In the complex and noisy environment that is the social media landscape Joe reveals not only how to use social media to drive visitors to your event but also how to deliver the event back into the social environment and fully optimise the social experience.
15. BUILDING LONG TERM RELATIONSHIPS
Output
Listening
Community Management
Industry / consumer
activity
Creating a
communication
framework to deliver
consistent
engagement
Keywords to
monitor
conversations
and news
Actions to
deliver relevant
content to the
audienceFind & Build
Community
SoV
Influencers
Audience Focused Flow
CampaignStock
Create spikes in activity
Measured separately
Results
Intent to
purchase / ROI
19. • Offline brand experiences are the
main online conversation starters*
• 63% more brand recall when
something is interactive**
• WOM is key to ticket sales
• Social is key to driving WOM
*Insights Consulting report Sept 2011
** 2010 Report Barun & Sully
Use offline events to
drive online
conversation
Use online
conversation to drive
awareness and
recommendation
BEFORE BEFORE
23. CONVERGED MEDIA MODEL
Paid Media Owned
Earned
Sponsored
Customer
Brands that
ask for
shares
Promoted
Brand
Content
• Outreach – Deliver content to your audience
• Facebook Pages
• Twitter Accounts
• Google+
• Pinterest
• Instagram
• Sound cloud
• Youtube
• £1 per like
• £2.50 per follow
• Asking users to invite their peers
• Getting user to create and share
their own experiences
• Facebook sponsored stories
from user actions (46% higher
CTR)
Promoting localised editorial content
42. Bring back
past content
THE OPPORTUNITY
New
User Generated
Content
Curated Content
Create micro
events
Ask them what they’d
like to see next year
Speakers, Artists, Jo
urnalists etc
Re live the
event
BREAK THE MOULD
43. MEASURE
Number of times it
may have been seen
Impressions
Reach
Clicks
Engagements
Traffic
Sales
Views
The number of people
content is delivered to
The amount of people who viewed specific
content (demographic where possible)
How many people clicked
How many people
engaged with the business
Traffic driven to key landing
point through CTA’s
ROI
Sentiment Intent, happy, sad
44. Go out and find your audeince
Think long term (break the mould)
Use your stakeholders
Capture as much content as you can
Live streaming does not have impact ticket sales
Create interesting ways for users to share and connect
IN SUMMARY
46. Joe Edwards
Head of Strategy
Brand Engage
Joe.edwards@brandengage.co.uk
@brandjoe
+44 (0) 1753 866 444
CONTACT DETAILS
Hinweis der Redaktion
Joe EdwardsHead of Strategy –Brand EngageExperience of events (both run social media small scale and larger events – attracted 2million visitors over seven week run)I’ve probably missed some bits and some of my suggestions may not work for every event, I hope this inspires you, if you have any questions please let me knowI’m not a cat owner, but there might be some bad cat jokes
Quick look at the social media landscapeStrategyContentBeforeDuring AfterWhat you should be measuringQuestionsOptimize you social efforts
Amiando - Social Media & Events Report 201272% it’s either some what or very important78% will be increasing your activity
Amiando - Social Media & Events Report 2012Facebook wins Then twitterWhy facebook – we’ll it’s the first big network, because everyone said “we need a Facebook page”But in the real world in real time perhaps it’s twitter that has more opportunity
Twitter Mentioned In 50% Of Super Bowl Commercials, Facebook Only 8%, Google+ Shut OutLike of Zeebox people are looking for a realtime companion
Increase - FamiliarityIncrease - Awareness of brand
Most events are very seasonalInterest over time for the britsMissed opportunity in the seasonality of your events, that few seem to be taking advantage of, building a long lasting consistent relationship with your audiences …. but before I get into that we must look at …
Content Plan Content CalendarDefine how you respondChannelsTone of voice documentKey stakeholders – speakers, artists or their managers
These are the mechanics of building relationshipsWe’ll discuss what the content may be a little later on
Going back to number one goal of familiarity3 studies have shows that repeated statements are perceived as more valid (Illusion of truth) and naturally increase familiarity
You won’t have to reactive your audience
BeforeDrive word of mouthDeliver expecttationsDuring
Because by your very nature your event is producing content, you just have to learn to harness it
It should never stop
Content is sooo importantThink about everyone round the tableHow can you get more content out of those involved with the eventMake it mandatory for speakers to write blog postsHow can you supply more content for them to publishTools such as basecamp, yammer and even a simple editorial calender can help you improve your processes
So what to do during the party
SocialMobileLocalPersonalGlobal
Create a customer service and public announcement channels so people at the event can stay up to date and ask any questions they may have
So what to do during the party – sorry no cats for the next bit
The wristbands could wave them at various stations around the grounds and their Facebook status would automatically notify their friends which stage they were at
But people are paying to see this stuff why would we live stream it as wellDon’t you have an opportunity to create new contentWhich creates new sponsorship opportunitiesIt can be relativity in expensive
RFID bracelets that let visitors update their Facebook status while on the move. By swiping their wrists over sensors before going on rides, participants can 'Like' features, notify friends about their activities, and have their pictures captured and tagged.
Incentivize check-ins- provide deals and offers with check-ins
Drive traffic to social properties – Use email (it still works)Create opportunities for users to tag themselves in photosCreate a hub of content Use social login for private access and ability to quickly shareOh that’s CAT5 network cable
THE PLACE FOR CURATED CONTENTPinterestLink backs to siteReshare contentIncrease the half life of your content
Be the authority on your event
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