Promoting Real World Events Through Digital, Presented by Dean Russell, Fleishman-Hillard
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Promoting Real World Events Through Digital, Presented by Dean Russell, Fleishman-Hillard
- 1. Promoting Real World Events Through Digital Dean Russell | @dean_r Dean.russell@fleishmaneurope.com Fleishman-Hillard Webinar
- 2. Past– what has changed Present– what’s happening now? Future – where is this all heading? Agenda
- 3. ...Past– what has changed?
- 4. People have always been social
- 5. Social gatherings Sporting events Market places Music concerts
- 6. Conferences Congresses Product launches Roundtables #tweetups
- 7. Research indicates that like-minded people and groups tend to get on Kurt Lewin (1890 - 1947) Father of social psychology
- 8. Best practice New skills – ‘How To’ insights New trends and future predictions Listen to industry experts Inspiration Network & meet new people Re-connect with old contacts Share experiences Meet similar people in their field Feel part of a bigger group Share and discuss common problems Share opinions Meet new suppliers Free stuff! Why attend professional events?
- 9. Why attend professional events?
- 10. PRESENT – how is digital changing events
- 11. The digital world is impacting social behaviour
- 12. #1. Getting people there
- 13. Tools like Eventbrite make it easy to organise ad-hoc events Getting people there...
- 14. Strong relationships with bloggers increases attendance and event visibility DL – STELLA BLOGGERS
- 15. #2. Creating a splash
- 16. #Twitterwalls can bring the outside in
- 17. At SXSW, our Dallas colleagues used QR codes to create buzz on & offline JOSH - CHEVY
- 18. Get the world involved with social media
- 19. #3. Using social media to extend the life of the event
- 20. DL – MAROON 5 Some events are only possible online
- 21. FUTURE – where is all this heading?
- 22. Near field technology Mobile ticketing and barcode scanning is becoming the norm
- 23. Microsoft Kinect will transform our living spaces
- 24. Near field technologies will transform how we pay, play and travel
- 25. We are connected more than ever before in history
- 27. Digital is helping connect beyond geography
- 28. Events that take advantage of digital have a deeper and wider reach
- 29. Mobile is integral to successful events
Hinweis der Redaktion
- We have always been social creatures – finding opportunities to get together.Image source: http://static.panoramio.com/photos/original/6483036.jpg
- Social gatherings include olympics, gladiatorial events, through to modern day concerts and market places.http://static.howstuffworks.com/gif/olympic-torch-greece.jpg
- This also extends to professional events too – conferences, product launches etc.So why do we have this need to form groups – to get together and share experiences?http://www.adass.org:8080/Conferences/2006/Venue/ConferencePhoto_med.jpgSpartacusOlympicsTradersMarketsConferencesTrade eventsCongressesTweetups
- Anyone know who this is? Kurt Lewin – the father of social psychology...This highlights the importance of finding existing communities where possible – not trying to force people into them. Both online and offline it is important to bear concepts such as group theory into mind.http://www.intelegant.org/wp-content/uploads/img29940.jpg
- There are lots of reasons why peopleattend professional events...Conferences give us a chance to put faces with screen names or blog authors.They give developers a chance to talk with peers and use them as sounding boards for new ideas.They give developers a chance to grow in knowledge, imagination, and a chance to expand their network.http://blog.calevans.com/2010/07/19/an-entirely-unscientific-look-at-why-people-attend-conferences/
- There are lots of reasons why peopleattend professional events...Conferences give us a chance to put faces with screen names or blog authors.They give developers a chance to talk with peers and use them as sounding boards for new ideas.They give developers a chance to grow in knowledge, imagination, and a chance to expand their network.http://blog.calevans.com/2010/07/19/an-entirely-unscientific-look-at-why-people-attend-conferences/
- So lets look at how digital is changing real life events?http://www.fabfitsquad.com/wp-content/uploads/2011/05/binoculars.jpg
- The digital world has filtered into every facet of society – and so it is not surprising that this now includes real world activities. When it comes to real world events this creates an opportunity to build greater visibility for clients whilst also providing support for attendees and contributors.So lets look at some of the stages of events and how digital can support this...
- There are lots of routes nowadays to get people to events. In the UK we have tools such as Eventbrite and so http://rhandellmitchell.com/wp-content/uploads/2010/08/horse-drinking-water-from-pond1.jpgStill similar driversMaroon 5 / Nine Inch Nails (app)More accessibleDigital has now made events more accessible:TwitterEnables people to engage without physically being thereConnecting whilst at the conferenceAttendees can be as powerful as the speakerInterviewers – Twitter WallsInvitations - e.g. Facebook , etickets etc, blogger outreach Organising events – eventbriteUser generated content – (unconference)Cheap project management tools e.g. Basecamp/37 SignalsMakes event last longer / longevity – putting assets online and being able to revisit laterContent – sheer amount of contentAble to view conference and content from different perspectivesMultimedia – video etcFinding and connecting communities of passionLive video on demand – i.e. Webstreaming e.g. Livestream – selling live video accessGig – downloads and applicationsGeotagging – foursqureBluejacking etc
- Including much easier ways to set-up and invite people to events...Twitter/Facebook etc announcements
- Example case study – Stella Artois.Discussion around the approaches we undertook to build awareness with target bloggers for the InBev Stella Artois Draughtmaster campaign.
- Sometimes events can be about creating a splash at the event itself...http://rhandellmitchell.com/wp-content/uploads/2010/08/horse-drinking-water-from-pond1.jpgStill similar driversMaroon 5 / Nine Inch Nails (app)More accessibleDigital has now made events more accessible:TwitterEnables people to engage without physically being thereConnecting whilst at the conferenceAttendees can be as powerful as the speakerInterviewers – Twitter WallsInvitations - e.g. Facebook , etickets etc, blogger outreach Organising events – eventbriteUser generated content – (unconference)Cheap project management tools e.g. Basecamp/37 SignalsMakes event last longer / longevity – putting assets online and being able to revisit laterContent – sheer amount of contentAble to view conference and content from different perspectivesMultimedia – video etcFinding and connecting communities of passionLive video on demand – i.e. Webstreaming e.g. Livestream – selling live video accessGig – downloads and applicationsGeotagging – foursqureBluejacking etc
- There are lots of ways to create impact at events with digital. Twitter walls for example – provide details inc. conservative conference. Discuss interactive screens and walls to get attendees to engage. And look at Foursquare as a way to track movements around event locationsTwitterwalls which not only allow engagement but can create real impact at events...discussion around hashtags and providing opportunities for people to engage.Other examples of similar technologies and impacts.
- Challenge Positioned to leverage a major sponsorship, Chevrolet looked to enhance the SXSW experience by providing attendees with unique event opportunities while framing Chevy as an industry leader in innovation. SolutionThe multifaceted campaign included a mobile program with an offline component that provided genuine pay-off for the participant. Fleishman-Hillard capitalized on the dependability and reliability of the Chevy brand via “Gowalla,” a location-based application, to randomly select SXSW attendees to be driven to a location of their choice within Austin. Other major technology debuts for the brand included the launch an augmented reality iPhone application and QR codes affixed to Chevy vehicles. ImpactThe campaign generated a staggering year’s worth of media mentions in just ten days. Over 60 million extremely positive social web impressions (including Twitter, blog posts, online media outlets) were secured as a result of Chevy’s brand efforts at SXSW.
- Case study example:When consumer David Phoenix publicly tweeted “I could eat the Skittles Rainbow,” the confectionary company took him up on the offer. Recognising the passion Phoenix had for the brand and the power of his own off- and online networks, Skittles recruited him beforehand to participate in a high-profile PR stunt to bring the famous “taste the rainbow” tagline to life. The stunt, held in Soho Square involved Phoenix to standing in a very large tank, with a live video feed streaming on Facebook and vowed to pour in Skittles every time a new visitor (aka Skittles fan) tuned in by “liking” the profile. The campaign was promoted to PR trades, on Facebook and via Phoenix’s own Twitter profile – and quickly went viral. Results The tank was filled in only 10 hours, well ahead of the 24 hours Phoenix gave them to pull it offThe video generated more than 2,000 unique comments The Skittles Facebook page increased by over 130,000 fans and photos posted to the wall and special tab The campaign is still generating online interest and comments well after the stunt ended
- http://girltalk247.files.wordpress.com/2011/03/elderly-people-on-computer.jpg
- Along with the fact people now tweet at conferences etc, and can check out hashtags of what is going on Merge QR codesChevy Case StudyAugmented realityNear Field TechnologiesMobile – Google GogglesMobile presentationsRound up learningsIf having an event – maximise online and offlineStill about relationshipsEach event is differentWe’re here to help and provide counsel
- Looking to the future there are lots of trends that show that mobile is the way forward...http://reviews.in.88db.com/images/stories/near-field-technology.jpgLook at trends (WSJ)Merge QR codesChevy Case StudyAugmented realityNear Field TechnologiesMobile – Google GogglesMobile presentationsRound up learningsIf having an event – maximise online and offlineStill about relationshipsEach event is differentWe’re here to help and provide counsel
- Looking to the future there are lots of trends that show that mobile is the way forward...http://reviews.in.88db.com/images/stories/near-field-technology.jpgLook at trends (WSJ)Merge QR codesChevy Case StudyAugmented realityNear Field TechnologiesMobile – Google GogglesMobile presentationsRound up learningsIf having an event – maximise online and offlineStill about relationshipsEach event is differentWe’re here to help and provide counsel
- And tools like Near Field Tech will massively change how we use mobile to engage with the real world... Josh will give you an excellent example of this with one of our very own campaigns...QR codesChevy Case StudyAugmented realityNear Field TechnologiesMobile – Google GogglesMobile presentationsRound up learningsIf having an event – maximise online and offlineStill about relationshipsEach event is differentWe’re here to help and provide counsel
- And tools like Near Field Tech will massively change how we use mobile to engage with the real world... Josh will give you an excellent example of this with one of our very own campaigns...QR codesChevy Case StudyAugmented realityNear Field TechnologiesMobile – Google GogglesMobile presentationsRound up learningsIf having an event – maximise online and offlineStill about relationshipsEach event is differentWe’re here to help and provide counsel
- Of course there are lots of other aspects to creating events and maximising impact – but hopefully this will have provided some insights into the tools available and we are always open to chatting more about other really cool stuff that has been happening in the real world.So to round up...
- And if you get all of that right – everyone will be happy!!