Leveraging segmented, personalized communication to drive attendance for events

By understanding your community, crafting personalized invitations, providing valuable content, and tailoring the event experience, you can create immersive experiences that resonate with your audience.
Priyanshu Anand
July 4, 2023

Leveraging segmented, personalized communication to drive attendance for events

By understanding your community, crafting personalized invitations, providing valuable content, and tailoring the event experience, you can create immersive experiences that resonate with your audience.
No items found.
Priyanshu Anand
July 4, 2023

In today's digital age, organizing events within online communities provides a unique opportunity to connect with like-minded individuals and foster meaningful interactions. However, attracting attendees to your online community event requires a strategic approach that combines personalization and targeted segmentation. In this guide, we will explore how to harness the power of personalization to drive attendance for your online community events, creating experiences that resonate with your audience and inspire them to actively participate.

Segmentation: Understanding Your Online Community

The first step in leveraging personalization for your online community event is to understand the diverse interests and preferences of your community members. By segmenting your online community based on factors such as demographics, interests, and engagement levels, you can tailor your event messaging and offerings to meet the unique needs of each segment.

In other words, think about the different personas within your community. Are there members who are passionate about specific topics or have distinct roles? Identify these segments and create profiles that represent their characteristics, interests, and pain points. This will serve as the foundation for crafting personalized experiences that resonate deeply with each group.

Here are a few use cases for which you can segment members from Threado’s dashboard -

  • Based on engagement - Using Threado’s inbuilt leaderboard, identify members based on their engagement levels in the community. Highly engaged members can get access to priority or exclusive events.
Members with Level 3 engagement

  • Based on activity or inactivity - Filter members based on whether or not have they been active in the community in a given period.
Members active in the last 15 days

  • Based on survey results - You can conduct surveys using workflows and use members’ responses to those surveys as filters to segment users. For example - you surveyed as a part of your onboarding to understand the interests of your members. You can use the responses to send them event invites based on relevancy.
Members who are interested in Networking

  • Based on Tags - You can manually or automatically choose to tag your members with whatever tag is necessary. For example - you’ve identified the top product users and have tagged them as “Potential Champions”. Now, you can use this tag as a segment of users who are most savvy with your product and can be invited to events that are focused on your core product.
Members who are champions

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Crafting Personalized Invitations: Engaging Your Community

Once you have segmented your online community, it's time to create personalized invitations that capture the attention and interest of each group. Tailor your messaging to highlight how your event addresses their specific challenges, offers valuable insights, or provides networking opportunities with like-minded individuals.

Essentially, you want to make community members feel special and recognize the unique value they will gain from attending your event. Let them know that this event is designed exclusively for them, catering to their interests and needs within the online community. By personalizing your invitations, you create a sense of belonging and generate excitement, encouraging members to actively participate in your event.

We’ve seen how you can segment users with Threado but now let’s see how you can send them a personalized nudge based on whichever segment they belong to.

First, we’ll define which segment we want to send a personalized nudge to. Here, we’ve selected those members who’re interested in networking.

Setting up a promotional email for the event

Next, we’ll personalize the content for them specifically which will exponentially improve the chances of them attending the event.

Finalize the email and send or schedule it

Improving attendance probability: Scheduling Reminders

People are busy and time is the greatest currency of all. When you’re asking for people’s time, they’ll only consider being there if they think it’s worth it. This is why constant reminders about your event along with strong incentives that people will remember are as important as organizing the event. Let’s look at some ways in which you can setup reminders to improve attendance for your events.

Sync data from HubSpot

Whatever platform or app you use for organizing online events i.e. Eventbrite, Luma, etc., can be synced with your HubSpot account. So, against all contacts on HubSpot, you can see who RSVPed ‘No’ or ‘Yes’. This data can then be synced with Threado by connecting your HubSpot account. Leverage this data to send event reminders to those who have registered or RSVPed for the event.

Schedule periodic reminders through emails

Setting up reminders is pretty simple through Threado. You can use one of our templates to set it up and schedule the reminders before the date of the event. As a good rule of thumb, it’s best to schedule at least two reminders - one of which should be 3 days before the event and another 1 day before the event. You can also have a gentle 5-minute before reminder but that’s up to you.

Scheduling reminders using templates

Schedule reminders across community channels or through DMs

Similar to scheduling email reminders, you can also schedule posts in channels or even send the reminder as a DM to selected members. You can create custom member cohorts to send personalized messages to a select few members.

Setting up reminders in community channels or as DMs

Scheduling reminders in community channels or DMs

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Providing Valuable Content and Resources: Building Anticipation

To build anticipation and engage your online community members, provide valuable content and resources leading up to the event. Develop informative blog posts, engaging videos, or exclusive sneak peeks that address the specific interests and challenges of each segment.

For instance, if you have a segment interested in content marketing, share articles or video tutorials showcasing successful content strategies or interviews with industry experts. By delivering relevant and personalized content, you establish yourself as a valuable resource and pique the curiosity of your community members, making them eager to attend your event.

Tailoring the Event Experience: Creating Memorable Moments

When planning your online community event, it's crucial to tailor the experience to meet the specific needs and interests of each segment. Design an event agenda that offers sessions, workshops, or networking opportunities that cater to their unique preferences and goals.

For example, if you have a segment interested in social media marketing, organize a session where they can learn about the latest trends and strategies for leveraging social platforms. If you have a segment focused on entrepreneurship, invite successful entrepreneurs to share their experiences and insights in a panel discussion. By customizing the event experience, you ensure that each segment feels valued and engaged, leading to higher attendance and active participation.

Leveraging Personalized Event Technology: Enhancing Engagement

To enhance engagement and maximize the impact of personalization, leverage event technology platforms that offer personalized features. Utilize customized agendas, session recommendations, and interactive tools that empower your community members to navigate the event seamlessly and connect with others who share their interests.

By providing a personalized event experience, you create a sense of community and foster meaningful interactions among attendees. Encourage participants to network, share ideas, and collaborate, leveraging the power of your online community to drive engagement and build lasting relationships.

Continuous Improvement: Evolving with Community Feedback

Personalization is an ongoing process that requires continuous improvement. Actively seek feedback from your community members and analyze their engagement patterns to refine your segmentation strategies and event offerings.

Conduct post-event surveys, engage in one-on-one conversations, and monitor online discussions to gather insights that will help you enhance future events. By listening to your community and adapting your approach, you demonstrate your commitment to providing valuable experiences tailored to their evolving needs.

The more personalized, the better

Leveraging personalization and targeted segmentation is the key to driving attendance for your online community events. By understanding your community, crafting personalized invitations, providing valuable content, tailoring the event experience, and leveraging event technology, you can create immersive and unforgettable experiences that resonate with your audience.

Keep in mind that personalization is not a one-time effort but an ongoing process that requires continuous improvement. By staying attuned to the needs and preferences of your online community, you can build a thriving event ecosystem that attracts attendees, fosters engagement and leaves a lasting impact in the virtual world. So, seize the power of personalization, watch your online community events thrive, and create meaningful connections that will endure beyond the event itself.

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