Social Media for Event Websites

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  • Why is adopting a social media approach so important to my event? Not sure where to begin? Use a simple, common sense approach.
  • Social Media for Event Websites

    1. 1. Event Websites Sharing Our Insights, Trends, Opportunities and War Stories <ul><li>October 10, 2008 </li></ul>
    2. 3. Social Media Tools Build and Strengthen Attendee Value <ul><li>Indentify and engage attendee prospects earlier </li></ul><ul><li>Create more robust event schedules </li></ul><ul><li>Personalize the event, make connections </li></ul><ul><li>Empower the attendee - more likely to meet event expectations </li></ul>
    3. 4. What Does Interactive and Personalized Mean for Event Web sites in 2008?
    4. 5. EVENT VALUE <ul><li>Networking activity at the event </li></ul><ul><li>Session experiences </li></ul><ul><li>Executive engagement (measuring the business card exchange factor) </li></ul><ul><li>Meaningful interactions (the contacts you were very pleased to make) </li></ul><ul><li>The wow and brag factor </li></ul>
    5. 6. Why does social media work? <ul><li>Traditional communication is one way, we were talking at our audiences online </li></ul><ul><li>Social Media engages people like never before </li></ul><ul><ul><li>Creates connections, nurtures relationships, brand loyalty on a whole new level </li></ul></ul><ul><ul><li>Meaningful experiences through conversation </li></ul></ul><ul><li>Extends your reach </li></ul>
    6. 7. Benefits of a Social Media approach <ul><li>Increase Discoverability </li></ul><ul><li>Improve Organic Search Rankings </li></ul><ul><li>Increase # of mentions </li></ul><ul><li>Increase Incoming links from valuable sources </li></ul><ul><li>Increase Conversion rates </li></ul>
    7. 8. Confused? <ul><ul><ul><li>Webinars </li></ul></ul></ul><ul><ul><ul><li>Authoring Tools </li></ul></ul></ul><ul><ul><ul><li>Webcasts </li></ul></ul></ul><ul><ul><ul><li>Podcasting </li></ul></ul></ul><ul><ul><ul><li>RSS Feeds </li></ul></ul></ul><ul><ul><ul><li>Audio Conferences </li></ul></ul></ul><ul><ul><ul><li>Archived Meetings </li></ul></ul></ul><ul><ul><ul><li>Communities of Practice </li></ul></ul></ul><ul><ul><ul><li>LMS </li></ul></ul></ul><ul><ul><ul><li>CMS </li></ul></ul></ul><ul><ul><ul><li>Courseware </li></ul></ul></ul><ul><ul><ul><li>Live </li></ul></ul></ul><ul><ul><ul><li>Web 2.0 </li></ul></ul></ul><ul><ul><ul><li>On-Demand </li></ul></ul></ul><ul><ul><ul><li>Vodcast </li></ul></ul></ul><ul><ul><ul><li>chat </li></ul></ul></ul><ul><ul><ul><li>USB Drives </li></ul></ul></ul><ul><ul><ul><li>MP3 </li></ul></ul></ul><ul><ul><ul><li>Social network </li></ul></ul></ul><ul><ul><ul><li>CD-ROM </li></ul></ul></ul><ul><ul><ul><li>mobile </li></ul></ul></ul><ul><ul><ul><li>Blackberry </li></ul></ul></ul><ul><ul><ul><li>Flash </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Streaming Media </li></ul></ul></ul>
    8. 9. Take Advantage of Existing Social Networks <ul><li>Create blogs & podcasts for your attendees, exhibitors </li></ul>
    9. 10. Linked In – an easy way to start social networking
    10. 11. Facebook
    11. 12. YouTube
    12. 13. Flickr
    13. 14. Slideshare
    14. 15. delicious
    15. 16. Blogs & Podcasts Find Your voice (and improve search rankings) <ul><li>Yours </li></ul><ul><li>Find your voice </li></ul><ul><li>Stir up the topics </li></ul><ul><li>Invite guests </li></ul><ul><ul><li>Ask industry experts to provide insights, Top sessions, Restaurant picks, 5 Trends to Watch </li></ul></ul><ul><li>Crosslink to other blogs, articles, and networks </li></ul><ul><li>Comments: Respect and acknowledge all viewpoints </li></ul><ul><li>Others </li></ul><ul><li>Comment often </li></ul><ul><li>Follow them – RSS feeds </li></ul><ul><li>Follow your key words </li></ul><ul><ul><li>Comment </li></ul></ul><ul><ul><li>Link, link, link </li></ul></ul><ul><li>Make bloggers feel welcome onsite </li></ul><ul><li>Blogger only events, content, activities </li></ul>
    16. 17. Blog – BIO Voice
    17. 18. Podcast – Biotech Now
    18. 19. Use Blogs to Communicate with Exhibitors
    19. 20. The importance of tagging & rss
    20. 21. What a tangled web… Your Event Site sn sn sn sn sn sn
    21. 22. For the Love of Google: Be good to your site <ul><li>Build your site well – using the right structure </li></ul><ul><li>Write SEO friendly content </li></ul><ul><li>Tag everything, and do it well </li></ul><ul><li>Link to other sites/blogs </li></ul><ul><li>Offer RSS subscriptions </li></ul><ul><li>Allow Comments/ratings and other user-generated content </li></ul>
    22. 23. Technology and Exhibitors <ul><li>Exhibitor Microsites </li></ul><ul><li>Integrated Communications </li></ul><ul><ul><li>Interactive newsletters, blogs </li></ul></ul><ul><li>Electronic Attendee invitations, coupons </li></ul><ul><li>Online Directories </li></ul><ul><li>Sales Tools </li></ul><ul><ul><li>Online Floor Maps </li></ul></ul><ul><ul><li>Targeting sales communications </li></ul></ul><ul><li>Web site Exhibitor Only Content </li></ul><ul><ul><li>Online Service Kits </li></ul></ul>
    23. 25. Integrates all services into one medium, reduces cost and enhances user experience Exhibitor Search Match-Making Session Finder Product Locator Voting Personalized Show Plan Peer Networking Personalized Event Map Press Releases
    24. 27. Make Conversations Happen <ul><li>In advance </li></ul><ul><li>Onsite </li></ul><ul><li>Year round </li></ul>
    25. 28. Measure Your Email and Direct Mail Tactics vs. Web Traffic
    26. 29. Effective Email Marketing Drives Web Site Traffic
    27. 30. Measurements Provide Show Organizer Insights Based on Searches Markets Requiring additional Exhibitor Representation to Meet Attendee Demand
    28. 31. Make Sure Attendee Can Find Their Niche
    29. 32. Map Networks
    30. 34. Making Money with Social Ties <ul><li>Creating a knowledge strategy that pays off </li></ul><ul><ul><li>Repurpose/Repackage content </li></ul></ul><ul><ul><ul><li>pssst….Digitized content sells these days </li></ul></ul></ul><ul><li>Advertising Packages </li></ul><ul><li>eLearning – webinars, tutorials, etc. </li></ul><ul><li>Digital brochures and directories </li></ul>
    31. 36. www.eyespacemd.org
    32. 38. Listserv/eGroup Opportunities Traditional Listserv
    33. 39. Tomorrow’s Discussion “eGroups”
    34. 41. Personalize Your Community Search Member Directory Registration Request Information Product Review Research Advocacy <ul><li>Personalization </li></ul><ul><ul><li>Increases overall visitor experience </li></ul></ul><ul><ul><li>Increases relevance of assoc and event </li></ul></ul><ul><ul><li>Tracks visitor interests </li></ul></ul><ul><ul><li>Enables behavior analysis </li></ul></ul>Meetings
    35. 42. Give them what they are looking for. Search is the common thread Personalization + Search = Connections People Relevant Content Community + = 60% of B-to-B Decision Makers use search engines as the first source of information when making a business decision. Enquiro with MarketingSherpa, The Role of Search in B-to-B Buying Decisions
    36. 43. Attendees Members Exhibitors Behavioral Tracking <ul><ul><li>Membership Directory </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul><ul><ul><li>Event Planner </li></ul></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>RFI </li></ul></ul>Show Participant? Member? Business Intelligence Personalize 365.org Obtain, Retain, Grow Convert Understanding the needs and interests of your community will enable you to effectively market your association and events AssocEventSite.org AssocSite.org Search - Membership – Registration – Calendars - Portals Connect Relevant Content
    37. 44. <ul><li>Creating and sharing the event site vision </li></ul><ul><li>Project Management skills for all </li></ul><ul><li>Outside vendor partner management </li></ul><ul><li>Weaving in organization messaging </li></ul><ul><li>Cultivating Management support </li></ul><ul><li>Value of web copy writing </li></ul><ul><li>Tracking, spotting trends and behaviors </li></ul>
    38. 45. <ul><ul><ul><ul><ul><li>Contact Information: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Margaret Core </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Director, Sales & Marketing, Convention and Conferences </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>BIO Biotechnology Industry Organization </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>202.962.6674 [email_address] </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Event Website: http://convention.bio.org </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Blog: eventmarketing2.blogspot.com </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Susan Cato </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Director, Online Communications </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>BIO Biotechnology Industry Organization </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>202.280.1635 [email_address] </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Blog: http://susancato.com </li></ul></ul></ul></ul></ul>Connecting Great Ideas and Great People

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