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Creating A Social Media Strategy For Your Event

Charlene Li presents how to create a social media strategy for your event.

Creating A Social Media Strategy For Your Event

  1. 1. Creating a Social Media Strategy for Your Event<br />Charlene Li<br />Altimeter Group<br />April 13, 2010<br />1<br />Prepared for Eventbrite<br />
  2. 2. It’s not about the technologies<br />
  3. 3. 3<br />It’s aboutrelationships<br />
  4. 4. Three Principles Of Modern Events<br />Events should have a strategy that includes the before and after – not just during.<br />Events should integrate with existing communities and social networks where they exist.<br />The audience can assert control over the event, so encourage audience engagement -- and know when to get out of the way.<br />4<br />
  5. 5. Define Your Strategy With Goals<br />5<br />
  6. 6. Social engagement must be continuous<br />6<br />Learn<br />Dialog<br />Support<br />Innovate<br />
  7. 7. Learn where communities already are<br />7<br />
  8. 8. Tap Plancast attendees at similar events for leads<br />8<br />
  9. 9. Encourage sharing to jumpstart dialog<br />9<br />Encourage advocacy with badges<br />
  10. 10. If you don’t, others will.<br />For example: #NCAA #NCAABB #FinalFour #Final4 #MarchMadness<br />Decide on event hashtags in advance.<br />Also designate session hashtags if needed.<br />Publicize in advance in all channels<br />Website: attendee section, bloggers/media section<br />Promote at the event itself – repeatedly<br />Include in signage, printed programs<br />Announce from the stage, again and again<br />Encourage dialog with hashtags<br />10<br />
  11. 11. Create groups/communities to connect<br />11<br />
  12. 12. Support pre-event networking<br />12<br />
  13. 13. Ask for proposals via social media<br />13<br />
  14. 14. SXSW asks for comments on proposals <br />14<br />
  15. 15. Social engagement must be continuous<br />15<br />Learn<br />Dialog<br />Support<br />Innovate<br />
  16. 16. SXSW connected with an iPhone app<br />16<br />
  17. 17. Aggregate and display the backchannel<br />17<br />
  18. 18. Balancing front- and backchannels takes practice, skill, and experience<br />18<br />
  19. 19. Determine the role and relationship of the backchannel to speakers at your event<br />19<br />Will speakers be able to adequately monitor the backchannel?<br />When is the speaker expected to be able to see and respond to the backchannel, if at all?<br />Is the organizer prepared to monitor and address “bad behavior”?<br />Integrate the backchannel differently for different formats (e,g, Webinar, panel, keynote).<br />
  20. 20. Designate non-presenter to track questions, if possible.<br />Remind everyone about hashtags being used.<br />Monitor Twitter, live blogging, and Webinar Q&A.<br />Address connectivity, volume, platform issues.<br />Screen and prioritize questions.<br />Notify presenter about any problems.<br />Example: We prepped and practices before this Webinar. <br />Webinar best practices<br />20<br />
  21. 21. Moderator reminds people about hashtag for comments/questions.<br />Also provide SMS texting option if desired.<br />Moderator monitors the backchannel.<br />Or designate one or more people to moderate the questions and DM/text questions/issues.<br />If moderator monitors, requires practice practice practice to succeed at this.<br />Panelists can also monitor the backchannel.<br />Example: Jeremiah Owyang at SXSW pushing discussion into Q&A because of backchannel.<br />Panel best practices<br />21<br />
  22. 22. Presenters with prepared speeches have little possibility of reacting to the backchannel.<br />Speaker is focused on reading the audience, making real-time adjustments to the room.<br />Conference organizers must be prepared, and also prep the speaker.<br />Designate someone to monitor the backchannel and signal speaker with any major problems.<br />Message with monitors or SMS – but speaker needs to be prepared (and most won’t be open to this).<br />Speakers need to engage active backchannel members – even until you get on stage.<br />Get them on your side.<br />Keynote best practices<br />22<br />
  23. 23. What can go wrong – danah boyd at Web 2 Expo, Fall 2009<br />23<br />danah had a new speech, couldn’t see her laptop, and was nervous.<br />She didn’t know about the backchannel that would be displayed.<br />Audience was reacting to the backchannel, she reacted to the backchannel, etc.<br />Organizers turned off the backchannel screen and then back on, unbeknownst to danah.<br />More from details from danah at http://www.zephoria.org/thoughts/archives/2009/11/24/spectacle_at_we.html<br />
  24. 24. A better way to include and expose the backchannel – during Q&A<br />24<br />Show backchannel during Q&A so that the speaker can select the questions.<br />Emcee can ask pre-selected questions to get started.<br />Monitor the backchannel during the speech and ask Q&A on behalf of the audience. <br />Also eliminates “non-questions” and floor hogging. <br />
  25. 25. Social engagement must be continuous<br />25<br />Learning/innovating<br />Advocacy<br />Support/planning<br />Dialog<br />
  26. 26. In the backchannel, launch a survey.<br />“Rate the panel, talk, scale of 1 (poor) to 5 (excellent).”<br />Create a place where people can go to have further discussion, if warranted.<br />Promote your next event or session. <br />Direct people to related sessions.<br />Ask for feedback and extend the dialog<br />26<br />
  27. 27. Rexi Media empowers speaker ratings<br />27<br />
  28. 28. Create a blog post or page that summarizes the event.<br />Encourage replay by sharing content.<br />Upload to SlideShare, Scribd, Flickr, YouTube, etc.<br />Embed in your post/page.<br />Include an audio recording, linked to slides if available.<br />Link to relevant blog posts that covered the event.<br />Capture entire backchannel, insert as an archive.<br />Worried less about cannibalization, more about extending the experience of paid attendees.<br />Create and share event summaries<br />28<br />
  29. 29. It’s about the relationships, not the technologies.<br />Create and foster dialog before the event to drive attendance and engagement.<br />The social backchannel changes the relationship between speakers and attendees – so be prepared.<br />Encourage replay by sharing, not hoarding, content.<br />Summary<br />29<br />
  30. 30. 30<br />30<br />Thank you<br />Charlene Li<br />charlene@altimetergroup.com<br />blog.altimetergroup.com<br />Twitter: charleneli<br />For slides, send an email to slides@altimetergroup.com<br />http://bit.ly/buyopenleadership<br />

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