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)
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“Event branding” TU Delft
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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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“Event branding” TU Delft
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QuickTime™ and a
decompressor
are needed to see this picture.
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“Event branding” TU Delft
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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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“Event branding” TU Delft
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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“Event branding” TU Delft
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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“Event branding” TU Delft
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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“Event branding” TU Delft
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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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 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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• 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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Advice
• Keep the community alive
• Transfer accounts to the next generation
• Share content (storify) online
• Look back at the event afterwards (blog)