Social Media for Events                    With support fromApril 2011
Purpose  1. Introduce the Power of Social Media  2. Highlight the corporate reasons for     utilising  3. Identify Key Ele...
1. THE POWER OF SOCIAL MEDIA
Challenges  • Not Aware of the power  • Unsure how to use it  • Treat it as a fadApril 2011      AT Group/KPT Social Media
2. Corporate Reasons for                Utilising Social MediaApril 2011        AT Group/KPT Social Media
Corporate Reasons•   Marketing/Branding•   Research•   Customer Service•   Product/Event Sales•   Public Relations•   >>> ...
3. Identify Key ElementsApril 2011       AT Group/KPT Social Media
Five Initial Questions             to ask about social media  •What is Social Media?  •Why does it matter?  •What does it ...
8 Key Elements             before embarking on a             Social Media CampaignApril 2011         AT Group/KPT Social M...
List of Key Elements1.   What is you Current Marketing Strategy2.   What do you want to achieve3.   What are Customers/Com...
8 Key Elements             before embarking on a             Social Media CampaignApril 2011         AT Group/KPT Social M...
1. Current Marketing Strategy• What do you have in place?• Why do you have it?• What is working best?
2. What do you want to achieve?   CLEAR GOAL   •why you want to integrate social media into your business,   •Marketing/Br...
Example ‘success’ barometers  •    More visitors to your online store.  •    More foot traffic to your brick-and-mortar st...
3. What are your             customers/clients doing?   current customers   •What are they doing online   •what you should...
3. What are your competitors doing?   do competitor research   •what businesses around you are doing?                     ...
4.   What sites/tools to use?   research to decide   •what sites/tools will fit the strategy or goal?   •Blog,   •Twitter ...
5.   What’s my voice?   what sort of voice do you want to use   •key question to help fulfil chosen goal   •establish auth...
6.     Who’s responsible?   dedicated focus   •takes time and practice   •Understanding and   •delegating responsibility  ...
7.   How to manage risk?   ask for some expert help or set up a pilot   project   •in one region,   •city,   •country,   •...
Welcome to the Online             ‘Reputation Management’ blog   We have something very important to tell you.   •Your com...
8.      How to measure RoI?   business is about return on investments,             –   time,             –   personnel    ...
Measurement Questions to ask   •    What measurement tools will you use?   •    What’s your cut-off time for evaluation?  ...
12 Common MistakesApril 2011       AT Group/KPT Social Media
1.       Over-following:Social media is based on making connections•no shortcuts•build these over time by adding value to ...
2.Using too many social media tools:   Avoid   •Creating a presence on every social media site   A quality social media ca...
3. Abandoning the social media                        profile:   easy to create an account,   •difficult to maintain an ac...
4.   Failure to train employees:   provide staff with a baseline of the basics   •provide policies   •set expectations   •...
5.         Selecting the wrong employee to                  manage accounts:   select with a detailed understanding of   •...
6. Thinking social media is free:   costs to be accounted for   •time to create   •time to manage.April 2011            AT...
7. Posting first, thinking later:   think before a post   •social media “conversations” happen in real-time,   •individual...
8. The messaging is too                   promotional.   Keep the promotions to a minimum   •provide meaningful and useful...
9. Forgetting to measure metrics:   • It is important to define the metrics by which the     campaign results will be meas...
10. Assuming ROI is impossible                      to calculate:   • Many companies don’t assign a value in terms of ROI....
11. Lack of Interaction:   Give social profiles a face by engaging with the community.   •Social media is meant to be soci...
12. Expecting the world:       Social media is helping to change the                   landscape         however it does h...
4. Effective Strategy
Your step by step Strategy    Guide to ensure social media        successful efforts      • The seven step plan to legitim...
1. Set your social media objectives.   • What do you ultimately want to achieve from     social media?             –   bra...
2. Choose the right channels                  to meet objectives.   • carefully selecting which tactics to use   • it’s im...
3. Understand The Flow
Social Media Equation• Input – Press Release, YouTube, Blog/News, Forum etc (new & regular content is king)• Output – RSS,...
Social Media Equation• Input + Output = Audience
4. Implement Accordingly
Blog/News/Press Release:   • Serves as premier outlet for offering fresh content that’s     pertinent to your defined audi...
RSS Feed• Delivery of your news direct to the  customer• Customer has a “newspaper” of their  favourite headlines delivere...
Facebook:   • Establishes a “face” for your brand via addition of     photos and personal information   • Facilitates an i...
Twitter:   • Presents chance to expand social network and find     influencers in specific industries   • Lets users share...
LinkedIn:   • Provides location to establish business credibility and     share business information   • Offers place to j...
YouTube:   • Allows for repurposing of customer videos, product     tutorials, testimonials, etc.   • Supplies vehicle to ...
5. Establish a timeline for                    completion.   creating a timeline to reach the goal.   •set monthly or quar...
5. Establish a timeline for                    completion.   Using the thought leadership example, a set benchmarks   coul...
5. Establish a timeline for                          completion.   dedicate time to executing the strategy.             – ...
6. Put together the metrics.   establish metrics gauging progress.   •Create key performance indicators for each of the   ...
6. Put together the metrics.   base KPIs on specific objectives   •add 50 influential Twitter followers is better aligned ...
6. Put together the metrics.   • Track results against the metrics to see how performing     in each of the channels –   •...
6. Deploy, measure, adjust.   • The entire point of setting objectives and benchmarking     them is to make sure that the ...
7. The Way Forward
The Key is to Start!April 2011       AT Group/KPT Social Media
www.KPTSocialMedia.com                www.ATGroup.orgApril 2011         AT Group/KPT Social Media
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Social Media for events presentation for event organisers in Bangkok and Thailand

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Social media for events

  1. 1. Social Media for Events With support fromApril 2011
  2. 2. Purpose 1. Introduce the Power of Social Media 2. Highlight the corporate reasons for utilising 3. Identify Key Elements 4. Discuss effective Strategy 5. Agree The Way ForwardApril 2011 AT Group/KPT Social Media
  3. 3. 1. THE POWER OF SOCIAL MEDIA
  4. 4. Challenges • Not Aware of the power • Unsure how to use it • Treat it as a fadApril 2011 AT Group/KPT Social Media
  5. 5. 2. Corporate Reasons for Utilising Social MediaApril 2011 AT Group/KPT Social Media
  6. 6. Corporate Reasons• Marketing/Branding• Research• Customer Service• Product/Event Sales• Public Relations• >>> aim to engage customer• >>> buy customer loyalty• >>> contribution by customer
  7. 7. 3. Identify Key ElementsApril 2011 AT Group/KPT Social Media
  8. 8. Five Initial Questions to ask about social media •What is Social Media? •Why does it matter? •What does it mean to my business/event? •How do I do it right? •How do I integrate across the Enterprise?April 2011 AT Group/KPT Social Media
  9. 9. 8 Key Elements before embarking on a Social Media CampaignApril 2011 AT Group/KPT Social Media
  10. 10. List of Key Elements1. What is you Current Marketing Strategy2. What do you want to achieve3. What are Customers/Competitors Doing4. What Sites/Tools to Use.5. What’s my voice?6. Who’s responsible?7. Risk Management?8. How to measure RoI.
  11. 11. 8 Key Elements before embarking on a Social Media CampaignApril 2011 AT Group/KPT Social Media
  12. 12. 1. Current Marketing Strategy• What do you have in place?• Why do you have it?• What is working best?
  13. 13. 2. What do you want to achieve? CLEAR GOAL •why you want to integrate social media into your business, •Marketing/Branding •Research •Customer Service •Product/Event Sales •Public Relations HELPS DECISION MAKING •what to get involved with •What not to get involved with.April 2011 AT Group/KPT Social Media
  14. 14. Example ‘success’ barometers • More visitors to your online store. • More foot traffic to your brick-and-mortar store. • New loyalty program sign-ups. • Newsletter subscribers. • Active social network sharing of your services. • Brand awareness on certain niche communities. • Hard sales through social media exclusive offers. • Coupons downloaded and used from a vanity URL.April 2011 AT Group/KPT Social Media
  15. 15. 3. What are your customers/clients doing? current customers •What are they doing online •what you should or could be doing. •don’t know then just ask. potential future customers •what they are doing online.April 2011 AT Group/KPT Social Media
  16. 16. 3. What are your competitors doing? do competitor research •what businesses around you are doing? •Is it working for them? •What to learn from what they are doing? •How to do it better or differently?April 2011 AT Group/KPT Social Media
  17. 17. 4. What sites/tools to use? research to decide •what sites/tools will fit the strategy or goal? •Blog, •Twitter •Facebook •LinkedIn •YouTube •Flickr etc etcApril 2011 AT Group/KPT Social Media
  18. 18. 5. What’s my voice? what sort of voice do you want to use •key question to help fulfil chosen goal •establish authority •connect, •be fun, •listen etc. Knowing this is key to understanding the content directionApril 2011 AT Group/KPT Social Media
  19. 19. 6. Who’s responsible? dedicated focus •takes time and practice •Understanding and •delegating responsibility gives it the best chance of success.April 2011 AT Group/KPT Social Media
  20. 20. 7. How to manage risk? ask for some expert help or set up a pilot project •in one region, •city, •country, •market, •customer segment etc helps manage the risk of things going wrong and maximise learning before roll out of new programme.April 2011 AT Group/KPT Social Media
  21. 21. Welcome to the Online ‘Reputation Management’ blog We have something very important to tell you. •Your company ripped me off. •You dont care about your customers. •You messed up my order. •Your president is a liar. •Your brand eats babies. •Dont look at us like that. We didnt say it; droves of your angry customers did.April 2011 AT Group/KPT Social Media
  22. 22. 8. How to measure RoI? business is about return on investments, – time, – personnel – money. – more sales – customer complaints – increased loyalty – time-frame.April 2011 AT Group/KPT Social Media
  23. 23. Measurement Questions to ask • What measurement tools will you use? • What’s your cut-off time for evaluation? • What numbers are you measuring – financial, social shares and awareness, or both? • What percentage of growth do you want month-on-month? • Do news stories count as success? • How much can you take a hit on (freebies, coupons, etc) to result in longer- term sales? • What are the most active/successful times of day?April 2011 AT Group/KPT Social Media
  24. 24. 12 Common MistakesApril 2011 AT Group/KPT Social Media
  25. 25. 1. Over-following:Social media is based on making connections•no shortcuts•build these over time by adding value to the community.following too many people in a short amount of time.•an unmanageable account•no “true” connections to build on.April 2011 AT Group/KPT Social Media
  26. 26. 2.Using too many social media tools: Avoid •Creating a presence on every social media site A quality social media campaign requires •focus and patience. •achieve success on one •leverage the learning’s in additional accounts.April 2011 AT Group/KPT Social Media
  27. 27. 3. Abandoning the social media profile: easy to create an account, •difficult to maintain an active profile. a ‘long haul’ mentality •commitment •time to maintain the accountApril 2011 AT Group/KPT Social Media
  28. 28. 4. Failure to train employees: provide staff with a baseline of the basics •provide policies •set expectations •Encourage employee participation.April 2011 AT Group/KPT Social Media
  29. 29. 5. Selecting the wrong employee to manage accounts: select with a detailed understanding of •the brand •the “voice” of the company •the objectives to manage social media accounts.April 2011 AT Group/KPT Social Media
  30. 30. 6. Thinking social media is free: costs to be accounted for •time to create •time to manage.April 2011 AT Group/KPT Social Media
  31. 31. 7. Posting first, thinking later: think before a post •social media “conversations” happen in real-time, •individuals tend to act reactionary. in some instances say nothing at all.April 2011 AT Group/KPT Social Media
  32. 32. 8. The messaging is too promotional. Keep the promotions to a minimum •provide meaningful and useful content Followers and subscribers do not want to another marketing message from a brand that they trust and enjoy.April 2011 AT Group/KPT Social Media
  33. 33. 9. Forgetting to measure metrics: • It is important to define the metrics by which the campaign results will be measured.April 2011 AT Group/KPT Social Media
  34. 34. 10. Assuming ROI is impossible to calculate: • Many companies don’t assign a value in terms of ROI. • it is achievable to produce tangible values that can be attributed to the bottom lineApril 2011 AT Group/KPT Social Media
  35. 35. 11. Lack of Interaction: Give social profiles a face by engaging with the community. •Social media is meant to be social •Lack of response to questions or engagement chances reflects a blank-faced marketer or an automated feed updating the company’s social sites.April 2011 AT Group/KPT Social Media
  36. 36. 12. Expecting the world: Social media is helping to change the landscape however it does have limitationsApril 2011 AT Group/KPT Social Media
  37. 37. 4. Effective Strategy
  38. 38. Your step by step Strategy Guide to ensure social media successful efforts • The seven step plan to legitimize social media efforts avoiding the “everybody else is doing it” mentality and ensuring a successful SM CampaignApril 2011 AT Group/KPT Social Media
  39. 39. 1. Set your social media objectives. • What do you ultimately want to achieve from social media? – brand awareness (Product/Event) – thought leadership – networking opportunities – SEO benefits. the key is to pick one and stick with it – other positive results will coincide with your growing social presence.April 2011 AT Group/KPT Social Media
  40. 40. 2. Choose the right channels to meet objectives. • carefully selecting which tactics to use • it’s impossible be everywhere at once • choose the channels that will best help reach the business goal.April 2011 AT Group/KPT Social Media
  41. 41. 3. Understand The Flow
  42. 42. Social Media Equation• Input – Press Release, YouTube, Blog/News, Forum etc (new & regular content is king)• Output – RSS, LinkedIn, Twitter, Facebook, Flickr etc (the customers “newspapers)• Audience – get them involved• Input + Output = Audience
  43. 43. Social Media Equation• Input + Output = Audience
  44. 44. 4. Implement Accordingly
  45. 45. Blog/News/Press Release: • Serves as premier outlet for offering fresh content that’s pertinent to your defined audience (this is what your audience wants to know and hear) • Lays foundation for spreading unique content across the web • Regular & Relevant • Gets picked up and “spidered out” to other sources • Serves as an INPUTApril 2011 AT Group/KPT Social Media
  46. 46. RSS Feed• Delivery of your news direct to the customer• Customer has a “newspaper” of their favourite headlines delivered to their screen when they choose• OUTPUT• Get all YOUR company news delivered to YOU
  47. 47. Facebook: • Establishes a “face” for your brand via addition of photos and personal information • Facilitates an interactive community with wall posts, discussion boards, fan photos and likes • Another OUTPUTApril 2011 AT Group/KPT Social Media
  48. 48. Twitter: • Presents chance to expand social network and find influencers in specific industries • Lets users share your content, including blog posts, articles, etc. • Instant impact of your news • An OUTPUTApril 2011 AT Group/KPT Social Media
  49. 49. LinkedIn: • Provides location to establish business credibility and share business information • Offers place to join relevant groups and make connections with other thought leaders • Professional Facebook • Professional Contact List • Professional OUTPUTApril 2011 AT Group/KPT Social Media
  50. 50. YouTube: • Allows for repurposing of customer videos, product tutorials, testimonials, etc. • Supplies vehicle to comment on others’ videos and reach out to those with similar interests • Short and sharp content is key • ITS VISUAL!!!!!!!!!!April 2011 AT Group/KPT Social Media
  51. 51. 5. Establish a timeline for completion. creating a timeline to reach the goal. •set monthly or quarterly benchmarks to objectively gauge progress. •establish smaller goals within each tactic for measurement against the ultimate deadline.April 2011 AT Group/KPT Social Media
  52. 52. 5. Establish a timeline for completion. Using the thought leadership example, a set benchmarks could be set establishing •5 blog relationships end July •8 articles on the blog end of July. •3 guest blog appearances end of August and •2 educational videos on YouTube. end of August Numbers would vary on a case by case basis, but this provides and exampleApril 2011 AT Group/KPT Social Media
  53. 53. 5. Establish a timeline for completion. dedicate time to executing the strategy. – social media takes time to implement – Social media takes time to maintain ensure there is a commitment to make the long-term investment before embarking on this campaignApril 2011 AT Group/KPT Social Media
  54. 54. 6. Put together the metrics. establish metrics gauging progress. •Create key performance indicators for each of the tactics. •number of Twitter followers, •number of YouTube views, •number of blog subscribers and •growth patterns for each metric.April 2011 AT Group/KPT Social Media
  55. 55. 6. Put together the metrics. base KPIs on specific objectives •add 50 influential Twitter followers is better aligned with a thought leadership goal. avoid setting arbitrary numbers for the KPIs. •Hitting 500 Twitter followers sounds nice, but what does that really mean?April 2011 AT Group/KPT Social Media
  56. 56. 6. Put together the metrics. • Track results against the metrics to see how performing in each of the channels – • this will allow to make proper adjustments.April 2011 AT Group/KPT Social Media
  57. 57. 6. Deploy, measure, adjust. • The entire point of setting objectives and benchmarking them is to make sure that the strategy stays on course. If KPIs are being exceeded in one channel and are way behind in another, there is an opportunity to evaluate the execution and make alterations as necessary. • Shift course if things aren’t working as planned – the beauty of a true strategy is that changes can be made along the way to better achieve social media success. • Remember in this ever-evolving medium, an online business can quickly adjust to better maximize the bountiful benefits social media has to offer.April 2011 AT Group/KPT Social Media
  58. 58. 7. The Way Forward
  59. 59. The Key is to Start!April 2011 AT Group/KPT Social Media
  60. 60. www.KPTSocialMedia.com www.ATGroup.orgApril 2011 AT Group/KPT Social Media

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