Sprinklr High Five Conference Case Study

case study how High Five put the FOMO in marketing background San Francisco has Silicon Valley. New York has Silicon Alley. Austin has South by Southwest. But what about Raleigh? For non-locals, “The Triangle” might not be an immediately recognizable name, but it’s a thriving economic hub in North Carolina, nestled at the intersection of Raleigh, Durham, and Chapel Hill. Several years ago, organizers set out to bring the region some notoriety through the creation of the High Five Conference, which celebrates the intersection of creativity, marketing, and the digital experience. Momentum has already caught on – Forbes recently listed the two-day conference as a must-see event. challenge With so many conferences to choose from, organizers needed to make sure the High Five Conference had a strong value proposition and stood out from the noise. They considered traditional strategies implemented by other event marketers, such as promoted posts and word-of-mouth marketing. But High Five is no traditional User Generated Content conference. In the end, High Five founder Evan Carroll chose a different strategy: surged by over 15x at this FOMO (commonly known as the “fear of missing out”). year’s conference “We wanted conference attendees to share their positive experiences and help spread awareness to those who weren’t at the event,” Evan said. “We wanted others to absolutely believe they missed out on a one-of-a-kind experience, and that they had to participate next time.” © 2016 Sprinklr, Inc. All rights reserved. www.sprinklr.com [email protected]

solution High Five organizers decided to use Sprinklr’s Command Center to drive user engage- ment by having attendees see and interact with real-time content from the event. The team was also able to monitor and respond to social chatter immediately – increasing the likelihood that they could still manage conversations even if something went awry. Lastly, High Five organizers experienced multiple e昀케-ciencies in event operations, “I didn’t have to as a result of easy setup. con昀椀gure anything. DRIVING SOCIAL INTERACTION AND EVENT ENGAGEMENT It was hassle-free. Last year, organizers relied solely on an event photographer to 昀椀nd the right content to With other tools, display. This year, Sprinklr’s Command Center pulled content directly from attendees I would’ve spent a lot in real time. This not only resulted in a wider range of photos to choose from, but also encouraged attendees to post about the event on social. more time con昀椀guring, Sprinklr’s Command Center allowed organizers to capture real-time digital information. modifying, and pulling Seeing live posts on massive screens encouraged attendees to post to social media levers myself, which because it gave them their chance in the limelight. Screens were positioned strategically is something I do not in keynote speaker rooms, adjacent to the main stage, and in exhibit halls. This encour- aged attendees to post about speakers during their keynote sessions too. have time for with events at this scale.” “The coolest thing I saw was when I stepped o昀昀 the stage and looked at one of the monitors,” Evan said. “There was a real-time photo post of me. People were sharing more because they saw their posts posted in real time. People were nudging each evan carroll other and saying, ‘Whoa! Hey look at that!’ And that was pretty special.” FOUNDER OF HIGH FIVE By encouraging attendees to post about the conference, conference organizers were MARKETING CONFERENCE able to ful昀椀ll their goal of increasing the event’s visibility on social media, resulting in 2,023 overall mentions from the event alone. MITIGATING RISKS ASSOCIATED WITH REAL-TIME CONTENT User-generated content presents major risks that must be adequately anticipated– especially when displayed in real time. If an in昀氀uencer complains on social media using an event-speci昀椀c hashtag, that post could potentially go viral and spark a social media crisis. Sprinklr’s Command Center minimizes that risk by building rules into the system to ensure that posts with negative sentiment never make it to the big screen. During this year’s conference, for example, event coordi-nators faced an enormous issue: lunch was late. With 450 hungry and agitated attendees, there was a huge risk that attendees would take to social media to vent their grievances. Luckily, the event coordinators didn’t have to worry about the ampli昀椀cation of negative posts and could instead focus their e昀昀orts on getting food to attendees. “Had we been using a di昀昀erent tool that had the potential to amplify negative sentiment, we might have not been so lucky,” Evan said. “I can tell you from experience that standing in front of 450 hungry people telling them it’ll be just a few minutes, is a scary experience.” © 2016 Sprinklr, Inc. All rights reserved. www.sprinklr.com [email protected]

IMPROVING OPERATIONAL EFFICIENCIES “The coolest thing I During last year’s conference, Evan spent more than six hours con昀椀guring the former data saw was right when I visualization solution. Six hours is a lifetime-- especially for event coordinators who have so stepped o昀昀 the stage many other peripheral duties to attend to. During an event, every second matters. “It was hassle-free,” Evan said of Sprinklr’s Command Center. “With other tools, I would’ve and looked at one of the monitors, there spent a lot more time con昀椀guring, modifying, and pulling levers myself, which is something I do not have time for with events at this scale.” was a real-time post Additionally, only 100 photos were collected from the entire conference last year. This of a photo of me – year, with improved operational e昀케ciencies, High Five’s photographer was able to capture people were sharing 1,600 photos to use in communications and marketing e昀昀orts for years to come. more because they saw their posts were results being posted in real- time. People were nudging each other For the 昀椀rst time in the history of the High Five conference, the team left with valuable data that will help them determine how well the event went and what improvements they can kind of saying, ‘Whoa! make going forward. Hey look at that!’ And They know what their engagement rates were before, during, and after the event. that was special.” They know they had 2,023 total mentions, and are able to see where those posts came from, what channels they were posted on, and whether they were negative or positive. evan carroll By establishing a baseline for success, conference organizers now know how they can FOUNDER OF HIGH FIVE make High Five better and better each year. For example, organizers wanted to gauge MARKETING CONFERENCE how attendees perceived the keynote speakers, so they used a widget that ranked speakers by the number of mentions on social, which will greatly inform how speakers are chosen next year. Evan and the High Five team achieved exactly what they set out to achieve—they instilled FOMO in the hearts of those that didn’t get to attend this year’s conference due to the increased usage of event hashtags. By using command centers to encourage interactions on social media, attendees’ reach extended far beyond command center screens. Even after the event, the hashtags live on as footprints of High Five’s social successes. CONTACT www.sprinklr.com [email protected] © 2016 Sprinklr, Inc. All rights reserved. www.sprinklr.com [email protected] © 2016 Sprinklr, Inc. All rights reserved.