This model shows typical event types, along dimensions of how engaged participants and stakeholders are in design and activity, and far the aim is to include people not physically present through social reporting. The aim is to promote discussion - not define rigid formats.

1. What sort of event - and social reporting - do you want?
This model shows typical event types, along dimensions of how engaged participants and
stakeholders are in design and activity, and far the aim is to include people not physically
present through social reporting. The aim is to promote discussion - not define rigid formats.
Limited interaction conference Unconference, Barcamp, or fully
A B
Stake-holders set agenda, organiser directs, interactive conference
participants pay and contribute, external presence. Participants help set agenda, contribute, pay
• Will participants contribute online in an open little. External engagement.
space with non-payers? •How is the programme developed?
• Will they resent open access? •Who pays?
• How much external interaction is allowed? •What resources for facilitation, SR?
• Are stakeholders comfortable? •What are other stakeholder expectations?
A. Works well with B. Works well with
* clear objectives * flexible objectives
* medium ticket? * low-cost ticket
* defined programme * flexible programme
Open * broadcast content * participant content
* participant content? * external content
* no login * blended on-offline
* supportive stakeholders * no login
Inclusion
* engaged stakeholders
D. Works well with
C. Works well with
* negotiated objectives
* clear objectives
* flexible programme
* defined programme
* creative participants
* high ticket?
* Ticket price variable
Closed * passive participants
* participant content
* limited access content
* logins
* logins
* engaged stakeholders
* supportive stakeholders
Directed Collaborative
Engagement
C D
Traditional conference Creative seminar, conference
Stakeholders set agenda. High profile speakers. Tight Commitment to shared objectives. Various
management. Little interaction. High ticket price? formats, ticket prices. Expert facilitation.
•Will participants contribute online when they have • Social reporting as multi-media
limited ownership of the agenda and space? facilitation and mentoring.
•Archive video for marketing rather than social • Any external access to content?
reporting?
Design and social reporting issues
1. One person/organisation must co-ordinate the design and management of the event logistics,
content and interactions, physically and virtually. They may engage more or less collaboratively
with other stakeholders. They brief speakers, social reporters, tech support etc. They frame the
offer to internal and external participants.
2. On-the-day participants must have a clear offer on what they will get, what they can do, and how
open or closed the event will be.
3. Speakers and session leaders must know what interaction is expected of them, and how public
their content will be.
4. External participants must know whether they are passive viewers or active participants.
5. Social reporters must be briefed clearly on the purpose of their activities: A. broadcast content
plus some interaction. B. engage external as well as internal participants. C. collect archive
material. D. support internal conversation.
David Wilcox david@socialreporter.com March 2009. Creative Commons share-alike. Page 1

2. What sort of event - and social reporting - do you want?
The model on page one shows four typical types of event. Each has implications for the style of
social reporting and the online tools likely to be appropriate. In practice, events probably wonʼt fall
neatly into any one type, but the model should help discussion and decisions not only about social
reporting but also the type of management and facilitation, ticket pricing, and expectations of all
concerned.
C. Traditional conference. The event organisers will typically have a brochure web site, showing
programme details, sponsorship, and booking arrangements. They may arrange photography
and video on the day, but probably wonʼt stream it live or otherwise make it accessible to those
who have not paid. Presentations and papers may be available online. There may be a
networking site for participants behind a login. Contributions will probably be limited because
the general ethos of the event is not interactive, and participants will not be encouraged to use
Twitter. The format is defined by a belief that value to participants lies in high quality content
delivered by speakers on the day, facilitated workshops, and only in part on informal
conversation. Any external engagement or broadcast threatens that business model. Photos
and video may be used later in marketing for the next event.
Social reporting: not really applicable. Whatʼs wanted is a record, not interactive
communication. Social reporters may provide this ... but it isnʼt really “social” reporting. Main
value - to the organiser and sponsors.
A. Limited interaction conference. This type of event may be similar to C. with the addition of
more interactive methods. There may be a blog before, at and after the event, with text, photos,
video. Participants may be invited to an open networking site, with an option for others to join
too. They may create their own content there, and use Twitter. Video may be streamed, but
organisers may be concerned that this will affect ticket sales.
Social reporting: scope for the use of different media, before and at the event, and support for
participants to create their own content. It is important that all concerned are clear about what
type of blogging, video, Twittering etc is acceptable. In practice most content is likely to be
created by social reporters, unless it is a social media event. Organisers will have plenty of
content for their marketing, and because it is open, will be able to promote widely. Main value -
to organiser, sponsors, external audiences. Additional value to participants, if they engage.
D. Creative seminar, conference. There may be more or less online facilities, depending on the
interactions take place.
Social reporting: scope for working closely with the organiser/facilitator to blend online and face-
to-face content and interactions. Participants may well be keen to use simple video cameras, for
example, to create their own content. Main value - to participants and through them to
organisers and sponsors, though difficult to use content externally.
B. Fully interactive conference. The programme and content may have been created, in part,
collaboratively online by participants, within a framework provided by the organisers. There may
be a blog, wiki, Twitter account, and open social networking platform. While main participation
may come from those attending, activity will spread through wider blogging and Twittering.
Social reporting: plenty of scope for a wide range of activities from creating content to
supporting others, facilitating online interactions, and pulling out the main conversations and
story lines. In practice many people at the event may be acting as social reporters. The higher-
level task is to facilitate and add to that buzz so that the high volume of content is accessible,
navigable, and makes sense to as many people as possible. Main value - participants, and
external participants. Also organisers and sponsors if they value the approach. Problems if not!
Key point: social reporting is not an add-on. It deepens and extends participation of people
before, on and after the day. It changes the event, and has to be designed into the event.
David Wilcox david@socialreporter.com March 2009. Creative Commons share-alike. Page 2