Expand your knowledge on how to amplify and extend the reach of internal and external events via live social media coverage, utilizing tools such as Twitter, Facebook, LinkedIn, blogs, and others. Discover how using a journalistic and storytelling lens enhance the experience for those attending as well as remote folks. Get tips and do's and don'ts for before, during and after your event.

1. How To Get
1.53 Million Impressions
On Show Day
Kara DeFrias, Experience Designer | @californiakara
Social Media Playbook

2. An interactive art piece at TEDxSanDiego 2013

3. Intuit Confidential and Proprietary3
Our Digital
Strategy Evolution
Started in 2010, with lite social media integration. Tested
Backstage Chronicles pics. They ended up being the most liked!
In 2011, the team added a dedicated social strategist, and
began testing our way into what’s now considered across many
TEDx shows as best in class.
Our approach: storytelling and journalistic. We’re there to give
viewers a behind the scenes look they wouldn’t get anywhere
else. Make people feel special and included.

4. Intuit Confidential and Proprietary4
Increase on Twitter alone:
Growth
233,000 in 2011
1.5M in 2014

5. BEFORE THE SHOW

6. Intuit Confidential and Proprietary6
Build your team
One person can do it all, but if you’ve got 2
people you can have one person live
tweeting/blogging and one taking and posting
pictures. In a dream world? 3 people: 1 posting,
1 taking pics, and 1 on the livestream.
ProTip: Share your event hashtag with them
(you’d be surprised…).

7. Intuit Confidential and Proprietary7
Gear checklist
 Grab a lightweight laptop for Facebook Admin
rights and to set up your “home” station.
 Charge your phone (with camera).
 Download mobile apps for images and keep them
easily accessible for show day: we recommend
Diptic, Camera+, and Over.
 Pack a power cord for computer! Pack a power
cord for smart phone!

8. Intuit Confidential and Proprietary8
Get set up
Get all passwords and admin rights 2 days
prior to show day and go through a basic set
up, making sure your tools of choice have
autosaved passwords and are ready to go.
Make sure you know who your on-site contact
is in case there are any last-minute access
issues (ex. wrong password). Ensure you’ll
have Internet access prior to show day.

9. Intuit Confidential and Proprietary9
Attend Rehearsals
Helpful for a number of reasons:
 You get a lay of the land and know where
you’re allowed to go
 Allows you to introduce yourself
 You can stake out your seat
 As they practice their talk, listen for gems
and write them down

10. DURING THE SHOW

11. Know your channels
It doesn’t make sense to copy and paste the same
message across Facebook, Twitter, Tumblr,
Instagram, or others. We treat Twitter as play by play,
and Facebook as color commentary. You’re not there
to transcribe the speakers word for word; your job is
to paint a picture in broad strokes for folks.
For tweets, we’ll average 1 to 5 per speaker
(depending on their talk length). For shorter talks,
we’ll do 1-2, for a full 18 minute talk it’s more like 3-5
quotes. Try to capture the sound bites that are great
for retweeting, sharing, etc.

12. Be a good host
The social media person also acts as the virtual host. This
means in addition to posting speaker quotes and pictures
from the show, it’s helpful to let viewers and fans know when
the show is going on break, and when it’ll be back. Like
Ryan Seacrest, but you’ve got better hair. (Do the same on
your livestream feed, too.)

13. Know what’s going
on in the world
What are people talking about in social? Are there any
relevant hashtags to your speakers? The week of
TEDxSanDiego, there happened to be a lot of buzz around
drones, and one of our speakers was talking about them, so
we included #drones where appropriate.
#TrendjackingBad = #BeingRelevantGood

14. Have fun with picquotes
You’ve probably seen images floating around the web with quotes laid on top of them. It’s not some
magic unicorn splattering glitter dust with a wand to make these happen; there are a variety of tools
available and it’s quite easy. At TEDxSanDiego, we like an app called Over. Here’s how you do it:
1. Open Over and select the photo. (A wide angle shot with a lot of space next to the speaker.)
2. Type the quote/gem from their talk. Use 1 easily legible font (such as Helvetica Neue or League
Gothic) in a color that contrasts with your background (white tends to work well). Then choose a
word or part of a phrase to punch in a striking color and different font.
3. Add speaker name in a lighter color (like grey) and put it below the quote. Add your event hashtag.
4. Save, then publish to Facebook, Twitter, and Instagram. (Don’t autopublish from Instagram to the
other channels, as the photo doesn’t get ranked as high. In Twitter, for example, you want the
picture to show up right in the tweetstream, and it won’t from Instagram.)

15. Have fun with picquotes
A quote from Matt
D’Arrigo’s talk at
TEDxSanDiego 2013
In the beginning, it’ll take about 10-15 minutes to make each one. As you
get comfortable with the format and process, it should only take you 3-5
minutes each.
ProTip: Stick to one picquote per talk, and it should be the gem.

16. Secure backup pics
In the event your camera phone craps out, it’s smart to have your livestream
person taking screen shots along the way. Take 2-3 per speaker, then email them
to the entire team after each talk. Vary a close up shot with a wide shot that
includes a lot of empty space — you’ll use this space for picquotes.

17. Have a test plan
From year one, we’ve always tried new things on show day. In 2010, it was a
series of shots during the show that we hashtagged Backstage Chronicles.
In 2011, we did a series of speaker town halls on Facebook.
In 2013, it was picquotes.
Throughout the year, we optimize our social plan to increase visibility and build a
quality following. From year 1 to year 2 we increased our social following 200%.
Always be testing, optimizing, trying new things in service to connecting with your
fan base and amplifying the message.

18. Practice!
Download Over
from app store
Log in to
Yammer
Hashtag:
#SocialCoF
#
1 2 3

19. Kelly Crowley

20. POST-SHOW

21. Thank folks, close the loop,
and report results
If you were brought in to cover the
event (as opposed to being on the
core team), here are a few
templates to send to the organizer.
THANKS MESSAGE: Thank you for
the opportunity to cover TEDx(name).
We had a blast, and will be sending out
a wrap-up in the next week.

22. Publish
Wrap up posts and commentary pieces are great
ways to keep the story going after the event.
In addition to posting on the show’s blog, consider
writing content for LinkedIn, Medium, and others.
In addition, consider amplifying posts others write
about your speaker or event/show. (We tend to RT a
lot of it, as opposed to posting on Facebook.)

23. Thank folks, close the loop,
and report results
RESULTS MESSAGE: Here are a few key results: result x, result, y, a few qualitative examples
of what others were saying. (Include total shares, impressions, and a selection of posts and tweets
from fans and the show account.)
SAFETY MESSAGE: Thanks for trusting us. Know that we’ve deleted all of your passwords from
our computers and that we will no longer be posting on your Page/Twitter account. For good
measure, we always recommend our clients reset their passwords to social sites once a month
anyhow to avoid hacking, spam, and other foul play.

24. Have fun!
Seriously.
Write down 1 thing you’re going to try at
your next event / show:

25. In the end, whether you reach 1 person or 1
million people isn’t as important as helping your
speakers shine in your social media channels.
After all, it’s about “ideas worth spreading.”
The key in all of this: be authentic.
To your speakers.
To your show.
To your audience.

27. Questions,
comments,
sarcastic remarks?
Kara DeFrias
@CaliforniaKara