Social media involvement adds the ‘wow factor’ to live events. This white paper explains how to manage social media around live events, drive engagement and improve the overall live event experience, with some suggestions for the tools to help you do it.
eModeration: Managing Social Media Around Live Events
1. Managing
social media
around live
events
Social media involvement adds the ‘wow factor’ to live
events. This white paper explains how to manage social
media around live events, drive engagement and
improve the overall live event experience, with some
suggestions for the tools to help you do it.
Authored by Tamara Littleton, CEO November 2012
Authored by Date
For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com
26
eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK
2012
2. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Table of Contents
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
The live experience and social media – why it matters ...................................................................................................... 3
Type chapter title (level 1) 4
What you’ll learn from this whitepaper .................................................................................................................................... 4
Type chapter title (level 2) .................................................................................................................................................................... 5
Type chapter title (level 3) ............................................................................................................................................................... 6
What social media can do for your live event ....................................................................................................................... 5
Promoting events ............................................................................................................................................................................. 5
Contents
Extending the live experience ..................................................................................................................................................... 6
Sports events ................................................................................................................................................................................. 6
Contents Error! Bookmark not defined.
Entertainment shows ................................................................................................................................................................... 7
Being fashion world ......................................................................................................................................................................... 7
The social in a regulated world Error! Bookmark not defined.
Politics.............................................................................................................................................................................................. 8
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
Sharing ideas ................................................................................................................................................................................. 8
The opportunities for social media for financial services companies Error! Bookmark not
Fuelling the live-event fire.............................................................................................................................................................. 9
defined.
The Royal Wedding .............................................................................................................................................................. 9
Setting the rules of engagement Error! Bookmark not defined.
MTV Video Music Awards ........................................................................................................................................................ 10
Crisis and risk management over social media
The Olympic Games ................................................................................................................................................................. 11
Error! Bookmark not defined.
Political speeches ...................................................................................................................................................................... 12
Types of social media live events .......................................................................................................................................... 13
Contents
Live chats, comment participation. ..................................................................................................................................... 13
Live events, no broadcast coverage ................................................................................................................................... 14
Contents Error! Bookmark not defined.
Q&As ............................................................................................................................................................................................. 15
Being social in a regulated world Error! Bookmark not defined.
How to manage and curate social media for live events ................................................................................................. 16
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
Engagement ............................................................................................................................................................................... 16
The opportunities for social media for financial services companies Error! Bookmark not
Curation ........................................................................................................................................................................................ 17
defined.
Preparation .................................................................................................................................................................................. 17
Setting the rules of engagement Error! Bookmark not defined.
Moderation .................................................................................................................................................................................. 18
Crisis and risk management over social media Error! Bookmark not defined.
Channels...................................................................................................................................................................................... 22
Live streaming via YouTube .................................................................................................................................................... 22
eModeration: The Guide to Social Media Engagement for Financial Organisations
Google + Events and Hangouts ............................................................................................................................................ 23
Twitter ............................................................................................................................................................................................ 24
Tools .............................................................................................................................................................................................. 25
About eModeration ................................................................................................................................................................... 26
2
3. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
The live experience and social media – why it matters
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Live events. There’s nothing like them. Sport, politics, entertainment – no matter what the
Type chapter title (level 1) 4
subject, live makes them more… alive! Whether you’re at a gig, hooking up with friends at a
Type chapter title (level 2) .................................................................................................................................................................... 5
bar to watch ESPN or Sky Sports, having people over to watch America’s Got Talent or X
Type chapter title (level 3) ............................................................................................................................................................... 6
Factor, it’s the immediacy, the unpredictability that makes it so engaging.
Contents in the possibilities of social media, and you’ve got something with enormous reach.
Add
We’re not content to just watch passively any more. We log on to Facebook to kick someone
Contentsout of Error! Bookmark not defined. congregate in public parks to watch the Olympics, then
the Big Brother house; we
Tweet like crazy to relay the excitement; we participate in political Q&A sessions, firing
Being social in a we want answered.
questions regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
This is the new era. It’s 20,000 Tweets when the winning goal goes in; it’s set lists and videos
The opportunities for social media for financial services companies Error! Bookmark not
from the O2; it’s your opinion on that contestant before the last note is sung. It’s live and
defined.
dangerous. And you should be there.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
Contents
Contents Error! Bookmark not defined.
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
3
4. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Type chapter titleyou’ll .................................................................................................................................................................... 2
What (level 2) learn from this whitepaper
Type chapter title (level 3) ............................................................................................................................................................... 3
Type chapter title media involvement adds the wow factor to live events. Savvy brands are using all the
Social (level 1) 4
channels at their disposal to generate a buzz around the events they are associated with.
Type chapter title (level 2) .................................................................................................................................................................... 5
That’s what this white paper is all about. We’ll explain how to manage social media around
Type chapter title (level 3) ............................................................................................................................................................... 6
live events, drive engagement and improve the overall live event experience, with some
suggestions for the tools to help you do it.
Contents
Contents Error! Bookmark not defined.
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
Contents
Contents Error! Bookmark not defined.
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
We’ll also show you how to manage the risks. Inviting a for Financial Organisations part of
eModeration: The Guide to Social Media Engagement wider online audience to be
your event requires you to strike the balance between encouraging participation and
making sure people behave themselves. The great thing is that it’s all manageable, and
without killing the buzz. Live is fun; live is immediate; live is powerful. So how can you make it
work for you?
4
5. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Type chapter titlesocial media can do for your live event
What (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Type chapter title (level 1) 4
Promoting events
Type chapter title (level 2) .................................................................................................................................................................... 5
Type Picture title (level have a major product launch, and you’re throwing a party to celebrate.
chapter this: you 3) ............................................................................................................................................................... 6
You’ve found a hundred opinion-formers to invite as guests. How can you help your
advocates to get the word out to your thousands of fans – and those people you want to
Contents
turn into fans?
Contents Error! Bookmark not defined.
Social media channels are ideal for jogging memories, reaching contacts and building
Being social in a regulated world Error! Bookmark not defined.
momentum.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
On Twitter, for example, you can create a specific hashtag about your event – eg
The opportunities for social media for financial services companies Error! Bookmark not
#productxlaunch – and encourage people at the event to use the hashtag and Tweet live as
defined.
your event unfolds. Have your own people Tweet the headline facts; not too often, but often
Settingenough thatengagementTwitter feeds catch the buzz. Let the people at the event supply the
the rules of fast-moving Error! Bookmark not defined.
commentary and opinion.
Crisis and risk management over social media Error! Bookmark not defined.
Facebook Events take no time
to create. You can make your
Contents public or private, and
page
send personal invitations to loyal
Contentscustomers and interested
Error! Bookmark not defined.
prospects. Facebook may not
Being social in a regulated world Error! Bookmark not defined.
be the newest kid on the block,
Who wantsit’s still the most popularbank? Banks are boring, right? Error! Bookmark not defined.
but to ‘engage’ with their
social network, which means
The opportunities for social media for financial services companies Error! Bookmark not
defined.your event has a better chance
of being found.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media to spread the word. What sets Google’s relatively
Google+ Events are another great way Error! Bookmark not defined.
recent event-planning platform apart is it encourages engagement before, during and after
the event, linking Guide to Social Media and YouTube (more on this later). It’s also
eModeration: Thewith Google+ hangouts Engagement for Financial Organisations fun to use
and a doddle to master.
For ticketing options which will allow payment, Eventbrite is the market leader, socially
connected, with full data tracking and now with a new iPad ‘at the door’ credit card reader
system.
5
6. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Type chapter title (level 1)the
Extending live experience
4
Type chapter title (level 2) .................................................................................................................................................................... 5
Social media allow brands and broadcasters to extend the reach of their events and bring
Type chapter title (level 3) ............................................................................................................................................................... 6
people close to the action. Fans can watch live streaming on YouTube, Google+ or
Facebook, or submit ideas and questions to a live panel, for example. Here are some
Contents
examples of how live events organisers have used social media:
Contents Error! Bookmark not defined.
Sports events
Being social in a regulated world Error! Bookmark not defined.
At the start of 2012, Livestream hooked up with The Championships at Wimbledon to give
Who wants to ‘engage’ with theironline coverage and access. Fans were treated to up to five hours
tennis fans unprecedented bank? Banks are boring, right? Error! Bookmark not defined.
of live video streaming a day, and enjoyed interviews with players, press Bookmark not off-the-
The opportunities for social media for financial services companies Error! conferences,
court reports and behind-the-scenes content that wasn’t seen on live TV.
defined.
Setting the rules theengagement Error! Bookmark not social media channels – fans chatted in real-
But where of interaction really took off was on defined.
time with each other during matches, shared photos, and got updates on everything
Crisis and risk management over social media Error! Bookmark not defined.
happening at the tournament.
Contents
Contents Error! Bookmark not defined.
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
Wimbledon using Facebook & Livestream to create a mashup to
connect the press room to Facebook fans.
6
7. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Entertainment shows
Type chapter title (level 1) 4 Broadcasters aren’t just fighting for
audience figures. They’re wise to
Type chapter title (level 2) .................................................................................................................................................................... 5
the power of user-generated
Type chapter title (level 3) ............................................................................................................................................................... 6
content, and many live TV shows
are now created with social media
Contents firmly in mind.
Contents Error! Bookmark not defined. In the UK, Strictly Come Dancing
Being social in a regulated world Error! Bookmark not defined. and X Factor go head to head not
just on the airwaves, but in the
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
Twittersphere. When it came to the
The opportunities for social media for financial services companies
crunch,Error!opening shows pulled
the Bookmark not
defined. in a similar number of viewers.
However, X Factor trounced Strictly
Setting the rules of engagement Error! Bookmark not defined.
three-to-one in the Twitter stakes,
Crisis and risk management over social media Error! Bookmark not defined. an important victory – it
handing it
was deemed the show that
everyone was talking about.
Contents
Contents Error! Bookmark not defined.
The fashion world
Being social in a regulated world Error! Bookmark not defined.
Fashionistas are also using social
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
media to extend the catwalk
experience. For example, UK
The opportunities for social media for financial services companies Error! Bookmark not
defined. clothing brand Topshop created a
live-streaming, customisable
Setting the rules of engagement Error! Bookmark not defined.
catwalk experience, first debuted
Crisis and risk management over social media during Fashion Week in September
Error! Bookmark not defined.
2012. It works by synching live-
eModeration: The Guide to Social Media Engagement for Financial Organisations the
streaming of the show with
website, delivering a real-time customisable catwalk experience. Watchers can instantly buy
the look strutting down the runway, browse the different colour options for the outfit, check
out (and purchase) the make-up the models are wearing, share live photos of each model /
outfit, and even download the music playlist. Find out more about social media fashion
trends in our whitepaper on how the fashion industry is using social media.
7
8. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Politics
Type chapter title (level 1) 4
Type chapter2012(level 2) .................................................................................................................................................................... 5
The title US election saw campaigns fought online like never before – the internet and social
Type media platforms3) ............................................................................................................................................................... 6
chapter title (level have become key political battlefields.
The Democrats wasted no time in using Twitter, Tumblr, Reddit, Linkedin and Facebook to
Contents
engage voters and mobilise volunteers. The Republicans also pumped serious resource into
their social media strategy. The Party’s YouTube channel was the online hub for its
Contentsconvention, dubbednot defined.
Error! Bookmark the “Convention Without Walls” – the idea being anyone can be part of
Being social matter where they are Error! Bookmark not defined.offered behind-the-scenes coverage
it, no in a regulated world in the country. And they
with an array of other connected platforms, like Facebook and Google+ Hangouts, and hired
Who wants to ‘engage’ with their bank?the channels. Obama made history back in January 2012
social media reporters to update Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies turned into a huge success.
with the first ever Presidential Google+ Hangout: a risk which Error! Bookmark not
defined.Facebook friends aren’t forever though: post-election, Mitt Romney lost 847 Facebook “likes”
per hour.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined. were served up their
Even Xbox gamers
own slice of the Presidential race, with an
Obama-Romney debate streamed live to
their console via the online Xbox Live
Contents service. They had chance to answer
polling questions via Twitter #XboxPoll,
Contents Error! Bookmark not defined.
and see reactions to their questions in real
Being social in a regulated world time.
Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
Sharing ideas Guide to Social Media Engagement for Financial Organisations
eModeration: The
TEDx is a great example of a format that takes a live event and uses online media to extend
its audience and share ideas beyond the event’s physical attendees. Live streaming of the
event means you can still be a part of the discussion and share a connection with those
interested in the topic.
8
9. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Fuelling the
Type chapter title (level 1) live-event fire
4
Type chapter title (level 2) .................................................................................................................................................................... 5
Certain events will always generate huge numbers of social shares / follows, and here brands
Type chapter title (level 3) ............................................................................................................................................................... 6
and broadcasters have a choice. They either ‘curate’ and manage user-generated content,
repurposing it to stimulate even more of a buzz around the event; or they can leave the
Contents
content be, and allow the buzz to spread purely virally.
ContentsSome Error! Bookmark not defined.
high-profile events that spurred
huge social media activity:
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
Contents
Contents Error! Bookmark not defined.
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunitiesWedding media for financial services companies
The Royal for social Error! Bookmark not
defined.When Prince William tied the knot with Kate Middleton, social media channels were fit to
Settingburst. On of engagement Error! Bookmark notpeople in the UK used their Facebook status to
the rules their big day, more than one million defined.
discuss the nuptials, with some 684,399 updates referencing the marriage in just four hours –
Crisis and risk management over social media Error! Bookmark not defined.
that’s 47 mentions every second. Stateside, there was also huge interest in the couple, with
US Facebook users posting nearly two million updates.
eModeration: The Guide to Social Media Engagement for Financial Organisations
The wedding was an excellent example of how social media can capture what people are
thinking and propel anything into public consciousness. Not that long ago, Princess Beatrice
might have got away with just a rebuke from the style police for her odd-looking hat. But in
the social media age there’s nowhere to hide. Her headwear has assumed cult status – the
‘Princess Beatrice’s Ridiculous Royal Wedding Hat’ Facebook page has more than 134,000
likes.
9
10. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Type chapter title (levelMusic Awards
MTV Video 2) .................................................................................................................................................................... 2
Type The 2012 MTV Europe Music Awards event on November 11th was one of the most social
chapter title (level 3) ............................................................................................................................................................... 3
events ever: a textbook example of how social media can be used to extend an event’s
Type chapter title (level 1) 4
boundaries far beyond the event itself. This year’s show was laden with social media activity,
the cross-platform campaign incorporating gamification, social 'clout' rewards, social
Type chapter title (level 2) .................................................................................................................................................................... 5
Type sentiment, a Video Wall Studio and a second screen live viewing experience across 36
chapter title (level 3) ............................................................................................................................................................... 6
regions and 22 languages. MTV screened the Backstage Show live online during commercial
breaks, giving music fans access to behind the scenes action, red carpet arrivals, live artist
Contents
interviews and the presentation of two awards. The Video Wall Studio featured the popular
MTV EMA Twitter Tracker which this year had three modes: Buzz, Photos, and the Prediction
Contents Error! Bookmark not defined.
hashtag #EMAWIN.
Being social in a regulated world Error! Bookmark not defined.
The EMA amassed a whopping 5.7 million tweets during the show according to the Twitter
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
Tracker: here are the winners on the leaderboard. Fans could chat, share viral moments, and
The opportunities for social mediawinners. Via the AttracTV overlay, fans had access to alternate
receive real-time alerts on for financial services companies Error! Bookmark not
defined.camera views, live polling and artist twitter feeds.
Setting the rules of engagement Error! Bookmark not defined.
This kind of event takes at least a
Crisis and risk management over social media Error! Bookmark not defined.
year to plan, and needs a long tail
to get the fans involved. MTV
began the social media lead up to
Contents the event in August 2012, with a
Facebook competition to win
Contents Error! Bookmark not defined. tickets to the awards, and regular
updates, reminders and teasers as
Being social in a regulated world Error! Bookmark not defined.
the date drew near.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
10
11. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
The Olympic Games
The 2012 sporting spectacular has been dubbed the first ‘socialympics’, with Twitter providing
Type chapter title (level 1) 4
Type chapter title (level 2)commentary to the games (which gave those trying to watch NBC’s much-
the alternative .................................................................................................................................................................... 5
Type criticised patchy and delayed coverage at least some idea of what was happening) and
chapter title (level 3) ............................................................................................................................................................... 6
athletes’ profiles gaining massive followings. During the opening ceremony, Twitter saw more
Tweets in a single day (9.66 million mentions) than it saw during the whole duration of the
Contents 2008 Olympics.
Beijing
ContentsHowever, it Bookmark not defined.
Error! wasn’t without controversy: some athletes were either loose-lipped, or gagged;
Being social in a regulated world ride the Olympic wave and create promotional activity around
and brands who wanted to Error! Bookmark not defined.
the event were subject to a legal quagmire of restrictions (see our Social Media Guide to the
Who wants to ‘engage’ withaimed to layBanks are boring, right? Error! Bookmark not defined.
2012 Olympics which their bank? a pathway through the quagmire).
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
Contents
Contents Error! Bookmark not defined.
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
11
12. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Political speeches
Type chapter title (level 2) .................................................................................................................................................................... 2
Type Politicians have always delivered powerful speeches that got people talking – but in the past
chapter title (level 3) ............................................................................................................................................................... 3
it was far harder to quantify exactly how much people were talking. You could run a radio
Type chapter title (level 1) 4
phone-in right after the speech, but that would hardly be a representative sample. Or you
Type chapter title (level opinion poll to gauge the impact of the speech, but it would take time to
could run an 2) .................................................................................................................................................................... 5
Type collect title (level 3) ............................................................................................................................................................... 6
chapter and analyse the results.
Today, Twitter releases figures almost immediately after major political rallies – you can see
Contents
quickly how many people are talking about a subject, and with what intensity thanks to the
Tweets per minute stats. According to Twitter’s official blog, the Democratic National
Contents Error! Bookmark not defined.
Convention generated more than 9.5 million Tweets – more than double the Republican
Being social in aConvention. Not allError! Bookmark not good news: sentiment analysis tools will tell you
National regulated world buzz of course, is defined.
whether the opinion is for or against.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for also set a new record for political moments: 52,756 Tweets per minute right after
The President social media for financial services companies Error! Bookmark not
defined.he finished his acceptance speech. And when it came to sound bites, Obama scored big
Settingagain: moreengagement “I'm no longer just the candidate, I'm the President”, and 39,000
the rules of than 43,000 for Error! Bookmark not defined.
for “I will never turn Medicare into a voucher”.
Crisis and risk management over social media Error! Bookmark not defined.
Contents
Contents Error! Bookmark not defined.
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
12
13. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Types of social media live events
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Type chapter titleis(level 1)scope for different types of social engagement with live events, but we’ve
There huge 4
attempted to categorise them into three types:
Type chapter title (level 2) .................................................................................................................................................................... 5
Type chapter title (level 3) ............................................................................................................................................................... 6
Live chats, comment participation.
The audience is either live at the event or watching it remotely, and they use a second
Contents
screen/mobile device to provide crowd-sourced commentary. Social media may be curated
(cherry picked, editorially guided) or not (simply moderated). Minimal editorial input is
Contentsrequired if using a host, but guiding discussion during the quiet bits or providing commentary
Error! Bookmark not defined.
is the way forward. This would be live to big screen or scrolling on TV; it can be a huge hit, but
Being social in a regulated world Error! Bookmark not defined.
needs perfect moderation to ensure no inappropriate content is accidentally published.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
Examples:
The opportunities for social media for financial services companies Error! Bookmark not
The FA Cup Final Tweets and audio clips were displayed on ITV website alongside the
defined.
live match.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and riskHosted live chats on social media of reality Bookmark not defined. Apprentice and X
management over the websites Error! TV shows such as The
Factor. Live chats during broadcaster’s special events such as elections, or the Royal
Wedding.
Contents
US Tennis Open 2011: : The US Tennis Open attached match stats and news to viewers’
tweets and displayed them on the US Open website.
Contents Error! Bookmark not defined.
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
13
14. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Live events, no broadcast coverage
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Here the emphasis is much more on encouraging participants at the event to blog or tweet,
Type chapter give(level 1)
to title a flavour of what is going on and to create a record of the event. Events may be
4
streamed live or not, but there is no attempt to pull in UGC to the event itself.
Type chapter title (level 2) .................................................................................................................................................................... 5
Type chapter title (level 3) ............................................................................................................................................................... 6
Examples:
Product launches
Contents
Seminars
Conferences
Contents Error! Bookmark not defined.
Being social in a regulatedattending your event – whether in person, or virtually – to post to any
Encourage people world Error! Bookmark not defined.
channels dedicated to the event (your webpage, Facebook, Google+ and so on). Make
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
sure, however, that you
The opportunities these channels so financial services companies
moderate for social media for Error! Bookmark not
defined.you don’t end up associated
with inappropriate content).
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media
Live blogging and Tweeting Error! Bookmark not defined.
can be a great way of
engaging people who don’t
want to attend or view the
Contents
whole event, but are
interested in the highlights.
Contents Error! Bookmark not defined.
Consider platforms like Storify
Being social in a regulated world Error! Bookmark not defined.
to bring all your event’s social
Who wants to ‘engage’ place.
content into one with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
14
15. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Q&As
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Often technically similar to Live Chats, but here the curator/host role is very important,
Type chapter title (level 1) 4
because audience expectations will always far out-run the ability of your guests to respond.
Type chapter need to collate similar questions alongside the Q/A stream, and manage expectations.
You title (level 2) .................................................................................................................................................................... 5
Type Encourage(levelaudience to offer answers to the questions themselves, to fill the gaps while
chapter title the 3) ............................................................................................................................................................... 6
your guest is replying; it involves more people. Note the problems associated with issues like
health or money matters, where everyone wants their question answered and people want
Contents personal advice – which you won’t be able to provide. They are often poor user
very
experiences because of this, and questions should be selected so that the answers can be as
Contentsgeneral as possible. not defined.
Error! Bookmark
Being social in a regulated world Error! Bookmark not defined.
Choose the right software. It’s important to use software that publishes the question and
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
answer together, and enables ‘question queuing’. For example, when the moderator finds a
The opportunities for social media for financial services companies
suitable question from the incoming suggestions, they can place it in a Bookmarkqueue,
Error! 'holding' not
defined.where it can later be read and answered by the host or guest panellist. Ideally, the software
Settingshould letof engagementwho posted the question know that their question is on hold, so they
the rules the contributor Error! Bookmark not defined.
don't keep repeating it. This 'why won't they publish / answer my question?' frustration is the
Crisis and risk management over when users are 'inError!room' withnot defined.(it’s less of an issue where
most common complaint social media the Bookmark the chat
the feed is drawn from Tweets or other 'remote' sources).
Examples:
Contents
Doctor Who Q&A at Expo Comic
Con (Edited YouTube version)
Contents Error! Bookmark not defined.
was streamed live on You Tube,
Being social in a regulated world Error! Bookmark not defined.
with questions on YouTube and
the Facebook Page
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The Obama Google+ hangout
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
↑ Click to see the Dr Who Q&A
Click to see the Obama hangout ↑
15
16. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
How to manage and curate social media for live events
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Type chapter title (level 1) 4
Engagement
Type chapter title (level 2) .................................................................................................................................................................... 5
Type chapter title (level 3) ............................................................................................................................................................... 6
In today’s digital world, you can’t afford not to use social media to drive engagement
around your live event. How successful you are in harnessing these channels will have a major
Contents
impact on the success of the overall event. So it’s crucial to engage people at every
opportunity, before, during and after the event.
Contents Error! Bookmark not defined.
Being social in a regulated world Error! Bookmark nota great example of how to maximise
The University of Southampton in the UK offers defined.
engagement around a conference. During a live event, ‘Social Media Champions’ carried
Who wants to ‘engage’ with their bank? Banks areabout their experiences and interactions via
out interviews with conference participants boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companiesand Corkboard. Theynot
Twitter, Storify, Flickr, Vimeo, LinkedIn, Facebook, QR codes Error! Bookmark also
defined.collected delegate feedback after the event.
Setting the rules of engagement Error! Bookmark not defined.
During your event, engage with the community as much as possible. If you can,
Crisis and risk management over social media from users – but notcourse, if you’re running a live TV
acknowledge and respond to comments Error! Bookmark of defined.
event, for example, sheer volumes will make that impossible. But you can spot themes and
trends in user comments, and post responses that address those themes.
Contents
Generally, events that ask questions have a higher engagement rate than those that just
invite comments. For example, when a host asks, ‘Who’ll win tonight’s showdown?’, it makes
Contents Error! Bookmark not defined.
it very easy for people to respond. Tip: a lot of the responses will be repetitive, so encourage
Being social in a regulated world Error! Bookmark not defined.
and display the concise and entertaining ones.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
Be human. When you host a live chat and respond to comments, sound like a human being.
The opportunities for social media for financial services companies
If you sound friendly, helpful and like a real person, your brand willError! Bookmarkas one
come across not
defined.participants can relate to. And that’s what brand building is all about – sharing an emotional
Settingconnection.engagement
the rules of Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
Be responsive. Contributors love the personal touch of being acknowledged, and the chat
going in a direction they’ve set. And a good Host can lessen the disappointment of those not
eModeration: The Guide to Social Media Engagement for Financial Organisations
seeing their comments posted by co-ordinating with the moderator and addressing any
complaints promptly and appropriately. Remember, it’s all about the quality of the
engagement, not the quantity.
16
17. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Curation
Type chapter title media moves fast. Something interesting happens, and suddenly people post content
Social (level 1) 4
Type chapter titleangles. .................................................................................................................................................................... 5
from all (level 2) This means one of the most important considerations when preparing for any
Type live event is how3) ............................................................................................................................................................... 6
chapter title (level to curate all that content. You need to bring a sense of order and clarity to
proceedings, otherwise all those posts will just come across as ‘noise’. Get it right and you’ll
foster trust in your brand, enjoy a greater level of engagement, and see more people tuning
Contents future events. It’s easy to feel overwhelmed by how much you need to take charge of.
in for
ContentsSpotlightingBookmark notcomments is a good way to encourage participation from your
Error! interesting defined.
community. Create a system to collate interesting comments, and highlight them (using
Being social in a regulated world Error! Bookmark not defined.
‘editors’ picks’, for example, as some news sites do). This is also a valuable way of collecting
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
feedback after the event.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
SettingPreparation
the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
Set guidelines
People need – actually, like – boundaries, and with a hosted event it is essential to set them.
Put the rules somewhere they shouldn’t be missed. If the opportunity or the need arises, direct
Contents
people to check them out. Be very clear about what’s acceptable and what’s not. And
make sure you enforce your terms, otherwise you’re compromising your integrity and your
Contents Error! Bookmark not defined.
reputation.
Being socialmoreregulated world Error! Bookmark not defined. media technology moves fast, you
One in a thing: review your guidelines regularly. Social
can’t afford to lag behind. What worked this year may backfire on you next time around.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies
Manage expectations Error! Bookmark not
defined.Don’t oversell participation. Most contributors won’t see their posts on screen, so there’s no
Settingpoint promising something you can’t deliver. If defined. you’ll annoy people (who will be very
the rules of engagement Error! Bookmark not you do,
visible with their annoyance) and they’ll have less confidence in you in future. Many
Crisis and risk management over social media Error! Bookmark not defined.
questions / comments carry a common theme, so one way around ‘participation frustration’
is to have a separate display of frequently posted comments, or variations on a popular
eModeration: The Guide to Social Media Engagement for Financial Organisations
question you are going to answer just once. If contributors see their question has been
covered, they’ll be less likely to feel shut out.
Avoid arguments
Don’t get drawn into discussing individual acts of moderation – it’s asking for trouble and
diverting resource that’s better spent elsewhere. Again, just remind the contributor of the
rules. They’ll get the message eventually.
17
18. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Moderation
Type chapter title (level 1) 4
You’ll need robust moderation in place to prevent your event being hijacked. This is fast-
Type chapter title (level 2) .................................................................................................................................................................... 5
Type paced,title (level 3) ............................................................................................................................................................... 6
chapter highly-pressured work: we recommend at least two moderators working
simultaneously to allow for high volumes and shifts to be scheduled to allow for staff breaks in
order to maintain concentration levels.
Contents
Brands adopt different approaches to moderating user-generated content. In fact, how they
Contentsmoderate is in itself a reflection of their brand values. Below are some universal truths worth
Error! Bookmark not defined.
Being social in a regulated world the nature of the not defined.
considering, regardless of Error! Bookmark event.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
Choose pre or post-moderation
The opportunities for social media for financial services companies it’s reviewed (post-
Put another way, will you allow content to appear live before Error! Bookmark not
defined.moderating), or would you rather review all content before goes live (pre-moderated)?
Which method you choose will hinge on the channel, the type of event you’re running, how
Setting the rules of engagement Error! Bookmark not defined.
many participants you’re expecting, and what level of risk is acceptable to you.
Crisis and risk management over social media Error! Bookmark not defined.
In our experience, moderating during a hectic live event is less about rejecting unsuitable
comments, and more about choosing the best and most apt comments for publication
(cherry-picking), so pre-moderation is recommended. You improve the whole experience by
Contents
providing better quality, content which can be screened for bias, heavily reduce the risk of
inappropriate content, and provided you are set up right, there is no appreciable loss of
Contents Error! Bookmark not defined.
immediacy. Moderated content can appear live on the right platform in seconds.
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined. “At the peak of the World Cup, when
Setting the rules of engagement goals were scored, a Tweet a second was
Error! Bookmark not defined.
coming onto the tool, and we were
Crisis and risk management over social media
clearing themError! Bookmark not defined.
nearly as quickly. The
tweeted goals came on screen only five
eModeration: The Guide to Social Media Engagement for Financial Organisations
seconds after the ball actually went in
the net. It felt like fan commentary”
Moderator, ITV Twitterfall World Cup 2011
18
19. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Type chapter title (level 2) .................................................................................................................................................................... 2
Type If you post-moderate, then remember that even if content is only up there for a few seconds,
chapter title (level 3) ............................................................................................................................................................... 3
that’s enough time for a Retweet or screengrab. The pressure on the moderation team will be
very heavy.
Type chapter title (level 1) 4
Type chapter title (level 2) .................................................................................................................................................................... 5
Type It’s an obvious point, but worth mentioning that you can’t moderate Twitter. Tweets can only
chapter title (level 3) ............................................................................................................................................................... 6
be deleted by the user or by Twitter itself. What you can (and should) do is moderate them
before you publish a stream curated from keywords or hashtags. Beware also the Twitter
Contents
spambots who will leap on trending hashtags and ruin an event for everyone.
ContentsWith some channels not defined.Facebook, Google+ and YouTube – you can’t pre-moderate.
Error! Bookmark – notably
Being social in a regulated world Error! Bookmark not defined. very quick. You can at least set filters in
Which means that moderation needs to be very, very,
Facebook and via Facebook tools to help with anticipated inappropriate content.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for team needs to set moderation guidelines (more complex
The community management financial services companies Error! Bookmark not
defined.versions of the user guidelines) which can be easily referred to during the event. Inevitably
there will be some ‘grey areas’ and potential emergencies (bomb threats etc). Provision
Setting the rules of engagement Error! Bookmark not defined.
should be made for escalation during an event.
Crisis and risk management over social media Error! Bookmark not defined.
Control the flow
Part of the moderation team’s job is to control the speed at which comments are published.
Contents brands base their KPIs on the number of comments displayed during the event, but this
Some
is misleading. Depending on the display, participants won’t be able to read more than 150-
Contents180 words aBookmark not defined.
Error! minute. If an average message is 20 to 30 words, they can only read six to 10
Being social in a regulated world means Bookmark not only be scrolled through at that rate. This is
messages a minute, which Error! they should defined.
what we call a natural 'throttle' on the level of user participation. Most software allows for pre-
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
moderation with a slight delay and a good moderator will make sure that the stream is
The opportunities for not too fast. for financial services companies
constant and social media Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
19
20. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Type chapter title (level 2) .................................................................................................................................................................... 2
Type Keep the conversation balanced
chapter title (level 3) ............................................................................................................................................................... 3
Cherry-pick between different media and opposing opinions, for example, to ensure that
Type chapter title (level 1) 4
published content reflects what is happening in the live event, and the direction in which the
hosts would like it to go.
Type chapter title (level 2) .................................................................................................................................................................... 5
Type chapter title (level 3) ............................................................................................................................................................... 6
If there is to be a Q&A element to the event, the software needs to allow for 'queuing' of
questions: when the moderator finds a suitable question from the queue of incoming
Contents
comments, they select and place it in a 'holding' queue, where the question can be read
and answered by the Host or guest panellist. When the answer is ready, the software will,
Contentsideally, publish the question and answer together.
Error! Bookmark not defined.
Being social in a regulated world Error! Bookmark not defined.
Control the conversation
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
Live debates and Q&A-style chats need special handling because at any moment you might
The opportunitiesdeluge of commentsfinancial services companies direction. Be on thenot
receive a for social media for that skew the debate in one Error! Bookmark lookout for
defined.counter-arguments to balance it out, and be aware of agenda-driven hardliners trying to
narrow the debate to a single issue. So keep a tight rein on the discussion and make sure it
Setting the rules of engagement Error! Bookmark not defined.
follows the format you want, otherwise the loudest voices will drive the conversation. Make
Crisis and risk management over social mediaaccount: Bookmark not defined.
sure though that you take context into Error! comments about how immigrants impact
the economy should be handled differently to those that are just plain race discrimination.
Constant communication
Contents
Keeping the lines open
between the organisers, the
Contents Error! Bookmark not defined.
host and the community
Being social in a regulated world Error! Bookmark not defined. management and
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. is
moderation teams
essential. The Community
The opportunities for social media for financial services companies Error! Bookmark not
Manager or Host can quickly
defined.
respond to specific issues
Setting the rules of engagement Error! Bookmark not defined. arising from the event or
from the chat. S/he should
Crisis and risk management over social media Error! Bookmark not defined.
give instructions to the
moderation team, and from
eModeration: The Guide to Social Media Engagement for Financial Organisations
them gather sentiment from
the comments which aren't
being published. This allows the moderators to not only provide feedback on issues that the
users want to talk about, but where the conversation has yet to lead.
20
21. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Be brief
Type chapter title (level 2) .................................................................................................................................................................... 2
Type Shorter title (level 3) mean more messages make it on screen, and typically result in greater user
chapter messages ............................................................................................................................................................... 3
engagement. But take context into account. Pithy comments during America’s Got Talent
Type chapter title (level 1)
are fine, but during a4serious news event they could appear inappropriate or insensitive.
Type chapter title (level 2) .................................................................................................................................................................... 5
Type Never allow abusive comments. Ever.
chapter title (level 3) ............................................................................................................................................................... 6
It’s really important you’re consistent with enforcing this rule. For example, if you forbid all
swear words, don’t turn a blind eye to an expletive just because the rest of the post is right on
Contents money. A moderation tool will give you the opportunity to block abusive users or
the
spammers, but it’s also worth remembering that contentious subjects stir up strong feelings. So
Contentsgive people a chance. Sometimes they just need reminding of the rules, and not to let
Error! Bookmark not defined.
Being social in a regulated abuse. Error! Bookmark not defined.
passion give way to world
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
“ Close to 40 percent of Americans now use their
Crisis and risk management over social media Error! Bookmark not defined.
tablets or smartphones while watching TV at
Contents least once a day, and twice as many do it at least
Contents once a month ... these devices are omnipresent,
Error! Bookmark not defined.
Being social in and not world among the youth. Today, more than
a regulated just Error! Bookmark not defined.
Who wants to ‘engage’ with theirof people use their smartphone at
39 percent bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies TV,Error! Bookmark not
least once a day while watching 62 percent
defined.
say they do this multiple times a week and 84
Setting the rules of engagement Error! Bookmark not defined.
”
percent do at least once a month.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
Nielsen Cross-Platform Report . Q2 2012
21
22. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Channels
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
Type chapter title not going to pretend we’ve covered all the options. But here are some tips for a few
We’re (level 1) 4
FREE events channels you may want to consider:
Type chapter title (level 2) .................................................................................................................................................................... 5
Type chapter title (level 3) ............................................................................................................................................................... 6
Live streaming via YouTube
Contents
For anyone who can’t get to your event, live streaming is the next best thing and can work
wonders for extending a brand’s reach.
Contents Error! Bookmark not defined.
Being social in ais a social media heavyweight and remains hugely popular – more than four billion
YouTube regulated world Error! Bookmark not defined.
hours of video are watched every month, making it the largest video network in the world. So
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
it’s well worth considering broadcasting live using this trusted platform. You can even stream
The opportunities for social media for financial services companies then links Bookmark not
straight from your webcam, using a Google+ Hangout, which Error! to your YouTube
defined.channel for the actual live broadcast.
Setting the rules of engagement Error! Bookmark not defined.
Sheer weight of YouTube numbers means you could bring a lot of exposure to your live event
Crisis and risk management over social media Error! Bookmark not defined.
and brand. Once you’ve set up your broadcast, use every social media channel you can to
forward the YouTube link.
Contents beware of comments on YouTube: the anonymity of the channels makes it more
But
susceptible than most to abusive comments and spam. Approach with caution, and
Contentsmoderate the comments (or disable them) so your streamed event isn’t associated with
Error! Bookmark not defined.
inappropriate content.
Being social in a regulated world Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
Setting the rules of engagement Error! Bookmark not defined.
Crisis and risk management over social media Error! Bookmark not defined.
eModeration: The Guide to Social Media Engagement for Financial Organisations
22
23. Managing social media around live events
Table of Contents
Type chapter title (level 1) 1
Google+ Events and Hangouts
Type chapter title (level 2) .................................................................................................................................................................... 2
Type chapter title (level 3) ............................................................................................................................................................... 3
You can use Google+ Events pretty much as you would do Facebook Events: to invite an
Type chapter title (level 1) 4
audience to an actual physical event at a location. You then have the option of inviting the
Type chapter title (level 2) photos and comments from the event. Want to reach wider than your invited
guests to share .................................................................................................................................................................... 5
Type audience? (level 3) ............................................................................................................................................................... 6
chapter title Then ‘Make this an event on air’ (not the same as streaming it live) opens it up to
the public at large and anyone can share the invitation and upload photos.
Contents beware: you can’t pre-moderate content in Google+ (though you can delete it when it’s
But
posted), so if your event is public, you might want to think carefully before you encourage
Contents Error! Bookmark not defined.
people to comment and share images live.
Being social in a regulated world Error! Bookmark not defined.
Google+ Hangouts allows
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
free video conferencing for
The opportunities for social media for financial services companies up to 10 people – which is
Error! Bookmark not
defined. pretty neat in itself. But
more importantly for this
Setting the rules of engagement Error! Bookmark not defined.
paper, you can “Enable
Crisis and risk management over social media Error! Bookmark not defined.
Hangouts On Air” to stream
your live hangout publicly
on your Google+ profile,
your YouTube channel and
Contents
your website, and of course
invite. You can post a
Contents Error! Bookmark not defined.
recorded version to
Being social in a regulated world Error! Bookmark not defined. YouTube as well.
Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
The opportunities for social media for financial services companies Error! Bookmark not
defined.
SettingTheCommunityManager.com has Bookmark not defined. manage a hangout.
the rules of engagement Error! good tips on how to
Crisis and risk management over social media Error! Bookmark not defined.
It’s not yet possible to use Google+ Events to schedule a Hangout On Air or to broadcast an
event. But you can use Google+ Hangouts and Google+ Events together to get the same
eModeration: The Guide to Social Media Engagement for Financial Organisations
effect. A good article in the Social
Media Examiner outlines the (rather
complex) steps to do this.
One of the best known Google+
Hangouts wasn’t even hosted by
humans ...
Click to see the Muppets' Hangout →
23