There’s More Value to Event Social Walls Than Projecting Awesome Selfies
There’s More Value to
Event Social Walls
Article by Autumn Thatcher
Attendees love social media. Their pics,
tweets, posts, and Likes have become an
integral part of the live-event experience. So,
why not leverage these treasures of personal
insight and expression?
Social walls—applications that aggregate
social media activity for display on the event
website, mobile app, or large screen—aren’t
just fun and games, they can help event
organizers realize some important goals.
Cvent, an event-management software provider, is one of several
companies to recognize the value of amplifying social media
activity in and around events. Cvent’s SocialWall app allows event
organizers to compile and display
the Twitter and Instagram posts
produced by attendees in real time
at the event.
“SocialWall has three big pieces of
functionality: aggregation and
moderation of user content, and a
curated gallery that allows organizers
to manually approve every post before
it is displayed on the big screens,”
explains McKneel Keenan, manager of
strategic initiatives for Cvent.
Event marketers can use SocialWall to generate online discussions
prior to an event by simply emailing the event hashtag to attendees.
“We saw it as a big opportunity to leverage social content and better
promote events. You want to keep people coming to the event, and get
more people to post and share. Attendance has always been a huge
focus for our clients,” says Keenan.
Event-Mobile app developer QuickMobile took a more
analytical approach to social media activity. In October of 2014,
the firm released Concerto, a Twitter-based mobile app that
enables event organizers to capture and categorize all event-
related Twitter activity, revealing which topics are trending around
the event and who the most active users and influencers are. The
app also includes templates for producing fully branded (large
screen) visual displays and analytics reports.
"The vast media demand is in Twitter,
and Concerto surfaces the Twitter activity
embedded in your actual events. This
allows organizers to understand what’s
happening and take action."
- Jeff Epsetin
director of product marketing at
Event-Mobile app developer QuickMobile
took a more analytical approach to social
media activity. In October of
2014, GenieConnect by Lanyon likes to look
at their Event Wall app as a “virtual mixing
desk” that helps organizers generate their
own content and control what is posted.
“With Event Wall, you’re able to promote sponsors, put in your
own posts, put in your own types of content; you may want your
onsite blogger there. You control the impact and what is
streamed,” says Michael Douglas,
founding director of GenieConnect.
Keeping attendees interested in event content between sessions
is one of many reasons for organizers to take an interest in
social wall apps. “Our overall mission is to use technology to
improve events for everybody, starting with attendees. Event Wall
is interactive, nicely animated, and looks great on the big
screen,” Douglas adds.
While social-wall apps aren’t entirely new
—Twitter walls and "What’s On" displays
have existed for a number of years—the
breadth and value of these apps has
expanded. The current iterations are yet
another manifestation of the expanded
dimensions of events.
“We sourced a solution that is virtual and
digital, as well as physical. We aim to
guide and delight our clients through the
best event experience that they can have
and recognize that events are virtual,”
says QuickMobile’s Jeff Epstein.
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