1 Copyright © Publicasity 2014Outcomes matter
Amplifying Live Events
through Social Media
Philippe Jeanjean, Head of Digit...
2 Copyright © Publicasity 2014Outcomes matter
A Bit About Us
3 Copyright © Publicasity 2014Outcomes matter
Today’s session
• How online and IRL merge
• Strategy
• Driving footfall
• A...
4 Copyright © Publicasity 2014Outcomes matter
The merging of
online and real-life
5 Copyright © Publicasity 2014Outcomes matter
Online vs IRL
Boundaries continue to merge
Social media activity captures
re...
6 Copyright © Publicasity 2014Outcomes matter
Online vs IRL
7 Copyright © Publicasity 2014Outcomes matter
Event strategy
8 Copyright © Publicasity 2014Outcomes matter
What kind of event?
Your brand’s own event
A larger event your brand
partici...
9 Copyright © Publicasity 2014Outcomes matter
Focus on Outcomes
Remember the goal of your event!
It’s hard for people to b...
10 Copyright © Publicasity 2014Outcomes matter
Focus on outcomes
Who do you want to reach? What is your brand’s story?
Wha...
11 Copyright © Publicasity 2014Outcomes matter
How Social Media can help
Drive Footfall
Involve people off-site Create las...
12 Copyright © Publicasity 2014Outcomes matter
Driving Footfall
13 Copyright © Publicasity 2014Outcomes matter
Driving footfall
Online ticketing and socialised registration
(make sure yo...
14 Copyright © Publicasity 2014Outcomes matter
Pre-posts
15 Copyright © Publicasity 2014Outcomes matter
At the event
(Basics)
16 Copyright © Publicasity 2014Outcomes matter
Planned vs. spontaneous posts
Create (and schedule) what you
can in advance...
17 Copyright © Publicasity 2014Outcomes matter
Social media management
Use social listening tools
Identify influencers in ...
18 Copyright © Publicasity 2014Outcomes matter
Hashtags
Don’t create needless
hashtags – use the
event tag as a default
(c...
19 Copyright © Publicasity 2014Outcomes matter
Connectivity
Ensure there is
good Wi-Fi!
20 Copyright © Publicasity 2014Outcomes matter
At the event
(Engaging)
21 Copyright © Publicasity 2014Outcomes matter
Cut through the social noise
Get participants
involved
Physical action capt...
22 Copyright © Publicasity 2014Outcomes matter
Encourage engagement
UGC competition
Live-stream key segments
Create ‘snapa...
23 Copyright © Publicasity 2014Outcomes matter
Case study: Grand Designs Live
24 Copyright © Publicasity 2014Outcomes matter
Encourage engagement off-site
Involve wider community prior
to event
Open u...
25 Copyright © Publicasity 2014Outcomes matter
Creating and
using content
26 Copyright © Publicasity 2014Outcomes matter
Producing content at the event
Event content must fit within the
overall br...
27 Copyright © Publicasity 2014Outcomes matter
Producing content at the event
What content best
supports your
brand?
Who w...
28 Copyright © Publicasity 2014Outcomes matter
Producing content at the event
Brand UGC Blogger / media
29 Copyright © Publicasity 2014Outcomes matter
Making the most of event content
Plan content map in
advance
Ensure content...
30 Copyright © Publicasity 2014Outcomes matter
Driving sales and
generating leads
31 Copyright © Publicasity 2014Outcomes matter
Drive sales and generate leads
Tweet shop (on-stand
discounts for posts)
Ex...
32 Copyright © Publicasity 2014Outcomes matter
Dealing with
issues and
criticism
33 Copyright © Publicasity 2014Outcomes matter
Dealing with negative comments
Don’t Ignore!
Always tackle head on as
you c...
34 Copyright © Publicasity 2014Outcomes matter
Dealing with a crisis
35 Copyright © Publicasity 2014Outcomes matter
Questions?
36 Copyright © Publicasity 2014Outcomes matter
Publicasity
t: 020 7632 2400
www.publicasity.co.uk
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Amplifying Live Events through Social Media

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Publicasity's Head of Digital, Philippe Jeanjean outlines the ideal social media strategy to get people talking about and attending your event.

Published in: Marketing, Technology, Business
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Amplifying Live Events through Social Media

  1. 1. 1 Copyright © Publicasity 2014Outcomes matter Amplifying Live Events through Social Media Philippe Jeanjean, Head of Digital June 19th 2014
  2. 2. 2 Copyright © Publicasity 2014Outcomes matter A Bit About Us
  3. 3. 3 Copyright © Publicasity 2014Outcomes matter Today’s session • How online and IRL merge • Strategy • Driving footfall • At the event • Creating and using content • Driving sales and generating leads • Dealing with issues and criticism • Questions
  4. 4. 4 Copyright © Publicasity 2014Outcomes matter The merging of online and real-life
  5. 5. 5 Copyright © Publicasity 2014Outcomes matter Online vs IRL Boundaries continue to merge Social media activity captures real-life experiences in real time
  6. 6. 6 Copyright © Publicasity 2014Outcomes matter Online vs IRL
  7. 7. 7 Copyright © Publicasity 2014Outcomes matter Event strategy
  8. 8. 8 Copyright © Publicasity 2014Outcomes matter What kind of event? Your brand’s own event A larger event your brand participates in, along with competitors A relevant event that your brand is not directly involved with An event that your brand sponsors
  9. 9. 9 Copyright © Publicasity 2014Outcomes matter Focus on Outcomes Remember the goal of your event! It’s hard for people to be social at the event and on social media simultaneously What does success look like for you? Is a waterfall of Tweets during the event of value to your brand or do you need something else?
  10. 10. 10 Copyright © Publicasity 2014Outcomes matter Focus on outcomes Who do you want to reach? What is your brand’s story? What is the best way to convey that message? Who can help you communicate?
  11. 11. 11 Copyright © Publicasity 2014Outcomes matter How Social Media can help Drive Footfall Involve people off-site Create lasting content Collect data and leads Drive immediate sales opportunities Engage with people onsite
  12. 12. 12 Copyright © Publicasity 2014Outcomes matter Driving Footfall
  13. 13. 13 Copyright © Publicasity 2014Outcomes matter Driving footfall Online ticketing and socialised registration (make sure you have it) - Like and share buttons - QR or Zap codes on print materials Identify and outreach to influencers - Social listening - LinkedIn groups - Event calendars/Industry boards Get the most from media partners, celebs and influencers Use owned brand social media channels - Video intro to events - Teaser blog posts - Create teaser content (videos, whitepapers, infographics) - PPC footfall drivers Target your base of confirmed attendees with social content
  14. 14. 14 Copyright © Publicasity 2014Outcomes matter Pre-posts
  15. 15. 15 Copyright © Publicasity 2014Outcomes matter At the event (Basics)
  16. 16. 16 Copyright © Publicasity 2014Outcomes matter Planned vs. spontaneous posts Create (and schedule) what you can in advance Agree sign-off process and turnaround times
  17. 17. 17 Copyright © Publicasity 2014Outcomes matter Social media management Use social listening tools Identify influencers in advance Have a dedicated social media manager Pre-prepare talking points and agree a response process
  18. 18. 18 Copyright © Publicasity 2014Outcomes matter Hashtags Don’t create needless hashtags – use the event tag as a default (competitions excluded)
  19. 19. 19 Copyright © Publicasity 2014Outcomes matter Connectivity Ensure there is good Wi-Fi!
  20. 20. 20 Copyright © Publicasity 2014Outcomes matter At the event (Engaging)
  21. 21. 21 Copyright © Publicasity 2014Outcomes matter Cut through the social noise Get participants involved Physical action captured and shared
  22. 22. 22 Copyright © Publicasity 2014Outcomes matter Encourage engagement UGC competition Live-stream key segments Create ‘snapable’ event experiences Encourage input from attendees
  23. 23. 23 Copyright © Publicasity 2014Outcomes matter Case study: Grand Designs Live
  24. 24. 24 Copyright © Publicasity 2014Outcomes matter Encourage engagement off-site Involve wider community prior to event Open up discussions on Google Hangouts Social listening to identify sharing opportunities Create content with extended appeal
  25. 25. 25 Copyright © Publicasity 2014Outcomes matter Creating and using content
  26. 26. 26 Copyright © Publicasity 2014Outcomes matter Producing content at the event Event content must fit within the overall brand content plan
  27. 27. 27 Copyright © Publicasity 2014Outcomes matter Producing content at the event What content best supports your brand? Who will create it? How will it be shared?
  28. 28. 28 Copyright © Publicasity 2014Outcomes matter Producing content at the event Brand UGC Blogger / media
  29. 29. 29 Copyright © Publicasity 2014Outcomes matter Making the most of event content Plan content map in advance Ensure content is adaptable for multi- use Consider ongoing blogger/influencer partnerships
  30. 30. 30 Copyright © Publicasity 2014Outcomes matter Driving sales and generating leads
  31. 31. 31 Copyright © Publicasity 2014Outcomes matter Drive sales and generate leads Tweet shop (on-stand discounts for posts) Exclusive one on one sessions Exclusive one on one sessions NFC, QR or Zap codes on all materials Exclusive downloads Social media ‘like’ offers Enable digital lead generation
  32. 32. 32 Copyright © Publicasity 2014Outcomes matter Dealing with issues and criticism
  33. 33. 33 Copyright © Publicasity 2014Outcomes matter Dealing with negative comments Don’t Ignore! Always tackle head on as you can never be sure when they may escalate Leverage Influencers Has a blogger / media referenced the answer to a query? Then direct the customer to them Tone of Voice Treat every customer query separately – don’t sound like a robot with generic answers Continually Monitor Social media is a 24/7 game – make sure you processes in place to be alerted to mentions Beware Scheduling Always check that your scheduled content is still relevant Keep on top of Community Always monitor what they are discussing
  34. 34. 34 Copyright © Publicasity 2014Outcomes matter Dealing with a crisis
  35. 35. 35 Copyright © Publicasity 2014Outcomes matter Questions?
  36. 36. 36 Copyright © Publicasity 2014Outcomes matter Publicasity t: 020 7632 2400 www.publicasity.co.uk

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