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Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & Results

Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & Results



With social media transforming the way we network and communicate, how do you leverage it for your events? In this interactive workshop, you will learn how any size organization can use social media ...

With social media transforming the way we network and communicate, how do you leverage it for your events? In this interactive workshop, you will learn how any size organization can use social media to build awareness, foster word of mouth, deepen attendee engagement, and extend the reach of your program.



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  • Ice breakers – Turn to the people at your table and there is an ice-breaker on your table Who you are Tell group something that you like, have done, or want to do that would surprise us? Tell us your coolest, memorable, inspirational social media experience
  • Coming off these last couple of tough years in the event industry we all became a more hyper-focused on operational efficiencies – doing more with less, cutting out the superflous, back to basics But now that you’ve been able to keep your head above
  • Negative comments/reviews will hurt sales This will appear on the top results of GoogleEmployees will spend all day on Facebook and Twitter
  • With increased interaction comes newer and fresher content, which helps feeds the addiction to consume information about what’s happening with the lives of people in one’s social network.”
  • Social media tacticsSurvey community via blogs, communities, Facebook, TwitterHave event ambassadors personally solicit feedback Create online advisory steering communities for event Create private Facebook/Ning groups
  • Potential social media tactics Rollout your event hashtag #Create/advertise events in FacebookHave speakers Tweet, blog, post about their sessions Multi-channel publishing Sponsor event specific communities to encourage cross-pollination amongst attendeesPay it forward - Participate in other speakers, communities, and blogs
  • Potential tactics Create blogging desks /Twitter lounges Deputize key influencers as official event TwitterersCoordinate Tweeting and blogging with your speakers Develop your own event mobile appSponsor Tweet-ups – to foster community Solicit conference “reporters” with FlipCamerasEncourage participants to upload to Flikr and YouTube channels
  • Potential tactics Online surveys Sponsor follow-on regional Tweet-ups Reward loyalists with acknowledgement for their efforts Enlist volunteers for future advisory committees
  • 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.

Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & Results Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & Results Presentation Transcript

  • Desiree Lehrbaum
    2011 Lumen Consulting, LLC. All Rights Reserved
    S404Leveraging Social Media to Drive Better Engagement and Results
    March 27, 2011
  • A bit about me
  • Shaping the agenda
    Who are you?
    What would you like to get out of today’s session?
    What do you have to contribute to today’s session?
  • Ground rules
    I’m not the “social media” expert, but
    I will share what I’ve learned along the way
    I facilitate all knowledge in the room, but
    Don’t be “that” guy/gal
    Engage, but be respectful
    Yes it’s learning, but
    Let’s have some fun or at least some laughs
    This session is not time you have to serve, if it’s not working for you . . .
    Talk to me – maybe we can get there
    Have permission to leave
  • Trends in Events
    2011 Lumen Consulting, LLC. All Rights Reserved
  • The way events used to be
    If we build it they will come
    We control the message
    Planning events based on what the organizers/management thought was important
    Zero tolerance for error
    Ask for attendee input AFTER the event is over
  • A funny thing happened on the way to the recovery
    Rules of the “game” changed
    Explosion of social media
    User created content
    Tough economy = no guaranteed on attendance
  • Events today
    Who is the content creator?
    Who is controlling the message?
    What’s live vs. online?
    In-person vs. digital
  • Attendees are demanding to engage on their terms
    Face to face AND digital
  • It’s all about the attendee, stupid
    Majority of meetings and events are designed for the benefit of the meeting professional
    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
    Events as labs for experimentation
  • What are we so afraid of?
    2011 Lumen Consulting, LLC. All Rights Reserved
  • Does this sound familiar?
    “My <boss, CEO, Legal, Support, PR > will never support launching Twitter, Facebook, community”
    “There is no way <insert resistance agent of choice> will approve doing any of this”
    “What if people start saying something negative about the company or our product?”
  • Communication shift 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, activating a company’s most credible advocates.”
    Richard Edelman
    CEO Of Edelman
  • Overcoming objections
    Show don’t tell
    Conduct online searches about your brand online
    Put your industry and competitors front and center
    Compile what your top competitors and industry are doing with social media
    Data, data, data
    Tap into the wealth of data (Hint: Poach from this presentation)
    Provide assurance with guidelines
    Leverage industry best practices for and establish guidelines for internal use
  • Why negative isn’t so negative
    Most online are actually positive
    Bazaarvoice found 80% of US clients reviews give their products a 4 out of 5 star rating (jumps to 88% for UK clients)
    Listening to customers is never a bad thing
    If your brand or event is seeing more negative feedback, then they are doing you a favor
    People are already online talking about your brand without you
    Wouldn’t you rather join the conversation and show you’re listening
    The days of the company controlling their message are over
  • Group Exercise & Discussion
    What obstacles are you hearing at work?
    Suggestions on how to overcome?
  • Good events = 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
  • 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
  • Why is Social Media Different?
    2011 Lumen Consulting, LLC. All Rights Reserved
  • Years it Took to Reach a 50M Market Audience
    38 YEARS
    13 YEARS
    4 YEARS
    3 YEARS
    2 YEARS
  • Why Social Networking
    According to “The Zen of Social Media Marketing” the top three reasons why people join social networking sites
    Identity – to showcase who they are
    Connections – to build relationships with others
    Community - sharing experiences with others
  • Users comfort with social media increasing
    9 out of 10 US internet users visit a social networking site each month
    Ave. US worker spends 5.5 hours on social networking at the office
    22% of time spent online is attributed to social networking sites
    20% of US adults publish or own a blog
    *Nielsen Internet & Social Media Consumer Insights, 2010
  • Social media is not just for B2C & Lady Gaga
    57% of US workers use social media for business purposes at least once a week
    #1 reason for leveraging social media was to acquire knowledge and ask questions of the community
    *IDC State of Social Business, January 2010
  • B2B = Decisions based on Relationships & Trust
    Learning from others about their efforts
    Hearing unfiltered feedback about solutions and companies
    Monitoring industry trends
    Share their experiences with others
  • Group Exercise & Discussion
    What are you seeing with your customers?
    Are you doing anything to adjust to these changes?
  • Fish where there are fish
    Consider where your users, customers, attendees are already
  • Important of staying ahead of your audience
    This is not a “set it and forget it” approach
    Dynamic space stay observant but not obsessed
    Always be open to what’s coming
    Realistic about what’s on it’s way out
    Ask: Is there any value for my community or event?
  • Double-clicking on the Technology
  • Ok . . .Where do you start?
  • Trends for Key Social Media Sites
    *comScore 2010 US Digital Year in Review
  • Facebook more than just Farmville
  • Facebook is more than status updates
    Over 700M users worldwide that spend over 700 billion minutes online
    50% login every day
    200M users access via mobile device
    About 70% of FB users outside US
    More than 30 billion pieces of content (links, blog stories, photo albums) are shared monthly
    Ave user is connected to 80 community pages, events
    Ave user creates 90 pieces of content monthly
    Serve up 600,000 photos every second
    Facebook has over 30,000 servers
    Manages over 25 terabytes of data daily for logging
    Source: Facebook, September 2010
  • Facebook
    If Facebook were a country it would be the 3rd largest
    700,000 new users a day
    Facebook accounts for 10% of all page views in the US
    3 out of every 10 internet sessions involves a visit to the site
    41% of Americans maintain a profile page
  • 34
  • Twitter
    200 Million registered accounts
    Estimated 5-7% of US Population is on Twitter
    Post 110 Millions Tweets Per Day (TPD)
    Nearly 2/3 access Twitter on mobile phone
    From 2006-2010 = 478% CAGR
  • 36
  • Video Consumption & Engagement Grows
    Ave Daily Unique Viewers
    Hours Per Viewers
    *comScore 2010 US Digital Year in Review
  • Geolocation
    “Gaming” increases engagement and ties exhibit information in to fun activities
    Foursquare, Gowalla, Facebook Places - Existing applications that many attendees may be using
  • The Fun of Geolocation
    Reports your location
    “Check-in” to popular locations/businesses
    Earn rewards – points, badges, and if you check-in the most can become Mayor and get freebies or discounts
  • 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 
    Play video
  • QR Code-Digital Collateral
    Replaces/reduces amount of trade show literature by giving attendee opportunity to download digital version
    Measurable. Distribution can be tracked, down to attendee sharing
    Reduces money on printing & shipping and reduces waste
    “Curiosity” factor
    Has SMS feature, for those without camera phones
  • The Virtuous Cycle of Interaction
    “Once the network is in place and people are active and engaged, the dynamics of the social interaction taking place incentivize participants to share information about themselves more regularly, which in turn solicits more engagement from others, creating a virtuous cycle of interaction.”
    -Andrew Lipsman
  • 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 5 years ago typing “twitter.com” = 404 error
    Your objectives and audience should determine which tools you should use – not the other way around
  • Mobility
  • Morgan Stanley predicts by 2015, mobile web will surpass Internet desktop use
    *Morgan Stanley , “Internet Trends” report April 12, 2010 http://bit.ly/eUpcf8
  • 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
  • Tablets – not just for Angry Birds
    Deloitte forecasts enterprises will purchase more 25% of all tablet devices sold worldwide in 2011
    According to Apple more than 80 percent of the Fortune 100 have already deployed the iPad in the enterprise or are piloting it
    65% of execs agree they’ll be using tablets more frequently than a computer in 3 years*
  • Social Media Phased Approach
    2011 Lumen Consulting, LLC. All Rights Reserved
  • Phased Participation Engagement
  • Commit – less is more
    Look before you leap
    Evaluate where your strengths, resources and community are
    Focus is better than trying to launch and excel across multiple social media vehicles
    Consider an executive sponsor
    Once you determine your focus area – secure commitment from cross-functional team and executives
  • Listen – and it’s all about listening
    They are already there discussing brand – how can you learn?
    Observe the digital natives in their habitat
    Unfiltered feedback about your organization, event, staff and technology
    Market research
    Opportunity assessment
    Search online and analyze results
    Participate in online chats
    Subscribe and comment on blogs and wikis
  • Dialogue – two way communication
    Think conversation, NOT broadcast
    Tend to tunnel-vision on what to post, but focus on what will enlist participation
    Quality trumps quantity
    Establish trust and credibility
    Give your customers something of value
    People are looking to be heard
    Authentic interactions
    Acknowledge mistakes
    People don’t care about what department you work in or what your official process is
  • Engage – true community
    The shift from brand and customer -> community
    Content creators
    Collaborating to create the virtuous cycle of interaction
  • Paying it Forward
    “Those who ignore the party/conversation/network when they are content and decide to drop in when they need the network may not succeed. It’s pretty easy to spot those that are just joining the network purely to take – not to give. Therefore, be part of the party/conversation/network before you need anything from anyone.”
    – Jeremiah Owyang,
  • He’s just not that into you
    2011 Lumen Consulting, LLC. All Rights Reserved
  • Why your friends unlike you
    Source:ExactTarget “The Social Break-up: Report #8” 2011
  • Why people stop following you
    Source:ExactTarget “The Social Break-up: Report #8” 2011
  • Mapping Social Media to the Event Lifecycle
    2011 Lumen Consulting, LLC. All Rights Reserved
  • Ever been alone in a crowd?
  • Opportunity to drive meaningful engagement
    According to John Nawn, Founder of The Perfect Meeting
    Principle of Meaningful Engagement
    Creating emotional connections
    Meetings are impersonal affairs
    Represent the greatest unrealized opportunity connect
  • Opportunities to event lifecycle
    Where could your event program benefit by social media the most?
    • Research
    • Speaker recos
    • Content feedback
    • Event ambassadors
    • Audience Gen
    • Event reveal
    • Connecting
    • Optimizing
    • Monitoring
    • Updates
    • Feedback
    • Extend the life
    • Monitoring
    • Celebrate
    Think about using social media to build community
    not just “market” an event
  • 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
    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
  • Digital event ambassadors and concierge
    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
    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
  • 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
  • Launch
    Inspire evangelism amongst community
    Deputize your ambassadors
    Build excitement for event, sessions, speakers
    Encourage community engagement with each other
  • 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
  • Post-event
    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
  • Group Exercise & Discussion
    What social media tactics might you utilize at each stage of the event lifecycle
  • How do you measure this stuff?
    2011 Lumen Consulting, LLC. All Rights Reserved
  • Measurement Tool Demos
  • 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
  • How are other companies doing this? The Good, The Bad & The Ugly
    2011 Lumen Consulting, LLC. All Rights Reserved
  • Ritz Carlton hotel managers listen
    1 hour
    Each day reviewing online conversations before walking the grounds
  • 499 employees Tweet at Zappos
    Zappos and their CEO were very early adopters of Twitter
    Zappos provides Twitter training as part of their new employee orientation
  • Personalizing the brand
    Excellent examples using Twitter effectively to build 1:1 connections to the Cisco and Ford brands
  • Dreamforce App
    Dreamforce is Salesforce’s Annual User Conference with +23K attendees and 700 speakers
    Developed their Dreamforce App with Chatter
    Used by thousands of users
    Over 800 groups formed
    55,000 posts
  • Valentine to SFDC
    From a blog post from “A Force to Reckon with”
    “Sometimes the conversations are silly, sometimes serious, always educational and entertaining.  I learned new ways to build in Salesforce, openning up to exploring visualforce and other more sophisticated solutions.  I learned the benefits of steel cut oatmeal (though I still love my beloved cheddar grits).  I got the inside scoop to sessions and presenters, to the happening parties, what to expect when I got to Dreamforce and best of all I had new friends to meet up with in person.  If you’ve ever attended a convention solo, you know what I mean- you look forward to making some connections and have someone to meet up with for a meal or just to trade some stories and experience.  Dreamforce app made this happen before I even made my hotel or flight reservations.  I looked forward to seeing what the regulars in the app were posting- sharing about CRM news, blog posts, debating who @darylshaber is, and sharing and replying myself.  One of my favorite moments came when I realized that I could and was answering more questions people posted than ones I had to wait and see what others could suggest.  I’d arrived in my Salesforce self confidence. ”
  • Session Takeaways
    Be attendee centric in all that you do
    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 – don’t just regurgitate marketing propaganda
    Depth vs. breadth – focus on strengths and assets
    Popularity ≠ Influence – don’t just collect marbles
  • Essential Learning Components
    Evaluate your event strategy and program requirements FIRST then select the social media tool that fits best.
    Use the right social media tool for the job.
    No one becomes a social media star overnight – think a phased approach.
    Social media: It’s not just for big companies anymore.
    Once again, content is king
  • Essential Learning Components (cont’d)
    Authenticity wins the day, especially on a bad day.
    Don’t let perfection become a barrier to progress.
    Deputize and draft colleagues in your organization to your social media team
    Think 1:1, not broadcast
    Quality over quantity
  • Closing thoughts
    “How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?”
    - Seth Godin
  • Yes even more Seth
    Seth Godin on Social Media
  • Q&A Twitter:@lumendesireefacebook.com/lumenconsultingwww.lumen-consulting.com
    2011 Lumen Consulting, LLC. All Rights Reserved
  • Appendix
    2011 Lumen Consulting, LLC. All Rights Reserved
  • Download and recycle with pride!
    This presentation can be viewed and downloaded at:
    Additional tips and resources:
  • Cool Tools
    QR Codes
    Get your free personal – jumpscan.com
    Codes for everything on everything – www.qrstuff.com
  • Facebook tools
    Customize your Facebook page URL
    Tabsite – DIY customized Facebook pages
    Wildfire – Facebook promotions and contests DIY
  • Social Media Monitoring
  • DIY Event Mobile App/Sites
    Event Mobi – DIY Event Web Site Accessible
    Event Mobile TripBuilder
  • Social Media Policy Repository
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