A short presentation I did for

1. SOCIAL
STRATEGY
FOR
EVENTS
Kenny
Lauer
VP,
Digital
Experience
George
P.
Johnson
#VES12

2. Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495
Collapsing Distances
Connecting PeopleTM

3. Four principles of modern events
 Events should integrate with existing communities
and social networks where they exist"
 Events should have a strategy that includes the
before and after –not just during"
 Events are no longer “within 4 walls”"
 The audience is empowered with social media
and can assert control over the event, so
encourage audience participation but be ready."

4. It’s important to be seenImportant to Be Seen
It’s
“Sawa Bona”
[I see you]
“Some>mes
you
want
to
go
Where
everybody
knows
your
name,
And
they're
always
glad
you
came”
hJp://media.80stees.com/images/products/Cheers_Norm-­‐T.jpg

5. 5
Focus
on
rela>onships,
not
technologies
Transac>onal
Passionate
Occasional
Constant
Impersonal
In>mate
Short-­‐Term
Loyal

6. Social extends “Connectivity of the Digital World”
to the live experience

7. Image
by
ronni44052
used
with
AJribu>on
as
directed
by
Crea>ve
hJp://www.flickr.com/photos/ronnie44052/2730239605
How Social Has Changed Events
©
2010
Al>meter
Group

8. People want to share events and now have the
tools to do so
Source: Eventbrite, “The Incarnation of Social Commerce,” July 23, 2011

9. The audience is empowered with social
technologies

10. Social sharing fosters organic word of mouth –
and increased attendance
Source: http://techcrunch.com/2011/10/14/eventbrite-facebook-share

11. Eventbrite’s social “tinder” ignites growth
Facebook
integration
Source: Eventbrite, “The Incarnation of Social Commerce,” July 23, 2011

12. Community
Disparate
With
Events
35
30
25
20
Series
1
15
Series
2
10
5
0
1/4/98
1/5/98
1/6/98
1/7/98
1/8/98
12

14. Our Research
©
2011
Al>meter
Group

15. Research methodology
Altimeter was underwritten by GPJ for this primary
research and undertook the following activities to
formulate top social event use cases:
 60 hours of secondary research of large-scale or
technology-focused events
 Email and phone interviews with:
• Event organizers
• Social media strategists
• Technology vendors
15

16. We identified 16 social event use cases

17. Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495
Social Event Uses Cases
© 2010 Altimeter Group

18. We’ll take a look at these 3 use cases:
1. On-Site Conversation Aggregation
2. Social Concierge
3. Mobile Social Networking

19. 1. On-Site Conversation Aggregation
DefiniBon
Aggrega>on
of
social
content
in
real-­‐>me
on
displays
at
the
event
DescripBon
Hosts
provides
social
aggrega>on
solu>on
on
site,
for
example,
with
physical
displays
posi>oned
throughout
conference
for
aJendee
content,
including
tweets,
photos,
blog
posts,
etc.
with
modera>on
for
real-­‐>me
content.
This
enables
the
host
to
surface
the
event
community,
and
the
voice
of
the
aJendee
on
behalf
of
the
event.
Period
Event

20. IBM Impact aggregates real-time updates on
displays in the event lobby
20

21. IBM Impact aggregates real-time updates on
displays in the event lobby
21

22. IBM Impact aggregates real-time updates on
displays in the event lobby
22

23. SAP TechEd streams live Twitter feeds, as well
as a “ticker” of in-session activities and changes

24. Salesforce’s
Aggregation
Wall

25. Salesforce’s Aggregation Wall

26. Dreamforce aggregates Chatter content
throughout Moscone Center on large displays

29. Best practices
 Education: "The good, the bad, but not the ugly."
 Process: Determine if content will be filtered,
moderated, or curated (manual or automatic), and
appropriate roles and workflows.
 Strategy: Develop a social strategy (hash tag,
profile, facebook) to support the effort.
 Comms Plan: If you don’t tell them, they won’t
come.

30. Social Concierge
DefiniBon
AJendees
receive
real-­‐>me,
proac>ve
support
on
social
channels
DescripBon
Hosts
monitors
social
channels
and
responds
in
real-­‐
>me
to
ques>ons
and
issues
posted
by
prospects
and
aJendees.
This
effort
drives
leads
prospects
through
the
marke>ng
funnel
and
increases
aJendee
sa>sfac>on.
Period
Pre-­‐Event,
Event,
Post-­‐Event

31. Web 2.0 responds to support questions and
offers other assistance via Twitter

32. Gatorade monitors conversations from a
dedicated room
Gatorade’s Social Media
Command Center is a
“war room for monitoring
the brand in real-time
across social media.”

33. Radian6 powers Dell’s Social Media Listening
Command Center
“The Command Center
is a dedicated control
room that oversees
incoming mentions,
segments them
accordingly, and
provides the space for a
team of analysts to
study the data and
decide how best to take
action.”

34. LEAp Team

35. LEAp Team

36. LEAp Team

37. The Pizza Hut Hub monitored conversations
during Super Bowl 2011

38. LEAp
Triage
Process
Neutral
Posi>ve
Nega>ve/Confiden>al
Do
you
want
to
Assess
Evaluate
Retweet
message
respond
or
amplify
Message
Message
with
reply
the
message?
No
Yes
No
Is
it
a
topic
that
is
No
ac>on
relevant
to
other
Reply
to
message
taken
Yes
aJendees?
Yes
Reply
and
let
them
know
Do
you
have
the
info
you’re
looking
into
the
issue.
Can
you
provide
you
need
to
respond
No
Escalate
issue
to
the
addi>onal
now?
appropriate
contact.
Yes
informa>on?
No
Yes
Yes
No
Nicely
explain
the
facts
Unhappy
AJendee
Are
the
facts
correct?
and
con>nue
to
monitor
Yes
Is
this
a
topic
No
the
issue
No
Thank
the
individual
that
is
relevant
or
let
them
know
to
other
you’re
glad
to
see
Yes
aJendees
that
they’re
happy
or
Retweets
of
unhappy
No
enjoying
their
aJendee’s
tweets
Are
the
facts
correct?
experience
Yes
No
Yes
Explain
what
is
being
done
Retweet
Is
the
issue
being
to
resolve
the
issue
or
let
Reply
to
message
resolved?
the
retweet
of
the
original
individual
with
reply
message
with
the
reply
take
care
of
it
Brand
or
event
Yes
Gather
aJendee
info
confiden>al
informa>on
and
escalate
to
publicized
by
aJendee
appropriate
contact
No
Yes
Report
post
as
spam
and
Spam
con>nue
to
monitor

39. Best practices
 Mindset: Ensure that staff have the right mindset
for social support.
 Process: A triage plan and workflow must be
formalized and presented to staff for real-time,
rapid, and effective response.
 Influencers: Monitor influencers and engage
differently from regular attendees. For example,
the social concierge can arrange for personal
greetings with influencers, online and in person

40. Mobile Social Networking
DefiniBon
Increasing
aJendee
engagement
on
site
through
mobile
social
networking
app
DescripBon
Host
provides
a
mobile,
social
networking
app
to
increase
pre
or
on-­‐site
dialog,
sharing,
or
other
par>cipa>on
(such
as
networking
or
booth
visits)
through
recogni>on
or
rewards.
It
may
include
game
mechanics,
such
as
badges
or
check-­‐
ins,
or
u>lity
func>on,
such
as
real-­‐>me
agenda
updates,
or
map
of
the
conference
area.
This
enhances
the
aJendee
experience
and
increases
aJendee
sa>sfac>on.
Example:
AJendees
at
Salesforce’
Dreamforce
used
a
dedicated
backchannel
on
the
mobile
app.
Period
Pre-­‐Event,
Event

41. Dreamforce’ mobile app offers a range of utility
Dreamforce’ mobile app allows
users to post and view its
dedicated backchannel on chatter,
check schedules, view maps, rate
sessions, and receive real-time
push notifications. This app was
built by QuickMobile.

42. LeWeb attendees connect their profiles via
LinkedIn integration
LeWeb 2010 attendee profiles are
updated with LinkedIn information,
after logging on with their LinkedIn
accounts. This feature is provided
through Presdo Match.

43. Facebook F8 attendees check-in via RFID
Facebook handed out RFID tags to
attendees, which were used to check into
kiosks. This idea started at Facebook as a
“Keg Presence, a way for Facebook
employees to post or share photos every
time they visited the company keg.

45. OracleWorld attendees register at the event with
their mobile phones

46. CES 2011 encouraged booth visits with
Foursquare check-ins
CES Foursquare account
provided “tips and tricks” at
CES, and offered prizes to
those who collected badges
for exhibit booth check-ins.

47. Bloodhound, an event app, is a remedy for
FOMO
Suggestions Exhibitors People

48. Best practices
 Marketing: Apps are only useful if there is a critical mass.
• Market aggressively - it should conveyed as an integral part of the
attendee experience.
• Enlist speakers to participate and encourage usage during their
sessions, and provide incentives for attendees to download and
use the app.
 Connectivity: Ensure dedicated wifi and coverage
throughout event space, as apps are useless with poor
reception.
 Utility: Make sure the app is delivering on real needs, so
attendees will download and use, e.g. include real-time
updates through push notifications, or exhibit hall maps

49. Image
by
ronni44052
used
with
AJribu>on
as
directed
by
Crea>ve
hJp://www.flickr.com/photos/ronnie44052/2730239605
Key Takeways
©
2010
Al>meter
Group

50. Guiding Principles
1. Build a strategy for the entire attendee
lifecycle. Shift mindset away from a hourly to
daily event to a pervasive never ending event.
2. Do both: Join and Build: Remember, in many
cases, communities have been there before we
got there. You must both integrate where they
are, as well as build new online experiences.
3. Bring the outside in and take the inside out.
Use cases should match a specific business and
attendee need. Stop experimenting and derive

51. Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495
Collapsing Distances
Connecting PeopleTM

52. Kenny’s List of Uber Trends
- Converging of Physical and Online.
– Pendulum
has
swung
back.
F2f
s>ll
is
the
apex
of
communica>on,
but
the
lure
and
benefits
of
extending
audiences,
extending
spend,
and
extending
dura>on
drives
increasing
interest
in
remote
engagement.
- Social TV (Second Screen or Social 2 screen movement)
– Move
from
Passive
to
Ac>ve.
Beyond
the
Hashtag
in
the
corner.
– Program
Design
with
the
assump>on
that
viewers
have
two
screens
(a
laptop,
tablet
or
phone).
– The
test
for
TV
will
be
how
to
integrate
social
media
into
non-­‐live
events.
On
demand
entertainment
is
s>ll
the
thorn
for
TV
and
innova>ve
ways
to
make
social
media
feel
organic
regardless
of
>me
will
be
highly
desirable.

53. Trends
- Games (“gamification”) / Storytelling (“transmedia Storytelling”)
– Engagement
and
Mo>va>on
Design
which
includes
everything
from
Psychology,
Sociology,
Crea>ve,
User
Interface
– Using
game
mechanics
and
dynamics
to
drive
behavior
– “Anything
measured
can
be
made
into
a
game”
Jesse
Schell
– Blending
of
extrinsic
and
intrinsic
mo>va>on
- Brand, advertiser and the location convergence in the context of the
Social, Local and Mobile (SoLoMo)
– Events
are
the
embodiment
of
this
triad.
Not
just
Pre
{twiJer,
hashtag,
foursquare
swarm,
plancast}
/during
{Facebook,
twiJer,
foursquare,
Facebook
places}
/post
{Facebook,
blogs,
twiJer}
– Mobile
plarorms
have
hit
cri>cal
mass,
and
global.
– Collision
of
social,
local
and
mobile
media

54. 54
Collapsing Distances
Connecting People
Creating Value TM
Kenny Lauer
klauer@gpj.com
Twitter: kennyL