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The IBM Events Experience - SMW Chicago 2013
 

The IBM Events Experience - SMW Chicago 2013

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How do you use social media to create interest before the event? How do you create a holistic social experience during the event that supports overall goals? And how do you encourage social ...

How do you use social media to create interest before the event? How do you create a holistic social experience during the event that supports overall goals? And how do you encourage social conversations to continue even after the event is over?

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  • No matter what size your event is, this plan and these ideas are scaleable.
  • Who we are and what we work on.
  • How were things done before digital? To promote the event we had: Snail mail phone call Brochures When you were at the event what would you get? A bag full of paper items telling you what would be happening. And what were the goals? To get people to show up Create event advocates – get people to start talking about your event.
  • How were things done before digital? To promote the event we had: Snail mail phone call Brochures When you were at the event what would you get? A bag full of paper items telling you what would be happening. And what were the goals? To get people to show up Create event advocates – get people to start talking about your event.
  • How were things done before digital? To promote the event we had: Snail mail phone call Brochures When you were at the event what would you get? A bag full of paper items telling you what would be happening. And what were the goals? To get people to show up Create event advocates – get people to start talking about your event.
  • How were things done before digital? To promote the event we had: Snail mail phone call Brochures When you were at the event what would you get? A bag full of paper items telling you what would be happening. And what were the goals? To get people to show up Create event advocates – get people to start talking about your event.
  • What do we use today? Websites Email blasts Facebook YouTube Twitter Instagram Vine LinkedIn And when you get to the event, what do you get? A mobile application that encompasses all of the above. And what are the goals? To get people to show up Create event advocates – get people to start talking about your event. A digital strategy needs to support an event the same way phone calls and mailings and newspaper ads did before It’s just another form of communication – a more complex form, but the end goal is still the same.
  • Communication goals haven’t changed, but the way we get there has.
  • Without a clear understanding of your key milestones, it’s near impossible to develop a successful digital strategy. You need to be proactive instead of reactive. Mapping things out helps.
  • The basics and the obvious: Updating your website – with a very obvious link to where people can register. Big ugly button. Optimize you page for search. Banner Ads and Keywords Email campaigns Reaching out to past attendees if you have a forum that’s being reused year after year. Asking your Twitter and Facebook followers for feedback Treat bloggers and influencers like Press. Show them that they’re integral to the success of the conference and that you value their opinions. Leveraging related networks. Reaching out to user communities. Sometimes it’s not your own network that’s the most effective. You need to ALWAYS make it easy and obvious for people to find more information when they want Making sure everything points to your website. It should always be the primary call to action.
  • Example of a website with a clear link to register
  • The most successful Facebook post facebook.com/ibmpulse has ever had
  • We realized a couple years ago that we had an aging population who hadn’t embraced social media at that time. We wanted to give them a space to enable them to be influencers. You can’t have influencers if they’re afraid of the technology. Capture videos! They provide a dual purpose – shows people what they’re missing right now and gives you an opportunity to use them the next year. Daily blog updates with event highlights Update your website
  • Social lounges – 2 objectives – 1 - give them a place to sit down and use their device where they’re surrounded by social content – make them naturally want to engage or at least take a peek and 2 - teach them how to use those tools if they don’t know how. Social Concierge talking to attendees at the event Some of the things we do: iScream social, run contests – photo contests Carrie Underwood photo contest Picture of Scott Laningham on stage - LIVESTREAMED Wikibon at Edge: http://wikibon.org/wiki/v/IBM_Edge_2013
  • Social lounges – 2 objectives – 1 - give them a place to sit down and use their device where they’re surrounded by social content – make them naturally want to engage or at least take a peek and 2 - teach them how to use those tools if they don’t know how. Social Concierge talking to attendees at the event Some of the things we do: iScream social, run contests – photo contests Carrie Underwood photo contest Picture of Scott Laningham on stage - LIVESTREAMED Wikibon at Edge: http://wikibon.org/wiki/v/IBM_Edge_2013
  • Social lounges – 2 objectives – 1 - give them a place to sit down and use their device where they’re surrounded by social content – make them naturally want to engage or at least take a peek and 2 - teach them how to use those tools if they don’t know how. Social Concierge talking to attendees at the event Some of the things we do: iScream social, run contests – photo contests Carrie Underwood photo contest Picture of Scott Laningham on stage - LIVESTREAMED Wikibon at Edge: http://wikibon.org/wiki/v/IBM_Edge_2013
  • Social lounges – 2 objectives – 1 - give them a place to sit down and use their device where they’re surrounded by social content – make them naturally want to engage or at least take a peek and 2 - teach them how to use those tools if they don’t know how. Social Concierge talking to attendees at the event Some of the things we do: iScream social, run contests – photo contests Carrie Underwood photo contest Picture of Scott Laningham on stage - LIVESTREAMED Wikibon at Edge: http://wikibon.org/wiki/v/IBM_Edge_2013
  • Networking and education should never end. we want to keep people talking to help build momentum for the next year. Direct them to a repository to where they can find event information.
  • Communicating where you can find sessions recaps and YouTube videos Wrap up blogs Following up on Twitter – never ignore tweets Evolve your website into a resource center and a save the date for the next year. Thank you emails
  • Pulse page Metrics
  • Understanding what people are talking about through word clouds – cloud, security, data, mobile jump out. Grab great tweets to use as promotion for next year’s event Analyze year to year comparisons to understand how trends are changing.
  • Be mindful of the key actions you’re asking participants to take. It’s hard enough to get attendees to take action when they understand what you want them to do, don’t confuse them by giving them too many options. For example, at our conferences the top 3 things we want people to do are to go to the general sessions, visit our business partners in the expo hall, and take our online surveys. So, in social, we talk about the awesome things that are happening in the general session and the expo hall, and we give them incentives to take our surveys through social media. There are thousands of event applications in the digital space. Pick the one that’s simplest and best for your event and stick with it.
  • a physical event is something that happens in a finite point of time. social media serves the purpose of that event but it does something magical to that event that helps it keep living on. It takes on a virtual life. And at the risk of sounding cheesy, it’s our role and digital marketer to nurture it. We’re taking a look at its needs and adjusting whenever it’s needed and we’re always paying attention to what’s happening in that space.

The IBM Events Experience - SMW Chicago 2013 The IBM Events Experience - SMW Chicago 2013 Presentation Transcript

  • #smwibmevents
  • #smwibmevents
  • #smwibmevents
  • #smwibmevents
  • #smwibmevents
  • #smwibmevents
  • #smwibmevents
  • Communication goals haven’t changed, but the way we get there has. #smwibmevents
  • #smwibmevents
  • Define your milestones #smwibmevents
  •  Goals: › Build awareness. › Encourage registration and sign up. › Enable/engage influencers to help them participate and shape the agenda. #smwibmevents
  •  Update your website › Big ugly button › Optimize for search  Email campaigns  Banner ads and keywords  Polls on Facebook and Twitter  Blogging  Leveraging related communities  Treat bloggers like press #smwibmevents All roads should point to home* *your website
  • #smwibmevents
  • #smwibmevents @steve_woz
  •  Goals: › Create community around an event. › Demonstrate expertise around the content. › Professional networking and education. › Support the ways people can connect with each other. #smwibmevents
  •  Create a social space (we mean this literally)  Capture videos  Update your website  Daily blog updates, regular tweet/Facebook posts #smwibmevents
  •  Hashtags posted everywhere  Build tweets and social photos into presentations  Publicly display tweets and photos  Charging stations  Gamification #smwibmevents Make social media ubiquitous
  • #smwibmevents
  • #smwibmevents
  • #smwibmevents
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  •  Goals: › Continue networking and delivering education. › Build momentum for the next event. #smwibmevents
  •  Analyze data to figure out what worked  Wrap-up blog posts  Responding to tweets  Turn your website into a resource center  Thank you emails  Continuously share videos and photos #smwibmevents
  • #smwibmevents
  • #smwibmevents Total volume comparison, by day 10,322 Social mentions – 35% YTY increase – 37% retweet & 59% unique Like that Tivoli execs taking a holistic approach - mgt. in context with Analytics, process, patterns, dev/ops, mobile, security. #IBMPulse
  • Our job as digital communicators is to keep the endless circle of networking moving around the event. #smwibmevents
  • #smwibmevents
  • The best strategies are often the simplest #smwibmevents
  • Social media serves the purpose of an event but it does something magical. Social media can make an event live on even after it’s over. #smwibmevents
  • #smwibmevents