Conferences are rarely described as “explosions of creativity,” but that’s how the Huffington Post described this year’s C2 Montreal, a business and innovation conference, last month.

“A lot of conferences have social monitoring and content going on behind the scenes but my goal was to try to give people who couldn’t be at C2 a bit of the experience,” said Tara Hunt, principal of Truly Social Inc., who lead social content creation during the three day conference May 24 to 26.

That experience included more than 130 speakers and sessions as well as on-site activations that fostered guest engagement. Hunt’s goal wasn’t just to provide great live-content, but moments that help people connect and do business.

But how do you provide an online audience engagement opportunities with such in-experiences like an adult-sized ball pit? Through multi-channel content distribution and a very large team utilizing the latest social media tactics.

People power to the rescue

If you want to collect content around a conference as large as C2, you need support. Hunt worked with a team of 21.

Hunt’s team recorded hundreds of hours of video, took thousands of photos and shared them across multiple social media platforms including YouTube, Facebook, and Snapchat to tap into the digital audience around the world. The brand’s C2TV YouTube channel alone showcases 26 interviews with speakers including environmentalist Dr. David Suzuki, VICE Media co-founder Suroosh Alvi and Chad Dickerson, founder CEO of Etsy.


The social team included 11 people live tweeting from various stages and conference sections in Canadian French and English, another three people focused on recording video, one person focused on Snapchat, and three more worked on Storify and completing a daily roundup for the blog.

Create content as diverse as the subject matter

C2 required such a large team of content creators due to the number and diversity of on-site programming options.

“We had people complete an obstacle course together in random groups, more than 2,200 people took part in brain-dates [scheduled one-on-one meetings] and we gave people the chance to walk through a snowy field together under an umbrella,” said Hunt.

C2’s  activations included an adult sized ball pit, which had been brought back by popular demand from the 2015 conference, and an indoor garden with thousands of plants.

Recording these experiences for external audiences to consume required a different set of content creators and different tactics.

As audiences clamour for more and greater experiences online, your content creation will need to accelerate and go further outside the box to meet the demand. Not sure what to do next?

Not sure of your next steps in content creation? Read our white paper on Influencer Marketing and check the box to receive more ideas and tips from Cision directly to your inbox!  

About James Rubec

James Rubec is a data geek, a former public relations lead and journalist with a love of content and advocacy. Ask him anything @JamesRRubec and be sure to follow @Cision_Canada

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