Publicasity's Amplifying Live Events Through Social Media

1 Copyright © Publicasity 2014Outcomes matter
Amplifying Live Events
through Social Media
Philippe Jeanjean, Head of Digital
June 19th 2014

A Bit About Us

Today’s session
• How online and IRL merge
• Strategy
• Driving footfall
• At the event
• Creating and using content
• Driving sales and generating leads
• Dealing with issues and criticism
• Questions

The merging of
online and real-life

Online vs IRL
Boundaries continue to merge
Social media activity captures
real-life experiences in real time

Online vs IRL

Event strategy

What kind of event?
Your brand’s own event
A larger event your brand
participates in, along with
competitors
A relevant event that your brand
is not directly involved with
An event that your brand
sponsors

Focus on Outcomes
Remember the goal of your event!
It’s hard for people to be social at the event and on social media
simultaneously
What does success look like for you?
Is a waterfall of Tweets during the event
of value to your brand or do you need something else?

Focus on outcomes
Who do you want to reach? What is your brand’s story?
What is the best way to convey
that message?
Who can help you
communicate?

How Social Media can help
Drive Footfall
Involve people off-site Create lasting content
Collect data and leads
Drive immediate sales
opportunities
Engage with people onsite

Driving Footfall

Driving footfall
Online ticketing and socialised registration
(make sure you have it)
- Like and share buttons
- QR or Zap codes on print materials
Identify and outreach to influencers
- Social listening
- LinkedIn groups
- Event calendars/Industry boards
Get the most from media partners, celebs
and influencers
Use owned brand social media channels
- Video intro to events
- Teaser blog posts
- Create teaser content (videos,
whitepapers, infographics)
- PPC footfall drivers
Target your base of confirmed attendees with social content

Pre-posts

At the event
(Basics)

Planned vs. spontaneous posts
Create (and schedule) what you
can in advance
Agree sign-off process and
turnaround times

Social media management
Use social listening tools
Identify influencers in advance
Have a dedicated social media
manager
Pre-prepare talking points and
agree a response process

Hashtags
Don’t create needless
hashtags – use the
event tag as a default
(competitions
excluded)

Connectivity
Ensure there is
good Wi-Fi!

At the event
(Engaging)

Cut through the social noise
Get participants
involved
Physical action captured and shared

Encourage engagement
UGC competition
Live-stream key segments
Create ‘snapable’ event
experiences
Encourage input from attendees

Case study: Grand Designs Live

Encourage engagement off-site
Involve wider community prior
to event
Open up discussions on Google
Hangouts
Social listening to identify
sharing opportunities
Create content with extended
appeal

Creating and
using content

Producing content at the event
Event content must fit within the
overall brand content plan

What content best
supports your
brand?
Who will create it?
How will it be
shared?

Brand UGC Blogger / media

Making the most of event content
Plan content map in
advance
Ensure content is
adaptable for multi-
use
Consider ongoing
blogger/influencer
partnerships

Driving sales and
generating leads

Drive sales and generate leads
Tweet shop (on-stand
discounts for posts)
Exclusive one on one
sessions
Exclusive one on one
sessions
NFC, QR or Zap codes on all materials
Exclusive downloads
Social media ‘like’ offers
Enable digital lead generation

Dealing with
issues and
criticism

Dealing with negative comments
Don’t Ignore!
Always tackle head on as
you can never be sure when
they may escalate
Leverage Influencers
Has a blogger / media
referenced the answer to a
query? Then direct the
customer to them
Tone of Voice
Treat every customer query
separately – don’t sound
like a robot with generic
answers
Continually Monitor
Social media is a 24/7 game
– make sure you processes
in place to be alerted to
mentions
Beware Scheduling
Always check that your
scheduled content is still
relevant
Keep on top of Community
Always monitor what they
are discussing

Dealing with a crisis

Questions?

Publicasity
t: 020 7632 2400
www.publicasity.co.uk

Publicasity's Amplifying Live Events Through Social Media

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