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Manager Guide to creating and Running an Event Ambassador
Program using Leaderboarded
This is a guiue to using Leaueiboaiueu to cieate anu iun an event ambassauoi
piogiam ovei Twittei.

What is an event ambassador program?

Running an ambassauoi piogiam is a gieat way to builu buzz foi youi next event
by iecognising those people who aie uoing the most to spieau woiu about the
event with theii social netwoiks.

Without "buzz" in the iun up to youi event, you iisk low attenuance anu pooi
engagement at the event itself. ueneiating pie-event buzz means getting people
talking about youi event weeks anu even months befoie the uay itself.

Social meuia expeit Nat Schoolei (natschoolei) useu Leaueiboaiueu to piomote
the Bentistiy Show in 2u14 with stunning iesults - "0ui event ambassauoi boaiu
cieateu so many inteiactions that oui weekly twittei feeu has gone fiom 8S,uuu
impiesssions pei week to an aveiage of aiounu Suu,uuu" he saiu.


An 'event ambassauois' piogiam is a smait, automateu way to iecognise the
contiibution of people anu companies who aie piomoting youi event on social
meuia.

Youi event ambassauois coulu be you anu youi staff, attenuees, speakeis,
exhibitois, bloggeis anu the meuia

They aie not limiteu to a single tweet, they coulu shaie anu uiscuss event news
such as new speakeis oi content, inuustiy news paiticulaily contioveisies anu
issues anu people news - who aie the moveis anu shakeis. This all builus buzz!

What your ambassadors will need

Youi ambassauois will neeu iegulai goou quality content foi them to shaie anu
uiscuss. They will then neeu a iecognition wall that gives them thanks anu
feeuback - this is 'the leaueiboaiu'

How to run an event ambassador leaderboard

1. Establish an event hashtag i.e #PPAConnect14



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2. Name youi ambassauois piogiam. i.e. the PPA
Connect All Stais!

S. Signpost ielevant content by showing iecent tweets
on the hashtag

4. Senu them a weekly upuate with theii ambassauoi
scoie, iankeu on a leaueiboaiu

How it all works

Leaueiboaiueu staits listening to eveiy post using youi event hashtag. This is uone
by using a 'connectoi' which iuns once a week to pick up all the latest tweets.
Anyone who tweets using youi hashtag is automatically eniolleu on the
ambassauois piogiam.

Each ambassauoi then gets points foi tweeting using the hashtag anu foi being
ietweeteu anu mentioneu in conveisations that also incluue it.

Each week you publish a new ielease of the leaueiboaiu taking into account all the
activity foi the pievious week. 0nce you'ie confiuent of youi leaueiboaiu you can
automate this publishing.

Then you senu out a thank you tweet to each peison, iecognising them foi theii
contiibution to the conveisation, letting them know theii scoie on the
leaueiboaiu. This helps them see theii piogiess anu motivates them to continue to
builu buzz in the iun up to the event.

This cuiiently iequiies you to log in anu senu the tweets but may be automateu in
futuie.

How to get started

|Sign inj to leaueiboaiueu with youi Twittei account, click on Cieate Leaueiboaiu,
Navigate to the Social Neuia section anu the "Event Ambassauois Leaueiboaiu",
entei youi hashtag anu you will get youi fiist event hashtag leaueiboaiu.
Customise the look anu feel of the leaueiboaiu by auuing youi own logo anu text
(unuei Channels | Leaueiboaieu.com " Settings)

When ieauy, you neeu to tell youi fiist ambassauois. 0sing Leaueiboaiueu's Tweet
0ut featuie (founu on the Channels page) you can notify all the ambassauois
(piobably you anu youi staff at this stage) in one go anu thank them foi using the
hashtag anu iecognise theii contiibution so fai.

This will spui them into action! Keep shaiing gieat content foi them to uiscuss anu
shaie. Then next week upuate the leaueiboaiu baseu on scoies fiom the week anu
!"#$%& ()*) +,--,./ 012/&2$ 23
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72)* ./8.&&.62*& . $./# %1.% ,&
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let youi ambassauois know how they've faieu. Repeat weekly in the iun up to the
event.

The whole iuea is to builu up conveisations between you, the speakeis, the meuia
anu attenuees uigitally so that when it comes to the uay of the event itself,
eveiyone is iaiing to go anu wanting to meet each othei anu enjoy youi event
content.

Incentivising the program

Bon't offei a piize foi coming top of the leaueiboaiu - this tenus to only suit the
most competitive people among us. It can act as a uisincentive foi otheis who feel
they can nevei ieach the top.

You actually shoulun't neeu to offei any incentive - most people will be happy to
piomote anu uiscuss an event they aie looking foiwaiu to going to.

If you uo neeu to incentivise it a bettei option is offei a 'weighteu iaffle' wheie a
piize is on offei that any ambassauoi can win. Each ambassauoi's chances of
winning it aie linkeu to theii total scoie - i.e. each point on the leaueiboaiu eains
them one moie iaffle ticket in the sweepstake. 0sing oui paitnei Ranuom Pickei
(you can expoit all youi playeis anu scoies in the iight foimat to auu to Ranuom
Pickei) you can veiy simply iun a weighteu iaffle foi just $2S.

Whos used Leaderboarded for event promotion

!"##"$ $"&'$#()* ') "+")# &$','#"$- .$'/)0 #1" 2'/)#$3
}ames Chalmeis of Piesence Theatie wanteu to uiive up use of theii theatie
hashtag CB0RALEioaushow so he useu a leaueiboaiu to uo it. The leaueiboaiu
was upuateu eveiy week anu gave }ames an oppoitunity
to thank all those venues on the toui as well as fiienus
anu fans foi uoing theii bit to piomote the show. Theii
uigital engagement plan in action.

!/(40()* /& #1" "52(#",")# 6'$ #1" 7")#(-#$3 81'9 :;<=
Nat Schoolei of uet Wise Naiketing useu a Twittei
hashtag leaueiboaiu to uiive the conveisation anu builu
excitement aiounu the Bentistiy Show exhibition helu
in 2u14.

Nat saiu "This leaueiboaiu was uesigneu anu iun to cieate awaieness aiounu the
mouth cancei awaieness chaiity anu bianu awaieness aiounu uetWise Naiketing.

E01# -#.6#*82.*6 ,& (*#.%F ,% 1.&
8##$ ,$".-).8-# 32* %1# /2$,%2*,$(
.$6 52--.%,2$ 23 6.%. 32* 2)* 6,(,%.-
#$(.(#/#$% ,$,%,.%,"#G ;1,51
)-%,/.%#-7 ;# 1."# %2 &)8/,% %2 A*%&
H2)$5,- !$(-.$6 ,$ 2)* 3,$.- *#:2*%
32* 2)* 4*.$%& 32* %1# A*%& .;.*6E
I./#& H1.-/#*&G !=#5)%,"#
J*26)5#*G J*#&#$5# 01#.%*#



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Since we launcheu this initiative we have hau conveisations with many of the laige
uental manufactuieis anu uistiibutois leauing to many meetings.

This boaiu also has cieateu so many inteiactions that oui weekly twittei feeu has
gone fiom 8S,uuu impiesssions pei week to an aveiage of aiounu Suu,uuu we now
only senu out Su automateu tweets pei uay now anu iesponu to oui fans."

Costs

Piicing is baseu on the numbei of ambassauois you aie engaging with the
leaueiboaiu. You will not be automatically chaigeu if you go ovei the numbei of
ambassauois howevei new ambassauois will not be able to join the piogiam
unless you upgiaue.

Check the web site foi latest piicing.

All plans incluue automatic weekly 'ieleases' of youi leaueiboaiu, email suppoit
anu youi choice of leaueiboaiu theme

Step by step guides for common actions

0ui customei suppoit helpuesk team wanteu to pioviue even moie in uepth help
guiue. You can always ask them any questions via suppoitleaueiboaiueu.com
howevei.

Congiatulations! You've now got a leaueiboaiu which will encouiage fuithei
engagement fiom youi attenuees anu othei paiticipants. Beie aie some tips to
make the most of this gieat tool:
>''?@ A""4 .)0 B')#")# 0(-&4.3"0 ') #1" 4".0"$C'.$0
1. Think about how you want to title the boaiu. The name shoulu suggest
what the leaueiboaiu is showing e.g. "The Bome & Countiy Show 2u14
Twitteiati" oi "Who's talking about The Bome anu Countiy Show 2u14".
The boaiu title is set at Bashboaiu -> 0ptions -> Leaueiboaiu Name
2. If you want a logo oi image by the name of the boaiu, you can uploau this
heie: Bashboaiu -> 0ptions -> Leaueiboaiu Icon
S. You may want to make it cleai as to who has euitoiial contiol of the
leaueiboaiu by putting in uetails of the publishei at Bashboaiu -> 0ptions -
> Publishei Name anu Bashboaiu -> 0ptions -> Publishei Link
4. Beciue how many "Playeis" (i.e. names listeu on the leaueiboaiu) you want
to show on a single page: Bashboaiu -> 0ptions -> Playeis Pei Page
S. What time zone woulu you like youi leaueiboaiu to be in. You can set this
at Bashboaiu -> 0ptions -> Leaueiboaiu Time Zone


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6. We offei a few choices foi the uesign of the web page that will uisplay the
leaueiboaiu. You can uo this heie: Channels -> Leaueiboaiueu.com ->
Settings. In this section, you can explain what youi leaueiboaiu's objectives
aie in the "About" section. You may want to change the uil auuiess so as to
make it shoiteimoie catchyielevant. You can change the theme (i.e.
uesign) of the webpage in the Channels -> Leaueiboaiueu.com -> Settings ->
Theme section. Anu finally in the Channels -> Leaueiboaiueu.com ->
Settings -> Images section, you can uploau images which will customise
youi "about" content on the leaueiboaiu.
7. 0nce you've customiseu the lookuesign of youi leaueiboaiu webpage, you
can get the embeu coue to enable a wiuget on youi website which will
uisplay the leaueiboaiu heie: Channels -> Youi Website -> uet Embeu Coue
D/))()* E F/C4(-1()* #1" 4".0"$C'.$0
8. Theie aie two paits in iunning anu publishing a leaueiboaiu:
a. collectingenteiing the uata foi the vaiious metiics you aie using to
cieate youi final scoies - you uo this in the Netiics section
b. Publishing the leaueiboaiu i.e. calculating the final scoies (anu
theiefoie fixing the ianking) foi a specifieu point in time - you uo
this in the Releases section
9. In the Netiics -> Connectois section, the uefault setting foi fiequency of
collecting uata (polling) fiom Twittei is weekly. You can change this to uaily
if you aie consiueiing publishing the leaueiboaiu on a uaily basis. (Baily
leaueiboaius aie about S x moie expensive howevei)
1u. In Releases -> Publish Settings, you can automate the publishing of youi
leaueiboaiu. The "scoie peiiou" uefines which uata is consiueieu in the
total scoie calculations. We suggest that the fiequency of publication of the
leaueiboaiu shoulu be set so as to make an announcement of a fiesh
ianking of positions a news event. If you publish too fiequently, people
may stop paying attention to the announcements of a new publication.
11. You can publish youi leaueiboaiu "manually": Releases -> Publish Now.
You can pieview what youi leaueiboaiu will look like befoie actually
publishing it heie as well by using the Pieview button.
12. You can see a summaiy of youi Netiics anu Publish settings in the Scheuule
tab.
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1S. The best way to engage the paiticipants on youi leaueiboaiu is by giving
them feeuback on how they aie uoing on a iegulai (but appiopiiately
spaceu) basis e.g. weeklymonthly. You uo this by publishing the


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leaueiboaiu on a weeklymonthly basis anu then announcing the iesults to
both the playeis as well as followeis of the leaueiboaiu.
14. You can announce youi iesults eithei by emailing oi tweeting.
1S. Foi all the Followeis of the leaueiboaiu (since youi leaueiboaiu is publicly
listeu, anyone can become a Followei) who have iegisteieu an email
auuiess, you can email them by using the functionality at Channels -> E-
Nail.
16. You can coiiesponu with eveiy playei on the boaiu by tweeting to them
using oui Tweetout mailmeige functionality at Channels -> Twittei. This
viueo explains how you can use this featuie:
http:www.youtube.comwatch.v=u0NioguBItN