1997	
  to	
  2012	
  
Jez	
  Jowe5,	
  July	
  2012	
  

The	
  Impact	
  of	
  Social	
  Media	
  on	
  
Events	
  and	
...
Today:	
  11th	
  July	
  2012	
  
	
  

	
  
Whether	
  brand,	
  sponsor,	
  rights	
  holder,	
  agency,	
  
consumer,	...
FesBval	
  and	
  Live	
  Events	
  1.0	
  
My	
  1st	
  Fes)val	
  :	
  consumer	
  1997	
  

There	
  was	
  no	
  digit...
My	
  1st	
  FesBval	
  :	
  MarkeBng	
  Exec.	
  

1998	
  	
  

We	
  made	
  a	
  website	
  for	
  informaBon.	
  
Ban...
FesBval	
  and	
  Live	
  Events	
  1.0	
  
Travis	
  Live	
  from	
  Boston	
  

Hi, 	
	
Jez here. I love Travis - I hear...
FesBval	
  and	
  Live	
  Events	
  1.0	
  

Earned	
  media	
  could	
  not	
  be	
  bought	
  -­‐Fans	
  and	
  passions...
FesBval	
  and	
  Live	
  Events	
  1.0	
  

Earned	
  through	
  ‘value	
  exchange’	
  -­‐	
  Honesty,	
  personality,	
...
FesBval	
  and	
  Live	
  Events	
  1.0	
  

Conversa)on	
  leads	
  to	
  rela)onship-­‐	
  Influencer	
  +	
  	
  social	...
FesBval	
  and	
  Live	
  Events	
  1.0	
  
No	
  mobile	
  coverage	
  

Poor	
  bandwidth.	
  
Too	
  ambiBous.	
  
SMS	...
FesBval	
  and	
  Live	
  Events	
  1.0	
  
Consumer	
  capturing	
  not	
  sharing	
  

Poor	
  bandwidth.	
  
Too	
  amb...
FesBval	
  and	
  Live	
  Events	
  1.0	
  
Brand	
  adding	
  a	
  benefit	
  not	
  a	
  badge	
  

Brands	
  back	
  to	...
FesBval	
  and	
  Live	
  Events	
  1.0	
  
Beer	
  brand	
  giving	
  us	
  cold	
  beer	
  

This	
  got	
  views	
  and...
FesBval	
  and	
  Live	
  Events	
  1.0	
  
The	
  start	
  of	
  brands	
  being	
  useful	
  

Brand	
  +	
  band	
  =	
...
FesBval	
  and	
  Live	
  Events	
  1.0	
  
Branded	
  u)li)es	
  

Orange	
  =	
  Mobile	
  network	
  
Insight=	
  	
  W...
 
FesBval	
  and	
  Live	
  Events	
  1.0	
  

Web2.0	
  -­‐Communi)es	
  and	
  technology	
  convergence	
  	
  

Conten...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
Decent	
  network	
  coverage,	
  affordable	
  

More	
  bandwidth	
  
More	
 ...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
Mobile	
  specific	
  sites	
  

©	
  Havas	
  Sports	
  &	
  Entertainment	
  ...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
Apps	
  got	
  clever	
  and	
  useful	
  

©	
  Havas	
  Sports	
  &	
  Enter...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
Live,	
  tagging,	
  Facebook	
  

Gasto	
  tag	
  

©	
  Havas	
  Sports	
  &...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
very	
  clever	
  mobile	
  apps	
  

Song	
  recogniBon	
  
Live	
  Music	
  ...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
Bluetooth	
  content	
  &	
  broadcas)ng	
  

©	
  Havas	
  Sports	
  &	
  Ent...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
cool	
  things	
  like	
  augmented	
  reality	
  

Dominance	
  on	
  the	
  ...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
real	
  )me	
  news,	
  events	
  and	
  offers	
  

©	
  Havas	
  Sports	
  &	...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
YouTube	
  &	
  TwiYer	
  –	
  LIVE	
  

Events	
  streamed	
  Live.	
  
Event...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
Live	
  events	
  supported	
  with	
  social	
  media	
  

©	
  Havas	
  Spor...
FesBval	
  and	
  Live	
  Events	
  3.0	
  
Ushuaia	
  Ibiza	
  Beach	
  Hotel	
  

Share	
  pics	
  to	
  Facebook.	
  
H...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
RF	
  Scanners,	
  mobile,	
  geo	
  

See	
  skiers	
  posiBons	
  
See	
  sk...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
Live	
  events	
  supported	
  with	
  social	
  media	
  

QR	
  Codes	
  on	...
FesBval	
  and	
  Live	
  Events	
  2.0	
  
Geo	
  Loca)on	
  and	
  Checking	
  in	
  everwhere	
  

©	
  Havas	
  Sports...
FesBval	
  and	
  Live	
  Events	
  3.0	
  
RFID	
  wristbands	
  

No	
  queues	
  
No	
  forged	
  Bckets	
  
Long	
  te...
FesBval	
  and	
  Live	
  Events	
  3.0	
  
NFC	
  and	
  walletless	
  solu)on	
  

No	
  wallet	
  
No	
  worries	
  
No...
FesBval	
  and	
  Live	
  Events	
  3.0	
  
live	
  fan	
  streams	
  (inc	
  vyclone	
  app)	
  

UGC	
  footage	
  
Fan	...
Social	
  Olympics	
  

©	
  Havas	
  Sports	
  &	
  Entertainment	
  
33	
  
What	
  next
	
  
HSE	
  Proprietary	
  live	
  events	
  applicaBon	
  (with	
  mobext)	
  
•  Shares,	
  Check	
  ins,	
...
 
WOULD	
  YOU	
  GO	
  TO	
  AN	
  EVENT,	
  FESTIVAL	
  OR	
  LAUNCH	
  
PARTY	
  WITHOUT	
  YOUR	
  PHONE	
  TONIGHT?	
...
©	
  Havas	
  Sports	
  &	
  Entertainment	
  

36	
  
©	
  Havas	
  Sports	
  &	
  Entertainment	
  

37	
  
37	
  
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How festivals and events have changed with social media

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We used to go to music festivals with a packet of Rizla and wellies. Now we take smartphones, and some even take i-pads. And if you aren't at a festival, you still can be with social media. Has it all gone mad ? (marketing, digital, experiential, innovation, PR, online marketing, stunts)

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How festivals and events have changed with social media

  1. 1. 1997  to  2012   Jez  Jowe5,  July  2012   The  Impact  of  Social  Media  on   Events  and  Fes<vals     (Part  3  in  a  series)   ©  Havas  Sports  &  Entertainment  
  2. 2. Today:  11th  July  2012       Whether  brand,  sponsor,  rights  holder,  agency,   consumer,  poli<cian,  government,  charity,  celebrity,   team,  media……     Top  3  things  you  need  to  know  about       No  1:  Social  Commerce    No  2:  Gamifica2on   No  3:  Live  Experience     ©  Havas  Sports  &  Entertainment   2  
  3. 3. FesBval  and  Live  Events  1.0   My  1st  Fes)val  :  consumer  1997   There  was  no  digital  or  SoMe   You  shared  stories  and  experiences   face  to  face.  Not  pre  or  post.   ©  Havas  Sports  &  Entertainment   3  
  4. 4. My  1st  FesBval  :  MarkeBng  Exec.   1998     We  made  a  website  for  informaBon.   Bandwidth  restricted  traffic.     But  they  did  e-­‐mail  this  clip….   ©  Havas  Sports  &  Entertainment   4  
  5. 5. FesBval  and  Live  Events  1.0   Travis  Live  from  Boston   Hi, Jez here. I love Travis - I hear they are doing a live gig from Boston tomorrow night at 2100GMT that is going to streamed on AOL Live and then available on DVD Jez ©  Havas  Sports  &  Entertainment   5  
  6. 6. FesBval  and  Live  Events  1.0   Earned  media  could  not  be  bought  -­‐Fans  and  passions  first   FUCK OFF YOU MARKETING TWAT. This is a forum for fans not sales! 58 other people liked this comment ©  Havas  Sports  &  Entertainment   6  
  7. 7. FesBval  and  Live  Events  1.0   Earned  through  ‘value  exchange’  -­‐  Honesty,  personality,  content,  relevance.   Hi there, Marketing Twat here. Thought you might like to know that Travis are doing a gig from Boston tmw night at 2100GMT on AOL Live 458 other people liked this comment ©  Havas  Sports  &  Entertainment   7  
  8. 8. FesBval  and  Live  Events  1.0   Conversa)on  leads  to  rela)onship-­‐  Influencer  +    social  currency   Thanks for the info! :-)   ©  Havas  Sports  &  Entertainment   8  
  9. 9. FesBval  and  Live  Events  1.0   No  mobile  coverage   Poor  bandwidth.   Too  ambiBous.   SMS  (where  r  u  ?)   ©  Havas  Sports  &  Entertainment   9  
  10. 10. FesBval  and  Live  Events  1.0   Consumer  capturing  not  sharing   Poor  bandwidth.   Too  ambiBous.   Keep  it  simple  –SMS  (where  r  u  ?)   ©  Havas  Sports  &  Entertainment   10  
  11. 11. FesBval  and  Live  Events  1.0   Brand  adding  a  benefit  not  a  badge   Brands  back  to  basics.   Text  the  stage.   Request  a  track.   Latest  line  up.   ©  Havas  Sports  &  Entertainment   11  
  12. 12. FesBval  and  Live  Events  1.0   Beer  brand  giving  us  cold  beer   This  got  views  and  menBons.   Touched  a  fesBval  nerve.   A  fragrance  toilet  and  make  up  tent  ?   ©  Havas  Sports  &  Entertainment   12  
  13. 13. FesBval  and  Live  Events  1.0   The  start  of  brands  being  useful   Brand  +  band  =  access   Sponsor  +  owner  =  benefit   ©  Havas  Sports  &  Entertainment   13  
  14. 14. FesBval  and  Live  Events  1.0   Branded  u)li)es   Orange  =  Mobile  network   Insight=    Where’s  my  tent  ?   SoluBon=  Text  your  tent  and  find  it   ©  Havas  Sports  &  Entertainment   14  
  15. 15.   FesBval  and  Live  Events  1.0   Web2.0  -­‐Communi)es  and  technology  convergence     Content  communiBes   Social  Networks   Sharing  and  connecBng  plajorms   ©  Havas  Sports  &  Entertainment   15  
  16. 16. FesBval  and  Live  Events  2.0   Decent  network  coverage,  affordable   More  bandwidth   More  mobile  services   Less  cost   ©  Havas  Sports  &  Entertainment   16  
  17. 17. FesBval  and  Live  Events  2.0   Mobile  specific  sites   ©  Havas  Sports  &  Entertainment   17  
  18. 18. FesBval  and  Live  Events  2.0   Apps  got  clever  and  useful   ©  Havas  Sports  &  Entertainment   18  
  19. 19. FesBval  and  Live  Events  2.0   Live,  tagging,  Facebook   Gasto  tag   ©  Havas  Sports  &  Entertainment   19  
  20. 20. FesBval  and  Live  Events  2.0   very  clever  mobile  apps   Song  recogniBon   Live  Music  communiBes   Shazam,  now  SpoBfy   ©  Havas  Sports  &  Entertainment   20  
  21. 21. FesBval  and  Live  Events  2.0   Bluetooth  content  &  broadcas)ng   ©  Havas  Sports  &  Entertainment   21  
  22. 22. FesBval  and  Live  Events  2.0   cool  things  like  augmented  reality   Dominance  on  the  moible  device   For  real  Bme  experiences   InformaBon  ,  offers,  backstage   ©  Havas  Sports  &  Entertainment   22  
  23. 23. FesBval  and  Live  Events  2.0   real  )me  news,  events  and  offers   ©  Havas  Sports  &  Entertainment   Your  ba5ery  didn’t  run  out.   You  looked  at  phones  obsessively.   23  
  24. 24. FesBval  and  Live  Events  2.0   YouTube  &  TwiYer  –  LIVE   Events  streamed  Live.   Events  with  hashtags.   YT  pages  with  streams.   ©  Havas  Sports  &  Entertainment   24  
  25. 25. FesBval  and  Live  Events  2.0   Live  events  supported  with  social  media   ©  Havas  Sports  &  Entertainment   25  
  26. 26. FesBval  and  Live  Events  3.0   Ushuaia  Ibiza  Beach  Hotel   Share  pics  to  Facebook.   HI-­‐Tech  RFID  bracelet.   ©  Havas  Sports  &  Entertainment   26  
  27. 27. FesBval  and  Live  Events  2.0   RF  Scanners,  mobile,  geo   See  skiers  posiBons   See  skiers  Bmings   Connect,  share,  upload   ©  Havas  Sports  &  Entertainment   27  
  28. 28. FesBval  and  Live  Events  2.0   Live  events  supported  with  social  media   QR  Codes  on  flyers.   QR  Codes  on  Bckets.   QR  Codes  on  people.   ©  Havas  Sports  &  Entertainment   28  
  29. 29. FesBval  and  Live  Events  2.0   Geo  Loca)on  and  Checking  in  everwhere   ©  Havas  Sports  &  Entertainment   Check-­‐in  to  find  friend.   Check-­‐in  for  offers.   Check-­‐in  to  be  a  mayor.   29  
  30. 30. FesBval  and  Live  Events  3.0   RFID  wristbands   No  queues   No  forged  Bckets   Long  term  branding   ©  Havas  Sports  &  Entertainment   30  
  31. 31. FesBval  and  Live  Events  3.0   NFC  and  walletless  solu)on   No  wallet   No  worries   No  robberies   ©  Havas  Sports  &  Entertainment   31  
  32. 32. FesBval  and  Live  Events  3.0   live  fan  streams  (inc  vyclone  app)   UGC  footage   Fan  cams  /  POV   Sync’d  audio   ©  Havas  Sports  &  Entertainment   32  
  33. 33. Social  Olympics   ©  Havas  Sports  &  Entertainment   33  
  34. 34. What  next   HSE  Proprietary  live  events  applicaBon  (with  mobext)   •  Shares,  Check  ins,  likes   •  Footage,  fan  cams,  facial  recogniBon   •  ConversaBons  &  Community   •  Social  Commerce  &  promoBons   •  Next  event  alerts  and  invitaBons   •  2012  ideaBon.  2013  producBon   HSE  Proprietary  content  booth  (integrated  or  stand  alone)   •  Upload  staBon   •  Download  staBon   ©  Havas  Sports  &  Entertainment   34  
  35. 35.   WOULD  YOU  GO  TO  AN  EVENT,  FESTIVAL  OR  LAUNCH   PARTY  WITHOUT  YOUR  PHONE  TONIGHT?   ©  Havas  Sports  &  Entertainment   35  
  36. 36. ©  Havas  Sports  &  Entertainment   36  
  37. 37. ©  Havas  Sports  &  Entertainment   37   37  
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