New Rules Social Media Strategies Live Events
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Presentation accompanying a workshop I presented at BizBash's Elevate NYC 2015 Conference. I review the current social media landspace and provided a methodology to creative social media strategy for live events.
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New Rules Social Media Strategies Live Events
- 1. #ElevateNYCREB CARLSON Headshot here (let us handle this for you!) The New Rules of Social Media: Important Strategies to Implement Now
- 2. #ElevateNYCREB CARLSON @MyNameIsReb Nice to meet you
- 3. #ElevateNYCREB CARLSON @MyNameIsReb Agenda ▸ Social then, social now ▸ Social strategy for live activations ▸ How to develop a social media strategy
- 4. #ElevateNYCREB CARLSON @MyNameIsReb Social then, social now ▸ PHASE 1 Race for Likes and “Likes” ▸ PHASE 2 Content Creation ▸ PHASE 3 Event Tie-In
- 5. #ElevateNYCREB CARLSON @MyNameIsReb Oreo Social Journey Race for Likes and “Likes” Event Tie-In Content Creation
- 6. #ElevateNYCREB CARLSON @MyNameIsReb Social strategy for live activations ▸ Tree falls in the forest Action Event Interaction
- 7. #ElevateNYCREB CARLSON @MyNameIsReb “"If a tree falls in a forest and no one is around to hear it, does it make a sound?"” – a philosophical thought experiment that raises questions regarding observation and knowledge of reality.
- 8. #ElevateNYCREB CARLSON @MyNameIsReb A tree falls in the forest… Action InteractionObservation
- 9. #ElevateNYCREB CARLSON @MyNameIsReb Action Amplify Social can be leveraged to amplify the fact an event took place
- 10. #ElevateNYCREB CARLSON @MyNameIsReb Action Amplify Jameson #StPatricksDayLive Encouraged attendees to post on social using event hashtags, content was then aggregated in live visuals
- 11. #ElevateNYCREB CARLSON @MyNameIsReb Observation Conversation Social media allows audience to turn observations into conversations
- 12. #ElevateNYCREB CARLSON @MyNameIsReb Observation Conversation Dockers SoHo Pop-Up Shop: Cronuts Day Surprised visitors with current trendy dessert in store, real-time conversation went viral and drew in further visitors
- 13. #ElevateNYCREB CARLSON @MyNameIsReb Interaction Story Interaction with the audience becomes part of the brand story
- 14. #ElevateNYCREB CARLSON @MyNameIsReb Interaction Story #evianeats at South Beach Wine & Food Festival Consumers shared their #evianeats, including Chef Richard Blais, on Instagram before and during SOBEWFF
- 15. #ElevateNYCREB CARLSON @MyNameIsReb How to develop a social media strategy ▸ The brief Objective Strategy Value
- 16. #ElevateNYCREB CARLSON @MyNameIsReb The Brief
- 17. #ElevateNYCREB CARLSON @MyNameIsReb The Brief: A planner’s best friend 1. OBJECTIVE 2. STRATEGY & TACTICS 3. VALUE & ROI
- 18. #ElevateNYCREB CARLSON @MyNameIsReb Objective What are we trying to accomplish? How does it align with business and marketing goals?
- 19. #ElevateNYCREB CARLSON @MyNameIsReb An objective is… Specific Outlines a benefit Action-oriented Realistic Time-bound
- 20. #ElevateNYCREB CARLSON @MyNameIsReb Strategy & Tactics Who is the audience? What are their typical behaviors? How are we going to do that? What components can we leverage to meet our objective?
- 21. #ElevateNYCREB CARLSON @MyNameIsReb Strategy & Tactics Action Amplify Interaction Story Observation Conversation
- 22. #ElevateNYCREB CARLSON @MyNameIsReb Sample Tactics ▸ Video platforms ▸ Hashtag ▸ Build up buzz ▸ Pre, during, post ▸ Work with partner to reach a wide audience ▸ Make event "socialable" ▸ Allow social media to be in the hands of the attendee
- 23. #ElevateNYCREB CARLSON @MyNameIsReb Video platforms and live streaming Desktop, Large production with streaming and connection problems Mobile, power in the hands of the people
- 25. #ElevateNYCREB CARLSON @MyNameIsReb Meerkat vs Periscope Free to Download Connects to Twitter Profile Independent App Owned by Twitter Live Streaming Archives Broadcasts for 24 hours Viewers comment to broadcasters Comments are replies to initial broadcast tweet Comments are contained within Periscope Location name shown next to videos Broadcasts appear on map when geolocation is turned on Broadcast to all followers Users can develop a following
- 26. #ElevateNYCREB CARLSON @MyNameIsReb Periscope emerging as leader Periscope was able to surpass Meerkat just one day after the Twitter acquisition was final Twitter Acquisition of Periscope 3/25 East Village Explosion 3/26
- 27. #ElevateNYCREB CARLSON @MyNameIsReb How to use it Interviews at Live events Teasing Content Breaking News Visual Live Chat Political Coverage
- 28. #ElevateNYCREB CARLSON @MyNameIsReb Monitoring the action
- 29. #ElevateNYCREB CARLSON @MyNameIsReb Value & ROI How did we do? What do we measure to decide if we met our objective?
- 30. #ElevateNYCREB CARLSON @MyNameIsReb Value & ROI KPI = Key Performance Indicators Mentions How often was the event mentioned? Reach How many people possibly know about or discussed the event? Impressions How often was content about the event seen?
- 31. #ElevateNYCREB CARLSON @MyNameIsReb Measurement Hashtag Social Media KPI’s
- 32. #ElevateNYCREB CARLSON @MyNameIsReb Action Amplify Jameson #StPatricksDayLive Objective: Deliver an unique Dublin St Patrick’s Day Live gig for Jameson’s LADS Strategy/Tactics: Encouraged attendees to post on social using event hashtags, content was then aggregated in live visuals Results: - 300 brand mentions over a 4 hour period - Gained 50 new Instagram followers - Positive brand conversations
- 33. #ElevateNYCREB CARLSON @MyNameIsReb Observation Conversation Dockers SoHo Pop-Up Shop: Cronuts Day Objective: Build brand buzz among urban male millennials Strategy/Tactics: Surprised visitors to SoHo Pop-Up Shop with current trendy dessert in store, real-time conversation went viral and drew in further visitors Results: - Over 500 social mentions in one day - Social activity leading to 10k+ media impressions (Gothamist and New York Times)
- 34. #ElevateNYCREB CARLSON @MyNameIsReb Interaction Story #evianeats at South Beach Wine & Food Festival Objective: Drive conversation for evian at SOBEWFF, highlight sponsorship Strategy/Tactics: Consumers shared their #evianeats, including Chef Richard Blais, on Instagram before and during SOBEWFF. Each post with the hashtag #evianeats was printed live on site Results: - 279 brand mentions - 1k+ uses of #evianeats hashtag - 200+ new social media followers
- 36. #ElevateNYCREB CARLSON @MyNameIsReb Final Takeaways ▸ The brief is your best friend ▸ Think pre, during, post ▸ Hashtags tie it together ▸ Put social in audiences’ hands
Editor's Notes
- Audience
- Social should be fun, make fun events to capitalize. Blow out tips and tricks before exercise Slide on measurement + tools to be used. For execution, measurement, Slide on meerkat + periscope + vine Pre – during – post = story Add a takeaway slides / summary Arrive at 12:15 Email or call Brittany to workshop room, bring presentation on macbook. Need dongle? 6/20
- Social should be fun, make fun events to capitalize. Blow out tips and tricks before exercise Slide on measurement + tools to be used. For execution, measurement, Slide on meerkat + periscope + vine Pre – during – post = story Add a takeaway slides / summary Arrive at 12:15 Email or call Brittany to workshop room, bring presentation on macbook. Need dongle? 6/20
- Social should be fun, make fun events to capitalize. Blow out tips and tricks before exercise Slide on measurement + tools to be used. For execution, measurement, Slide on meerkat + periscope + vine Pre – during – post = story Add a takeaway slides / summary Arrive at 12:15 Email or call Brittany to workshop room, bring presentation on macbook. Need dongle? 6/20
- Social should be fun, make fun events to capitalize. Blow out tips and tricks before exercise Slide on measurement + tools to be used. For execution, measurement, Slide on meerkat + periscope + vine Pre – during – post = story Add a takeaway slides / summary Arrive at 12:15 Email or call Brittany to workshop room, bring presentation on macbook. Need dongle? 6/20
- Social should be fun, make fun events to capitalize. Blow out tips and tricks before exercise Slide on measurement + tools to be used. For execution, measurement, Slide on meerkat + periscope + vine Pre – during – post = story Add a takeaway slides / summary Arrive at 12:15 Email or call Brittany to workshop room, bring presentation on macbook. Need dongle? 6/20
- Social should be fun, make fun events to capitalize. Blow out tips and tricks before exercise Slide on measurement + tools to be used. For execution, measurement, Slide on meerkat + periscope + vine Pre – during – post = story Add a takeaway slides / summary Arrive at 12:15 Email or call Brittany to workshop room, bring presentation on macbook. Need dongle? 6/20
- Social should be fun, make fun events to capitalize. Blow out tips and tricks before exercise Slide on measurement + tools to be used. For execution, measurement, Slide on meerkat + periscope + vine Pre – during – post = story Add a takeaway slides / summary Arrive at 12:15 Email or call Brittany to workshop room, bring presentation on macbook. Need dongle? 6/20