1. Why the heck should we do it? 2. The 3 phases of coverage.

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S O C I A L
M E D I A
S T R AT E G Y
Live Event Coverage

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WHY THE HECK SHOULD WE DO IT?

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it has become standard,
consumers expect it.
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it’s an
opportunity to
C O N N E C T
W I T H Y O U R
A U D I E N C E
P R O V I D E
Y O U R A U D I E N C E
W I T H A C C E S S
I N C R E A S E
B R A N D
V I S I B I L I T Y
D R I V E
O N - P L A T F O R M
E N G A G E M E N T
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GENERATE PRE - SHOW BUZZ

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first
things first
ALIGNONCOVERAGESTRATEGY
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0
2
0
3
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DEVELOP+DISTRIBUTETEASERCONTENT
SOLIDIFYEVENTDAYUGCAPPROACH
CREATEACOVERAGECHEATSHEET
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COVERAGE
STRATEGY
1. Goals + Objectives
2. Channels
3. Engagement Timeline
4. Hashtags
5. Roles + Responsibilities
6. Event Experience Look + Feel
7. Learn Up
Video Best Practices
Content Creation Tools
Adobe Post
Canva
8. Incentivization
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TEASER
CONTENT
1. Generate Interest
2. Drive Excitement
3. Crowdsource Programming Input
4. Tap Designers for Graphics
5. Tap Video Team for Video Content

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W R I T E Y O U R
T I T L E H E R E
RIO OLYMPICS CAMPAIGN TEASER VIDEO
With the Games in Brazil this year, Panasonic, a long-time official partner to the British Olympic Association, wanted to help Great Britain keep up the fan-fueled momentum. So in April
2016, they announced a crowdsourced campaign called #Superfans, which invited fans of Team GB to post pictures on social media using the hashtag to encourage engagement. This
teaser video with an Olympic gold medalist, is a fun spoof on how to show your support for the Team GB athletes and generate excitement and awareness.
PANASONIC UK #SUPERFANS
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UGC
APPROACH
1. Brainstorm M.O.S. Topics
2. Event Signage + CTAs
3. After Event Content
COVERAGE
CHEAT SHEET
1. Compile Key Event Details
2. Update Often

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THE BIG DAY: ENHANCE THE LIVE EXPERIENCE

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02
Audiences often look for more practical
information as well, like the agenda, so they’re in
the know about what’s happening next and
where. Don’t overlook the need for this kind of
information.
PROVIDE PRACTICAL INFORMATION
01
Sharing generic statements about the
speaker, your excitement or the vibes of
the room isn’t going to be shareable. Your
audience wants valuable information that is
only available at the event like exclusive
facts, figures and photos.
PROVIDE SHAREABLE CONTENT
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During event sessions, if a speaker or panelist
mentions a blog or news article, try and share links
to it in real-time so users have additional, relevant
sources of information.
PROVIDE CONTEXTUAL INFORMATION
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Don’t just broadcast your two cents. Proactively engage
with and respond to attendees and those tuning in virtually.
Use hashtags to track conservations and share any content
they’re sharing that is of relevance to your audience. They’ll
be thankful for the spotlight because it makes them look
more credible, and you won’t have to do all the heavy lifting.
PROACTIVELY ENGAGE IN CONVERSATIONS

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Not all attendees are comfortable standing up in a room full of
people and asking questions. Use social media to break this barrier
to entry by allowing users to submit questions via social in real-
time.
ADD IN REAL-TIME INTERACTIVE OPPORTUNITIES
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There are so many socially integrated products on the market that are
designed to capture high quality media at live experiences and
leverage that media by letting users upload the content instantly.
Features include everything from animated gifs and custom branding
that gets placed on and around your photo so that every picture that
gets uploaded is a positive brand impression, to static overlay
additions and pre populated messages with handle mentions and
hashtags to maximize your brand impressions and generate buzz.
INCORPORATE A DEDICATED SOCIAL MEDIA BOOTH
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USER GENERATED CONTENT
All the fan photos posted with the hashtag #Superfans were posted on a dedicated web page on Team
GB's official site, and Panasonic UK offered extra incentives like Twitter contests to win a 40” TV.
PANASONIC UK #SUPERFANS
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W R I T E Y O U R
T I T L E H E R E
glamourmag “Dream big. Work hard.” Wise words from
@caitlynjenner—here with daughter @kyliejenner—proving
that #EveryWomanCan #GlamourWOTY2015
glamourmag #EveryWomanCan “lift up another woman.” -
@LupitaNyongo #GlamourWOTY2015
glamourmag On the red carpet at the #GlamourWOTY2015
awards. Glamour Women of the Year 2015: Cecile Richards:
The Health Advocate
DEDICATED SOCIAL MEDIA BOOTH
At it’s 2015 Glamour Women of the Year Awards, Glamour got celebs and attendees to finish the sentence #EveryWomanCan... at a dedicated social media booth. Not only did they
create a custom hashtag out of it, they also created a peripheral hashtag #GlamourWOTY25 for the 25th anniversary of the event, developed custom graphics for social using quotes
from red carpet interviews that were super inspiring and shareable, and got their content picked up and reposted by HuffPo, Planned Parenthood and several other accounts.
GLAMOUR WOMEN OF THE YEAR AWARDS
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EXTEND THE LIFETIME VALUE OF YOUR EVENT

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02
Decide what format event highlights should be presented in. Is
it a SlideShare, video, full infographic, mini-infographic, blog
post, etc?
ALIGN ON CONTENT FORMAT + DISTRIBUTION
01
Choose some of the most popular
facts, figures, photos and event
takeaways and combine them to
create one collective source of
information that provides a
comprehensive and holistic recap of
the event.
COMPILE KEY TAKEAWAYS
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Give a shout out to the most engaged audience
members and how they contributed to the
conversations surrounding the event. This
along with any post-event incentives will
encourage them to continue being active
participants at future events.
REVIEW AUDIENCE PARTICIPATION
04
Get together as a team, both
internally and with the client, to
discuss wins, challenges, and
metrics and what it all means for
future event coverage.
CONDUCT A POST-MORTEM

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W R I T E Y O U R
T I T L E H E R E
THANK YOU VIDEOS
At the end of the campaign, the brand tweeted videos from athletes sharing their favorite memory of
supporters, and shared posts featuring post campaign thank you videos from the athletes.
PANASONIC UK #SUPERFANS
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VICKY OYOMBA
Sr. Director of Strategy, Social + Digital
600 W. Fulton, Suite 600, Chicago, IL 60661
voyomba@imaginepub.com
www.imaginepub.com