Mobile Event Apps for Virtual Event Success
mobile app adoption rate
in donations facilitated via app
As the industry adjusts to operating in a virtual environment, event professionals are finding exciting ways to drive virtual attendance and attendee engagement. While fully digital events are propelling unique innovations in technology, this new normal does require a shift in traditional event planning strategies. Amanda Bowman, Mobile Technology Advisor at a large Financial Services organization, has helped her organization craft virtual engagement strategies for some of their premier events. As she notes, “Engagement needs to start before the event ever happens. Bringing in unique outside elements can add a lot of value, especially with a mobile event app as it can be a valuable source of connection for attendees.”
Leading the Organization with Virtual Events
When the global health crisis first began, Amanda’s team was in the midst of planning an annual leadership event. The three-day event typically rotates between America and EMEA, and this year’s event scheduled to take place in the U.S. with pre-weekend activities available during registration. In late February, news of the global pandemic led the team to shift the event to a virtual environment instead. In just one month, Amanda’s team needed innovative solutions to drive engagement during pre-event activities, session content, keynotes, happy hours, and networking coffee chats.
Amanda’s team relied on the integration between Cvent and the Cisco Webex virtual platform to support their virtual event. This integration ensured all data flowed seamlessly between the two platforms, creating a central repository within Cvent to ensure data integrity. Without the need for multiple attendee lists or registration processes, the organization could easily track attendee data within a single system of record. Attendees, on the other hand, were guaranteed a seamless user experience with one-click access from their registration confirmation email.
Rather than creating an entirely new registration site, the team adapted their existing website by closing in-person registration and creating a new virtual attendee pathway. Previously registered attendees were moved to a virtual registration, and invitation and confirmation email templates were quickly updated with new virtual details. To keep stakeholders informed, they updated custom reports with the virtual registration type and added new custom questions. Amanda’s team also pivoted the event messaging to better suit the current climate, focusing on leading through challenging times. The agenda, session descriptions, speakers, and dates and times were all updated within the event in less than one week’s time.
Using CrowdCompass for a Compelling Virtual Experience
To help facilitate participant engagement with both the content and other attendees, Amanda relied on the CrowdCompass mobile event app. As the high-touch event featured 136 senior leaders from five continents, networking and team building was key. “We had to navigate the challenges of creating that same level of connectivity among attendees as with our in-person event,” explains Amanda. To do so, the team used a bevy of features within the app. “The features and functionalities we used in CrowdCompass included the Dynamic Event Guide, activity feed, push notifications, sessions, speakers, and segmenting regional groups for virtual happy hours and coffee chats,” she adds.
Her team created a first touchpoint with attendees through a pre-event survey from Cvent’s Surveys tool. This allowed Amanda’s team to gather key information, like mailing addresses for pre-event packages filled with swag items. They also collected attendees’ favorite songs, photos from their experience working from home, and seven unique statements meant to be a pulse check for the presentations. The photos were featured in the pre-event activity feed to build buzz, and were later used as interstitials between sessions to keep engagement levels high.
By encouraging pre-event engagement via the mobile app, Amanda’s team saw an impressive 99.3% adoption rate. In comparison, the average adoption rate for all 2019 events at the organization was 71%. In fact, they saw over 3,000 pre-event attendee engagement points with more than 7,000 minutes spent in the app before the event began.