integrating mobile & social into your event planning

Integrating Mobile & Social into your Emergency Planning

Jessica Best, Community [email protected]@bestofjess or @emfluence

Integrating Mobile & Social

What is… A marketer’s best practices Which media for event planners Addressing event crises Addressing world crises An ounce of preparation…

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What is Mobile?

Hand-held(smaller screens)

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Transportable (battery run)

Touch-screen(phone & tablet)

SMS, QR codes, mobile web & mobile apps

The Draw of Mobile

Invasive

Portable

Always on

Immediate

Trackable

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What is Social Media?

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MarketingContent

Web- and mobile-accessible

Engagement

Peer-to-peer conversations

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The Draw of Social Media

Low barrier to entry

Immediate

Trackable

Cost effective

Connects offline-online

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Integrating for Crisis Planning…

• How do you know how to use mobile/social?• How do you gain people’s attention/grow your

audience?

Integrate mobile & social into your audience interaction (marketing/communication) first…

Then talk about crisis planning.

#1. Get permission (SMS)

A Marketer’s best practices - Mobile

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Step 1: Discovery

(Offline, Print, WOM)

Step 2: Short code

(Text “seminar” to 12345 to sign up)

Step 3: Confirmation

(Subscriber is added)

Step 4: Communication

(Marketing & Information)

#2. Don’t send too much (SMS) They’ve given you a ticket to their pocket. Don’t abuse the privilege!


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#3. Be brief You get 160 characters in an SMS. Think to-the-point. You can (and should) link to longer info.If possible, avoid “TXT” speak. Be professional.


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#4. Be compliant (SMS) Explicit opt-in (confirmed

opt-in) required by law. “Reply STOP to

unsubscribe” required in at least every few messages.


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#5. Cross promoteUse SMS to get email opt-ins quickly & easilyand/or link to social media


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#6. Link mobile to mobileDon’t link SMS messages or QR codes to a non-mobile-optimized webpage.


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A Marketer’s best practices - Social

#1. Be prepared for all 3 sides of social media

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Promotion

ResearchCustomer Service LISTENING

Talking &…


#2. Frequency

Keep a regular flow of good content in order to keep your audience engaged,

even outside your planned events

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Only before/at your event 10+ times a day

#3. Successful Social Media Content Types Education


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#3. Successful Social Media Content Types Education Information


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#3. Successful Social Media Content Types Education Information Entertainment


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#3. Successful Social Media Content Types Education Information Entertainment Contests &

Promotions


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#4. Be human. (Be conversational.)


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#5. Don’t go on the defensive


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#6. Don’t ignore negative feedback


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#7. Don’t forget employees, volunteers, etc.People connect with the other people at your event, and may be easier to reach through those personal channels.Find willing representatives!


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#8. Don’t ignore… the positive!Don’t wait for crises to use social media. Your best preparation is having an attentive audience when you need their eyes.


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#9. Focus on the majorsWhich media are right for event planners?


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Which Media?

Use Twitter as your “6th sense” for reading attendee’s minds and communicating real-time through your event hashtag.

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Which Media?

Remember to incorporate images! You can find Instagram by asking attendees to use the same hashtag. Bonus: they’ll show up on Twitter, too.

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Which Media?

Save/recap your event notes, contests, conversations, and other happenings

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Which Media?

Don’t forget about email! Targeted/segmented Just as immediate Not public (in case of crisis/sensitive info) Measurable interaction

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Which Media?@Pre-Show

Post-Show

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Which Media?

On site email = mobile-friendly email

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Which Media?

A blog is the perfect place to hold longer form content like recaps, share handouts and slide decks & encourage comments.• Bonus: upload a speaker’s

slides to SlideShare and embed in your blog post.

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Which Media?

If you use Facebook, you can create Facebook Events to help spread the word about your upcoming event.• Facebook is much more

business-to-consumer or peer-to-peer focused

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Using Social/Mobile for Event Crises

3 Types of Crisis: Event mishaps Event crises World-wide crises

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Using Social/Mobile for Event Mishaps

• Climate, A/V issues, connectivity issues

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• Climate, A/V issues, connectivity issues

TIP: Be careful of inviting attendees to text or tweet to win if phone or WiFi signal quality is low

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• Crisis = safety concerns for event attendees– Venue is flooded, gas leak, electrical issues, fire

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• Response: room change or venue change Tweet SMS to attendees Mobile-optimized email to attendees Update location on website (“mobile web”) Posted signage (“out of home”) Announcement (“real-time marketing”)

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• Response: event cancellation Tweet SMS to attendees Mobile-optimized email to attendees Update location on website Posted signage Announcement

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• Response: evacuation SMS to attendees Mobile-optimized email to attendees Posted signage (“out of home”) Announcement (“real-time marketing”)

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Using Social/Mobile for Events

• Emerging communication tactics Dedicated mobile apps & push notifications Near-field communication or blue tooth

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Social/Mobile during World Crises

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• What do you do (as a human) during crises?– What do you want to do? (Or not do?)– What do you want to know?

• What constitutes a crisis?

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• Mood & tone are of supreme importance

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Social/Mobile during crises nearby

• Some resources during a crisis:– American Red Cross Disaster Online Newsroom (

http://newsroom.redcross.org) – National Weather Service Hazards

Map (@NOAA)– FEMA on Twitter (@FEMA)– Emergency First Aid mobile app

by phoneflips (an offline guide, no network required)

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http://newsroom.redcross.org/

http://twitter.com/noaa

http://twitter.com/fema

Social/Mobile during crises nearby

• Twitter’s “Fast Follow” in case of power out:– Text Follow FEMA to 40404 to start following

@FEMA’s updates via text message during a crisis in your area.

– Text Follow NOAA to 40404 to start following The National Weather Service via text message.

– If you don’t receive an update fairly soon, you can text Get [username] to 40404 to see their most recent post.

– When all’s clear, you can text OFF to 40404 to stop receiving notifications.

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An ounce of prevention…

• Engage for GOOD. Be prepared to take advantage of social & mobile, by engaging your audience before a crisis happens. Listen Promote Follow Connect

Opt-In Promote Inform

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• Include your event hashtag (and speaker handles) on something highly visible, like signage or presentation slide decks.– Be “listening” live for opportunities to wow

attendees and/or for those small event mishaps that need to be addressed.

– Follow those people that use the hashtag to tweet about the event to grow your following.

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• Ask for Twitter handles or cell phone numbers on the registration form.– Follow all Twitter handles before the event to

watch their tweets even if they don’t remember the hashtag

– Remember: don’t make a crisis the first time attendees hear from you. Send event updates and information via SMS (text message) leading up to the event.

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The bottom line

• Nothing replaces live people and in-person announcements once you’re all in one room or one space.

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Social media and mobile are just part of the mix

Questions?

Jessica BestCommunity Director, [email protected]@bestofjess or @emfluence

integrating mobile & social into your event planning

Technology

mobile social

emfluence step

link mobile

sides of social media

mobile web mobile apps

mobile dont link sms

nonmobileoptimized webpage

use sms