Art Of Social Media MarketingPresentation Transcript
MTO Summit 2009 Escape the Technology Maze June 25, 2009 London The Art of Social Media Marketing RECRUITING COMMUNITY MEMBERS & GENERATING EXHIBITION LEADS
MTO Summit “ The art of social media marketing " Wednesday, June 25 With Stephen Nold CEO, Founder MeetingTechOnline Todd ‘Turbo’ Watson E-Relationship Manager IBM Arran Coole CEO ASP Events
Thanks to the Sponsors
Before we start…
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What we will cover
“… online content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content.”
“ Social media risks becoming an end in itself when people are constantly broadcasting themselves online in search of affirmation. If users spend more time announcing what they're doing than actually doing it, social media could, paradoxically, end up making people less sociable.”
BusinessWeek, May 8, 2009
What is Social Media?
It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many)
Viral digital distribution of information
Transforms people from content readers into publishers.
Popular because it allows people to connect in the online world to form relationships for personal, political and business use.
Tradeshows and events extend show communities into virtual communities around the event brand.
What is Social Media?
Most popular person’s party versus your own party
The Tools (by Purpose)
LinkedIn: Degrees of Separation
Twitter “ Twitter has been a focal point in coverage of the Iran election, as its users have railed against mainstream-media outlets and shared proxy information so that Iranian citizens can maintain anonymous Internet access.” Wall Street Journal Twitter Retains Spotlight in Iran Coverage June 16, 2009, 2:50 PM ET
Most Twitter users don’t actually use the service much, or even at all.
Random sample of about 300,000 Twitter users
10% of active users are responsible for over 90% of all Tweets.
25% of Twitter users don’t tweet at all,
50% of users tweet less than once every 74 hours.
Harvard Business Review, May, 2009
The addictiveness of social networking is based on game mechanics, where collecting friends and followers or racking up the number of tweets and status updates is like accumulating points.
Recent study showed that whether a Facebook user had 50 or 500 friends they still end up interacting meaningfully with the same small group of about 12.
Social behavior studies show that people can only maintain 150 meaningful relationships, 300 maximum with digital tools.
Advertising your life to an audience of casual acquaintances and sharing opinions with people you vaguely know or trust, it turns out, isn't the same as real friendship.
Community growth and participation results.
Budget realistic resources.
Purpose Driven Community
Community The world’s most successful online community?
World of Warcraft!
The world’s most successful online community?
Subscribers pay $10-20 dollars a month
10 million subscribers
Turnover in the region of $1.3 billion.
Understand the audience
Provide extreme amounts of content
Multiple customisable levels of segmentation/communication
Guilds - Companies/Associations
Friends - Colleagues
Groups - Project teams
Live Chat/ Voice Chat/ Postal systems
Off game too – 60 million Google results
Use of third party comms tools
Tradeshow Week, Event Tech Blog
David Meerman Scott Case Studies
MTO Summit San Francisco , October 21-22
Peter Kim Social Media Case Studies http://www.beingpeterkim.com/2008/09/ive-been-thinki.html