HI. I’m Lara McCulloch-Carter

WHY WE’RE HERE

SHOW OF HANDS

HOW TO WIN FRIENDS & INFLUENCE PEOPLE

6 WAYS TO MAKE PEOPLE LIKE YOU Become genuinely interested in other people. Smile. Remember that a man’s name is to him the sweetest and most important sound in any language. Be a good listener. Encourage others to talk about themselves. Talk in the terms of the other man’s interest. Make the other person feel important and do it sincerely. Source: Dale Carnegie, 1936

6 WAYS TO MAKE PEOPLE LIKE YOU . ENGAGE . BE APPROACHABLE . CONNECT . LISTEN . ADD VALUE . BE AUTHENTIC

SO, WHAT DOES THIS HAVE TO DO WITH SOCIAL MEDIA ?

the way that we make friends & influence people HASN’T CHANGED …

WHERE WE DO IT has

and that’s what SCARES a lot of people

(that is why I am here)

LET’S TALK SOCIAL MEDIA

we no longer SURF the web…

WE SHAPE IT

USER CREATED CONTENT SHARED IN A SOCIAL ENVIRONMENT

PERCEIVED CHALLENGES OF SOCIAL MEDIA

social media is SCARY technology

social media is simply put OLD FASHIONED conversations happening online

you can’t CONTROL the message

you can’t CONTROL the message even without social media

it takes TOO MUCH TIME

it takes AS MUCH TIME as you would like it to take

ADVANTAGES

LOW COST

BRANDING

products used to be BRANDS

and these are BRANDS

now, YOU + I are BRANDS

LEVEL THE PLAYING FIELD

Regional Magazines TheKnot.com Gown gallery Real weddings Local resources Personalized tools 24/7 community Registry Online shopping Streaming TV Best of Weddings Books The Knot Books Knot TV

capital investment to date: $350 MILLION

THE KNOT . 3.2 million unique visitors WEDDING BEE . 3 million unique visitors

capital investment to date: LESS THAN $10,000

KNOWLEDGE

what are people saying about YOU and your COMPETITORS ? what are your competitors saying and how are they ENGAGING OTHERS ?

. engadget BLOGS . 190 blog COMMENTS . someone PINGS Kryptonite . Kryptonite issues a FORMAL PRESS RELEASE

Source: CNN Money

reducing NEGATIVE word of mouth by 1% INCREASED revenue 300x more than increasing POSITIVE word of mouth by 1% Source: London School of Economics

WORD OF MOUSE

good ideas SPREAD

. OVER 100,000++ VIEWS ON YOUTUBE . PICKED UP BY MAJOR NEWS NETWORKS

more importantly, it CHANGED the way Comcast DID BUSINESS

SEARCHABILITY

THE IDEA . launch a free chequing account for the under 25 group in Northern Alberta

THE RESULTS . • 63,431 site visits • 197,529 page views • 3:14 average visit • 80,726 YouTube views • 906 blog comments • 230 Facebook fans • 101 Twitter followers • $179,000 unpaid media • 2,000,000+ impressions • 2,316 Y&F accounts • $3,587,000 new funds

SO, WHY HAS SOCIAL MEDIA BECOME SO IMPORTANT

consumers have been BOMBARDED with marketing-centric noise

THIS HAS BRED MISTRUST

DISCON NECTION

AND A DESIRE FOR CONTROL

they’ve STOPPED listening

THEY WANT TO BE LISTENED TO …

THEY WANT TO BE LISTENED TO … engaged inspired empowered included respected WOWed

find out where they’re having CONVERSATIONS

AFTER ALL, THAT’S WHERE THEY SHARE …

what they LOVE

what they HATE AND…

they’re spreading FAST

they’re lasting FOREVER

SO, IF YOU’RE NOT LISTENING

how do you know what people are saying about YOU ?

IF YOU WANT TO TALK TO YOUR CUSTOMERS, YOU NEED TO GO WHERE THE CONVERSATION IS

don’t be SCARED

become a part of the COMMUNITY

let’s just FOCUS on a few communities

BLOGGING

A BLOG IS BASICALLY A FREE WEBPAGE, AUTHORED BY AN INDIVIDUAL OR A GROUP, THAT CONTAINS POSTS ABOUT ANY SUBJECT IN REVERSE CRONOLOGICAL ORDER

nearly 1 in 4 consumers read blogs for buying decisions 44% of consumers read other consumer’s reviews + comments Source: Ketchum & U of Southern California`s Annenberg Strategic PR Center

BLOG NAME POST COMMENTS SUBSCRIBE SEARCH NAVIGATE

They are used to SPREAD IDEAS INSPIRE & ENRICH ENGAGE HUMANIZE BUILD FOLLOWERS SEO

Little Debbie used social media to BUILD BUZZ + FANS

THE IDEA . send sample boxes to 50 mom bloggers, no strings attached give away 3 identical boxes to each blogger’s readers

THE RESULTS in 5 wks. 98 blog posts 5,000+ reader comments 830 new followers on Twitter …1.5 mos later there are 1,470 sites that reference this product

but it’s NOT ONLY ABOUT NUMBERS …

they built RELATIONSHIPS

they LEARNED what people really think

they showed they were open to new OPPORTUNITIES

IDEAS FOR EVENT PROS . create a blog – event or corporate use other blogs to spread an idea leave comments on blogs promote other blogs think of bloggers as media

MICRO- BLOGGING

LEAD me, FOLLOW me, or GET OUT OF MY WAY! ~ General George Patton

7 MILLION active users growing at a staggering 1400% yoy Source: Nielsen NetView, Feb 09, Home and Work

Source: Nielsen NetView, Feb 09, Home and Work

TWITTER NAME TWEET BAR # CHARACTERS LEFT TWEETS FROM PPL I FOLLOW FOLLOWERS

LISTEN to what others are saying

use my TRIBE to spread ideas

learn from INFLUENCERS

get more TRAFFIC

stay PLUGGED IN

COLLABORATE

IDEAS FOR EVENT PROS . promote your events create a hash tag monitor your brand – event ask questions connections - tweetups integrate into presentations create online experience

PROFESSIONAL NETWORKING

ask QUESTIONS

provide EXPERTISE

JOB opportunities

SOCIAL + PROFESSIONAL NETWORKING

175 MILLION active users Growing at a rate of 228% yoy Almost 1 in 4 is OVER 50 years old Sources: Facebook & Nielsen NetView, Feb 09, Home and Work

created by TRUE FANS 2 nd MOST POPULAR page 3.3 million FANS

SEO Viral Updates and Events Community interaction Portfolio

IDEAS FOR EVENT PROS . create a page and group encourage photos videos build fans and community integrate with other social media tools promote spreading custom applications

IT’S NOT ALL SUNSHINE AND LOLLYPOPS

proceed with CAUTION

remember who’s LISTENING A lucky job applicant tweeted the following: Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work. This tweet caught the attention of Tim Levad, a channel partner advocate for Cisco. To which he responded: Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web.

remember you can’t PLEASE everyone

don’t DELEGATE

don’t focus on the SALE

remember it’s not about NUMBERS

never forget your MISSION

stand OUT

THE STRATEGY

the essence of strategy is choosing WHAT NOT TO DO M. Porter

Source: Michael Hoffman

GETTING BACK TO THE RULES

6 WAYS TO MAKE PEOPLE LIKE YOU . ENGAGE . BE APPROACHABLE . CONNECT . LISTEN . ADD VALUE . BE AUTHENTIC

“ YOU CANNOT LIVE A PERFECT DAY WITHOUT DOING SOMETHING FOR SOMEONE WHO WILL NEVER BE ABLE TO REPAY YOU” College basketball coach, John Wooden

CONNECT WITH ME Twitter - @ready2spark / @eventprofs LinkedIn - http:// www.linkedin.com/in/laramcculloch Blog – http://www.ready2spark.com Company – Regal Tent Productions ( http://www.regaltent.com )

CREDITS Images – http://www.gettyimages.com Pg 10 – Extracted from How to Win Friends & Influence People, Dale Carnegie Pg 32-34 – Inspired by Brand 2.0, http://www.criticalmass.com Pg 61 – Youtube video ‘The Breakup’ http://www.bringtheloveback.com pg 128 – From ‘How to tweet your way out of a job’ by I’m not actually a geek ( http://bhc3.wordpress.com ) pg 138 – Image from Flickr (Matt Hann) pg 139 – Chart via Michael Hoffman of http://www.see3.net