running an event in the 21st century
DESCRIPTION
A presentation on running events in the 21st Century. Franco DeBonis - Head of Digital Marketing with Snap presented this at the June OMiG meeting (Online Marketing in Galway) - Snap Galway sponsored this eventTRANSCRIPT
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How Irish Pride and Snap can work together
21st Century Events
Promoting, & Running Events In A Digital Age
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WHAT WILL WE COVER?
• Why Are We Here?
• What Do You Need? (Core Elements)
• Driving Engagement For Events In The 21st Century
– Before The Event
– During The Event
– After The Event
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WHY ARE WE HERE?
Source: http://www.eightytwenty.ie/blog/social-media-statistics-ireland-infographic/ (Apr 2013)
• The traditional way of planning, promoting, running and follow-up for events is DEAD
• Social Media has changed the landscape
• It provides more opportunity, and reduces workload, but more competition too
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Source: http://www.eightytwenty.ie/blog/social-media-statistics-ireland-infographic/ (Apr 2013)
WHY ARE WE HERE?
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On average 30% of visits to Irish websites
are by users on mobile devices
WHY ARE WE HERE?
Forget Mobile Web at
your Peril!In 2011 smart phones out-sold
PC/Notebooks for the first time ever!
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How Irish Pride and Snap can work together
No Mobile Website=
Bad Customer Service
30% of 61%=
18% Of All Visitors!
MOBILE VISITORS = HIGH EXPECTATIONS
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Main Drivers For Mobile Usage
Email & Social Media...
Source: IDC March 2013
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For Many, Digital
Strategies For Promoting
Events Is An Afterthought
Let’s Investigate
How We Might Change That
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Change Your Mindset – From This
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Change Your Mindset – To This
+
+
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THE ENGAGEMENT FUNNEL
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CORE ELEMENTS
• Events Website
– Main site with account creation/sign up
– Sub sections with a “microsite" for each specific event
– Account creation captures contact information and allows you to promote future events to everyone
– Account provides visitors with access to private area and registration for individual events
– Ensure that it’s fully mobile compliant (Adaptive Design)
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CORE ELEMENTS
• Strong Social Presence– Setup accounts on relevant platforms:
• LinkedIn, Twitter, Google+, Slideshare, YouTube (public vids), Vimeo (private vids). Perhaps even Facebook
• Where there is concern around opening a new channel, then create it just to promote events
• Formalise your Social Policies (if not already done)• Content Policies• Nominated posters• Approval Processes• Management Platforms (Hootsuite, Sprout, Tweetdeck)
• Define tagging strategy• #snapevents• #webdesign• #snapdigital
• In some cases tags may have inappropriate traffic/be too busy, therefore use them but create your own (#snapwebdesign)
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CORE ELEMENTS
• Webcast System
– Establish a system for delivering professional webcasts
– Ensure the webcast supports most advanced features
• Dual window for separate presentation and video feed
• Recording of event to downloadable and editable format
• IM during events
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BEFORE THE EVENT
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BEFORE THE EVENT
• Create theme for event and design for sub sites
• Define hash tag/s for event & promote them
• Create content plan on a calendar– Create events in LinkedIn, etc.– Major points in slides are
tweets– Major slides in presentations
are posts– Use Hootsuite/similar to
schedule tweets/posts– Send series of emails– Send webcast link
• Create promo video/s for event
• Send email to all invitee/registrants
• Track online discussions about event with Google Alerts and Mention
• Participate in discussions
• BE SURE THE FACILITY HAS EXCELLENT INTERNET ACCESS AND CAN COPE WITH HIGH TRAFFIC!!!
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DURING THE EVENT
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DURING THE EVENT
• Webcast the event for registered users through login portal
• Tweet in real-time• Promote your #tag & ask
people to engage– Put tags on all major
materials– Add relevant tags in footer of
every slide
• Post/Send preview of day’s events at the beginning of event/each day
• Use a Go-Pro to create Time-Lapse Video
• Post/Send highlights of day’s speakers at the end of the event/each day
• Assign a person as the Virtual Attendee Ambassador
• Virtual attendees can ask questions in real-time using IM, #tag or @profile
• Intertwine these virtual questions with the real ones
• Have a Twitter wall that shows all tweets on one or more #tags
• Have a Photo-Opp Wall with branding & #tag on it
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AFTER THE EVENT
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AFTER THE EVENT
• Respond to posts & tweets• Reply to @ messages• Follow those you feel are
influential in their fields• Create content packages
– Documents– Presentations– Video highlights– Full videos– Twitter transcripts
• Load content to relevant sites (Docstoc, Slideshare)
• Integrate feeds from 3rd party platforms into site
• Release content in stages with posts across all platforms to all registered users and links back to site/content
• Release it all over 2 to 4 weeks following event
• Then create CD and send to mailing list
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AFTER THE EVENTDon’t Be A Broadcaster!If you want people to engage, you
have to engage with them• Be sure to respond quickly to
questions and comments• Respond to ALL questions and
comments
Remember that the event isn’t over at the end of the day.
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FINALLY
• Don’t worry if you can’t do everything from every stage
• Choose the most important elements for your business based on your goals and capabilities
• But whatever you choose to do, do it completely
• Doing this will
– Create far larger engagement/attendance than you might have traditionally
– Create events that begin and end weeks before and after the event itself
– Reduce the need to chase/hound attendees
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Franco De BonisDirector Of Digital Marketing
Services
Snap
01 905 2368
@sanitymarketing
www.linkedin.com/in/francodebonis