global registrations managed with Cvent
annual events successfully executed
annual events successfully executed
attendees at virtual event with Attendee Hub
YPO is a global leadership community consisting of 30,000 chief executives across more than 142 countries. YPO brings the value of member-to-member connection to their executive members through over 6,000 annual events at the chapter, regional, and global levels. “The focus of YPO is to empower our members to become better leaders using the power of events, connections, and peer-to-peer learning,” explains Mandy Affleck, Event Platform Specialist.
Navigating the New Event Landscape with Cvent
When the global health crisis effectively halted in-person events in early 2020, the YPO team knew their members would be directly impacted. “For our members, face-to-face events have consistently been one of the top five value drivers of YPO membership,” says Tanya Nieto-Winzey, Event Platform Manager. She explains that a complete lack of events would significantly impact their member offerings. Moreover, membership renewals were scheduled to start in June of that year, creating concern that the organization would see a drop in member retention. Lastly, YPO understood the vital importance of maintaining key program offerings for their executive members around the world who needed guidance as they navigated uncharted territory throughout the pandemic.
With these concerns in mind, the YPO team reevaluated their existing portfolio and overall strategy to meet rapidly changing member needs. “We decided to quickly implement three priorities at YPO,” explains Tanya. “One was to unleash the power of the networks virtually, the second was to really improve the technology to deliver the peer-to-peer events they so desired, and the third was to implement a retention strategy of ‘leave no member behind’.” With a retention goal of 85%, the YPO team faced a significant challenge.
The team first set an internal Cvent optimization goal to ensure YPO was fully leveraging the tool, addressing technical debt challenges, and expanding the integration with YPO’s full platform ecosystem. Managing over 300,000 registrations through Cvent across global chapters, they found YPO was not utilizing certain capabilities in full. The global event websites needed to be transitioned to New Standard Registration (Flex) to create a modern look and feel. The event directory was manually managed via WordPress, resulting in a labor-intensive process. Lastly, event surveys were manually edited and implemented through a third-party tool that did not sync attendance automatically with Cvent.
Powering YPO Executive Experiences with Event Technology
Their first goal was to meet the immediate networking needs of their members. To create a sense of connectivity, YPO leveraged Cvent’s mobile event app. “When the pandemic hit, it really forced us to look at our virtual arsenal, if you will,” says Althea Iglesias, Event Platform Specialist. “We really used the app and got creative with it because some of our programs extended long periods of time...So it really provided a strong, stable way to connect and have some engagement during the process of that programming.”
The new initiative also meant YPO needed to deliver vital and cutting-edge digital content to their members virtually across the entire YPO ecosystem, whether live, simulive, or on-demand. As they accelerated their digital transformation strategy, the team developed a series of pilot programs that eventually became the YPO Virtual Event Platform Ecosystem. With this comprehensive new initiative in place, they sought an integrated virtual event platform to support their rapidly expanding virtual offerings. They found the right solution in the Cvent Attendee Hub.
The use of the integrated Cvent platform meant YPO could track the member journey across the entirety of the event lifecycle. Moreover, the flexibility of the platform allowed YPO’s team to customize the experience for their members. Althea explains, “We wanted solutions that would allow us to have a lot of different modalities, so the Cvent Attendee Hub helped with that.”
Seamlessly Integrated Solutions with Cvent
Equally important, they needed to capture consistent event metrics across all virtual events, many of which were managed via Zoom. A Zoom API integration within the Attendee Hub allowed YPO to accurately capture this key data. “Having that Zoom API within Attendee Hub was a great way to show the ease of using the integrations that Cvent has built into,” says Mandy. “It allows us to track who is really participating in these events.” She notes that previous processes were entirely manual, requiring dedicated resources to update and sync Zoom registration lists to mark participation.
The Zoom API integration was able to automate these manual tasks that previously took a full-time position to manage. Moreover, YPO previously relied on a third-party tool to deliver surveys, thereby creating an even more labor-intensive process. Tanya notes that this integration now gives the YPO team greater insights into the value of their content for members. She says, “We needed a way to streamline delivering surveys and the API really helped with that, so now we’re really able to determine which content is producing the most value.”