We now live in a connected world, where instant messages can be seen by millions within seconds, where large corporations do not necessarily control the narrative, where Social Media has become the source for breaking news. The Events Industry has also seen a huge change in the way events are run.

In the past, audiences were there to listen. Keypad voting systems then allowed the audience to express their views and with text messaging they could ask questions and post comments. Whereas before they were passive receivers, they have become active participants who expect and demand to be consulted and engaged.​

This means traditional definitions of participants are no longer adequate. Up until recently, we had to be satisfied with knowing what our audiences said and did; now we need to understand the motivations and the reasons behind their actions.

Information helps place actions into context, allowing individual stories to appear that can lead to remarkable insights into audience behaviour. Joining the information together creates stories that can be used to improve the event itself and communicate better with each attendee.

These individual stories often intersect and common themes can create real value to both the attendee and the event organiser. What did different attendees with the same employer have to say? Do delegates who really enjoyed a particular session have something else in common?

Each participant generates a digital thread of information that weaves around the event, intersecting and interacting with other threads. These interactions create a digital tapestry that is the source of all insights.

This is the power of information – it can make an event far more enjoyable and meaningful to the attendee and add whole new levels of value for the organisers.

At React Interact we don't just build apps, we build relationships.