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A Social Media Primer Driving Better Engagement For Your Events

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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 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.
  • Transcript

    • 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”
      2
    • 3. What Do We Mean by Social Media?
      Corporate and individuals
      Digg, delicious, Reddit
      BLOGS
      BOOKMARKING
      YouTube Vimeo blip.tv
      Product/Solution
      WIKIS
      VIDEO SHARING
      SOCIALMEDIA
      SOCIAL NETWORKING
      MICRO-
      BLOGGING
      Twitter FriendFeed
      LinkedIn FacebookMySpace
      USER COMMUNITY
      “FILE-SHARING”
      Slideshare
      Posterous
      Private knowledge sharing
    • 4. Why is Social Media Different?
    • 5. Years it Took to Reach a 50M Market Audience
      5
      50 MILLION USERS
      38 YEARS
      13 YEARS
      4 YEARS
      3 YEARS
      2 YEARS
      Radio
      TV
      Internet
      iPod
      Facebook
    • 6. Top 10 Web Brands for September 2009
      #1
      #2
      #3
      #4
      #5
      #6
      #7
      #9
      #8
      #10
      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
      8
      *Nielsen Global Faces & Networked Faces, 2009
      **CONE Business in Social Media Survey Sept 2008
    • 9. Exponential Growth of Facebook
      9
      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
      10
    • 11. Facebook U.S. Demographics
      11
      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
      12
      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
      14
    • 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
      16
      * 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
      17
    • 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%
      18
    • 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
      20
    • 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
      21
    • 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
      22
    • 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
      23
    • 24. Social Media Framework
      24
    • 25. Phased Participation Engagement
      25
      Conversation
      Community
      Active
      Passive
    • 26. How users participate differs
      26
    • 27. A social media framework
      Know your audience
      Strength assessment
      Mapping needs to event lifecycle
      27
    • 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
      28
    • 29. Target Audience Assessment
    • 30. Strength Assessment
      30
    • 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
      32
    • 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.”
      33
    • 34. 493 employees Tweet at Zappos
      34
    • 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
      35
    • 36. Mapping Social Media to the Event Lifecycle
      36
    • 37. Opportunities to event lifecycle
      37
      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
      Benefits
      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
      38
    • 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
      39
    • 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
      40
    • 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
      41
    • 55. Post-event
      Feedback
      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
      42
    • 56. How do you measure this stuff?
      43
    • 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
      44
    • 58. What value is derived from social media?
      45
      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.”
      47
      Chris Brogan & Julien Smith , Trust Agents
    • 61. How are other companies doing this
      2008 Lumen Consulting, LLC. All Rights Reserved
      48
    • 62. Ritz Carlton hotel managers listen
      1 hour
      Each day reviewing online conversations before walking the grounds
    • 63. Dell
      50
      “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
      @Comcastcares
    • 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
      53
      Excellent example of how to effectively use Twitter to build personal connections to the Cisco brand
    • 67. Facebook Contests
      54
    • 68. Facebook ads for events
      55
    • 69. Facebook advertising
      56
    • 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
      58
    • 72. Closing Thoughts
      Seth Godin on Social Media
      59
    • 73. Tools we love
      Want to secure your username across social media universe?
      http://namechk.com/
      Measure sentiment and volume of your Tweets
      www.viralheat.com
      URL shortener with tracking
      www.bit.ly.com
      Think yellow pages for Twitter
      www.twellow.com
      Host contest, promo, sweepstakes in Facebook easily and inexpensively
      www.wildfireapp.com
      Nice Twitter eye candy to have running at an event
      www.visibletweets.com
      Your Twitter app outfitter
      www.oneforty.com
      Great apps to view multiple Twitter and Facebook accounts
      www.seesmic.com
      www.tweetdeck.com
      60
    • 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
      61
    • 75. Thank youTwitter: @lumendesireefacebook.com/lumenconsultingwww.lumen-consulting.com
      2008 Lumen Consulting, LLC. All Rights Reserved
      62