This model shows typical event types, along dimensions of how engaged participants and stakeholders are in design and activity, and far the aim is to include people not physically present through social reporting. The aim is to promote discussion - not define rigid formats.

What sort of event - and social reporting - do you want?

David Wilcox david@socialreporter.com March 2009. Creative Commons share-alike. Page 1

Open

Closed

CollaborativeDirected

B. Works well with * flexible objectives* low-cost ticket* flexible programme* participant content* external content* blended on-offline* no login* engaged stakeholders

D. Works well with * negotiated objectives* flexible programme* creative participants* Ticket price variable* participant content* logins* engaged stakeholders

A. Works well with * clear objectives* medium ticket?* defined programme* broadcast content* participant content?* no login* supportive stakeholders

C. Works well with * clear objectives* defined programme* high ticket?* passive participants* limited access content* logins* supportive stakeholders

Inclu

sion

Engagement

Design and social reporting issues1. One person/organisation must co-ordinate the design and management of the event logistics,

content and interactions, physically and virtually. They may engage more or less collaboratively with other stakeholders. They brief speakers, social reporters, tech support etc. They frame the offer to internal and external participants.

2. On-the-day participants must have a clear offer on what they will get, what they can do, and how open or closed the event will be.

3. Speakers and session leaders must know what interaction is expected of them, and how public their content will be.

4. External participants must know whether they are passive viewers or active participants.5. Social reporters must be briefed clearly on the purpose of their activities: A. broadcast content

plus some interaction. B. engage external as well as internal participants. C. collect archive material. D. support internal conversation.

Limited interaction conferenceStake-holders set agenda, organiser directs, participants pay and contribute, external presence.• Will participants contribute online in an open

space with non-payers?• Will they resent open access?• How much external interaction is allowed?• Are stakeholders comfortable?

Unconference, Barcamp, or fully interactive conferenceParticipants help set agenda, contribute, pay little. External engagement.•How is the programme developed?•Who pays?•What resources for facilitation, SR?•What are other stakeholder expectations?

A B

Traditional conferenceStakeholders set agenda. High profile speakers. Tight management. Little interaction. High ticket price?•Will participants contribute online when they have limited ownership of the agenda and space?•Archive video for marketing rather than social reporting?

Creative seminar, conference Commitment to shared objectives. Various formats, ticket prices. Expert facilitation.• Social reporting as multi-media

facilitation and mentoring.• Any external access to content?

DC

The model on page one shows four typical types of event. Each has implications for the style of social reporting and the online tools likely to be appropriate. In practice, events probably wonʼt fall neatly into any one type, but the model should help discussion and decisions not only about social reporting but also the type of management and facilitation, ticket pricing, and expectations of all concerned.

C. Traditional conference. The event organisers will typically have a brochure web site, showing programme details, sponsorship, and booking arrangements. They may arrange photography and video on the day, but probably wonʼt stream it live or otherwise make it accessible to those who have not paid. Presentations and papers may be available online. There may be a networking site for participants behind a login. Contributions will probably be limited because the general ethos of the event is not interactive, and participants will not be encouraged to use Twitter. The format is defined by a belief that value to participants lies in high quality content delivered by speakers on the day, facilitated workshops, and only in part on informal conversation. Any external engagement or broadcast threatens that business model. Photos and video may be used later in marketing for the next event.Social reporting: not really applicable. Whatʼs wanted is a record, not interactive communication. Social reporters may provide this ... but it isnʼt really “social” reporting. Main value - to the organiser and sponsors.

A. Limited interaction conference. This type of event may be similar to C. with the addition of more interactive methods. There may be a blog before, at and after the event, with text, photos, video. Participants may be invited to an open networking site, with an option for others to join too. They may create their own content there, and use Twitter. Video may be streamed, but organisers may be concerned that this will affect ticket sales.Social reporting: scope for the use of different media, before and at the event, and support for participants to create their own content. It is important that all concerned are clear about what type of blogging, video, Twittering etc is acceptable. In practice most content is likely to be created by social reporters, unless it is a social media event. Organisers will have plenty of content for their marketing, and because it is open, will be able to promote widely. Main value - to organiser, sponsors, external audiences. Additional value to participants, if they engage.

D. Creative seminar, conference. There may be more or less online facilities, depending on the interactions take place. Social reporting: scope for working closely with the organiser/facilitator to blend online and face-to-face content and interactions. Participants may well be keen to use simple video cameras, for example, to create their own content. Main value - to participants and through them to organisers and sponsors, though difficult to use content externally.

B. Fully interactive conference. The programme and content may have been created, in part, collaboratively online by participants, within a framework provided by the organisers. There may be a blog, wiki, Twitter account, and open social networking platform. While main participation may come from those attending, activity will spread through wider blogging and Twittering.Social reporting: plenty of scope for a wide range of activities from creating content to supporting others, facilitating online interactions, and pulling out the main conversations and story lines. In practice many people at the event may be acting as social reporters. The higher-level task is to facilitate and add to that buzz so that the high volume of content is accessible, navigable, and makes sense to as many people as possible. Main value - participants, and external participants. Also organisers and sponsors if they value the approach. Problems if not!

Key point: social reporting is not an add-on. It deepens and extends participation of people before, on and after the day. It changes the event, and has to be designed into the event.

What sort of event - and social reporting - do you want?

David Wilcox david@socialreporter.com March 2009. Creative Commons share-alike. Page 2