Eventbranding tu delft owee
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The document outlines the use of social media in event branding and management, emphasizing its importance before, during, and after events at Delft University of Technology. It highlights strategies to engage the target audience, primarily new students, utilizing various platforms like Facebook, Twitter, and Instagram to foster communication and community. Additionally, it provides practical recommendations for effective social media utilization and community building related to the Owee event.
Eventbranding tu delft owee
- 1. 05/30/12 Challenge the future Delft University of Technology Oh dear, an event What social media can do for your event Rob Speekenbrink, marketing & communication
- 2. 2 “Event branding” TU Delft 2 Contents 1. Social media – a short introduction 2. What works well? 3. Target groups, goal, message, means 4. Before 5. During 6. After
- 3. 3 “Event branding” TU Delft 3 1. Social media – a short introduction
- 4. 4 “Event branding” TU Delft 4 QuickTime™ and a decompressor are needed to see this picture.
- 5. 5 “Event branding” TU Delft 5 Social? • Attitudes, orientations, or behaviors which take the interests, intentions, or needs of other people into account • The tendency to cluster with other people and to interact with them
- 6. 6 “Event branding” TU Delft 6 Social media? • Wikipedia: ”media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue” • People share stories, knowledge, experience • It’s about conversations / interaction, not about pushing messages • It’s here to stay and there’s a lot of it
- 7. 7 “Event branding” TU Delft 7
- 11. 11 “Event branding” TU Delft 11 Do social media change events? • Event branding before, during and after • Community building • Event management (where is what and why?) • Direct feedback during event • Participation • Crisis communication channel
- 12. 12 “Event branding” TU Delft 12 2. What works well?
- 13. 13 “Event branding” TU Delft 13
- 19. 19 “Event branding” TU Delft 19 3. Target groups, goal, message, means
- 20. 20 “Event branding” TU Delft Target group(s) • Fresh students • They’ve had a first glimpse of Delft • Maybe they already have a room in Delft • Appr. 17-20 years old • Smart • Next (first?) big step in their lives, crucial for the rest of it • They do not know their way around • >80% has a smartphone + internet (3G) 20
- 21. 21 “Event branding” TU Delft Goals of Owee • Familiarise people with city, buildings, need to knows • Get to know your fellow students • Get to know your faculty specific need to knows • Informal and social structures • Sports & Culture • Study societies • Student societies (+ recruitment) • Make them feel at home • Introduction to independency (+ consequences) 21
- 22. 22 “Event branding” TU Delft Message • Delft has a lot to offer • We are here to help you get through this first week • Have fun • Find each other and make new friends 22
- 23. 23 “Event branding” TU Delft Means (mix) • Website • Facebook • Twitter • Instagram • Newsletter? • Posters • Delta • Local newspaper(s) • Owee krant? • Use same name and hash everywhere (#OWEE ??) • Start using them now (actually never really stop) 23
- 24. 24 “Event branding” TU Delft 24 4. OWEE opportunities
- 25. 25 “Event branding” TU Delft 25 Current situation • Owee is a steady brand with a theme per year • Where’s @owee ? (Sarah Hassan) • No tweets on @owee_2013 • No branding on Twitter • Almost no followers on Twitter • Nothing on Instagram • FB seems to be for the committee or current students • FB is on website, but not Twitter
- 26. 26 “Event branding” TU Delft 26 Start building a network / community NOW!
- 27. 27 “Event branding” TU Delft 27 Spot your ambassadors
- 28. 28 “Event branding” TU Delft 28
- 29. 29 “Event branding” TU Delft 29 If you do not manage your own OWEE brand yourself Somebody else will……….
- 30. 30 “Event branding” TU Delft 30 4. Before
- 31. 31 “Event branding” TU Delft 31 • Start with a content plan • Use Twitter and Facebook from now on • Say “leuk” if people say they are coming to owee • Monitor #tudelft to see if you can help people • Appoint a (social) media/webcare team/person • Try to claim @owee • Use them differently (Twitter: announcing, FB: (recent) looking back) • Start using Instagram #OWEE (#Delft) • Be prepared to answer obvious questions • Communicate the hastag everywhere • Promote the app • Tell people to connect amongst each other • meetup page / facebook event page / LinkedIn(?) • Calendar42 / Michel Boerrichter? • Advertorials on other websites / blogs • Like our page and receive a free pen/agenda/whatever • Find the ..... on Facebook, share and receive ......
- 32. 32 “Event branding” TU Delft 32 5. During
- 33. 33 “Event branding” TU DelftTU Delft en Sociale Media 33 • Have a team ready to post on your socials 24h per day • Point everybody to the eduroam network (and other wifi spots) • Use the mix: Website, Twitter, Facebook, Instagram and integrate • Be prepared to answer obvious questions • Use the existing screens where or arrange screens at important places • Use livebloggers, photographers (instagram!) • You (the team) participate actively by adding content (because you are everywhere) • So you all need a smartphone • Interact, ask for feedback, ask for advice etc
- 34. 34 “Event branding” TU Delft 34
- 35. Monitoring
- 36. Interactie be prepared to answer every question
- 37. Sentiment
- 39. Kijk uit, kijk goed naar de inhoud van de tweet
- 40. er kan zomaar dit achter zitten
- 41. 41 “Event branding” TU Delft 41 Cultural differences
- 42. 42 “Event branding” TU Delft 42 Live screens #
- 43. 43 “Event branding” TU Delft 43 Instagram
- 44. 44 “Event branding” TU Delft 44 Livebloggers other content as well THEY MUST BE EVERYWHERE! YOU ARE all part of the contibutors
- 45. 45 “Event branding” TU Delft 45
- 46. 46 “Event branding” TU Delft 46 6. After
- 47. 47 “Event branding” TU DelftTU Delft en Sociale Media 47 Advice • Keep the community alive • Transfer accounts to the next generation • Share content (storify) online • Look back at the event afterwards (blog)
- 48. Rob Speekenbrink Consultant Online Media TU Delft @RobSpeekenbrink 06-81834114