Four tips for optimizing viewership and engagement—from the show floor
Content continues to be king in events, with brands investing so heavily in at-event content strategies that they’re building dedicated studios within event footprints and exhibit spaces, pushing out content on-demand, publishing broadcast schedules, recruiting speakers and powering the programs with on-site video production teams. Phew.
Inside the 8,000-square-foot The Experience by Dell Technologies lounge at South by Southwest this year a dedicated stage and broadcast studio played host to panels, fireside chats, pitch competitions and, between segments, impromptu one-on-ones with executives, in addition to musical performances that mapped back to Dell products, tools and innovations.
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The metrics surrounding the strategy don’t lie: Mentions about Dell at Southby increased 104 percent year-over-year, which means the brand’s content approach was generating a nice boost in share of voice.
For Dell, the key to elevating live content is to constantly challenge the status quo. We spoke to Greg McCarthy, advisor-social business at Dell on the brand’s strategy for broadcasting. Here, his top tips for optimizing viewership and engagement—from the show floor.
Pick Your Platform(s)
Dell leverages listening technology that informs teams where the majority of the audience sits, including what social media platforms they use most, and how much of the industry conversation is on one platform versus others. For Dell, all engagement on social media maps back to the event microsites it builds for events and video content, where it houses all of the content it captures and pulls in audiences for extended engagement.
“We put a lot of focus on Instagram, that’s where our best engagement has been, so we think about how do we take snippets from the broadcasts we do and incorporate them into our Stories, where people can swipe and be directed towards that microsite link,” McCarthy says. “The big goal that we had at SXSW was to direct people to this dedicated microsite.”
The company uses Facebook Live as an opportunity gather an audience and then direct them to cool things happening throughout the day via the microsite.
The 8,000-square-foot Experience by Dell Technologies lounge at SXSW featured a dedicated stage and broadcast studio.
Rally the Troops
McCarthy led social coordination with members of his social business team at SXSW. There was an individual leading the Dell Technologies channel, someone leading overall editing, someone assisting with photo and video uploads. There was the Dell TV Team from the multimedia division of the brand team, which focused on live streaming, specifically. There was a video editor responsible for slicing up snippets of videos or creating walk-around clips of the footprint for social media. Bottom line: it was a coordinated effort with a lot of subject matter experts.
“We put in place a process where we were turning over the content immediately once panels were over, simultaneously getting that content up onto …read more