How To Get1.53 Million Impressions

On Show Day

Kara DeFrias, Experience Designer | @californiakara

Social Media Playbook

An interactive art piece at TEDxSanDiego 2013

Intuit Confidential and Proprietary3

Our Digital Strategy EvolutionStarted in 2010, with lite social media integration. Tested

Backstage Chronicles pics. They ended up being the most liked!

In 2011, the team added a dedicated social strategist, and

began testing our way into what’s now considered across many

TEDx shows as best in class.

Our approach: storytelling and journalistic. We’re there to give

viewers a behind the scenes look they wouldn’t get anywhere

else. Make people feel special and included.

Intuit Confidential and Proprietary4

Increase on Twitter

alone:

Growth

233,000 in 2011

1.5M in 2014

BEFORE THE SHOW

Intuit Confidential and Proprietary6

Build your teamOne person can do it all, but if you’ve got 2

people you can have one person live

tweeting/blogging and one taking and posting

pictures. In a dream world? 3 people: 1 posting,

1 taking pics, and 1 on the livestream.

ProTip: Share your event hashtag with them

(you’d be surprised…).

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Gear checklist Grab a lightweight laptop for Facebook Admin

rights and to set up your “home” station.

Charge your phone (with camera).

Download mobile apps for images and keep them easily accessible for show day: we recommend Diptic, Camera+, and Over.

Pack a power cord for computer! Pack a power cord for smart phone!

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Get set upGet all passwords and admin rights 2 days

prior to show day and go through a basic set

up, making sure your tools of choice have

autosaved passwords and are ready to go.

Make sure you know who your on-site contact

is in case there are any last-minute access

issues (ex. wrong password). Ensure you’ll

have Internet access prior to show day.

Intuit Confidential and Proprietary9

Attend RehearsalsHelpful for a number of reasons:

You get a lay of the land and know where you’re allowed to go

Allows you to introduce yourself

You can stake out your seat

As they practice their talk, listen for gems and write them down

DURING THE SHOW

Know your channels

It doesn’t make sense to copy and paste the same message across Facebook, Twitter, Tumblr, Instagram, or others. We treat Twitter as play by play, and Facebook as color commentary. You’re not there to transcribe the speakers word for word; your job is to paint a picture in broad strokes for folks.

For tweets, we’ll average 1 to 5 per speaker (depending on their talk length). For shorter talks, we’ll do 1-2, for a full 18 minute talk it’s more like 3-5 quotes. Try to capture the sound bites that are great for retweeting, sharing, etc.

Be a good hostThe social media person also acts as the virtual host. This means in addition to posting speaker quotes and pictures from the show, it’s helpful to let viewers and fans know when the show is going on break, and when it’ll be back. Like Ryan Seacrest, but you’ve got better hair. (Do the same on your livestream feed, too.)

Know what’s goingon in the worldWhat are people talking about in social? Are there any relevant hashtags to your speakers? The week of TEDxSanDiego, there happened to be a lot of buzz around drones, and one of our speakers was talking about them, so we included #drones where appropriate.

#TrendjackingBad = #BeingRelevantGood

Have fun with picquotes

You’ve probably seen images floating around the web with quotes laid on top of them. It’s not some magic unicorn splattering glitter dust with a wand to make these happen; there are a variety of tools available and it’s quite easy. At TEDxSanDiego, we like an app called Over. Here’s how you do it:

1. Open Over and select the photo. (A wide angle shot with a lot of space next to the speaker.)

2. Type the quote/gem from their talk. Use 1 easily legible font (such as Helvetica Neue or League Gothic) in a color that contrasts with your background (white tends to work well). Then choose a word or part of a phrase to punch in a striking color and different font.

3. Add speaker name in a lighter color (like grey) and put it below the quote. Add your event hashtag.

4. Save, then publish to Facebook, Twitter, and Instagram. (Don’t autopublish from Instagram to the other channels, as the photo doesn’t get ranked as high. In Twitter, for example, you want the picture to show up right in the tweetstream, and it won’t from Instagram.)

Have fun with picquotes

A quote from Matt D’Arrigo’s talk at TEDxSanDiego 2013

In the beginning, it’ll take about 10-15 minutes to make each one. As you get comfortable with the format and process, it should only take you 3-5 minutes each.

ProTip: Stick to one picquote per talk, and it should be the gem.

Secure backup picsIn the event your camera phone craps out, it’s smart to have your livestream person taking screen shots along the way. Take 2-3 per speaker, then email them to the entire team after each talk. Vary a close up shot with a wide shot that includes a lot of empty space — you’ll use this space for picquotes.

Have a test planFrom year one, we’ve always tried new things on show day. In 2010, it was a series of shots during the show that we hashtagged Backstage Chronicles.

In 2011, we did a series of speaker town halls on Facebook.

In 2013, it was picquotes.

Throughout the year, we optimize our social plan to increase visibility and build a quality following. From year 1 to year 2 we increased our social following 200%.

Always be testing, optimizing, trying new things in service to connecting with your fan base and amplifying the message.

Practice!

Download Overfrom app store

Log in toYammer

Hashtag: #SocialCoF

#1 2 3

Kelly Crowley

POST-SHOW

Thank folks, close the loop,

and report resultsIf you were brought in to cover the event (as opposed to being on the core team), here are a few templates to send to the organizer.

THANKS MESSAGE: Thank you for the opportunity to cover TEDx(name). We had a blast, and will be sending out a wrap-up in the next week.

PublishWrap up posts and commentary pieces are great ways to keep the story going after the event.

In addition to posting on the show’s blog, consider writing content for LinkedIn, Medium, and others.

In addition, consider amplifying posts others write about your speaker or event/show. (We tend to RT a lot of it, as opposed to posting on Facebook.)

Thank folks, close the loop,

and report resultsRESULTS MESSAGE: Here are a few key results: result x, result, y, a few qualitative examples of what others were saying. (Include total shares, impressions, and a selection of posts and tweets from fans and the show account.)

SAFETY MESSAGE: Thanks for trusting us. Know that we’ve deleted all of your passwords from our computers and that we will no longer be posting on your Page/Twitter account. For good measure, we always recommend our clients reset their passwords to social sites once a month anyhow to avoid hacking, spam, and other foul play.

Have fun!Seriously.Write down 1 thing you’re going to try at your next event / show:

In the end, whether you reach 1 person or 1 million people isn’t as important as helping your speakers shine in your social media channels. After all, it’s about “ideas worth spreading.”

The key in all of this: be authentic.

To your speakers.To your show.To your audience.

Questions, comments, sarcastic remarks?

Kara DeFrias@CaliforniaKara