The redefined objective: capitalise on event audiences to continuously unite BtoB communities
In parallel to the event management with inwink Event, Esri France has also deployed the inwink Community solution to promote the continuous engagement of its various audiences. Indeed, uniting user communities was thought about several years ago, but without leading to the implementation of a dedicated space.
“More than 10 years ago at our annual conference, we realised our event had a community aspect through the engagement of the users who attended. With webinars and face-to-face events, we were meeting with our customers and users quite often, but we felt that there was a lack of space to continue the discussions the rest of the time. For me it was obvious when I saw inwink Community. We organise events, something happens for 30 minutes, 1 day, 5 days… We feel it’s essential to maintain ties throughout the year between users, partners and Esri teams because everyone wants to keep these ties and continue the discussions and mutual learning.”
3 community spaces have been created by Esri France teams to date:
- “Generation Geo”: a community dedicated to the uses of Geography for education.
Generation Geo is an educational hub where Esri technologies are provided almost free of charge to over 100 universities and research programmes.
- “arcOpole”: a highly active community in the world of local authorities.
Historically, this community of 3,000 users used to meet once a year during our conference and had a website where some information was provided, but which did not allow members to interact with each other. The goal is to continue to unite this community via inwink Community by providing them with a dedicated space to interact and share on a daily basis.
- An “immersive views” community.
This community gathers about thirty members on a specific product, who exchange tips and tricks and best practices on its use.
For these 3 communities, most of the functionalities available in inwink Community are used: news feed, blog, networking between members, organisation of dedicated events, sharing of documents, video replays, publication of podcasts, management of forums.
“inwink Community brings together everything we’re missing. It’s a private LinkedIn, Twitter and YouTube, a solution to easily and quickly organise webinars in just 2 minutes, a blogging tool… and much more.”
Developing new BtoB communities is at the heart of Esri France’s global marketing strategy, which plans to duplicate existing communities to industrialise the creation of new ones over the long term.
“In the long term, I can see thematic communities, product communities, and company communities bringing together members of the same company who use the same technologies without knowing each other. And then, why not cross communities?”
The challenge will then be to continuously manage these BtoB communities. For this, Esri France relies on pilots and the involvement of power users. This is a perpetual process but, paired with an event-driven strategy, it fulfils Esri France’s objective of continuous audience engagement.
“The goal is to use the event to launch communities. That’s what’s planned for our community launches. The idea is to say that the momentum doesn’t die down after the conference, but it’s up to us to start nurturing those communities and encourage conversation!”