Live Event Social Media
Strategy Sample Deck
By: Tai Grevious
Contents
Objective
Utilize influencer audiences, paid media, and dynamic social media engagement to secure and drive in person and virtual attendance for IEM Cologne.
Viewership
Hype
Engagement
Attendance
Pre-Event Timeline
3 Months
6 Weeks
2 Weeks
Week Of
Content Plan
Priority High to Low:
-Promo Posts
-Darkposting
-Pre-recorded programming
-Community Tab
-Youtube Shorts
-Photo stills
-Infographics
-Promo Posts
-Darkposting
-Giveaways�
-Photo stills
-Infographics
-Darkposting
-Giveaways
-Promo Posts�-Past Tournament Footage
-Darkposting
-Giveaways
-Promo Posts
-Darkposting
-Pre-recorded programming
Social Media Engagement
Timing and execution for posting owned content and reposts of influencer content will be determined by reviewing analytics from previous years and combined with updated algorithm metrics. Trailers and announcement advertisements from previous years have varying degrees of success, so by combining the best elements of each, the trailers for the current year will reach even higher engagement than before.
Influencer Campaign
In conjunction with owned content, influencer content will follow a two-tier approach. Influencer Tier I will consist of 10 Macro influencers with a CS:GO audience or are affiliated with Intel Gaming. Influencer Tier I will include influencer-led deliverables with built in ad integrations for the event (whitelisted) for both pre and post event pushing in person and virtual attendance. Influencer Tier II will house 25-50 micro-mid influencers who will receive in-kind tickets and gift bags in exchange for creating content that will be organic. Additionally, (if budget allows) event participants may be contracted to promote the event as well.
Macro Influencers:
Micro-Mid Influencers:
Talent:
In Person Attendance
Advertisements for in person attendance will be targeted towards local audiences. Utilizing geo-targeted posting for advertisements centered around large cities within reasonable travel distance to the venue will increase local attendance. Incentives such as sponsored booths and experiences, giveaways and guest appearances will entice audiences to purchase tickets.
Virtual Attendance
Live coverage of the event will be available via Twitch, & Youtube. Paid advertising for both platforms will be supported by the influencer campaign as well as participants. Twitch chat drops will encourage viewers to be active in the chat, while the Youtube stream supports by offering an accessible alternative. Sponsored giveaways during downtime will ensure audience retention while also gaining additional viewership.
Post-Event Releases
Immediately following the conclusion of the event, the owned footage captured during the event will be compiled into a highlight reel to be released on all platforms. Footage from games, notable attendees, key moments, and audience interaction will fuel engagement until the next event.