Your business has a Facebook page, a Twitter account and a LinkedIn presence. Depending on your market sector, you might also be on Tumblr, Instagram, Pinterest, Google+ or any of the other geographic, professional or language-specific social networks. Marketing on social media might be second-nature to your organisation, but integrating social into a living, breathing real-time event adds a dimension that takes a new level of thought and management to succeed. Using social media as an integral part of your event is so much more than sending event invitations on Facebook or tweeting a URL to register. A vertically integrated social media strategy based around a live event can provide real R.O.I. before, during and a long time after the fact. What you need to be clear about is who your audience are, which networks they’re on, and what they’re prepared to do for you. 1. It’s a channel thing The first thing to ensure is that you’re communicating with your audience on the right channel. Each network has its own character, which affects the kind of material shared, the kind of brands and companies people pay attention to and how likely the audience is to publicly associate with your event. When people present themselves on social media, they do so in different ways according to the tone of the network.
We all know that LinkedIn is the most formal of the big social networks. This is your customer in a suit, putting their best foot forward in the workplace. Facebook has a casual air, but belies the fact that everyone is carefully managing their appearance. Depending on industry sector, Twitter can be either a work tool to reinforce a form of personal branding, or a completely informal stream of consciousness. Pinterest has a reputation for leisure pursuits and domesticity. Both Instagram and Tumblr styles themselves leaders in culture, particularly visual. Understanding your target audience and the perception of your event in the market will help identify the most likely forum to communicate successfully. 2. It’s never too early to start Your social media presence is a great tool to draw people to your event. Start your promotion early to build anticipation. Build custom pages on your website that either provide a recap of a previous event or teasers about the next. Make it inviting, intriguing and above all, worth sharing. 3. Social marketing to hit the sweet spot Hit your database of previous attendees and your guest list with emails that lead to your social presence. Try to provide an incentive for people to both click through and share your information – discounts, content, and exclusivity – anything that would be perceived as a value-add. The trick to successful social marketing is very simple but very hard to get right; people will share content that makes them look intelligent, successful and interesting. Real success comes when you can identify and recruit the heavily socially connected parts of your audience to promote your content for you. 4. #iloveyourevent Make sure that all of the mechanics of your live event’s social presence are promoted way ahead of the date. This means that any hashtag, URL, YouTube channel, Facebook Page or Google+ Hangout that will be active during the show needs to be built in to all pre-event communication. Warm up the social platform you’ve built for the event in the lead-up by posting content to it and encouraging guests to do the same. 5. The medium is the message With your audience spreading their attention across at least two, if not more, social networks, it’s tempting to employ one of the many software platforms that offer some variation of a ‘post it once, post it everywhere’ cross-platform service. It’s a seductive proposition; why should you manually post variations of the same information three or four times? Surely it’s cleaner and more efficient to keep your message identical across networks?. The problem is that each network has its own style, etiquette and tone, which in turn shapes the form of content posted. It’s very common for people to link their Twitter feeds to their Facebook profiles, but these results in Facebook posts that feel too brief and impersonal. LinkedIn updates can be automatically shared to Twitter, but are too formal in tone for most of the Twitterati. Image and video attachments and links often don’t survive cross-platform posting, which will frustrate your audience. As time consuming as it may sound, shaping the message according to the style and tone of the platform will provide the best results for your brand in the long term. 6. Identify your prime time Remember that social networks are powered by human behaviour, and because of that they run according to schedule defined by our daily habits. Each network has its own audience peaks and troughs during the day, which you need to take note of to make sure you’re broadcasting your message in your audience’s ‘prime time’. 7. (Social) Access All Areas Good use of social media during an event enhances the experience for the attendees in the room and can capture the attention of your entire market. A lively event Twitter feed displayed on screens in the venue encourages audience participation, but it also gives those who didn’t attend a tantalising glimpse of what they’re missing out on. User-generated images and video posted to Instagram and Vine will capture what it’s like to be on the inside, again providing a powerful message to the social-only audience not to miss out next time. 8. Moderate for success Real-time event social streams such as hashtags, or any other event-identified channel, need to be moderated live if they are being displayed or interacted with at the event. Event technical staff in co-operation with an organisation’s marketing or communications personnel have to work together to ensure that no malicious, inaccurate or offensive content is accidentally broadcast to a mass audience. It’s the double-edged sword of social media; in exchange for the possibility of almost unlimited promotion and publicity, you must guard against the possibility of your message being hijacked. Staging Connections have extensive experience in live moderation of social streams and can assist with this aspect at your event. If you’re in doubt as to how this affects audience engagement, speak to a technical expert. 9. Capitalise on your second screening Live event engagement on social media is mobile. The audience at the event will be participating via smartphone and tablet. Make it easy for them. Ensure that there’s plenty of obvious information about, and links to, the correct app for their devices. If you have had an app developed especially for your event, ensure that you promote it in all pre-show communication and that instructions on how to install it are prominent throughout the venue. 10. Curating vs. creating Don’t completely rely on your audience to document and content-create throughout your event – make sure you’re getting material too. Capture it via event webcast, record HD video and get great photos. Do all of this with a mind as to how you’re going to continue to use the material as collateral, integrated with the social presence created for the show. Again, Staging Connections can work with you to extend the live and reach of your event. 11. Think after the event before the event If done correctly, the social channel you built for your event turns into a powerful marketing tool after the date has passed. Along with all of the pre-show teaser material and audience-created content before and during, you now add your own documentation and post-show wrap. Use YouTube or Vimeo to show off the highlights of your event, take to Twitter to brag about attendee numbers, thank everyone on Facebook for coming and poll the event audience about their favourite content. 12. Post promotion Email the potential audience for your next event linking to the social footprint of your last. If a potential customer is weighing whether or not to attend, positive social media posts are a convincing argument from a neutral third party. We are much more likely to trust a recommendation from a friend, family member or colleague than a direct communication from a brand or company. That’s the heart of the power of social media – if you can gain your audience’s trust, then they are ambassadors of your message to everybody that trusts them. Written by Tim Chapman, General Manager – Digital Event Services
Tim is continuously supporting and developing Staging Connections digital event components, looking for new and innovative ways to utilise technology to take any event from stage to screen. Tim comes from a background in corporate events where he pioneered large scale video conferencing projects and global webcasting of major events. Want to stay up to date with industry trends? Browse our range of downloadable Event Insights papers … Read More
Bring your own device for Events
Mar 19 2018
It’s pretty clear we are all addicted to our smartphones. They are always by our side and we spend a large part of our lives staring into their screens. And why wouldn’t we? Since the release of the iPhone in 2007 we now carry around more computing power in our back pocket than NASA had available to them for the 1969 moon landing. They are indispensable for business and essential for our social lives. So if everyone at your event is carrying around a tiny touchscreen computer, why not use it to your advantage?
Be comfortable with your own device
The concept of ‘Bring Your Own Device’ is permeating quickly through the corporate and IT world. Employees already own the IT technology necessary to do their jobs and they’ve made a personal choice to invest in a particular device and are familiar and comfortable with it. Savvy businesses have realized the potential of allowing employees to use their own technology which they have spent time becoming comfortable with. Enhance your event with vox populi voices
Considering your whole audience is carrying around interactive devices, why not use them to enhance your brand and message? Any opinion, impression, suggestion or question can be collected, collated, displayed and acted on at a moment’s notice. You can gather audience data through snap multi-choice polls, geographical mapping (e.g. ‘What’s your postcode? Answers displayed on a map) and questions from the audience to a speaker or panel.
Engage your audience with BYOD Audiences that actively engage with a presentation are more attentive and will retain more information. Presenters that are adequately prepared to deal with crowd-directed structure will deliver content that is more relevant and interesting to their audience. Also you gather invaluable data for your company for either internal improvement or marketing material.
How to choose what to use for your event?
The key is simplicity. Yes smartphones can measure your heart rate while telling you what song is on the radio but the more complex the task the less your audience will engage with it. All smartphones have an internet browser and SMS capability, the quickest and easiest way of getting your audience interacting is to use those universal gateways.
Ask the right question
Again, keep it simple. Questions should have one part only. For multiple choice questions each option should be distinct with no ambiguity. Buzzwords, acronyms and any other wording that isn’t universally understood should be avoided totally.
Helpful event software
At Staging Connections we run a web-based BYOD platform called Event Poll. Delegates open their browsers log into a specific URL, vote on a question or write their own. These results are instantly displayed via a branded template on the event’s screen. Even attendees with a 90’s Nokia can still vote via SMS.
Be ready for any answer
With multiple-choice questions, you must prepare a response to each possibility. If you are doing a product launch and ask the audience how likely they are to buy this product and the answer comes back ‘not at all’, you have to be ready to do some fast-talking.
Bring your audience with you
Have you ever experienced the ‘elephant in Denmark’ mental trick? It is a classic example of how to make engagement and interactivity with your audience work towards your purpose. Make use of leading questions to bring someone to understand your point/product. Sales professionals have long used the technique of ‘yes’ questions to close a deal; Do you hate having bad hair? ‘Yes’ Is it hard to fix your hair on the run? ‘Yes’ I’ve got combs here – would you like a red one? ‘Yes’.
Solve problems your audience did not know they had
BYOD methods allow you to introduce solutions to problems that your audience may not have realized they have. Interactivity helps people internalize the reasons behind changes to processes. On the other hand it can help you gain insight into barriers or objections to adoption your employees have, which you can then address specifically.
Extend your event space People that cannot be physically present at your event can still experience and interact via webcast and social media. Twitter is a particularly useful communication tool for your event. It is free and available on all operating systems and devices. You can aggregate your event’s tweets using an appropriate hashtag. This way audience members can comment and ask questions of the presenters.
Using Event Tweet
Staging connections run a software platform called Event Tweet that integrates all Tweets to a specific account and specific hashtag with the event’ AV system and webcast feeds. A moderator controls the display within the venue and on the webcast feed of all the content, screening out any offensive or off-topic material. It has a branded, customizable framework for the Twitter content so that you can even run sponsorship images and video at specified times, turning your AV from a cost centre to a revenue generator. Use BYOD techniques for entertainment
Lively events entail a lot of probing, pushing and polling so it is important to let your audience have a bit of fun too. If you are running a gala dinner, awards night or any other less formal event, there’s a great range of playful uses for real-time polling and live Tweeting. Do you have a red carpet entrance? Poll the audience for best dressed. Are you running a charity auction? Use the app for bidding. Who’s got the best joke about the CEO? Tweet it to our hashtag – but be careful! You can even incorporate the content from your main event into the games – first prize to the person who Tweets the correct answer!
The technology is in your hands
Even with hundreds of audience members, BYOD interactivity is simple, low in bandwidth and easy to roll out in almost any venue. Tiny packets of data are required to vote on a multiple-choice question, so low network coverage is not a problem and what you gain from your audience is well worth it. Your audience will be more than happy to share information that is usually hard to get from them if you approach the use of BYOD with insight, care and attention to detail. New software and applications are being developed every day catering to this market. Talk to Staging Connections when planning your next event to find out what your audience can bring to you. Want to stay up to date with industry trends? Browse our range of downloadable Event Insights papers ... Read More