This document discusses strategies for using social media to improve the conference experience. It suggests engaging participants through social media platforms before, during and after the conference. Setting up an editorial team and calendar can help plan and coordinate social media content. Personas can help conference planners understand different types of participants.

1. The Digital
Conference
Beyond social media
Peter Vittrup, Seismonaut
ICCA Scandinavian Conference 2013
#iccascan
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

2. The Digital
Conference
Beyond social media
Peter Vittrup, Seismonaut
ICCA Scandinavian Conference 2013
#iccascan
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

3. Peter Vittrup
LinkedIn Maps
http://inmaps.linkedinlabs.com
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

4. Peter Vittrup
LinkedIn Maps
http://inmaps.linkedinlabs.com
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

5. Peter Vittrup
LinkedIn Maps
http://inmaps.linkedinlabs.com
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

6. Peter Vittrup
LinkedIn Maps
http://inmaps.linkedinlabs.com
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8. “We systematically
overestimate the value of
access to information
and underestimate the value
of access to each other”
Clay Shirky, Professor, New York University
Shirky, Clay (2008): Here comes everybody
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9. Todays
Social media team
• Content editors
• Bente Mondrup, VisitAarhus
• Lars Rungø, VisitAahus
• Help Desk
• Peter Vittrup, Seismonaut
• Camilla Swartz, Seismonaut
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10. Todays
platforms
Primary platforms Secondary platforms
• Facebook • YouTube
• LinkedIn • Instagram
• Twitter • Slideshare
• ...
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11. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Platform
setup
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

12. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Participant
understanding
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

13. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Content
planning
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

14. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Community
management
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

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

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

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

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

19. Table talk
Tell the person next to you about
a really great conference experience?
What made it special?
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

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

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

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

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

24. The conference
experience
Professional Practical Social
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

25. The conference
experience
Professional Practical Social
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

26. How can we improve the
conference experience?
Professional Practical Social
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

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

28. How can we improve the
conference experience?
Before During After
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

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

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

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

32. Marketing on social
media is also about
participation
• 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 participants
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

33. Lab work
Take a minute to look at the tasks
in the todo book
If you have a computer, tablet og smartphone,
post or comment on the conference platforms
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

34. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Platform
setup
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

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

36. Primary platforms
#iccascan
Facebook LinkedIn Twitter
Conference updates Conference updates Conference updates
mostly social mostly professional mostly real time
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

37. Secondary platforms
#iccascan
• YouTube Videos
• Instagram Pictures
• Slideshare Presentations
The 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

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

39. Daniel
Ord Rasmussen
Senior Analyst
Seismonaut
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40. Lab work
Evaluate Daniels presentation now:
http://speakerscore.com/8T3X
Speakerscore
Simple, online speaker evaluation
http://speakerscore.com
Speakerscore is a free tool for speakers, who want feedback
from their audience based on 4 universal questions.
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

41. Lab work
Wufoo.com
Online form builder
http://www.mightymeeting.com/
Wufoo is a simple form builder that can be used for event
registrations, applications, surveys and more.
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

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

43. Table talk
What is your experience with social media
platforms for conference communication?
Good examples?
Problemes and challanges?
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

44. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Platform
setup
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

45. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Participant
understanding
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

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

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

48. The conference
experience
Before During After
Seminar for Aalborg Universitets Konferencenetværk / Onsdag den 7. november 2012

49. Table work
Describe a conference participant
Think of a specific conference (one you are
planning or one you have attended recently)
and describe a typical participant.
Remember name and face
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50. Table work
Describe a conference participant
Think of a specific conference (one you are
planning now - or one you have attended
recently) and draw a typical participant.
Remember to give the person a name
and a face.
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51. Lab work
Shared whiteboard drawings
Mighty Meeting
Meeting application for tablets (Android + iOS)
http://www.mightymeeting.com/
Share slides, images, and whiteboard with any number of online
participants.
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

52. Fluid Persona Format
http://wiki.fluidproject.org/display/fluid/Persona+Format
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53. Personas
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

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

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

56. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Platform
setup
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

57. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Participant
understanding
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

58. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Content
planning
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

59. Content
Recomendations Recipies
Links
Recordings
Guides
Pictures Questions
Press releases
Video clips Articles Analysis
Podcasts Mikro sites
tioner Brochures Academic articles
Webinars
Notes Manuals
Presentations
Link collections
Invitations Opening hours Nyhedsbreve
News letters Competitions Stories
Quotes SDrawings
Blog posts E-books Secrets
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60. Platforms
Home page
Newspapers and magazines
Online social networks
News letters
Etc.
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

61. Platforms
Home page
Newspapers and magazines
Online social media
News letters
Etc.
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

62. Everyone is a
writer
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63. Everyone is a
publisher
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64. We (still) need
an editor
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

65. Maria
Schwarz
Chief consultant
Seismonaut Copenhagen
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66. Put together
an editorial team
Who is responsible for the content? This will be clear, if you set up an
editorial 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 the
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

67. Plan editorial
meetings
Plan editorial meetings from the very beginning. When you begin
planning the conference program, you will also want plan the
conference communication, so that you are prepared for everything
A larger content workshop can also be a great idea. Gather the
editorial team and invite a few more people to join. The goal of both the
workshop and the editorial meetings would be to generate great content
for the conference platforms – content that can engage your
participants.
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68. Create an editorial
calender
The calender is your daily tool both before, duing and after the
conference. 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 for
a long-term precence on social media platforms.
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69. Download a simple excel template
http://bit.ly/kongres4
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70. Access the ICCA Scandinavia Google Docs template
You must create your own copy of the file in the menu file > make a copy
http://bit.ly/1610WHs
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71. Before
If you need a place to stay before or after the conference, here's 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 Bigwood's blog "Less Conversation More Action" to learn
about Guy's 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

72. During
When you arrive, use entrance B. You will have to register and get
your nametag before entering the conference. We're 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 #beer
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Digital Conference Beyond Social Media // ICCA Scandinavian Conference 2013
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73. After
1Were there some particular good slides that you wish you could
see again? We've 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

74. The conference
experience
Before During After
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

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

76. Table work
Create digital content ideas that could
improve a conference experience - before,
during and after
Get ideas from your personas
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77. Lab work
Choose one of the best ideas and create is
as a piece of content that can be posted on
eigther Facebook, Twitter og LinkedIn.
One update from all tables.
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78. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Platform
setup
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

79. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Participant
understanding
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

80. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Content
planning
The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

81. 1. Platform setup
2. Participant understanding
3. Content planning
4. Community management
Community
management
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82. The Digital Conference - - Beyond Social Media
Digital Conference Beyond Social Media // ICCA Scandinavian Conference 2013
ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

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

84. 1. Platform overview
2. Participant understanding
3. Content planning
4. Community management
The Digital Conference - - Beyond Social Media
Digital Conference Beyond Social Media // ICCA Scandinavian Conference 2013
ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

85. The conference
experience
Before During After
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86. What are good
status 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.
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87. 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
• ....
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88. Camilla
Swartz
Community Manager
Seismonaut
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89. Listen and learn
from 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 criticism
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90. Community Management
getting 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-director
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91. The Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013 Vi investerer i din fremtid

93. Table talk
How du you think ICCA Scandinavian
Chapter should use social media?
We have established networking platforms.
What should we use - and how?
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94. 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 Web
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95. 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/2011
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96. The Digital
Conference
Beyond social media
Peter Vittrup, Seismonaut
ICCA Scandinavian Conference 2013
#iccascan
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