Why Building an Event Community is a Hot Trend for 2021

If the last year has shown anything, it’s that event technology can help attendees stay connected, even when meeting in person isn’t possible. But is there a way to keep that momentum going with year-round engagement? People are craving connection more than ever before. To meet this demand, event organizers need to balance carefully planned in-person meetings with year-round online engagement. And an event community platform could be the answer.

An event community space is the new promised land, but despite all the buzz, there hasn’t been a lot of practical insight into what that really means. In broad strokes, it’s about understanding the difference between an event community and other online communities. When you dig a little deeper, it’s a matter of realizing just how versatile your event platform can be.

Whether you run association events or corporate meetings, year-round access to your event platform can mean more opportunities for both member engagement and revenue generation. In short, both your attendees and your sponsors will thank you, especially at a time when meaningful connections are often harder to come by.

Recommended reading: 

The Secret to Attendee Retention: Year-Round Engagement

Members of an event community network online using interactive breakout sessions.

The Best Online Communities for Today’s Professionals

Online communities connect like-minded individuals — people who share similar challenges, concerns, and successes. 

In the professional world, many companies and associations create branded online communities to keep members engaged in their organization.  Ideally, your online community should provide a platform for peer support and knowledge sharing. But what kind of community space is the best solution, particularly in the era of so-called ‘Zoom gloom’?

After weighing your options, we’ll explain why an event community is the best solution in most situations.

4 Types of Online Communities

To help provide some clarity, we’ve broken down professional online communities into four main categories:

    1. A private employee community
    2. An exclusive paid user/customer community
    3. A private association or member community
    4. A public shared interest community/forum

3 Types of Community Platforms

In turn, there are several different online platforms that can be used for community building:

    1. Learning management systems (LMS)
    2. Social networking platforms
    3. Event community platforms

Finding the Right Platform for Your Online Community

The first option, Learning Management Software (LMS), is great for private employee communities and consumer clubs. That’s because these communities are focused on professional development and product training. With that said, these learning platforms generally lack the networking and engagement features of other online options.

The second option, a social networking platform, is one of the most obvious choices for communities based around a shared interest. When it comes to professional communities and organizations, however, there are some clear downsides to using public platforms. From the user perspective, public platforms often have the disadvantage of blurring the boundaries between our personal and professional lives, even on LinkedIn.

A professional experiencing burnout from the pressure of an 'always on' online community

For that reason, public platforms can create pressure for community members to be ‘always on’. This approach can lead to the erosion of a healthy work-life balance, and the risk of  burnout is real.

The third option, an event platform, offers an alternative that strikes a balance between these two competing approaches. With an event community, professionals can upgrade their skills through webinars and other training content. At the same time, they can participate in networking events and other engagement features. 

If they want to continue engaging in between events or revisit on-demand content, the platform is always available. And most importantly, the event platform maintains a healthy separation from public forums while still offering avenues to continue the conversation around topics of interest.

For all these reasons,  event platforms are the ideal choice for association members. Because of their ability to combine a high-touch experience with exclusive access, they can also work well for private employee communities, paid consumer clubs, and shared interest groups.

A 'Members Lounge' acts as a weekly networking hub for event community members on an event platform.

8 Practical Benefits of Using an Event Community Platform

Is there anything special about an event community, besides the fact that it lets your members take a break from the online space between events? The benefits don’t stop there.

To help inspire your event community, we’ve put together 8 key benefits of using event technology for year-round engagement — complete with practical tips for how you can make it happen.

1. Build Connections with Events & Meetings

Event platforms pave the way for combining in-person experiences with online connectivity. More than any other marketing channel, face-to-face experiences solidify a sense of community and help sustain them in the long run. 

With improvements to virtual event technology, people also have more opportunities to connect online with ‘face-to-face’ video chats and breakout sessions.

Events are a natural launching pad for communities, and event technology can keep the momentum going. 

Event technology not only allows you to organize gatherings with the help of agenda tools, session pages, and invitations for select member groups — it also means you can host those meetings on the same platform you use to schedule them

How to Make It Happen

Use your event platform as a central hub for regular events and meetings, including:

      • Association events and conferences
      • Annual general meetings
      • Committee, chapter, and board meetings
      • 1:1 video meetings
      • Interactive breakout rooms

An event community member joins a remote networking meeting through the event community platform.

2. Keep the Lines of Communication Open for Attendees

Think about the word ‘community’ — it shares the same root word as ‘communication.’

The best event community platforms are designed to make it easy for your community members to connect with each other in a variety of ways, whether it’s liking a comment in a chat thread or joining a remote video meeting. In other words, you can think of it as your own private social network where you maintain full control of the branding and community standards.

This kind of shared platform brings benefits at every stage of the attendee journey — which now extends all year round. Allowing attendees to connect through their common interests before the event helps to break the ice leading up to the big day. At the event itself, attendees will have even more opportunities to share thoughts, common challenges, and ideas through discussions and Interactive Breakout Sessions on the event platform. And you’ll know that you’ve successfully engaged your audience when your attendees choose to keep in touch and share learnings throughout the rest of the year.

How to Make it Happen

Let your community members connect with each other on an exclusive professional network that includes:

      • Virtual social events for remote teams
      • Watch parties for on-demand content
      • A social media wall that collects posts related to event hashtags
      • Gamification that drives community and sponsor goals 
      • Member profiles with key professional information

Community members stay connected through a social wall on their event community platform.

3. Increase Brand Awareness with Platform Customization

For recurring events, it’s crucial to drive up brand awareness wherever possible. TED Talks are a perfect example of an event brand that has built a robust market for on-demand video content, long after the live event is over. A strong brand will keep attendees coming back to a tight-knit community of supporters, who in turn become brand ambassadors.

On an event community platform, members can sign up for events, browse your content and access your messaging in a centralized online space that fully matches your brand. 

In contrast to social networking platforms like Facebook or LinkedIn, the best event platforms let you customize your entire online space, from the color theme to the background images.  And as more and more media features are added, more and more branding opportunities arise. 

In turn, this helps to build loyalty for your association, corporation, or not-for-profit organization.

How to Make it Happen

Let your community members connect on a space that drives brand awareness by:

Custom colors and graphics on an event community platform mean better opportunities for growing brand awareness.

4. Grow Your Sponsorship Revenue with an Event Community Platform

Just as importantly, all of these branding opportunities can easily be redirected towards sponsor goals. 

Instead of offering your sponsors a limited time period for brand exposure, you can provide year-round access to your attendees. Your on-demand content library can also serve to showcase the branding opportunities available on the platform. Do sponsors need to see a branded webinar for inspiration on what’s possible? A monthly game challenge? Let them browse your community platform, and they’ll have firsthand evidence of how effective it can be for driving brand awareness. 

How to Make it Happen

Grow sponsor revenue opportunities by:

      • Selling year-round access to banner ads and home page real estate
      • Allowing sponsors to brand webinars and other live sessions
      • Including product demos and sizzle reels in your on-demand content library
      • Hosting raffles with sponsor giveaways
      • Designing monthly game challenges that encourage interaction with sponsor content
      • Demonstrating ROI with clear event data on user engagement

A sponsored live stream session with custom branding means more sponsorship revenue for an association event organizer.

5. Track Engagement for Better ROI Reporting and Market Segmentation

It used to be a challenge to measure and prove to senior management that attendees were engaging and networking at your event. But with developments in event technology, it’s become much easier to measure ROI

As you extend access to your event platform, you allow yourself to learn more and more about your attendees. This data is not only valuable for demonstrating your event’s success to both sponsors and your internal marketing department — it also provides future sponsors with valuable information about attendee preferences. In other words, your platform will help you segment your audience into target markets.

For example, attendees who watch an entire session on accounting software are likely to be interested in similar products. And this kind of information is highly valuable to prospective sponsors and event partners.

How to Make it Happen

Monitor and quantify attendee engagement by tracking:

      • Participation in live chat, Q&A, live polling, discussion groups, event games, activity feeds, etc.
      • Session attendance and viewing time for live stream sessions and on-demand videos
      • Virtual booths visited and appointments booked
      • Social media posts (shares, hashtag usage) from the event community before, during, and after the event
      • Responses to pre- and post- event polls and surveys

An event platform's analytics dashboard tracks engagement and proves ROI.

6. Strengthen Your Messaging & Marketing Strategy

Your event community platform can double as a marketing channel.

Regular updates and reminders will not only build buzz around the event itself, but will also strengthen your organization’s overall marketing strategy. Leading up to the event, try producing and promoting content that helps to create excitement and build anticipation for the main attraction. For example, run webinars featuring upcoming speakers, or publish blog interviews with high-profile attendees or speakers.

How to Make it Happen

Make sure that you keep your communication channels open throughout the year with:

      • Push notifications for upcoming events and important news
      • Email campaigns segmented by attendee groups
      • Post-event wrap ups (roundtables, networking, etc.)
      • Inspiration and insights from crowdsourced content and trending chat topics

Recommended Reading:

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7. Provide Easy Access to Community Resources & Research

With our increasingly digitized lifestyle, the importance of community is becoming more widespread as individuals see the value of creating, learning, and sharing together — both online and offline.

Event communities connect like-minded people, providing opportunities for moments of inspiration that encourage members to engage and commit. In the process, event community members deliver added value back to fellow attendees, event sponsors and partners, and the event organizers.

Your event community platform can become a hub for community resources, knowledge sharing, and collaboration.

How to Make it Happen

Let your community members benefit from knowledge sharing with:

      • An online portal for association resources, with easy mobile access
      • A searchable streaming platform for on-demand content
      • An online portal for accessing presentations and other meeting files
      • An avenue for attendees to share and comment on research
      • A channel for ongoing seminar presentations

An event community member watches a webinar on their desktop computer.

8. Offer More Opportunities for Professional Development

As we mentioned earlier in this article, your event platform can incorporate many of the benefits that come with Learning Management Software (LMS).

Your platform can host webinars, interactive workshops, training modules, and more. With the help of analytics, you can even track how long each attendee watched a given video session. This kind of hard data is invaluable when it comes time to award CE credits to your community members.

How to Make it Happen

Give your members added value with opportunities to upgrade their skills with:

      • Virtual workshops and online courses
      • Educational content, training videos, and webinars
      • CE credits for watching webinars

Recommended Reading:

GTOT Tracks CE Credits for Virtual Seminar with Creative Passphrase Game

How Do I Manage Membership on An Event Community Platform?

With so many benefits to creating an event community, it’s hard to turn a blind eye. But how exactly do you go from hosting periodic events to building a year-round event community?

The first step is to invest in an event platform that has all of the features needed for ongoing events, meetings, and engagement activities. Then, you have to figure out how to design your membership model. For example, you could:

      • Charge a fee for annual membership (or include event community access in existing membership fees)
      • All non-members to buy tickets to single events, with time-limited access to the space
      • Give members free or discounted access to ticketed events
      • Gate access to special resources and content available to members only

For monetization purposes, it’s important to have a platform that allows you to divide attendees into groups with different levels of access to content and other community features. The EventMobi platform, for example, makes it easy to set conditional visibility rules for each of your attendee groups.

Recommended Reading:

Keep Attendees Coming Back with an Event Community

Why You Should Get Started Today

To say that the last year has been challenging for event organizers is an understatement. With that said, the same pressures that have challenged event professionals have also led to rapid advances in user friendly event technology. As a result, you now have more opportunities to engage attendees all year round. In short, event technology helps you put the ‘unity’ in ‘community’.

The real power of events comes from their ability to create shared experiences by bringing people together at the same time and in the same place — and we now know that the ‘place’ can also be a virtual event platform. An online community, however, doesn’t replace those events. It simply allows you to create a line of connection between them, so you can build on that first shared experience to create a true sense of community. That way, you have a loyal base of attendees waiting for you whenever your next in-person event happens.

Interested in finding out how EventMobi can help you build your event community? Book your personalized demo now!