Using the web and social media to create buzzworthy events
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Using the web and social media to create buzzworthy events



This presentation was given to the ABPCO conference at the Barbican in London in January 2012.

This presentation was given to the ABPCO conference at the Barbican in London in January 2012.



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    Using the web and social media to create buzzworthy events Using the web and social media to create buzzworthy events Presentation Transcript

    • Hybrid Creative Agency
    • Branding Advertising Design Social Media Marketing Online Activation Website design & buildSponsorship Rights Management
    • How to engage your audience online
    • 1. Pre-event 2. During 3. After4. Throughout
    • The tools at your disposal
    • Social Networks
    • Why use them? The process of selling hasn’t changed. The process of buying has...
    • Inbound Marketing?• Focuses on earning, not buying, a person’sattention• Done through social media, search andengaging content• Costs less and has better a ROI thanOutbound
    • Why do it?• 44% of direct mail is never opened.• 86% of people skip through television ads.• 84% of 25 to 34 year olds have clicked out ofa website because of an “irrelevant or intrusivead.”• c90% of all email is now spam• The cost per lead in outbound marketing ismore than for inbound marketing.
    • WHAT IS SOCIAL MEDIA MARKETING?“Social media marketing is a term thatdescribes the use of social networks,online communities, blogs, wikis or anyother online collaborative media formarketing, sales, public relations andcustomer services.”Wikipedia
    • Whyshould we care?
    • Over 2/3 of the global internetpopulation visit social networks
    • Visiting social sites isnow the most popularonline activity – ahead ofemail
    • Where to start?
    • Social Networks
    • Blog sites
    • Your own website
    • Evaluate your site• Does it use Flash?• Does it work cross-browser?• Is it easy to navigate?• Is it fast to load?• Is it more than a company brochure?• Is there a clear call to action?• What is front and centre? Does it adhere to your brand?• Is there a search function?• Is it easy to get home?• How does it perform in search?• Is sharing made simple?
    • Email Marketing
    • Technologies
    • Event Specific Tech
    • Online Polls
    • Making it work for you pre-event
    • Create an event landing pagewith social media ‘share’ buttons and SEO it
    • Crowd Source theprogramming
    • Crowd Source theprogramming Facebook, Twitter and email poll
    • Record video intros of thespeakers and upload to YouTube
    • Social signups On registration ask for: - Twitter @ name - Facebook Profile - LinkedIn Profile
    • Social signups Score your attendees’ influence
    • Social signups Create buzzworthy name badges
    • Create a Facebook page, then create an ‘event’.
    • Sell tickets on Facebook via Eventbrite
    • Create a LinkedIn ‘event’.
    • Advertise on LinkedIn
    • Create your event on
    • Promote all of this online presence via twitter
    • Use twitter ‘lists’ to build a target audience
    • Use twitter’s Retweetfunctionality as a competition entry mechanism
    • Use Facebook’s ‘like’ functionas a competition entry mechanism
    • Register your event on Lanyrd then use twitter to create apre-event community and buzz
    • Use a social dashboard toschedule messages and stay across all your feeds
    • Create a twitter hashtag tocreate an event community #abpcoconf12
    • Use a hashtag tool todisseminate the info on the hashtag Conference solution that creates a conference hub of all things related to your event: content tags, members and contributors, photos, related websites, RSS feeds, Tweetups and event schedules, and videos.
    • Create Google and twitter alerts on the hashtag
    • Your VIP?
    • Show and tell. What’s worked for you and what hasn’t?
    • During
    • Use a twitter wall
    • Competitions, promos &giveaways during the event on Twitter
    • Use technology to not only engage, but create a Wow! factor
    • Set up a Flickr Page for the event
    • Mobile appsCreate a free app for the event
    • Or use a commercial app for conferences Real time programme info Branded narrowcasting - event TV ads etc Twitter feeds Personalised SMS messages Private messaging to screens Mobile voting
    • Social Checkins
    • Integrate with Facebook offline
    • Stream live video - for free!
    • Show and tell. What’s worked for you and what hasn’t?
    • After
    • Spread thecontent far and wide
    • Share the presentations
    • Aggregate all the #hashtags on your site or email a PDF to attendees
    • Share your event stats as an infographic via your social networks
    • Share videos on YouTube and your site
    • Deal with feedback
    • Use your blog
    • Blogging
    • It’s like your 5-a-day
    • Good for you. But you don’tnecessarily enjoy it.
    • Let me show you an easier way
    • Blogging doesn’t have to be 400 words.
    • Blogging doesn’t have to be 400 words.(Although it should be)
    • Blogging can be 140 characters or less
    • “Oh, I can’t think what to say.”
    • There are plenty of blog topic websites.However we believe it’s easierand more inspirational to think ‘what sort’ rather than ‘what’.
    • There are around 25 different blog styles in the world. Here are my top 6.
    • Insight BloggingSharing sector intelligence, original ideas, commentary or trends on aparticular topic.
    • Piggyback BloggingWriting about a topic that is currently popular in the news
    • Life BloggingAlso called reality blogging, this involves a blog post sharing the story ofsomething that happened to you in your personal life.
    • Event BloggingSharing impressions, opinions and insights from an event or othergathering with others.
    • List BloggingThis is the highly popular format of the top ten (or any other number) listsabout something. Blog posts in this type of format are frequentlybookmarked and shared.
    • Evangelist BloggingPassionate blog post sharing an affinity and support for a cause or belief.These posts are meant to inspire others to believe in the same thing.
    • Don’t think ‘What shall I write?’Think ‘What sort shall I write?’
    • Some more blogging and tweeting tips
    • Educate, assist and ask for feedback
    • Identify your readerWho a re y ou w them ritin ly’ pi cture g fo r? n ‘actual Th e the p erson Imag i n e yo Picture u’re w them riting alone for
    • Find different anglesCURRENT HEADLINE: ‘Why customer service is our No.1 priority’ V.1 ‘Our five customer service goals’ V.2 ‘How we are redefining customer service’ V.3 ‘Take a peek at our customer service scorecard’ V.4 ‘How happy are your customers?’ V.5 ‘Unhappy customers? Here’s why.’
    • Write intriguing headlinesWrite Drunk. Edit Sober. How to get a Google+ invitation.Why it’s sometimesright to think wrong. Wear you client’sWhat’s the earliest ad shoes. you remember as a The curious case of child? incuriosity. ALL OF THESE MAKE GREAT TWEETS
    • Make sharing easyIf it’s a longer blog, include social buttonsIf it’s a tweet, make it as short as possible to allowfor retweeting
    • Blogging summary Educate and inform 400 words Use headings to structure your post One thought or idea per post Always use a photo Write intriguing headlinesPromote via your social networks Blogging is permission marketing Be topical rather than interruption marketing
    • WHAT DOES SUCCESS LOOK LIKE? Subscriptions Page Views Comments Inbound links Followers Retweets ‘Likes’
    • Badvocates How to deal withunfavourable comments
    • 1. @eventthinker The Wifi server at your conference wasn’tcompatible with my laptop2. @eventthinker I found the wifi at yourconference a little unreliable. Maybe next time tryusing Bitbuzz instead3. @eventthinker Event stinker more like. I bet yourconference stank like a rancid cesspit of half-deadpigeons. @event101 much better
    • Dealing with unfavourable comments1. Straight Problem – Someone has an issue withyour product or service and has laid out exactlywhat went wrong.Response is almost certainly necessary.Whether that response is personal or a broad public-facing messagedepends on how widespread the problem is and how many peoplereported it.If a real problem exists, steps should be taken to fix it andcustomers should be notified that those steps are being taken.Even a perceived rather than real problem should be given aresponse, if only to say, “Thanks for bringing it to our attention, buthere’s why we use that particular server.’
    • Dealing with unfavourable comments2. Constructive Criticism Many customers,including some of your most loyal, will use socialmedia to suggest ways in which you can improveyour product or service. While negative, it can beextremely helpful to receive.Constructive Criticism requires a response.Most times you won’t want to implement the advice but you’ll buildloyalty and trust by responding to criticism with a positive message.It is well worth the effort to thank those consumers who took the timeto provide you with a suggestion.
    • Dealing with unfavourable comments3. Trolling Trolls have no valid reason for beingangry at you. Also in this category are spammers,who will use a negative comment about yourproduct or service to promote a competitor.This category of negative feedback does not require a response. Infact, it is almost always best not to respond to Trolling or Spam. Thistype of feedback isn’t really feedback at all. It is designed either tobait you into an unnecessary and image-damaging fight, or tosiphon off your customers using underhanded tactics. Always ignorethis variety of feedback, and when appropriate, remove it as soon asyou spot it.
    • Any questions?