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How to use web and social media to create buzzworthy events

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This was a presentation given to ABPCO in the Barbican, London in January 2012. The topic was how to use the web and social media to enhance events and conferences.

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How to use web and social media to create buzzworthy events

  1. 1. Hybrid Creative Agency
  2. 2. Branding Advertising Design Social Media Marketing Online Activation Website design & buildSponsorship Rights Management
  3. 3. How to engage your audience online
  4. 4. 1. Pre-event 2. During 3. After4. Throughout
  5. 5. The tools at your disposal
  6. 6. Social Networks
  7. 7. Why use them? The process of selling hasn’t changed. The process of buying has...
  8. 8. Inbound Marketing?• Focuses on earning, not buying, a person’sattention• Done through social media, search andengaging content• Costs less and has better a ROI thanOutbound
  9. 9. Why do it?• 44% of direct mail is never opened.• 86% of people skip through television ads.• 84% of 25 to 34 year olds have clicked out ofa website because of an “irrelevant or intrusivead.”• c90% of all email is now spam• The cost per lead in outbound marketing ismore than for inbound marketing.
  10. 10. WHAT IS SOCIAL MEDIA MARKETING?“Social media marketing is a term thatdescribes the use of social networks,online communities, blogs, wikis or anyother online collaborative media formarketing, sales, public relations andcustomer services.”Wikipedia
  11. 11. Whyshould we care?
  12. 12. Over 2/3 of the global internetpopulation visit social networks
  13. 13. Visiting social sites isnow the most popularonline activity – ahead ofemail
  14. 14. Where to start?
  15. 15. Social Networks
  16. 16. Blog sites
  17. 17. Your own website
  18. 18. Evaluate your site• Does it use Flash?• Does it work cross-browser?• Is it easy to navigate?• Is it fast to load?• Is it more than a company brochure?• Is there a clear call to action?• What is front and centre? Does it adhere to your brand?• Is there a search function?• Is it easy to get home?• How does it perform in search?• Is sharing made simple?
  19. 19. Email Marketing
  20. 20. Technologies
  21. 21. Event Specific Tech
  22. 22. Online Polls
  23. 23. Making it work for you pre-event
  24. 24. Create an event landing pagewith social media ‘share’ buttons and SEO it
  25. 25. Crowd Source theprogramming
  26. 26. Crowd Source theprogramming Facebook, Twitter and email poll
  27. 27. Record video intros of thespeakers and upload to YouTube
  28. 28. Social signups On registration ask for: - Twitter @ name - Facebook Profile - LinkedIn Profile
  29. 29. Social signups Score your attendees’ influence
  30. 30. Social signups Create buzzworthy name badges
  31. 31. Create a Facebook page, then create an ‘event’.
  32. 32. Sell tickets on Facebook via Eventbrite
  33. 33. Create a LinkedIn ‘event’.
  34. 34. Advertise on LinkedIn
  35. 35. Create your event on
  36. 36. Promote all of this online presence via twitter
  37. 37. Use twitter ‘lists’ to build a target audience
  38. 38. Use twitter’s Retweetfunctionality as a competition entry mechanism
  39. 39. Use Facebook’s ‘like’ functionas a competition entry mechanism
  40. 40. Register your event on Lanyrd then use twitter to create apre-event community and buzz
  41. 41. Use a social dashboard toschedule messages and stay across all your feeds
  42. 42. Create a twitter hashtag tocreate an event community #abpcoconf12
  43. 43. Use a hashtag tool todisseminate the info on the hashtag Conference solution that creates a conference hub of all things related to your event: content tags, members and contributors, photos, related websites, RSS feeds, Tweetups and event schedules, and videos.
  44. 44. Create Google and twitter alerts on the hashtag
  45. 45. Your VIP?
  46. 46. Show and tell. What’s worked for you and what hasn’t?
  47. 47. During
  48. 48. Use a twitter wall
  49. 49. Competitions, promos &giveaways during the event on Twitter
  50. 50. Use technology to not only engage, but create a Wow! factor
  51. 51. Set up a Flickr Page for the event
  52. 52. Mobile appsCreate a free app for the event
  53. 53. Or use a commercial app for conferences Real time programme info Branded narrowcasting - event TV ads etc Twitter feeds Personalised SMS messages Private messaging to screens Mobile voting
  54. 54. Social Checkins
  55. 55. Integrate with Facebook offline
  56. 56. Stream live video - for free!
  57. 57. Show and tell. What’s worked for you and what hasn’t?
  58. 58. After
  59. 59. Spread thecontent far and wide
  60. 60. Share the presentations
  61. 61. Aggregate all the #hashtags on your site or email a PDF to attendees
  62. 62. Share your event stats as an infographic via your social networks
  63. 63. Share videos on YouTube and your site
  64. 64. Deal with feedback
  65. 65. Use your blog
  66. 66. Blogging
  67. 67. It’s like your 5-a-day
  68. 68. Good for you. But you don’tnecessarily enjoy it.
  69. 69. Let me show you an easier way
  70. 70. Blogging doesn’t have to be 400 words.
  71. 71. Blogging doesn’t have to be 400 words.(Although it should be)
  72. 72. Blogging can be 140 characters or less
  73. 73. “Oh, I can’t think what to say.”
  74. 74. There are plenty of blog topic websites.However we believe it’s easierand more inspirational to think ‘what sort’ rather than ‘what’.
  75. 75. There are around 25 different blog styles in the world. Here are my top 6.
  76. 76. Insight BloggingSharing sector intelligence, original ideas, commentary or trends on aparticular topic.
  77. 77. Piggyback BloggingWriting about a topic that is currently popular in the news
  78. 78. Life BloggingAlso called reality blogging, this involves a blog post sharing the story ofsomething that happened to you in your personal life.
  79. 79. Event BloggingSharing impressions, opinions and insights from an event or othergathering with others.
  80. 80. List BloggingThis is the highly popular format of the top ten (or any other number) listsabout something. Blog posts in this type of format are frequentlybookmarked and shared.
  81. 81. Evangelist BloggingPassionate blog post sharing an affinity and support for a cause or belief.These posts are meant to inspire others to believe in the same thing.
  82. 82. Don’t think ‘What shall I write?’Think ‘What sort shall I write?’
  83. 83. Some more blogging and tweeting tips
  84. 84. Educate, assist and ask for feedback
  85. 85. Identify your readerWho a re y ou w them ritin ly’ pi cture g fo r? n ‘actual Th e the p erson Imag i n e yo Picture u’re w them riting alone for
  86. 86. Find different anglesCURRENT HEADLINE: ‘Why customer service is our No.1 priority’ V.1 ‘Our five customer service goals’ V.2 ‘How we are redefining customer service’ V.3 ‘Take a peek at our customer service scorecard’ V.4 ‘How happy are your customers?’ V.5 ‘Unhappy customers? Here’s why.’
  87. 87. Write intriguing headlinesWrite Drunk. Edit Sober. How to get a Google+ invitation.Why it’s sometimesright to think wrong. Wear you client’sWhat’s the earliest ad shoes. you remember as a The curious case of child? incuriosity. ALL OF THESE MAKE GREAT TWEETS
  88. 88. Make sharing easyIf it’s a longer blog, include social buttonsIf it’s a tweet, make it as short as possible to allowfor retweeting
  89. 89. Blogging summary Educate and inform 400 words Use headings to structure your post One thought or idea per post Always use a photo Write intriguing headlinesPromote via your social networks Blogging is permission marketing Be topical rather than interruption marketing
  90. 90. WHAT DOES SUCCESS LOOK LIKE? Subscriptions Page Views Comments Inbound links Followers Retweets ‘Likes’
  91. 91. Badvocates How to deal withunfavourable comments
  92. 92. 1. @eventthinker The Wifi server at your conference wasn’tcompatible with my laptop2. @eventthinker I found the wifi at yourconference a little unreliable. Maybe next time tryusing Bitbuzz instead3. @eventthinker Event stinker more like. I bet yourconference stank like a rancid cesspit of half-deadpigeons. @event101 much better
  93. 93. Dealing with unfavourable comments1. Straight Problem – Someone has an issue withyour product or service and has laid out exactlywhat went wrong.Response is almost certainly necessary.Whether that response is personal or a broad public-facing messagedepends on how widespread the problem is and how many peoplereported it.If a real problem exists, steps should be taken to fix it andcustomers should be notified that those steps are being taken.Even a perceived rather than real problem should be given aresponse, if only to say, “Thanks for bringing it to our attention, buthere’s why we use that particular server.’
  94. 94. Dealing with unfavourable comments2. Constructive Criticism Many customers,including some of your most loyal, will use socialmedia to suggest ways in which you can improveyour product or service. While negative, it can beextremely helpful to receive.Constructive Criticism requires a response.Most times you won’t want to implement the advice but you’ll buildloyalty and trust by responding to criticism with a positive message.It is well worth the effort to thank those consumers who took the timeto provide you with a suggestion.
  95. 95. Dealing with unfavourable comments3. Trolling Trolls have no valid reason for beingangry at you. Also in this category are spammers,who will use a negative comment about yourproduct or service to promote a competitor.This category of negative feedback does not require a response. Infact, it is almost always best not to respond to Trolling or Spam. Thistype of feedback isn’t really feedback at all. It is designed either tobait you into an unnecessary and image-damaging fight, or tosiphon off your customers using underhanded tactics. Always ignorethis variety of feedback, and when appropriate, remove it as soon asyou spot it.
  96. 96. Any questions?