TNOC social media strategy mpi finland workshop

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Social Media Workshop for Meetings & Events 17 November 2011 Helsinki Finland by Ruud Janssen Http://www.tnoc.ch

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TNOC social media strategy mpi finland workshop

  1. 1. How social is your media?©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  2. 2. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  3. 3. How social is your media? Ruud Janssen, CMM @ruudwjanssen www.tnoc.ch©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  4. 4. I was born in 18 B.G. Ruud Janssen, CMM @ruudwjanssen www.tnoc.ch©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  5. 5. I was born in 18 B.G.©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  6. 6. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  7. 7. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  8. 8. focus on meetings & events©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  9. 9. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  10. 10. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  11. 11. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  12. 12. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  13. 13. Practical tip # 1 People grow in the direction of the questions they ask©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  14. 14. Practical tip # 2 People remember how you make them feel©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  15. 15. What I need from you 1 x timekeeper 1 x conscience ? x photographers ? x Swiss Chocolate Fans?©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  16. 16. what was your score?©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  17. 17. How many of you have checked in?©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  18. 18. How’s your Social is your Media?©TNOC | 2011 | Ruud Janssen | www.tnoc.ch
  19. 19. Recommended reading©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  20. 20. ask yourself before you begin: what is your objective? “If you aim at nothing, you’ll hit it every time” zig ziglar©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  21. 21. ask yourself before you begin: what is your objective? “ tactics without strategy is the noise before defeat ” sun tzu©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  22. 22. 1 content 2 continuity context 4 3 connectivity graphic source: David Armano adapted by Ruud Janssen©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  23. 23. conversation leveraging gobal market community organisation personal elements of social media strategy©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  24. 24. personal communications objectives Market, World personal ‣ build a personal brand Community ‣ generate leads ‣ build network value Organization ‣ keep informed ‣ establish expertise Personal©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  25. 25. internal communications objectives ‣ document knowledge Market, World internal communicationsideas ‣ generate Community ‣ improve retention ‣ reduce costs ‣ identify leaders Organization ‣ communicate quickly Personal ‣ strengthen culture©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  26. 26. 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©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  27. 27. market communications objectives Market, World market communications ‣ increase visibility Community ‣ market intelligence ‣ competitor intelligence ‣ brand intelligence Organization ‣ crisis mitigation Personal©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  28. 28. 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©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  29. 29. 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 | @ruudwjanssen | #MPIFinland
  30. 30. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  31. 31. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  32. 32. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  33. 33. ©TNOC | 2011 | www.tnoc.ch source = http://www.seekomega.com/wp-content/uploads/2011/09/image.png
  34. 34. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  35. 35. tactical elements of social media©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  36. 36. 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©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  37. 37. 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©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  38. 38. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  39. 39. Organization intelligence: internal wikis and networks©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  40. 40. Community intelligence: community idea forums©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  41. 41. Market, World intelligence: community idea forums©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  42. 42. Market, World intelligence: analytics dashboards©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  43. 43. Market, World intelligence: conversation mining©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  44. 44. Market, World intelligence: conversation mining©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  45. 45. conversation gobal market community organisation listening broadcasting [intelligence] personal [advertising] elements of social media strategy©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  46. 46. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  47. 47. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  48. 48. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  49. 49. ©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  50. 50. ask yourself before you begin: what is your objective? “If you aim at nothing, you’ll hit it every time” zig ziglar©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  51. 51. tactical elements of social media©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  52. 52. 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©TNOC | 2011 | www.tnoc.ch Benefits: Recognition, SEO, real-time interaction
  53. 53. ©TNOC | 2011 | www.tnoc.ch
  54. 54. ©TNOC | 2011 | www.tnoc.ch
  55. 55. Social Media - a tool for you? Ruud Janssen @ruudwjanssen www.tnoc.ch©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  56. 56. 7 things you could try tomorrow©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland
  57. 57. Checklist | enabling user generated content at your live & hybrid event | powered by www.TNOC.ch Production elements Staffing Set up accounts  Event Web site  Free Wi-Fi (sponsored access?)  Event invitations to build interest and draw  Blog (set up accounts or group blog) attendees  Photo sharing (Flickr Groups, Picasa)  Blog  Geo-location tools to checkin to the event  Micro-blogging (Foursquare, Gowalla, Facebook Places)  Photo sharing  Live video (Ustream.tv, Livestream, BlogTV.com, Justin.tv)  Live video interviews  Micro-blogging (Twitter, Yammer, Twubs)  Daily video show reports  Video blogging tool (Springdoo, TokBox,  Audio and video of sessions Vimeo, YouTube and/ or other video sharing site)  Live chat during sessions  Audio player and/or podcasting set up  Content aggregation place (Lanyrd.com,  Video sharing site to post full sessions Evernote, Twubs.com, Online collaboration tool)  Live chat tool  Social networking (Facebook, Linkedin, Leebug, Pathable etc...) ©2011 | TNOC | www.TNOC.ch | Ruud Janssen, CMM | @ruudwjanssen | TNOC Blog | Checklist enabling user generated content at your event page 1 of 2©TNOC | 2011 | www.tnoc.ch
  58. 58. Checklist | enabling user generated content at your live & hybrid event | powered by www.TNOC.ch  Invitations and attendance sharing Content development (Eventbrite, Amiando, Evite, Socializr, Facebook, Linkedin event)  Before the event (pre-load information if possible)  Social media chairperson (passionate, affable, a good writer, a connector, an online leader, and  Pick one tag name to use across all extremely hard working) applications and promote it everywhere (Website, confirmations, badges, presentation holding  On camera interviewer for quick ongoing live slides, videos, photos, handouts, post event video interviews surveys)  Blogger(s) to report on live event  Photograph people and write down their name and company to be able to share the content with  Audio and video editor to edit, encode, upload them and post comments to sessions  Use names as much as possible in blog posts, Beginning conversation photos, and videos  Reasons to participate (topics, FAQ’s and  Tag everything with the event’s tag name controversies / debate issues) (#hashtag)  Collect blogs and user accounts of attendees (show available content or provide incentive)  Give top content creators prime placement on blog and/or event Web site ©2011 | TNOC | www.TNOC.ch | Ruud Janssen, CMM | @ruudwjanssen | TNOC Blog | Checklist enabling user generated content at your event page 2 of 2©TNOC | 2011 | www.tnoc.ch
  59. 59. inspiration and (re)sources: ‣www.tnoc.ch ‣www.tnoc.posterous.com ‣www.poland-convention.pl ‣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 ‣#mpi ‣innovationinsight ‣#MCES11 ‣www.hootsuite.com ‣#engage365 ‣www.bluewiremedia.com.au ‣#eventprofs ‣www.posterous.com ‣#tnoc©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland

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