The 10 steps:1. Define your audience/demographic2. Prepare Social channels3. Set measurement criteria4. Select your giveaways5. Pre-register6. Share infographics7. Competition (Gamification)8. Announce winners & drive traffic, 10 days to go emailer9. During & next day, Q&As
10. Extend the event lifetime
Early career
Step 1. Define your audience/demographic
Mid career Senior career
Fears: Getting ideas noticed amongst the digital noise.
“How Can I get my ideas noticed, and approved”
Fears: Being left behind by the Digital Noise.
“How can I distinguish what will work and what won’t”
Fears: The Digital Noise, disrupting and impacting the business.
“Are my team sufficiently geared-up”
Objective:Start Hashtags & begin dialogue
Value exchange:Follow and take part at early stages in exchange for early bird discounts, competition entries, news and prizes.
Step 2. Prepare Social channels
“I like your brand online, not because I like your brand, but because I want my
colleagues to think I know more than them”
Social status in the business environment
Step 3. Set measurement criteriaFan growth:● Measure the number of people “liking” your pages and hence becoming fans● Take a note of the current likes, shares & fans now before you begin● This can be done manually, or using a paid for service like SocialBakers
Engagement rate (ER):● Measure to what extent your fans are engaging in your posts● Divide the number of likes, by the number of fans● Shows the percentage of your fan base that is active
Response rate (RR):● Measure the time lapsed between posting content and getting a response● Also measure your own time to respond to posts by your fans
Most engaging content:● Track which posts get the most engagement (tweets, infographics, video etc)● Also measure by the four/five event themes
Gamification
Increase engagement rate, through
Vendors claim that gamification can lead to a 100% to 150% pickup in
engagement metrics including unique views, page views, community activities,
and time on site
Source: M2 Researchhttp://en.wikipedia.org/wiki/Gamification
& increasing engagement rate
Prizes & competitions
Source: Google Squared Program
683%
Average increase in engagement rate for
competitionsCreating
participation
Top ‘shared’ content for brands:
Giveaways Infographics
GossipHumour
Source: http://allfacebook.com/infographic-krds_b126288
Tickets to next year’s event
Step 4. Select your giveaways
leverage brands and experiences that your audience are already engaged with
Relevant prizes
Apple WatchLinkedIn premium account
Gifts need test under them
Value exchange:Pre-register for 10% discount. Like, share, forward & follow for notifications of team discounts, upcoming competitions and event news
Step 5. Pre-registerTargeted email On and offline Advertising
Value exchange:Share / prove your knowledge to your network & develop insights to persuade potential attendees
Step 6. Share infographics
x 5 emails containing infographics, focusing on the event theme(s)
Appeals equally to targets
Value exchange:View, and be inspired, then share to convince Bosses and offers with Team / company
Step 6 contd. Testimonials (voxpops)
Appeals equally to targets
Video testimonials from previous attendees related to engage the prospective attendees
Value exchange:Share / prove your knowledge to your network & sign up / follow to be informed of scores
Step 7. Competition (Gamification)
Appeals equally to targets
Competition to test attendees knowledge, based on the infographics created for Step 6.
Value exchange:Entice visitors to the microsite to see their scores. Share and promote amongst network!
Step 8. Announce winners & drive traffic
Appeals equally to targets
Value exchange:Set expectations, reminder and feed any final persuasive actions needed
Step 8 contd. 10 days to go emailer
Appeals equally to targets
Value exchange:Users get to showcase what they learned and create buzz on Twitter while activity is measured. Continued networking online.
Step 9. During & next dayProgramme / schedule page on microsite has instant share buttons:
Appeals equally to targets
Value exchange:Gain insights, create content for microsite using Storify. Encourages networking. Answers fed back online using #
Step 9 contd. Q&As
On twitter: Networking zones:
Appeals equally to targets
Place postcards to be filled in at networking zones, and picked out and answered by host of area.
Tweet your questions using pre-set hashtags related to networking zones and event themes.
Remove any text with London Business School or GLS
Value exchange:Reminder of the event and refresher of themes. Paving way for next years event. Extending buzz.
Step 10. Extend the event lifetime
Appeals equally to targets
Follow-on emails, post event:1. Summary of topics, knowledge and
results.2. Download/watch videos and slides
from the day3. Pre-register for 2016 event for
additional discount4. Take part in survey - tell us what you
think, what have you been able to implement for your business
We should make sure we refer to 2015 for the event and 2016 for next years event
Quick recap on the 10 steps:1. Define your audience/demographic2. Prepare Social channels3. Set measurement criteria4. Select your giveaways5. Pre-register6. Share infographics7. Competition (Gamification)8. Announce winners & drive traffic, 10 days to go emailer9. During & next day, Q&As
10. Extend the event lifetime
Summary of values exchanged:
1. Announced competition, and offered news, prizes etc2. Encouraged sharing with knowledgeable, topical content3. Provided info/graphics to support business-case to bosses4. Offered prizes & ‘social status updates’ in exchange for data and sharing5. Enabled networking through booths and Twitter debates6. Gained insights through Q&A feedback + created relevant content using #’s7. Facilitated easy feedback to network of knowledge gained 8. Created long-tail, shared content across various social networks9. Tracked, measured and reported, increase in engagement rate, exposure etc