Leaders Sport Business Summit - Case Study

Leaders in Sport Business Summit Social Media Report

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Aim: To raise the profile of the Leaders in Sport Business summit and make this year’s event not only accessible for those in attendance but engaging to outside audiences too.

Leaders in Sport Business Summit October 2014

Strictly Confidential | Copyright We Play Ltd 2014

The Challenges


Split Rooms

Lack of resources

Over 60 speakers

A record number of delegates

Never had agency support

1. Create sharable content with an always on approach

2. Make delegates and speakers feel part of a social experience

3. Utilise short form video

Our Approach


Always On


Curating sharable content


Research

Provide build up content

Live Updates

High quality photos

Post talk interviews

Engaging with users

Research

Preparation

1. Contact delegates by phone, email or Linkedin ahead of conference to line up interviews at the event

2. Prepare content on each speaker to use as build up to talks

3. Make delegates and speakers feel part of a social experience


Provide Build Up Content



Live Updates

1. Live tweeting all non-live stream talks across both days

2. Sharing speakers’ insight in real time, ahead of journalists

3. Providing full running commentary across both days to create a social experience

Curate content reflecting the Leaders brand

1. Approach delegates to ask their permission to take photographs

2. Invite delegates to share their handles with social audience

3. Show behind the scenes images

1. Make delegates and outside audience feel part of a social experience


Post talk Interviews

1. Showcases who is at the event

2. Facilitates delegates reaching out to an outside audience if they are not on social media

3. Forms part of a social experience


Take a proactive approach to engagement

1. Enhance delegates’ experience with steady information stream

2. First point of customer support

3. Encourage conversation around #Leaders14 hashtag

1. Curate content reflecting the Leaders brand

1. Make delegates and outside audience feel part of a social experience


Click here to view

https://mtc.cdn.vine.co/r/videos/43C7E3AF8C1131525180057923584_22090ec576c.5.1.6315901495810593552.mp4?versionId=CEiysvehWdMh4Iq4oK18cqxocHx1JYH3


Conversation around #Leaders14 hashtagStrictly Confidential | Copyright We Play Ltd 2014

The Social Experience



Leaders

The Venue

The Catering

The Staff

The Booths

The Networking

The Speakers

1. Showcase the scale of the event

2. Show delegates areas of interest

1. Glimpse into exclusive areas

1. Show off the Suites

The Venue



The VenueHighlight prestige of venue

Taking pride in the catering

1. Highlight quality of food

2. Create sharable content

3. Show the delegates’ experience

The Catering



The CateringTaking pride in the catering

Show how Leaders’ staff represent the brand and give personality to the event

1. Highlight positive demeanor of staff

2. Show behind the scenes staff

3. Show how delegates are catered to

4. Show how the staff of Leaders’ partners reflect the brand’s values

The Staff



The Staff

Show the Leaders exhibition space

1. Showcase brands associated with Leaders who have hired booths

2. Interview delegates manning booths

3. Show benefits of having a booth at Leaders

The Booths



The Booths

Display the attractive networking aspect of Leaders

1. Encourage networking from the start of the event

2. Showcase scale and areas to network

3. Show quiet areas for deeper discussion

The Networking



The NetworkingNetworking at Leaders

Provide exclusive content from the speakers at Leaders

1. Raise the profile of the event

1. Emphasise the social aspect of Leaders 14

1. Promote the experience of being a speaker at Leaders

2. Create sharable branded content with insight

The Speakers



The Speakers

Short Form Video


Use of Vine Short Interviews

1. Interacting with delegates and speakers in under 6 seconds

2. Exclusive, sharable content owned by the brand

3. Encourage conversation around the #Leaders14 hashtag


Click here to play

https://v.cdn.vine.co/r/videos/E1C2456B941131680408921174016_2e102040e1a.5.1.10568989967306102195.mp4?versionId=x5wAygBaiXpH63lahBDMB969W9riP7oJ

Use of Vine Time Lapse

1. Creative and branded

2. Showcases the popularity of the event

3. Shows the staff, who reflect the Leaders brand


Click here to play

https://mtc.cdn.vine.co/r/videos/ED0AFBE0781131545395315576832_2a656190234.5.1.8274166042811270557.mp4?versionId=KJjVsO3XTlf0LS3cbtrXZoX98x1juSuv

Use of Vine Stop Motion

1. Very creative

2. Shows a more accessible ‘playful’ side to the brand

3. Breaks up the stream of serious comment while remaining professional


Click here to play

https://mtc.cdn.vine.co/r/videos/F85D74DB5B1131999077429915648_20b71bcfe5f.5.1.14128279703249048373.mp4?versionId=y6UKbMGPmLrDwEgz2hKlQcTSSPPcsSrz

Use of Instagram Behind the scenes shots

1. Stylised and branded

2. Showcases the exclusiveness of the event

3. Acts as build up to talks and further Instagram content such as post-talk interviews


Use of Instagram Longer Interviews

1. Interacting with delegates and speakers for up to 15 seconds

2. Exclusive, sharable content owned by the brand

3. Encourage conversation around the #Leaders14 hashtag


Click here to play

http://instagram.com/p/t7mPNXBy9C/?modal=true

Results


350+ Pieces of content

650 Shares

1,200+ Interactions

700+ clicks from social

3.2 million+

People reached

18% Growth in followers


Results

The Sports Social Media Agency

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Leaders Sport Business Summit - Case Study