Leveraging
Social
Media
to

                                                  Drive
BeBer
Engagement
and

                ...
DefiniDon
of
Social
Media
                             




“A
social
trend
which
people
use
technologies
to

 get
the
thin...
What
Do
We
Mean
by
Social
Media?


                Digg,
delicious,
Reddit
                                            Cor...
Why
is
Social
Media
Different?

Years
it
Took
to
Reach
a
50M
Market
Audience



                                                                50
MILLION...
Users
comfort
with
social
media
increasing



  According
to
Nielsen*
visiDng
social
media
is
the
4th

   most
popular
on...
Top
10
Web
Brands
for
December
2009

 #1                                  #2           #3              #4          #5   #6...
Facebook
is
more
than
status
updates


  If
Facebook
were
a
country
it
would
be
3rd

   largest


     Over
350M
users
w...
Facebook
Engagement
Metrics

                                                                





Source:
comScore
Voices...
Global
Web
Traffic
to
Social
Networking
Sites





2010 Lumen Consulting, LLC. All Rights Reserved   10
Facebook
U.S.
Demographics



                                                           January
2010


    50%
of
Faceboo...
TwiBer



  In
June
2009
TwiBer
hit
unique
44.5M
users
worldwide

          No.
52
largest
site
in
the
world
(bigger
ESP...
Video
consumpDon
hits
record
levels


  Who:


          More
than
170M
US
Internet
users
watched
online
video
in
Nov.
2...
The
Virtuous
Cycle
of
InteracDon



“Once
the
network
is
in
place
and
people

  are
acDve
and
engaged,
the
dynamics
of

  ...
Focus
on
strategy,
not
the
tool



  Social
media
tool
providers
can

        quickly
fall
out
of
favor


          In
2...
Why
and
how
companies

are
responding
to


Social
Media


Your
brand
is
being
discussed
online


     According
to
Penn
State
Study,


      1
in
5
tweets
is
brand
related*

    ...
Social
media
investment
is
on
the
rise



  70%
of
CMOs
say
they
will
do
more

   with
social
media
in
2010

  According...
Social
Web
is
intertwined
with
markeDng
mix


• 
Google
announced
real‐Dme

search
integrated
into
search

pages


• 
Now
...
The
connecDon
to
brand



          “There
may
be
some
Dmes
when
an

              individual
TwiBer
message
out
of

     ...
Why
event
markeDng

struggles
with
social

media

Good
events
=
control



  Event
managers
pride
themselves
in
creaDng
a

   controlled,
scripted
environment
that
minimiz...
Why
events
should
embrace
social
media


                                                    Events
offer
genuine
personal...
Social
media
shivs
the
control
of
power




 “Technology
is
shiving
the

power
away
from
editors,
the

publishers,
the
est...
Requires
new
thinking
for
events



  Its
about
the
community,
not
the
event


  Customers
as
co‐creators


  Customers...
Great
opportunity
for
the
“Davids”



  Social
media
can
be
easier
for
smaller
companies
to
adopt

        than
their
Gol...
Social
Media

Phased
Approach





                   27
CommunicaDon
shiv
needs
to
happen



                                                  “Companies
need
to
move
away
from

...
Phased
ParDcipaDon
Engagement




                   Conversa7on
                                     Community





     ...
Commit
–
less
is
more



  Look
before
you
leap


          Evaluate
where
your
strengths,
resources
and
community
are

...
Listen
–
and
it’s
all
about
listening


  They
are
already
there
discussing
brand
–
how
can
you
learn?

          Observ...
Dialogue
–
two
way
communicaDon



  Think
conversaDon,
NOT
broadcast


          Tend
to
tunnel‐vision
on
what
to
post,...
Engage
–
true
community




  The
shiv
from
brand
and
customer
‐>
community


          Champions


          Evangelis...
Where
to
begin?






                    34
A
social
media
framework



  Know
your
audience


          Fish
where
there
are
fish


  Strength
assessment


       ...
Target
Audience
Assessment



            Vehicle

                             Target
Audience
A
   Target
Audience
B
   ...
Where
are
you
strong
today?
Where
do
you
need
to
be?



                                                    Strength


   ...
Mapping
Social
Media
to
the

Event
Lifecycle





                          38
OpportuniDes
to
event
lifecycle



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




            Pre-Eve...
EnlisDng
cross‐funcDonal
resources



  Most
organizaDons
who
are
doing
this
well
do
not
of
have

   dedicated
headcount
...
493
employees
Tweet
at
Zappos






2010 Lumen Consulting, LLC. All Rights Reserved   41
Digital
event
ambassadors



  TradiDonally
event
communicaDon
=
corporate
‐>
individual

  New
thinking:
create
event
a...
Pre‐event
strategy


  Validate
event
strategic
direcDon


  Co‐create
content
and
program
with
aBendees


          Ga...
Launch


  Inspire
evangelism
amongst
community

  DepuDze
your
ambassadors


          Build
excitement
for
event,
ses...
On‐site



  Bring
back
channel
to
the
forefront

  Empower
all
parDcipants
to
engage
and
share
learning


  Monitor
wh...
Post‐event



  Feedback




  Enlist
event
ambassadors


  Extend
the
life
and
reach
of
the
program


          Post
...
How
do
you
measure
this

stuff?





                           47
Measurement



  Even
the
early
adopters
of
social
media
are
struggling
with

   measurement

  Ironic
that
most
managem...
What
value
is
derived
from
social
media?




                      Helped close business             35%

 Reduced overall...
Measurement

Framework



            Vehicle

                                          Reach

         Dialogue
        ...
Measurement
Tool

Demos






               51
Measurement
Tools
–
Facebook
Fan
Pages






2010 Lumen Consulting, LLC. All Rights Reserved   52
Tweet
Monitoring





                                                       Monthly
subscripDon
for

                    ...
New
paradigm
in
thinking
about
value





                       “Take
one
opportunity,
 

                   grow
it
into...
How
are
other

                                                  companies
doing

                                        ...
Ritz
Carlton
hotel
managers
listen






2010 Lumen Consulting, LLC. All Rights Reserved
Dell
–
Revenue
GeneraDon



Dell
can
aBribute
over
$7M
in

     revenue
from
TwiBer



“What
we've
learned
is
that
social
...
@Comcastcares
–
Support







2010 Lumen Consulting, LLC. All Rights Reserved   58
Jet
Blue
–
Service
&
Fun






    ChaBy
posts
and
customer
service

   assistance
tended
to
generate
a
lot
of

 replies
a...
GM
–
FastLane
Blog






2010 Lumen Consulting, LLC. All Rights Reserved   60
SXSW
–
Technology
fostering
engagement




  TwiBer
gained

 adopDon
here
to


   track
SXSW

   happenings.


  Now
expan...
Personalizing
the
brand





   @padmasree


   @scoBmonty


Excellent
examples

   using
TwiBer

effecDvely
to
build

1:1
...
Facebook
Contests





2010 Lumen Consulting, LLC. All Rights Reserved   63
Facebook
Ads
for
Events






2010 Lumen Consulting, LLC. All Rights Reserved   64
The
Power
of
Viral






2010 Lumen Consulting, LLC. All Rights Reserved   65
Social
Media
Takeaways



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


  Commit
–
be
in
for
the
long
h...
Closing
Thoughts



  Seth
Godin
on
Social
Media






2010 Lumen Consulting, LLC. All Rights Reserved   67
Q&A




                                                  TwiBer:


                                                  @lum...
Appendix





2009 Lumen Consulting, LLC. All Rights Reserved
                                                  69
Tools
we
love


       Want
to
secure
your
username
across
social
media
universe?

          hBp://namechk.com/


     ...
Recommended
reading






2010 Lumen Consulting, LLC. All Rights Reserved   71
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Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engagement & Results

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Here is my presentation from the recent EXHIBITOR 2010 Conference. Some recycled material from earlier presentations but this is more of an extended play version with updated research & content.

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Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engagement & Results

  1. 1. Leveraging
Social
Media
to
 Drive
BeBer
Engagement
and
 Results

 Desiree
Lehrbaum
 EXHIBITOR
2010
 March 14, 2010 2010 Lumen Consulting, LLC. All Rights Reserved
  2. 2. DefiniDon
of
Social
Media
 

 “A
social
trend
which
people
use
technologies
to
 get
the
things
they
need
from
each
other,
 rather
than
tradiDonal
insDtuDons
like
 corporaDons”

 2010 Lumen Consulting, LLC. All Rights Reserved 2
  3. 3. What
Do
We
Mean
by
Social
Media?

 Digg,
delicious,
Reddit
 Corporate
and
individuals

 BOOKMARKING
 BLOGS
 YouTube

 Vimeo

 Product/SoluDon
 VIDEO

 WIKIS
 blip.tv
 SHARING
 SOCIAL MEDIA
 TwiBer

 MICRO‐
 SOCIAL LinkedIn


 FriendFeed BLOGGING
 NETWORKING Facebook


 MySpace

 USER
 “FILE‐SHARING”
 COMMUNITY
 Slideshare
 Posterous
 Private
knowledge
sharing
 2010 Lumen Consulting, LLC. All Rights Reserved
  4. 4. Why
is
Social
Media
Different?

  5. 5. 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
 2010 Lumen Consulting, LLC. All Rights Reserved 5
  6. 6. Users
comfort
with
social
media
increasing

   According
to
Nielsen*
visiDng
social
media
is
the
4th
 most
popular
online
acDvity
–
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


 2010 Lumen Consulting, LLC. All Rights Reserved 6
  7. 7. Top
10
Web
Brands
for
December
2009
 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Ranked by: The Nielsen Company (U.S. Home and Work) 2010 Lumen Consulting, LLC. All Rights Reserved
  8. 8. 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


 2010 Lumen Consulting, LLC. All Rights Reserved 8
  9. 9. Facebook
Engagement
Metrics
 
 Source:
comScore
Voices
January
21,
2010

 2010 Lumen Consulting, LLC. All Rights Reserved 9
  10. 10. Global
Web
Traffic
to
Social
Networking
Sites
 2010 Lumen Consulting, LLC. All Rights Reserved 10
  11. 11. Facebook
U.S.
Demographics

 January
2010

 50%
of
Facebook
 users
log‐in
 everyday
 55‐65
 13‐17
 represenDng
175M

 7%
 45‐54
 11%
 12%
 18‐25
 35‐44
 29%
 18%
 26‐34
 23%
 Users
over
26
now
 represent
60%
of
 total
U.S.
Facebook
 populaDon
 Source:
InsideFacebook
1/10/10

 2010 Lumen Consulting, LLC. All Rights Reserved 11
  12. 12. TwiBer

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


   55%
internaDonal
&
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

 2010 Lumen Consulting, LLC. All Rights Reserved 12
  13. 13. Video
consumpDon
hits
record
levels

   Who:

   More
than
170M
US
Internet
users
watched
online
video
in
Nov.
2009

   84.8
percent
of
the
total
U.S.
Internet
audience
viewed
online
video.
   What:

   31
billion
videos
were
viewed
during
the
month
of
Nov
2009

   The
average
online
video
viewer
watched
12.2
hours
of
video
   The
duraDon
of
the
average
online
video
was
4.0
minutes.
   Where
   128.1
million
viewers
watched
more
than
12
billion
videos
on
 YouTube.com
(94.3
videos
per
viewer).
   38.6
million
viewers
watched
333.4
million
videos
on
MySpace.com
 (8.6
videos
per
viewer).
   The
average
Hulu
viewer
watched
21.1
videos,
totaling
2.1
hours
of
 videos
per
viewer.
 2010 Lumen Consulting, LLC. All Rights Reserved 13
  14. 14. The
Virtuous
Cycle
of
InteracDon

 “Once
the
network
is
in
place
and
people
 are
acDve
and
engaged,
the
dynamics
of
 the
social
interacDon
taking
place
 incenDvize
parDcipants
to
share
 informaDon
about
themselves
more
 regularly,
which
in
turn
solicits
more
 engagement
from
others,
creaDng
a
 virtuous
cycle
of
interacDon.”
 ‐Andrew
Lipsman
 comScore
 
 2010 Lumen Consulting, LLC. All Rights Reserved 14
  15. 15. 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
   LiBle
over
3
years
ago
typing
 “twiBer.com”
=
404
error


   Your
objecDves
and
audience
 should
determine
which
tools
 you
should
use
–
not
the
other
 way
around
 2010 Lumen Consulting, LLC. All Rights Reserved 15
  16. 16. Why
and
how
companies
 are
responding
to

 Social
Media


  17. 17. 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
SoluDon
Providers,
October
2009




 2010 Lumen Consulting, LLC. All Rights Reserved 17
  18. 18. Social
media
investment
is
on
the
rise

   70%
of
CMOs
say
they
will
do
more
 with
social
media
in
2010
   According
to
eMarketer,
adverDsers
 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
 2010 Lumen Consulting, LLC. All Rights Reserved 18
  19. 19. Social
Web
is
intertwined
with
markeDng
mix

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

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



 2010 Lumen Consulting, LLC. All Rights Reserved 19
  20. 20. The
connecDon
to
brand

 “There
may
be
some
Dmes
when
an
 individual
TwiBer
message
out
of
 context
can
give
a
bad
impression.
But
 generally
people
on
TwiBer
aren’t
 looking
at
one
single
Tweet.
They
see
 what
we
do
over
Dme.
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
ulDmately,
 the
same
thing.”
 
 
 
 
Tony
Hseiu
CEO
Zappos
 2010 Lumen Consulting, LLC. All Rights Reserved 20
  21. 21. Why
event
markeDng
 struggles
with
social
 media

  22. 22. Good
events
=
control

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


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

 2010 Lumen Consulting, LLC. All Rights Reserved 22
  23. 23. Why
events
should
embrace
social
media

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

   All
about
deepening
customer
 relaDonships

   Nothing
is
more
social
than
events
 2010 Lumen Consulting, LLC. All Rights Reserved 23
  24. 24. Social
media
shivs
the
control
of
power

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

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





Rupert
Murdoch

 2010 Lumen Consulting, LLC. All Rights Reserved 24
  25. 25. Requires
new
thinking
for
events

   Its
about
the
community,
not
the
event

   Customers
as
co‐creators

   Customers
defining
the
rules
of
engagement

   Customers
driving
how
and
what
they
want
to
know

   Customers
want
more
than
corporate
monologues

 2010 Lumen Consulting, LLC. All Rights Reserved 25
  26. 26. Great
opportunity
for
the
“Davids”

   Social
media
can
be
easier
for
smaller
companies
to
adopt
 than
their
Goliath
counterparts

   Agility

   High
tolerance
for
experimentaDon

   AuthenDcity

   Personalized
brand

   Inexpensive
and
high
leverage
compared
with
other
elements
 of
the
markeDng
mix

   Success
isn’t
Ded
to
budget
or
company
size


   Zappos
vs.
Amazon

   Papa
John’s
Pizza

 2010 Lumen Consulting, LLC. All Rights Reserved 26
  27. 27. Social
Media
 Phased
Approach
 27
  28. 28. CommunicaDon
shiv
needs
to
happen

 “Companies
need
to
move
away
from
 sole
reliance
on
top‐down
 messages
delivered
to
elites
 toward
fostering
peer‐to‐peer
 dialogue
among
consumers
and
 employees,
acDvaDng
a
company’s
 most
credible
advocates.” 
 Richard
Edelman
 
 CEO
Of
Edelman

 2010 Lumen Consulting, LLC. All Rights Reserved 28
  29. 29. Phased
ParDcipaDon
Engagement


 Conversa7on
 Community
 Commit
 Listen
 Dialogue
 Engage Passive

 AcDve
 2010 Lumen Consulting, LLC. All Rights Reserved 29
  30. 30. Commit
–
less
is
more

   Look
before
you
leap

   Evaluate
where
your
strengths,
resources
and
community
are

   Focus
is
beBer
than
trying
to
launch
and
excel
across
a
porgolio
 of
social
media
vehicles

   Consider
an
execuDve
sponsor

   Once
you
determine
your
focus
area
–
secure
commitment
 from
cross‐funcDonal
team
and
execuDves

 2010 Lumen Consulting, LLC. All Rights Reserved 30
  31. 31. Listen
–
and
it’s
all
about
listening
   They
are
already
there
discussing
brand
–
how
can
you
learn?
   Observe
the
digital
naDves
in
their
habitat

   Unfiltered
feedback
about
your
organizaDon,
event,
staff
and
 technology

   Market
research

   Opportunity
assessment

 2010 Lumen Consulting, LLC. All Rights Reserved 31
  32. 32. Dialogue
–
two
way
communicaDon

   Think
conversaDon,
NOT
broadcast

   Tend
to
tunnel‐vision
on
what
to
post,
but
focus
on
what
will
 enlist
parDcipaDon

   Quality
trumps
quanDty

   Establish
trust
and
credibility

   Give
your
customers
something
of
value

   People
are
looking
to
be
heard
   AuthenDc
interacDons
   Acknowledge
mistakes

   People
don’t
care
about
what
department
you
work
in
or
what
 your
official
process
is



 2010 Lumen Consulting, LLC. All Rights Reserved 32
  33. 33. Engage
–
true
community


   The
shiv
from
brand
and
customer
‐>
community

   Champions

   Evangelism

   Advocacy

   Content
creators

   CollaboraDng
to
create
the
virtuous
cycle
of
interacDon

 2010 Lumen Consulting, LLC. All Rights Reserved 33
  34. 34. Where
to
begin?

 34
  35. 35. A
social
media
framework

   Know
your
audience

   Fish
where
there
are
fish

   Strength
assessment

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

   Consider
all
the
touch
points
throughout
the
aBendee
journey

 2010 Lumen Consulting, LLC. All Rights Reserved 35
  36. 36. 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 ✓ 2010 Lumen Consulting, LLC. All Rights Reserved
  37. 37. 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 2010 Lumen Consulting, LLC. All Rights Reserved
  38. 38. Mapping
Social
Media
to
the
 Event
Lifecycle

 38
  39. 39. OpportuniDes
to
event
lifecycle

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

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

 • 
ConnecDng

 • 
Feedback

 • 
Speaker
recos
 • 
Event
reveal

 • 
OpDmizing
 • 
Extend
the
life

 • 
Content
feedback
 • 
Monitoring

 • 
Monitoring
 • 
Event
ambassadors
 • 
Updates

 • 
Celebrate


 Think
about
using
social
media
to
build
community

 not
just
“market”
an
event

 2010 Lumen Consulting, LLC. All Rights Reserved 39
  40. 40. EnlisDng
cross‐funcDonal
resources

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

   Social
media
is
all
about
personal
connecDon
vs.
tradiDonal
 corporate
speak

   IdenDfy
individuals
in
your
organizaDon
who
are
acDve
digital
 media
naDves
online


   Product
management/markeDng


   ExecuDve
teams
–
CTOs
especially
   DepuDze
cross‐funcDonal
teams
to
listen
and
dialogue

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




 2010 Lumen Consulting, LLC. All Rights Reserved 40
  41. 41. 493
employees
Tweet
at
Zappos

 2010 Lumen Consulting, LLC. All Rights Reserved 41
  42. 42. Digital
event
ambassadors

   TradiDonally
event
communicaDon
=
corporate
‐>
individual
   New
thinking:
create
event
ambassadors

   Can
be
internal
or
external
people

   Offering
key
people
exclusive
event
news
to
their
audiences

   Bring
parDcipants
along
the
enDre
event
lifecycle

   TwiBer,
blogs,
Facebook,
user
groups
excellent
vehicles


   No
dictaDng
what
they
say

   
Benefits

   People
respond
more
to
individuals
than
anonymous
company

   1:1
facilitates
building
trust,
credibility
and
relaDonships
   Diverse
communicaDon
channels
broadens
reach
   Build
anDcipaDon
for
the
event
and
speakers



 2010 Lumen Consulting, LLC. All Rights Reserved 42
  43. 43. Pre‐event
strategy

   Validate
event
strategic
direcDon

   Co‐create
content
and
program
with
aBendees

   Gather
feedback
and
recommendaDons
for
content,
speakers,
 locaDons,
acDviDes


   By
listening
to
community
will
build
more
effecDve
program
and
 gain
buy‐in
from
aBendees

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



   Social
media
tacDcs
   Survey
community
via
blogs,
communiDes,
Facebook,
TwiBer
   Have
event
ambassadors
personally
solicit
feedback

   Create
online
advisory
steering
communiDes
for
event

   Create
private
Facebook/Ning
groups


 2010 Lumen Consulting, LLC. All Rights Reserved 43
  44. 44. Launch

   Inspire
evangelism
amongst
community
   DepuDze
your
ambassadors

   Build
excitement
for
event,
sessions,
speakers

   Encourage
community
engagement
with
each
other





   PotenDal
social
media
tacDcs

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

   MulD‐channel
publishing

   Sponsor
event
specific
communiDes
to
encourage
cross‐pollinaDon
 amongst
aBendees
   Pay
it
forward
‐
ParDcipate
in
other
speakers,
communiDes,
and
 blogs


 2010 Lumen Consulting, LLC. All Rights Reserved 44
  45. 45. On‐site

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

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

   Troubleshoot
when
things
go
wrong

   Pro‐acDvely
communicate
changes
immediately

   PotenDal
tacDcs


   Create
blogging
desks
/TwiBer
lounges

   DepuDze
key
influencers
as
official
event
TwiBerers
   Coordinate
TweeDng
and
blogging
with
your
speakers

   Sponsor
Tweet‐ups
–
to
foster
community

   Solicit
conference
“reporters”
with
FlipCameras

   Encourage
parDcipants
to
upload
to
Flikr
and
YouTube
channels

 2010 Lumen Consulting, LLC. All Rights Reserved 45
  46. 46. 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

   
PotenDal
tacDcs

   Online
surveys

   Sponsor
follow‐on
regional
Tweet‐ups

   Reward
loyalists
with
acknowledgement
for
their
efforts

   Enlist
volunteers
for
future
advisory
commiBees

 2010 Lumen Consulting, LLC. All Rights Reserved 46
  47. 47. How
do
you
measure
this
 stuff?

 47
  48. 48. 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

 2010 Lumen Consulting, LLC. All Rights Reserved 48
  49. 49. 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
MarkeDng
Report
2009

 2010 Lumen Consulting, LLC. All Rights Reserved 49
  50. 50. Measurement

Framework

 Vehicle

 Reach

 Dialogue
 Conversion

 Bookmarking • 
Revenue

 • 
Visits
 • 
SenDment
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
analyDcs

 • 
Downloads

 Micro-blogging • 
Influencer
coverage

 implemented


 User Communities Social Videos Word of Mouth Wikis 2010 Lumen Consulting, LLC. All Rights Reserved
  51. 51. Measurement
Tool
 Demos

 51
  52. 52. Measurement
Tools
–
Facebook
Fan
Pages

 2010 Lumen Consulting, LLC. All Rights Reserved 52
  53. 53. Tweet
Monitoring

 Monthly
subscripDon
for
 $9.99‐39.99/month


 Can
set‐up
10‐50
profiles

 Download
stats
in
Excel

 2010 Lumen Consulting, LLC. All Rights Reserved 53
  54. 54. 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
 2010 Lumen Consulting, LLC. All Rights Reserved 54
  55. 55. How
are
other
 companies
doing
 this?

 2008 Lumen Consulting, LLC. All Rights Reserved 55
  56. 56. Ritz
Carlton
hotel
managers
listen

 2010 Lumen Consulting, LLC. All Rights Reserved
  57. 57. Dell
–
Revenue
GeneraDon

 Dell
can
aBribute
over
$7M
in
 revenue
from
TwiBer
 “What
we've
learned
is
that
social
 media
has
transformed
the
large
 corporaDon
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

 2010 Lumen Consulting, LLC. All Rights Reserved 57
  58. 58. @Comcastcares
–
Support


 2010 Lumen Consulting, LLC. All Rights Reserved 58
  59. 59. Jet
Blue
–
Service
&
Fun



 ChaBy
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.”
 2010 Lumen Consulting, LLC. All Rights Reserved 59
  60. 60. GM
–
FastLane
Blog

 2010 Lumen Consulting, LLC. All Rights Reserved 60
  61. 61. SXSW
–
Technology
fostering
engagement

 TwiBer
gained
 adopDon
here
to

 track
SXSW
 happenings.
 Now
expanded
 community
 engagement
to
 enable
voDng
on
the
 panels
they
wanted
 to
hear.

 2010 Lumen Consulting, LLC. All Rights Reserved 61
  62. 62. Personalizing
the
brand

 @padmasree

 @scoBmonty
 Excellent
examples
 using
TwiBer
 effecDvely
to
build
 1:1
connecDons
to
 the
Cisco
and
Ford
 brands


 2010 Lumen Consulting, LLC. All Rights Reserved 62
  63. 63. Facebook
Contests
 2010 Lumen Consulting, LLC. All Rights Reserved 63
  64. 64. Facebook
Ads
for
Events

 2010 Lumen Consulting, LLC. All Rights Reserved 64
  65. 65. The
Power
of
Viral

 2010 Lumen Consulting, LLC. All Rights Reserved 65
  66. 66. Social
Media
Takeaways

   Content
is
sDll
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
informaDon
or
 opDmal
resources
to
begin

   Be
authenDc
–
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

 2010 Lumen Consulting, LLC. All Rights Reserved 66
  67. 67. Closing
Thoughts

   Seth
Godin
on
Social
Media

 2010 Lumen Consulting, LLC. All Rights Reserved 67
  68. 68. Q&A

 TwiBer:

 @lumendesiree

 facebook.com/lumenconsulDng

 www.lumen‐consulDng.com

 2008 Lumen Consulting, LLC. All Rights Reserved 68
  69. 69. Appendix
 2009 Lumen Consulting, LLC. All Rights Reserved 69
  70. 70. Tools
we
love

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

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

   www.bit.ly.com


   Think
yellow
pages
for
TwiBer

   www.twellow.com

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

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

   www.visibletweets.com
   Your
TwiBer
app
ougiBer

   www.oneforty.com

   Great
apps
to
view
mulDple
TwiBer
and
Facebook
accounts

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


 2010 Lumen Consulting, LLC. All Rights Reserved 70
  71. 71. Recommended
reading

 2010 Lumen Consulting, LLC. All Rights Reserved 71
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