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12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attendee Engagement

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Events are by definition social, yet many companies are hesitant or uncertain how to leverage social media in their portfolio. Social media is transforming the way we network and communicate …

Events are by definition social, yet many companies are hesitant or uncertain how to leverage social media in their portfolio. Social media is transforming the way we network and communicate personally and in business. In this presentation, you'll learn how social media can help events build awareness, foster word of mouth, and deepen attendee engagement. Learn ways you can measure social media impact and review real world innovative applications.

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  • 1. Leveraging
Social
Media
to
 Drive
Be3er
Engagement
for
 Your
Events

 Desiree
Lehrbaum
 December 2009 2009 Lumen Consulting, LLC. All Rights Reserved
  • 2. For
those
on
Twi3er
please
use
 #cemachat
 
 2009 Lumen Consulting, LLC. All Rights Reserved 2
  • 3. DefiniBon
of
Social
Media
 

 “A
social
trend
which
people
use
technologies
to
 get
the
things
they
need
from
each
other,
 rather
than
tradiBonal
insBtuBons
like
 corporaBons”

 2009 Lumen Consulting, LLC. All Rights Reserved 3
  • 4. What
Do
We
Mean
by
Social
Media?

 Digg,
delicious,
Reddit
 Corporate
and
individuals

 BOOKMARKING
 BLOGS
 YouTube

 Vimeo

 Product/SoluBon
 VIDEO

 WIKIS
 blip.tv
 SHARING
 SOCIAL MEDIA
 Twi3er

 MICRO‐
 SOCIAL LinkedIn


 FriendFeed BLOGGING
 NETWORKING Facebook


 MySpace

 USER
 “FILE‐SHARING”
 COMMUNITY
 Slideshare
 Posterous
 Private
knowledge
sharing
 2009 Lumen Consulting, LLC. All Rights Reserved
  • 5. Why
is
Social
Media
Different?

  • 6. Years
it
Took
to
Reach
a
50M
Market
Audience
 50
MILLION
USERS
 38
YEARS
 13
YEARS
 4
YEARS
 3
YEARS
 2
YEARS
 Radio
 TV
 Internet
 iPod
 Facebook
 2009 Lumen Consulting, LLC. All Rights Reserved 6
  • 7. Users
comfort
with
social
media
increasing

   According
to
Nielsen*
visiBng
social
media
is
the
4th
 most
popular
online
acBvity
–
ahead
of
personal
email

   93%**
of
social
media
users
believe
a
company
should
 have
a
presence
on
social
media

 *Nielsen
Global
Faces
&
Networked
Faces,
2009
 **CONE
Business
in
Social
Media
Survey
Sept
2008


 2009 Lumen Consulting, LLC. All Rights Reserved 7
  • 8. Top
10
Web
Brands
for
September
2009
 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Ranked by: The Nielsen Company (U.S. Home and Work) 2009 Lumen Consulting, LLC. All Rights Reserved
  • 9. Facebook
is
more
than
status
updates

   If
Facebook
were
a
country
it
would
be
3rd
 largest

   Over
350M
users
worldwide

   More
than
10
million
users
join
Fan
pages
 every
day

   Facebook
has
over
30,000
servers

   Manages
over
25
terabytes
of
data
daily
for
 logging

   2
billion
pieces
of
content
are
shared
weekly
on
 Facebook


   Facebook
is
largest
photo
sharing
plagorm
in
 the
world

   2
billion
photos
uploaded
monthly

   Serve
up
600,000
photos
every
second


 2009 Lumen Consulting, LLC. All Rights Reserved 9
  • 10. Facebook
U.S.
Demographics

 The
number
of
US
 June
2009

 Facebook
users
45‐54
 50%
of
Facebook
 has
more
than
tripled
 in
the
last
6
months,
 users
log‐in
 55‐65
 13‐17
 everyday
 to
a
record
7.7M
 6%
 10%
 acBve
users
 45‐54
 11%
 35‐44
 18‐25
 19%
 30%
 26‐34
 24%
 Users
over
26
now
 represent
60%
of
 total
U.S.
Facebook
 Source:
InsideFacebook
7/6/09

 populaBon
 2009 Lumen Consulting, LLC. All Rights Reserved 10
  • 11. Twi3er

   In
June
2009
Twi3er
hit
unique
44.5M
users
worldwide
   No.
52
largest
site
in
the
world
(bigger
ESPN
and
coming
up
on
 BBC
and
craigslist)


   55%
internaBonal
&
45%
US
based
 Impressive since over half of Twitter users don’t access the website, but use Twitter apps to digest and consume Tweets Source:
comScore,
August
3,
2009

 2009 Lumen Consulting, LLC. All Rights Reserved 11
  • 12. Focus
on
strategy,
not
the
tool

   Social
media
tool
providers
can
 quickly
fall
out
of
favor

   In
2006
MySpace
had
twice
the
 unique
visitors
as
Facebook
   Li3le
over
3
years
ago
typing
 “twi3er.com”
=
404
error


   Your
objecBves
and
audience
 should
determine
which
tools
 you
should
use
–
not
the
other
 way
around
 2009 Lumen Consulting, LLC. All Rights Reserved 12
  • 13. Why
and
how
companies
 are
responding
to

 Social
Media


  • 14. Your
brand
is
being
discussed
online
   According
to
Penn
State
Study,

 1
in
5
tweets
is
brand
related*
   ITSMA
reported
that
55%
IT

 business
buyers
use
social

 media
in
the
buying
process**

   A
50%
of
increase
over
2008
 *
Penn
State
Study

 **ITSMA
How
Customers
Choose
SoluBon
Providers,
October
2009




 2009 Lumen Consulting, LLC. All Rights Reserved 14
  • 15. Social
media
investment
is
on
the
rise

   70%
of
CMOs
say
they
will
do
more
 with
social
media
in
2010
   According
to
eMarketer,
adverBsers
 spent
$40M
on
social
networks
in
 2008
and
expected
to
grow
to
 $210M
in
2012
   Forrester
predicts
social
media
 spending
will
increase
from
$716M
 in
2009
to
$3.1B
in
2014
 2009 Lumen Consulting, LLC. All Rights Reserved 15
  • 16. Social
Web
is
intertwined
with
mix

 • 
Google
announced
real‐Bme
 search
integrated
into
search
 pages
 • 
Now
live
Tweets,
Yahoo
 Answers,
news
arBcles
will
 stream
on
the
actual
search
 results
page

 • 
Works
on
iPhone
&
Android
 • Next
up
–
Facebook
and
 MySpace



 2009 Lumen Consulting, LLC. All Rights Reserved 16
  • 17. Why
event
markeBng
 struggles
with
social
 media

  • 18. Good
events
=
control

   Event
managers
pride
themselves
in
creaBng
a
 controlled,
scripted
environment
that
minimize
risk


   In
social
media,
the
culture
mandates
giving
up
the
 illusion
of
control

 2009 Lumen Consulting, LLC. All Rights Reserved 18
  • 19. Why
events
should
embrace
social
media

   Events
offer
genuine
personal
 connecBons
whether
they
be
 online,
virtual
or
physical

   All
about
deepening
customer
 relaBonships

   Nothing
is
more
social
than
events
 2009 Lumen Consulting, LLC. All Rights Reserved 19
  • 20. Social
media
shiss
the
control
of
power

 “Technology
is
shising
the
power
away
 from
editors,
the
publishers,
the
 establishment,
the
media
elite.

 Now
it’s
the
people
who
are
in
control.”
 
 
 





Rupert
Murdoch

 2009 Lumen Consulting, LLC. All Rights Reserved 20
  • 21. Requires
new
thinking
for
events

   Customers
as
co‐creators

   Customers
dictate
how
rules
of
engagement

   Customers
driving
how
and
what
they
want
to
know

   Customers
want
more
than
just
corporate
boilerplate

 2009 Lumen Consulting, LLC. All Rights Reserved 21
  • 22. Social
Media
 Phased
Approach
 22
  • 23. Phased
ParBcipaBon
Engagement


 Conversa6on
 Community
 Commit
 Listen
 Dialogue
 Engage Passive

 AcBve
 2009 Lumen Consulting, LLC. All Rights Reserved 23
  • 24. A
social
media
framework

   Know
your
audience

   Fish
where
there
are
fish

   Strength
assessment

   Know
where
you
have
tracBon
and
where
you
need
to
develop
   Mapping
needs
to
event
lifecycle

   Consider
all
the
touch
points
throughout
the
a3endee
journey

 2009 Lumen Consulting, LLC. All Rights Reserved 24
  • 25. Target
Audience
Assessment

 Vehicle

 Target
Audience
A
 Target
Audience
B
 Target
Audience
C
 Bookmarking ✓ Blogging ✓ ✓ Online Communities ✓ ✓ Social Networking ✓ Micro-blogging ✓ ✓ User Communities Social Videos ✓ ✓ Word of Mouth ✓ Wikis ✓ 2009 Lumen Consulting, LLC. All Rights Reserved
  • 26. Where
are
you
strong
today?
Where
do
you
need
to
be?

 Strength

 Vehicle

 Development
Needed
 (Rank
1‐10)

 Bookmarking 10
 Blogging 1 Online Communities 9
 Social Networking 6
 Micro-blogging 5
 ✓ User Communities 8 Social Videos 2
 ✓ Word of Mouth 1 Wikis 8 2009 Lumen Consulting, LLC. All Rights Reserved
  • 27. Mapping
Social
Media
to
the
 Event
Lifecycle

 27
  • 28. OpportuniBes
to
event
lifecycle

 Where
could
your
event
program
benefit
by
social
media
the
most?

 Pre-Event Launch On-site Post Strategy • 
Research
 • 
Audience
Gen

 • 
ConnecBng

 • 
Feedback

 • 
Speaker
recos
 • 
Event
reveal

 • 
OpBmizing
 • 
Extend
the
life

 • 
Content
feedback
 • 
Monitoring

 • 
Monitoring
 • 
Event
ambassadors
 • 
Updates

 • 
Celebrate


 Think
about
using
social
media
to
build
community

 not
just
“market”
an
event

 2009 Lumen Consulting, LLC. All Rights Reserved 28
  • 29. EnlisBng
cross‐funcBonal
resources

   Most
organizaBons
who
are
doing
this
well
do
not
of
have
 dedicated
headcount
to
“manage”
social
media

   Social
media
is
all
about
personal
connecBon
vs.
tradiBonal
 corporate
speak

   IdenBfy
individuals
in
your
organizaBon
who
are
acBve
digital
 media
naBves
online


   Product
management/markeBng


   ExecuBve
teams
–
CTOs
especially
   DepuBze
cross‐funcBonal
teams
to
listen
and
dialogue

   Full
disclosure
is
an
imperaBve
   Encourage
ownership
of
customer
engagement
around
certain
 topics




 2009 Lumen Consulting, LLC. All Rights Reserved 29
  • 30. 493
employees
Tweet
at
Zappos

 2009 Lumen Consulting, LLC. All Rights Reserved 30
  • 31. Digital
event
ambassadors

   TradiBonally
event
communicaBon
=
corporate
‐>
individual
   New
thinking:
create
event
ambassadors

   Can
be
internal
or
external
people

   Offering
key
people
exclusive
event
news
to
their
audiences

   Bring
parBcipants
along
the
enBre
event
lifecycle

   Twi3er,
blogs,
Facebook,
user
groups
excellent
vehicles


   No
dictaBng
what
they
say

   
Benefits

   People
respond
more
to
individuals
than
anonymous
company

   1:1
facilitates
building
trust,
credibility
and
relaBonships
   Diverse
communicaBon
channels
broadens
reach
   Build
anBcipaBon
for
the
event
and
speakers



 2009 Lumen Consulting, LLC. All Rights Reserved 31
  • 32. Pre‐event
strategy

   Validate
event
strategic
direcBon

   Co‐create
content
and
program
with
a3endees

   Gather
feedback
and
recommendaBons
for
content,
speakers,
 locaBons,
acBviBes


   By
listening
to
community
will
build
more
effecBve
program
and
 gain
buy‐in
from
a3endees

   Build
momentum
and
excitement
for
event
launch
   Establish
1:1
connecBons
online
with
event
ambassadors



   Social
media
tacBcs
   Survey
community
via
blogs,
communiBes,
Facebook,
Twi3er
   Have
event
ambassadors
personally
solicit
feedback

   Create
online
advisory
steering
communiBes
for
event

   Create
private
Facebook/Ning
groups


 2009 Lumen Consulting, LLC. All Rights Reserved 32
  • 33. Launch

   Inspire
evangelism
amongst
community
   DepuBze
your
ambassadors

   Build
excitement
for
event,
sessions,
speakers

   Encourage
community
engagement
with
each
other





   PotenBal
social
media
tacBcs

   Rollout
your
event
hashtag
#
   Create/adverBse
events
in
Facebook
   Have
speakers
Tweet,
blog,
post
about
their
sessions

   MulB‐channel
publishing

   Sponsor
event
specific
communiBes
to
encourage
cross‐pollinaBon
 amongst
a3endees
   Pay
it
forward
‐
ParBcipate
in
other
speakers,
communiBes,
and
 blogs


 2009 Lumen Consulting, LLC. All Rights Reserved 33
  • 34. On‐site

   Bring
back
channel
to
the
forefront
   Empower
all
parBcipants
to
engage
and
share
learning

   Monitor
what’s
happening
at
event
in
real‐Bme

   Troubleshoot
when
things
go
wrong

   Pro‐acBvely
communicate
changes
immediately

   PotenBal
tacBcs


   Create
blogging
desks
/Twi3er
lounges

   DepuBze
key
influencers
as
official
event
Twi3erers
   Coordinate
TweeBng
and
blogging
with
your
speakers

   Sponsor
Tweet‐ups
–
to
foster
community

   Solicit
conference
“reporters”
with
FlipCameras

   Encourage
parBcipants
to
upload
to
Flikr
and
YouTube
channels

 2009 Lumen Consulting, LLC. All Rights Reserved 34
  • 35. Post‐event

   Feedback



   Enlist
event
ambassadors

   Extend
the
life
and
reach
of
the
program

   Post
content
on
SlideShare,
Posterous,
YouTube

   Use
as
springboard
to
gain
momentum
for
next
program

   
PotenBal
tacBcs

   Online
surveys

   Sponsor
follow‐on
regional
Tweet‐ups

   Reward
loyalists
with
acknowledgement
for
their
efforts

   Enlist
volunteers
for
future
advisory
commi3ees

 2009 Lumen Consulting, LLC. All Rights Reserved 35
  • 36. How
do
you
measure
this
 stuff?

 36
  • 37. Measurement

   Even
the
early
adopters
of
social
media
are
struggling
with
 measurement
   Ironic
that
most
management
agrees
there
is
value
and
 willing
to
ride
out
the
uncertainty
of
how
to
measure
   In
recent
survey*,
60%
of
companies
surveyed
said
they
had
 gained
“some
benefit
but
nothing
concrete”


 Source:
“Social
Media
and
Online
PR
Report”
by
Econsultancy
and
bigmouthmedia
December
2009

 2009 Lumen Consulting, LLC. All Rights Reserved 37
  • 38. What
value
is
derived
from
social
media?

 Helped close business 35% Reduced overall mktg expenses 45% Generated qual leads 48% Rise in search engines 52% New biz partnerships 56% Increase traffic/list/subs 61% Exposure for business 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source:
Social
Media
MarkeBng
Report
2009

 2009 Lumen Consulting, LLC. All Rights Reserved 38
  • 39. Measurement

Framework

 Vehicle

 Reach

 Dialogue
 Conversion

 Bookmarking • 
Revenue

 • 
Visits
 • 
SenBment
of



 Blogging • 
Views

 comments
 • 
#
of
leads

 • 
Unique
Visitors

 • 
Reviews


 • 
#
trials

 Online Communities • 
Net
Promoter
Score

 • 
Links
 • 
Time
spent

 • 
RT/Forwards


 • 
Votes

 • 
Mktg
efficiency
 Social Networking • 
#
of
ideas
 • 
Web
analyBcs

 • 
Downloads

 Micro-blogging • 
Influencer
coverage

 implemented


 User Communities Social Videos Word of Mouth Wikis 2009 Lumen Consulting, LLC. All Rights Reserved
  • 40. Measurement
Tools
–
Facebook
Fan
Pages

 2009 Lumen Consulting, LLC. All Rights Reserved 40
  • 41. Tweet
Monitoring

 Monthly
subscripBon
for
 $9.99‐39.99/month


 Can
set‐up
10‐50
profiles

 Download
stats
in
Excel

 2009 Lumen Consulting, LLC. All Rights Reserved 41
  • 42. New
paradigm
in
thinking
about
value

 “Take
one
opportunity,
 
 grow
it
into
something
of
quality,
 
 and
then
leverage
that
opportunity
into
 
 a
new
one
that
derives
more
value.”

 
 Chris
Brogan
&
Julien
Smith
,
Trust
Agents
 2009 Lumen Consulting, LLC. All Rights Reserved 42
  • 43. How
are
other
 companies
doing
 this?

 2008 Lumen Consulting, LLC. All Rights Reserved 43
  • 44. Ritz
Carlton
hotel
managers
listen

 2009 Lumen Consulting, LLC. All Rights Reserved
  • 45. Dell
–
Revenue
GeneraBon

 Dell
can
a3ribute
over
$7M
in
 revenue
from
Twi3er
 “What
we've
learned
is
that
social
 media
has
transformed
the
large
 corporaBon
of
the
millennium
into
 the
Mom
and
Pop
shop
of
the
old
 days.

 The
emergence
of
social
media
 simply
makes
it
more
possible
to
 connect
directly
with
customers
 every
day.”
 Manish
Mehta

 VP
of
SM
&
Community

 2009 Lumen Consulting, LLC. All Rights Reserved 45
  • 46. @Comcastcares
–
Support


 2009 Lumen Consulting, LLC. All Rights Reserved 46
  • 47. Jet
Blue
–
Service
&
Fun



 Cha3y
posts
and
customer
service
 assistance
tended
to
generate
a
lot
of
 replies
and
new
followers.
Press
releases
 announcements
were
met
with
silence.
 “That’s
a
clichéd
phrase,
but
Twi;er
really
 is
about
tearing
down
the
ar<ficial
walls
 between
customers
and
the
individuals
who
 work
at
companies.”
 2009 Lumen Consulting, LLC. All Rights Reserved 47
  • 48. Personalizing
the
brand

 @padmasree

 @sco3monty
 Excellent
examples
 using
Twi3er
 effecBvely
to
build
 1:1
connecBons
to
 the
Cisco
and
Ford
 brands


 2009 Lumen Consulting, LLC. All Rights Reserved 48
  • 49. Facebook
Contests
 2009 Lumen Consulting, LLC. All Rights Reserved 49
  • 50. Facebook
Ads
for
Events

 2009 Lumen Consulting, LLC. All Rights Reserved 50
  • 51. The
Power
of
Viral

 2009 Lumen Consulting, LLC. All Rights Reserved 51
  • 52. Social
Media
Takeaways

   Content
is
sBll
king
–
social
media
can’t
help
bad
content

   Commit
–
be
in
for
the
long
haul.
No
graceful
exit
strategy

   Iterate
‐
do
not
need
to
wait
for
perfect
informaBon
or
 opBmal
resources
to
begin

   Be
authenBc
–
No
placeholder
social
media

   Depth
vs.
breadth
–
focus
on
strengths
and
assets
   Diversify
–
digital
channels
are
not
all
the
same
and
offer
 diverse
benefits
and
results

 2009 Lumen Consulting, LLC. All Rights Reserved 52
  • 53. Thanks
to
our
sponsors!

 2009 Lumen Consulting, LLC. All Rights Reserved 53
  • 54. Q&A

 Twi3er:

 @cemaonline
 @lumendesiree

 facebook.com/lumenconsulBng

 www.lumen‐consulBng.com

 2008 Lumen Consulting, LLC. All Rights Reserved 54
  • 55. Appendix
 2009 Lumen Consulting, LLC. All Rights Reserved 55
  • 56. Tools
we
love

   Want
to
secure
your
username
across
social
media
universe?
   h3p://namechk.com/

   Measure
senBment
and
volume
of
your
Tweets
   www.viralheat.com
   URL
shortener
with
tracking

   www.bit.ly.com


   Think
yellow
pages
for
Twi3er

   www.twellow.com

   Host
contest,
promo,
sweepstakes
in
Facebook
easily
and
inexpensively

   www.wildfireapp.com
   Nice
Twi3er
eye
candy
to
have
running
at
an
event

   www.visibletweets.com
   Your
Twi3er
app
ougi3er

   www.oneforty.com

   Great
apps
to
view
mulBple
Twi3er
and
Facebook
accounts

   www.seesmic.com,
www.tweetdeck.com
   www.hootsuite.com


 2009 Lumen Consulting, LLC. All Rights Reserved 56
  • 57. Recommended
reading

 2009 Lumen Consulting, LLC. All Rights Reserved 57
  • 58. Closing
Thoughts

   Seth
Godin
on
Social
Media

 2009 Lumen Consulting, LLC. All Rights Reserved 58

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