Case Study -

TEDxVancouver aims to become the biggest TEDx event in the world.

TEDxVancouver is a volunteer run organization that works independently of the TED brand. The event has grown to become the second largest TEDx event in the world with 2300 attendees in 2012 and has a goal to become the largest TEDx event in the world by 2015.

As the event’s Digital Partner, POWERSHiFTER created a digital outreach strategy that would engage possible attendees six months prior to the October event.  Collaboratively, we refreshed the approach to ticketing, and ideas for live event engagement.


Sprint 1: CMS -

Content Management System

Multiple stakeholders required direct access to create content from decentralized locations. The CMS had needed to publish content to the CMS in the months leading up to the event while considering affordability. Additionally, the CMS needed to be re-skinned each year to accommodate new themes and brand elements produced by the agency of record.

Our team also produced an integration to YouTube that enabled the team to easily port over video archives directly into the CMS so that viewers would be able to view past TEDxVancouver videos without leaving the site.

Additionally, the CMS incorporated integrations into the Podio form tool allowed the applications of speakers and volunteers to be directly fed into their operations app. Mailchimp integration allowed the marketing team to manage subscriber lists directly from within the CMS, shortening response times without the need of the agency. The CMS became the digital hub for publishing efforts, subscriber activities, video consumption, and ticketing activities.

Expertise provided -

  • Digital Strategy
  • Product Design & Development
  • Technology Strategy
  • User Experience Design
  • UI Design
  • Content Development
  • Analytics & Insights

Our team produced an integration to YouTube that enabled the team to easily port over video archives directly into the CMS so that viewers would be able to view past TEDxVancouver videos without leaving the site.

The CMS also incorporated integrations into the Podio form tool that allowed the applications of speakers and volunteers to be directly fed into their operations app. Mailchimp integration was implemented so that the marketing team could manage subscriber lists directly from within the CMS, thus allowing marketing to be able to respond quickly to email needs without the need of the agency. The CMS became the digital hub for publishing efforts, subscriber activities, video consumption, and ticketing activities.


Sprint 2: Ticketing -

Opportunity knocks - the ticketing had been identified through follow up surveys as a major detractor for attendees in the previous events.

We knew from exit polling data from previous TEDxVancouver events that the audience did not enjoy the path to purchase: potential ticket-buyers had been required to submit an essay-like survey before being able to purchase.

Our expertise in Responsive Web Design meant that we were able to deliver a light weight, on-brand, survey-based experience that added to the ticket purchase experience instead of detracting from it.

tedx-survey

Our UX and Creative Team engaged with NRG Research, compiling the right type of questions to measure the state of mind of the ticket purchaser. This introduced the event’s TILT theme to potential ticket buyers.

The data was collected with their ticket information so that event producers could tailor parts of the event to one of these three states of mind – Tradition, Triumph, and Tilt.

Marketing and PR activities driving ticket sales were very successful, and the event sold out a week sooner than anticipated.

Impressively, there was not a single email, tweet, or other vocal complaint about the required survey by the audience. This was a significant improvement over the previous years of complaints. Content strategy, responsive web design and tight integration into the ticketing system were key to project success.

 

tedx-instagram

Sprint 3: Live Event app -

Step into TILT

The final sprint for the project was the creation of a Responsive Web Design polling application that would be used by the live event team to poll the audience throughout the show.

By choosing Responsive Web Design we reduced the audience’s barriers to entry by eliminating the need to download a compiled application. We also produced a CMS that powered the app, so the show producers could manage the questions throughout the event as well as show the results of the audience participation on the big screen.

tedx-surveyapp

There was apprehension by some of the show producers that the live web application experience would detract from the show.  The producers had used other native iOS and Android apps in past with limited success. Our RWD approach meant audience could begin voting by simply pointing the browsers of any device to stepintotilt.com. Within minutes of the first polling question being asked the votes poured in.

Based on the responses from the audience the app created a positive experience. In fact a few Instagram posts of the app confirmed the opposite.

TEDxVancouver was delighted the response rate was over 60% for the event.

To summarize -

A powerful digital strategy that propelled the all volunteer TEDxVancouver team to new heights.

Together, with the great TEDxVancouver team, we:

  • We have a flexible and high performing CMS system that will adjust to project requirement every year.
  • We re-engaged with an existing audience to build stronger relationships and to boost event sales
  • We designed the experience of signing up to the event, reducing frustration and building awareness of the interactive event app.

 

 

Connect with JP for more information

Image: Team member photo

JP Holecka

CEO & Founder

hello@powershifternew.biz

+(604) 484-0606