The document provides an overview of Hashcaster, a company that helps event organizers manage and measure their events on Twitter. Hashcaster curates the Twitter conversation around an event's hashtag, applies analytics, and filters content. This brings audiences together online and at live events. It allows organizers to capture user-generated content, expand event reach through social media, and quantitatively measure the event. Hashcaster also provides tools for moderation, notifications, live updates, real-time advertising, and community building after the event.

1. Business Overview
Real-time Event Media
Copyright Geoff Clendenning, 2012

2. Our Mission
“To transform events into
conversations by helping our clients
manage, engage, connect, and
measure their event on Twitter.”
Copyright Geoff Clendenning, 2012

3. The Hashcaster Solution
Hashcaster brings your two audiences together!
#hashtag
Community
Live Event
Audience
Copyright Geoff Clendenning, 2012

4. The Good & Bad about #Hashtags
• #hashtags are a user driven experience.
• A community tends to spontaneously form
around a #hashtag.
• For event organizers, managing a trending
#hashtag is very challenging.
• For the user, keeping up with a trending
#hashtag is like drinking from a fire hose.
Copyright Geoff Clendenning, 2012

5. Hashcaster Solution
• Provide a focal point for your #hashtag
community online and at the event.
• Capture valuable user generated content.
– Tweets, stories, photos & videos
• Expand the reach & engagement of your event
through viral social media.
• Quantifiably measure your event, your
audience reach and advertiser engagement.
Copyright Geoff Clendenning, 2011

6. Overview of the
HASHCASTER PLATFORM
Copyright Geoff Clendenning, 2011

7. How Hashcaster Works
Copyright Geoff Clendenning, 2012

8. Hashcaster does three things…
1. Curate the Twitter stream.
– Capture a stream of tweets: hashtags, keywords or lists.
– Sort & catalog stories, photos & videos.
2. Apply analytics.
– Analyze the Twitter stream: proprietary algorithms
– Figure out who and what is important.
– Measure how people behave and interact at your event.
3. Filter behavior.
– Filter the Twitter stream for specific behaviors by
members of your community.
– Respond with specific actions to this behavior.
Copyright Geoff Clendenning, 2012

9. Moderation
• All content captured by Hashcaster is filtered
and cued for moderation.
• Moderation tools provide the following
capabilities:
– Filter for profanity & SPAM
– Block users
– Favorite users
Copyright Geoff Clendenning, 2012

10. Tweeted Notifications
• The Hashcaster system automatically tweets out
notification on the event hashtag using the organizer’s
Twitter handle when:
1. #event hashcast update http://hashca.st/9z41m new
contributions from: @xxxx @xxxx
2. #event top influencers on hashcaster
http://hashca.st/9z41m @xxxx @xxxx
• The frequency of each update will vary dependent
upon the amount of traffic on the event hashtag.
• Notifications have a strong social networking effect
on the hashtag community.
Copyright Geoff Clendenning, 2012

11. Live Updates
• The organizer can provide one or more users
with a special hashtag they can use to elevate
the priority of a specific tweets.
• These tweets are then displayed in real-time
in a designated section of the hashcast
site, mobile app and wall display.
• Organizers can communicate important
messages to their audience without being lost
in a busy hashtag.
Copyright Geoff Clendenning, 2012

12. Real-time Advertising
• Advertisers can be provided with a special
hashtag to designate which of their tweets are
sponsored or promoted tweets.
• These promoted tweets are then displayed in
a high profile area of the hashcast site, mobile
app and wall display.
• Advertisers can use these tweets to drive
traffic to their booth and to online resources.
Copyright Geoff Clendenning, 2012

13. Measurement
• Hashcaster is the first platform that allows an
event organizer to quantifiably measure their
event.
• Hashcaster generates two streams of data for
analysis:
1. Twitter data
2. Hashcaster data
Copyright Geoff Clendenning, 2012

14. Community Building
• Each Hashcaster site is archived on the web after the
event; this provides the organizer with an ongoing
community retention and event promotion tool.
• The Hashcaster site is SEO optimized to rank well in
Google and other search engines.
• Members of the #hashtag community can continue to
engage content on the site, driving new follows, RTs &
replys.
• Event organizers can drive traffic from their Hashcaster
site to a registration page for their next event.
Copyright Geoff Clendenning, 2012

15. Case Study: HRPA
HASHCASTER LIVE!
Copyright Geoff Clendenning, 2012

16. hrpa.hashcaster.com
Copyright Geoff Clendenning, 2012

17. Hashcaster Twitter Wall
Hashcaster Twitter Wall @ HRPA2012
Copyright Geoff Clendenning, 2012

18. Twitter Metrics
Approximately 3,000 users attended the 2012 show
Twitter Stats 2012 2011 Change % Change
Total twitter mentions in the period 2,187 999 1,188 119%
Average mentions per day 312 142 170 120%
Total unique authors 443 184 259 120%
900 400%
378%
800 350%
700 300%
600 267%
250% 250%
500
200%
400
150%
300 134%
200 100% 98% 91% 100%
100 50%
0 0%
2012-01-30 2012-01-31 2012-02-01 2012-02-02 2012-02-03 2012-02-04 2012-02-05
Tweets HRPA2012 Tweets HRPA2011 % Change
Copyright Geoff Clendenning, 2012

19. Hashcaster Metrics
Average time on site 40 minutes per visitor!
120
95 100
92
100 513 Total Visits
80
60 50 20% post event surge
31 35
40 27
20 20 16
20 6 8 5 8
0
0
01-29-12
01-30-12
01-31-12
02-01-12
02-02-12
02-03-12
02-04-12
02-05-12
02-06-12
02-07-12
02-08-12
02-09-12
02-10-12
02-11-12
02-12-12
Mobile Visits Referral by Source
Apple iPhone 69 2%
1% 1%
Apple iPad 53 7%
t.co
Android 24
RIM BlackBerry 9700 Bold 5
158 Mobile Visits linkedin.com
9%
Acer A501 Picasso 2 hootsuite.com
SonyEricsson LT15i Xperia Arc 2 m.paper.li
Apple iPod Touch 1
74% facebook.com
Google Nexus S Samsung Nexus S 1
hrpa.ca
Samsung GT-I9000 Galaxy S 1
Copyright Geoff Clendenning, 2011
2012

20. Hashcaster
PRICING MODEL
Copyright Geoff Clendenning, 2012

21. Services Provided
• Each hashcast includes the following services:
– Event branded hashcaster site.
– Community monitoring by #hashtag & list.
– Event moderation services.
– Story curation and categorization.
– Real-time tweets, photos & videos.
– Live updates.
– Real-time advertising.
– Twitter and Hashcaster analytics.
– 1 year of hosting of your Hashcaster site
Copyright Geoff Clendenning, 2012

22. Pricing Model
• Three components to the pricing model:
1. Service fee based on the duration the
Hashcaster platform is actively curating your
hash tag.
2. Access fee for implementation of real-time
advertising.
3. Ad management fee based on a percentage of
the ad revenue sold by the event organizer on
the site.
Copyright Geoff Clendenning, 2012