We had an extensive pre-event workflow and set approvals process in the five or six weeks prior to the event. I would work it again like that, even with more freedom to post live. Getting the speakers presentations was a bit of a challenge and there were some important image preparation and approvals to get done before hand with their content.
Workflow process was smooth for us. Ahead of time, our bloggers looked over the show schedule and decided which sessions they would attend and cover. We made sure to cover the key sessions. A couple of our live bloggers also write regular blogs, so they needed to be sure to cover sessions that they could also write about later. So we produced quite a bit of content during the show, using ScribbleLive, and afterwards, via blog posts.
I think the discussions that we had with Scribble beforehand really helped work out the kinks. Obviously, our pre-preparation was a different beast as we were relying almost solely on live content being sent in. We ended up developing a simple-to-use iPad "app" in conjunction with Scribble to make it very easy for attendees to input content. We then deployed staff armed with iPads throughout the room with branded T-shirts to pull attention.
Christine, what was your relationship with the bloggers? Were they already bloggers on staff or did you go find them?
I like the idea of the app Dave. We had another app which was used for those in the room who wanted to submit questions. Was your app driving content straight into a Scribble event for you to then post out?
Interesting question. I'll add: How do you generally find people to create content, and what differs when you're looking to create content in real-time?
Precisely correct, James. We actually deployed these same iPads throughout a ride and drive experience in the morning in order to get a head-start on content for that evening. In addition, the questions that we were asking that evening were asked to select participants that day with a live interviewer and camera crew. We then turned around the video content into final edited versions and showed this on screen when we asked that same question in Scribble.
James: We have our own staff of bloggers. A lot of them are engineers and marketing people who write on the side.
We always work with our teams and the clients. Sometimes it is a joint effort as it was with Shell. Other times we will draft all the content, for whatever channel it may be. Depending on the event and client we would hope to do this as close to real-time as possible.
Also, our social media manager was the show to provide the "color commentary" on the show, sharing the human side of the event
I'd say re: real-time content, we tried to anticipate responses as much as possible so that we could pre-plan the flow of a conversation. It didn't always work out, but we always had back-up scenarios in mind in the case of deviation.
I have a question from a colleague, Belinda, which I'm going to bring in now.
We definitely had the outside world in mind for our event. It was about bringing the conference to life, info on the speakers, what they were discussing, some of the atmosphere from the room and of course live comments and photos from the room.
All supported, as Dave said, with some pre-planed content (video and images) to add visual intrigue and encourage engagement.
Our live feed came from the "Cadence point of view".....similar to what James said.
Our event was a slightly different scenario to the others as we were purely creating content for those in the room to view. It was not being shown outside the room at all and as such did not have a life post-event. As such, we obviously only focused on what the attendees would like to discuss.
I don't remember whether you both covered this before, but were your websites available for public viewing or just invited guests?
And to add to Dave's question: What was the response from people at the conference? If it applies, what was the response of people on the site who weren't at the conference?
Question for the panelists: Were your client organizations supportive of live blogging right away? In the semiconductor industry, the social world is fairly new.
Open to public view and syndicated by a media partner. The feed is still there in archive mode now, first post from the evening before at the top. We did a bit of editing post event before archiving like this but that didn't take long.
Ours was very sceptical but it was a proactive client who drove it along because of the ambitions for the programme. Shell has embraced social media over the last two years. Yes with a very defined approach and policy but the Facebook page has gone from nothing to nearly 5 million in just under two years.
This was a really solid step to encouraging engagement which has always been the difficult last step into social.
Our response was generally positive. The client was really driving this idea as they wanted the attendees to practice creating digital content and get their comfort levels up. We were very much in this balancing act between encouraging but not forcing, so the feedback from those there was positive but definitely dropped off...
James: can you provide more details on the FB engagement.....did you see engagement spike as the fanbase grew?
Getting off topic Christine, but yes, we have often seen engagement spike early on, once an initial core of fans are on the page. However as pages grow into millions things tend to drop off a little and level out. Have to keep looking at how to evolve the content to keep them interested. Facebook changing its set up for what content users see is also a thorn in the side. could go on, but...
But we are running into the final minutes of the chat. :)
And I have one other question: Did you integrate social content into what you were doing? If so, how?
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My answer is easy: No. Due to this being a closed-event we did not incorporate any non-secure social media sites nor pull content from external sources.
We did. We had a hashtag through Twitter we were tracking and using to find content to share. We could then engage with those tweets from Scribble. Flickr and YouTube were just repositories for content we pre-planned to share.
We did -- we preset some social posts throughout the event, and pulled them into our live feed. And, of course, we also promoted the feed through the social channels...
Thanks for the answers.
This has been a really interesting chat. I'm glad we could all speak about the different ways you're covering events. Any last words?
Last question from me: Was success purely calculate by engagement levels for you both? I know that you've both touched on this, but I'm interested to know.
We also encouraged email questions through web and Facebook. Facebook was a promotional channel for us and we timed posts to go out at appropriate times to land when key things were happening on the live coverage.
Primarily yes Dave. But it was a pilot for Shell so it was about making it work and having a quality debate that wasn't flamed. As such it was a success. I would have liked a little more engagement but dwell time was high and we had some 1,500 unique visitors during the event which we felt wasn't bad.
Since Design Automation Conference was our 1st ScribbleLive event, we saw it as another social tool for engagement, but didn't set specific targets. We wanted to see what kind of interaction we would have -- and also what kind of participation we could get internally.
We also wanted to make sure that we shared interested and varied content -- insights, images, etc....
Thank you everyone for the great chat. You've brought forward a lot of great things to consider when producing content for these types of events.