How Social Networking and other Web 2.0 Technologies can Positively Impact Your Association and Expand your Event Marketin...
Agenda  <ul><li>Social Media Today  </li></ul><ul><li>Key Benefits  </li></ul><ul><li>Public / Private Social Networks </l...
Social Media & Associations Today <ul><li>Social networking is a valuable, proven,  </li></ul><ul><li>cost -effective reso...
Key Benefits for Associations <ul><li>A powerful, valuable resource to: </li></ul><ul><li>Reach out and ‘touch’ others in ...
Public vs. Private Social Networks  How do I choose? <ul><li>Public sites  (Facebook, Twitter)   are typically free and op...
Public vs. Private Social Networks  How do I choose? <ul><li>Public sites -  Determine whether  </li></ul><ul><li>Your ass...
Public vs. Private Social Networks  How do I choose? <ul><li>Private sites  (alumni reunions, social clubs) offer more cus...
Public vs. Private Social Networks  How do I choose? <ul><li>Private sites -  Determine whether  </li></ul><ul><li>It is e...
Blogs <ul><li>A blog (web log) is a way to create content – with the help of  keywords  - that will help generate links to...
Blogs <ul><li>A Few Important Blogging Guidelines </li></ul><ul><li>Post regularly…and only when you have something meanin...
Other Useful Tools <ul><li>Web 2.0  -   Get your organization out in front of  </li></ul><ul><li>your target audience; ele...
Other Useful Tools <ul><li>Podcasts -  Educate interested parties in a succinct time </li></ul><ul><li>frame – your audien...
Good Examples – Alumni Associations <ul><li>Northwestern University </li></ul><ul><li>Alumni Association Page </li></ul><u...
Social Media Marketing / Promotion <ul><li>Market events / fundraisers on professional sites </li></ul><ul><li>… often at ...
Social Media Trends to Watch in 2010 <ul><li>Companies will develop – and enforce – social media policies </li></ul><ul><l...
Getting Started – Taking the Next Step <ul><li>You’ll also need to: </li></ul><ul><li>Assign a primary administrator or ‘g...
How to Take the Next Step And remember the saying:  “Having a paintbrush doesn’t make you an artist .”    There is work in...
Social Media & Associations  Quiz Answers <ul><li>1   In order, which are the most popular social networking sites employe...
Social Media & Associations  Quiz Answers <ul><li>5)  When starting your association’s blog, what is the most important fe...
Concerns? <ul><li>If there is a downside, it’s the time and research  </li></ul><ul><li>involved to make intelligent decis...
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Social Networking For Event Marketing Professionals

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Social Networking For Event Marketing Professionals

  1. 1. How Social Networking and other Web 2.0 Technologies can Positively Impact Your Association and Expand your Event Marketing Opportunities
  2. 2. Agenda <ul><li>Social Media Today </li></ul><ul><li>Key Benefits </li></ul><ul><li>Public / Private Social Networks </li></ul><ul><li>Blogs </li></ul><ul><li>Event Marketing / Web 2.0 / Wiki’s/ Podcasts </li></ul><ul><li>Getting Started & Moving Forward </li></ul><ul><li>Helpful Links & Resources </li></ul>
  3. 3. Social Media & Associations Today <ul><li>Social networking is a valuable, proven, </li></ul><ul><li>cost -effective resource to ‘get the word out’ </li></ul><ul><li>For starters : Know your audience & determine which particular </li></ul><ul><li>type of social network will be of interest. A re they: </li></ul><ul><li>visually-oriented </li></ul><ul><li>technically inclined </li></ul><ul><li>in constant need of new, interesting data? </li></ul>Important Note: social networking is an ongoing flow on information dependent on interaction. It’s 2-way interaction where feedback and comments are essential to success.
  4. 4. Key Benefits for Associations <ul><li>A powerful, valuable resource to: </li></ul><ul><li>Reach out and ‘touch’ others in your industry </li></ul><ul><li>Increase retention with members, alumni and prospects </li></ul><ul><li>Provide and interactive knowledge base for local and regional offices </li></ul><ul><li>Gain awareness & interest among potential new donors, members and attendees </li></ul><ul><li>Make yourself or your association a sought out ‘expert’ in your world </li></ul><ul><li>Other Key Benefits include:   </li></ul><ul><li>Lower costs in communications, PR and overall operations </li></ul><ul><li>Increased credibility and trust </li></ul><ul><li>Easier access to decision-makers </li></ul><ul><li>Opportunity to ‘hear’ your audience via feedback </li></ul><ul><li>Designate events or sites as public or private </li></ul>
  5. 5. Public vs. Private Social Networks How do I choose? <ul><li>Public sites (Facebook, Twitter) are typically free and open to anyone - requiring only a login and password to join. Features include: </li></ul><ul><li>Fewer restrictions than private networks </li></ul><ul><li>Public Access </li></ul><ul><li>Broad-based content with conversations focused on a particular topic </li></ul><ul><li>Cost-effective resource to promote your organization and events </li></ul>Continued..
  6. 6. Public vs. Private Social Networks How do I choose? <ul><li>Public sites - Determine whether </li></ul><ul><li>Your association is looking for the broadest exposure possible </li></ul><ul><li>Maximizing growth and donation potential are key </li></ul><ul><li>Privacy and other restrictions are of value </li></ul><ul><li> Negative: less control over messaging. </li></ul>Continued..
  7. 7. Public vs. Private Social Networks How do I choose? <ul><li>Private sites (alumni reunions, social clubs) offer more customization, privacy and ‘members- only’ access to:   </li></ul><ul><li>Calendar, publish and consolidate event data </li></ul><ul><li>Manage membership registration and sales </li></ul><ul><li>Provide members or customers with a powerful, team-building experience </li></ul><ul><li>Manage confidential, internal issues and encourage feedback </li></ul><ul><li> </li></ul>Continued..
  8. 8. Public vs. Private Social Networks How do I choose? <ul><li>Private sites - Determine whether </li></ul><ul><li>It is essential to focus interaction on a specific, targeted topic </li></ul><ul><li>Message control, customization are highly valued </li></ul><ul><li>Maintaining privacy / exclusivity is important </li></ul><ul><li> Negative: potential to exclude donors </li></ul>
  9. 9. Blogs <ul><li>A blog (web log) is a way to create content – with the help of keywords - that will help generate links to your website. </li></ul><ul><li>Develop a niche in the ‘association nation’ and become that place people visit regularly to receive useful, relevant advice.  </li></ul><ul><li> “ Being found vs. hunting” </li></ul>Continued..
  10. 10. Blogs <ul><li>A Few Important Blogging Guidelines </li></ul><ul><li>Post regularly…and only when you have something meaningful to say </li></ul><ul><li>Incorporate images and other media – images, videos & graphs </li></ul><ul><li>Invite comments and ask questions – interaction is a good thing </li></ul><ul><li>Be original – demonstrate thought leadership & credibility </li></ul><ul><li>Don’t blatantly promote your organization or solution </li></ul>Don’t forget! Add an RSS feed Readers can easily ‘subscribe’ to updates from customers and colleagues. Just click on it to receive content updates.
  11. 11. Other Useful Tools <ul><li>Web 2.0 - Get your organization out in front of </li></ul><ul><li>your target audience; elevate yourself to ‘expert’ status via </li></ul><ul><li>your message. </li></ul><ul><li>Wiki - to easily add and edit content (free of charge) </li></ul><ul><li>about your organization– what your organization does, your goals, etc. </li></ul>Continued..
  12. 12. Other Useful Tools <ul><li>Podcasts - Educate interested parties in a succinct time </li></ul><ul><li>frame – your audience can download at their leisure. </li></ul><ul><li>You Tube – Easily post executive presentations, quarterly meetings </li></ul><ul><li>news announcements, and more. </li></ul>
  13. 13. Good Examples – Alumni Associations <ul><li>Northwestern University </li></ul><ul><li>Alumni Association Page </li></ul><ul><li>Georgetown University </li></ul><ul><li>Alumni Association Page </li></ul>
  14. 14. Social Media Marketing / Promotion <ul><li>Market events / fundraisers on professional sites </li></ul><ul><li>… often at no charge </li></ul><ul><li>Publish details automatically to a network of professional event planning websites </li></ul><ul><li>Your event data can automatically be made available for posting on select sites </li></ul><ul><li>Increase attendance, add members and grow revenue </li></ul>Popular event promotion sites for associations include
  15. 15. Social Media Trends to Watch in 2010 <ul><li>Companies will develop – and enforce – social media policies </li></ul><ul><li>Private networks will grow – to help remove social ‘clutter” </li></ul><ul><li>Mobile technology will continue to grow </li></ul><ul><li>Demographic s continue to skew younger </li></ul><ul><li>Increase in interaction / playing off our </li></ul><ul><li>competitive nature (Farmville / Mafia wars) </li></ul>
  16. 16. Getting Started – Taking the Next Step <ul><li>You’ll also need to: </li></ul><ul><li>Assign a primary administrator or ‘go-to’ person </li></ul><ul><li>Determine internal participants: local, regional, national focus </li></ul>
  17. 17. How to Take the Next Step And remember the saying: “Having a paintbrush doesn’t make you an artist .”   There is work involved! <ul><li>Also: </li></ul><ul><li>Develop plan to measure success </li></ul><ul><li>Follow your competition </li></ul><ul><li>Expect continued change & growth </li></ul>
  18. 18. Social Media & Associations Quiz Answers <ul><li>1 In order, which are the most popular social networking sites employed by associations today? (And what percentage?) a) Facebook b) Twitter c) LinkedIn </li></ul><ul><li> ANSWER: Facebook (67%) Twitter (54%) LinkedIn (48%) </li></ul><ul><li>2 What percentage of associations currently use one or more social networking sites to market and execute their events? a) 43% b) 63% c) 83% </li></ul><ul><li> </li></ul><ul><li> ANSWER: c) </li></ul><ul><li>3 How many characters are allowed in a Tweet? a) 55 b) 140 c)320 </li></ul><ul><li> ANSWER: b) </li></ul><ul><li>4 In the spring of 2005, one popular search engine followed 9 million blogs. </li></ul><ul><li> It now tracks: a) 12m b) 56m c) 112m </li></ul><ul><li> ANSWER: c) </li></ul>
  19. 19. Social Media & Associations Quiz Answers <ul><li>5) When starting your association’s blog, what is the most important feature to consider? </li></ul><ul><li> a) Grammar b) Having something to say c) Populating the page with keywords </li></ul><ul><li> ANSWER: b </li></ul><ul><li>6) Approximately how many new blogs pop up each day? </li></ul><ul><li>a) 12,000 b) 120,000 c) 420,000 </li></ul><ul><li>ANSWER: b </li></ul><ul><li> 7) Social media is mainly about: </li></ul><ul><li>a) Wasting time b) Promoting your services c) SEO </li></ul><ul><li>ANSWER: c </li></ul>
  20. 20. Concerns? <ul><li>If there is a downside, it’s the time and research </li></ul><ul><li>involved to make intelligent decisions </li></ul><ul><li>Beware of information overload. Provide basic, need-to-know information about your event. Remember: It’s a two-way discussion </li></ul><ul><li>Continue doing what has worked well for you and do not completely abandon press releases, direct mail and collateral </li></ul><ul><li>After all, this is a gradual process and not everyone is on </li></ul><ul><li>Facebook or Twitter. </li></ul>

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