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Add Social Media to Your Event Marketing Mix // Kevin Mullett  cirrusabs.com  twitter.com/cirrusabs  facebook.com/cirrusab...
Add Social Media to Your Event Marketing Mix // Kevin Mullett              kevinmullett.com              twitter.com/kmull...
// event example, wide spread application today’s example will revolve around events, but   the principles revealed will b...
// the offline and online marketing mix no marketing media channel has 100% eyeballs   or is 100% effective. prioritize ba...
// getting on the same page with “social”                now fortified with google+                                       ...
// gather your event creative/copy • develop your event title and description • check creative for online and offline goal...
// social media on print invites? do these printed pieces promote social   channels? what is the social strategy?         ...
// a click is not a blood oath or promisefacebook events• no formal signup• no info gathering• no commitment• not for ever...
// don’t give away traffic, SEO & visibility! • embed signup capability via services like eventbrite                      ...
// social media helps feed SEO social media strategy is very important, but   maybe the strategy isn’t what you think it i...
// put the event in front of bots & people network the event (based on available time) • join groups/add events to various...
// advertising your event via social media http://www.facebook.com/advertising or click                                   ...
// using and monitoring social activity optimize your efforts up to event day • use tools for consolidation, tracking, & a...
// not about events but the same concept              ugly but descriptive              • i know who they are             ...
// claim LBS before they arrive! claim LBS listings • tweak name, address, phone to match always                          ...
// social media at my event location? which of these two  will grow their  facebook page?                                 ...
// don’t leave them guessing                 success is in the details                 • make signage                 • ed...
// creating buzz and engagement where, when, and what you post will drastically  alter the response.                      ...
// promote sharing from your site!                          • bring folks back again                            after the ...
// but nobody shares or comments How many of you who desire comments and  amplification take the time to provide it?      ...
// event amplification? clues? trends?measuring brand visibility, engagement, reach, connections, and yes ROI.            ...
// it’s as measurable or more so… if talking to me about defining ROI of social    media you best be prepared with example...
// where did you signups come from? • check google analytics or server logs for:   signup page traffic vs confirms, visits...
// don’t look at “the score” people constantly talk about the score. the   score isnt where it is at. look at the metrics....
a FREE upcoming event              July 26th              TBD              facebook.com/smbftw              @smbfw        ...
Add Social Media to Your Event Marketing Mix // Kevin Mullett  cirrusabs.com  twitter.com/cirrusabs  facebook.com/cirrusab...
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Add Social Media to Your Event Marketing Mix

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Add Social Media to Your Event Marketing Mix: Presented by Kevin Mullett, Director of Product Development & Social Media Optimization for Cirrus ABS, for Cancer Services of Northeast Indiana.

Places you can find and communicate with Kevin: kevinmullett.com (blog), twitter.com/kmullett (twitter), facebook.com/kevinmullett (facebook), and on linkedin.com/in/kevinmullett (LinkedIn), among hundreds of others social media communities and networks.

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  • Add Social Media to Your Event Marketing Mix: Presented by Kevin Mullett (@kmullett) for Cancer Services of Northeast Indiana July 11th 2011 in Fort Wayne Indiana. http://www.cancer-services.org
  • Add Social Media to Your Event Marketing Mix: Presented by Kevin Mullett, Director of Product Development & Social Media Optimization for Cirrus ABS, for Cancer Services of Northeast Indiana. Places you can find and communicate with Kevin: kevinmullett.com (blog), twitter.com/kmullett (twitter), facebook.com/kevinmullett (facebook), and on linkedin.com/in/kevinmullett (LinkedIn), among hundreds of others social media communities and networks.
  • Social Media For Events // Today’s example will revolve around an event, but the principles revealed will be applicable to other normal business operations as well.
  • Social Media For Events // Do you know a business that everyone seems to like? Do they treat their business as a 9-5 job or do they seem to be involved with the community?
  • Social Media For Events // The “Social Three”:You are here to find out how to add socialmedia into your event marketing mix, but let’s start by actually talking about what I call the “social three”. Why? Because people use these terms interchangeably, when they are not in fact interchangeable. If you think about it we could just remove the “social” moniker off all of these and we would have good old fashion traditional media, networking, and marketing methods. Today we will discuss various aspects of the social sphere and social media optimization. Now the information I present today, much like search engine optimization information, will have a limited shelf life. A scant 7 years ago Facebook was created in a dorm room and now has more users than the population of the United States. A year ago many of you had no idea what Twitter was, now it has gone mainstream and is in countless TV commercials. I could waste the entirety of this seminar just talking about the rise and fall of various social services, percentage of market share, types of people who use each, etc. Instead I am going to breeze by some of those items at a high level, so I can spend more time giving you social marketing tips that will help your business.» social media which represents the tools we use for building followers, friendships, & contacts. Tools like twitter, facebook, linkedin, youtube, friendfeed, Buzz, foursquare, ning, to name only a fraction of the available services. Each have strengths and weaknesses and each need to be evaluated so we can put our time into the ones that will reap the largest ROI. I have both online and offline media tools represented because they are all just visibility tools.» social networking is the day to day interaction we have with contacts built using the various social media tools/services, in other words the “social” part. It is no different then when you attend a party, that you might otherwise pass on, in order to touch base with clients or potential clients. Now some might also toss in social networks, but let’s not make things confusing. Each tool has the potential to reach a percentage of your ideal market segment, group, individuals, or demographic. This is also to extend and optimize your circle of influence.» social marketing is the subtle, or not so subtle, use of one or more online tool to promote your business to the network you have established. Again no different than reminding those people you meet at parties, “hey I build killer websites, you should have me do one for you”. Over simplified? Maybe, but the real reason we’re here is to learn how to put this all into motion. We want to avoid the Me Monster. (me monster by Brian Regan)
  • Social Media For Events // develop your event description and gather other elements needed.develop your event descriptioncheck creative for online and offline goalsoptimize additional boilerplate informationthen adapt it as neededgather photos, logos, bios, links, etc
  • Social Media For Events // Do these printed pieces promote social channels? What is the social strategy?
  • Social Media For Events // Facebook events are easy and cheap, but you sacrifice real thoughtful signups, info gathering, and at times acommitment to come. What about people who are not on Facebook?
  • Social Media For Events // Clients often talk about how hard it is to find things to blog or post news about when in reality they are letting things they are already doing go un-optimized. Don’t give away traffic, search engine optimization and brand visibility to third party sites.
  • Social Media For Events // social media helps feed SEO:Social media strategy is very important, but maybe the strategy isn’t what you think it is. less discussed benefits of social media is the SEO, visibility, and traffic value.
  • Social Media For Events // Go sign up for groups on the ning network and through our personal linkedin accounts. As you can see in this example we were able to promote our Fort Wayne Social Media Seminar on one of the groups we belong to on ning. This page was crawled within hours by google and ranked on page one for many terms within one day.The second example shows posting to social media site LinkedIn for this event also shows up well in the search engine result pages.Recent changes in the ning network pricing structure could destroy some of these groups. ($3, $20, $50 plans)
  • Social Media For Events // With the ability to specify very small test markets and limit your budget to just dollars per day, I encourage you to take a good look at this type of advertising.
  • Social Media For Events // This is where people normally suffer paralysis by analysis. I can hear the questions forming in your heads right now. How can we make this work for our organization? Won’t this take a huge chunk out of our day? The answer is not unlike any large project. We need to make plans, prioritize our goals, delegate responsibility to those who can do the job, optimize our efforts by using the right tools, and get organized. Although it can be very different for specific markets, by and large, we see internet activity run a normal cycle. People slowly ramp up in the morning, are very active during the lunch hour, then wind down till after supper. We can minimize our time commitment by first prioritizing when we post and interact. We can further maximize our time by using tools like tweetdeck or post once services to spread the news one time and have it appear on many services. Thought should be given to the message going out and the target service. This is at the root of social media activity and participation optimization.
  • Social Media For Events // So is this business winning at social media?I know what they want me to do.Instructions and identity are clear.I know I will be rewarded, even if not specific.The failure was a training breakdown. When trying to redeem the check-in offer the staff was not aware of it.
  • Social Media For Events // Go claim your business on location based services like Foursquare, Gowalla, Google Places, etc, and make sure the name address, and phone number matches.
  • Social Media For Events // Which of these two will grow their facebook page?
  • Social Media For Events // success is in the detailsmake signageeducate EVERYONEclearly display- company information- speaker info- hashtag- wifi access
  • Social Media For Events // Where, when, and what you post will drastically alter the response.
  • Social Media For Events // We want to get people back to your site after the event if possible so that if they want to share slides, pictures and other information it is happening on the channel you want to promote.
  • Social Media For Events // How many of you who desire comments and amplification take the time to provide it?
  • Social Media For Events // We need to look to other criteria to judge the success or failure of our efforts. Things like reach, engagement, attention capture, connectivity, interactions and more. We can use tools like Klout, TweetStats, Twitter Analyzer, Facebook Insights, TweetReach, and there are now ways to hook up Google Analytics to your Facebook fan page now as well. I could go on for a solid half hour or more on the various tools and methods for measurement. The point I want to drive home is to make sure we are measuring the right things.What are good metrics for social media success? To name just a few: influence, traffic, reputation and brand management, visibility, engagement, competitive intelligence garnered, and of course revenue. Let’s not forget revenue!
  • Social Media For Events // If talking to me about defining ROI of social media you best be prepared with examples from your other marketing efforts.
  • Social Media For Events // action 14: Did it work? do it again. We want to look for successes so we can repeat them and failures so we can correct or avoid them. While it sounds geeky to discuss Google A/B or multivariate testing, this will not lead to conclusive results for clients with low traffic volume. It certainly may not provide enough measurable change to warrant the cost of creating those changes. This in no way means we should not constantly be testing for improvement. We can as an alternative look to landing page effectiveness, conversion funnels, bounce rates, time on site, and many other types of clues in order to fine tune ROI. You will also want to express the need for everyone in the company to be committed to monitoring contacts, calls, and lead sources for clues on what is working so you can do it again.
  • Social Media For Events // People constantly talk about 'the score'. The score isn't where it is at. Look at the metrics. Good, do again. Bad, change.
  • July 26thTBDfacebook.com/smbftw@smbfw
  • Add Social Media to Your Event Marketing Mix: Presented by Kevin Mullett (@kmullett) for Cirrus ABS on July 26thin Fort Wayne Indiana.http://www.cirrusabs.com, http://www.twitter.com/cirrusabs, http://www.facebook.com/cirrusabs, http://www.youtube.com/user/cirrusabs, http://www.linkedin.com/compaines/cirrus-abs, by email: mailto:info@cirrusabs.comor by phone: 1.877.817.4442.
  • Social Media Optimization // Right now, you need to be going where the traffic is or more pointently, where you can be visible. And while being visible is great, if efforts are put into areas where there is no intent for action it will be wasted time, money, and effort. Keep in mind too, that this is not a singular action. Social media campaigns are just another part of a NetCentered marketing approach. We will talk more about that later.Just who or what do we want to be visible too? The obvious answer is people who would like to use our product or service. The not so obvious answer is search engines. We want to make sure we are out where they are actively crawling.
  • Social Media Optimization // What if one morning your shop was chained closed, sealed off, and you had no idea who to call to resolve the problem? ArsTechnica is just one of the latest stories where Facebook has shut down their page with no obvious way to reinstate it. http://arstechnica.com/business/news/2011/04/facebook-shoots-first-ignores-questions-later-account-lock-out-attack-works.ars?comments=1#comments-barhttp://techsavvyagent.com/video/facebook-shuts-down-page-with-47000-fans/
  • It is time for brands who have been waffling to pull their heads out of the sand and participate in social. People struggling to comprehend keep harping about ROI without considering other value social media brings to the table. All else being equal, who do you think people will click on if they see a friends “recommendation”?How might this change who we select on a SERP page?Google enhanced social search on 02/17/2010. Connected via sources include, flickr, friendfeed, gmail, facebook, buzz, reader, google, more? Sometimes it is unclear why it picks the service because I will be connected to the person in more than one place.More on Google Social connections: http://www.google.com/s2/u/0/search/social
  • Clients often talk about how hard it is to find things to blog or post news about when in reality it’s right in front of them. Don’t give away traffic, search engine optimization and brand visibility to third party sites.
  • Transcript of "Add Social Media to Your Event Marketing Mix "

    1. 1. Add Social Media to Your Event Marketing Mix // Kevin Mullett cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs
    2. 2. Add Social Media to Your Event Marketing Mix // Kevin Mullett kevinmullett.com twitter.com/kmullett facebook.com/kevinmullett linkedin.com/in/kevinmullett just google “kevin mullett” director of product development
    3. 3. // event example, wide spread application today’s example will revolve around events, but the principles revealed will be applicable to other normal business operations as well. @kmullett // #CSNISM
    4. 4. // the offline and online marketing mix no marketing media channel has 100% eyeballs or is 100% effective. prioritize based on goals, resources, and business objectives. @kmullett // #CSNISM
    5. 5. // getting on the same page with “social” now fortified with google+ @kmullett // #CSNISM
    6. 6. // gather your event creative/copy • develop your event title and description • check creative for online and offline goals • optimize additional boilerplate information then adapt it as needed • gather photos, logos, bios, links, etc @kmullett // #CSNISM
    7. 7. // social media on print invites? do these printed pieces promote social channels? what is the social strategy? @kmullett // #CSNISM
    8. 8. // a click is not a blood oath or promisefacebook events• no formal signup• no info gathering• no commitment• not for everyone @kmullett // #CSNISM
    9. 9. // don’t give away traffic, SEO & visibility! • embed signup capability via services like eventbrite @kmullett // #CSNISM
    10. 10. // social media helps feed SEO social media strategy is very important, but maybe the strategy isn’t what you think it is. less discussed benefits of social media is the SEO, visibility, and traffic value. @kmullett // #CSNISM
    11. 11. // put the event in front of bots & people network the event (based on available time) • join groups/add events to various services @kmullett // #CSNISM
    12. 12. // advertising your event via social media http://www.facebook.com/advertising or click @kmullett // #CSNISM
    13. 13. // using and monitoring social activity optimize your efforts up to event day • use tools for consolidation, tracking, & alerts • delegating responsibility & automate (w/caution) @kmullett // #CSNISM
    14. 14. // not about events but the same concept ugly but descriptive • i know who they are • what they want me to do is clear • i’ll be rewarded @kmullett // #CSNISM
    15. 15. // claim LBS before they arrive! claim LBS listings • tweak name, address, phone to match always @kmullett // #CSNISM
    16. 16. // social media at my event location? which of these two will grow their facebook page? @kmullett // #CSNISM
    17. 17. // don’t leave them guessing success is in the details • make signage • educate EVERYONE • clearly display - company information - speaker info - hashtag - wifi access @kmullett // #CSNISM
    18. 18. // creating buzz and engagement where, when, and what you post will drastically alter the response. @kmullett // #CSNISM
    19. 19. // promote sharing from your site! • bring folks back again after the event • sharing happens here @kmullett // #CSNISM
    20. 20. // but nobody shares or comments How many of you who desire comments and amplification take the time to provide it? @kmullett // #CSNISM
    21. 21. // event amplification? clues? trends?measuring brand visibility, engagement, reach, connections, and yes ROI. @kmullett // #CSNISM
    22. 22. // it’s as measurable or more so… if talking to me about defining ROI of social media you best be prepared with examples from your other marketing efforts. @kmullett // #CSNISM
    23. 23. // where did you signups come from? • check google analytics or server logs for: signup page traffic vs confirms, visits before & after, comments • monitor contacts, calls, lead sources • bit.ly or hootsuite analytics @kmullett // #CSNISM
    24. 24. // don’t look at “the score” people constantly talk about the score. the score isnt where it is at. look at the metrics. if good, do again. bad, change. @kmullett // #CSNISM
    25. 25. a FREE upcoming event July 26th TBD facebook.com/smbftw @smbfw @kmullett // #CSNISM
    26. 26. Add Social Media to Your Event Marketing Mix // Kevin Mullett cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs
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