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.

1. THRIVING MOMENTS:
CULTIVATING
“EVENT
SOCIALIZATION”
MNN Conference 2012
#MNNConf12
@tidalstrategies

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. 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. 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. 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. THE ROYAL WEDDING AND SOCIAL MEDIA
#MNNConf12

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. #DEBATE2012
#MNNConf12

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. 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. 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. 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. 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. 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. EVENT SOCIALIZATION IN CONTEXT
• Just getting started using social • Has been using social media at
Marcus
Kelly
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. BEFORE THE EVENT
 Integrated Plan
 Research Audience Wants
 Platform Specific
Outreach/Planning
 Provide Valued Content
 Encourage Sharing
#MNNConf12

17. IN CONTEXT: BEFORE
• Post link to webinar on • Use Eventbrite to manage
Marcus
Kelly
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. DURING THE EVENT
 Platform Seeding
 Content Curation
 Planned Engagement
 Live Interaction
 Organic Meetups
#MNNConf12

19. IN CONTEXT: DURING
• Remind webinar attendees • Remind attendees to use
Marcus
Kelly
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. AFTER THE EVENT
 Be thankful
 Share highlights
 Continue Conversations
 Empower the Community
#MNNConf12

21. IN CONTEXT: AFTER
• Thank everyone for • Thank everyone for
Marcus
Kelly
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. MEASUREMENT: DID IT WORK?
 You‟ll know 
 Analytics
 Growth
 Attendance
 Surveys
#MNNConf12

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. 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. 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. 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. 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. 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. Jess Krywosa Christine Turnier
@jesskry @cmturnier
jessica@tidalstrategies.comchristine@tidalstrategies.co
617-966-4296 m
617-838-7905