The White House Correspondent Dinner, also known as the Nerd Prom met its PR objectives. Using traditional event planning, see how social media was used to get our attention, teasing us with the right eye-candy that turned me into a fan and left me wanting more.
The star-studded smiles plastered throughout the 400 photos shared on Instagram intrigued me, drew me in and made me want to go Nerd Prom or bust in 2013.
The star-studded smiles plastered throughout the 400 photos shared on Instagram intrigued me, drew me in and made me want to go Nerd Prom or bust in 2013.
In 1924, President Calvin Coolidge hosted the first White House Correspondent Dinner. Nothing says media relations like the woo of the wine and dine outreach to the hottest A-listers and journalists. This annual event took place on the last Saturday of April at the Washington Hilton - same as it has for the past eight decades.
What made this year's event different?
What made this year's event different?
Prior to this year's White House Correspondent Dinner, I hadn't heard of it. However, this year's event had a large fraction of my attention as I joined in with the 60,000 gawkers online to see the live coverage of this event.
The use of social media to share content from events has arrived. As journalists, writers and bloggers from leading media outlets were doting their fashion designed gowns with their lucky date on one arm and their smart phones in their hands, these media influencers were showing us at home how its done. Here's my take on how social media took the Nerd Prom to the next level.
Listen up because these lessons can be practices applied to grow the value and industry interest of your key event.
1. Anyone can be an event correspondent.
Media relations can include the industry leading publications and their writers. Today's industry influencers and analysts are being followed on Twitter. With only 10% of social media profiles on Twitter, nearly every American hears about Twitter from their TV or news station each day. This is the new press wire and the new event correspondents are the attendees at your event.
Who are the ones capturing the spreadable content that you want shared? You don't have to call Barbara Walters to get your event covered and capture the interest of your industry spectators. There is a sweet spot on the spectrum between 60 Minutes and no coverage at all.
2. Any event can be sexy-hot.
Want to add some sex appeal that is spreadable through social streams? Invite the people that your industry followers love to love, or love to hate. Who is the Lindsey Lohan of your industry? As long as there is no home arrest ankle bracelet, invite the people that can help spread the buzz. If there is someone you know who speaks in tweets, or is photogenic, be sure to include them in your speaker line up or as a VIP attendee.
3. Tweets of content is more important than content alone.
What you say and do at your event doesn't matter near as much as what the people in the room are saying about your event. I ate up the tweeted nuggets of Jimmy Kimmel's routine like popcorn last Saturday night. It wasn't pre-scheduled content from Kimmel that appealed to me. It was the live tweets with added commentary that swam through my Twitter stream while I watched a movie at home with my family.
Since many of us are dual-screen watchers, we can only watch or listen to one piece of content at a time. But we can watch the stream of tweets and still be engaged with our families or at work. More on this, see #6.
4. Fat jokes still rule.
As long as the jokes aren't about me, fat jokes are recommended to get the most tweet action.
The Washington Post's Fix examined the 60,000 tweets tagged with #Nerdprom or #WHCD to see what was the most tweetable content throughout the five-hour evening. The tweets peaked at the moment comedian Jimmy Kimmel joked about New Jersey Gov. Chris Christie's weight. At this point in time, there were 765 tweets per minute.
5. Social has the power to influence.
Last year, I hadn't heard of Nerd Prom, did you? This year? I watched Nerd Prom unfold online until late Saturday night, and, I want an invitation to next year's event.
This proves that social can influence, grow interest and increase new market reach.
6. Twitter coverage wins over C-Span.
Why is it that we'd all prefer to watch the fresh trends unfold through our Twitter stream more than watching C-SPAN? Because it is mobile and social. Perhaps you could watch C-SPAN, streamed to your smartphone, but it is typically not considered mobile as it is usually viewed on Grandpa's TV.
Engaging bite-sized social content is not only more entertaining, digestible and spreadable than watching a five hour event through video, social channels give viewers more control. We can view the styles and viewpoints from more than mainstream broadcasters who are covering an event we can also share and include our own commentary.
Though live coverage and can include a video, there isn't much social, interactive appeal with a C-Span approach. A standalone video camera stationed in the center of the room recording the activities with little to no commentary or engagement with the online viewers lacks appeal in today's interactive space. Adding a layer of social media through the Twitter channel can really increase engagement. I didn't view any video coverage of this year's Nerd Prom but my experience of the event was almost as personable as attending it in person.
7. Today's events aren't limited to mainstream audiences.
Consider the events that you have seen the media cover and they will all have one common factor. From auto shows to Apple announcements, the topic and event must meet the interest of the mainstream readership that the Big 5 media outlets in broadcasting and publishing seek for event coverage.
However as new digital leaders are emerging and today's brands act as media outlets, we are looking for ways to create relevant content and engage with our community, industry and segmented readership. Event coverage can be a hot-spot to capture segmented industry-leading stories. From the speakers and the content they present to peers and attendees posing while networking, event coverage can provide a wealth of online brand and buzz assets.
8. Coverage through social optimizes event investment.
You've paid a lot for these A-listers, the ice sculptures and the light show. Why limit the awesomeness to the people on the guest list? You don't have the be the White House to get the media coverage your event needs to get the attention from the non-attendees. Grow the exposure of your next event and hire an event correspondent to integrate social media as part of your publicity and event strategy.
The use of social media to share content from events has arrived. As journalists, writers and bloggers from leading media outlets were doting their fashion designed gowns with their lucky date on one arm and their smart phones in their hands, these media influencers were showing us at home how its done. Here's my take on how social media took the Nerd Prom to the next level.
Listen up because these lessons can be practices applied to grow the value and industry interest of your key event.
1. Anyone can be an event correspondent.
Media relations can include the industry leading publications and their writers. Today's industry influencers and analysts are being followed on Twitter. With only 10% of social media profiles on Twitter, nearly every American hears about Twitter from their TV or news station each day. This is the new press wire and the new event correspondents are the attendees at your event.
Who are the ones capturing the spreadable content that you want shared? You don't have to call Barbara Walters to get your event covered and capture the interest of your industry spectators. There is a sweet spot on the spectrum between 60 Minutes and no coverage at all.
2. Any event can be sexy-hot.
Want to add some sex appeal that is spreadable through social streams? Invite the people that your industry followers love to love, or love to hate. Who is the Lindsey Lohan of your industry? As long as there is no home arrest ankle bracelet, invite the people that can help spread the buzz. If there is someone you know who speaks in tweets, or is photogenic, be sure to include them in your speaker line up or as a VIP attendee.
3. Tweets of content is more important than content alone.
What you say and do at your event doesn't matter near as much as what the people in the room are saying about your event. I ate up the tweeted nuggets of Jimmy Kimmel's routine like popcorn last Saturday night. It wasn't pre-scheduled content from Kimmel that appealed to me. It was the live tweets with added commentary that swam through my Twitter stream while I watched a movie at home with my family.
Since many of us are dual-screen watchers, we can only watch or listen to one piece of content at a time. But we can watch the stream of tweets and still be engaged with our families or at work. More on this, see #6.
4. Fat jokes still rule.
As long as the jokes aren't about me, fat jokes are recommended to get the most tweet action.
The Washington Post's Fix examined the 60,000 tweets tagged with #Nerdprom or #WHCD to see what was the most tweetable content throughout the five-hour evening. The tweets peaked at the moment comedian Jimmy Kimmel joked about New Jersey Gov. Chris Christie's weight. At this point in time, there were 765 tweets per minute.
5. Social has the power to influence.
Last year, I hadn't heard of Nerd Prom, did you? This year? I watched Nerd Prom unfold online until late Saturday night, and, I want an invitation to next year's event.
This proves that social can influence, grow interest and increase new market reach.
6. Twitter coverage wins over C-Span.
Why is it that we'd all prefer to watch the fresh trends unfold through our Twitter stream more than watching C-SPAN? Because it is mobile and social. Perhaps you could watch C-SPAN, streamed to your smartphone, but it is typically not considered mobile as it is usually viewed on Grandpa's TV.
Engaging bite-sized social content is not only more entertaining, digestible and spreadable than watching a five hour event through video, social channels give viewers more control. We can view the styles and viewpoints from more than mainstream broadcasters who are covering an event we can also share and include our own commentary.
Though live coverage and can include a video, there isn't much social, interactive appeal with a C-Span approach. A standalone video camera stationed in the center of the room recording the activities with little to no commentary or engagement with the online viewers lacks appeal in today's interactive space. Adding a layer of social media through the Twitter channel can really increase engagement. I didn't view any video coverage of this year's Nerd Prom but my experience of the event was almost as personable as attending it in person.
7. Today's events aren't limited to mainstream audiences.
Consider the events that you have seen the media cover and they will all have one common factor. From auto shows to Apple announcements, the topic and event must meet the interest of the mainstream readership that the Big 5 media outlets in broadcasting and publishing seek for event coverage.
However as new digital leaders are emerging and today's brands act as media outlets, we are looking for ways to create relevant content and engage with our community, industry and segmented readership. Event coverage can be a hot-spot to capture segmented industry-leading stories. From the speakers and the content they present to peers and attendees posing while networking, event coverage can provide a wealth of online brand and buzz assets.
8. Coverage through social optimizes event investment.
You've paid a lot for these A-listers, the ice sculptures and the light show. Why limit the awesomeness to the people on the guest list? You don't have the be the White House to get the media coverage your event needs to get the attention from the non-attendees. Grow the exposure of your next event and hire an event correspondent to integrate social media as part of your publicity and event strategy.
This Just In... Content provided by Andrea Cook, founder of Event Correspondent.com. Since 1999, her Chicago-born consultancy, The Midas Center has provided award-winning marketing and media solutions to law firms, education facilities, non-profits, artists and hyper-local communities. She is a digital pioneer, media coach, editor, art director, cowork owner and consultant for hire. Services vary, Event Correspondent services preferred. See what leaders are saying about this emerging practice here >> Want to get more from events? Contact Andrea, click here >>
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