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A Social Media Primer Driving Better Engagement For Your Events
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A Social Media Primer Driving Better Engagement For Your Events


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 interactive session, we'll consider what differentiates this technology trend from other fads and look at the demographics of who is using social media. See how any size organization can use social media to build awareness, foster word of mouth, and deepen attendee engagement.

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  • Forrester Research defines Social Media as
  • Another aspect of boomer demographics is important for understanding our opportunity: Boomers are working longer, for a variety of reasons. And, how they look has a tangible impact on how much money they make. No less an institution than the US Federal Reserve Bank said in a 2005 study that attractive people make as much as 9 percent more than less attractive people {Source: CNN/Money.com, April 11, 2005}.So, picture a third of the population worried about looking like the oldest person in the room. That is our target market.


  • 1. 2009 Lumen Consulting, LLC. All Rights Reserved
    A Social Media Primer: Driving Better Engagement for your Events
    Desiree Lehrbaum
    Twitter: @lumendesireefacebook.com/lumenconsultingwww.lumen-consulting.com
    November 2009
  • 2. Definition of Social Media
    “A social trend which people use technologies to get the things they need from each other, rather than traditional institutions like corporations”
  • 3. What Do We Mean by Social Media?
    Corporate and individuals
    Digg, delicious, Reddit
    YouTube Vimeo blip.tv
    Twitter FriendFeed
    LinkedIn FacebookMySpace
    Private knowledge sharing
  • 4. Why is Social Media Different?
  • 5. Years it Took to Reach a 50M Market Audience
    38 YEARS
    13 YEARS
    4 YEARS
    3 YEARS
    2 YEARS
  • 6. Top 10 Web Brands for September 2009
    Ranked by:The Nielsen Company(U.S. Home and Work)
  • 7. Top 10 Social Networking & Blog Sites Ranked By Total Minutes (Y/Y Growth)
    Source: Nielsen NetView, 6/09
  • 8. Users comfort with social media increasing
    According to Nielsen* visiting social media is the 4th most popular online activity – 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
  • 9. Exponential Growth of Facebook
    If Facebook was a country it would be the 4th largest in the world
  • 10. Facebook for Content Sharing
    Facebook has over 30,000 servers
    Manages over 25 terrabytes of data daily for logging
    2 billion pieces of content are shared weekly on Facebook
    Facebook is now the largest photo sharing platform in the world with 2 billion photos uploaded monthly
    Serve up 600,000 photos every second
    More than 10 million users join Fan pages every day
  • 11. Facebook U.S. Demographics
    50% of Facebook users log-in everyday
  • 12. Twitter
    In June 2009 Twitter hit unique 44.5M users worldwide
    No. 52 largest site in the world (bigger ESPN and coming up on BBC and craigslist)
    20M of users are US based
    55% of audience is international
    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
  • 13. Unique Visitors to Twitter
    Source: Nielsen NetView, 2/09 U.S. Home & Work
  • 14. 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
    Little over 3 years ago typing “twitter.com” = 404 error
    Your objectives and audience should determine which tools you should use – not the other way around
  • 15. Why and how companies are responding to Social Media
  • 16. 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 Soultion Providers, October 2009
  • 17. Ignoring it will not make it go away
    "A customer that has a good experience will typically tell 3 to 5 people, but a customer who has a poor experience will tell more than 20. When this trend occurs via the web, these numbers can rapidly multiply and could spell disaster for brands that don’t have strategies in place to combat online negative chatter.”
    Graeme Crossley
    CEO Brand Reputation
  • 18. Social media investment is on the rise
    70% of CMOs say they will do more with social media in 2010
    According to eMarketer, advertisers 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
    According 2009 ITSMA Survey members are
    Increasing spend – 73%
    54% increased budget > 10%
    Starting to integrate with traditional channels 60%
  • 19. Why event marketing struggles with social media
  • 20. Good events = tight control
    Event managers pride themselves in creating a controlled, scripted environment that minimize risk
    In social media, the culture mandates giving up the illusion of control
  • 21. Why events should embrace social media
    Events offer genuine personal connections whether they be online, virtual or physical
    All about deepening customer relationships
    Nothing is more social than events
  • 22. Social media shifts the control of power
    “Technology is shifting the power away from editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.”
    Rupert Murdoch
  • 23. Requires new thinking for events
    Customers as co-creators
    Customers dictate how they want to engage with organizations
    Customers driving how and what they want to know
    Customers want more than just corporate boilerplate
  • 24. Social Media Framework
  • 25. Phased Participation Engagement
  • 26. How users participate differs
  • 27. A social media framework
    Know your audience
    Strength assessment
    Mapping needs to event lifecycle
  • 28. Consider participants engagement propensity
    Fish where there are fish
    IT will participate differently than a SOHO Owner
    Map the right social media channel to the target audience
    Takes care and feeding to cultivate deeper levels of participation
  • 29. Target Audience Assessment
  • 30. Strength Assessment
  • 31. Where are you strong today? Where do you need to be?
  • 32. Enlisting cross-functional resources
    Most organizations who are doing this well do not of have dedicated headcount to “manage” social media
    Social media is all about personal connection vs. traditional corporate speak
    Identify individuals in your organization who are active digital media natives online
    Product management/marketing
    Executive teams – CTOs especially
    Deputize cross-functional teams to listen and dialogue
    Full disclosure is an imperative
    Encourage ownership of customer engagement around certain topics
  • 33. Social media part of every Dell employees job
    Culturally consider social media part of every employees job – they’re encouraged to spend 15-20 every day
    “It’s an add-on not a replacement, and is like using phone or email.”
  • 34. 493 employees Tweet at Zappos
  • 35. The connection to brand
    “There may be some times when an individual Twitter message out of context can give a bad impression. But generally people on Twitter aren’t looking at one single Tweet. They see what we do over time. For customers, I think it’s a way to get an inside glimpse of what people are like and what are culture are like. Our belief is that your culture and your brand are ultimately, the same thing.”
    Tony Hseiu CEO Zappos
  • 36. Mapping Social Media to the Event Lifecycle
  • 37. Opportunities to event lifecycle
    Where could your event program benefit by social media the most?
    Think about using social media to build community
    not just “market” an event
  • 51. Digital event ambassadors
    Traditionally event communication = corporate -> individual
    New thinking create event ambassadors
    Can be internal or external people
    Offering key people exclusive event news to their audiences
    Bring participants along the entire event lifecycle
    Twitter, blogs, Facebook, user groups excellent vehicles
    No dictating what they say
    People respond more to individuals than anonymous company
    1:1 facilitates building trust, credibility and relationships
    Diverse communication channels broadens reach
    Build anticipation for the event and speakers
  • 52. Pre-event strategy
    Validate event strategic direction
    Co-create content and program with attendees
    Gather feedback and recommendations for content, speakers, locations, activities
    By listening to community will build more effective program and gain buy-in from attendees
    Build momentum and excitement for event launch
    Establish 1:1 connections online with event ambassadors
    Social media tactics
    Survey community via blogs, communities, Facebook, Twitter
    Have event ambassadors personally solicit feedback
    Create online advisory steering communities for event
    Create private Facebook/Ning groups
  • 53. Launch
    Inspire evangelism amongst community
    Deputize your ambassadors
    Build excitement for event, sessions, speakers
    Encourage community engagement with each other
    Potential social media tactics
    Rollout your event hashtag #
    Create/advertise events in Facebook
    Have speakers Tweet, blog, post about their sessions
    Multi-channel publishing
    Sponsor event specific communities to encourage cross-pollination amongst attendees
    Pay it forward - Participate in other speakers, communities, and blogs
  • 54. On-site
    Bring back channel to the forefront
    Empower all participants to engage and share learning
    Monitor what’s happening at event in real-time
    Troubleshoot when things go wrong
    Pro-actively communicate changes immediately
    Potential tactics
    Create blogging desks /Twitter lounges
    Deputize key influencers as official event Twitterers
    Coordinate Tweeting and blogging with your speakers
    Sponsor Tweet-ups – to foster community
    Solicit conference “reporters” with FlipCameras
    Encourage participants to upload to Flikr and YouTube channels
  • 55. Post-event
    Enlist event ambassadors
    Use as springboard to gain momentum for next program
    Potential tactics
    Online surveys
    Sponsor follow-on regional Tweet-ups
    Reward loyalists with acknowledgement for their efforts
    Enlist volunteers for future advisory committees
  • 56. How do you measure this stuff?
  • 57. Measurement
    Event 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
  • 58. What value is derived from social media?
    Source: Social Media Marketing Report 2009
  • 59. Measurement Framework
  • 60. 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
  • 61. How are other companies doing this
    2008 Lumen Consulting, LLC. All Rights Reserved
  • 62. Ritz Carlton hotel managers listen
    1 hour
    Each day reviewing online conversations before walking the grounds
  • 63. Dell
    “When we respond to people on Twitter, they get really excited, and we gain advocates.”
    Dell can attribute over $3M in revenue from Twitter
  • 64. 51
  • 65. 52
    Jet Blue
    Gradual growth turned out to be just what JetBlue needed on Twitter, as it gave the company time to learn what worked and what didn’t.
    Chatty 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 Twitter really is about tearing down the artificial walls between customers and the individuals who work at companies.”
  • 66. @padmasree
    Excellent example of how to effectively use Twitter to build personal connections to the Cisco brand
  • 67. Facebook Contests
  • 68. Facebook ads for events
  • 69. Facebook advertising
  • 70. 57
    Good things can come in small posts
    Reward engaged fans with unique promos
  • 71. Social Media Takeaways
    Content is still 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 information or optimal resources to begin
    Be authentic – 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
  • 72. Closing Thoughts
    Seth Godin on Social Media
  • 73. Tools we love
    Want to secure your username across social media universe?
    Measure sentiment and volume of your Tweets
    URL shortener with tracking
    Think yellow pages for Twitter
    Host contest, promo, sweepstakes in Facebook easily and inexpensively
    Nice Twitter eye candy to have running at an event
    Your Twitter app outfitter
    Great apps to view multiple Twitter and Facebook accounts
  • 74. Recommended reading
    Facebook Era, Clara Shih
    Groundswell, Charlene Li
    Good for Business, Bennett, O’Reilly, Gobhai, Welch
    Trust Agents, Brogan & Smith
    Twitter Book, Tim O’Reilly & Sarah Milstein
  • 75. Thank youTwitter: @lumendesireefacebook.com/lumenconsultingwww.lumen-consulting.com
    2008 Lumen Consulting, LLC. All Rights Reserved