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LiveTech Main Screen Presentation

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LiveTech delivers social media bootcamps for specific sectors. …

LiveTech delivers social media bootcamps for specific sectors.

This one was for the Events industry.

Here is the main screen presentation including the speakers from LiveTech 2011 held at the Saatchi Gallery in London on October 19th and 20th 2011

Published in: Education, Business, Technology

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  • 1. 0930-0940 Intro - Tiffany St James, Dan Bowyer0940-1000 Social Media Strategy - Matt Rhodes, FreshNetworks1000-1040 Setting Objectives1040-1100 Embedding Social Media – Delphine Remy- Boutang, IBM1100-1140 Listening - Defining & Segmenting Your Audience1140-1200 Amplifying Events With Social – Peter Kerwood, Altitude London1200-1240 Content - Defining Key Messages & Setting Tone1240-1320 Lunch & LondonLaunch:Live1320-1340 Apps, Tools and Toys - Maggie Lonergan, Fortune Cookie1340-1420 Platform - What, How, When & Where to Activate – Dan Bowyer, SoAmpd1420-1440 Monitoring & Managing Customer Data - Andrew Walker, Thin Martian and Tweetminster1440-1520 Policy & Procedures - Challenges, Risk Management, Documentation1520-1550 ROI – Measuring Success1550-1600 Resources - Tips & Tricks (Next Steps & Close)
  • 2. Housekeeping (WiFi # @)The AgendaWhat IS social media?Spreken ze lingede?Great ExpectationsTable Runaround Nowww!Meet & Greet
  • 3. Planning a social media strategyMatt Rhodes, Strategy DirectorOctober 2011@mattrhodes 3 www.freshnetworks.com
  • 4. I’m sorry brands 4 www.freshnetworks.com
  • 5. I’m sorry brands 5 www.freshnetworks.com
  • 6. What social media isn’t Just another comms channel A cheap way to engage people A replacement for advertising A way to magically get people to do things for you 6 www.freshnetworks.com
  • 7. Social media is just a set of toolsSocial media is a set of tools that enable people to share stuff online.• There are many sites and networks that use social media tools.• People use tools depending on theirmotivations.• For a brand, choosing the right toolsto engage with is paramount. 7 www.freshnetworks.com
  • 8. Used in two different ways Social networks Online communities “Me and my friends” “Us and our interests” 8 www.freshnetworks.com
  • 9. This is social media Reviews on Amazon 3,542 people have reviewed the book/ 9 www.freshnetworks.com
  • 10. This is social media Personal blogs 10 www.freshnetworks.com
  • 11. Getting started in social media 11 www.freshnetworks.com
  • 12. Step 1: Do you know what people are saying about you online?• Who is talking about you online?• What are they saying?• Where are they saying it? www.freshnetworks.com www.freshnetworks.com
  • 13. Step 2: What you are trying to achieve? • What is your overall business and brand strategy? • Where can social media add value? • How will you measure if this is working? www.freshnetworks.com www.freshnetworks.com
  • 14. Step 3: Experiment with social media in a sustainable way• Which tools will help you achieve your aims?• How would your target audience want to get involved?• Work hard to engage them www.freshnetworks.com www.freshnetworks.com
  • 15. Step 4: Ruthlessly track and measure the impact you are having • Have clear business metrics in place • Make sure you are tracking the numbers that matter (not just the easy ones!) • Refine and adapt your strategy www.freshnetworks.com www.freshnetworks.com
  • 16. Summary of what to do next 1. Find out who is saying what and where they are saying it. 2. Work out what you are trying to achieve and how you will measure your impact. 3. Experiment with social networks and work hard to get successful engagement. 4. Have a clear process to measure your impact and refine your strategy. www.freshnetworks.com www.freshnetworks.com
  • 17. That’s it Matt Rhodes Director of Strategy FreshNetworks @mattrhodes All imagery courtesy of Shutterstock 17 © Copyright FreshNetworks 2011 www.freshnetworks.com
  • 18. Setting Objectives
  • 19. Activity - Mindmap Your Objectives (Key Context)
  • 20. @delphinerbSocial @ IBM:Leading with the IBMerDelphine Remy-BoutangWW Digital, Social Media Marketing Manager, IBM Software@delphinerb
  • 21. @delphinerb Evolution of online marketing Relationship Direct Results Experimentation  Value: Web as a relationship management platform  Value: Web as a direct results platform  Primary Goals: Engaging prospects and customers outside of their Web site  Primary Goals: Drive traffic and lead generation Value: Web as a promotional vehicle  Secondary Goals: Lead generation, drive  Secondary Goals: Thought leadership and traffic, thought leadership and branding branding Primary Goals: Trial a new media concept,  Measurements: Cost of sales, customer gain eyeballs, build brand and drive awareness  Measurements: CPL, CPC, brand measurements retention, brand penetration and measurements confirmed through surveys from direct results stage Measurements: Cost per impression  Marketing Tactics:  Marketing Tactics: Marketing Tactics: – Search ads – Vendor communities – Branding – buttons, banners – Lead generation – white papers, – Two-way ads – E-mail – newsletters, list rentals webcasts – Messaging connections using trigger – Branding - IMUs, larger units, microsites marketing – E-mail – list rentals – Successful tactics from direct results stage 1996-2003 2004-2009 2010-2015 Source: Toolbox 21
  • 22. @delphinerbOver last 100 years, the world has come to know IBM through the IBMer
  • 23. @delphinerbThe IBM brand strategy today still leads with the employee
  • 24. @delphinerb Snapshot of IBM employee social computing activity Internal External• Blogs - 17,000 blogs 300,000+• SocialBlue – 70K members 25,000+• WikiCentral –1 million daily page views 100,000+• InnovationJam – 4 Jams, 500,000 participants• Media Library – 14 million downloads 198,000 196,000
  • 25. @delphinerbEmployee-generated brand interactions are growing exponentially
  • 26. @delphinerbEvangelization: Blue IQ Ambassador programWorldwide community of social softwareevangelists passionate about socialnetworkingVolunteer their time and talent toenergize and enable every IBMer tobenefit from using social software, bothinternally and externally
  • 27. @delphinerbUsing social media for innovation
  • 28. @delphinerb IBM Social Business Jam February 8-11, 2011An important dialog about the growing influence of social technology in business The Social Business Jam Cooperatively explore the value of social technology in business, the mitigation of its risks, and the management system required to drive a social transformation.
  • 29. @delphinerbUsing social media to surface IBMers’ expertise
  • 30. @delphinerbSurfacing experts: On our own domains (ex: ibm.com/software) Grow IBM’s digital eminence
  • 31. @delphinerbSurfacing experts: On third-party platforms (First ever Slideshare network)
  • 32. @delphinerbAggregating experts’ social activity across Web on our own domain
  • 33. @delphinerbSurfacing experts: In our mass marketing…
  • 34. @delphinerbUsing social media to activate participation in building a Smarter Planet
  • 35. @delphinerbMove from …to helpingtelling people peopleabout experiencea Smarter a SmarterPlanet… Planet
  • 36. @delphinerb Using social media to create the world’s largest supercomputer World Community Grid. Donate your idle computing time to to fight cancer to find a cure for HIV/AIDS to find new renewable energy sources YOU CHOOSE WHAT ITS USED FORhttp://www.Facebook.com/PeopleForaSmarterPlanet
  • 37. @delphinerb Executive Summary: IBM Centennial through Social Conversations•The Centennial and Celebration of Service evoked a public expression of enthusiasm and pride by IBMemployees.•Accordingly, IBM saw a dramatic shift in the tone of its online buzz, moving from a predominantlyneutral topic of conversation to one in which one-in-four mentions are positive.•IBMs worldwide presence dominated – with active social participation from IBMers across the globe.•Key conversational themes reflected IBM’s Centennial programs demonstrating that they wereunderstood and embraced by those engaged in social discussions worldwide.
  • 38. @delphinerb Social Conversations around IBM, IBM100, and #IBM100 #progress: •Volume The social conversation of “IBM” was at an all time high on June 16 with close to 24,000 global mentions. Due to the high volume of conversation regarding Centennial on Twitter, "IBM" gained its first "Trending Topic" status in New York the United States, and India.•Note: A "Trending Topic" is a word(s) or hashtag that is one of the
  • 39. @delphinerb Social Conversations around IBM, IBM100, and #IBM100 #progress: Participants & Sentiment IBMers, alumni, journalists, customers, and business partners world-wide joined the Centennial social conversation, including over 500 tweets on the #IBM100 #progress discussion featured on ibm100.com. During the Centennial week, the sentiment expressed in the social conversations for IBM increased to 25% positive, which is a marked increase over the generally neutral conversation which is maintained on a daily basis. Less than 1% of the conversation around IBM had a negative sentiment. #IBM100 #progress #IBM Global ComedianGlobal News SourceNews Source Global Journalist Global: Director at Microsoft with over 260,00 followersGlobal Journalist Global Business Partners
  • 40. @delphinerbSocial Conversations around Celebration of ServiceThe Celebration of Service social conversation drastically increased during the Centennial week, with over 500 #CoS and over 1300#IBM tagged interactions on the Day of Service.The sentiment expressed in the Celebration of Service social conversation was notably high, with the conversation classified as 4%"very positive", 15% "positive", and 0% negative.Celebration of Service participants worldwide uploaded over 1500 photos on ibm100.com.Plans to sustain engagement, drive service pledges, and ongoing support will continue through the remainder of the year forCelebration of Service, as well as additional Centennial programs. “#IBM100 years. Congratulations to all who participated in service day. Blood donation, books, adoption of dogs and planting trees.”
  • 41. @delphinerbsocial media guidelines, education,
  • 42. @delphinerbIBM Digital Strategy
  • 43. IBM Digital sales strategy Framework @delphinerb
  • 44. @delphinerb IBM Social Computing guidelines, social enablementIBM supports open dialogue and the exchange of ideas: To learn, to contributeBe who you areSpeak in the first personUse a disclaimerRespect your audience Add valueDont pick fightsBe the first to respond to your own mistakes.Use your best judgment.Dont forget your day job.
  • 45. @delphinerb Thank youDelphine Remy-BoutangWW Digital, Social Media Marketing Manager, IBM Softwaremy social media blogmy social Media daily newsIBM expert network on SlideshareTwitter: @delphinerbLinkedinFacebookFoursquareUne Guideline pour les IBMers France Television guest blogger
  • 46. Listening - Defining - Segmenting
  • 47. Activity - Create A Listening Plan (WWWWWH)
  • 48. In 60 seconds...
  • 49. I’m going to take it for granted that you... Market your event in an engaging way Understand your audience Provide all info in a timely manner Ensure that your content is totally relevant Honour delegates with great content, speakers, venues, food
  • 50. So how can we add some extra magic?Lets make some social media magic
  • 51. Social media amplification Live monitoring of social media channels at an event Delving into the social conversation as it is happening Rich media interaction between your event and your audience Digital socially interactive signage Real-time speaker sound-bite posting on social channels Real-time Flickr photography capture, tagging and posting Near real-time HD film capture and posting to YouTube Live blogging Live web-streaming Amplification is more than just making lots of noise
  • 52. 7 good reasons why amplification is a good idea Make your budget go further Increase your event’s attendance Improve your event’s effectiveness Expand your event’s reach Content created will ensure your event has a lasting legacy Library of digital & social content to help future marketing Demonstrate measurable ROI
  • 53. Applications Campaign launches & promotional events Product launches & experiential campaigns Award ceremonies Conferences Exhibitions Concerts For event organisers, venues and brands For advertising, PR & marketing agencies For anyone who wants to lead the social conversation
  • 54. Make it as easy as possible to interact Provide good Wi-Fi Check mobile signals Hold the conference rooms above ground Promote the Hashtag Inform the audience of speakers handles Brief speakers beforehand for soundbites Give your audience great content
  • 55. Creating an event specific websiteAn event website allows you to pull together all social channels
  • 56. Event specific Twitter profileBy using #brandmax the organiser & delegates can track relevant content
  • 57. YouTube channel almost live uploadsUpload video content to a carefully branded channel ‘almost live’
  • 58. Flickr live postingFlickr photography captures & broadcasts atmosphere & interaction live
  • 59. Live video bloggingVoxpops filmed on Flip cameras create instant compelling content
  • 60. Live audio bloggingAudio blogging creates instant audio content which can be easily shared
  • 61. Live streamingUstream broadcasts your event anywhere in the world as it happens
  • 62. Live streamingUstream broadcasts your event anywhere in the world as it happens
  • 63. Sharing presentation contentSlideshare is a brilliant way of sharing presentation content post-event
  • 64. Live social media displayInteractive screens powerfully display aggregated social content
  • 65. Live social media displayInteractive screens powerfully display aggregated social content
  • 66. Example: Gatorade Social Media Mission Control PepsiCo listens to customers and responds in real time
  • 67. Other examples
  • 68. Social media can be measuredPeerIndex measures authority, activity & audience
  • 69. Social media can be measuredKlout powerfully tracks amplification probability & true reach
  • 70. Social media can be measuredTwitalyzer offers dozens of ways to visualise your social media efforts
  • 71. Case study: Smirnoff presents Sensation Mission: Use RFID technology to connect the event with the online world
  • 72. Case study: Smirnoff presents Sensation An automatic check-in was posted to Facebook when guests arrived
  • 73. Case study: Smirnoff presents Sensation Roaming brand ambassadors had tablets with integrated cameras
  • 74. Case study: Smirnoff presents Sensation Guests could choose from a selection of pre-designed ‘wall posts’
  • 75. Case study: Volkswagen: Twitter zoom campaign Real world outdoor GPS-enabled treasure hunt
  • 76. Case study: Volkswagen: Twitter zoom campaign http://bit.ly/twitzoom Mashup of Twitter, Google maps and real world prize locations
  • 77. Content! - Key Messages & Tone WIIF (M) TC
  • 78. Activity – Brainstorm Potential Content (Consider Your Audience)
  • 79. Improving the digital world to makethe real world a better place.
  • 80. ‘If someone granted me my fillof your honey steeped eyes,I should kiss them all day tillI’d reached three hundred thousand andstill feel hungry to begin again’Catullus c60BC
  • 81. What we aspire to achieve has notchanged.How we are able to achieve itfundamentally has…
  • 82. Tools and toys for event organisers…
  • 83. Practical help for event organisers…
  • 84. Over 466 groups for event organisers!
  • 85. Reach relevant membersGenerate viral awarenessOwn media placement for branding
  • 86. Create online registration formsManage and keep track of attendeesComplete track of payment processesSell tickets direct from your Facebook page
  • 87. Over 100,000 attendees
  • 88. Share andcelebrate localevents globally
  • 89. Set up your venue in advanceOffer a reward for checking inProvide a badge of honour
  • 90. Connectivity & live streaming GIVE WIFI access easily – circulate network passwords in advance COMMUNICATE event Twitter feed and any related DO have live Twitter streaming SET UP your pre-moderation approach well in advance PUBLISH your guidelines for upload in advance and your T&Cs FILTER content for inappropriate content prior to reaching the human team MODERATE your with a dedicated team at the event THINK about not allowing anonymous posting KEEP the conversation on topic RESPOND to negative and positive comment QUICKLY PLAN for the worst, be prepared to shut down in the face of disruption
  • 91. Thank you @fortunecookie Maggie LonerganManaging Director, Marketing Servicesmaggie.lonergan@fortunecookie.co.uk Tel. +44 (0)207 843 6680 Mob. +44 (0)7534 527703
  • 92. Platform – Who What When Where How = !*%?
  • 93. Social Blog Web
  • 94. What Who When How ManyArticle / Review / Poll Dave Daily 1/3/1Event Video Billy Weekly 5Deal / Outreach / Value+ Marketing Dept. Daily 2x3 / 5 / 10Group Int. / Q / Status Update All Daily 3/2/3 4-7 Messages To Action! = Consistency
  • 95. No Google+ ;(
  • 96. Don’t Forget Mobile!
  • 97. “The ‘Live Tech’ Bit” (eek)
  • 98. Social Data: how to get itand what to do with it… Andrew Walker
  • 99. Hello I’m @killdozer from @tweetminster
  • 100. 20 minutes to turn the chatterinto insight about yourcustomers and event planningthrough DATA…(without boring you to death)
  • 101. A twitter example: How dopeople feel about productplacement on BBC Spooks?
  • 102. Tracking the #spooks hashtag for mentions ofSamsung VS Apple on Episode 1, Season 10. #Spooks Tweets – 7674 100sec vs. 300sec on screen 16 tweets vs. 113 0.02% vs. 0.14% (Across TV audience) 9,600 vs 64,000 Sentiment: 3.5 vs 3.3 Apple placement has more consumer reach, Samsung more +ve.
  • 103. The data tells us that Spooks isn’t a greatproduct placement opportunity despite theprime time slot and large audience.It also tells us that Apple is morerecognisable than Samsung, but theSamsung product made a betterimpression from 70% less screen time.
  • 104. If your planning an event withtech, Samsung galaxy tabs will getyou more kudos.
  • 105. A Facebook example: Whatfactors influence publicawareness for bands – recordreleases or live gigs?
  • 106. The data tells us that Coldplay willgenerate more buzz (and generatemore revenue) by spending theirmarketing budget on live events.
  • 107. Oh, and Lady Gaga was muchbigger in May, now they’re prettyeven.Her fanbase less loyal…
  • 108. ShoppingChattingReviewingChecking-inSharing linksGetting newsCommenting
  • 109. There are tools thatmine data for you, oryou can build simplesystems yourself.
  • 110. Every time someone mentions a brand or a product (or arival event) you can identify them as a relevant consumer.Using this approach you can ‘curate’ a community.(Start with a simple #twitter list)This community will tell you about the other products theylike, the people who influence them and the liveexperiences they love.
  • 111. Network intelligence…There’s too much stuff onlineto find what you want withouthumans filtering it for you.
  • 112. By looking at the URLS your community shares, you knowwhich publications to engageBy identifying the industry figures who get the mostmentions, you can create the best panelsBy following other event #hashtags you can find the bestspeakersBy tracking the products they mention, you find the mostsuitable sponsors
  • 113. Thank you.(If you want to chat…@killdozer)
  • 114. Policy & Procedures +
  • 115. Activity – Header Your Code Of Conduct - Policy - Guidance
  • 116. ROI
  • 117. Non financial outcomes • Not measured in currency • Increase in website visitors • Change in positive mentions • Change in negative mentions • Net new Facebook fans • Net twitter followers • Net new requests for information • A 25% increase in RSS subscriptions • Increase in visits to a bricks and mortar retail outlet • Increased time spent on website • A 300% increase in You Tube video downloads • Articles liked or shared • No of comments on your blog post
  • 118. Financial outcomes • Measured in currency • A 16% reduction in cost by shifting a portion of customer service tickets to twitter • £1,200,000 new net sales • A 16% increase in sales during a Facebook promotional campaign • £320,000 in sales attributed to new net customers acquired through Facebook
  • 119. Close – Resources – Hints - Next Steps *waves goodbye