Cindy Zhou presented on socially optimizing PR events. The presentation covered trends in traditional media going social, how to engage audiences, media, and fans through social channels at events, and 10 golden rules for using social media at events, such as linking registration to social sharing, using hashtags, and incentivizing social contributions. The goal is to reach more audiences and give opportunities for content sharing.

1. Cindy Zhou Presented for Internal Training, July 2013.
SOCIALLY OPTIMIZED PR EVENT
REACH MORE AUDIENCE AND GIVE FANS OPPORTUNITY TO SHARE
CONTENT

2. AGENDA
• The Socializing Traditional Media
• What to Achieve through Social Media?
• 10 Golden Rules to Socially Optimize your Event
2

3. LET US START WITH THE TREND THEY ARE TAKING…
3
MEDIA ARE CORE AUDIENCE OF PR EVENTS

4. Journalists need to create
more than just text articles.
They are now being required
to become photographers
and videographers on top.
4
TRADITIONAL MEDIA HAVE GONE
SOCIAL

5. OUTLETS RELYING ON SOCIAL TO
REACH THEIR AUDIENCE
5
• Top Tier Traditional Media Are Enjoying Online Influence
21st Century Business Herald, China Business News and Economic Observer, the 3 biggest
business newspaper in China have over 569m followers on Sina Micro-blog
• Content is published when it is ready, not according to publishing schedules
For events, content can be published any time, from anywhere

6. READERS FOLLOW PREFERRED
JOURNALISTS ONLINE
6
Mr. Zeng, an IT reporter
with over 40K followers
Mr. Yuan, a columnist with
over 600K followers at
Sina Micro-blog

7. FOR AUDIENCE
FOR MEDIA ATTENDEE FOR FANS
Engage audiences through our own
social channels
Give media the opportunity
to create content for their
social channels
Give consumers and fans
the opportunity to share
content through their
networks
WHAT SOCIAL CAN BRING TO PR
EVENTS?

8. • Pick the right channel and
tone of voice for the event
• For most channels, balance
event content with ongoing
publishing
• Tell the whole event story,
behind the scenes for non-
attendees
• Take requests – what does
your audience want to see
• Experiment with content
creation methods
• Ensure quick responses
• Dedicate resource
ENGAGE AUDIENCES THROUGH OUR
SOCIAL CHANNELS
8

9. • Pick the right channel and
tone of voice for the event
• For most channels, balance
event content with ongoing
publishing
• Tell the whole event story,
behind the scenes for non-
attendees
• Take requests – what does
your audience want to see
• Experiment with content
creation methods
• Ensure quick responses
• Dedicate resource
GIVE MEDIA THE OPPORTUNITY TO
CREATE CONTENT
9

10. • Although not a traditional PR
target, fan interaction can
create a great PR story
• Think of ways to ‘gamify’ fans’
experiences at the event
• Perhaps fan tweets or photos
could ‘unlock’ certain event
occurrences
• Inventive check-in or
competition mechanics to
engages a consumer audience
• Provide access to their
networks – touch screen
displays where fans can share
content online
GIVE FANS THE OPPORTUNITY TO
SHARE CONTENT
10

11. 10 Golden Rules
for Social Media at your Event
11

12. For larger events,
encourage registrants to
post to their social
networks
By doing so, buzz is
spreading before an event
by driving new sign-ups to
share event information
online
12
1. LINK REGISTRATION TO
SOCIAL SHARING
Global China
Tools：

13. When thousands of people
attend an event, how do you
filter social media to listen to
those who matter most?
Prior to an event, identify
your core influencers and
gather them together
13
2. CURATE ATTENDEES IN ADVANCE
Tools for China Market：

14. Consistency
• One core branded hashtag for
your presence at an event,
• Use non-branded tags to
participate in wider event
conversations
• Make it short and memorable
Visibility
• Put you core hashtag everywhere
– on your invitations, display
boards, presentations, at the
registration desk
Measurement
• Input your hashtag into your
measurement system before the
event. It is easier than trying to
collate mentions after the fact
14
3. #HASHTAGS
A hashtag is a word or a phrase prefixed with the
symbol#] It is a form of metadata tag. Short
messages on microblogging and social networking
services such as Twitter, Instagram, Google+ or
Weibo may be tagged by putting "#" before important
words. Hashtags provide a means of grouping such
messages, since one can search for the hashtag and
get the set of messages that contain it.

15. For keynotes, panels, or
seminars, social media can
be a great way of fielding
questions from the audience
Using a hashtag means that
people who aren’t at the
event can get involved
Can be filtered to ensure the
opportunity is not abused by
troll activity
15
4. USE SOCIAL FOR GENUINE
SPOKESPERSON INTERACTION
Tools for China Market：

16. Shareable content isn’t just
clever pictures or funny
videos
Key messages should be
clear and easy for attendees
to share, displayed where
possible
When creating speeches,
look to include content which
easily fits inside a tweet’s
140 character limit (China
Micro-blog ‘s 140 Chinese
character limit)
16
5. MAKE SPOKEN CONTENT
‘TWEETABLE’

17. It should direct users to a
mobile-optimized webpage
with functionality tailored to
your audience and
application.
Put your QR code on every
single piece of promotional
material you have.
17
6. USE QR CODE TO DRIVE
OFFLINE-TO-ONLINE INTERACTIONS

18. Attendees will often create
content while at your event
Get them doing more of this
by offering a prize or
incentive for the best content
For example, run an Sina
Mircoblog competition where
the photo with the most likes
(using the event hashtag)
wins a prize
18
7. INCENTIVIZE SOCIAL
CONTRIBUTIONS

19. For an international or
exclusive event, can you
make consumers in your
market feel part of the action?
Create Opportunity to share
content to social networks
via methods such as social
broadcast
Or Something more
Creative…
19
8. CONSIDER THE NON-ATTENDEES
Google+ and TopShop collaborated to set up a
photobooth so that shoppers in a London store could
snap photos of themselves as models at LFW

20. Set up measurement before
the event, ensuring you know
what you are tracking –
brand mentions, links, traffic
Build a dashboard which
helps you see useful content,
not ‘all’ content
Make measurement
actionable and linked to
event objectives
20
9. ENSURE YOU ARE SET UP TO
MEASURE

21. Services like Releas’d and
Storify allow you to share post-
event content in a visually
compelling way
Though in China market, there is
not yet localized product
customized to China social
landscape, we can still use own
online and social channels to
help maintain momentum and
raise awareness among those
who weren’t able to attend
21
10. SHARE CONTENT AFTERWARDS

22. 22
ALWAYS… ALWAYS HAVE A GOOD
WI-FI CONNECTION!

23. INTRAPRENEUR
• Practice Leader of
Integrated
Communications,
• Lead and participate
agency pitches for
clients at local,
regional and global
level with proven track
record
COMMUNICATIONS
• Background includes
marketing, PR, journalism,
market research and
startup experience.
• Planned, executed
communication strategies
and campaigns for local
and multinational clients
AWARDSProvide information on Eastman Chemical’s
• PRWeek Awards 2013-
Best Promotional Event of
the Year
• Stevie Distinguished
Honoree in the PR
Campaign of the Year
2011
• Finalist, Asia-Pacific
SABRE Awards 2011
CINDY ZHOU
ABOUT ME
23

24. 24
ABOUT
www.CommunicationsInsider.com
A place I share my observations and insights on marketing and Chinese
consumers and where you can maintain up-to-date knowledge of industry
Best Practices.

25. THANK YOU
FOR YOUR ATTENTION
We are living at the crest of a communications
revolution. The no rules of marketing and public
communications are the parts of a much bigger
and incredibly important evolution.
Contact Me
Name: Cindy Zhou
Email: cindyzhouxinyi@gmail.com