Leveraging New Analytics to Change the Conversation around Facilities on Campus
Leveraging the Conversation Continuum
83
LEVERAGING A CIRCULAR CONTINUUM INTEGRATING SOCIAL, DIGITAL AND LIVE
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Legacy Marketing Partner's General Manager spoke at the 2012 Event Marketer Event Tech Conference. He presented the Legacy approach for connecting social, digital and live experiences within agency campaigns.
Transcript of Leveraging the Conversation Continuum
Leveraging a CirCuLar ContinuumIntegratIng SocIal, DIgItal anD lIve
What We’LL taLK about
Why thIS MatterS
DefInIng converSatIon contInuuM
PuttIng It Into actIon for your branD
Why this matters
the Consumer’s experientiaL
journey:
is riCh With Content
is primed for storyteLLing
is ideaL for
personaLization
soCiaL WiLL
neverrepLaCe the experienCe
but it Can...
foCus our approaCh
buiLd exCitement
Create better experienCes
simpLify the interaCtion
expand our reaCh
buiLd advoCaCy
heLp us Learn
heLp us reaCt
extend our impaCt
defining Conversation
Continuum
the oLd modeL
the Conversation Continuum modeL
exPerIenceexPerIence
101
pre-event
during the event
Continuing the
diaLogue
IDentIfy
SIMPlIfy
folloW-uP
201
PrePare
301
Influence content
MonItor & engage
re-engage
encourage SharIng
aSK & react
Conversation Continuum CheCKList
pre-event
101identify
Don’t throW a net
bait a hooK
outreaCh via
brand ChanneLs
engage soCiaL forums
infLuenCer
identifiCation
and engagement
pre-event
201prepare
Let’s
get ready
to rumbLe
give them a
sneaK peeK
faCiLitate
attendee diaLogue
Create
soCiaL CurrenCy
pre-event
301infLuenCe Content
poWerto the peopLe
buiLd in
fLexibiLity
roCK
the vote
aCKnoWLedge
Contribution
during the event
101simpLify
right tooL
right job
streamLine
the proCess
personaLize the experienCe
traCK
engagement
during the event
201enCourage
sharing
asK for the saLe
remind
them
to share
shoWCase
partiCipation
reWard Contributions
during the event
301monitor & engage
KnoCK...KnoCK,
monitor
empoWer reaL time aCtion
respond
Continuing the diaLogue
101foLLoW up
Keep them taLKing
say
thanK
you
enCore Content
Keep
Listening
Continuing the diaLogue
201asK & reaCt
CheCK your ego
at thedoor
asK for
feedbaCK
grade
on a
beLL
Curve
aCt
Continuing the diaLogue
301re-engage
Live
you’veCome this
far... don’tquitnoW
get in the Conversation
buiLd
reLationships
invite them baCK
re-engage Live
exPerIenceexPerIence
SocIal Won’t truMP lIve
but It can MaKe It Much better
If the exPerIence IS not
IntereStIng, If It ISn’t
coMPellIng enough to Share…
It Won’t be ShareD
If the exPerIence IS
IntereStIng anD coMPellIng
enough to Share anD you
Don’t facIlItate SharIng…
It Won’t be ShareD enough
PeoPle WIll talK about you…
lISten, talK bacK anD re-engage
Chris KapsaLisgeneral Manager
fax me:
312.799.5545
