Update: Planning Social Media and Mobile App for An Event

As you know, one of the big projects I’ve been working on this summer is creating and executing the social media event plan for the International Congress of Behavioural Optometry (ICBO) conference in Birmingham, England this September.

This project, which was sponsored by the Shepherd University Foundation, has been a lot of fun and a great learning experience. I’ve been working with the Optometric Extension Program Foundation (OEPF) who is organizing the conference. OEPF is an international nonprofit that does important work advancing the discipline of optometry.

icboappcover

I thought I’d take a moment to post a status update on the project. After completing the social media plan for the event, the majority of the work has focused on preparing the ICBO 2014 conference app to create an app that helps OEPF meet its goals. The app is titled ICBO Social and works on iPhone, Android, and HTML5.  Once complete (I hope to finish building the app over the next few weeks), we’ll move onto promoting the app as the primary means of social engagement at the conference. We’re also presently working to get buy in from key stakeholders: exhibitors and speakers.

The reason the app is our primary social tool and centerpiece of the plan is because (as I like to say) ICBO Social is no ordinary conference app. OEPF and I have been fortunate to be using DoubleDutch as the platform to build our app. DoubleDutch is doing amazing things pushing the envelope on conference apps and what they offer is like no other conference app I’ve seen before.

ICBO Social (and all DoubleDutch apps) is a comprehensive social network built around the conference and thus exclusively for conference goers.

So attendees won’t just be seeing an agenda, or have the ability to create their own schedule, or see a list of exhibitors. And they won’t be limited socially by Twitter feeds. While it has these features, the app is really designed for the social interaction to occur within the app itself.

http://youtu.be/cg2_laNViM4

It contains an activity feed (like Facebook or Twitter) where you can see what other attendees are posting (comments and photos), liking, and where they are checking in.

Gamification is a great part of the app. Users are rewarded for their app activity. They can earn badges (like on Foursquare) for checking in, posting photos, and more. And, they can earn points for in app activities. I will be creating custom badges and designating higher point values for certain behavior to encourage desired behaviors. There is also a leader board app users can check to see how many points they’ve accumulated in comparison with others. And we may use those points to give prizes as further incentive to use the app.

Each individual has a robust profile that shows their activity, what badges they’ve earned, and connections to their social media accounts.

The app also encourages deeper engagement with exhibitors. Attendees can check in to exhibitor booths, share photos, leave comments, etc. Given these abilities, features of the app can be harnessed depending on what the exhibitor is looking to achieve.

The app also enables us to easily get feedback from attendees by the use of surveys and ratings.

We also plan on  using the app to bolster our Q&A speaker sessions at featured speaker events in order to give more attendees the opportunity to ask questions.

Lastly, we talk a bit about analytics on this blog. By driving activity within the app (as opposed to encouraging its spread it across social networks), I’ll be able to get a more comprehensive look at engagement via the app analytics in the CMS  – such as # of check ins, what events people checked into the most, top contributors, and other engagement metrics.

Having been to many conferences and used social media at many and many conference apps, I know the value of being able to connect and stay current with the conversation at the event. I believe using this app will greatly enhance that experience by centering it and making it super easy for participants to stay up to date with and be a part of the conversation. All of these things will enable ICBO attendees to network, interact, and build lasting connections and thereby further establish the ICBO conference as a highly valuable must attend event.

While the app is the major focus of the social media engagement experience of the conference, we’ll also be encouraging attendees to discuss ICBO 2014 on external social media channels as ways to build excitement before the event, continuing the conversation after the event, and, importantly, increase awareness of ICBO among the wider optometric community and non attendees.

It is exciting to see how the DoubleDutch platform is enabling us to create a true, encompassing social experience for attendees and I’m very fortunate to be learning and using this cutting edge tool.

Note: The app is sponsored by HOYA and the app splash screen shown above was designed by one of their very talented graphic designers.

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