Using social media to cover events: Strategies, tips and ...€¦ · SOCIAL MEDIA STRATEGY. What are we trying to achieve? A key concept in Lean is thinking deeply about the problem
38
Using social media to cover events: strategies, tips and lessons learned Kara Klotz, Office of the Insurance Commissioner Rich Roesler, Results Washington Steven Friederich, Military Department
Using social media to cover events: strategies, tips and lessons learned
Kara Klotz, Office of the Insurance CommissionerRich Roesler, Results Washington
Steven Friederich, Military Department
CASE STUDY: Washington State Government
Lean Transformation Conference
RESULTS WASHINGTON
Presenter
Presentation Notes
What is Results WA…
LEAN CONFERENCE SETUP
Presenter
Presentation Notes
HUGE conference (personal story…)
Presenter
Presentation Notes
Cascading tiles here: 2000 people, 13 city governments, half a dozen states (no slide for this, no worries), 7 colleges and universities, eight county governments, etc.
#GoLeanWA
LEAN CONFERENCE | 2013
Presenter
Presentation Notes
Where we began: VERY modest planning in 2013. Created a hashtag…
LEAN CONFERENCE | 2013
Presenter
Presentation Notes
…without realizing that it’s very close to somebody else’s hashtag. Lesson learned.
LEAN CONFERENCE | 2015
Presenter
Presentation Notes
Fast forward to 2015: Started using an audience interaction app. Eight videographers, including some just roaming. Two dedicated social media staff. Two still photographers.
SOCIAL MEDIA STRATEGYWhat are we trying to achieve?
Presenter
Presentation Notes
A key concept in Lean is thinking deeply about the problem you’re trying to solve. And by strategically using social media at the conference, it helps us solve a couple of problems. First, it helps us link to our primary conference audience: State employees trying to learn these tools and principles. It engages people in the conference, gives them easy venues to share what they’re learning, and stretches some of that learning to folks who cannot be at the conference, but might be next year.
SOCIAL MEDIA STRATEGYWhat are we trying to achieve?
Presenter
Presentation Notes
Secondly, social media helps us promote this event – the biggest of its kind in the country – among the large network of Lean researchers, experts, consultants, and government organizations using it. Why does that matter? Because these are the people we ask each year to come speak – unpaid, and covering their own travel and hotel costs – to state employees. We cannot do this event unless we keep these people engaged and interested.
SOCIAL MEDIA STRATEGYWhat are we trying to achieve?
Presenter
Presentation Notes
Lastly, social media helps us tie the whole event together. It gives us an efficient way to hear, in real time, from the audience. It helps promote awareness of the event with media and lawmakers. It helps promote individual agencies and experts who are presenting. We get big bumps in Twitter and Facebook during this event, which helps us build a Washington state Lean community. We also incorporate shoutouts by presenters for our hashtag and for Facebook, and we see bumps every time that happens; definitely going to do more of that.
Preparation
Presenter
Presentation Notes
There was a lot of before-the-event social media prep that took place, and I’d like to ask Kara and Steven to give some highlights of how they got ready.
• “Bustling area, good to highlight canned food donations, busy crowd, exciting day.”
• “This is the person who led the MIT research team that coined the term Lean as we use it today. A Lean rock star.”
• “This is the most popular speaker, per YouTube analytics, every year.”
• “Audio may be challenging; this is a 400 person room.”
• “A rapid-fire format that should be fun.”
SOCIAL MEDIA LOGISTICS
Presenter
Presentation Notes
Here are some examples of that sorts of preparation: These are descriptions of individual sessions – and we had dozens of sessions – so that social media folks and videographers knew what to expect and could best use their time.
POLLING/FEEDBACK APP
Presenter
Presentation Notes
For the first time, we also tried an audience interaction smartphone app called Slido. We looked at a number of apps beforehand, including…
POLLING/FEEDBACK APPQ. “What is a model line?”
Q. “How do you engage middle management?”
Q: “Why is it so hot in here?”
Q: “It’s really hard to hear in the back of the room.”
A: “Free wifi: Search for GTCTC”
A: “Yes, slides will be available afterward.”
A: “Please bear with us as we adjust audio.”
Q: “How do you inspire people?
Presenter
Presentation Notes
(KAYLYNE: Could you make these into a cascading series of cartoon-like dialogue boxes? Slido allowed us, in real time to relay questions to presenters, to get valuable feedback about room acoustics and temperature, and to respond immediately to the audience on their smart phones. Lessons learned: Can’t get to EVERYONE’s question, some weird stuff (“Will you marry me?” etc.)
TWITTER
Presenter
Presentation Notes
We started social media promotion before the event, and tried to cross-promote with different platforms whenever we could. Lesson’s learned include: One low-tech but effective thing we tried was simply hanging posters around every room listing the hashtag. Earlier promotion would’ve been better. Try and pre-stage tweets if you can, and compile a list of hashtags and handles.
TWITTER
Presenter
Presentation Notes
We promoted agencies, tried to give a live-tweet sense of what was being said at sessions, and even promoted social media itself: “Social media is a must!”
FACEBOOK
Presenter
Presentation Notes
With Facebook, the same thing, albeit for an audience that was more likely to be made up of state employees. We were able to warn folks about things like traffic. Steven did a lot of short video clips, linking his SLR to his mobile phone…
FACEBOOK
Presenter
Presentation Notes
Again, we cross-promoted with other social media platforms, shared links to photos, a news release, crowd shots. How many people here have a personal Twitter account? How many have a personal Facebook account? Lessons learned: People are more comfortable with Facebook than Twitter.
VIDEO
Presenter
Presentation Notes
We shot a lot of video, which gets edited and repurposed for YouTube and our website. Lessons learned include…
STILL PHOTOGRAPHY
Presenter
Presentation Notes
We’ve also made a strong effort to use the conference to capture still photos, with two folks roving around.
STILL PHOTOGRAPHY
Presenter
Presentation Notes
Here’s how we use some of those stills: Downloadable on Flickr (which presenters love), shots on our website, printed handouts, etc. Lessons learned here include building photo and video releases into the registration process, encourage photogs to be brave (go on stage behind governor to get crowd shot, single out people in the crowd, etc.), share results with presenters AND audience, strive for variety, not just photos of people speaking at podiums. Some of the most compelling shots we got were interactions between individuals at work sessions.
SURVEYS
Presenter
Presentation Notes
Lastly, we made a lot of use of individualized surveys after the event: One survey for presenters, another for audience members, another for volunteers, another for videographers and social media volunteers. Lessons learned included… Areas of improvement for us as we go ahead: Analytics, live-streaming… Now, let me turn it over to Kara Klotz for a second case study….
Using social media to cover events Washington Social Media Summit
June 17, 2016
Collect social media handles
June 17, 2016Using social media to cover events 25
Using a hashtag
Can be used to interact with attendees…
June 27, 2016Using social media to cover events 26
Attendees may interact with each other…
Or to promote event …
Results from using #WAclimatesummit
June 17, 2016Using social media to cover events 27
Engage with people who are engaged
June 17, 2016Using social media to cover events 28
Photos
Taken with an iPad during live-tweeting
Taken by professional photographer
June 17, 2016Using social media to cover events 29
Capture media, info about eventWe use Storify to aggregate media, social media
June 17, 2016Document title 30
Washington Military Department
Wi-Fi CamerasEOS 6D
• Use via EOS Utility App on phone. App has ability to do remote shooting. Full frame camera.
Nikon D750• Use via Nikon Utility App on phone. Full frame
camera.
Nikon D500 • Uses a SnapBridge app and Bluetooth technology
rather than closed Wi-Fi, ensures always connected.
Cheaper route to Wi Fi camerasWi-Fi Enabled SD Cards
Partners ConferenceSomeone tweets, while presenter engages
Find Tweets by doing a Twitter search for @waemdand #PIEPC2016
Cascadia Rising
Stats via keyhole.co
Questions
Please contact us:• Kara Klotz, OIC• Steven Friederich, MIL• Rich Roesler, Results WA
