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Social Media for Events

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Presentation I gave at a Round Table for Event Directors in London, November 2009

Presentation I gave at a Round Table for Event Directors in London, November 2009

Published in: Business, Technology

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  • The events industry needs a bit of a shake up. Social Media are making things terrible for traditional environments. Change is key. Only by changing the traditional approach social media can bring benefits to the industry.

    This presentation could not have been published without the invaluable indirect help of @jeffhurt @samueljsmith @spkrinteractive @iandavmcg @mikemccurry

    Photo by http://www.flickr.com/photos/jasonpaluck/3614914777/sizes/o/
  • I am sure you read and document yourself a lot. The imperative or the buzzword is you need to do SM. I guess the question would be why should you?



    Photo by http://www.flickr.com/photos/lon/523821134/sizes/l/
  • Probably the best reason would be that it is highly likely that your target is using social media as we speak. The enormous growth of Facebook, twitter and Linkedin is giving businesses the chance to reach more people, better and in real time. That changes the way we market and the way we budget.



    Photo by http://www.flickr.com/photos/untitlism/22800371/sizes/l/
  • We all thought that. I am gonna make millions with little effort and with 1/10 of the budget. So we jump on social media like a starved lion on a gazelle. We start broadcasting and shooting out as many promotional messages as possible. We cover all the possible networks and spam thousands of people to earn some attention. At the end of the day this is how you do it!

    Photo by http://www.flickr.com/photos/limbic/362492347/sizes/o/
  • Anger and backlash are the likely results. The Habitat campaign showed us that above all examples. Nobody likes to be sold at. Reality is nobody cares about how cool you are. What we care about is relationships, what we care about is sharing, learning, discovering, innovating.

    Photo by http://www.flickr.com/photos/mnasholm/2237985784/sizes/o/
  • I can’t tell you what ROI will be but I can surely tell you what your Return on Inactivity will be - quite devastating as it is quite late in some instances.


    Photo by http://www.flickr.com/photos/dunechaser/1318424520/sizes/l/
  • Perception is changing and fast. If I get used to a behavior, I expect to see it taken care of wherever I mingle. If I am used to recycling home I expect recycling facilities at the events I go to. Otherwise it’s a cognitive dissonance, which means frustration.

    Photo by http://www.flickr.com/photos/teacherafael/2038442136/sizes/l/
  • We spend lots of time on the web, in the UK 41% of web users look at a social networking site daily. It’s part of our lives and we are definitely not developers or geeks.

    Photo by http://www.flickr.com/photos/doctabu/291216582/sizes/l/
  • So if social media are not taken care of, if you don’t offer spaces for your attendees to find their friends, if you don’t communicate with them through the channels they use, this is probably the end result of your event. Frustration and dissatisfaction.

    Photo by http://www.flickr.com/photos/gre/130267790/sizes/l/
  • So let’s have a look at trends and developments in the events industry in relation to social media.



    Photo by http://www.flickr.com/photos/nostri-imago/3497416873/sizes/o/
  • Events as we’ve always perceived them are a like a hockey stick shaped graph. Pretty much boring and uneventful until we reach the hype, the event. This is when everything happens, this is when things cannot go wrong, this is when consumption is intangible. And then it’s all gone until next year when we’ll start all over again.

    Photo by http://www.flickr.com/photos/meddygarnet/3344230696/sizes/l/
  • This is the effect of social media on events. Peaks. Attention is continuous and the overall experience substitutes the hyper-excitement of the ‘one-off’ The events starts well before the day when people meet face to face. It is not location based but it happens all over the world. It is tangible thanks to online discussion. It is linked to the next event in the same way two mountains are connected in a mountain range. Once the event is over you have the community that continues to talk and attracts new players to the game.

    Photo by http://www.flickr.com/photos/sgirolimetto/1578927158/sizes/o/
  • This is a terrific infographic about how brands are tackling the ‘new marketing’. Marketing people look at what is out there. They Plan by listening, they engage by creating content and publishing with web2.0 platforms. They promote their content and review for corrections.

    What happens for events is quite similar. After listening attendees should be gathered in a community, these are few examples. Marketers then populate communities and web 2.0 tools to push their proposition. Then the party starts, the events happen, everything can be then reviewed for next year.

    Facebook login - twitter connect - Open ID

    Photo by http://www.flickr.com/photos/intersectionconsulting/3835278951/sizes/o/in/set-72157614274686504/

    http://www.flickr.com/photos/haagsuitburo/3698104807/
  • This is a terrific infographic about how brands are tackling the ‘new marketing’. Marketing people look at what is out there. They Plan by listening, they engage by creating content and publishing with web2.0 platforms. They promote their content and review for corrections.

    What happens for events is quite similar. After listening attendees should be gathered in a community, these are few examples. Marketers then populate communities and web 2.0 tools to push their proposition. Then the party starts, the events happen, everything can be then reviewed for next year.

    Facebook login - twitter connect - Open ID

    Photo by http://www.flickr.com/photos/intersectionconsulting/3835278951/sizes/o/in/set-72157614274686504/

    http://www.flickr.com/photos/haagsuitburo/3698104807/
  • This is a terrific infographic about how brands are tackling the ‘new marketing’. Marketing people look at what is out there. They Plan by listening, they engage by creating content and publishing with web2.0 platforms. They promote their content and review for corrections.

    What happens for events is quite similar. After listening attendees should be gathered in a community, these are few examples. Marketers then populate communities and web 2.0 tools to push their proposition. Then the party starts, the events happen, everything can be then reviewed for next year.

    Facebook login - twitter connect - Open ID

    Photo by http://www.flickr.com/photos/intersectionconsulting/3835278951/sizes/o/in/set-72157614274686504/

    http://www.flickr.com/photos/haagsuitburo/3698104807/
  • This is a terrific infographic about how brands are tackling the ‘new marketing’. Marketing people look at what is out there. They Plan by listening, they engage by creating content and publishing with web2.0 platforms. They promote their content and review for corrections.

    What happens for events is quite similar. After listening attendees should be gathered in a community, these are few examples. Marketers then populate communities and web 2.0 tools to push their proposition. Then the party starts, the events happen, everything can be then reviewed for next year.

    Facebook login - twitter connect - Open ID

    Photo by http://www.flickr.com/photos/intersectionconsulting/3835278951/sizes/o/in/set-72157614274686504/

    http://www.flickr.com/photos/haagsuitburo/3698104807/
  • This is a terrific infographic about how brands are tackling the ‘new marketing’. Marketing people look at what is out there. They Plan by listening, they engage by creating content and publishing with web2.0 platforms. They promote their content and review for corrections.

    What happens for events is quite similar. After listening attendees should be gathered in a community, these are few examples. Marketers then populate communities and web 2.0 tools to push their proposition. Then the party starts, the events happen, everything can be then reviewed for next year.

    Facebook login - twitter connect - Open ID

    Photo by http://www.flickr.com/photos/intersectionconsulting/3835278951/sizes/o/in/set-72157614274686504/

    http://www.flickr.com/photos/haagsuitburo/3698104807/
  • It’s simply not possible, that is it. You can’t keep your eyes open, you can’t control your brand, you can’t control your event. If Social Media were a sneeze you couldn’t keep your eyes open. The Harvard Business Review asked why brands are so reluctant to let it go., what do they have to hide. You have to let it go and there are a number of ways to do that.

    Photo by http://cargocollective.com/learnsomethingeveryday/137251/November-7
  • Get the most out of speakers and try to involve them into the conversation. Invite them to join the online platforms you set up. Fetch their content from blogs and publish it for attendees. Get them to mingle with people at the event. Set up rooms for that. Get your audience to rate them, share their slides on your platform for the use of the world.

    Thanks to Robert Swan http://swanthinks.wordpress.com/2009/11/20/an-open-letter-to-the-organizers-of-kmworld09/
    Photo by http://www.flickr.com/photos/earcos/3647779666/sizes/o/
  • Give voice to your attendees. Let them talk about your event. Set up tags on flickr, twitter and for blogs. Collect the conversation and promote it online for the benefits of potential prospects for the next year. Get someone to talk to them during the event online as you do offline.

    Cisco GSX
    - 19K employees
    - 88 hours of consecutive sessions crossing 24 time zones
    - More than 13,000 active players of “The Threshold”, alternate reality game
    - More than 8,000 participants in group chat within the Chat Zone
    - More than 9,500 playing GSX mini games 90% cost savings
    Content satisfaction scores comparative to previous events”

    BlizzardCon 20K participants and 100K online through pay per view or direct tv

    eComm Google Wave

    Photo by http://www.flickr.com/photos/17258892@N05/2587506121/sizes/o/
    Thanks to MikeMcCurry: http://www.michaelmccurry.net/2009/11/24/a-collaborative-blog-post-part-one-successes-of-2009/
    Thanks Samuel J Smith: http://interactivemtgtech.wordpress.com/
  • Give voice to your attendees. Let them talk about your event. Set up tags on flickr, twitter and for blogs. Collect the conversation and promote it online for the benefits of potential prospects for the next year. Get someone to talk to them during the event online as you do offline.

    Cisco GSX
    - 19K employees
    - 88 hours of consecutive sessions crossing 24 time zones
    - More than 13,000 active players of “The Threshold”, alternate reality game
    - More than 8,000 participants in group chat within the Chat Zone
    - More than 9,500 playing GSX mini games 90% cost savings
    Content satisfaction scores comparative to previous events”

    BlizzardCon 20K participants and 100K online through pay per view or direct tv

    eComm Google Wave

    Photo by http://www.flickr.com/photos/17258892@N05/2587506121/sizes/o/
    Thanks to MikeMcCurry: http://www.michaelmccurry.net/2009/11/24/a-collaborative-blog-post-part-one-successes-of-2009/
    Thanks Samuel J Smith: http://interactivemtgtech.wordpress.com/
  • If you have to give control away make sure you are ready for it. People online speak their mind and if they don’t like what they see, they are going to talk very bad about you. It looks like an oxymoron for some, it is quite straight forward to me.

    Photo by http://www.flickr.com/photos/bombeador/1491386568/sizes/l/
  • Producing unique experiences, engaging, innovating always pay back. I have never read anything negative online about Ted. I have never read anything negative about user generated events.

    Coachella-> Layaways/Water Program/Choose your LineUp/iPhone App


    Photo by http://www.flickr.com/photos/nickwheeleroz/2212101890/sizes/o/
  • Grow and talk to the 10% of people who upload content. Taking care of the mass is also important as the percentage of people uploading will grow. But for the time being your focus should be the evangelists, those who cared enough to talk about you. Whether positively or negatively. This is going to allow a smoother control release process.

    Photo by http://www.flickr.com/photos/darwinbell/412631864/sizes/o/
  • Now Questions

    Photo by http://www.flickr.com/photos/travelinlibrarian/223839049/sizes/o/
  • And that’s it, folks!

    Photo by http://www.flickr.com/photos/vernhart/1574355646/sizes/l/
  • Transcript

    • 1. Time to Shake Events Up by Julius Solaris
    • 2. Do I really need to sell you Social Media?
    • 3. It took TV 13 Years to reach 50 Million Users - Facebook reached 100 Million in 9 Months
    • 4. I know what you are thinking...
    • 5. ...but this is what youʼll get!
    • 6. Where is mon ROI?
    • 7. Expectations are changing
    • 8. I am spending time here and I am not a geek!
    • 9. Not sure theyʼll be happy
    • 10. But letʼs get down to Business
    • 11. Goodbye Hockey Stick
    • 12. Welcome Peaks!
    • 13. What Brands do
    • 14. What Brands do What Events do
    • 15. What Brands do What Events do Gather
    • 16. What Brands do What Events do Gather
    • 17. What Brands do What Events do Gather Have Fun
    • 18. What Brands do What Events do Gather Have Fun
    • 19. What areas will benefit? Promotion Budget Blog Time to invest
    • 20. What areas will benefit? Execution Mobile App Handheld Devices ad-hoc Budget Community Live Live Streaming Blogging Time to invest
    • 21. What areas will benefit? Follow Up ad-hoc Budget Blog Community Live Streaming Time to invest
    • 22. Get speakers in the game
    • 23. Give voice & amplify...
    • 24. But watch out for the Horse
    • 25. Make it Unique
    • 26. Grow only
    • 27. www.juliussolaris.com