Gemma Craven, Executive Vice President, New York Group Director, Social@Ogilvy
Lisa Hyman, partner and senior vice president of strategic communications, LeadDog; Managing Partner, Greendog
Social conversation at events is all about embracing the importance of real-time marketing. Events today have become a spark for social memes and discussions that brands, companies, and individuals must participate in. In this workshop, Gemma Craven will discuss how social conversations are evolving into the future, the importance of crowd-fueled agendas, and how social media is the “glue” that connects event attendees before, during, and after an event.
1. Social Media &
the Future of Event Marketing
Gemma Craven & Lisa Hyman
#ELEVATENYC
2. Social Media & the Future of Event Marketing
Agenda
@gemsie
#ELEVATENYC
• Using Real Time Marketing effectively at
events
• Creating a crowd-fueled agenda
• Using social media as your event “glue”
3. Social Media & the Future of Event Marketing
What is Real Time Marketing?
@gemsie
#ELEVATENYC
• Content is the new currency on
today’s visually-driven social web.
• Brands are rapidly establishing their
presence in large scale
conversations, in particular around
events.
• They are doing this using rapidly
created visual content that is
relevant to the conversation and
used in real-time.
• Pioneers include Stella Artois, Oreo
and Audi – Superbowl and Oscars
are two examples.
4. Social Media & the Future of Event Marketing
@gemsie
#ELEVATENYC
5. Social Media & the Future of Event Marketing
@gemsie
#ELEVATENYC
6. Social Media & the Future of Event Marketing
Why should you use it at your event?
@gemsie
#ELEVATENYC
• Relevancy: show you are
tuned in to the
conversations your
attendees are having while
they are there
• Amplification: real time
marketing is a way to extend
the reach of your event in a
visually appealing way
• Visual: connecting with
attendees in the way they
want to be reached in
today’s visually-fueled
spaces
7. Social Media & the Future of Event Marketing
Key Takeaways for Brands
@gemsie
#ELEVATENYC
• This approach demands preparedness and flexibility
• It needs creative resources as well as listening tools
and a framework of suitable topics
• Understand what is relevant and what is not for your
brand
• Paid media will help extend the reach of any real time
content
8. Social Media & the Future of Event Marketing
Creating a Crowd Fueled Agenda
@gemsie
#ELEVATENYC
• Crowdsourcing is the practice
of obtaining services, ideas, or
content by soliciting
contributions from a large
group of people
• This is especially from an
online community, rather than
from traditional employees or
suppliers
• This can be a great way of
drawing in an audience to an
event by asking them to help
shape the agenda
9. Social Media & the Future of Event Marketing
Draw Inspiration from Music Industry
@gemsie
#ELEVATENYC
•Disco Biscuits
•Ask the crowd to outline
the set list they want via
Facebook
•Lady Gaga
•putting her Little Monsters
at the heart of her entire
persona
•Tycho
•working with Songkick to
bring artist to London
10. Social Media & the Future of Event Marketing
Key Takeaways for Brands
@gemsie
#ELEVATENYC
• Ask your audience to participate in
something linked to the reason they
are connected to you
• Make it simple
• Crowdsource in plenty of time to action
the crowd’s decision
11. Social Media & the Future of Event Marketing
Social Media Extends Connection
@gemsie
#ELEVATENYC
• Attendees expect to connect
with each other and brands
around an event in social
spaces
• Three clear periods of time:
Pre, During and Post event
• Each needs different
approaches to really amplify
social media effectively
12. Social Media & the Future of Event Marketing
Pre-Event: Drive Agenda & Attendee Excitement
@gemsie
#ELEVATENYC
• Social tools enable attendees
to plan their time at an event
• Tools such as Twitter and
LinkedIn allow for meeting
scheduling
• Publish all speakers social
details to allow for attendee
discussion to drive word of
mouth around specific tracks
• Set up calendar of content
aligned to moments in time at
the event, to be published
throughout
13. Social Media & the Future of Event Marketing
During Event: Amplify Speakers & Content
@gemsie
#ELEVATENYC
• Stoke conversations around
important influencers at event
• Use social channels to release
exclusive content to attendees
• Use real time tools (Twitter) to
track, participate in and
showcase memes and trends
to other attendees
• Use paid media to extend
reach of discussions to non-
attendees
14. Social Media & the Future of Event Marketing
Post Event: Make Lasting Connections
@gemsie
#ELEVATENYC
• Social channels enable
attendees to make lasting
connections after the event and
continue discussions
• Provide recaps and useful
assets for sharing
• Track trends and reach to
understand full volume of
conversations at event
• Social feedback is vital for
understanding future event
themes
15. Social Media & the Future of Event Marketing
Key Takeaways for Brands
@gemsie
#ELEVATENYC
• Understand the different intent in each part of
the three stage process
• Ensure you have social listening set up all
around your event
• Use a dedicated resource rather than an
already busy event planner
• Establish a benchmark/goals so you can
measure the success of your event in social
media
16. Exercise: Make it Social
How it Works
@ljsackman
#ELEVATENYC
• What is the Event? The Facts.
• Know the Brand Assets
• The Assignment
• Channels
• Team Discussion
• Presentation
17. Exercise: Make it Social
The Facts
@ljsackman
#ELEVATENYC
• Event: Oprah’s O You, a
day of O and friends
• Venue: Large event hall
• Location: A major U.S. City
• Attendees: 5000
attendees, mostly women
• Features: Classes,
speakers, swag, sponsors
18. Exercise: Make it Social
Brand Assets
@ljsackman
#ELEVATENYC
• Oprah
• O Magazine
• Oprah’s Friends
• Sponsor brands
• Including Oral B, Ikea, Chase, Jenny Craig, Clorox
• Content generated on site
• Existing social, tv, print channels for all brands
19. Assignment
Make this Analog Event Digital
@ljsackman
#ELEVATENYC
• Despite her massive following, Oprah Magazine’s
signature event, O You, was primarily experiential.
• The facts and brand assets make this event social
to:
• Extend program reach
• Create value for sponsors
• Drive O Mag readership
• Broaden audience beyond core O evangelists
21. Exercise: Make it Social
Channels to Consider
@ljsackman
#ELEVATENYC
• Twitter
• @oprah: 20M
• @o_magazine: 300k
• @own: 9k followers
• YouTube
• OWN TV
• Vine
• Facebook
• Oprah: 8.4M
• OWN: 1.8M
• O Mag: 300K
• Google+
• O Mag: 3,000
22. Exercise: Make it Social
Other Considerations
@ljsackman
#ELEVATENYC
• Real-time interactions and engagement
• Stroking egos
• Retweets
• Attendees as journalists
• Access to O
• Loyalist rewards
• Behind-the-scenes
Real Time Marketing: Social conversation at events is now about embracing the importance of Real Time Marketing. How events today are a spark for social memes and discussion that brands, companies and individuals must participate in and how that will evolve into the future Crowd Fueled Agenda: How event marketers can use the power of the crowd in social media to shape the flow and agenda and how this is Social Media as The 'Glue': How social media is the tool that is connecting event attendees pre, during and post events. Who is doing it right, tips on how to do it now and how it will continue to evolve in the future of event marketing.
Real Time Marketing: Social conversation at events is now about embracing the importance of Real Time Marketing. How events today are a spark for social memes and discussion that brands, companies and individuals must participate in and how that will evolve into the future Crowd Fueled Agenda: How event marketers can use the power of the crowd in social media to shape the flow and agenda and how this is Social Media as The 'Glue': How social media is the tool that is connecting event attendees pre, during and post events. Who is doing it right, tips on how to do it now and how it will continue to evolve in the future of event marketing.
The Royal Baby's here (it's a boy!) and it's birthed an endless number of marketer tweets. While some feel appropriate because they're from baby-related brands or companies that provide related services, others are either completely out of place, or a matter of an overzealous social media manager just trying to make sure his or her brand say something. Proof that "real time marketing" is no longer about getting credit for just showing up.
Real Time Marketing: Social conversation at events is now about embracing the importance of Real Time Marketing. How events today are a spark for social memes and discussion that brands, companies and individuals must participate in and how that will evolve into the future Crowd Fueled Agenda: How event marketers can use the power of the crowd in social media to shape the flow and agenda and how this is Social Media as The 'Glue': How social media is the tool that is connecting event attendees pre, during and post events. Who is doing it right, tips on how to do it now and how it will continue to evolve in the future of event marketing.
Real Time Marketing: Social conversation at events is now about embracing the importance of Real Time Marketing. How events today are a spark for social memes and discussion that brands, companies and individuals must participate in and how that will evolve into the future Crowd Fueled Agenda: How event marketers can use the power of the crowd in social media to shape the flow and agenda and how this is Social Media as The 'Glue': How social media is the tool that is connecting event attendees pre, during and post events. Who is doing it right, tips on how to do it now and how it will continue to evolve in the future of event marketing.
The Disco Biscuits are one of those bands with a group of diehard fans who follow them from show to show and who keep close tabs on them even during the off season. In turn, the Biscuits work to keep their fans happy and entertained. Likewise, they deliver a totally unique show every night, improvising different versions of all their songs, all the time. This involved approach has bred a baseball-like fanaticism among their followers, who religiously pour over setlists, tally up statistics and collect as many live concert recordings as possible. "The cool thing about the Biscuits is that we typically try to find ways to include the fans in the outcome of the sets from time to time, in many different ways," bassist Marc Brownstein tells Spinner. Drawing on this approach, Brownstein has invited fans to post their "fantasy setlist" on his Facebook page. And there's a prize involved: the setlist that gets the most "likes" will likely be performed -- at least in part -- by the Disco Biscuits next weekend. This "fantasy set" will be one of seven sets total that the Disco Biscuits perform at Camp Bisco, their annual three-day festival held on a property just outside of Albany, N.Y. It's safe to assume that some of the other crowdsourcedsetlists may influence the other sets at the festival as well. Brownstein says that feedback from fans has always been important to the band and they've always paid attention to what their fans want. "It may just be the energy of the crowd on a given night, or we may take setlists on Facebook and consider those," he says. "Either way, it is great for both the fans and the band to have this mutual connection." Other artists appearing at Camp Bisco include LCD Soundsystem, Ween, Thievery Corporation, Bassnectar and Rusko. As for the Disco Biscuits' fantasy set, our call is for a presentation that double downs both their 'Hot Air Balloon' and 'Chemical Warfare Brigade' rock operas into one unified whole. Hey, that's why they call it "fantasy."Tycho - We chatted to Tycho and his team and it seemed like they’d need to sell a few hundred tickets to make it feasible to come to London, so we created a simple website, Detour to allow Tycho fans to pledge. What happened next was pretty insane! We emailed the fans on Songkick who were tracking Tycho, and over 100 of them pledged money for a ticket. Gideon was pretty thrilled to see how many other people shared his passion for Tycho. But 100 or so wasn’t enough to get the show confirmed so the Songkickers took it into their own hands & started to contact friends and music fans who were either into Tycho or should be! Within a short while we hit our target and the gig was on! Wow.
Open innovation – You know what you don’t know and now you want someone to help you with solving your known problem. Co-creation – You are simply after creating an additional delight factor for your customers using untapped knowhow of the crowd.Crowdsourcing – You kind of know what you want but instead of going to a traditional vendor for it you would go to a place where you can get diversity, speed, reduced cost and most importantly creative options.
Open innovation – You know what you don’t know and now you want someone to help you with solving your known problem. Co-creation – You are simply after creating an additional delight factor for your customers using untapped knowhow of the crowd.Crowdsourcing – You kind of know what you want but instead of going to a traditional vendor for it you would go to a place where you can get diversity, speed, reduced cost and most importantly creative options.