Just Do It! Keep your local community vibrant and relevant! Virtual event is better than no event at all!


What keeps your local tech community gatherings (User Group, SQL Saturday, and others) is you, your team, and your events. What might be obvious to some, might not obvious to all – having no events, no activities in your tech community will erode the foundation of your community and will lead to its demise.

Yes, we all agree that 2020 and 2021 have completely changed the game of running community events with many mature in-person events downsizing or completely closing its doors due to COVID and the local regulations that came with it. At the same time, is not to say that you can’t run events. If your local regulations are preventing you from running an in-person event, just run a virtual event, at least for the time being. And while virtual events are not a full replacement for in-person (primarily due to completely missing out on the networking aspect), it’s still way better than no event at all.


While the cost of virtual event is close to none and it requires less preparation, it’s does require new skills. Running a virtual event is very different than in-person, but it also much easier than in-person event. So, what do you to go from organizing in-person event to a virtual event?


For your user group monthly meeting, all you need is you (and maybe a backup person just in case), catch all tech support email account, tools to organize the event (Eventbrite.com), some marketing campaigns to promote the meeting, and some experience (and patience for few hours) with Zoom/MS Teams/other remote meeting software of your choice. If you want to go fancy, some familiarity with TechSmith Camtasia and YouTube would be needed to record and share recorded session.

If this is going to be a full day event with multiple rooms like a SQL Saturday event, you would need a great team of volunteers, catch all tech support email account, tools to organize the event (Eventbrite.com/SQLSaturday.com/Sessionize.com/and few custom Microsoft Forms), well thought through marketing campaign to promote the event and decent familiarity with software to run a long remote meeting. If you want to go fancy, some familiarity with TechSmith Camtasia and YouTube would be needed to record and share recorded sessions.

Great Team

You would need a team of really dedicated volunteers to moderate virtual rooms, preferably one volunteer dedicated per each virtual room for 8 hours.


You need to involve email marketing, social media, but more importantly you need to reach out to organizers of similar events to help you out reaching out wider audience.

Consider adding Meetup to your marketing toolbelt. Please reach out to ms-data at microsoft.com to join Azure Data Tech Groups and get your Meetup cost comped by Microsoft.

Remote meeting software

Here you need to decide on Zoom, MS Teams or something else, get comfortable with it, have few dry runs with volunteers and speakers, setup 8 hours long meeting per each virtual room, and pray for it to work flawlessly.

To conclude

The Data Driven Technologies Team is running Los Angeles Data Platform User Group virtually for 2-3 years now. We have also organized and delivered 2 Virtual SQL Saturday in Los Angeles events (2020 and 2021).

If you need help, I am here for you. Let’s me help you with running your virtual event with handholding and guidance. I can help you out with everything your need – technology tools, marketing, speakers, attendees, sponsors, etc…

I want your User Group, SQL Saturday event and more importantly SQL Saturday brand to stay relevant.

Retrospective on LA Data Platform User Group performance in 2021

As we are approaching 2022, it’s time to review 2021, see what we have accomplished, what worked well and what could be improved.

Despite 2021 being out of an ordinary year for tech community as a whole with many community events being forced to adapt to a new norm of running remote meeting, it’s being really great for us so far. Part of the reason was our prior experience with running virtual community meetings. LA Data Platform User Group almost exclusively went virtual at the beginning of 2019 (see Fig #1) as we couldn’t secure a venue and got very comfortable with it.

Fig #1 – January 2019

While that might not be true for other cities, states, countries, Los Angeles is known for a very bad commute (I-405 is considered to be the worst in the nation). The city is very poorly planned and very spread-out making commuting from home to work and back a very unpleasant experience. Commuting to and from tech events for attendees, speakers, and volunteers is even less pleasant. Add to that difficulty with finding a somewhat central and affordable location to host your tech event with somewhat easy parking, and you are virtually having nothing to choose from.

Prior to going all virtual, we had a very low registrations (see Fig #2) and attendance numbers (between 5-15 people).

Fig #2 – 2018 EventBrite registration

Compare that to running a virtual event and suddenly there are plenty of options: more attendees can attend, more speakers can present, no time/money wasted in commuting and parking. Needless to mention it, virtual event cost is close to zero as there is no need to buy food and beverages.

Accomplishments and what worked really well

If prior to going all virtual we have struggled to run monthly meetings due to speaker shortage and venue availability while watching the number of attendees shrinking, this all changed, and we have fully embraced virtual meetings. In 2021, we got running remote meetings down to a science. Within just few weeks in December 2020, we booked an entire 2021 leaving room for just marketing the upcoming meetings. No longer need to worry about if meeting is going to happen or not, just focus on promoting the meeting and increasing registration and attendance.

The other part of science of running remote meetings is communication. When you are running in-person meetings, you have plenty of natural opportunities to interact and communicate with attendees. Virtual setup makes is harder. We were essentially forced to learn new tricks. We started to heavily overcommunicate using email newsletter and social media to compensate on missing an in-person interaction. Prior to 2021, we were usually sending few emails a month and used social media sporadically. In 2021, we excelled at using Moosend.com (freemium email marketing platform) and buffer.com (freemium social media scheduler) to create a constant flow of communication between monthly meetings.

Our attendance grew to a steady 20-50 remote attendees (see Fig #3). Our members now instinctively looking forward to an interesting data topic every 3rd Wednesday @ 7PM PST of every month. Attendees also know that all sessions are getting recorded and with speaker’s approval will make it to YouTube.com (we also recently added Rumble.com).

Fig #3 – 2021 EventBrite registration

Due to a PASS sunset (a community organization that provided us with a free web site hosting) that happened In January 2021, we received a free access to Meetup via Azure Data Tech Group (funded by Microsoft). We now have a presence on Meetup and quickly approaching 200 member’s mark.

We have added a new member to our team to help out with digital marketing – Maria Lopez. Maria has helped us to transform a very chaotic digital marketing effort into a very streamlined, well-oiled marketing plan. We now have a well-planned and scheduled communication cadence, one single place to maintain all our digital touchpoints via linktree.com (see Fig #4), a growing YouTube channel, as well as a Spring Store for fans to buy merch.

Fig #4 – Linktree

To spark some interest in 2021 from existing and new members, we have introduced a t-shirt raffle. We are raffling a custom LA Data Platform User Group t-shirt (see Fig #5) every monthly meeting and making some members happier. Although, we didn’t notice any significant increase in attendance yet, we think it’s worth the try.

Fig #5 – LA Data Platform UG custom t-shirt

To double down on our successful 2021 effort of planning ahead, we have booked an entire 2022 (and even some 2023) monthly meetings (see Fig #6) in advance. That allow us to focus on communication and promotion.

Fig #6 – 2022 EventBrite registrations

What could be improved?

We need to schedule at least few in-person meetings, we need a social get together. While virtual meetings are much easy to arrange and run, it’s missing a human touch and it’s missing much needed networking opportunities.

Multiple site streaming is another item on the list to consider. Currently, our remote meeting can be only attended via MS Teams. If we use something like StreamYard.com or ReStream.io, we can get more exposure (and hopefully more attendance) from social media platforms, such as Facebook, Twitter, YouTube, Twitch, and LinkedIn.

Keeping Your Virtual User Group Members engaged


The year is 2021 and almost everything runs remotely. People attend meetings without leaving the couch. The amount of available online content is exploding while there are still only 24 hours in a day. Competing digitally is getting harder, and it’s time to learn new tricks, tricks to retain your members when in-person human interaction + pizza is no longer an option. The main goal here is to keep the number of members attending, or at least the registering number.

This blog post is going to showcase specifically what LA Data Platform User Group is doing to engage and entertain its members between monthly meetings. We are going to assume that you are familiar with Zoom/Teams to run the meeting and you are proficient with EventBrite/LinkedIn/Facebook events/Meetup.


With so much digital content available everywhere, it’s hard to compete for attention and captivate members. Our LA Data Platform User Group has been running remote meetings for 2-3 years now. The challenge has always been how to keep it interactive, but beyond that, how to keep members engaged between meetings. Obviously, it got much harder in 2020-2021 when almost all other meetups went virtual/online. How does our User Group is keeping our members engaged? What is our secret sauce?


The solution is to communicate, communicate, and communicate. Especially communicate with members between meetings to keep them engaged and entertained. While great monthly meeting content (speaker + session) is important, it’s only 10% of the success. Communication is the other 90% that makes it worthwhile for new members to join and existing members to come back for more content.

We use https://www.mailerlite.com to send email newsletters and https:///www.buffer.com to schedule social media posts. Both tools are freemium products. We communicate with members more than 10 times between monthly meetings.

We meet on the third Wednesday of each month. Here is the cadence of our email marketing campaigns and social media posts.

  • 4-5 emails a month (every Friday morning) – Favorite content/links
  • 1 email a month (Thursday/Friday following 3rd Wednesday meeting) – Thank you for attending
  • 3-5 emails a month (preceding the monthly 3rd Wednesday meeting) – Monthly Meeting reminders
  • 1 email a month (Thursday/Friday following 3rd Wednesday meeting) – Recorded session is available on YouTube

Examples of MooSend and Buffer scheduling:

Email Marketing newsletter sent by MooSend.com
Social Media (LinkedIn, Facebook, and Twitter) posts sent by buffer.com

Examples of each email are shown below:

Favorite content/links email
Thank you for attending email
Meeting reminders email
Recorded session is available on YouTube email


Now that we shared our communication strategy, let’s see some data – newsletter opens/clicks and meeting registrations.

For the email newsletter (see image below), we are hovering over 20% opens (200 members opening emails) with 2% clicks (20 members are actively clicking on links inside the email).

Moosend.com Email campaign activity

For meeting registration (see in the image below), we are averaging 100 people per meeting.

2021 EventBrite.com Monthly meeting registration


As of February 2, 2022, we are no longer using MooSend.com and migrated to MailerLite.com due to the elimination of a free tier product.

LA Data Platform Speakers wanted!

Want to become an LA Data Platform speaker? Have in interesting subject about SQL Server / Data that you want to share with the community? Please use the form message below and provide the following information:

Choosing a FREE Email marketing service platform to engage your community event members


Running community events occasionally is not enough to engage your attendees/members. Unless you are running daily events, you are advised to communicate with your members between the events, as much more as possible. Using Email Marketing Service (EMS) platform is one way to make it happen. This blog post is going to take you on a leaving the MailChimp journey and exploring a few of the alternative Email Marketing Service (“EMS”) platforms that we (organizers of Los Angeles Data Platform User Group and SQL Saturday in Los Angeles event) chose to use as well as few DNS settings to set up to avoid the spam filter.

After years of using MailChimp to keep our members engaged for both the LA Data Platform/SQL Malibu user group (started in 2013) and SQL Saturday events (started in 2017), we’ve finally decided to draw a line and choose something else.

While MailChimp has a great product, the company that became the staple in the world of emails got overly confident and decided to squeeze every dollar. Some of the features that made MailChimp the king of the SOHO market are the ability to schedule posts to Facebook and Twitter, superb email deliverability reports, and an overall great interface. At the same time, some of those features became paid plan-only features. We were enjoying a FREE plan, but over the years MailChimp decided to make it less attractive by pushing some of the previously included features behind the paywall.

It’s started with something minor like making it difficult to BYOH (bring your own HTML code), continued with reduction of the contact list, and finally ended up with making campaign scheduling capabilities only available in paid plans.


We are a non-profit and trying to enjoy champagne on a beer budget where we can. We prefer to enjoy free services as much as we can. With Mailchimp taking away campaign scheduling, we decided to seriously consider alternatives. We briefly migrated to MailerLite to only discover that sending 12,000 emails a month is not enough for us. If initially, our user group emails were mostly about inviting members to attend user group meetings, in the last couple of months we have added weekly links Friday campaigns which caused us to run out of 12,000 monthly emails quicker and made MailerLite not that attractive any longer. Hitting the 12,000 monthly emails limit for a free plan too soon, effectively brought us back to look further and consider much more forward-looking alternatives that would work for us today and a year from now.


What are we using today? We reviewed and analyzed all different alternatives here and chose 2 platforms. As of May 2, 2021, we are using Sender.net for SQL Saturday in LA event and MooSend.com MailerLite.com for LA Data Platform.

What are we getting for free from each platform?

Sender – 15,000 monthly emails for a contact list under 2,500 subscribers with all features included.

Moosend – unlimited emails for a contact list under 1,000 subscribers. We can schedule campaigns and we can see open/clicks/problems reporting. As of Feb 2, 2022, we are no longer on Moosend (Moosend is no longer offering a free forever account) and moved to MailerLite which mostly provides the same product for free.

How did we migrate from MailChimp/MailerLite/Moosend?

Migration is a fairly simple process of exporting/importing your contact list and exporting/importing your regular campaigns. What might take you more time is matching every EMS platform dictionary (see Fig 2). What might be also a bit confusing is how to recreate the Signup form, so people can easily subscribe to your mailing list.

Fig #2 – MailChimp’s Audience is MailerLite’s Subscribers is Moosend Mailing lists is Senders subscribers

Like with any EMS platform, you would want to invest some time in setting things up to improve email deliverability beyond the content of your email. You would want to make sure that your DNS is aware of your EMS. Luckily, all major EMS platforms can help with that and would even provide you with instructions on how to fix it.


In a nutshell, you would need to add the following records to improve your email deliverability and avoid the spam filter:

Sender Policy Framework (SPF) is an email authentication method designed to detect forging sender addresses during the delivery of the email.[1] SPF alone, though, is limited to detecting a forged sender claim in the envelope of the email, which is used when the mail gets bounced.[1] Only in combination with DMARC can it be used to detect the forging of the visible sender in emails (email spoofing[2]), a technique often used in phishing and email spam.

DomainKeys / DKIM is an email authentication method designed to detect forged sender addresses in the email (email spoofing), a technique often used in phishing and email spam.

DMARC (Domain-based Message Authentication, Reporting, and Conformance) is an email authentication protocol. It is designed to give email domain owners the ability to protect their domain from unauthorized use, commonly known as email spoofing. The purpose and primary outcome of implementing DMARC is to protect a domain from being used in business email compromise attacksphishing emails, email scams, and other cyber threat activities.

While the 3 settings mentioned above are a great way to ensure your emails are reaching your member’s mailboxes, you would be strongly advised to get a free account with mxtoolbox that would constantly scan your domain records for problems.


This blog post is partially based on the following resources: