Where else can you see an English Duke sipping coffee with a 30-year-old tech entrepreneur from Georgia? One place: Davos, the Swiss getaway that hosts the annual World Economic Forum (WEF). As an important global organization, WEF brings together a mix of leaders from business, government, academia and innovation to spend four days seeking to do good in the world help create a better future. Joining this gathering of elites are a swarm of journalists, producers, public relations professionals, support staff, entrepreneurs and others making for a very eclectic mix of interesting people from around the globe.
The concentration of this much power in one place also sets the stage for business leaders to meet and make deals. WEF membership includes nearly every leading consulting firm, media holding company, global bank and global corporation. As a result, what happens in Davos doesn't stay in Davos -- in fact, Credit Suisse's official tagline was, "What Happens in Davos Shouldn't Stay in Davos." Many companies supplement their leadership's attendance with a well orchestrated, integrated media program that's meant to showcase their participation, demonstrate their thought-leadership and expertise and, ultimately, show what the company can do.
Like any other event, an official hashtag links the digital dialogue and lets interested parties follow along and engage in the conversation. And, like other conferences, the hashtag mixes content from event sessions, thoughts from attendees and media leaders, as well as communications from companies and organizations looking for exposure.
If last year's leaders were exclusively in the professional services sector, this year it was the banks, broadcasters and global organizations. The best brands found smart ways to use live video to drive their programs, while others offered space and intellectual capital to facilitate dialogue and participation on #WEF17. Here are a few key ways the leaders broke through:
Owning an issue
For the second year, Mercer sought to own the issue of gender equality with a mix of original content, participation and live video. The firm used a series of panels that included journalists, c-suite executives and academics to report on this important topic that accounted for roughly 20% of the digital conversation. During the week, the company used live video to bring their audience an inside view of many important conversations. The company also fueled their #WEF17 presence with the release of several original studies that focus on the impact of a gender-diverse workforce and the need for economic opportunity for women.
Answering key questions for audiences