In this session, Julien Bouvier, event director, Swapcard, Mia Masson, content director, Swapcard and Chris Haddow, head of sales, Swapcard, provided attendees with a set of concrete steps to follow when embracing a community model.
Evolve is Swapcard’s virtual event platform, launched in May 2020 to “create a sense of belonging.”
“You can’t have a community without that, the audience need to feel they are a part of something bigger than themselves,” Bouvier told the audience.
One key question asked was: what benefits can event organisers achieve from having a community model?
Organisers benefit from having multiple touchpoints throughout the year, rather than waiting for that one big moment,” responded 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 added.
“Next up, is brand loyalty, which is built and reinforced over time. Event organisers can also benefit from 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 concluded.