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In the complex and noisy environment that is the social media landscape Joe reveals not only how to use social media to drive visitors to your event but also how to deliver the event back into the social environment and fully optimise the social experience.
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HERDING CATSSocial Media For Events
brandjoe
HELLO
brandjoe
AGENDA
IT’S KIND OF A BIG DEAL
72%78%
WHO’S WINNING THE SOCIAL FIGHT
SUPER BOWL
SOCIAL MEDIA GOALS
GET FAMILIAR
THE SEASONS
AUTUMN CAT WINTER CAT SPRING CAT SUMMER CAT
STRATEGY
STOCK AND FLOW
STOCK
As interesting two years as it is today
We’re all good at this
More perceived value
Costs more to produce
FLOW
Flow is the feed, it’s the post and tweets
Remind people you exist
Events seem to struggle
Less value same time
WHAT DO YOU SEE HERE
STOCK CAN FEED FLOW
BUILDING LONG TERM RELATIONSHIPS
Output
Listening
Community Management
Industry / consumer activity
Creating a communication
framework to deliver consistent
engagement
Keywords to monitor
conversations and news
Actions to deliver relevant content to the
audienceFind & Build Community
SoV
Influencers
Audience Focused Flow
Cam
paign Stock
Create spikes in activityMeasured separately
Results
Intent to purchase / ROI
WHY THINK LONG TERM
REPEATED STATEMENTS
WHY THINK LONG TERM
READY & WAITING
WHY THINK LONG TERM
285,000 = £250
• Offline brand experiences are the main online conversation starters*
• 63% more brand recall when something is interactive**
• WOM is key to ticket sales
• Social is key to driving WOM
*Insights Consulting report Sept 2011** 2010 Report Barun & Sully
Use offline events to drive online
conversation
Use online conversation to drive
awareness and recommendation
BEFORE BEFORE
BEFORE DURING AFTER
BEFORE
Influencers (and who to
recruit)
AttitudesTriggers
Pain PointsHot Topics
WhoDemographics
WhereTo seed content
CompetitionShare of the conversation
LISTEN
CONVERGED MEDIA MODEL
Paid Media Owned
Earned
Sponsored Customer
Brands that ask for shares
Promoted Brand
Content
• Outreach – Deliver content to your audience
• Facebook Pages• Twitter Accounts• Google+• Pinterest• Instagram• Sound cloud• Youtube
• £1 per like• £2.50 per follow
• Asking users to invite their peers
• Getting user to create and share their own experiences
• Facebook sponsored stories from user actions (46% higher CTR)
Promoting localised editorial content
SOCIAL CONNECT
£2.50
£1.25
STAKEHOLDERS & CONTENT
TACTICAL ACTIVITY
DURING
SO LO MO PO GO
CUSTOMER SERVICE & PUBLIC ANNOUNCEMENTS
PORTAL FOR NEW AND EXISTING RELATIONSHIPS
ENCRYPTED NFC
NOTIFY FRIENDS
LIVE STREAM
LIVE STREAMING
COPY & PHOTOS
LIVE STREAMING
VIDEO
RFID
REAL WORLD LIKING
LOCATION
AFTER THE PARTY
RECONNECT WITH YOUR AUDIENCE
PUT ALL YOU CATS IN ONE BASKET
Bring back past content
THE OPPORTUNITY
New
User GeneratedContent
Curated Content
Create micro events
Ask them what they’d like to see next year
Speakers, Artists, Journalists etc
Re live the event
BREAK THE MOULD
MEASURE
Number of times it may have been seenImpressions
Reach
Clicks
Engagements
Traffic
Sales
Views
The number of people content is delivered to
The amount of people who viewed specific content (demographic where possible)
How many people clicked
How many people engaged with the business
Traffic driven to key landing point through CTA’s
ROI
Sentiment Intent, happy, sad
Go out and find your audeince
Think long term (break the mould)
Use your stakeholders
Capture as much content as you can
Live streaming does not have impact ticket sales
Create interesting ways for users to share and connect
IN SUMMARY
THE END
NO CATS WERE HARMED IN THIS PRESENTATION
brandjoe
Joe Edwards
Head of Strategy
Brand Engage
@brandjoe
+44 (0) 1753 866 444
CONTACT DETAILS
