Socially Optimized PR Event

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Socially Optimized PR Event

  1. 1. Cindy Zhou Presented for Internal Training, July 2013. SOCIALLY OPTIMIZED PR EVENT REACH MORE AUDIENCE AND GIVE FANS OPPORTUNITY TO SHARE CONTENT
  2. 2. AGENDA • The Socializing Traditional Media • What to Achieve through Social Media? • 10 Golden Rules to Socially Optimize your Event 2
  3. 3. LET US START WITH THE TREND THEY ARE TAKING… 3 MEDIA ARE CORE AUDIENCE OF PR EVENTS
  4. 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. 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. 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. 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. 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. 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. 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. 11. 10 Golden Rules for Social Media at your Event 11
  12. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 22 ALWAYS… ALWAYS HAVE A GOOD WI-FI CONNECTION!
  23. 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. 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. 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

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