How to use Before-During-After methodology and Mobile-Social Media in/at Event Marketing Lecture for Metropolia in January 2015

1. Peter Green; Sensing Ltd, part of the Sipuli Group
peter@sensing.fi / +358405707911 / @pvgreen
Engaging Digital marketing campaign
- events. Before, during and after

2. • Serial Entrepreneur:
• Partners/clients:
• Officials:
Peter Green [linkedin/in/petergreen]
Mobile Sensing Technologies

3. Your LiveOpinions:

4. • Defines, designs and executes Digital Added Value servoces
for events and physical encounters: www.sipuligroup.com
• Digital lifecycles/paths for events
SipuliGroup. What Up?
Katriina Uusitalo
Katapulssi
ex Nokia
Sipuli Core:
Peter Green
Sensing
ex Satama Interactive
Jouni Salonen
Petopro
ex Nokia
Johanna Sarviharju
Fjord, Free
ex Satama Interactive
Sipuli Layers, for example:
- Service Designers
- Event Producers
- Visual Designers
- Event Agencies (also customers)
- Techincal service providers
- Difgital producers/Freelancers
- Marketeers  customers

5. Digital Events: Key Points
• Before-During-After
• Social Media (Mobile)
• Content Marketing -> Context !
• People & Places Context – Digital screens
everywhere, ”people and places” & ”us services”
• Concept: Call To Action–clear, fast, easy
• Event Marketing AIDA model
> Screens at events(2000 -- 2015)

6. Customer journey is key

7. Event advertisement
• Universal marketing tendency is to shift from selling products or services to
selling experiences,
– Requires holistic thinking and user centric design => design thinking
• Each advertisement is subjectively interpreted - rationally, emotionally and
culturally. The success of advertising depends on human behavior which is
generally not predictable and hence is inexact by nature.
– => use service design with human centric methodologies, would suit well
for advertising.

8. Marketing channels

9. Involvement
Tell me and I will forget
Shopw me and I will remember
Involve me and I will understand
(Confucius)

10. Event planning process/roadmap
Business case assessment: Why – Who - What – When – Where ?

11. Customer relations management (CRM)
• Interaction that a company or organization has with its
customer, whether it is sales or service-related
• Enables businesses
– Understand the customer
– Retain customers through better customer experience
– Attract new customer
– Win new clients and contracts
– Increase profitably
– Decrease customer management costs, e.g. deploying
automated event invitation processes

12. Event Experience Curve
Before-During-After

13. Digital brings new potential
Face-to-
face
meetings
Digital
For example:
New dimensions and tools for meetings
Invoving more ipeople (crowdsourcing)
Interactions, games, participatory campaigns
Alternative ways to communicate – to send and receive content
Before
After
During

14. Digital brings new potential

15. Social Media (Mobile)
• SoMe widely in use before the event, focused
heavily during the event, and continuing the
expereince afterwards (prep for the next event)
• Enables virtual events – yet f2f events still king
• Well planned SoMe enables metrics & analytics
• Basics of community managements, clear value
add, service
• FB, Tw, IG, WhatsApp etc (like Livepinion poll)

16. Building event communities
Network
3.
Networking
1.
Content
4.
Continuity 2. Context
After event What before?

17. Customer and the
”ecosystem”
Partners
”People network, not
companies”
The audience

18. People make a network, jowhere eveyone is max six
degrees / steps away from others. Everyone
> At events everyone is much closer
Lähde: http://en.wikipedia.org/wiki/Six_degrees_of_separation
Networks

19. Content Marketing
• Current trend – basis for SoMe. Also for events
• Channels to be considered carefully for each
event and action, for specific target audiences
• Before: basics, clear info, registration, community
building (who’s there, how to communicate)
• During: SERVICE, networking, participating, being
involved with the event entirely
• After: Materials, videos, pics, community, discs

20. SLIDESHARE-time (let’s borrow some)
Digital PR for events by Chillisauce:
http://www.slideshare.net/MichaelChidzey/digita
l-pr-for-events
Social Median and the future of Event Marketing:
http://www.slideshare.net/Eventbrite/social-
media-the-future-of-event-marketing

21. Event services - Channels

22. 27.1.2015
”Place Based Screen Media”
LocaModa Jumblii NYC

23. Attention
The total mass contacts of the campaign (Outdoor Impact research
and VAC measures)
Interest
Can be measured for example with attention
value measurements
Desire
How many gets excited
Action
How many gets involved
Traditional AIDA and the long tail

24. ©2005 SATAMA INTERACTIVE
2000
Text
Multimedia
Multiplaying
Internet
2002 2004 2006
Music
Television
Individual content creation
Community building
Competition and gamification Promotion and campaign building
Screen concepts at Events (2000 - 2015)

25. Mobile event guide examples

26. Socioal Media and Gamification

27. Gamification: Event games

28. Gamification: Event games

29. Gamification: Event games

30. Clear Channel
Dialog in a nutshell
Interactive DOOH concept & cases
Spring 2014, Clear Channel Finland
peter.green@clearchannel.fi @pvgreen

31. Digital out-of-home
DOOH is a true
massmedia that is
creative and engaging to
connect brands with
people when they are
active and out-of-home
Creative
Richness/
Animated
content
Relevance/
Day Parts
Immediacy/
Dynamic
content/
updates
Engagement/
Interactivity
>DIALOG
also NFCThese are the four
cornerstones of the
DOOH contents, and the
Interacivity/
Engagement is yet
opened into Dialog

32. Clear Channel DIALOG
• Interactive, engaging OOH advertising
• 1. Touch interaction
• 2. Natural Interaction, movement
• 3. Mobile Channels; text, web & SoMe
and Adshel 2.0 for NFC dialog

33. VR, the national railway company of Finland,
together with Berner Greencare, Tahvoset
Garden and Clear Channel created the
Ihmepuutarha –promotion for the second
time
It is a summer long campaign within the
station’s platform area, transforming it into a
green living room
Clear Channel installed a dominated double-
sided touch enabled DD –device in the
garden
The screens are showing timed (Day Parts)
advertising messages in a loop by all the
partners, measuring people’s happiness by
touching&growing the virtual tree and
streaming Instagram images onto a screen,
with daily photo battle using touch screen
Dialog with Touch; Ihmepuutarha (Wondergarden)

34. The Kinect Natural Interaction campaign for the
Frankenstein–play (National Theater) got hudreds of
spectators jumping in front of the Clear Channel Shopping
Digital devices.
The aim was to give energy; warmth and love to the virtual
Frankenstein ”creature” – and the movement gathered big
crowds of Interested and Desired people around.
>> See the video
Dialog with Natural Interaction; Kinect movement control

35. Dialog wit Mobile; Names on a Coke bottle
Coca-Cola’s global Share a Coke campaign on The Wall
Names sent via Text Messages (SMS) appeared on Coke bottle
in real time (after moderation), and Street Team activated people
to Share a Coke
The spot was running in a 2 hour ”Impact Zone” domination on
the Wall in five days (instead of standard spots within a loop)

36. The Universal Music’s 30 Seconds to Mars Tweet
Hunt –reveal campaign started with a 30 seconds
video clip by the lead Singer Jared Leto asking the
Finnish fans to join the Tweet Hunt to reveal the
unique band picture
The campaign consisted of altogether 9 versions
of this unique image, which was revealed part by
part as the Tweets came in. The target of 1000
Tweets was received in 22 hours, and the fans
were greeted with this exclusive image in full, and
an URL to special fan competition
Latest tweets were dynamically shown on the
Wall, and the local Echelon fan club was activated
for the campaign moderation
The campaign was shown as 20 second double
spot supported with selected Shopping Digital
screens inside the Kamppi mall
Dialog with Mobile; 30 Seconds to Mars Tweet Hunt

37. dd
Dialog Cases: Nestle Tuuttitreffit, pics on The Wall

38. dd
Dialog Cases: Real Time LiveOpinion voting (SMS&Twitter)

39. TASK
Create a brief digital marketing campaign plan. The aim is to
engage the chosen target audience (segmentation) before,
during and after a cultural event and boost recommendation
(viral effect).
First, plan segmentation: target audience that you want to
engage. Define USP, campaign targets, measuring tools and
criteria. Create a creative idea. Define touch point strategy
and campaign roadmap. Use mind mapping, process
description and other planning tools.
Finally, pitch the plan to get comments and recommendations.
Teacher: Laura-Maija Hero
• Pitching + presentation

40. TASK: Linnanmäki Events – case Gymnae Strada
• Gymnae Strada global gymnastics event summer
2015
– Many events around Helsinki
– Linnanmäki as one event venue
• Who could partner up with Gymnae Strada /
Gymnastics in general to benefit from the buzz, and
support the Gymnae Strada Event
• Share your key idea (SMS/Twitter @Poll)

41. Links to videos
Frankenstein Kinect:
https://www.youtube.com/watch?v=8dUJpEXjfVo
Mentos Mobile Game:
http://vimeo.com/108783190
Plan Finland: Sponsor a Dream webcam
http://vimeo.com/109314118

42. Mobile event guide examples

43. Triggering techniques

44. QR code
• Quick Response code
• 2 dimensional bar code
• Can contain a phone number,
SMS, URL or contact details
• The code is identified by the
four squares (red arrows). The
horizontal and vertical lines
(highlighted in yellow), which
alternate black and white, are
used for alignment.
• QR code generator (example)
at http://qrcode.kaywa.com

45. Near Field Communication (NFC)
• The N-Mark is global in
scope and is available for
use in applications that
are compliant with the
NFC Forum's NFC Data
Exchange Format (NDEF)
specification and where
the tags used meet the
NFC Forum Type 1-4 Tag
Operation specifications

46. NFC
• Special case of Radio Frequency
Identification (RFID), operates at 13,56
MHz
• Applications: Mobile payment, access
control, to ease communication (URL, SMS,
Call), discover, BT-pairing,play music
• Reading/writing distance typically less
than 4 cm
• Memory capacity: 64bytes – 8 KB