levarging social media for events (sos-model)
TRANSCRIPT
Why 3 Phases? Why SOS?
• Thinking in phases helps to structure and plan resources
• Targets / Roles / Tools differ from Phase to Phase
Who is required?
Which tools should be used?
What are we doing?
What is the best timing?
How do we build a network?
3 Phases
• SunriseTime before event. Goal: Drive attention for the event
• OnsiteDuring the event.Goal: Update audience – Build additional value
• SunsetAfter the event.Goal: Form onsite networks into online networks
Awareness Factor
Time
OnsiteSunrise Sunset
With Sunrise
Awareness Factor
Time
OnsiteSunrise Sunset
With Sunrise
Without Sunrise
Sunrise
• Targets– Make people aware of event
– Establish communication channels / show how to contribute
– Identify and leverage key individuals
– Collect expectations
• Tools– Low frequency Micro Blogging
– Medium frequency blogging
– Medium frequency forums/communities participation
• Communication– 80% Listen
– 20% Publish
Sunrise
Events do just lend people from other communities....
Sunrise
Events do just lend people from other communities....
Event
Sunrise
Events do just lend people from other communities....
• Methods: Guest Blog Posts, Forum participation
• Requirements: Home where “Event Community” has its base
Sunrise
Events do just lend people from other communities....
• Lessons learnedPeople follow peopleEvents are not permanentAllow participation at “Event Community”Do not build individual sub communities
Sunrise
Events do just lend people from other communities....
• Call it success if...... people start to link your “base”... start to use your Hashtag on Twitter... talk about event
Sunrise
Twitter: The first people starting to care about yourEvent Account are your “Key Individuals”.Give them something to “care”
Sunrise
•Timing... it takes time to get organic traffic from search engines and to be linked. 2-3 Months... Microblogging is short term... Social Media gets monitored. Expect up to 24 hours until “alert” is created
Sunrise
•Site Kicks... Produce Content and don't tell someone – let people find it. (ie. Session Blog Post)... Provide information that is not avail somewhere else (like press releases)... Recognize and award
Onsite
• Targets– Inform people at the event
– Make Information a value
– Nothing works better than “word of mouth”
– Build visitors reputation
• Tools– High frequency Micro Blogging
– Low frequency blogging
– Low frequency forums/communities participation
• Communication– 50% Listen
– 50% Publish
Onsite
Re-Establish connections. Events are networking
• Methods: Micro Blogging , TagClouds, Followups
• Requirements: Linkage to onsite displays (Twitterwall)
Onsite
Re-Establish connections. Events are networking
Onsite
• Lessons learnedSave time and effort by including Status Updates into digital signs.Link people by ReTweet and @RepliesDo not push things that require longer reading time (press release)Make Micro Blog an embedded communication channel Guide followers
Re-Establish connections. Events are networking
Onsite
• Network ReengineeringDuring events people from different sources meetHelp to link them
=> POKEN
Re-Establish connections. Events are networking
Onsite
Re-Establish connections. Events are networking
• Poken- New device to share contacts- Stay connected post event- Optional tool to use
Onsite
• Call it success if...... people from different communities got linked... new connections established... Event is source of valuable “social contacts”
Re-Establish connections. Events are networking
Onsite
•Site Kicks... use Liveblogging to integrate offsite thought leaders... keep “Status Updates” Real-Time... allow every staff member to publish updates
Onsite
•Further Reading (German)
http://www.cyber-junk.de/entwickelt/business-poken-ein-erfahrungsbericht-slideshow/- Using Pokens in Business Context- Experiences , Numbers, Lessons learned- Presentation in english
http://www.cyber-junk.de/nachgedacht/das-online-publikum-mit-einbeziehen-livebloggen-twittern-und/- Integrating audience into communication- Liveblogging
http://www.cyber-junk.de/entwickelt/twittern-von-kongressen-und-veranstaltungen-aus-sicht-der-organisatoren/- Organization structure- Lessons learned- Recommendations
Sunset
• Targets– Extend discussions post event
– Re-Integrate visitors into lending community
– Gather Feedback
• Tools– Low frequency Micro Blogging
– Low frequency blogging
– Low frequency forums/communities participation
• Communication– 80% Listen
– 20% Publish
Sunset
• Lessons learnedEnsure availability of post event informationBuild “Meat Balls” into existing communities.
Re-Integrate participants into existing communities
END
• Thank you!connect with me... twitter.com/zoernert
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