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Event Planning in the Digital Age

As technology continues to grow and evolve, influencing our personal and business lives in new and unexpected ways, event planning is evolving along with it. Even the in-person experience of coordinating and attending launch parties, corporate luncheons and conferences is still affected and aided by the digital world. As such it is something we need to pay attention to and capitalize on when planning an event— for those attending in person and virtually. You can spur event registration, generate sales leads, and engage your employees.

These days, event planners and clients use a Web-based campaign that works synergistically with the planning of a live event. The purpose is to extend the live event to reach beyond the guests in the room. Planners do this with a targeted approach that interacts with audiences long before the event, during the live event and long after.  The digital campaign raises the online profile of the client and brand, build loyalty with customers and donors and capitalize on the investment they are already making in their live event.

As an event planner, the key objective is to drive the brand through various digital channels to reach an extensive target audience, and help them connect with and build a relationship with the brand.

So what are some of the steps involved in planning a digital event?

1.       Developing a digital strategy for each event – before, during and after

2.       Determining what type of digital event is needed – live streaming, webinar, hybrids, live on demand, etc.

3.       Determining the best technology to meet the needs of the events and the audience

4.       Working with the speakers to meet the needs of a virtual audience

5.       Monetizing your virtual event

6.       Moderating a virtual audience

When it comes to event marketing, harnessing the power of technology can help push organizations and brands into the spotlight and give some much needed exposure – and digital events and social media platforms provide any number of opportunities to boost branding.

Here are examples:

1.       Amp up your event registrations with online video promotional spots.

2.       Embed live streams from your event in social media feeds — Twitter, Facebook, blogs, and community sites.

3.       Create interest with a 360-degree virtual walk-around of the event.

4.       Don’t forget your employees — promote and show live streams and replays on internal sites.

5.       Make your digital feeds interactive with chats, surveys, and polls.

6.       Develop a mobile app so people can keep up to date before, during, and after the event.

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