Socially Powered Live Events: You Don't Have to Send A Man To Space to Be Successful
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September 25th 2014 PEOPLE POWERED SOCIAL
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You don’t have to have a man jumping from space to be able to have a successful socially powered event From local events to worldwide record breaking phenomena, the idea of understanding why and how people share will increase the opportunities of luck in getting people to talk about your events. During Social Media Week London 2014, Tessa Barrera, former Head of Social Media at Red Bull, discussed Red Bull Stratos, and how social media played a crucial part in the award winning campaign. She provided a unique perspective on engaging fans and allowing them to lead a conversation about the brand which drives content from the community. She discussed strategies for creating shareable moments by allow events to be consumer rather than brand led.
Transcript of Socially Powered Live Events: You Don't Have to Send A Man To Space to Be Successful
September 25th 2014
PEOPLE POWERED SOCIAL
KEY POINTS
• APPROACH SOCIAL FROM A STRATEGY/UX POV
• GET PEOPLE TALKING ABOUT SOMETHING YOU’RE DOING
• INCREASE THE PROBABILITY OF LUCK
40%
40%
20%
Amazing RB content
Promotional
Amazing UGC
Brand Message
Consumers
Brand Message
People
Sometimes you have to get up really high to understand how small you are. “ ” - Felix Baumgartner
1:1 in Real Time
+
400% INCREASE ON BRAND ENGAGEMENT TIME
8 MILLION CONCURRENT VIEWERS
OVER 150 MILLION VoD VIEWS 52 MILLION VIEWS
EVENT APPROACH TO SOCIAL • Get everyone on board • Understand why people would care, why people would
share? • What are the friction points? How do you remove them? • Don’t be precious about content – how can you get the
most eyes on what you are doing? • Be on the platforms understand how and why people
are using them • Be reactive and adaptive • Continue the conversation
KEY POINTS
• Approach social from a strategy/UX POV
• Get people talking about something you’re doing
• Increase the probability of luck
BROADCASTING VS NARROWCASTING
