Guide to Event Live Blogging
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This document provides guidance on using live blogging to increase engagement with events on social media. It defines live blogging as creating a report of an event as it happens using various social media tools. The benefits are increasing audience, involving attendees, and creating publicity. It offers tips on strategy, planning, execution at the event, and evaluation, including selecting hashtags, testing equipment, summarizing after the event, and measuring reach. Examples demonstrate live blogging at conferences on dedicated blogs and Twitter.
Guide to Event Live Blogging
- 1. GUIDE TO EVENT LIVE BLOGGING Using social media to increase the impact of your event Remco Timmermans | @timmermansr | December 2012
- 2. CONTENTS • The value of social media • What is live blogging? • How to: Strategy • How to: Planning • How to: Event • How to: Evaluation • How to: Tools • Examples GUIDE TO EVENT LIVE BLOGGING
- 3. LIVE BLOGGING • Increase your audience AT AN EVENT WHY? • Involve your audience • Interact with your audience • Increase (free) publicity • Create a live report of your event • Measure the impact of your event • Attract attendees for future events GUIDE TO EVENT LIVE BLOGGING
- 4. WHAT IS • Create a report of your event while it LIVE happens BLOGGING? • Add an interactive channel to your event • Use social media tools • Combine photo, (live) video, short and long written reports to reach a live audience • Aim at your online and in-room audiences • Bottom line: an additional strategic and interactive communication channel GUIDE TO EVENT LIVE BLOGGING
- 5. HOW TO: • Long term STRATEGY • Incorporate social media into corporate communication strategy • Dedication (not just for just event) • Set goals and measurement system GUIDE TO EVENT LIVE BLOGGING
- 6. HOW TO: • Select #hashtag for the event 2 weeks PLANNING • Inform the audience through social and traditional media (press release) • Select methods (blog/twitter/video) and tools • Select dedicated team to live blog at event • Consider livestreaming the event online • Ensure connectivity at the event (test!) • Set up Twitterwall and/or live blog monitor(s) • Start capturing social media activity at least 1 week prior to the event GUIDE TO EVENT LIVE BLOGGING
- 7. HOW TO: • Have a list (handout to bloggers) of all BEFORE EVENT relevant social media accounts (Flickr, YouTube, Twitter, Facebook, Blog) and website locations relevant to the event • Have a list (handout) of Twitter names of all event speakers and other live bloggers • Announce #hashtag and accounts used in attendee handouts and introduction speeches • Invite the in-room audience to participate • Test all equipment and connectivity! especially when streaming live GUIDE TO EVENT LIVE BLOGGING
- 8. HOW TO: • Ensure tweets and blog posts are good DURING EVENT summary of the event (quality versus quantity) • Use a good mix of live blogging tools • Use photo/video clips to support message • Show twitterwall and live blog at the event • Interact with online audience (as well as off line audience) • Retweet each other’s messages GUIDE TO EVENT LIVE BLOGGING
- 9. HOW TO: • Summarize tweets, highlighting ‘key’ POST EVENT tweets and messages, in stories and reports • Publish live blogs and summaries on social media and event website(s) • Publish live blog results (KPI’s and tag clouds) as soon as possible • Keep monitoring #hashtag until at least one week after the event GUIDE TO EVENT LIVE BLOGGING
- 10. HOW TO: • Ensure reach and impressions are EVALUATION calculated, as ROI basis and comparison to traditional media • Monitor effectiveness of live blogs by analyzing timelines for (timing of) interactions, website visits, follow-up on links, etc. • Include these results in press releases • Ensure ROI targets are met and adjust strategy accordingly (close the loop!) GUIDE TO EVENT LIVE BLOGGING
- 11. HOW TO: Live blogging on a blog site: TOOLS – On dedicated part of your corporate or event organizer website – Supported by social media (Twitter, Facebook) to attract audience to the event blog – Add photos to your corporate Flickr account, videos to your corporate YouTube channel (and link them into blogs) – Wordpress is a common live blogging tool GUIDE TO EVENT LIVE BLOGGING
- 12. HOW TO: • Use both PC/laptop and mobile devices TOOLS • Live micro blogging (Twitter): – Twitter (web client) on mobile devices – Hootsuite or Tweetdeck on PC, better suited to follow #hashtag • The Archivist for archiving all tweets • Storify to highlight key tweets and photos • Hashtracking to measure reach and impressions • Google Alerts to follow news on the event • Twitterwallr or Twitterfall for live twitter wall GUIDE TO EVENT LIVE BLOGGING
- 13. EXAMPLES The next slides contain a few examples of live blogging at events: GUIDE TO EVENT LIVE BLOGGING
- 14. ESA’s ISS Symposium Blog – Live blogging event highlights at a dedicated website GUIDE TO EVENT LIVE BLOGGING
- 15. ESA’s ATV Blog – Live blogging key events in the ATV program at a dedicated website GUIDE TO EVENT LIVE BLOGGING
- 16. @Stirn live blog of the ESA Ministerial Council event at personal blog website GUIDE TO EVENT LIVE BLOGGING
- 17. Storify of key tweets after live tweeting from NVR and SpaceNed event GUIDE TO EVENT LIVE BLOGGING
- 18. Use Tweetdeck or Hootsuite to track #hashtag live during an event
- 19. Live blogging and tweeting at ILA Event in Berlin