Impact Of Social Media On Meetings & Events

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Presentation that was given at the 2008 Incentive Works conference at the Metro centre in Toronto. This is the largest meeting & event show. …

Presentation that was given at the 2008 Incentive Works conference at the Metro centre in Toronto. This is the largest meeting & event show.

Presentation was part of an education /learning series with focus on the impact of social media to the meetings & events space... with special emphasis on how this applies to the event planner

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    Blog:http://www.neo-events.blogspot.com/
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  • 1. Impact of Social Media on meetings & events Need multi-channel image
  • 2. It used to be that new media was an afterthought in the M&E space
  • 3. Communications were pretty simple
  • 4. We were a paper driven society
  • 5. ... And then things changed
  • 6. and became a bit more complicated
  • 7.  
  • 8. “ The world is in the middle of an ongoing conversation . A marketer’s challenge and job is to enter that conversation and when you do join in, you had better be prepared to add value .” John D Hayes – CMO American Express
  • 9. Today you will learn how to extend the conversation and leverage the power of social media for your next meeting, event, or experience.
  • 10. Before you can add value and extend the conversation, there a few things you should know…
  • 11. Did you know?
  • 12. Agenda (other things you’ll need to know)
    • Introduction to social media
    • Defining & introducing the tools
    • Impact on meeting & event planning
      • Before
      • During
      • After
    • Measuring Social Media’s impact
    • Pitfalls of social media
    • Top 6 things to remember
    • Questions and new age answers
  • 13. What is social media?
  • 14.  
  • 15. social media In plain english
  • 16. Translation for M&E
    • People now have more options when it comes to selecting a meeting, event, conference, or experience
    • People now have more ways to find out about your event and more ways to tell others about it
    • Incorporating social media into your planning can increase content relevance, drive participation, make it more measurable, and drive positive ROI
  • 17. Tools of the trade
    • Facebook
    • Twitter & twemes
    • YouTube
    • Flickr
    • Blogs & Scribble Live
    • RSS
    • LinkedIn
    • Social Bookmarking
    • Social Media Press Release
    • Mobile
  • 18. … your new best friend
  • 19. Canadian Facebook Stats
    • General:
    • 4 th most visited site in the world
    • #1 social media site
    • #1 photo sharing site on the web
    • Demographics:
    • Over 9.5 million users
    • Canada is second largest network in the World!
    • 13.5 billion page views monthly
    • 43% Male 57% Female
    • 19% under 18
    • 34% 18 to 24
    • 26% 25 to 34
    • 21% over 35
    • Engagement:
    • 75% of users visit at least once a day!
    • 2.6 average visits per visitor per day.
    • 32.9 visits per month.
    • 29.8 minutes per visitor per day.
    • 378.6 minutes per month.
  • 20.  
  • 21. Translation for M&E
    • Facebook is a cost effective way to build awareness and advocacy for your meeting or event
    • Once people RSVP to your meeting or event, you can send them updates via facebook email
    • Fans of your meeting or event will automatically publish with link to their entire network… WOM rules!
    • Facebook has replaced the promotional flyer /email for many event planners
  • 22. Creating your own Social Network
    • Create a social network that will facilitate relevant and valuable interactions that will extend beyond physical meeting days
  • 23.  
  • 24.  
  • 25.  
  • 26. Translation for M&E
    • Increase event attendance
    • Give customers the voice they expect
    • Listen better and innovate faster
    • Improve your own products and services based on user feedback
    • Get to know your evangelists and partner with them
    • Increase word of mouth marketing and buzz
    • Tap into the wisdom of your audience
    • Build brand loyalty, because… the more connected your audience is to each other, the more loyal they will be to your brand
  • 27.  
  • 28. Translation for M&E
    • Great way to extend experience beyond physical meeting day
    • Builds link love & awareness from search engines
    • Film is dead – embrace digital
  • 29.  
  • 30.  
  • 31.  
  • 32.  
  • 33.  
  • 34. YouTube
  • 35. Video Blogging Example:
  • 36. Translation for M&E
    • Blogs and video blogs are a cost effective way to build awareness and engagement before, during, or after your meeting & event
    • You don’t need high production values to be effective
    • Makes your meeting or event more “findable” through search and other social media
  • 37. is micro-blogging your friend or foe?
  • 38. Translation for M&E
    • What are you doing right now becomes – what is happening right now at your meeting or event
    • People who aren’t physically attending your meeting or event can now follow content, participant reaction and get other insights
  • 39. Example: 2008 South by Southwest Conference ( www.sxsw.com )
  • 40. The Audience is in control
    • Interview with 23-year old billionaire Facebook CEO Mark Zuckerberg
    • Neither he nor the person interviewing him were prepared.
    • As the unfocussed topics meandered for 45 minutes, the audience grew increasingly restless
    • Tweets about how “lame” the session was started flying in the hall (via mobile)
    • “ Zuck you suck.”  
    • As the social media took over, the crowd started shouting out questions on their own.
    • The session went off the rails from there
    •  
  • 41. What did we learn?
    • Social media is shifting the balance of power to the audience
    • Audiences will increasingly demand a say at meetings and events
    • Speakers and meeting professionals should recognize this trend and prepare for it
    • Smart planners will embrace social media to their benefit
  • 42.  
  • 43.  
  • 44.  
  • 45. Translation to M&E
    • You can syndicate / broadcast content on the web separate from your own website
    • It’s like having a call to action to come back to a site every time a feed is updated
    • Planners can track hundreds of sites easily with an aggregator
  • 46. Get yourself a feed aggregator
  • 47. Social bookmarking
  • 48. Social Bookmarking in Plain English
  • 49. Translation for M&E
    • Easy to add to any web property you own or control
    • Great way to amplify word of mouth on your meeting or event
    • Becoming more important that search for many
  • 50. The Social media press release
  • 51.  
  • 52. Linkedin
  • 53. Translation for M&E
    • It’s no longer just about the business card
    • Build your professional network to increase meeting or event participation
    • Build your professional network to find ideal keynote speakers
    • Validate meeting content by getting input from the experts
  • 54. Don’t forget about mobile…
  • 55.  
  • 56.
    • Canadians currently use more than 21 million wireless devices daily
    • 10.1 Billion text messages sent in 2007
    • 1.4 billion sent in March 2008 alone
    • Uniques have grown to 41%
    • 20 billion in 2008 within reach
    • Adoption exceeds 80% in urban markets
    • Source : CWTA
    Canadian Mobile Landscape
  • 57. Mobile Trends that will impact consumer adoption:
  • 58. 2 more factors…
  • 59.  
  • 60.  
  • 61. Applying your social media kung fu to M&E (before, during and after)
  • 62. Before your meeting or event:
    • Create or leverage a social network
    • Setup mobile alerts & reminders
    • Define social media tags for flickr, twitter etc.. (#incent08)
    • Social Media Press release
    • Promote through RSS, Blogs, social bookmarking and other social media
  • 63. During your meeting or event:
    • Ensure Wifi access
    • Bluetooth
    • Text to screen for vote /survey
    • Incorporate social media tags on name tags
    • SMS alerts / reminders
    • Mobile event assistant (web based)
    • Moderate live blogging
  • 64. After your meeting or event:
    • Share everything
    • Post video of what was missed
    • Continue to social network
    • Follow the conversation and take note
    • Add crowdsourcing to add or replace post-event surveys
  • 65. Measuring social media’s impact
  • 66. What and how to measure
    • Start by creating a baseline – use last years participation numbers
    • Measure community engagement:
      • # of people or blogs who create event-related content
      • # of people or who read event-related content (your site and others)
      • # of blog reactions to your meeting or event (technorati.com)
      • Search ranking in Google, Yahoo, and MSN
      • # of fans in your facebook page
      • # of followers on Twitter
      • # of images posted to Flickr
      • # of new contacts made through Linkedin
      • # of diggs, stumble upons, and delicious references
  • 67. More things to measure:
    • Incorporate engagement and advocacy stats into your overall cost per acquisition costs for your meeting or event
    • Compare this year’s participation numbers from last year to gage impact of social media
  • 68. Segment your prospects and participants for your next meeting or event:
    • Awareness
    • Reactivated
    • Active participant
    • Advocate (promoting your meeting or event through social media)
    • Lapsed
  • 69. Pitfalls of social media
    • The cold start
    • You can’t control everything
    • Negative feedback
    • No hard selling
    • Rumours and speculation
    • The interweb never forgets
  • 70. 6 things to remember about the impact of social media on M&E
    • How you promote you meeting or event has evolved
    • Content is no longer distributed by paper alone
    • Feedback from participants is instant… and social. And mobile. And public.
  • 71.
    • Interactivity is happening now at your meeting or event, shouldn’t you be joining the conversation?
    • The conversation continues well beyond your meeting or event
    • Going beyond the business card with social networking
  • 72. Questions and new age answers…
  • 73.  
  • 74. How to reach me: Email: [email_address] Voice or SMS to 416-729-4268 LinkedIn profile: http://www.linkedin.com/in/phryl Follow me on Twitter: http://www.twitter.com/phryl Follow my Mobile & Interactive marketing blog: http://www.burningthebacon.com http://m.burningthebacon.com (mobile version) Check out other contributions at: http://www.onedegree.ca http://www.canadianmarketingblog.com/ Phil Barrett (.mobi) Senior Director, Mobile & Interactive Carlson Marketing