In April, PCMA’s Digital Experience Institute
(DEI) released The Power of Digital Events
white paper, featuring research on adult learning, using digital events as an engagement
strategy, and the value of the second screen.
Among the highlights: data from PCMA
case studies that demonstrate the return on
investment (ROI) and return on engagement
(ROE) resulting from the organization’s six-year digital event and engagement strategy.
Over the past five years, the live-streaming
team worked closely with the information-technology team at PCMA to develop comprehensive ROI metrics reports. They tracked
digital-event attendees (2011–present) who
had not attended a PCMA face-to-face event
during the last five years or ever in the past,
and followed their PCMA purchase actions
since they first joined a Convening Leaders
or Education Conference livestreaming event.
The data was powerful: From 2011–2016,
PCMA’s hybrid and rebroadcast events resulted in 3,933 new prospects and more than $1
million in incremental revenue.
The additional revenue came from:
› Participants who were motivated to attend
a future face-to-face event. More than half of
the revenue came from event registrations.
› Participants who were motivated to
become new members of PCMA.
› Participants who became new members
and continued to engage and renew their
› Participants who later made a decision to
purchase a PCMA online product.
PCMA was able to definitively measure the
success of the strategy of engaging online
viewers with the organization by tracking
metrics that included the number of website sessions; message opens; email-message
clicks; views of on-demand video content;
and purchases of an online education course,
So what does all this mean for PCMA?
1 The data supports and confirms PCMA
leadership’s vision about the potential value
of digital events.
2 Digital events are a powerful tool for supporting F2F growth — our face-to-face attendance grew every year from 2012 through
2015, including attendance by those who first
connected to our face-to-face events online.
3 Monetization does not have to be isolated
to just the days of the event — for PCMA, it’s
a long game.
4 Digital events will continue to play a critical role in supporting PCMA’s business and
PCMA’s data included in this report proves
that a long-term digital-event strategy delivers both exponential revenue and engagement from audiences. “The emergence of
livestreaming and digital events has significantly shifted how participants engage with
our organization,” said Deborah Sexton, PCMA
president and CEO. “Our goal in transparently
sharing PCMA’s six years of results is to assist
those organizations that desire to expand and
enhance their engagement strategies to build
a business case for digital events.” .
PCMA members and subscribers can
download a free copy of The Power of Digital
Events at convn.org/DEI-paper.
16 PCMA CONVENE MAY 2017 PCMACONVENE.ORG
Power of Digital Events
The data proves digital events drive ROI + ROE.
ON THE WEB
For information about
Digital Event Strategist (DES)
opportunities and resources,
and more, visit PCMA’s
Digital Experience Institute at