A Social Playbook for Marketing Events - Event Camp 2010 Keynote

A Social Playbook for y Marketing Events David Berkowitz Senior Director of Emerging Media & Innovation 360i Download this at 212.703.7257 dberkowitz@360i.com bit.ly/ecdavid bit l / d id blog.360i.com @dberkowitz

This is social media… Hi, I’m Nice to meet you: www.360i.com Proprietary & Confidential 2

I make it to q ite a quite few events… I get to a few events… www.360i.com Proprietary & Confidential 3

I’m one of many authors of this… Get yer free Playbook right here Download at www.360i.com/playbook *Peanuts sold separately www.360i.com Proprietary & Confidential 4

Agenda • Gratuitous PowerPoint animations • Wh t’ diff What’s different t d (hi t a l t) t today (hint: lot) • Developing a game winning strategy • Five social trends for event planners in 2010 (augmented eventality!) • Thrilling Q&A • Thunderous applause www.360i.com Proprietary & Confidential 5

Really, what’s different today? 6

“A brand is what p p people say about you when you re you're not in the room” room Jeff Bezos - Chairman, Amazon www.360i.com Proprietary & Confidential 7

People talk about you – and your events – when you’re not in the room Starbucks Water Cooler Bar Conferences www.360i.com Proprietary & Confidential 8

What’s different now? There’s a newer bigger room www.360i.com Proprietary & Confidential 9

The Internet delivers tremendous scale to WOM Around the office: Around the Internet: Linear progression p g One click = instant audience www.360i.com Proprietary & Confidential 10

Traditionally marketers talked AT consumers through media channels ADVERTISER MEDIA CONSUMERS www.360i.com Proprietary & Confidential 11

Today brands must engage directly WITH consumers MEDIA www.360i.com Proprietary & Confidential 12

So what are you going to do about it? Cover Your Ears and Pretend It s It’s Not Happening OR Listen & Participate www.360i.com Proprietary & Confidential 13

Game plan for success in social marketing (and today’s focus) Training to Win Developing a Keeping Score Game-Winning Strategy Preventing The Arenas Fumbles Firing up the Building your fans fan base www.360i.com Proprietary & Confidential 14

Developing a game winning strategy 15

Evaluate opportunities by asking 4 questions SOCIAL MARKETING STRATEGIC LENS Does it use our social media arsenal? Does it meet Does it follow our marketing social media objectives? best practices? What is the value exchange between consumer & marketer? www.360i.com Proprietary & Confidential 16

1. What are your goals? ARSENAL GOALS RULES VALUE 17

Countless possibilities for goals Attendance Buzz Engagement Sponsored Opps www.360i.com Proprietary & Confidential 18

And then you’ve got to measure them… Social Media Dashboard Custom Social Media Scorecard Action Weighting* Community Monitoring Impression 1x View video 3x Click through 4x Rate video 4x Share video 10x Embed video 20x Create video 100x 100 www.360i.com Proprietary & Confidential 19

100 ways to measure social media This tag cloud is based on my column “100 ways to measure social media” Read the full list: http://bit.ly/100ways www.360i.com Proprietary & Confidential 20

Adapting the execution to the objective Client: H&R Block Client: National Geographic Objective: CRM Objective: Tune-In www.360i.com Proprietary & Confidential 21

2: Does it use your arsenal? ARSENAL GOALS RULES VALUE 22

Don’t fall into this trap! www.360i.com Proprietary & Confidential 23

Strategy: Edutainment to drive consideration Leveraging the Social g g Ecosystem to: • Listen • Build communities • Create engagement, buzz g g , • And more,.. Video Syndication Widgets www.360i.com Proprietary & Confidential 24

Establishing your architecture HUB & SPOKE APPROACH HUB & SPOKE APPROACH MATRIX / INTERCONNECTED With new hub With your brand as hub Without central destination Existing Existing Existing Asset Asset Asset Global Global Global New Asset New Asset New Asset Marketing Marketing Marketing NEWLY EXISTING CREATED ASSET AS HUB HUB Existing Existing Existing New Asset New Asset New Asset Asset Asset Asset Existing Existing Existing New Asset New Asset New Asset Asset Asset Asset www.360i.com Proprietary & Confidential 25

3: Does it follow the rules of the road? ARSENAL GOALS RULES VALUE 26

6 Rules for Traveling in Social Media 1. Learn the language 2. Be a pilgrim, not a tourist 3. Pack appropriately 4. Travel with companions 5. Learn how to listen 6. Keep your eyes peeled www.360i.com Proprietary & Confidential 27

Rule #1 of Travel: When visiting somewhere new, learn the language Permettez-moi de vous montrer à la Tour Eiffel Уход на экскурсию по Красной площади? www.360i.com Proprietary & Confidential 28

Rule #1 of Social Media: When visiting somewhere new, learn the language I just got poked by a fan I’m searching for #EC10 on I really this article www.360i.com Proprietary & Confidential 29

Rule #2 of Travel… and Social Media Be a pilgrim, not a tourist Tourists Pilgrims • Plan a brief stay • Plan to settle • Bring cameras and a few bucks • Bring their full arsenal that will to get by help them • Build itineraries • Build communities www.360i.com Proprietary & Confidential 30

Pilgrims earn respect, but as for tourists… www.360i.com Proprietary & Confidential 31

Rule #3: Pack appropriately Remember to bring: • Research • Strategy • Tactics • Your best team • Time • Passion • As many ears as you can for active listening www.360i.com Proprietary & Confidential 32

Rule #4: You don’t have to travel alone -- Everyone’s welcome on the journey Media PR Creative Human Resources Corporate Event Web Biz Dev Marketing Marketing Development www.360i.com Proprietary & Confidential 33

Rule #5: Learn how to listen As you travel social media, listen here: As you travel the world, listen here: and here: www.360i.com Proprietary & Confidential 34

Rule #6: Keep your eyes peeled in every direction PUSH DIALOGUE SOCIAL ONE DIRECTION TWO DIRECTIONS EVERY DIRECTION Brand provides a Brand and consumers We tell you that the platform for people to discuss the benefits of brand is great talk to each other about the brand the brand www.360i.com Proprietary & Confidential 35

4: Does it provide value? ARSENAL GOALS RULES VALUE 36

Various forms of value www.360i.com Proprietary & Confidential 37

DPAC Award Activate: Mom-centric marketing Best Social Engagement gage e t Co-Branded hub with 70+ moms write all Co-branded widget user content about it on their blogs reaches over 1MM ppl Well above benchmarks: • 3.7x impressions • 3.6x embeds • 1.6x unique blog posts 4,000+ tweets using Increase in MCR points • 1.5x tagged tweets dedicated #spritebts redemption for schools www.360i.com Proprietary & Confidential 38

Sometimes the answer is No… This social network for moms to connect around cookies no longer exists www.360i.com Proprietary & Confidential 39

Adding value to events Displaying live tweets is one way to add value through social media di www.360i.com Proprietary & Confidential 40

Adding value to events Sometimes event-based social networks make sense, sense but usually they don’t don t (this one does) www.360i.com Proprietary & Confidential 41

Adding value to events Tools like Cover It Live help share event info www.360i.com Proprietary & Confidential 42

So in review… ARSENAL GOALS RULES VALUE www.360i.com Proprietary & Confidential 44

Five social trends for event planners in 2010 45

Trend 1) Social goes mobile www.360i.com Proprietary & Confidential 46

Facebook Mobile Usage Soars (Collectively 2nd only to Farmville) Name Daily Actives Monthly 5. Facebook for iPhone 13,335,223 26,152,035 12. Mobile 6,481,271 18,353,369 Facebook® for 19. BlackBerry® y 7,917,426 , , 13,567,034 , , smartphones Source: All Facebook, February 2010 www.360i.com Proprietary & Confidential 47

Location-based mobile social networks proliferate www.360i.com Proprietary & Confidential 48

Trend 2) Social metrics mature www.360i.com Proprietary & Confidential 49

Metrics start to show real sales data December 2008 June 2009 December 2009 www.360i.com Proprietary & Confidential 50

Adding perspective… www.360i.com Proprietary & Confidential 51

Adding perspective… 2009 revenue: $61.1 $61 1 billion billi www.360i.com Proprietary & Confidential 52

Trend 3) Earned, paid, owned media unite www.360i.com Proprietary & Confidential 53

Sprinkles Cupcakes: Owned -> Earned AD www.360i.com Proprietary & Confidential 54

Of course you need to be careful… Hat tip: Ian Schafer, @ischafer www.360i.com Proprietary & Confidential 55

Trend 4) Augmented reality gets… real • www.360i.com Proprietary & Confidential 56

Trend 5) A Connect-ed world • Facebook Connect on 80,000+ sites, reaching 60MM+ users www.360i.com Proprietary & Confidential 57

And it’s going mobile… www.360i.com Proprietary & Confidential 58

Remember all 5? www.360i.com Proprietary & Confidential 59

Thank you! David Berkowitz Senior Director Emerging Media & Innovation 212.703.7257 dberkowitz@360i.com @dberkowitz Blog: MarketersStudio.com Get the full Playbook at playbook.360i.com Keep up on trends at blog.360i.com Follow 360i on T itt @360i F ll Twitter Download this at bit.ly/ecdavid www.360i.com Proprietary & Confidential 61

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A Social Playbook for Marketing Events - Event Camp 2010 Keynote

by David Berkowitz on Feb 04, 2010

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