levarging social media for events (sos-model)
TRANSCRIPT
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Why 3 Phases? Why SOS?
• Thinking in phases helps to structure and plan resources
• Targets / Roles / Tools differ from Phase to Phase
Who is required?
Which tools should be used?
What are we doing?
What is the best timing?
How do we build a network?
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3 Phases
• SunriseTime before event. Goal: Drive attention for the event
• OnsiteDuring the event.Goal: Update audience – Build additional value
• SunsetAfter the event.Goal: Form onsite networks into online networks
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Awareness Factor
Time
OnsiteSunrise Sunset
With Sunrise
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Awareness Factor
Time
OnsiteSunrise Sunset
With Sunrise
Without Sunrise
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Sunrise
• Targets– Make people aware of event
– Establish communication channels / show how to contribute
– Identify and leverage key individuals
– Collect expectations
• Tools– Low frequency Micro Blogging
– Medium frequency blogging
– Medium frequency forums/communities participation
• Communication– 80% Listen
– 20% Publish
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Sunrise
Events do just lend people from other communities....
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Sunrise
Events do just lend people from other communities....
Event
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Sunrise
Events do just lend people from other communities....
• Methods: Guest Blog Posts, Forum participation
• Requirements: Home where “Event Community” has its base
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Sunrise
Events do just lend people from other communities....
• Lessons learnedPeople follow peopleEvents are not permanentAllow participation at “Event Community”Do not build individual sub communities
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Sunrise
Events do just lend people from other communities....
• Call it success if...... people start to link your “base”... start to use your Hashtag on Twitter... talk about event
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Sunrise
Twitter: The first people starting to care about yourEvent Account are your “Key Individuals”.Give them something to “care”
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Sunrise
•Timing... it takes time to get organic traffic from search engines and to be linked. 2-3 Months... Microblogging is short term... Social Media gets monitored. Expect up to 24 hours until “alert” is created
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Sunrise
•Site Kicks... Produce Content and don't tell someone – let people find it. (ie. Session Blog Post)... Provide information that is not avail somewhere else (like press releases)... Recognize and award
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Onsite
• Targets– Inform people at the event
– Make Information a value
– Nothing works better than “word of mouth”
– Build visitors reputation
• Tools– High frequency Micro Blogging
– Low frequency blogging
– Low frequency forums/communities participation
• Communication– 50% Listen
– 50% Publish
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Onsite
Re-Establish connections. Events are networking
• Methods: Micro Blogging , TagClouds, Followups
• Requirements: Linkage to onsite displays (Twitterwall)
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Onsite
Re-Establish connections. Events are networking
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Onsite
• Lessons learnedSave time and effort by including Status Updates into digital signs.Link people by ReTweet and @RepliesDo not push things that require longer reading time (press release)Make Micro Blog an embedded communication channel Guide followers
Re-Establish connections. Events are networking
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Onsite
• Network ReengineeringDuring events people from different sources meetHelp to link them
=> POKEN
Re-Establish connections. Events are networking
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Onsite
Re-Establish connections. Events are networking
• Poken- New device to share contacts- Stay connected post event- Optional tool to use
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Onsite
• Call it success if...... people from different communities got linked... new connections established... Event is source of valuable “social contacts”
Re-Establish connections. Events are networking
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Onsite
•Site Kicks... use Liveblogging to integrate offsite thought leaders... keep “Status Updates” Real-Time... allow every staff member to publish updates
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Onsite
•Further Reading (German)
http://www.cyber-junk.de/entwickelt/business-poken-ein-erfahrungsbericht-slideshow/- Using Pokens in Business Context- Experiences , Numbers, Lessons learned- Presentation in english
http://www.cyber-junk.de/nachgedacht/das-online-publikum-mit-einbeziehen-livebloggen-twittern-und/- Integrating audience into communication- Liveblogging
http://www.cyber-junk.de/entwickelt/twittern-von-kongressen-und-veranstaltungen-aus-sicht-der-organisatoren/- Organization structure- Lessons learned- Recommendations
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Sunset
• Targets– Extend discussions post event
– Re-Integrate visitors into lending community
– Gather Feedback
• Tools– Low frequency Micro Blogging
– Low frequency blogging
– Low frequency forums/communities participation
• Communication– 80% Listen
– 20% Publish
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Sunset
• Lessons learnedEnsure availability of post event informationBuild “Meat Balls” into existing communities.
Re-Integrate participants into existing communities
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END
• Thank you!connect with me... twitter.com/zoernert
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Example of a chart
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1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
EastWestNorthSouth
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Picture slide
• Bullet 1• Bullet 1