How to make your corporate event go viral

November 2014"Virginia Toupin

with a social media

campaign

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planning and setting goals

Setting Goals

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it's a focused , integrated, time sensitive effort to "drive a specific result or goal primarily using social media

What is a social media campaign?

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Planning aspects!"▪first a goal should planned"▪then a theme has to be determined, and a digital objective with KPIs should be developed depending on the nature of the event."▪build a social media campaign communication plan!▪a budget for social media campaign also needs to be established"""KPIs such as:!"▪number of views on YouTube or a video"▪number of attendees"▪number of forms to be filled by attendees

planning before an event

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social media event cycle

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create a worksheet

social media goal setting worksheet

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identify your audience

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▪ Facebook ads (with simulation) can be used to Micro Target audiences before and during an event and drive greater impact across audiences""

▪ Micro targeting is essential; agencies have a tendency to do sloppy targeting jobs and don’t spend the time to micro target to get the best ROI.

▪ here are some of the recommended digital agencies (Paris) specialized in gathering people around events by developing apps, and specialists in micro targeting: Exprime and Tequila rapido!""

micro targeting an audience continued

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your audience worksheet

identifying your target audience worksheet

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▪ After you’ve created a great piece of content, you’ll need to determine where the content on the landing will reside on your site or Facebook and what links to social media you will develop.

create a landing page for your event

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create a landing page (example)

with references to Twitter and Daily Motion promoting 20 yrs of the Orange Brand "and the « futureself » campagne

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choose your media

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using Twitter

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keys facts on Twitter 2014a 'real time social networking' site, a place for sharing information as it

happens, and for connecting with others in real time using tweets.

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using Facebookhttps://www.facebook.com/business/

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media worksheet

aims of the media

Example: Twitter – a tweet "by day for one month for the "pre-launch of a new offer

Example: TV spot – during Christmas "to promote the new offer

votingcontestgames

promo

trafficbuzz

▪ generate traffic or leads"▪ build brand awareness"▪ build your reputation"▪ work with customers"▪ promotion"▪ contests"▪ voting"▪ games

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▪once you’ve chosen your media then you’ll need to active it!""– think of ingredients to create an lively interest!"

"– humour"– originality"– language"– design"– culture

ingredients to make viral

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influencer"archetypes

entertainers

sports "personalities

political "figures

top "business"people

educators

charismatics

cultural"personalities

working with influencers in social media

The influencer is an expert with notoriety, they impact the social "discussion and bring an important value added. They have "

an important group of followers

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▪ A tracking tool to help you find influencers on particular subjects"▪ Clout "▪ Traackr - http://traackr.com/how-it-works/

choosing an influencer

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▪ Select influencers (specific to the subject or theme you are covering)""""""

▪ What is a kit for influencers? It a pre-loaded USB key with key images, Twitter hash tags etc. that have been pre-created along with product/service/event info. Attention this is not the same thing as the press, the tone of voice is specific to each influencers, some have a big following.

choosing an influencer continued

create an influencer kit "▪blogs"▪tweets""

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a few examples in action

Orange"EDF"

Oscars

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Twitter hash tags help to gather specific communities around an idea

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the power reach of a tool like Twitter

Impressions

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example of a Twitter EDF campagne using a sports moment

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example of Twitter Orange campagne using humour

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Facebook to landing page to Twitter to Daily Motion

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employees and customers propagating messages on Facebook linked back to Twitter

using the hashtag #orange20

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"video creation or Google hang out"""

using video teasers

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using a Twitter wall during events

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business events on Linked InThe LinkedIn Events Tool is the most recent application to receive an overhaul as millions of members have been increasingly utilizing the tool to source and sign up to attend local or industry-related events. The new features of the LinkedIn Events Tool benefit event organizers, marketers and professionals alike."You must be creative and target your promotional efforts to your core audience, and the new LinkedIn Events Tool can help you do just that!"One of the new features of the LinkedIn Events Tool is the ability for people to

easily search for relevant events. LinkedIn will automatically showcase a handful of events related to your network connections, industry and geographic location, but the search tool can uncover many more events that you may be interested in."With the search tool, you can home in on specific industries and geographic locations, and include “past events” in the search results."

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Linkedin

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keeping the momentum going after the event

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▪ Storify lays out, in a sequenced fashion, the chronology of an event, allowing the users to comment on images and content.

a power tool for presenting speaker content and following an event to keep the buzz buzzing

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examples of using Storify

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Blogs continue to keep the interest going when they are updated regularly

Thank you