Rehearse for Real-Time: Preparing for the Moments That Make Content Great, as presented at Social Media Week Independent Austin on February 27, 2017. Real-time marketing doesn’t afford the luxury of time, abundant resources, or an array of tools. Having a plan is key to owning the moment, whether you are covering an event or forced to quickly react. You will learn how to commit to your audience’s experience through purposeful channel selection and cohesive storytelling. To have Lauren Teague present this as a breakout or workshop, please visit laurenteague.com

1. @LAURENTEE
REHEARSE FOR REAL TIME
PREPARING FOR MOMENTS THAT MAKE CONTENT
GREAT
@LAURENTEE

2. @LAURENTEE
#SMWiAustin
THE FIRST TWEET: APRIL 14, 2008
Twitter. It’s what’s happening
@2008PLAYERS

3. @LAURENTEE
#SMWiAustin
Twitter. It’s what’s happening
@2008PLAYERS

4. @LAURENTEE
#SMWiAustin
Twitter. It’s what’s happening
@2008PLAYERS

5. @LAURENTEE
#SMWiAustin
@2008PLAYERS
Twitter. It’s what’s happening
@2008PLAYERS@2008PLAYERS

6. @LAURENTEE
#SMWiAustin
@2008PLAYERS
Twitter. It’s what’s happening
@2008PLAYERS

7. @LAURENTEE
#SMWiAustin
Twitter. It’s what’s happening
ONE DAY
LATER

8. @LAURENTEE
#SMWiAustin
AUDIENCES EXPECT MORE,
AND DESERVE RESPECT

9. #SMWiAustin
SET YOURSELF UP FOR
SUCCESS IN THE
MOMENTS THAT MATTER.
REHEARSE FOR REAL TIME
@LaurenTee

11. @LAURENTEE
#SMWiAustin
DEBUT OF JACKSONVILLE JUMBO SHRIMP
Eater.

12. @LAURENTEE
#SMWiAustin
Twitter. It’s what’s happening

13. @LAURENTEE
#SMWiAustin
MAKING THEIR TWITTER DEBUT…

14. @LAURENTEE
#SMWiAustin
MAKING THEIR TWITTER DEBUT…

15. @LAURENTEE
#SMWiAustin

16. #SMWiAustin
IF WE AREN’T SERVING
OUR AUDIENCE, SOMEONE
ELSE WILL.
@LaurenTee
REHEARSE FOR REAL TIME

17. @LAURENTEE
REHEARSE FOR REAL TIME
WHAT IS REAL TIME?
▸Rapid

18. @LAURENTEE
REHEARSE FOR REAL TIME
WHAT IS REAL TIME?
▸Rapid
▸Engaging

19. @LAURENTEE
REHEARSE FOR REAL TIME
WHAT IS REAL TIME?
▸Rapid
▸Engaging
▸Aim

20. @LAURENTEE
REHEARSE FOR REAL TIME
WHAT IS REAL TIME?
▸Rapid
▸Engaging
▸Aim
▸Lively

21. #SMWiAustin
COMMIT TO THE PROCESS
OF CAPTURING A MOMENT,
NOT AN EVENT.
@LaurenTee
REHEARSE FOR REAL TIME

22. @LAURENTEE
#SMWiAustin#SMWiAustin

23. @LAURENTEE
#SMWiAustin#SMWiAustin

24. @LAURENTEE
#SMWiAustin#SMWiAustin

25. @LAURENTEE
#SMWiAustin#SMWiAustin

26. IF I WAS PRODUCING…

28. @LAURENTEE
REHEARSE FOR REAL TIME
PREPARING FOR THE MOMENTS THAT MAKE CONTENT GREAT
CHANNELS TEAM
RUNDOW
N REHEARSE

29. @LAURENTEE
REHEARSE FOR REAL TIME
PREPARING FOR THE MOMENTS THAT MAKE CONTENT GREAT
CHANNELS TEAM
RUNDOW
N REHEARSE

30. @LAURENTEE
REHEARSE FOR REAL TIME
PREPARING FOR THE MOMENTS THAT MAKE CONTENT GREAT
CHANNELS
• STORY
• AUDIENCE
• CAPACITY

31. @LAURENTEE
#SMWiAustin
CONTENT
HUB
SOCIAL
VIDEOBLOG

32. @LAURENTEE
REHEARSE FOR REAL TIME
PREPARING FOR THE MOMENTS THAT MAKE CONTENT GREAT
CHANNELS TEAM
RUNDOW
N REHEARSE

33. @LAURENTEE
REHEARSE FOR REAL TIME
TEAM OF ONE
Executive Producer
Content Creator
Social Listening

34. @LAURENTEE
REHEARSE FOR REAL TIME
SMALL TEAMS
Executive Producer
Content
Creator
RunnerCommunity
Manager
AND

35. @LAURENTEE
REHEARSE FOR REAL TIME
SMALL TEAMS Executive Producer
Copywriter
Content
Creator Runner
Community
Manager
Video StoriesPhotos
OR
AND

36. @LAURENTEE
REHEARSE FOR REAL TIME
LARGER TEAM
Executive Producer
(not publishing)
Content
Producers
Runners
Community
Manager
VideoPhoto Editor
Analyst

37. @LAURENTEE
REHEARSE FOR REAL TIME
PREPARING FOR THE MOMENTS THAT MAKE CONTENT GREAT
CHANNELS TEAM
RUNDOW
N REHEARSE

38. @LAURENTEE
REHEARSE FOR REAL TIME
CREATE A RUNDOWN
Time: Action/Activity: Who: Content Type: Social Channel:
8 AM
Registration /
Welcome
Lead + Staff
Photo booth,
IG story,
Keys for event attendees
FB
Instagram stories
Twitter
9-10AM Opening Keynote Lead + Blogger
Live blog of highlights from Keynote;
Visual quotes & slide images;
blog,
Twitter, Instagram
10-11:30 Breakouts Lead + ST staff
Staff to send best quotes, Q&As and pics to Lead;
community moderation by Lead
Twitter, Instagram,
Facebook, Linkedin
1-2PM Breakouts Lead w/ ST staff
Each breakout session has a social volunteer who
contributes to live blog; Lead takes best content to
publish into social
blog, Twitter,
Instagram, Linkedin
2:30-3:30 Panel Discussion Lead + volunteers
Moderate corresponding Twitter chat with event
attendees and followers
Twitter

39. #SMWiAustin
CHANNEL THE COLOR
COMMENTATOR, NOT THE
PLAY BY PLAY ANOUNCER
@LaurenTee
REHEARSE FOR REAL TIME

40. @LAURENTEE
REHEARSE FOR REAL TIME
PREPARING FOR THE MOMENTS THAT MAKE CONTENT GREAT
CHANNELS TEAM
RUNDOW
N REHEARSE

41. @LAURENTEE
REHEARSE FOR REAL TIME
REHEARSAL CHECKLIST
▸ Scene-setting content

42. @LAURENTEE
REHEARSE FOR REAL TIME
REHEARSAL CHECKLIST
▸ Scene-setting content
▸ Practice live streaming (test the wifi!)

43. @LAURENTEE
REHEARSE FOR REAL TIME
REHEARSAL CHECKLIST
▸ Scene-setting content
▸ Practice live streaming (test the wifi!)
▸ Pre-write names, titles, places, &
hashtags

44. @LAURENTEE
REHEARSE FOR REAL TIME
REHEARSAL CHECKLIST
▸ Scene-setting content
▸ Practice live streaming (test the wifi!)
▸ Pre-write names, titles, places, & hashtags
▸ Schedule necessary posts in advance

45. @LAURENTEE
REHEARSE FOR REAL TIME
REHEARSAL CHECKLIST
▸ Scene-setting content
▸ Practice live streaming (test the wifi!)
▸ Pre-write names, titles, places, & hashtags
▸ Schedule necessary posts in advance
▸ Build paid campaigns & audience targets

46. @LAURENTEE
REHEARSE FOR REAL TIME
REHEARSAL CHECKLIST
▸ Scene-setting content
▸ Practice live streaming (test the wifi!)
▸ Pre-write names, titles, places, & hashtags
▸ Schedule necessary posts in advance
▸ Build paid campaigns & audience targets
▸ Create an issue escalation plan

47. @LAURENTEE
REHEARSE FOR REAL TIME
PREPARING FOR THE MOMENTS THAT MAKE CONTENT GREAT
CHANNELS TEAM RUNDOWN REHEARSE

48. QUESTIONS?

49. Lauren@
teaguefc.com

50. @LAURENTEE
#SMWiAustin
SUPERBOWL LI (during trophy presentation)

51. @LAURENTEE
#SMWiAustin
SUPERBOWL LI

52. THANK YOU!
LAUREN@TEAGUEFC.COM
@LAURENTEE ON TWITTER
#SMWiAustin