S619How to Create, Equip & Manage an Event Tech, Mobile & Social        Media ToolboxIncrease Engagement, Decrease Cost & ...
Introductory Survey   bit.ly/SMToolboxSurvey
Who are you & what do youwant to learn today?
the current landscape
Advantages of social & mobileevent marketing • Extend messaging “beyond the exhibit boundaries” • Lengthen the life term o...
What is the current size of themobile market?      27%    1.08 billion                                    75%   are smartp...
Do people want to receive offerson their mobile phones?65%    are open to receiving offers29%    are turned off by them  6...
The Mobile Executive  •  82% of executives use a smartphone and on average    carry 3.46 devices  • Nearly 2/3 are comfort...
Millenials  • 40% of the workforce will be comprised of Gen Y/    Millennials by 2015  • 80% of current Gen Y/Millenials b...
Identifying objectives & vehicles
POST Methodology                        P                                O                                S               ...
People • Who is your demographic? • Who is the event’s   demographic? • Identify avenues in which   your audience receives...
Objectives• Identify core objectives for entire  event program, but individualize  each event based upon people• Develop s...
Strategy• What changes are made  as a result of the event?• How are your attendees  interacting with your  brand?• Develop...
Technology• Incorporate technologies  that best fit your People,  Objectives & Strategies• Consider costs associated  with ...
Integration process
Event Lifecycle Integration         PRE-EVENT                ON-SITE                                                      ...
Measurement• Determine what worked & what  didn’t• Link mobile & social CTAs (calls to  action) back to an event landing  ...
Measurement                                       Google Analytics Social                                                 ...
The Toolbox
Event Landing Page  • Acts as the gateway between social/mobile and your    website  • Various messages can be funneled an...
Social media feedsBooth interaction foroff-site customers    CTA!!                Incentives                        Show s...
• Over 500 million registered users• 100 million active users• 33 billion Tweets every day
Where Tweet?Why peep tweet
Twitter chats can be used to generated community    discussions• TweetChat• What the Hashtag• Archiving abilities
Visible Tweets
Facebook for Business – Great resource for building              pages, ads and more          www.facebook.com/business Fa...
• Great tool just not sexy• 100 Million+ Users• Groups• New Company Pages
Pinterest grew 37x between January and October 2011
Want to check what has been pinned on your site?  Use this URL to check what’s been shared on your                    webs...
• Apparel—men’s, women’s and children’s• Food/beverages, especially recipe-driven• Architecture• Interior design• Wedding ...
• Curate social networks to  build social stories bringing  together media scattered  across the web into a  coherent narr...
Geolocation • “Gaming” increases engagement   and ties exhibit information in to fun   activities • Foursquare, Facebook P...
Geolocation
QR Codes • Expedite information exchange   (registration, biz card, contact info,   etc.) • “Scan and Go” - information ca...
QR Codes
SMS • With opt-in, content is delivered at your   demandInvites opportunities for engagement and can   easily tie in to pr...
•   Great for organizing ideas,    content and collaborating    with others
• Dropbox is great for sharing large files and  collaborating with others• Share folders with colleagues• Provides auto syn...
• Perfect post event• Extend the reach and life of  your presentation
• OTS solution that can set-up 30  minutes• Web based mobile app includes  schedules, networking, polling,  maps• New Gami...
eVenuesCool site that enablesyou to search andsecure small meetingspace by the hour,day or week.
Lead Capture              •   Complete customization                                                    •   Customizable a...
Product Cataloging              •   Digital catalog for product inventory             •   Searchable database             ...
Seven Deadly Sins 1. Forgetting a CTA (call to action) 2. Forgetting to test 3. No option to unsubscribe 4. Treating every...
Real World Examples
• Tweet your favorite exhibitor using  the #exhibitor2012 + #TCaward• Winner to be featured in social  media channels + Ap...
Swyft TechnologyDreamforce 2010              •   Exhibitor received 60+ check-                  ins from 40 unique attende...
Sports SouthSHOT Show 2012          • Custom iPad App Development          • Linked to realtime inventory            datab...
Gilbarco Veeder-RootNACS 2011• Custom iPad App Development• Functioned as a stand-alone  production info interaction• Feat...
Closing  “Innovaon	  does	  not	  necessarily	  mean	           technology	  adopon”	              -­‐	  Michelle	  Bruno	  
Takeaways    • Take a couple min to write down what 2      things you will takeaway from today’s      session?    • What o...
Connection & Resources                                            get all resources hereDesiree Lehrbaum        bit.ly/SMT...

How to Create, Equip & Manage an Event Tech, Mobile & Social Media Toolbox Increase Engagement, Decrease Cost & Improve A...
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How to Create, Equip & Manage an Event Tech, Mobile & Social Media Toolbox Increase Engagement, Decrease Cost & Improve Attendee Experience

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Social media and mobile technologies offer new opportunities, but many think these tools are reserved for organizations with larger budgets and resources. For the constrained event professional, it can be a challenge to incorporate new approaches into your programs. Join us for an interactive and hands-on workshop where you’ll learn how to:

• Convert “blue sky” ideas into reality

• Tackle difficult goals with easy and low cost implementation

• Experiment with new approaches to gauge audience responsiveness and effectiveness

• Structure technology to increase traffic, optimize leads, and improve quality of engagement

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How to Create, Equip & Manage an Event Tech, Mobile & Social Media Toolbox Increase Engagement, Decrease Cost & Improve Attendee Experience

  1. 1. S619How to Create, Equip & Manage an Event Tech, Mobile & Social Media ToolboxIncrease Engagement, Decrease Cost & Improve Attendee Experience Eric Lukazewski & Desiree Lehrbaum March 04, 2012
  2. 2. Introductory Survey bit.ly/SMToolboxSurvey
  3. 3. Who are you & what do youwant to learn today?
  4. 4. the current landscape
  5. 5. Advantages of social & mobileevent marketing • Extend messaging “beyond the exhibit boundaries” • Lengthen the life term of channels of communication • Create cohesive bridges between various brand facets • Offer messaging to off-site attendees and customers
  6. 6. What is the current size of themobile market? 27% 1.08 billion 75% are smartphones 3.05 billion are SMS enabled25% 950 million phones are not SMS enabled source: comscore.com - 2010 end of year report
  7. 7. Do people want to receive offerson their mobile phones?65% are open to receiving offers29% are turned off by them 6% don’t know source: upstreamsystems.com - June 2011
  8. 8. The Mobile Executive • 82% of executives use a smartphone and on average carry 3.46 devices • Nearly 2/3 are comfortable making a purchase on their mobile device • 45% believe a smartphone will be their primary device in three years Source: Fobres Insights “The Untethered Executive: Business Information in the age of mobility” October 2010
  9. 9. Millenials • 40% of the workforce will be comprised of Gen Y/ Millennials by 2015 • 80% of current Gen Y/Millenials browse news via mobile web
  10. 10. Identifying objectives & vehicles
  11. 11. POST Methodology P O S T PEOPLE OBJECTIVES STRATEGY TECHNOLOGY Know your Audience Decide on objective Visualize the endpoint Utilize the technology before deciding and work back to the that best meets the technology beginning objectives*Source : Forrester Research/Groundswell: http://blogs.forrester.com/groundswell/2007/12/the-post-method.html
  12. 12. People • Who is your demographic? • Who is the event’s demographic? • Identify avenues in which your audience receives information most successfully
  13. 13. Objectives• Identify core objectives for entire event program, but individualize each event based upon people• Develop social/mobile specific objectives (Increase Facebook fans, Blog subscribers, etc.)• The deeper your data objectives, the easier the results will be measurable
  14. 14. Strategy• What changes are made as a result of the event?• How are your attendees interacting with your brand?• Develop an “end-to- start” timeline
  15. 15. Technology• Incorporate technologies that best fit your People, Objectives & Strategies• Consider costs associated with them - ownership, subscription, development time, etc.• Make sure it is easy to understand and use for team members and attendees
  16. 16. Integration process
  17. 17. Event Lifecycle Integration PRE-EVENT ON-SITE POST-EVENT STRATEGY EXECUTION • Research • Connecting • Feedback • Speaker recos • Optimizing • Extend the Life • Content feedback • Monitoring • Measurement • POST Methodology • Updates • Celebrate • Budget • Education/Awareness
  18. 18. Measurement• Determine what worked & what didn’t• Link mobile & social CTAs (calls to action) back to an event landing page and measure conversions• Segregate and compare direct traffic and branded organic traffic during event hours• Compare daily event activity - are certain days of an event more successful than others?
  19. 19. Measurement Google Analytics Social Integration TwitterCounter Facebook Insights• Measure social data and compare its growth with historical trends• Isolate mobile platform metrics & web traffic during event periods
  20. 20. The Toolbox
  21. 21. Event Landing Page • Acts as the gateway between social/mobile and your website • Various messages can be funneled and organized • Great inbound marketing opportunities • Bridges off-site attendees to your event
  22. 22. Social media feedsBooth interaction foroff-site customers CTA!! Incentives Show specific newsletter
  23. 23. • Over 500 million registered users• 100 million active users• 33 billion Tweets every day
  24. 24. Where Tweet?Why peep tweet
  25. 25. Twitter chats can be used to generated community discussions• TweetChat• What the Hashtag• Archiving abilities
  26. 26. Visible Tweets
  27. 27. Facebook for Business – Great resource for building pages, ads and more www.facebook.com/business Facebook Preferred Developer Consultants (PDC) https://developers.facebook.com/ preferreddevelopers/
  28. 28. • Great tool just not sexy• 100 Million+ Users• Groups• New Company Pages
  29. 29. Pinterest grew 37x between January and October 2011
  30. 30. Want to check what has been pinned on your site? Use this URL to check what’s been shared on your website or bloghttp://pinterest.com/source/(ADD YOUR URL HERE)
  31. 31. • Apparel—men’s, women’s and children’s• Food/beverages, especially recipe-driven• Architecture• Interior design• Wedding themed• Technology• Sports• Health care• Personal care• Home improvement/DIY• Accessories• Pets• Kids products/toys• Travel
  32. 32. • Curate social networks to build social stories bringing together media scattered across the web into a coherent narrative.• Excellent for post-event for a interactive, dynamic, and social media Bing London Event http://storify.com/timeandtalentsw/charity- starts-online-bing-event
  33. 33. Geolocation • “Gaming” increases engagement and ties exhibit information in to fun activities • Foursquare, Facebook Places - Existing applications that many attendees may be using • Opportunities for check-in rewards
  34. 34. Geolocation
  35. 35. QR Codes • Expedite information exchange (registration, biz card, contact info, etc.) • “Scan and Go” - information can be downloaded and digested without needing to be stationary. • Attendees can scan and consume content at their convenience  • Segmented metrics
  36. 36. QR Codes
  37. 37. SMS • With opt-in, content is delivered at your demandInvites opportunities for engagement and can easily tie in to promotional/sponsorship campaigns • Universal access - SMS features are enabled on most mobile phones
  38. 38. • Great for organizing ideas, content and collaborating with others
  39. 39. • Dropbox is great for sharing large files and collaborating with others• Share folders with colleagues• Provides auto syncing when there is a change to the folder’s assets – updated PPT, new PDF uploaded• Dropbox for teamsSimilar tools:YouSendItInSync (Google Doc Integration)
  40. 40. • Perfect post event• Extend the reach and life of your presentation
  41. 41. • OTS solution that can set-up 30 minutes• Web based mobile app includes schedules, networking, polling, maps• New Gamify App• Badges, leaderboard, scavenger hunt
  42. 42. eVenuesCool site that enablesyou to search andsecure small meetingspace by the hour,day or week.
  43. 43. Lead Capture • Complete customization • Customizable action items • Works offline • Run real-time reports • Exports to ExcelLead Syncer iLeads
  44. 44. Product Cataloging • Digital catalog for product inventory • Searchable database • Deals can be signed & closed within • Purchasing features the appHandshake FatStaxSales Order
  45. 45. Seven Deadly Sins 1. Forgetting a CTA (call to action) 2. Forgetting to test 3. No option to unsubscribe 4. Treating everyone the same 5. Overloading customers 6. Focus only on selling 7. An app not useful to customers source: textmarketer.co.uk - January 2012
  46. 46. Real World Examples
  47. 47. • Tweet your favorite exhibitor using the #exhibitor2012 + #TCaward• Winner to be featured in social media channels + April issue
  48. 48. Swyft TechnologyDreamforce 2010 • Exhibitor received 60+ check- ins from 40 unique attendees • Tied in check ins with iPad promotional giveaway and mayor t-shirt
  49. 49. Sports SouthSHOT Show 2012 • Custom iPad App Development • Linked to realtime inventory database via search or scan function • Integrated in to POS for attendee interaction and future dealer usage
  50. 50. Gilbarco Veeder-RootNACS 2011• Custom iPad App Development• Functioned as a stand-alone production info interaction• Featured demos (movie embedding) & ability to email information (attendee data capture) learn more!bit.ly/GVR_NACS2011
  51. 51. Closing “Innovaon  does  not  necessarily  mean   technology  adopon”   -­‐  Michelle  Bruno  
  52. 52. Takeaways • Take a couple min to write down what 2 things you will takeaway from today’s session? • What one person have you added as a connection and/or resource?
  53. 53. Connection & Resources get all resources hereDesiree Lehrbaum bit.ly/SMToolboxLumen Consultinglumen-consulting.com@lumendesireeEric LukazewskiEchelon Designechelondesigninc.com@ericlukazewski@EchelonExhibits bit.ly/SM_PDF bit.ly/SM_iBook bit.ly/SM_Infographic

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