Social Media Support for Events Thorsten Zoerner @zoernert [email_address] 3 Phases Approach - SOS

Why 3 Phases? Why SOS? Thinking in phases helps to structure and plan resources Targets / Roles / Tools differ from Phase to Phase Who is required? Which tools should be used? What are we doing? What is the best timing? How do we build a network?

Thinking in phases helps to structure and plan resources

Targets / Roles / Tools differ from Phase to Phase

3 Phases Sunrise Time before event. Goal : Drive attention for the event Onsite During the event. Goal : Update audience – Build additional value Sunset After the event. Goal : Form onsite networks into online networks

Sunrise Time before event. Goal : Drive attention for the event

Onsite During the event. Goal : Update audience – Build additional value

Sunset After the event. Goal : Form onsite networks into online networks

Awareness Factor Time Onsite Sunrise Sunset With Sunrise

Awareness Factor Time Onsite Sunrise Sunset With Sunrise Without Sunrise

Sunrise Targets Make people aware of event Establish communication channels / show how to contribute Identify and leverage key individuals Collect expectations Tools Low frequency Micro Blogging Medium frequency blogging Medium frequency forums/communities participation Communication 80% Listen 20% Publish

Targets

Make people aware of event

Establish communication channels / show how to contribute

Identify and leverage key individuals

Collect expectations

Tools

Low frequency Micro Blogging

Medium frequency blogging

Medium frequency forums/communities participation

Communication

80% Listen

20% Publish

Sunrise Events do just lend people from other communities....

Sunrise Events do just lend people from other communities.... Event

Sunrise Events do just lend people from other communities.... Methods : Guest Blog Posts, Forum participation Requirements : Home where “Event Community” has its base

Methods : Guest Blog Posts, Forum participation

Requirements : Home where “Event Community” has its base

Sunrise Events do just lend people from other communities.... Lessons learned People follow people Events are not permanent Allow participation at “Event Community” Do not build individual sub communities

Lessons learned People follow people Events are not permanent Allow participation at “Event Community” Do not build individual sub communities

Sunrise Events do just lend people from other communities.... Call it success if... ... people start to link your “base” ... start to use your Hashtag on Twitter ... talk about event

Call it success if... ... people start to link your “base” ... start to use your Hashtag on Twitter ... talk about event

Sunrise Twitter: The first people starting to care about your Event Account are your “Key Individuals”. Give them something to “care”

Sunrise Timing ... it takes time to get organic traffic from search engines and to be linked. 2-3 Months ... Microblogging is short term ... Social Media gets monitored. Expect up to 24 hours until “alert” is created

Timing ... it takes time to get organic traffic from search engines and to be linked. 2-3 Months ... Microblogging is short term ... Social Media gets monitored. Expect up to 24 hours until “alert” is created

Sunrise Site Kicks ... Produce Content and don't tell someone – let people find it. (ie. Session Blog Post) ... Provide information that is not avail somewhere else (like press releases) ... Recognize and award

Site Kicks ... Produce Content and don't tell someone – let people find it. (ie. Session Blog Post) ... Provide information that is not avail somewhere else (like press releases) ... Recognize and award

Onsite Targets Inform people at the event Make Information a value Nothing works better than “word of mouth” Build visitors reputation Tools High frequency Micro Blogging Low frequency blogging Low frequency forums/communities participation Communication 50% Listen 50% Publish

Targets

Inform people at the event

Make Information a value

Nothing works better than “word of mouth”

Build visitors reputation

Tools

High frequency Micro Blogging

Low frequency blogging

Low frequency forums/communities participation

Communication

50% Listen

50% Publish

Onsite Re-Establish connections. Events are networking Methods : Micro Blogging , TagClouds, Followups Requirements : Linkage to onsite displays (Twitterwall)

Methods : Micro Blogging , TagClouds, Followups

Requirements : Linkage to onsite displays (Twitterwall)

Onsite Re-Establish connections. Events are networking

Onsite Lessons learned Save time and effort by including Status Updates into digital signs. Link people by ReTweet and @Replies Do not push things that require longer reading time (press release) Make Micro Blog an embedded communication channel Guide followers Re-Establish connections. Events are networking

Lessons learned Save time and effort by including Status Updates into digital signs. Link people by ReTweet and @Replies Do not push things that require longer reading time (press release) Make Micro Blog an embedded communication channel Guide followers

Onsite Network Reengineering During events people from different sources meet Help to link them => POKEN Re-Establish connections. Events are networking

Network Reengineering During events people from different sources meet Help to link them => POKEN

Onsite Re-Establish connections. Events are networking Poken - New device to share contacts - Stay connected post event - Optional tool to use

Poken - New device to share contacts - Stay connected post event - Optional tool to use

Onsite Call it success if... ... people from different communities got linked ... new connections established ... Event is source of valuable “social contacts” Re-Establish connections. Events are networking

Call it success if... ... people from different communities got linked ... new connections established ... Event is source of valuable “social contacts”

Onsite Site Kicks ... use Liveblogging to integrate offsite thought leaders ... keep “Status Updates” Real-Time ... allow every staff member to publish updates

Site Kicks ... use Liveblogging to integrate offsite thought leaders ... keep “Status Updates” Real-Time ... allow every staff member to publish updates

Onsite Further Reading (German) http://www.cyber-junk.de/entwickelt/business-poken-ein-erfahrungsbericht-slideshow/ - Using Pokens in Business Context - Experiences , Numbers, Lessons learned - Presentation in english http://www.cyber-junk.de/nachgedacht/das-online-publikum-mit-einbeziehen-livebloggen-twittern-und/ - Integrating audience into communication - Liveblogging http://www.cyber-junk.de/entwickelt/twittern-von-kongressen-und-veranstaltungen-aus-sicht-der-organisatoren/ - Organization structure - Lessons learned - Recommendations

Further Reading (German) http://www.cyber-junk.de/entwickelt/business-poken-ein-erfahrungsbericht-slideshow/ - Using Pokens in Business Context - Experiences , Numbers, Lessons learned - Presentation in english http://www.cyber-junk.de/nachgedacht/das-online-publikum-mit-einbeziehen-livebloggen-twittern-und/ - Integrating audience into communication - Liveblogging http://www.cyber-junk.de/entwickelt/twittern-von-kongressen-und-veranstaltungen-aus-sicht-der-organisatoren/ - Organization structure - Lessons learned - Recommendations

Sunset Targets Extend discussions post event Re-Integrate visitors into lending community Gather Feedback Tools Low frequency Micro Blogging Low frequency blogging Low frequency forums/communities participation Communication 80% Listen 20% Publish

Targets

Extend discussions post event

Re-Integrate visitors into lending community

Gather Feedback

Tools

Low frequency Micro Blogging

Low frequency blogging

Low frequency forums/communities participation

Communication

80% Listen

20% Publish

Sunset Lessons learned Ensure availability of post event information Build “Meat Balls” into existing communities. Re-Integrate participants into existing communities

Lessons learned Ensure availability of post event information Build “Meat Balls” into existing communities.

END Thank you! connect with me... twitter.com/zoernert

Thank you! connect with me... twitter.com/zoernert

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