Like everything in 2020, Slack’s biggest event underwent some unexpected changes. Turning it into our very first virtual conference proved itself a worthy endeavor through both the event experience and the resulting metrics.
The journey behind the event
I was the lead writer on all communications for Slack Frontiers: before, during and after the event. From driving event registration (and exceed our company goals) to sending tasteful thank you notes to our speakers, I touched practically every element of Slack Frontiers.
Over 78 emails. 31 paid pieces of promotion. 40 published social posts. Dozens of session titles and descriptions. 2 coasters. And one event platform overhaul.
18,841
registrants
8,300+
attendees
1 million
impressions on social
22,000+
engagements on social
$57.8M
pipeline influence
I have a lot more of these examples. Just ask
The case of the curious personas
I worked with our events team to outline six different attendee personas, and then with our designers to create a way to engage them. With the absence of physical swag for everyone, our “transformation badges” proved a hit within our event experience and as Slack reacji in our attendee workspace.
Summing it all up
After the digital dust settled, I partnered with the Frontiers brand design lead to co-author an article on how we made it happen. Check it out on the Slack Design blog: We took our biggest live event virtual—and it felt a whole lot like the real thing.
“This is the story of how we completely overhauled our biggest in-person event for the pandemic era, while still holding onto everything we love about it.”
Illustration by Sabrena Khadija
Designers: Rodney Manabat, Rosie Bubb, Casey Labatt Simon