Integrating Mobile & Social into Your Event Planning

Integrating Mobile &
Social into your
Emergency Planning
Jessica Best, Community Director
jbest@emfluence.com
@bestofjess or @emfluence

Integrating Mobile & Social
 What is…
 A marketer’s best practices
 Which media for event planners
 Addressing event crises
 Addressing world crises
 An ounce of preparation…
@emfluence

What is Mobile?
 Hand-held
(smaller screens)
@emfluence
 Transportable
(battery run)
 Touch-screen
(phone & tablet)
 SMS, QR codes, mobile web & mobile apps

The Draw of Mobile
 Invasive
 Portable
 Always on
 Immediate
 Trackable
@emfluence

What is Social Media?
@emfluence
 Marketing
Content
 Web- and mobile-
accessible
 Engagement
 Peer-to-peer
conversations
@

The Draw of Social Media
 Low barrier to entry
 Immediate
 Trackable
 Cost effective
 Connects offline-online
@
@emfluence

Integrating for Crisis Planning…
• How do you know how to use mobile/social?
• How do you gain people’s attention/grow your
audience?
Integrate mobile & social into your audience
interaction (marketing/communication) first…
Then talk about crisis planning.

#1. Get permission (SMS)
A Marketer’s best practices - Mobile
@emfluence
Step 1:
Discovery
(Offline, Print,
WOM)
Step 2:
Short code
(Text “seminar” to
12345 to sign up)
Step 3:
Confirmation
(Subscriber is
added)
Step 4:
Communication
(Marketing &
Information)

#2. Don’t send too much (SMS)
They’ve given you a ticket to their pocket. Don’t
abuse the privilege!
@emfluence

#3. Be brief
You get 160 characters in
an SMS. Think to-the-point.
You can (and should) link to
longer info.
If possible, avoid “TXT”
speak. Be professional.
@emfluence

#4. Be compliant (SMS)
 Explicit opt-in (confirmed
opt-in) required by law.
 “Reply STOP to
unsubscribe” required in at
least every few messages.
@emfluence

#5. Cross promote
Use SMS to get
email opt-ins
quickly & easily
and/or link to
social media
@emfluence

#6. Link mobile to mobile
Don’t link SMS messages or
QR codes to a non-mobile-optimized
webpage.
@emfluence

A Marketer’s best practices - Social
#1. Be prepared for all 3 sides of social media
@emfluence
Promotion
Research
Customer
Service LISTENING
Talking &…

#2. Frequency
Keep a regular flow of good content
in order to keep your audience engaged,
even outside your planned events
@emfluence
Only before/at your event 10+ times a day

#3. Successful Social Media Content Types
 Education
@emfluence

 Education
 Information
@emfluence

 Education
 Information
 Entertainment
@emfluence

 Education
 Information
 Entertainment
 Contests &
Promotions
@emfluence

#4. Be human. (Be conversational.)
@emfluence

#5. Don’t go on the defensive
@emfluence

#6. Don’t ignore negative feedback
@emfluence

#7. Don’t forget employees, volunteers, etc.
People connect with the other people at your
event, and may be easier to reach through those
personal channels.
Find willing
representatives!
@emfluence

#8. Don’t ignore… the positive!
Don’t wait for crises to use social media.
Your best preparation is having an attentive
audience when you need their eyes.
@emfluence

#9. Focus on the majors
Which media are right for event planners?
@emfluence
@

Which Media?
Use Twitter as your “6th sense” for reading
attendee’s minds and communicating real-time
through your event hashtag.
@emfluence

Which Media?
Remember to incorporate images! You can find
Instagram by asking attendees to use the same
hashtag. Bonus: they’ll show up on Twitter, too.
@emfluence

Which Media?
Save/recap your event notes, contests,
conversations, and other happenings
@emfluence

Which Media?
Don’t forget about email!
 Targeted/segmented
 Just as immediate
 Not public (in case of crisis/sensitive info)
 Measurable interaction
@
@emfluence

Which Media?@
Pre-Show
Post-Show
@emfluence

Which Media?
On site email = mobile-friendly email
@
@emfluence

Which Media?
A blog is the perfect place to hold longer form
content like recaps, share handouts and slide
decks & encourage comments.
• Bonus: upload a speaker’s
slides to SlideShare and
embed in your blog post.
@emfluence

Which Media?
If you use Facebook, you can create Facebook
Events to help spread the word about your
upcoming event.
• Facebook is much more
business-to-consumer
or peer-to-peer focused
@emfluence

Using Social/Mobile for Event Crises
3 Types of Crisis:
 Event mishaps
 Event crises
 World-wide crises
@emfluence

Using Social/Mobile for Event Mishaps
• Climate, A/V issues, connectivity issues
@emfluence

• Climate, A/V issues, connectivity issues
TIP: Be careful of inviting attendees
to text or tweet to win if phone or
WiFi signal quality is low
@emfluence

@emfluence

• Crisis = safety concerns for event attendees
– Venue is flooded, gas leak, electrical issues, fire
@emfluence

• Response: room change or venue change
 Tweet
 SMS to attendees
 Mobile-optimized email to attendees
 Update location on website (“mobile web”)
 Posted signage (“out of home”)
 Announcement (“real-time marketing”)
@emfluence

• Response: event cancellation
 Tweet
 Update location on website
 Posted signage
 Announcement
@emfluence

• Response: evacuation
 Posted signage (“out of home”)
 Announcement (“real-time marketing”)
@emfluence

Using Social/Mobile for Events
• Emerging communication tactics
 Dedicated mobile apps & push notifications
 Near-field communication or blue tooth
@emfluence

Social/Mobile during World Crises
@emfluence

• What do you do (as a human) during crises?
– What do you want to do? (Or not do?)
– What do you want to know?
• What constitutes a crisis?
@emfluence

• Mood & tone are of supreme importance
@emfluence

Social/Mobile during crises nearby
• Some resources during a crisis:
– American Red Cross Disaster Online Newsroom
(http://newsroom.redcross.org)
– National Weather Service Hazards
Map (@NOAA)
– FEMA on Twitter (@FEMA)
– Emergency First Aid mobile app
by phoneflips (an offline guide,
no network required)
@emfluence

Social/Mobile during crises nearby
• Twitter’s “Fast Follow” in case of power out:
– Text Follow FEMA to 40404 to start following
@FEMA’s updates via text message during a crisis
in your area.
– Text Follow NOAA to 40404 to start following The
National Weather Service via text message.
– If you don’t receive an update fairly soon, you can text Get
[username] to 40404 to see their most recent post.
– When all’s clear, you can text OFF to 40404 to stop
receiving notifications.
@emfluence

An ounce of prevention…
• Engage for GOOD. Be prepared to take
advantage of social & mobile, by engaging
your audience before a crisis happens.
 Listen
 Promote
 Follow
 Connect
 Opt-In
 Promote
 Inform
@emfluence

• Include your event hashtag (and speaker
handles) on something highly visible, like
signage or presentation slide decks.
– Be “listening” live for opportunities to wow
attendees and/or for those small event mishaps
that need to be addressed.
– Follow those people that use the hashtag to
tweet about the event to grow your following.
@emfluence

• Ask for Twitter handles or cell phone numbers
on the registration form.
– Follow all Twitter handles before the event to
watch their tweets even if they don’t remember
the hashtag
– Remember: don’t make a crisis the first time
attendees hear from you. Send event updates
and information via SMS (text message) leading
up to the event.
@emfluence

The bottom line
• Nothing replaces live people and in-person
announcements once you’re all in one room
or one space.
@emfluence
Social media and
mobile are just
part of the mix

Questions?
Jessica Best
Community Director, emfluence
jbest@emfluence.com
@bestofjess or @emfluence

Integrating Mobile & Social into Your Event Planning

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