Optimize Your Tools & Metrics to Measure Virtual Event Success

Determining the goals and measures of success early on creates a guiding light for successful event production. With these goals in mind, the planning team can stay focused on the path to success and doesn’t get lost in the details.

The world of virtual and hybrid events offers a different set of tools and metrics to measure success. Understanding what these are and how to capture them in the early stages of planning, will maximize resources and help determine the best return on your investment. Here are the steps we at Bash Creative have determined are most important:

• GATHER INSIGHTS AT REGISTRATION
  Ask questions starting right off the bat at registration! It is a great way to understand from attendees the ideal structure of content, the value of your event marketing efforts,  what has driven them to participate - and much more. This is powerful information for inaugural events AND annual events. Some examples could be:

  • How did you find out about this event?

  • What do you hope to learn at this event?

  • Are you more interested in panels or small group discussions? 

  • Do you prefer to join live or watch on-demand content at your leisure?

  • How would you like to connect with our sponsors and exhibitors?

  • What time of day is it easiest for you to participate?

  • How many hours per day are you able to participate? 

  • How many days are you able to participate?

• MAXIMIZE COMMUNICATION
  In comparison to a live event, virtual events require more guidance to attend and, at the same time, have the potential for more individualized messaging. To maximize this added value, lay the groundwork for a seamless user experience with clear pre-event communications. This minimizes frustration and confusion so that attendees feel at ease and focus on content. At Bash Creative we suggest the following touchpoints: 

  • Create hype with a series of pre-event emails that also outline access information and how to best experience the event. 

  • Offer pre-event training sessions to provide education and clarity about the technologies, especially if it’s new to the majority of attendees. 

  • Provide inclusivity options like closed captioning or translation services for attendees and include in your pre-event messaging. 

• TRACK RETENTION & ENGAGEMENT
  This is arguably the most robust metric to gauge attendees’ receptiveness to content. Provide opportunities for attendees to customize their experience and set up the virtual technology. The more metrics you can include, the more information you will have to work with. You will be able to take that data and compile the results in real-time or with a post-event report. Some important things to track would be:

  • Exact guest counts and timestamps of attendance

  • Chatter on channels like chat, Q&A, and polls

  • Interest in continuing the conversation with presenters post-session

  • Volume of attendee-to-attendee messaging

  • Number of private meetings scheduled 

  • Participation in content gamification

  • Response rate of surveys 

  • Number of views of recordings shared post-event

• ENSURE SPONSOR SATISFACTION
  The ROI tracking for sponsorship engagement at virtual events is unprecedented and, can create happier sponsors and more leads. Some of the many benefits include: 

  • Brand visibility across the platform 

  • Higher quality leads - Attendees opt into booths that pique their interest 

  • More lead information - The opportunity to gather valuable info 

  • Metrics - Learn exactly how many leads actualize  

• UNDERSTAND GEOGRAPHICAL REACH
  Without being tied to a physical location webinars can have a global impact. This is an opportunity to reach new audiences and markets. With properly tracked metrics, you can incorporate learnings about different audiences when planning future in-person events. Consider the following when planning a virtual or hybrid event:  

  • Target content to geographical locations

  • Evaluate which locations are heavily engaged with the potential to host in-person events

• RECEIVE QUALITATIVE & QUANTITATIVE FEEDBACK
  To gain a clear picture of the attendee experience, offer both numeric response options (on a scale of 1-5) and short-answer responses. This information doesn’t need to be gathered in the typical post-event survey, you can sprinkle it in throughout the entire event or experience. Opportunities to invite feedback are: 

  • Post-event or post-session survey 

  • In-event chat or poll

  • Help Desk / Info booth tickets 

Creating successful, engaging virtual events is more complex and more expensive than it appears at first glance, (read more about our learnings from our first virtual event). The time and resources to customize event platforms, rework content, and bring in experienced professionals are well worth the investment. Make that investment much more valuable when you optimize your measures of success. Remember, you are not only getting valuable data but you are also creating better visibility for future programming. Ready to get started? Bash Creative is here to guide you - we would love to hear from you! 

Bash Creative is an event planning company that specializes in incredible gatherings that go beyond just great design. We’re known for teasing out smart goals for your event and serve up a stylish execution that will keep your guests buzzing. Located in San Francisco, but often found in New York, Austin, Chicago, Seattle, and beyond.