1. 2011, June U21 European championships
2011, June Northside Music Festival
2012, March National Stallion Show
& 2012, March Twitter & soccer, #AaBinside
2012, May SPOT Music Festival
2012, May Giro d’Italia in Denmark
Rasmus Johnsen, Active Institute, @rjohnsen1
2012, July/Aug London Olympics
Kristian Strøbech, Journalisthøjskolen, @kstrobech
Nils Mulvad, Journalisthøjskolen, @nmulvad 2012, Oct Edvard Munch Exibition, ARoS
Byens Bedste i Aarhus
&
2012, Oct
2012, Oct European Table Tennis Championships
Media partners and event owners
2012, Nov Fagfestival 2012
Eventbased innovation
#EVENTBASED

2. Richer event experiences
through a mix of:
- new media
- social media
- creative use of technology
Media and journalism:
Creating value in social media channels
- rethinking the formula
Eventbased innovation
#EVENTBASED

3. 2011, June U21 European championships
2011, June Northside Music Festival
2012, March National Stallion Show
& 2012, March Twitter & soccer, #AaBinside
2012, May SPOT Music Festival
2012, May Giro d’Italia in Denmark
Rasmus Johnsen, Active Institute, @rjohnsen1
2012, July/Aug London Olympics
Kristian Strøbech, Journalisthøjskolen, @kstrobech
Nils Mulvad, Journalisthøjskolen, @nmulvad 2012, Oct Edvard Munch Exibition, ARoS
Byens Bedste i Aarhus/Stiften.dk
&
2012, Oct
2012, Oct European Table Tennis Championships
Media partners and event owners
2012, Nov Fagfestival 2012
Eventbased innovation
#EVENTBASED

4. Some #AaBinside
project goals:
Bring audiences closer
to players and club
using social media
Launch sports
reporters on Twitter
Testing new editorial
roles and methods

5. Introducing flow
Nordjyske channels:
Articles
• Web sports pages
• Newspaper

6. Introducing flow
Story as Nordjyske channels:
product +
conversation • Radio morning show
• Radio afternoon show
• Web sports pages
• Newspaper
• Twitter accounts
• (Facebook wall)
• (YouTube channel)

7. St
Web
or
y ve
sports pages
rs
io
n
1
Ca
ll f
Twitter
or
re
ac
t io
n
Te
as
er
Morning radio
+
ca
ll f
or
Re ac
ac t io
Twitter
t io n
n, an
th d
an pa
ks rt
, li ici
wall
Lin nk pa
k to tio
Facebook
to sto n
we ry
b sto ve
N ry r sio
ew ,d n
eb 2
sto at +
ry e FB
de
ta
St ils
Web
or br
y ve ea
rs kin
io g
n
2
Te +
as te
Twitter sports pages Twitter
er as
er
fo fo
rF rn
B
+ ew
aft sp
St e rn
ap
e
or oo r
Newspaper
y, n
n
Daily schedule
ew ra
di
s o
+ ex
ba clu
ck
N gr siv
e
pages
ew ou
nd
Web sports
sto
ry
ve
- process rather than product
rs
io
n
ba
Introducing flow
Lin se
d
Twitter
k on
Story, idea & conversation
to
ne bu
w zz
sto
Ta ry
lk +
ra te
di as
o, er
in fo
te ra
rv
Afternoon radio
iew fte
rn
s, oo
re
po n
ra
rt di
o
er
’s
wall
up
+ curtain
raiser for
Twitter
tomorrow
da
Facebook
Wrapping up
te

8. St
or
y ve
rs
io
n
1
Web
Ca
ll f
or
Twitter
re
ac
t io
n
Te
as
er
+
ca
ll f
or
Re ac
Twitter
ac t io
t io n
Morning radio
n, an
th d
an pa
ks rt
, li ici
Lin nk pa
k to tio
n
to sto
we ry
b ve
Web
sto
N ry r sio
ew ,d n
eb 2
sto at +
ry e FB
de
ta
Facebook wall St ils
or br
y ve ea
rs kin
io g
n
2
Te +
as te
er as
er
fo fo
rF rn
B
Prime engagement channels
+ ew
Newspaper
Twitter
aft sp
St e rn
ap
e
or oo r
y, n
n ew ra
di
s o
+ ex
ba clu
ck
N gr siv
e
ew ou
nd
supporting & driving
sto
Web
ry
ve
rs
Twitter
io
n
ba
Introducing flow
Lin se
k d
to on
ne bu
w zz
sto
Ta ry
lk +
ra te
di as
o, er
in fo
te ra
rv fte
Facebook wall
iew rn
s, oo
re
po n
ra
rt di
o
er
’s
Prime revenue channels
up
+ curtain
Afternoon radio
raiser for
tomorrow
da
Wrapping up
te

9. Twitter pitch
• Write up a pitch: Why should anyone follow YOU as a journalist on Twitter?
• What will followers be the first to know via Twitter?
• What will followers only get on Twitter?
• What do followers always get onTwitter?
• What can people reach you with on Twitter?
• Take care to define your target audience
• Tailored content to the target audience
• Short (bullets work well)
• Accurate (themes work well)

10. Twitter pitch

11. New tool & concepts
• Flow
• Promoted hashtags
• Production strategy
• (Twitter)picth • Basic layer
• (Twitter)torpedo • Substantial layer
• (Social Strategist)
• The (Twitter) family • Contemporary layer
• (Social Analyst
• Approachable cool-kids • 1st story-wave
• Flow Manager
• Must mention list • 2nd story-wave
• Reaction strategy
• Response flow
• Maximum response time

12. Twitter torpedo
• Pitch presented in a full page newspaper article
• Guest in morning radio talkshow, discussing benefits/usefulness of Twitter
• #victorysex: Backup team prepares tweets and sends out xx stories as @olsson78
• Guest in afternoon radio talkshow discussing #victorysex
• Local tv news story: “Me at stake”

13. Twitter torpedo

14. #SpørgLynge
• @olsson78 (Søren Olsson)
• Twitter-family: @olsson78’s = 20 members
• Reaction strategy: DM to all 20, reply to their suggenstions
• Response flow: If Søren fails to answer within 15 minutes, backup kicks in.
• Maximum response time: 20 min
• 15 - 20 questions

15. #AaBguld
• Idea: X team members from the -95 gold team
• Productions strategy: Regular interview + quaint culture tidbits
• Basic layer: Meetup and schedule notification tweets
• Content layer: Tweeting real time production flow + hints/culture
• 1. story wave: Storify tying up culture tidbits and reaction
• 2. story wave: The interview itself + URL to story 1, culture tidbits
Flow manager responsible for over all flow plan

16. #AaBguld

17. #AaBinside
Example of substantial
layer, pre-game

18. Early experiments
with basic layer,
substantial layer &
real time layer

19. Flow-manager
• Tight hold on production strategy
• Hawkish eye on reaction strategy
• Surveillance, promoted hastags
• Surveillance, (approachable) cool kids
• Keeping track of scheduled items, publish scheduled items
• Distribute and/or follow-up on tasks (mentions and DM’s)
• Chief editor of basic and substantial layers
• Kill Switch responsibility

20. Hootsuite + SocialFlow