Archives For links

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.

.

b2b, speakers, digital, event

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

.

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

 

______________________________________________________________

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.

______________________________________________________________

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.

.

b2b events connections communities

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

.

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

______________________________________________________________

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.

______________________________________________________________

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?

.

b2b events digital

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

.

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

______________________________________________________________

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.

______________________________________________________________

 

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’.

.

#b2b events w2fm

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

.

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

______________________________________________________________

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.

______________________________________________________________

Data Viz may be getting over-run by marketers, but there’s still quality to be found >

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.

.

b2b, events, digital, referrals, social

Not everyone enters your story through the same door.

.

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  

______________________________________________________________

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.

______________________________________________________________

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.

.

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 

______________________________________________________________

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.

______________________________________________________________

Generating and distributing pre-event promos and ‘warm-up’ content.

Okay, this is where you start to blur the line between what is content and what is promotion. Which can be fun, because you can start to think less like a marketer and more like a network television exec putting a big game to air. What previews and ‘sneak peeks’ can I release? Can I get some pre-game commentary? Some predictions? Can I do review of the season, or run a stats package on the main players?

.

b2b, events, audience, social, content

Your audience is easily distracted – use ‘teaser’ content to build anticipation

.

Events generally come together over time, so why not consider releasing details as they are confirmed – such as speakers, notable attendees, sponsors, partners and exhibitors. In classic Direct Marketing language, these all present opportunities to get in touch with your prospects with some ‘new news’, maintaining awareness and building relevance.

If you’ve already got some interest from your influencers, consider including them as talent, offering them a chance to give their views and opinions on the upcoming event.

Again, think bite-sized. A couple of lines. A 60-word summary. A provocative question. An image, or a small photo gallery. Lots of links. And a video or two if that’s within your means.

This is the fourth 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.

< Previously in this series: #3 How to re-boot the EPK for ‘social’   

> Up next in this series: #5 How to profile & segment attendees 

______________________________________________________________

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.

______________________________________________________________

Just like influencers and outreach, the Electronic Press Kit is a PR-based concept that needs to be tweaked a little for social media.

Where traditional Press Kits were designed to be published, the guiding principle for socially-adept Press Kits is ‘designed to be shared’. So think about how to break the information down into shareable chunks, suitable for popular social media platforms that your influencers may be using. Microblogging services such as Weibo and Twitter require, as their names suggest, micro pieces of content: sometimes as short as 140 characters. Vine and Instagram’s video service are built on clips as short as 6 seconds duration.

.

b2b, events, digital, press kit

Whatever your content, format-wise it has to be ready to go.

.

So think bite-sized. A couple of lines. A 60-word summary.
A provocative question. An image, or a small photo gallery. And links, lots of links.

Speaking of links, a useful addition to the Kit is a custom shortened URL that can mask and re-direct much longer URLs. Services like bit.ly and tinyURL not only condense and customise longer links, they also provide some fairly robust tracking and reporting, so you can see where your traffic is coming from and going to.

This is the third 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.

< Previously in this series: #2 How to identify influencers & manage outreach         

> Up next in this series: #4: How to create shareable pre-event content  

______________________________________________________________

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.

______________________________________________________________

Image courtesy of Martin Ollman/buglogicWhether it’s really  editing, collecting, linking or (being perfectly blunt) stealing, it seems the whole world is happy to call it curation, so I’d be a fool to swim against the current. All I ask is that when you do it, you hold yourself accountable to one simple rule:

add some goddamn value.

Collecting links is Google’s job. Writing stuff is an author’s job. Aggregating stuff is a newsreader’s job (not the one’s who sit behind a desk reading an autocue wearing a blazer and underpants). Distributing stuff is a publisher’s job. Increasingly, brands are now in all these businesses, doing all these jobs, including bringing meaning to stuff – which is a curator’s job.

This part is going to get tricky, because the stuff they are bringing meaning to (if they are curating) belongs to other people, other brands. Some of the meaning they bring, inevitability, is going to be negative if it is to have any value (is there anything less intriguing than a well-written agree-a-thon?) which is something very few brands have any experience dishing out, most choosing to live by the gentleman’s understanding of doing unto others, and all that.

Something the average brand is even less familiar with? Coping with negative assements form other brands. This curation game could get interesting.

In the spirit of stealing curating, here’s some technology that will make the act itself a little swifter. And, as a demonstration of another simple rule (attribute always), this sweet little list was compiled by my friend and colleague Charlie Lowe from Social@Ogilvy and orignally appeared in GROW, a digital magazine that explores the next generation of b2b marketing, published monthly by Ogilvy Singapore.

 

4 tools to help you curate:

Swayy recommends articles, mixed with trending keywords for the topics you find interesting. It also provides an analytics dashboard that shows how people react to your content through your social platforms.

Prismatic provides you with a content stream based on interests that align with your theme. It’s also designed to help you branch out from what you’re already seeing, to discover new material.

Storify allows you to turn what people post on social media into compelling stories.

Pearltrees is a social network based on interests, providing the ability to collect, organize and share content, which can act as a home for your curation efforts.