Association Event Network September 2018 - Page 15

September 2018 Th e NPS is measured by asking the question: “On a scale of 1-10, how likely are you to recommend this event to friends?” Scores of 9 and 10 are considered “promoters” who will act as loyal enthusiasts for your event brand. Scores of 7 and 8 are “passives” who are satisfi ed attendees but are still vulnerable to competitive off erings. Finally, scores between 0-6 are considered “detractors” and run the risk of damaging your event brand through negative reviews. Th e NPS is then calculated as follows: % promoters - % detractors Th is score is a key indicator of how much value your event brought to attendees, which is something all major stakeholders will want to know. 4) Post-event online buzz Once the event comes to a close, your goal should be to carry on the momentum. Similar to live event social media monitoring, think of ways to encourage and capture online buzz after your event. • Are people blogging about your event? • How many people are sharing content related to your event? • Which types of posts are receiving the most engagement? Keep track of this kind of social media activity to accurately measure your post-event momentum. Consider using a brand monitoring tool that keeps track of all mentions of your event across the web, such as Google Alerts. If you set up a Google Alert with the name of your event, you’ll be notifi ed every time it is mentioned on the web. 5) Session rating Ideally, attendees would be able to rate sessions as soon as they are over since this is when the experience is freshest in their minds. Th is means that the event management software of your choice should have the capability to record session ratings within the conference agenda. Th is makes the feedback process intuitive and immediate for attendees. Summarising all session ratings after the event will provide valuable insights into which ones were most successful, thus helping you curate the content for your next event. Metrics Key takeaways At fi rst, attendee satisfaction may seem like strictly qualitative property that is diffi cult to quantify. However, when approached with the correct framework and relevant KPIs, measuring attendee satisfaction is not only possible but can even be easily formulised. Here are a few takeaways to keep in mind: • Event surveys should consist mostly of quantifi able responses to make for a simpler and more insightful post-event analysis process. • Gather feedback during the event through an embedded ratings system and response page within the event agenda to ensure immediate and accurate reviews of your event. • Engagement is not equivalent to event satisfaction, but the former can be used to help paint the full picture of attendee satisfaction. Utilising event metrics to analyse the performance is a key best practice. Using the aforementioned KPIs will help you to pinpoint which variables contribute most to attendee satisfaction, and help shape your strategy for future enterprise event marketing campaigns. 6) Real-time written feedback Sometimes doing a simple 0-5 rating for your sessions is not enough to fully understand your attendees’ satisfaction level. Including a response text box within the conference agenda is an eff ective way to solicit feedback from attendees. Placing these responses side-by- side with the post-event survey responses will help paint a clear picture into what positively contributed to the attendee experience. 7) Post-event surveys Post-event survey responses comprise the metric that ties it all together. To make this survey as useful as possible, try to keep most of the questions as one-click replies as opposed to open-ended responses. 15 Multiple choice, numerical scales, and yes- or-no questions are ideal because it makes for a quicker experience for attendees and it helps you aggregate the results more easily. By all means include a few open-ended questions to ensure more detailed feedback. Having post-event surveys is not only important for analysis, but also as marketing material for the next year’s event. 8) Number of active community members Th e event app will play a crucial role in tracking many of the metrics that can help tell the story behind overall attendee satisfaction. Th ough this KPI may not be a clear indication of event satisfaction, these results can help enrich the attendee satisfaction data later on. If you’re able to fi nd a correlation between engaged community activity and positive post-event feedback, it may be worthwhile to focus on maximising event community engagement for your next event. 9) Messages sent in event app One of the important metrics to keep track of is the number of messages sent within the event app being used. In addition to being a good indicator