The Digital Conference - Beyond social media

The DigitalConferenceBeyond social mediaPeter Vittrup, SeismonautICCA Scandinavian Conference 2013#iccascanThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Peter VittrupLinkedIn Mapshttp://inmaps.linkedinlabs.comThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

“We systematically overestimate the value of access to informationand underestimate the value of access to each other” Clay Shirky, Professor, New York University Shirky, Clay (2008): Here comes everybodyThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

TodaysSocial media team• Content editors • Bente Mondrup, VisitAarhus • Lars Rungø, VisitAahus• Help Desk • Peter Vittrup, Seismonaut • Camilla Swartz, SeismonautThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

TodaysplatformsPrimary platforms Secondary platforms• Facebook • YouTube• LinkedIn • Instagram• Twitter • Slideshare • ...The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

1. Platform setup2. Participant understanding3. Content planning4. Community managementPlatformsetupThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

1. Platform setup2. Participant understanding3. Content planning4. Community managementParticipantunderstandingThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

1. Platform setup2. Participant understanding3. Content planning4. Community managementContentplanningThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

1. Platform setup2. Participant understanding3. Content planning4. Community managementCommunitymanagementThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Table talkThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Lab workThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Table talkTell the person next to you abouta really great conference experience?What made it special?The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

ConferenceThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

ConferenceA professional perspective• Program• Keynote speakers• Papers• ...The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

ConferenceA practical perspective• Logistics• Food• Destination• ...The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

ConferenceA social perspective• The other participants• Networking• Dialogues• ...The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

The conferenceexperience Professional Practical SocialThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

How can we improve theconference experience? Professional Practical SocialThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

How can we improve theconference experience?Through participation. Engaging the participants in the experience.The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

How can we improve theconference experience? Before During AfterThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Social media are platforms based on participationThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Traditional mediaThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Social mediaThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Marketing on socialmedia is also aboutparticipation• Great content on social media will generate engagement. That way the content will be shared to their network and the conference will be spread. To the friend. And the friends friend. And the friends friends friend.• However... Traditional media can still work It all deminds on the participantsThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Lab workTake a minute to look at the tasksin the todo bookIf you have a computer, tablet og smartphone,post or comment on the conference platformsThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Primary platforms#iccascanFacebook LinkedIn TwitterConference updates Conference updates Conference updatesmostly social mostly professional mostly real timeThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Secondary platforms#iccascan• YouTube Videos• Instagram Pictures• Slideshare PresentationsThe secondary platforms mostly works as archive.Content posted here will feed the primary platforms.The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

DanielOrd RasmussenSenior AnalystSeismonautThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Lab workEvaluate Daniels presentation now:http://speakerscore.com/8T3XSpeakerscoreSimple, online speaker evaluationhttp://speakerscore.comSpeakerscore is a free tool for speakers, who want feedbackfrom their audience based on 4 universal questions.The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Lab workWufoo.comOnline form builderhttp://www.mightymeeting.com/Wufoo is a simple form builder that can be used for eventregistrations, applications, surveys and more.The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Table talkWhat is your experience with social mediaplatforms for conference communication?Good examples?Problemes and challanges?The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

The Digital Conference - - Beyond Social Media Digital Conference Beyond Social Media // ICCA Scandinavian Conference 2013 ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

The conferenceexperience Before During AfterSeminar for Aalborg Universitets Konferencenetværk / Onsdag den 7. november 2012

Table workDescribe a conference participantThink of a speciﬁc conference (one you areplanning or one you have attended recently)and describe a typical participant.Remember name and faceThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Table workDescribe a conference participantThink of a speciﬁc conference (one you areplanning now - or one you have attendedrecently) and draw a typical participant.Remember to give the person a nameand a face.The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Lab workShared whiteboard drawingsMighty MeetingMeeting application for tablets (Android + iOS)http://www.mightymeeting.com/Share slides, images, and whiteboard with any number of onlineparticipants.The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Fluid Persona Formathttp://wiki.ﬂuidproject.org/display/ﬂuid/Persona+FormatThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

PersonasThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Content Recomendations Recipies Links Recordings Guides Pictures Questions Press releases Video clips Articles Analysis Podcasts Mikro sitestioner Brochures Academic articles Webinars Notes Manuals Presentations Link collections Invitations Opening hours Nyhedsbreve News letters Competitions Stories Quotes SDrawings Blog posts E-books Secrets The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

PlatformsHome pageNewspapers and magazinesOnline social networksNews lettersEtc.The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

PlatformsHome pageNewspapers and magazinesOnline social mediaNews lettersEtc.The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Everyone is awriterThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Everyone is apublisherThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

We (still) needan editorThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

MariaSchwarzChief consultantSeismonaut CopenhagenThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Put togetheran editorial teamWho is responsible for the content? This will be clear, if you set up aneditorial team of persons with dedicated responsibility.• Content manager. Acts as an editor in chief with the strategic focus on what content to post both before, during and after the conference.• Network manager. Responsible for the communication and interaction with participants. May be the same person as content editor.• Content producers. If possible, there can be more people producing content during the conference. Blog posts, video clips and preparation of status updates. Could be persons from theThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Plan editorialmeetingsPlan editorial meetings from the very beginning. When you beginplanning the conference program, you will also want plan theconference communication, so that you are prepared for everythingA larger content workshop can also be a great idea. Gather theeditorial team and invite a few more people to join. The goal of both theworkshop and the editorial meetings would be to generate great contentfor the conference platforms – content that can engage yourparticipants.The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Create an editorialcalenderThe calender is your daily tool both before, duing and after theconference. It will tell you what content to post where - and when.• Use a spreadsheet (eg. in Excel og Google Docs)• Prepare the content. The more speciﬁc you are on the content of your future updates, the easier your everything will be.• Use the calendar actively both before, during and after the conference. You can still be spontaneous and post new ideas. But when other tasks comes along, you will need the calendar to keep you on track.Note: An editorial team and calender is equally important fora long-term precence on social media platforms.The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Download a simple excel templatehttp://bit.ly/kongres4The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Access the ICCA Scandinavia Google Docs templateYou must create your own copy of the ﬁle in the menu ﬁle > make a copyhttp://bit.ly/1610WHsThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Before If you need a place to stay before or after the conference, heres a list of good hotels close to the conference center. If you have any questions, plase feel free to ask us! How would you like to network with other conference destinations? Join our LinkedIn group now and meet other participants and get more out of the conference! Read Guy Bigwoods blog "Less Conversation More Action" to learn about Guys mission to make the events industry more sustainable!The Digital Conference - - Beyond Social Media Digital Conference Beyond Social Media // ICCA Scandinavian Conference 2013 ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

During When you arrive, use entrance B. You will have to register and get your nametag before entering the conference. Were ready for you :) @danielord from @seismonaut is on stage: “The only way you will ever discover the true meaning of being alive, is by sharing content on social network #quote #icca2013 Camilla from VisitHjørring is going to grab a danish beer at Fairbar tonight (Nørre Allé 66) - anyone who likes to join can meet at at the entrance at 22.00 #beerThe Digital Conference - - Beyond Social Media Digital Conference Beyond Social Media // ICCA Scandinavian Conference 2013 ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

After 1Were there some particular good slides that you wish you could see again? Weve gathered all the slides on Slideshare for you to collect. We hope you enjoy! Just a brief evaluation of the conference in Aarhus. What session was most inspiring? A: Session 1 B: Session 2 or C: Session 3 Thank you for being part of the ICCA conference! Our photigrapher Søren has gathered the best moments and put it together in a 3 minute video. Watch and share.The Digital Conference - - Beyond Social Media Digital Conference Beyond Social Media // ICCA Scandinavian Conference 2013 ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

The conferenceexperience Before During AfterThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Table workThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Table workCreate digital content ideas that couldimprove a conference experience - before,during and afterGet ideas from your personasThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Lab workChoose one of the best ideas and create isas a piece of content that can be posted oneigther Facebook, Twitter og LinkedIn.One update from all tables.The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

1. Platform setup2. Participant understanding3. Content planning4. Community managementCommunitymanagementThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

1. Platform overview2. Participant understanding3. Content planning4. Community managementThe Digital Conference - - Beyond Social Media Digital Conference Beyond Social Media // ICCA Scandinavian Conference 2013 ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

The conferenceexperience Before During AfterThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

What are goodstatus update?• Engaging. A status update should express personality and enthusiasm. “Now we’re finally ready... We are really looking forward to...”. This will encourage participation.• Visual. Pictures and videos are very engaging on social media. And it is fine to use your smartphone camera - it doesn’t have to be too polished.• Specific. Rather highlight a specific thing than give out general information.• Relevant. Share specific tools, links and professional content that the receiver will find relevant and useable.The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Don’t oversell a message.Engage in the dialogue.• Be less polished that normally. It’s not a press release.• Mention and highlight other people - also in oﬃcial posts.• Tag each other in pictures and videos• Participate and write comments on each other’s posts• ....The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

CamillaSwartzCommunity ManagerSeismonautThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Listen and learnfrom your community 1 Monitor 3 Listen Monitor your target group’s reactions to your posts: Show your users that you listen to them by answering What type of posts get the greatest response, e.g. inquiries, questions and responding to their needs - most comments, likes, feedback and so on. Use this whether it be through private channels such as email or as a guideline to creating engaging and interesting through public channels in the community content forward on 4 Update 2 Engage Prevent the diﬀerent pages from seeming "dead". Answer questions and be constantly up to date with Engage your target group by focusing your posts on your content calendar what they ﬁnd interesting, and by always targeting your content. Invite your target group to actively take part in the communication by asking “What do you 5 Answer think?” or “Share your results/experiences/thoughts Take note of criticism - both positive and negative. It is with us” important that you respond to both, since communication generally will take place in a public forum, where the user expects a response, and where the rest of the group can keep track of how you deal with criticismThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Community Managementgetting professional• Performance Analyst The community manager sets benchmarks for engagement to measure the eﬀectiveness of the brand’s social presence.• Fan Segmentation Specialist The community manager know which people matter to the community and to the business and how attract the right peopl..• Crisis Radar Technician The community manager is able to detect, identify and prevent any social media crisis from evolving.• Brand Voice Expert The community manager know how the brand talks, looks and behaves and will create and distribute content accordingly.http://www.slideshare.net/socialogilvy/introducing-the-community-directorThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Table talkHow du you think ICCA ScandinavianChapter should use social media?We have established networking platforms.What should we use - and how?The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Print• VisitAalborg and Inspiring Denmark (2012): Den Digitale Kongres Redskaber og inspiration til at sprede dit budskab digitalt http://issuu.com/seismonaut/docs/dendigitalekongres• Velocity (2012): The Content Marketing Strategy Checklist http://bit.ly/PtwV9V• Kristina Halvorson (2012): Content Strategy for the web• Joe Pulizzi and Robert Rose (2011): Managing Content Marketing Steve Mulder (2006): The User Is Always Right - A Practical Guide to Creating & Using Personas for the WebThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

Online• Portal about content marketing http://contentmarketinginstitute.com/• Blog post about the use of personas in a creative proces http://bit.ly/HsMGsj• Podcasts with concersationsa about content strategy http://5by5.tv/contenttalks• Videos and presentations from Community Conference • 2011: http://communityconference.dk/2011 • 2012: http://communityconference.dk/2011The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

The DigitalConferenceBeyond social mediaPeter Vittrup, SeismonautICCA Scandinavian Conference 2013#iccascanThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

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The Digital Conference - Beyond social media

by ICCA Scandinavia on Mar 05, 2013

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