How UBM build communities around live events
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Luke Bilton outlines 10 principles for building communities around live events: 1. Understand customer challenges. 2. Create content with community input. 3. Use an authentic tone of voice. 4. Grow the audience through strategic publishing. 5. Target areas where potential attendees congregate online. 6. Find novel ways to address customer problems. 7. Champion the industry served by the event. 8. Deliver an engaging experience for attendees. 9. Develop content campaigns tailored to different personas. 10. Optimize distribution of content across multiple channels.
How UBM build communities around live events
- 1. Luke Bilton, Director - Digital & Content, UBM EMEA
- 2. The FIREX community reacts to the Grenfell Tower disaster
- 4. 800% increase in blog posts published by brands -89% drop in social shares per post 2016 Consumption Production Source: TrackMaven
- 5. Good content marketing is publishing with event KPIs
- 6. 1% searches come to us 30,354 sessions per month 7,284 per year 10% of new data come to the show 728 new visitors 5% searches come to us 151,770 sessions per month 36,000 per year 10% come to the show 5,000 new visitors 3,035,400 industry-related searches per month *Based on value of £259 per visitor £188,552 value of new visitors* £1,295,000 value of new visitors* Modelling the impact of publishing -> events 2% conversion rate of traffic to data
- 7. 1. Understand their challenges
- 8. 2. Create with the community
- 9. 3. Authentic tone of voice
- 10. 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 +65% unique users +31% page views +87% unique users +70% page views 4. Buy or build visitor audience with smart publishing 1 2 3
- 11. 5. Fish where the fish are
- 12. Master Mind Podcast Live audience feedback 6. Find interesting ways to solve their problems 30 second pitches 121 Meetings Catwalk
- 13. 7. Champion the industry
- 14. 8. Delight the audience
- 15. Voting 9. Develop content campaigns for each topic/persona Co-creation and lead generation Digital content Live experience MOST INFLUENTIAL DRONE SECURITY
- 16. 62% Predicted increase in online engagement in Asia with regional content 85% Actual increase in CTR from Asia-specific email newsletter pilot 95% Visitors to live theatre content sessions are from the relevant region 10. Optimise the distribution
- 17. 10 principles for building communities around live events 1. Understand customer challenges 2. Create with the community 3. Authentic tone of voice 4. Buy or build visitor audience with publishing 5. Fish where the fish are 6. Find interesting ways to solve their problems 7. Champion the industry 8. Delight the audience 9. Develop content campaigns for each persona 10. Optimise the distribution
- 18. “Experience is the thing” JANE RISBY-ROSE, GLOBAL EVP EVENTS, UBM