Vivid Sydney Social Media Workshop

Agenda

1. Defining your social strategy

2. Creating fit-for-channel content

3. Reaching the right audience through paid media

4. Engaging with your community

5. Recap: Tips and hints

6. Helpful resources

Defining a strategy to make your event stand out

Defining the social strategy for your Vivid Sydney campaign

▪ Outline your objectives for the Vivid Sydney – build awareness; drive

attendance / sell tickets and/or Push peopleto the Vivid Sydney website

▪ What are the key messagesyou wish to convey - pre-event, during and after

the event

▪ Who are your key audiences – peoplewho have / you want to engagewith

your brand?

▪ What socialchannelscanyou leverage

▪ Socialmedia should becriticalcomponentof your marketing mix. Plan for it

early sotime is not a determining factor

WHAT DO YOU WANT TO

GET OUT OF VIVID SYDNEY?

WHAT DOES SUCCESS LOOK

LIKE?

Getting cut-through by creatingbespoke content

Determining your content needs

Now you have settledon a strategic approach that aligns toyour objectives,

audiences and key messages, you need to determine what are your key content

requirements.

▪ Identifythe different streams of content you need to create to meet your

objectives across the festival

▪ Think about how different types of content need to work at different stages

of the campaign – before, during and after the festival

▪ Define the role of each social channel, what content will be posted where and

what frequency you need

▪ Focus on quality over quantity to strike the right balance of how much content

you will need, particularly if you have paid media support (more on this a little

later)

HOW OFTEN SHOULD I POST?

ONLY POST WHEN YOU HAVE SOMETHING

MEANINGFUL TO SAY.

TAILOR YOUR APPROACH TO YOUR NEEDS

PRE-EVENT, DURING THE EVENT AND POST-

EVENT

Build a suite of content

Build a suite of content that is fit for purposefor social / specific channels.Here

are a few thought starters:

CREATE IMAGES / VIDEOS

OF ELEMENTS RELEVANT TO

YOUR ACTIVITY (SPEAKERS,

ARTISTS)

UTILISE ASSETS FROM

PREVIOUS VIVID SYDNEY

FESTIVALS / REFRESH TO

PROVIDE A 2020 CONTEXT

CONSIDER SYMBOLIC STOCK

IMAGERY THAT SUGGESTS A

SUBJECT MATTER YOU ARE

AN EXPERT IN

DEVELOP PROMO VIDEOS

THAT SPARK EXCITEMENT

AND ENGAGEMENT WITH

YOUR AUDIENCE

LINKS TO BLOG CONTENT

OR PRESS COVERAGE

RELATING TO YOU

PRESENCE AT VIVID SYDNEY

CREATE FACEBOOK EVENT

PAGES FOR VIVID SYDNEY

ACTIVITY / EVENTS TO DRIVE

ATTENDANCE

DEVELOP WEBSITE PAGES

THAT YOU CAN LINK PEOPLE

TO FROM SOCIAL TO

DISCOVER MORE

INFORMATION

Video post:

Asset dimensions: 4x5 or 1x1

Tip: Upload witha thumbnail

Image post:

Asset dimensions: 4x5 or 1x1

Tip: Think a point ofdifference

Video or Image link post:

Image dimensions:1x1 or

1.91x1

Tip: Great to promote a direct

link to website

Story post:

Dimensions: 9:16

Tip: For organic uploads, use

#vividsydney hashtag,@vividsydney mentions, artist

music and Vivid Sydney stickers

(below).

Key Facebook formats

There are a number of key formats you can utiliseon Facebook for organicand/or paidcontent, including:

Carousel(rec.paid only):

Asset dimensions:1x1

Tip: Great to promote different

elements

Event page:

Tips: Visuals with impact, regular

updates, inviteyour network

Key Instagram formats

You can utilise many of the same Facebook formats on Instagram, for organic and/or paidcontent, including:Note: Reels can only be used on Instagram, but use the same dimensions as Stories

Video post:

Asset dimensions: 4x5 or 1x1

Tip: Upload witha thumbnail

Image post:

Asset dimensions: 4x5 or 1x1

Tip: Think a point ofdifference

Video or Image link post:

Image dimensions:1x1 or1.91x1

Tip: Great to promote a direct link to

website

Gallery (carousel):

Asset dimensions:1x1

Tip: Great format to promote

different elements / capture different imagery in one post

Reels and Storypost:

Dimensions: 9:16

Tip: For organic uploads, use

#vividsydney hashtag, @vividsydneymentions,artist music and Vivid Sydney

stickers (below).

Key Twitter formats

There are a number of considerations for Twitterformats, including:

Video tweet:

Asset dimensions: 1x1 or 2x1 Tip:

Uploadwith a thumbnail

Image tweet:

Asset dimensions:1x1 or 2x1

Tip: Can upload multiple images with

your tweet

Website card (paid only):

Image dimensions:1x1 or 2x1Tip: Drive people to website with more

information/ to book tickets

Tone of voice

▪ Keep your social toneof voice consistent across content and think about how

different posts work with each other to communicate your key messages.

▪ Keep post copy clear, concise and conversational, like you are a talkingwith

your a neighbouror colleague in a socialsettingas opposed to talking to them

in a more formal setting.

▪ Use inspirational languagethat sparksengagement andaction.

▪ Don’t try to squeeze too much information into the one post. Focus on the key

messageyou need to communicate and what actionyou want people to take

(i.e. reaction, comment,or clicktowebsite).

▪ Include a Call-To-Action (CTA) such as a question that sparks engagementor

direct users to the website (book your spot / ticket now).

▪ Use emojis sparinglytocomplement your content but don’t overdo them.

Look and feel

▪ It’s important tomaintaina consistent visual tone

across your campaign yet utilise the strengths of

each channel.

▪ When choosing imagery,consider dynamic, visual

appealing assetsthat inspire engagement and

provide context to the atmosphere or event.

▪ Avoid asset fatigue by using images more than once

and make sure they align toyour socialobjectives.

▪ Always consider the relationship between your copy

and asset to convey entire message – compliment

your messaging rather than repeat in copy and asset.

▪ Develop and/or adaptyour assets for social content

in particular. Avoid using too much branding and text

on your asset.

Suitable for social

▪ Creates atmosphere

▪ Provides a different

take on a iconic

location

▪ Focuses in close

on subject matter

▪ Excellent quality

and composition

▪ Heroes subject in

an animated /

engaging way

Not suitable for social

▪ People looking

away from camera

▪ Repurposing text-

heavy event posters

▪ Images shot without

consideration / in a

hurry and key

subject is lost

▪ Promo headshots

that lack context

▪ Subject appears too

small on a mobile

device / too far away

Easy wins

▪ IG Reels – Short 15 Second videos that don’t have to be too polished. They

are a great way to help you get more people viewing and engaging with

your content

▪ Facebook and Instagram stories – before and duringthe event – Content

does not have to be too polished and has a variety of features (hyper lapse,

video, music, GIF, text and stickers, polls, quizzes).

▪ Incentivise engagement through questions, competitions etc.

▪ Encourage social sharing– Reachout to existing networks / ask your audience

to share their experience through images.

▪ Facebook event pages – A hub for info about your event, proactively invite

people in your network / gauge interest.

Tailorthe use of hashtagsfor specificchannels:

▪ Facebook and LinkedIn – 1-3 hashtags per post to

focus on festival (i.e. #VividSydney, #BrandName

#Creativity)

▪ Instagram and TikTok–5-10 hashtags that coverthe

festival, your brand, themes relevant to your

experience, location etc. (i.e. #VividSydney

#BrandName #Creativity #SydneyTownHall)

▪ Twitter– 2-3 hashtags that focus on festival, relevant

themes, location (i.e.#VividSydney #Creativity

#SydneyTownHall)

▪ Be part of the wider festival conversation by using

#VividSydney

▪ Tag collaborators and partneraccounts relevant to your

festival experience (i.e. @vividsydney @rbgsydney)

Hashtags / Mentions

Reaching the right audience through paid media

Amplifying your content with paid media

▪ Understand your audience digital behaviours to target basedon

interest, demographics, location and placements (different types of

ads).

▪ Boost your best content to reach the rightaudience, with the right

message, at the right time.

▪ If budget allows, map out and assign a paidspend amount for your

most important content but allow a contingency budget to boost

high performing content through out the festival.

▪ Test different call-to-action buttons for paid content thatalign with

the objective of the post (i.e. Learn More, Book Now, Redeem).

▪ Considerevent response ads. Boost awareness and sell more tickets.

There are two methods to put paid

support behind your Facebook /

Instagram content:

▪ Simple: Boost an existing post

▪ Advanced: Facebook Ads Manager

To boost Twitter content, go to:

▪ Simple: Quick Promote

▪ Advanced: TwitterAds

Engaging with the community through social conversation

Engaging with your community

Onceyou have a strategy in place and you have developed content, think about

moderation of your content once it is live.

▪ You can amplify / engage further with your audience further by responding to

comments/ queries. Keep the conversation informal and chattybut only enter

when you have a clear mandate to do so (i.e. someone has asked a question /

information that needs clarification). If someone has tagged a friend your post

and direct a comment tothem, consider using the reaction function instead.

▪ Bewareof trolls lookingfor a bite (trustyour gut instinct).

▪ Develop a simple escalation process to deal with negative complaints and/or

matters that do not need to discussed in a public forum(tip:acknowledge the

personbut don’t admit blame, ask them to provide their details via a private

message).

▪ Impart your knowledge and expertise in the wider social

conversation (only where you permissiontoplay).

DEVELOP A CONVERSATION MATRIX

WITH MESSAGING / RESPONSESFOR

DIFFERENT TYPES OF ENQUIRIES YOU

MIGHT EXPECT TO RECEIVE

(POSITIVEAND NEGATIVE)

Recap: Best practice tips and hints

Recap: Tips and hints

THINK MOBILE FIRST

WHEN CREATING

CONTENT

CONSIDER YOUR

MESSAGING - HOW POST

COPY WORKS WITH

ASSETS

KEEP POST COPY SHORT,

PUNCHY AND ON MESSAGE

TO MEET YOUR OBJECTIVES

EMPLOY CTAS TO

SPARK ACTION

(ENGAGEMENT,

WEBSITE VISITS)

BE SMART WITH THE USE OF

HASHTAGS. ONLY USE WHEN

THEY WILL ADD VALUE

CONSIDER PAID MEDIA TO

REACH THE RIGHT PEOPLE

WITH THE RIGHT MESSAGE

ENGAGE COMMUNITY VIA

COMMENTS / INFLUENCE

WIDER CONVERSATION

Helpful resources

Useful resources to help you

Facebook / Instagram Ad Guide

Facebook Ad Set up: Boostinga post Facebook

Ad Set up: Ads Manager Facebook Blueprint

e-Learningportal TwitterAd Guide

TwitterAd set up: Quick Promote Twitter

Ad set up: Twitter Ads LinkedIn Ads

Guide

Useful resources to help you

Facebook / Instagram Ad Guide

Facebook Ad Set up: Boostinga post Facebook

Ad Set up: Ads Manager Facebook Blueprint

e-Learningportal TwitterAd Guide

TwitterAd set up: Quick Promote Twitter

Ad set up: Twitter Ads LinkedIn Ads

Guide

Useful resources to help you

Facebook / Instagram Ad Guide

Facebook Ad Set up: Boostinga post Facebook

Ad Set up: Ads Manager Facebook Blueprint

e-Learningportal TwitterAd Guide

TwitterAd set up: Quick Promote Twitter

Ad set up: Twitter Ads LinkedIn Ads

Guide

Useful resources to help you

Facebook / Instagram Ad Guide

Facebook Ad Set up: Boostinga post Facebook

Ad Set up: Ads Manager Facebook Blueprint

e-Learningportal TwitterAd Guide

TwitterAd set up: Quick Promote Twitter

Ad set up: Twitter Ads LinkedIn Ads

Guide

Thank you