{"id":55246,"date":"2022-09-01T00:00:00","date_gmt":"2022-09-01T07:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?p=55246"},"modified":"2025-03-13T06:58:59","modified_gmt":"2025-03-13T13:58:59","slug":"post-event-engagement","status":"publish","type":"post","link":"\/us\/en\/blog\/post-event-engagement\/","title":{"rendered":"5 powerful post-event engagement strategies to maximize your ROI"},"content":{"rendered":"<p id=\"\">Mics unclipped. Streams off. Your audience is filing out, or perhaps just hitting the \u201cX\u201d in the left corner of their browser. Yes, your event was a success, but now onto the big question: what next?<\/p>\n<p id=\"\">Post-event, there is typically a treasure trove of content and connections\u00a0 \u2014 from the recorded keynotes to the emails on your registration list\u00a0 \u2014 you have all the raw ingredients needed to keep building off the momentum of your event.<\/p>\n<p id=\"\">And those interactions, once the doors have closed, can positively affect various departments and stakeholders:<\/p>\n<ul id=\"\">\n<li id=\"\"><strong id=\"\">Sales<\/strong>: Develop a pipeline or further qualify leads.<\/li>\n<li id=\"\"><strong id=\"\">Marketing and brand recognition<\/strong>: Build awareness and positive sentiments towards your brand. Gather and create shareable resources and moments to inspire interactions on social media.<\/li>\n<li id=\"\"><strong id=\"\">Community<\/strong>: Connect people with your brand and each other.<\/li>\n<li id=\"\"><strong id=\"\">Future event marketing<\/strong>: Build hype for whatever event you\u2019re hosting next.<\/li>\n<\/ul>\n<p id=\"\">To get the strongest return on investment for your event, be intentional in sustaining a connection and an ongoing relationship with attendees after an event.<\/p>\n<p id=\"\">After-the-fact engagement can include posting <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/event-content\/\">event content<\/a>, collecting feedback, sharing future happenings, and inviting attendees to join your community.<\/p>\n<p id=\"\">Post-event engagement is a long play. While it may drive some direct revenue \u2014 imagine an <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/post-event-thank-you-email\/\">email recapping<\/a> the event while also including merch links or early-bird tickets to the next event \u2014 it\u2019s not just about that.<\/p>\n<h2 id=\"\">Why post-event engagement matters<\/h2>\n<p id=\"\">There can be so many different motivations behind someone attending an event:<\/p>\n<ul id=\"\">\n<li id=\"\">To bond with people they already know<\/li>\n<li id=\"\">To meet new people<\/li>\n<li id=\"\">To learn from experts<\/li>\n<li id=\"\">To get hands-on experience<\/li>\n<li id=\"\">To be entertained<\/li>\n<li id=\"\">To build careers<\/li>\n<li id=\"\">To engage passions<\/li>\n<li id=\"\">And so, so much more<\/li>\n<\/ul>\n<p id=\"\">Those goals are important before an event begins \u2014 and they\u2019re important after an event ends, too. Savvy event organizers know that. And they tap into their audience\u2019s desire for meaning, education, connection, and more by having a plan for how their attendees will engage with their event even after it\u2019s over.<\/p>\n<p id=\"\">In a constantly-on marketing cycle \u2014 events can be an ongoing source of marketing material and can help build enthusiasm for future products and events.<\/p>\n<p id=\"\">And repeating your content is actually quite helpful. There are <a id=\"\" href=\"https:\/\/www.inc.com\/alison-davis\/need-to-make-your-message-stick-science-says-do-this-this-this.html\" target=\"_blank\" rel=\"noopener\">three guidelines for getting people to remember your event<\/a> \u2014 and all are relevant for post-event engagement strategies:<\/p>\n<ul id=\"\">\n<li id=\"\">Honing content down to its essence<\/li>\n<li id=\"\">Repeating your message at purposefully spaced cycles (like the day after an event, a week after, a month after)<\/li>\n<li id=\"\">Creating opportunities for attendees to think or talk about your event, which helps them remember it<\/li>\n<\/ul>\n<h2 id=\"\">5 ways to unlock the power of post-event engagement<\/h2>\n<h3 id=\"\"><strong id=\"\">1. Send a <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/post-event-thank-you-email\/\">thank-you<\/a>.\u00a0<\/strong><\/h3>\n<p id=\"\">It sounds simple, but it\u2019s powerful. We underestimate<a id=\"\" href=\"https:\/\/journals.sagepub.com\/doi\/abs\/10.1177\/0956797618772506?journalCode=pssa&amp;\" target=\"_blank\" rel=\"noopener\"> how surprised and happy people feel when they are thanked.<\/a> As it turns out, people we thank feel way more surprise and delight than we expect them to. And you can get creative in how you do it, too. A <a id=\"\" href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/17439760.2021.1913639\" target=\"_blank\" rel=\"noopener\">2020 study from <em id=\"\">The Journal of Positive Psychology<\/em><\/a> looked at the differences in saying thank-you in person, over a <a href=\"https:\/\/www.ringcentral.com\/video-call.html\">video call<\/a>, or via text and found that recipients of thank-yous had positive emotions regardless of the medium.<\/p>\n<p id=\"\">Try opening lines like:<\/p>\n<ul id=\"\">\n<li id=\"\">We\u2019ve got two words for you: thank you.<\/li>\n<li id=\"\">[Yesterday] wouldn\u2019t have been possible without you. Thank you.<\/li>\n<li id=\"\">We planned an event \u2014 and you made it magical. Thank you for attending [X.]<\/li>\n<\/ul>\n<h3 id=\"\"><strong id=\"\">2. Share event recordings and recaps.<\/strong><\/h3>\n<p id=\"\">Some of your attendees will want to repost what they saw. Other would-have-been attendees will want to know what they missed.<\/p>\n<p id=\"\">For the folks who missed out, access to on-demand recordings is the next best thing. Ideally, you\u2019re using an event tech suite already set up for on-demand event recording so you can instantly reuse that content.<\/p>\n<p><em id=\"\">Top tip:<\/em> It\u2019s true that <a id=\"\" href=\"https:\/\/wyzowl.s3.eu-west-2.amazonaws.com\/pdfs\/Wyzowl-Video-Survey-2022.pdf\" target=\"_blank\" rel=\"noopener\">73% of consumers<\/a> prefer video when learning about a product or service, but not everyone will want video all the time. Some may want to read about your event, so think about investing in a transcription tool to create scripts from videos or write fresh summaries of what happened.<strong id=\"\">\u200d<\/strong><\/p>\n<h3 id=\"\"><strong id=\"\">3. Atomize your event content.\u00a0<\/strong><\/h3>\n<p id=\"\">You spent a lot of effort planning and producing great content. Sharing and summarizing it is one thing, but you can <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/virtual-event-roi\/\">take it farther<\/a>. Whether you\u2019ve got recorded talks, copies of presentations, or a whole replayable event, you can use that content \u2014 either directly or indirectly \u2014 to create brand-new content that will help you drive engagement.<\/p>\n<p id=\"\">Keep in mind the three ways you can do this:<\/p>\n<ul id=\"\">\n<li id=\"\"><strong id=\"\">Repurposing<\/strong>: Taking an existing piece of content and turning it into new content pieces across various formats. For example, you could pull an editorial article, social media post, and email copy from an existing video recording.<\/li>\n<li id=\"\"><strong id=\"\">Remixing<\/strong>: Combining pieces of existing content to create a new piece.<\/li>\n<li id=\"\"><strong id=\"\">Refreshing<\/strong>: Reviving decaying evergreen content with updated facts, figures, quotes, stories, and more to keep it relevant.<\/li>\n<\/ul>\n<p id=\"\">Using these methods allows you to drive consistent branding and messaging across all your marketing activities and channels. It also prevents content producers from having to start from scratch when it comes to creating engaging marketing materials.<\/p>\n<p id=\"\">And it lets you create entertaining, useful, and personalized content for all of your different audience segments \u2014 that\u2019s key to making the most of digital content marketing.<\/p>\n<p id=\"\">This can take any number of forms, including:<\/p>\n<ul id=\"\">\n<li id=\"\"><strong id=\"\">Podcasts<\/strong>. You can use event content directly, chopping a keynote into great soundbites, or you can have hosts talk about the event, including what they learned or what their favorite sections were.<\/li>\n<li id=\"\"><strong id=\"\">Twitter threads<\/strong>. Pack a lineup of tweets with links and key takeaways to\u00a0 keep the post-event conversation going.<\/li>\n<li id=\"\"><strong id=\"\">TikToks or Reels<\/strong>. Make a play for widening your engagement on social media by repurposing short-form-friendly video.<\/li>\n<li id=\"\"><strong id=\"\">Articles and blogs<\/strong>. Aside from a pure event summary, what written content can you create from what your event covered? For example, the article, 4 Pitfalls of Hybrid Events and How to Avoid Them was extracted from <a href=\"https:\/\/www.youtube.com\/watch?v=uxG7rwlzMqc\">this\u00a0webinar<\/a>.<\/li>\n<\/ul>\n<h3 id=\"\"><strong id=\"\">4. Ask for feedback.\u00a0<\/strong><\/h3>\n<p id=\"\">People like giving their opinions \u2014 and those opinions can be quite valuable for your future events.<\/p>\n<p id=\"\">Feedback can help you:<\/p>\n<ul id=\"\">\n<li id=\"\">Identify which parts of an event you should definitely repeat \u2014 and which you can skip<\/li>\n<li id=\"\">Figure out future events<\/li>\n<li id=\"\">Evaluate vendors<\/li>\n<li id=\"\">Gather quotes to use in event promotion<\/li>\n<li id=\"\">Motivate your event team with positive attendee feedback<\/li>\n<li id=\"\">Solve any negative customer experiences that you might become aware of<\/li>\n<li id=\"\">And perhaps most importantly, make your customers feel like they have an active role in shaping your company and your event strategy \u2014 highlighting that their voice matters<\/li>\n<\/ul>\n<p id=\"\">You can gather it by:<\/p>\n<ul id=\"\">\n<li id=\"\">Sending a <strong id=\"\">survey<\/strong><\/li>\n<li id=\"\">Setting up <strong id=\"\">1:1 phone or video interviews<\/strong> with attendees<\/li>\n<li id=\"\">Hosting<strong id=\"\"> interactive polls<\/strong> for attendees on your event platform or social media<\/li>\n<li id=\"\"><strong id=\"\">Offering prizes<\/strong>, like merch or gift cards, for people who share their post-event opinion<\/li>\n<\/ul>\n<p id=\"\">Consider asking questions like:<\/p>\n<ul id=\"\">\n<li id=\"\"><strong id=\"\">How would you rate the presentations you saw?<\/strong><\/li>\n<li id=\"\">How did you enjoy the [workshops \/ brainstorms \/ group sessions]?<\/li>\n<li id=\"\">Did you find the event platform easy to use?<\/li>\n<li id=\"\">Would you recommend this event to others?<\/li>\n<\/ul>\n<h3 id=\"\"><strong id=\"\">5. Build a community around your event.\u00a0<\/strong><\/h3>\n<p id=\"\">You can keep event attendees engaged long after your closing speeches by tapping into that goal and giving them more paths to connect.<\/p>\n<p id=\"\">That can look like:<\/p>\n<ul id=\"\">\n<li id=\"\">Inviting them to future events<\/li>\n<li id=\"\">Creating opt-in communities, whether on Slack, email listservs, social media, or other platforms, for attendees to stay connected<\/li>\n<li id=\"\">Sharing photos, quotes, and inside jokes and references to stoke the feeling that something special has been created<\/li>\n<li id=\"\">Publishing stats on the numbers of connections made, like via the numbers of attendees who made use of networking features on your event platform<\/li>\n<\/ul>\n<h2 id=\"\">Taking the long view<\/h2>\n<p id=\"\"><a id=\"\" href=\"https:\/\/hbr.org\/2020\/11\/is-your-marketing-organization-ready-for-whats-next\" target=\"_blank\" rel=\"noopener\">The future of marketing<\/a> \u2014 including event marketing \u2014 is all about zooming out from one-off marketing activities to focus on building real relationships. \u201cCreating engagement value requires marketers to build purpose and communities, optimize connections, and design stories to strengthen customer relationships,\u201d they explain.<\/p>\n<p id=\"\">Post-event engagement, whether directed at creating hype for specific future events or more general brand-building, is a vital part of how those relationships are built.<\/p>\n<p id=\"\">Contact us to find out how <a href=\"https:\/\/www.ringcentral.com\/rc-events\">RingCentral Event platform can unlock engagement before, during, and after your event<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mics unclipped. Streams off. Your audience is filing out, or perhaps just hitting the \u201cX\u201d in the left corner of their browser. Yes, your event was a success, but now onto the big question: what next? Post-event, there is typically a treasure trove of content and connections\u00a0 \u2014 from the recorded keynotes to the emails &#8230;<\/p>\n","protected":false},"author":1233,"featured_media":58211,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[43333],"tags":[],"class_list":["post-55246","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>5 powerful post-event engagement strategies to maximize your ROI<\/title>\n<meta name=\"description\" content=\"Discover 5 effective post-event engagement strategies to boost ROI, nurture attendee relationships, and create lasting impact.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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Slattery","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/9f842b5d13d142f8c1bb0375b9647e47ed6670b849a529048ec28afd787883b0?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/9f842b5d13d142f8c1bb0375b9647e47ed6670b849a529048ec28afd787883b0?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9f842b5d13d142f8c1bb0375b9647e47ed6670b849a529048ec28afd787883b0?s=96&d=mm&r=g","caption":"Lauren Slattery"},"description":"Lauren Slattery is a strategic marketing leader with over 17 years of experience in driving growth for B2B products in the SaaS and PaaS sectors. As the Sr. Director of Marketing for RingCentral Events, she excels in go-to-market strategy, integrated marketing, product-led growth, and demand generation. Lauren's expertise lies in translating complex technologies into clear, customer-centric messaging, having successfully led marketing efforts at RingCentral, Hopin, and TokBox (now Vonage). Throughout her career, Lauren has built and scaled impactful marketing strategies that align with business goals and drive measurable growth. 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