social strategy for events

SOCIAL STRATEGY FOR EVENTS

Kenny Lauer VP, Digital Experience George P. Johnson

#VES12

Collapsing Distances Connecting PeopleTM

Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495

  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

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

Focus on rela>onships, not technologies 5

Transac>onal Occasional Impersonal Short-‐Term

Passionate Constant In>mate Loyal

Social extends “Connectivity of the Digital World” to the live experience

© 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

People want to share events and now have the tools to do so

Source: Eventbrite, “The Incarnation of Social Commerce,” July 23, 2011

The audience is empowered with social technologies

Social sharing fosters organic word of mouth – and increased attendance

Source: http://techcrunch.com/2011/10/14/eventbrite-facebook-share

Eventbrite’s social “tinder” ignites growth

Source: Eventbrite, “The Incarnation of Social Commerce,” July 23, 2011

Facebook integration

Community Disparate With Events

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Our Research


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

Social Event Uses Cases

© 2010 Altimeter Group


1.  On-Site Conversation Aggregation 2.  Social Concierge 3.  Mobile Social Networking

We’ll take a look at these 3 use cases:

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

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

Salesforce’s Aggregation Wall

Dreamforce aggregates Chatter content throughout Moscone Center on large displays

  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

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

Web 2.0 responds to support questions and offers other assistance via Twitter

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.”

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.”

LEAp Team

The Pizza Hut Hub monitored conversations during Super Bowl 2011

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

  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

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

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.

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.

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.

OracleWorld attendees register at the event with their mobile phones

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.

Bloodhound, an event app, is a remedy for FOMO

Exhibitors People Suggestions

  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


Image by ronni44052 used with AJribu>on as directed by Crea>ve hJp://www.flickr.com/photos/ronnie44052/2730239605

Key Takeways

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

Collapsing Distances Connecting PeopleTM


- 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

- 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

social strategy for events

Documents

social networks

social concierge3

social event use cases

incarnation of social

event lobby

social aggregaon soluon

event community

period event