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1 Copyright © Publicasity 2014 Outcomes matter
Amplifying Live Events through Social Media
Philippe Jeanjean, Head of Digital June 19th 2014
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A Bit About Us
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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
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The merging of online and real-life
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Online vs IRL
Boundaries continue to merge
Social media activity captures real-life experiences in real time
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Online vs IRL
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Event strategy
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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
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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?
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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?
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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
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Driving Footfall
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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
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Pre-posts
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At the event (Basics)
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Planned vs. spontaneous posts
Create (and schedule) what you can in advance
Agree sign-off process and turnaround times
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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
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Hashtags
Don’t create needless hashtags – use the
event tag as a default (competitions
excluded)
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Connectivity
Ensure there is good Wi-Fi!
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At the event (Engaging)
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Cut through the social noise
Get participants involved
Physical action captured and shared
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Encourage engagement
UGC competition
Live-stream key segments
Create ‘snapable’ event experiences
Encourage input from attendees
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Case study: Grand Designs Live
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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
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Creating and using content
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Producing content at the event
Event content must fit within the overall brand content plan
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Producing content at the event
What content best supports your
brand? Who will create it?
How will it be shared?
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Producing content at the event
Brand UGC Blogger / media
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Making the most of event content
Plan content map in advance
Ensure content is adaptable for multi-
use
Consider ongoing blogger/influencer
partnerships
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Driving sales and generating leads
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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
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Dealing with issues and criticism
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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
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Dealing with a crisis
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Questions?
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Publicasity t: 020 7632 2400
www.publicasity.co.uk