Internal events within companies are a common practice during the year: some of them are organised for internal staff and some for customers or partners. In all of these cases organisers will want to achieve a few essential steps: invite, register participants and preferably follow up after the event. But while marketers have enjoyed a lot of data on external communications, gathering open, bounce and read through rates, it’s proven to be extremely difficult to collect such data internally and hence measure the effectiveness of communications.
It’s worth noting that a lot of internal communication e-mails and invitations are left unopened or the recipient doesn’t register for an event, but it’s rarely clear why that is. Companies have no visibility on whether e-mails get opened at all, let alone the fact that people might have been simply too busy at that moment to make a commitment. According to Melcrum IC and Technology Survey 2014, only 16% of companies are satisfied with their ability to measure the effectiveness of their internal communications while there is a noticeable difference department by department on what news is being consumed.
With a private video messaging platform a company can get visibility on a few of those points straight away. Whether it is an invitation to or a follow up video after the event, the sender will get a report on who opened the email and if the recipient viewed the video, what the view through rate is, and how many people registered or clicked on the call-to-action button.
It has been proven that personalised invitations are much more effective than their generic version. Now imagine that the invitation is sent in the form of a video. Our research shows that the open rate on that type of communication is 53% within the first hour bringing 83% view through rate and 1.97 average amount of views per recipient.
To make those numbers go up, leading experts in the event management area suggest that invitation reminders should be sent more than once. According to an On24 report, 36% register two weeks before and 64% the week running up to the event.
In Video Registration and Calls to Action
Making it easier for the viewers to book events in their calendar is one of the features that can improve the registration rate dramatically. Moreover, providing the ability to insert relevant and personalised calls to action, such as “download report” or “take pre-event survey”, will increase employee engagement and offer statistics on the type of content that resonates more with particular departments.
Videobot’s messaging feature also provides an opportunity to start a conversation before the event: employees can ask questions about what interests them most, send comments…you name it. If there is an existing internal collaboration space, the event organisers can address the “hottest” issues being brought up while providing anonymity and yet easy access to the right intranet pages.
It’s essential to have an event follow-up strategy. Be it a CEO’s financial report or a New HR Policy presentation, it is always advisable to get in touch with the participants after the event. With Videobot, organisers can simply send a thank you note to those who attended, while a more sophisticated message may include a link to the recording of the event, presentation slide deck, survey or document. And again, having the reply function underneath such videos may prove crucial in capturing insights from the participants who might withhold their thoughts otherwise.
Videobot’s reporting capabilities as mentioned above can provide invaluable insight on the success of the event. Having as detailed data as the organisers want access to leads to the generation of real KPIs and allows for the creation of benchmarks for future events, as well as an ability to rapidly report back to the key stakeholders.