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How ServiceNow
Doubled Traffic

Service Now came to Hero Digital with a need to define and support a best-in-class customer experience around its trade show, “Knowledge15.” The goal was to increase remote participation in the trade show via a companion digital experience, and also to increase year-round engagement on trade show content. We worked under the direction of marketing and the community team in order to design and build something that would perform in time for the April 2015 trade show in Las Vegas.

Experience Solution

We began by mapping the customer journey across multiple channels: web, mobile, community, and physical. We also analyzed the customer journey across the multiple seasons: pre-show, during-show, post-show and “365.” The goal was to create a design system that would work across these seasons without the need for design and engineering updates, so that the whole multi-channel program could be executed independently by ServiceNow marketing and event staff. We began by redesigning the community platform to be the central nervous system of the event – capturing both referred and direct traffic and then guiding them deeper for actions such as registrations and viewing keynote presentations.

The community experience was updated throughout the seasons leading up to the show so that it could first drive registration, then support remote participation for virtual attendees, and finally serve as a repository for rich content created during the show itself. The experience was built on Jive Software with integrations to Adobe Experience Manager, Ooyala, Lanyon, Adobe Analytics, and more.

Results

 

  • 230% increase in site visits

  • 153% increase in downloads

  • 330% increase in live streaming views

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