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THRIVING MOMENTS:CULTIVATING“EVENTSOCIALIZATION”MNN Conference 2012   #MNNConf12  @tidalstrategies
MEET TIDAL STRATEGIES “Marketing and           “Social media are measurement are          so powerful not dirty words: the...
VIVA LA SOCIAL MEDIA REVOLUCIÓN                ! If Facebook were a country it would be the 3rd largest. Lady Gaga, Just...
REMEMBER THE GROUNDSWELL   “A social trend in which people use    technologies to get the things they    need from each o...
WELCOME TO THE ROYAL WEDDING                   30K tweets a day during                    the month leading up to        ...
THE ROYAL WEDDING AND SOCIAL MEDIA                                     #MNNConf12
#DEBATE2012   Created a new level of    engagement around a    presidential debate.   Allowed for instant feedback    wi...
#DEBATE2012              #MNNConf12
LEARNING FROM THESE EXAMPLES   People are using social technologies to engage in    live events before, while, and after ...
WHAT IS “EVENT SOCIALIZATION?”   The strategic use of social media    platforms to promote, inform, and engage    communi...
WHY IS “EVENT SOCIALIZATION” IMPORTANT?   Increased participation   Deeper engagement with community   Opportunity to r...
SOCIAL MEDIA BEST PRACTICES   What is your strategy?   How does social media help you achieve    your strategic goals? ...
CULTIVATING COMMUNITY Providing a Place for a Community Maintaining Connections to a Community Fostering Engagement wit...
CREATING A PLAN FOR EVENT SOCIALIZATION   What are your objectives for the event?       Fundraising, education, awarenes...
EVENT SOCIALIZATION IN CONTEXT        • Just getting started using social            • Has been using social media at     ...
BEFORE THE EVENT   Integrated Plan   Research Audience Wants   Platform Specific    Outreach/Planning   Provide Valued...
IN CONTEXT: BEFORE        • Post link to webinar on              • Use Eventbrite to manage                               ...
DURING THE EVENT   Platform Seeding   Content Curation   Planned Engagement   Live Interaction   Organic Meetups     ...
IN CONTEXT: DURING        • Remind webinar attendees              • Remind attendees to use                               ...
AFTER THE EVENT   Be thankful   Share highlights   Continue Conversations   Empower the Community                     ...
IN CONTEXT: AFTER        • Thank everyone for                      • Thank everyone for                                   ...
MEASUREMENT: DID IT WORK?   You‟ll know    Analytics   Growth   Attendance   Surveys                            #MNN...
NOW, THE REAL WORK BEGINS   Work the community!   Fully realize your strategy   Build off of momentum   Crowdsource  ...
CASE STUDY: SUFFOLK UNIVERSITY   Challenge: Engage passive    graduation audience   Goal: motivate/cultivate    content ...
CASE STUDY: SOUTH BY SOUTHWEST   Challenge: Engage and    entertain a very tech savvy    audience.   Goal: Be the cuttin...
CASE STUDY: CRITICAL EXPOSURE   Challenge: Earn spot on    „Global Giving‟ home page   Goal: $4k, 50 donors, 3wks   Str...
RUN BACK TO YOUR OFFICE AND…   Ensure Social Is Integrated   Research Competitors in Social/Events   Research your targ...
WHAT TIDAL STRATEGIES CAN DO                                                                Event     Audit             St...
Jess Krywosa               Christine Turnier@jesskry                   @cmturnierjessica@tidalstrategies.comchristine@tida...
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Event Socialization: Using Social Media Before, During and After Your Event

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Creating an integrated marketing communication plan that involves a strong social media component can help you build and provide momentum to a social media community. Strong, measurable goals are often left out of this process, making many concerned that social media does not/will not work for their needs. This presentation shows how social media can be used before, during and after an event (virtual, broadcast or in person) to galvanize your crowd and keep them engaged long after the event is over.

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  • PanelPicker Allows anyone to vote on which sessions will be presented; Posts results on Facebook.During: Twitter  Constant stream of tweets thoughout conference; 224,306 tweets in first 48 hours of SXSW12. A Google adsense campaign would could 2.5 million to achieve the same affect.After: Sxsocial This networking tool allows attendees to connect with each other and maintain contact.Over a billion impressons. Agoogleadsense campaign would cost $2.5 million to reach the same number of impressions
  • Transcript of "Event Socialization: Using Social Media Before, During and After Your Event"

    1. 1. THRIVING MOMENTS:CULTIVATING“EVENTSOCIALIZATION”MNN Conference 2012 #MNNConf12 @tidalstrategies
    2. 2. MEET TIDAL STRATEGIES “Marketing and “Social media are measurement are so powerful not dirty words: their because they meaning is just amplify who we are tarnished by and what is most incorrect use.” important to us. ” Jess Christine Krywosa Turnier #MNNConf12
    3. 3. VIVA LA SOCIAL MEDIA REVOLUCIÓN ! If Facebook were a country it would be the 3rd largest. Lady Gaga, Justin Bieber and Britney Spears have more Twitter followers than the populations of North Korea, Australia, Chile, Israel, Sweden, and Greece. 1 in 5 couples meet online; 1 in 5 divorces are blamed on Facebook. A new member joins LinkedIn every second. The #2 largest search engine in the world is YouTube. #MNNConf12
    4. 4. REMEMBER THE GROUNDSWELL “A social trend in which people use technologies to get the things they need from each other, rather than from traditional organizations.” -Charlene Li and Josh Bernoff #MNNConf12
    5. 5. WELCOME TO THE ROYAL WEDDING  30K tweets a day during the month leading up to the wedding; 2.7 million social media mentions in 24 hours.  94.7% were on Twitter.  55 % of the social media mentions originated in the United States, compared to less than 17 % in the United Kingdom.  Most popular: 1) the Queen, 2) Prince Harry, 3) Pippa Middleton. #MNNConf12
    6. 6. THE ROYAL WEDDING AND SOCIAL MEDIA #MNNConf12
    7. 7. #DEBATE2012 Created a new level of engagement around a presidential debate. Allowed for instant feedback with peers, adversaries. Enabled real-time political fact checking. Hopefully engages users to take action and vote. Became an analytics tool for election. #MNNConf12
    8. 8. #DEBATE2012 #MNNConf12
    9. 9. LEARNING FROM THESE EXAMPLES People are using social technologies to engage in live events before, while, and after they occur. Social technologies shift engagement from only in- person to include virtual platforms. How people will use them is not predictable. You have to actively participate if you want to shape the conversations your community is having. #MNNConf12
    10. 10. WHAT IS “EVENT SOCIALIZATION?” The strategic use of social media platforms to promote, inform, and engage communities before, during, and after events. This includes live, virtual and broadcast events, conferences, fundraisers, and campaigns. Provides a way for an event to „live‟ and incorporate more participation. #MNNConf12
    11. 11. WHY IS “EVENT SOCIALIZATION” IMPORTANT? Increased participation Deeper engagement with community Opportunity to reach wider audiences Sustained brand awareness Authenticity via „real‟ interaction #MNNConf12
    12. 12. SOCIAL MEDIA BEST PRACTICES What is your strategy? How does social media help you achieve your strategic goals? Is social media integrated into your communications? Or does it stand on its own? #MNNConf12
    13. 13. CULTIVATING COMMUNITY Providing a Place for a Community Maintaining Connections to a Community Fostering Engagement within a Community Cultivating Creativity with a Community #MNNConf12
    14. 14. CREATING A PLAN FOR EVENT SOCIALIZATION What are your objectives for the event?  Fundraising, education, awareness, etc. Who are you trying to reach?  Does your target audience engage with these technologies? When is your event taking place?  Is this a regular event? Is it taking place one day, or over a longer period of time? Where is your event? Real-life or virtual?  What technical implications are there for enabling social sharing at your event? What does your community already think about this event?  Is this an annual event? A first-time event? How regularly does this take place? How will you reach your community to galvanize them? #MNNConf12
    15. 15. EVENT SOCIALIZATION IN CONTEXT • Just getting started using social • Has been using social media at MarcusKelly media for the organization the organizational level • Knows how social media • Established a social media “works” but not how to leverage strategy that ties to largest goals it • Has mastered the popular • Likely has Facebook and Twitter platforms, and regularly engages with his community across all running, but isn‟t sure if or how platforms. to integrate other platforms • Gathers regular reports that • Measurement means number of measure engagement levels, fans, followers, likes, and brand sentiment, and other retweets metrics that tie back to strategic goals • EVENT Online webinar to train volunteers • EVENT Annual fundraising gala #MNNConf12
    16. 16. BEFORE THE EVENT Integrated Plan Research Audience Wants Platform Specific Outreach/Planning Provide Valued Content Encourage Sharing #MNNConf12
    17. 17. IN CONTEXT: BEFORE • Post link to webinar on • Use Eventbrite to manage MarcusKelly Facebook and Twitter open invitation list and accounts. encourage donations. • Send invite, asking • Post link to Eventbrite attendees to tweet invitation on Facebook and questions ahead of time Twitter. using specific hashtag. • Post pictures from last year‟s event using Instagram; tag • Answer easy questions with event specific hashtag. over social media, plan • Share content that reinforces larger questions for organization‟s mission, and webinar. the fundraising goals for the • Share blogs and articles gala. about the impact of volunteers using hashtag. #MNNConf12
    18. 18. DURING THE EVENT Platform Seeding Content Curation Planned Engagement Live Interaction Organic Meetups #MNNConf12
    19. 19. IN CONTEXT: DURING • Remind webinar attendees • Remind attendees to use MarcusKelly to use the event hashtag. the event hashtag. • While hosting the webinar, • Post pictures of attendees ask a colleague to review in real time using tagged tweets. Instragram and Twitter. • Retweet helpful comments; • Set up a screen where respond to any technical tagged comments will problems. appear live. • Reserve a Q&A period at • Send fundraising goal the end to answer the most status updates. commonly tweeted questions. #MNNConf12
    20. 20. AFTER THE EVENT Be thankful Share highlights Continue Conversations Empower the Community #MNNConf12
    21. 21. IN CONTEXT: AFTER • Thank everyone for • Thank everyone for MarcusKelly attending the webinar. attending the Gala. • Post link to webinar • Using Storify, create a archives for those who story using user-generated couldn‟t attend. content from the event. • Write a blog that reinforces • Write a blog summarizing key takeaways; send to the event, thanking key attendees. donors; post on Facebook and Twitter #MNNConf12
    22. 22. MEASUREMENT: DID IT WORK? You‟ll know  Analytics Growth Attendance Surveys #MNNConf12
    23. 23. NOW, THE REAL WORK BEGINS Work the community! Fully realize your strategy Build off of momentum Crowdsource Find out “what‟s next.” #MNNConf12
    24. 24. CASE STUDY: SUFFOLK UNIVERSITY Challenge: Engage passive graduation audience Goal: motivate/cultivate content from grads, families & staff Strategy: #suffolk2012, text, Live-Storify on website Results: 302 contributors, 384 pieces of content, 3,400 texts from 1,800 phones, 27,000 views to date, Metro article #MNNConf12
    25. 25. CASE STUDY: SOUTH BY SOUTHWEST Challenge: Engage and entertain a very tech savvy audience. Goal: Be the cutting-edge event for media makers. Strategy: Leverage existing platforms, and develop new ones that put the power in the hands of the community. Results: Billions of impressions. Unparalleled brand position. #MNNConf12
    26. 26. CASE STUDY: CRITICAL EXPOSURE Challenge: Earn spot on „Global Giving‟ home page Goal: $4k, 50 donors, 3wks Strategy: Planned 3 wk communication plan; Empower supporters to become fundraisers Results: over $15K from more than 600 #MNNConf12
    27. 27. RUN BACK TO YOUR OFFICE AND… Ensure Social Is Integrated Research Competitors in Social/Events Research your target audience Start structured experiment Choose an event to socialize #MNNConf12
    28. 28. WHAT TIDAL STRATEGIES CAN DO Event Audit Strategy Measurement Socialization• Assess current • Determine • Establish • Encourage pre- social media ways to appropriate event use maximize goal setting engagement• Determine strengths and • Integrate • Develop and competitive reduce Google populate event landscape weaknesses analytics, specific hash• Define • Collaborate on social media tag strengths, organizational analytics, and • Manage live weaknesses, communication email analytics tweeting and opportunities goals • Connect to other coverage and threats • Guide internal organizational • Post event• Prescribe ways policy creation goals engagement forward with • Capture and focus on report key organizational metrics outcomes #MNNConf12
    29. 29. Jess Krywosa Christine Turnier@jesskry @cmturnierjessica@tidalstrategies.comchristine@tidalstrategies.co617-966-4296 m 617-838-7905

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