Twitter's Will Scougal on... engaging audiences via social media

Twitter UK head of brand strategy & creative Will Scougal shared his thoughts on how event planners can get the most out of the social media platform at Event 360 yesterday.

Twitter UK head of brand staretgy & creative, Will Scougal
Twitter UK head of brand staretgy & creative, Will Scougal

Twitter UK's head of brand strategy Will Scougal gave the closing keynote at Event 360 forum yesterday entitled Future Focus: Engaging the Millenials, looking at the technology and trends that will shape the events of the future and engage tomorrows audience. Here are some of his top tips for event planners on getting the most out of the social media platform:

  • A lot of brands see Twitter as a reactive platform where reaction is the only opportunity. It certainly is an opportunity but it’s one of many. From an event point of view these reactionary moments are moments that we can create ourselves.
  • There are people at your events with broadcast devices on them willing to share content you are creating. One of the biggest opportunities is connecting campaign moments with conversations that are happening on the platform from an everyday live reactive point of view.
  • There is an everyday conversation going on around events like the World Cup and we’re seeing that grow month by month on Twitter with spikes around specific moments. For brands this represents an event moment that they can join in with.
  • When thinking about planning from an event perspective, it’s about how we can belong in the everyday moment. Are there everyday conversations happening that are being shared in the stream that we can bring into the events that we’re creating to help the brand reach the audience?

More from Event 360:

EE shares strategy on creating stand-out events

Procurement's 'understanding of creative events is limited'

Understanding brand key to better pitch process

In Pictures: Event 360 Part 2

In Pictures: Event 360 Part 1

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