EVENT MARKETING:

#TacticsForSocialEngagement

Sarah Dudzic Cigna Global Social Media Manager Twitter: @SarahLindsay

> Public Relations / Communications Pro at Heart

> Career split agency v corporate

> Syracuse University; Temple University

> Social early adaptor. – Joined LinkedIn in 2007,

among the first 18.8 million members to join.

– Attended first tweet up in 2008.

– Facebook ID is 5503086

> Cigna. Focused on social selling for enterprise and global operation.

ABOUT ME

2 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

> Social inclusion > Advertising > Tagging > Co-branded campaigns > Hashtags

CONTRACT NEGOTIATION

3

> Social media encompasses every aspect of event, not one-off tactic

> Create a single communications stagey

> Share and maximize resources available

> Identify KPIs and design tactics to meet or exceed them – Share of voice (event, competitor) – Impressions – Clicks, video views – Unique engagements

> Befriend legal

VALUE OF AN INTEGRATED MARKETING STRATEGY

4 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

2016 WALT DISNEY WORLD MARATHON WEEKEND – CIGNA COMMUNICATIONS STRATEGY

5 5

Pre-Event Onsite • Cigna Run Together social content series • Countdown graphics (co-branded) • Infographics • Social photo contest (co-branded) • Refresh Cigna.com landing page • Add articles to Cigna.com library • Host Twitter chat • Highlight Team Cigna on social

• Booth promotion content • Live social media throughout event • Social media command center for social

listening with activation at expo and blogger meet up

• Blogger / social influencer meet-up • Media outreach (Achilles customers, employee

contest winners, Team Cigna runners and World of Difference athletes)

• Secure b-roll for broadcast pitching • Shoot customer/employee videos (as budget

allows) • Create short recap video of blogger meet-up

for follow-up with bloggers and social media content

• Pitch customer, Cigna Foundation and employee stories

• Offer health coaches for guest posts on running and health-focused blogs, including runDisney’s blog

• Repurpose existing videos/infographics for media outreach

Social Media

Public Relations

Video

Curate Social Media Content

Secure Media Coverage

Create New Video

Host Blogger Meet-Up

Active Team Cigna

Ambassadors

Activate Social Command

Center

Update Cigna.com

Landing Page

• Continue editing, publishing health coach tip videos

STATS

6 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

Source: Event Marketing Institute

STATS

7 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

5 TACTICS TO ENGAGE YOUR AUDIENCE PRIOR TO AN EVENT

8 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

STATS

9

1. Host a Chat – Third party expert – Advertising to community – Create Q list, be authentic

5 TACTICS TO ENGAGE YOUR AUDIENCE PRIOR TO AN EVENT

10 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

2. Hold a contest or sweepstakes – Connect to brand theme / event – Offer prizes – Legal rules – Onsite activation

5 TACTICS TO ENGAGE YOUR AUDIENCE PRIOR TO AN EVENT

11

3. Join the Conversation – Share influencer content – Respond to individuals

5 TACTICS TO ENGAGE YOUR AUDIENCE PRIOR TO AN EVENT

12

4. Use video to tell your story or provide useful information to your audience

5 TACTICS TO ENGAGE YOUR AUDIENCE PRIOR TO AN EVENT

13 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

5. Develop an influencer strategy – Social listening to identify influencers – Proactively provide information – Share their content – With permission advertise against content

5 TACTICS TO ENGAGE YOUR AUDIENCE PRIOR TO AN EVENT

14 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

3 TACTICS FOR REAL-TIME EVENT EXPERIENCE

15 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

STATS

16

17

1. Host a Meet Up – Exclusivity – PR / social savvy – “Tweetable” moments

3 TACTICS FOR REAL-TIME EVENT EXPERIENCE

Blogger Meet Up Conversation Timeline

Blogger Meet Up Event

2. Feature your brand – Cover speakers /

presenters – Find stories – Highlight expo /

booth areas – Be a news

reporter – Engage in real-

time

3 TACTICS FOR REAL-TIME EVENT EXPERIENCE

18

3. Activate employees – Internal contests – Spread message,

share news – Create content – Have a unique

hashtag to track

3 TACTICS FOR REAL-TIME EVENT EXPERIENCE

19 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

INSPIRATIONAL BRANDS

20 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

OMEGA: 2014 WINTER OLYMPICS PRODUCT INTEGRATION

21 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

JIM BEAM: VIRTUAL REALITY PRODUCT EDUCATION / EXPERIENCE

22 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

ETSY: GUEST PINNER AMBASSADOR / PR

23 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

TOM’S: #WITHOUTSHOES INSTAGRAM CONTEST USER GENERATED CONTENT

24 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

DELL: SAVE THE OCEANS EVENT PARTNERSHIP / EDUCATION PRE-EVENT

25 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

JOHN HOPKINS: RUNBOLD USER ENGAGEMENT / CONTEST / ACTIVATION CONNECTION

26 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

MARRIOT: JUDY GARLAND RED SLIPPERS REAL-TIME MARKETING + BRAND INTEGRATION

27 Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

Offered by: Connecticut General Life Insurance Company or Cigna Health and Life Insurance Company. “”Cigna” and the “Tree of Life“ logo are registered service marks of Cigna Intellectual Property, Inc., licensed for use by Cigna Corporation and its operating subsidiaries. All products and services are provided by or through such operating subsidiaries, including Connecticut General Life Insurance Company and Cigna Health and Life Insurance Company, and not by Cigna Corporation. All models are used for illustrative purposes only. 000000 00/14 © 2014 Cigna. Some content provided under license.