How To Get
1.53 Million Impressions
On Show Day
Kara DeFrias, Experience Designer | @californiakara
Social Media Playbook
An interactive art piece at TEDxSanDiego 2013
Intuit Confidential and Proprietary3
Our Digital
Strategy Evolution
Started in 2010, with lite social media integration. T...
Intuit Confidential and Proprietary4
Increase on Twitter alone:
Growth
233,000 in 2011
1.5M in 2014
BEFORE THE SHOW
Intuit Confidential and Proprietary6
Build your team
One person can do it all, but if you’ve got 2
people you can have one...
Intuit Confidential and Proprietary7
Gear checklist
 Grab a lightweight laptop for Facebook Admin
rights and to set up yo...
Intuit Confidential and Proprietary8
Get set up
Get all passwords and admin rights 2 days
prior to show day and go through...
Intuit Confidential and Proprietary9
Attend Rehearsals
Helpful for a number of reasons:
 You get a lay of the land and kn...
DURING THE SHOW
Know your channels
It doesn’t make sense to copy and paste the same
message across Facebook, Twitter, Tumblr,
Instagram, o...
Be a good host
The social media person also acts as the virtual host. This
means in addition to posting speaker quotes and...
Know what’s going
on in the world
What are people talking about in social? Are there any
relevant hashtags to your speaker...
Have fun with picquotes
You’ve probably seen images floating around the web with quotes laid on top of them. It’s not some...
Have fun with picquotes
A quote from Matt
D’Arrigo’s talk at
TEDxSanDiego 2013
In the beginning, it’ll take about 10-15 mi...
Secure backup pics
In the event your camera phone craps out, it’s smart to have your livestream
person taking screen shots...
Have a test plan
From year one, we’ve always tried new things on show day. In 2010, it was a
series of shots during the sh...
Practice!
Download Over
from app store
Log in to
Yammer
Hashtag:
#SocialCoF
#
1 2 3
Kelly Crowley
POST-SHOW
Thank folks, close the loop,
and report results
If you were brought in to cover the
event (as opposed to being on the
core...
Publish
Wrap up posts and commentary pieces are great
ways to keep the story going after the event.
In addition to posting...
Thank folks, close the loop,
and report results
RESULTS MESSAGE: Here are a few key results: result x, result, y, a few qu...
Have fun!
Seriously.
Write down 1 thing you’re going to try at
your next event / show:
In the end, whether you reach 1 person or 1
million people isn’t as important as helping your
speakers shine in your socia...
Questions,
comments,
sarcastic remarks?
Kara DeFrias
@CaliforniaKara
How to Cover a Live Event in Social: TEDxSanDiego Social Media Playbook
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How to Cover a Live Event in Social: TEDxSanDiego Social Media Playbook

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Expand your knowledge on how to amplify and extend the reach of internal and external events via live social media coverage, utilizing tools such as Twitter, Facebook, LinkedIn, blogs, and others. Discover how using a journalistic and storytelling lens enhance the experience for those attending as well as remote folks. Get tips and do's and don'ts for before, during and after your event.

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  • NOTES:

  • Over the past 4 years, we’ve experimented and grown our show day social media plan, this year resulting in 1.53 million impressions on Twitter alone. Discover how applying a journalistic and storytelling lens to social media enhances the experience for folks. Treat Twitter as play by play, and Facebook as color commentary
  • How to Cover a Live Event in Social: TEDxSanDiego Social Media Playbook

    1. 1. How To Get 1.53 Million Impressions On Show Day Kara DeFrias, Experience Designer | @californiakara Social Media Playbook
    2. 2. An interactive art piece at TEDxSanDiego 2013
    3. 3. Intuit Confidential and Proprietary3 Our Digital Strategy Evolution Started in 2010, with lite social media integration. Tested Backstage Chronicles pics. They ended up being the most liked! In 2011, the team added a dedicated social strategist, and began testing our way into what’s now considered across many TEDx shows as best in class. Our approach: storytelling and journalistic. We’re there to give viewers a behind the scenes look they wouldn’t get anywhere else. Make people feel special and included.
    4. 4. Intuit Confidential and Proprietary4 Increase on Twitter alone: Growth 233,000 in 2011 1.5M in 2014
    5. 5. BEFORE THE SHOW
    6. 6. Intuit Confidential and Proprietary6 Build your team One person can do it all, but if you’ve got 2 people you can have one person live tweeting/blogging and one taking and posting pictures. In a dream world? 3 people: 1 posting, 1 taking pics, and 1 on the livestream. ProTip: Share your event hashtag with them (you’d be surprised…).
    7. 7. Intuit Confidential and Proprietary7 Gear checklist  Grab a lightweight laptop for Facebook Admin rights and to set up your “home” station.  Charge your phone (with camera).  Download mobile apps for images and keep them easily accessible for show day: we recommend Diptic, Camera+, and Over.  Pack a power cord for computer! Pack a power cord for smart phone!
    8. 8. Intuit Confidential and Proprietary8 Get set up Get all passwords and admin rights 2 days prior to show day and go through a basic set up, making sure your tools of choice have autosaved passwords and are ready to go. Make sure you know who your on-site contact is in case there are any last-minute access issues (ex. wrong password). Ensure you’ll have Internet access prior to show day.
    9. 9. Intuit Confidential and Proprietary9 Attend Rehearsals Helpful for a number of reasons:  You get a lay of the land and know where you’re allowed to go  Allows you to introduce yourself  You can stake out your seat  As they practice their talk, listen for gems and write them down
    10. 10. DURING THE SHOW
    11. 11. Know your channels It doesn’t make sense to copy and paste the same message across Facebook, Twitter, Tumblr, Instagram, or others. We treat Twitter as play by play, and Facebook as color commentary. You’re not there to transcribe the speakers word for word; your job is to paint a picture in broad strokes for folks. For tweets, we’ll average 1 to 5 per speaker (depending on their talk length). For shorter talks, we’ll do 1-2, for a full 18 minute talk it’s more like 3-5 quotes. Try to capture the sound bites that are great for retweeting, sharing, etc.
    12. 12. Be a good host The social media person also acts as the virtual host. This means in addition to posting speaker quotes and pictures from the show, it’s helpful to let viewers and fans know when the show is going on break, and when it’ll be back. Like Ryan Seacrest, but you’ve got better hair. (Do the same on your livestream feed, too.)
    13. 13. Know what’s going on in the world What are people talking about in social? Are there any relevant hashtags to your speakers? The week of TEDxSanDiego, there happened to be a lot of buzz around drones, and one of our speakers was talking about them, so we included #drones where appropriate. #TrendjackingBad = #BeingRelevantGood
    14. 14. Have fun with picquotes You’ve probably seen images floating around the web with quotes laid on top of them. It’s not some magic unicorn splattering glitter dust with a wand to make these happen; there are a variety of tools available and it’s quite easy. At TEDxSanDiego, we like an app called Over. Here’s how you do it: 1. Open Over and select the photo. (A wide angle shot with a lot of space next to the speaker.) 2. Type the quote/gem from their talk. Use 1 easily legible font (such as Helvetica Neue or League Gothic) in a color that contrasts with your background (white tends to work well). Then choose a word or part of a phrase to punch in a striking color and different font. 3. Add speaker name in a lighter color (like grey) and put it below the quote. Add your event hashtag. 4. Save, then publish to Facebook, Twitter, and Instagram. (Don’t autopublish from Instagram to the other channels, as the photo doesn’t get ranked as high. In Twitter, for example, you want the picture to show up right in the tweetstream, and it won’t from Instagram.)
    15. 15. Have fun with picquotes A quote from Matt D’Arrigo’s talk at TEDxSanDiego 2013 In the beginning, it’ll take about 10-15 minutes to make each one. As you get comfortable with the format and process, it should only take you 3-5 minutes each. ProTip: Stick to one picquote per talk, and it should be the gem.
    16. 16. Secure backup pics In the event your camera phone craps out, it’s smart to have your livestream person taking screen shots along the way. Take 2-3 per speaker, then email them to the entire team after each talk. Vary a close up shot with a wide shot that includes a lot of empty space — you’ll use this space for picquotes.
    17. 17. Have a test plan From year one, we’ve always tried new things on show day. In 2010, it was a series of shots during the show that we hashtagged Backstage Chronicles. In 2011, we did a series of speaker town halls on Facebook. In 2013, it was picquotes. Throughout the year, we optimize our social plan to increase visibility and build a quality following. From year 1 to year 2 we increased our social following 200%. Always be testing, optimizing, trying new things in service to connecting with your fan base and amplifying the message.
    18. 18. Practice! Download Over from app store Log in to Yammer Hashtag: #SocialCoF # 1 2 3
    19. 19. Kelly Crowley
    20. 20. POST-SHOW
    21. 21. Thank folks, close the loop, and report results If you were brought in to cover the event (as opposed to being on the core team), here are a few templates to send to the organizer. THANKS MESSAGE: Thank you for the opportunity to cover TEDx(name). We had a blast, and will be sending out a wrap-up in the next week.
    22. 22. Publish Wrap up posts and commentary pieces are great ways to keep the story going after the event. In addition to posting on the show’s blog, consider writing content for LinkedIn, Medium, and others. In addition, consider amplifying posts others write about your speaker or event/show. (We tend to RT a lot of it, as opposed to posting on Facebook.)
    23. 23. Thank folks, close the loop, and report results RESULTS MESSAGE: Here are a few key results: result x, result, y, a few qualitative examples of what others were saying. (Include total shares, impressions, and a selection of posts and tweets from fans and the show account.) SAFETY MESSAGE: Thanks for trusting us. Know that we’ve deleted all of your passwords from our computers and that we will no longer be posting on your Page/Twitter account. For good measure, we always recommend our clients reset their passwords to social sites once a month anyhow to avoid hacking, spam, and other foul play.
    24. 24. Have fun! Seriously. Write down 1 thing you’re going to try at your next event / show:
    25. 25. In the end, whether you reach 1 person or 1 million people isn’t as important as helping your speakers shine in your social media channels. After all, it’s about “ideas worth spreading.” The key in all of this: be authentic. To your speakers. To your show. To your audience.
    26. 26. Questions, comments, sarcastic remarks? Kara DeFrias @CaliforniaKara

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