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Social Media & the Future of Event Marketing

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Gemma Craven, Executive Vice President, New York Group Director, Social@Ogilvy …

Gemma Craven, Executive Vice President, New York Group Director, Social@Ogilvy

Lisa Hyman, partner and senior vice president of strategic communications, LeadDog; Managing Partner, Greendog

Social conversation at events is all about embracing the importance of real-time marketing. Events today have become a spark for social memes and discussions that brands, companies, and individuals must participate in. In this workshop, Gemma Craven will discuss how social conversations are evolving into the future, the importance of crowd-fueled agendas, and how social media is the “glue” that connects event attendees before, during, and after an event.

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  • Real Time Marketing: Social conversation at events is now about embracing the importance of Real Time Marketing. How events today are a spark for social memes and discussion that brands, companies and individuals must participate in and how that will evolve into the future Crowd Fueled Agenda: How event marketers can use the power of the crowd in social media to shape the flow and agenda and how this is Social Media as The 'Glue': How social media is the tool that is connecting event attendees pre, during and post events. Who is doing it right, tips on how to do it now and how it will continue to evolve in the future of event marketing. 
  • Real Time Marketing: Social conversation at events is now about embracing the importance of Real Time Marketing. How events today are a spark for social memes and discussion that brands, companies and individuals must participate in and how that will evolve into the future Crowd Fueled Agenda: How event marketers can use the power of the crowd in social media to shape the flow and agenda and how this is Social Media as The 'Glue': How social media is the tool that is connecting event attendees pre, during and post events. Who is doing it right, tips on how to do it now and how it will continue to evolve in the future of event marketing. 
  • The Royal Baby's here (it's a boy!) and it's birthed an endless number of marketer tweets. While some feel appropriate because they're from baby-related brands or companies that provide related services, others are either completely out of place, or a matter of an overzealous social media manager just trying to make sure his or her brand say something. Proof that "real time marketing" is no longer about getting credit for just showing up.
  • Real Time Marketing: Social conversation at events is now about embracing the importance of Real Time Marketing. How events today are a spark for social memes and discussion that brands, companies and individuals must participate in and how that will evolve into the future Crowd Fueled Agenda: How event marketers can use the power of the crowd in social media to shape the flow and agenda and how this is Social Media as The 'Glue': How social media is the tool that is connecting event attendees pre, during and post events. Who is doing it right, tips on how to do it now and how it will continue to evolve in the future of event marketing. 
  • Real Time Marketing: Social conversation at events is now about embracing the importance of Real Time Marketing. How events today are a spark for social memes and discussion that brands, companies and individuals must participate in and how that will evolve into the future Crowd Fueled Agenda: How event marketers can use the power of the crowd in social media to shape the flow and agenda and how this is Social Media as The 'Glue': How social media is the tool that is connecting event attendees pre, during and post events. Who is doing it right, tips on how to do it now and how it will continue to evolve in the future of event marketing. 
  • The Disco Biscuits are one of those bands with a group of diehard fans who follow them from show to show and who keep close tabs on them even during the off season. In turn, the Biscuits work to keep their fans happy and entertained. Likewise, they deliver a totally unique show every night, improvising different versions of all their songs, all the time. This involved approach has bred a baseball-like fanaticism among their followers, who religiously pour over setlists, tally up statistics and collect as many live concert recordings as possible. "The cool thing about the Biscuits is that we typically try to find ways to include the fans in the outcome of the sets from time to time, in many different ways," bassist Marc Brownstein tells Spinner. Drawing on this approach, Brownstein has invited fans to post their "fantasy setlist" on his Facebook page. And there's a prize involved: the setlist that gets the most "likes" will likely be performed -- at least in part -- by the Disco Biscuits next weekend. This "fantasy set" will be one of seven sets total that the Disco Biscuits perform at Camp Bisco, their annual three-day festival held on a property just outside of Albany, N.Y. It's safe to assume that some of the other crowdsourcedsetlists may influence the other sets at the festival as well. Brownstein says that feedback from fans has always been important to the band and they've always paid attention to what their fans want. "It may just be the energy of the crowd on a given night, or we may take setlists on Facebook and consider those," he says. "Either way, it is great for both the fans and the band to have this mutual connection." Other artists appearing at Camp Bisco include LCD Soundsystem, Ween, Thievery Corporation, Bassnectar and Rusko. As for the Disco Biscuits' fantasy set, our call is for a presentation that double downs both their 'Hot Air Balloon' and 'Chemical Warfare Brigade' rock operas into one unified whole. Hey, that's why they call it "fantasy."Tycho - We chatted to Tycho and his team and it seemed like they’d need to sell a few hundred tickets to make it feasible to come to London, so we created a simple website, Detour to allow Tycho fans to pledge. What happened next was pretty insane! We emailed the fans on Songkick who were tracking Tycho, and over 100 of them pledged money for a ticket. Gideon was pretty thrilled to see how many other people shared his passion for Tycho. But 100 or so wasn’t enough to get the show confirmed so the Songkickers took it into their own hands & started to contact friends and music fans who were either into Tycho or should be! Within a short while we hit our target and the gig was on! Wow.
  • Open innovation – You know what you don’t know and now you want someone to help you with solving your known problem. Co-creation – You are simply after creating an additional delight factor for your customers using untapped knowhow of the crowd.Crowdsourcing – You kind of know what you want but instead of going to a traditional vendor for it you would go to a place where you can get diversity, speed, reduced cost and most importantly creative options.
  • Open innovation – You know what you don’t know and now you want someone to help you with solving your known problem. Co-creation – You are simply after creating an additional delight factor for your customers using untapped knowhow of the crowd.Crowdsourcing – You kind of know what you want but instead of going to a traditional vendor for it you would go to a place where you can get diversity, speed, reduced cost and most importantly creative options.
  • Transcript

    • 1. Social Media & the Future of Event Marketing Gemma Craven & Lisa Hyman #ELEVATENYC
    • 2. Social Media & the Future of Event Marketing Agenda @gemsie #ELEVATENYC • Using Real Time Marketing effectively at events • Creating a crowd-fueled agenda • Using social media as your event “glue”
    • 3. Social Media & the Future of Event Marketing What is Real Time Marketing? @gemsie #ELEVATENYC • Content is the new currency on today’s visually-driven social web. • Brands are rapidly establishing their presence in large scale conversations, in particular around events. • They are doing this using rapidly created visual content that is relevant to the conversation and used in real-time. • Pioneers include Stella Artois, Oreo and Audi – Superbowl and Oscars are two examples.
    • 4. Social Media & the Future of Event Marketing @gemsie #ELEVATENYC
    • 5. Social Media & the Future of Event Marketing @gemsie #ELEVATENYC
    • 6. Social Media & the Future of Event Marketing Why should you use it at your event? @gemsie #ELEVATENYC • Relevancy: show you are tuned in to the conversations your attendees are having while they are there • Amplification: real time marketing is a way to extend the reach of your event in a visually appealing way • Visual: connecting with attendees in the way they want to be reached in today’s visually-fueled spaces
    • 7. Social Media & the Future of Event Marketing Key Takeaways for Brands @gemsie #ELEVATENYC • This approach demands preparedness and flexibility • It needs creative resources as well as listening tools and a framework of suitable topics • Understand what is relevant and what is not for your brand • Paid media will help extend the reach of any real time content
    • 8. Social Media & the Future of Event Marketing Creating a Crowd Fueled Agenda @gemsie #ELEVATENYC • Crowdsourcing is the practice of obtaining services, ideas, or content by soliciting contributions from a large group of people • This is especially from an online community, rather than from traditional employees or suppliers • This can be a great way of drawing in an audience to an event by asking them to help shape the agenda
    • 9. Social Media & the Future of Event Marketing Draw Inspiration from Music Industry @gemsie #ELEVATENYC •Disco Biscuits •Ask the crowd to outline the set list they want via Facebook •Lady Gaga •putting her Little Monsters at the heart of her entire persona •Tycho •working with Songkick to bring artist to London
    • 10. Social Media & the Future of Event Marketing Key Takeaways for Brands @gemsie #ELEVATENYC • Ask your audience to participate in something linked to the reason they are connected to you • Make it simple • Crowdsource in plenty of time to action the crowd’s decision
    • 11. Social Media & the Future of Event Marketing Social Media Extends Connection @gemsie #ELEVATENYC • Attendees expect to connect with each other and brands around an event in social spaces • Three clear periods of time: Pre, During and Post event • Each needs different approaches to really amplify social media effectively
    • 12. Social Media & the Future of Event Marketing Pre-Event: Drive Agenda & Attendee Excitement @gemsie #ELEVATENYC • Social tools enable attendees to plan their time at an event • Tools such as Twitter and LinkedIn allow for meeting scheduling • Publish all speakers social details to allow for attendee discussion to drive word of mouth around specific tracks • Set up calendar of content aligned to moments in time at the event, to be published throughout
    • 13. Social Media & the Future of Event Marketing During Event: Amplify Speakers & Content @gemsie #ELEVATENYC • Stoke conversations around important influencers at event • Use social channels to release exclusive content to attendees • Use real time tools (Twitter) to track, participate in and showcase memes and trends to other attendees • Use paid media to extend reach of discussions to non- attendees
    • 14. Social Media & the Future of Event Marketing Post Event: Make Lasting Connections @gemsie #ELEVATENYC • Social channels enable attendees to make lasting connections after the event and continue discussions • Provide recaps and useful assets for sharing • Track trends and reach to understand full volume of conversations at event • Social feedback is vital for understanding future event themes
    • 15. Social Media & the Future of Event Marketing Key Takeaways for Brands @gemsie #ELEVATENYC • Understand the different intent in each part of the three stage process • Ensure you have social listening set up all around your event • Use a dedicated resource rather than an already busy event planner • Establish a benchmark/goals so you can measure the success of your event in social media
    • 16. Exercise: Make it Social How it Works @ljsackman #ELEVATENYC • What is the Event? The Facts. • Know the Brand Assets • The Assignment • Channels • Team Discussion • Presentation
    • 17. Exercise: Make it Social The Facts @ljsackman #ELEVATENYC • Event: Oprah’s O You, a day of O and friends • Venue: Large event hall • Location: A major U.S. City • Attendees: 5000 attendees, mostly women • Features: Classes, speakers, swag, sponsors
    • 18. Exercise: Make it Social Brand Assets @ljsackman #ELEVATENYC • Oprah • O Magazine • Oprah’s Friends • Sponsor brands • Including Oral B, Ikea, Chase, Jenny Craig, Clorox • Content generated on site • Existing social, tv, print channels for all brands
    • 19. Assignment Make this Analog Event Digital @ljsackman #ELEVATENYC • Despite her massive following, Oprah Magazine’s signature event, O You, was primarily experiential. • The facts and brand assets make this event social to: • Extend program reach • Create value for sponsors • Drive O Mag readership • Broaden audience beyond core O evangelists
    • 20. Assignment Deliverables @ljsackman #ELEVATENYC • A one-line social strategy • What’s your approach? • A tactical plan that utilizes several social networks (with rationale)
    • 21. Exercise: Make it Social Channels to Consider @ljsackman #ELEVATENYC • Twitter • @oprah: 20M • @o_magazine: 300k • @own: 9k followers • YouTube • OWN TV • Vine • Facebook • Oprah: 8.4M • OWN: 1.8M • O Mag: 300K • Google+ • O Mag: 3,000
    • 22. Exercise: Make it Social Other Considerations @ljsackman #ELEVATENYC • Real-time interactions and engagement • Stroking egos • Retweets • Attendees as journalists • Access to O • Loyalist rewards • Behind-the-scenes
    • 23. Exercise: Make it Social @ljsackman #ELEVATENYC GO!
    • 24. Thank You! Gemma Craven & Lisa Hyman #ELEVATENYC Lisa Hyman @ljsackman lisa@leaddogmarketing.com www.leaddogmarketing.com Contact me: Contact me: Gemma Craven @gemsie gemma.craven@ogilvy.com www.social.ogilvy.com