by Twitter) to share in the moment or after-the-fact video recording with larger virtual audiences. Some, Hack Summit, for example gather their community exclusively through video content.
Turn Presentations Into Post-Event Content
The days following an event are the perfect time to populate blogs with added value content that answers attendees’ questions or further utilizes your speaker roster to contribute their thoughts.
It’s also a great time to get attendees to contribute their impressions and images in guest posts to your blog or to other websites like Medium or LinkedIn Pulse. These posts can serve to delight those who were there and entice those who were not to put your event registration software to good use.
Conduct A Post-Event Debrief
Don’t be tempted to turn your back on a finished event before you’ve gleaned valuable information. Consider asking event attendees to take a net promoter score (NPS) survey to gauge the relative success of the event and uncover ideas for improving the experience for future delegates.
Now is also the time to evaluate systems such as event management software: how effectively did your software support organizational or registration activity? If you’re dissatisfied, now is also the time to consider a change.
Post-event strategy is an incredibly important but often overlooked aspect of planning. Once attendees have left, organizers tend to move on to the next event, or go back to normal marketing operations (depending on the type of event planner in question). But post-event marketing is a great way to extend an event’s lifecycle, and to create excitement about next year’s event.
Building online forums, harnessing the power of video, repurposing content for blog posts and SlideShare, and surveying attendees are four things that organizers must start doing to achieve event success.