Today, I'm going to show you some very effective ways to turn user-generated data from your live meetings into action. I'll explain what it is, why it's more valuable than other data, and how you can leverage it to take action. Let's dive in.
Chapter 1: User-Generated Data in Live Meetings: What is It?
The events industry is just beginning to tap into the benefits of user-generated data. But what exactly is it? Strictly speaking, user-generated data refers to data is that your audience members create on their own. It also refers to data generated through physical sensors. An example of this might be data generated with a smartphone. Recently, I received an unsolicited notification from my iPhone about my screen time usage which prompted me to spend less time on social media. Apple was collecting user-generated data on my mobile usage. In this case, it was useful to to me, the consumer. This type of data can also be collected from live meetings and events. Types of user-generated meeting data may include content and slide downloads, link clicking, text and free-form notes related to content, open-ended questions, social media posts, and more. In this article, I'll focus on data that can be collected inside the conference room.
Chapter 2: Why User-Generated Data is Valuable
Now you might be wondering, "Why should I care about user-generated data?" Imagine the benefit of getting a glimpse into your attendees' heads while in the meeting room without having to ask them a single question. Or what if instead of the typical polling questions with set answer choices, your presenters could ask your audience open-ended questions and collect their answers? You may find out things that surprise you. Even better, if you could pool user-generated data from all of your meetings, you might discover trends you would never know of otherwise. You could then use those trends and take action in the future. That's the power of user-generated data for the meeting stakeholder. It's also valuable to audience member because they can take home the information that was most relevant to them.
Chapter 3: How to Collect User-Generated Meeting Data
Now, here's the truth. If you want to collect and leverage user-generated data during your meeting, you need an engaged audience. A participant checking out photos from last night's networking session or checking emails on their phone is not an engaged participant. They can't be engaging with your presenters and content and looking at those networking pictures at the same time with the same device. It's just not possible. Remember, the more ways you can promote content engagement and interaction between your audience and presenters, the more valuable data you can collect.
Now, if you're thinking your event app is an all-in-one solution, you may want to rethink that strategy. The dirty secret in the event app industry is that almost 54% of attendees will download the app and of those that do, only 44% will use it. That's significant attrition! It gets worse. What if the wi-fi is slow or the person's battery dies? It's true that event apps are great for engaging participants and collecting data outside of the meeting room but may not be the best in-room solution.
Bottom line, more engagement opportunities equals more data.
To maximize engagement, you'll need to use an event technology your audience can easily see, touch, and interact with. You'll also want it to minimize digital distractions. Your in-room engagement technology requires an interface that maximizes user-generated data collection. All-in-one second screen engagement platforms like Array are replacing event apps in the meeting room. They increase interaction, offer more collection points, and provide actionable insights through analytics. (They also don't depend on conference wi-fi).
Chapter 4: What You Can Achieve from User-Generated Data
Here are just a few ways you can achieve greater value from your meetings with data driven by your audience.
Improve Content Effectiveness with Slide Notes and Downloads
If an audience member takes time to make a note on a slide or save a slide, it must be important to them. You can look for trends in which slides had the most engagement and interactions. You can segment your audience by different demographics or psychographics and compare their association with individual slides in the presentation. This may indicate that the information presented was either compelling or confusing, depending on the nature of the notes taken and context. You can include more or less of that content in the future.
You can also nail down what times of day your audience was the most engaged. You may want to consider moving your most compelling content to one of those times.
Want a visual display of the key terms that were most commonly used by participants in their note-taking? With built-in meeting analytics, you can discover key words common with your audience with an automated word cloud generator. Sound cool? It is.
Generate New Ideas with Open-Ended Polling Questions
It's an old adage that if you want to get more information out of someone, ask them an open-ended question. The same holds true in a live meeting setting. Open-ended questions are a goldmine for audience data. Here are a few ways to utilize open-ended polling questions:
Follow-up on a "what" question with a "why question". For example, after asking "what" they think, ask them "why" they think that way
Collaborate and brainstorm new ideas
Gauge whether your audience truly understands concepts being presented. You can then follow-up with personalized resources to help reinforce information. If it's a common learning stumbling block among your audience members, you can even predict and make adjustments for future audiences
Get honest opinions on controversial topics. Since participants contribute anonymously, they'll be more likely to give honest answers
Find a solution to a problem
Personalize Post-Meeting Follow-up
It's a no-brainer that participant Q&A should guide discussion within a session. But that's not all it should do. It can also reveal common interests across your entire audience or reveal obvious roadblocks for follow-up.
For customer-facing meeting and events, it may make sense to give the submitted questions to the sales team. This way, each sales person can follow up personally with any audience member who asks a question. When combined with other user generated data from the audience member, the sales person can approach the prospect or customer with just the right messaging.
If you wait until the end of a session for Q&A, your audience members may forget important questions. Instead, why not stop several times throughout the session to answer people’s questions while they are most relevant? This will improve participant engagement, overall experience and increase the amount of user-generated data for post-meeting use.
Chapter 5: Meeting Data Does Not Exist in a Vacuum
Here's the thing to keep in mind with meeting data. If it's not applied to a bigger picture, it has minimal value. The same thing holds true for user-generated data. It's only when you pool data from multiple events and compare it to benchmarks that it becomes truly powerful. It's then that you can begin to predict what future content will drive more attendance, improve learning and retention, and even drive more sales. So be thoughtful when consider your live meeting engagement and analytics partner. Make sure they have the ability to help you achieve value with data on a larger scale.
Chapter 6: Here's What's Next
Now it's down to you.
What kinds of user-generated data could you be leveraging?
Interested in how Array can help you achieve more with user-generated data? Contact us for a demo.
Questions? Comments? Please get in touch.