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How To Drive Social Leads From Events


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It’s no secret that B2B events can pump out some dull social content. But just because B2B may have a more serious tone does not mean it needs to be boring!
In this webinar, run in partnership with OgilvyOne Business, we share simple ideas for making your conference a social success. We discuss how companies can turn their events into a platform for driving leads and building customer relationships, and how to apply the same strategy for your event.

In this session you will learn:

- How to use social to get people to meet you face to face
- How to capture more leads from events
- How to make your content more interesting
- How to get your customers to tell their colleagues and peers how great you are

Published in: Social Media
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How To Drive Social Leads From Events

  1. 1. eventPLUS Webinar for clients by Rob Blackie & Andréanne Leclerc London & Hong Kong, 14th April 2016
  2. 2. Why Events? •  Face to face has a large impact on B2B purchasing decisions •  Events make large numbers of customers available to influence at one time •  Social now a key part of events – connecting people in different rooms or locations into a discussion that parallels the offline experience
  3. 3. What is eventPLUS? eventPlus is Ogilvy’s unique process to drive value from events across the customer lifecycle – driving awareness, consideration, leads and sales: •  Building brand and reputation: Influencing customers who do not know your brand •  Driving leads and sales •  Deepening relationships with customers •  Influencing their peer group and co-decision makers •  Driving value beyond the day of the event
  4. 4. Table of contents 1.  Driving value from events 2.  The process: Practicalities •  Where to start •  What are the experts needed to deliver? •  3 stages: pre, during and after 3.  Measurement framework
  5. 5. The Process
  6. 6. Three areas of focus Driving: •  Reach: Influencing customers who do not know your brand: •  Amplifying to event attendees on Social •  Deeper relationships with customers – face to face and online •  Engaging before and during the event •  Capturing data from Social into CRM system •  Content to customer’s peer groups and co-decision makers •  Encouraging advocates to share your content •  Promoting advocate content to their co-decision makers & peers
  7. 7. Driving value before, during & after events Pre-event Event Post-event Increase engagement with event content Drive advocacy to internal stakeholders & external peer group Initiate sales team relationship – online (& face to face) Drive registration & reduce drop outs Additional data capture Amplification to target non attendees ‘New new’ lead gen
  8. 8. Ogilvy at Cannes •  Three times the volume of mentions of Twitter and Google combined, 13 times as much as the nearest competitor. •  #OgilvyCannes trended on Twitter •  390m impressions beating brands with celebrities from Kim Kardashian to Patrick Stewart.
  9. 9. The Process: Practicalities
  10. 10. Key areas for success Business Ambition: Agreeing measurement and potential dollar value to the business validates & determines the level of eventPLUS investment Customer insight: Research on industry conversations, target audiences and the event program ensures that content matches customer interests Internal alignment: Especially joining Sales and Marketing teams Content planning: Ensuring that content is planned for the event (and template creative and processes are set up for reactive content), alongside a publishing strategy, influencer relations, team structure (client & agency) and partner engagement.
  11. 11. 3 Stages Process Pre-event Event Post-event •  Audit needs across organisation" •  Set pre-established measurement goals" •  Cross reference speaker / attendee lists against target / existing clients" •  Establish Creative Platform" •  Agree narrative" •  Agree engagement channels (social media platforms, media interviews, organiser blogs, mailers, email)" •  Agree Paid, Owned, Earned mix & Search strategy" •  Populate content calendar" •  Create content bank – research, thought pieces, long form at byline & short / soundbite grabs" •  Create visual assets – video, product shots, infographics" •  Outreach to influencers / customers" •  Active narrative" On the ground at the event, our multi-disciple team will generate content in real-time based on the activities and attendees across a variety of different formats and channels." After the event the team will put together a post event report to provide an overview of the activity undertaken, success metrics and an analysis on the whole event." " " " " " " Further content creation and partners engagement." Planning" Measure"Engagement & Execute" 1 week – 4weeks post event"Live coverage – duration of the event"Minimum 4 weeks, Up to 3 months"
  12. 12. What do the experts need to deliver? •  eventPLUS is delivered by a range of experts with a project manager coordinating the efforts to ensure we achieve an integrated approach to social and digital. •  Each team member provides a unique POV and value from their area of expertise, which we are looking to bring together to achieve a holistic approach. •  Each team member will take on a role to ensure the workload is spread and we achieve transparence across the business. Insights Content Project Manager Influencers Management Partners & Enablement Strategy Analytics Support team: Media Amplification Support team: PR Amplification Publishing Distribution, amplification
  13. 13. Pre-event Experts involved: All The eventPLUS process ensures we achieve an integrated approach in distributing the most relevant content in social and digital channels. Before executing eventPLUS, determining a holistic social strategy is key. Insights from Ogilvy’s listening or conversation map exercises are translated into an overall strategy. Only then can content planning and influencer/partners identification begin. Throughout this entire process, the project manager ensures the team is on track and provides operational, strategic and tactical guidance. Define event objectives, eventPlus contribution and plan of action (pre-during, after) Run listening exercise with relevant event/product, brand keywords Establish overall strategy based on extracted insights Create templates and/or adapt existing content Reach out to influencers/partners for distribution and amplification Event day run through
  14. 14. During event Experts involved: •  Project Manager •  Content •  Publishing, Distribution, Amplification •  Influencers •  Partners During an event, the eventPLUS team develop, create and produce real-time content. The publishing, distribution and amplification team monitor channels for new topics to create content around and the project manager ensures that timings are met and the team does not stray from the strategy in place. New exhibition/ presentation begins Onsite reporter takes video/picture OR notes down quote from speaker Onsite designers put picture/quote into existing template. Producers edit videos. Copy writing. Show final product to the approver Upload onto appropriate channels Monitor social channels for replies and shares Approval 30-45 minutes
  15. 15. Content examples Quote Card Vine Video Info-graphic Vox Pop Video Image Quote Card
  16. 16. Social Wall & Newsroom Centre An additional feature of eventPLUS is installing a social wall at the event to allow people to see all the exciting content that is being shared around your event or having. A physical newsroom center can also be setup at the event location.
  17. 17. Post-event Experts involved: •  Project Manager •  Analytics After the event or product launch wraps up, the eventPLUS team continues its efforts to track results. Measurement & reporting is necessary to gauge effectiveness of social efforts and to note down learnings for future eventPLUS implementation. Compile a list of all channels that content was seeded out of Run a final social listening exercise to determine how content was perceived Run a analytics exercise to determine how content and channels performed Compile findings in a eventPLUS wrap- report Create eventPLUS case study with learnings and key takeaways
  18. 18. Measurement framework
  19. 19. Identify metrics to measure your objectives Measure Engagement: Look for metrics around comments, replies, and shares. How many people are participating, how often are they participating, and in what forms are they participating? Platforms like Facebook have in-built analytics tools that show all engagements. Measure Awareness: Use metrics like volume, reach, exposure, and amplification. You can use tools such as tweet reach to measure far is your message spreading. Goal: Drive Traffic Track URL shares, clicks and conversions. Are people moving through social media to your external site and what do they do once they’re on your site? This can all be measured through website analytics. Goal: Find advocates and fans Track contributors and influence. Who is participating and what kind of impact do they have? Goal: Increase your brand’s share of voice Track your volume relative to your closest competitors. Social listening can be conducted to measure how much of the overall conversation around your industry or product category is about your brand.
  20. 20. What do you track and how? Tracking paid media performance, organic content and channels performance should be done separately. Establishing the effect of paid media on organic performance would help optimize paid media budget and strategy. There are limitations to organic reach and this should be taken into consideration while setting targets. Data Quantitative metrics (organic versus paid) Data sources Data Qualitative KPI’s Data sources Impressions, views, clicks, engagement level (likes, comments, shares, " search volume, content pillars performance (engagement)" Fan’s/followers/ subscribers growth" Weekly, monthly visits (traffic), active users" Bounce rate, time spend" Usage, frequency" Leads: Number or Leads//trials, usage of wish list, pre-order, event participation" Sales sales value: news customer acquisition revenue, change in off- take, category sales, change in volume, ROI" Social Media platforms Analytics," Website Analytics" Social Listening" Social Media platforms Analytics," Website Analytics" Google rankings" Marketing automated software" Database" Website analytics" 3rd party data" Content level Data" Channel level Data" Leads and sales Data" Macro Data" Brand awareness, brand perception" Share of voice, sentiment, topics of discussion, key influencers" Surveys (brand, awareness, perception, etc)" Social Listening"
  21. 21. Questions? Andréanne Leclerc Regional Director Social@Ogilvy APAC @leclerca Rob Blackie Director of Social OgilvyOne @robblackie