September is always an interesting month for us as it starts with the Trust Conference, an international conference that explores the meaning and measure of the concept of Trust to rapidly accelerate business growth.
Hosted by our good friend (and client) Talent Dynamics it is an exciting event that challenges and inspires us, not only with the great speaker line ups (this year including Bob Geldof KBE!) but also the delivery of video content that captures and promotes the event.
Behind the Scenes… 1 Year Ago!
The Trust Conference 2014 started around this time last year, with an initial conversation that scoped out what needed to be delivered. In the very first year Talent Dynamics used its existing audience on Twitter and Facebook to promote the event.
For 2014, everyone agreed that it needed to build its own audience.
This was the first challenge. To quickly but effectively build a targeted, niche audience of engaged people and companies. We delivered this through a strategy of targeted ‘follows’, promoted posts and curated content during the build up to the conference.
Our goal was to insert the Conference into existing conversations around trust, company culture and leadership. We targeted those people on both Twitter and Facebook who would be interested in the content that was shared. This quickly raised the Conference’s visibility.
As the conference approached its date of 11th September we began mixing in videos from the Conference the year before and profiles of the speakers. We encouraged the speakers to record their own short video messages, summarising what they would be talking about and building a buzz ahead of the conference.
Here is Bob Geldof KBE discussing the ‘Exponential Business Result of Trust’.
Around 3 months to go we began directly promoting the event with short ‘soundbites’ and connected calls to action.
Behind the Scenes… 1 Month Ago!
The event video brief was simple. Not only did the Trust Conference 2014 need to be filmed but as this year had been billed as a Global event it needed to be broadcast across the world via a live stream.
An additional challenge, live stream ‘in’ Stephen MR Covey from America. This was a paid for event, so both streams required a fast and reliable web connection to guarantee the best possible experience as well as adequate security to ensure that those who had paid could view whilst those who hadn’t… couldn’t. 🙂
The event is popular and we wanted to mimic the experience as much as possible. Included in the live stream was a moderated virtual chat environment where the on line audience could interact with each other. The chat was also moderated so the on line audience could ask questions and easily resolve any problems.
Nearly 900 people attended the physical conference and over 200 people had registered for the live stream. We supported the conversations, linking those people at the event and those people on line through managed social media on the day across Twitter, Facebook and LinkedIn.
This built on the work establishing the audiences and we ‘live tweeted’ the event, mixing short snippets of the speaker’s presentations with photographs from the event.
At its height the hashtag #trustconference reached over 27,000 people!
Behind the Scenes… After the Conference.
As part of the conference ticket price, the videos of the event were to be made available. These were broken down into individual videos of the speakers with their slides mixed in.
Here is Penny Power OBE talking on the importance of Building Trust Online.
In addition, a highlights video was created to capture the feel of the day (you can see it at the top of this post), including the opening video created by Conference sponsor Really Bright Media.
This was then promoted on Facebook specifically for video views to ‘ride the wave’ of the buzz of the Conference and maximise it’s impact.
Behind the Scenes… Now!
It doesn’t stop.
We are currently working on a new strategy for the Trust Conference 2015, focusing on using video clips to create discussions around the various applications of Trust in business to encourage engagement with the on line audiences and organically promote the conference
… in effect turning the one day event into an ‘on demand virtual event’ that can last 365 days a year!