snap - 21st century event promotion
TRANSCRIPT
How Irish Pride and
Snap can work
together
21st Century EventsPromoting, & Running
Events In A Digital Age
WHAT WILL WE COVER?
• Why Are We Here?
• What Do You Need? (Core Elements)
• Driving Engagement For Events In The 21st Century
– Before The Event
– During The Event
– After The Event
WHY ARE WE HERE?
Source: http://www.eightytwenty.ie/blog/social-media-statistics-ireland-infographic/ (Apr 2013)
• The traditional way of planning, promoting, running and follow-up for events is DEAD
• Social Media has changed the landscape
• It provides more opportunity, and reduces workload, but more competition too
Source: http://www.eightytwenty.ie/blog/social-media-statistics-ireland-infographic/ (Apr 2013)
WHY ARE WE HERE?
On average 30% of visits
to Irish websites are by users on
mobile devices
WHY ARE WE HERE?
Forget Mobile Web at
your Peril!In 2011 smart phones out-sold
PC/Notebooks for the first time ever!
How Irish Pride and
Snap can work
together
No Mobile Website=
Bad Customer Service
30% of 61%=
18% Of All Visitors!
MOBILE VISITORS = HIGH EXPECTATIONS
Main Drivers For Mobile Usage
Email & Social Media...
Source: IDC March 2013
For Many, Digital
Strategies For Promoting
Events Is An Afterthought
Let’s Investigate
How We Might Change That
Change Your Mindset – From This
Change Your Mindset – To This
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THE ENGAGEMENT FUNNEL
CORE ELEMENTS
• Events Website
– Main site with account creation/sign up
– Sub sections with a “microsite" for each specific event
– Account creation captures contact information and allows you to promote future events to everyone
– Account provides visitors with access to private area and registration for individual events
– Ensure that it’s fully mobile compliant (Adaptive Design)
CORE ELEMENTS
• Strong Social Presence– Setup accounts on relevant platforms:
• LinkedIn, Twitter, Google+, Slideshare, YouTube (public vids), Vimeo (private vids). Perhaps even Facebook
• Where there is concern around opening a new channel, then create it just to promote events
• Formalise your Social Policies (if not already done)• Content Policies• Nominated posters• Approval Processes• Management Platforms (Hootsuite, Sprout, Tweetdeck)
• Define tagging strategy• #snapevents• #webdesign• #snapdigital
• In some cases tags may have inappropriate traffic/be too busy, therefore use them but create your own (#snapwebdesign)
CORE ELEMENTS
• Webcast System
– Establish a system for delivering professional webcasts
– Ensure the webcast supports most advanced features
• Dual window for separate presentation and video feed
• Recording of event to downloadable and editable format
• IM during events
BEFORE THE EVENT
BEFORE THE EVENT
• Create theme for event and design for sub sites
• Define hash tag/s for event & promote them
• Create content plan on a calendar– Create events in LinkedIn, etc.
– Major points in slides are tweets
– Major slides in presentations are posts
– Use Hootsuite/similar to schedule tweets/posts
– Send series of emails
– Send webcast link
• Create promo video/s for event
• Send email to all invitee/registrants
• Track online discussions about event with Google Alerts and Mention
• Participate in discussions
• BE SURE THE FACILITY HAS EXCELLENT INTERNET ACCESS AND CAN COPE WITH HIGH TRAFFIC!!!
DURING THE EVENT
DURING THE EVENT
• Webcast the event for registered users through login portal
• Tweet in real-time
• Promote your #tag & ask people to engage– Put tags on all major
materials
– Add relevant tags in footer of every slide
• Post/Send preview of day’s events at the beginning of event/each day
• Use a Go-Pro to create Time-Lapse Video
• Post/Send highlights of day’s speakers at the end of the event/each day
• Assign a person as the Virtual Attendee Ambassador
• Virtual attendees can ask questions in real-time using IM, #tag or @profile
• Intertwine these virtual questions with the real ones
• Have a Twitter wall that shows all tweets on one or more #tags
• Have a Photo-Opp Wall with branding & #tag on it
AFTER THE EVENT
AFTER THE EVENT
• Respond to posts & tweets
• Reply to @ messages
• Follow those you feel are influential in their fields
• Create content packages
– Documents
– Presentations
– Video highlights
– Full videos
– Twitter transcripts
• Load content to relevant sites (Docstoc, Slideshare)
• Integrate feeds from 3rd party platforms into site
• Release content in stages with posts across all platforms to all registered users and links back to site/content
• Release it all over 2 to 4 weeks following event
• Then create CD and send to mailing list
AFTER THE EVENT
Don’t Be A Broadcaster!
If you want people to engage, you have to engage with them
• Be sure to respond quickly to questions and comments
• Respond to ALL questions and comments
Remember that the event isn’t over at the end of the day.
FINALLY
• Don’t worry if you can’t do everything from every stage
• Choose the most important elements for your business based on your goals and capabilities
• But whatever you choose to do, do it completely
• Doing this will
– Create far larger engagement/attendance than you might have traditionally
– Create events that begin and end weeks before and after the event itself
– Reduce the need to chase/hound attendees
Franco De BonisDirector Of Digital Marketing Services
Snap
01 905 2368
@sanitymarketing
www.linkedin.com/in/francodeboni
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