Archives For Event

It’s certainly my lucky year for festivals and conferences. In March I flew to Austin Texas for SXSW14, the world’s largest interactive and tech festival where I was deeply impressed by Chinese maker culture, the old rules for new media storytelling and, of course, Bruce Sterling’s closing keynote. In terms of inspiration and education, Southby is very hard to beat. Oh, and because tacos.

I filed stories and interviews every day from SXSW for Ogilvy’s own thought leadership program ogilvydo.com which is a brilliant example of in-house content marketing that takes advantage of a global network of really talented people while operating on the smell of an oily rag. They must have liked what I wrote, because they’ve asked me to be part of the team covering the world’s largest festival of creativity: Cannes Lions, in the south of France.

Winners, grinners & sinners.

Everyone who works in the biz knows of Cannes and the power of the (really quite ugly) trophies they hand out. But it has become much more than an awards show, with a full week of education sessions, keynotes, seminars and workshops to go along with, apparently, a staggering amount of drinking and handshaking.

Every year, the organisers bring a smattering of hollywood and entertainment types (we have the Hoff and SJP to look forward to this year), but personally, I’m looking forward to hearing from the likes of Jonathan Ives, Spike Jones and (my hero) Aaron Sorkin talk about how creativity works in their particular fields.

Advertising is still all about marketing.

I’m also planning on spending time with the big platforms and publishers – the googles, facebooks, twitters et al – who have really been ramping up their presence at Cannes and are now locked in a kind of beachfront creativity & hospitality deathmatch. Honestly, I can’t wait. The other interesting part for me will be taking our brand new Padcaster video rig for a spin – it’s a really clever piece of kit that turns a regular iPad into a super-portable ENG kit, allowing you to shoot, edit and publish directly on the iPad for near-instantaneous broadcasting. I love how it brings together a few pieces of pre-existing componentry to form a totally new machine.

For some of the most comprehensive coverage and insights, I really recommend ogilvydo.com and for a hilarious (and usually pretty accurate) forecast, you should check Ogilvy SA’s CCO Chris Gotz.

 

Last week saw the launch of a new piece of advertising technology, hailed by all involved as “a game changer”. It turned out to be a parody of advertising technology, that then turned out to be the launch of a new advertising conference called Creative Fuel, to be held in Sydney in a few weeks time.

Timed nicely to meet the run-up to awards season, the video takes Christopher Guest-esque aim at gimmicky, technology-driven stunts that many agencies use to create work, (sometimes for a client, but not always), to put in case study videos, to enter into industry award shows.

Ant Keough’s delivery of the metaphor for the pace of technological change probably deserves ‘best in show’.

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As a target for parody, however, this is fish-in-a-barrel stuff. And possibly a little off the pace. Canada’s Rethink agency used 3D printers last year to bypass award shows altogether. A couple of years before that, John St. (again from Canadia) skewered case study video culture with this tongue-in-cheek recap of the marketing campaign for Chelsea Bedano’s 8th birthday.

You can’t stop progress.

The Creative Fuel video, however, betrays a deeper unease within traditional creative agencies. After years of striving to stay abreast of emerging technologies, understand the implications and then put the technology to use for clients, agencies now appear to be saying “stop the world, I want to get off”.

And you can scarcely blame them. The pressure to deliver innovation for its own sake (already great), has been exacerbated by the rate of technological change and amplified by the firehose of instantaneous information (read: press releases). The spectre of new technology now has Creative Departments running away in desperation. In this video, quite literally.

After years of trying to integrate digital departments, hiring (or not, in the case of W+K) Creative Technologists and appointing Innovation Officers, the current rallying cry by ad agencies to ‘get back to ideas’ is actually a neat way of stepping off the treadmill, by calling the treadmill itself into question.

My fear is that it reintroduces a dichotomy between creativity and technology that is largely meaningless and, ultimately, counterproductive.

All creativity requires technology. Not all technology is new technology.

Beginning with fire, pretty much everything we use to express ourselves or to bring about change in the world (the broadest definition of creativity), is technology. If you go back far enough, you arrive at a place where that technology was new. All new technology goes through an experimental phase while we work out what to do with it. In almost all cases, the first thing we ask of any new technology is to replicate the functionality of the technology it’s supposed to replace.

One of the first regular uses of non-military broadcast radio was a live reading of the front page of the daily newspaper, word for word, interrupted by ads. Television started by filming and broadcasting plays, which were staged and performed just as they were in the theatre, except now interrupted by ads. The first time we got our hands on one of them new-fangled mobile phones, we dragged the thing downstairs walked around outside and rang our friends to tell them that we were calling them while walking around ON THE STREET! OMG!

Actually, OMG came much later, but still relied on technology for the delivery.

So it’s not surprising that one of the first things we thought of when we were presented with the possibility of a remote control helicopter drone was to literally strap a client’s product to it.

Variations on the same idea occurred to the marketing teams at Dominos, Coke and this Scottish bakery. So many ad-fuelled drones are taking to the skies, the FAA has had to step in and issue a ban.

Eventually, we get past the obvious stuff and start tinkering, experimenting. That’s actually called innovation, where we try stuff out, maybe have a happy accident or an unexpected collaboration. In our industry, we have to somehow incorporate the brand in our experiments, because that’s how we get it paid for, not dissimilar to Beethoven naming his concertos after his patrons. Some really useful drone-powered stuff appears to be in the works, it’s just that brands and agencies don’t seemed to be involved at this point.

Clearly, not all of this early-adopter advertising-funded experimentation with technology is great. In fact, the majority of it is relatively pointless. But, as the guys (and they are all guys) in the Creative Fuel video point out, that doesn’t stop us making some very slick video case studies and entering them into advertising award shows. It also doesn’t stop these award shows from handing these very slick video case studies for largely pointless (or worse, entirely made up) work a shiny trophy from time to time.

This may well be the part that is getting the furthest up the collective noses of the Creative Directors quoted in the Creative Fuel promo video. I’m not entirely without sympathy.

Don’t throw the bluetooth out with the arduino.

Rare is the individual able to grasp the full potential of a new technology first swing at the plate. While we were all sniggering at the ‘twats’ talking with themselves in teenspeak on Twitter, CP&B took the time to understand how people were using the technology in an informal way. They quietly scaled it up and created Twelpforce, making Best Buy one of the most accessible brands in the US and casually bagging a Titanium lion in the process.

It’s important to note that Twitter had already been going for almost four years and we’d seen a lot of relatively pointless, ad-funded crap on Twitter by this point. In fact, we still do. Some of it is even winning awards.

Absent from this (entirely manufactured) debate are the voices arguing for gimmicky campaigns running on obvious (and obviously new) technology. Which makes it hard to work out who exactly the Creative Fuse crew are railing against? People who like using technology in advertising? Gullible award juries? The clients who fund this sort of work?It’s not immediately clear. Maybe they’ll turn up to debate the point in a panel discussion on the day.

Let’s go to the video one more time

While it’s a fun (if a little lengthy) video and it’s working brilliantly as a piece of marketing against the target audience, it will be interesting to see how many put their hands in their pocket for a $600+ asking price that covers just a single day of presentations. By way of comparison, SXSW gets you five days of inspiration for around the same coin, admittedly it’s a long way from Sydney. TedX at the Opera House charged half that, if you were approved.

Although Reg Mombassa is always good for a story and anything featuring the work of Dr Suess gets a tick, it looks, at a distance, to be shaping up as a full day agree-a-thon.

For my money, I just can’t buy into the technology vs creativity argument as it’s presented by the Creative Fuel promotional material. This one’s a zero-sum game – one that can’t be changed.

There’s no one without the other. Technology is part of the creative process (and creativity is inherent in all technology). Terrible ideas are terrible ideas. Awards juries will sometimes fall for these terrible ideas when they are very well packaged (please try to remember which industry you’re working in before you allow yourself to become too upset by this). Nothing to see here, move along.

History, research and pretty much anyone writing seriously on the topic knows that there are many paths to creativity.

I just don’t believe running away from technology is one of them.

 

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About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

Most of the interesting work I’ve been pursuing for brands over the last couple of years was directly influenced by the things I learned at South By Southwest, where nerds are celebrities and everyone is trying to launch the next Twitter.

With over 800 scheduled sessions, there is a hell of a lot you can learn in 5 days, but for the sake of brevity, I boiled the findings from my last trip down to a seminar called 10 Things Agencies Can Learn From SXSW.

For me, the most valuable thing I took away was a framework of authenticity, content, relevance and utility as guiding principles for creative and strategic development.

2014: we’re back, baby.

SXSW, texas, Austin, BBQ, Salt Lick

The Salt Lick: the other reason Austin is famous.

Thanks to my friends over at Ogilvydo (the agency’s online magazine for thought-leadership), I am fortunate enough to be heading to Austin again, as part of a larger Ogilvy team bringing you trends and insights for brands, marketers and innovators. My particular focus will be on storytelling: how stories are originated, structured, produced, managed and distributed for brands and their audiences.

There are well over two dozen individual sessions, including a handful of long-form workshops dedicated just to this area and I’ll be doing my best to learn from them all. I’m also looking at startups and innovation culture, growth hacking and future publishing. Here’s my schedule of sessions I’m planning/hoping to attend – if you’ve got recommendations or suggestion I’d love to hear from you.

South By South East Asia: Is America’s biggest tech festival broadening its outlook?

SXSW tara talk

Living in an Asian Megacity is the mother of this particular invention

I spent yesterday afternoon interviewing regional analyst and trendwatcher Tara Hirebet, who is based here in Singapore and operates out of the local chapter of The HUB, a global network of co-working spaces for entrepreneurs, technologists and creatives.

If you’re looking for evidence that startup culture is alive and kicking in Asia, I recommend you start here: it was virtually standing room only on a Tuesday afternoon. Tara was selected to present at this year’s SXSW and I got a sneak preview of her session,  ‘How Overcrowded Asian Cities Inspire Innovation’, which is one of several this year with a distinctly Asian focus.

Another is ‘Co-Creation by Design: Asia, Women & Innovation’ from Singapore-based entrepreneurs Grace Clapham and Bernice Ang. Look for the interviews and previews on Ogilvydo in the next couple of weeks.

You look taller than your avatar

One of the real joys of these conferences is the chance to meet IRL the people that you’ve been reading, following, retweeting and upvoting. If you’re reading this and you’re heading to SXSW, give me a shout @BarrieSeppings

There will be no shortage of SXSW advice articles in the next few weeks (and they all say: stay hydrated, wear comfortable shoes and A.B.C.*), so I won’t add to the pile except to point to the web services I’m relying on to get me there and get me through it:

– hitting up Airbnb for accommodation (which always scarce)

– grooving to these Spotify playlists

– getting some “I met you at” cards from moo.com

– pre-registering for a bunch of events with rsvpster

– keeping Uber up my phone sleeve (taxis are also scarce)

– finding a few local spots via ATXThrillist, if the lanyard crowd gets all too much

Despite all the planning and preparation, I like to think that the random talks – and people – are often the best. It’s always good to have a plan, as long as you remember to stay open to possibilities.

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* Always Be Charging

SXSW Interactive runs from March 7 to 11.

Tara Hirebet is an Asian Trend & Innovation Consultant & Ex-Head of Asia Pacific, trendwatching.com. She will be delivering “How Overcrowded Asian Cities Inspire Innovation” on Monday March 10 at SXSW, Austin, Texas.

Ogilvydo will be covering SXSW Interactive 2014, focusing on trends and insights for brands, marketers and innovators.

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About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

How do you find out what your audience is thinking?

Start by thinking like a scientist.

Our recent post on the ongoing tension between global brands and local audiences prompted some requests for advice on finding and developing local insights – the sort of deep audience understanding that lets you tune a global strategy for more effective local activation.

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focus group

Focus groups: everyone acting like clowns and delivering completely random returns.

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At Ogilvy, we’ve developed a simple approach for ‘bootstrapping’ your way to local insights, one that doesn’t require the time and money of traditional audience research methods, such as the dreaded focus group. This approach was developed specifically for some of the global brands we work with here at Ogilvy, but can be easily adapted to most brands and situations.

customer insights

We call it The Relevance Engine, but that’s just a nifty title for a serve of common sense, spiced with a dash of curiosity and simmered over a little bit of actual work. Like most things in this business, it’s not rocket surgery.

The starting point is the audience – you really have to be able to at least name them before you start. It doesn’t have to be a full-blown persona (although that wouldn’t hurt), but at least some sort of pen-portrait of the audience your brand has, or the one it would like to have, in a particular market.

You can’t just shake an audience and expect an insight to fall into your lap. This is where I believe a lot of marketing-focussed ‘big data’ investments are going to go absolutely nowhere – massive systems will be constructed to collect terabytes of data without ever being asked a single pointed question.

The Relevance Engine asks you think like a scientist and requires you to be a little disciplined: you need to start with a hypothesis.

This hypothesis should relate to your audience and maybe even your brand (or at least your category) and be something that you think might be true. The hypothesis might be something likeEntrepreneurs in our market expect some form of government assistance” or “Parents in our market are very competitive about their children’s progress, but realise it is now socially unacceptable to display it.”

Once you have your hypothesis (you can call it a hunch, or an assumption, or an idea, if you like), you then use The Relevance Engine to test it, to prove it to be either true or false.

In the version we use, we place the hypothesis in the middle of a circle and then, around the edge of the circle, we have eight different categories of data that we could potentially test the hypothesis against:

1. Global Brand Guidance

This sounds contradictory, but you really should see if there’s anything in the existing or supplied materials that answers your question first. Your local market may not be as different as you first thought. The global guidance also might contain something relevant, hidden away in a support point, or an explanatory section or an appendix. First rule of research is make sure the research hasn’t already been done.

2. In-house research

This one is not always so easy to tap into, but the company behind the brand has almost certainly conducted some research around their product and the intended audience: a feasibility study, a competitive analysis, product history, category survey etc etc. If you have it, go back to it. If you don’t, ask the marketing department to share it. If they don’t have it, ask them to ask the sales people, or the product people, research people, lab, finance or whomever. A lot of global brands have dedicated research departments or teams. Find them, use them. Nothing is more compelling to a client than findings based on their own research.

3. Publishers

Do you remember back when magazines where printed on paper and when you read them, little subscription and survey cards would fall out? Publishers have always spent an enormous amount of time maintaining an intimate understanding of their readers. Digital publishers are getting even more intimate. Find a publication (print or online) that targets the same audience your brand does and then ask them about your hypothesis. If your brand has a marketing budget, I’ll bet the publication will tell you the answer over a nice lunch, which is what this industry needs more of. Seriously.

4. Channels & re-sellers

If your brand allows it’s products to be sold via other means (retail stores, affiliates, representatives, agents, re-sellers and so on), go and test your hypothesis with them. Drop in to their outlet, call them up, buy them a coffee or a beer or a steak sandwich or a bowl of noodles and have a chat. They’ll know a lot about your audience, because your audience are their customers.

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insights, science

Disclaimer: The Relevance Engine won’t turn you into an *actual* scientist (like this guy).

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5. Salespeople

Every global brand has a sales department or team or function. Whether these people sell directly to end customers (in the case of big b2b and technology brands) or to a distribution network (financial products, retail, travel, entertainment etc), they’ll also know a lot about your audience, because your audience are their commission and, therefore, the car they drive, their kid’s education, family holiday destination (you get the picture).

In many large organisations, the disfunction between sales and marketing can actually work to your advantage here: coming in as a neutral 3rd party (agency or consultant) often allows sales people to share more than they would inside the company structure. At the very least, they are usually surprised and pleased that someone is asking their opinion about a topic in which they regard themselves an expert.

6. Digital newsfeeds

Ok, so Google reader is dead. And missed. But there are alternatives, and some of them are very, very good. (Flipboard, we’re looking at you, you saucy little neo-digital-magazine-minx you) Regardless of what you use, the basic premise here is simple: ask your computer to test your hypothesis for you. Using an RSS reader of some sort, tune your digital/mobile/computing apparatus to your desired audience and hypothesis (use a few logical keywords and phrases) and have the magic of the internet stream a constant feed of articles, opinions, stories, alerts and trends past your eyeballs as you go about your daily life. Before long, something utterly relevant to your experiment is going to show up – clip it, file it. Done. Great job, internet!

7. Social Media

An increasingly increasing portion of the web is now composed entirely of people opinionating. If you can’t find your audience (and, by extension, what they’re thinking about) on social media, it is quite possible ur doin’ it wrong. Go find the prominent voices and influencers for your audience on social networks, find the groups and chatrooms and discussions, find the blog posts and tweetchats and hangouts and slideshares, and LinkedIn groups, and pinterest boards and tumblrs and webinars and oh god, I’m getting fatigued just trying to keep up with all the fabulous new ways we’ve invented for people to bloviate online. My recommendation? Quora. Go post your hypothesis there, as a question, and see what happens. Failing that, try Reddit. Feeling brave? Ask 4chan.

8. Live events

We’ve written at length about how to make live events work for brands in the digital arena but what about flipping the equation for a second: how can you use an event to listen to an audience, rather than just talk at them? You could try just going to one and listening, for a start: Walk the floors, eavesdrop. If it’s an event you have presence or permission at, try interviewing people, running a survey or getting a presenter to ask the question and get a show of hands. I’ve seen video confession booths, incentivised surveys – all sorts of stuff. One thing that’s true of all events, everyone wants to offer an opinion. Use that opportunity.

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insights, customer

Leave no stone unturned in your search for insights.
Or, you could do it the easy way.

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Tired now

That seems like a metric shit-tonne of work, right? And it would be, if you were crazy enough to interrogate all 8 data sets listed here. (There are plenty of others available, but these are the most accessible).

No need. The Relevance Engine may require a bit of discipline, but it doesn’t demand complete masochism. Just pick 3. You can even pick the 3 easiest ones if you like – although we’ve designed the whole thing to be relatively easy to complete from your desk with just a couple of afternoon’s worth of work (even less if you delegate).

The results are in

What does a successful ‘scientific result’ look like? I’d say 2 confirmations from 3 different sources is a positive: take a few choice quotes & a handful of stats, put them into a nicely-laid-out ‘research deck’ and hey presto: local insights, backed by science. Any global team worth it’s salt will allow a local team to pursue a genuine insight if they’ve done their homework.

Now take your local insight, turn it into a value proposition (if you need help doing this part, you can get it here), put it in a brief and off you go: you’re got most of everything you need to create locally relevant work for your globally-powerful brand.

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About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

About the images: all photographs used with the permission of Martin Ollman Photography. Contact Martin directly for rights and commissions.

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Make it easy for speakers to keep sharing the content and feedback from their sessions

The speakers you have chosen to present at your event were probably selected for several reasons: expertise, experience, presence and their ability to draw a crowd. That last factor is probably also true in the digital space, perhaps even more so than in the real world. Many speakers work very diligently at growing the quantity and cultivating the quality of their online following.

This can be used to your advantage even after an event has passed, as speakers will generally be on the lookout for new content, in interesting formats, that they can share first with their followers.

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b2b, speakers, digital, event

Your speakers want to stay connected with their audience. Give them a hand.

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So think about how you can help these speakers reach their goals first. Pay it forward and the benefits will automatically begin to flow back to you and your event. Ensure they have priority access to the content from the event – particularly the content they may have created or participated in. Capture their reactions to or commentary on the event as a whole. This gives a whole new texture to their presence and will extract more value from their appearance.

There can also be a cumulative effect to be gained from encouraging speakers to interact with each other online, particularly if they have audiences that don’t necessarily overlap, either in terms of topic specialty, geography, preferred social platform or some other characteristic.

Before you get carried away, make sure you have permission to amplify your speaker’s work. Be totally transparent about what you plan to do with their content and make sure your agreement with them agreement covers it.

This is the tenth and final installment of the series: 10 ways to leverage digital for better B2B eventsWe recently ran an audit of the various tactics, strategies and recommendations we’ve developed @ Ogilvy for using digital to improve the live event experience (for the audience) and performance (for the marketer) – this advice is a summary of what we found to be true and useful.

If you’ve discovered a new way to boost your B2B event with digital, share it with @barrieseppings 

< Previously in this series: #9 Ongoing digital communities

 

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About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

About the images: all photographs used with the permission of Martin Ollman Photography. Contact Martin directly for rights and commissions.

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After the party, move the conversation online for social lead mining opportunities

The digital world is full of simulations, some useful, others not so much. Live events themselves are meant to simulate communities, which becomes meta when you consider that digital events are a simulation of a real-world, meat-space, here-and-now gathering of people. Online communities, in turn,  are simulations of the loose collections and connections we cultivate everyday.

You might even combine your post-event content strategy with your post-event community strategy so that the place where you house your content automatically becomes the place where you cultivate these discussions and connections.

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b2b events connections communities

If they’re making connections on the floor, make a space where they can continue.

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Providing a well-designed space where attendees can keep on attending (even though the event may officially be over) can yield lead identification, segmentation and even sales opportunities. A word of advice: don’t build these platforms from scratch – leverage existing community-building platforms that are relevant to your audience: LinkedIn groups and Google+ circles are obvious examples. A more sophisticated approach is to develop a dedicated Social Lead Mining strategy, where you actively listen for discussions and, in particular, requests for assistance that relate to the solutions you are trying to promote.

A note of caution: dropping in, unannounced, on conversations amongst attendees and launching into a sales pitch will be as well received as an insurance salesman trying to sign new policyholders at a family BBQ. Think ahead to prepare the resources and social presence you will need to look for lead opportunities in a ‘digital social’ setting – this may include social training, creating specific nurture assets, developing a segmentation strategy and an execution plan. If you pursued any attendee profiling and segmenting strategies before the event, dust them off and aim them at your most socially-active attendees. If you are lucky enough to have your audience drawn from the local area, consider arranging a casual, real-world meet up for attendees who have remained in contact after the event.

If this sounds like a lot of work, you are 110% correct. However, you have to ask yourself: who is a better prospect than someone who can’t say goodbye to the content and connections they encountered at your event?

This is the ninth instalment of the series: 10 ways to leverage digital for better B2B eventsWe recently ran an audit of the various tactics, strategies and recommendations we’ve developed @ Ogilvy for using digital to improve the live event experience (for the audience) and performance (for the marketer) – this advice is a summary of what we found to be true and useful.

< Previously in this series: #8 Reaching out to no-shows  

> Up next: #10 Keep the speakers on

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About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

About the images: all photographs used with the permission of Martin Ollman Photography. Contact Martin directly for rights and commissions.

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They said they would come, but they didn’t. Now is not the time to let them slip away.

Personal information is a valuable currency in the digital world, and it is the lifeblood of Demand Generation. Perhaps even more valuable, however, are time and attention. In fact, some observers have coined The Attention Economy as a phrase to describe the trade between brands (who offer value, information and utility) and their audiences (who pay with their time, focus and feedback). As a theory, it has its critics but it useful to help understand the scarcity of your audience’s attention.

Keep this in mind when dealing with the inevitable ‘fall off ’ between registrants and actual attendees. These people  had some intention of turning up or tuning in – they made a small initial investment of time and attention to register or indicate their interest in some way. Ultimately, they weren’t able (or decided not) to be there. Either way, they didn’t continue investing. The question is: how do we react now?

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b2b events digital

Maybe they got a better offer? Don’t punish your no-shows, there may be value in them yet.

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It’s useful at this point to revisit your objectives, (what did you want your prospects to do as a result of coming to your event?) and skip straight to that for non-attendees.  What can you offer a no-show to bring them back into the fold and get them to continue the relationship or respond in the way you were trying to generate with the event itself? If you were trying to match prospects with your own internal experts at the event, for example, now is the time to reach out and offer to do that, virtually, for your no-shows.

It’s really important not to relegate or punish them for not showing up – sympathise with their plight and offer them a fast-track or make-good offer. Consider a summary stream of content that makes them feel like they have broadly ‘caught up’ with what happened at the event, but with very clearly marked paths to pursue more connection or utility. You might want to consider a way that also showcases other attendees – their contributions and reactions. This re-enforces the perception that the event was well attended, not just in terms of quantity but also quality. Give the non-attendees a sense of the community that was formed at the event and an opportunity to connect and still become part of it, perhaps as part of an ongoing digital community.

Finally, work out a plan B and offer it to your non-attendees: can you direct them to a similar or related event in the near future? Offer to pre-register them and send reminders to ensure they can attend your next event.

This is the eighth instalment of the series: 10 ways to leverage digital for better B2B eventsWe recently ran an audit of the various tactics, strategies and recommendations we’ve developed @ Ogilvy for using digital to improve the live event experience (for the audience) and performance (for the marketer) – this advice is a summary of what we found to be true and useful.

< Previously in this series: #7 How to distribute your content      

> Up next in this series: #9 Ongoing digital communities

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About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

About the images: all photographs used with the permission of Martin Ollman Photography. Contact Martin directly for rights and commissions.

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Taking your live event beyond the four walls of the venue

Whether you are planning a physical or virtual event, digital holds the promise of increasing the reach of your event far beyond either the time or place you originally intended. Your core audience is still the most valuable, particularly if they have offered you accurate profiling information during the registration or attendance phase, but you can continue to grow your audience by planning for a wider distribution of content after the event.

Before you think about how you want to distribute your event content, make sure you are clear on the ‘what’.

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#b2b events w2fm

If your objective is a full house, don’t broadcast the whole show

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A word of warning: resist the temptation to video the entire event and make all of the content available online immediately afterwards. For those who attended, you are offering no new value. In fact, it becomes a disincentive to those who made the effort to register and attend at either a fixed place or time. This is particularly important if you run a regularly-scheduled series of recurring B2B events

Increasing the supply (of information) inevitably decreases the perceived value. this is very important if your brand runs an annual or recurring series of events:  if your audience comes to expect your entire event content on demand, they will see little point in committing themselves, physically, to your event schedule. You are basically training your attendees to stay home and log on instead.

So if full-blown telecasts are out, what’s in? Take a leaf out of the television industry’s book and get into the recap businessSummaries like these make better sense for people who weren’t in the room. Or commentary by experts. Or reactions from attendees. Or a discussion by a few speakers or panelists. Or a pitch from the trade show floor. As to formats, video is the obvious answer, but it can be expensive. An audio commentary over a slideshow (either a deck or a collection of images) can work just as well, particularly now that Slideshare is part of the LinkedIn empire and is starting to become integrated into that experience in more meaningful ways.

This is the seventh instalment of the series: 10 ways to leverage digital for better B2B eventsWe recently ran an audit of the various tactics, strategies and recommendations we’ve developed @ Ogilvy for using digital to improve the live event experience (for the audience) and performance (for the marketer) – this advice is a summary of what we found to be true and useful.

< Previously in this series: #6 How to encourage referrals          

> Up nextin this series: #8 Reaching non-attendees

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About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

About the images: all photographs used with the permission of Martin Ollman Photography. Contact Martin directly for rights and commissions.

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Build assets that prompt registrants to refer their colleagues

If your objectives are quantity or quality of attendees, then referrals are a good way to achieve them. And the wonderful thing about digital in general, and social in particular, is that is very social. Even in a B2B setting.

Some creative thinking can generate some new offers and incentives to encourage registrants to bring their colleagues, partners and contacts along to your event. It can be as simple and materialistic as a cup of coffee or bottle of wine (rules and regulations and budgets permitting), or as sophisticated and product-focused as private, tailored demos, or an offer of consulting time.

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b2b, events, digital, referrals, social

Not everyone enters your story through the same door.

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For events that are promoting larger solutions that require multiple decision-makers, think about constructing your incentives so that a registrant is compelled to bring along the other members of the ‘buying cell’ in their company, including perhaps representatives from Finance, Operations and Talent, as well as Technology. It’s far easier to get the buy-in of a group when they are present as an actual group. 

A word of caution: You’ll need to ensure the actual content of your event is also tailored to these particular POVs and that you’ve got experts on hand who can engage these individuals on their own terms and in their area of focus. People often talk of multi-channel marketing as a way to surround a prospective audience, with the message tailored to each channel and context. A similar philosophy is at work with multi-character storytelling: the complete message is woven together by individual storylines that speak to different audiences.

Tech brands are used to telling tech stories to tech audiences, but tech audiences are no longer the single decision-maker. Don’t make the mistake of inviting other members of the C-suite and then continuing to talk only about the technology. If there are there cashflow benefits of your solution, a CFO may be interested. If there are productivity benefits, the Operations people will tune in. If there is a user-experience angle, tell that side of the story to the HR or talent representatives. Once you’ve got these ‘story threads‘ worked out, go back and offer them to your primary audience as lures to get them to bring these other decision-makers along, to hear the side of the story that answers “what’s in it for me?”, for them.

This is the sixth instalment of the series: 10 ways to leverage digital for better B2B eventsWe recently ran an audit of the various tactics, strategies and recommendations we’ve developed @ Ogilvy for using digital to improve the live event experience (for the audience) and performance (for the marketer) – this advice is a summary of what we found to be true and useful.

< Previously in this series: #5 How to profile & segment attendees    

> Up next in this series: #7 How to extend the reach of your event  

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About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

About the images: all photographs used with the permission of Martin Ollman Photography. Contact Martin directly for rights and commissions.

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Using social listening and direct communications to profile individuals and identify opportunities.

This one is a bit tricky, but if you can execute it, your sales peeps will love you forever. Essentially, this exercise starts after an individual has registered and is an attempt to profile, segment and quantify their potential in some way so the selling conversation can start the moment they walk in the door. There are 2 ways to go about this: proactive and reactive.

Let’s talk about the second one first. Reactive profiling is just like stalking, only you can do it from the safety of your own desk, without the possibility of getting arrested. Take the information that an attendee has provided on their registration form and then add to it all the information you can find, freely and publicly available, on the internet. You may discover more about that person’s current role from their LinkedIn profile. You might learn which other competing events they have recently attended from their twitter account. Their opinions of brands and products (including yours) might be flowing freely in an online forum, or on the comments thread of a series of articles or reviews on a trade site.

Play detective, and you can learn a lot about someone’s experiences and opinions regarding your brand. Incidentally, this kind of work can still be given to the intern, provided they’re whip-smart and willing to learn.

b2b, events, social, profiling

It can be time-consuming, but you can create quite detailed individual profiles from publicly-accessible information.

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Proactive profiling has the same intent, except you ask the attendee in advance to share this information with you – probably at the point of registration. Some will, some won’t. But you can improve your strike rate by constructing a compelling value proposition for the individual – a benefit or an offer or an advantage that can only be accessed by sharing their social profiles.

Ultimately, the point of profiling is to analyse the data to do some scoring and segmentation, so you can identify your best prospects as they walk in the door (real or virtual) of your event. Work with your sales team to build a simple scoring mechanism – allocate points based on job title, previous roles, experience with competitors, opinions expressed and so on. Edit the info into easy-to-read one-sheeters and present a face-book (as its name suggests, it includes pictures) of top prospects back to the sales leads who will be working the event. This is probably the best example of the ‘digital lift’ you can give a live event, by taking intelligence gathered online and applying it to your (offline) live event.

This is the fifth instalment of the series: 10 ways to leverage digital for better B2B events. We recently ran an audit of the various tactics, strategies and recommendations we’ve developed @ Ogilvy for using digital to improve the live event experience (for the audience) and performance (for the marketer) – this advice is a summary of what we found to be true and useful.

< Previously in this series: #4 How to make shareable pre-event content    

> Up next in this series: #6 How to encourage referrals 

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About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

About the images: all photographs used with the permission of Martin Ollman Photography. Contact Martin directly for rights and commissions.

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