Socially Powered Live Events: You Don't Have to Send A Man To Space to Be Successful
•
0 likes•1,156 views
You don’t have to have a man jumping from space to be able to have a successful socially powered event From local events to worldwide record breaking phenomena, the idea of understanding why and how people share will increase the opportunities of luck in getting people to talk about your events. During Social Media Week London 2014, Tessa Barrera, former Head of Social Media at Red Bull, discussed Red Bull Stratos, and how social media played a crucial part in the award winning campaign. She provided a unique perspective on engaging fans and allowing them to lead a conversation about the brand which drives content from the community. She discussed strategies for creating shareable moments by allow events to be consumer rather than brand led.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Socially Powered Live Events: You Don't Have to Send A Man To Space to Be Successful
Similar to Socially Powered Live Events: You Don't Have to Send A Man To Space to Be Successful (20)
Recently uploaded
Recently uploaded (13)
Socially Powered Live Events: You Don't Have to Send A Man To Space to Be Successful
- 1. PEOPLE POWERED SOCIAL September 25th 2014
- 2. KEY POINTS • APPROACH SOCIAL FROM A STRATEGY/UX POV • GET PEOPLE TALKING ABOUT SOMETHING YOU’RE DOING • INCREASE THE PROBABILITY OF LUCK
- 8. 40% 40% 20% Amazing RB content Amazing UGC Promotional
- 15. to understand how small you are. “ Sometimes you have to get up really high - Felix Baumgartner”
- 27. 1:1 in Real Time
- 32. +
- 37. 8 MILLION CONCURRENT VIEWERS 52 MILLION VIEWS OVER 150 MILLION VoD VIEWS 400% INCREASE ON BRAND ENGAGEMENT TIME
- 39. EVENT APPROACH TO SOCIAL • Get everyone on board • Understand why people would care, why people would share? • What are the friction points? How do you remove them? • Don’t be precious about content – how can you get the most eyes on what you are doing? • Be on the platforms understand how and why people are using them • Be reactive and adaptive • Continue the conversation
- 44. KEY POINTS • Approach social from a strategy/UX POV • Get people talking about something you’re doing • Increase the probability of luck
Editor's Notes
- Oscar Morales – One mIllion voices against the farc While doing PR in 2008, I worked at a .com and was brought in to do the PR for the Alliance of Youth Movements – working to manage the comms for the White House, State Department, google and Facebook. The AYM brought together groups from across the world who used social media to affect political change such as the April 6th Movement in Egypt. And this was my first real intro into how ppl use social as a communication tool – using people to share a message and reach large numbers of people. It was people connecting to people, affecting real world perceptions and events. And idea of getting the world talking about what they were doing.
- $20MM in grants 63MM votes 3Billion earned media impressions
- So we focused on the user experience and how other people could lead the message for us. And that built the foundation of my entire work in creating the social team and our work there focusing on the user experience and having consumers lead the conversation rather than on community management. It was social strategy and user experience, not community management. Earn the same amount of media vs the advertising. Take consumers on a journey with Pepsi.
- So when I saw the ad in mashable for RB, I never thought I had a chance, and Community management wasn’t my strength. But I was hired, shipped out to the headquarters in Austria and the adventure begin. Because my background was both PR sharing the brand message, and my social experience, having other people lead the conversation for us, I had to figure out the right approach to community managing so Itook the time to really understand the community and dig down – how did the community speak, what did they share, what music did they like on video content. What arose was how to be authentic in the community. Didn’t approach it as broadcasting, approached it as creating shareable content – to be a member of the community rather than a friend As part of this, I never planned the RB posts. It was literally what was happening and what and how were people talking the day of – looking at it 20 minutes before had to post. The goal wasn’t to promote it was purely to be authentic and create shareable content that would resonate within the community. Interesting because still everyone had an ask to promote something
- How to remain authentic to the community and be something they wanted to engage with. But the challenge still remained – so created an approach on how to be authentic, be a source for fans to share and tack their name on, but still provide opportunities for the brand to push out its asks.
- For instance, Red Bull makes a ton of long form content, but putting a 10 minute video up on social, no matter how great it is, we knew wouldn’t resonate with our audience because they dropped off around 2 minutes in. So we approached each of these asks with a thought of why would they care, why would they share. So with this example, we simply took the raw footage of the go pro
- In order to promote the last episode of Four By Three on the .com, a GoPro version of the final run was directly uploaded to Facebook with a link out to the .com without calling out the additional piece of content on the .com so it was just a great video and a link. The video received more than 50,000 Likes and 17,000 shares and helped the episode get over 100,000 views on the .com And by holding this idea up of why would they care, why would they share, it shifted the way we appraoched social.
- Typically most brands think of using social to help funnel their brand message down to their consumers
- But we worked to flip the pyramid and ask how could we activate our consumers to lead our brand messaging?
- So with flugtag for instance you have a pretty cool event with funny crafts jumping off of tall platforms only to crash land and die horrible deaths in a pit of water below. Sounds awesome. But the reality of the event is it is a full day activation with lots of lag time and very little action. So in order to encourage people to share we had to put ourselves in the place of the consumer and understand that perhaps offering wifi would help encourage people to share photos, using a hashtag and pasting it in obvious places would remind people in their down time to potentially share, and building digital activations like voting both pre and post event could help drive and direct the consumers sharing happening.
- This all culminated in the Red Bull Stratos approach – how do we activate consumers and get a mass amount of people talking about this event. And if any of you aren’t familiar with it, here’s a little look at what happened.
- I think Felix, not to give him too too much credit, actually though hits on a great point. As a marketer you have to really take a step back to realize just how insignificant what you do actually is. And I don’t mean that in a derogatory way, I just mean that as technology is changing, people are beginning to narrowcast, marketers can’t broadcast any more. There needs to be a strategic approach to how you approach activating people and making successful shareable social. This means changing the way you approach digital and social, and losing a bit of control. I think Stratos is a great example of this and so I’ll walk you through the approach and the effects it had both digitally and physically, as well as how you can potentially use some of this in your own approaches. That’s how we shifted the focus on things at RB, we used to do cool things and hope people would share and talk abou tthem, but we realized the real power was if others led the message and talked about it because we would have a bigger impact.
- We all knew it was a man jumping from space and it would be awesome, but we didn’t know if people would really pay attention. We knew it would be a great highlight clip and news stations would pick it up if some world records were beaten, but could we get people to tune in and watch the event live? That was the real challenge. If people just saw the highlight it would be a marketing stunt, but if people took part, as in the moon landing – our #1 comparision – then it would have more impact.
- And even more so mobile. It became evident that this was an event that would be purely digital. It would be very hard to send a ton of people up to space to watch the jump, and this was the manner we would need to really activate if we wanted people to tune in every step of the way.
- The measureable, quantifiable success of the project is clear. But, as this proverb suggests, this boat didn’t go forward by each one of us rowing our own way. Taking consumers on a journey, and taking business on a journey – whole business galvanized behind this moment.
- The way we approached it therefore first was less social and more tactical. If we wanted a lot of people to watch the video, we couldn’t rely on driving people to our own channels. It’s not an easy decision as the argument was made to keep people on our own channels, we would get all the benefit as the brand, but the counter argument was that it would limit the number of people who would see it. It meant a loss of control, but visibility was the approach we took. It’s not the destination it’s the adventure along the way.
- Decided use YT, everyone had to use the player and each market was tasked with finding news channels and other influencers to embed the stream in their own channels. So again we used a distributable player but also worked on seeding it out rather than driving everyone to one place. We understood the way people consume media
- But we did hold some things back on our channels as an added benefit.
- Did the same with other pieces of content. Didn’t keep it on side, allowed it to go out. It wasn’t precious.
- Little bit of a loss of control, but with the right strategy behind it has an impact. Same thing we did from looking at how do we get people in social to talk about us – lose the everything has to come back to the brand and understand how people use the internet to get a bigger impact. Some of social is luck, but the more you put opportunities out there. The More I practice the luckier I get – gary player
- Third We also studied other big events and how people spoke about them on social. Nick Wallenda
- 84 yearold god fearing man Knowing what and where people were talking about things and then supporting it with content. So AMA talking about how awesome Joe Kittinger was.
- 4th
- We had made so much noise that people actually would turn to our channels. So we had to create instant content and get it up there quickly.
- At this point we realised crap!
- Building upon the records Felix broke, were the records that Red Bull Media House and Red Bull broke – 8 mio concurrent viewers. For those of you not familiar with the term, that means 8 million people across the globe in different time zones tuned in all at the same time. English over 60MM non-brand led impressions
- Of the 1,096 UK adults surveyed by YouGov, it was discovered that 42 per cent stated that social media sites should be used to interact with friends, and not with retailers.
- "70% of UK traffic comes from Facebook, compared to only 6% from Twitter" "60% of our audience aged 18-34, which is much younger than most newspapers." "Our audience is primarily london centric at the moment. There are slightly more female readers than male, with women sharing stories far more than men."
- 360i – 15 person strong social team with copyrighters, strategist theAudience – matrix publishing A lot of manpower for one piece of content and for most brands, that isn’t cost effective. And it’s also a bit outdated. Did this as an ongoing campaign – and by doing it repeatedly increased their chance of getting lucky