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EventReach & EventScore

The Localist platform had a few ways to measure an events ability to be seen and how unique and interesting it is to users. It uses specific metrics called EventReach and EventScore to quantify the potential reach and popularity of events, respectively.

 

In this article you’ll find:

  • EventReach Paths
  • EventReach Factors
  • Monitoring EventReach Scores
  • Event Score

Event Reach

EventReach is a metric to measure the expected “reach,” or audience awareness, of an event. After looking across our network of calendars, we’ve found the amount of certain content in an event greatly increases awareness and traffic. EventReach measures an event’s ability to be seen. The EventReach tool determines the metric by quantifying the single event’s potential reach as well as the overall health of the calendar.

 

EventReach Paths

  1. Google / SEO: How discoverable your event is in outside searches. If your listing includes things like a keyword rich description or a location then it can be properly indexed and displayed as a top result.
  2. Within Localist: How discoverable your event is to users browsing your calendar. If your listing is sponsored, assigned to multiple filters, connected to a place profile or includes tags then your event will be displayed across dozens of pages within Localist.
  3. Post-event engagement: EventReach includes factors that encourage audience communication after the event has occurred.

EventReach Factors

When adding an event the EventReach score will be set to 0% reach until you have entered a Title and Start Date.

Once you begin to add content to the form, the EventReach score will automatically update and check things off the list turning them green. Items that remain yellow have not been added and items that are gray are optional as they apply to only certain events.

Date more than 7 days away: If your event does not have an instance that is more than 7 days away then this will impact your score. While events should be posted as far in advance as possible, leaving at least 7 days allows enough time for Google to properly index the content and for your audience to discover the event.

Location / Linked to place page: If your platform has place pages enabled then you will see Linked to place page appear in the checklist if you connect your event to a profile.

Unlisted / Restricted: Selecting these visibility settings will remove the score table.

Monitoring EventReach Scores

A healthy score for a typical event will fall above 70%. The average EventReach score for your platform is displayed on your Admin Dashboard.

  • This number is periodically re-calculated and updated throughout the day.
  • Only the score for future events is included in this average.

EventScore™ (Trending)

Localist’s EventScore™ trending algorithm looks at dozens of factors to discover not just the most popular event, but the most interesting one. Let Localist automatically keep tabs on the social pulse of your community.

Event listings can be ordered using EventScore™ in two places:

  1. Channels – includes Homepage
  2. Newsletters

 

Why use Trending? 

It’s a great question that deserves an explanation, as it does break from tradition. Much of what makes Localist different is that we rethought the behavior of how people use a calendar. We don’t just show a static list of events so all dates can be absorbed by users; other calendar platforms already do that.

We’re presenting the information in a way that prioritizes events that are more interesting. Knowing when an event is taking place is secondary. Our research behind this decision was based on what we wished we had during our own college experience and by listening to what people today are asking:  “Where are people going?” “What cool events are happening today?” Previous thinking pegged the important question as, “when is this event?” when the actual question your audience needs to asks is “would I want to go to this?” In practice, someone will make the time to attend an event that interests them. The typical thought process from designers is that users will look at a calendar and say “I am free on Friday at 2pm. What is happening?” While that sounds correct on paper, most people actually make plans by saying “Wow, that event on Friday sounds amazing! I’m Going.” Thus, we prioritize events by relative interest over time of day.

That said, we do offer you the option to switch to a chronological listing but, by default, our algorithm takes the reins. To help you decide which sorting option is best for your online calendar here are the pros and cons of each sorting option:

 

#1: TRENDING

An algorithm that sorts events according to popularity among users.

Pro – Interesting events for interested people. Sorting events by what’s popular is a novel concept for online calendars, but it makes sense from a user perspective. People are often overwhelmed with information and want to be able to easily pinpoint events that are of interest to them. Our trending algorithm displays information in a way that gives people what they want to see:  interesting events, not just events they happen to be free to attend.

Pro – Mirroring user behavior. People make plans to attend an event because it’s interesting, their friends are going, or it’s a “must-do” in their city. They don’t make plans to attend an event because they had some free time in their schedule to kill. A trending algorithm helps people find the answers to the questions “What cool events are going on?” and “Where are people going?”

Pro – Trending is Popular. A whopping 98% of Localist customers currently use our trending algorithm on their online events calendars. Even though Localist calendars also provide the option of sorting events chronologically, almost every customer chooses to let users see a list of events based on what’s trending.

Con – Not everyone wins the popularity contest. When using a trending algorithm, some users may overlook events that aren’t popular or trending, even if it might appeal to them. However, events can be tagged with descriptive categories that allow users to search by interest.

 

#2: CHRONOLOGICALLY

In the other corner we have the second contender; sorting events chronologically by date and time.

Pro – Recognizable and familiar. Sorting events by date and time is synonymous with the term “calendar view.” When someone thinks of a calendar, they think of a month or week divided into days, with events, meetings, and other happenings listed in each box. Your users are familiar with this calendar view.

Pro – Tourist/Visitor Appeal. Even though people think in terms of what’s popular, rather than what’s available when it comes to events, there are a few groups to whom this doesn’t always apply:  tourists and visitors. People in these groups often have a small window ranging from a few hours to a few days in which they want to do something in your city, with your organization, or on your campus. Time and date matters to them, because they might not be here next week for your big, popular event. However, even though they’ve got a tighter schedule, tourists and visitors will still want to know what local events are popular and not-to-be-missed. They may also schedule trips around events.

Con – The clutter. Too much “noise” or clutter in your calendar is never a good thing. It can distract people from what they want to see, and is just plain frustrating. We’ve actually had complaints from users whose institution chose to use a chronological calendar view. Users couldn’t find exciting events through all the noise generated by recurring events.

Con – Static lists. A list of events that doesn’t change or adapt to let users see what events people are excited about is a little, well, boring. Your users’ eyes will glaze over after trying to read through a static list of event information sorted by date.

Con – Operates counter to user behavior. We already mentioned this earlier, but it’s important to reiterate that users really don’t go to an online calendar and think, “I’m free between 2pm and 4:30pm next Thursday. What event is going on?” Interest trumps availability.