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Networking sucks sometimes.  Eavesdropping or jumping in random conversation may feel inopportune, gauche, or awkward especially if you’re a newcomer. What you may find helpful is a stepping stone –a catalyst – to conversation. Call it a mission. It’s an objective you’re pursuing – a purpose – that benefits the event, the organization, and you.

 

Create a video (or series of videos) cataloging the experience. Note: you don’t need to be a production specialist, work for a video company, or even be a marketer to pursue this idea. You don’t need the best camera or equipment available. However, you do need to pay attention to quality and context (who the stakeholders are, where/when they’re likely to see it) to maximize reach and ROI.

 

 

Local video marketing benefits

You’re meeting people on your own terms. If you’re introverted and experience social anxiety like me, you may find this approach useful in breaking down a daunting challenge into a goal-directed path.

 

Impressions of others are reinforced when you re-watch and edit material. Consider it an exercise in training your memory with faces, names, and backgrounds.

 

You interact with others in small batches. You provide dedicated attention to their stories. You’re investing time into quality interactions as opposed to a scattershot approach.

 

Future opportunities arise from these segments. They’re talking points. They’re the beginnings of relationships. Build momentum from these branching points to better understand your fellow networkers.

 

The organization, venue, and featured individuals may utilize your content in their own marketing. You begin developing a reputation as a helpful resource while the group gains from your showcases.

 

 

Don’t be a creep

Get authorization from the organization and the venue. Articulate the benefits of your project and set clear expectations on what you’re doing, why you’re doing it, and how it’ll happen. These folks are busy with so many other duties that the last thing they need is some stranger waving a camera around in people’s faces.

 

Get written confirmation well ahead of time from as many involved parties as possible. Send reminders closer to the event date once you’ve reached an understanding.

 

If possible, scout the location during off-peak hours for setups and spots. Notify the place of your intentions and schedule a convenient time to walkthrough the designated area. Pay attention to paths/walkways and “hot zones” where attendees are likely to cluster (e.g. the bar). Check out the lighting to see if it’s usable. Your goal is to capture as much as possible without being in the way.

 

 

Developing an approach

The format, tone, and platform(s) is completely up to you. I recommend developing a local video marketing strategy so that you don’t overwhelm your capabilities. In other words, don’t chase every opportunity (e.g. Vine, Hyperlapse, Facebook video, Twitter video, Periscope, etc) unless it’s sensible for your time, labor, and audience. Don’t try to be everywhere and everything to everyone. Keep in mind where these stakeholders hang out and how information is shared among the network.

 

If you’re interviewing people, you can follow the safe formula of asking:

 

• What they do

• Who they represent

• Why they’re attending

• Where to get more info

 

There is no one best approach to producing your video(s). A cursory YouTube search will give you an array of different styles and stories. This video produced by the Hip Haus of Toronto features stylish cinematography/editing and high production values. The music choice is high tempo and energetic. There are no talking heads. Rather, the concept sells the experience of attending a Hip Haus event.

 

 

This piece done by Daniel Wu of the Chinese Young Professionals Networking group covers a networking trip. Instead of bringing bulky equipment, Daniel and his friends opt for a GoPro. We see a montage of first person action and the bonding in between ski sessions. This concept depicts more than the traditional networking event where everyone is business-casually dressed and standing near a bar. Whereas the Hip Haus video emphasizes the aura and atmosphere of networking, the CYPN offering highlights experience through action. In other words, here’s one of the fun activities we do that await you when you join.

 

 

Neither video is “better” than the other. They contain different strategies and narratives. I recommend you brainstorming several different concepts that fit your capabilities. Solicit feedback and monitor your analytics to see what’s connecting.

 

Include a call-to-action in your video regardless of whatever format you choose. Provide directions or next steps on where viewers can find more information or connect with you.

 

What to do at the event

Continuing our theme of not being a creep, get authorization from attendees! Provide a quick rundown of who you are, what you’re proposing, and why you’re doing this. Above all, explain how this person benefits from appearing in the video.

 

Bring a small sign if you’re setting up a mini-studio or designated recording space. Include a call-to-action (e.g. “Sign up to be interviewed”) and some info about the production. If you’re feeling adventurous, post a picture of yourself on this sign with attached contact information (re: business cards) so that other attendees can associate a name and a face with the project.

 

What to do after the event

Share this content with the host organization, the venue, the interviewees, and any other stakeholders.

 

Choice usage of appropriate hashtags can extend the life cycle of your content beyond the immediate personal networks of those spotlighted. Others monitoring these hashtags – local news outfits, nonprofits, politicians, businesses – may take an interest.

 

Ask people how you can help their situations. Follow up with participants and get coffee without the pretense of selling them something.

 

Ask for feedback from the networking body and subjects. Look for insights on how you could improve the experience, what worked or didn’t work, and what ideas they have in future episodes. This dialogue contains many opportunities for collaboration, the foundation of quality networking.