My research as part of my B.Sc in Events Management revealed over-saturation of brands and marketing messages on social media, evidenced by interviewees as well as academic research on the subject. Only brands and organisations that invest in excellent customer care and effective, relevant content management stand out and foster long term positive relationships with their followers.
Although success is hard to measure in terms of drive to purchase and brand loyalty, there is clear evidence that social media creates brand exposure and is a successful relationship builder.
Co-creation as a core element of an experiential campaign is an area that should always be considered in the planning phase. This is not always possible due to campaign schedules or information embargo for a product launch, for example, but co-creation can enhance engagement, provide valuable information and encourage longer-term interaction with the audience.
Live streaming is a growing channel, especially with the launch of Facebook Live and Twitter Live. However, the use of live streaming should be carefully considered. Is the event generating suitable content that is in demand by the audience? Live streaming for the sake of using the platform could do more damage than good and divert budget away from more effective use.
Conversations on social media must always be relevant. They must always be present in the cultural moment. A carefully planned social calendar is as important as in-the-moment conversations that involve themselves in dominant, but relevant, social conversations at any one time. Consistency of personality and messaging is also key to being relevant and building a trustworthy and rewarding relationship.
Rewards and competitions are extremely important, especially in the context of events and experiences. Free tickets and exclusive content stimulate conversations and sharing, whilst placing a brand and an event at the heart of those actions.
The importance of a fully integrated advertising, PR, social and event strategy is widely acknowledged, but placing the event at the heart of the strategy can often be overlooked as budget allocation may divert attention away from the element of the campaign that is arguably the most interesting from the audiences point of view. Reach and awareness is intrinsically linked to relevant and engaging content; live consumer/public events and experiences are an effective way of creating that content in a way that other channels cannot replicate.