Social strategy for events
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SOCIAL STRATEGY FOR EVENTS
Kenny Lauer VP, Digital Experience George P. Johnson
#VES12
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Collapsing Distances Connecting PeopleTM
Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495
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Events should integrate with existing communities and social networks where they exist"
Events should have a strategy that includes the before and after –not just during"
Events are no longer “within 4 walls”" The audience is empowered with social media
and can assert control over the event, so encourage audience participation but be ready."
Four principles of modern events
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It’s Important to Be Seen
“Sawa Bona” [I see you]
“Some>mes you want to go Where everybody knows your name, And they're always glad you came”
hJp://media.80stees.com/images/products/Cheers_Norm-‐T.jpg
It’s important to be seen
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Focus on rela>onships, not technologies 5
Transac>onal Occasional Impersonal Short-‐Term
Passionate Constant In>mate Loyal
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Social extends “Connectivity of the Digital World” to the live experience
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© 2010 Al>meter Group
Image by ronni44052 used with AJribu>on as directed by Crea>ve hJp://www.flickr.com/photos/ronnie44052/2730239605
How Social Has Changed Events
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People want to share events and now have the tools to do so
Source: Eventbrite, “The Incarnation of Social Commerce,” July 23, 2011
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The audience is empowered with social technologies
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Social sharing fosters organic word of mouth – and increased attendance
Source: http://techcrunch.com/2011/10/14/eventbrite-facebook-share
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Eventbrite’s social “tinder” ignites growth
Source: Eventbrite, “The Incarnation of Social Commerce,” July 23, 2011
Facebook integration
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Community Disparate With Events
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1/4/98 1/5/98 1/6/98 1/7/98 1/8/98
Series 1
Series 2
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Our Research
© 2011 Al>meter Group
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Altimeter was underwritten by GPJ for this primary research and undertook the following activities to formulate top social event use cases: 60 hours of secondary research of large-scale or
technology-focused events Email and phone interviews with:
• Event organizers
• Social media strategists
• Technology vendors
Research methodology
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We identified 16 social event use cases
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Social Event Uses Cases
© 2010 Altimeter Group
Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495
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1. On-Site Conversation Aggregation 2. Social Concierge 3. Mobile Social Networking
We’ll take a look at these 3 use cases:
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DefiniBon Aggrega>on of social content in real-‐>me on displays at the event
DescripBon
Hosts provides social aggrega>on solu>on on site, for example, with physical displays posi>oned throughout conference for aJendee content, including tweets, photos, blog posts, etc. with modera>on for real-‐>me content. This enables the host to surface the event community, and the voice of the aJendee on behalf of the event.
Period Event
1. On-Site Conversation Aggregation
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IBM Impact aggregates real-time updates on displays in the event lobby
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IBM Impact aggregates real-time updates on displays in the event lobby
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IBM Impact aggregates real-time updates on displays in the event lobby
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SAP TechEd streams live Twitter feeds, as well as a “ticker” of in-session activities and changes
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Salesforce’s Aggregation Wall
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Salesforce’s Aggregation Wall
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Dreamforce aggregates Chatter content throughout Moscone Center on large displays
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Education: "The good, the bad, but not the ugly." Process: Determine if content will be filtered,
moderated, or curated (manual or automatic), and appropriate roles and workflows.
Strategy: Develop a social strategy (hash tag, profile, facebook) to support the effort.
Comms Plan: If you don’t tell them, they won’t come.
Best practices
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DefiniBon AJendees receive real-‐>me, proac>ve support on social channels
DescripBon
Hosts monitors social channels and responds in real-‐>me to ques>ons and issues posted by prospects and aJendees. This effort drives leads prospects through the marke>ng funnel and increases aJendee sa>sfac>on.
Period Pre-‐Event, Event, Post-‐Event
Social Concierge
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Web 2.0 responds to support questions and offers other assistance via Twitter
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Gatorade monitors conversations from a dedicated room
Gatorade’s Social Media Command Center is a
“war room for monitoring the brand in real-time across social media.”
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Radian6 powers Dell’s Social Media Listening Command Center
“The Command Center is a dedicated control room that oversees incoming mentions,
segments them accordingly, and
provides the space for a team of analysts to study the data and
decide how best to take action.”
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LEAp Team
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LEAp Team
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LEAp Team
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The Pizza Hut Hub monitored conversations during Super Bowl 2011
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LEAp Triage Process
Assess Message
Evaluate Message
Do you want to respond or amplify
the message?
No ac>on taken
Can you provide addi>onal
informa>on?
Is this a topic that is relevant
to other aJendees
Retweet message with reply
Reply to individual
Thank the individual or let them know you’re glad to see
that they’re happy or enjoying their experience
Unhappy AJendee
Posi>ve Neutral Nega>ve/Confiden>al
Retweets of unhappy aJendee’s tweets
Spam Report post as spam and con>nue to monitor
Are the facts correct?
Are the facts correct?
Nicely explain the facts and con>nue to monitor
the issue
Do you have the info you need to respond
now?
Is it a topic that is relevant to other
aJendees? Yes
No
No Yes
Yes No No
No
Yes
Yes
Yes
No Yes
No
Reply and let them know you’re looking into the issue.
Escalate issue to the appropriate contact.
Yes
Yes
Reply to message
No
Retweet message with reply
Is the issue being resolved?
Explain what is being done to resolve the issue or let the retweet of the original message with the reply take
care of it
No
Brand or event confiden>al informa>on publicized by aJendee
No
Gather aJendee info and escalate to
appropriate contact
Yes Yes
Yes
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Mindset: Ensure that staff have the right mindset for social support.
Process: A triage plan and workflow must be formalized and presented to staff for real-time, rapid, and effective response.
Influencers: Monitor influencers and engage differently from regular attendees. For example, the social concierge can arrange for personal greetings with influencers, online and in person
Best practices
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DefiniBon Increasing aJendee engagement on site through mobile social networking app
DescripBon
Host provides a mobile, social networking app to increase pre or on-‐site dialog, sharing, or other par>cipa>on (such as networking or booth visits) through recogni>on or rewards. It may include game mechanics, such as badges or check-‐ins, or u>lity func>on, such as real-‐>me agenda updates, or map of the conference area. This enhances the aJendee experience and increases aJendee sa>sfac>on. Example: AJendees at Salesforce’ Dreamforce used a dedicated backchannel on the mobile app.
Period Pre-‐Event, Event
Mobile Social Networking
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Dreamforce’ mobile app offers a range of utility
Dreamforce’ mobile app allows users to post and view its
dedicated backchannel on chatter, check schedules, view maps, rate
sessions, and receive real-time push notifications. This app was
built by QuickMobile.
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LeWeb attendees connect their profiles via LinkedIn integration
LeWeb 2010 attendee profiles are updated with LinkedIn information, after logging on with their LinkedIn accounts. This feature is provided
through Presdo Match.
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Facebook F8 attendees check-in via RFID
Facebook handed out RFID tags to attendees, which were used to check into
kiosks. This idea started at Facebook as a “Keg Presence, a way for Facebook
employees to post or share photos every time they visited the company keg.
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OracleWorld attendees register at the event with their mobile phones
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CES 2011 encouraged booth visits with Foursquare check-ins
CES Foursquare account provided “tips and tricks” at CES, and offered prizes to
those who collected badges for exhibit booth check-ins.
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Bloodhound, an event app, is a remedy for FOMO
Exhibitors People Suggestions
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Marketing: Apps are only useful if there is a critical mass. • Market aggressively - it should conveyed as an integral part of the
attendee experience.
• Enlist speakers to participate and encourage usage during their sessions, and provide incentives for attendees to download and use the app.
Connectivity: Ensure dedicated wifi and coverage throughout event space, as apps are useless with poor reception.
Utility: Make sure the app is delivering on real needs, so attendees will download and use, e.g. include real-time updates through push notifications, or exhibit hall maps
Best practices
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© 2010 Al>meter Group
Image by ronni44052 used with AJribu>on as directed by Crea>ve hJp://www.flickr.com/photos/ronnie44052/2730239605
Key Takeways
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1. Build a strategy for the entire attendee lifecycle. Shift mindset away from a hourly to daily event to a pervasive never ending event.
2. Do both: Join and Build: Remember, in many cases, communities have been there before we got there. You must both integrate where they are, as well as build new online experiences.
3. Bring the outside in and take the inside out. Use cases should match a specific business and attendee need. Stop experimenting and derive
Guiding Principles
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Collapsing Distances Connecting PeopleTM
Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495
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- Converging of Physical and Online.
– Pendulum has swung back. F2f s>ll is the apex of communica>on, but the lure and benefits of extending audiences, extending spend, and extending dura>on drives increasing interest in remote engagement.
- Social TV (Second Screen or Social 2 screen movement)
– Move from Passive to Ac>ve. Beyond the Hashtag in the corner. – Program Design with the assump>on that viewers have two screens (a laptop, tablet or phone).
– The test for TV will be how to integrate social media into non-‐live events. On demand entertainment is s>ll the thorn for TV and innova>ve ways to make social media feel organic regardless of >me will be highly desirable.
Kenny’s List of Uber Trends
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- Games (“gamification”) / Storytelling (“transmedia Storytelling”)
– Engagement and Mo>va>on Design which includes everything from Psychology, Sociology, Crea>ve, User Interface
– Using game mechanics and dynamics to drive behavior – “Anything measured can be made into a game” Jesse Schell – Blending of extrinsic and intrinsic mo>va>on
- Brand, advertiser and the location convergence in the context of the Social, Local and Mobile (SoLoMo)
– Events are the embodiment of this triad. Not just Pre {twiJer, hashtag, foursquare swarm, plancast} /during {Facebook, twiJer, foursquare, Facebook places} /post {Facebook, blogs, twiJer}
– Mobile plarorms have hit cri>cal mass, and global. – Collision of social, local and mobile media
Trends
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Kenny Lauer [email protected]
Twitter: kennyL
Collapsing Distances Connecting People Creating ValueTM