A key metric of a successful marketing experience is its reach. How many people experienced it first hand? How many shared it online? How many people re-shared it?
For every person that experienced it first hand, the aim should be for at least 100 people to see it online and for a further 10 to re-share it. What strategies can be put in place for naturally growing an experience's reach?
Experiences with the most social impact let people participate remotely via the internet. This is because experiences aimed solely at people visiting the event are limiting themselves to a captive audience, while experiences open to anyone with free time and an internet connection can have an unlimited number of people joining in. Sharing the experience online is even easier for remote participants as they are connected to the internet and ready to hit that share button.
There are many ways that a remote person can partake in the experience. They can control football machines, send messages to giant LED screens or play games against people at the venue. Using live streaming video, people can see the experience and most importantly see the effect they have on it.
For experiences that can only be interacted with by people visiting the event, the strategy should be to make each person automatically share the experience online. This strategy is possible thanks to social networks that have built APIs for helping web developers integrate their apps with social networks.
A good example of automated sharing is for the person to log in to the experience with their Twitter or Facebook account. A software app films the experience, inserts the person's name and profile photo along with promotional copy, and then automatically uploads the video using the person's account details.
Read on for specific examples.
Using a touch screen or iPad at the event enables people to log in to the installation with their Twitter account. Once they complete the experience, a custom tweet is sent from their account to all their followers. This is a great way to promote a campaign hashtag and have people share branded content naturally.
People can control experiences by tweeting them, ie. tweet controlled lights. Using location tracking on tweets, only people nearby the experience can control it, or remove tracking and let people from all over the world join in the experience. Think of tweets like a trigger; software, robotics and lighting can all be controlled by a tweet.
A really easy way to get people sharing the experience online is to record videos of the experience and upload them to YouTube. If the experience is expecting a high number of people or each video should be personalised, then an automatic solution scan be put in place. Using YouTube's API and some clever scripts it's possible to automatically start recording the video, insert the person's name and profile photo, render the video, upload it, and then send an email or tweet with a link to their personalised YouTube video.
People can log in to an event by visiting a dedicated webpage and using their Facebook details to connect. The experience can then be personalised using their name and profile photo. The software app can automatically post branding messages to their wall and like a page for them so that they can receive updates once the event is over.
Dedicated Facebook apps can be developed to control installations, send messages or place people in a virtual queue, pinging them when it is their turn to try the experience.