Katie Streten, Senior Creative Strategist at Imagination demonstrated how you continue the conversation or amplify and strengthen the message generated at events. She explains how to promote further engagement with attendees and those who may not have been able to attend.

1. Post-event engagement and message amplification
19.2.2014

2. Post-event engagement and message amplification
Introduction
> Katie Streten
> Senior Creative Strategist on the Ford account
> Seven years at Imagination
> Digital and social focus

3. Post-event engagement and message amplification
Introduction
> In a world where metrics and value extension are becoming ever more pressing for events
creators the ability to drive engagement and amplification after your event can become a dealmaker.
No longer a nice to have – it’s an expectation

4. Post-event engagement and message amplification
Introduction – Benefits
> Profile raising for your event – drive attention and reputation
> Attract a new speaker and attendee base
> Create an online content stream that lives beyond the show/event. Can this be monetised?
> Value add for the attendee + Value add for the client = Value for you

5. Post-event engagement and message amplification
Content types
Post
Pre
During
Find and learn
about your
audience

6. Post-event engagement and message amplification
Introduction
Audience
Spam
Communication
Content

7. Post-event engagement and message amplification
Introduction
Audience
Enjoyment
Communication
Content

8. Post-event engagement and message amplification
Introduction
Audience
Content
Communication
Shouting in the wind

9. Post-event engagement and message amplification
Content types
Which amplification mechanisms to use?
Consider your audience
Creators – are they highly social? Posting on twitter? Blogging?
Critics – do they watch and share? Do they comment?
Passive – Do they simply watch?
Disengaged – are they likely to amplify at all? Is email your best bet?
Combine reach desired with audience and you will have a good understanding of
The engagement and amplification you’re likely to get.
You might need to pay…

10. Post-event engagement and message amplification
Introduction
Audience
Amplification and
engagement
Communication
Content

11. Post-event engagement and message amplification
Content types
Content that
Interests me
Content that
Interests my
friends
Content that
Interests people
with interests like
me
Content that
Interests
‘everyone’
1,000s
10,000s
100,000s
100,000,000s
Follow up
Blog post
from a show
I attended
Blog post with a
picture of me at
a show I attended
in a funny
circumstance
Blog post with a
picture of me at
a show I attended
in a funny
circumstance with
an industry name
Blog post with a
picture of me at
a show I attended
in a funny
circumstance with
a celebrity

12. Post-event engagement and message amplification
The event content
is the post-show
content

13. Post-event engagement and message amplification
Range Rover Sport Launch
A global launch for the Range Rover Sport
>The ambition was to utilise a combination of
traditional and social media platforms in order to
maximise the global broadcast opportunities and
reach millions via social media.
>The campaign climaxed in a dramatic
Hollywood style reveal on the evening of 26
March 2013 in Manhattan, where the mysteries of
the campaign were finally revealed to the 750 VIP
guests present, plus an eager online audience of
over 20,000, as the actor Daniel Craig drove the
car live through the streets of New York.

14. Post-event engagement and message amplification
Range Rover Sport Launch
> The content generated on the night was viewed by 3.7million viewers within these same
four days.
> In the next three weeks press coverage was enormous, with 294 individual print pieces
and 1,148 online pieces. A total reach of 2.2 billion people.
> In these three weeks a quarter of the total web traffic target for the six month launch
campaign programme had already been generated
Key points
> The event audience included audience that were already online who would share
> The event content made the shareable content

15. Post-event engagement and message amplification
Design your event
to generate
amplification
moments post
show

16. Post-event engagement and message amplification
Ken Block at the Detroit Autoshow
> People love to share content when it is personalised,
incredible and impossible to recreate. But a major
problem with the auto show environment is that the
cars are static and silent. So how could we show
what the EcoBoost engine was capable, up close and
personal?
> At the show, visitors could watch themselves
projected on a life-sized screen, then suddenly Ken
Block would appear, and drive donuts around them
> Each film was personalised with the visitor’s name,
and published to a dedicated YouTube channel.
> After the show, visitors received an email directing
them to a souvenir site that featured their film, and
provided the tools to share it with their friends and
followers on Facebook and Twitter. Additional content
about the EcoBoost engine was also supplied.

17. Post-event engagement and message amplification
Shell Eco-marathon – Website statistics
Pre-event 20th April – 14th May
04:07
Avg dwell time
>
>
>
3.28
Page/visit
Post-event 20th May – 6th June
05:39
Avg dwell time
5.93
Page/visit
Site revisits are more from direct traffic (use address on card or saved on computer before) than searching
Souvenirs collected on site contributed a healthy 20% of actions (25K) most of which resulted in click through to Shell.com
Social contributed 1,639 shares via Facebook, twitter and email

18. Post-event engagement and message amplification
Ken Block at the Detroit Autoshow
> Over 4,000 films created which generated over 90,000 plays.
> Extended reach through likes, shares and comments on Facebook and Twitter in excess of 6m.
> Featured on numerous national TV channels including ABC, NBC and FOX.
> Generated by individual shares and views – the attendees did the amplification
Key points
> Contact was made for a point and purpose that was focused on the audience
> Content was about the audience

19. Post-event engagement and message amplification
Provide stimulus
to engage

20. Post-event engagement and message amplification
Shell Eco-marathon
> Competition dates back to 1939 when Shell
employees in the USA made a friendly wager over
who could travel furthest on the same amount of fuel.
> Became a competition for young scientists and
engineers
> Evolved into an educational and community event
with social post event engagement
> Many digital touch points allow users to collect
souvenirs of their experiences and view them later on
line e.g. personalised film of running in an energy ball
> Content was collected from interactions around the
site
> 45% of visitors took advantage of this opportunity 9000 visitors in total
> Generating 90,000 pieces of content to be collected
after the event

21. Post-event engagement and message amplification
Drive into more
regular
conversation
channels

22. Post-event engagement and message amplification
Frankfurt IAA – Social Team
> We placed a social media team on-stand inside a
‘social hub’ space
> The team were both collecting responses, responding
to tweets and tweeting their own content
> Prizes and competitions were run from the stand
> Crucially during the show they pushed followers to
the existing social media channels – this meant that
the day-to-day accounts were able to engage with
visitors to the show post the event and continue the
conversation

23. Post-event engagement and message amplification
Frankfurt IAA – Social Team
@DiscoverFord
@Ford_de
@EntdeckeFord
671 new followers
1,369 total
150 new followers
2,822 total
140 new followers
6,718 New Fans
(5,461 driven by 4th/5th IFA Press Days)
You then need to apply the principles of your channel
management to securing these new fans

24. Post-event engagement and message amplification
Detroit Spec Pods
Simple, emailable brochures – New Data
Audiences used automotive specification pods this year at NAIAS (North American International
Auto Show)
Audience could choose to be emailed a brochure of their choice
More tracked through the purchase funnel to final purchase than were generated by the on-stand,
incentivised, hosts and hostesses.
Key points
>Post-show engagement doesn’t have to be complicated
>Often self-selected sign ups generate more engagement
>Try and track your data to prove your value
>Try and bring your systems together

25. Post-event engagement and message amplification
Conclusions

26. Post-event engagement and message amplification
Conclusion
Setting up
>Combine Audience needs, Content and Communication to get real amplification
>Be clear about what level of amplification you want/need and create your content accordingly
>Principles for driving engagement and amplification
>Your event content can be your engaging content
>Don’t wait until after the show to deliver content for engagement and amplification – design your
event to create post-show engagement content
>Provide stimulus to engage
>Simple and straight-forward can work extremely effectively
>Drive people who engage into existing communications channels – don’t reinvent the wheel
>Work to make sure they stay there or you might as well not have bothered

27. @imaginationlabs
@watusi