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Holy Cr@P: Meetings and Social Media Revolution

by Scott Crider on Jun 22, 2010

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Before we get started, please take note of this Twitter hashtag we’ve set up for this session. Who here uses Twitter? Is everyone familiar with how hashtags work? We’ve set this up so that we can have what is called a “backchannel” for this session today where you can submit questions, or observations.
My guess is you’re probably here today for a couple of reasons:First, as people who are responsible for planning meetings, you’ve probably begun to realize that you need to have a session about social media on your agendas.Second, you’d like to know how using social media might help you do your job better and maybe even more easily.
Today I’m going to show you just a few ways social media can help you:Do your job more easily and effectivelyIncrease attendanceEnhance your meetingsAnd I’m going to show you some practical examples of how you can leave here today and start doing this.
Plus…at the end of the session, if you want, I’ll share my personal social media story about how I got 1 million blog readers in just 10 days. Sound good?
First, a quick overview of the state of social media today:You will hear me mention several social networks by name today, but I want to encourage you to not get too hung up on specific brand names. Just like in the dot-com boom, right now we have tons and tons of social media sites popping up everywhere. And just like the dot-com boom, many will fail, and some will survive – but social networking is here to stay, and its changed everything.
Since the invention of mass communications technology, a common way of measuring the power of a new medium is how long it takes to reach 50 million users. Radio, for example, took 38 years to reach 50 million users. The Internet, 5 years. Social networks, less than 6 months!
Facebook alone has over 250 million users. Many are your business contacts, colleagues, and friends.It is estimated that there are another 300 million + involved regularly in other social media platforms.And Forrester now predicts that social media marketing – marketing to people via social networks- will grow 34% annually to over $3 billion in 5 years.
Social networks now account for 11% of all the time spent on the Internet.
And 84% of all businesses in the U.S. are using Facebook.
So how can social networks help you do your job more easily and effectively?
LinkedIN is a great example of social networking site that can very practically help you do your job more easily and more effectively. I particularly like it for the meetings business because it is business-contact focused, and has 50 million users.
First, it can help you find a meeting location.
For example, here is my Linked IN profile (and if you’d like to connect with me on LinkedIN, you see my address there). First, on LinkedIN, you can do status updates just like you can do on Twitter or Facebook. These status updates are seen by everyone you are linked up with – so, the moral of this story is, BUILD YOUR DATABASE! If you don’t have a Linked IN account, start one right away and start working to build your personal database. You can see here that I updated my status with a note about this presentation that I’m giving to you now.But there is much more Linked In can do for you- once you start building that database.
Inside Linked IN, you can easily find people you need, and because you have a “relationship” with them, it’s not like you are making a cold call to a stranger, necessarily. As an example, I pretended to be a meeting planner who was beginning to search for a location for a meeting. I searched Linked IN for anyone who had “group sales” in their Linked IN profile, and I got 845,000 results!(holy crap!)That’s a lot. But what’s cool is that it will list everyone that you have a connection to first. And it doesn’t have to be a direct connection. See this little “2nd” icon here? That means that that I have a 2nd level connection to that person. In other words, someone I am connected directly to knows them. In this instance, I had a 2nd level connection to Drew Warwick, Group Sales Manager at the Four Seasons in Santa Barbara. And with one click I was able to see that my friend Donna knows him. So now I can contact Donna to find out the skinny on Drew, and maybe ask her to drop him a note to let him know I’ll be calling and to take care of me.Also, if you look over on the left hand margin there are lots of ways you can filter this huge list. You can narrow the search by country, by region, by state, by city, or whatever. You can also narrow it by searching only for 1st or 2nd level connections or by industry if you needed to.
Linked IN can also help you find great speakers for your meetings.
Here I’ve done a search for “professional speaker” and gotten almost 60,000 results (holy crap!) But, again, you can filter these by location, the level of your connection to them, industry, etc.
So here is the kind of thing you can find. Leitha Owens is a professional speaker from the Greater St. Louis area. She has her bio here, and you can see that she also has 38 recommendations. That’s pretty good.
Scrolling down her page, you find a video demo of her making a presentation, so right away you can get a feel for whether you think she might be a good fit.
And you can read through the recommendations she’s received from other Linked IN members. Here I’ve highlighted a couple that hired her specifically for speaking engagements, and if you still want to know more, their names will link you directly to their pages, where you can contact them.Cool huh?
How about using social media to increase attendance at your meetings?
Facebook is one example of a social network that can do this for you (again, once you’ve built up your database). As I mentioned early, around 250 million users.
Here’s my facebook page (and if you’d like to connect to me here, you see my address there). There are a couple of things of note here. First, you see this little calendar icon? That’s what I am planning to demonstrate for you. But before that, check this out because it’s a great example of how social networking works.
The day I was working on this slide show, I updated my facebook status with this note about the topic of the presentation “social media for meeting planners.” Within a few minutes a friend of mine whom I didn’t even know was a meeting planner, said: “I’d love to see what you come up with. We’re currently working on our annual client event…” blah, blah.To which I responded “no problem. I’ll be posting the presentation to Slideshare and my blog. I’ll let you know when it’s all done.”So now, just because I maintain a facebook and update it with what’s going in my day, the work I’ve done preparing for this presentation is getting shared with someone who isn’t even here, and quite possibly with other people in her network as well.Cool, huh?Now, back to the calendar feature…
What I did was go into the calendar feature and create an entry for this session. This is only a sample, so I didn’t do anything to promote it, or to complete with the kind hosts who invited me to be here, by the way. So, here is what is great about this:First, the calendar function is searchable by all of facebook, so anybody wanting to find a conference having to do with social media could search inside facebook and find this. Second, Once your meeting is calendarized, facebook makes it easy for you to “invite people to come.” This is why it’s important for you work to build your personal database. When you click this, it will allow you to send an invite to anyone and everyone whom you want to invite from within your personal database.Third, facebook makes it really easy for you to create an ad for your meeting that will run all over facebook and be seen by people you don’t know. See here how it created a sample ad that includes my session title and the logo for the show? These are pay-per-click ads, meaning that you can set a fixed total budget at a fixed cost per click (say 75 cents), and as soon as your budget is used up by people clicking on the ad, your ad stops running.Fourth, this calendar page becomes a marketing page for your meeting. Before you invite people or advertise, what you want to do is populate this page with photos (from previous meetings or of your fun, exotic location), and videos (we’ll talk about the kind of videos you want to put here in just a minute). Plus, you can put a link directly to your meeting’s website (as I’ve done here).Lastly, the facebook calendar also makes it easy for anyone who decides to attend your meeting to share it with anyone they know who might also be interested, and also to export the date, location, and time of the meeting directly to their personal calendar on their computer.Sweet, huh?
Also in the calendar feature, you can “Message Guests,” which is a feature you can use to communicate with everyone who RSVPs that they will be attending. You can use this prior to the meeting to incentivize them to invite others. You could also use this to communicate with them while they in transit, and even while they are at the meeting because most people are now accessing Facebook through their mobile phones while they are away from home.That’s a screen capture of the Facebook mobile app there to show you what it looks like.
OK, back to the subject of video. Everyone knows about You Tube, right? Once you’ve created a video and posted it to You Tube, it is really easy to link it or embed it just about anywhere you want to (including the Facebook calendar). But what kind of video should you link that will help you attract more attendees to your meetings?
Here’s a great idea. Get your presenters to sell your meeting for you. In the future, have each of your presenters shoot a 90-second video describing what they will be presenting. Here’s an example of this being done by ASAE for their 2009 annual meeting. They shot this video titled “Anne Blouin talks with David Nour about his session.” You can see that it was posted to You Tube, and then embedded into ASAE’s blog. Once you’ve done something like this, not only can you post the videos into your Facebook calendar invite, but you can also include them in the emails to your whole database so they can actually see and hear from the speakers who will be at your show.Plus, you can bet your bottom dollar that your presenters will share the video with their friends and connections via their own networks, blogs, and websites too.These videos don’t have to be hard or expensive to produce. People don’t expect the videos they watch in the social media space to be “commercials.” In fact, the more real and transparent they appear to be, the better.
Now lets talk about Twitter Hawk. Twitter Hawk is a tool that that allows you to find new prospects easily, quickly, and cheaply. Sound good?
Here’s how it works. What I’ve done here is I’ve gone into Twitter Hawk and created a new account just to demonstrate to you how it works. As I show you this, just imagine what you could do with it to find new prospects who might be interested in attending your next conference.Twitter Hawk allows you to set it up to search for Tweets that contain any key words you want. Then you can pre-write Tweets that go to these people, with a link to whatever it is you want to sell them.For this demonstration, I’ve used it to share this presentation with other meeting planners. You could use it in this same way to share your next meeting with people who would benefit from attending.Here goes. In Twitter Hawk, you set up an account and then you create a campaign that searches Twitter for keywords. Here, I set it up to search for Tweets containing “meeting planner” and “#meetingplanner.”I then set up my automated response to say “I saw you mentioned meeting planning. You might like my presentation about using social media” with a link to this slide deck on Slideshare.
Within 2 minutes Twitter Hawk delivered 17 prospects to me that had sent Tweets with those terms in them.
Now, you could set Twitter Hawk to just blast your Tweet to each of these people without you ever having to do another thing, but I would caution you to not do that.Instead, you can set Twitter Hawk to let you review each prospect’s Tweet before you send your reply. Here’s an example of why you should do that.Here’s my list of prospects. As I look at their Tweets that brought them into my account, I can determine whether or not they are really a prospect. The first one in my list is someone complaining about having to listen to a couple talk to their wedding planner at a Panera bread shop. Not someone who would care about my presentation. Just click the red “X” and they’re gone.But look at this guy. He’s re-tweeted something about meeting planning, and I can’t quite tell if he’s a good prospect. So all I have to do it click on his name and…
…I find that he’s a professional event planner with over 12,000 followers.THIS is a good prospect for me to send my presentation too.
So, all I have to do now is jump back to Twitter Hawk and click “send” and he will get my Tweet and, maybe, share it with his 12,000 followers!So, after I reviewed all the prospects’ Tweets, which took about 2 minutes, I sent each of them my Tweet with the link back to my presentation.
So what happened? Within an hour one of the meeting professionals who received my tweet re-tweeted it to her 1,079 followers…
…and the number of views this slideshow received – before any of us stepped foot in this room - jumped from 46 to 175! That was back in February. As of this morning it was 739 views.
Point 3 - and my favorite because social media can do a ton to enhance your meetings.
Twitter. As you are already experiencing, Twitter is a great tool for creating and monitoring a backchannel for your meetings. Speaking of which, do we have any questions we can answer now?
By the way, If you’d like to connect with me on Twitter, you can find me @CScottCrider.
So what else can you do with Twitter to enhance your meetings? Here’s a fun example that happened to me not long ago. Not only can you monitor a backchannel during sessions, but your session leaders can actually use Twitter to glean helpful information from the audience to enhance the meeting for all attendees. A few months ago, while attending the DMAI conference in Atlanta, I sat in on a session about marketing in a down economy. Before the session started, I sent out a Tweet saying what I was doing and tagged with the hashtag for the conference. (The slide reads from bottom to top.)A few minutes later I got a Tweet from someone (I didn’t know who) asking me for my thoughts about what we should be doing in a weak economy.I replied: “1) boost targeted advert at time competitors are cutting theirs. 2) creatively utilize low cost social networking.”After I sent it, I settled back in to listen to the panelists. Then I got a real shock when one of them said: “We have Scott Crider here today, who is a Creative Director. Scott’s advice is to increase targeted advertising while competitors are cutting theirs, and to creatively utilize low cost social networking.”I sat there kind of shocked. I had no idea that question had come from one of the panelists (Jay Salyers of Miles Media).
Here’s another example of how Twitter can help enhance the meeting for attendees, if you can get everyone using the same hashtag. Here’s a screen capture from Twitter that I got by searching the hastag #sofresh. Sofresh is a big marketing technology conference that took place not long ago. There were pages and pages of Tweets from attendees, and look at what we find on just this one page.
One attendee is asking for someone to pass along notes for a session they will be forced to miss. This adds value for this attendee, and keeps the conversation going even after he’s gone.
Another attendee has sent out a blanket Tweet thanking some new contacts for “the great discussion.” She is helping to reinforce the intrinsic value of attending this conference. This kind of Tweet can be used for future marketing.Plus, she identified several Twitter users who were at your conference, whom you can easily follow now, yourself – and keep building a relationship for future meetings.
Finally, another attendee is looking forward to upcoming session and mentions it by name – she’s helping to generate buzz.All this valuable relationship-building and marketing information has become available to you, and to everyone else attending your meeting, simply by creating Twitter hashtags and promoting their use.
Twitter is also becoming a source of information from the hotel to you and your meeting attendees. Here’s the Twitter page for the Carlton in San Francisco. You can subscribe to an RSS feed of their tweets, or monitor them directly from Twitter (I’ll discuss that in a moment). You can see here that the hotel is providing information that can be important to you when your attendees are staying there :-Special deals at the bar-Bay bridge closed and re-opened-etc.
And there’s more. Here’s a screen capture of Tweetdeck, which is a third party service that helps you manage your Twitter account. There are several good services like this. This just happens to be the one I use. With Tweetdeck, you can monitor several different hashtags at once. You’ll see here that on the day I took this screen capture I was monitoring #Forrester, #meetingplanner, #digital, and DMAI.Tweetdeck was capturing and delivering me all Tweets that included those hashtags. So just imagine for a minute that I was responsible for running a big meeting. I could assign an overall hashtag for the conference, and separate hashtags for each session. Then I could monitor those hashtags, effectively having a live “dashboard” for my meeting that captured and delivered all the Tweets that used those hashtags.I would know when a speaker was popular (or not).I would know when a meeting room was too hot or too cold.I would know if my attendees thought a particular session was valuable (or not).I would even find out about problems with the hotel, food, bathrooms, you name it (I’ve seen it all on Twitter).This would allow you to respond directly to someone with an individual complaint, or to the whole group if, for example, you saw that you needed to get the temperature adjusted in their room.This kind of real-time engagement will make your attendees appreciate you, and help them leave with the feeling that their needs are being addressed.Cool, huh?
Now, a word of caution for you. Too much Twitter can be a bad thing. Its become fashionable to project a huge, live Twitter feed on the wall behind a speaker, which is cool……but it can also backfire.
This is a high-ranked lady from Microsoft speaking at last year’s Web2.0 conference. She was presenting to a room full of several hundred people and – apparently, she wasn’t very good. Before long, everyone in the room became distracted by the Twitter feed, which began to ridicule her. There was snickering, and then other people began defending her – and soon no one was even listening to her.“Smart people are not always great speakers, give her a break!”“The faster I Tweet, the faster she talks.”“Just wanted to see my face up on the screen…”The moral of this story is, if you’re to try this, be sure to monitor it and be ready to shut it down if something like this starts to happen.
How about something other than Twitter? Lets talk Flickr.
Remember the Facebook calendar we discussed earlier, that provided a place to upload photos? Well, this is how you can capture photos from attendees. Here is screen capture of a Flickr page that was set up by the NEA for people who were attending their annual meeting to upload photos too.Almost everyone now has a camera phone in their pocket, and it’s very easy for them to snap pictures and upload them to Flickr. All you have to do is set it up, and market it to your attendees. You might even provide an incentive such as entering them in a free drawing if they send in a photo.Why are these photos valuable? Its free, user-generated content that you can use to market your future meetings.
And, increasingly, meeting planners are using social media as a way for people who can’t attend to monitor what’s happening from afar, and as an archive for people to access after the meeting has ended and everyone has gone home.
Here’s a page from the American Public Health Association, where they’ve provided easy access to Facebook, Blogger, Twitter, Flickr, and YouTube for people who missed the meeting.
And the National Education Association provides instructions on how to use Twitter during their annual meeting.
So, before we close, I wanted to share some free ideas for how you might use social media for your next meeting…
RECAPThere you go! You’ve just seen some of the ways social media can help youDo your jobIncrease attendance, andEnhance your meetingsThank you very much for the opportunity to meet you all.
So are you ready to hear how I got 1 million blog readers in just 10 days?
I’m little bit of a political junkie, and I was doing some blogging back during the 2008 presidential election. This story involves Mitt Romney, who was a Republican candidate. Now, before I go any further, let me say that I have NOTHING AT ALL against Mitt Romney. I think he is a fine person, and would make a fine president.
BUT….I like dogs better than I like Mitt Romney.
So I launched “Dogs Against Romney” on July 1, 2007. Again, for free on Blogger.
That very day it got picked up on by another blog called “Reformed Chicks Blabbing.”
On July 2nd, it got picked up by National Review and traffic started really coming in (holy crap!)
On July 3, Bob McCarty, a big political blogger, picked it up…
…and he speculated that “operatives within the Rudy Guiliani campaign” were responsible for it…”
On July 7, The Atlantic wrote about it, and then things really got interesting.
On July 9 it was picked up by ABC News and…
… TIME/CNN…
- (holy crap!)By now, tons upon tons of traffic was coming to the blog. Half the people were enraged at how the Romney’s treated their dog, and the other half were enraged that the blog existed. Literally thousands of comments were posted. People were uploading pictures of their dogs wearing little doggy shirts that said “Romney Sucks.” Some news shows even asked if Rusty would make an appearance on their shows. It was just… insane.
Somebody even started selling “Dogs Against Romney” t-shirts on Café Press.Well, the story – and the blog – finally started winding down by the end of July. But it hasn’t been forgotten.
More than a year later, Paul Krugman at The New York Times mentioned it, and to top it all off…
A book was published last summer – two whole years later – called And Then There’s This: How Stories Live and Die in Viral Culture, by Bill Wasik, Editor of Harper’s Magazine.
In this book, the author wrote about the whole Romney dog story, and says:…”Meanwhile parodists quickly created a blog called Dogs Against Romney, sporting pictures of scared pups and their fervent testimonials…“…during those two weeks in the summer of 2007, one would have been forgiven for believing … that itwould cause the entire candidacy of Mitt Romney to jump a guardrail, tumble down a ditch, and burst into flames.”

Holy Cr@P: Meetings and Social Media Revolution — Presentation Transcript

Twitter Hashtag For This Session
#HCCHI1
Why Social Media?
Do Your Job More Effectively
Increase Attendance
Enhance Your Meetings
How I Got 1 Million Readers in 10 Days
s
Radio
38 Years
Internet
5 Years
Social Networks
Less Than 6 Months
Facebook has over 250 million users
300 million more in other networks
Forrester predicts 34% annual growth in social media marketing
Helping You Do Your Job
Find a Location
Find a Speaker
2
Increase Attendance
3
Enhance Meetings
3
3
Be Careful With This One!
Keep the Conversation Going
IDEAS FOR YOUR NEXT MEETING
- Use TwitHawk to market your meeting to new prospects
- Provide a “Connection Session” – Goal – everyone in the room gets connected to each other on Linked IN.
- Establish #hashtags for each session and monitor “back-channel”.
IDEAS FOR YOUR NEXT MEETING
- Factor Tweets into speaker evaluations.
- Create an online “dashboard” – one page that has video clips of speakers (pre-conference) and during conference live streams Twitter comments, Flickr uploads, weather and airline info, hotel check-in/check-out, and conference registration. And make it a mobile site, too!
- Put Twitter or LinkedIN usernames on name tags.
Do Your Job More Effectively
Increase Attendance
Enhance Your Meetings
How I Got 1 Million Readers in 10 Days
June 30, 2007
July 1, 2007
July 1, 2007
July 2, 2007
July 3, 2007
July 3, 2007
Holy Cr@p!
July 7, 2007
July 9, 2007
July 9, 2007
Holy Cr@p!
July 10, 2007
September 10, 2008
Summer 2009
Summer 2009
“…parodists quickly created a blog called Dogs Against Romney, sporting pictures of scared pubs and their fervent testimonials. During those two weeks in the summer of 2007, one would have been forgiven for believing that it would cause the entire candidacy of Mitt Romney to jump a guardrail, tumble down a ditch, and burst into flames.”
Holy Cr@p!
TOOLS
Holy Cr@p! Meetings and the Social Media Revolution
www.Facebook.com
www.Linkedin.com
www.Twitter.com
www.YouTube.com
www.Blogger.com
www.Flickr.com
www.Slideshare.com
www.Tweetdeck.com
www.Twithawk.com
www.ScottCrider.com
CONTACT
Holy Cr@p!
Scott Crider / Creative Director / Aristotle Interactive
www.linkedin.com/in/ScottCrider
www.twitter.com/CScottCrider
www.facebook.com/ScottCrider
www.ScottCridercom
ScottCrider@aristotle.net

Holy Cr@P: Meetings and Social Media Revolution

by Scott Crider on Jun 22, 2010

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Holy Cr@P: Meetings and Social Media Revolution — Presentation Transcript