As a meeting or event planner, you understand creating a networking opportunity is critical for attendees, sponsors and exhibitors of your conferences. And as your conference participants become more engaged in online networking and social media sites, it is critical to create an online hub where your conference participants can network before, during and after your events.
3 Ways to Create a Successful Online Event Community
- Have a strategic plan.
This is probably the most important aspect of having a successful community. What is the goal of the community? What will deem it successful? You need to be sure your online event community is in alignment with your bigger picture goals and objective. Write down these objectives as it provides you with a basis for measurement. Some core objectives might include: Visitors to the site, repeat visitors, number joined vs. total attendees, activity within the site. Who will manage and run the community? What will the technology be? How will you incorporate this with your other event marketing initiatives? What content or topics will draw people into the community and engage participants. By having a plan, you have a much greater chance for success. Plus, you’ll have something to measure against as you go.
- Assign a leader.
Someone must own the community and make it theirs. It can’t be owned by everyone or a group of people, it really needs a leader who is passionate and unselfish. Someone who knows and understands relationships and social media. Giving this responsibility to someone because they have the time or because they are in marketing doesn’t cut it. They must have solid project management skills, excellent communication skills. They must understand the big picture and have the authority to drive the community. Failure to have the right person lead your community usually results in a stale, unused web site and a poor representation of your efforts.
- Outline your communications plan.
This is essential to knowing who’s doing what, what’s being created and when it’s being shared. It will involve formal communications, promotional content as well as informal and just informational content. This plan will involve many different participants in your community. For example, you will want the speakers to create content and engage attendees by asking questions and providing insights to their sessions a few weeks out from the event. The key is to know the members of the community expect action and communications. They didn’t sign up to the community to just create a profile and never come back to the site again. Your plan should address how you and others will engage all participants.
What other ways can you think of to create an active community?