social media & the future of event marketing

Social Media & the Future of Event MarketingGemma Craven & Lisa Hyman

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Social Media & the Future of Event Marketing

Agenda

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• Using Real Time Marketing

effectively at events

• Creating a crowd-fueled agenda

• Using social media as your event

“glue”


What is Real Time Marketing?

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• Content is the new currency on today’s visually-driven social web.

• Brands are rapidly establishing their presence in large scale conversations, in particular around events.

• They are doing this using rapidly created visual content that is relevant to the conversation and used in real-time.

• Pioneers include Stella Artois, Oreo and Audi – Superbowl and Oscars are two examples.


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Why should you use it at your event?

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• Relevancy: show you are tuned in to the conversations your attendees are having while they are there

• Amplification: real time marketing is a way to extend the reach of your event in a visually appealing way

• Visual: connecting with attendees in the way they want to be reached in today’s visually-fueled spaces


Key Takeaways for Brands

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• This approach demands preparedness and

flexibility

• It needs creative resources as well as listening

tools and a framework of suitable topics

• Understand what is relevant and what is not

for your brand

• Paid media will help extend the reach of any

real time content


Creating a Crowd Fueled Agenda

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• Crowdsourcing is the practice of obtaining services, ideas, or content by soliciting contributions from a large group of people

• This is especially from an online community, rather than from traditional employees or suppliers

• This can be a great way of drawing in an audience to an event by asking them to help shape the agenda


Draw Inspiration from Music Industry

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•Disco Biscuits•Ask the crowd to outline the set list they want via Facebook

•Lady Gaga•putting her Little Monsters at the heart of her entire persona

•Tycho•working with Songkick to bring artist to London



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• Ask your audience to participate

in something linked to the reason

they are connected to you

• Make it simple

• Crowdsource in plenty of time to

action the crowd’s decision


Social Media Extends Connection

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• Attendees expect to connect with each other and brands around an event in social spaces• Three clear periods of time: Pre, During and Post event• Each needs different approaches to really amplify social media effectively


Pre-Event: Drive Agenda & Attendee Excitement

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• Social tools enable attendees to plan their time at an event• Tools such as Twitter and

LinkedIn allow for meeting scheduling • Publish all speakers social

details to allow for attendee discussion to drive word of mouth around specific tracks• Set up calendar of content

aligned to moments in time at the event, to be published throughout


During Event: Amplify Speakers & Content

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• Stoke conversations around important influencers at event• Use social channels to

release exclusive content to attendees• Use real time tools (Twitter)

to track, participate in and showcase memes and trends to other attendees• Use paid media to extend

reach of discussions to non-attendees


Post Event: Make Lasting Connections

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• Social channels enable attendees to make lasting connections after the event and continue discussions

• Provide recaps and useful assets for sharing

• Track trends and reach to understand full volume of conversations at event

• Social feedback is vital for understanding future event themes



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• Understand the different intent in each part of the three stage process• Ensure you have social listening set up all around your event• Use a dedicated resource rather than an already busy event planner• Establish a benchmark/goals so you can measure the success of your event in social media

Exercise: Make it Social

How it Works

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• What is the Event? The Facts.

• Know the Brand Assets

• The Assignment

• Channels

• Team Discussion

• Presentation


The Facts

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• Event: Oprah’s O You, a

day of O and friends

• Venue: Large event hall

• Location: A major U.S.

City

• Attendees: 5000

attendees, mostly

women

• Features: Classes,

speakers, swag,

sponsors


Brand Assets

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• Oprah

• O Magazine

• Oprah’s Friends

• Sponsor brands

• Including Oral B, Ikea, Chase, Jenny Craig,

Clorox

• Content generated on site

• Existing social, tv, print channels for all

brands

AssignmentMake this Analog Event Digital

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• Despite her massive following, Oprah Magazine’s signature event, O You, was primarily experiential.

• The facts and brand assets make this event social to:• Extend program reach• Create value for sponsors• Drive O Mag readership• Broaden audience beyond core O evangelists

Assignment

Deliverables

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• A one-line social strategy• What’s your

approach?

• A tactical plan that utilizes several social networks (with rationale)


Channels to Consider

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• Twitter

• @oprah: 20M

• @o_magazine:

300k

• @own: 9k followers

• YouTube

• OWN TV

• Vine

• Facebook

• Oprah: 8.4M

• OWN: 1.8M

• O Mag: 300K

• Google+

• O Mag: 3,000


Other Considerations

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• Real-time interactions and

engagement

• Stroking egos

• Retweets

• Attendees as journalists

• Access to O

• Loyalist rewards

• Behind-the-scenes


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GO!

Thank You!Gemma Craven & Lisa Hyman

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Lisa Hyman@[email protected]

Contact me:

Contact me:

Gemma [email protected]@ogilvy.comwww.social.ogilvy.com

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