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26
May

Using content marketing to supercharge events

A recent report from the Content Marketing Institute and Ion Interactive finds that large companies are making interactive content a stronger part of their marketing mix. It’s a trend that’s not really surprising given how powerful interactive content can be in building customer engagement, brand awareness and lead generation and how quickly the line between the digital and offline world has disappeared.  

At it’s core, content marketing is about brands starting a conversation with their customers. It works because humans are inherently social – we can’t resist the call to contribute, to compete, to share and to be part of an online conversation. We love to take part in something larger than ourselves. Add ubiquitous internet and smartphones and you now see social media sitting firmly alongside our physical experience with the world. ‘Being in the moment’ no longer means switching off our devices. It means living it and simultaneously recording it to be shared in real time.

The challenge for marketers is how to effectively manage that conversation and interact with audiences and consumers in ways that enhance their experience of their brand in real time, 24/7. The once carefully constructed brand content no longer has the efficacy and resonance it once did. Brand stories are now being driven by consumers interacting with the brand and it’s easy to see why. We simply trust our social peers more than we do the advertising message.

 

The live experience

adele live 2017

Many of these brand stories and conversations are taking place at live events – an element of marketing strategy that’s become increasingly important. Live events provide a number of touch points between the brand and its audience. By integrating social media, these touch points can be taken to a whole new level. Branded live social activations are now a common feature at music festivals around the world. But for other events,  in fields like sports, recreation and conferences, there is huge potential for brands to enhance the overall on-site experience for attendees.

Aggreg8Live at concert

Benefits of social branded engagement at events

With digital now firmly embedded in the real world, people now demand cross-consumption between the actual event, and the digitised version of it. Brands that can offer a hybrid experience will ultimately thrive in this environment.

There are many benefits of incorporating live social branded engagement into your event including:

  • Instant gratification – people get a big thrill from seeing and sharing their experiences at live events. This is why event photo booths and kiss cams have had such a long-lasting appeal. Such social pastimes can now continue via social media walls which continue to drive benefits and amplification long after the event.  
  • Steering the conversation – consumers drive the conversation but you have the ability to steer it by what you determine and curate; from the campaign and its hashtags to what you allow to be shown on your social feed.
  • Richer engagement – competitions (especially photo-based) with the ability to highlight and reward participants can liven your event and incentivise people to generate content.
  • Maximising your media spend – a social platform that has rights and permissions management in place will allow you to turn earned media (user-generated content) into owned media (redistributed through your brand’s marketing channels).
  • Greater reach – while live experiences may reach fewer people compared to broadcast media, the ability to enhance the experience for those attending the event can actually help spread your message much further than just inside the venue. As attendees are encouraged to share on social media, their followers become exposed to your message.
  • Driving future attendance – spreading social media content about the event to people who aren’t in attendance can induce FOMO (fear of missing out) that may encourage them to buy a ticket. Eventbrite’s research indicates that nearly 7 in 10 millennials cite FOMO as what drives them to attend events and share their experiences on social media.
  • Gaining insights and analytics – the success of an event is not just determined by attendance figures but also by the level of engagement. Live social engagements that can incorporate analytics will provide valuable intel about your target audience, from what interests them to how engaged they are. This can help you fine-tune your event in real-time or for future events.

fan selfies

What content marketing are you planning for your next live event?

With audiences already sharing their experiences at live events on social media, how can brands leverage this to create a great experience online and get better reach and engagement? What brands need is a tool to facilitate this process. Something that can pull together all hashtag-specific social media content quickly and easily, essentially cultivating a complete conversation in real time.

Introducing Aggreg8Live! – a content marketing platform that will do just that.

Aggreg8Live! Logo

Imagine being able to generate and gather all the social buzz surrounding your brand into one central branded display.

Aggreg8Live! collects rich content from social media and then displays it in a visually aesthetic grid for your audience in real time.

It’s easy to use and works on all devices. Best of all, you have full control over what is displayed and how it’s displayed. Sit back, curate, and watch your audience form better connections with your brand.

 

Find out more at http://www.aggreg8live.com/

07
Apr

Circul8 Artist Showcase – Calling artists of Sydney!

How do you like the sound of having your artwork adorning the entrance of one of the most highly awarded independent digital creative agencies in Sydney? THIS IS YOUR CHANCE.

We have a large empty white space in our entrance. This makes us sad :-(

We do have an idea to make it less empty though….

Rather than filling it with the usual creative agency fluff, we think it would be a great place to showcase local artistic talent. Does this sound like you? Well, we would love for you to come and get creative with our wall :-)

Entrance Artwork

Every single person who enters our studio walks past this wall, it’s difficult to ignore. Your artwork will be seen by a wide range of creative marketing professionals from designers, copywriters and producers to strategists, social media managers and directors. This walkway is the only (legal) way into the studio, so our full team will see your work every day, as well visitors from our agency friends, partners and clients, who include: Tourism Fiji, Japan National Tourism Organisation, Singapore Changi Airport, ANZ Stadium and Royal Caribbean.

You can clearly see the piece from the road too, so any passers by can also peek their head in and enjoy your artwork.

Details
– Dimensions: 1630w x 2610h cm
– Canvas space is white, other walls surroundings are yellow.
– Installation time: 6 months per piece
– We will pay for your materials!
– We will ensure you are well fuelled with coffee/juice/beer while you work

Can you help us make our entrance a little less empty and a bit more AWESOME?

Just send us an email to artshowcase@circul8.com.au including your creds and proposed design and we will select one artist every six months to use the space.

04
Feb

Meet Louella

Presenting Circul8’s new Senior Producer!

unnamed-1

Oh hey!

Louella just started with Circul8 as a senior producer. With 16 years’ experience working in the world of digital, we’re super excited for what she is going to bring to the team! 

We’ve got a handful of producers here at Circul8 HQ, and they are all very lovely and work very hard. As one of Circul8’s copywriters, I am of course totally across the job that producers do and definitely haven’t used this interview to learn the specifics of their job…. See what Louella has to say…

C8: Hi Louella, first question we ask everyone: what made you want to run away and join the Circul8 circus?

L: I read a blog post that you eat lots of cake and it’s true, in fact I just had a piece and it’s my first week.

C8: Have you always been a producer?

L: No I started off as a baby, then I became a teenager, somewhere between then and now I became a producer, I did take a few detours in between and have been in client management and even a gallery owner and curator.

C8: What do you most enjoy about digital marketing?

L: Honestly, it’s the people and the character, I love working with all types of creative people and masters of their crafts. I enjoy the collaboration between developers, designers, animators and strategist that needs to happen to in order to produce an amazing campaign. But most of the all accountability and flexibility of digital media, the fact that everything is measurable, there is no guessing, we can test and optimise at all points of the campaign so we know we are getting the most of each campaign.

C8: For those reading this who may not exactly know what producers do (not me, I’m totally across it): What exactly does your job entail?

L: Producers are pretty much the mums of the project, we look after everyone and make sure no one is crying , everyone gets home alive and all ends well.

C8: What’s the app you can’t live without and why?

L: I am a big fan of practical apps so I have to say Maps…i’d be lost without it…my sense of direction is not so great.

C8: What’s your prediction for the next big thing in online social interaction?

L: No idea, I am continually shocked by the what people will and won’t share with the world.

C8: Destination marketing and tourism are a big part of what we do here at Circul8. What are your top 3 travel destinations?

L:  Mexico, Jamaica and Cuba…I like the heat.

C8: Thank you for confirming what I already knew about producers in the digital marketing world, I definitely didn’t learn something I should have known ages ago.

L:  Hmmm

Under our Louella-ella, eh

Written by Nic Dorward