Here is the companion PowerPoint deck to go with my draft discussion paper which I prepared to initiate change of how physical events are developed and executed in this era of digital marketing,
Here is the companion PowerPoint deck to go with my draft discussion paper which I prepared to initiate change of how physical events are developed and executed in this era of digital marketing, social media marketing and Web 2.0.
Digital Marketing and Events 2.0Moving events from a monologue to a dialogueand breaking through the physical barriers to expand engagement & reach This is the PowerPoint companion to my Digital Marketing and Events 2.0 Document. Martin Walsh Digital Marketing Director http://twitter.com/martinwalsh Version 3.0 Last Revised: 28 March 2009
Events 2.0 In this era of digital marketing, social media marketing and distributed channel experiences, the opportunities to extend the reach of our typically physical only events is enormous. Rather than investing hundreds of thousands of dollars and thousands of hours of resources simply to engage a small group of 100 or even 3,000 physical attendees, Events 2.0 allows Microsoft to significantly extend the reach and impact of the event to a much larger audience across the web. One key component of successful digital marketing today is to think about marketing from an inside-out perspective and not simply from an outside-in perspective. It is extremely expensive and risky to just try and bring customers to our website when in fact with social media and larger digital channels we can actually syndicate the event and it’s content to where the audiences already are. Digital Marketing is shifting away from Outside In marketing…. Television Out Of Home Radio Internet Search Direct Mail Search Dealer Website Newspaper
Events 2.0 The conversation map is a living, breathing representation of Social Media and it will evolve as services and conversation channels emerge, fuse, and dissipate. If a conversation takes place online and you’re not there to hear or see it, did it actually happen? Indeed. Conversations are taking place with or without you and this map will help you visualize the potential extent and pervasiveness of the online conversations that can impact and influence our business and our brands. to Inside Out marketing
Events 2.0 Participants come to events like TechEd to learn more about specific topics / products / technologies and or speakers as well as network with others. Most of the interest and engagement is actually in the vertical content streams (tracks / sessions) and not necessarily in the horizontal messaging or positioning of the event itself.
Pre event Each topic, session or track should be a mini event with it’s own groundswell to truly leverage and utilise digital marketing and social media channels. By facilitating and inspiring interest, dialogue, feedback and conversations prior to the event we amplify the groundswell around the topic and importantly build equity and enthusiasm and ultimately word of mouth advocacy. These conversations can be utilised to garner feedback about what content and answers are important to the physical and virtual attendees and those simply interested in the topic, prior to the development of the session, presentation & demos etc.
Introduce a human face to the topic through an informal video.
Generate interest through some initial thoughts and information on the topic.
Inspire conversations by asking for questions & feedback.
Begin a narrative around the personal journey, development & build up to the session as well as an insight into feedback and a personal thanks post the session.
Facilitate discussion and feedback. What content is important? What answers are needed? What do they want to see?
Facilitate initial networking and word of mouth to start a groundswell.
Begin to build personal equity in the session / subject.
Syndicate the topic & session to where interest groups might be.
Leverage early adopters and evangelists - facilitate the syndication of the content, resources and invitations to influencers and interested people as well as encourage networking and participation.
Develop components / applications which encourage dialogue, word of mouth and syndication of the topic / event. Ie. Facebook page, LinkdIn, widgets, RSS, gadgets.
Include a Virtual Earth map demonstrating the locations of attendees and speakers.
Enable to ability to build, save, print and share intended event agendas.
Include an aggregation of relevant news, announcements, images / screen shots, videos, blogs, tweets, tweet clouds on the particular topic / session.
Utilise the social groundswell and interest to spread access to the content and rich media which will increase awareness, inspire interest and provide more detailed understanding and / or perception shift along with event registrations.
Create a Photosynth of the event space so people considering attending or those who cannot attend can get a feel for the experience.
During the event Just like Digital Marketing is the evolution of marketing from a Monologue to a Dialogue, Events 2.0 should also inspire and facilitate more engagement, interaction and dialogue between the presenter and the attendees both at the physical event and online. For example, the presenter can actually incorporate live backchannel conversations into the session as well as dynamic questions and answers using tools such as PollEverywhere . A screen could be dedicated to tweets, IM / IRC responses and tools like PollEverywhere which allow the presenter to include live polls or questions from the physical or online audience via their mobile or the web and can therefore provide answers, ask questions or solicit feedback. These results can be showed live and dynamically within a PowerPoint (polleverywhere), a browser or an RIA.
A live video stream can be broadcast both on the event website and or on media / partner sites. Embed technology can be used to provide a less complicated execution for the partner as well as a consistent player and user experience.
Contextual calls to action can be included in and around the live video stream.
Generally speaking on demand videos can be viewed by 10-15 times more than the number of people watching a live stream so making these available and sharable is critical.
Conversations will be happening during each session so embracing and integrating the chatter and conversations and utilising it to gauge sentiment and solicit questions and answers is very powerful and importantly it engages people.
Ensure specific questions and polls are being integrated into the presentation to engage the physical and virtual attendees.
Provide aggregation environments for the backchannel conversations, for example tweet clouds, hash tags, visualisation of conversations.
As near real time edit a wiki page for each session/track to add resources, links to downloads, case studies, related sessions, content, links and more questions etc. Delays here can reduce the power and effectiveness of the groundswell. If we talk about a download get the link out immediately both through the presentation and online.
Facilitate and encourage people to share, comment on and ask questions and provide answers for each session.
Post event Keep the conversation going. Maintain the most active forums, discussion and conversational areas and aggregate all of the related content into highly focused channels. Look at it this way: any event, when transformed into an Event 2.0 is an opportunity to put in movement a series of mechanisms that can create / generate a number of highly valuable content and engagement channels. These shouldn't be seen as useless and expensive-to-maintain content marketing channels but ultimately as revenue and engagement-generating dynamic user communities bonded together by one of the themes / personalities / issues which the event has brought forward. EnergiseCrowdsourcing: facilitate the user-generated creation of image photo-albums about the event. Create user-generated video/photo/tweet compilations of the most interesting sessions and topics. Make it easy for participants to edit playlists of the video clips they are interested in. Use the energy and groundswell around this event to shape the next year’s event.
Provide an thank you / wrap up video from the session presenter.
As outlined, generally speaking on demand videos can be viewed by 10-15 times more than the number of people watching a live stream so making these available and sharable is critical.
Ensure the videos are easily discoverable and importantly can be shared easily and embedded on other sites.
Ensure ratings and comments are enable to continue engagement.
Ensure relevant links to additional calls to action and resources are used.
Continue to energise the conversation by promptly answering questions and providing links and resources.
Ensure that we continue to maintain an aggregation of the latest news, reviews, comments and discussions happening around the session and the relevant topics, products and technologies.
Begin to introduce and highlight more persistent discussion locations for attendees to continue their interest and conversations.
Panel discussion at the end of the sessions bringing together conversations, questions and answers from the physical event and virtual participants using Twitter, IM, IRC and other interactive channels.
Facilitate the ability for the physical and virtual audiences to edit a wiki page for each session/track to add resources, case studies, links and more questions etc.
Facilitate and encourage people to share, rate and comment on each session.
Facilitate the ability for people to add, submit and contribute relevant news, announcements, images / screen shots, videos, blogs, tweets and their own experiences from the event both at the venue and online.
Either create or facilitate the ability for physical and virtual attendees to fuse their own memories or memorabilia from the event, snapshots, visualisations, mashup videos / photos and much more.
Highlight and showcase the buzz around the event, whether tweets, blogs or reviews.
Conclusion The overriding theme of Events 2.0 is to inspire and energise the conversations, engagement and groundswell around the particular session / track and it’s subject matter. The second most important aspect of Events 2.0 is to ensure the overall experience is surprising, uncomplicated, memorable and most critically, that it is consistent across channels. Lastly, obviously sponsors can be included and integrated throughout all of these experiences in new, innovative ways. For more details, read my corresponding discussion paper, “Digital Marketing and Events 2.0”
Who is Martin Walsh? Martin is an award winning producer and Digital Marketing Director who has built a successful marketing career spanning more than 21 years in the media, games, technology and entertainment industries. In addition to his professional career he is also in the process of developing a variety of Australian feature films, ARG’s (Alternate Reality Games) and video games in addition to a movie version of his critically acclaimed Battle of Long Tan documentary. Martin specialises in global strategic digital marketing, digital engagement, social media & social influence marketing, social CRM, search engine marketing, digital PR / online reputation management and online analytics. He has been instrumental in defining, developing and executing Microsoft’s global digital * social media strategies and programs geared towards changing, transforming & innovating marketing, product development, customer service and customer engagement at both a local and global level. Martin successfully grew the ecommerce division of a large Australian media & entertainment company from less than AUD$22 million in annual turnover to more $AUD700 million in annual turnover in under 5 years. He has held senior marketing roles across Tabcorp, News Corporation, BMG, Village Roadshow, Austereoand Telstra and he has led Digital Marketing @ Microsoft since 2005. He holds post graduate qualifications in Entrepreneurship and Innovation from Swinburne University and he served in Australian Special Forces; 2 Commando Company, 1st Commando Regiment.