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