Global Events Congress VII Dr Naomi F. Dale @DrNaomiFDale Event “Brand Legacy” through Social Media
Legacy ensuring that as many sustainable benefits as possible are generated by the event for the host city, region and country; delivering these benefits well before, during and long after the event for all stakeholders and communities; having a legacy vision and plan to leverage every possible opportunity.
Legacy discussions include: Sporting legacy – increased participation in like events/activities Social legacy – pride, ownership, bringing communities together, empowering local communities, volunteer programs Economic legacy – sustainable ventures past event, training programs, spotlight on region, bring public and private together Tourism legacy – DMOs, repeat visitation Environmental legacy – aim for no negative impact on environment (?)
What about brand legacy? Creation of online events for destination marketing, product marketing etc. Idea of engaging pre event / post event for potential participants. Lots on pre – how to drive engagement on social media before event – online help desk – broadcast news – drive engagement – increase website traffic – content sampling – polling How about post for repeat events?
Brand alignment Traditional buyer decision making process (events that satisfies needs? Benefits? Traditionally one of the toughest steps on the internet) Search – optimise event website to show up for particular key words (needs?) Peer Influence (automagically coming to us from a friend / share / like) Research previous or seek “expert” opinions on what to expect, if people were satisfied Purchase – not – so – after (share / pride) Connection / identity / aspirational
Human Brochure Event Visit Canberra hosted 500 social media savvy Australians selected from over 30, 000 who applied to be part of the campaign. The “humans” visited over two weekends and in return were asked to share what they experienced through their own social media channels. Recruitment All content was aggregated/curated onto a website called Human Brochure. This became collection of event and destination experiences, creating a legacy of a different kind. (images,videos,blogs – user generated content)
#AustraliaDay National Museum Australia / National Australia Day Council (NADC) / Twitter – Time capsule currently on display at the museum, broadcast national sentiment Then moved to live curation 1st year 75,000 tweets with minimal marketing Issue found with timing of release due to world time differences (USA), Taking curators into a participatory space, Organic / new form of outreach for cultural institutions 2016 - Expats involved in global promotion (Tourism Australia, DFAT, Defense) 245K tweets, 36 hours curation Onsite at the museum – family festival day – community outreach Post event – a lot of media interest www.your.australiaday.org.au
TINT Iheartradio – video board created from inside the arena with # ……..7 billion impressions (pre event and during) BottleRock 2015 - http://www.tintup.com/clients/bottlerock -month prior, hosted TINT on their website, displaying the buzz from excited festival goers. During the three day festival, they had TINT running on the jumbotrons at two of their biggest stages. 24,000 social media posts
Comments? Questions? Thank you!