We’ve talked before about The Brainzooming™ Group strategy for producing live event social media content. Rather than relying exclusively on content being generated by attendees, The Brainzooming Group strategy focuses on producing social media content through a team covering a conference or industry event across social media channels. In essence, the team we organize is a small news operation reporting on conference events via video, images, audio, and the written word.

At the recent 2010 Business Marketing Association Engage conference, our social media team numbered more than fifteen. It included a mix of business marketers, marketing communications professionals, and social media specialists. With that much talent assembled, we struck a balance between ensuring the event’s coverage from a news perspective (through preparing an extensive live social media reporting primer and editorial schedule), while providing freedom for the social media journalists to interact with attendees and presenters in creating spontaneous content onsite.

Beyond the event’s planned content, the BMA social media team’s creativity produced other great videos. Here are three that emerged from their onsite creativity.

The first video is a recap of the Business Marketing Association Engage conference social team’s efforts during the three day event. It was produced by Tim Dreyer of Zebra Technologies and features team members describing their conference social media roles.

The next video extended our brief post-presentation video interviews by featuring a longer, day-before discussion with author Chris Brogan. It includes a great behind-the-scenes look at how Chris adapted his topic and delivery specifically for the BMA Engage audience. The video was done by multi-dimensional social media team members Nate Riggs and Becky Johns (both future social media luminaries on par with Chris Brogan, btw).

Given the relationship Nate and Becky have with Chris, they also shot this funny video spoof about Help a Reporter Out (HARO) creator Peter Shankman, with Chris Brogan doing a send-up of Shankman’s manic style.

This video has already turned into a skydiving dare between the two social media rock stars, with someone’s favorite charity due for a $1000 gift because of it.

All part of the fun coupled with the real business benefits of bringing together great talent, providing some structure and letting them create rich social media content for and about an event. If you’d like to explore how The Brainzooming Group can do the same thing for your conference, contact us. – – Mike Brown

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Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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2 Responses to “Live Event Social Media Strategy – BMA Engage Conference”

  1. Nate Riggs says:


    BMA was an awesome experience and I think more events could benefit from going social. Event organizers need to realize two things. First, by making your event social media friendly, you are essentially building a marketing machine for the following year’s event. Having a registration conversion point with a relevant early bird offer, complimented by the links in social objects that will drive visitors there can definitely help move the needle in terms of getting more butts in seats.

    The second and more important things to realize is that using social media to extend the event experience and those conversations can carry out months (if not continuously) after the event has taken place. Getting a team together and maintaining those conversations will not only help by sharing valuable ideas, but also by building closer relationships between potential and existing attendees.

    Mike – you are on the way to making all of this a neatly packaged service. Cheers to you!

    • Mike Brown says:

      Great points Nate. The real opportunity is using the community created at an event to bridge between in-person events. Thanks for being a part of the team this year! Mike