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Event Type: User Groups
Hosting a group of people with a vested interest in a cause or product presents its own challenges. Here you’ll find the resources to make your user group event a win-win for everyone.


Articles
Seven Degrees of Socialization
Sun Microsystems Inc. harnesses the power of social media to market its annual JavaOne conference, extend the event year-round, and enrich its developer community.

Focus on the Family
Attendance soars and customer relationships flourish when Honeywell Process Solutions breaks from business as usual to incorporate families into its annual user conference.

Marketing Smackdown
In a trademark move, World Wrestling Entertainment Inc. crafts an unforgettable fan-focused event that incorporates its television programs, magazine, live events, and Web site into one tour.

HP's Hidden Hype
To build a community of customers for its large-format printers among emerging artists and designers, Hewlett-Packard Development Co. launches a series of pop-up art galleries with no visible tie to its brand.

HP's Accidental Event
To help customers feel like company insiders, HP transforms its trade-show-affiliated customer meeting into an annual, standalone event – now worth $33 million.

CA's Strategic Reboot
CA Inc. redesigns its annual user conference to regain customers' confidence after a corporate accounting scandal. Its strategy? Offer customers and partners insider information, executive access, and a commitment to change.