Integration of social media into live experiences. Branded content and social media amplification.

1. A BRAND CONTENT AGENCY
IAN IRVING GROUP STRATEGY DIRECTOR

2. SUCCESSFULLY INTEGRATING SOCIAL MEDIA
INTO YOUR LIVE COMMUNICATIONS
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3. SOCIAL
MEDIA
MYTHS
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4. LETS FIRST GO THROUGH SOME
SOCIAL MEDIA MYTHS…
1.It’s for kids
5.Customer complaints will
become public
2.It’s for B2C not B2B
3.Theres no ROI
6.People won’t care what we
have to say
4.It would be a waste of staff
time to monitor
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5. SOCIAL MEDIA
FACTS
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6. SOCIAL MEDIA FACTS
CURRENT RESEARCH PREDICTS THAT UK RETAIL SALES DIRECTLY VIA SOCIAL MEDIA ARE FORECAST TO GROW TO
£290M BY 2014 FROM £210 (A RISE OF 44%) AS MORE AND MORE BRANDS TARGET CONSUMERS WITH PERSONALISED
OFFERS AND DEALS THROUGH SOCIAL NETWORKS.
27%
OF TOTAL UK INTERNET
TIME IS SPENT ON SOCIAL
NETWORKING SITES.
52%
OF ALL MARKETERS
HAVE FOUND A
CUSTOMER VIA
FACEBOOK IN 2013
15%
OF TOTAL UK
MOBILE INTERNET IS
SPENT ON SOCIAL
NETWORKING SITES.
ON FACEBOOK,
BRAND POSTS GET
HALF OF THEIR REACH
WITHIN 30 MINUTES
OF BEING POSTED.
13%
OF SOCIAL MEDIA LEAD
CONVERSION RATES ARE
13% HIGHER THAN THE
AVERAGE LEAD
CONVERSION RATE.
COMPANIES THAT
GENERATE MORE
THAN 1.000 FACEBOOK
LIKES ALSO RECEIVE
NEARLY 1.400 WEBSITE
VISITS A DAY.
21%
SOCIAL MEDIA
PRODUCES ALMOST
DOUBLE THE MARKETING
LEADS OF THE TRADE
SHOWS, TELEMARKETING,
DIRECT MAIL, OR PPC
(PAY PER CLICK).
OF ALL MARKETERS SAY
THAT SOCIAL MEDIA HAS
BECOME MORE
IMPORTANT TO THEIR
COMPANY OVER THE
PAST SIX MONTHS.
85%
OF FANS OF BRANDS ON
FACEBOOK RECOMMEND
BRANDS TO OTHERS
COMPARED TO 60% OF
AVERAGE USERS.
74%
OF MARKETERS SAY
FACEBOOK IS IMPORTANT TO
THEIR LEAD GENERATION
STRATEGIES.

7. SOCIAL MEDIA SHARING
SOCIAL NETWORKS
EMAIL
INSTANT MESSAGE
BLOGS
MESSAGE BOARDS
92%
89%
81%
85%
58%
FAMILY
77%
86%
67%
61%
36%
COLLEAGUES
24%
26%
18%
22%
20%
FRIENDS
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8. SOCIAL MEDIA
SOCIAL MEDIA
DRIVE SALES!
!9

9. YOU CAN’T JUST DIP YOUR TOE IN…
SOCIAL MEDIA NEEDS
110% COMMITMENT
Your mission is to create fans because fans will follow you
through thick and thin.
"
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10. “A BRAND IS NO LONGER WHAT WE TELL THE
CONSUMER IT IS - IT IS WHAT CONSUMERS
TELL EACH OTHER IT IS.”
"
"
"
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11. “Our head of social media is our customer”
"
- McDonalds
"
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12. HOW IMPORTANT ARE SOCIAL NETWORKS AS
MARKETING INSTRUMENTS FOR AN EVENT ORGANISER?
NOT IMPORTANT AT ALL
10%
NEUTRAL
15%
VERY IMPORTANT
75%
3/4 of event organisers consider social media a
very important marketing instrument.
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13. IT’S IMPORTANT TO ACTIVATE THE RELEVANT PLATFORM
XING
28%
LINKEDIN
49%
GOOGLE+
39%
PINTEREST
15%
OTHER
3%
FOURSQUARE
4%
BLOGS
29%
FLIKR
10%
NONE
1%
FACEBOOK
78%
YOUTUBE
42%
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TWITTER
56%
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14. REMEMBER
It’s about being where it matters!!
Research your audience
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15. GETTING
PEOPLE TO
YOUR EVENT
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16. THE TACTICS
. SELL TICKETS
"
. DRIVE WEB TRAFFIC
"
. INCREASE YOUR OWN SOCIAL COMMUNITY
"
. INCREASE (UGC) USER GENERATED CONTENT
"
. INCREASE EVENT AWARENESS + ENGAGEMENT
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17. BE
STRATEGIC…
PRE EVENT
AWARENESS
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LIVE EVENT
ENGAGEMENT
POST EVENT
COMMUNICATION
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18. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
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19. DEFINE THE
AUDIENCE
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20. CHOOSE THE RIGHT SOCIAL PLATFORM
ACTIVATE THE RELEVANT CHANNELS
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21. CREATE EVENT LISTINGS IN THE
APPROPRIATE COMMUNITIES
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22. DISTRIBUTE CONTENT + ENGAGE +
INSPIRE YOUR AUDIENCE
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23. ADD IN CALLS TO ACTION TO
ATTEND THE EVENT
FACEBOOK POST
2 DAYS TO
REGISTER
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TWITTER
REGISTER NOW
FOR 15% DISCOUNT
"
LINKEDIN
"
EARLYBIRD
DISCOUNTS
"
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24. CONTENT
IS KING
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25. “FOR A TRULY EFFECTIVE SOCIAL CAMPAIGN, A
BRAND NEEDS TO EMBRACE THE FIRST PRINCIPLES
OF MARKETING, WHICH INVOLVES BRAND
DEFINITION AND CONSISTENT STORYTELLING”
"
"
"
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26. “IF YOU DO NOT HAVE GREAT CONTENT IT DOES
NOT MATTER AT ALL HOW YOU DELIVER IT”
"
"
"
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27. LIVE EVENT
ENGAGEMENT
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28. GEOSOCIAL NETWORING
PEOPLE WILL BE CHECKING IN TO YOUR EVENT ON SOCIAL MEDIA.
"
"
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29. LIVE TWEETING +
INSTAGRAM
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30. FACEBOOK UPDATES
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31. #OWNERSHIP
"
"
Own all of these social
interactions create the
@Twitter handles and use
#Hashtags
"
Encourage your audience
to interact and share. This
creates user generated
content, Retweets and
followers!
"
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32. POST EVENT
COMMUNICATION
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33. RETAIN THE COMMUNITY YOU HAVE CREATED AND
KEEP THE CONVERSATION FLOWING…
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34. ENGAGE WITH A CONTINUED FLOW OF ENGAGING
AND RELEVANT CONTENT
Tools:
"
. Video
"
. Photo’s
"
. Q + A’s
"
. Presentations
"
. Polls and surveys
"
"
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35. TO SUMMARISE
. Define your target audience
"
. Research the appropriate platform
for your audience
"
. Create engaging content
"
. Run engaging social activity
"
. Keep the conversation flowing
post event
"
"
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36. CONCLUSION:
The marketing of events by means of
social media continues to be a very
important communication instrument to
the events industry…
BUT IT NEEDS COMMITMENT!
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37. THANK YOU
ANY QUESTIONS?
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38. TALK TO US
GROUP
STRATEGIC
DIRECTOR
IAN IRVING
IAN.IRVING@WEAREPUBLIC.COM
T. +44(0)207 202 4800
M. +44(0)777 571 6661
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HQ
194 HERCULES ROAD
LONDON SE1 7LD