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Creating A Social Media Strategy For Your Event
 

Creating A Social Media Strategy For Your Event

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Charlene Li presents how to create a social media strategy for your event.

Charlene Li presents how to create a social media strategy for your event.

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    Creating A Social Media Strategy For Your Event Creating A Social Media Strategy For Your Event Presentation Transcript

    • Creating a Social Media Strategy for Your Event
      Charlene Li
      Altimeter Group
      April 13, 2010
      1
      Prepared for Eventbrite
    • It’s not about the technologies
    • 3
      It’s aboutrelationships
    • Three Principles Of Modern Events
      Events should have a strategy that includes the before and after – not just during.
      Events should integrate with existing communities and social networks where they exist.
      The audience can assert control over the event, so encourage audience engagement -- and know when to get out of the way.
      4
    • Define Your Strategy With Goals
      5
    • Social engagement must be continuous
      6
      Learn
      Dialog
      Support
      Innovate
    • Learn where communities already are
      7
    • Tap Plancast attendees at similar events for leads
      8
    • Encourage sharing to jumpstart dialog
      9
      Encourage advocacy with badges
    • If you don’t, others will.
      For example: #NCAA #NCAABB #FinalFour #Final4 #MarchMadness
      Decide on event hashtags in advance.
      Also designate session hashtags if needed.
      Publicize in advance in all channels
      Website: attendee section, bloggers/media section
      Promote at the event itself – repeatedly
      Include in signage, printed programs
      Announce from the stage, again and again
      Encourage dialog with hashtags
      10
    • Create groups/communities to connect
      11
    • Support pre-event networking
      12
    • Ask for proposals via social media
      13
    • SXSW asks for comments on proposals
      14
    • Social engagement must be continuous
      15
      Learn
      Dialog
      Support
      Innovate
    • SXSW connected with an iPhone app
      16
    • Aggregate and display the backchannel
      17
    • Balancing front- and backchannels takes practice, skill, and experience
      18
    • Determine the role and relationship of the backchannel to speakers at your event
      19
      Will speakers be able to adequately monitor the backchannel?
      When is the speaker expected to be able to see and respond to the backchannel, if at all?
      Is the organizer prepared to monitor and address “bad behavior”?
      Integrate the backchannel differently for different formats (e,g, Webinar, panel, keynote).
    • Designate non-presenter to track questions, if possible.
      Remind everyone about hashtags being used.
      Monitor Twitter, live blogging, and Webinar Q&A.
      Address connectivity, volume, platform issues.
      Screen and prioritize questions.
      Notify presenter about any problems.
      Example: We prepped and practices before this Webinar.
      Webinar best practices
      20
    • Moderator reminds people about hashtag for comments/questions.
      Also provide SMS texting option if desired.
      Moderator monitors the backchannel.
      Or designate one or more people to moderate the questions and DM/text questions/issues.
      If moderator monitors, requires practice practice practice to succeed at this.
      Panelists can also monitor the backchannel.
      Example: Jeremiah Owyang at SXSW pushing discussion into Q&A because of backchannel.
      Panel best practices
      21
    • Presenters with prepared speeches have little possibility of reacting to the backchannel.
      Speaker is focused on reading the audience, making real-time adjustments to the room.
      Conference organizers must be prepared, and also prep the speaker.
      Designate someone to monitor the backchannel and signal speaker with any major problems.
      Message with monitors or SMS – but speaker needs to be prepared (and most won’t be open to this).
      Speakers need to engage active backchannel members – even until you get on stage.
      Get them on your side.
      Keynote best practices
      22
    • What can go wrong – danah boyd at Web 2 Expo, Fall 2009
      23
      danah had a new speech, couldn’t see her laptop, and was nervous.
      She didn’t know about the backchannel that would be displayed.
      Audience was reacting to the backchannel, she reacted to the backchannel, etc.
      Organizers turned off the backchannel screen and then back on, unbeknownst to danah.
      More from details from danah at http://www.zephoria.org/thoughts/archives/2009/11/24/spectacle_at_we.html
    • A better way to include and expose the backchannel – during Q&A
      24
      Show backchannel during Q&A so that the speaker can select the questions.
      Emcee can ask pre-selected questions to get started.
      Monitor the backchannel during the speech and ask Q&A on behalf of the audience.
      Also eliminates “non-questions” and floor hogging.
    • Social engagement must be continuous
      25
      Learning/innovating
      Advocacy
      Support/planning
      Dialog
    • In the backchannel, launch a survey.
      “Rate the panel, talk, scale of 1 (poor) to 5 (excellent).”
      Create a place where people can go to have further discussion, if warranted.
      Promote your next event or session.
      Direct people to related sessions.
      Ask for feedback and extend the dialog
      26
    • Rexi Media empowers speaker ratings
      27
    • Create a blog post or page that summarizes the event.
      Encourage replay by sharing content.
      Upload to SlideShare, Scribd, Flickr, YouTube, etc.
      Embed in your post/page.
      Include an audio recording, linked to slides if available.
      Link to relevant blog posts that covered the event.
      Capture entire backchannel, insert as an archive.
      Worried less about cannibalization, more about extending the experience of paid attendees.
      Create and share event summaries
      28
    • It’s about the relationships, not the technologies.
      Create and foster dialog before the event to drive attendance and engagement.
      The social backchannel changes the relationship between speakers and attendees – so be prepared.
      Encourage replay by sharing, not hoarding, content.
      Summary
      29
    • 30
      30
      Thank you
      Charlene Li
      charlene@altimetergroup.com
      blog.altimetergroup.com
      Twitter: charleneli
      For slides, send an email to slides@altimetergroup.com
      http://bit.ly/buyopenleadership