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Social hub for a live event: How to sell and build it.
Social hub for a live event: How to sell and build it.

Social hubs are a great way to engage customers who are physically present at an event, while expanding the reach of the event’s audience out. In addition, a social hub gives an event longevity and can improve the ROI of event based marketing for clients.

In this guide we will cover selling social hubs to clients, and then go through how to create them using your white label platform.

What am I selling?

A live social hub functions as a way to cover an event, be it on-going or short, that has a wealth of social content you can tap into.

This could be:

  • An event sponsored by a brand
  • A conference
  • An open day or launch event
  • A campaign community (advertising that drives to a #hashtag or similar)

Cognitives is the perfect solution this problem as you can pull in an array of social content from your own, and other people’s social handles, along with hashtags and video content, moderate the story and publish to the client’s audience in real time.

Key Selling Messages

1. This provides real-time engagement for people before, during and after an event, promotion or campaign
2. Centralise all the relevant and high-quality UGC from an event into one place to grow the brand equity.
3. Provide a rich content website for a brand without large investments in content up front.

What plan does this require?

To cover a live event, you really need real time social updates - if it is a short term event, then you will be looking at the top subscription ($599 USD) and to give it longevity, a subscription for a month either side of the event.

To account for the curation and set up work for your agency, in addition to any social media content creation work you will package with this kind of offer, the cost to the client should be at least $2,000 per month.

Service packs around live event coverage and social curation can be added to this. A target total project cost of $10,000 is feasible for any large event like this.

Can you show me some examples?

As an example, the coverage of the Paris Fashion Week in this demo site is what you are aiming for.

parisfashionweek.cognitives.io

In this example a specific one time exclusive event can be amplified via the range of influencer and official brand content shared around social during and after the event.

With careful planning you can orchestrate an event like this for a client that gives them a media asset that lasts much longer than the residual event marketing effects and can even drive conversions for recurring events or campaigns.

Execution

In this section we will go through how to put together a social hub using your platform. This is split into the following:

  1.  The Game Plan 

  2. Setup, URL and Branding 

  3. Initial Content 

  4. Live Coverage

Game Plan

First you need to pitch this into your clients. The key to this is making the platform a key plank of the content and social strategy around the event or campaign. Getting all stakeholders on board may take time, so start the influencing process early. If it is a smaller brand you may not need too much lead time, but for large consumer brands, this might mean the prior planning cycle - 12 months out.

First the key rallying points for UGC need to be established. What is the key hashtag to feature, how with this manifest over the various social channels it will be focused on? The next step is content strategy.Set up a clear guide of the kind of content you are hunting for from each channel and the community strategy you will put in place to get this content.

Finally lock down the influencers and key people who will be producing content throughout the event/campaign that need to be highlighted. Define if they need their own section or topic area and if any attribution needs to be made (paid, sponsorship etc).

Setup, URL and Branding

Setting up a social hub for a live event or campaign is simple if you choose a template. If you decide to go down the path of editing a template then this can be done via our design framework with the help of a developer. Head to docs.cognitives.io for the details.

In this example I am taking one of our base templates and putting a simple campaign banner on the top for visual effect - this highlights the key campaign message and also the core hashtag to track.

Setting the domain can be done via the domains manager in platform. See the video below for details.

Initial Content

Doing an initial grab of content to “seed” the site with content and ensure it looks alive before people start interacting with it is essential. You can do this simply by connecting the relevant handles for the campaign and then pushing the content through. Also it is recommended that if you don’t have content for additional pages (from thought leaders or other sections) then you keep these hidden until the event goes live. This is simply a matter of making the section active or inactive in the page manager.

Social Funnel Setup - Walkthrough

Live Coverage

 

Pre, during and post the event, if you take on the social side of the workload then it can balloon out to alot of work. Lay the ground-rules with the social media staff around what can be pushed to the hub and approved so everyone is on the same page. If you have set handles to auto-publish, be sure to check the live site to make sure it is on message.

Many agencies wrap a social coverage offer with a social hub in with the production of live video or social posts as well.

This content service and coverage can be funnelled through your content platform. You can use Youtube live to stream live video into the platform in addition to social channels.

Client Example - World Business Forum Sydney 2017

The World Business Forum live coverage content hub powered by Cognitives.

Want to set up your own social hubs and campaign community sites?

You can sign up to our partner portal, white-label the platform and set your own prices. Jump into the signup process - do it - it's free!

Partner Sign Up

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