It’s no secret that B2B events can pump out some dull social content. But just because B2B may have a more serious tone does not mean it needs to be boring!
In this webinar, run in partnership with OgilvyOne Business, we share simple ideas for making your conference a social success. We discuss how companies can turn their events into a platform for driving leads and building customer relationships, and how to apply the same strategy for your event.
In this session you will learn:
- How to use social to get people to meet you face to face
- How to capture more leads from events
- How to make your content more interesting
- How to get your customers to tell their colleagues and peers how great you are
Webinar for clients
Rob Blackie & Andréanne Leclerc
London & Hong Kong, 14th April 2016
• Face to face has a large impact on B2B
• Events make large numbers of customers
available to inﬂuence at one time
• Social now a key part of events – connecting
people in diﬀerent rooms or locations into a
discussion that parallels the oﬄine
What is eventPLUS?
eventPlus is Ogilvy’s unique process to drive value from events across the customer lifecycle –
driving awareness, consideration, leads and sales:
• Building brand and reputation: Inﬂuencing customers who do not know your brand
• Driving leads and sales
• Deepening relationships with customers
• Inﬂuencing their peer group and co-decision makers
• Driving value beyond the day of the event
Table of contents
1. Driving value from events
2. The process: Practicalities
• Where to start
• What are the experts needed to deliver?
• 3 stages: pre, during and after
3. Measurement framework
Three areas of focus
• Reach: Inﬂuencing customers who do not know your brand:
• Amplifying to event attendees on Social
• Deeper relationships with customers – face to face and online
• Engaging before and during the event
• Capturing data from Social into CRM system
• Content to customer’s peer groups and co-decision makers
• Encouraging advocates to share your content
• Promoting advocate content to their co-decision makers & peers
Driving value before, during & after events
Pre-event Event Post-event
Increase engagement with event
Drive advocacy to internal
stakeholders & external peer group
Initiate sales team relationship –
online (& face to face)
Drive registration & reduce drop
Ampliﬁcation to target
‘New new’ lead gen
Ogilvy at Cannes
• Three times the volume of mentions of Twitter and Google
combined, 13 times as much as the nearest competitor.
• #OgilvyCannes trended on Twitter
• 390m impressions beating brands with celebrities from Kim
Kardashian to Patrick Stewart.
Key areas for success
Business Ambition: Agreeing measurement and potential dollar value to the business validates &
determines the level of eventPLUS investment
Customer insight: Research on industry conversations, target audiences and the event program
ensures that content matches customer interests
Internal alignment: Especially joining Sales and Marketing teams
Content planning: Ensuring that content is planned for the event (and template creative and
processes are set up for reactive content), alongside a publishing strategy, inﬂuencer relations, team
structure (client & agency) and partner engagement.
3 Stages Process
Pre-event Event Post-event
• Audit needs across
• Set pre-established
• Cross reference
speaker / attendee lists
against target / existing
• Establish Creative
• Agree narrative"
• Agree engagement
channels (social media
blogs, mailers, email)"
• Agree Paid, Owned,
Earned mix & Search
• Populate content
• Create content
bank – research,
long form at byline
& short / soundbite
• Create visual
assets – video,
• Outreach to
• Active narrative"
On the ground at the event, our multi-disciple
team will generate content in real-time based on
the activities and attendees across a variety of
different formats and channels."
After the event the team will put together a
post event report to provide an overview of
the activity undertaken, success metrics and
an analysis on the whole event."
Further content creation and partners
Planning" Measure"Engagement & Execute"
1 week – 4weeks post event"Live coverage – duration of the event"Minimum 4 weeks, Up to 3 months"
What do the experts need to deliver?
• eventPLUS is delivered by a range of experts
with a project manager coordinating the eﬀorts
to ensure we achieve an integrated approach to
social and digital.
• Each team member provides a unique POV
and value from their area of expertise, which we
are looking to bring together to achieve a
• Each team member will take on a role to ensure
the workload is spread and we achieve
transparence across the business.
The eventPLUS process ensures we achieve an
integrated approach in distributing the most relevant
content in social and digital channels.
Before executing eventPLUS, determining a holistic
social strategy is key. Insights from Ogilvy’s listening or
conversation map exercises are translated into an overall
strategy. Only then can content planning and
inﬂuencer/partners identiﬁcation begin.
Throughout this entire process, the project manager
ensures the team is on track and provides operational,
strategic and tactical guidance.
contribution and plan
of action (pre-during,
exercise with relevant
strategy based on
and/or adapt existing
Reach out to
for distribution and
Event day run
• Project Manager
• Publishing, Distribution, Ampliﬁcation
During an event, the eventPLUS team develop,
create and produce real-time content.
The publishing, distribution and ampliﬁcation
team monitor channels for new topics to create
content around and the project manager ensures
that timings are met and the team does not stray
from the strategy in place.
Onsite reporter takes
notes down quote
Onsite designers put
videos. Copy writing.
Show final product to
channels for replies
and shares Approval
Quote Card Vine Video Info-graphic
Vox Pop Video Image Quote Card
Social Wall & Newsroom Centre
An additional feature of eventPLUS
is installing a social wall at the event
to allow people to see all the exciting
content that is being shared around
your event or having.
A physical newsroom center can also
be setup at the event location.
• Project Manager
After the event or product launch wraps up, the
eventPLUS team continues its eﬀorts to track
Measurement & reporting is necessary to gauge
eﬀectiveness of social eﬀorts and to note down
learnings for future eventPLUS implementation.
Compile a list of all
channels that content
was seeded out of
Run a final social
listening exercise to
Run a analytics
exercise to determine
how content and
Compile findings in a
case study with
learnings and key
Identify metrics to measure your objectives
Look for metrics around comments, replies, and
shares. How many people are participating,
how often are they participating, and in what
forms are they participating? Platforms like
Facebook have in-built analytics tools that show
Use metrics like volume, reach, exposure, and
amplification. You can use tools such as tweet
reach to measure far is your message
Goal: Drive Traffic
Track URL shares, clicks and conversions. Are
people moving through social media to your
external site and what do they do once they’re
on your site? This can all be measured through
Goal: Find advocates and fans
Track contributors and influence. Who is
participating and what kind of impact do they
Goal: Increase your brand’s
share of voice
Track your volume relative to your
closest competitors. Social
listening can be conducted to
measure how much of the overall
conversation around your industry
or product category is about your
What do you track and how?
Tracking paid media performance, organic content and channels performance should be done separately. Establishing
the eﬀect of paid media on organic performance would help optimize paid media budget and strategy. There are
limitations to organic reach and this should be taken into consideration while setting targets.
Data Quantitative metrics (organic versus paid) Data sources
Data Qualitative KPI’s Data sources
Impressions, views, clicks, engagement level (likes, comments, shares, "
search volume, content pillars performance (engagement)"
Fan’s/followers/ subscribers growth"
Weekly, monthly visits (trafﬁc), active users"
Bounce rate, time spend"
Leads: Number or Leads//trials, usage of wish list, pre-order, event
Sales sales value: news customer acquisition revenue, change in off-
take, category sales, change in volume, ROI"
Social Media platforms Analytics,"
Social Media platforms Analytics,"
Marketing automated software"
3rd party data"
Content level Data"
Channel level Data"
Leads and sales Data"
Brand awareness, brand perception"
Share of voice, sentiment, topics of discussion, key inﬂuencers"
Surveys (brand, awareness, perception, etc)"
Director of Social