Although TEDxBristol only took place four and a bit months a go, it feels like a lifetime has passed since what we often referred to as ‘the big day’. Last Thursday the OggaDoon team relived a little bit of our TEDxBristol 2015 success by sharing our story to over 100 people at the BBC Broadcasting house in Bristol.
While our Curator and Sponsorship Manager, Mel Rodrigues and Matt Mullan, took the audience through the technical sides to the day, from everything from cash flow to editorial, Caroline and Hannah from the OggaDoon team got the chance to talk about how we pulled off a huge social media and content strategy on little budget and not a lot of time.
Although TEDxBristol was being thought about from this time last year, it was April that we got involved. The job was put simply – a little PR and comms support was needed to help sell 1800 tickets.
After a clutch of radio interviews, five online TV interviews, 4 in depth published interviews, 25+ press articles, 7 x newsletters, 300x FB posts, 700 x tweets, 50 x Instagrams, god knows how many web uploads and one storify, the little job was done.
From the start we had two ambitions: to sell out TEDxBristol before 11th, and to trend in Bristol on the day.
Limited resources meant being tactically ruthless. Many of the traditional marketing activities were discounted on the basis of cost – adverts, leaflets, direct mail, posters and so on didn’t make the cut. Working with Mel, the core team and others, we made a collaborative decision to focus on digital and social media as our principle PR and comms channels. We had delivered this approach successfully for Big Green Week and Love the Future.
That doesn’t mean to say we ignored traditional PR methods. Looking at our goals we knew we needed to buddy up with media partners at a local level so Bristol Post and BBC Radio Bristol were selected as our partners of choice. We also ensured we were featured on listings publications.
With a couple of months to go, we turned on the gas burners. We started to infuse our channels with shared content – re-used at every opportunity – speaker features, blogs from partners and sponsors, a teaser video, screen grabs and visual content with increasing regularity of posting. And we upped conversational activity online.
At the same time, the press started to get excited with the Post and BBC Radio Bristol Breakfast Show conducting several interviews which we also put in to the mix. We begin to tease our audience with messages about tickets going fast, who’s in, what they were looking forward to etc. Having this strong theme united our content and enabled us to put an aspirational, positive and feel-good vibe across our social media platforms
On 4th November, the ‘sold out’ tweet was posted and the waiting list opened. Target number one had been met.
We took on a team of 11 third year publishing students from Bath Spa University who were responsible on the day for both posting and creating content. To prepare them for the role I held an introductory meeting with them to provide them with a toolkit which outlined all information necessary for them to use an on-brand ‘TEDx’ voice in all content.
On the day, we focused on three key areas. Firstly, posting pre-written content on time and with regard to any changes or amendments to the day. Secondly, creating responsive content including reactions to the talks, interviewing delegates and taking photos of the event, both in and out of the auditorium. Lastly, we were responsible for keeping track of questions posed on twitter and compiling them for the two Q and A sessions.
The result was slick, consistent content across all channels. Our most engaged with channel was Twitter – and, as we aimed for, we trended consistently 1st place across Bristol – and also trended 7th in the UK – above Gordon Brown!
And on the day, our social media had a 2.8 million reach, and an 8.4 million reach across the whole period. It was no walk in the park – but to reach out to such a huge audience and to get such positive feedback was a massive buzz that we won’t forget in a hurry.