eModeration: Managing Social Media Around Live Events
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Social media involvement adds the ‘wow factor’ to live events. This white paper explains how to manage social media around live events, drive engagement and improve the overall live event ...

Social media involvement adds the ‘wow factor’ to live events. This white paper explains how to manage social media around live events, drive engagement and improve the overall live event experience, with some suggestions for the tools to help you do it.

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    eModeration: Managing Social Media Around Live Events eModeration: Managing Social Media Around Live Events Document Transcript

    • Managingsocial mediaaround liveevents Social media involvement adds the ‘wow factor’ to live events. This white paper explains how to manage social media around live events, drive engagement and improve the overall live event experience, with some suggestions for the tools to help you do it.Authored by Tamara Littleton, CEO November 2012Authored by Date For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com 26 eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK 2012
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Table of Contents Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3The live experience and social media – why it matters ...................................................................................................... 3Type chapter title (level 1) 4What you’ll learn from this whitepaper .................................................................................................................................... 4 Type chapter title (level 2) .................................................................................................................................................................... 5 Type chapter title (level 3) ............................................................................................................................................................... 6What social media can do for your live event ....................................................................................................................... 5 Promoting events ............................................................................................................................................................................. 5Contents Extending the live experience ..................................................................................................................................................... 6 Sports events ................................................................................................................................................................................. 6Contents Error! Bookmark not defined. Entertainment shows ................................................................................................................................................................... 7 Being fashion world ......................................................................................................................................................................... 7 The social in a regulated world Error! Bookmark not defined. Politics.............................................................................................................................................................................................. 8 Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Sharing ideas ................................................................................................................................................................................. 8 The opportunities for social media for financial services companies Error! Bookmark not Fuelling the live-event fire.............................................................................................................................................................. 9 defined. The Royal Wedding .............................................................................................................................................................. 9 Setting the rules of engagement Error! Bookmark not defined. MTV Video Music Awards ........................................................................................................................................................ 10 Crisis and risk management over social media The Olympic Games ................................................................................................................................................................. 11 Error! Bookmark not defined. Political speeches ...................................................................................................................................................................... 12Types of social media live events .......................................................................................................................................... 13Contents Live chats, comment participation. ..................................................................................................................................... 13 Live events, no broadcast coverage ................................................................................................................................... 14Contents Error! Bookmark not defined. Q&As ............................................................................................................................................................................................. 15 Being social in a regulated world Error! Bookmark not defined.How to manage and curate social media for live events ................................................................................................. 16 Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Engagement ............................................................................................................................................................................... 16 The opportunities for social media for financial services companies Error! Bookmark not Curation ........................................................................................................................................................................................ 17 defined. Preparation .................................................................................................................................................................................. 17 Setting the rules of engagement Error! Bookmark not defined. Moderation .................................................................................................................................................................................. 18 Crisis and risk management over social media Error! Bookmark not defined.Channels...................................................................................................................................................................................... 22 Live streaming via YouTube .................................................................................................................................................... 22 eModeration: The Guide to Social Media Engagement for Financial Organisations Google + Events and Hangouts ............................................................................................................................................ 23 Twitter ............................................................................................................................................................................................ 24Tools .............................................................................................................................................................................................. 25About eModeration ................................................................................................................................................................... 26 2
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 The live experience and social media – why it matters Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Live events. There’s nothing like them. Sport, politics, entertainment – no matter what theType chapter title (level 1) 4 subject, live makes them more… alive! Whether you’re at a gig, hooking up with friends at a Type chapter title (level 2) .................................................................................................................................................................... 5 bar to watch ESPN or Sky Sports, having people over to watch America’s Got Talent or X Type chapter title (level 3) ............................................................................................................................................................... 6 Factor, it’s the immediacy, the unpredictability that makes it so engaging.Contents in the possibilities of social media, and you’ve got something with enormous reach. Add We’re not content to just watch passively any more. We log on to Facebook to kick someoneContentsout of Error! Bookmark not defined. congregate in public parks to watch the Olympics, then the Big Brother house; we Tweet like crazy to relay the excitement; we participate in political Q&A sessions, firing Being social in a we want answered. questions regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. This is the new era. It’s 20,000 Tweets when the winning goal goes in; it’s set lists and videos The opportunities for social media for financial services companies Error! Bookmark not from the O2; it’s your opinion on that contestant before the last note is sung. It’s live and defined. dangerous. And you should be there. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined.ContentsContents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 3
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Type chapter titleyou’ll .................................................................................................................................................................... 2 What (level 2) learn from this whitepaper Type chapter title (level 3) ............................................................................................................................................................... 3Type chapter title media involvement adds the wow factor to live events. Savvy brands are using all the Social (level 1) 4 channels at their disposal to generate a buzz around the events they are associated with. Type chapter title (level 2) .................................................................................................................................................................... 5 That’s what this white paper is all about. We’ll explain how to manage social media around Type chapter title (level 3) ............................................................................................................................................................... 6 live events, drive engagement and improve the overall live event experience, with some suggestions for the tools to help you do it.ContentsContents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined.ContentsContents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. We’ll also show you how to manage the risks. Inviting a for Financial Organisations part of eModeration: The Guide to Social Media Engagement wider online audience to be your event requires you to strike the balance between encouraging participation and making sure people behave themselves. The great thing is that it’s all manageable, and without killing the buzz. Live is fun; live is immediate; live is powerful. So how can you make it work for you? 4
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Type chapter titlesocial media can do for your live event What (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3Type chapter title (level 1) 4 Promoting events Type chapter title (level 2) .................................................................................................................................................................... 5 Type Picture title (level have a major product launch, and you’re throwing a party to celebrate. chapter this: you 3) ............................................................................................................................................................... 6 You’ve found a hundred opinion-formers to invite as guests. How can you help your advocates to get the word out to your thousands of fans – and those people you want toContents turn into fans?Contents Error! Bookmark not defined. Social media channels are ideal for jogging memories, reaching contacts and building Being social in a regulated world Error! Bookmark not defined. momentum. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. On Twitter, for example, you can create a specific hashtag about your event – eg The opportunities for social media for financial services companies Error! Bookmark not #productxlaunch – and encourage people at the event to use the hashtag and Tweet live as defined. your event unfolds. Have your own people Tweet the headline facts; not too often, but often Settingenough thatengagementTwitter feeds catch the buzz. Let the people at the event supply the the rules of fast-moving Error! Bookmark not defined. commentary and opinion. Crisis and risk management over social media Error! Bookmark not defined. Facebook Events take no time to create. You can make yourContents public or private, and page send personal invitations to loyalContentscustomers and interested Error! Bookmark not defined. prospects. Facebook may not Being social in a regulated world Error! Bookmark not defined. be the newest kid on the block, Who wantsit’s still the most popularbank? Banks are boring, right? Error! Bookmark not defined. but to ‘engage’ with their social network, which means The opportunities for social media for financial services companies Error! Bookmark not defined.your event has a better chance of being found. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media to spread the word. What sets Google’s relatively Google+ Events are another great way Error! Bookmark not defined. recent event-planning platform apart is it encourages engagement before, during and after the event, linking Guide to Social Media and YouTube (more on this later). It’s also eModeration: Thewith Google+ hangouts Engagement for Financial Organisations fun to use and a doddle to master. For ticketing options which will allow payment, Eventbrite is the market leader, socially connected, with full data tracking and now with a new iPad ‘at the door’ credit card reader system. 5
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3Type chapter title (level 1)the Extending live experience 4 Type chapter title (level 2) .................................................................................................................................................................... 5 Social media allow brands and broadcasters to extend the reach of their events and bring Type chapter title (level 3) ............................................................................................................................................................... 6 people close to the action. Fans can watch live streaming on YouTube, Google+ or Facebook, or submit ideas and questions to a live panel, for example. Here are someContents examples of how live events organisers have used social media:Contents Error! Bookmark not defined. Sports events Being social in a regulated world Error! Bookmark not defined. At the start of 2012, Livestream hooked up with The Championships at Wimbledon to give Who wants to ‘engage’ with theironline coverage and access. Fans were treated to up to five hours tennis fans unprecedented bank? Banks are boring, right? Error! Bookmark not defined. of live video streaming a day, and enjoyed interviews with players, press Bookmark not off-the- The opportunities for social media for financial services companies Error! conferences, court reports and behind-the-scenes content that wasn’t seen on live TV. defined. Setting the rules theengagement Error! Bookmark not social media channels – fans chatted in real- But where of interaction really took off was on defined. time with each other during matches, shared photos, and got updates on everything Crisis and risk management over social media Error! Bookmark not defined. happening at the tournament.ContentsContents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations Wimbledon using Facebook & Livestream to create a mashup to connect the press room to Facebook fans. 6
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Entertainment showsType chapter title (level 1) 4 Broadcasters aren’t just fighting for audience figures. They’re wise to Type chapter title (level 2) .................................................................................................................................................................... 5 the power of user-generated Type chapter title (level 3) ............................................................................................................................................................... 6 content, and many live TV shows are now created with social mediaContents firmly in mind.Contents Error! Bookmark not defined. In the UK, Strictly Come Dancing Being social in a regulated world Error! Bookmark not defined. and X Factor go head to head not just on the airwaves, but in the Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Twittersphere. When it came to the The opportunities for social media for financial services companies crunch,Error!opening shows pulled the Bookmark not defined. in a similar number of viewers. However, X Factor trounced Strictly Setting the rules of engagement Error! Bookmark not defined. three-to-one in the Twitter stakes, Crisis and risk management over social media Error! Bookmark not defined. an important victory – it handing it was deemed the show that everyone was talking about.ContentsContents Error! Bookmark not defined. The fashion world Being social in a regulated world Error! Bookmark not defined. Fashionistas are also using social Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. media to extend the catwalk experience. For example, UK The opportunities for social media for financial services companies Error! Bookmark not defined. clothing brand Topshop created a live-streaming, customisable Setting the rules of engagement Error! Bookmark not defined. catwalk experience, first debuted Crisis and risk management over social media during Fashion Week in September Error! Bookmark not defined. 2012. It works by synching live- eModeration: The Guide to Social Media Engagement for Financial Organisations the streaming of the show with website, delivering a real-time customisable catwalk experience. Watchers can instantly buy the look strutting down the runway, browse the different colour options for the outfit, check out (and purchase) the make-up the models are wearing, share live photos of each model / outfit, and even download the music playlist. Find out more about social media fashion trends in our whitepaper on how the fashion industry is using social media. 7
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 PoliticsType chapter title (level 1) 4 Type chapter2012(level 2) .................................................................................................................................................................... 5 The title US election saw campaigns fought online like never before – the internet and social Type media platforms3) ............................................................................................................................................................... 6 chapter title (level have become key political battlefields. The Democrats wasted no time in using Twitter, Tumblr, Reddit, Linkedin and Facebook toContents engage voters and mobilise volunteers. The Republicans also pumped serious resource into their social media strategy. The Party’s YouTube channel was the online hub for itsContentsconvention, dubbednot defined. Error! Bookmark the “Convention Without Walls” – the idea being anyone can be part of Being social matter where they are Error! Bookmark not defined.offered behind-the-scenes coverage it, no in a regulated world in the country. And they with an array of other connected platforms, like Facebook and Google+ Hangouts, and hired Who wants to ‘engage’ with their bank?the channels. Obama made history back in January 2012 social media reporters to update Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies turned into a huge success. with the first ever Presidential Google+ Hangout: a risk which Error! Bookmark not defined.Facebook friends aren’t forever though: post-election, Mitt Romney lost 847 Facebook “likes” per hour. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. were served up their Even Xbox gamers own slice of the Presidential race, with an Obama-Romney debate streamed live to their console via the online Xbox LiveContents service. They had chance to answer polling questions via Twitter #XboxPoll,Contents Error! Bookmark not defined. and see reactions to their questions in real Being social in a regulated world time. Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. Sharing ideas Guide to Social Media Engagement for Financial Organisations eModeration: The TEDx is a great example of a format that takes a live event and uses online media to extend its audience and share ideas beyond the event’s physical attendees. Live streaming of the event means you can still be a part of the discussion and share a connection with those interested in the topic. 8
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Fuelling theType chapter title (level 1) live-event fire 4 Type chapter title (level 2) .................................................................................................................................................................... 5 Certain events will always generate huge numbers of social shares / follows, and here brands Type chapter title (level 3) ............................................................................................................................................................... 6 and broadcasters have a choice. They either ‘curate’ and manage user-generated content, repurposing it to stimulate even more of a buzz around the event; or they can leave theContents content be, and allow the buzz to spread purely virally.ContentsSome Error! Bookmark not defined. high-profile events that spurred huge social media activity: Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined.ContentsContents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunitiesWedding media for financial services companies The Royal for social Error! Bookmark not defined.When Prince William tied the knot with Kate Middleton, social media channels were fit to Settingburst. On of engagement Error! Bookmark notpeople in the UK used their Facebook status to the rules their big day, more than one million defined. discuss the nuptials, with some 684,399 updates referencing the marriage in just four hours – Crisis and risk management over social media Error! Bookmark not defined. that’s 47 mentions every second. Stateside, there was also huge interest in the couple, with US Facebook users posting nearly two million updates. eModeration: The Guide to Social Media Engagement for Financial Organisations The wedding was an excellent example of how social media can capture what people are thinking and propel anything into public consciousness. Not that long ago, Princess Beatrice might have got away with just a rebuke from the style police for her odd-looking hat. But in the social media age there’s nowhere to hide. Her headwear has assumed cult status – the ‘Princess Beatrice’s Ridiculous Royal Wedding Hat’ Facebook page has more than 134,000 likes. 9
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Type chapter title (levelMusic Awards MTV Video 2) .................................................................................................................................................................... 2 Type The 2012 MTV Europe Music Awards event on November 11th was one of the most social chapter title (level 3) ............................................................................................................................................................... 3 events ever: a textbook example of how social media can be used to extend an event’sType chapter title (level 1) 4 boundaries far beyond the event itself. This year’s show was laden with social media activity, the cross-platform campaign incorporating gamification, social clout rewards, social Type chapter title (level 2) .................................................................................................................................................................... 5 Type sentiment, a Video Wall Studio and a second screen live viewing experience across 36 chapter title (level 3) ............................................................................................................................................................... 6 regions and 22 languages. MTV screened the Backstage Show live online during commercial breaks, giving music fans access to behind the scenes action, red carpet arrivals, live artistContents interviews and the presentation of two awards. The Video Wall Studio featured the popular MTV EMA Twitter Tracker which this year had three modes: Buzz, Photos, and the PredictionContents Error! Bookmark not defined. hashtag #EMAWIN. Being social in a regulated world Error! Bookmark not defined. The EMA amassed a whopping 5.7 million tweets during the show according to the Twitter Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Tracker: here are the winners on the leaderboard. Fans could chat, share viral moments, and The opportunities for social mediawinners. Via the AttracTV overlay, fans had access to alternate receive real-time alerts on for financial services companies Error! Bookmark not defined.camera views, live polling and artist twitter feeds. Setting the rules of engagement Error! Bookmark not defined. This kind of event takes at least a Crisis and risk management over social media Error! Bookmark not defined. year to plan, and needs a long tail to get the fans involved. MTV began the social media lead up toContents the event in August 2012, with a Facebook competition to winContents Error! Bookmark not defined. tickets to the awards, and regular updates, reminders and teasers as Being social in a regulated world Error! Bookmark not defined. the date drew near. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 10
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 The Olympic Games The 2012 sporting spectacular has been dubbed the first ‘socialympics’, with Twitter providingType chapter title (level 1) 4 Type chapter title (level 2)commentary to the games (which gave those trying to watch NBC’s much- the alternative .................................................................................................................................................................... 5 Type criticised patchy and delayed coverage at least some idea of what was happening) and chapter title (level 3) ............................................................................................................................................................... 6 athletes’ profiles gaining massive followings. During the opening ceremony, Twitter saw more Tweets in a single day (9.66 million mentions) than it saw during the whole duration of theContents 2008 Olympics. BeijingContentsHowever, it Bookmark not defined. Error! wasn’t without controversy: some athletes were either loose-lipped, or gagged; Being social in a regulated world ride the Olympic wave and create promotional activity around and brands who wanted to Error! Bookmark not defined. the event were subject to a legal quagmire of restrictions (see our Social Media Guide to the Who wants to ‘engage’ withaimed to layBanks are boring, right? Error! Bookmark not defined. 2012 Olympics which their bank? a pathway through the quagmire). The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined.ContentsContents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 11
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Political speeches Type chapter title (level 2) .................................................................................................................................................................... 2 Type Politicians have always delivered powerful speeches that got people talking – but in the past chapter title (level 3) ............................................................................................................................................................... 3 it was far harder to quantify exactly how much people were talking. You could run a radioType chapter title (level 1) 4 phone-in right after the speech, but that would hardly be a representative sample. Or you Type chapter title (level opinion poll to gauge the impact of the speech, but it would take time to could run an 2) .................................................................................................................................................................... 5 Type collect title (level 3) ............................................................................................................................................................... 6 chapter and analyse the results. Today, Twitter releases figures almost immediately after major political rallies – you can seeContents quickly how many people are talking about a subject, and with what intensity thanks to the Tweets per minute stats. According to Twitter’s official blog, the Democratic NationalContents Error! Bookmark not defined. Convention generated more than 9.5 million Tweets – more than double the Republican Being social in aConvention. Not allError! Bookmark not good news: sentiment analysis tools will tell you National regulated world buzz of course, is defined. whether the opinion is for or against. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for also set a new record for political moments: 52,756 Tweets per minute right after The President social media for financial services companies Error! Bookmark not defined.he finished his acceptance speech. And when it came to sound bites, Obama scored big Settingagain: moreengagement “Im no longer just the candidate, Im the President”, and 39,000 the rules of than 43,000 for Error! Bookmark not defined. for “I will never turn Medicare into a voucher”. Crisis and risk management over social media Error! Bookmark not defined.ContentsContents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 12
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Types of social media live events Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3Type chapter titleis(level 1)scope for different types of social engagement with live events, but we’ve There huge 4 attempted to categorise them into three types: Type chapter title (level 2) .................................................................................................................................................................... 5 Type chapter title (level 3) ............................................................................................................................................................... 6 Live chats, comment participation. The audience is either live at the event or watching it remotely, and they use a secondContents screen/mobile device to provide crowd-sourced commentary. Social media may be curated (cherry picked, editorially guided) or not (simply moderated). Minimal editorial input isContentsrequired if using a host, but guiding discussion during the quiet bits or providing commentary Error! Bookmark not defined. is the way forward. This would be live to big screen or scrolling on TV; it can be a huge hit, but Being social in a regulated world Error! Bookmark not defined. needs perfect moderation to ensure no inappropriate content is accidentally published. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Examples: The opportunities for social media for financial services companies Error! Bookmark not  The FA Cup Final Tweets and audio clips were displayed on ITV website alongside the defined. live match. Setting the rules of engagement Error! Bookmark not defined. Crisis and riskHosted live chats on social media of reality Bookmark not defined. Apprentice and X  management over the websites Error! TV shows such as The Factor. Live chats during broadcaster’s special events such as elections, or the Royal Wedding.Contents  US Tennis Open 2011: : The US Tennis Open attached match stats and news to viewers’ tweets and displayed them on the US Open website.Contents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 13
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Live events, no broadcast coverage Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Here the emphasis is much more on encouraging participants at the event to blog or tweet,Type chapter give(level 1) to title a flavour of what is going on and to create a record of the event. Events may be 4 streamed live or not, but there is no attempt to pull in UGC to the event itself. Type chapter title (level 2) .................................................................................................................................................................... 5 Type chapter title (level 3) ............................................................................................................................................................... 6 Examples:  Product launchesContents  Seminars  ConferencesContents Error! Bookmark not defined. Being social in a regulatedattending your event – whether in person, or virtually – to post to any Encourage people world Error! Bookmark not defined. channels dedicated to the event (your webpage, Facebook, Google+ and so on). Make Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. sure, however, that you The opportunities these channels so financial services companies moderate for social media for Error! Bookmark not defined.you don’t end up associated with inappropriate content). Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Live blogging and Tweeting Error! Bookmark not defined. can be a great way of engaging people who don’t want to attend or view theContents whole event, but are interested in the highlights.Contents Error! Bookmark not defined. Consider platforms like Storify Being social in a regulated world Error! Bookmark not defined. to bring all your event’s social Who wants to ‘engage’ place. content into one with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 14
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Q&As Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Often technically similar to Live Chats, but here the curator/host role is very important,Type chapter title (level 1) 4 because audience expectations will always far out-run the ability of your guests to respond. Type chapter need to collate similar questions alongside the Q/A stream, and manage expectations. You title (level 2) .................................................................................................................................................................... 5 Type Encourage(levelaudience to offer answers to the questions themselves, to fill the gaps while chapter title the 3) ............................................................................................................................................................... 6 your guest is replying; it involves more people. Note the problems associated with issues like health or money matters, where everyone wants their question answered and people wantContents personal advice – which you won’t be able to provide. They are often poor user very experiences because of this, and questions should be selected so that the answers can be asContentsgeneral as possible. not defined. Error! Bookmark Being social in a regulated world Error! Bookmark not defined. Choose the right software. It’s important to use software that publishes the question and Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. answer together, and enables ‘question queuing’. For example, when the moderator finds a The opportunities for social media for financial services companies suitable question from the incoming suggestions, they can place it in a Bookmarkqueue, Error! holding not defined.where it can later be read and answered by the host or guest panellist. Ideally, the software Settingshould letof engagementwho posted the question know that their question is on hold, so they the rules the contributor Error! Bookmark not defined. dont keep repeating it. This why wont they publish / answer my question? frustration is the Crisis and risk management over when users are inError!room withnot defined.(it’s less of an issue where most common complaint social media the Bookmark the chat the feed is drawn from Tweets or other remote sources). Examples:Contents  Doctor Who Q&A at Expo Comic Con (Edited YouTube version)Contents Error! Bookmark not defined. was streamed live on You Tube, Being social in a regulated world Error! Bookmark not defined. with questions on YouTube and the Facebook Page Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.  The Obama Google+ hangout The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations ↑ Click to see the Dr Who Q&A Click to see the Obama hangout ↑ 15
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 How to manage and curate social media for live events Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3Type chapter title (level 1) 4 Engagement Type chapter title (level 2) .................................................................................................................................................................... 5 Type chapter title (level 3) ............................................................................................................................................................... 6 In today’s digital world, you can’t afford not to use social media to drive engagement around your live event. How successful you are in harnessing these channels will have a majorContents impact on the success of the overall event. So it’s crucial to engage people at every opportunity, before, during and after the event.Contents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark nota great example of how to maximise The University of Southampton in the UK offers defined. engagement around a conference. During a live event, ‘Social Media Champions’ carried Who wants to ‘engage’ with their bank? Banks areabout their experiences and interactions via out interviews with conference participants boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companiesand Corkboard. Theynot Twitter, Storify, Flickr, Vimeo, LinkedIn, Facebook, QR codes Error! Bookmark also defined.collected delegate feedback after the event. Setting the rules of engagement Error! Bookmark not defined. During your event, engage with the community as much as possible. If you can, Crisis and risk management over social media from users – but notcourse, if you’re running a live TV acknowledge and respond to comments Error! Bookmark of defined. event, for example, sheer volumes will make that impossible. But you can spot themes and trends in user comments, and post responses that address those themes.Contents Generally, events that ask questions have a higher engagement rate than those that just invite comments. For example, when a host asks, ‘Who’ll win tonight’s showdown?’, it makesContents Error! Bookmark not defined. it very easy for people to respond. Tip: a lot of the responses will be repetitive, so encourage Being social in a regulated world Error! Bookmark not defined. and display the concise and entertaining ones. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Be human. When you host a live chat and respond to comments, sound like a human being. The opportunities for social media for financial services companies If you sound friendly, helpful and like a real person, your brand willError! Bookmarkas one come across not defined.participants can relate to. And that’s what brand building is all about – sharing an emotional Settingconnection.engagement the rules of Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. Be responsive. Contributors love the personal touch of being acknowledged, and the chat going in a direction they’ve set. And a good Host can lessen the disappointment of those not eModeration: The Guide to Social Media Engagement for Financial Organisations seeing their comments posted by co-ordinating with the moderator and addressing any complaints promptly and appropriately. Remember, it’s all about the quality of the engagement, not the quantity. 16
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 CurationType chapter title media moves fast. Something interesting happens, and suddenly people post content Social (level 1) 4 Type chapter titleangles. .................................................................................................................................................................... 5 from all (level 2) This means one of the most important considerations when preparing for any Type live event is how3) ............................................................................................................................................................... 6 chapter title (level to curate all that content. You need to bring a sense of order and clarity to proceedings, otherwise all those posts will just come across as ‘noise’. Get it right and you’ll foster trust in your brand, enjoy a greater level of engagement, and see more people tuningContents future events. It’s easy to feel overwhelmed by how much you need to take charge of. in forContentsSpotlightingBookmark notcomments is a good way to encourage participation from your Error! interesting defined. community. Create a system to collate interesting comments, and highlight them (using Being social in a regulated world Error! Bookmark not defined. ‘editors’ picks’, for example, as some news sites do). This is also a valuable way of collecting Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. feedback after the event. The opportunities for social media for financial services companies Error! Bookmark not defined. SettingPreparation the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. Set guidelines People need – actually, like – boundaries, and with a hosted event it is essential to set them. Put the rules somewhere they shouldn’t be missed. If the opportunity or the need arises, directContents people to check them out. Be very clear about what’s acceptable and what’s not. And make sure you enforce your terms, otherwise you’re compromising your integrity and yourContents Error! Bookmark not defined. reputation. Being socialmoreregulated world Error! Bookmark not defined. media technology moves fast, you One in a thing: review your guidelines regularly. Social can’t afford to lag behind. What worked this year may backfire on you next time around. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Manage expectations Error! Bookmark not defined.Don’t oversell participation. Most contributors won’t see their posts on screen, so there’s no Settingpoint promising something you can’t deliver. If defined. you’ll annoy people (who will be very the rules of engagement Error! Bookmark not you do, visible with their annoyance) and they’ll have less confidence in you in future. Many Crisis and risk management over social media Error! Bookmark not defined. questions / comments carry a common theme, so one way around ‘participation frustration’ is to have a separate display of frequently posted comments, or variations on a popular eModeration: The Guide to Social Media Engagement for Financial Organisations question you are going to answer just once. If contributors see their question has been covered, they’ll be less likely to feel shut out. Avoid arguments Don’t get drawn into discussing individual acts of moderation – it’s asking for trouble and diverting resource that’s better spent elsewhere. Again, just remind the contributor of the rules. They’ll get the message eventually. 17
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 ModerationType chapter title (level 1) 4 You’ll need robust moderation in place to prevent your event being hijacked. This is fast- Type chapter title (level 2) .................................................................................................................................................................... 5 Type paced,title (level 3) ............................................................................................................................................................... 6 chapter highly-pressured work: we recommend at least two moderators working simultaneously to allow for high volumes and shifts to be scheduled to allow for staff breaks in order to maintain concentration levels.Contents Brands adopt different approaches to moderating user-generated content. In fact, how theyContentsmoderate is in itself a reflection of their brand values. Below are some universal truths worth Error! Bookmark not defined. Being social in a regulated world the nature of the not defined. considering, regardless of Error! Bookmark event. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Choose pre or post-moderation The opportunities for social media for financial services companies it’s reviewed (post- Put another way, will you allow content to appear live before Error! Bookmark not defined.moderating), or would you rather review all content before goes live (pre-moderated)? Which method you choose will hinge on the channel, the type of event you’re running, how Setting the rules of engagement Error! Bookmark not defined. many participants you’re expecting, and what level of risk is acceptable to you. Crisis and risk management over social media Error! Bookmark not defined. In our experience, moderating during a hectic live event is less about rejecting unsuitable comments, and more about choosing the best and most apt comments for publication (cherry-picking), so pre-moderation is recommended. You improve the whole experience byContents providing better quality, content which can be screened for bias, heavily reduce the risk of inappropriate content, and provided you are set up right, there is no appreciable loss ofContents Error! Bookmark not defined. immediacy. Moderated content can appear live on the right platform in seconds. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. “At the peak of the World Cup, when Setting the rules of engagement goals were scored, a Tweet a second was Error! Bookmark not defined. coming onto the tool, and we were Crisis and risk management over social media clearing themError! Bookmark not defined. nearly as quickly. The tweeted goals came on screen only five eModeration: The Guide to Social Media Engagement for Financial Organisations seconds after the ball actually went in the net. It felt like fan commentary” Moderator, ITV Twitterfall World Cup 2011 18
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type If you post-moderate, then remember that even if content is only up there for a few seconds, chapter title (level 3) ............................................................................................................................................................... 3 that’s enough time for a Retweet or screengrab. The pressure on the moderation team will be very heavy.Type chapter title (level 1) 4 Type chapter title (level 2) .................................................................................................................................................................... 5 Type It’s an obvious point, but worth mentioning that you can’t moderate Twitter. Tweets can only chapter title (level 3) ............................................................................................................................................................... 6 be deleted by the user or by Twitter itself. What you can (and should) do is moderate them before you publish a stream curated from keywords or hashtags. Beware also the TwitterContents spambots who will leap on trending hashtags and ruin an event for everyone.ContentsWith some channels not defined.Facebook, Google+ and YouTube – you can’t pre-moderate. Error! Bookmark – notably Being social in a regulated world Error! Bookmark not defined. very quick. You can at least set filters in Which means that moderation needs to be very, very, Facebook and via Facebook tools to help with anticipated inappropriate content. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for team needs to set moderation guidelines (more complex The community management financial services companies Error! Bookmark not defined.versions of the user guidelines) which can be easily referred to during the event. Inevitably there will be some ‘grey areas’ and potential emergencies (bomb threats etc). Provision Setting the rules of engagement Error! Bookmark not defined. should be made for escalation during an event. Crisis and risk management over social media Error! Bookmark not defined. Control the flow Part of the moderation team’s job is to control the speed at which comments are published.Contents brands base their KPIs on the number of comments displayed during the event, but this Some is misleading. Depending on the display, participants won’t be able to read more than 150-Contents180 words aBookmark not defined. Error! minute. If an average message is 20 to 30 words, they can only read six to 10 Being social in a regulated world means Bookmark not only be scrolled through at that rate. This is messages a minute, which Error! they should defined. what we call a natural throttle on the level of user participation. Most software allows for pre- Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. moderation with a slight delay and a good moderator will make sure that the stream is The opportunities for not too fast. for financial services companies constant and social media Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 19
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type Keep the conversation balanced chapter title (level 3) ............................................................................................................................................................... 3 Cherry-pick between different media and opposing opinions, for example, to ensure thatType chapter title (level 1) 4 published content reflects what is happening in the live event, and the direction in which the hosts would like it to go. Type chapter title (level 2) .................................................................................................................................................................... 5 Type chapter title (level 3) ............................................................................................................................................................... 6 If there is to be a Q&A element to the event, the software needs to allow for queuing of questions: when the moderator finds a suitable question from the queue of incomingContents comments, they select and place it in a holding queue, where the question can be read and answered by the Host or guest panellist. When the answer is ready, the software will,Contentsideally, publish the question and answer together. Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Control the conversation Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Live debates and Q&A-style chats need special handling because at any moment you might The opportunitiesdeluge of commentsfinancial services companies direction. Be on thenot receive a for social media for that skew the debate in one Error! Bookmark lookout for defined.counter-arguments to balance it out, and be aware of agenda-driven hardliners trying to narrow the debate to a single issue. So keep a tight rein on the discussion and make sure it Setting the rules of engagement Error! Bookmark not defined. follows the format you want, otherwise the loudest voices will drive the conversation. Make Crisis and risk management over social mediaaccount: Bookmark not defined. sure though that you take context into Error! comments about how immigrants impact the economy should be handled differently to those that are just plain race discrimination. Constant communicationContents Keeping the lines open between the organisers, theContents Error! Bookmark not defined. host and the community Being social in a regulated world Error! Bookmark not defined. management and Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. is moderation teams essential. The Community The opportunities for social media for financial services companies Error! Bookmark not Manager or Host can quickly defined. respond to specific issues Setting the rules of engagement Error! Bookmark not defined. arising from the event or from the chat. S/he should Crisis and risk management over social media Error! Bookmark not defined. give instructions to the moderation team, and from eModeration: The Guide to Social Media Engagement for Financial Organisations them gather sentiment from the comments which arent being published. This allows the moderators to not only provide feedback on issues that the users want to talk about, but where the conversation has yet to lead. 20
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Be brief Type chapter title (level 2) .................................................................................................................................................................... 2 Type Shorter title (level 3) mean more messages make it on screen, and typically result in greater user chapter messages ............................................................................................................................................................... 3 engagement. But take context into account. Pithy comments during America’s Got TalentType chapter title (level 1) are fine, but during a4serious news event they could appear inappropriate or insensitive. Type chapter title (level 2) .................................................................................................................................................................... 5 Type Never allow abusive comments. Ever. chapter title (level 3) ............................................................................................................................................................... 6 It’s really important you’re consistent with enforcing this rule. For example, if you forbid all swear words, don’t turn a blind eye to an expletive just because the rest of the post is right onContents money. A moderation tool will give you the opportunity to block abusive users or the spammers, but it’s also worth remembering that contentious subjects stir up strong feelings. SoContentsgive people a chance. Sometimes they just need reminding of the rules, and not to let Error! Bookmark not defined. Being social in a regulated abuse. Error! Bookmark not defined. passion give way to world Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. “ Close to 40 percent of Americans now use their Crisis and risk management over social media Error! Bookmark not defined. tablets or smartphones while watching TV atContents least once a day, and twice as many do it at leastContents once a month ... these devices are omnipresent, Error! Bookmark not defined. Being social in and not world among the youth. Today, more than a regulated just Error! Bookmark not defined. Who wants to ‘engage’ with theirof people use their smartphone at 39 percent bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies TV,Error! Bookmark not least once a day while watching 62 percent defined. say they do this multiple times a week and 84 Setting the rules of engagement Error! Bookmark not defined. ” percent do at least once a month. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations Nielsen Cross-Platform Report . Q2 2012 21
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Channels Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3Type chapter title not going to pretend we’ve covered all the options. But here are some tips for a few We’re (level 1) 4 FREE events channels you may want to consider: Type chapter title (level 2) .................................................................................................................................................................... 5 Type chapter title (level 3) ............................................................................................................................................................... 6 Live streaming via YouTubeContents For anyone who can’t get to your event, live streaming is the next best thing and can work wonders for extending a brand’s reach.Contents Error! Bookmark not defined. Being social in ais a social media heavyweight and remains hugely popular – more than four billion YouTube regulated world Error! Bookmark not defined. hours of video are watched every month, making it the largest video network in the world. So Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. it’s well worth considering broadcasting live using this trusted platform. You can even stream The opportunities for social media for financial services companies then links Bookmark not straight from your webcam, using a Google+ Hangout, which Error! to your YouTube defined.channel for the actual live broadcast. Setting the rules of engagement Error! Bookmark not defined. Sheer weight of YouTube numbers means you could bring a lot of exposure to your live event Crisis and risk management over social media Error! Bookmark not defined. and brand. Once you’ve set up your broadcast, use every social media channel you can to forward the YouTube link.Contents beware of comments on YouTube: the anonymity of the channels makes it more But susceptible than most to abusive comments and spam. Approach with caution, andContentsmoderate the comments (or disable them) so your streamed event isn’t associated with Error! Bookmark not defined. inappropriate content. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 22
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Google+ Events and Hangouts Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 You can use Google+ Events pretty much as you would do Facebook Events: to invite anType chapter title (level 1) 4 audience to an actual physical event at a location. You then have the option of inviting the Type chapter title (level 2) photos and comments from the event. Want to reach wider than your invited guests to share .................................................................................................................................................................... 5 Type audience? (level 3) ............................................................................................................................................................... 6 chapter title Then ‘Make this an event on air’ (not the same as streaming it live) opens it up to the public at large and anyone can share the invitation and upload photos.Contents beware: you can’t pre-moderate content in Google+ (though you can delete it when it’s But posted), so if your event is public, you might want to think carefully before you encourageContents Error! Bookmark not defined. people to comment and share images live. Being social in a regulated world Error! Bookmark not defined. Google+ Hangouts allows Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. free video conferencing for The opportunities for social media for financial services companies up to 10 people – which is Error! Bookmark not defined. pretty neat in itself. But more importantly for this Setting the rules of engagement Error! Bookmark not defined. paper, you can “Enable Crisis and risk management over social media Error! Bookmark not defined. Hangouts On Air” to stream your live hangout publicly on your Google+ profile, your YouTube channel andContents your website, and of course invite. You can post aContents Error! Bookmark not defined. recorded version to Being social in a regulated world Error! Bookmark not defined. YouTube as well. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. SettingTheCommunityManager.com has Bookmark not defined. manage a hangout. the rules of engagement Error! good tips on how to Crisis and risk management over social media Error! Bookmark not defined. It’s not yet possible to use Google+ Events to schedule a Hangout On Air or to broadcast an event. But you can use Google+ Hangouts and Google+ Events together to get the same eModeration: The Guide to Social Media Engagement for Financial Organisations effect. A good article in the Social Media Examiner outlines the (rather complex) steps to do this. One of the best known Google+ Hangouts wasn’t even hosted by humans ... Click to see the Muppets Hangout → 23
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Twitter Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Live tweeting is a skill. GetType chapter title and you can add it right (level 1) 4 to the experience for Type chapter title (level 2) .................................................................................................................................................................... 5 Type those at the event, while chapter title (level 3) ............................................................................................................................................................... 6 for non-attendees you can keep them updatedContents event highlights. onContentsIntelligent live tweeting defined. Error! Bookmark not helps you make a positive Being social in a regulated world Error! Bookmark not defined. impression up there on the Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. big conference screen – The opportunities for social media for financial services companies and may well help you Error! Bookmark not defined.make new contacts. Setting the rules of engagement Error! Bookmark not defined. These tips could prove useful on the day: Crisis and risk management over social media Error! Bookmark not defined.  Quote speakers. People love retweeting a great quote. Make sure you use quotation marks and attribute it to the speaker.Contents  Be discerning. Don’t go crazy quoting everything the speaker says. Tweeting every six to nine minutes is plenty. Think quality not quantity – it’s much better to be known asContents Error! Bookmark not defined. someone who only Tweets when they’ve something to say. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error!Twitter handle or real name of  Cite sources. When you post an interesting fact, give the Bookmark not defined. the person who said it. The opportunities for social media for financial services companies Error! Bookmark not defined.  Post other media. Make your Tweets more interesting by attaching photos of the event. Setting the rules of engagement Error! Bookmark not defined.  Interact with people at the event. Retweet people’s posts if you see something Crisis and risk management over social media Error! Bookmark not defined. interesting. But try to stick to a ratio of three Tweets to every Retweet. eModeration: The Guide to Social Media Engagement for Financial Organisations  Use hashtags. That way people can follow the stream of information about your event, and you can track what people are saying about you.  Start conversations. Keep an eye on your replies tab and interact with others, especially if someone asks you a question. See more detailed tips on how to be a successful live-Tweeter here. 24
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 Tools Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3Type chapter title (level 1)means an exhasutive list, but a good place to start. Again, by no 4 Type chapter title (level 2) .................................................................................................................................................................... 5 Sentiment Type chapter title (level 3) ............................................................................................................................................................... 6 Free tools: Twitter Sentiment, Social Mention, Twendz, Twtrratr, Get Sentiment (all reviewed here) Be aware though that this is still an inexact science...Contents Ticketing, invitationsContentsEventbrite, Facebook Events, Google+ Events Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Curation, moderation, live blogging, live chat Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. CoveritLive, ScribbleLive, Never.no The opportunities for social media for financial services companies Error! Bookmark not Twitter-only aggregation, moderation, curation, display defined. Paratweet, Tweetwall Pro, Tweetbeam, Refynr, VisibleTweets, Tweetwally Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media curation Bookmark not defined. Mixed media aggregation, moderation, Error! Feedmagnet, Mass Relevance (was Tweetriver) Livestreaming tools and hostsContents Livestream, BitGravity, Stickam, blogTV, ustream, Own3d TV, DaCast, LavaView, Justin.tvContents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations Disclaimer – we are in no way endorsing any of these tools, nor does eModeration have any kind of relationship with them. The links were active at the time of release of this white paper. 25
    • Managing social media around live eventsTable of ContentsType chapter title (level 1) 1 About eModeration Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3Type chapter title (level 1) 4 eModeration Limited is an award-winning social media management agency. It works with Type chapter title (level 2) .................................................................................................................................................................... 5 some of the world’s biggest brands (including BBC Worldwide, ITV, HSBC, MTV, Sony Mobile, Type chapter title (level 3) ............................................................................................................................................................... 6 Hyundai, Smirnoff, the LEGO Group, Sprint and The Economist) and agencies (including Starcom MediaVest Group, Wieden + Kennedy, Ogilvy, Saatchi & Saatchi, DDB Worldwide,Contents Porter + Bogusky and Publicis Groupe). CrispinContentsBasedError! Bookmark not defined. in Los Angeles and New York, eModeration provides multi- in London UK, with offices lingual moderation and community management services, consultancy and social media Being social in a regulated world Error! Bookmark not defined. crisis management training to clients in the TV, entertainment and digital publishing industry Who wants blue chip clients hosting online communities. right? Error! Bookmark not defined. and to ‘engage’ with their bank? Banks are boring, The opportunities for social media for financial services companies Error! Bookmark not Committed to ethical business practices and to the promotion of child online safety, defined. eModerations CEO Tamara Littleton recently worked with the UK Government department SettingUKCCIS to produce its on how to moderate online environments for children. the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration contributes to the growth of knowledge in the social media world via its blogs and seminars, and has a strong roster of returning clients who appreciate the high quality of its services.ContentsContentsMediaError! Bookmarkcontacts: and blogger not defined. Being social in a regulated world to Tamara Littleton,defined. For eModeration: To speak Error! Bookmark not CEO, eModeration, please contact: Kate Hartley, Carrot Communications, Tel: 0203 178 5052 / email kate.hartley@carrotcomms.co.uk Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations © eModeration Limited 2012. This document is the intellectual property of eModeration Limited and may not be duplicated or disclosed to any third party without the written permission of an authorised officer of the company. 26