SlideShare una empresa de Scribd logo
1 de 26
Descargar para leer sin conexión
Managing
social media
around live
events


      Social media involvement adds the ‘wow factor’ to live
      events. This white paper explains how to manage social
        media around live events, drive engagement and
       improve the overall live event experience, with some
             suggestions for the tools to help you do it.


Authored by Tamara Littleton, CEO                                                        November 2012

Authored by                                                                           Date
      For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com
                                                                                         26
     eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK
                                                                                           2012
Managing social media around live events

Table of Contents

Type chapter title (level 1)                          1
                                                                  Table of Contents
    Type chapter title (level 2) .................................................................................................................................................................... 2
        Type chapter title (level 3) ............................................................................................................................................................... 3
The live experience and social media – why it matters ...................................................................................................... 3
Type chapter title (level 1) 4
What you’ll learn from this whitepaper .................................................................................................................................... 4
 Type chapter title (level 2) .................................................................................................................................................................... 5
   Type chapter title (level 3) ............................................................................................................................................................... 6
What social media can do for your live event ....................................................................................................................... 5

   Promoting events ............................................................................................................................................................................. 5
Contents
   Extending the live experience ..................................................................................................................................................... 6
   Sports events ................................................................................................................................................................................. 6
Contents       Error! Bookmark not defined.
   Entertainment shows ................................................................................................................................................................... 7
 Being fashion world ......................................................................................................................................................................... 7
   The social in a regulated world Error! Bookmark not defined.
     Politics.............................................................................................................................................................................................. 8
   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
     Sharing ideas ................................................................................................................................................................................. 8
   The opportunities for social media for financial services companies                                                                 Error! Bookmark not
   Fuelling the live-event fire.............................................................................................................................................................. 9
   defined.
     The Royal Wedding .............................................................................................................................................................. 9
   Setting the rules of engagement Error! Bookmark not defined.
     MTV Video Music Awards ........................................................................................................................................................ 10
   Crisis and risk management over social media
     The Olympic Games ................................................................................................................................................................. 11
                                                                           Error! Bookmark not defined.
       Political speeches ...................................................................................................................................................................... 12

Types of social media live events .......................................................................................................................................... 13
Contents
       Live chats, comment participation. ..................................................................................................................................... 13
   Live events, no broadcast coverage ................................................................................................................................... 14
Contents         Error! Bookmark not defined.
   Q&As ............................................................................................................................................................................................. 15
 Being social in a regulated world Error! Bookmark not defined.
How to manage and curate social media for live events ................................................................................................. 16
 Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
     Engagement ............................................................................................................................................................................... 16
   The opportunities for social media for financial services companies                                                              Error! Bookmark not
     Curation ........................................................................................................................................................................................ 17
   defined.
     Preparation .................................................................................................................................................................................. 17
   Setting the rules of engagement Error! Bookmark not defined.
     Moderation .................................................................................................................................................................................. 18
 Crisis and risk management over social media                                         Error! Bookmark not defined.
Channels...................................................................................................................................................................................... 22

       Live streaming via YouTube .................................................................................................................................................... 22
            eModeration: The Guide to Social Media Engagement for Financial Organisations
       Google + Events and Hangouts ............................................................................................................................................ 23
       Twitter ............................................................................................................................................................................................ 24

Tools .............................................................................................................................................................................................. 25

About eModeration ................................................................................................................................................................... 26




                                                                                                                                                                                                2
Managing social media around live events

Table of Contents

Type chapter title (level 1)                        1

          The live experience and social media – why it matters
   Type chapter title (level 2) .................................................................................................................................................................... 2
        Type chapter title (level 3) ............................................................................................................................................................... 3

         Live events. There’s nothing like them. Sport, politics, entertainment – no matter what the
Type chapter title (level 1)             4
         subject, live makes them more… alive! Whether you’re at a gig, hooking up with friends at a
  Type chapter title (level 2) .................................................................................................................................................................... 5
         bar to watch ESPN or Sky Sports, having people over to watch America’s Got Talent or X
     Type chapter title (level 3) ............................................................................................................................................................... 6
         Factor, it’s the immediacy, the unpredictability that makes it so engaging.


Contents in the possibilities of social media, and you’ve got something with enormous reach.
      Add
               We’re not content to just watch passively any more. We log on to Facebook to kick someone
Contentsout of Error! Bookmark not defined. congregate in public parks to watch the Olympics, then
               the Big Brother house; we
        Tweet like crazy to relay the excitement; we participate in political Q&A sessions, firing
 Being social in a we want answered.
        questions regulated world Error! Bookmark not defined.
   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
           This is the new era. It’s 20,000 Tweets when the winning goal goes in; it’s set lists and videos
   The opportunities for social media for financial services companies         Error! Bookmark not
           from the O2; it’s your opinion on that contestant before the last note is sung. It’s live and
   defined.
           dangerous. And you should be there.
   Setting the rules of engagement Error! Bookmark not defined.

   Crisis and risk management over social media                                             Error! Bookmark not defined.




Contents

Contents                  Error! Bookmark not defined.

   Being social in a regulated world                              Error! Bookmark not defined.

   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

   The opportunities for social media for financial services companies                                                              Error! Bookmark not
   defined.

   Setting the rules of engagement                                Error! Bookmark not defined.

   Crisis and risk management over social media                                             Error! Bookmark not defined.


               eModeration: The Guide to Social Media Engagement for Financial Organisations




                                                                                                                                                                                        3
Managing social media around live events

Table of Contents

Type chapter title (level 1)                        1

   Type chapter titleyou’ll .................................................................................................................................................................... 2
          What (level 2) learn from this whitepaper
        Type chapter title (level 3) ............................................................................................................................................................... 3

Type chapter title media involvement adds the wow factor to live events. Savvy brands are using all the
         Social (level 1)                4
         channels at their disposal to generate a buzz around the events they are associated with.
  Type chapter title (level 2) .................................................................................................................................................................... 5
         That’s what this white paper is all about. We’ll explain how to manage social media around
     Type chapter title (level 3) ............................................................................................................................................................... 6
         live events, drive engagement and improve the overall live event experience, with some
               suggestions for the tools to help you do it.
Contents

Contents                  Error! Bookmark not defined.

   Being social in a regulated world                              Error! Bookmark not defined.

   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

   The opportunities for social media for financial services companies                                                              Error! Bookmark not
   defined.

   Setting the rules of engagement                                Error! Bookmark not defined.

   Crisis and risk management over social media                                             Error! Bookmark not defined.




Contents

Contents                  Error! Bookmark not defined.

   Being social in a regulated world                              Error! Bookmark not defined.

   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

   The opportunities for social media for financial services companies                                                              Error! Bookmark not
   defined.

   Setting the rules of engagement                                Error! Bookmark not defined.

   Crisis and risk management over social media                                             Error! Bookmark not defined.

               We’ll also show you how to manage the risks. Inviting a for Financial Organisations part of
               eModeration: The Guide to Social Media Engagement wider online audience to be
               your event requires you to strike the balance between encouraging participation and
               making sure people behave themselves. The great thing is that it’s all manageable, and
               without killing the buzz. Live is fun; live is immediate; live is powerful. So how can you make it
               work for you?




                                                                                                                                                                                        4
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

  Type chapter titlesocial media can do for your live event
         What (level 2) .................................................................................................................................................................... 2
      Type chapter title (level 3) ............................................................................................................................................................... 3

Type chapter title (level 1)                       4
             Promoting events
  Type chapter title (level 2) .................................................................................................................................................................... 5
      Type Picture title (level have a major product launch, and you’re throwing a party to celebrate.
           chapter this: you 3) ............................................................................................................................................................... 6
             You’ve found a hundred opinion-formers to invite as guests. How can you help your
      advocates to get the word out to your thousands of fans – and those people you want to
Contents
             turn into fans?

Contents       Error! Bookmark not defined.
        Social media channels are ideal for jogging memories, reaching contacts and building
 Being social in a regulated world Error! Bookmark not defined.
        momentum.
  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
          On Twitter, for example, you can create a specific hashtag about your event – eg
  The opportunities for social media for financial services companies      Error! Bookmark not
          #productxlaunch – and encourage people at the event to use the hashtag and Tweet live as
  defined.
          your event unfolds. Have your own people Tweet the headline facts; not too often, but often
  Settingenough thatengagementTwitter feeds catch the buzz. Let the people at the event supply the
         the rules of fast-moving Error! Bookmark not defined.
          commentary and opinion.
  Crisis and risk management over social media                                             Error! Bookmark not defined.

             Facebook Events take no time
             to create. You can make your
Contents public or private, and
      page
             send personal invitations to loyal
Contentscustomers and interested
               Error! Bookmark not defined.
        prospects. Facebook may not
 Being social in a regulated world Error! Bookmark not defined.
        be the newest kid on the block,
 Who wantsit’s still the most popularbank? Banks are boring, right? Error! Bookmark not defined.
        but to ‘engage’ with their
          social network, which means
  The opportunities for social media for financial services companies                                                              Error! Bookmark not
  defined.your event has a better chance
         of being found.
  Setting the rules of engagement                               Error! Bookmark not defined.

  Crisis and risk management over social media to spread the word. What sets Google’s relatively
          Google+ Events are another great way        Error! Bookmark not defined.
          recent event-planning platform apart is it encourages engagement before, during and after
             the event, linking Guide to Social Media and YouTube (more on this later). It’s also
             eModeration: Thewith Google+ hangouts Engagement for Financial Organisations fun to use
             and a doddle to master.


             For ticketing options which will allow payment, Eventbrite is the market leader, socially
             connected, with full data tracking and now with a new iPad ‘at the door’ credit card reader
             system.




                                                                                                                                                                                       5
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

  Type chapter title (level 2) .................................................................................................................................................................... 2
      Type chapter title (level 3) ............................................................................................................................................................... 3

Type chapter title (level 1)the
         Extending                            live experience
                                                 4

  Type chapter title (level 2) .................................................................................................................................................................... 5
         Social media allow brands and broadcasters to extend the reach of their events and bring
    Type chapter title (level 3) ............................................................................................................................................................... 6
         people close to the action. Fans can watch live streaming on YouTube, Google+ or
             Facebook, or submit ideas and questions to a live panel, for example. Here are some
Contents
      examples of how live events organisers have used social media:


Contents                Error! Bookmark not defined.
           Sports events
  Being social in a regulated world Error! Bookmark not defined.
       At the start of 2012, Livestream hooked up with The Championships at Wimbledon to give
  Who wants to ‘engage’ with theironline coverage and access. Fans were treated to up to five hours
       tennis fans unprecedented bank? Banks are boring, right? Error! Bookmark not defined.
        of live video streaming a day, and enjoyed interviews with players, press Bookmark not off-the-
  The opportunities for social media for financial services companies       Error! conferences,
        court reports and behind-the-scenes content that wasn’t seen on live TV.
  defined.

  Setting the rules theengagement Error! Bookmark not social media channels – fans chatted in real-
        But where of interaction really took off was on defined.
         time with each other during matches, shared photos, and got updates on everything
  Crisis and risk management over social media      Error! Bookmark not defined.
         happening at the tournament.



Contents

Contents                Error! Bookmark not defined.

  Being social in a regulated world                             Error! Bookmark not defined.

  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

  The opportunities for social media for financial services companies                                                              Error! Bookmark not
  defined.

  Setting the rules of engagement                               Error! Bookmark not defined.

  Crisis and risk management over social media                                             Error! Bookmark not defined.


             eModeration: The Guide to Social Media Engagement for Financial Organisations




                                        Wimbledon using Facebook & Livestream to create a mashup to
                                                 connect the press room to Facebook fans.



                                                                                                                                                                                       6
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

  Type chapter title (level 2) .................................................................................................................................................................... 2
      Type chapter title (level 3) ............................................................................................................................................................... 3
                                                                                                                      Entertainment shows
Type chapter title (level 1)                       4                                                                  Broadcasters aren’t just fighting for
                                                                                                                 audience figures. They’re wise to
  Type chapter title (level 2) .................................................................................................................................................................... 5
                                                                                                                 the power of user-generated
    Type chapter title (level 3) ............................................................................................................................................................... 6
                                                                                                                     content, and many live TV shows
                                                                                                                     are now created with social media
Contents                                                                                                             firmly in mind.

Contents                Error! Bookmark not defined.                                                                 In the UK, Strictly Come Dancing
  Being social in a regulated world                             Error! Bookmark not defined.                         and X Factor go head to head not
                                                                    just on the airwaves, but in the
  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
                                                                    Twittersphere. When it came to the
  The opportunities for social media for financial services companies
                                                                    crunch,Error!opening shows pulled
                                                                             the Bookmark not
  defined.                                                                                                           in a similar number of viewers.
                                                                                                                     However, X Factor trounced Strictly
  Setting the rules of engagement                               Error! Bookmark not defined.
                                                                                                           three-to-one in the Twitter stakes,
  Crisis and risk management over social media                                             Error! Bookmark not defined. an important victory – it
                                                                                                           handing it
                                                                                                                     was deemed the show that
                                                                                                                     everyone was talking about.

Contents

Contents                Error! Bookmark not defined.
                                                                                                                     The fashion world
  Being social in a regulated world                             Error! Bookmark not defined.
                                                                  Fashionistas are also using social
  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
                                                                  media to extend the catwalk
                                                                    experience. For example, UK
  The opportunities for social media for financial services companies      Error! Bookmark not
  defined.                                                          clothing brand Topshop created a
                                                                                                                     live-streaming, customisable
  Setting the rules of engagement                               Error! Bookmark not defined.
                                                                                                           catwalk experience, first debuted
  Crisis and risk management over social media                                                             during Fashion Week in September
                                                                                           Error! Bookmark not defined.
                                                                   2012. It works by synching live-
             eModeration: The Guide to Social Media Engagement for Financial Organisations the
                                                                streaming of the show with
             website, delivering a real-time customisable catwalk experience. Watchers can instantly buy
             the look strutting down the runway, browse the different colour options for the outfit, check
             out (and purchase) the make-up the models are wearing, share live photos of each model /
             outfit, and even download the music playlist. Find out more about social media fashion
             trends in our whitepaper on how the fashion industry is using social media.




                                                                                                                                                                                       7
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

  Type chapter title (level 2) .................................................................................................................................................................... 2
      Type chapter title (level 3) ............................................................................................................................................................... 3

         Politics
Type chapter title (level 1)                       4

  Type chapter2012(level 2) .................................................................................................................................................................... 5
         The title US election saw campaigns fought online like never before – the internet and social
    Type media platforms3) ............................................................................................................................................................... 6
         chapter title (level have become key political battlefields.

             The Democrats wasted no time in using Twitter, Tumblr, Reddit, Linkedin and Facebook to
Contents
      engage voters and mobilise volunteers. The Republicans also pumped serious resource into
        their social media strategy. The Party’s YouTube channel was the online hub for its
Contentsconvention, dubbednot defined.
               Error! Bookmark the “Convention Without Walls” – the idea being anyone can be part of

  Being social matter where they are Error! Bookmark not defined.offered behind-the-scenes coverage
         it, no in a regulated world in the country. And they
         with an array of other connected platforms, like Facebook and Google+ Hangouts, and hired
  Who wants to ‘engage’ with their bank?the channels. Obama made history back in January 2012
         social media reporters to update Banks are boring, right? Error! Bookmark not defined.
  The opportunities for social media for financial services companies turned into a huge success.
          with the first ever Presidential Google+ Hangout: a risk which   Error! Bookmark not
  defined.Facebook friends aren’t forever though: post-election, Mitt Romney lost 847 Facebook “likes”
                                                                                    per hour.
  Setting the rules of engagement                               Error! Bookmark not defined.

  Crisis and risk management over social media                                             Error! Bookmark not defined. were served up their
                                                                                                     Even Xbox gamers
                                                                                                         own slice of the Presidential race, with an
                                                                                                         Obama-Romney debate streamed live to
                                                                                                         their console via the online Xbox Live
Contents                                                                                                 service. They had chance to answer
                                                                                                         polling questions via Twitter #XboxPoll,
Contents                Error! Bookmark not defined.
                                                                                          and see reactions to their questions in real
  Being social in a regulated world                                                       time.
                                                                Error! Bookmark not defined.

  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

  The opportunities for social media for financial services companies                                                              Error! Bookmark not
  defined.

  Setting the rules of engagement                               Error! Bookmark not defined.

  Crisis and risk management over social media                                             Error! Bookmark not defined.

             Sharing ideas Guide to Social Media Engagement for Financial Organisations
             eModeration: The
             TEDx is a great example of a format that takes a live event and uses online media to extend
             its audience and share ideas beyond the event’s physical attendees. Live streaming of the
             event means you can still be a part of the discussion and share a connection with those
             interested in the topic.




                                                                                                                                                                                       8
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

  Type chapter title (level 2) .................................................................................................................................................................... 2
      Type chapter title (level 3) ............................................................................................................................................................... 3

         Fuelling the
Type chapter title (level 1)             live-event fire
                                              4

  Type chapter title (level 2) .................................................................................................................................................................... 5
         Certain events will always generate huge numbers of social shares / follows, and here brands
    Type chapter title (level 3) ............................................................................................................................................................... 6
         and broadcasters have a choice. They either ‘curate’ and manage user-generated content,
             repurposing it to stimulate even more of a buzz around the event; or they can leave the
Contents
      content be, and allow the buzz to spread purely virally.


ContentsSome Error! Bookmark not defined.
             high-profile events that spurred
         huge social media activity:
  Being social in a regulated world Error! Bookmark not defined.

  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

  The opportunities for social media for financial services companies                                                              Error! Bookmark not
  defined.

  Setting the rules of engagement                               Error! Bookmark not defined.

  Crisis and risk management over social media                                             Error! Bookmark not defined.




Contents

Contents                Error! Bookmark not defined.

  Being social in a regulated world                             Error! Bookmark not defined.

  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

  The opportunitiesWedding media for financial services companies
        The Royal for social                                                                                                       Error! Bookmark not
  defined.When Prince William tied the knot with Kate Middleton, social media channels were fit to

  Settingburst. On of engagement Error! Bookmark notpeople in the UK used their Facebook status to
           the rules their big day, more than one million defined.
          discuss the nuptials, with some 684,399 updates referencing the marriage in just four hours –
  Crisis and risk management over social media          Error! Bookmark not defined.
          that’s 47 mentions every second. Stateside, there was also huge interest in the couple, with
             US Facebook users posting nearly two million updates.
             eModeration: The Guide to Social Media Engagement for Financial Organisations

             The wedding was an excellent example of how social media can capture what people are
             thinking and propel anything into public consciousness. Not that long ago, Princess Beatrice
             might have got away with just a rebuke from the style police for her odd-looking hat. But in
             the social media age there’s nowhere to hide. Her headwear has assumed cult status – the
             ‘Princess Beatrice’s Ridiculous Royal Wedding Hat’ Facebook page has more than 134,000
             likes.




                                                                                                                                                                                       9
Managing social media around live events

Table of Contents

Type chapter title (level 1)                        1

   Type chapter title (levelMusic Awards
          MTV Video 2) .................................................................................................................................................................... 2
        Type The 2012 MTV Europe Music Awards event on November 11th was one of the most social
             chapter title (level 3) ............................................................................................................................................................... 3
         events ever: a textbook example of how social media can be used to extend an event’s
Type chapter title (level 1)             4
         boundaries far beyond the event itself. This year’s show was laden with social media activity,
         the cross-platform campaign incorporating gamification, social 'clout' rewards, social
  Type chapter title (level 2) .................................................................................................................................................................... 5
        Type sentiment, a Video Wall Studio and a second screen live viewing experience across 36
             chapter title (level 3) ............................................................................................................................................................... 6
               regions and 22 languages. MTV screened the Backstage Show live online during commercial
               breaks, giving music fans access to behind the scenes action, red carpet arrivals, live artist
Contents
      interviews and the presentation of two awards. The Video Wall Studio featured the popular
        MTV EMA Twitter Tracker which this year had three modes: Buzz, Photos, and the Prediction
Contents       Error! Bookmark not defined.
        hashtag #EMAWIN.
 Being social in a regulated world Error! Bookmark not defined.
         The EMA amassed a whopping 5.7 million tweets during the show according to the Twitter
   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
         Tracker: here are the winners on the leaderboard. Fans could chat, share viral moments, and
   The opportunities for social mediawinners. Via the AttracTV overlay, fans had access to alternate
         receive real-time alerts on for financial services companies        Error! Bookmark not
   defined.camera views, live polling and artist twitter feeds.

   Setting the rules of engagement                                Error! Bookmark not defined.
                                                                                                             This kind of event takes at least a
   Crisis and risk management over social media                                             Error! Bookmark not defined.
                                                                                                             year to plan, and needs a long tail
                                                                                                                       to get the fans involved. MTV
                                                                                                                       began the social media lead up to
Contents                                                                                                               the event in August 2012, with a
                                                                                                                       Facebook competition to win
Contents                  Error! Bookmark not defined.                                                                 tickets to the awards, and regular
                                                                                                                       updates, reminders and teasers as
   Being social in a regulated world                              Error! Bookmark not defined.
                                                                                                                       the date drew near.
   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

   The opportunities for social media for financial services companies                                                              Error! Bookmark not
   defined.

   Setting the rules of engagement                                Error! Bookmark not defined.

   Crisis and risk management over social media                                             Error! Bookmark not defined.


               eModeration: The Guide to Social Media Engagement for Financial Organisations




                                                                                                                                                                                      10
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

  Type chapter title (level 2) .................................................................................................................................................................... 2
      Type chapter title (level 3) ............................................................................................................................................................... 3
              The Olympic Games
         The 2012 sporting spectacular has been dubbed the first ‘socialympics’, with Twitter providing
Type chapter title (level 1)  4

  Type chapter title (level 2)commentary to the games (which gave those trying to watch NBC’s much-
         the alternative .................................................................................................................................................................... 5
    Type criticised patchy and delayed coverage at least some idea of what was happening) and
         chapter title (level 3) ............................................................................................................................................................... 6
             athletes’ profiles gaining massive followings. During the opening ceremony, Twitter saw more
             Tweets in a single day (9.66 million mentions) than it saw during the whole duration of the
Contents 2008 Olympics.
      Beijing

ContentsHowever, it Bookmark not defined.
            Error! wasn’t without controversy: some athletes were either loose-lipped, or gagged;

  Being social in a regulated world ride the Olympic wave and create promotional activity around
         and brands who wanted to Error! Bookmark not defined.
         the event were subject to a legal quagmire of restrictions (see our Social Media Guide to the
  Who wants to ‘engage’ withaimed to layBanks are boring, right? Error! Bookmark not defined.
         2012 Olympics which their bank? a pathway through the quagmire).
  The opportunities for social media for financial services companies                                                              Error! Bookmark not
  defined.

  Setting the rules of engagement                               Error! Bookmark not defined.

  Crisis and risk management over social media                                             Error! Bookmark not defined.




Contents

Contents                Error! Bookmark not defined.

  Being social in a regulated world                             Error! Bookmark not defined.

  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

  The opportunities for social media for financial services companies                                                              Error! Bookmark not
  defined.

  Setting the rules of engagement                               Error! Bookmark not defined.

  Crisis and risk management over social media                                             Error! Bookmark not defined.


             eModeration: The Guide to Social Media Engagement for Financial Organisations




                                                                                                                                                                                     11
Managing social media around live events

Table of Contents

Type chapter title (level 1)                        1

          Political speeches
   Type chapter title (level 2) .................................................................................................................................................................... 2
       Type Politicians have always delivered powerful speeches that got people talking – but in the past
            chapter title (level 3) ............................................................................................................................................................... 3
         it was far harder to quantify exactly how much people were talking. You could run a radio
Type chapter title (level 1)       4
         phone-in right after the speech, but that would hardly be a representative sample. Or you
  Type chapter title (level opinion poll to gauge the impact of the speech, but it would take time to
         could run an 2) .................................................................................................................................................................... 5
       Type collect title (level 3) ............................................................................................................................................................... 6
            chapter and analyse the results.


               Today, Twitter releases figures almost immediately after major political rallies – you can see
Contents
      quickly how many people are talking about a subject, and with what intensity thanks to the
        Tweets per minute stats. According to Twitter’s official blog, the Democratic National
Contents       Error! Bookmark not defined.
        Convention generated more than 9.5 million Tweets – more than double the Republican
 Being social in aConvention. Not allError! Bookmark not good news: sentiment analysis tools will tell you
        National regulated world         buzz of course, is defined.
        whether the opinion is for or against.
   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

   The opportunities for also set a new record for political moments: 52,756 Tweets per minute right after
         The President social media for financial services companies          Error! Bookmark not
   defined.he finished his acceptance speech. And when it came to sound bites, Obama scored big

   Settingagain: moreengagement “I'm no longer just the candidate, I'm the President”, and 39,000
            the rules of than 43,000 for Error! Bookmark not defined.
           for “I will never turn Medicare into a voucher”.
   Crisis and risk management over social media          Error! Bookmark not defined.




Contents

Contents                 Error! Bookmark not defined.

   Being social in a regulated world                             Error! Bookmark not defined.

   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

   The opportunities for social media for financial services companies                                                              Error! Bookmark not
   defined.

   Setting the rules of engagement                               Error! Bookmark not defined.

   Crisis and risk management over social media                                             Error! Bookmark not defined.


               eModeration: The Guide to Social Media Engagement for Financial Organisations




                                                                                                                                                                                      12
Managing social media around live events

Table of Contents

Type chapter title (level 1)                        1

          Types of social media live events
   Type chapter title (level 2) .................................................................................................................................................................... 2
        Type chapter title (level 3) ............................................................................................................................................................... 3

Type chapter titleis(level 1)scope for different types of social engagement with live events, but we’ve
         There huge                      4
         attempted to categorise them into three types:
  Type chapter title (level 2) .................................................................................................................................................................... 5
        Type chapter title (level 3) ............................................................................................................................................................... 6
               Live chats, comment participation.
               The audience is either live at the event or watching it remotely, and they use a second
Contents
      screen/mobile device to provide crowd-sourced commentary. Social media may be curated
               (cherry picked, editorially guided) or not (simply moderated). Minimal editorial input is
Contentsrequired if using a host, but guiding discussion during the quiet bits or providing commentary
               Error! Bookmark not defined.
        is the way forward. This would be live to big screen or scrolling on TV; it can be a huge hit, but
 Being social in a regulated world Error! Bookmark not defined.
        needs perfect moderation to ensure no inappropriate content is accidentally published.
 Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
           Examples:
   The opportunities for social media for financial services companies   Error! Bookmark not
              The FA Cup Final Tweets and audio clips were displayed on ITV website alongside the
   defined.
                 live match.
   Setting the rules of engagement Error! Bookmark not defined.

   Crisis and riskHosted live chats on social media of reality Bookmark not defined. Apprentice and X
                  management over the websites         Error! TV shows such as The
                  Factor. Live chats during broadcaster’s special events such as elections, or the Royal
                         Wedding.

Contents
                        US Tennis Open 2011: : The US Tennis Open attached match stats and news to viewers’
                         tweets and displayed them on the US Open website.
Contents                 Error! Bookmark not defined.

   Being social in a regulated world                              Error! Bookmark not defined.

   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

   The opportunities for social media for financial services companies                                                              Error! Bookmark not
   defined.

   Setting the rules of engagement                                Error! Bookmark not defined.

   Crisis and risk management over social media                                             Error! Bookmark not defined.


               eModeration: The Guide to Social Media Engagement for Financial Organisations




                                                                                                                                                                                      13
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

         Live events, no broadcast coverage
  Type chapter title (level 2) .................................................................................................................................................................... 2
      Type chapter title (level 3) ............................................................................................................................................................... 3
         Here the emphasis is much more on encouraging participants at the event to blog or tweet,
Type chapter give(level 1)
         to title a flavour of what is going on and to create a record of the event. Events may be
                                4
         streamed live or not, but there is no attempt to pull in UGC to the event itself.
  Type chapter title (level 2) .................................................................................................................................................................... 5
      Type chapter title (level 3) ............................................................................................................................................................... 6
          Examples:
                       Product launches
Contents
                       Seminars
                       Conferences
Contents                Error! Bookmark not defined.

  Being social in a regulatedattending your event – whether in person, or virtually – to post to any
         Encourage people world Error! Bookmark not defined.
         channels dedicated to the event (your webpage, Facebook, Google+ and so on). Make
  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
         sure, however, that you
  The opportunities these channels so financial services companies
         moderate for social media for                                     Error! Bookmark not
  defined.you don’t end up associated
         with inappropriate content).
  Setting the rules of engagement Error! Bookmark not defined.

  Crisis and risk management over social media
          Live blogging and Tweeting                                                       Error! Bookmark not defined.
             can be a great way of
             engaging people who don’t
             want to attend or view the
Contents
             whole event, but are
        interested in the highlights.
Contents       Error! Bookmark not defined.
        Consider platforms like Storify
 Being social in a regulated world Error! Bookmark not defined.
        to bring all your event’s social
  Who wants to ‘engage’ place.
       content into one with their bank? Banks are boring, right? Error! Bookmark not defined.

  The opportunities for social media for financial services companies                                                              Error! Bookmark not
  defined.

  Setting the rules of engagement                               Error! Bookmark not defined.

  Crisis and risk management over social media                                             Error! Bookmark not defined.


             eModeration: The Guide to Social Media Engagement for Financial Organisations




                                                                                                                                                                                     14
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

         Q&As
  Type chapter title (level 2) .................................................................................................................................................................... 2
      Type chapter title (level 3) ............................................................................................................................................................... 3
         Often technically similar to Live Chats, but here the curator/host role is very important,
Type chapter title (level 1)  4
         because audience expectations will always far out-run the ability of your guests to respond.
  Type chapter need to collate similar questions alongside the Q/A stream, and manage expectations.
         You title (level 2) .................................................................................................................................................................... 5
    Type Encourage(levelaudience to offer answers to the questions themselves, to fill the gaps while
         chapter title the 3) ............................................................................................................................................................... 6
             your guest is replying; it involves more people. Note the problems associated with issues like
             health or money matters, where everyone wants their question answered and people want
Contents personal advice – which you won’t be able to provide. They are often poor user
      very
        experiences because of this, and questions should be selected so that the answers can be as
Contentsgeneral as possible. not defined.
              Error! Bookmark

  Being social in a regulated world Error! Bookmark not defined.
         Choose the right software. It’s important to use software that publishes the question and
  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
         answer together, and enables ‘question queuing’. For example, when the moderator finds a
  The opportunities for social media for financial services companies
         suitable question from the incoming suggestions, they can place it in a Bookmarkqueue,
                                                                            Error! 'holding' not
  defined.where it can later be read and answered by the host or guest panellist. Ideally, the software

  Settingshould letof engagementwho posted the question know that their question is on hold, so they
           the rules the contributor     Error! Bookmark not defined.
          don't keep repeating it. This 'why won't they publish / answer my question?' frustration is the
  Crisis and risk management over when users are 'inError!room' withnot defined.(it’s less of an issue where
          most common complaint social media              the Bookmark the chat
             the feed is drawn from Tweets or other 'remote' sources).


      Examples:
Contents
                       Doctor Who Q&A at Expo Comic
               Con (Edited YouTube version)
Contents        Error! Bookmark not defined.
               was streamed live on You Tube,
  Being social in a regulated world Error! Bookmark not defined.
               with questions on YouTube and
             the Facebook Page
  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
           The Obama Google+ hangout
  The opportunities for social media for financial services companies      Error! Bookmark not
  defined.

  Setting the rules of engagement                               Error! Bookmark not defined.

  Crisis and risk management over social media                                             Error! Bookmark not defined.


             eModeration: The Guide to Social Media Engagement for Financial Organisations




                                                                                                                     ↑ Click to see the Dr Who Q&A
                              Click to see the Obama hangout ↑




                                                                                                                                                                                     15
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

         How to manage and curate social media for live events
  Type chapter title (level 2) .................................................................................................................................................................... 2
      Type chapter title (level 3) ............................................................................................................................................................... 3

Type chapter title (level 1)                       4
             Engagement
  Type chapter title (level 2) .................................................................................................................................................................... 5
      Type chapter title (level 3) ............................................................................................................................................................... 6
          In today’s digital world, you can’t afford not to use social media to drive engagement
             around your live event. How successful you are in harnessing these channels will have a major
Contents
      impact on the success of the overall event. So it’s crucial to engage people at every
        opportunity, before, during and after the event.
Contents     Error! Bookmark not defined.

  Being social in a regulated world Error! Bookmark nota great example of how to maximise
         The University of Southampton in the UK offers defined.
         engagement around a conference. During a live event, ‘Social Media Champions’ carried
  Who wants to ‘engage’ with their bank? Banks areabout their experiences and interactions via
         out interviews with conference participants boring, right? Error! Bookmark not defined.
  The opportunities for social media for financial services companiesand Corkboard. Theynot
          Twitter, Storify, Flickr, Vimeo, LinkedIn, Facebook, QR codes   Error! Bookmark also
  defined.collected delegate feedback after the event.

  Setting the rules of engagement Error! Bookmark not defined.
          During your event, engage with the community as much as possible. If you can,
  Crisis and risk management over social media from users – but notcourse, if you’re running a live TV
          acknowledge and respond to comments Error! Bookmark of defined.
             event, for example, sheer volumes will make that impossible. But you can spot themes and
             trends in user comments, and post responses that address those themes.

Contents
      Generally, events that ask questions have a higher engagement rate than those that just
        invite comments. For example, when a host asks, ‘Who’ll win tonight’s showdown?’, it makes
Contents       Error! Bookmark not defined.
        it very easy for people to respond. Tip: a lot of the responses will be repetitive, so encourage
 Being social in a regulated world Error! Bookmark not defined.
        and display the concise and entertaining ones.

  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
        Be human. When you host a live chat and respond to comments, sound like a human being.
  The opportunities for social media for financial services companies
        If you sound friendly, helpful and like a real person, your brand willError! Bookmarkas one
                                                                               come across not
  defined.participants can relate to. And that’s what brand building is all about – sharing an emotional

  Settingconnection.engagement
         the rules of                                           Error! Bookmark not defined.

  Crisis and risk management over social media       Error! Bookmark not defined.
          Be responsive. Contributors love the personal touch of being acknowledged, and the chat
             going in a direction they’ve set. And a good Host can lessen the disappointment of those not
             eModeration: The Guide to Social Media Engagement for Financial Organisations
             seeing their comments posted by co-ordinating with the moderator and addressing any
             complaints promptly and appropriately. Remember, it’s all about the quality of the
             engagement, not the quantity.




                                                                                                                                                                                     16
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

  Type chapter title (level 2) .................................................................................................................................................................... 2
      Type chapter title (level 3) ............................................................................................................................................................... 3
             Curation
Type chapter title media moves fast. Something interesting happens, and suddenly people post content
         Social (level 1)      4

  Type chapter titleangles. .................................................................................................................................................................... 5
         from all (level 2) This means one of the most important considerations when preparing for any
    Type live event is how3) ............................................................................................................................................................... 6
          chapter title (level to curate all that content. You need to bring a sense of order and clarity to
             proceedings, otherwise all those posts will just come across as ‘noise’. Get it right and you’ll
             foster trust in your brand, enjoy a greater level of engagement, and see more people tuning
Contents future events. It’s easy to feel overwhelmed by how much you need to take charge of.
      in for

ContentsSpotlightingBookmark notcomments is a good way to encourage participation from your
               Error! interesting defined.
         community. Create a system to collate interesting comments, and highlight them (using
  Being social in a regulated world Error! Bookmark not defined.
         ‘editors’ picks’, for example, as some news sites do). This is also a valuable way of collecting
  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
         feedback after the event.
  The opportunities for social media for financial services companies                                                              Error! Bookmark not
  defined.

  SettingPreparation
         the rules of engagement                                Error! Bookmark not defined.

  Crisis and risk management over social media                                             Error! Bookmark not defined.
             Set guidelines
             People need – actually, like – boundaries, and with a hosted event it is essential to set them.
             Put the rules somewhere they shouldn’t be missed. If the opportunity or the need arises, direct
Contents
      people to check them out. Be very clear about what’s acceptable and what’s not. And
        make sure you enforce your terms, otherwise you’re compromising your integrity and your
Contents      Error! Bookmark not defined.
        reputation.
  Being socialmoreregulated world Error! Bookmark not defined. media technology moves fast, you
         One in a thing: review your guidelines regularly. Social
         can’t afford to lag behind. What worked this year may backfire on you next time around.
  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

  The opportunities for social media for financial services companies
        Manage expectations                                                                                                        Error! Bookmark not
  defined.Don’t oversell participation. Most contributors won’t see their posts on screen, so there’s no

  Settingpoint promising something you can’t deliver. If defined. you’ll annoy people (who will be very
           the rules of engagement Error! Bookmark not you do,
          visible with their annoyance) and they’ll have less confidence in you in future. Many
  Crisis and risk management over social media        Error! Bookmark not defined.
          questions / comments carry a common theme, so one way around ‘participation frustration’
             is to have a separate display of frequently posted comments, or variations on a popular
             eModeration: The Guide to Social Media Engagement for Financial Organisations
             question you are going to answer just once. If contributors see their question has been
             covered, they’ll be less likely to feel shut out.


             Avoid arguments
             Don’t get drawn into discussing individual acts of moderation – it’s asking for trouble and
             diverting resource that’s better spent elsewhere. Again, just remind the contributor of the
             rules. They’ll get the message eventually.




                                                                                                                                                                                     17
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

  Type chapter title (level 2) .................................................................................................................................................................... 2
      Type chapter title (level 3) ............................................................................................................................................................... 3
             Moderation
Type chapter title (level 1)                       4
         You’ll need robust moderation in place to prevent your event being hijacked. This is fast-
  Type chapter title (level 2) .................................................................................................................................................................... 5
    Type paced,title (level 3) ............................................................................................................................................................... 6
         chapter highly-pressured work: we recommend at least two moderators working
             simultaneously to allow for high volumes and shifts to be scheduled to allow for staff breaks in
             order to maintain concentration levels.
Contents
        Brands adopt different approaches to moderating user-generated content. In fact, how they
Contentsmoderate is in itself a reflection of their brand values. Below are some universal truths worth
             Error! Bookmark not defined.

  Being social in a regulated world the nature of the not defined.
         considering, regardless of Error! Bookmark event.

  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
       Choose pre or post-moderation
  The opportunities for social media for financial services companies it’s reviewed (post-
          Put another way, will you allow content to appear live before     Error! Bookmark not
  defined.moderating), or would you rather review all content before goes live (pre-moderated)?
          Which method you choose will hinge on the channel, the type of event you’re running, how
  Setting the rules of engagement Error! Bookmark not defined.
          many participants you’re expecting, and what level of risk is acceptable to you.
  Crisis and risk management over social media     Error! Bookmark not defined.
             In our experience, moderating during a hectic live event is less about rejecting unsuitable
             comments, and more about choosing the best and most apt comments for publication
             (cherry-picking), so pre-moderation is recommended. You improve the whole experience by
Contents
      providing better quality, content which can be screened for bias, heavily reduce the risk of
        inappropriate content, and provided you are set up right, there is no appreciable loss of
Contents       Error! Bookmark not defined.
        immediacy. Moderated content can appear live on the right platform in seconds.
 Being social in a regulated world Error! Bookmark not defined.

  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

  The opportunities for social media for financial services companies                                                              Error! Bookmark not
  defined.                         “At the peak of the World Cup, when
  Setting the rules of engagement goals were scored, a Tweet a second was
                                     Error! Bookmark not defined.
                                   coming onto the tool, and we were
  Crisis and risk management over social media
                                   clearing themError! Bookmark not defined.
                                                      nearly as quickly. The
                                   tweeted goals came on screen only five
          eModeration: The Guide to Social Media Engagement for Financial Organisations
                                   seconds after the ball actually went in
                                   the net. It felt like fan commentary”

                                                             Moderator, ITV Twitterfall World Cup 2011




                                                                                                                                                                                     18
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

  Type chapter title (level 2) .................................................................................................................................................................... 2
    Type If you post-moderate, then remember that even if content is only up there for a few seconds,
          chapter title (level 3) ............................................................................................................................................................... 3
         that’s enough time for a Retweet or screengrab. The pressure on the moderation team will be
         very heavy.
Type chapter title (level 1)  4

  Type chapter title (level 2) .................................................................................................................................................................... 5
    Type It’s an obvious point, but worth mentioning that you can’t moderate Twitter. Tweets can only
          chapter title (level 3) ............................................................................................................................................................... 6
             be deleted by the user or by Twitter itself. What you can (and should) do is moderate them
             before you publish a stream curated from keywords or hashtags. Beware also the Twitter
Contents
      spambots who will leap on trending hashtags and ruin an event for everyone.

ContentsWith some channels not defined.Facebook, Google+ and YouTube – you can’t pre-moderate.
              Error! Bookmark – notably

  Being social in a regulated world Error! Bookmark not defined. very quick. You can at least set filters in
         Which means that moderation needs to be very, very,
         Facebook and via Facebook tools to help with anticipated inappropriate content.
  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

  The opportunities for social media for team needs to set moderation guidelines (more complex
          The community management financial services companies               Error! Bookmark not
  defined.versions of the user guidelines) which can be easily referred to during the event. Inevitably
          there will be some ‘grey areas’ and potential emergencies (bomb threats etc). Provision
  Setting the rules of engagement Error! Bookmark not defined.
          should be made for escalation during an event.
  Crisis and risk management over social media       Error! Bookmark not defined.

             Control the flow
             Part of the moderation team’s job is to control the speed at which comments are published.
Contents brands base their KPIs on the number of comments displayed during the event, but this
      Some
        is misleading. Depending on the display, participants won’t be able to read more than 150-
Contents180 words aBookmark not defined.
                Error! minute. If an average message is 20 to 30 words, they can only read six to 10

  Being social in a regulated world means Bookmark not only be scrolled through at that rate. This is
         messages a minute, which Error! they should defined.
         what we call a natural 'throttle' on the level of user participation. Most software allows for pre-
  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
         moderation with a slight delay and a good moderator will make sure that the stream is
  The opportunities for not too fast. for financial services companies
         constant and social media                                             Error! Bookmark not
  defined.

  Setting the rules of engagement                               Error! Bookmark not defined.

  Crisis and risk management over social media                                             Error! Bookmark not defined.


             eModeration: The Guide to Social Media Engagement for Financial Organisations




                                                                                                                                                                                     19
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

  Type chapter title (level 2) .................................................................................................................................................................... 2
      Type Keep the conversation balanced
           chapter title (level 3) ............................................................................................................................................................... 3
         Cherry-pick between different media and opposing opinions, for example, to ensure that
Type chapter title (level 1) 4
         published content reflects what is happening in the live event, and the direction in which the
         hosts would like it to go.
  Type chapter title (level 2) .................................................................................................................................................................... 5
      Type chapter title (level 3) ............................................................................................................................................................... 6
          If there is to be a Q&A element to the event, the software needs to allow for 'queuing' of
             questions: when the moderator finds a suitable question from the queue of incoming
Contents
      comments, they select and place it in a 'holding' queue, where the question can be read
        and answered by the Host or guest panellist. When the answer is ready, the software will,
Contentsideally, publish the question and answer together.
               Error! Bookmark not defined.

  Being social in a regulated world Error! Bookmark not defined.
         Control the conversation
  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
         Live debates and Q&A-style chats need special handling because at any moment you might
  The opportunitiesdeluge of commentsfinancial services companies direction. Be on thenot
         receive a for social media for that skew the debate in one        Error! Bookmark lookout for
  defined.counter-arguments to balance it out, and be aware of agenda-driven hardliners trying to
          narrow the debate to a single issue. So keep a tight rein on the discussion and make sure it
  Setting the rules of engagement Error! Bookmark not defined.
          follows the format you want, otherwise the loudest voices will drive the conversation. Make
  Crisis and risk management over social mediaaccount: Bookmark not defined.
          sure though that you take context into      Error! comments about how immigrants impact
             the economy should be handled differently to those that are just plain race discrimination.


                                                                                                                                 Constant communication
Contents
                                                                                                                                 Keeping the lines open
                                                                                                                                 between the organisers, the
Contents                Error! Bookmark not defined.
                                                                                                                                 host and the community
  Being social in a regulated world                             Error! Bookmark not defined.                                     management and
  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. is
                                                                          moderation teams
                                                                          essential. The Community
  The opportunities for social media for financial services companies      Error! Bookmark not
                                                                          Manager or Host can quickly
  defined.
                                                                          respond to specific issues
  Setting the rules of engagement                               Error! Bookmark not defined.                                     arising from the event or
                                                                                                                   from the chat. S/he should
  Crisis and risk management over social media                                             Error! Bookmark not defined.
                                                                                                                   give instructions to the
                                                                         moderation team, and from
             eModeration: The Guide to Social Media Engagement for Financial Organisations
                                                                         them gather sentiment from
                                                                                                                                 the comments which aren't
             being published. This allows the moderators to not only provide feedback on issues that the
             users want to talk about, but where the conversation has yet to lead.




                                                                                                                                                                                     20
Managing social media around live events

Table of Contents

Type chapter title (level 1)                       1

         Be brief
  Type chapter title (level 2) .................................................................................................................................................................... 2
      Type Shorter title (level 3) mean more messages make it on screen, and typically result in greater user
           chapter messages ............................................................................................................................................................... 3
         engagement. But take context into account. Pithy comments during America’s Got Talent
Type chapter title (level 1)
         are fine, but during a4serious news event they could appear inappropriate or insensitive.
  Type chapter title (level 2) .................................................................................................................................................................... 5
    Type Never allow abusive comments. Ever.
         chapter title (level 3) ............................................................................................................................................................... 6
             It’s really important you’re consistent with enforcing this rule. For example, if you forbid all
             swear words, don’t turn a blind eye to an expletive just because the rest of the post is right on
Contents money. A moderation tool will give you the opportunity to block abusive users or
      the
        spammers, but it’s also worth remembering that contentious subjects stir up strong feelings. So
Contentsgive people a chance. Sometimes they just need reminding of the rules, and not to let
              Error! Bookmark not defined.

  Being social in a regulated abuse. Error! Bookmark not defined.
         passion give way to world

  Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

  The opportunities for social media for financial services companies                                                              Error! Bookmark not
  defined.

  Setting the rules of engagement                               Error! Bookmark not defined.


               “ Close to 40 percent of Americans now use their
  Crisis and risk management over social media                                             Error! Bookmark not defined.


                 tablets or smartphones while watching TV at
Contents         least once a day, and twice as many do it at least
Contents         once a month ... these devices are omnipresent,
               Error! Bookmark not defined.

 Being social in and not world among the youth. Today, more than
                 a regulated just Error! Bookmark not defined.

 Who wants to ‘engage’ with theirof people use their smartphone at
                 39 percent bank? Banks are boring, right? Error! Bookmark not defined.
 The opportunities for social media for financial services companies TV,Error! Bookmark not
                 least once a day while watching                         62 percent
 defined.
                 say they do this multiple times a week and 84
 Setting the rules of engagement Error! Bookmark not defined.


                                                                                                                              ”
                 percent do at least once a month.
  Crisis and risk management over social media                                             Error! Bookmark not defined.


             eModeration: The Guide to Social Media Engagement for Financial Organisations
                                                                                         Nielsen Cross-Platform Report . Q2 2012




                                                                                                                                                                                     21
Managing social media around live events

Table of Contents

Type chapter title (level 1)                        1

          Channels
   Type chapter title (level 2) .................................................................................................................................................................... 2
        Type chapter title (level 3) ............................................................................................................................................................... 3

Type chapter title not going to pretend we’ve covered all the options. But here are some tips for a few
         We’re (level 1)                 4
         FREE events channels you may want to consider:
  Type chapter title (level 2) .................................................................................................................................................................... 5
        Type chapter title (level 3) ............................................................................................................................................................... 6
               Live streaming via YouTube
Contents
               For anyone who can’t get to your event, live streaming is the next best thing and can work
        wonders for extending a brand’s reach.
Contents    Error! Bookmark not defined.

   Being social in ais a social media heavyweight and remains hugely popular – more than four billion
          YouTube regulated world Error! Bookmark not defined.
         hours of video are watched every month, making it the largest video network in the world. So
   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
         it’s well worth considering broadcasting live using this trusted platform. You can even stream
   The opportunities for social media for financial services companies then links Bookmark not
         straight from your webcam, using a Google+ Hangout, which             Error! to your YouTube
   defined.channel for the actual live broadcast.

   Setting the rules of engagement Error! Bookmark not defined.
           Sheer weight of YouTube numbers means you could bring a lot of exposure to your live event
   Crisis and risk management over social media    Error! Bookmark not defined.
           and brand. Once you’ve set up your broadcast, use every social media channel you can to
               forward the YouTube link.


Contents beware of comments on YouTube: the anonymity of the channels makes it more
      But
               susceptible than most to abusive comments and spam. Approach with caution, and
Contentsmoderate the comments (or disable them) so your streamed event isn’t associated with
               Error! Bookmark not defined.
        inappropriate content.
 Being social in a regulated world Error! Bookmark not defined.

   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

   The opportunities for social media for financial services companies                                                              Error! Bookmark not
   defined.

   Setting the rules of engagement                                Error! Bookmark not defined.

   Crisis and risk management over social media                                             Error! Bookmark not defined.


               eModeration: The Guide to Social Media Engagement for Financial Organisations




                                                                                                                                                                                      22
Managing social media around live events

Table of Contents

Type chapter title (level 1)                        1

          Google+ Events and Hangouts
   Type chapter title (level 2) .................................................................................................................................................................... 2
       Type chapter title (level 3) ............................................................................................................................................................... 3
         You can use Google+ Events pretty much as you would do Facebook Events: to invite an
Type chapter title (level 1)        4
         audience to an actual physical event at a location. You then have the option of inviting the
  Type chapter title (level 2) photos and comments from the event. Want to reach wider than your invited
         guests to share .................................................................................................................................................................... 5
       Type audience? (level 3) ............................................................................................................................................................... 6
            chapter title Then ‘Make this an event on air’ (not the same as streaming it live) opens it up to
               the public at large and anyone can share the invitation and upload photos.

Contents beware: you can’t pre-moderate content in Google+ (though you can delete it when it’s
      But
        posted), so if your event is public, you might want to think carefully before you encourage
Contents       Error! Bookmark not defined.
        people to comment and share images live.
 Being social in a regulated world Error! Bookmark not defined.
                                                                            Google+ Hangouts allows
 Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.
                                                                            free video conferencing for
 The opportunities for social media for financial services companies        up to 10 people – which is
                                                                             Error! Bookmark not
   defined.                                                                                                                       pretty neat in itself. But
                                                                                                                                  more importantly for this
   Setting the rules of engagement                               Error! Bookmark not defined.
                                                                                                                    paper, you can “Enable
   Crisis and risk management over social media                                             Error! Bookmark not defined.
                                                                                                                    Hangouts On Air” to stream
                                                                                                                                  your live hangout publicly
                                                                                                                                  on your Google+ profile,
                                                                                                                                  your YouTube channel and
Contents
                                                                                                                                  your website, and of course
                                                                                                                                  invite. You can post a
Contents                 Error! Bookmark not defined.
                                                                                                                                  recorded version to
   Being social in a regulated world                             Error! Bookmark not defined.                                     YouTube as well.
   Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.

   The opportunities for social media for financial services companies                                                              Error! Bookmark not
   defined.

   SettingTheCommunityManager.com has Bookmark not defined. manage a hangout.
           the rules of engagement Error! good tips on how to

   Crisis and risk management over social media         Error! Bookmark not defined.
           It’s not yet possible to use Google+ Events to schedule a Hangout On Air or to broadcast an
               event. But you can use Google+ Hangouts and Google+ Events together to get the same
               eModeration: The Guide to Social Media Engagement for Financial Organisations
               effect. A good article in the Social
               Media Examiner outlines the (rather
               complex) steps to do this.


               One of the best known Google+
               Hangouts wasn’t even hosted by
               humans ...

                        Click to see the Muppets' Hangout →



                                                                                                                                                                                      23
eModeration: Managing Social Media Around Live Events
eModeration: Managing Social Media Around Live Events
eModeration: Managing Social Media Around Live Events

Más contenido relacionado

La actualidad más candente

Media Law, Ethics & Human Rights by KATAMU EDDY NEDINANI
Media Law, Ethics & Human Rights by KATAMU EDDY NEDINANIMedia Law, Ethics & Human Rights by KATAMU EDDY NEDINANI
Media Law, Ethics & Human Rights by KATAMU EDDY NEDINANIKATAMU NEDINANI
 
PIP second draft assessment criteria (explanatory note)
PIP second draft assessment criteria (explanatory note)PIP second draft assessment criteria (explanatory note)
PIP second draft assessment criteria (explanatory note)ecdp
 
The Complete Pinterest Guide for Brands
The Complete Pinterest Guide for Brands The Complete Pinterest Guide for Brands
The Complete Pinterest Guide for Brands Emoderation
 
Identifying Special Needs Populations in Hazard Zones
Identifying Special Needs Populations in Hazard ZonesIdentifying Special Needs Populations in Hazard Zones
Identifying Special Needs Populations in Hazard ZonesEsri
 
Nea2 f final june 2012
Nea2 f  final june 2012Nea2 f  final june 2012
Nea2 f final june 2012jimbrown123
 
[Academic Research Project] Challenges and opportunities of social networks f...
[Academic Research Project] Challenges and opportunities of social networks f...[Academic Research Project] Challenges and opportunities of social networks f...
[Academic Research Project] Challenges and opportunities of social networks f...Habib Mbacke
 
STC Community Handbook
STC Community HandbookSTC Community Handbook
STC Community HandbookCindy Pao
 
VicgovtabledreportMental_Health_Report_FCDC2012
VicgovtabledreportMental_Health_Report_FCDC2012VicgovtabledreportMental_Health_Report_FCDC2012
VicgovtabledreportMental_Health_Report_FCDC2012Ingrid Ozols
 
Ftc report on consumer reporting agency errors 370 pages
Ftc report on consumer reporting agency errors   370 pagesFtc report on consumer reporting agency errors   370 pages
Ftc report on consumer reporting agency errors 370 pagesUmesh Heendeniya
 
Pensions at a Glance: Latin America and the Caribbean
Pensions at a Glance: Latin America and the CaribbeanPensions at a Glance: Latin America and the Caribbean
Pensions at a Glance: Latin America and the CaribbeanMauro Bassotti
 
Urban Violence Survey in Nakuru County
Urban Violence Survey in Nakuru CountyUrban Violence Survey in Nakuru County
Urban Violence Survey in Nakuru CountyFamous Nakuru
 

La actualidad más candente (15)

Media Law, Ethics & Human Rights by KATAMU EDDY NEDINANI
Media Law, Ethics & Human Rights by KATAMU EDDY NEDINANIMedia Law, Ethics & Human Rights by KATAMU EDDY NEDINANI
Media Law, Ethics & Human Rights by KATAMU EDDY NEDINANI
 
PIP second draft assessment criteria (explanatory note)
PIP second draft assessment criteria (explanatory note)PIP second draft assessment criteria (explanatory note)
PIP second draft assessment criteria (explanatory note)
 
HCI-Final-Document
HCI-Final-DocumentHCI-Final-Document
HCI-Final-Document
 
The Complete Pinterest Guide for Brands
The Complete Pinterest Guide for Brands The Complete Pinterest Guide for Brands
The Complete Pinterest Guide for Brands
 
Identifying Special Needs Populations in Hazard Zones
Identifying Special Needs Populations in Hazard ZonesIdentifying Special Needs Populations in Hazard Zones
Identifying Special Needs Populations in Hazard Zones
 
Nea2 f final june 2012
Nea2 f  final june 2012Nea2 f  final june 2012
Nea2 f final june 2012
 
CASE Network Reports 39 - The Episodes of Currency Crisis in Latin American a...
CASE Network Reports 39 - The Episodes of Currency Crisis in Latin American a...CASE Network Reports 39 - The Episodes of Currency Crisis in Latin American a...
CASE Network Reports 39 - The Episodes of Currency Crisis in Latin American a...
 
[Academic Research Project] Challenges and opportunities of social networks f...
[Academic Research Project] Challenges and opportunities of social networks f...[Academic Research Project] Challenges and opportunities of social networks f...
[Academic Research Project] Challenges and opportunities of social networks f...
 
STC Community Handbook
STC Community HandbookSTC Community Handbook
STC Community Handbook
 
VicgovtabledreportMental_Health_Report_FCDC2012
VicgovtabledreportMental_Health_Report_FCDC2012VicgovtabledreportMental_Health_Report_FCDC2012
VicgovtabledreportMental_Health_Report_FCDC2012
 
Ftc report on consumer reporting agency errors 370 pages
Ftc report on consumer reporting agency errors   370 pagesFtc report on consumer reporting agency errors   370 pages
Ftc report on consumer reporting agency errors 370 pages
 
Pensions at a Glance: Latin America and the Caribbean
Pensions at a Glance: Latin America and the CaribbeanPensions at a Glance: Latin America and the Caribbean
Pensions at a Glance: Latin America and the Caribbean
 
Urban Violence Survey in Nakuru County
Urban Violence Survey in Nakuru CountyUrban Violence Survey in Nakuru County
Urban Violence Survey in Nakuru County
 
Tour Bank
Tour BankTour Bank
Tour Bank
 
UNCTAD - Creative Economy - A feasible development option
UNCTAD - Creative Economy - A feasible development optionUNCTAD - Creative Economy - A feasible development option
UNCTAD - Creative Economy - A feasible development option
 

Destacado

Open Source Creativity
Open Source CreativityOpen Source Creativity
Open Source CreativitySara Cannon
 
Reuters: Pictures of the Year 2016 (Part 2)
Reuters: Pictures of the Year 2016 (Part 2)Reuters: Pictures of the Year 2016 (Part 2)
Reuters: Pictures of the Year 2016 (Part 2)maditabalnco
 
The impact of innovation on travel and tourism industries (World Travel Marke...
The impact of innovation on travel and tourism industries (World Travel Marke...The impact of innovation on travel and tourism industries (World Travel Marke...
The impact of innovation on travel and tourism industries (World Travel Marke...Brian Solis
 
The Outcome Economy
The Outcome EconomyThe Outcome Economy
The Outcome EconomyHelge Tennø
 
The Six Highest Performing B2B Blog Post Formats
The Six Highest Performing B2B Blog Post FormatsThe Six Highest Performing B2B Blog Post Formats
The Six Highest Performing B2B Blog Post FormatsBarry Feldman
 

Destacado (6)

Open Source Creativity
Open Source CreativityOpen Source Creativity
Open Source Creativity
 
Reuters: Pictures of the Year 2016 (Part 2)
Reuters: Pictures of the Year 2016 (Part 2)Reuters: Pictures of the Year 2016 (Part 2)
Reuters: Pictures of the Year 2016 (Part 2)
 
The impact of innovation on travel and tourism industries (World Travel Marke...
The impact of innovation on travel and tourism industries (World Travel Marke...The impact of innovation on travel and tourism industries (World Travel Marke...
The impact of innovation on travel and tourism industries (World Travel Marke...
 
Succession “Losers”: What Happens to Executives Passed Over for the CEO Job?
Succession “Losers”: What Happens to Executives Passed Over for the CEO Job? Succession “Losers”: What Happens to Executives Passed Over for the CEO Job?
Succession “Losers”: What Happens to Executives Passed Over for the CEO Job?
 
The Outcome Economy
The Outcome EconomyThe Outcome Economy
The Outcome Economy
 
The Six Highest Performing B2B Blog Post Formats
The Six Highest Performing B2B Blog Post FormatsThe Six Highest Performing B2B Blog Post Formats
The Six Highest Performing B2B Blog Post Formats
 

Similar a eModeration: Managing Social Media Around Live Events

eModeration Tumblr Tutorial for Brands
eModeration Tumblr Tutorial for Brands eModeration Tumblr Tutorial for Brands
eModeration Tumblr Tutorial for Brands Emoderation
 
eModeration white paper: Moderating and Managing Communities of Purpose
eModeration white paper: Moderating and Managing Communities of Purpose eModeration white paper: Moderating and Managing Communities of Purpose
eModeration white paper: Moderating and Managing Communities of Purpose Emoderation
 
Asymmetric threat 4_paper (1)
Asymmetric threat 4_paper (1)Asymmetric threat 4_paper (1)
Asymmetric threat 4_paper (1)MarioEliseo3
 
Best practices For Enterprise Social Media Management #SocialMediaDreamTeam
Best practices For Enterprise Social Media Management #SocialMediaDreamTeamBest practices For Enterprise Social Media Management #SocialMediaDreamTeam
Best practices For Enterprise Social Media Management #SocialMediaDreamTeamAllan V. Braverman
 
Marketing power through social media
Marketing power through social mediaMarketing power through social media
Marketing power through social mediaMathilde Segouffin
 
eModeration Guide to managing and moderating review sites
eModeration Guide to managing and moderating review siteseModeration Guide to managing and moderating review sites
eModeration Guide to managing and moderating review sitesEmoderation
 
9789241506182 eng
9789241506182 eng9789241506182 eng
9789241506182 engclac.cab
 
Mobile Payments and Virtual Currencies: The Emergence of the New Mobile Produ...
Mobile Payments and Virtual Currencies: The Emergence of the New Mobile Produ...Mobile Payments and Virtual Currencies: The Emergence of the New Mobile Produ...
Mobile Payments and Virtual Currencies: The Emergence of the New Mobile Produ...Lucy Setian
 
Compliance implications of social media
Compliance implications of social mediaCompliance implications of social media
Compliance implications of social mediaActiance, Inc.
 
Best practices for enterprise social media
Best practices for enterprise social mediaBest practices for enterprise social media
Best practices for enterprise social mediaRadoslav Corlija
 
Best Practices for Enterprise Social Media Management by the Social Media Dre...
Best Practices for Enterprise Social Media Management by the Social Media Dre...Best Practices for Enterprise Social Media Management by the Social Media Dre...
Best Practices for Enterprise Social Media Management by the Social Media Dre...Sprinklr
 
final dissertation pambuka
final dissertation pambukafinal dissertation pambuka
final dissertation pambukaTakesure Pambuka
 
Reinventing the City
Reinventing the CityReinventing the City
Reinventing the CityDean Pallen
 
2012 nonprofit-social-networking-benchmark
2012 nonprofit-social-networking-benchmark2012 nonprofit-social-networking-benchmark
2012 nonprofit-social-networking-benchmarkThiago Moura
 
Capstone jordan new award metrics for sustainability_final
Capstone jordan new award metrics for sustainability_finalCapstone jordan new award metrics for sustainability_final
Capstone jordan new award metrics for sustainability_finalLuke Statz
 
Global Employment Trends for Youth 2013
Global Employment Trends for Youth 2013Global Employment Trends for Youth 2013
Global Employment Trends for Youth 2013Dr Lendy Spires
 

Similar a eModeration: Managing Social Media Around Live Events (20)

eModeration Tumblr Tutorial for Brands
eModeration Tumblr Tutorial for Brands eModeration Tumblr Tutorial for Brands
eModeration Tumblr Tutorial for Brands
 
Complete Pinterest Guide Brands Emoderation Junio 2012
Complete Pinterest Guide Brands Emoderation Junio 2012Complete Pinterest Guide Brands Emoderation Junio 2012
Complete Pinterest Guide Brands Emoderation Junio 2012
 
eModeration white paper: Moderating and Managing Communities of Purpose
eModeration white paper: Moderating and Managing Communities of Purpose eModeration white paper: Moderating and Managing Communities of Purpose
eModeration white paper: Moderating and Managing Communities of Purpose
 
Asymmetric threat 4_paper (1)
Asymmetric threat 4_paper (1)Asymmetric threat 4_paper (1)
Asymmetric threat 4_paper (1)
 
Emotional face-twitter
Emotional face-twitterEmotional face-twitter
Emotional face-twitter
 
Best practices For Enterprise Social Media Management #SocialMediaDreamTeam
Best practices For Enterprise Social Media Management #SocialMediaDreamTeamBest practices For Enterprise Social Media Management #SocialMediaDreamTeam
Best practices For Enterprise Social Media Management #SocialMediaDreamTeam
 
Marketing power through social media
Marketing power through social mediaMarketing power through social media
Marketing power through social media
 
Is241
Is241Is241
Is241
 
eModeration Guide to managing and moderating review sites
eModeration Guide to managing and moderating review siteseModeration Guide to managing and moderating review sites
eModeration Guide to managing and moderating review sites
 
9789241506182 eng
9789241506182 eng9789241506182 eng
9789241506182 eng
 
Mobile Payments and Virtual Currencies: The Emergence of the New Mobile Produ...
Mobile Payments and Virtual Currencies: The Emergence of the New Mobile Produ...Mobile Payments and Virtual Currencies: The Emergence of the New Mobile Produ...
Mobile Payments and Virtual Currencies: The Emergence of the New Mobile Produ...
 
Compliance implications of social media
Compliance implications of social mediaCompliance implications of social media
Compliance implications of social media
 
Best practices for enterprise social media
Best practices for enterprise social mediaBest practices for enterprise social media
Best practices for enterprise social media
 
Best Practices for Enterprise Social Media Management by the Social Media Dre...
Best Practices for Enterprise Social Media Management by the Social Media Dre...Best Practices for Enterprise Social Media Management by the Social Media Dre...
Best Practices for Enterprise Social Media Management by the Social Media Dre...
 
final dissertation pambuka
final dissertation pambukafinal dissertation pambuka
final dissertation pambuka
 
Reinventing the City
Reinventing the CityReinventing the City
Reinventing the City
 
2012 nonprofit-social-networking-benchmark
2012 nonprofit-social-networking-benchmark2012 nonprofit-social-networking-benchmark
2012 nonprofit-social-networking-benchmark
 
Capstone jordan new award metrics for sustainability_final
Capstone jordan new award metrics for sustainability_finalCapstone jordan new award metrics for sustainability_final
Capstone jordan new award metrics for sustainability_final
 
Global Employment Trends for Youth 2013
Global Employment Trends for Youth 2013Global Employment Trends for Youth 2013
Global Employment Trends for Youth 2013
 
Rand rr4322
Rand rr4322Rand rr4322
Rand rr4322
 

Último

Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 

Último (20)

Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 

eModeration: Managing Social Media Around Live Events

  • 1. Managing social media around live events Social media involvement adds the ‘wow factor’ to live events. This white paper explains how to manage social media around live events, drive engagement and improve the overall live event experience, with some suggestions for the tools to help you do it. Authored by Tamara Littleton, CEO November 2012 Authored by Date For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com 26 eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK 2012
  • 2. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Table of Contents Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 The live experience and social media – why it matters ...................................................................................................... 3 Type chapter title (level 1) 4 What you’ll learn from this whitepaper .................................................................................................................................... 4 Type chapter title (level 2) .................................................................................................................................................................... 5 Type chapter title (level 3) ............................................................................................................................................................... 6 What social media can do for your live event ....................................................................................................................... 5 Promoting events ............................................................................................................................................................................. 5 Contents Extending the live experience ..................................................................................................................................................... 6 Sports events ................................................................................................................................................................................. 6 Contents Error! Bookmark not defined. Entertainment shows ................................................................................................................................................................... 7 Being fashion world ......................................................................................................................................................................... 7 The social in a regulated world Error! Bookmark not defined. Politics.............................................................................................................................................................................................. 8 Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Sharing ideas ................................................................................................................................................................................. 8 The opportunities for social media for financial services companies Error! Bookmark not Fuelling the live-event fire.............................................................................................................................................................. 9 defined. The Royal Wedding .............................................................................................................................................................. 9 Setting the rules of engagement Error! Bookmark not defined. MTV Video Music Awards ........................................................................................................................................................ 10 Crisis and risk management over social media The Olympic Games ................................................................................................................................................................. 11 Error! Bookmark not defined. Political speeches ...................................................................................................................................................................... 12 Types of social media live events .......................................................................................................................................... 13 Contents Live chats, comment participation. ..................................................................................................................................... 13 Live events, no broadcast coverage ................................................................................................................................... 14 Contents Error! Bookmark not defined. Q&As ............................................................................................................................................................................................. 15 Being social in a regulated world Error! Bookmark not defined. How to manage and curate social media for live events ................................................................................................. 16 Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Engagement ............................................................................................................................................................................... 16 The opportunities for social media for financial services companies Error! Bookmark not Curation ........................................................................................................................................................................................ 17 defined. Preparation .................................................................................................................................................................................. 17 Setting the rules of engagement Error! Bookmark not defined. Moderation .................................................................................................................................................................................. 18 Crisis and risk management over social media Error! Bookmark not defined. Channels...................................................................................................................................................................................... 22 Live streaming via YouTube .................................................................................................................................................... 22 eModeration: The Guide to Social Media Engagement for Financial Organisations Google + Events and Hangouts ............................................................................................................................................ 23 Twitter ............................................................................................................................................................................................ 24 Tools .............................................................................................................................................................................................. 25 About eModeration ................................................................................................................................................................... 26 2
  • 3. Managing social media around live events Table of Contents Type chapter title (level 1) 1 The live experience and social media – why it matters Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Live events. There’s nothing like them. Sport, politics, entertainment – no matter what the Type chapter title (level 1) 4 subject, live makes them more… alive! Whether you’re at a gig, hooking up with friends at a Type chapter title (level 2) .................................................................................................................................................................... 5 bar to watch ESPN or Sky Sports, having people over to watch America’s Got Talent or X Type chapter title (level 3) ............................................................................................................................................................... 6 Factor, it’s the immediacy, the unpredictability that makes it so engaging. Contents in the possibilities of social media, and you’ve got something with enormous reach. Add We’re not content to just watch passively any more. We log on to Facebook to kick someone Contentsout of Error! Bookmark not defined. congregate in public parks to watch the Olympics, then the Big Brother house; we Tweet like crazy to relay the excitement; we participate in political Q&A sessions, firing Being social in a we want answered. questions regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. This is the new era. It’s 20,000 Tweets when the winning goal goes in; it’s set lists and videos The opportunities for social media for financial services companies Error! Bookmark not from the O2; it’s your opinion on that contestant before the last note is sung. It’s live and defined. dangerous. And you should be there. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. Contents Contents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 3
  • 4. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Type chapter titleyou’ll .................................................................................................................................................................... 2 What (level 2) learn from this whitepaper Type chapter title (level 3) ............................................................................................................................................................... 3 Type chapter title media involvement adds the wow factor to live events. Savvy brands are using all the Social (level 1) 4 channels at their disposal to generate a buzz around the events they are associated with. Type chapter title (level 2) .................................................................................................................................................................... 5 That’s what this white paper is all about. We’ll explain how to manage social media around Type chapter title (level 3) ............................................................................................................................................................... 6 live events, drive engagement and improve the overall live event experience, with some suggestions for the tools to help you do it. Contents Contents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. Contents Contents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. We’ll also show you how to manage the risks. Inviting a for Financial Organisations part of eModeration: The Guide to Social Media Engagement wider online audience to be your event requires you to strike the balance between encouraging participation and making sure people behave themselves. The great thing is that it’s all manageable, and without killing the buzz. Live is fun; live is immediate; live is powerful. So how can you make it work for you? 4
  • 5. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Type chapter titlesocial media can do for your live event What (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Type chapter title (level 1) 4 Promoting events Type chapter title (level 2) .................................................................................................................................................................... 5 Type Picture title (level have a major product launch, and you’re throwing a party to celebrate. chapter this: you 3) ............................................................................................................................................................... 6 You’ve found a hundred opinion-formers to invite as guests. How can you help your advocates to get the word out to your thousands of fans – and those people you want to Contents turn into fans? Contents Error! Bookmark not defined. Social media channels are ideal for jogging memories, reaching contacts and building Being social in a regulated world Error! Bookmark not defined. momentum. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. On Twitter, for example, you can create a specific hashtag about your event – eg The opportunities for social media for financial services companies Error! Bookmark not #productxlaunch – and encourage people at the event to use the hashtag and Tweet live as defined. your event unfolds. Have your own people Tweet the headline facts; not too often, but often Settingenough thatengagementTwitter feeds catch the buzz. Let the people at the event supply the the rules of fast-moving Error! Bookmark not defined. commentary and opinion. Crisis and risk management over social media Error! Bookmark not defined. Facebook Events take no time to create. You can make your Contents public or private, and page send personal invitations to loyal Contentscustomers and interested Error! Bookmark not defined. prospects. Facebook may not Being social in a regulated world Error! Bookmark not defined. be the newest kid on the block, Who wantsit’s still the most popularbank? Banks are boring, right? Error! Bookmark not defined. but to ‘engage’ with their social network, which means The opportunities for social media for financial services companies Error! Bookmark not defined.your event has a better chance of being found. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media to spread the word. What sets Google’s relatively Google+ Events are another great way Error! Bookmark not defined. recent event-planning platform apart is it encourages engagement before, during and after the event, linking Guide to Social Media and YouTube (more on this later). It’s also eModeration: Thewith Google+ hangouts Engagement for Financial Organisations fun to use and a doddle to master. For ticketing options which will allow payment, Eventbrite is the market leader, socially connected, with full data tracking and now with a new iPad ‘at the door’ credit card reader system. 5
  • 6. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Type chapter title (level 1)the Extending live experience 4 Type chapter title (level 2) .................................................................................................................................................................... 5 Social media allow brands and broadcasters to extend the reach of their events and bring Type chapter title (level 3) ............................................................................................................................................................... 6 people close to the action. Fans can watch live streaming on YouTube, Google+ or Facebook, or submit ideas and questions to a live panel, for example. Here are some Contents examples of how live events organisers have used social media: Contents Error! Bookmark not defined. Sports events Being social in a regulated world Error! Bookmark not defined. At the start of 2012, Livestream hooked up with The Championships at Wimbledon to give Who wants to ‘engage’ with theironline coverage and access. Fans were treated to up to five hours tennis fans unprecedented bank? Banks are boring, right? Error! Bookmark not defined. of live video streaming a day, and enjoyed interviews with players, press Bookmark not off-the- The opportunities for social media for financial services companies Error! conferences, court reports and behind-the-scenes content that wasn’t seen on live TV. defined. Setting the rules theengagement Error! Bookmark not social media channels – fans chatted in real- But where of interaction really took off was on defined. time with each other during matches, shared photos, and got updates on everything Crisis and risk management over social media Error! Bookmark not defined. happening at the tournament. Contents Contents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations Wimbledon using Facebook & Livestream to create a mashup to connect the press room to Facebook fans. 6
  • 7. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Entertainment shows Type chapter title (level 1) 4 Broadcasters aren’t just fighting for audience figures. They’re wise to Type chapter title (level 2) .................................................................................................................................................................... 5 the power of user-generated Type chapter title (level 3) ............................................................................................................................................................... 6 content, and many live TV shows are now created with social media Contents firmly in mind. Contents Error! Bookmark not defined. In the UK, Strictly Come Dancing Being social in a regulated world Error! Bookmark not defined. and X Factor go head to head not just on the airwaves, but in the Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Twittersphere. When it came to the The opportunities for social media for financial services companies crunch,Error!opening shows pulled the Bookmark not defined. in a similar number of viewers. However, X Factor trounced Strictly Setting the rules of engagement Error! Bookmark not defined. three-to-one in the Twitter stakes, Crisis and risk management over social media Error! Bookmark not defined. an important victory – it handing it was deemed the show that everyone was talking about. Contents Contents Error! Bookmark not defined. The fashion world Being social in a regulated world Error! Bookmark not defined. Fashionistas are also using social Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. media to extend the catwalk experience. For example, UK The opportunities for social media for financial services companies Error! Bookmark not defined. clothing brand Topshop created a live-streaming, customisable Setting the rules of engagement Error! Bookmark not defined. catwalk experience, first debuted Crisis and risk management over social media during Fashion Week in September Error! Bookmark not defined. 2012. It works by synching live- eModeration: The Guide to Social Media Engagement for Financial Organisations the streaming of the show with website, delivering a real-time customisable catwalk experience. Watchers can instantly buy the look strutting down the runway, browse the different colour options for the outfit, check out (and purchase) the make-up the models are wearing, share live photos of each model / outfit, and even download the music playlist. Find out more about social media fashion trends in our whitepaper on how the fashion industry is using social media. 7
  • 8. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Politics Type chapter title (level 1) 4 Type chapter2012(level 2) .................................................................................................................................................................... 5 The title US election saw campaigns fought online like never before – the internet and social Type media platforms3) ............................................................................................................................................................... 6 chapter title (level have become key political battlefields. The Democrats wasted no time in using Twitter, Tumblr, Reddit, Linkedin and Facebook to Contents engage voters and mobilise volunteers. The Republicans also pumped serious resource into their social media strategy. The Party’s YouTube channel was the online hub for its Contentsconvention, dubbednot defined. Error! Bookmark the “Convention Without Walls” – the idea being anyone can be part of Being social matter where they are Error! Bookmark not defined.offered behind-the-scenes coverage it, no in a regulated world in the country. And they with an array of other connected platforms, like Facebook and Google+ Hangouts, and hired Who wants to ‘engage’ with their bank?the channels. Obama made history back in January 2012 social media reporters to update Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies turned into a huge success. with the first ever Presidential Google+ Hangout: a risk which Error! Bookmark not defined.Facebook friends aren’t forever though: post-election, Mitt Romney lost 847 Facebook “likes” per hour. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. were served up their Even Xbox gamers own slice of the Presidential race, with an Obama-Romney debate streamed live to their console via the online Xbox Live Contents service. They had chance to answer polling questions via Twitter #XboxPoll, Contents Error! Bookmark not defined. and see reactions to their questions in real Being social in a regulated world time. Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. Sharing ideas Guide to Social Media Engagement for Financial Organisations eModeration: The TEDx is a great example of a format that takes a live event and uses online media to extend its audience and share ideas beyond the event’s physical attendees. Live streaming of the event means you can still be a part of the discussion and share a connection with those interested in the topic. 8
  • 9. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Fuelling the Type chapter title (level 1) live-event fire 4 Type chapter title (level 2) .................................................................................................................................................................... 5 Certain events will always generate huge numbers of social shares / follows, and here brands Type chapter title (level 3) ............................................................................................................................................................... 6 and broadcasters have a choice. They either ‘curate’ and manage user-generated content, repurposing it to stimulate even more of a buzz around the event; or they can leave the Contents content be, and allow the buzz to spread purely virally. ContentsSome Error! Bookmark not defined. high-profile events that spurred huge social media activity: Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. Contents Contents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunitiesWedding media for financial services companies The Royal for social Error! Bookmark not defined.When Prince William tied the knot with Kate Middleton, social media channels were fit to Settingburst. On of engagement Error! Bookmark notpeople in the UK used their Facebook status to the rules their big day, more than one million defined. discuss the nuptials, with some 684,399 updates referencing the marriage in just four hours – Crisis and risk management over social media Error! Bookmark not defined. that’s 47 mentions every second. Stateside, there was also huge interest in the couple, with US Facebook users posting nearly two million updates. eModeration: The Guide to Social Media Engagement for Financial Organisations The wedding was an excellent example of how social media can capture what people are thinking and propel anything into public consciousness. Not that long ago, Princess Beatrice might have got away with just a rebuke from the style police for her odd-looking hat. But in the social media age there’s nowhere to hide. Her headwear has assumed cult status – the ‘Princess Beatrice’s Ridiculous Royal Wedding Hat’ Facebook page has more than 134,000 likes. 9
  • 10. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Type chapter title (levelMusic Awards MTV Video 2) .................................................................................................................................................................... 2 Type The 2012 MTV Europe Music Awards event on November 11th was one of the most social chapter title (level 3) ............................................................................................................................................................... 3 events ever: a textbook example of how social media can be used to extend an event’s Type chapter title (level 1) 4 boundaries far beyond the event itself. This year’s show was laden with social media activity, the cross-platform campaign incorporating gamification, social 'clout' rewards, social Type chapter title (level 2) .................................................................................................................................................................... 5 Type sentiment, a Video Wall Studio and a second screen live viewing experience across 36 chapter title (level 3) ............................................................................................................................................................... 6 regions and 22 languages. MTV screened the Backstage Show live online during commercial breaks, giving music fans access to behind the scenes action, red carpet arrivals, live artist Contents interviews and the presentation of two awards. The Video Wall Studio featured the popular MTV EMA Twitter Tracker which this year had three modes: Buzz, Photos, and the Prediction Contents Error! Bookmark not defined. hashtag #EMAWIN. Being social in a regulated world Error! Bookmark not defined. The EMA amassed a whopping 5.7 million tweets during the show according to the Twitter Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Tracker: here are the winners on the leaderboard. Fans could chat, share viral moments, and The opportunities for social mediawinners. Via the AttracTV overlay, fans had access to alternate receive real-time alerts on for financial services companies Error! Bookmark not defined.camera views, live polling and artist twitter feeds. Setting the rules of engagement Error! Bookmark not defined. This kind of event takes at least a Crisis and risk management over social media Error! Bookmark not defined. year to plan, and needs a long tail to get the fans involved. MTV began the social media lead up to Contents the event in August 2012, with a Facebook competition to win Contents Error! Bookmark not defined. tickets to the awards, and regular updates, reminders and teasers as Being social in a regulated world Error! Bookmark not defined. the date drew near. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 10
  • 11. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 The Olympic Games The 2012 sporting spectacular has been dubbed the first ‘socialympics’, with Twitter providing Type chapter title (level 1) 4 Type chapter title (level 2)commentary to the games (which gave those trying to watch NBC’s much- the alternative .................................................................................................................................................................... 5 Type criticised patchy and delayed coverage at least some idea of what was happening) and chapter title (level 3) ............................................................................................................................................................... 6 athletes’ profiles gaining massive followings. During the opening ceremony, Twitter saw more Tweets in a single day (9.66 million mentions) than it saw during the whole duration of the Contents 2008 Olympics. Beijing ContentsHowever, it Bookmark not defined. Error! wasn’t without controversy: some athletes were either loose-lipped, or gagged; Being social in a regulated world ride the Olympic wave and create promotional activity around and brands who wanted to Error! Bookmark not defined. the event were subject to a legal quagmire of restrictions (see our Social Media Guide to the Who wants to ‘engage’ withaimed to layBanks are boring, right? Error! Bookmark not defined. 2012 Olympics which their bank? a pathway through the quagmire). The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. Contents Contents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 11
  • 12. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Political speeches Type chapter title (level 2) .................................................................................................................................................................... 2 Type Politicians have always delivered powerful speeches that got people talking – but in the past chapter title (level 3) ............................................................................................................................................................... 3 it was far harder to quantify exactly how much people were talking. You could run a radio Type chapter title (level 1) 4 phone-in right after the speech, but that would hardly be a representative sample. Or you Type chapter title (level opinion poll to gauge the impact of the speech, but it would take time to could run an 2) .................................................................................................................................................................... 5 Type collect title (level 3) ............................................................................................................................................................... 6 chapter and analyse the results. Today, Twitter releases figures almost immediately after major political rallies – you can see Contents quickly how many people are talking about a subject, and with what intensity thanks to the Tweets per minute stats. According to Twitter’s official blog, the Democratic National Contents Error! Bookmark not defined. Convention generated more than 9.5 million Tweets – more than double the Republican Being social in aConvention. Not allError! Bookmark not good news: sentiment analysis tools will tell you National regulated world buzz of course, is defined. whether the opinion is for or against. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for also set a new record for political moments: 52,756 Tweets per minute right after The President social media for financial services companies Error! Bookmark not defined.he finished his acceptance speech. And when it came to sound bites, Obama scored big Settingagain: moreengagement “I'm no longer just the candidate, I'm the President”, and 39,000 the rules of than 43,000 for Error! Bookmark not defined. for “I will never turn Medicare into a voucher”. Crisis and risk management over social media Error! Bookmark not defined. Contents Contents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 12
  • 13. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Types of social media live events Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Type chapter titleis(level 1)scope for different types of social engagement with live events, but we’ve There huge 4 attempted to categorise them into three types: Type chapter title (level 2) .................................................................................................................................................................... 5 Type chapter title (level 3) ............................................................................................................................................................... 6 Live chats, comment participation. The audience is either live at the event or watching it remotely, and they use a second Contents screen/mobile device to provide crowd-sourced commentary. Social media may be curated (cherry picked, editorially guided) or not (simply moderated). Minimal editorial input is Contentsrequired if using a host, but guiding discussion during the quiet bits or providing commentary Error! Bookmark not defined. is the way forward. This would be live to big screen or scrolling on TV; it can be a huge hit, but Being social in a regulated world Error! Bookmark not defined. needs perfect moderation to ensure no inappropriate content is accidentally published. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Examples: The opportunities for social media for financial services companies Error! Bookmark not  The FA Cup Final Tweets and audio clips were displayed on ITV website alongside the defined. live match. Setting the rules of engagement Error! Bookmark not defined. Crisis and riskHosted live chats on social media of reality Bookmark not defined. Apprentice and X  management over the websites Error! TV shows such as The Factor. Live chats during broadcaster’s special events such as elections, or the Royal Wedding. Contents  US Tennis Open 2011: : The US Tennis Open attached match stats and news to viewers’ tweets and displayed them on the US Open website. Contents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 13
  • 14. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Live events, no broadcast coverage Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Here the emphasis is much more on encouraging participants at the event to blog or tweet, Type chapter give(level 1) to title a flavour of what is going on and to create a record of the event. Events may be 4 streamed live or not, but there is no attempt to pull in UGC to the event itself. Type chapter title (level 2) .................................................................................................................................................................... 5 Type chapter title (level 3) ............................................................................................................................................................... 6 Examples:  Product launches Contents  Seminars  Conferences Contents Error! Bookmark not defined. Being social in a regulatedattending your event – whether in person, or virtually – to post to any Encourage people world Error! Bookmark not defined. channels dedicated to the event (your webpage, Facebook, Google+ and so on). Make Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. sure, however, that you The opportunities these channels so financial services companies moderate for social media for Error! Bookmark not defined.you don’t end up associated with inappropriate content). Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Live blogging and Tweeting Error! Bookmark not defined. can be a great way of engaging people who don’t want to attend or view the Contents whole event, but are interested in the highlights. Contents Error! Bookmark not defined. Consider platforms like Storify Being social in a regulated world Error! Bookmark not defined. to bring all your event’s social Who wants to ‘engage’ place. content into one with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 14
  • 15. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Q&As Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Often technically similar to Live Chats, but here the curator/host role is very important, Type chapter title (level 1) 4 because audience expectations will always far out-run the ability of your guests to respond. Type chapter need to collate similar questions alongside the Q/A stream, and manage expectations. You title (level 2) .................................................................................................................................................................... 5 Type Encourage(levelaudience to offer answers to the questions themselves, to fill the gaps while chapter title the 3) ............................................................................................................................................................... 6 your guest is replying; it involves more people. Note the problems associated with issues like health or money matters, where everyone wants their question answered and people want Contents personal advice – which you won’t be able to provide. They are often poor user very experiences because of this, and questions should be selected so that the answers can be as Contentsgeneral as possible. not defined. Error! Bookmark Being social in a regulated world Error! Bookmark not defined. Choose the right software. It’s important to use software that publishes the question and Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. answer together, and enables ‘question queuing’. For example, when the moderator finds a The opportunities for social media for financial services companies suitable question from the incoming suggestions, they can place it in a Bookmarkqueue, Error! 'holding' not defined.where it can later be read and answered by the host or guest panellist. Ideally, the software Settingshould letof engagementwho posted the question know that their question is on hold, so they the rules the contributor Error! Bookmark not defined. don't keep repeating it. This 'why won't they publish / answer my question?' frustration is the Crisis and risk management over when users are 'inError!room' withnot defined.(it’s less of an issue where most common complaint social media the Bookmark the chat the feed is drawn from Tweets or other 'remote' sources). Examples: Contents  Doctor Who Q&A at Expo Comic Con (Edited YouTube version) Contents Error! Bookmark not defined. was streamed live on You Tube, Being social in a regulated world Error! Bookmark not defined. with questions on YouTube and the Facebook Page Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined.  The Obama Google+ hangout The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations ↑ Click to see the Dr Who Q&A Click to see the Obama hangout ↑ 15
  • 16. Managing social media around live events Table of Contents Type chapter title (level 1) 1 How to manage and curate social media for live events Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Type chapter title (level 1) 4 Engagement Type chapter title (level 2) .................................................................................................................................................................... 5 Type chapter title (level 3) ............................................................................................................................................................... 6 In today’s digital world, you can’t afford not to use social media to drive engagement around your live event. How successful you are in harnessing these channels will have a major Contents impact on the success of the overall event. So it’s crucial to engage people at every opportunity, before, during and after the event. Contents Error! Bookmark not defined. Being social in a regulated world Error! Bookmark nota great example of how to maximise The University of Southampton in the UK offers defined. engagement around a conference. During a live event, ‘Social Media Champions’ carried Who wants to ‘engage’ with their bank? Banks areabout their experiences and interactions via out interviews with conference participants boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companiesand Corkboard. Theynot Twitter, Storify, Flickr, Vimeo, LinkedIn, Facebook, QR codes Error! Bookmark also defined.collected delegate feedback after the event. Setting the rules of engagement Error! Bookmark not defined. During your event, engage with the community as much as possible. If you can, Crisis and risk management over social media from users – but notcourse, if you’re running a live TV acknowledge and respond to comments Error! Bookmark of defined. event, for example, sheer volumes will make that impossible. But you can spot themes and trends in user comments, and post responses that address those themes. Contents Generally, events that ask questions have a higher engagement rate than those that just invite comments. For example, when a host asks, ‘Who’ll win tonight’s showdown?’, it makes Contents Error! Bookmark not defined. it very easy for people to respond. Tip: a lot of the responses will be repetitive, so encourage Being social in a regulated world Error! Bookmark not defined. and display the concise and entertaining ones. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Be human. When you host a live chat and respond to comments, sound like a human being. The opportunities for social media for financial services companies If you sound friendly, helpful and like a real person, your brand willError! Bookmarkas one come across not defined.participants can relate to. And that’s what brand building is all about – sharing an emotional Settingconnection.engagement the rules of Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. Be responsive. Contributors love the personal touch of being acknowledged, and the chat going in a direction they’ve set. And a good Host can lessen the disappointment of those not eModeration: The Guide to Social Media Engagement for Financial Organisations seeing their comments posted by co-ordinating with the moderator and addressing any complaints promptly and appropriately. Remember, it’s all about the quality of the engagement, not the quantity. 16
  • 17. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Curation Type chapter title media moves fast. Something interesting happens, and suddenly people post content Social (level 1) 4 Type chapter titleangles. .................................................................................................................................................................... 5 from all (level 2) This means one of the most important considerations when preparing for any Type live event is how3) ............................................................................................................................................................... 6 chapter title (level to curate all that content. You need to bring a sense of order and clarity to proceedings, otherwise all those posts will just come across as ‘noise’. Get it right and you’ll foster trust in your brand, enjoy a greater level of engagement, and see more people tuning Contents future events. It’s easy to feel overwhelmed by how much you need to take charge of. in for ContentsSpotlightingBookmark notcomments is a good way to encourage participation from your Error! interesting defined. community. Create a system to collate interesting comments, and highlight them (using Being social in a regulated world Error! Bookmark not defined. ‘editors’ picks’, for example, as some news sites do). This is also a valuable way of collecting Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. feedback after the event. The opportunities for social media for financial services companies Error! Bookmark not defined. SettingPreparation the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. Set guidelines People need – actually, like – boundaries, and with a hosted event it is essential to set them. Put the rules somewhere they shouldn’t be missed. If the opportunity or the need arises, direct Contents people to check them out. Be very clear about what’s acceptable and what’s not. And make sure you enforce your terms, otherwise you’re compromising your integrity and your Contents Error! Bookmark not defined. reputation. Being socialmoreregulated world Error! Bookmark not defined. media technology moves fast, you One in a thing: review your guidelines regularly. Social can’t afford to lag behind. What worked this year may backfire on you next time around. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Manage expectations Error! Bookmark not defined.Don’t oversell participation. Most contributors won’t see their posts on screen, so there’s no Settingpoint promising something you can’t deliver. If defined. you’ll annoy people (who will be very the rules of engagement Error! Bookmark not you do, visible with their annoyance) and they’ll have less confidence in you in future. Many Crisis and risk management over social media Error! Bookmark not defined. questions / comments carry a common theme, so one way around ‘participation frustration’ is to have a separate display of frequently posted comments, or variations on a popular eModeration: The Guide to Social Media Engagement for Financial Organisations question you are going to answer just once. If contributors see their question has been covered, they’ll be less likely to feel shut out. Avoid arguments Don’t get drawn into discussing individual acts of moderation – it’s asking for trouble and diverting resource that’s better spent elsewhere. Again, just remind the contributor of the rules. They’ll get the message eventually. 17
  • 18. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Moderation Type chapter title (level 1) 4 You’ll need robust moderation in place to prevent your event being hijacked. This is fast- Type chapter title (level 2) .................................................................................................................................................................... 5 Type paced,title (level 3) ............................................................................................................................................................... 6 chapter highly-pressured work: we recommend at least two moderators working simultaneously to allow for high volumes and shifts to be scheduled to allow for staff breaks in order to maintain concentration levels. Contents Brands adopt different approaches to moderating user-generated content. In fact, how they Contentsmoderate is in itself a reflection of their brand values. Below are some universal truths worth Error! Bookmark not defined. Being social in a regulated world the nature of the not defined. considering, regardless of Error! Bookmark event. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Choose pre or post-moderation The opportunities for social media for financial services companies it’s reviewed (post- Put another way, will you allow content to appear live before Error! Bookmark not defined.moderating), or would you rather review all content before goes live (pre-moderated)? Which method you choose will hinge on the channel, the type of event you’re running, how Setting the rules of engagement Error! Bookmark not defined. many participants you’re expecting, and what level of risk is acceptable to you. Crisis and risk management over social media Error! Bookmark not defined. In our experience, moderating during a hectic live event is less about rejecting unsuitable comments, and more about choosing the best and most apt comments for publication (cherry-picking), so pre-moderation is recommended. You improve the whole experience by Contents providing better quality, content which can be screened for bias, heavily reduce the risk of inappropriate content, and provided you are set up right, there is no appreciable loss of Contents Error! Bookmark not defined. immediacy. Moderated content can appear live on the right platform in seconds. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. “At the peak of the World Cup, when Setting the rules of engagement goals were scored, a Tweet a second was Error! Bookmark not defined. coming onto the tool, and we were Crisis and risk management over social media clearing themError! Bookmark not defined. nearly as quickly. The tweeted goals came on screen only five eModeration: The Guide to Social Media Engagement for Financial Organisations seconds after the ball actually went in the net. It felt like fan commentary” Moderator, ITV Twitterfall World Cup 2011 18
  • 19. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type If you post-moderate, then remember that even if content is only up there for a few seconds, chapter title (level 3) ............................................................................................................................................................... 3 that’s enough time for a Retweet or screengrab. The pressure on the moderation team will be very heavy. Type chapter title (level 1) 4 Type chapter title (level 2) .................................................................................................................................................................... 5 Type It’s an obvious point, but worth mentioning that you can’t moderate Twitter. Tweets can only chapter title (level 3) ............................................................................................................................................................... 6 be deleted by the user or by Twitter itself. What you can (and should) do is moderate them before you publish a stream curated from keywords or hashtags. Beware also the Twitter Contents spambots who will leap on trending hashtags and ruin an event for everyone. ContentsWith some channels not defined.Facebook, Google+ and YouTube – you can’t pre-moderate. Error! Bookmark – notably Being social in a regulated world Error! Bookmark not defined. very quick. You can at least set filters in Which means that moderation needs to be very, very, Facebook and via Facebook tools to help with anticipated inappropriate content. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for team needs to set moderation guidelines (more complex The community management financial services companies Error! Bookmark not defined.versions of the user guidelines) which can be easily referred to during the event. Inevitably there will be some ‘grey areas’ and potential emergencies (bomb threats etc). Provision Setting the rules of engagement Error! Bookmark not defined. should be made for escalation during an event. Crisis and risk management over social media Error! Bookmark not defined. Control the flow Part of the moderation team’s job is to control the speed at which comments are published. Contents brands base their KPIs on the number of comments displayed during the event, but this Some is misleading. Depending on the display, participants won’t be able to read more than 150- Contents180 words aBookmark not defined. Error! minute. If an average message is 20 to 30 words, they can only read six to 10 Being social in a regulated world means Bookmark not only be scrolled through at that rate. This is messages a minute, which Error! they should defined. what we call a natural 'throttle' on the level of user participation. Most software allows for pre- Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. moderation with a slight delay and a good moderator will make sure that the stream is The opportunities for not too fast. for financial services companies constant and social media Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 19
  • 20. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................................................................... 2 Type Keep the conversation balanced chapter title (level 3) ............................................................................................................................................................... 3 Cherry-pick between different media and opposing opinions, for example, to ensure that Type chapter title (level 1) 4 published content reflects what is happening in the live event, and the direction in which the hosts would like it to go. Type chapter title (level 2) .................................................................................................................................................................... 5 Type chapter title (level 3) ............................................................................................................................................................... 6 If there is to be a Q&A element to the event, the software needs to allow for 'queuing' of questions: when the moderator finds a suitable question from the queue of incoming Contents comments, they select and place it in a 'holding' queue, where the question can be read and answered by the Host or guest panellist. When the answer is ready, the software will, Contentsideally, publish the question and answer together. Error! Bookmark not defined. Being social in a regulated world Error! Bookmark not defined. Control the conversation Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. Live debates and Q&A-style chats need special handling because at any moment you might The opportunitiesdeluge of commentsfinancial services companies direction. Be on thenot receive a for social media for that skew the debate in one Error! Bookmark lookout for defined.counter-arguments to balance it out, and be aware of agenda-driven hardliners trying to narrow the debate to a single issue. So keep a tight rein on the discussion and make sure it Setting the rules of engagement Error! Bookmark not defined. follows the format you want, otherwise the loudest voices will drive the conversation. Make Crisis and risk management over social mediaaccount: Bookmark not defined. sure though that you take context into Error! comments about how immigrants impact the economy should be handled differently to those that are just plain race discrimination. Constant communication Contents Keeping the lines open between the organisers, the Contents Error! Bookmark not defined. host and the community Being social in a regulated world Error! Bookmark not defined. management and Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. is moderation teams essential. The Community The opportunities for social media for financial services companies Error! Bookmark not Manager or Host can quickly defined. respond to specific issues Setting the rules of engagement Error! Bookmark not defined. arising from the event or from the chat. S/he should Crisis and risk management over social media Error! Bookmark not defined. give instructions to the moderation team, and from eModeration: The Guide to Social Media Engagement for Financial Organisations them gather sentiment from the comments which aren't being published. This allows the moderators to not only provide feedback on issues that the users want to talk about, but where the conversation has yet to lead. 20
  • 21. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Be brief Type chapter title (level 2) .................................................................................................................................................................... 2 Type Shorter title (level 3) mean more messages make it on screen, and typically result in greater user chapter messages ............................................................................................................................................................... 3 engagement. But take context into account. Pithy comments during America’s Got Talent Type chapter title (level 1) are fine, but during a4serious news event they could appear inappropriate or insensitive. Type chapter title (level 2) .................................................................................................................................................................... 5 Type Never allow abusive comments. Ever. chapter title (level 3) ............................................................................................................................................................... 6 It’s really important you’re consistent with enforcing this rule. For example, if you forbid all swear words, don’t turn a blind eye to an expletive just because the rest of the post is right on Contents money. A moderation tool will give you the opportunity to block abusive users or the spammers, but it’s also worth remembering that contentious subjects stir up strong feelings. So Contentsgive people a chance. Sometimes they just need reminding of the rules, and not to let Error! Bookmark not defined. Being social in a regulated abuse. Error! Bookmark not defined. passion give way to world Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. “ Close to 40 percent of Americans now use their Crisis and risk management over social media Error! Bookmark not defined. tablets or smartphones while watching TV at Contents least once a day, and twice as many do it at least Contents once a month ... these devices are omnipresent, Error! Bookmark not defined. Being social in and not world among the youth. Today, more than a regulated just Error! Bookmark not defined. Who wants to ‘engage’ with theirof people use their smartphone at 39 percent bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies TV,Error! Bookmark not least once a day while watching 62 percent defined. say they do this multiple times a week and 84 Setting the rules of engagement Error! Bookmark not defined. ” percent do at least once a month. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations Nielsen Cross-Platform Report . Q2 2012 21
  • 22. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Channels Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 Type chapter title not going to pretend we’ve covered all the options. But here are some tips for a few We’re (level 1) 4 FREE events channels you may want to consider: Type chapter title (level 2) .................................................................................................................................................................... 5 Type chapter title (level 3) ............................................................................................................................................................... 6 Live streaming via YouTube Contents For anyone who can’t get to your event, live streaming is the next best thing and can work wonders for extending a brand’s reach. Contents Error! Bookmark not defined. Being social in ais a social media heavyweight and remains hugely popular – more than four billion YouTube regulated world Error! Bookmark not defined. hours of video are watched every month, making it the largest video network in the world. So Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. it’s well worth considering broadcasting live using this trusted platform. You can even stream The opportunities for social media for financial services companies then links Bookmark not straight from your webcam, using a Google+ Hangout, which Error! to your YouTube defined.channel for the actual live broadcast. Setting the rules of engagement Error! Bookmark not defined. Sheer weight of YouTube numbers means you could bring a lot of exposure to your live event Crisis and risk management over social media Error! Bookmark not defined. and brand. Once you’ve set up your broadcast, use every social media channel you can to forward the YouTube link. Contents beware of comments on YouTube: the anonymity of the channels makes it more But susceptible than most to abusive comments and spam. Approach with caution, and Contentsmoderate the comments (or disable them) so your streamed event isn’t associated with Error! Bookmark not defined. inappropriate content. Being social in a regulated world Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. Setting the rules of engagement Error! Bookmark not defined. Crisis and risk management over social media Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 22
  • 23. Managing social media around live events Table of Contents Type chapter title (level 1) 1 Google+ Events and Hangouts Type chapter title (level 2) .................................................................................................................................................................... 2 Type chapter title (level 3) ............................................................................................................................................................... 3 You can use Google+ Events pretty much as you would do Facebook Events: to invite an Type chapter title (level 1) 4 audience to an actual physical event at a location. You then have the option of inviting the Type chapter title (level 2) photos and comments from the event. Want to reach wider than your invited guests to share .................................................................................................................................................................... 5 Type audience? (level 3) ............................................................................................................................................................... 6 chapter title Then ‘Make this an event on air’ (not the same as streaming it live) opens it up to the public at large and anyone can share the invitation and upload photos. Contents beware: you can’t pre-moderate content in Google+ (though you can delete it when it’s But posted), so if your event is public, you might want to think carefully before you encourage Contents Error! Bookmark not defined. people to comment and share images live. Being social in a regulated world Error! Bookmark not defined. Google+ Hangouts allows Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. free video conferencing for The opportunities for social media for financial services companies up to 10 people – which is Error! Bookmark not defined. pretty neat in itself. But more importantly for this Setting the rules of engagement Error! Bookmark not defined. paper, you can “Enable Crisis and risk management over social media Error! Bookmark not defined. Hangouts On Air” to stream your live hangout publicly on your Google+ profile, your YouTube channel and Contents your website, and of course invite. You can post a Contents Error! Bookmark not defined. recorded version to Being social in a regulated world Error! Bookmark not defined. YouTube as well. Who wants to ‘engage’ with their bank? Banks are boring, right? Error! Bookmark not defined. The opportunities for social media for financial services companies Error! Bookmark not defined. SettingTheCommunityManager.com has Bookmark not defined. manage a hangout. the rules of engagement Error! good tips on how to Crisis and risk management over social media Error! Bookmark not defined. It’s not yet possible to use Google+ Events to schedule a Hangout On Air or to broadcast an event. But you can use Google+ Hangouts and Google+ Events together to get the same eModeration: The Guide to Social Media Engagement for Financial Organisations effect. A good article in the Social Media Examiner outlines the (rather complex) steps to do this. One of the best known Google+ Hangouts wasn’t even hosted by humans ... Click to see the Muppets' Hangout → 23