CTI data analysis from a year of virtual meetings has arrived at one surprising finding that holds true for every online event: a relatively small group of remote attendees account for a considerable proportion of the content consumed. We call them the Power Users. On average, they make up 20% of the registrants but watch more than 75% of all the content consumed at the meeting.
Some meeting organizers may find this statistic disturbing. Clearly, virtual meetings are not for every attendee or even most. However, one very identifiable segment has gotten a lot out of their remote attendance, and that is not a bad thing. Knowing the Power Users can not only help fine-tune future virtual events or the virtual component of Hybrid events, but it can also unlock new sources of revenue. To achieve these goals, we recommend the following steps:
Identify. With CTI’s analytics, we know exactly who the Power Users are. Equally important, by enhancing that information with data from the membership system, meeting organizers can further flesh out a profile by looking at similarities in career stage, degree, specialty, institution type, etc. Once this profile is built, the Power User database can be expanded with others like them.
Understand. Use the knowledge about the Power Users to understand better the content in the virtual meeting that most attracted them. CTI analytics do not just track page views but also the amount of video from each session and presentation that has been watched. This metric can be especially useful in judging the effectiveness of a topic or presenter. If attendees, on average, have watched nearly an entire session or presentation or, if they have watched hardly any, that says more than any star rating on an evaluation form. How they watched is important as well. Power Users take advantage of CTI’s Playlist tool at some meetings, so they don’t have to choose between concurrent sessions and can watch later at their convenience.
Craft the future content accordingly. Knowing the Power Users and understanding the content they most like, can help guide the virtual programming that most appeals to them. Perhaps it is career advancement, continuing education, or late-breaking research. In hybrid meetings, every session does not have to be livestreamed to the remote attendee. Regional events crafted for Power Users may become more viable as virtual events than they are onsite. Associations that have kept content available on-demand after the “live” meeting is over have found surprising amounts of activity – especially from Power Users. This may be another source of revenue and, for Hybrid events, may attract onsite attendees who want to review sessions they attended or see others they missed.
Target and test. With the Power Users identified and content crafted to their interests, they can be targeted with marketing material to test the viability of a new virtual event or for a virtual package to complement a hybrid event.