AC Forum TNOC Setting Social Media Objectives

I was born in 28 B.G.
Ruud Janssen, CMM

@ruudwjanssen

www.tnoc.ch


I was born in 28 B.G.


#tweetingmeeting
The Tweeting
Meeting


©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting

2012

©TNOC | 2011 | www.tnoc.ch


focus on meetings & events


©TNOC | 2011 | www.tnoc.ch Slide courtesy of Samuel J Smith - Social Point - Interactive Meeting Technologies LLC

Practical tip # 1

People grow
in the direction
of the questions
they ask


How many of you
have checked in?


Practical tip # 2

People remember
how you make them feel


How’s your social media skillset?

©TNOC | 2011 | Ruud Janssen | www.tnoc.ch


Recommended reading


ask yourself before you begin:
what is your objective?

“If you aim at nothing,
you’ll hit it every time”
zig ziglar



“ tactics without strategy is the
noise before defeat ”
sun tzu


1 content
2

continuity context
4
3
connectivity

graphic source: David Armano adapted by Ruud Janssen


conversation
leveraging

gobal market

community

organisation

personal

elements of social media
strategy

personal communications objectives

Market, World
personal
‣ build a personal brand
Community ‣ generate leads
‣ build network value
Organization
‣ keep informed
‣ establish expertise
Personal


internal communications objectives

‣ document knowledge
Market, World internal
communicationsideas
‣ generate
Community ‣ improve retention
‣ reduce costs
‣ identify leaders
Organization

‣ communicate quickly
Personal

‣ strengthen culture

customer communications objectives

Market, World customer
‣ generate ideas
communications
‣ build brand reputation
Community

‣ gain referrals
Organization
‣ energize enthusiasts
‣ cheap, fast research
Personal
‣ reduce support cost


market communications objectives

Market, World market
communications
‣ increase visibility
Community ‣ market intelligence
‣ competitor intelligence
‣ brand intelligence
Organization

‣ crisis mitigation
Personal


implementation:
grow from your comfort zone slowly

Market, World

Community

Organization

Personal

I can get my we can keep we could always OMG what if they
feet wet it private pull the plug say something bad?

...but start listening at all levels now

implementation:
strength at one level can be leveraged to
the next level
Market, World

Community

Organization

Personal

teams create and brand evangelists
leaders ignite
contextualize multiply and echo
team
messages to the message
participation
outside world everywhere

...but start listening at all levels now

©TNOC | 2011 | www.tnoc.ch source = http://www.seekomega.com/wp-content/uploads/2011/09/image.png


tactical elements
of social media


implementation:
each tool has it own strengths and
weaknesses
fast followers, faster news
shallow friends, noisy

deep connections, viral
private, slow building

great control, unlimited content
slow building, commitment


Personal

Friend request your
address book contacts

Friend request Facebook/
Research contact’s Nice to hear from you!
LinkedIn
personal proﬁle Let’s do lunch!
recommendations

Answer LinkedIn
Follow up with requestor,
Questions in your area of
request friend connection
expertise

intelligence:
social networks for lead generation

Organization

intelligence:
internal wikis and networks

Community

intelligence:
community idea forums

Market, World

intelligence:
community idea forums

Market, World

intelligence:
analytics dashboards

Market, World

intelligence:
conversation mining

conversation

gobal market

community

organisation
listening broadcasting
[intelligence] personal [advertising]

elements of social media strategy


“If you aim at nothing,
you’ll hit it every time”
zig ziglar


tactical elements
of social media


Chart: Organizations identify most important objectives for social media use for 2011


SAPhire Now event video



Case study



Case study TEDxYouthday



Buy a
Tweeting
Meeting Book
+ 2 free
implementation
checklists



The Tweeting
Meeting


The Tweeting Book
Meeting
also available as PDF e-book

Ruud Janssen

@ruudwjanssen

www.tnoc.ch


Social Media Menu
Starters (Creating a social media presence)
Linkedin Company Profile
Individual/Organisational: Organisational* Privacy issues: Almost None
Benefits: Recognition, SEO, potential followers, HR links
Challenges: Maintenance, can be hijacked
Resources needed (time, technology, people): 4 hours/year, basic level
Data needed: Logo, official company info/bio and detailed list of services/products
cial
KPI: external followers (clients & fans) recommendations for services
Best Practice example: Project Management Institute (http://www.linkedin.com/company/11352)

Facebook Page
Individual/Organisational: Organisational* Privacy issues: Almost None
Benefits: Recognition, SEO, creation of fan base, interaction
Challenges: Must be monitored, hard to gain fans
Resources needed (time, technology, people): 8 hours/year, basic level with image manipulation
Data needed: Logo, official company info/bio, images encouraged
cial
KPI: Number of fans and interaction with fans (likes and comments)
Best Practice example: European Commission (http://www.facebook.com/EuropeanCommission)

Twitter Profile
Individual/Organisational: Either Privacy issues: Almost None
Benefits: Recognition, SEO, real-time interaction
Challenges: Must be monitored continuously, can be abused, lack of action can be detrimental
Resources needed (time, technology, people): 2 hours (setup), 2 hours/week (management),
intermediate level
Data needed: Logo, short company Bio, custom backdrop optional
KPI: Followers and mentions
Best Practice example: Action Fraud UK (http://twitter.com/actionfrauduk)

Mains (Developing your social media presence)
Linkedin Groups Participation
Individual/Organisational: Individual Privacy issues: Depends on content/comments shared
Benefits: Become commentator, Demonstrates topic knowledge, good visibility, can influence decision
makers
©TNOC | 2011 | www.tnoc.ch Challenges: Resource heavy, can attract negative comments, fine line between
1
Copyright: @miguelseven

user generated content checklist

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& hybrid
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Prod uctio  B ena
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Event d inte
 entbrite,
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too o, cebo Socializ Content development
 ns to buil cation
Linkedin-event)owalla, F
o lo a r, Facebook,
vitatio  Ge are, G m,
ent in estrea
 Ev s (Fours
qu
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-load information if
att endee  Social media Ustream possible)
ideo ( chairperson (passionate,baffable,
Live ver,, a ustin.tv)
a good writ
 J connector, an onli er, Tw u s)
g V.com m
 Blo extremely hard working itter, Yam ne leader, ,and
BlogT w  Pick one tag name
logging ing (T ) kBox to use across all
icro-b -blogg oo, To site) applications and promo
 M Micro
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g  tool for qui ide confirmations, badges,
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Photo video inteideo ws g and/ or oth ck ongoing live
V rvie
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presentation holding
 iews ub e et up handouts, post event
o inte
rv 
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 Liv orts  Bloim r(s) to report d/or p
gge yer an on live event sessions
w rep
eo sho dio pla full
ily vid ns  Au o post  Photograph people
 Da sessio  Audio and videaring site t and write down their nam
eo of h o editor to edit, encode, and company to be able e
nd vid t V ideo s upload to share the content with
 A udio a s and pos comments to ses
s ession , to ol sions Link edin, them
during d.com
Lanyr ion tool)Be e chat book,
e chat lace (  Liv
ginning convtersationce g (Fa
 Liv tion p abora
t workin .)  Use names as much
rega coll cial ne ble etc.. age 1
of 2 as possible in blog posts,
nt agg om, Online  So event p photos, and videos
Conte bs.c  Reasonseto g, Patha ate erated content a
t your

ote , Twu Le bu particip r gen (topics, FAQ
’s and
Evern controversies / enabling use
t debate issues)  Tag everything with the eve
g|C hecklis nt’s tag name
en | TN
OC Blo (#hashtag)
u dwjanss  Col lect blogs and user
M | @ru
en, CM accounts of attendees (sh
d Janss ow
h | Ruu
| www.T
NOC.c available content or pro
| TNOC vide
©2011 incentive)

 Give top content cre
ators
prime placement on blog
and/or
event Web site

©2011 | TNOC | www.TNO
C.ch | Ruud Janssen, CMM | @ruu
dwjanssen | TNOC Blog | Chec
klist enabling user generated
content at your event page
2 of 2



@ruudwjanssen

www.tnoc.ch


inspiration and (re)sources:

‣www.tnoc.ch
‣www.tnoc.posterous.com ‣www.hub.olympics.org
‣www.interactivemeetingtechnology.com ‣www.wordpress.com
‣www.scribd.com ‣www.ted.com
‣www.twitter.com ‣www.mpiweb.org
‣www.twubs.com/tnoc
‣www.twubs.com/icca Twitter # hashtags to search
‣www.ﬂickr.com ‣#TweetingMeeting
‣innovationinsight ‣#mpi
‣www.hootsuite.com ‣#eventprofs
‣www.bluewiremedia.com.au ‣#eventcampeu
‣www.posterous.com ‣#tnoc


inspiration and (re)sources:

Slide 12 courtesy of Samuel J Smith - Social Point - Interactive Meeting Technologies LLC


AC Forum TNOC Setting Social Media Objectives

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AC Forum TNOC Setting Social Media Objectives