While many branches are partially reopening — or considering when they will reopen — the nature of social distancing, local restrictions and health concerns is continuing to change the way we engage. Restrictions on crowds means many of our events are and will be cancelled, postponed or changed. Whether you need to move one of your events to be virtual or you are looking to create new online events, this webinar will focus on strategies and resources to help you succeed.
We will be focusing on:
- Software and hardware tools
- Strategies in planning an event
- Tips to maximize attendance and engagement
Ben Pankonin 0:06
Well, welcome to a social insurance webinar. We’re talking all about virtualizing your events and you are online with myself, Ben Pankonin with Jordan Swanson. Jordan, welcome to your first webinar.
Jordyn Swanson 0:22
Hey, thanks for having me. Super excited to be here today.
Ben Pankonin 0:27
Well, we are glad to have you. And, you know, we, as we’re talking about event planning, I thought it was really fun that we have someone who is a former event planner, who works for us so Jordan I once upon a time, I your job day to day was event planning. And so I want to talk a little bit about that today. And we want to tap into some of your background and experience. That was your your first job out of college right?
Jordyn Swanson 0:59
Right. Yeah. first job right out of college, working at a local golf club here in Lincoln, Nebraska, did some social event planning so I mean, we did weddings and you know, graduation parties, birthday parties, family events, things like that.
Ben Pankonin 1:13
Awesome. Well minus the food. There’s a lot of this we can still handle virtually, but maybe even we can find some creative ways to bring food in. But we’ve been having a lot of conversations with our clients and you know, with the industry, we’re figuring out, you know, just how important all of these events are, especially throughout the summer months together. And so, you know, Jordan, we’re going to try to have as much fun with this as we can try to be creative. But I know you’ve got a bunch of content for us. So with with that, I think we’ve got some polls to ask people and and some fun ways to engage them but you pulled together a little bit of information. About a recent event in Nebraska, that we, we sort of virtualized to tell us about that.
Jordyn Swanson 2:09
So for many schools are actually all schools, the spring games were canceled for football. And you know, here in Nebraska, we are crazy about our Nebraska football. So someone had this idea to make it a virtual spring game. And it actually pulled in, you know, a lot of people and a lot of views. So we had over 281,000 unique viewers over the course of that broadcast. And then following the broadcast, I mean, there’s been over 525,000 people that have viewed it across, you know, Twitter, Facebook and Twitch. So just a really fun example of an event that was virtualized and was a huge success.
Ben Pankonin 2:54
Yeah, absolutely. So awesome to see. Kind of how they’ve pulled together some events like that, but with with that kind of an event, um, you know, they they pulled in. Normally, in Nebraska, we’re a little crazy about football, but normally that would be 90,000 if we really filled it. So most of our spring games are about 80,000. They usually sell out, but sell out at about 80,000 seats. But we’re talking a quarter million so so roughly five times the number of seats they were able to generate for their virtual spring game. so remarkable example, and thanks for bringing that up. Jordan. I think, you know, when we think about that, you know, really that’s the goal, right is to get more viewers than we would normally get by doing it virtually. Right.
So I love that example.
You know, a couple couple polling questions while we’re, while we’re asking some of those questions. The first one is, you know, where are you working today? So we’re kind of tracking you know, your institution, you know, are you at home or at the office or somewhere else. But when we’re thinking about, you know, an event, like a spring game, I think, you know, a lot of spring games had this disadvantage of thinking about things that we had to be playing football. Well, it needed to be football themed. But really the format that Nebraska chose to do was literally to play a game online. And so they they were able to pull in players in you know, basically create their own team so they kind of did a legends, older players against younger players, and, you know, created it as a video game. Which I think is a really smart idea. But then they also combined it with in person interviews that were live during the event. And I think that’s another model, when we start looking at what works is yes, some of the things we have to virtualize, and do in that way. But then, you know, many of the others, we want to figure out that we want to actually just say, Hey, we’re going to pull those together. And we’re actually going to do some other things with it. So they were able to pull in a bunch of interviews live a bunch of people who weren’t at the event. You know, it gives us some flexibility and creativity in our thinking, that is really kind of unique. You know, according to our poll, just now we had 62% of you are working from home and 38% at the office. No one selected other. So, so that’s probably good. But you know, Jordan, as we kind of think about this framework of what the Huskers did, How do we think about that in creating our own virtual events?
Jordyn Swanson 6:06
Sure. So you want to be very clear when you are inviting people to the event. So with this, they had it all over their social channels. You want to think about the tools that you’re going to use. So for them, it was a live stream.
for promoting it, like I was talking about, it’s all over their social media channels, bringing in that, you know, link that they can directly click on to go and then go view that. So making it very easy, accessible. And yeah, and so those are some of the things we’re going to talk about today.
Ben Pankonin 6:46
Yeah, well, I think that’s a great model for us to be thinking about. The other types of events that we want to be thinking of, you know, do we want to think of an event that you know what Is it or is it an investment? You know, is this something that we want to go live on our social channels on? You know, I’ve had some conversations with institutions that have said, Hey, I’m not sure if I’m comfortable going live. There’s a great debate on that one. I actually prefer it in many cases, because we don’t have to over produce it. So if I just look at, you know, one of the videos, we just shot that was recorded, edited, you can see it on our community page social comm slash community. You know, we have a video that I edited here at the office. But you know, that took a group. I think that number of hours. That was it was a full week of production editing. If I look at the number of hours of people to put that video together, where a live video, I have to set it up. But once it’s done once I’ve stopped it, it’s out there and it’s ready to go. I don’t have to over produce that app. Words. And there’s an understanding that because it was live, that’s kind of a different scenario. So kind of different expectations. But you know, when we think of an event that’s great for community, you think of things like, you know, and a sort of three different categories. Here we have the tools. I know we had a bunch of questions about what sort of tools should I use? So Jordan, as we talked earlier, I have nerded out to create as many tools as I can. But also, you’ve got a whole list of things about the planning and promotion of it that you’re gonna share with us too.
Jordyn Swanson 8:42
Yep. lots of examples. So
Ben Pankonin 8:45
awesome. Well, we’ll stick around for the examples. As I learned from Brett Baker yesterday, our TV producer who participated in our live, he said, make sure that you’re teasing things down the road. So and you want to create things of value. So George You’ve got a lot of those things. So in producing my events I learned yesterday, I’m supposed to tease those things later.
Jordyn Swanson 9:07
I’ll bring the value.
Ben Pankonin 9:09
Awesome. Well, first things first, when we look at the tools, you know, primarily, we’re talking about video based tools. Obviously, you’re seeing what would be a typical video view right now, if we looked at what things would look like if I was just using, you know, a normal webcam, and certainly not a bad setup, lighting is actually pretty good in my office here today. Because I’ve got light in front of me. And I’ve also got a good amount of light reflecting behind me. So great, you know, setup from that perspective. Brett talked to us yesterday about three points of lighting. Certainly want that frontlit. But you know, as we start to level up in different types of settings, one of the things we start to look at Different types of camera setups. So I’ve got a couple cameras set up here today. One of those would be you know, if I decided that I wanted you know a little bit more of a sort of mood lighting types of setups, I could do that in here Go To Webinar, by the way is is one of the ones that gets challenged. So this would be kind of like a traditional webcam, if I was going to stand up, walk around, sort of look at some, some setups like that, that might be something that I would, you know, take a look at. You know, if I needed to move around, this could be a good setup, you know, kind of sitting in the window, but you know, this is kind of an older webcam style. If I was to switch that up a little bit more, let’s see if I can grab my if I wanted more of this for professional camera. We have here, what would Be a like a digital SLR camera kind of gives you that moody lighting but you’ll notice the big difference as I move closer and I have a little bit better lighting, that the the resolution is a lot higher on this camera. It also knows that I’m continuing to use the same audio. So my mouth and obviously the audio aren’t tracking perfectly. So you know we have some different tools that start to come into play with things like that. But I also have, you know, different tools to be able to pull those all together and I’ll kind of switch back over here to my
to my regular webcam here so that my words and video match up again. But when I when I switch around to these, you’re starting to see some differences in quality and differences and maybe the way I would set these things up. So when I’m we’re using multi Support cameras. You know, many of you have talked about my wife doing doing TV, and she also does a lot with food. You know, we have some of these setups to be able to pull in some things. So I can do things like switch between cameras. So we’ll talk about those. But also, if I’m going to stream across different platforms, I really want to be thinking about them in a different category, based on what I want for an outcome. So what I would say is some of those if you want to be pushing out content to Facebook, Twitter, YouTube, those are platforms that are public. So I have very little control over who joins the event. who leaves the event, you know, event like we’re doing here, right now with GoToWebinar I’m able to actually restrict if I want it to. So if I was going to do an event with a bunch of individual borrowers, and I said, Hey, we’re going to we’re going to have a conversation around how we We help small businesses right now, in this time, well, if I wanted that to be two way communication, I need to restrict it. Now, if I, if I don’t care about the two way communication, then pushing to something where I can push out to YouTube, Facebook, Twitter, I might use a platform like we use stream yard or stream.io. Those allow you to push out to all of those platforms at once without having to manage those individual locations themselves. And in order to stream on those sites. You can use traditional cameras, if you get a media device. But you know, I think there’s a great comparison between those. The other thing you get with webinars versus public streaming, is that you know, in a webinar, we have some communication, pre and post webinar, and you know, all of you have have emailed in and, you know, we’re able to follow up and send you the rest According of this material, we’re also able to, you know, have some level of correspondence. So if we’re looking at commercial lending, that becomes a really valuable component that, you know, we’re able to grab those email addresses, we’re able to collaborate. You know, even ag lending. You know, there’s there’s some great opportunities for us to really have some conversations back and forth. We’re seeing some of those mortgage and refinance opportunities to being shared in a platform like this where then we can, we can gather those email addresses and push and pull those. So I think that’s really the thing to consider when you’re doing streaming. If we looked at streaming services, certainly zoom is the one people are most comfortable with today. We use zoom internally a lot at social insurance. However, it also early on has had a number of failures, insecurity and so That’s been a concern in banking, about zoom, which is why we use services like go to webinar, goto meeting, and why many of you probably use a service like Cisco’s WebEx or something like that. So those are all certainly great platforms to be using. I actually used Facebook rooms for the first time this week. So finally got an invite and tested out Facebook rooms, which is designed to be sort of a personal service similar to zoom. But they’re really trying to compete with zoom, but only in the kind of personal space, so a little less than businessy. So some of the platforms out here
and we’ll talk a little bit about the hardware here. So as I mentioned, you know, we’ve got a few different devices here I’ve got sort of a normal webcam. I’ve also got, you know, my iPhone running and then you’ll see on the Right side, we have a thing called Osmo, which is actually a really fun device. So what this does is it’s called a gimbal. It allows me to walk around and shoot very stable video. So when we see those those ads on TV that say, shot on an iPhone, yes, it was shot on an iPhone, but they also put it on something like this, so that nobody can hold it as steady as this device. This one’s called an Osmo. It’s made by DJI the same company that makes your drones. The newest version of this is like $130. So not a super expensive device. Once you use it, you’ll be blown away by it because it does hold super steady, which makes things look incredibly professional. You’ll see a tweet I just made about the setup just recently, but iPhones present an awesome way to shoot video. And when you’re super mobile like that, I actually just had an opportunity last weekend. Work with the food bank when I can, and we had to do some promotional material. So the nice thing was, I was able to take that out. We’re doing our food giveaways all through the drive thru pretty much some walk ups. But that presents an awesome way for us to engage with video because normally at the food bank, we’re not really able to engage with video when people are receiving food, because we don’t want to expose who’s who’s receiving food. But in this case, it’s just cars. And so what I was able to do was set that up actually on a little tripod was I was probably 100 feet away from the giveaway. And then I set it on what’s called a motion lapse. So you’re actually able to see it, it moves very slowly, but it keeps filming the whole time. So what you end up with is a shot that moves and then you see all of the cars zipping by. So about 15 seconds worth of footage takes a few minutes to fill That as it’s moving across, but it creates a really great effect for social media. And really nice B roll footage for our food bank to be able to shoot. So they were super grateful for that, and able to use that in a couple different things. Another thing to consider is, as I showed you, we have a close up camera here. And then we have a wide angle lens. So being able to set up multiple different photos or different scenes are really good. And you can do that with you know, fancy camera like this, I happen to be using a Sony A 6600. And here we shoot an a seven at home. Those are great cameras for being able to shoot video, but you could take an iPhone and move one close and one farther away. In fact, as we look at iPhones one of the cool things I took this photo this morning, and there’s an app out there called doubletake, which actually allows you to film multiple of your camera angles at the same time. So the cool thing with the iPhone is you can shoot wide, and you can shoot the other direction. So you see my selfie camera was on. At the same time, I was trying to figure out how to take a photo of everything else that was happening. And so we get some nice awkward photos in there. Obviously, external cameras, you’re going to get the best quality out of a really good external camera, but not by much. And a lot of times, it’s not worth the hassle to do that. But if you do want to do multiple cameras, you’ll want one of these devices like I have here, which is a which is an ATM mini that that mini allows me to switch between multiple different cameras at the same time. Now that I think that’s enough for our nerd gear, but Jordan, you know, we really want to kind of highlight some of that equipment so that you know, there’s a lot possible for a really low cost even though device which is a really, really sophisticated devices about a $300 device now. Last year, that device was 1200 for the same kind of gear. So a few things. I think you grabbed this quote from, from Brett a little bit yesterday, right?
So I yesterday interviewed Brett Baker, Emmy Award winning TV producer about, you know how he thinks about creating video based content. And he said, You win when your audience focuses on the content and not the production value. So I think that’s a really important statement for anything we’re doing when you can step back and just see the content for what it is. That’s where we’re going to have the best success I think.
Jordyn Swanson 20:55
laughs some, some tips that he had that I found really Helpful where, you know, make sure that the camera is set up at eye level, because when you’re talking to people, you’re typically on high level not looking up or down at them. And unless you’re talking to Shaq Look at the camera and not at the phone screen. I fall victim to this all the time. So he had like a little sticky note that he would put on his camera, reminding him to look at the camera and not the phone screen. So I thought that was great as well. And then tripods are your friend. You know, that’s how you have good production value is not having a shaky camera, or having you know, something like the Osmo as well. So
Ben Pankonin 21:37
yeah, yeah, no, I’m, I’m a huge fan of the Osmo. I saw I can you just sent me a note here to see if we had a list of tools? Absolutely. I can email that out in our webinar follow up to just let you know some of the tools. But you know, when you start piecing these together, if you’re doing an event, we start planning events. A lot of times the best events, I’m saying Have an in person component and a virtual component at the same time. And so we’ll be talking a little bit about that. So combining a couple of these tool sets can be really valuable to keep things going. And you know, for good audio, obviously bringing it a little bit closer to you. The reason I didn’t switch to our our group audio is actually I can hear cars outside. So going by, and so it ends up being very distracting, sort of switching that audio. But by kind of bringing that into just my headphones, were able to kind of capture the essence of the event and move past that. So great feedback. Jordan, so so Jordan, you know, you worked as an event planner and helped organize a lot of these really large events. This is your wheelhouse, what do we need to know about planning?
Jordyn Swanson 22:53
Sure. So kind of that first step is finding the venue especially if worked with a lot of weddings and it’s with our location, we were very popular so they would have to book us a year out maybe even farther. So kind of that first step is choosing the venue, which might look a little different for us right now, but we are going to look at the format’s instead. So there’s a few that I want to hone in on that are pretty popular right now. First being social media campaigns. One that I’m seeing a lot of is this virtual five k race. You’ll see on the right hand side there, United Bank of Iowa is doing one where they call it a hiker bike 2020. So the whole concept of this is to have them run or hike or bike or whatever it is by a certain deadline that you set. They can track it on like a map my run or a fitness app and submit their timing. And then also if you want to turn it into like a fundraiser, you could charge an entry fee like A lot of runs do. And some of them like a T shirt or swag. I know that when I ran my you know, half marathon, I got a long sleeve nice t shirt with the event logo, so that they can wear it later. And it’s just really good representation of that event. So that’s one example that we’ve seen a lot of lately. Another social media campaign that has been popping up on Twitter has been these coloring pages and sidewalk chalk. So having like a downloadable or printable image that kids can color it also helps out those parents who are stuck at home with their kiddos right now doing you know, full time jobs and being teacher. So having something like that where they can color it and put it in their window. So when people are walking by these kids can you know say hey, look what’s in the window or take a picture of that sidewalk chalk art and share that on their social media channels. Just a really good way of spreading Some cheer and joy right now in your communities and neighborhoods. So those are kind of some of those social media campaigns that we’ve seen pop up over the last few weeks. Another one that’s super popular is live streams. We’ve been doing these weekly, rb social live where we feature industry professionals and kind of do that interview style technique. It’s pretty laid back which is fun. And you can also showcase a local business. You know, have them on your social live, ask them about their business and how the community can help them right now, how can they, you know, contact you? How can they purchase from you? Really good to get them out in front of your audience, so that they can share how the public can, you know, support them right now. And then, of course, we’re seeing a lot of nice concert by music events where Whether it’s a live stream from like their homes or at the golf club that I worked at, actually, they had like music every Friday and Saturday in the summer on their patio. And currently, they’re still doing that. But the musician is the only one there. They’re not open to the public right now. So they’re still able to, you know, have those events and just do it virtually and people are tuning in and still feeling like they’re sitting on that patio looking out over the golf course. So we’re seeing some of those. Another really popular one would be workout videos, you know, lots of live videos, we’re trying to stay active while we’re at home. Some gyms are starting to open back up but you know, any anything you can do to stay active and those are super popular, and a great way to showcase local businesses as well. So
Ben Pankonin 26:56
I love that and you know, in Jordan, you can combine some of the To write like a like on the patio, it’s physical, but you’re also streaming it virtually. Yeah, I love I love the concepts. You know, my friend Collin just did a thing. Two weeks ago, I filmed him flying over my house. So he got a special permit for the city to fly over and take photos of people in there that had like chalk to their sidewalks, and like spelled out things in their yards. And so he kind of coordinated to take those photos. Had a bunch of great video and footage of his little green plane flying over.
Jordyn Swanson 27:40
Yeah. And then you know, we’re also seeing a lot of webinars. We do one monthly, but they are a great way that you can still do like your banking one on one or homebuying workshops with your customers and prospects. Typically they’re more education. All, you know, you prepare for them a little bit more. But what’s great, like Ben mentioned earlier is that you can take them and post them later on a YouTube channel and promote them that way as well. So, you know, benefits during and after those. And then the last one is this social distancing event. So we’re seeing a lot more of these as well as some cities and states start to open back up. You know, Fourth of July is coming up. So drive and fireworks has been an idea that we’ve thrown around, still celebrating that with your community, maybe have them. We have homes late here in Lincoln, which is, you know, a big community place where people go walking and hanging out outside, so like parking their parking every other stall and then having fireworks so that the community can come together and enjoy those. And then maybe the bank sponsors it so that’s a great opportunity. Also a drive in movie if you have a big wall On your bank and you can put up a screen that would be a really fun event as well, for families, you know, bringing their kids out. So yeah, those are kind of some of the social distancing events that we’ve seen throughout this time.
Ben Pankonin 29:17
that’s a that’s a great list.
Jordyn Swanson 29:19
Yeah. We did have a question from Madeline at security national. How to transition in person events to virtual without losing that atmosphere. You have any insight on that, Ben?
Ben Pankonin 29:33
Yeah, I think you hit on some of those like like you referenced when you can take someone virtually there, right. So take them you know, film it from the deck as opposed to, you know, from that webcam in your house. Also, what we’re seeing is, you know, if you can stage out a couple of cameras, and you can make it feel like like maybe your your event is normally an open house and maybe Normally, you would give away free sandwiches inside your lobby, obviously that might not be a safe activity to do now, but maybe you can take that and, you know, have that essence happen through a drive thru. Maybe you can give people you know, a chance to connect with a local food vendor through your drive thru or, you know, driving through your parking lot and have some people staged out there. We had a, an event just about six blocks from here where the the local Children’s Museum just asked people who had mascots, so the local schools, things like that, to just come dress up and space themselves out over about a block period. And then they just, you know, parents drove their kids through through that streak, which is a really fun way on made some great social media. activity. And obviously the kids couldn’t be in the museum. But at least it took that half hour that they could pack up the kids and go, go drive and have some laughs and have an experience together as a family. And I think that’s one of the beauties of that we’re seeing right now is families are finding some ways to have some really good family time. Now, you should probably bracket that’s a really good family time, because obviously, we’re all having some stressful family time to.
Jordyn Swanson 31:31
Certainly, yeah. So the
next, you know, the next step in event planning after you find your venue or your format, and you ask, you know, how many people are going to attend, which kind of helped me determine where they would fit in our building? What rooms could they fit in? And so as we, you know, go into virtual events, you don’t really have to worry about that as much. So the questions then become instead, you know, how do I want my brand to appear? What field do I want my event to have? And is it clear how people can get to my event? So, when we’re talking about how do I want my brand to appear? Is it going to be what’s the backdrop going to be in your video or of your event, if it’s a community event, typically, you know, it’s out in the community, it’s, you know, in your parking lot or down Main Street. versus a webinar is going to be a little more professional and maybe like in a boardroom, or you know, for us right now, and our houses are at the office with that as our backdrop. So really, you know, focusing on how you want to appear, what’s going to be behind you on the video, make sure that you don’t have an unmade bed in the background if you’re, you know, on a zoom call or webinar, so and then we also want to, you know, determine the field. Is it formal, is it fun, is it informative? You know, when you’re planning a wedding, you can choose if you want a color palette or summer color palette or you know the blues and silvers. And you kind of think about if it’s rustic or a black tie affair. So when you’re planning your event, you want to think of those characteristics as well if it’s a formal presentation, or is it more relaxed community event where you’re bringing people together? And then that last question on is it clear on how people will get there? And you know, this idea that chaos will lead to lower attendance, you have to make it clear, have a direct link as possible, or share the exact address a picture of where it’s going to be? Because if you don’t, the end, people get confused and can’t find it on the internet. They just won’t come and they won’t show up to your event.
Ben Pankonin 33:55
Yeah, you’re absolutely right, like so when I think to have the formal nature that we’re we’re seeing right now. When I see Jimmy Fallon, on TV with his kids, I now have a deeper connection to him, right? Like, I feel like, you know, before he had this buttoned up, he was in a suit, he’s no longer in a suit. Right? He’s doing the same show. But by positioning at home, it would now be really awkward if you wore a suit. Right. And so I think there’s some things that have shifted for us when we move virtual. Normally, I never would have worn a hoodie coming on to our webinars. But it started to feel very natural, because I know that many of you are participating from home. And so when you’re talking about how we’re moving and what that feel is, it’s it’s changed where where I’ve looked to be here today I’m here at the I’m here at the office, so we can play with some of the toys and share Some of that, but I also wanted to have that connection to home. So I think I think how we think about those is some to do with where do we think our audience is? Not just where I am to. Sure.
Jordyn Swanson 35:12
And kind of these examples over here you know, the the parade that happened in red Bay community spirit bank kind of posted about that how they were thinking their essential workers and it was right down the looks like Main Street. So right in the center of community and, and just like you were talking about, you know, when we’re doing live videos, you you have that connection to your home right now. So being a little more relaxed. Definitely. You kind of saw that. See that on our live videos.
Ben Pankonin 35:44
Yeah, absolutely. So yeah, that I think that sense of being more relaxed of understanding how do I get in? What do I do there? I think those are those are really great. Okay, so tell us I know When I think of an event, one of the first things I think of is food. But, but how should I be thinking about the entertainment part of an event?
Jordyn Swanson 36:09
Sure. Well, you know, you don’t have to get rid of these, you know, food and activities and interactions. When you’re doing virtual events, you You just have to think creatively about how you can include them now. So when you’re thinking of food, you can incorporate food trucks, or as Ben was talking about either earlier doing the drive thru, you know, catering takeout format. Some examples that we’ve seen is partnering with a local restaurant, and they give like a $5 discount, and you just promote that and get them in the doors so that they can go get takeout or having you know, them come out and cater a meal in your parking lot and have people come drive through
and pick it up. So
this example over here, that citizens admin shared, they they did that where they offered $5 off if you went into this restaurant, so it’s promoting dining local, which is what we really need to do right now is to support those local community stores. And then we’re also seeing, you know, Lincoln, I don’t know Ben if you saw this, but they’re starting this Lincoln strong event from Pinnacle bank, where you go out and you get take out but then you come home and every Thursday live on Facebook, they’re having an artist, which takes me to that activity point where you know, incorporate music. If you are having food trucks or doing a drive thru food event in your parking lot. You don’t have a live band, people might stick around and park and roll down their windows and listen and be socially distance, but be there with you in the community. And then, you know, like I was saying earlier, you can also do a live stream where people log on to Facebook and Watch music there, which is what that YouTube is actually doing to honor the class of 2020 this year they’re having some live speeches from big names. I think Michelle Obama’s on there and then they’re doing having some artists do a concert for them after as well.
So those are some ways to incorporate you know, music.
And then you know, we’re seeing pervades, like you mentioned earlier, having mascots and drive, having the community drive by to see those mascots. That’s always a fun idea. So definitely don’t have to get rid of those things. Just think creatively, to incorporate them in your event. And then as far as interaction goes, Ben taught me earlier this week on Facebook, you can actually set up a watch group. So when you’re logging on to one of these Facebook events, let’s say it’s this link in strong live music. You can create a watch group and invite your friends and family on Facebook to your watch group. And they can watch this event with you and you can talk to each other. So it really feels like you’re sitting, you know, in your living room with these people.
Like it’s just another event.
So that’s a fun way. We’ll have to try that one of these days. I’ll report back on how that works out.
Ben Pankonin 39:21
Yeah, you know, and that’s, I think the other fun thing is, you know, when you start lifting some of the restraints, sometimes it’s hard to challenge yourself to think about things in a completely different way. Like I want to think about how you are sitting on that on that back patio or that deck of that venue where you might be listening to that live music, but I might also want to flip back to somebody in a studio. Now if you’re using one of those software’s that helps you to broadcast to those. Like the software I’m using, I can broadcast out six different cameras so that I could think of six people with iPhones. And I could be broadcasting from all six of those. And I could bring them in one at a time, and pop them out. So if you’re thinking about a show format, I think that’s part of the fun too is we could actually stage things in multiple locations and say, Hey, we’re going to go check in on the main street branch branch location, this is where the food’s happening. By the way, we’ve also got a band happening over here. And then we’re producing that we weren’t able to do that very easily just a couple years ago. But those new streaming platforms allow us to do that. And then even behind the scenes, we can produce some video to roll behind that to kind of emphasize your brand as we’re switching between those. So when we think of that creation of multiple different venues, I think that’s part of part of how we bring that in is is we bring those different locations, and then that way people feel like they’re they’re able to experience That, whether they physically were able to go drive through it, or the people who stayed at home, we were able to broadcast it to them. Yeah.
Unknown Speaker 41:11
Ben Pankonin 41:12
Oh, some other great examples here.
Jordyn Swanson 41:15
Yeah. And so we have a few more here that I’ve kind of pulled over the last few weeks one of them being this grabbing go gardening that a Federal Credit Union did and shared. They partnered with a local elementary school and how to drive that how to drive through pickup line I’m imagining, you know, people going to pick up supplies for working or doing school from home. So they actually joined this drive thru and handed out vegetable garden kits kit to the students. Because the students had, you know, helped with the school garden when they were in school. And so this was super cute that you know, handing these to them so that they can then do this at home. They’re not missing out on that aspect of being at school. I thought that was super creative. Another example would be heard on heard from Citizens Bank of Edmond, you know, used to be in downtown Edmond, they would have food trucks and pop up shops and then live music. And now they’re transitioning that to heard on heard online. And they’re doing you know, they’re still doing food trucks, which is awesome. They’re just having them spread out in different neighborhoods it sounds like and then shopping will just be online and those shops are sharing codes and ways that they can shop be shopped online, and then doing a Facebook Live for streaming the music. So really creative way of keeping that event alive for their community. And then this last example is from Grand seedings think they did a drive thru barbecue with sharing and caring which is a local nonprofit in their area, in the money from the lunch that they did want to support local food pantries and families in the community. So Really awesome examples.
Ben Pankonin 43:03
I love that. And you know, whenever we can kind of layer those ideas together, I just think you develop a really deep event, you know, heard unheard of always has been that. When I talked with Jill and her team in the last couple weeks, one of the things we were saying is, hey, like, you’ve got this opportunity. It’s very visible and physical in nature. As much as the VAT is you can maintain the better. But now by pushing it online, you magnify the amount of people who get to see what you’re doing physically. And I think that’s the fun of doing some of these events is figuring out how do you kind of combine those together?
Jordyn Swanson 43:45
So, just a pro tip here is to keep your audience in mind when you are planning these events. You know, people are working from home and there’s a lot of distractions. You know, you have family, maybe kids running Around shooting Nerf guns at you or pets jumping into the screen, so you have to find ways to cut through those distractions and really engage them. Starting with focusing on the why of your event, you have to make sure that it’s meaningful or people won’t want to attend it. Selecting the right format goes into that make it make sure that you don’t you know, do a live stream of a virtual five k nobody wants to watch you run a five K.
making sure that you select that right format for each event. If you are doing a webinar or workshop, you know, incorporate those polls like we did at the beginning. Have quizzes and questions throughout. You know, send them a zip file and have them download some handouts that they can engage with throughout and fill out throughout your webinar workshop. And then finally, encourage the use of social media before during and after your event. Many of us haven’t left our house in a week. And we’re kind of struggling ourselves coming up with content to post on our social channels. So give them something to share on their social channels for their family and friends to see what they’ve been up to during pointing.
Ben Pankonin 45:14
I like that. Well in thinking through, you know, some of those polls understanding, you know, how many of you have planned a virtual events so far? You know, we we continue to do webinars and some of those things. But I think thinking through, you know, how we’re, how we’re going to go forward and do some of these. We’ve got some some great things before we get to some of your engagement stuff, and promotion. You know, the way that we engage people through this process, I think, is really critical. We had a question in the Jordan, I think is is a really challenging one, which is how do we develop events that engage people while they’re there? But also add in networking. So I think that’s one of the big challenges right now is figuring out how we help people to network with each other during that process. One of the one of the examples I had, and that was from Jacqueline, by the way, but one of the things that I’ve seen is, you know, when we publish out our Facebook Lives, or Twitter, we’re able to pull in the questions that people ask. And so I’m able to see in the in the panel that I’m moderating, I’m able to see the questions come in. And then I can select those to have those be displayed up on the screen. So that’s really nice, because I don’t have to deal with trolls. Well, you can come troll me on there, but I’m not going to display your troll message out on the live stream. So I only the messages that I select show up in the live stream, but that then allows people to have a little bit banter. So like yesterday, we had some people. I know I messaged one of them who was a friend I hadn’t talked to in a couple years, he jumped into our live stream, because he saw that we were streaming on Facebook, and he’s really passionate about video happens to be like a Microsoft UI genius, you know, working in Seattle, but he jumps in and offers some suggestions about something that he found on Amazon, into our live stream that we were sharing, you know, with all of our customers, so great value he’s bringing in, but it’s just because he really as a hobbyist, he really cares about video. And that was kind of fun to him. And then as a result, later on, we had a great chat and caught up just a little bit on Facebook. But I think that’s one of the things that we’re able to get when we put publish those out onto social media channels is to help people have those things and probably what we could do on some of those is have more questions. For the audience, yeah, ask people to do that. Okay, so our polling data here says, How many of you have planned an event yet? virtually? We have 22% say yes. 31% No. And 40% say I will be
Jordyn Swanson 48:20
in here are the tools to do that.
Ben Pankonin 48:24
That’s right. So, for those 47%, who will be planning an event here soon? How do we get people there, Jordan?
Jordyn Swanson 48:34
Sure. So step one, collaboration is key right now. You know, you want excuse me, you want to partner with local businesses, this incentivizes them to share the event and it also supports their business. So, you know, getting partnering with them, and having them share on their social channels will increase that reach You have two different audiences then that are seeing about your event. Incorporating philanthropy is also a big deal right now. You’re inviting a third party into the promoting ring when you incorporate a philanthropy as well. So an example of this would be if you did a drive thru food event, you know, you asked the restaurant to participate as the vendor. And maybe they agree to giving $1 of each meal purchase to a local charity. This will increase the number of people that are promoting the event on their social channels, but it also brings more meaning to that event. And that’ll invite more people to the event as well. You know, people like feeling something about your event. So I would definitely recommend incorporate incorporating philanthropy when you can that will really appeal to your audience.
And oh, go ahead.
Ben Pankonin 49:54
I totally agree. You know, the thing we were having a conversation the other day is if you watch any young music artiest I don’t care who it is, the big thing they’re focused on is collabs. Right? what they’re trying to do is saying, Hey, you know, what, if I get featured, or if Justin Bieber picks me up, and we do a video together, or we do a song together. Now, why is what’s in it for Justin Bieber while he’s still trying to build an audience as well, right? So it doesn’t matter how big of a star you are, or how big your brand is, the more you can collab, the more you get that cross generation. So it doesn’t matter if you’re the biggest bank in the country. You still want to be collaborating with those other, those other partners who can bring you a new audience? Mm hmm.
Jordyn Swanson 50:42
Yeah, for sure.
And then the last point would be to interview small business owners. We see some good examples of this on this side from Midwest bank. They do a monthly blog where they talk to a woman and Ag and they feature them and then I found this example from first reliance Where they interviewed their local food bank about how how people can be helping right now. And you know, when they’re donating where their money is going how many meals that’s paying for the impact of you donating so I thought that was a really cool example. They need our help right now. So food food banks, featuring them is awesome. But yeah, interviewing a small business owner, you know, gives it gives back to them, they can raise awareness about their brand and how they can be supported right now.
Ben Pankonin 51:34
yeah. So love that. Social media strategies as well. Hashtags for events, naming those are obviously critical to figuring out how we come up with something that’s, that’s short and sweet. And it sort of sums up what our event is. I know a lot of them are starting to do the virtual or at home sorts of hashtags at the end of it, to kind of designate them That’s a little different. actually think that might be a trend that starts to fade because everything feels like it’s at home or virtual.
Jordyn Swanson 52:07
Right? Yep. Yep, you got it. So staying short and sweet and making sure those relate to the event. They’re great because you can use them before, during and after an event to promote that event. So sharing your experience and then updating your social profiles you know, change your cover photo to include event information, if you have like the date and time in it, where it’s at, things like that. And then add a link in bio when needed so that people can link directly to that event. If it is a video. Like we said earlier, you don’t want chaos or people won’t come so having that link directly to it will increase your audience that attends Another thing is creating a short promo video. You know, have a hype video with pictures from last year’s event or invite an employee or a partner of the event together. And take a video of explaining the event in what will be happening at the event. Those are great, you can share those across your channels and also put them on a landing page, if you want for later. So and that last tip share images from last year’s event. You know, we’re all sitting at home. So now’s a good time to reminisce on memories from when we were all together. So that’s also a great strategy.
Unknown Speaker 53:28
Yeah, I love that.
Jordyn Swanson 53:30
I know that we also wanted to kind of talk about paid social right now to Ben, I think you had some ideas on that.
Ben Pankonin 53:38
Yeah, no, you know, when you think about how you’re creating those events, events are really an awesome way to interject. Paid social. So you know, if you’re taking some of those events where traditionally, you were trying to reach people, and you know, drive them there through kind of traditional means, now that it’s virtual You need it to be one click away, so that those print materials really aren’t the way to get to them anymore. Unfortunately, that’s that’s put a huge burden on newspapers and probably why Facebook stocks up right now. But it also shows you that, hey, right now, I need people to be one click away from whatever the services that I’m providing. And these are great opportunities. You know, when you’re doing something that’s promoting a charity, when you’re doing those sorts of things that connect people in a community, those are fantastic paid social opportunities, they’re usually a pretty low cost per click. And you can get pretty high engagement when you start putting some of that in. So if that stuff you need help developing kind of a campaign strategy around and then you know, allocating a budget, you know, we can always jump on a call and put together some of our pay per click strategies together for making that work with us. Paid social Google, whatever that is that you’re trying to throw together. But no, I think the there’s there’s some really low cost options. And then you can combine it with those traditional, more more traditional mechanisms like an email marketing campaign, or with some of your traditional organic content. And you can really ramp up just like in the Huskers example, at the beginning, you know, they, they normally would sell 80,000 tickets, this is really an opportunity to get much more brand exposure. And for a lot of us that’s coming off of PPP lending, where we’re kind of saying, Hey, we just boosted some community engagement. Maybe we even got some press in our community, following that up with a way to say, here’s how you can engage with us, by the way, we’re doing more. It’s not just for small businesses, it’s for you on Main Street. It’s because we care about these communities. And those are really great opportunities to bring Bigger campaigns to the table.
Jordyn Swanson 56:03
Yeah, awesome, love it. A few other strategies to include with that would be, you know, having a landing page on your website with, you know, event information. So date, time, place cost, if there is any, if you’re doing a giveaway have rules and regulations on there. And then, you know, plug in your height video or pictures from last year. And then definitely if you are collaborating with others, you know, have their the name of those sponsors or partners on that page as well with links to their websites.
And then promotional toolkits.
So I recently was on a conference and they did this run leash event where it was a virtual five K. And when after I registered, they sent me this zip file that I could download items and one of them was, you know, the bib that you put on your T shirt typically when you’re running or with Race. So they included one that you could print off in use when you run to make you, you know, feel like you’re actually at the event. And then they also have this fun, you know, social media picture where you could plug in your selfie after you ran the event and post it on your social channels. So some great ways to promote the event. But promotional toolkits are also great if you are collaborating, you can give those partners you know, the correct logos and images that they should be using to promote the event, so that everything is the same across the board. So I would definitely recommend that. And then email marketing, you know, it’s great to invite people remind people about the event, share pictures and things like that. So don’t forget those. And then, you know, I just wanted to pull in an example that I think they’re doing a great job right now of incorporating mobile With multiple of these strategies, which is American Idol, so they had to transition to doing some live videos from people’s homes, typically, you know, they’re recording from the studio, but right now, the artists are doing their live performances from their home. And, you know, they’re updating their profiles with cover photos with information on the date and time of when you can watch their show. They’re using these hashtags that people can use hashtag idol at home, like you were talking about. They’re collaborating so they always bring on other artists, either that have been on the show, or that are very established. So then they’re sharing like Katharine McPhee is on her own social channels. So they’re collaborating and getting more reach to different audiences there. And then engaging the audience before during and after, you know, they’re inviting audience members to send in videos with finds cheering on their favorite artists and Asking you to textin during the show to vote for your favorite artists. And then following you know, the show, they’re now doing American Idol from home auditions where you can send in your audition. videotape. So just, you know, incorporating a lot of those strategies, they’re doing a great job with that.
Ben Pankonin 59:19
I love that Jordan, and you pulled together some really great examples for us to really be thinking about, you know, including things like texting is a fantastic way to be reminding people of events. Or if you’re having them drive through an event, having them text to a number and gathering that address. Maybe they want to be notified of future events. That’s a great way to be capturing something and capturing you know, a phone number or an email address or those sorts of things can be really valuable for your long term email strategies and, you know, even on your small business lending area to you know, now might be a great time to Be curating some of those events to connect with other small business owners and, you know, capturing those that contact information at that point. It’s really valuable. So you mentioned online events committees here. Totally agree. You’re bringing people together, get a diverse set of ideas is really valuable.
Jordyn Swanson 1:00:21
And you know, you can delegate tasks to multiple, multiple people. And make sure you set deadlines so that you can stick to your schedule, but always helpful to have other people helping you out. It’s a big, you know, big task to take on when you’re planning a virtual event. And plan as far in advance as possible as well. So if you have some events coming up, start now, maybe even for fall. Plan ahead. And then, you know, like we were saying earlier, collaboration, local partnerships are key right now and they’re also free promotion for you. So
Ben Pankonin 1:00:53
awesome. Well, I appreciate that Jordan. You know, you’ve got you know, some things for us to get started with. I’ll be sending out some follow up with some tools and things like that. We’ll be dropping this recording as well. Jordan, fantastic job on your first webinar. So thanks for thanks for sharing all of your expertise with us today.
Jordyn Swanson 1:01:18
Thanks for having me.
Ben Pankonin 1:01:20
Well, and for all of the rest of you, we’ve got some some fun stuff planned. Keep watching your inbox, we’ve got some some streaming coming up next week. In the following week. We’ve got some special guests coming up that I know you’re going to like. So take a look at your email inbox and reach out to us. As always, you can engage with us on all the social platforms, including hashtag social bank. Thanks for those of you I’ve responded to on Twitter while we’ve been running this. And Jordan, thanks once again for being with us.
Jordyn Swanson 1:01:55
Yeah. Thank you, everyone.
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