Driving 3,500 Paid Accounts Through a Virtual Event

指标：新的付费帐户

Learn how Anna Tutckaia, Head of Marketing atManyChat, ran a virtual event that drove 26k signups and 3,500 new paid accounts.

Why a Virtual Event?

The event is called IG Summit. The website is beautiful (it actually won some awards) –https://igsummit.com/。但是，安娜认为这是值得做的赌注呢？或者说不同的是，您怎么知道这样的剧本是否对您有用？

It started by analyzing their Net Revenue Retention (NRR). They found that users who signs up via educational channels or who were looking to solve problems related to Facebook or Instagram retained at a higher rate.

他们还代表着最有价值的产品。因此，当他们设定一个目标来推动新注册和付费帐户的目标时，他们知道在Facebook或Instagram周围使用教育内容将是成功的。

除此之外，他们过去有做活动的经验，尽管没有什么规模的目标。2021年5月，他们启动了Instagram自动化，并正在制定一项促进该战略的策略。该计划是使用付费广告。但是由于他们控制的原因，他们的表现不佳（例如Facebook Automation的推出），因此他们需要一个新的计划。

So Anna and the team made a quick pivot, and a big bet. The goal was to put on the biggest virtual IG summit in the world, securing 25k registrants, and 1k new paid accounts. In the end, they ended up surpassing these goals.

How They Improved It

1. They figured out what content resonated with their ideal customer persona (ICP) and tried to create the best content possible for that audience.

他们调查了现有客户的Facebook社区，以了解最有价值的内容。然后，他们进行了研究，以了解哪些主题趋势，市场对学习感兴趣以及现有内容已经存在。

From there, they defined 3 “levels” of content the summit would include:

• High-level: over-arching business lessons
• 中层：更实际的应用
• Bottom level: ManyChat experts showing how to grow business with ManyChat tools

Finally, they set the niche categories they thought would resonate best, and then found speakers who could best speak to those topics. Each speaker had the freedom to formulate their talk however they wanted but was asked to stay within the topic range they had been given.

2.他们要求所有演讲者宣传活动。

They encouraged all the speakers to promote the event (though not all did), and every time a speaker joined they made a series of content they’d promote across various channels.

3.他们使用现有的新影响者来帮助促进。

They had some influencers they worked with before the summit, who they partnered with to promote the product. But they also brought in new ones who they hired to specifically promote the event. Generally, they found that the existing influencers (who had already promoted the product to their audience) performed better. They also found that all the influencers got better engagement by promoting the educational event, over the product directly.

4.他们播放了付费广告，并磨练了3美元的注册人

Initially, they ran ads on Facebook, Instagram, and paid search. They quickly found FB ads that used the native lead form vastly outperformed the others.

How well? $3 for every registrant.

结果非常好，安娜对团队检查了错误 - 认为他们可能是垃圾邮件。但是，在分析了针对其他渠道注册的电子邮件以及峰会电子邮件开放和读取率之后，他们发现结果确实很不错。但是这些结果并不容易。他们涉及许多出色的设计和创意以及许多测试。

They also continually changed up the ads with new content every time they landed a new speaker.

5.他们大量培养了注册人名单。

在活动开始之前，他们一直与注册人保持持续的沟通。如果他们没有，安娜认为他们不会看到相同的结果。每位注册人都收到一系列通往峰会的电子邮件。

而且，如果他们立即在产品上注册（由于看到营销或广告），他们就会收到有关峰会的各种应用程序内消息。在整个峰会中，他们向与会者发送了定期的相关信息。这包括消息传递，强调：“这是您要消费的内容，如果您注册了该产品，您将可以更好地对所学知识采取行动。”

6. They tracked registrations all the way through to product signups.

他们进行了跟踪（用户可以选择退出）的情况​​，如果是这样，他们就有可以在注册中与帐户匹配的注册电子邮件。有影响力的人有自己的竞选活动，因此他们可以分别跟踪这些推荐。他们使用了一个归因模型，其中将40％归因于第一次触摸，40％归因于最后一个触摸，而20％归因于他们之间的频道

结果

26k registrants and 3,500 actually paying accounts (not free trials) – 91% of whom were new to ManyChat.