smileguide 14: Using Apps in Live Events

Download the latest smileguide for free and register for the webinar on May 5th featuring Richard Bridge from Top Banana and Felix Stroud-Allen of CrowdComms.

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Live events provide an ideal opportunity for businesses to embrace social technologies, and in this guide – jointly sponsored by Top Banana and CrowdComms – we aim to help communicators understand how the latest apps can be used to ensure that events are strategically ‘plugged in’.

We look at how you can use event apps to embrace the employee voice, and deliver maximum value by creating the opportunity and the environment for genuine dialogue before, during and after the event itself.

Changing expectations

There was a time when people were predicting the demise of conference style company events, with digital channels ending the need for employees to come together in a live environment but, in fact, the opposite has happened and more people are getting away from their desks and attending live events than ever before. However, what they expect from these events has certainly changed.

Whether we like it or not, the explosion of technology and social media has democratised today’s workplace. Now less tolerant of the top-down leadership models, the traditional ‘command and control’ is giving way to a more inclusive management style, with greater cross-functional collaboration and faster innovation. Yet, trust in leaders and what they say is at an all-time low, clearly highlighted in the Edelman Trust Barometer findings with only one in five in 2014 saying they trusted business leaders to tell the truth and make ethical and moral decisions.

In the latest 2015 survey CEOs come out particularly poorly with the trust deficit significantly higher in the developed world. Thus, it has never been more important for leaders to connect directly with their employees and a well-planned live event is an opportunity to do so.


Says Nick Terry, Managing Director of Top Banana. “Unless leaders demonstrate that they have truly listened to and acknowledged their employees’ own concerns, that audience will not trust the leadership and important messages delivered at the event will miss the mark.

Visibility, listening and face to face communication with leaders were important factors in driving leadership trust. This is part of the reason why live employee events are still so important.”

Technology has changed live events dramatically over the past decade, from the way events are planned and executed to the manner in which employees attend and participate. A model that did not change much for decades was turned upside down and transformed by forward-thinking professionals and the incredible growth of smartphones and social media. Event attendees have come to expect mobile apps and websites as part of the corporate event experience. Convenient and cost-effective, your mobile event strategy can have a meaningful impact on both employee satisfaction and your bottom line.

Felix Stroud-Allen, of CrowdComms says:

“Tracking, measuring and proving success for events has been a consistent and formidable challenge for event and marketing professionals. With increased adoption of event technology tools we have opened up the floodgates of data and analytics. The difficulty lies in determining exactly what to measure and why. Demonstrate event success by matching event objectives with the right technology metrics.”

Download the Guide for free

Here is your copy of smileguide 14: Using Apps to embrace the employee voice in live events
And if you are able – tune into our live webinar with Felix and Richard Bridge of Top Banana where we will be exploring just how digital and face-to-face complement each other in today’s comms toolkit.