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Social Media & the Future of Event Marketing

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Gemma Craven, Executive Vice President, New York Group Director, Social@Ogilvy

Lisa Hyman, partner and senior vice president of strategic communications, LeadDog; Managing Partner, Greendog

Social conversation at events is all about embracing the importance of real-time marketing. Events today have become a spark for social memes and discussions that brands, companies, and individuals must participate in. In this workshop, Gemma Craven will discuss how social conversations are evolving into the future, the importance of crowd-fueled agendas, and how social media is the “glue” that connects event attendees before, during, and after an event.

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Social Media & the Future of Event Marketing

  1. 1. Social Media & the Future of Event Marketing Gemma Craven & Lisa Hyman #ELEVATENYC
  2. 2. Social Media & the Future of Event Marketing Agenda @gemsie #ELEVATENYC • Using Real Time Marketing effectively at events • Creating a crowd-fueled agenda • Using social media as your event “glue”
  3. 3. Social Media & the Future of Event Marketing What is Real Time Marketing? @gemsie #ELEVATENYC • Content is the new currency on today’s visually-driven social web. • Brands are rapidly establishing their presence in large scale conversations, in particular around events. • They are doing this using rapidly created visual content that is relevant to the conversation and used in real-time. • Pioneers include Stella Artois, Oreo and Audi – Superbowl and Oscars are two examples.
  4. 4. Social Media & the Future of Event Marketing @gemsie #ELEVATENYC
  5. 5. Social Media & the Future of Event Marketing @gemsie #ELEVATENYC
  6. 6. Social Media & the Future of Event Marketing Why should you use it at your event? @gemsie #ELEVATENYC • Relevancy: show you are tuned in to the conversations your attendees are having while they are there • Amplification: real time marketing is a way to extend the reach of your event in a visually appealing way • Visual: connecting with attendees in the way they want to be reached in today’s visually-fueled spaces
  7. 7. Social Media & the Future of Event Marketing Key Takeaways for Brands @gemsie #ELEVATENYC • This approach demands preparedness and flexibility • It needs creative resources as well as listening tools and a framework of suitable topics • Understand what is relevant and what is not for your brand • Paid media will help extend the reach of any real time content
  8. 8. Social Media & the Future of Event Marketing Creating a Crowd Fueled Agenda @gemsie #ELEVATENYC • Crowdsourcing is the practice of obtaining services, ideas, or content by soliciting contributions from a large group of people • This is especially from an online community, rather than from traditional employees or suppliers • This can be a great way of drawing in an audience to an event by asking them to help shape the agenda
  9. 9. Social Media & the Future of Event Marketing Draw Inspiration from Music Industry @gemsie #ELEVATENYC •Disco Biscuits •Ask the crowd to outline the set list they want via Facebook •Lady Gaga •putting her Little Monsters at the heart of her entire persona •Tycho •working with Songkick to bring artist to London
  10. 10. Social Media & the Future of Event Marketing Key Takeaways for Brands @gemsie #ELEVATENYC • Ask your audience to participate in something linked to the reason they are connected to you • Make it simple • Crowdsource in plenty of time to action the crowd’s decision
  11. 11. Social Media & the Future of Event Marketing Social Media Extends Connection @gemsie #ELEVATENYC • Attendees expect to connect with each other and brands around an event in social spaces • Three clear periods of time: Pre, During and Post event • Each needs different approaches to really amplify social media effectively
  12. 12. Social Media & the Future of Event Marketing Pre-Event: Drive Agenda & Attendee Excitement @gemsie #ELEVATENYC • Social tools enable attendees to plan their time at an event • Tools such as Twitter and LinkedIn allow for meeting scheduling • Publish all speakers social details to allow for attendee discussion to drive word of mouth around specific tracks • Set up calendar of content aligned to moments in time at the event, to be published throughout
  13. 13. Social Media & the Future of Event Marketing During Event: Amplify Speakers & Content @gemsie #ELEVATENYC • Stoke conversations around important influencers at event • Use social channels to release exclusive content to attendees • Use real time tools (Twitter) to track, participate in and showcase memes and trends to other attendees • Use paid media to extend reach of discussions to non- attendees
  14. 14. Social Media & the Future of Event Marketing Post Event: Make Lasting Connections @gemsie #ELEVATENYC • Social channels enable attendees to make lasting connections after the event and continue discussions • Provide recaps and useful assets for sharing • Track trends and reach to understand full volume of conversations at event • Social feedback is vital for understanding future event themes
  15. 15. Social Media & the Future of Event Marketing Key Takeaways for Brands @gemsie #ELEVATENYC • Understand the different intent in each part of the three stage process • Ensure you have social listening set up all around your event • Use a dedicated resource rather than an already busy event planner • Establish a benchmark/goals so you can measure the success of your event in social media
  16. 16. Exercise: Make it Social How it Works @ljsackman #ELEVATENYC • What is the Event? The Facts. • Know the Brand Assets • The Assignment • Channels • Team Discussion • Presentation
  17. 17. Exercise: Make it Social The Facts @ljsackman #ELEVATENYC • Event: Oprah’s O You, a day of O and friends • Venue: Large event hall • Location: A major U.S. City • Attendees: 5000 attendees, mostly women • Features: Classes, speakers, swag, sponsors
  18. 18. Exercise: Make it Social Brand Assets @ljsackman #ELEVATENYC • Oprah • O Magazine • Oprah’s Friends • Sponsor brands • Including Oral B, Ikea, Chase, Jenny Craig, Clorox • Content generated on site • Existing social, tv, print channels for all brands
  19. 19. Assignment Make this Analog Event Digital @ljsackman #ELEVATENYC • Despite her massive following, Oprah Magazine’s signature event, O You, was primarily experiential. • The facts and brand assets make this event social to: • Extend program reach • Create value for sponsors • Drive O Mag readership • Broaden audience beyond core O evangelists
  20. 20. Assignment Deliverables @ljsackman #ELEVATENYC • A one-line social strategy • What’s your approach? • A tactical plan that utilizes several social networks (with rationale)
  21. 21. Exercise: Make it Social Channels to Consider @ljsackman #ELEVATENYC • Twitter • @oprah: 20M • @o_magazine: 300k • @own: 9k followers • YouTube • OWN TV • Vine • Facebook • Oprah: 8.4M • OWN: 1.8M • O Mag: 300K • Google+ • O Mag: 3,000
  22. 22. Exercise: Make it Social Other Considerations @ljsackman #ELEVATENYC • Real-time interactions and engagement • Stroking egos • Retweets • Attendees as journalists • Access to O • Loyalist rewards • Behind-the-scenes
  23. 23. Exercise: Make it Social @ljsackman #ELEVATENYC GO!
  24. 24. Thank You! Gemma Craven & Lisa Hyman #ELEVATENYC Lisa Hyman @ljsackman lisa@leaddogmarketing.com www.leaddogmarketing.com Contact me: Contact me: Gemma Craven @gemsie gemma.craven@ogilvy.com www.social.ogilvy.com

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