In this episode of Event Experience by Bizzabo, host Rachel Moore welcomes Sydney Melin, Executive Director of Audience and Community Marketing at Forbes, to discuss the role of event technology in enhancing attendee experiences. Sydney shares insights on how Forbes uses event tech to streamline processes and improve engagement, highlighting the importance of integrating technology to provide a seamless experience for attendees.
Sydney Melin emphasizes the significance of using event technology not only for event management but also to enhance the attendee experience. She shares examples from Forbes' events, such as the CMO Summit, where they achieved an 80% app adoption rate, demonstrating the effectiveness of using a centralized platform for session registration and communication. Sydney also discusses the potential of AI in post-event communication to maintain engagement and improve future events.
Here’s what you’ll hear about in this conversation:
[00:00:09] Rachel Moore: Welcome to Event Experience by Bizzabo, the podcast where we bring the best and brightest event experience leaders together to share stories, tips, and lessons learned from creating some of the world's biggest events. I'm Rachel Moore, your podcast host. Y'all know we like to bring the receipts on this podcast.
[00:00:36] And today's episode delivers. Sydney Melin, executive director of audience and community marketing at Forbes, shares the importance of event technology in enhancing attendee experiences. And she brings metrics that demonstrate the success of event tech initiatives done right. The proof we provide today will help you level up your event experience.
[00:01:01] Rachel Moore (2): You're about to hear some recognizable names with regards to today's guest. Starting her career at Salesforce. She then worked up the ranks at Forbes, where today she is the executive director of audience and community marketing. I love those two things together. I'm so excited to welcome Sydney Melin to the podcast, Sydney. Welcome.
[00:01:20] Sydney Melin: Thank you so much for having me
[00:01:21] Rachel Moore (2): It's a delight. And I can only do so much to tell people about you and your role because you live and breathe it every single day.
[00:01:28] So I am going to actually toss it right back to you now. Can you tell us a I tell our listeners more about you and your world and what that's like in your role at Forbes.
[00:01:35] Sydney Melin: Yeah, absolutely. Well, thank you for the wonderful intro. Just taking it a step further for my role currently at Forbes as the executive director of audience and community marketing, I oversee a team of talented marketers that create campaigns and drive audience for our Forbes live events. Those are global.
[00:01:54] Those are in person. They are virtual. There is no limit there. And I think as everyone in a position like mine knows, it's a lot more than just getting butts in seats. Our team is responsible for data collection, data reporting, audience communication, pre post, during our marketing tech stack, our onsite tech.
[00:02:15] The list goes on. So I'm excited to dive in a little bit deeper with all of that.
[00:02:20] Rachel Moore (2): You all, I mean, obviously, let's, everybody, we've just demonstrated this is going to be a good episode, especially for this podcast, because it is Event Experience and we're about to dig into that. So, I'm excited.
[00:02:32] Let us segue into some get to know you questions.
[00:02:34] Sydney Melin: Fun. Okay.
[00:02:35] Rachel Moore (2): Okay now I ask this of all event planners, it feels pertinent because, you know, so much of the time we are spending very long days out on the ground you know, out running around and taking care of all kinds of things.
[00:02:46] So when you're doing that on those long days, what are your go to on the ground event day shoes? All
[00:02:52] Sydney Melin: Ooh. So I would love to say that I am a sneaker girl. Definitely. Usually, but unfortunately more recently, I feel like people have been like dressing up and showing up to our events. So fall and winter, you'll find me in a heeled boot. Otherwise I am running around in some sneakers.
[00:03:12] Rachel Moore (2): right. Well, this'll be interesting to watch because I have to say, you know, we're interviewing you right at the end of 2024, and I know for at least the last about 12 months, everybody's, oh, sneakers. You know, fashionable or other are the trend. But now you're bringing this up. Now we're gonna have to keep an eye on oh God, or
[00:03:29] Sydney Melin: It's like a heel boot. We can do it. You know, got to get those step and repeat photos.
[00:03:33] Rachel Moore (2): Yeah, well, I think one of our prior guests brought up she has platform Crocs,
[00:03:38] Sydney Melin: Oh, there you go.
[00:03:39] Rachel Moore (2): I did not know existed
[00:03:41] Sydney Melin: not know either.
[00:03:42] Rachel Moore (2): right? But now, okay, eyes out everybody, we're going to see if we start hearing about more heels coming back to the events.
[00:03:49] Sydney Melin: or the Forbes team's just crazy. Who knows?
[00:03:51] Rachel Moore (2): Forbes people, if you're listening to this sound off, we want to hear yep, it's totally heels us. Sydney, what are you listening to watching or reading these days that you can't put down and it doesn't have to be work related.
[00:04:02] Sydney Melin: I was gonna say, my reality is like, it's December, end of 2024, I am holiday movies, like closing out the year, prepping for 2025, but the second the laptop shuts, we are Christmas.
[00:04:16] Rachel Moore (2): Love it. All right. I'm going to ask you what might be a rather controversial question. Is Die Hard a Christmas movie?
[00:04:23] Sydney Melin: I feel like it is because everyone's also made it, you know?
[00:04:26] Rachel Moore (2): Yes. Well, yes. I personally, my take is, so if anyone's listening to this and now yelling at your headset and being like, oh my gosh, it's not do tell us why, you know. Like I said, it might be a little polarizing but I had to ask, you know, Christmas movies so,
[00:04:39] Sydney Melin: Of course.
[00:04:40] Rachel Moore (2): Is there a particular social post or a piece of media or even a hot take about events that you found interesting lately?.
[00:04:46] Sydney Melin: So this is a total plug and a huge shout out to our Forbes Live team, but the Ad Week experiential awards were just announced and Forbes live did win the Excellent Experiential Brand of the Year. And then additionally, our Forbes Under 30 Summit was named the winner for the best event for professional development.
[00:05:11] So two big awards going into 2025. I will also plug that the 2025 Summit is open for registration. So join us in Columbus, Ohio, end of September, early October. Cause it is the best event for professionals.
[00:05:27] Rachel Moore (2): We'll have to plug that link in the show notes. Everybody can hop in there and register. Congrats. That's amazing.
[00:05:33] Sydney Melin: I'm just so proud to be a part of this team.
[00:05:35] Rachel Moore (2): That's so cool. Well, thank you. You heard it here, everybody. We're really excited that you were able to announce that. That's awesome.
[00:05:41] Well, let's start dispelling some assumptions about event tech.
[00:05:45] And obviously this is a podcast done by Bizzabo. Event tech is our jam. First, When it comes to event tech apps and platforms for in person events, we're just talking in person. If eventprofs are only thinking about it from the event management standpoint and not the attendee experience. Again, event tech and attendees at an in person event, is that wrong or are they kind of missing the boat there?
[00:06:10] Sydney Melin: Absolutely. I think when you look at your role as someone that represents the audience internally at your company, you have to remember that you are their voice and what you want to have is a great experience for your attendees. So the reality is we all have been to events. We've been on site. We know there's a lot going on, and I think the first step is really looking internally.
[00:06:35] If you are working that event and you don't understand something, the attendee is not going to get it. So what your role is to make sure all the event information is front and center for them in one spot. We obviously all know event apps are the way to go with that, but I will also say not every event needs an app.
[00:06:56] If it is a smaller event, you can find a way to communicate that message, not via an app and via SMS, if your attendee is on their phone or via email, if they're the ones that are in their inboxes. So I think finding that balance of determining when the app is needed, but also remembering that no matter what, you need a strong communication for your attendees so they can go and have a one stop shop to make that experience a little bit better.
[00:07:23] Rachel Moore (2): I'm holding my smartphone up right now. I mean, even just like whether we're sitting at you know, an intimate dinner or we're out, you know, strolling on exhibition floor or anything like that or trying to find a seat in a keynote, I mean, we're all holding this in our hand and probably looking at it. Maybe not just for the event stuff, but also because we're getting notifications a month, you know, we're all business people but you're
[00:07:44] Sydney Melin: We've got work going on too.
[00:07:45] Rachel Moore (2): That's right.
[00:07:46] Oh my gosh, don't we all right? I mean that's all happening but such an important point to say but part of your challenge then too. And that's why you just said, I mean, the event tech matters because amidst all those notifications, you still have to rise to the top and make sure that attendee understands what's next for them and their immediate geography.
[00:08:04] Right.
[00:08:04] Sydney Melin: Exactly. And I think keeping that in mind if they have to go to multiple places to find information for an event, you've lost them. And as long as you make your communication plan very clear, so it is that one stop shop, again, whether that's the app, whether that's an email, they need to know where to go.
[00:08:24] And just again, picture yourself in their shoes. If you are lost as an event organizer or someone that plays a role in the event, 100 percent your attendees are not with you.
[00:08:34] Rachel Moore (2): That is such a great point. Thank you. Because it's and I can think of even a savvy person and I, everybody listening to this, you can kind of grade yourself like, Oh, how savvy am I with tech? You know, all of us can be like, Oh, well, I'm so in touch all the time. And I consider myself that too. But I've been at events too where I'm like, Oh, crud.
[00:08:51] That I think that was in the app, but Oh, I know I got an email about it. So at least you're giving at least one very clear touch point, but preferably more so that I can find that information I need right away. So I'm not going to be wondering around what do I do next? Really great point. And such goodness.
[00:09:09] That just makes it so important. And for like that team to test it and, you know, make sure it's are you, do you know what's happening? Because if you knew it, then our audience is probably going to know it. And we were doing good. So, I'd love to hear you describe for us how you have used event tech to impact those in person attendee experiences in your role of Forbes.
[00:09:30] Sydney Melin: Yeah, absolutely. So obviously this is a Bizzabo podcast. I will say I am a Bizzabo cheerleader. We have used Bizzabo for about six years. And as our business has grown, Bizzabo has grown. So I think every year there's new things that we're experiencing. This year, one of our biggest things was really using the app at most of our tentpole events.
[00:09:51] And part of that is our set the session registration that became available. So we have started now to use our session registration and the event app for our other on site experiences like roundtables, salon dinners, whatever might be taking place. So the attendee or registrant gets an email prior to letting them know the app's ready, jump on in, and in that app, they're doing everything. They're signing up for all the experiences on site. They're getting all the notifications. And by encouraging that to take place through the app, you now have your attendees engaged on that platform.
[00:10:31] So your reminders and your push notifications are front and center. They're already making connections with those people on site. Who might be returning, might be new, might be a lead for them, whatever it might be. And we're starting to get them there by encouraging them to sign up because our events, as we all know, have limited space.
[00:10:49] Not everyone can attend the roundtable, whatever it might be. So we started to use that just to really find a new way to keep our attendees within the app. Because I think previously, when looking at our round tables or salon dinners, or whatever it might be, we required additional registration.
[00:11:06] So they would go to a separate Bizzabo event and register for that. That was great. Did the job. Got the data. All you need. However, from the attendee experience, they're then clicking in multiple places. They're checking the website, their email, whatever it is. And here we're keeping them in one spot. They click one time to save their seat.
[00:11:29] And they're in. So, I think that was a great improvement of how we've kind of just expanded our relationship with technology on site for the benefit of our attendees. Yeah.
[00:11:39] Rachel Moore (2): It's like when you get a badge or a wristband and you're like at a multi kind of stage event or there's different things and you know, that's your, all I need is this. That's all I need. I don't need to go do something different every single time. I want to go in a different place.
[00:11:51] That is your ticket in to everything. And following that same kind of train of thought, that's what you all did was been like, Hey, let's just do it all in that same place, not do it, separated out, but altogether. And again, fortunately, and thank you so much for cheerleading for Bizzabo.
[00:12:06] We love that because it's like, knowing that the tech, the technical capability is there to make that happen. And like you just said, and that's, Gosh, we're boiling it right back down to your title and what you do for Forbes. You're talking about attendee experience. You're there to make sure that it is seamless.
[00:12:23] It is easy. I always like talking to, cause we've interviewed some audio visual production people on here and they always talk about, you know, the only time they ever hear usually something from the audience is something goes wrong, but if nothing's going wrong, if people are having a seamless experience, then all you'll get are raves, you know, and they're not pointing that out.
[00:12:41] You know, there's not pointing out the negative. So you're really lifting that barrier, any barriers that were there or the friction. I guess a lot. We hear that word a lot. You remove that by, by putting it all in one place. And like you said, Yeah. Now you've got the data all in hand in one spot. Now you've got that communication system all in one spot, and it's just a win for everybody.
[00:13:01] Sydney Melin: I will say, when you say the quiet, I always tell my team quiet is good. Let's say remain in the peace. That's all good.
[00:13:09] Rachel Moore (2): Yes, I love, yes, exactly. It's don't worry about it. That's a good sign.
[00:13:13] Sydney Melin: There's no alarms, there's no fires. Everyone's happy.
[00:13:15] Rachel Moore (2): That's right. All right. Well, as we always love to do, we like when people bring receipts to talk about okay, you've talked about what's possible. Let's talk about can you demonstrate, or can you like, give us some proof is in that pudding.
[00:13:28] So can you share some stats on how well this has worked for y'all?
[00:13:31] Sydney Melin: Yeah, absolutely. As I mentioned, we kinda started rolling out with the session registration this year. Played around in the Bizzabo app before, but this is our first year really driving it home. And my favorite example was at our 2024 Forbes CMO summit. So this event is, I think it's the 10th or 11th year.
[00:13:52] I need to check myself on that one. But we were in Aspen this year at the St. Regis with 150 CMOs and these CMOs, as we know are familiar with events. They do it, their team. We put on an event for people that put on events, like that's the reality of it. And they also are so connected within that network.
[00:14:12] So when you think of the purpose of an app at an event, you're thinking, okay, attendee connection, making sure they're familiar, both of those things, our audience at the CMO summit already have a handle on, like they're already going to meet for coffee because they know they're coming. So, when we rolled out the event app for the CMO Summit, we were going to make the roundtable session registration and salon dinner registration all via the Bizzabo Agenda in the app.
[00:14:41] And so some might think, okay, like they're CMOs, they didn't do it. It was the most engaged group of everyone. They understood because again, it's also their role. But we had about an 80 percent adoption rate of the app, which was spectacular. I think for again, year one, going out with all of this and just being able to get them all again in that one place, sending our reminders for all the different things that they were going to across those four days made it so seamless.
[00:15:11] I think additionally as part of the Bizzabo session registration, there's a QR code on the badge. We can just easily check them in. So a lot of the CMO sponsors that were in attendance, we're also getting real time check in rates from our Forbes team on site. So it was like the most seamless integration.
[00:15:32] Everyone was happy. We're taking, honestly, taking over downtown Aspen and sending them all different directions for all their dinners and whatnot. And there was no confusion. I think just. You have to rethink if your audience is going to engage with the technology, just put it out there because the world is moving in that direction.
[00:15:51] And if you're not doing it, you're behind and the attendees get that as well.
[00:15:56] Rachel Moore (2): Yeah. Well, win there too because it's I mean, gosh, we're both marketers. We work with marketers and knowing marketing people, I mean, goodness. Marketers have so many apps on our phones already, right? So, so even being like, Oh, you want me that you're gonna have me download that app.
[00:16:10] But 80 percent adoption is a fantastic rate. Obviously it worked. And I've been I've had the privilege of being to Aspen downtown. So now I'm just like picturing all your CMOs walking around like, where does the app say to go next? We're going to go and
[00:16:24] Sydney Melin: Exactly.
[00:16:25] Rachel Moore (2): amazing. That's so great. What? What a great kind of testament to like how you really did anticipate that attendee experience, but then use the tech to support it and to make sure that they had the best time ever and came off with a great event.
[00:16:38] Sydney Melin: It truly is one of those things where the year prior, it worked well, our method of the other event registrations, that process works, but it's about year over year, rethinking how the technology can actually support you and doing one, your job better, easier to report data, and then also improving the attendee experience.
[00:16:59] That's what technology is there for. So,
[00:17:02] Rachel Moore (2): And again, excellent point to look at it year over year. It can be so easy, I think, for people to get in that cookie cutter mode, right? Where they're like, well, that's how we've always done it, you know, and it worked great the last two years. Why reinvent the wheel? And you're like, Oh no.
[00:17:16] We're actually we're giving it a more suspension. Like we're, and I'm sorry, I'm getting into car euphemism, which is the thing. The last thing I should do, but but you are you're taking a look every year saying, well, wait a second, the tech might have improved. There might be some new features you mentioned to using Bizzabo for the last six years.
[00:17:32] It's evolved and then evolving your approach then saying, okay, yeah, it did work great last year. Can it work even better this year? What are our options? I think that's so key that I think a lot of people forget to do, or maybe feel like they don't have the time to do.
[00:17:45] Sydney Melin: Well, and I'll tell you the Bizzabo product team, they know my name well,
[00:17:48] Rachel Moore (2): That's awesome.
[00:17:49] Sydney Melin: They're like, Oh, Sydney's calling again. She has an idea. So
[00:17:52] Rachel Moore (2): Well, I bet they love hearing from you because it's like idea. Bring it in. Let's talk about it and make it happen. So excellent. I love that you're sharing all this for us.
[00:18:00] Rachel Moore: We'll be right back with more event experience after the break.
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[00:18:34] Rachel Moore: We're back with Sydney Melin to learn how her team uses event tech after the curtains have closed.
[00:18:41] Rachel Moore (2): What about after though, after in person events? Can you share how you're using event tech to tie that whole event experience together and the aftermath?
[00:18:51] Sydney Melin: Absolutely. And I think you are kind of teeing me up perfectly when you say like that year over year planning what can we make better? So I think all of us are in that pre 2025 planning mode right now. And something that is on my radar and things that I am going to be pushing for in 2025 is actually utilizing AI to improve that post event communication strategy.
[00:19:16] So the idea being as event professionals, we all know the first email that hits our inbox is, can I get that photo that photographer took of me on site? Duh. I want that too. The second repeat was great, but there's technology out there that can use facial recognition to share attendee folders specific to the photos that they are featured in on site just for them.
[00:19:43] So, I think, again, keeping the mind open of like, how can technology help support our strategy here? The idea being, you are solving a problem for the attendee and removing the load of work from your team by creating the folder for them to get all of the assets. They're also marketing your event for you by providing those photos year over year, and then taking it a step further, using that technology as your post event followup, whether that be directly after that contains your survey sponsor, whatever, like directly after that one event or following up at the end of the quarter or the end of year saying it's been so great having you at our events. Here's 4 highlighted photos of you at all of our events this year. Would love to connect or want to share the 2025 Forbes Live calendar with you. Let's stay in touch, whatever it might be. So I think using technology just to enhance your communication post event is really key. Because again, audience and community is my title. We don't want our attendees coming to one event. We would like them to continue to attend our events and find purpose in many of the great things that we are, we're doing all over the world.
[00:21:00] Rachel Moore (2): Yeah. Oh I am thinking right now of that person who is six months later opening an email and they are, you know, that event is way back in the back of their brain. If it's even like there at all, if they're even cognizant of it, but you're sharing that them, they open the email and immediately they see, Oh my God, it's a memory.
[00:21:19] It's a memory from when I was at that event and we all know how quickly that can take someone right back in that moment. And then you're also sharing, and here's some helpful information, but you are, what is that thing that we marketers do? We give to get, so like you're still giving them that delight moment.
[00:21:35] And then now their brain is open to the other information that you're giving, which is so brilliant. And again, talking about that, it's that full year cycle.
[00:21:44] The other thing I love, and I know we all know this I think everyone listening and watching knows this. We want repeat attendees. We want, you know, we don't want to churn.
[00:21:55] Once we get an attendee, we want them to come back every time. I've, it's so important though for you to call that out though, too, to just say that's the whole, that's the community part of it. It's not just oh, we got numbers, you know, everybody's well, how many people registered? Yes. How many of those were returned?
[00:22:10] You know, how many of those are repeat attendees and being able to track that and know that you're cultivating that community and they're going to be your advocates. It's just, there's just so many ways that benefits when you approach it that way.
[00:22:22] Sydney Melin: Yeah, and I think other of course, they're advocates, they're coming to your events, but I think a part that you also forget is they're the people that are going to tell you, like, how you can improve your event, whether that be, they attended our Power Women Summit and are at our CMO Summit and are coming to Abu Dhabi with us for 30/50. They might say, Hey, by the way, we loved what you did at we, because it's them and the people they met that are traveling to all of our events.
[00:22:49] We loved what you did there. It would be awesome to incorporate that here, or, Hey, I just got back from CES and I saw this, like being on site. And as my role on site, I am also networking with these attendees and building a relationship with them where they feel comfortable enough to be like, Hey, this is, Number one, love this event.
[00:23:09] Here's my constructive criticism. And you take that back to the team or Hey, someone that's attended four of our events loves coming, has this constructive criticism for us. And that's great because we can trust them and they trust us. And then the next event they come to, it's that much better.
[00:23:23] Rachel Moore (2): Yeah, it's brilliant. So, really great. What a winning approach. You obviously have the numbers to prove it, right? And so, excellent just really good insights, good best practices, and good ideas too, for everyone to remember as they tackle. And again, like you said, we're all in planning mode for 2025.
[00:23:40] So now's a great time, everybody. As you're listening to this podcast, you know, cause you can multitask go check your event tech. What can it do now that it couldn't do maybe last year you know, and make sure that you're employing that into your approach. And you know, like Sydney's doing with her team you know, have some more success this year than you even had last year.
[00:23:56] Sydney Melin: I think, I know we spent a lot of time talking about like our event tech and that experience and the technology that really touches your attendee. But I think looking on the inside is also really important. At the end of the day, we're marketers and we are not just copywriters and social media posts, campaign managers, like whatever it might be.
[00:24:17] We deal with a lot of technology and I think you can have an absolute rock star team, but if they don't know. All the capabilities of the technology you're using, whether that be running campaigns, managing timelines, anything you're falling short and I think just. You making sure you're utilizing your technology to the fullest helps you run a more efficient team.
[00:24:41] And then also you're seeing how the data is connecting across the company. You as an event manager, you are one product. Of your company's business and it, their journey goes all throughout. So I think seeing how that data connects will just allow you to be a better and smarter marketer. So I think that's a part sometimes we forget is we're running in our own little world on the event side.
[00:25:06] But take a step back, look at the full picture and make sure your team knows how to use that technology to the fullest,
[00:25:12] Rachel Moore (2): final, easiest question. Where can our listeners find and follow you online, Sydney?
[00:25:17] Sydney Melin: LinkedIn. Sydney MMelin I'm happy to connect and answer any other questions you guys have.
[00:25:23] Rachel Moore: Sydney's skill up recommendation requires us to do an about face when we're laser focused on our own events.
[00:25:30] Sydney Melin: I think it's pay attention to what's happening around you. I think all of us are busy. We all know that we are eat, breathe, sleep, our events. And we experienced our events, but I think it is paying attention to the technology that's happening, attending those events, listening to podcasts, like whatever it might be, because the second that you feel like you are copying and pasting something from one campaign to the other, or one event to the other, you are behind.
[00:25:59] So I think just pay attention.
[00:26:01] Rachel Moore: Thanks again to Sidney Malin for joining us on event experience. And thank you for listening. If you're enjoying the show, we'd love to hear it. Connect with us on social and subscribe, rate, and review us wherever you're listening. Also, don't forget to share the show with your colleagues and friends. You can find transcripts and key takeaways of each episode on bizabo.
[00:26:21] com forward slash podcast on behalf of the team. Thank you. We'll gather again soon for a new episode of event experience.
