Peter Green; Sensing Ltd, part of the Sipuli Group peter@sensing.fi / +358405707911 / @pvgreen

Engaging Digital marketing campaign - events. Before, during and after

• Serial Entrepreneur:

• Partners/clients:

• Officials:

Peter Green [linkedin/in/petergreen]

Mobile Sensing Technologies

Your LiveOpinions:

• Defines, designs and executes Digital Added Value servoces for events and physical encounters: www.sipuligroup.com

• Digital lifecycles/paths for events

SipuliGroup. What Up?

Katriina Uusitalo Katapulssi ex Nokia

Sipuli Core:

Peter Green Sensing ex Satama Interactive

Jouni Salonen Petopro ex Nokia

Johanna Sarviharju Fjord, Free ex Satama Interactive

Sipuli Layers, for example:

- Service Designers - Event Producers - Visual Designers - Event Agencies (also customers) - Techincal service providers - Difgital producers/Freelancers - Marketeers customers

Digital Events: Key Points

• Before-During-After

• Social Media (Mobile)

• Content Marketing -> Context !

• People & Places Context – Digital screens everywhere, ”people and places” & ”us services”

• Concept: Call To Action–clear, fast, easy

• Event Marketing AIDA model

> Screens at events(2000 -- 2015)

Customer journey is key

Event advertisement • Universal marketing tendency is to shift from selling products or services to

selling experiences,

– Requires holistic thinking and user centric design => design thinking

• Each advertisement is subjectively interpreted - rationally, emotionally and culturally. The success of advertising depends on human behavior which is generally not predictable and hence is inexact by nature.

– => use service design with human centric methodologies, would suit well for advertising.

Marketing channels

Involvement

Tell me and I will forget

Shopw me and I will remember

Involve me and I will understand

(Confucius)

Event planning process/roadmap Business case assessment: Why – Who - What – When – Where ?

Customer relations management (CRM) • Interaction that a company or organization has with its

customer, whether it is sales or service-related

• Enables businesses

– Understand the customer

– Retain customers through better customer experience

– Attract new customer

– Win new clients and contracts

– Increase profitably

– Decrease customer management costs, e.g. deploying automated event invitation processes

Event Experience Curve Before-During-After

Digital brings new potential

Face-to-face meetings

Digital

For example: New dimensions and tools for meetings Invoving more ipeople (crowdsourcing) Interactions, games, participatory campaigns Alternative ways to communicate – to send and receive content

Before

After

During

Digital brings new potential

Social Media (Mobile)

• SoMe widely in use before the event, focused heavily during the event, and continuing the expereince afterwards (prep for the next event)

• Enables virtual events – yet f2f events still king

• Well planned SoMe enables metrics & analytics

• Basics of community managements, clear value add, service

• FB, Tw, IG, WhatsApp etc (like Livepinion poll)

Building event communities

Network

3. Networking

1. Content

4. Continuity 2. Context

After event What before?

Customer and the

”ecosystem”

Partners

”People network, not

companies”

The audience

People make a network, jowhere eveyone is max six degrees / steps away from others. Everyone > At events everyone is much closer

Lähde: http://en.wikipedia.org/wiki/Six_degrees_of_separation

Networks

Content Marketing

• Current trend – basis for SoMe. Also for events

• Channels to be considered carefully for each event and action, for specific target audiences

• Before: basics, clear info, registration, community building (who’s there, how to communicate)

• During: SERVICE, networking, participating, being involved with the event entirely

• After: Materials, videos, pics, community, discs

SLIDESHARE-time (let’s borrow some)

Digital PR for events by Chillisauce:

http://www.slideshare.net/MichaelChidzey/digital-pr-for-events

Social Median and the future of Event Marketing:

http://www.slideshare.net/Eventbrite/social-media-the-future-of-event-marketing

Event services - Channels

27.1.2015

”Place Based Screen Media”

LocaModa Jumblii NYC

Attention

The total mass contacts of the campaign (Outdoor Impact research and VAC measures)

Interest

Can be measured for example with attention value measurements

Desire How many gets excited

Action

How many gets involved

Traditional AIDA and the long tail

©2005 SATAMA INTERACTIVE

2000

Text

Multimedia

Multiplaying

Internet

2002 2004 2006

Music

Television

Individual content creation Community building

Competition and gamification Promotion and campaign building

Screen concepts at Events (2000 - 2015)

Mobile event guide examples

Socioal Media and Gamification

Gamification: Event games

Gamification: Event games

Gamification: Event games

Clear Channel Dialog in a nutshell Interactive DOOH concept & cases

Spring 2014, Clear Channel Finland

peter.green@clearchannel.fi @pvgreen

Digital out-of-home

DOOH is a true massmedia that is creative and engaging to connect brands with people when they are active and out-of-home

Creative Richness/

Animated content

Relevance/ Day Parts

Immediacy/

Dynamic content/ updates

Engagement/

Interactivity

>DIALOG

also NFC These are the four cornerstones of the DOOH contents, and the Interacivity/ Engagement is yet opened into Dialog

Clear Channel DIALOG • Interactive, engaging OOH advertising • 1. Touch interaction • 2. Natural Interaction, movement • 3. Mobile Channels; text, web & SoMe

and Adshel 2.0 for NFC dialog

VR, the national railway company of Finland,

together with Berner Greencare, Tahvoset

Garden and Clear Channel created the

Ihmepuutarha –promotion for the second

time

It is a summer long campaign within the

station’s platform area, transforming it into a

green living room

Clear Channel installed a dominated double-

sided touch enabled DD –device in the

garden

The screens are showing timed (Day Parts)

advertising messages in a loop by all the

partners, measuring people’s happiness by

touching&growing the virtual tree and

streaming Instagram images onto a screen,

with daily photo battle using touch screen

Dialog with Touch; Ihmepuutarha (Wondergarden)

The Kinect Natural Interaction campaign for the Frankenstein–play (National Theater) got hudreds of spectators jumping in front of the Clear Channel Shopping Digital devices. The aim was to give energy; warmth and love to the virtual Frankenstein ”creature” – and the movement gathered big crowds of Interested and Desired people around. >> See the video

Dialog with Natural Interaction; Kinect movement control

Dialog wit Mobile; Names on a Coke bottle

Coca-Cola’s global Share a Coke campaign on The Wall

Names sent via Text Messages (SMS) appeared on Coke bottle

in real time (after moderation), and Street Team activated people

to Share a Coke

The spot was running in a 2 hour ”Impact Zone” domination on

the Wall in five days (instead of standard spots within a loop)

The Universal Music’s 30 Seconds to Mars Tweet

Hunt –reveal campaign started with a 30 seconds

video clip by the lead Singer Jared Leto asking the

Finnish fans to join the Tweet Hunt to reveal the

unique band picture

The campaign consisted of altogether 9 versions

of this unique image, which was revealed part by

part as the Tweets came in. The target of 1000

Tweets was received in 22 hours, and the fans

were greeted with this exclusive image in full, and

an URL to special fan competition

Latest tweets were dynamically shown on the

Wall, and the local Echelon fan club was activated

for the campaign moderation

The campaign was shown as 20 second double

spot supported with selected Shopping Digital

screens inside the Kamppi mall

Dialog with Mobile; 30 Seconds to Mars Tweet Hunt

dd

Dialog Cases: Nestle Tuuttitreffit, pics on The Wall

dd

Dialog Cases: Real Time LiveOpinion voting (SMS&Twitter)

TASK

Create a brief digital marketing campaign plan. The aim is to engage the chosen target audience (segmentation) before, during and after a cultural event and boost recommendation (viral effect).

First, plan segmentation: target audience that you want to engage. Define USP, campaign targets, measuring tools and criteria. Create a creative idea. Define touch point strategy and campaign roadmap. Use mind mapping, process description and other planning tools.

Finally, pitch the plan to get comments and recommendations. Teacher: Laura-Maija Hero

• Pitching + presentation

TASK: Linnanmäki Events – case Gymnae Strada

• Gymnae Strada global gymnastics event summer 2015

– Many events around Helsinki

– Linnanmäki as one event venue

• Who could partner up with Gymnae Strada / Gymnastics in general to benefit from the buzz, and support the Gymnae Strada Event

• Share your key idea (SMS/Twitter @Poll)

Links to videos

Frankenstein Kinect: https://www.youtube.com/watch?v=8dUJpEXjfVo Mentos Mobile Game: http://vimeo.com/108783190 Plan Finland: Sponsor a Dream webcam http://vimeo.com/109314118

Mobile event guide examples

Triggering techniques

QR code • Quick Response code • 2 dimensional bar code • Can contain a phone number,

SMS, URL or contact details • The code is identified by the

four squares (red arrows). The horizontal and vertical lines (highlighted in yellow), which alternate black and white, are used for alignment.

• QR code generator (example) at http://qrcode.kaywa.com

Near Field Communication (NFC)

• The N-Mark is global in scope and is available for use in applications that are compliant with the NFC Forum's NFC Data Exchange Format (NDEF) specification and where the tags used meet the NFC Forum Type 1-4 Tag Operation specifications

NFC • Special case of Radio Frequency

Identification (RFID), operates at 13,56 MHz

• Applications: Mobile payment, access control, to ease communication (URL, SMS, Call), discover, BT-pairing,play music

• Reading/writing distance typically less than 4 cm

• Memory capacity: 64bytes – 8 KB