Social Media Event Management
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This document outlines strategies for using social media before, during, and after events. It discusses growing social media usage statistics and platforms popular among different age groups. For pre-event promotion, it recommends creating event pages on Facebook and hashtags for Twitter. During events, it suggests live tweeting, Instagram posts with event hashtags, and using a social media wall. Post-event activities include thanking attendees, sharing photos and videos, and analyzing post-event social media discussions.
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Social Media Event Management
- 1. Wednesday 24th February 2016 1Bex Lewis Social Media for Events Dr Bex Lewis Bex.Lewis@mmu.ac.uk http://www.slideshare.net/drbexl/social-media-for-events-management-mmu
- 2. Today • Social Media Culture • Pre-Event • During-Event • Post-Event Tuesday 17th November 2015 Image source: Stockfresh Bex Lewis @drbexl 2
- 3. DIGITAL/SOCIAL MEDIA CULTURE Tuesday 17th November 2015 Image Source: https://conversationprism.com/ Bex Lewis @drbexl 3
- 4. HAVE YOU BEEN INFLUENCED BY A SOCIAL MEDIA CAMPAIGN? Tuesday 17th November 2015 Image source: Stockfresh Bex Lewis @drbexl 4
- 5. We Are Social Tuesday 17th November 2015 Report: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015 Bex Lewis @drbexl 5
- 6. Latest Ofcom Figures Tuesday 17th November 2015 Report: http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr15/CMR_UK_2015.pdf Bex Lewis @drbexl 6
- 7. Social User Growth Tuesday 17th November 2015 Image Source: http://www.statista.com/statistics/381933/messaging-social-app-user-growth/ Bex Lewis @drbexl 7
- 8. Age Profiles Tuesday 17th November 2015 Image Source: http://www.smartinsights.com/social-media-marketing/social- media-strategy/new-global-social-media-research/ Bex Lewis @drbexl 8
- 9. Age Profiles Tuesday 17th November 2015 Image Source: http://vizwiz.blogspot.co.uk/2015/03/socialmedia.html Bex Lewis @drbexl 9
- 10. Tuesday 17th November 2015 Image: http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html Bex Lewis @drbexl 10 The Social Technographics Ladder
- 11. Tuesday 17th November 2015 Source: http://image.slidesharecdn.com/ltmarketingyoureventwithsocialmedia-111012144037- phpapp02/95/marketing-your-events-with-social-media-leadtail-3-728.jpg?cb=1318430691 Bex Lewis @drbexl 11
- 12. PRE-EVENT Tuesday 17th November 2015 Image Source: https://s-media-cache- ak0.pinimg.com/736x/96/92/3b/96923ba81065ee35a4967cfa2e51276f.jpg Bex Lewis @drbexl 12
- 13. Tuesday 17th November 2015 http://www.premierdigital.org.uk/Premier-Digital-Conference Bex Lewis @drbexl 13
- 14. Tuesday 17th November 2015 Bex Lewis @drbexl 14
- 15. Tuesday 17th November 2015 http://www.premierdigital.org.uk/Premier-Digital-Conference Bex Lewis @drbexl 15
- 16. Tuesday 17th November 2015 Source: http://www.premierdigital.org.uk/Premier-DAC/PremDAC15-blog Bex Lewis @drbexl 16
- 17. Tuesday 17th November 2015 Source: http://www.premierdigital.org.uk/ Bex Lewis @drbexl 17
- 18. Tuesday 17th November 2015 Bex Lewis @drbexl 18
- 19. Hashtag: #PremDac15 Tuesday 17th November 2015 Bex Lewis @drbexl 19
- 20. Tuesday 17th November 2015 Source: https://www.facebook.com/premierdigi/ Bex Lewis @drbexl 20
- 21. DURING-EVENT Tuesday 17th November 2015 Image Source: http://cdn2.hubspot.net/hub/189017/file-1319379908- png/social_media_engagement.png Bex Lewis @drbexl 21
- 22. Social Media Wall Tuesday 17th November 2015 Bex Lewis @drbexl 22
- 23. Involve Your Audience Tuesday 17th November 2015 Bex Lewis @drbexl 23
- 24. Expect the Unexpected Tuesday 17th November 2015 Bex Lewis @drbexl 24
- 25. Tuesday 17th November 2015 Bex Lewis @drbexl 25
- 26. Tuesday 17th November 2015 https://www.instagram.com/explo re/tags/premdac15/ Bex Lewis @drbexl 26
- 27. Tuesday 17th November 2015 http://www.slideshare.net/drbexl/create-engagement-premdac15-with-drbexl Bex Lewis @drbexl 27
- 28. Tuesday 17th November 2015 Source; https://audioboom.com/search/boos?q=%23cnmac11 Bex Lewis @drbexl 28
- 29. Tuesday 17th November 2015 Source; https://www.youtube.com/watch?v=HCmovxbnpOg&list=PLtye- OJfcgkYftJRIGiLcG9vLypbvDHK4&index=6 Bex Lewis @drbexl 29
- 30. POST-EVENT Tuesday 17th November 2015 Image Source: Stockfresh Bex Lewis @drbexl 30
- 31. Say Thank You Tuesday 17th November 2015 Source: https://www.facebook.com/premierdig i/photos_stream Bex Lewis @drbexl 31
- 32. Tuesday 17th November 2015 Source: https://www.facebook.com/premierdigi/photos_stream Bex Lewis @drbexl 32
- 33. Tuesday 17th November 2015 Source: http://www.premierdigital.org.uk/Premier- DAC/Archive/2013/Media Bex Lewis @drbexl 33
- 34. Tuesday 17th November 2015 Source: http://drbexl.co.uk/2015/11/thinking-about-thinking-digital-tdcmcr/ Bex Lewis @drbexl 34
- 35. Tuesday 17th November 2015 Source: http://player.premier.org.uk/search/searchkeyword/%23cnmac14 Bex Lewis @drbexl 35
- 36. Tuesday 17th November 2015 Image Source: Stockfresh Bex Lewis @drbexl 36
- 37. Tuesday 17th November 2015 Image Source: Stockfresh Bex Lewis @drbexl 37 http://www.slideshare.net/drbexl/social-media-for-events-management-mmu
Editor's Notes
- SO many tools … don’t be overwhelmed, choose the ones fit for purpose…
- What/how? Be honest… 2 mins to chat to person next to you about something that’s worked… Remember the SOCIAL in social media … all about connecting with people, building relationships, listening and meeting people’s needs, etc…
- Large numbers mean question is not ‘can we afford to do it, but can we afford not to?’ Keep an eye on data about the numbers from each country engaging online – and how..
- See type of platforms that are used – and how…
- This year – can see which platforms are growing the most – and which are slowing down…
- Wide range – see Snapchat, Kik, etc. are 16-24 years olds = disproportionately … (more private so more difficult to use except to get them to share their excitement with each other!)
- This may be easier to see… with the bigger platforms…
- First created 2008 by Forrester consultants.. How can we target people on each rung of this ladder? What implications does this have for the event you’re organising?
- After I’d finished lecture saw this – sums up what we’re going to look through today … going to run through a conference I’ve helped organise since 2010 .. Poss occasionally with other examples…
- Lots of preparation, strategy & challenge … Discussions & planning = key! Theme, forward thinking, time-points, etc – same as for any event … but event plan needs a social media plan alongside to ensure timely, regular content…
- Website/blog, etc. = central = heart – place can direct everyone… (don’t forget to make use of Google analytics who can tell you how many/where people visit from, where they drop in/out, etc which can inform the content that you place on the site).
- Importance of Google search/keywords … read up more on Search Engine Optimisation… and don’t discount PAID SEARCH – we’ve not used it – but others have = offers options… Note also visual, etc. Google Adwords Keyword planner – how many people are looking for what?
- So – to show you the kind of ‘static’ content that’s important to share, be well thought through – based on the number of questions we have learnt over last 5 years… easy to book, old material (bit of nostalgia) – clear agenda, more info on speakers/sponsors, etc. Note ensure Twitter handle of speakers = made clear. Reasons to attend = short, snappy – means that others can use for their Facebook/Twitter sharing – people often don’t know what to say … and also ensuring that data is collected on those interested – who will then be contacted as conference develops throughout the year (Build a community around an event)
- Over past 4 years this has been done over on other blogs that I run, where I’ve undertaken simple (5 qu) interviews with as many speakers as I can pin down… now a part of this site (redesigned earlier this year when the event was renamed to reflect the owners brand)… importance of fresh content as Google juice… Importance of keeping speakers in the loop (via email) – asking them for contributions, tweets, expectations, etc as they are important ‘influencers’ – especially if you are drawing on their digital expertise. Power of celebrity (e.g. Kate Bottley, Gogglebox)
- Linked from the main subpage – whilst also that ‘CREATE’ advert (colourful, in an area where eyes – at least in Western world) are drawn to – and note the countdown clock to encourage people to engage (and early bird prices were given until the full agenda was released, when group bookings kicked in … all via an easy to use online form)
- In time for last year .. A new Twitter account was launched .. A clearly identifiable ‘brand’, easy to remember name (even more important than being a SHORT name), and steady stream of tweets, retweets, and information to entice people into the conference – we’re looking for action in purchase of a ticket (or – sharing of a tweet) - feed out news of new speakers, themes, etc.
- Importance of hashtags in Twitter – like an index – for last 4 years we’ve been using variations of #cnmac (Christian New Media Awards and Conference) – with Premier taking the financial liability, and having streamlined all their other brands for consistency .. Became Premier Digital Awards and Conference – with new hashtag #PremDac15 (typically trends) – to ensure anyone looking for #cnmac15 – posted a couple of articles that would catch people… and redirect them to the new material…
- Also set up last year (so slowly gaining traction) … a Facebook page – importance of visual, but also want to draw attention to: Book now, and how easy it is to head back to the webpage again… Gentle encouragement. Note ORGANIC is harder and harder to make use of as Facebook encourages people to make use of PAID ADs (can set a target audience and a daily budget) – can see effectiveness. Shown here is stats from a different page using Facebook Insights – gives a lot of ‘insights’ into what kind of content is working on your FB page (note visual, vulnerable and humourous typically come out top) … so can do more of that kind of content. Facebook = people’s personal space so NOT TOO MANY organisational posts (3 a day would be pushing it – unless on the day of the event). Look for content that people will want to SHARE – as people listen to friends more than organisations .. If producing visual (e.g. inspirational) consider branding with e.g. Twitter or Facebook link..
- So, you’ll see that some of that continues throughout the event … so a couple of other things that you can particularly add in …
- At every event we’ve had a Twitter wall – this is a photo from a keynote session – see have the slides up behind the speaker, but the other screen has tweets for the event .. Until a couple of years ago = was a free wall … issue with un-moderated = moves fast and no control over content – which when it’s large up on a screen (esp at this kind of event) = and once trends porn-bots, etc. = problematic … people can still see if searching for the hashtag but not LARGE on the wall… now use software [Livewall] with a dedicated person drawing in content from Twitter, Instagram, etc… (so only public material, can’t draw from Facebook, etc.)
- As with all digital (and any other kind of event), be prepared for the unexpected .. This was largely dealt with by opening speakers blending this into their talks..
- Top tweets/images for the day - TRENDS!
- So here’s last year’s Instagram feed .. Lots of people tweeting from the train on the way home! Lots of lovely ‘awards’ photos… also a beautiful building/lots of people = photogenic… Note – be aware copyright
- Each speaker is sent branded PPT slides to work within .. I’ve added to mine my Twitter name & the hashtag to encourage extra engagement (the topic of my talk) for those who are at the event (who, yes are more tech savvy – but it’s all about providing opportunity – use posters, use cards, encourage people to join in – it is made VERY clear that social media participation is OK, clear hashtag, etc. (and ensure that are charging points offered, plus space for f2f conversation, networking, etc. – can see here importance of offering a good quality event/product that means people will be enthusiastic and share about it – I see my FB feed also good – though Twitter is main tool at event because public) … Also posted slides on Slideshare, and pre-set it to publish on my blog 15 mins before talk given… taking advantage of pre-set opportunities (e.g. WordPress, or Twitter using Hootsuite, etc.) – thought I’d pick this slide as gives you something else to pick up on … I’d RT’d this post on the Monday after the event – people still hungry for content, but not so caught up in the event!
- One thing I experimented with in previous years … in 2011 audio clips that can be shared around, with the hashtag.. Adds a bit of dynamism – asked people before, during and after the event… catch the enthusiasm whilst people are ‘in the moment’ … can be shared on Twitter, etc.. Used audioboo – use mobile app to record short snippets + take an accompanying photo.
- In 2012 experimented with same format, but with video – much harder to get content (see = much less) because mobile tech wasn’t up to it … probably would work now! They’ll be lots of things you can do – providing lots of opportunities for people to engage, permission/encouragement, suggestions as to kind of content to share (without being patronising).
- After the event, is about consistency, etc. and ensuring material feeds out throughout the year to keep people interested… At the event, make sure date for next event is in diary, and good deal on tickets is offered … emails are collected, etc. (Note: mailchimp) – careful balance between keeping people interested/not too much info, etc.
- Note opportunity to promo next year’s event (which had already offered tickets half-price at the event – gets people talking already) + indicated that video/audio content was coming – doesn’t video everything + doesn’t offer the face-to-face connections – gets that buzz going!
- Official photographer at the event – for first week/2 (particularly to allow recovery for organising team) allow the enthusiasm from guests out … then release official photos on Facebook – allow people to tag themselves, etc. notify people on Twitter that photos are there. Nothing people love more than photos of themselve (esp flattering ones – not that all mine are) – a new opportunity to create conversation…
- Collate together blog posts that others have shared, etc. (or could use something like Storify, etc.) – helps people feel valued – SO much information – people appreciate curatorial effort…
- See what I pulled together from another conference the other week … held at Home … also trended … so did an overview from my perspective, drawing in some of my own tweets + others … also interesting for the organisers to see perspectives – feeds into part of conversation in the future…
- Over the year sessions in the main hall are provided as video, breakout sessions as video (originally was resistant re ‘why would people come’ – but the buzz from the event shows the value). Wonder if ring-fenced within Premier = more difficult to access – would YouTube offer a better option… YouTube has lots of options for highlighting segments, giving people content to share, etc…
- Made use of those digital platforms, and email data collected, for an e-survey (typically get around 10% return rate), which is analysed as preparations for the next year begin… (note – speaker suggestions – also encourage sense of ownership)
- So, wanted to give a sense of the culture that you are working within … rather than hard and fast rules for number of tweets, times, etc. – you’ll learn that by using the platforms and the way that they work… use them personally, then becomes easier to use them professionally… Any questions?