Siso Conference


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Siso Conference

  1. 1. Social Media How Major Events are Utilizing the latest Tools to Drive Success
  2. 2. Lance Fensterman VP of Publishing & Pop Culture Reed Exhibitions Michelle Kelly Senior Vice President, Convention Marketing National Association of Broadcasters Tara Gibb Vice President of Marketing Think-Services, a United Business Media company Moderated by Susan McPherson Vice President, Global Events PR Newswire
  3. 3. How Can Your Event Afford NOT to join in.... <ul><li>3 out 4 Americans use Social Technology (Forrester, 2008) </li></ul><ul><li>2/3 of the Global Internet Population visits Social Networks (Nielsen 2009) </li></ul><ul><li>Because visiting Social Networking Sites is the 4 th most popular activity online, ahead of personal email (Nielsen 2009) </li></ul><ul><li>13 Hours of video are uploaded to YouTube every minute </li></ul><ul><li>412 years is amount of time it would take you to view YouTube video </li></ul>
  4. 4. <ul><li>100,000,000 –YouTube videos are viewed each day </li></ul><ul><li>13,000,000 - Articles are currently available on Wikipedia </li></ul><ul><li>3,600,000,000 photos are now available on (as of 6/09) </li></ul><ul><li>3 Million Tweets per day are found on Twitter (Average) </li></ul><ul><li>5,000,000,000 minutes are spent per day on FaceBook </li></ul><ul><li>93% of social media users believe a company should have a presence in social media (Cone Media Study, 2008) </li></ul>
  5. 5. <ul><li>4 years old </li></ul><ul><li>Last February attracted nearly 80,000 </li></ul><ul><li>Broad based pop culture event including comics, graphic novels, manga, anime, film, tv, video gaming etc. </li></ul><ul><li>Zero print advertising in the marketing campaign </li></ul><ul><li>2 nd largest event in NYC </li></ul><ul><li>Named one of TSW’s Fastest 50 </li></ul><ul><li>Most spandex per attendee of any event at Javits </li></ul><ul><li>Reed’s Pop Culture portfolio now includes PAX Prime, PAX East, NYCC, NYAF, C2E2 and The UFC Fan Expo </li></ul>ComicCon
  6. 6. ComicCon <ul><li>Virtually all online activity is social media </li></ul><ul><li>Social media is not going away </li></ul><ul><li>Social media is our competition </li></ul><ul><li>It’s OK, almost no one knows what they are doing </li></ul><ul><li>If in doubt, ask a 15 year old </li></ul>
  7. 7. The Spaghetti Approach – See What Sticks <ul><li>Blogs </li></ul><ul><li>Vlogs </li></ul><ul><li>Viral Video </li></ul><ul><li>Mobile downloads </li></ul><ul><li>Podcasts </li></ul><ul><li>Radio Shows </li></ul><ul><li>Don’t forget Twitter, mySpace & Facebook (who could!) </li></ul>
  8. 9. Blog and Blog Often
  9. 11. Blog and Blog Often <ul><li>Say something </li></ul><ul><li>Be honest </li></ul><ul><li>Be genuine </li></ul><ul><li>Give people a reason to visit or make them visit </li></ul><ul><li>Take the heat </li></ul><ul><li>Answer all comments </li></ul><ul><li>Link to others </li></ul>
  10. 12. Video Interactivity <ul><li>Everyone consumes videos online (92% of Internet users) </li></ul><ul><li>Where does your audience live </li></ul><ul><li>Borrow an expert and the audience they have </li></ul><ul><li>NYCC: </li></ul><ul><ul><li>7 vids, 1.2 million views </li></ul></ul><ul><ul><li>Vlogs: make it personal. 5 vids, 20,000 views </li></ul></ul>
  11. 13. Viral Vids
  12. 14. Vlogs
  13. 15. Stan Lee Answers Your Phone <ul><li>22,000 downloads </li></ul><ul><li>Sharable </li></ul>
  14. 16. <ul><li>Google = 250 millions questions answered each day. Who used to answer them? </li></ul><ul><li>Facebook = 50 million users. Who used to connect these people? </li></ul><ul><li>How many of you lost a customer this year to another trade show? </li></ul><ul><li>What are we going to do with social media to augment face to face? </li></ul>
  15. 17. National Association of Broadcasters NAB
  16. 18. Event Overview <ul><li>NAB Show – Las Vegas, NV USA </li></ul><ul><li>“ The world's largest electronic media show covering filmed entertainment and the development, management and delivery of content across all mediums.” </li></ul><ul><li>REGISTERED ATTENDEES: 83,842 </li></ul><ul><li>INTERNATIONAL ATTENDEES: 23,232 </li></ul><ul><li>NEWS MEDIA ATTENDEES: 1,246 </li></ul><ul><li>SQ. FEET EXHIBIT SPACE: 800,000+ </li></ul><ul><li>EXHIBITORS: 1500+ </li></ul><ul><li>CONFERENCES: 12 </li></ul><ul><li>DURATION OF EVENT: 6 Days </li></ul>
  17. 19. Social Media Strategy <ul><li>Pre-show marketing objectives </li></ul><ul><ul><li>Build community and relationships </li></ul></ul><ul><ul><li>Promote the event and increase attendance </li></ul></ul><ul><ul><li>Drive traffic to </li></ul></ul><ul><li>Onsite marketing objectives </li></ul><ul><ul><li>Engage social networks </li></ul></ul><ul><ul><li>Reminders and highlights </li></ul></ul><ul><ul><li>Event coverage </li></ul></ul>
  18. 20. Social Media Tactics <ul><li>Direct outreach to target audience leaders </li></ul><ul><ul><li>Influential bloggers </li></ul></ul><ul><ul><li>User group leaders </li></ul></ul><ul><li>Presence on social networking sites </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><li>Event Web site ( ) </li></ul><ul><ul><li>Promotion to “Join Us” on social networking sites </li></ul></ul><ul><ul><li>Onsite mode shifted from event promotion to event coverage </li></ul></ul><ul><ul><li>NAB Show Blog </li></ul></ul><ul><ul><li>Official and viral video coverage </li></ul></ul><ul><ul><li>Schedule change announcements </li></ul></ul>
  19. 21. Social Media Promotion on Event Site
  20. 22. Results <ul><li>#1 performing partner marketing tactic </li></ul><ul><ul><li>Registered more attendees than any traditional media partners </li></ul></ul><ul><ul><li>Registered more attendees than any exhibitor </li></ul></ul><ul><ul><li>Highest ROI among traditional media buys </li></ul></ul><ul><li>Forged new strategic partnerships and relationships </li></ul><ul><li>Increased customer satisfaction </li></ul><ul><ul><li>Reduced response time </li></ul></ul><ul><ul><li>Personalized attention </li></ul></ul><ul><li>Increased ability to identify topics are resonating with audiences </li></ul><ul><ul><li>Monitor discussions </li></ul></ul><ul><ul><li>Track clicks on postings </li></ul></ul><ul><li>Audience perception positive </li></ul>
  21. 23. Successes and Best Practices <ul><li>Twitter </li></ul><ul><ul><li>Most active network </li></ul></ul><ul><ul><ul><li>Utilized hashtags for conversation trending and tracking </li></ul></ul></ul><ul><ul><li>In-session live tweeting to moderators </li></ul></ul><ul><ul><ul><li>Allowed for interaction with both live and web audiences </li></ul></ul></ul><ul><ul><li>On-floor live “tweet-ups” </li></ul></ul><ul><ul><ul><li>Meet fans and followers in person </li></ul></ul></ul><ul><ul><li>3 rd party tools abundant (pre-scheduled tweets, feed-linking, etc.) </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Multiple page types depending on promotional objective </li></ul></ul><ul><ul><ul><li>Fan page, event page, profile, etc. </li></ul></ul></ul><ul><li>Cross-promotion between profiles and sites </li></ul><ul><ul><li>Utilized RSS to synch postings *when appropriate* </li></ul></ul><ul><ul><li>Utilized unique offer codes for registration tracking </li></ul></ul>
  22. 24. Opportunities and Challenges <ul><li>Within Social Networking Sites </li></ul><ul><ul><li>Maintenance is time-consuming by nature </li></ul></ul><ul><ul><li>Immediate reactions expected and required to direct inquiries </li></ul></ul><ul><ul><li>Platform constraints </li></ul></ul><ul><li>Onsite engagement activities </li></ul><ul><ul><li>Logistics planning </li></ul></ul><ul><ul><ul><li>Adequate web access in session rooms </li></ul></ul></ul><ul><ul><ul><li>Savvy moderators </li></ul></ul></ul><ul><li>Site-specific challenges </li></ul><ul><ul><li>LinkedIn events module is still in version 1, some further development needed </li></ul></ul><ul><ul><li>MySpace was relatively inactive and eventually was phased out of the campaign completely </li></ul></ul>
  23. 25. Impact on Marketing Mix <ul><li>Spend on 2010 social media campaigns expected to increase </li></ul><ul><ul><li>Potentially reduce spend on traditional ad/media placements </li></ul></ul><ul><li>Complimentary communication tool for promo cross-promotion </li></ul><ul><ul><li>Special offers </li></ul></ul><ul><ul><li>New information update announcements </li></ul></ul><ul><li>Essential for PR announcements </li></ul><ul><ul><li>News releases </li></ul></ul><ul><ul><li>Responding to controversy </li></ul></ul><ul><li>Not a replacement for traditional marketing tools </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Media partners </li></ul></ul>
  24. 26. Who Is Think Services? <ul><li>Think Services connects specialized professional communities using educational events, training, certification, consulting and innovative media. </li></ul><ul><li>Currently serving: </li></ul><ul><li>Game Developers: GDC,, Game Developer magazine </li></ul><ul><li>Contact Center Professionals: ICMI </li></ul><ul><li>IT Service and Support Professionals: HDI </li></ul>
  25. 27. Game Events <ul><li>The Game Developers Conference (GDC) is a 20+ year conference. </li></ul><ul><li>Five day event includes: Six focused tracks </li></ul><ul><ul><li>More than 400 sessions </li></ul></ul><ul><ul><li>Nine summits & two full days of tutorials </li></ul></ul><ul><ul><li>The Independent Games Festival </li></ul></ul><ul><ul><li>Game Developer Choice Awards </li></ul></ul><ul><ul><li>Game Career Seminar </li></ul></ul><ul><li>17,000 attendees </li></ul><ul><li>300+ exhibitors & sponsors </li></ul>March 9-13, 2010 Moscone Convention Center San Francisco, CA Game Design Programming Business/Mgmt. Production Audio Visual Arts Theme: Learn, Network, Inspire
  26. 28. HDI Events <ul><li>HDI Annual Conference, March, 2010, Orlando : Brings together technical service and support professionals, managers, directors, and executives for the premier event in the technical support industry. </li></ul><ul><li>By the Numbers : 2000+ attendees, 30+ exhibitors & sponsors, 200+ sessions over 4 days </li></ul><ul><li>HDI Service Management Conference, November, Washington, DC: This 2008 launch event drills down into the most relevant topics affecting service management professionals from technology to knowledge management to people and operations. </li></ul><ul><li>By the Numbers : 700+ attendees and 100+ sessions </li></ul>
  27. 29. ICMI Events <ul><li>ICMI Events are the only contact center industry gatherings that feature the most independent and cutting edge session and workshop content, the most successful industry professionals as speakers, and the most productive networking opportunities. </li></ul><ul><li>ACCE, October 6-9, Las Vegas, NV : ACCE attracts 1000+ attendees and features 40+ exhibitors & sponsors and 90+ sessions and workshops </li></ul><ul><li>ICMI Executive Summits, February, 2010 Miami; November, 2010, Boston : Launch model in 2010. Expecting 100 senior level customer service/marketing/operations professionals. </li></ul>
  28. 30. Evolving Our Spaghetti Throwing <ul><li>It’s been a few cycles now. Take a step back from the wall to see what’s sticking. </li></ul><ul><li>Consider an audit. </li></ul><ul><li>Do your event goals match your community goals? </li></ul><ul><li>Who’s driving SM efforts internally? Is that the right mix? </li></ul><ul><li>What makes the most sense for your audience? Why spend time in places they’re not? </li></ul><ul><li>Your audience might not be considered ‘fun,’ but that doesn’t mean they don’t like to have ‘fun!’ </li></ul><ul><li>Still working to understand performance metrics and direct tie to attendee registration from SMM efforts </li></ul>