Social media and live events

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Integration of social media into live experiences. Branded content and social media amplification.

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Social media and live events

  1. 1. A BRAND CONTENT AGENCY IAN IRVING GROUP STRATEGY DIRECTOR
  2. 2. SUCCESSFULLY INTEGRATING SOCIAL MEDIA INTO YOUR LIVE COMMUNICATIONS © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 3
  3. 3. SOCIAL MEDIA MYTHS © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 4
  4. 4. LETS FIRST GO THROUGH SOME SOCIAL MEDIA MYTHS… 1.It’s for kids 5.Customer complaints will become public 2.It’s for B2C not B2B 3.Theres no ROI 6.People won’t care what we have to say 4.It would be a waste of staff time to monitor © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 5
  5. 5. SOCIAL MEDIA FACTS © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 6
  6. 6. SOCIAL MEDIA FACTS CURRENT RESEARCH PREDICTS THAT UK RETAIL SALES DIRECTLY VIA SOCIAL MEDIA ARE FORECAST TO GROW TO £290M BY 2014 FROM £210 (A RISE OF 44%) AS MORE AND MORE BRANDS TARGET CONSUMERS WITH PERSONALISED OFFERS AND DEALS THROUGH SOCIAL NETWORKS. 27% OF TOTAL UK INTERNET TIME IS SPENT ON SOCIAL NETWORKING SITES. 52% OF ALL MARKETERS HAVE FOUND A CUSTOMER VIA FACEBOOK IN 2013 15% OF TOTAL UK MOBILE INTERNET IS SPENT ON SOCIAL NETWORKING SITES. ON FACEBOOK, BRAND POSTS GET HALF OF THEIR REACH WITHIN 30 MINUTES OF BEING POSTED. 13% OF SOCIAL MEDIA LEAD CONVERSION RATES ARE 13% HIGHER THAN THE AVERAGE LEAD CONVERSION RATE. COMPANIES THAT GENERATE MORE THAN 1.000 FACEBOOK LIKES ALSO RECEIVE NEARLY 1.400 WEBSITE VISITS A DAY. 21% SOCIAL MEDIA PRODUCES ALMOST DOUBLE THE MARKETING LEADS OF THE TRADE SHOWS, TELEMARKETING, DIRECT MAIL, OR PPC (PAY PER CLICK). OF ALL MARKETERS SAY THAT SOCIAL MEDIA HAS BECOME MORE IMPORTANT TO THEIR COMPANY OVER THE PAST SIX MONTHS. 85% OF FANS OF BRANDS ON FACEBOOK RECOMMEND BRANDS TO OTHERS COMPARED TO 60% OF AVERAGE USERS. 74% OF MARKETERS SAY FACEBOOK IS IMPORTANT TO THEIR LEAD GENERATION STRATEGIES.
  7. 7. SOCIAL MEDIA SHARING SOCIAL NETWORKS EMAIL INSTANT MESSAGE BLOGS MESSAGE BOARDS 92% 89% 81% 85% 58% FAMILY 77% 86% 67% 61% 36% COLLEAGUES 24% 26% 18% 22% 20% FRIENDS © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) !8
  8. 8. SOCIAL MEDIA SOCIAL MEDIA DRIVE SALES! !9
  9. 9. YOU CAN’T JUST DIP YOUR TOE IN… SOCIAL MEDIA NEEDS 110% COMMITMENT Your mission is to create fans because fans will follow you through thick and thin. " © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 10
  10. 10. “A BRAND IS NO LONGER WHAT WE TELL THE CONSUMER IT IS - IT IS WHAT CONSUMERS TELL EACH OTHER IT IS.” " " " © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 11
  11. 11. “Our head of social media is our customer” " - McDonalds " © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 12
  12. 12. HOW IMPORTANT ARE SOCIAL NETWORKS AS MARKETING INSTRUMENTS FOR AN EVENT ORGANISER? NOT IMPORTANT AT ALL 10% NEUTRAL 15% VERY IMPORTANT 75% 3/4 of event organisers consider social media a very important marketing instrument. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 13
  13. 13. IT’S IMPORTANT TO ACTIVATE THE RELEVANT PLATFORM XING 28% LINKEDIN 49% GOOGLE+ 39% PINTEREST 15% OTHER 3% FOURSQUARE 4% BLOGS 29% FLIKR 10% NONE 1% FACEBOOK 78% YOUTUBE 42% © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) TWITTER 56% 14
  14. 14. REMEMBER It’s about being where it matters!! Research your audience © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 15
  15. 15. GETTING PEOPLE TO YOUR EVENT © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 16
  16. 16. THE TACTICS . SELL TICKETS " . DRIVE WEB TRAFFIC " . INCREASE YOUR OWN SOCIAL COMMUNITY " . INCREASE (UGC) USER GENERATED CONTENT " . INCREASE EVENT AWARENESS + ENGAGEMENT © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 17
  17. 17. BE STRATEGIC… PRE EVENT AWARENESS © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) LIVE EVENT ENGAGEMENT POST EVENT COMMUNICATION 18
  18. 18. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 19 19
  19. 19. DEFINE THE AUDIENCE © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 20
  20. 20. CHOOSE THE RIGHT SOCIAL PLATFORM ACTIVATE THE RELEVANT CHANNELS © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 21
  21. 21. CREATE EVENT LISTINGS IN THE APPROPRIATE COMMUNITIES © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 22
  22. 22. DISTRIBUTE CONTENT + ENGAGE + INSPIRE YOUR AUDIENCE © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 23
  23. 23. ADD IN CALLS TO ACTION TO ATTEND THE EVENT FACEBOOK POST 2 DAYS TO REGISTER © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) TWITTER REGISTER NOW FOR 15% DISCOUNT " LINKEDIN " EARLYBIRD DISCOUNTS " 24
  24. 24. CONTENT IS KING © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 25
  25. 25. “FOR A TRULY EFFECTIVE SOCIAL CAMPAIGN, A BRAND NEEDS TO EMBRACE THE FIRST PRINCIPLES OF MARKETING, WHICH INVOLVES BRAND DEFINITION AND CONSISTENT STORYTELLING” " " " © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 26
  26. 26. “IF YOU DO NOT HAVE GREAT CONTENT IT DOES NOT MATTER AT ALL HOW YOU DELIVER IT” " " " © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 27
  27. 27. LIVE EVENT ENGAGEMENT © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 28
  28. 28. GEOSOCIAL NETWORING PEOPLE WILL BE CHECKING IN TO YOUR EVENT ON SOCIAL MEDIA. " " © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 29
  29. 29. LIVE TWEETING + INSTAGRAM © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 30
  30. 30. FACEBOOK UPDATES © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 31
  31. 31. #OWNERSHIP " " Own all of these social interactions create the @Twitter handles and use #Hashtags " Encourage your audience to interact and share. This creates user generated content, Retweets and followers! " © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 32
  32. 32. POST EVENT COMMUNICATION © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 33
  33. 33. RETAIN THE COMMUNITY YOU HAVE CREATED AND KEEP THE CONVERSATION FLOWING… © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 34
  34. 34. ENGAGE WITH A CONTINUED FLOW OF ENGAGING AND RELEVANT CONTENT Tools: " . Video " . Photo’s " . Q + A’s " . Presentations " . Polls and surveys " " © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 35
  35. 35. TO SUMMARISE . Define your target audience " . Research the appropriate platform for your audience " . Create engaging content " . Run engaging social activity " . Keep the conversation flowing post event " " © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 36
  36. 36. CONCLUSION: The marketing of events by means of social media continues to be a very important communication instrument to the events industry… BUT IT NEEDS COMMITMENT! © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 37
  37. 37. THANK YOU ANY QUESTIONS? 40
  38. 38. TALK TO US GROUP STRATEGIC DIRECTOR IAN IRVING IAN.IRVING@WEAREPUBLIC.COM T. +44(0)207 202 4800 M. +44(0)777 571 6661 © 2013 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) HQ 194 HERCULES ROAD LONDON SE1 7LD

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