socializing the event experience:

Digital Trends

Heather Whaling
heather@gebencommunication.com
prtini.com • @prTini

#R...
?
#RRM13 • @prTini
#RRM13 • @prTini
#RRM13 • @prTini
#RRM13 • @prTini
#RRM13 • @prTini
?
#RRM13 • @prTini
#RRM13 • @prTini
67%

PR innovation is lagging

10%

PR is highly innovative

Source: Holmes Report

#RRM13 • @prTini
#RRM13 • @prTini
Source: http://www.flickr.com/photos/86979666@N00/
influencer relations

#RRM13 • @prTini
65%
50%
#RRM13 • @prTini

Brands participate in
influencer marketing

Influencers report being
paid for a sponsored
post/a...
#RRM13 • @prTini
Source: flickr/com/photos/cristiano_betta
infuse
creativity:

#RRM13 • @prTini
Live Facebook Q&A: Facilitate conversation among
marathoners and provide training tips and advice from running
and trainin...
socialize registration

#RRM13 • @prTini
•  Social "following” – connecting friends, teammates, training buddies,
family & fans to race participants.
•  Showcase &...
AthletePath | Portland Triathlon

#RRM13 • @prTini
pre-race

#RRM13 • @prTini
crowdsourcing

#RRM13 • @prTini
digital education

#RRM13 • @prTini
mobile/SMS
•  Share course updates, winner
names/times with media
•  Be accessible during the event, to
answer questions a...
forward-thinking mobile opps
•  Offer sign-up offers exclusive via SMS for the next year’s
race within 48 hours of the end...
visual storytelling

#RRM13 • @prTini
“pinterestification” of the web

#RRM13 • @prTini
photo apps

#RRM13 • @prTini
instagram | launch

#RRM13 • @prTini

The Power of the Networks
•  Instagram “correspondents”
•  Pre-event promotion
•  Li...
be social. have fun.

RunFest Photo Booth
•  Pick an accessory
•  Strike a pose
•  Snap a photo on their phone
•  Share wi...
IG ambassadors
Countdown to race day:
•  Launched 2013 “Instagram
Ambassador” program 50
days prior to race day
•  Ambassa...
IG Ambassadors

Prompts:
What’s your favorite training tech? • Where do you run?
What do you wear while training? • What m...
video brings an event to life

#RRM13 • @prTini
video opportunities

#RRM13 • @prTini
real-time

#RRM13 • @prTini
real-time customer service

#RRM13 • @prTini
race tracking

#RRM13 • @prTini
#RRM13 • @prTini
#prParty

#RRM13 • @prTini
Heather Whaling • @prTini
heather@gebencommunication.com
subscribe: bit.ly/prTini

Disrupt the status quo.
Build awareness...
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Digital Event Trends: Socializing the Entire Experience

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At Road Race Management 2013, Heather shared 20+ trends and tools to help event managers socialize the experience -- from registration and pre-event promotion, to race-day mobile communication ideas and real-time marketing opportunities. Whether you're planning a marathon or a 5K even series, this presentation is for you. And, if you're an event planner who has nothing to do with racing, you'll still find the tools and tactics in this presentation very applicable.

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Digital Event Trends: Socializing the Entire Experience

  1. 1. socializing the event experience: Digital Trends Heather Whaling heather@gebencommunication.com prtini.com • @prTini #RRM13 • @prTini
  2. 2. ? #RRM13 • @prTini
  3. 3. #RRM13 • @prTini
  4. 4. #RRM13 • @prTini
  5. 5. #RRM13 • @prTini
  6. 6. #RRM13 • @prTini
  7. 7. ? #RRM13 • @prTini
  8. 8. #RRM13 • @prTini
  9. 9. 67% PR innovation is lagging 10% PR is highly innovative Source: Holmes Report #RRM13 • @prTini
  10. 10. #RRM13 • @prTini Source: http://www.flickr.com/photos/86979666@N00/
  11. 11. influencer relations #RRM13 • @prTini
  12. 12. 65% 50% #RRM13 • @prTini Brands participate in influencer marketing Influencers report being paid for a sponsored post/article
  13. 13. #RRM13 • @prTini Source: flickr/com/photos/cristiano_betta
  14. 14. infuse creativity: #RRM13 • @prTini
  15. 15. Live Facebook Q&A: Facilitate conversation among marathoners and provide training tips and advice from running and training experts   #RRM13 • @prTini
  16. 16. socialize registration #RRM13 • @prTini
  17. 17. •  Social "following” – connecting friends, teammates, training buddies, family & fans to race participants. •  Showcase & share which events they're doing. •  Includes event branding •  Built-in social marketing & promotion •  Automatic social and email notifications to athletes’ followers when they sign up for an event, have an event update, and complete an event. #RRM13 • @prTini
  18. 18. AthletePath | Portland Triathlon #RRM13 • @prTini
  19. 19. pre-race #RRM13 • @prTini
  20. 20. crowdsourcing #RRM13 • @prTini
  21. 21. digital education #RRM13 • @prTini
  22. 22. mobile/SMS •  Share course updates, winner names/times with media •  Be accessible during the event, to answer questions and not have them need to haul over to the media tent •  Provide “happy running” wishes to participants •  Provide course updates and changes to participants before the race •  Emergency notifications #RRM13 • @prTini
  23. 23. forward-thinking mobile opps •  Offer sign-up offers exclusive via SMS for the next year’s race within 48 hours of the end of this year’s race. •  Offer “friend’s discount” via SMS to currently signed up participants (track code redemption) •  Send viewing stations, or link to web viewing page via SMS to participants to share with friends and family •  Use SMS mobile imaging to share photos of the finish (or other key photos) with link to download to media •  Use SMS to notify water station volunteers of crowd movement, when to expect swells of runners, time for cleanup, etc. #RRM13 • @prTini Thanks to @Cloudspark for offering these mobile ideas
  24. 24. visual storytelling #RRM13 • @prTini
  25. 25. “pinterestification” of the web #RRM13 • @prTini
  26. 26. photo apps #RRM13 • @prTini
  27. 27. instagram | launch #RRM13 • @prTini The Power of the Networks •  Instagram “correspondents” •  Pre-event promotion •  Live photos at the event •  Interaction between accounts •  Result: @CbusMarathon had 300+ followers within 1 week of launching
  28. 28. be social. have fun. RunFest Photo Booth •  Pick an accessory •  Strike a pose •  Snap a photo on their phone •  Share with #cbusmarathon #RRM13 • @prTini
  29. 29. IG ambassadors Countdown to race day: •  Launched 2013 “Instagram Ambassador” program 50 days prior to race day •  Ambassadors share weekly training photos for @cbusmarathon to regram and share on the blog •  Result: 700 followers in 3 months •  •  #RRM13 • @prTini Pittsburgh Marathon: 720 followers in the last year NYC Marathon: 445 followers
  30. 30. IG Ambassadors Prompts: What’s your favorite training tech? • Where do you run? What do you wear while training? • What motivates you? #RRM13 • @prTini
  31. 31. video brings an event to life #RRM13 • @prTini
  32. 32. video opportunities #RRM13 • @prTini
  33. 33. real-time #RRM13 • @prTini
  34. 34. real-time customer service #RRM13 • @prTini
  35. 35. race tracking #RRM13 • @prTini
  36. 36. #RRM13 • @prTini
  37. 37. #prParty #RRM13 • @prTini
  38. 38. Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices. #RRM13 • @prTini

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