Presentation 2.0 Strategic Concepts Tactical Ideas Measuring and Improving Tips for “Taking the Plunge” Resources Talkback

Strategic Concepts

Tactical Ideas

Measuring and Improving

Tips for “Taking the Plunge”

Resources

Talkback

Strategic Concepts

Principles of Web 2.0 The web as a platform Data as the driving force Network effects created by an architecture of participation Innovation in assembly of systems and sites composed by pulling together features from distributed, independent developers (a kind of "open source" development) Lightweight business models enabled by content and service syndication The end of the software adoption cycle ("the perpetual beta") Software above the level of a single device, leveraging the power of The Long Tail Easy to pick up by early adopters Terms: Peering, Sharing, Transparency, Openness, Collaboration, Participatory Web Tactics: Podcasting, RSS, Blog, Wiki, Mashup, Social Media, Social Networks, Social Bookmarking, Tagging, Rich Media, AJAX

The web as a platform

Data as the driving force

Network effects created by an architecture of participation

Innovation in assembly of systems and sites composed by pulling together features from distributed, independent developers (a kind of "open source" development)

Lightweight business models enabled by content and service syndication

The end of the software adoption cycle ("the perpetual beta")

Software above the level of a single device, leveraging the power of The Long Tail

Easy to pick up by early adopters

Terms: Peering, Sharing, Transparency, Openness, Collaboration, Participatory Web

Tactics: Podcasting, RSS, Blog, Wiki, Mashup, Social Media, Social Networks, Social Bookmarking, Tagging, Rich Media, AJAX

Social Media Defined Social media is an umbrella term: it refers to a collection of activities and technologies that result in shared content on the web: video, audio and podcasts, photos, ratings, reviews, and the interactions that take place in social networks. It is built on the “wisdom of crowds.” Social media is both the product of collective thoughts of participants in the social process, and, the discrete forms of content-- transient as they may be--that are created and shared.

Social media is an umbrella term: it refers to a collection of activities and technologies that result in shared content on the web: video, audio and podcasts, photos, ratings, reviews, and the interactions that take place in social networks. It is built on the “wisdom of crowds.” Social media is both the product of collective thoughts of participants in the social process, and, the discrete forms of content-- transient as they may be--that are created and shared.

Social Media Defined

Social Media and The Consideration Cycle

Social Media and The Consideration Cycle

The Four Levels of Community Engagement

Customer Relationship Lifecycle From Medill IMC, Northwestern University Awareness Interest Consideration Acquisition (Register / Purchase) Ownership (Attend / Exhibit) Advocate (Recommend)

From Medill IMC, Northwestern University

Awareness

Interest

Consideration

Acquisition (Register / Purchase)

Ownership (Attend / Exhibit)

Advocate (Recommend)

Customer Relationship Lifecycle *Events and Websites touch customers at every phase of the customer relationship. *Events and Websites touch customers at each phase of the customer relationship.

*Events and Websites touch customers at every phase of the customer relationship.

The 365-day website? Opportunities Create value for all stakeholders by facilitating an ongoing dialogue between exhibitors and attendees Increase audience engagement via conversation and user generated content Leverage existing attendee / exhibitor relationships beyond the live event Build an army of “advocates” to maximize conference participation Create new revenue streams through value-added web-based services i.e. Podcasting services, Photography services, Hosting (online), etc Advertising, sponsorship Exclusive content or access Challenges Forced to re-shape business models Relinquishing control of web content Increase in operating costs What do you think?

Opportunities

Create value for all stakeholders by facilitating an ongoing dialogue between exhibitors and attendees

Increase audience engagement via conversation and user generated content

Leverage existing attendee / exhibitor relationships beyond the live event

Build an army of “advocates” to maximize conference participation

Create new revenue streams through value-added web-based services

i.e. Podcasting services, Photography services, Hosting (online), etc

Advertising, sponsorship

Exclusive content or access

Challenges

Forced to re-shape business models

Relinquishing control of web content

Increase in operating costs

What do you think?

Tactical Ideas

3 Quick Wins 1. Email a Friend 2. Social Bookmarking 3. Youtube – Blendtec The Key: High Quality Content

1. Email a Friend

2. Social Bookmarking

3. Youtube – Blendtec

The Key:

High Quality Content

PRE-EVENT DIGITAL VIDEO TEASER/TRAILER Drive traffic to your event. Could include: High impact video to be delivered online to promote the event Promote featured presentations Promote featured sponsors (products, demonstrations, etc) Promote special information such as events, hospitality, etc Post to YouTube and other video sites Creativity is key

Drive traffic to your event.

Could include:

High impact video to be delivered online to promote the event

Promote featured presentations

Promote featured sponsors (products, demonstrations, etc)

Promote special information such as events, hospitality, etc

Post to YouTube and other video sites

Creativity is key

Leverage Existing Social Networks Can be highly targeted Built-in audience Rapid adoption rate Extremely viral

Can be highly targeted

Built-in audience

Rapid adoption rate

Extremely viral

LIVE EVENT PRESENTATION WEBCASTS Expand your event’s reach beyond the on-site experience. Could include: Webcast presentations from booth or other event location Especially useful for product roll-out Archived for future consumption Allow user comment and discussion

Expand your event’s reach beyond the on-site experience.

Could include:

Webcast presentations from booth or other event location

Especially useful for product roll-out

Archived for future consumption

Allow user comment and discussion

EVENT BLOG BY DEDICATED EVENT BLOGGER Generating buzz at and about the event. Could include: Real-time blog from the event Topics include what just happened, what lies ahead, general commentary, sparking discussions, etc Can include text, audio, and/or video

Generating buzz at and about the event.

Could include:

Real-time blog from the event

Topics include what just happened, what lies ahead, general commentary, sparking discussions, etc

Can include text, audio, and/or video

WIDGETS Widgets that attendees, exhibitors, and partners can place on their websites or desktops to promote the event. Widget uses could include: Event “countdown” meter with links to registration News Feeds Contest promotion and/or sign up Promo videos Sessions information New Product launch teasers Surveys & polls

Widgets that attendees, exhibitors, and partners can place on their websites or desktops to promote the event.

Widget uses could include:

Event “countdown” meter with links to registration

News Feeds

Contest promotion and/or sign up

Promo videos

Sessions information

New Product launch teasers

Surveys & polls

MASHUPS A single website, with multiple data sources, to facilitate social networking at the event. Potential elements: Find contacts with mutual interests Rideshare Schedule meetings Recommend presentations Share schedules Share Photos Restaurant recommendations Gossip column

A single website, with multiple data sources, to facilitate social networking at the event.

Potential elements:

Find contacts with mutual interests

Rideshare

Schedule meetings

Recommend presentations

Share schedules

Share Photos

Restaurant recommendations

Gossip column

WEB TIE-IN TO LIVE EVENT EXPERIENCE In-booth experience such as a participatory activity or competition. Customer online interactions (minimum 3) could include: Pre-event email with links to pre-registration Live event experience “documented (photo or video)” for future consumption Post event follow-up email to download photos, videos, etc. Example: The Ferrari Challenge Done for Shell Global Solutions. Drove traffic to the booth. Kept clients engaged after the show.

In-booth experience such as a participatory activity or competition.

Customer online interactions (minimum 3) could include:

Pre-event email with links to pre-registration

Live event experience “documented (photo or video)” for future consumption

Post event follow-up email to download photos, videos, etc.

Example: The Ferrari Challenge

Done for Shell Global Solutions.

Drove traffic to the booth.

Kept clients engaged after the show.

REAL-TIME CONFERENCE ANALYZER An interactive forum for attendees at the event. Could include: A website where attendees can monitor various aspects of the conference (such as presentations, booths, social events, etc) and provide feedback regarding their value Real-time comments regarding activities “in-progress” Surveys and polling via mobile device, cell phone, pda, laptop, etc. Expo “map” interface for providing comments on each exhibit Discussion topics, recaps, and ratings for past, current, and future presentations

An interactive forum for attendees at the event.

Could include:

A website where attendees can monitor various aspects of the conference (such as presentations, booths, social events, etc) and provide feedback regarding their value

Real-time comments regarding activities “in-progress”

Surveys and polling via mobile device, cell phone, pda, laptop, etc.

Expo “map” interface for providing comments on each exhibit

Discussion topics, recaps, and ratings for past, current, and future presentations

EXPERT INTERVIEW VIDEO PODCASTS Capturing the event, allowing for interaction, & providing content for future. Could include: A series of interviews with industry experts at the event Use SMS to call in the video team, “We have something interesting here...” Interviews edited together with graphics, animations, etc. Podcast 1-2 videos per week (or post during the event) Allow user comment and discussion

Capturing the event, allowing for interaction, & providing content for future.

Could include:

A series of interviews with industry experts at the event

Use SMS to call in the video team, “We have something interesting here...”

Interviews edited together with graphics, animations, etc.

Podcast 1-2 videos per week (or post during the event)

Allow user comment and discussion

WEB-BASED COMPETITION Competition theme such as “What can you do with your (insert product here)?” Elements could include: Entries from customers, prospects, and partners (perhaps multiple categories) Winning entries (voted by peers) present their topic or product at event Presentations captured and posted online

Competition theme such as “What can you do with your (insert product here)?”

Elements could include:

Entries from customers, prospects, and partners (perhaps multiple categories)

Winning entries (voted by peers) present their topic or product at event

Presentations captured and posted online

Industry Knowledge Base Industry Knowledge Base (a la Wikipedia) Develop a “go to” destination for industry information and definitions Include contributions/content from exhibitors, attendees, industry members, press, etc. Invites the users to “participate in the conversation”

Industry Knowledge Base (a la Wikipedia)

Develop a “go to” destination for industry information and definitions

Include contributions/content from exhibitors, attendees, industry members, press, etc.

Invites the users to “participate in the conversation”

WEBCASTED/PODCASTED DEBATE Use the internet to stimulate conversation around hot topics in your industry. Could include: Set up a debate between key players in the industry to discuss a timely topic Target critical argument about keys issues important to the industry Filmed, edited, and broadcasted Allow user comment and discussion

Use the internet to stimulate conversation around hot topics in your industry.

Could include:

Set up a debate between key players in the industry to discuss a timely topic

Target critical argument about keys issues important to the industry

Filmed, edited, and broadcasted

Allow user comment and discussion

OBJECTIVES

Measuring and Improving

The “New” Metrics The usual suspects (transactions, content views, referring sites, common search terms, etc) Total Population Registered Population Active Population Penetration = Registered / Total Engagement = Active / Registered Number of new posts and threads Number of new blog posts RSS Subscriptions Tagging activity Image courtesy of Quotient Integrated Systems and MeetingTechOnline

The usual suspects (transactions, content views, referring sites, common search terms, etc)

Total Population

Registered Population

Active Population

Penetration = Registered / Total

Engagement = Active / Registered

Number of new posts and threads

Number of new blog posts

RSS Subscriptions

Tagging activity

Ongoing Research and Analysis Implement a disciplined strategic planning process (monthly, quarterly, annually) Metrics Review and Interpretation Research - Customer input, best practices, competitive analysis SWOT analysis Requirements development Change Impact Analysis Implementation planning - schedule, resources required, budgets, etc

Implement a disciplined strategic planning process (monthly, quarterly, annually)

Metrics Review and Interpretation

Research - Customer input, best practices, competitive analysis

SWOT analysis

Requirements development

Change Impact Analysis

Implementation planning - schedule, resources required, budgets, etc

Determining ROI It’s not just about the numbers! Qualitative data can help us learn… What people are saying about our brand and our products How these conversations are impacting the consideration phase of the buying process How we can improve our marketing performance by listening and participating in the conversation

It’s not just about the numbers! Qualitative data can help us learn…

What people are saying about our brand and our products

How these conversations are impacting the consideration phase of the buying process

How we can improve our marketing performance by listening and participating in the conversation

Determining ROI How do you measure a conversation? PARTICIPATE (people are already talking…are we listening?) Measurement tools: Nielsen Buzzmetrics Cymfony Techrigy Dave Evan’s ClickZ Article on Social Media Metrics

How do you measure a conversation?

PARTICIPATE (people are already talking…are we listening?)

Measurement tools:

Nielsen Buzzmetrics

Cymfony

Techrigy

Dave Evan’s ClickZ Article on Social Media Metrics

Tips For Taking The Plunge

You may need to think differently… Get to know your audience…online. Participate in the Social web Facebook, LinkedIn, MySpace, Twitter, Blogs, Delicious, Digg, Youtube, Flickr, Yelp. (where are your customers, friends, family, etc?) Map requirements to relationship lifecycle objectives User requirements drive technology decisions Focus on quick wins Just because you “can” doesn’t mean you “should”

Get to know your audience…online.

Participate in the Social web

Facebook, LinkedIn, MySpace, Twitter, Blogs, Delicious, Digg, Youtube, Flickr, Yelp. (where are your customers, friends, family, etc?)

Map requirements to relationship lifecycle objectives

User requirements drive technology decisions

Focus on quick wins

Just because you “can” doesn’t mean you “should”

Resources

Resources The SQUARED Root - yes, its a shameless plug...but there's some really good stuff here MeetingTechOnline - a good site dedicated to technology for the meetings industry Mediapost - a resource for media, marketing, and advertising professionals eMarketer - all things interactive marketing Clickz - articles and blogs for digital markers Mashable - this site is the epitome of a web 2.0 The Social Organization – link to social media metrics Conversation Agent - Tons of great blogs and info Chris Brogan's Blog - social media guru's blog What other resources can you recommend?

The SQUARED Root - yes, its a shameless plug...but there's some really good stuff here

MeetingTechOnline - a good site dedicated to technology for the meetings industry

Mediapost - a resource for media, marketing, and advertising professionals

eMarketer - all things interactive marketing

Clickz - articles and blogs for digital markers

Mashable - this site is the epitome of a web 2.0

The Social Organization – link to social media metrics

Conversation Agent - Tons of great blogs and info

Chris Brogan's Blog - social media guru's blog

What other resources can you recommend?

Talkback