Integrating Mobile & Social into Your Event Planning

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• What are the boundaries and best practices of social media usage?
• How do world crises affect social media usage – and events we’re managing?
• How can we use social and mobile tools to clearly and quickly communicate with attendees, in crises or simply when we have important information to share?
• How can we be prepared to take advantage of social and mobile tools at our events?

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Integrating Mobile & Social into Your Event Planning

  1. 1. Integrating Mobile & Social into your Emergency Planning Jessica Best, Community Director jbest@emfluence.com @bestofjess or @emfluence
  2. 2. Integrating Mobile & Social  What is…  A marketer’s best practices  Which media for event planners  Addressing event crises  Addressing world crises  An ounce of preparation… @emfluence
  3. 3. What is Mobile?  Hand-held (smaller screens) @emfluence  Transportable (battery run)  Touch-screen (phone & tablet)  SMS, QR codes, mobile web & mobile apps
  4. 4. The Draw of Mobile  Invasive  Portable  Always on  Immediate  Trackable @emfluence
  5. 5. What is Social Media? @emfluence  Marketing Content  Web- and mobile- accessible  Engagement  Peer-to-peer conversations @
  6. 6. The Draw of Social Media  Low barrier to entry  Immediate  Trackable  Cost effective  Connects offline-online @ @emfluence
  7. 7. Integrating for Crisis Planning… • How do you know how to use mobile/social? • How do you gain people’s attention/grow your audience? Integrate mobile & social into your audience interaction (marketing/communication) first… Then talk about crisis planning.
  8. 8. #1. Get permission (SMS) A Marketer’s best practices - Mobile @emfluence Step 1: Discovery (Offline, Print, WOM) Step 2: Short code (Text “seminar” to 12345 to sign up) Step 3: Confirmation (Subscriber is added) Step 4: Communication (Marketing & Information)
  9. 9. #2. Don’t send too much (SMS) They’ve given you a ticket to their pocket. Don’t abuse the privilege! A Marketer’s best practices - Mobile @emfluence
  10. 10. #3. Be brief You get 160 characters in an SMS. Think to-the-point. You can (and should) link to longer info. If possible, avoid “TXT” speak. Be professional. A Marketer’s best practices - Mobile @emfluence
  11. 11. #4. Be compliant (SMS)  Explicit opt-in (confirmed opt-in) required by law.  “Reply STOP to unsubscribe” required in at least every few messages. A Marketer’s best practices - Mobile @emfluence
  12. 12. #5. Cross promote Use SMS to get email opt-ins quickly & easily and/or link to social media A Marketer’s best practices - Mobile @emfluence
  13. 13. #6. Link mobile to mobile Don’t link SMS messages or QR codes to a non-mobile-optimized webpage. A Marketer’s best practices - Mobile @emfluence
  14. 14. A Marketer’s best practices - Social #1. Be prepared for all 3 sides of social media @emfluence Promotion Research Customer Service LISTENING Talking &…
  15. 15. A Marketer’s best practices - Social #2. Frequency Keep a regular flow of good content in order to keep your audience engaged, even outside your planned events @emfluence Only before/at your event 10+ times a day
  16. 16. #3. Successful Social Media Content Types  Education A Marketer’s best practices - Social @emfluence
  17. 17. #3. Successful Social Media Content Types  Education  Information A Marketer’s best practices - Social @emfluence
  18. 18. #3. Successful Social Media Content Types  Education  Information  Entertainment A Marketer’s best practices - Social @emfluence
  19. 19. #3. Successful Social Media Content Types  Education  Information  Entertainment  Contests & Promotions A Marketer’s best practices - Social @emfluence
  20. 20. #4. Be human. (Be conversational.) A Marketer’s best practices - Social @emfluence
  21. 21. #5. Don’t go on the defensive A Marketer’s best practices - Social @emfluence
  22. 22. #6. Don’t ignore negative feedback A Marketer’s best practices - Social @emfluence
  23. 23. #7. Don’t forget employees, volunteers, etc. People connect with the other people at your event, and may be easier to reach through those personal channels. Find willing representatives! A Marketer’s best practices - Social @emfluence
  24. 24. #8. Don’t ignore… the positive! Don’t wait for crises to use social media. Your best preparation is having an attentive audience when you need their eyes. A Marketer’s best practices - Social @emfluence
  25. 25. #9. Focus on the majors Which media are right for event planners? A Marketer’s best practices - Social @emfluence @
  26. 26. Which Media? Use Twitter as your “6th sense” for reading attendee’s minds and communicating real-time through your event hashtag. @emfluence
  27. 27. Which Media? Remember to incorporate images! You can find Instagram by asking attendees to use the same hashtag. Bonus: they’ll show up on Twitter, too. @emfluence
  28. 28. Which Media? Save/recap your event notes, contests, conversations, and other happenings @emfluence
  29. 29. Which Media? Don’t forget about email!  Targeted/segmented  Just as immediate  Not public (in case of crisis/sensitive info)  Measurable interaction @ @emfluence
  30. 30. Which Media?@ Pre-Show Post-Show @emfluence
  31. 31. Which Media? On site email = mobile-friendly email @ @emfluence
  32. 32. Which Media? A blog is the perfect place to hold longer form content like recaps, share handouts and slide decks & encourage comments. • Bonus: upload a speaker’s slides to SlideShare and embed in your blog post. @emfluence
  33. 33. Which Media? If you use Facebook, you can create Facebook Events to help spread the word about your upcoming event. • Facebook is much more business-to-consumer or peer-to-peer focused @emfluence
  34. 34. Using Social/Mobile for Event Crises 3 Types of Crisis:  Event mishaps  Event crises  World-wide crises @emfluence
  35. 35. Using Social/Mobile for Event Mishaps • Climate, A/V issues, connectivity issues @emfluence
  36. 36. Using Social/Mobile for Event Mishaps • Climate, A/V issues, connectivity issues TIP: Be careful of inviting attendees to text or tweet to win if phone or WiFi signal quality is low @emfluence
  37. 37. Using Social/Mobile for Event Mishaps @emfluence
  38. 38. Using Social/Mobile for Event Crises • Crisis = safety concerns for event attendees – Venue is flooded, gas leak, electrical issues, fire @emfluence
  39. 39. Using Social/Mobile for Event Crises • Response: room change or venue change  Tweet  SMS to attendees  Mobile-optimized email to attendees  Update location on website (“mobile web”)  Posted signage (“out of home”)  Announcement (“real-time marketing”) @emfluence
  40. 40. Using Social/Mobile for Event Crises • Response: event cancellation  Tweet  SMS to attendees  Mobile-optimized email to attendees  Update location on website  Posted signage  Announcement @emfluence
  41. 41. Using Social/Mobile for Event Crises • Response: evacuation  SMS to attendees  Mobile-optimized email to attendees  Posted signage (“out of home”)  Announcement (“real-time marketing”) @emfluence
  42. 42. Using Social/Mobile for Events • Emerging communication tactics  Dedicated mobile apps & push notifications  Near-field communication or blue tooth @emfluence
  43. 43. Social/Mobile during World Crises @emfluence
  44. 44. Social/Mobile during World Crises • What do you do (as a human) during crises? – What do you want to do? (Or not do?) – What do you want to know? • What constitutes a crisis? @emfluence
  45. 45. Social/Mobile during World Crises • Mood & tone are of supreme importance @emfluence
  46. 46. Social/Mobile during crises nearby • Some resources during a crisis: – American Red Cross Disaster Online Newsroom (http://newsroom.redcross.org) – National Weather Service Hazards Map (@NOAA) – FEMA on Twitter (@FEMA) – Emergency First Aid mobile app by phoneflips (an offline guide, no network required) @emfluence
  47. 47. Social/Mobile during crises nearby • Twitter’s “Fast Follow” in case of power out: – Text Follow FEMA to 40404 to start following @FEMA’s updates via text message during a crisis in your area. – Text Follow NOAA to 40404 to start following The National Weather Service via text message. – If you don’t receive an update fairly soon, you can text Get [username] to 40404 to see their most recent post. – When all’s clear, you can text OFF to 40404 to stop receiving notifications. @emfluence
  48. 48. An ounce of prevention… • Engage for GOOD. Be prepared to take advantage of social & mobile, by engaging your audience before a crisis happens.  Listen  Promote  Follow  Connect  Opt-In  Promote  Inform @emfluence
  49. 49. An ounce of prevention… • Include your event hashtag (and speaker handles) on something highly visible, like signage or presentation slide decks. – Be “listening” live for opportunities to wow attendees and/or for those small event mishaps that need to be addressed. – Follow those people that use the hashtag to tweet about the event to grow your following. @emfluence
  50. 50. An ounce of prevention… • Ask for Twitter handles or cell phone numbers on the registration form. – Follow all Twitter handles before the event to watch their tweets even if they don’t remember the hashtag – Remember: don’t make a crisis the first time attendees hear from you. Send event updates and information via SMS (text message) leading up to the event. @emfluence
  51. 51. The bottom line • Nothing replaces live people and in-person announcements once you’re all in one room or one space. @emfluence Social media and mobile are just part of the mix
  52. 52. Questions? Jessica Best Community Director, emfluence jbest@emfluence.com @bestofjess or @emfluence

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