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BRAND MAX 22/09/11 Ramp it up - maximising events using realtime social technology

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Peter Kerwood
Peter Kerwood

Learn how to create measurable engagement before, during and long after an event using technology that powerfully socialises your content.

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In 60 seconds...
I’m going to take it for granted that you... Market your event in an engaging way Understand your audience Provide all info in a timely manner Ensure that your content is totally relevant Honour delegates with great content, speakers, venues, food
So how can we add some extra magic? Lets make some social media magic
Social media amplification Live monitoring of social media channels at an event Delving into the social conversation as it is happening Rich media interaction between your event and your audience Digital socially interactive signage Real-time speaker sound-bite posting on social channels Real-time Flickr photography capture, tagging and posting Near real-time HD film capture and posting to YouTube Live blogging Live web-streaming Amplification is more than just making lots of noise
7 good reasons why amplification is a good idea Make your budget go further Increase your event’s attendance Improve your event’s effectiveness Expand your event’s reach Content created will ensure your event has a lasting legacy Library of digital & social content to help future marketing Demonstrate measurable ROI
Applications Campaign launches & promotional events Product launches & experiential campaigns Award ceremonies Conferences Exhibitions Concerts For event organisers, venues and brands For advertising, PR & marketing agencies For anyone who wants to lead the social conversation .
Make it as easy as possible to interact Provide good Wifi Check mobile signals Hold the conference rooms above ground Promote the Hashtag Inform the audience of speakers handles Brief speakers beforehand for soundbites Give your audience great content
Creating an event specific website An event website allows you to pull together all social channels
Event specific Twitter profile By using #brandmax the organiser & delegates can track relevant content
YouTube channel almost live uploads Upload video content to a carefully branded channel ‘almost live’
Flickr live posting Flickr photography captures & broadcasts atmosphere & interaction live
Live video blogging Voxpops filmed on Flip cameras create instant compelling content
Live audio blogging Audio blogging creates instant audio content which can be easily shared
Live streaming Ustream broadcasts your event anywhere in the world as it happens
Live streaming Ustream broadcasts your event anywhere in the world as it happens
Sharing presentation content ºÝºÝߣshare is a brilliant way of sharing presentation content post-event
Live social media display Interactive screens powerfully display aggregated social content
Live social media display Interactive screens powerfully display aggregated social content
Example: Gatorade Social Media Mission Control PepsiCo listens to customers and responds in real time
Other examples
Social media can be measured PeerIndex measures authority, activity & audience
Social media can be measured Klout powerfully tracks amplification probability & true reach
Social media can be measured Twitalyzer offers dozens of ways to visualise your social media efforts
Case study: Smirnoff presents Sensation Mission: Use RFID technology to connect the event with the online world
Case study: Smirnoff presents Sensation An automatic check-in was posted to Facebook when guests arrived
Case study: Smirnoff presents Sensation Roaming brand ambassadors had tablets with integrated cameras
Case study: Smirnoff presents Sensation Guests could choose from a selection of pre-designed ‘wall posts’
Case study: Volkswagen: Twitter zoom campaign Real world outdoor GPS-enabled treasure hunt
Case study: Volkswagen: Twitter zoom campaign Mashup of Twitter, Google maps and real world prize locations http://bit.ly/twitzoom
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BRAND MAX 22/09/11 Ramp it up - maximising events using realtime social technology

  • 3. I’m going to take it for granted that you... Market your event in an engaging way Understand your audience Provide all info in a timely manner Ensure that your content is totally relevant Honour delegates with great content, speakers, venues, food
  • 4. So how can we add some extra magic? Lets make some social media magic
  • 5. Social media amplification Live monitoring of social media channels at an event Delving into the social conversation as it is happening Rich media interaction between your event and your audience Digital socially interactive signage Real-time speaker sound-bite posting on social channels Real-time Flickr photography capture, tagging and posting Near real-time HD film capture and posting to YouTube Live blogging Live web-streaming Amplification is more than just making lots of noise
  • 6. 7 good reasons why amplification is a good idea Make your budget go further Increase your event’s attendance Improve your event’s effectiveness Expand your event’s reach Content created will ensure your event has a lasting legacy Library of digital & social content to help future marketing Demonstrate measurable ROI
  • 7. Applications Campaign launches & promotional events Product launches & experiential campaigns Award ceremonies Conferences Exhibitions Concerts For event organisers, venues and brands For advertising, PR & marketing agencies For anyone who wants to lead the social conversation .
  • 8. Make it as easy as possible to interact Provide good Wifi Check mobile signals Hold the conference rooms above ground Promote the Hashtag Inform the audience of speakers handles Brief speakers beforehand for soundbites Give your audience great content
  • 9. Creating an event specific website An event website allows you to pull together all social channels
  • 10. Event specific Twitter profile By using #brandmax the organiser & delegates can track relevant content
  • 11. YouTube channel almost live uploads Upload video content to a carefully branded channel ‘almost live’
  • 12. Flickr live posting Flickr photography captures & broadcasts atmosphere & interaction live
  • 13. Live video blogging Voxpops filmed on Flip cameras create instant compelling content
  • 14. Live audio blogging Audio blogging creates instant audio content which can be easily shared
  • 15. Live streaming Ustream broadcasts your event anywhere in the world as it happens
  • 16. Live streaming Ustream broadcasts your event anywhere in the world as it happens
  • 17. Sharing presentation content ºÝºÝߣshare is a brilliant way of sharing presentation content post-event
  • 18. Live social media display Interactive screens powerfully display aggregated social content
  • 19. Live social media display Interactive screens powerfully display aggregated social content
  • 20. Example: Gatorade Social Media Mission Control PepsiCo listens to customers and responds in real time
  • 22. Social media can be measured PeerIndex measures authority, activity & audience
  • 23. Social media can be measured Klout powerfully tracks amplification probability & true reach
  • 24. Social media can be measured Twitalyzer offers dozens of ways to visualise your social media efforts
  • 25. Case study: Smirnoff presents Sensation Mission: Use RFID technology to connect the event with the online world
  • 26. Case study: Smirnoff presents Sensation An automatic check-in was posted to Facebook when guests arrived
  • 27. Case study: Smirnoff presents Sensation Roaming brand ambassadors had tablets with integrated cameras
  • 28. Case study: Smirnoff presents Sensation Guests could choose from a selection of pre-designed ‘wall posts’
  • 29. Case study: Volkswagen: Twitter zoom campaign Real world outdoor GPS-enabled treasure hunt
  • 30. Case study: Volkswagen: Twitter zoom campaign Mashup of Twitter, Google maps and real world prize locations http://bit.ly/twitzoom
  • 31. Ìý