Social strategy for events
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The document discusses social strategy for events. It outlines four principles of modern events: 1) integrating with existing communities and social networks, 2) having a strategy that includes the time before and after an event, 3) events are no longer confined to physical spaces, and 4) audiences are empowered through social media. It then examines how social media has changed events by allowing people to share them and giving audiences tools to participate. Finally, it identifies several social media use cases for events, such as on-site conversation aggregation, social concierge services, and mobile social networking.
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Social strategy for events
- 1. SOCIAL STRATEGY FOR EVENTS Kenny Lauer VP, Digital Experience George P. Johnson #VES12
- 2. Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.鍖ickr.com/photos/piet_musterd/1858568495 Collapsing Distances Connecting PeopleTM
- 3. Four principles of modern events р Events should integrate with existing communities and social networks where they exist" р Events should have a strategy that includes the before and after not just during" р Events are no longer within 4 walls" р The audience is empowered with social media and can assert control over the event, so encourage audience participation but be ready."
- 4. Its important to be seenImportant to Be Seen Its Sawa Bona [I see you] Some>mes you want to go Where everybody knows your name, And they're always glad you came hJp://media.80stees.com/images/products/Cheers_Norm-足T.jpg
- 5. 5 Focus on rela>onships, not technologies Transac>onal Passionate Occasional Constant Impersonal In>mate Short-足Term Loyal
- 6. Social extends Connectivity of the Digital World to the live experience
- 7. Image by ronni44052 used with AJribu>on as directed by Crea>ve hJp://www.鍖ickr.com/photos/ronnie44052/2730239605 How Social Has Changed Events 息 2010 Al>meter Group
- 8. People want to share events and now have the tools to do so Source: Eventbrite, The Incarnation of Social Commerce, July 23, 2011
- 9. The audience is empowered with social technologies
- 10. Social sharing fosters organic word of mouth and increased attendance Source: http://techcrunch.com/2011/10/14/eventbrite-facebook-share
- 11. Eventbrites social tinder ignites growth Facebook integration Source: Eventbrite, The Incarnation of Social Commerce, July 23, 2011
- 12. Community Disparate With Events 35 30 25 20 Series 1 15 Series 2 10 5 0 1/4/98 1/5/98 1/6/98 1/7/98 1/8/98 12
- 14. Our Research 息 2011 Al>meter Group
- 15. Research methodology Altimeter was underwritten by GPJ for this primary research and undertook the following activities to formulate top social event use cases: р 60 hours of secondary research of large-scale or technology-focused events р Email and phone interviews with: ≒ Event organizers ≒ Social media strategists ≒ Technology vendors 15
- 16. We identified 16 social event use cases
- 17. Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.鍖ickr.com/photos/piet_musterd/1858568495 Social Event Uses Cases 息 2010 Altimeter Group
- 18. Well take a look at these 3 use cases: 1. On-Site Conversation Aggregation 2. Social Concierge 3. Mobile Social Networking
- 19. 1. On-Site Conversation Aggregation De鍖niBon Aggrega>on of social content in real-足>me on displays at the event DescripBon Hosts provides social aggrega>on solu>on on site, for example, with physical displays posi>oned throughout conference for aJendee content, including tweets, photos, blog posts, etc. with modera>on for real-足>me content. This enables the host to surface the event community, and the voice of the aJendee on behalf of the event. Period Event
- 20. IBM Impact aggregates real-time updates on displays in the event lobby 20
- 21. IBM Impact aggregates real-time updates on displays in the event lobby 21
- 22. IBM Impact aggregates real-time updates on displays in the event lobby 22
- 23. SAP TechEd streams live Twitter feeds, as well as a ticker of in-session activities and changes
- 26. Dreamforce aggregates Chatter content throughout Moscone Center on large displays
- 29. Best practices р Education: "The good, the bad, but not the ugly." р Process: Determine if content will be filtered, moderated, or curated (manual or automatic), and appropriate roles and workflows. р Strategy: Develop a social strategy (hash tag, profile, facebook) to support the effort. р Comms Plan: If you dont tell them, they wont come.
- 30. Social Concierge De鍖niBon AJendees receive real-足>me, proac>ve support on social channels DescripBon Hosts monitors social channels and responds in real-足 >me to ques>ons and issues posted by prospects and aJendees. This e鍖ort drives leads prospects through the marke>ng funnel and increases aJendee sa>sfac>on. Period Pre-足Event, Event, Post-足Event
- 31. Web 2.0 responds to support questions and offers other assistance via Twitter
- 32. Gatorade monitors conversations from a dedicated room Gatorades Social Media Command Center is a war room for monitoring the brand in real-time across social media.
- 33. Radian6 powers Dells Social Media Listening Command Center The Command Center is a dedicated control room that oversees incoming mentions, segments them accordingly, and provides the space for a team of analysts to study the data and decide how best to take action.
- 34. LEAp Team
- 35. LEAp Team
- 36. LEAp Team
- 37. The Pizza Hut Hub monitored conversations during Super Bowl 2011
- 38. LEAp Triage Process Neutral Posi>ve Nega>ve/Con鍖den>al Do you want to Assess Evaluate Retweet message respond or amplify Message Message with reply the message? No Yes No Is it a topic that is No ac>on relevant to other Reply to message taken Yes aJendees? Yes Reply and let them know Do you have the info youre looking into the issue. Can you provide you need to respond No Escalate issue to the addi>onal now? appropriate contact. Yes informa>on? No Yes Yes No Nicely explain the facts Unhappy AJendee Are the facts correct? and con>nue to monitor Yes Is this a topic No the issue No Thank the individual that is relevant or let them know to other youre glad to see Yes aJendees that theyre happy or Retweets of unhappy No enjoying their aJendees tweets Are the facts correct? experience Yes No Yes Explain what is being done Retweet Is the issue being to resolve the issue or let Reply to message resolved? the retweet of the original individual with reply message with the reply take care of it Brand or event Yes Gather aJendee info con鍖den>al informa>on and escalate to publicized by aJendee appropriate contact No Yes Report post as spam and Spam con>nue to monitor
- 39. Best practices р Mindset: Ensure that staff have the right mindset for social support. р Process: A triage plan and workflow must be formalized and presented to staff for real-time, rapid, and effective response. р Influencers: Monitor influencers and engage differently from regular attendees. For example, the social concierge can arrange for personal greetings with influencers, online and in person
- 40. Mobile Social Networking De鍖niBon Increasing aJendee engagement on site through mobile social networking app DescripBon Host provides a mobile, social networking app to increase pre or on-足site dialog, sharing, or other par>cipa>on (such as networking or booth visits) through recogni>on or rewards. It may include game mechanics, such as badges or check-足 ins, or u>lity func>on, such as real-足>me agenda updates, or map of the conference area. This enhances the aJendee experience and increases aJendee sa>sfac>on. Example: AJendees at Salesforce Dreamforce used a dedicated backchannel on the mobile app. Period Pre-足Event, Event
- 41. Dreamforce mobile app offers a range of utility Dreamforce mobile app allows users to post and view its dedicated backchannel on chatter, check schedules, view maps, rate sessions, and receive real-time push notifications. This app was built by QuickMobile.
- 42. LeWeb attendees connect their profiles via LinkedIn integration LeWeb 2010 attendee profiles are updated with LinkedIn information, after logging on with their LinkedIn accounts. This feature is provided through Presdo Match.
- 43. Facebook F8 attendees check-in via RFID Facebook handed out RFID tags to attendees, which were used to check into kiosks. This idea started at Facebook as a Keg Presence, a way for Facebook employees to post or share photos every time they visited the company keg.
- 45. OracleWorld attendees register at the event with their mobile phones
- 46. CES 2011 encouraged booth visits with Foursquare check-ins CES Foursquare account provided tips and tricks at CES, and offered prizes to those who collected badges for exhibit booth check-ins.
- 47. Bloodhound, an event app, is a remedy for FOMO Suggestions Exhibitors People
- 48. Best practices р Marketing: Apps are only useful if there is a critical mass. ≒ Market aggressively - it should conveyed as an integral part of the attendee experience. ≒ Enlist speakers to participate and encourage usage during their sessions, and provide incentives for attendees to download and use the app. р Connectivity: Ensure dedicated wifi and coverage throughout event space, as apps are useless with poor reception. р Utility: Make sure the app is delivering on real needs, so attendees will download and use, e.g. include real-time updates through push notifications, or exhibit hall maps
- 49. Image by ronni44052 used with AJribu>on as directed by Crea>ve hJp://www.鍖ickr.com/photos/ronnie44052/2730239605 Key Takeways 息 2010 Al>meter Group
- 50. Guiding Principles 1. Build a strategy for the entire attendee lifecycle. Shift mindset away from a hourly to daily event to a pervasive never ending event. 2. Do both: Join and Build: Remember, in many cases, communities have been there before we got there. You must both integrate where they are, as well as build new online experiences. 3. Bring the outside in and take the inside out. Use cases should match a specific business and attendee need. Stop experimenting and derive
- 51. Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.鍖ickr.com/photos/piet_musterd/1858568495 Collapsing Distances Connecting PeopleTM
- 52. Kennys List of Uber Trends - Converging of Physical and Online. Pendulum has swung back. F2f s>ll is the apex of communica>on, but the lure and bene鍖ts of extending audiences, extending spend, and extending dura>on drives increasing interest in remote engagement. -Social TV (Second Screen or Social 2 screen movement) Move from Passive to Ac>ve. Beyond the Hashtag in the corner. Program Design with the assump>on that viewers have two screens (a laptop, tablet or phone). The test for TV will be how to integrate social media into non-足live events. On demand entertainment is s>ll the thorn for TV and innova>ve ways to make social media feel organic regardless of >me will be highly desirable.
- 53. Trends - Games (gamification) / Storytelling (transmedia Storytelling) Engagement and Mo>va>on Design which includes everything from Psychology, Sociology, Crea>ve, User Interface Using game mechanics and dynamics to drive behavior Anything measured can be made into a game Jesse Schell Blending of extrinsic and intrinsic mo>va>on -Brand, advertiser and the location convergence in the context of the Social, Local and Mobile (SoLoMo) Events are the embodiment of this triad. Not just Pre {twiJer, hashtag, foursquare swarm, plancast} /during {Facebook, twiJer, foursquare, Facebook places} /post {Facebook, blogs, twiJer} Mobile plarorms have hit cri>cal mass, and global. Collision of social, local and mobile media
- 54. 54 Collapsing Distances Connecting People Creating Value TM Kenny Lauer klauer@gpj.com Twitter: kennyL