Creating Content For Events — How Brands Can Use Events

April 12, 2012 by

Companies don’t need to spend millions of dollars on event production to generate interest and engagement.  While maintaining a presence at face-to-face events is important, having a plan around your digital content creation at an event can help brands use events to maximize engagement for a minimal cost.

At the 2012 International Consumer Electronics Show TPN teamed up with Kodak to create three full days of content with Kodak executives, Product Demonstrations and Industry Analysts.  Brands can engage in so many different ways by pulling the audience in to the conversation and including them in the content creation at or after an event.  Genuine conversations about how to work with the consumer can go a long way toward reinforcing the authenticity of your brand.

In the video below, we talk about the content development strategy TPN and Kodak used at CES 2012, and how you can use some of those strategies to drive engagement for your own brand at an event.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

Filed Under: Digital Leaders Tagged With: , , , , , , ,

Creating Content For Events — Sporting Events

April 10, 2012 by

Professional sports are the perfect arena for content creation around events.  Every single game night, a professional sports team has a built-in opportunity for content creation.  Loyal fans can never get enough of the games their favorite teams play, and they’re hungry for supplemental content to enhance their connection with the teams.

Boston sports teams have devoted plenty of time and energy to driving engagement before, during and after games.  The Boston Celtics are effectively using social media for marketing, leveraging their networks to drive engagement through ticket giveaways and other contests.  The Boston Red Sox created a revenue stream by working with a mobile provider in their interactive social media campaign for fans at the ballpark.

In this video, we discuss some of the ways pro sports franchises create content around their events, and what you can takeaway from it for your own content marketing strategy.
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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.
Filed Under: Content Marketing 360, The Pulse on Marketing Tagged With: , , , , ,

Creating Content For Events — Virtual Events

April 6, 2012 by

It makes sense to create content for an event that people will physically attend and meet up at.  But what should your web content creation approach be for virtual events?

While it may seem like there may be drastically different strategies for the two types of event, the content development around the events is actually quite similar.  One recent example of a virtual event that nailed the concept of creating content and driving engagement before, during and after was Madonna’s album release event with Jimmy Fallon.  Madonna solicited questions from her fans leading up to the event, interacted with them live during it, and left them with a video to live on and re-watch once the event ended, all as part of  an exclusive live interview on Facebook & Livestream that the vast majority of people could only attend virtually.

In this conversation, we look at how Madonna pulled this off, and the lessons you can learn from this virtual event content creation example.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

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Creating Content For Events — Face To Face Events

April 4, 2012 by

While the way we think about events has shifted dramatically to include virtual events, there is still tremendous opportunity to create content around face-to-face events.

Leading up to a face-to-face event, content creation can be used to create buzz and excitement about the upcoming event by showcasing primary players and ideas that will be featured at the event.  During a conference, shifting technologies have changed the landscape of live video production to allow content creation to happen live over the web right from the floor of an event.  Finally, once a face-to-face event wraps-up, you can make the great content from that event live on forever.

In this video, we provide specific examples of how The Pulse Network has approached the challenge of digital content creation before, during and after face-to-face events.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

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Creating Content For Events – An Introduction

April 2, 2012 by

Events, both face-to-face and virtual, are opportunities to create content and drive conversation.  No matter what type of event you’re planning, there are three basic steps for you to categorize your content creation surrounding that event:

  • Promotion
  • Production
  • Post-Game

Using events to create content all starts with the mindset that anything can be an event if you frame it correctly.  Whether it’s something as small as a minor company announcement or something as large as a trade show, it’s an opportunity to create conversations.

In this video, we give an introduction to the concept of live event production and how it can coincide with your digital content creation strategy.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

Filed Under: General Tagged With: , , , , , ,

Content Distribution and Syndication Strategies-Driving Engagement

March 8, 2012 by

Why is driving engagement so important? It comes down to the marketing and sales funnel in that the higher level of engagement there is, the more active of a consumer you will have. You want to create conversations with educated consumers at an 80:20 ratio. That is, engage 80% of the time then ask and offer the remaining 20%. The end goal is to inevitably convert qualified leads into valued customers.

Below, I go further into the importance of driving engagment and the value of creating conversations.

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Be sure to watch my complete series on content distribution and syndication strategies and feel free to tweet or e-mail me ssaber@thepulsenetwork.com.

 

Filed Under: The Pulse on Marketing Tagged With: , , , ,

Content Distribution and Syndication Strategies-Gaining Customer Subscriptions

March 7, 2012 by

When trying to gain customer subscriptions, you have to be aware of the appropriate platform in which to distribute your content. You have to engage consumers in a platform where they are comfortable and from there, you can potentially drive the conversation deeper and to different platforms depending on the level of engagement

In the video below, I distinguish the best strategies for distributing content among different platforms such as Facebook, LinkedIn and Twitter.

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Be sure to watch my complete series on content distribution and syndication strategies and feel free to tweet or e-mail me ssaber@thepulsenetwork.com.

Filed Under: The Pulse on Marketing Tagged With: , , , ,

Social And Broadcast Media – Shifting Technologies

March 2, 2012 by

In the past, broadcast media had innumerable barriers to entry, first and foremost with high costs for equipment.  Now, HD Video Production technology is shifting on a daily basis, and every individual, not to mention business, has the ability to become a broadcaster.

So how should you take advantage of new, cost-effective technology to make creating great content a reality?  It’s as simple as jumping right in.  In this video, we discuss why it’s vital to jump right in to digital content creation, and why waiting around will only get you left behind.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, and head over to the IMS website to learn more about IMS NYC 2012.

Filed Under: Digital Leaders Tagged With: , , , , ,

Social And Broadcast Media – Measuring Success

February 29, 2012 by

Business is about results, and businesses need to put numbers around campaigns in order to measure success.  In traditional broadcasting, it all came down to how many people tuned in at a certain time.  But how can you measure the convergence of social with your content to develop a digital strategy?

Companies such as Bluefin Labs are working to allow companies to put numbers around social media marketing campaigns tied to your content creation, and make measuring social in broadcast a reality.

So what should you look for to help measure your social broadcast campaigns?  In this video, we jump into the topic of social measurement in broadcast, and the numbers that should be important to you.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, and head over to the IMS website to learn more about IMS NYC 2012.

Filed Under: Digital Leaders Tagged With: , , , , ,

Social and Broadcast Media-The Second Screen Experience

February 27, 2012 by

In the digital age that we are in now, consumers are demanding the second screen experience. Content is now created with the intention that it will end up online. Consumers want to get involved with the media by having conversations that will make them part of the television experience.

Our friends at Hill Holiday, Mike Proulx and Stacey Shepatin, discuss in their book how television ratings are increasing and the ratings that are decreasing are watching television without that second screen experience. It really sums up how the integration of social and broadcast media is moving fast.

Have a look at my video below to see how the second screen experience influences content creation.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, and head over to the IMS website to learn more about IMS NYC 2012.

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