Is Your Event Video Strategy Where it Needs to Be?Gemma CravenExecutive Director, Strategic MarketsSpredfast

• Must-know trends in video marketing

• How to incorporate videos into your event strategy

• Takeaways to consider right now

1. The Rise Of Real Time Storytelling

Meerkat & Periscope

Be Careful Regarding Rights

Big Brands Are Jumping On Board

2. Snapchat = The New Teaser Video

• https://www.youtube.com/watch?v=88Cu3yN-LlM

Snapchat Stories Drive Awareness

Snapchat Generates Buzz For NARS

3. Vine = Powerful Influencers

4. Facebook = Integrating Video Into Fans’ Conversations

5. Instagram = Creative Video Options

6. YouTube Is A Powerful Network

Incorporating Video Into Your Event Strategy

Don’t Create Aimless Content

• Clarify your purpose by thinking about a video marketing mission statement for your event. This keeps you from creating aimless content.

• Your videos should have a purpose aligned with your event goals.

• Establish who is responsible for creating content and what the different formats require production wise

• Determine where your video content will live• Figure out how you will measure the reach of your video

content • Think about the three parts of an event – pre, during and

post – as video will work differently during each • To align with these three parts, think about your story arc

Divide Your Event Into 3 Parts

Pre event• Focus on teasers, asking speakers or special guests to

create videos, pre-releasing info about the event using Snapchat

• Highlight must see elements of a location (e.g. hotel, city, local attraction) with short form video

• Personalize the event via ivideos from other attendees or past attendees

• Send out personalized invites via video on social channels to key influencers you want to invite

• Publish some content from previous events on a video hub to give a flavor of previous events

Divide Your Event Into 3 Parts

During the event• Encourage attendees to create videos and share them

across social networks; display UGC prominently at the event

• Use new live streaming videos to bring the event to life to those who are not there

• Launch exclusive content around the event via live stream • Invite influencers to live broadcast an event or create short

form videos during it, using the power of their networks to spread their video content

• Video record sessions and speakers to be able to create a hub of content from the event, think about interesting vantage points

• Conduct interviews with attendees and speakers at the event

Divide Your Event Into 3 Parts

After the event• Create an event recap video and publish on a video hub

such as YouTube• Release additional supporting material on your YouTube hub

to build out content for visitors• Publish video from your event across social channels using

paid media to get in front of target audiences • Use social search tools to aggregate and display video

content across your social platforms

Key Takeaways

Be Bold & Experiment

• Be bold and experiment with newer forms of video around your event – it is the perfect opportunity and a use case many in marketing long for

• Have a plan, even if experimenting. What is your strategy? Always ask yourself why you are doing something, rather than just do it for the sake of it

• Get professional help to create content that needs to look slick

• There are many video “stars” out there who can be engaged to help add some oomph to your event

Be Bold & Experiment

• Don’t forget the power of the crowd – ask for submissions around an event, empower a group of ‘live streamers’, write calls to action into the flow of the event

• Video is a powerful tool for telling a story, doing a big reveal, transmitting your event to attendees globally

• Watch and learn – this is an exciting age of experimentation by big brands with big budgets. Learn from their lessons!

Thank You