Exhibition News October 2018 - Page 37

EN ROUNDTABLE spreadsheets and budget tables that I’ve done myself. I know there it is, in graphs, then if I want to I can delve into the data detail more. I think we got ourselves up to 93 per cent of our digital activity I tracked fully. CB: Do you have quite a clear picture of the proportion of people that have engaged with your pre-reg campaign socially that actually turn up at the event? RT: To some extent, yes. We have the capability of being able to link into your social activity but we haven't done that integration yet. ZL: When do you stop with the budget? And paying for social media and then paying for someone to analyse it. The costs go up. RT: That’s why we went in-house with so much of our stuff. NM: Do you find it easy enough to say this is a very expensive thing but it’s worth spending that money? MM: If you want to draw the line between whether you're going to drown yourself in data or whether you're going to go more to the people side of things. You can look at the data, and data’s great, I come from strategic analysts, I like that side of it. But I also try to make sure that the marketers are on the ground, make sure that we actually touch the people, because you're not going to do anything with that data if you can’t even get it out to the people. RT: I really want us to move towards behavioural data, not so much just data in general. We know full well just from surveys that people say stuff but they may act differently. We all do it. We know that what we say on paper isn’t necessarily what we do and how we act and what touchpoints we’ve had. Behavioural data that we can have on people actually tells us what people are doing and so then we can talk to them better. A SEAMLESS WEB EXPERIENCE JM: We talk about the same message but different voices. It’s a very creative process and I would consider the webs ite to be more about experience and social to be more about conversation and community. But you've got to have them talking to each other. The lessons that we see or that we try to say to organisers is when they have a social team and they have a website team and they're not talking. You really have got to make sure is ties in together. You have control over a website that you don’t have with platforms. It’s an opportunity to create that experience, and I think a lot of people almost treat their website like Twitter or Facebook and don’t see it as an opportunity to create something that really reflects their show in the digital space, because that’s the key advantage websites have over social. SM: People go to a website for a very specific reason. They’re here to do something so you "Data’s great, but I also try to make sure that the marketers are on the ground" – Michael Myburgh 37 have to make it seamless; the call to action needs to be at the right place and the navigation needs to be fast and the website needs to be fast. ZL: In our company we have a set way of doing websites. We do natural product shows and I don't want an accounting business technical show to look like a natural product show. We have an in-house designer and amazing web design, the design team are absolutely incredible and they understand the individuality, whereas I think before it’s just been ‘this is the template’. RT: It’s the problem with standardisation, but I get why you need standardisation if you've got a huge portfolio. They're naturally going to have standardisation, but it gets to the point of how rigid is it and does it serve its need? JM: There's a growing trend towards standardisation of portfolio. But I think more and more organisers are trying to make it more of a soft touch in terms of navigation and layout, as opposed to anything like design or creative. You still get the benefit of users that go to one of your events and have figured out how to go there and check a speaker out and add it to their diary. They know how to do that for all of your events, but in terms of the experience that the website will give you, it’s a bit more bespoke. EN Emma Eveleigh, LiveBuzz, Director It was great to be involved in the latest EN Roundtable. Event websites should reflect the brand, culture and content of an event, but they shouldn’t stand alone in isolation. Creative websites that integrate seamlessly with your registration platform and social media strategy are more important than ever. The Roundtable was a great place to be reminded of just how vital this is. exhibitionnews.co.uk | October 2018