Presentation on how to use (social) media to brand a TU Delft event. What works and what doesn't when branding an event on social media. This presentation is customized for the OWEE (ontvangstweek eerstejaars studenten in Delft)

1. 05/30/12
Challenge the future
Delft
University of
Technology
Oh dear, an event
What social media can do for your event
Rob Speekenbrink, marketing & communication

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Contents
1. Social media – a short introduction
2. What works well?
3. Target groups, goal, message, means
4. Before
5. During
6. After

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1.
Social media – a short introduction

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QuickTime™ and a
decompressor
are needed to see this picture.

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Social?
• Attitudes, orientations, or behaviors which take the interests,
intentions, or needs of other people into account
• The tendency to cluster with other people and to interact with
them

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Social media?
• Wikipedia: ”media for social interaction, using highly accessible
and scalable communication techniques. Social media is the use
of web-based and mobile technologies to turn communication into
interactive dialogue”
• People share stories, knowledge, experience
• It’s about conversations / interaction, not about pushing
messages
• It’s here to stay and there’s a lot of it

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Do social media change events?
• Event branding before, during and after
• Community building
• Event management (where is what and why?)
• Direct feedback during event
• Participation
• Crisis communication channel

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2.
What works well?

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3.
Target groups, goal, message, means

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Target group(s)
• Fresh students
• They’ve had a first glimpse of Delft
• Maybe they already have a room in Delft
• Appr. 17-20 years old
• Smart
• Next (first?) big step in their lives, crucial for the rest of it
• They do not know their way around
• >80% has a smartphone + internet (3G)
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Goals of Owee
• Familiarise people with city, buildings, need to knows
• Get to know your fellow students
• Get to know your faculty specific need to knows
• Informal and social structures
• Sports & Culture
• Study societies
• Student societies (+ recruitment)
• Make them feel at home
• Introduction to independency (+ consequences)
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Message
• Delft has a lot to offer
• We are here to help you get through this first week
• Have fun
• Find each other and make new friends
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Means (mix)
• Website
• Facebook
• Twitter
• Instagram
• Newsletter?
• Posters
• Delta
• Local newspaper(s)
• Owee krant?
• Use same name and hash everywhere (#OWEE ??)
• Start using them now (actually never really stop)
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4.
OWEE opportunities

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Current situation
• Owee is a steady brand with a theme per year
• Where’s @owee ? (Sarah Hassan)
• No tweets on @owee_2013
• No branding on Twitter
• Almost no followers on Twitter
• Nothing on Instagram
• FB seems to be for the committee or current
students
• FB is on website, but not Twitter

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Start building a
network / community
NOW!

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Spot your ambassadors

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If you do not manage your own
OWEE brand
yourself
Somebody else will……….

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4.
Before

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• Start with a content plan
• Use Twitter and Facebook from now on
• Say “leuk” if people say they are coming to owee
• Monitor #tudelft to see if you can help people
• Appoint a (social) media/webcare team/person
• Try to claim @owee
• Use them differently (Twitter: announcing, FB: (recent) looking
back)
• Start using Instagram #OWEE (#Delft)
• Be prepared to answer obvious questions
• Communicate the hastag everywhere
• Promote the app
• Tell people to connect amongst each other
• meetup page / facebook event page / LinkedIn(?)
• Calendar42 / Michel Boerrichter?
• Advertorials on other websites / blogs
• Like our page and receive a free pen/agenda/whatever
• Find the ..... on Facebook, share and receive ......

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5.
During

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• Have a team ready to post on your socials 24h per day
• Point everybody to the eduroam network (and other wifi spots)
• Use the mix: Website, Twitter, Facebook, Instagram and integrate
• Be prepared to answer obvious questions
• Use the existing screens where or arrange screens at important
places
• Use livebloggers, photographers (instagram!)
• You (the team) participate actively by adding content (because
you are everywhere)
• So you all need a smartphone
• Interact, ask for feedback, ask for advice etc

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35. Monitoring

36. Interactie
be prepared to answer
every question

37. Sentiment

38. Analyse en sentimenten
beinvloeding

39. Kijk uit, kijk goed naar de inhoud van
de tweet

40. er kan zomaar dit achter zitten

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Cultural differences

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Live screens #

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Instagram

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Livebloggers
other content as well
THEY MUST BE EVERYWHERE!
YOU ARE all part of the contibutors

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6.
After

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Advice
• Keep the community alive
• Transfer accounts to the next generation
• Share content (storify) online
• Look back at the event afterwards (blog)

48. Rob Speekenbrink
Consultant Online Media
TU Delft
@RobSpeekenbrink
06-81834114