Levarging Social Media for Events (SOS-Model)

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The SOS Model allows you to structure social media activities required around an event,congress or tradeshow.
[Abstract of German Language presentation]

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Levarging Social Media for Events (SOS-Model)

  1. 1. Social Media Support for Events Thorsten Zoerner @zoernert [email_address] 3 Phases Approach - SOS
  2. 2. Why 3 Phases? Why SOS? <ul><li>Thinking in phases helps to structure and plan resources </li></ul><ul><li>Targets / Roles / Tools differ from Phase to Phase </li></ul>Who is required? Which tools should be used? What are we doing? What is the best timing? How do we build a network?
  3. 3. 3 Phases <ul><li>Sunrise Time before event. Goal : Drive attention for the event </li></ul><ul><li>Onsite During the event. Goal : Update audience – Build additional value </li></ul><ul><li>Sunset After the event. Goal : Form onsite networks into online networks </li></ul>
  4. 4. Awareness Factor Time Onsite Sunrise Sunset With Sunrise
  5. 5. Awareness Factor Time Onsite Sunrise Sunset With Sunrise Without Sunrise
  6. 6. Sunrise <ul><li>Targets </li></ul><ul><ul><li>Make people aware of event </li></ul></ul><ul><ul><li>Establish communication channels / show how to contribute </li></ul></ul><ul><ul><li>Identify and leverage key individuals </li></ul></ul><ul><ul><li>Collect expectations </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>Low frequency Micro Blogging </li></ul></ul><ul><ul><li>Medium frequency blogging </li></ul></ul><ul><ul><li>Medium frequency forums/communities participation </li></ul></ul><ul><li>Communication </li></ul><ul><ul><li>80% Listen </li></ul></ul><ul><ul><li>20% Publish </li></ul></ul>
  7. 7. Sunrise Events do just lend people from other communities....
  8. 8. Sunrise Events do just lend people from other communities.... Event
  9. 9. Sunrise Events do just lend people from other communities.... <ul><li>Methods : Guest Blog Posts, Forum participation </li></ul><ul><li>Requirements : Home where “Event Community” has its base </li></ul>
  10. 10. Sunrise Events do just lend people from other communities.... <ul><li>Lessons learned People follow people Events are not permanent Allow participation at “Event Community” Do not build individual sub communities </li></ul>
  11. 11. Sunrise Events do just lend people from other communities.... <ul><li>Call it success if... ... people start to link your “base” ... start to use your Hashtag on Twitter ... talk about event </li></ul>
  12. 12. Sunrise Twitter: The first people starting to care about your Event Account are your “Key Individuals”. Give them something to “care”
  13. 13. Sunrise <ul><li>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 </li></ul>
  14. 14. Sunrise <ul><li>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 </li></ul>
  15. 15. Onsite <ul><li>Targets </li></ul><ul><ul><li>Inform people at the event </li></ul></ul><ul><ul><li>Make Information a value </li></ul></ul><ul><ul><li>Nothing works better than “word of mouth” </li></ul></ul><ul><ul><li>Build visitors reputation </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>High frequency Micro Blogging </li></ul></ul><ul><ul><li>Low frequency blogging </li></ul></ul><ul><ul><li>Low frequency forums/communities participation </li></ul></ul><ul><li>Communication </li></ul><ul><ul><li>50% Listen </li></ul></ul><ul><ul><li>50% Publish </li></ul></ul>
  16. 16. Onsite Re-Establish connections. Events are networking <ul><li>Methods : Micro Blogging , TagClouds, Followups </li></ul><ul><li>Requirements : Linkage to onsite displays (Twitterwall) </li></ul>
  17. 17. Onsite Re-Establish connections. Events are networking
  18. 18. Onsite <ul><li>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 </li></ul>Re-Establish connections. Events are networking
  19. 19. Onsite <ul><li>Network Reengineering During events people from different sources meet Help to link them => POKEN </li></ul>Re-Establish connections. Events are networking
  20. 20. Onsite Re-Establish connections. Events are networking <ul><li>Poken - New device to share contacts - Stay connected post event - Optional tool to use </li></ul>
  21. 21. Onsite <ul><li>Call it success if... ... people from different communities got linked ... new connections established ... Event is source of valuable “social contacts” </li></ul>Re-Establish connections. Events are networking
  22. 22. Onsite <ul><li>Site Kicks ... use Liveblogging to integrate offsite thought leaders ... keep “Status Updates” Real-Time ... allow every staff member to publish updates </li></ul>
  23. 23. Onsite <ul><li>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 </li></ul>
  24. 24. Sunset <ul><li>Targets </li></ul><ul><ul><li>Extend discussions post event </li></ul></ul><ul><ul><li>Re-Integrate visitors into lending community </li></ul></ul><ul><ul><li>Gather Feedback </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>Low frequency Micro Blogging </li></ul></ul><ul><ul><li>Low frequency blogging </li></ul></ul><ul><ul><li>Low frequency forums/communities participation </li></ul></ul><ul><li>Communication </li></ul><ul><ul><li>80% Listen </li></ul></ul><ul><ul><li>20% Publish </li></ul></ul>
  25. 25. Sunset <ul><li>Lessons learned Ensure availability of post event information Build “Meat Balls” into existing communities. </li></ul>Re-Integrate participants into existing communities
  26. 26. END <ul><li>Thank you! connect with me... twitter.com/zoernert </li></ul>
  27. 27. Example of a chart
  28. 28. Picture slide <ul><li>Bullet 1 </li></ul><ul><li>Bullet 1 </li></ul>

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