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In the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, the traditional notion of events being limited by time and location is rapidly changing. The most valuable events today are those that continue delivering value after the delegates depart. By cultivating event communities, experienced organisers extend the lifecycle of their events, strengthen engagement, build loyalty, and enhance return on investment.
Let’s explore how technology empowers brands, associations, and event professionals to forge lasting connections.
Why Build a Community Around Your Event?
1. Sustained Engagement
Recent research indicates that active users in digital communities have increased by over 30% in the last two years, and more than 70% of organisations report higher engagement as a result of these platforms.
2. Loyalty and Brand Strength
Communities provide a continuous dialogue with attendees, enhancing your brand’s credibility. For B2B organisations in particular, they can help develop organic brand ambassadors and fresh commercial opportunities.
3. Extended Content Value
By offering access to recordings, presentations, and exclusive materials, platforms enable your content to remain relevant and discoverable for weeks or even months after the event has concluded.
Technology: The Foundation of Successful Event Communities
All-in-One Platforms
Comprehensive solutions like Eventscase offer dedicated community features including forums, activity feeds, networking areas, direct messaging, and more. Seamless integration with mobile apps and virtual venues keeps participants engaged within a consistent, branded environment.
CRM and Social Media Integration
Communities thrive when connected to wider ecosystems. Integrations with platforms like LinkedIn, Slack, and Mailchimp allow for synchronised communications and targeted engagement based on attendee preferences.
Event Communities: Strategies for Consistent Engagement
Creating a thriving event community requires more than a platform. It calls for a carefully planned engagement strategy:
Varied, Scheduled Content
Develop a regular content calendar with webinars, Q&A sessions with speakers, interviews, and expert articles. Content needs to stay fresh and relevant.
Gamification
Incentivise participation with points, badges or rankings. As shown by initiatives like Community PlanIt, this can significantly increase interaction and motivation within your event communities.
Mentors and Community Champions
Identify active members or thought leaders to facilitate discussions, review content and host informal meet-ups. These figures foster a sense of belonging and help distribute leadership within the community.
Feedback Loops
Short surveys and voting tools can be used to give your audience a say in what comes next: themes, formats, speakers and more. This builds a sense of co-ownership.
Two-Way Communication
Use platforms like Slack or Discord to enable genuine conversations, not just top-down announcements. Engagement should be collaborative, not broadcast-only.
Use Cases: From Corporates to Associations
- Technology Companies: Cultivate developer communities through forums and dedicated events.
- Professional Associations: Offer members year-round educational resources, networking, and mentoring.
- Trade Shows and Congresses: Use matchmaking tools before, during, and after the event to extend networking opportunities long after the doors close.
The Organiser’s Advantage: What You Gain
Data-Driven Insights
Track interactions, interests and behaviour to better segment your audience and refine content and sponsor matches.
Sustainable ROI
Monetise your community through premium content, subscriptions, exclusive workshops or targeted sponsorship opportunities.
Personalisation at Scale
Understanding the community allows for hyper-targeted agendas and more valuable attendee journeys.
Stronger Brand Positioning
A well-run community positions you as a thought leader, strengthens your brand and builds natural advocacy.
Operational Efficiency
Reusable formats, digital-first content and automated touchpoints help streamline planning and delivery.
Industry Context: Why This Matters Now
- Global MICE Market: Projected to surpass $1.2 trillion in 2024, with expectations to reach $2 trillion by 2032, growing at 6-8% CAGR.
- Digital Adoption: 70-82% of MICE organisers utilise mobile apps, AI tools, and analytics to improve attendee experiences.
- Sustainability Focus: 75% of attendees favour sustainable events, with over 60% of venues pursuing green certifications.
- Hybrid Growth: More than 60% of events now feature both in-person and virtual components to widen access and reduce environmental impact.
- Event Breakdown: Corporate meetings make up 58% of the MICE market in 2024, with trade shows and exhibitions seeing a 9% annual growth rate.
Final Thought: Turning Delegates into Community Members
Building event communities is more than an added feature—it is a fundamental strategic shift. In an increasingly digital and competitive environment, transforming attendees into year-round community members enhances loyalty, relevance, and ROI.
With the right platforms and long-term vision, your events can evolve into dynamic, year-round communities that deliver sustained value for all stakeholders.
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