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Using Engagement Data to Delight Your Audience

June 26, 2019 Tiffany Beddow

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When it comes to delighting your audience with surprises and turning attendees into brand advocates, engagement data goes a long way. Engagement data identifies your company’s biggest fans, gives them the recognition they deserve and shows your organization is invested in its community.

How do we do this at ON24 with the #webinerd community? Simple. Any person who attends a webinar hosted on the ON24 platform has a tabulated 1-10 Engagement Score based on how they interacted with a webinar experience. Before we reach out, we ask ourselves if the audience member…

  • Answered the poll questions?
  • Completed the post-webinar survey?
  • Asked any questions?
  • Downloaded any of resources?
  • Or if they did all of the above?

The Engagement Score takes all of these webinar interactions into account. Many ON24 customers take this supercharged data point and include it strategically into their lead scoring models and lead routing, but there are additional high-touch use cases to consider.

Gamify your webinar, award prizes to top engagement scores

Using engagement data and gamification is a great way to encourage audience participation! When you’re promoting your webinar, advertise that you’ll be raffling off something, like conference tickets, a book or gift card based on audience engagement. Once the webinar is over, use your top engaged audience members to choose your winners.

For example, here at ON24, we’ve taken this approach when promoting free tickets to our annual conference, Webinar World, along with roundtrip travel and lodging.

Surprise your most loyal followers

Our friends at the Content Marketing Institute decided to surprise and delight their most loyal webinar follower. They ran a report on previous webinar attendees and realized that there was one customer who had attended every single webinar over the past six months with high engagement. To reward this super fan, they decided to gift a nice pair of headphones that he could use to tune into the upcoming webinar with.

You can do this too. Here’s how to find and delight your biggest fans in these easy steps.

Step 1: Pull the Data

With the ON24 platform, you should be able to generate a Power Leads Report that’ll provide you with a lot of insights into your attendees. The reports show how many webinars an attendee has attended, the number of minutes they’ve had of viewing and their average engagement score. The higher the score, the more time they’re spending and interacting with your brand. This is a good indicator of a fan you might be able to connect with.

Step 2: Decide on an appropriate gift and who should say thank you.

Try to get creative or provide options. I’m a huge fan of Loop & Tie for gifting. Perhaps you have an internal SME that your audience looks up to. A few nice words from them goes a long way.

Step 3: Connect!

Send a gift and request a call to get to know them better. Along with your message, you can offer opportunities to highlight them on your blog. Sit down and ask your top advocates how they use your platform/technology and develop tips based off of those interviews. And, who knows, you can learn something new about your client in the process.