Hashcaster business overview
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Copyright Geoff Clendenning, 2012
Business OverviewReal-time Event Media
Copyright Geoff Clendenning, 2012
Our Mission
“To transform events into conversations by helping our clients
manage, engage, connect, and measure their event on Twitter.”
The Hashcaster Solution
Copyright Geoff Clendenning, 2012
Hashcaster brings your two audiences together!
#hashtagCommunity
Live EventAudience
Copyright Geoff Clendenning, 2012
The Good & Bad about #Hashtags
• #hashtags are a user driven experience.• A community tends to spontaneously form
around a #hashtag.• For event organizers, managing a trending
#hashtag is very challenging.• For the user, keeping up with a trending
#hashtag is like drinking from a fire hose.
Hashcaster Solution
• Provide a focal point for your #hashtag community online and at the event.
• Capture valuable user generated content.– Tweets, stories, photos & videos
• Expand the reach & engagement of your event through viral social media.
• Quantifiably measure your event, your audience reach and advertiser engagement.
Copyright Geoff Clendenning, 2011
Copyright Geoff Clendenning, 2011
HASHCASTER PLATFORMOverview of the
How Hashcaster Works
Copyright Geoff Clendenning, 2012
Copyright Geoff Clendenning, 2012
Hashcaster does three things…
1. Curate the Twitter stream.– Capture a stream of tweets: hashtags, keywords or lists.– Sort & catalog stories, photos & videos.
2. Apply analytics.– Analyze the Twitter stream: proprietary algorithms– Figure out who and what is important.– Measure how people behave and interact at your event.
3. Filter behavior.– Filter the Twitter stream for specific behaviors by members of
your community.– Respond with specific actions to this behavior.
Moderation
• All content captured by Hashcaster is filtered and cued for moderation.
• Moderation tools provide the following capabilities:– Filter for profanity & SPAM– Block users– Favorite users
Copyright Geoff Clendenning, 2012
Tweeted Notifications
• The Hashcaster system automatically tweets out notification on the event hashtag using the organizer’s Twitter handle when:1. #event hashcast update http://hashca.st/9z41m new
contributions from: @xxxx @xxxx
2. #event top influencers on hashcaster http://hashca.st/9z41m @xxxx @xxxx
• The frequency of each update will vary dependent upon the amount of traffic on the event hashtag.
• Notifications have a strong social networking effect on the hashtag community.
Copyright Geoff Clendenning, 2012
Live Updates
• The organizer can provide one or more users with a special hashtag they can use to elevate the priority of a specific tweets.
• These tweets are then displayed in real-time in a designated section of the hashcast site, mobile app and wall display.
• Organizers can communicate important messages to their audience without being lost in a busy hashtag.
Copyright Geoff Clendenning, 2012
Real-time Advertising
• Advertisers can be provided with a special hashtag to designate which of their tweets are sponsored or promoted tweets.
• These promoted tweets are then displayed in a high profile area of the hashcast site, mobile app and wall display.
• Advertisers can use these tweets to drive traffic to their booth and to online resources.
Copyright Geoff Clendenning, 2012
Measurement
• Hashcaster is the first platform that allows an event organizer to quantifiably measure their event.
• Hashcaster generates two streams of data for analysis:1. Twitter data2. Hashcaster data
Copyright Geoff Clendenning, 2012
Community Building
• Each Hashcaster site is archived on the web after the event; this provides the organizer with an ongoing community retention and event promotion tool.
• The Hashcaster site is SEO optimized to rank well in Google and other search engines.
• Members of the #hashtag community can continue to engage content on the site, driving new follows, RTs & replys.
• Event organizers can drive traffic from their Hashcaster site to a registration page for their next event.
Copyright Geoff Clendenning, 2012
HASHCASTER LIVE!Case Study: HRPA
Copyright Geoff Clendenning, 2012
hrpa.hashcaster.com
Copyright Geoff Clendenning, 2012
Hashcaster Twitter Wall
Copyright Geoff Clendenning, 2012
Hashcaster Twitter Wall @ HRPA2012
Twitter Metrics
Copyright Geoff Clendenning, 2012
Twitter Stats 2012 2011 Change % ChangeTotal twitter mentions in the period 2,187 999 1,188 119%Average mentions per day 312 142 170 120%Total unique authors 443 184 259 120%
Approximately 3,000 users attended the 2012 show
2012-01-30 2012-01-31 2012-02-01 2012-02-02 2012-02-03 2012-02-04 2012-02-050
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100% 98%
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91%
378%
267%
Tweets HRPA2012 Tweets HRPA2011 % Change
Copyright Geoff Clendenning, 2011
Hashcaster MetricsAverage time on site 40 minutes per visitor!
Copyright Geoff Clendenning, 2012
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95 10092
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2027
20 165 8
513 Total Visits
158 Mobile Visits
74%
9%
7%
2% 1% 1%
Referral by Source
t.colinkedin.comhootsuite.comm.paper.lifacebook.comhrpa.ca
20% post event surge
PRICING MODELHashcaster
Copyright Geoff Clendenning, 2012
Services Provided
• Each hashcast includes the following services:– Event branded hashcaster site.– Community monitoring by #hashtag & list.– Event moderation services.– Story curation and categorization.– Real-time tweets, photos & videos.– Live updates.– Real-time advertising.– Twitter and Hashcaster analytics.– 1 year of hosting of your Hashcaster site
Copyright Geoff Clendenning, 2012
Pricing Model
• Three components to the pricing model:1. Service fee based on the duration the Hashcaster
platform is actively curating your hash tag.2. Access fee for implementation of real-time
advertising.3. Ad management fee based on a percentage of
the ad revenue sold by the event organizer on the site.
Copyright Geoff Clendenning, 2012