bnc global event show on 'post event engagement and message amplification
DESCRIPTION
Katie Streten, Senior Creative Strategist at Imagination demonstrated how you continue the conversation or amplify and strengthen the message generated at events. She explains how to promote further engagement with attendees and those who may not have been able to attend.TRANSCRIPT
Post-event engagement and message amplification
19.2.2014
Post-event engagement and message amplificationIntroduction
> Katie Streten> Senior Creative Strategist on the Ford account > Seven years at Imagination> Digital and social focus
Post-event engagement and message amplificationIntroduction
> In a world where metrics and value extension are becoming ever more pressing for events creators the ability to drive engagement and amplification after your event can become a deal-maker.
No longer a nice to have – it’s an expectation
Post-event engagement and message amplificationIntroduction – Benefits> Profile raising for your event – drive attention and reputation
> Attract a new speaker and attendee base
> Create an online content stream that lives beyond the show/event. Can this be monetised?
> Value add for the attendee + Value add for the client = Value for you
Post-event engagement and message amplificationContent types
During
Pre Post
Find and learn about your audience
Post-event engagement and message amplificationIntroduction
Audience
ContentCommunication
Spam
Post-event engagement and message amplificationIntroduction
Audience
ContentCommunication
Enjoyment
Post-event engagement and message amplificationIntroduction
Audience
ContentCommunication
Shouting in the wind
Post-event engagement and message amplificationContent types
Which amplification mechanisms to use?
Consider your audience
Creators – are they highly social? Posting on twitter? Blogging? Critics – do they watch and share? Do they comment?Passive – Do they simply watch? Disengaged – are they likely to amplify at all? Is email your best bet?
Combine reach desired with audience and you will have a good understanding ofThe engagement and amplification you’re likely to get.
You might need to pay…
Post-event engagement and message amplificationIntroduction
Audience
ContentCommunication
Amplification and engagement
Post-event engagement and message amplificationContent types
Content thatInterests me
1,000s
Follow upBlog post from a show I attended
Content thatInterests myfriends
10,000s
Blog post with a picture of me at a show I attended in a funny circumstance
Content thatInterests peoplewith interests like me
100,000s
Blog post with a picture of me at a show I attended in a funny circumstance with an industry name
Content thatInterests ‘everyone’
100,000,000s
Blog post with a picture of me at a show I attended in a funny circumstance with a celebrity
Post-event engagement and message amplification
The event content is the post-show content
Post-event engagement and message amplificationRange Rover Sport Launch
A global launch for the Range Rover Sport
>The ambition was to utilise a combination of traditional and social media platforms in order to maximise the global broadcast opportunities and reach millions via social media.
>The campaign climaxed in a dramatic Hollywood style reveal on the evening of 26March 2013 in Manhattan, where the mysteries of the campaign were finally revealed to the 750 VIP guests present, plus an eager online audience of over 20,000, as the actor Daniel Craig drove the car live through the streets of New York.
Post-event engagement and message amplificationRange Rover Sport Launch
> The content generated on the night was viewed by 3.7million viewers within these same four days.
> In the next three weeks press coverage was enormous, with 294 individual print pieces and 1,148 online pieces. A total reach of 2.2 billion people.
> In these three weeks a quarter of the total web traffic target for the six month launch campaign programme had already been generated
Key points> The event audience included audience that were already online who would share> The event content made the shareable content
Post-event engagement and message amplification
Design your event to generate amplification moments post show
Post-event engagement and message amplificationKen Block at the Detroit Autoshow
> People love to share content when it is personalised, incredible and impossible to recreate. But a major problem with the auto show environment is that the cars are static and silent. So how could we show what the EcoBoost engine was capable, up close and personal?
> At the show, visitors could watch themselves projected on a life-sized screen, then suddenly Ken Block would appear, and drive donuts around them
> Each film was personalised with the visitor’s name, and published to a dedicated YouTube channel.
> After the show, visitors received an email directing them to a souvenir site that featured their film, and provided the tools to share it with their friends and followers on Facebook and Twitter. Additional content about the EcoBoost engine was also supplied.
Post-event engagement and message amplification Shell Eco-marathon – Website statistics
Pre-event 20th April – 14th May Post-event 20th May – 6th June
04:07 3.28 05:39 5.93
Avg dwell time Page/visit Page/visitAvg dwell time
> Site revisits are more from direct traffic (use address on card or saved on computer before) than searching> Souvenirs collected on site contributed a healthy 20% of actions (25K) most of which resulted in click through to Shell.com> Social contributed 1,639 shares via Facebook, twitter and email
Post-event engagement and message amplification Ken Block at the Detroit Autoshow
> Over 4,000 films created which generated over 90,000 plays.> Extended reach through likes, shares and comments on Facebook and Twitter in excess of 6m.> Featured on numerous national TV channels including ABC, NBC and FOX.> Generated by individual shares and views – the attendees did the amplification
Key points> Contact was made for a point and purpose that was focused on the audience> Content was about the audience
Post-event engagement and message amplification
Provide stimulus to engage
Post-event engagement and message amplificationShell Eco-marathon
> Competition dates back to 1939 when Shellemployees in the USA made a friendly wager over who could travel furthest on the same amount of fuel.
> Became a competition for young scientists and engineers
> Evolved into an educational and community event with social post event engagement
> Many digital touch points allow users to collect souvenirs of their experiences and view them later on line e.g. personalised film of running in an energy ball
> Content was collected from interactions around the site
> 45% of visitors took advantage of this opportunity -9000 visitors in total
> Generating 90,000 pieces of content to be collected after the event
Post-event engagement and message amplification
Drive into more regular conversation channels
Post-event engagement and message amplificationFrankfurt IAA – Social Team
> We placed a social media team on-stand inside a ‘social hub’ space
> The team were both collecting responses, responding to tweets and tweeting their own content
> Prizes and competitions were run from the stand
> Crucially during the show they pushed followers to the existing social media channels – this meant that the day-to-day accounts were able to engage with visitors to the show post the event and continue the conversation
Post-event engagement and message amplificationFrankfurt IAA – Social Team
@DiscoverFord
671 new followers 1,369 total
@Ford_de
150 new followers 2,822 total
@EntdeckeFord
140 new followers
6,718 New Fans (5,461 driven by 4th/5th IFA Press Days)
You then need to apply the principles of your channel management to securing these new fans
Post-event engagement and message amplificationDetroit Spec PodsSimple, emailable brochures – New DataAudiences used automotive specification pods this year at NAIAS (North American International Auto Show)Audience could choose to be emailed a brochure of their choice
More tracked through the purchase funnel to final purchase than were generated by the on-stand, incentivised, hosts and hostesses.
Key points>Post-show engagement doesn’t have to be complicated>Often self-selected sign ups generate more engagement>Try and track your data to prove your value >Try and bring your systems together
Post-event engagement and message amplification
Conclusions
Post-event engagement and message amplificationConclusionSetting up>Combine Audience needs, Content and Communication to get real amplification>Be clear about what level of amplification you want/need and create your content accordingly>Principles for driving engagement and amplification>Your event content can be your engaging content>Don’t wait until after the show to deliver content for engagement and amplification – design your event to create post-show engagement content>Provide stimulus to engage>Simple and straight-forward can work extremely effectively>Drive people who engage into existing communications channels – don’t reinvent the wheel>Work to make sure they stay there or you might as well not have bothered
@imaginationlabs
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