eventPLUS Webinar for clients

by

Rob Blackie & Andréanne Leclerc London & Hong Kong, 14th April 2016

Why Events? •  Face to face has a large impact on B2B

purchasing decisions

•  Events make large numbers of customers available to influence at one time

•  Social now a key part of events – connecting people in different rooms or locations into a discussion that parallels the offline experience

What is eventPLUS? eventPlus is Ogilvy’s unique process to drive value from events across the customer lifecycle – driving awareness, consideration, leads and sales: •  Building brand and reputation: Influencing customers who do not know your brand

•  Driving leads and sales

•  Deepening relationships with customers

•  Influencing their peer group and co-decision makers

•  Driving value beyond the day of the event

Table of contents

1.  Driving value from events

2.  The process: Practicalities •  Where to start •  What are the experts needed to deliver? •  3 stages: pre, during and after

3.  Measurement framework

The Process

Three areas of focus Driving: •  Reach: Influencing customers who do not know your brand:

•  Amplifying to event attendees on Social

•  Deeper relationships with customers – face to face and online •  Engaging before and during the event •  Capturing data from Social into CRM system

•  Content to customer’s peer groups and co-decision makers

•  Encouraging advocates to share your content •  Promoting advocate content to their co-decision makers & peers

Driving value before, during & after events

Pre-event Event Post-event

Increase engagement with event content

Drive advocacy to internal stakeholders & external peer group

Initiate sales team relationship – online (& face to face)

Drive registration & reduce drop outs

Additional data capture

Amplification to target non attendees

‘New new’ lead gen

Ogilvy at Cannes •  Three times the volume of mentions of Twitter and Google

combined, 13 times as much as the nearest competitor.

•  #OgilvyCannes trended on Twitter

•  390m impressions beating brands with celebrities from Kim Kardashian to Patrick Stewart.

The Process: Practicalities

Key areas for success Business Ambition: Agreeing measurement and potential dollar value to the business validates & determines the level of eventPLUS investment Customer insight: Research on industry conversations, target audiences and the event program ensures that content matches customer interests Internal alignment: Especially joining Sales and Marketing teams Content planning: Ensuring that content is planned for the event (and template creative and processes are set up for reactive content), alongside a publishing strategy, influencer relations, team structure (client & agency) and partner engagement.

3 Stages Process

Pre-event Event Post-event

•  Audit needs across organisation"

•  Set pre-established measurement goals"

•  Cross reference speaker / attendee lists against target / existing clients"

•  Establish Creative Platform"

•  Agree narrative"•  Agree engagement

channels (social media platforms, media interviews, organiser blogs, mailers, email)"

•  Agree Paid, Owned, Earned mix & Search strategy"

•  Populate content calendar"

•  Create content bank – research, thought pieces, long form at byline & short / soundbite grabs"

•  Create visual assets – video, product shots, infographics"

•  Outreach to influencers / customers"

•  Active narrative"

On the ground at the event, our multi-disciple team will generate content in real-time based on the activities and attendees across a variety of different formats and channels."

After the event the team will put together a post event report to provide an overview of the activity undertaken, success metrics and an analysis on the whole event."""""""Further content creation and partners engagement."

Planning" Measure"Engagement & Execute"

1 week – 4weeks post event"Live coverage – duration of the event"Minimum 4 weeks, Up to 3 months"

What do the experts need to deliver? •  eventPLUS is delivered by a range of experts

with a project manager coordinating the efforts to ensure we achieve an integrated approach to social and digital.

•  Each team member provides a unique POV and value from their area of expertise, which we are looking to bring together to achieve a holistic approach.

•  Each team member will take on a role to ensure the workload is spread and we achieve transparence across the business.

Insights

Content

Project Manager

Influencers Management

Partners & Enablement

Strategy

Analytics

Support team: Media

Amplification

Support team: PR

Amplification

Publishing Distribution, amplification

Pre-event

Experts involved: All

The eventPLUS process ensures we achieve an integrated approach in distributing the most relevant content in social and digital channels. Before executing eventPLUS, determining a holistic social strategy is key. Insights from Ogilvy’s listening or conversation map exercises are translated into an overall strategy. Only then can content planning and influencer/partners identification begin. Throughout this entire process, the project manager ensures the team is on track and provides operational, strategic and tactical guidance.

Define event objectives, eventPlus contribution and plan of action (pre-during,

after)

Run listening exercise with relevant event/product, brand

keywords

Establish overall strategy based on extracted insights

Create templates and/or adapt existing

content

Reach out to influencers/partners for distribution and

amplification

Event day run through

During event

Experts involved: •  Project Manager •  Content •  Publishing, Distribution, Amplification •  Influencers •  Partners

During an event, the eventPLUS team develop, create and produce real-time content. The publishing, distribution and amplification team monitor channels for new topics to create content around and the project manager ensures that timings are met and the team does not stray from the strategy in place.

New exhibition/presentation begins

Onsite reporter takes video/picture OR notes down quote

from speaker

Onsite designers put picture/quote into existing template.

Producers edit videos. Copy writing.

Show final product to the approver

Upload onto appropriate channels

Monitor social channels for replies

and shares Approval

30-45 minutes

Content examples

Quote Card Vine Video Info-graphic

Vox Pop Video Image Quote Card

Social Wall & Newsroom Centre

An additional feature of eventPLUS is installing a social wall at the event to allow people to see all the exciting content that is being shared around your event or having. A physical newsroom center can also be setup at the event location.

Post-event

Experts involved: •  Project Manager •  Analytics

After the event or product launch wraps up, the eventPLUS team continues its efforts to track results. Measurement & reporting is necessary to gauge effectiveness of social efforts and to note down learnings for future eventPLUS implementation.

Compile a list of all channels that content

was seeded out of

Run a final social listening exercise to

determine how content was

perceived

Run a analytics exercise to determine

how content and channels performed

Compile findings in a eventPLUS wrap-

report

Create eventPLUS case study with

learnings and key takeaways

Measurement framework

Identify metrics to measure your objectives

Measure Engagement: Look for metrics around comments, replies, and shares. How many people are participating, how often are they participating, and in what forms are they participating? Platforms like Facebook have in-built analytics tools that show all engagements.

Measure Awareness: Use metrics like volume, reach, exposure, and amplification. You can use tools such as tweet reach to measure far is your message spreading.

Goal: Drive Traffic Track URL shares, clicks and conversions. Are people moving through social media to your external site and what do they do once they’re on your site? This can all be measured through website analytics.

Goal: Find advocates and fans Track contributors and influence. Who is participating and what kind of impact do they have?

Goal: Increase your brand’s share of voice Track your volume relative to your closest competitors. Social listening can be conducted to measure how much of the overall conversation around your industry or product category is about your brand.

What do you track and how?

Tracking paid media performance, organic content and channels performance should be done separately. Establishing the effect of paid media on organic performance would help optimize paid media budget and strategy. There are limitations to organic reach and this should be taken into consideration while setting targets.

Data Quantitative metrics (organic versus paid) Data sources

Data Qualitative KPI’s Data sources

Impressions, views, clicks, engagement level (likes, comments, shares, "search volume, content pillars performance (engagement)"

Fan’s/followers/ subscribers growth"Weekly, monthly visits (traffic), active users"Bounce rate, time spend"Usage, frequency"

Leads: Number or Leads//trials, usage of wish list, pre-order, event participation"Sales sales value: news customer acquisition revenue, change in off-take, category sales, change in volume, ROI"

Social Media platforms Analytics,"Website Analytics"Social Listening"

Social Media platforms Analytics,"Website Analytics"Google rankings"

Marketing automated software"Database"Website analytics"3rd party data"

Content level Data"

Channel level Data"

Leads and sales Data"

Macro Data" Brand awareness, brand perception"Share of voice, sentiment, topics of discussion, key influencers"

Surveys (brand, awareness, perception, etc)"Social Listening"

Questions?

Andréanne Leclerc Regional Director

Social@Ogilvy APAC @leclerca

Rob Blackie Director of Social

OgilvyOne @robblackie