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Social Media Strategy: Live Event Coverage


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1. Why the heck should we do it?
2. The 3 phases of coverage.

Published in: Social Media
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Social Media Strategy: Live Event Coverage

  1. 1. 1 S O C I A L M E D I A S T R AT E G Y Live Event Coverage
  3. 3. 3 it has become standard, consumers expect it. 3
  4. 4. 4 it’s an opportunity to C O N N E C T W I T H Y O U R A U D I E N C E P R O V I D E Y O U R A U D I E N C E W I T H A C C E S S I N C R E A S E B R A N D V I S I B I L I T Y D R I V E O N - P L A T F O R M E N G A G E M E N T 4
  7. 7. 7 COVERAGE STRATEGY 1. Goals + Objectives 2. Channels 3. Engagement Timeline 4. Hashtags 5. Roles + Responsibilities 6. Event Experience Look + Feel 7. Learn Up Video Best Practices Content Creation Tools Adobe Post Canva 8. Incentivization 7
  8. 8. 8 8 TEASER CONTENT 1. Generate Interest 2. Drive Excitement 3. Crowdsource Programming Input 4. Tap Designers for Graphics 5. Tap Video Team for Video Content
  9. 9. 9 W R I T E Y O U R T I T L E H E R E RIO OLYMPICS CAMPAIGN TEASER VIDEO With the Games in Brazil this year, Panasonic, a long-time official partner to the British Olympic Association, wanted to help Great Britain keep up the fan-fueled momentum. So in April 2016, they announced a crowdsourced campaign called #Superfans, which invited fans of Team GB to post pictures on social media using the hashtag to encourage engagement. This teaser video with an Olympic gold medalist, is a fun spoof on how to show your support for the Team GB athletes and generate excitement and awareness. PANASONIC UK #SUPERFANS 9
  10. 10. 10 10 UGC APPROACH 1. Brainstorm M.O.S. Topics 2. Event Signage + CTAs 3. After Event Content COVERAGE CHEAT SHEET 1. Compile Key Event Details 2. Update Often
  12. 12. 12 02 Audiences often look for more practical information as well, like the agenda, so they’re in the know about what’s happening next and where. Don’t overlook the need for this kind of information. PROVIDE PRACTICAL INFORMATION 01 Sharing generic statements about the speaker, your excitement or the vibes of the room isn’t going to be shareable. Your audience wants valuable information that is only available at the event like exclusive facts, figures and photos. PROVIDE SHAREABLE CONTENT 12
  13. 13. 13 03 During event sessions, if a speaker or panelist mentions a blog or news article, try and share links to it in real-time so users have additional, relevant sources of information. PROVIDE CONTEXTUAL INFORMATION 04 Don’t just broadcast your two cents. Proactively engage with and respond to attendees and those tuning in virtually. Use hashtags to track conservations and share any content they’re sharing that is of relevance to your audience. They’ll be thankful for the spotlight because it makes them look more credible, and you won’t have to do all the heavy lifting. PROACTIVELY ENGAGE IN CONVERSATIONS
  14. 14. 14 06 Not all attendees are comfortable standing up in a room full of people and asking questions. Use social media to break this barrier to entry by allowing users to submit questions via social in real- time. ADD IN REAL-TIME INTERACTIVE OPPORTUNITIES 05 There are so many socially integrated products on the market that are designed to capture high quality media at live experiences and leverage that media by letting users upload the content instantly. Features include everything from animated gifs and custom branding that gets placed on and around your photo so that every picture that gets uploaded is a positive brand impression, to static overlay additions and pre populated messages with handle mentions and hashtags to maximize your brand impressions and generate buzz. INCORPORATE A DEDICATED SOCIAL MEDIA BOOTH 14
  15. 15. 15 USER GENERATED CONTENT All the fan photos posted with the hashtag #Superfans were posted on a dedicated web page on Team GB's official site, and Panasonic UK offered extra incentives like Twitter contests to win a 40” TV. PANASONIC UK #SUPERFANS 15
  16. 16. 16 W R I T E Y O U R T I T L E H E R E glamourmag “Dream big. Work hard.” Wise words from @caitlynjenner—here with daughter @kyliejenner—proving that #EveryWomanCan #GlamourWOTY2015 glamourmag #EveryWomanCan “lift up another woman.” - @LupitaNyongo #GlamourWOTY2015 glamourmag On the red carpet at the #GlamourWOTY2015 awards. Glamour Women of the Year 2015: Cecile Richards: The Health Advocate DEDICATED SOCIAL MEDIA BOOTH At it’s 2015 Glamour Women of the Year Awards, Glamour got celebs and attendees to finish the sentence #EveryWomanCan... at a dedicated social media booth. Not only did they create a custom hashtag out of it, they also created a peripheral hashtag #GlamourWOTY25 for the 25th anniversary of the event, developed custom graphics for social using quotes from red carpet interviews that were super inspiring and shareable, and got their content picked up and reposted by HuffPo, Planned Parenthood and several other accounts. GLAMOUR WOMEN OF THE YEAR AWARDS 16
  18. 18. 18 02 Decide what format event highlights should be presented in. Is it a SlideShare, video, full infographic, mini-infographic, blog post, etc? ALIGN ON CONTENT FORMAT + DISTRIBUTION 01 Choose some of the most popular facts, figures, photos and event takeaways and combine them to create one collective source of information that provides a comprehensive and holistic recap of the event. COMPILE KEY TAKEAWAYS 18
  19. 19. 19 03 Give a shout out to the most engaged audience members and how they contributed to the conversations surrounding the event. This along with any post-event incentives will encourage them to continue being active participants at future events. REVIEW AUDIENCE PARTICIPATION 04 Get together as a team, both internally and with the client, to discuss wins, challenges, and metrics and what it all means for future event coverage. CONDUCT A POST-MORTEM
  20. 20. 20 W R I T E Y O U R T I T L E H E R E THANK YOU VIDEOS At the end of the campaign, the brand tweeted videos from athletes sharing their favorite memory of supporters, and shared posts featuring post campaign thank you videos from the athletes. PANASONIC UK #SUPERFANS 20
  21. 21. 21 VICKY OYOMBA Sr. Director of Strategy, Social + Digital 600 W. Fulton, Suite 600, Chicago, IL 60661