the digital conference - beyond social media

Vi investerer i din fremtidThe Digital Conference - Beyond Social Media / ICCA Scandinavian Conference 2013

Peter Vittrup, SeismonautICCA Scandinavian Conference 2013#iccascan

The DigitalConferenceBeyond social media



Peter Vittrup

Vi investerer i din fremtid

LinkedIn Mapshttp://inmaps.linkedinlabs.com

http://inmaps.linkedinlabs.com



Vi investerer i din fremtid

LinkedIn Mapshttp://inmaps.linkedinlabs.com

Peter Vittrup




“We systematically overestimate the value of

access to information and underestimate the value

of access to each other”Clay Shirky, Professor, New York University

Shirky, Clay (2008): Here comes everybody


Todays Social media team• Content editors

• Bente Mondrup, VisitAarhus

• Lars Rungø, VisitAahus

• Help Desk

• Peter Vittrup, Seismonaut

• Camilla Swartz, Seismonaut


Todays platformsPrimary platforms

• Facebook

• LinkedIn

• Twitter

Secondary platforms

• YouTube

• Instagram

• Slideshare

• ...


Platformsetup

1. Platform setup2. Participant understanding3. Content planning4. Community management



Participantunderstanding




Contentplanning




Communitymanagement




Table talk


Lab work


Table talkTell the person next to you about a really great conference experience? What made it special?


Conference


Conference

A professional perspective• Program• Keynote speakers• Papers• ...


Conference

A practical perspective• Logistics• Food• Destination• ...


Conference

A social perspective• The other participants• Networking• Dialogues• ...


The conference experience

Professional Practical Social


How can we improve the conference experience?

Professional Practical Social


How can we improve the conference experience?Through participation. Engaging the participants in the experience.


How can we improve the conference experience?

DEN DIGITALE KONGRES21/44 GUIDE

DEN DIGITALE KONGRES21/44 GUIDE DEN DIGITALE KONGRES21/44 GUIDEDEN DIGITALE KONGRES21/44 GUIDE

Before During Af!er


Social media areplatforms based on

participation


Traditional media


Social media


Marketing on social media is also aboutparticipation

• Great content on social media will generate engagement. That way the content will be shared to their network and the conference will be spread. To the friend. And the friends friend. And the friends friends friend.

• However... Traditional media can still workIt all deminds on the participants


Lab workTake a minute to look at the tasksin the todo book If you have a computer, tablet og smartphone, post or comment on the conference platforms


Platformsetup




Primary platforms#iccascan

FacebookConference updatesmostly social

TwitterConference updatesmostly real time

LinkedInConference updates mostly professional


Secondary platforms#iccascan• YouTube

• Instagram

• Slideshare

The secondary platforms mostly works as archive. Content posted here will feed the primary platforms.

VideosPicturesPresentations


DanielOrd RasmussenSenior AnalystSeismonaut


Lab work

SpeakerscoreSimple, online speaker evaluationhttp://speakerscore.comSpeakerscore is a free tool for speakers, who want feedback from their audience based on 4 universal questions.

Evaluate Daniels presentation now:http://speakerscore.com/8T3X

http://speakerscore.com

http://speakerscore.com

http://speakerscore.com/8T3X

http://speakerscore.com/8T3X


Wufoo.comOnline form builderhttp://www.mightymeeting.com/Wufoo is a simple form builder that can be used for event registrations, applications, surveys and more.

Lab work

http://www.mightymeeting.com

http://www.mightymeeting.com


Table talkWhat is your experience with social media platforms for conference communication?

Good examples?Problemes and challanges?


Platformsetup



Seminar for Aalborg Universitets Konferencenetværk / Onsdag den 7. november 2012

The conferenceexperience



Before During Af!er


Table workDescribe a conference participantThink of a specific conference (one you are planning or one you have attended recently) and describe a typical participant.

Remember name and face


Table workDescribe a conference participantThink of a specific conference (one you are planning now - or one you have attended recently) and draw a typical participant.

Remember to give the person a name and a face.


Lab work

Mighty MeetingMeeting application for tablets (Android + iOS)http://www.mightymeeting.com/Share slides, images, and whiteboard with any number of online participants.

Shared whiteboard drawings


Fluid Persona Formathttp://wiki.fluidproject.org/display/fluid/Persona+Format

http://wiki.fluidproject.org/display/fluid/Persona+Format





Personas


Platformsetup




Contentplanning




Content

ArticlesPress releases Pictures

Links

Link collections

Academic articles

Webinars

Questions

Presentations

Podcasts

Blog posts

Competitions

E-books

Manuals

Brochures

Guides

Mikro sites

Stories

Video clips

News letters

NyhedsbreveInvitations

SDrawingsQuotes

Recomendations

Notes

Secrets

Recordings

Opening hours

Analysis

Recipies

Informationer



Platforms

Home page

Newspapers and magazines

Online social networks

News letters

Etc.



Platforms

Home page

Newspapers and magazines

Online social media

News letters

Etc.




Everyone is a writer


Everyone is a publisher


We (still) need an editor


Maria SchwarzChief consultantSeismonaut Copenhagen


Put togetheran editorial teamWho is responsible for the content? This will be clear, if you set up an editorial team of persons with dedicated responsibility.

• Content manager. Acts as an editor in chief with the strategic focus on what content to post both before, during and after the conference.

• Network manager. Responsible for the communication and interaction with participants. May be the same person as content editor.

• Content producers. If possible, there can be more people producing content during the conference. Blog posts, video clips and preparation of status updates. Could be persons from the


Plan editorial meetingsPlan editorial meetings from the very beginning. When you begin planning the conference program, you will also want plan the conference communication, so that you are prepared for everything A larger content workshop can also be a great idea. Gather the editorial team and invite a few more people to join. The goal of both the workshop and the editorial meetings would be to generate great content for the conference platforms – content that can engage your participants.


Create an editorialcalenderThe calender is your daily tool both before, duing and after the conference. It will tell you what content to post where - and when.

• Use a spreadsheet (eg. in Excel og Google Docs)

• Prepare the content. The more specific you are on the content of your future updates, the easier your everything will be.

• Use the calendar actively both before, during and after the conference. You can still be spontaneous and post new ideas. But when other tasks comes along, you will need the calendar to keep you on track.

Note: An editorial team and calender is equally important for a long-term precence on social media platforms.


Download a simple excel templatehttp://bit.ly/kongres4

http://bit.ly/kongres4

http://bit.ly/kongres4


Access the ICCA Scandinavia Google Docs templateYou must create your own copy of the file in the menu file > make a copyhttp://bit.ly/1610WHs

http://bit.ly/1610WHs





Before


If you need a place to stay before or after the conference, here's a list of good hotels close to the conference center. If you have any questions, plase feel free to ask us!

How would you like to network with other conference destinations? Join our LinkedIn group now and meet other participants and get more out of the conference!

Read Guy Bigwood's blog "Less Conversation More Action" to learn about Guy's mission to make the events industry more sustainable!


During


When you arrive, use entrance B. You will have to register and get your nametag before entering the conference. We're ready for you :)

@danielord from @seismonaut is on stage: “The only way you willever discover the true meaning of being alive, is by sharing contenton social network #quote #icca2013

Camilla from VisitHjørring is going to grab a danish beer at Fairbar tonight (Nørre Allé 66) - anyone who likes to join can meet at at the entrance at 22.00 #beer


After


1Were there some particular good slides that you wish you could see again? We've gathered all the slides on Slideshare for you to collect. We hope you enjoy!

Just a brief evaluation of the conference in Aarhus. What session was most inspiring? A: Session 1 B: Session 2 or C: Session 3

Thank you for being part of the ICCA conference! Our photigrapher Søren has gathered the best moments and put it together in a 3 minute video. Watch and share.





Before During Af!er


Table work


Table workCreate digital content ideas that could improve a conference experience - before, during and af!erGet ideas from your personas


Lab workChoose one of the best ideas and create is as a piece of content that can be posted on eigther Facebook, Twitter og LinkedIn.

One update from all tables.


Platformsetup




Contentplanning




Communitymanagement





1. Platform overview2. Participant understanding3. Content planning4. Community management





Before During Af!er


What are good status update?• Engaging. A status update should express personality and

enthusiasm. “Now we’re finally ready... We are really looking forward to...”. This will encourage participation.

• Visual. Pictures and videos are very engaging on social media. And it is fine to use your smartphone camera - it doesn’t have to be too polished.

• Specific. Rather highlight a specific thing than give out general information.

• Relevant. Share specific tools, links and professional content that the receiver will find relevant and useable.


Don’t oversell a message. Engage in the dialogue.• Be less polished that normally. It’s not a press release.

• Mention and highlight other people - also in official posts.

• Tag each other in pictures and videos

• Participate and write comments on each other’s posts

• ....


Camilla SwartzCommunity ManagerSeismonaut


Listen and learn from your community

1 MonitorMonitor your target group’s reactions to your posts: What type of posts get the greatest response, e.g. most comments, likes, feedback and so on. Use this as a guideline to creating engaging and interesting content forward on

2 EngageEngage your target group by focusing your posts on what they find interesting, and by always targeting your content. Invite your target group to actively take part in the communication by asking “What do you think?” or “Share your results/experiences/thoughts with us”

3 ListenShow your users that you listen to them by answering inquiries, questions and responding to their needs - whether it be through private channels such as email or through public channels in the community

4 UpdatePrevent the different pages from seeming "dead". Answer questions and be constantly up to date with your content calendar

5 AnswerTake note of criticism - both positive and negative. It is important that you respond to both, since communication generally will take place in a public forum, where the user expects a response, and where the rest of the group can keep track of how you deal with criticism


Community Managementgetting professional• Performance Analyst

The community manager sets benchmarks for engagement to measure the effectiveness of the brand’s social presence.

• Fan Segmentation SpecialistThe community manager know which people matter to the community and to the business and how attract the right peopl..

• Crisis Radar Technician The community manager is able to detect, identify and prevent any social media crisis from evolving.

• Brand Voice ExpertThe community manager know how the brand talks, looks and behaves and will create and distribute content accordingly.

http://www.slideshare.net/socialogilvy/introducing-the-community-director




Table talkHow du you think ICCA Scandinavian Chapter should use social media?We have established networking platforms.What should we use - and how?


Print

• VisitAalborg and Inspiring Denmark (2012): Den Digitale Kongres Redskaber og inspiration til at sprede dit budskab digitalt http://issuu.com/seismonaut/docs/dendigitalekongres

• Velocity (2012): The Content Marketing Strategy Checklist http://bit.ly/PtwV9V

• Kristina Halvorson (2012): Content Strategy for the web

• Joe Pulizzi and Robert Rose (2011): Managing Content MarketingSteve Mulder (2006): The User Is Always Right - A Practical Guide to Creating & Using Personas for the Web

http://issuu.com/seismonaut/docs/dendigitalekongres

http://issuu.com/seismonaut/docs/dendigitalekongres

http://bit.ly/PtwV9V

http://bit.ly/PtwV9V


Online

• Portal about content marketinghttp://contentmarketinginstitute.com/

• Blog post about the use of personas in a creative proceshttp://bit.ly/HsMGsj

• Podcasts with concersationsa about content strategyhttp://5by5.tv/contenttalks

• Videos and presentations from Community Conference

• 2011: http://communityconference.dk/2011

• 2012: http://communityconference.dk/2011

http://contentmarketinginstitute.com

http://contentmarketinginstitute.com

http://bit.ly/HsMGsj

http://bit.ly/HsMGsj

http://5by5.tv/contenttalks

http://5by5.tv/contenttalks

http://communityconference.dk/2012





Peter Vittrup, SeismonautICCA Scandinavian Conference 2013#iccascan

The DigitalConferenceBeyond social media


the digital conference - beyond social media

Technology