Why events and social media go together like Sushi and Soy Sauce
BY LUKE PAOLA
Why events and social media go together like Sushi and Soy sauce
BY LUKE PAOLA
The Scenario
It’s 5am on Saturday morning, and the setup crew is on-site, labouring away, setting up the branding and activation area. It’s a rush because the gates to the event open in three hours and everyone is in full setup mode. It’s always an exciting time for the activation team and probably what they enjoy most about what they do! Event goers who arrive for the fun activities don’t realise what goes into setting up the show – and neither do most brands’ social media teams! Four months of planning, countless meetings and late nights; it’s finally time to go live – and then it’s all over in a few hours! With thirty minutes to go the sales and promotional staff arrive in their carefully planned outfits. Some pictures are taken, the briefing is done and now it’s Go Time!
The Scenario
It’s 5am on Saturday morning, and the setup crew is on-site, labouring away, setting up the branding and activation area. It’s a rush because the gates to the event open in three hours and everyone is in full setup mode. It’s always an exciting time for the activation team and probably what they enjoy most about what they do! Event goers who arrive for the fun activities don’t realise what goes into setting up the show – and neither do most brands’ social media teams! Four months of planning, countless meetings and late nights; it’s finally time to go live – and then it’s all over in a few hours! With thirty minutes to go the sales and promotional staff arrive in their carefully planned outfits. Some pictures are taken, the briefing is done and now it’s Go Time!
I am painting this picture to give to you an idea of how an activation is rolled out, although this is such a small snapshot of the work that goes into a successful brand activation, but I want you to read this entire piece and not get bored!
Fast forward eight hours, and it’s all over. The setup crew becomes the strike crew, everything is packed up, and the team heads home after a very successful event for both organiser and brand.
I am painting this picture to give to you an idea of how an activation is rolled out, although this is such a small snapshot of the work that goes into a successful brand activation, but I want you to read this entire piece and not get bored!
Fast forward eight hours, and it’s all over. The setup crew becomes the strike crew, everything is packed up, and the team heads home after a very successful event for both organiser and brand.
Well, it would seem successful for the brand but something was missing….
Where is the exposure before, during and after the event? How would anyone have known the event was even happening?
This is where we’ve noticed the detachment between brand activations at events and the brand’s social media. The event organiser has put up their pictures and videos of the event; in fact, they were doing this all day long, creating memories for the people attending the event! BUT, what about the brand that spent so much money on the event and on their setup (as mentioned above)? You see, the organiser doesn’t set up for the sponsors and it’s their job to come up with the activation concept and roll it out (this is where we come in). It is also the sponsor’s job to get the most out of the sponsorship over and above what the organiser is doing as they need to worry about a number of sponsors on the day. Plus, they only have so much time and social media space!
Well, it would seem successful for the brand but something was missing…
Where is the exposure before, during and after the event? How would anyone have known the event was even happening?
This is where we’ve noticed the detachment between brand activations at events and the brand’s social media. The event organiser has put up their pictures and videos of the event; in fact, they were doing this all day long, creating memories for the people attending the event! BUT, what about the brand that spent so much money on the event and on their setup (as mentioned above)? You see, the organiser doesn’t set up for the sponsors and it’s their job to come up with the activation concept and roll it out (this is where we come in). It is also the sponsor’s job to get the most out of the sponsorship over and above what the organiser is doing as they need to worry about a number of sponsors on the day. Plus, they only have so much time and social media space!
What’s the problem here?
Far too often, a brand’s social media team doesn’t attend the event that has cost the brand a lot of time and money. It’s all this hard work, setting up, planning and money – just for one day? That seems a bit counterproductive wouldn’t you say? Why is this a thing? Why do social media teams/ brands not take full advantage of creating memories and brand loyalty with their clients at the event that can be liked, loved, tagged or shared all over the interwebz?
It is generally because of a detached social media company that has a strategy in place that fails to take the events into consideration; or the team just doesn’t want to go to the event or – and this is common reason – the brand doesn’t talk to the social media team about being at the event to capture every moment.
What’s the problem here?
Far too often, a brand’s social media team doesn’t attend the event that has cost the brand a lot of time and money. It’s all this hard work, setting up, planning and money – just for one day? That seems a bit counterproductive wouldn’t you say? Why is this a thing? Why do social media teams/ brands not take full advantage of creating memories and brand loyalty with their clients at the event that can be liked, loved, tagged or shared all over the interwebz?
It is generally because of a detached social media company that has a strategy in place that fails to take the events into consideration; or the team just doesn’t want to go to the event or – and this is common reason – the brand doesn’t talk to the social media team about being at the event to capture every moment.