We've written quite a bit about virtual events and webinars. With our new COVID reality, we thought it was an important topic to revisit.
While virtual and online events may be the only option in the short term, event organizers can benefit from a virtual mindset when they approach all events going forward. Integrating a plan to host your event virtually if circumstances demand it should be a mandatory part of the overall planning process. Organizers should have the technology in place so they can easily "turn it on" when needed. Even if the event does go off as planned, live and in-person, consider adding online aspects to increase engagement. The option to create streaming video should become an essential event utility like electricity or WiFi.
While social distancing may have accelerated the acceptance of online events, webinars, in particular, are not a new concept in the federal market. Market Connections' Federal Media & Marketing Study (FMMS) found that three-quarters of federal workers reported watching live webinars during the workday and at least one in five were watching recorded webinars on their own time (weeknights and weekends). Webinars tend to be mainly one-way communication - with a speaker presenting and time for questions at the end. Frequently, the Q&A is not done "live," rather questions are gathered via messaging, vetted, and asked by the host. However, as our collective comfort with platforms like Zoom, WebEx, and Skype grow, future webinars could become more interactive, allowing for video participation and interaction between speakers and participants.
Citizen Experience (CX) has been an important focus for many government agencies, as well as a key tenant of the President's Management Agenda. Now with considerably more people depending on government support for everything from general public health information to loans to keep small businesses running to unemployment benefits, CX is more important than ever.
While government still scores poorly on customer satisfaction surveys when compared with commercial organizations, there have been a number of bright success stories in the federal market. Looking at what has worked, there are several themes that every agency should keep in mind when designing customer experience improvements.
On April 8, GovEvents' Director of Client Relations, Stephanie Gravel, was invited to speak on Government Marketing University's (GMarkU) daily IDEATION virtual call.
Stephanie discussed the current government events climate and the latest event marketing trends during the COVID-19 pandemic, including:
- Data on cancellations, rescheduled events and the transition to virtual and online
- Competing in the growing virtual events market
- Best practices for rescheduling events and digital event promotion
- And more!
Couldn't make the meeting? No problem! You can listen to the recording and follow along with these slides.
You can also sign up to join the daily IDEATION calls for insightful discussion, innovative ideas, and practical strategies to support your government marketing efforts during the COVID-19 pandemic and beyond
Personalization is a hot trend in events, but what does it really mean? Personalization focuses on tailoring the event experience for each attendee. This can seem daunting when planning events with thousands of people. But even with the biggest events, breaking it down to one-on-one communication can help make it more manageable. From including first names on email correspondence to monogrammed bags at check-in, carefully curated refreshments, targeted sessions recommendations, and post-event engagement, personalization options abound.
To do any of this, you need one critical element--data.
Gather information on your attendees. What is their preferred name (Jennifer vs Jenny)? What is their job title, buying authority, departments they oversee? Do they have dietary restrictions or preferences? However, be careful not to over ask or overwhelm attendees with questions. The registration form should not ask every piece of information you are looking for. Get the basics, then follow-up with a pre-event questionnaire for more in-depth questions.
Chief Data Officer (CDO) may be one of the newest C-suite designations, and it's quickly becoming one of the most important. With data-driven government becoming a mandate via the Federal Data Strategy and the Evidence Act, accountability around data management is essential. More than just a way to check a compliance box, having a CDO is a smart business decision in a world where data is critical to how government organizations interact with constituents. However, having a CDO is only a start. The CDO needs to be set up for success as well.
One report indicated that 60% of federal CDOs lack a clear understanding of their role. According to Gartner, a CDO is a senior executive who bears responsibility for enterprise-wide data and information strategy, governance, control, policy development, and effective exploitation. This role makes sure data is secured appropriately for access, as well as privacy concerns, and sets the rules and processes for managing the data lifecycle. The CDO also develops solutions to use that data to create business value.
Even if the role is defined within an organization, CDOs report they lack budget authority or insight into what budget they have to complete their jobs. This mirrors what we have seen with another "young" position, CIOs. Chief Information Officers have seen their role elevated by its measurement in the FITARA scorecard, and with that tracking, are getting more budget authority and input. In addition to budget, CDOs also need the authority to set and enforce policies and processes across their organization and, in doing so, streamline communication among related groups. Continue reading