Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & Results


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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

    1. 1. Desiree Lehrbaum<br />EXHIBITOR2011<br />2011 Lumen Consulting, LLC. All Rights Reserved<br />S404Leveraging Social Media to Drive Better Engagement and Results <br />March 27, 2011<br />
    2. 2. A bit about me <br />2<br />
    3. 3. Shaping the agenda<br />Who are you? <br />What would you like to get out of today’s session? <br />What do you have to contribute to today’s session? <br />3<br />
    4. 4. Ground rules <br />I’m not the “social media” expert, but <br />I will share what I’ve learned along the way <br />I facilitate all knowledge in the room, but <br />Don’t be “that” guy/gal <br />Engage, but be respectful <br />Yes it’s learning, but <br />Let’s have some fun or at least some laughs <br />This session is not time you have to serve, if it’s not working for you . . .<br />Talk to me – maybe we can get there <br />Have permission to leave <br />4<br />
    5. 5. Trends in Events<br />2011 Lumen Consulting, LLC. All Rights Reserved<br />5<br />
    6. 6. The way events used to be <br />If we build it they will come <br />We control the message <br />Planning events based on what the organizers/management thought was important<br />Zero tolerance for error <br />Ask for attendee input AFTER the event is over <br />6<br />
    7. 7. A funny thing happened on the way to the recovery <br />Rules of the “game” changed <br />Explosion of social media<br />User created content <br />Tough economy = no guaranteed on attendance<br />7<br />
    8. 8. Events today <br />Who is the content creator? <br />Who is controlling the message? <br />What’s live vs. online?<br />In-person vs. digital <br />8<br />
    9. 9. Attendees are demanding to engage on their terms <br />Participatory <br />Face to face AND digital<br />Specialized<br />Customized <br />Sustainable <br />Portable/mobile <br />9<br />
    10. 10. It’s all about the attendee, stupid <br />Majority of meetings and events are designed for the benefit of the meeting professional<br />Its about the community, not the event <br />Customers as co-creators <br />Customers defining the rules of engagement <br />Customers driving how and what they want to know <br />Customers want more than corporate monologues <br />Events as labs for experimentation<br />10<br />
    11. 11. What are we so afraid of? <br />2011 Lumen Consulting, LLC. All Rights Reserved<br />11<br />
    12. 12. Does this sound familiar? <br />“My <boss, CEO, Legal, Support, PR > will never support launching Twitter, Facebook, community”<br />“There is no way <insert resistance agent of choice> will approve doing any of this” <br />“What if people start saying something negative about the company or our product?” <br />12<br />
    13. 13. Communication shift needs to happen <br />“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.”<br />Richard Edelman <br />CEO Of Edelman <br />13<br />
    14. 14. Overcoming objections <br />Show don’t tell <br />Conduct online searches about your brand online <br />Put your industry and competitors front and center<br />Compile what your top competitors and industry are doing with social media <br />Data, data, data <br />Tap into the wealth of data (Hint: Poach from this presentation) <br />Provide assurance with guidelines<br />Leverage industry best practices for and establish guidelines for internal use <br />14<br />
    15. 15. Why negative isn’t so negative <br />Most online are actually positive <br />Bazaarvoice found 80% of US clients reviews give their products a 4 out of 5 star rating (jumps to 88% for UK clients)<br />Listening to customers is never a bad thing<br />If your brand or event is seeing more negative feedback, then they are doing you a favor <br />People are already online talking about your brand without you <br />Wouldn’t you rather join the conversation and show you’re listening <br />The days of the company controlling their message are over<br />15<br />
    16. 16. Group Exercise & Discussion <br />What obstacles are you hearing at work? <br />Suggestions on how to overcome? <br />16<br />
    17. 17. Good events = control <br />Event managers pride themselves in creating a controlled, scripted environment that minimize risk <br />In social media, the culture mandates giving up the illusion of control <br />17<br />
    18. 18. Why events should embrace social media <br />Events offer genuine personal connections whether they be online, virtual or physical <br />All about deepening customer relationships <br />Nothing is more social than events<br />18<br />
    19. 19. Why is Social Media Different?<br />19<br />2011 Lumen Consulting, LLC. All Rights Reserved<br />
    20. 20. Years it Took to Reach a 50M Market Audience<br />20<br />50 MILLION USERS<br />38 YEARS<br />13 YEARS<br />4 YEARS<br />3 YEARS<br />2 YEARS<br />Radio<br />TV<br />Internet<br />iPod<br />Facebook<br />
    21. 21. Why Social Networking <br />According to “The Zen of Social Media Marketing” the top three reasons why people join social networking sites <br />Identity – to showcase who they are <br />Connections – to build relationships with others <br />Community - sharing experiences with others <br />21<br />
    22. 22. Users comfort with social media increasing <br />9 out of 10 US internet users visit a social networking site each month <br />Ave. US worker spends 5.5 hours on social networking at the office <br />22% of time spent online is attributed to social networking sites <br />20% of US adults publish or own a blog <br />22<br />*Nielsen Internet & Social Media Consumer Insights, 2010<br />
    23. 23. Social media is not just for B2C & Lady Gaga<br />57% of US workers use social media for business purposes at least once a week<br />#1 reason for leveraging social media was to acquire knowledge and ask questions of the community <br />23<br />*IDC State of Social Business, January 2010<br />
    24. 24. B2B = Decisions based on Relationships & Trust <br />Learning from others about their efforts <br />Hearing unfiltered feedback about solutions and companies <br />Monitoring industry trends <br />Share their experiences with others <br />24<br />
    25. 25. Group Exercise & Discussion <br />What are you seeing with your customers? <br />Are you doing anything to adjust to these changes? <br />25<br />
    26. 26. Fish where there are fish <br />Consider where your users, customers, attendees are already <br />26<br />
    27. 27. Important of staying ahead of your audience <br />This is not a “set it and forget it” approach <br />Dynamic space stay observant but not obsessed <br />Always be open to what’s coming <br />Realistic about what’s on it’s way out <br />Ask: Is there any value for my community or event? <br />27<br />
    28. 28. Double-clicking on the Technology <br />28<br />
    29. 29. Ok . . .Where do you start? <br />29<br />
    30. 30. Trends for Key Social Media Sites <br />30<br />*comScore 2010 US Digital Year in Review<br />
    31. 31. Facebook more than just Farmville <br />31<br />
    32. 32. Facebook is more than status updates <br />Over 700M users worldwide that spend over 700 billion minutes online <br />50% login every day <br />200M users access via mobile device <br />About 70% of FB users outside US <br />More than 30 billion pieces of content (links, blog stories, photo albums) are shared monthly<br />Ave user is connected to 80 community pages, events <br />Ave user creates 90 pieces of content monthly <br />Serve up 600,000 photos every second <br /> Facebook has over 30,000 servers <br />Manages over 25 terabytes of data daily for logging <br />32<br />Source: Facebook, September 2010 <br />
    33. 33. Facebook <br />If Facebook were a country it would be the 3rd largest <br />700,000 new users a day <br />Facebook accounts for 10% of all page views in the US <br />3 out of every 10 internet sessions involves a visit to the site<br />41% of Americans maintain a profile page <br />33<br />
    34. 34. 34<br />
    35. 35. Twitter <br />200 Million registered accounts <br />Estimated 5-7% of US Population is on Twitter <br />Post 110 Millions Tweets Per Day (TPD)<br />Nearly 2/3 access Twitter on mobile phone <br />From 2006-2010 = 478% CAGR <br />35<br />*Nielsen<br />
    36. 36. 36<br />
    37. 37. Video Consumption & Engagement Grows <br />Ave Daily Unique Viewers<br />Hours Per Viewers<br />37<br />*comScore 2010 US Digital Year in Review<br />
    38. 38. Geolocation<br />“Gaming” increases engagement and ties exhibit information in to fun activities<br />Foursquare, Gowalla, Facebook Places - Existing applications that many attendees may be using<br />
    39. 39. The Fun of Geolocation <br />Reports your location <br />“Check-in” to popular locations/businesses <br />Earn rewards – points, badges, and if you check-in the most can become Mayor and get freebies or discounts <br />
    40. 40. QR Codes<br />Expedite information exchange (registration, biz card, contact info, etc.)<br />“Scan and Go” - information can be downloaded and digested without needing to be stationary. Attendees can scan and consume content at their convenience <br />Play video<br />
    41. 41. QR Code-Digital Collateral<br />Replaces/reduces amount of trade show literature by giving attendee opportunity to download digital version<br />Measurable. Distribution can be tracked, down to attendee sharing<br />Reduces money on printing & shipping and reduces waste<br />“Curiosity” factor<br />Has SMS feature, for those without camera phones<br />
    42. 42. The Virtuous Cycle of Interaction <br />“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.”<br />-Andrew Lipsman<br />comScore<br />42<br />
    43. 43. Focus on strategy, not the tool <br />Social media tool providers can quickly fall out of favor <br />In 2006 MySpace had twice the unique visitors as Facebook<br />Little over 5 years ago typing “twitter.com” = 404 error <br />Your objectives and audience should determine which tools you should use – not the other way around<br />43<br />
    44. 44. Mobility<br />44<br />
    45. 45. Morgan Stanley predicts by 2015, mobile web will surpass Internet desktop use<br />*Morgan Stanley , “Internet Trends” report April 12, 2010 http://bit.ly/eUpcf8<br />
    46. 46. The Mobile Executive <br />82% of executives use a smartphone and on average carry 3.46 devices<br />Nearly 2/3 are comfortable making a purchase on their mobile device <br />45% believe a smartphone will be their primary device in three years<br />Source: Fobres Insights “The Untethered Executive: Business Information in the age of mobility” October 2010 <br />
    47. 47. Tablets – not just for Angry Birds <br />Deloitte forecasts enterprises will purchase more 25% of all tablet devices sold worldwide in 2011<br />According to Apple more than 80 percent of the Fortune 100 have already deployed the iPad in the enterprise or are piloting it<br />65% of execs agree they’ll be using tablets more frequently than a computer in 3 years*<br />
    48. 48. Social Media Phased Approach<br />48<br />2011 Lumen Consulting, LLC. All Rights Reserved<br />
    49. 49. Phased Participation Engagement <br />49<br />Conversation<br />Community<br />Active<br />Passive <br />
    50. 50. Commit – less is more <br />Look before you leap <br />Evaluate where your strengths, resources and community are <br />Focus is better than trying to launch and excel across multiple social media vehicles <br />Consider an executive sponsor <br />Once you determine your focus area – secure commitment from cross-functional team and executives <br />50<br />
    51. 51. Listen – and it’s all about listening<br />They are already there discussing brand – how can you learn?<br />Observe the digital natives in their habitat <br />Unfiltered feedback about your organization, event, staff and technology <br />Market research <br />Opportunity assessment<br />How? <br />Search online and analyze results <br />Participate in online chats<br />Subscribe and comment on blogs and wikis <br />51<br />
    52. 52. Dialogue – two way communication <br />Think conversation, NOT broadcast <br />Tend to tunnel-vision on what to post, but focus on what will enlist participation <br />Quality trumps quantity <br />Establish trust and credibility <br />Give your customers something of value <br />People are looking to be heard<br />Authentic interactions<br />Acknowledge mistakes <br />People don’t care about what department you work in or what your official process is <br />52<br />
    53. 53. Engage – true community <br />The shift from brand and customer -> community <br />Champions <br />Evangelism <br />Advocacy <br />Content creators <br />Collaborating to create the virtuous cycle of interaction <br />53<br />
    54. 54. Paying it Forward <br />54<br />“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.” <br />– Jeremiah Owyang, <br />Web-Strategist.com<br />
    55. 55. He’s just not that into you <br />2011 Lumen Consulting, LLC. All Rights Reserved<br />55<br />
    56. 56. Why your friends unlike you <br />56<br />Source:ExactTarget “The Social Break-up: Report #8” 2011<br />
    57. 57. Why people stop following you <br />57<br />Source:ExactTarget “The Social Break-up: Report #8” 2011<br />
    58. 58. Mapping Social Media to the Event Lifecycle <br />2011 Lumen Consulting, LLC. All Rights Reserved<br />58<br />
    59. 59. Ever been alone in a crowd? <br />59<br />
    60. 60. Opportunity to drive meaningful engagement<br />According to John Nawn, Founder of The Perfect Meeting <br />Principle of Meaningful Engagement <br />Creating emotional connections <br />Meetings are impersonal affairs <br />Represent the greatest unrealized opportunity connect <br />60<br />
    61. 61. Opportunities to event lifecycle <br />61<br />Where could your event program benefit by social media the most? <br /><ul><li> Research
    62. 62. Speaker recos
    63. 63. Content feedback
    64. 64. Event ambassadors
    65. 65. Audience Gen
    66. 66. Event reveal
    67. 67. Connecting
    68. 68. Optimizing
    69. 69. Monitoring
    70. 70. Updates
    71. 71. Feedback
    72. 72. Extend the life
    73. 73. Monitoring
    74. 74. Celebrate </li></ul>Think about using social media to build community <br />not just “market” an event <br />
    75. 75. Enlisting cross-functional resources <br />Most organizations who are doing this well do not of have dedicated headcount to “manage” social media <br />Social media is all about personal connection vs. traditional corporate speak <br />Identify individuals in your organization who are active digital media natives<br />Product management/marketing <br />Executive teams – CTOs especially<br />Deputize cross-functional teams to listen and dialogue <br />Full disclosure is an imperative<br />Encourage ownership of customer engagement around certain topics <br />62<br />
    76. 76. Digital event ambassadors and concierge<br />New thinking: create event ambassadors <br />Can be internal or external people <br />Offering key people exclusive event news to their audiences <br />Bring participants along the entire event lifecycle <br />No dictating what they say <br /> Benefits <br />People respond more to individuals than anonymous company <br />1:1 facilitates building trust, credibility and relationships<br />Diverse communication channels broadens reach<br />Build anticipation for the event and speakers <br />63<br />
    77. 77. Pre-event strategy <br />Validate event strategic direction <br />Co-create content and program with attendees <br />Gather feedback and recommendations for content, speakers, locations, activities <br />By listening to community will build more effective program and gain buy-in from attendees <br />Build momentum and excitement for event launch<br />Establish 1:1 connections online with event ambassadors <br />64<br />
    78. 78. Launch <br />Inspire evangelism amongst community<br />Deputize your ambassadors <br />Build excitement for event, sessions, speakers <br />Encourage community engagement with each other <br />65<br />
    79. 79. On-site <br />Bring back channel to the forefront<br />Empower all participants to engage and share learning <br />Monitor what’s happening at event in real-time <br />Troubleshoot when things go wrong <br />Pro-actively communicate changes immediately <br />66<br />
    80. 80. Post-event <br />Feedback <br />Enlist event ambassadors <br />Extend the life and reach of the program <br />Post content on SlideShare, Posterous, YouTube <br />Use as springboard to gain momentum for next program <br />67<br />
    81. 81. Group Exercise & Discussion <br />What social media tactics might you utilize at each stage of the event lifecycle <br />68<br />
    82. 82. How do you measure this stuff? <br />2011 Lumen Consulting, LLC. All Rights Reserved<br />69<br />
    83. 83. Measurement Tool Demos <br />70<br />
    84. 84. New paradigm in thinking about value <br />“Take one opportunity, <br />grow it into something of quality, <br />and then leverage that opportunity into <br />a new one that derives more value.” <br />71<br />Chris Brogan & Julien Smith , Trust Agents<br />
    85. 85. How are other companies doing this? The Good, The Bad & The Ugly<br />2011 Lumen Consulting, LLC. All Rights Reserved<br />72<br />
    86. 86. Ritz Carlton hotel managers listen <br />1 hour<br />Each day reviewing online conversations before walking the grounds <br />73<br />
    87. 87. 499 employees Tweet at Zappos<br />74<br />Zappos and their CEO were very early adopters of Twitter <br />Zappos provides Twitter training as part of their new employee orientation <br />
    88. 88. Personalizing the brand <br />75<br />@padmasree<br />@scottmonty<br />Excellent examples using Twitter effectively to build 1:1 connections to the Cisco and Ford brands <br />
    89. 89. Dreamforce App <br />Dreamforce is Salesforce’s Annual User Conference with +23K attendees and 700 speakers <br />Developed their Dreamforce App with Chatter <br />Used by thousands of users <br />Over 800 groups formed <br />55,000 posts <br />76<br />
    90. 90. Valentine to SFDC <br />From a blog post from “A Force to Reckon with” <br />“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. ”<br />77<br />
    91. 91. Session Takeaways <br />Be attendee centric in all that you do <br />Content is still king – social media can’t help bad content <br />Commit – be in for the long haul. No graceful exit strategy <br />Iterate - do not need to wait for perfect information or optimal resources to begin <br />Be authentic – don’t just regurgitate marketing propaganda <br />Depth vs. breadth – focus on strengths and assets<br />Popularity ≠ Influence – don’t just collect marbles <br />78<br />
    92. 92. Essential Learning Components <br />Evaluate your event strategy and program requirements FIRST then select the social media tool that fits best. <br />Use the right social media tool for the job. <br />No one becomes a social media star overnight – think a phased approach. <br />Social media: It’s not just for big companies anymore. <br />Once again, content is king<br />79<br />
    93. 93. Essential Learning Components (cont’d) <br />Authenticity wins the day, especially on a bad day. <br />Don’t let perfection become a barrier to progress. <br />Deputize and draft colleagues in your organization to your social media team<br />Think 1:1, not broadcast <br />Quality over quantity<br />80<br />
    94. 94. Closing thoughts <br />“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?”<br />- Seth Godin<br />81<br />
    95. 95. Yes even more Seth <br />Seth Godin on Social Media <br />82<br />
    96. 96. Q&A Twitter:@lumendesireefacebook.com/lumenconsultingwww.lumen-consulting.com <br />2011 Lumen Consulting, LLC. All Rights Reserved<br />83<br />
    97. 97. Appendix<br />2011 Lumen Consulting, LLC. All Rights Reserved<br />84<br />
    98. 98. Download and recycle with pride! <br />This presentation can be viewed and downloaded at: <br />www.slideshare.net/lumendesiree<br />Additional tips and resources: <br />www.lumen.posterous.com<br />85<br />
    99. 99. Cool Tools <br />QR Codes <br />Get your free personal – jumpscan.com<br />Codes for everything on everything – www.qrstuff.com<br />86<br />
    100. 100. Facebook tools <br />Customize your Facebook page URL <br />http://www.facebook.com/username<br />Tabsite – DIY customized Facebook pages <br />http://www.tabsite.com/<br />Wildfire – Facebook promotions and contests DIY <br />www.wildfireapp.com<br />87<br />
    101. 101. Social Media Monitoring <br />http://search.twitter.com/advanced<br />www.viralheat.com<br />www.socialmention.com/<br />http://hootsuite.com/<br />www.scoutlabs.com/<br />www.radian6.com<br />88<br />
    102. 102. DIY Event Mobile App/Sites <br />Event Mobi – DIY Event Web Site Accessible <br />http://www.eventmobi.com/home/<br />Event Mobile TripBuilder<br />http://www.tripbuilder.com/mobile/mobile-eventmobile.php<br />89<br />
    103. 103. Social Media Policy Repository <br />www.socialmediagovernance.com/policies.php<br />90<br />
    104. 104. 91<br />