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

1. eventPLUS
Webinar for clients
by
Rob Blackie & Andréanne Leclerc
London & Hong Kong, 14th April 2016

2. Why Events?
• Face to face has a large impact on B2B
purchasing decisions
• 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
experience

3. 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

4. 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

5. The Process

6. Three areas of focus
Driving:
• 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

7. Driving value before, during & after events
Pre-event Event Post-event
Increase engagement with event
content
Drive advocacy to internal
stakeholders & external peer group
Initiate sales team relationship –
online (& face to face)
Drive registration & reduce drop
outs
Additional
data capture
Amplification to target
non attendees
‘New new’ lead gen

8. 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.

9. The Process: Practicalities

10. 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.

11. 3 Stages Process
Pre-event Event Post-event
• Audit needs across
organisation"
• Set pre-established
measurement goals"
• Cross reference
speaker / attendee lists
against target / existing
clients"
• Establish Creative
Platform"
• Agree narrative"
• Agree engagement
channels (social media
platforms, media
interviews, organiser
blogs, mailers, email)"
• Agree Paid, Owned,
Earned mix & Search
strategy"
• Populate content
calendar"
• Create content
bank – research,
thought pieces,
long form at byline
& short / soundbite
grabs"
• Create visual
assets – video,
product shots,
infographics"
• Outreach to
influencers /
customers"
• 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
engagement."
Planning" Measure"Engagement & Execute"
1 week – 4weeks post event"Live coverage – duration of the event"Minimum 4 weeks, Up to 3 months"

12. 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
holistic approach.
• Each team member will take on a role to ensure
the workload is spread and we achieve
transparence across the business.
Insights
Content
Project
Manager
Influencers
Management
Partners &
Enablement
Strategy
Analytics
Support team:
Media
Amplification
Support team:
PR
Amplification
Publishing
Distribution,
amplification

13. Pre-event
Experts involved:
All
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.
Define event
objectives, eventPlus
contribution and plan
of action (pre-during,
after)
Run listening
exercise with relevant
event/product, brand
keywords
Establish overall
strategy based on
extracted insights
Create templates
and/or adapt existing
content
Reach out to
influencers/partners
for distribution and
amplification
Event day run
through

14. During event
Experts involved:
• Project Manager
• Content
• Publishing, Distribution, Amplification
• Influencers
• Partners
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.
New exhibition/
presentation begins
Onsite reporter takes
video/picture OR
notes down quote
from speaker
Onsite designers put
picture/quote into
existing template.
Producers edit
videos. Copy writing.
Show final product to
the approver
Upload onto
appropriate channels
Monitor social
channels for replies
and shares Approval
30-45 minutes

15. Content examples
Quote Card Vine Video Info-graphic
Vox Pop Video Image Quote Card

16. 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.

17. Post-event
Experts involved:
• Project Manager
• Analytics
After the event or product launch wraps up, the
eventPLUS team continues its efforts to track
results.
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
determine how
content was
perceived
Run a analytics
exercise to determine
how content and
channels performed
Compile findings in a
eventPLUS wrap-
report
Create eventPLUS
case study with
learnings and key
takeaways

18. Measurement framework

19. Identify metrics to measure your objectives
Measure Engagement:
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
all engagements.
Measure Awareness:
Use metrics like volume, reach, exposure, and
amplification. You can use tools such as tweet
reach to measure far is your message
spreading.
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
website analytics.
Goal: Find advocates and fans
Track contributors and influence. Who is
participating and what kind of impact do they
have?
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
brand.

20. 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"
Usage, frequency"
Leads: Number or Leads//trials, usage of wish list, pre-order, event
participation"
Sales sales value: news customer acquisition revenue, change in off-
take, category sales, change in volume, ROI"
Social Media platforms Analytics,"
Website Analytics"
Social Listening"
Social Media platforms Analytics,"
Website Analytics"
Google rankings"
Marketing automated software"
Database"
Website analytics"
3rd party data"
Content level Data"
Channel level Data"
Leads and sales Data"
Macro Data"
Brand awareness, brand perception"
Share of voice, sentiment, topics of discussion, key influencers"
Surveys (brand, awareness, perception, etc)"
Social Listening"

21. Questions?
Andréanne Leclerc
Regional Director
Social@Ogilvy APAC
@leclerca
Rob Blackie
Director of Social
OgilvyOne
@robblackie