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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.

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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  • 1. 1 Copyright © Publicasity 2014Outcomes matter Amplifying Live Events through Social Media Philippe Jeanjean, Head of Digital June 19th 2014
  • 2. 2 Copyright © Publicasity 2014Outcomes matter A Bit About Us
  • 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 Copyright © Publicasity 2014Outcomes matter The merging of online and real-life
  • 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 Copyright © Publicasity 2014Outcomes matter Online vs IRL
  • 7. 7 Copyright © Publicasity 2014Outcomes matter Event strategy
  • 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 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 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 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 Copyright © Publicasity 2014Outcomes matter Driving Footfall
  • 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 Copyright © Publicasity 2014Outcomes matter Pre-posts
  • 15. 15 Copyright © Publicasity 2014Outcomes matter At the event (Basics)
  • 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 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 Copyright © Publicasity 2014Outcomes matter Hashtags Don’t create needless hashtags – use the event tag as a default (competitions excluded)
  • 19. 19 Copyright © Publicasity 2014Outcomes matter Connectivity Ensure there is good Wi-Fi!
  • 20. 20 Copyright © Publicasity 2014Outcomes matter At the event (Engaging)
  • 21. 21 Copyright © Publicasity 2014Outcomes matter Cut through the social noise Get participants involved Physical action captured and shared
  • 22. 22 Copyright © Publicasity 2014Outcomes matter Encourage engagement UGC competition Live-stream key segments Create ‘snapable’ event experiences Encourage input from attendees
  • 23. 23 Copyright © Publicasity 2014Outcomes matter Case study: Grand Designs Live
  • 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 Copyright © Publicasity 2014Outcomes matter Creating and using content
  • 26. 26 Copyright © Publicasity 2014Outcomes matter Producing content at the event Event content must fit within the overall brand content plan
  • 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 Copyright © Publicasity 2014Outcomes matter Producing content at the event Brand UGC Blogger / media
  • 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 Copyright © Publicasity 2014Outcomes matter Driving sales and generating leads
  • 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 Copyright © Publicasity 2014Outcomes matter Dealing with issues and criticism
  • 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 Copyright © Publicasity 2014Outcomes matter Dealing with a crisis
  • 35. 35 Copyright © Publicasity 2014Outcomes matter Questions?
  • 36. 36 Copyright © Publicasity 2014Outcomes matter Publicasity t: 020 7632 2400 www.publicasity.co.uk