Try PointedQ Lite for FREE for 30 days at your next event!
Try PointedQ Lite for FREE for 30 days at your next event!
An entrepreneur with a passion for mobile technology and education. Prior to Play2Lead, Theresa spent the last 20 years working at blue-chip corporations such as ThoughtWorks, Andersen and Vodafone leading teams in Sales and Marketing, Finance as well as Management Consulting engagements. In 2006-7 she was also co-owner and part of the management team at Voxalot, a VoIP startup. In her last corporate role at ThoughtWorks, Theresa organised several multi-city executive and developer events.
Theresa is a qualified CPA and holds an MBA from the Australian Graduate School of Management.
Theresa enjoys playing Daytona, although she leaves Minecraft to her two boys, and has managed to avoid being addicted to games since playing Solitaire years ago.
Maxim has over 7 years software engineering experience and is a polyglot developer who started his career by founding his first startup whilst completing his Masters Degree at the top engineering university in Moscow.
As a team leader, Maxim is passionate about building self-managed teams who focuses on fast delivery of features with great user experience. His experiences stems from startups such as Welltok (gamified wellness software), AirService (mobile food ordering system) as well as large corporates and consulting companies (ninemsn, ThoughtWorks).
In his free time he enjoys video games and gamifying his life habits with HabitRPG.
Mikel's passion is building software products that solve critical business and organisational problems, software that brings success. In following this passion Mikel founded reinteractive , Australia's largest Ruby on Rails development company. He also built the B2B SaaS company exec.io and became the co-founder of the web's most scalable load testing platform flood.io.
In 2013 he successfully sold two of his startups StillAlive and StatusHub. He brings this wealth of technical and organisational experience to Play2Lead to help it reach its vision of making every learning opportunity fun, engaging and rewarding.
PASSION, RESPONSIBILITY & AUTHENTICITY
As I prepare this afternoon (4pm - there’s still time to register) for my first webinar with futurist Craig Rispin, https://www.eventbrite.com.au/e/gamification-beacons-webinar-with-craig-rispin-theresa-lim-registration-13038274831, I’m reminding myself to just have fun, be authentic and let my natural passion for my business come through. That’s what I mentally told myself before this media interview at SydStart a few months ago (Australia’s largest startup competition).
There’s a tendancy for all of us to want to “get it right”, and not to “look bad”. There’s that voice in all of us that occasionally comes out and says something like “hopefully no one will figure out you’re really not an expert”.
I think I get more connection and respect from my team, my customers and my investors when I am straight - “I don’t know but my team and I will figure it out” and “We have a small bug and we’re fixing it” etc.
And when we do make mistakes, it’s about owning the mistakes and learning from them.
I can’t believe it’s been a few months since we made it to top 20 in SydStart Australia’s startup competition.
I must admit I didn’t have my A-game on. My older son had suspected appendicitis that day, and after getting a babysitter, I literally made it to my pitch slot with a minute to spare.
It’s nice to also get highly commended by the judges. http://sydstart.wordpress.com/2014/08/20/sydstart-2014-final-top-10-pitches-official-announcement/
It was also great to contribute back to the startup community - we helped bring on Innercode as a sponsor, and SydStart used our audience interaction platform for many sessions including voting for favourite exhibitor.
I was inspired by Andy Lark’s recent article "Marketing Needs a New Scorecard to write what I think an Event Marketing Scorecard should look like.
Ticket revenue, number of attendees, sponsorship revenue, or even just brand awareness etc. as metrics are not enough as brands look at the return on investment on their overall marketing spend. Brands who building digital into their strategy, especially ones who are using data to make the right decisions, are looking hard at how they can leverage the prevalence of smartphones to connect with their customers.
I agree with Andy that the “traditional ‘Ps’ of marketing are increasingly split across a multitude of functions outside the purview of the marketer. Take ‘product’ which has become a discrete function; or ‘pricing’ which is now often found within sales or merchandising.”
A new scorecard will enable event marketers and professionals to strategically plan, measure and learn in this new digital age, as well as of course to explain to their various stakeholders the value they are creating.
So here are my 5Ps of Event Marketing.
1. PARTICIPATION – Events that increase participation from the voices of a few to the voices of many will win. One way is to increase audience participation through gamification and leveraging social media. Reward audience members for their participation by giving them points which can convert to truly meaningful prizes. Begin engaging your audience with your content and facilitate their interaction with other members of their community who are coming to your event BEFORE, during (of course) and AFTER your event. Wherever possible, when creating content ask yourself if this is going to further the conversation, extend the reach of the conversation, or if the content is easily digestible? Keep in mind that rich media and video rock.
2. PROXIMITY – Start exploring how you can make engagement contextually relevant. Apps that leverage Bluetooth Low Energy beacons are starting to move beyond retail use cases and your branded content (e.g. post-session presentation, digital showbags, whitepapers, specific polls or quizzes) can be pushed to smartphones or BLE-enabled device depending on where and what time you are in the venue. We need to also start thinking about how we can not just think of an event as a physical moment, but how this can be virtual for those who cannot be there due to time or geographical constraints. Many events in the U.S. are already livestreamed and suddenly there is an extended audience and revenue stream. We need to be doing more virtual events (either live or delayed). Proximity is also about helping your customers connect with each other in a contextually meaningful way so they can learn from each other, and your customer champions will naturally promote your products/services for you.
3. PREDICT – Marketers that leverage data to make decisions reflect the broad industry shift from marketing as an attention drive profession, to one based on intention. Ask the right questions to help your brands and sponsors discover intention, pain points, challenges etc. Brands that leverage the information that our audience give in order to personalise each customer touch point will continue to keep that relationship sticky. Brands that have an integrated or multi-channel approach to understanding and engaging their customers can better predict what their customers want. Your audience is engaging with brands not just at your events, but on the main brand website, various social media platforms, digital and print campaigns etc.
4. PERSONALISE - Continue to let your audience choose how they want to learn and engage with your event, but keep their choices to no more than a 2-3 options. Crowdsource ideas and options so your audience feel part of the creation of your event (don’t just rely on your traditional Advisory Panel). Consider “personalising” the content by asking your speakers to in a “live” environment to choose what topics they want to do a “deep dive” on - strong speakers will love the opportunity to showcase their level of preparation, thought leadership and ability to think on their feet.
5. PLAY - Take traditional games in events to the next digital level. Think digital passports, amazing race challenges, competititions/trivia games etc.- the glue can be a single leaderboard that aggregates the different play/engagement opportunities.
All this takes planning and execution, and of course the right technology platform partner to help you easily execute this (shameless plug).
Event Marketers and Professionals, apps and social media is just the beginning of how brands want to engage with their audience. Authentically engage with your audience to really get insights into what matters to them. It’s no longer about just having bums on seats. They are ready to be heard en masse.
Craig Rispin (Futurist) will be chatting with me via a webinar on “Gamification and Beacons” on 21/11 4-5pm. Register here.
As I reflect from my participation at AIME (Asia-Pacific Incentives & Meetings Expo) recently, I asked myself this question - how can you make your next event truly experiential?
To arrive at an answer to this conundrum, I wanted to share some of the learnings we gained from the test events that we ran last year as we prepared to launch our first product, PointedQ, this month.
First, let’s set some context using the Bartle multi-player gamer profiling framework. We’ve found it very useful for categorizing event audiences’ participation and engagement preferences, which in turn provides useful insight into the design of awesome events.
Bartle Player Type: Achievers are players who prefer to gain “points,” levels, equipment and other concrete measurements of succeeding in a game. They will go to great lengths to achieve rewards that confer them little or no gameplay benefit simply for the prestige of having it.
Audience Engagement Equivalent: A reward system that offers audience members points, badges, leaderboard, levels etc..
Bartle Player Type: Explorers dig around, are players who prefer discovering areas, creating maps and learning about hidden places. They often feel restricted when a game expects them to move on within a certain time, as that does not allow them to look around at their own pace.
Audience Engagement Equivalent: Scavenger hunt-styled games that involve audience members in the discovery of new products and hidden experience zones.
Bartle Player Type: Socialisers choose to play games for the social aspect, rather than the actual game itself. They gain the most enjoyment from a game by interacting with other players, and on some occasions, computer-controlled characters with personality. The game is merely a tool they use to meet others in-game or outside of it.
Audience Engagement Equivalent:Opportunities that allow audience members to help or otherwise engage with other participants (e.g. answering technical questions, or connecting people). Acknowledge them for their socializing impact, and offer them a role to play in your multi-day event, or post-event or your next event. Reward them for their socializing impact.
Bartle Player Type: Killers love to sow destruction, and prefer games that are high in carnage, action, and destructible environments. Many of these gamers also enjoy the opportunity to depart from the norm of being “the good guy” who comes to save the day. Instead, they will play on the side of evil or conquest. On the flip side, Killers also represent the archetype which is most interested in affecting their environment, so sandbox games in which they can take a direct hand in building (ordestroying) a virtual society will appeal to them as well.
Audience Engagement Equivalent:Create a persona representing a shared enemy of your audience (think industry enemy, key competitor etc.), and provide a mechanism for interacting (physically or virtually) with it. This could be something as simple as an actual shoot ‘em up game with customized pictures of your competitors’ logo. Or a lego building game or similar building game to create a virtual world where your product(s) is the killer product.
Other ideas for generating audience input and feedback that we’ve seen used very successfully include:
Reward your audience for being engaged:
Crowdsource your schedule:
Encourage interaction between the panelists and audiences BEFORE and DURING the panel session:
If you have new products you are launching, run a poll or quiz to see if your marketing messages prior to the events have been working so you have a benchmark to compare before you ask the same questions after the event.
All this is of course possible as long as you ensure users are clear what data they are giving you and that you have their permission to follow up with them. Personally, I think that if users are provided a considered offer based on what you think they need, and users have given you permission with their, then users see the value.
I’d love to hear from any further suggestions to creating truly engaging and experiential event in 2014, and what results you obtained. Drop me a line at firstname.lastname@example.org.
My first blog as Play2Lead….wow, I feel the pressure to be super-insightful! But I think I’ll just speak from the heart…
I started Play2Lead because in my last corporate gig, I hated organising events! I was determined to help my sales team generate good leads, but between you and I, I think the management team and the sales team were happy to just have events for brand awareness. I didn’t have a big enough team to organise the events, and when it came to measuring results, let’s just say I was not happy with the survey results or the leads.
As an organiser and attendee, I was frustrated mainly because:
So Play2Lead was born to:
1. Help event organisers and brands easily make audience interaction fun and improve lead generation.
2. Facilitate networking
I was also inspired by how my kids were motivated by their reward charts. So I thought why not motivate audience members to:
The team at Play2Lead dream of a day soon where every event that we choose to go to, training that we are forced to do, survey we are begged to complete - that we ALL can experience some FUN.
And of course, brands and organisers benefit too simply because…
FUN = Increased Audience Engagement = Better Lead Generation.
It’s been heartwarming to get amazing encouragement and feedback from brands, organisers and most importantly audience members over the last month in live events. Thank you!!!
I’ll end my first blog by giving into the temptation to post an invitation to you - Start using our FREE version of Amplify (our poll solution) now, or be the first 100 to get a 50% discount if you sign up for the Sept 2013 release of Amplify and PointedQ (our quiz solutions).
And please do email me (email@example.com) with feedback or suggestions:)
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