Check out MMI Agency's framework for properly planning and executing live events to create conversation and moments that matter. Presented by Maggie Malek. Today, current consumers have a natural adBlock because brands are not always relevant to consumer's lives. These brands have to become a part of their lives to break through their tendencies to block out ads. Our job as marketers is to identify moments that matter for the brands we represent and to create conversations around those moments. In our digital world, employing current events on social media in real-time can be a powerful platform to ignite these conversations.

1. Engaging in the Moment
Integrating PR + Social for Real-Time Events
Maggie Malek | Head of PR and Social | @MagsMac
MMI Agency | mmiagency.com | @mmiagency

2. One upon a time…
• GeoCities
• Sports marketing
• Traditional PR
Now? Social media +
Experience junkie

3. a few current clients…

4. Consumers today have
a natural adblock

5. To break through, brands have to
become a part of consumers’ lives

6. In whatever way that matters to
YOUR specific consumer

7. Sometimes, that means leveraging
live events to ignite a conversation.

8. But how do you
maximize your punch?

9. You have to identify (or create)
moments that matter.

11. framework for real-time engagement
startLISTEN identifySTRATEGIZE igniteCONVERSE REPORT

12. Step 1: Evaluate and Listen

13. Do you have the right to
play in this space?

14. • Will the audience care?
• Is our brand relevant?
• How do we truly engage?
Questions to ask
yourself (honestly)

15. Use social listening to identify
key conversation topics

17. Participate in the
conversation year-round

18. Step 2: Write your event-day
(or week ) strategy

19. Event time is hectic:
plan in advance

20. Identify every opportunity
to engage

21. • Push pre-created content live
• Monitor real-time conversations
to feed ideas for live content
• Generate images on the fly
• For agencies, have your client in
the room for approvals
Social Media:

22. • Identify who you will be pitching
• Finalize your visuals
• Write your releases
• Identify your spokespeople
• Know exactly who the final
approval will be for on the fly
media requests
Public Relations:

23. Leverage multiple
channels

24. Plan for unbridled
success!

25. Step 3: Ignite Conversations

26. Now it’s time
to activate!

27. Have your tools
ready to go.
Have your tools
ready to go.

28. Assign a dedicated
team

29. And know exactly
who is responsible
for what.

30. Always be ready to move.

31. And you will ignite conversations.

32. Step 4: Review and refresh

33. Assess your success

35. Step 1: Evaluate and Listen
Step 2: Write your strategy
Step 3: Hit the ground running
Step 4: Review and refresh
Framework for
Real-Time Social
Event Engagement

36. Case studies!!

37. Houston: The City
With No Limits

38. Start with reality.
Houston had a perception problem—negative stereotypes
of the city overshadowed the positive realities of living and
working in the fourth-largest city in the United States. The
Greater Houston Partnership (GHP), a leading economic
development organization, identified this as a problem and
enlisted the help of MMI Agency to change the perception
and attract millennial talent to the city’s growing economic
base. To fully understand the existing perception of the city
from both residents and outsiders, MMI engaged people
in conversations about Houston through surveys, focus
groups and interviews.

39. Identify what’s relevant.
The results were clear; people ranked Houston high in both
economic and quality-of-life measures. Based on these insights,
MMI and GHP created “Houston: The City With No Limits”
campaign to share the positive realities of living in Houston and
start conversations.

40. Ignite Conversations.
The “City With No Limits” ignited conversations everywhere—from developing
a visual brand to creating sharable moments using experiential elements like a
giant “H.”MMI created a highly shared video set to the popular song, “Best Day
of My Life,” built a robust social media presence, which generated more than
16.6 million impressions, and connected with individual people to start
meaningful conversations about the city of Houston.

41. Shell Houston Open

42. Start with reality.
The Shell Houston Open generates more than $2 million annually for
Greater Houston charities. Nine years ago, title sponsor Shell Oil
Company challenged MMI to develop a plan to increase brand
awareness and affinity for Shell and its community relations initiatives,
specifically those associated with the PGA TOUR event. With these goals
in mind, MMI conducted research and combined the resulting data with
strategic thinking to develop a comprehensive plan to satisfy Shell's
goals, adapting to incorporate market trends and technology advances.
MARCH 30-MARCH 30-
APRIL 5APRIL 5

43. Identify what’s relevant.
63% more Facebook fans year over year
34% more Twitter followers year over year
Through relevant insights, MMI determined that fan engagement both
on social media and at the event was an opportunity the tournament
could expand on. MMI developed a high impact strategy that would
spark conversations about Shell and the children’s charities it supports
in media publications, across social media channels and at the
tournament itself.

44. Ignite conversations.
MMI's program included interactive fan engagement areas on-site, appealing creative
design elements, media relations activities to tell the charity story in a variety of ways,
and a social media strategy, including the development of best practices now
implemented by the PGA TOUR nationwide. Press coverage about Shell’s contribution
to local children’s charities generated more than 226 million impressions, elevating
Shell’s brand equity across the U.S. and keeping the conversation going off the golf
course.

45. Questions?