Social Media for Events
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Social Media for Events

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In the complex and noisy environment that is the social media landscape Joe reveals not only how to use social media to drive visitors to your event but also how to deliver the event back into the ...

In the complex and noisy environment that is the social media landscape Joe reveals not only how to use social media to drive visitors to your event but also how to deliver the event back into the social environment and fully optimise the social experience.

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  • Joe EdwardsHead of Strategy –Brand EngageExperience of events (both run social media small scale and larger events – attracted 2million visitors over seven week run)I’ve probably missed some bits and some of my suggestions may not work for every event, I hope this inspires you, if you have any questions please let me knowI’m not a cat owner, but there might be some bad cat jokes
  • Quick look at the social media landscapeStrategyContentBeforeDuring AfterWhat you should be measuringQuestionsOptimize you social efforts
  • Amiando - Social Media & Events Report 201272% it’s either some what or very important78% will be increasing your activity
  • Amiando - Social Media & Events Report 2012Facebook wins Then twitterWhy facebook – we’ll it’s the first big network, because everyone said “we need a Facebook page”But in the real world in real time perhaps it’s twitter that has more opportunity
  • Twitter Mentioned In 50% Of Super Bowl Commercials, Facebook Only 8%, Google+ Shut OutLike of Zeebox people are looking for a realtime companion
  • Increase - FamiliarityIncrease - Awareness of brand
  • Most events are very seasonalInterest over time for the britsMissed opportunity in the seasonality of your events, that few seem to be taking advantage of, building a long lasting consistent relationship with your audiences …. but before I get into that we must look at …
  • Content Plan Content CalendarDefine how you respondChannelsTone of voice documentKey stakeholders – speakers, artists or their managers
  • These are the mechanics of building relationshipsWe’ll discuss what the content may be a little later on
  • Going back to number one goal of familiarity3 studies have shows that repeated statements are perceived as more valid (Illusion of truth) and naturally increase familiarity
  • You won’t have to reactive your audience
  • BeforeDrive word of mouthDeliver expecttationsDuring
  • Because by your very nature your event is producing content, you just have to learn to harness it
  • It should never stop
  • Content is sooo importantThink about everyone round the tableHow can you get more content out of those involved with the eventMake it mandatory for speakers to write blog postsHow can you supply more content for them to publishTools such as basecamp, yammer and even a simple editorial calender can help you improve your processes
  • So what to do during the party
  • SocialMobileLocalPersonalGlobal
  • Create a customer service and public announcement channels so people at the event can stay up to date and ask any questions they may have
  • So what to do during the party – sorry no cats for the next bit
  • The wristbands could wave them at various stations around the grounds and their Facebook status would automatically notify their friends which stage they were at
  • BlogsInstagramPhotosPinterestTwitterFacebooktwitterwalls
  • But people are paying to see this stuff why would we live stream it as wellDon’t you have an opportunity to create new contentWhich creates new sponsorship opportunitiesIt can be relativity in expensive
  • RFID bracelets that let visitors update their Facebook status while on the move. By swiping their wrists over sensors before going on rides, participants can 'Like' features, notify friends about their activities, and have their pictures captured and tagged.
  • Incentivize check-ins- provide deals and offers with check-ins
  • Drive traffic to social properties – Use email (it still works)Create opportunities for users to tag themselves in photosCreate a hub of content Use social login for private access and ability to quickly shareOh that’s CAT5 network cable
  • THE PLACE FOR CURATED CONTENTPinterestLink backs to siteReshare contentIncrease the half life of your content
  • Be the authority on your event
  • Brand engage are a digital marketing agency that specialize in Content, Social and searchPlease get in contact

Social Media for Events Presentation Transcript

  • 1. HERDING CATS Social Media For Events brandjoe
  • 2. HELLO brandjoe
  • 3. AGENDA
  • 4. IT’S KIND OF A BIG DEAL
  • 5. WHO’S WINNING THE SOCIAL FIGHT
  • 6. SUPER BOWL
  • 7. SOCIAL MEDIA GOALS GET FAMILIAR
  • 8. THE SEASONS AUTUMN CAT WINTER CAT SPRING CAT SUMMER CAT
  • 9. STRATEGY
  • 10. STOCK AND FLOW
  • 11. STOCK  As interesting two years as it is today  We’re all good at this  More perceived value  Costs more to produce
  • 12. FLOW  Flow is the feed, it’s the post and tweets  Remind people you exist  Events seem to struggle  Less value same time
  • 13. WHAT DO YOU SEE HERE
  • 14. STOCK CAN FEED FLOW
  • 15. BUILDING LONG TERM RELATIONSHIPS Output Listening Community Management Industry / consumer activity Creating a communication framework to deliver consistent engagement Keywords to monitor conversations and news Actions to deliver relevant content to the audienceFind & Build Community SoV Influencers Audience Focused Flow CampaignStock Create spikes in activity Measured separately Results Intent to purchase / ROI
  • 16. WHY THINK LONG TERM
  • 17. WHY THINK LONG TERM
  • 18. WHY THINK LONG TERM
  • 19. • Offline brand experiences are the main online conversation starters* • 63% more brand recall when something is interactive** • WOM is key to ticket sales • Social is key to driving WOM *Insights Consulting report Sept 2011 ** 2010 Report Barun & Sully Use offline events to drive online conversation Use online conversation to drive awareness and recommendation BEFORE BEFORE
  • 20. BEFORE DURING AFTER
  • 21. BEFORE
  • 22. Influencers (and who to recruit) Attitudes Triggers Pain Points Hot Topics Who Demographics Where To seed content Competition Share of the conversation LISTEN
  • 23. CONVERGED MEDIA MODEL Paid Media Owned Earned Sponsored Customer Brands that ask for shares Promoted Brand Content • Outreach – Deliver content to your audience • Facebook Pages • Twitter Accounts • Google+ • Pinterest • Instagram • Sound cloud • Youtube • £1 per like • £2.50 per follow • Asking users to invite their peers • Getting user to create and share their own experiences • Facebook sponsored stories from user actions (46% higher CTR) Promoting localised editorial content
  • 24. SOCIAL CONNECT £2.50 £1.25
  • 25. STAKEHOLDERS & CONTENT
  • 26. TACTICAL ACTIVITY
  • 27. DURING
  • 28. CUSTOMER SERVICE & PUBLIC ANNOUNCEMENTS
  • 29. PORTAL FOR NEW AND EXISTING RELATIONSHIPS
  • 30. ENCRYPTED NFC NOTIFY FRIENDS
  • 31. LIVE STREAM LIVE STREAMING COPY & PHOTOS
  • 32. LIVE STREAMING VIDEO
  • 33. RFID REAL WORLD LIKING
  • 34. LOCATION
  • 35. AFTER THE PARTY
  • 36. RECONNECT WITH YOUR AUDIENCE
  • 37. PUT ALL YOU CATS IN ONE BASKET
  • 38. Bring back past content THE OPPORTUNITY New User Generated Content Curated Content Create micro events Ask them what they’d like to see next year Speakers, Artists, Jo urnalists etc Re live the event BREAK THE MOULD
  • 39. MEASURE Number of times it may have been seen Impressions Reach Clicks Engagements Traffic Sales Views The number of people content is delivered to The amount of people who viewed specific content (demographic where possible) How many people clicked How many people engaged with the business Traffic driven to key landing point through CTA’s ROI Sentiment Intent, happy, sad
  • 40.  Go out and find your audeince  Think long term (break the mould)  Use your stakeholders  Capture as much content as you can  Live streaming does not have impact ticket sales  Create interesting ways for users to share and connect IN SUMMARY
  • 41. THE END NO CATS WERE HARMED IN THIS PRESENTATION brandjoe
  • 42. Joe Edwards Head of Strategy Brand Engage Joe.edwards@brandengage.co.uk @brandjoe +44 (0) 1753 866 444 CONTACT DETAILS