Confex Keynote: Why event planners should be moving away from only events and towards communities

In this session, Julien Bouvier, event director, Swapcard, Mia Massion, content director, Swapcard and Chris Haddow, head of sales, Swapcard, provide attendees with a set of concreate steps for event planners to follow when embracing a community model
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In this session, Julien Bouvier, event director, Swapcard, Mia Masson, content director, Swapcard and Chris Haddow, head of sales, Swapcard, provide attendees with a set of concrete steps for event planners to follow when embracing a community model.

Evolve is an online platform, a community and resource for the events industry to help organisers come together and find solutions going forward. It was launched in May 2020 and aimed to “show the industry it is possible to run virtual events” and to “create a sense of belonging, you can’t have a community without that, the audience need to feel they are apart of something bigger than themselves” says Bouvier.

One key question asked was: what benefits can event organisers have from having a community model?

Event organisers benefit from having multiple touchpoints throughout the year, rather than waiting for that one big moment” says Haddow. They also can collect more data, which builds a “digital story from your audience” which can later inform what your programme can be, he adds. Next up, is brand loyalty, which is built and reinforced over time. Event organisers can also benefit from an increased reach, allowing attendees from all over the world to be part of the community. Finally, this model gives event organisers an increased ROI potential.

“A community is a group of people that are engaged with each other and with your brand. As soon as you lose your engagement, you lose your community. The engagement is the most important part for me” Bouvier commented.

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Drapers Hall
Drapers Hall