amplifying live events through social media

1 Copyright © Publicasity 2014 Outcomes 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

amplifying live events through social media

Marketing