UFI Asia Seminar - Taipei 2010 - Brian Giesen


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Opportunities in digital media
by: Brian Giesen, Regional Director of 360 Digital Influence, Ogilvy Public Relations Australia

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UFI Asia Seminar - Taipei 2010 - Brian Giesen

  1. 1. UFI Taipei | March 2010 Digital Opportunities for the Event Planner
  2. 2. Farhan Memon @farhanmemon
  3. 3. No Event Planners Responded
  4. 4. AGENDA
  5. 5. Why it Matters
  6. 6. Poll Question: Do You Have a Profile on Any of These Social Media Tools: LinkedIn Facebook Twitter Friendster QQ
  7. 7. What is Social Media Mobile s s Se ngi es og E in /Bl ar ne s ch s Bu ites S Social Social Media IT Sites/ Blogs Networks Landscape Br in - ar ia an g Entertainmen Sh ed d M Si te s t
  8. 8. Why Does Social Media Matter? Social Media is Now Mainstream
  9. 9. Why Does Social Media Matter? Social Media is Now Mainstream • 450 million people across APAC use social media (Source: OgilvyOne) • 1 in 4 Facebook Users Come From Asia or the Middle East (Source: O’Reilley Research) • 8.6 million Australians are on Facebook (nearly 3x more than 12 months ago) (Source: Nielsen Online) • 35.8 million use LinkedIn each month to connect with colleagues (Source: Quantcast)
  10. 10. Why Does Social Media Matter? Social Media is Now Mainstream
  11. 11. Why Does Social Media Matter? Less Frightening Than You’d Think on trol C
  12. 12. Why Does Social Media Matter? Less Frightening Than You’d Think 3,000+ Comments! Only a handful couldn’t be published
  13. 13. Why Does Social Media Matter? Gather Insights to Improve Marketing
  14. 14. Why Does Social Media Matter? Gather Insights to Improve Marketing
  15. 15. Why Does Social Media Matter? Boost Search “Share of Voice” Intel Blogs Facebook LinkedIn Events Wikipedia
  16. 16. Anatomy of an Event Planner Circa NOW (PR Pro figure)
  17. 17. 2. Myths
  18. 18. Myth # 1 – Social Media is Just for Kids
  19. 19. TRUTH: Social Media is Going Mainstream • Facebook has more than 175 million members, and the fast growing segment are users over 30 years old. • Nearly three-quarters of baby boomers use a video sharing site, like YouTube, multiple times every month. • More than four out of five online users are active in either creating, participating in or reading some form of social content at least once a month – Forrest/August 2009.
  20. 20. Myth # 2 – Social Media Doesn’t Apply to Business
  21. 21. TRUTH: Word of Mouth Has Always Been Important – Social Media Makes it Visible • In 2007, 15% of B2B Marketers said they used social media. • Today that number has nearly quadrupled as 57% of B2B marketers are currently using some form of social media to connect customers, create leads, and tap into new sources of innovation. • In 2009, 51% of B2B Communicators cited brand building/brand management as the primary objective for social media adoption.
  22. 22. Myth # 3 – Social Media is Obscure, Niche Content
  23. 23. TRUTH: Social Media is a trusted source for many purchase decisions and product opinions – especially in B2B.
  24. 24. Myth # 4 – Social Media is Not Relevant to Conversion
  25. 25. TRUTH: There is Broad Applicability All Along the Sales Funnel Sample Metrics Business Value Total Visits, Page Views, Visitors, Tells us a story about the universe Exposure Segment by channel / media exposed to the campaign tactic, Repeat visitors Organic Search (by Engine / ONLINE ENGAGEMENT Keyword), Referring Site Traffic, Tells us a story about how many of the Response Organic vs. Driven traffic %, Top audience are raising their hands to start Content Viewed, Web Content a relationship with the brand Analysis Pictures created, number of Tells us how many of the campaign Interaction creations, Sends to Friends, Store Searches, Product respondents are showing us that they are more than interested in the brand Views/Interactions Registrations, Shared creations, Tells us how many of our universe are Participation ‘Depth’ of Conversation, Repeat Usage, Demographic showing a longer term relationship commitment to the brand Segmentation Opinions Gathered, External Blog Shows us how the campaign is Discussion Comments, Conversation progressing by observing digital chatter Sentiment sentiment for the brand Helps us to identify brand advocates Advocacy Conversation Chains, Maven who could open up new campaign Identification tactics
  26. 26. Myth # 5 – Social Media is Not Worth the Risk
  27. 27. TRUTH: For Most Businesses, the Benefits Far Outweigh the Risks • Social media has became a critical component in building positive relationships. • All of this is built into search results, increasing visibility and promoting thought leadership to prospective customers.
  28. 28. 14 Things You Can Do
  29. 29. #1: Setup a Listening Post Before an Event • Monitor for the name of your event & key speakers • Track popular topics and spot any concerns ahead of time – listen to what people are saying • Top Five Links for Listening: • Google Alerts: http://alerts.google.com • Twitter: http://search.twitter.com • Blogs: http://blogsearch.google.com • Social Mention: www.socialmention.com • Radian6 (Paid Service): http://www.radian6.com
  30. 30. #1: Setup a Listening Post Before an Event
  31. 31. #1: Setup a Listening Post Before an Event
  32. 32. #2: Ask for Input in Shaping the Agenda
  33. 33. #3: Let Influencers Know About Your Event • Identify influential bloggers, media, others who talk a lot about relevant issues • Create a social media press release and do outreach • Toolbox: • www.pitchengine.com • www.prweb.com
  34. 34. #3: Let Influencers Know About Your Event
  35. 35. #4: Consider Targeted Advertising • LinkedIn and Facebook advertising • Target ads based on a variety of criteria: Title Occupation Location Interest Age More... LinkedIn.com
  36. 36. #5: Publish Thought Leadership to Build Buzz • White Paper on what people are saying about the Shanghai World Expo • Media coverage generated buzz in social media • Report is promoted on Ogilvy blogs, LinkedIn, Slideshare and Twitter
  37. 37. #6: Build “Hooks” for Your Event in Social Media
  38. 38. #7:Hashtag Every Event! • Hashtags make it easier to follow what’s being said about an event on Twitter • Keep them short (they count toward the 140 character limit!) • Set it Up in Advance & Post Signage Everywhere Search.Twitter.com
  39. 39. #8: Enlist an Official “Content Creator” Live blog key sessions Take photos (for Flickr) Video interviews (for YouTube) Audio podcasts (for iTunes) Live Tweet Post daily “wrapups” on Facebook
  40. 40. #9: Make it Easy for Attendees to Create Their Own Content
  41. 41. #10: Publish Event Content Quickly! Flickr.com
  42. 42. #10: Publish Event Content Quickly! Slideshare.net
  43. 43. #11: Live Stream Your Event
  44. 44. #11: Live Stream Your Event Qik.com
  45. 45. #12: Prepare Yourself for Foursquare.com! • Foursquare is currently one of the most buzzed about location- based, mobile social networks • A branded Foursquare page featuring customized locations and tips • Custom badges for check-in’s to events • “Special offers” for all check-in’s to the Las Vegas Convention Center, encouraging CES attendees to visit the Intel booth
  46. 46. #13: Augmented Reality is Coming, Too. EMERGING MEDIA
  47. 47. #14: Train Your Staff EXAMPLE: EMPLOYEE TRAINING
  48. 48. Summary
  49. 49. “ One company that goes with this online- initiated flow is Ogilvy. ” THANK YOU! “ Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” Brian Giesen Director | 360° Digital Influence “ 25 China Experts you should follow on Twitter… Thomas Crampton. ” Ogilvy PR p 61 2 8281 3853 e brian.giesen@ogilvy.com.au