bring its communities to life before, during and after its events



B2B marketing frequently uses physical or digital events to generate visibility or leads. But once the event is over, it is no longer possible for the organizers or the partner brands to interact with the participants. inwink is a French platform used by major event players. It makes it possible to organize events, but also to create targeted communities with the participants. Thanks to these communities, brands and organizers can interact with these participants throughout the year. A huge advantage for an effective B2B marketing strategy. To find out more about the solution and the interest of “community-based marketing”, we interviewed François Floribert, CEO and co-founder of inwink.

Learn more about inwink and request a demo

Can you introduce us to inwink?

inwink is a complete BtoB marketing platform that allows you to organize events of any type and format, but also to animate its member communities. The platform allows you to offer a personalized experience in the colors of your brand, and to keep control of its data.

inwink offers a module that allows the organization of face-to-face, digital, and hybrid events. Can you tell us more about the solution and its use by major French trade fairs (Vivatech, Hub Institute, EBG, etc.)?

Customers use inwink to organize a wide variety of events, ranging from very large shows with an international reach such as VivaTech, or national ones such as the HUB Forums and HUB Days of the HUB Institute or the Benchmark of the EBG, prestigious international conferences such as those from the Women’s Forum or the OECD, to short-format webinar-style online seminars like our own inwink Morning Shows, many one-day hybrid events like Lengow Day, PrestaShops Days, etc.

Some of our clients organize more than 300 events per year on the platform, such as Bpifrance. We really find all the uses on all types of events!

Your positioning is to offer brands a “community-based marketing” strategy. Can you tell us more about this strategy and its relevance for events and brands?

Our positioning is to allow advertisers and organizers to complete the one-off mode of engagement that is the event (even recurring) with an “always-on'” and on-demand mode, while controlling the content that is offered to hearings. Organizers and brands can offer content available to everyone, occasional content offered to participants in an event, premium and exclusive content reserved for members of a community… This is the principle of community-based marketing.

This strategy makes it possible to keep the link throughout the year with the participants, and not only during the few days of the event.

This also allows you to go further in the relationship with your audiences and to retain them. The management of an online community means personalized digital experiences, ultra-targeted communication, and the possibility of exchanging with members and allowing them to dialogue with each other throughout the year. All this to move from a purely event logic to a broader marketing approach.

What exchanges and interactions are possible during and outside the events?

During an event, it is possible to have a “hybrid” communication to allow participants and speakers to participate remotely: networking tables, speed meetings, one-to-one business meetings, etc.

After the event, organizers and advertisers will be able to offer replay content, but no interaction possible. But the organizers will be able to go much further once the event is over. They will thus be able
create and animate communities reserved for members registered for the year, around shared themes. They will actually create a “LinkedIn like” but dedicated to their brand or event, and consistent in terms of participants and shared content. Interactions will take place on the news feed, in the comments, during on-demand networking, etc.

All this also helps to create links between events and within communities to fuel more effective marketing strategies throughout the year.

Learn more about inwink and request a demo

How do these communities create a stronger bond between brands and participants?

Communities create a much stronger attachment through the quality and consistency of the experience that is offered: personalized space for the community, relevant content, sharing of experiences and knowledge with counterparts, networking with interesting contacts, etc.

It is therefore possible to extend the exchanges via the communities throughout the year by creating a space for exchange where the members can meet with their peers around a theme or a subject related to their centers. ‘interests. There are no longer constraints of place or time because the members are constantly interconnected.

The proposed experience is much more interesting than on LinkedIn, where there is a certain tumult, and where it can ultimately be complicated to obtain qualitative information on a given subject.

A person with whom we communicate all year round will be much more committed than for a simple participation in an event. Finally, the organizer can customize the community site to make it well adapted and pleasant, animate and energize member engagement, and capture all the data on what members are doing (unlike LinkedIn).

What is the point of segmenting audiences? And how do customers create targeted communities?

The interest of segmenting audiences is to offer them experiences centered on their specific expectations, which are more interesting, and thus to know them better, and therefore to offer them even more relevant experiences.

On inwink, the data module consolidates all the data generated on the platform. Companies can cross-reference the information collected to push targeted communications but also build and segment audiences according to their needs. Communities are created around shared subjects: business (DAF, HR, marketing, etc.), technological or scientific field, subject of expertise, etc.

What are your possibilities in terms of data capture?

With inwink, the organizer defines the data he wishes to collect. With the obtaining of opt-ins in compliance with the GDPR, it is possible to collect data on each interaction of an event participant or a member of a community: sessions followed, resources downloaded, business meetings planned … It is therefore a valuable source of information for the organizer, because all the data can be collected and exploited.

And on the side of the participants, what are the advantages?

The advantage for the participant is that he will be able to benefit from a personalized and relevant digital experience in relation to his areas of interest. He will finally find real value in his participation and will be motivated to come back or be more active in the community: possibility of having access to exclusive content, meetings and exchanges with his peers, feeling of exclusivity…

On a community, we can also value the most active members by granting them the status of champion or ambassador, a marker of recognition that often pleases the person thus valued.

Why is it important to have a robust and versatile platform like inwink to implement a community-based marketing strategy?

There are, in our opinion, 5 main reasons to integrate inwink for its community-based marketing strategy:

  • propose a personalized site for the community, which highlights its brand, and which reflects the image that the organizer wants to project,
  • integrate the experience of the community and the experience of participating in events,
  • offer different event formats in a coherent event and community strategy, centered on its brand,
  • master the content and the possibilities of meeting accessible according to the status of the contact, from the public through the occasional participant to the loyal member,
  • capture data and build in-depth knowledge of the contact, while keeping control of their data.

Learn more about inwink and request a demo

Leave a Comment

Your email address will not be published.