Blending Social andFace-to-FaceEric LyFounder, Presdo
Learner Outcomes• Understand what the differences are between “public”and event-oriented social networks• Learn how event-oriented social networks work andunderstand their advantages for events• Understand the relationship between event-orientedsocial networks and year-round communities• Understand why online communities are actually hard tobuild successfully and learn how to successfully build one
You Might HaveThought “Social” Just Meant…Consider “social” as an approach rather than specific tools youknow, like “websites” and “mobile”. “Social” is part of somethingelse, rather than destinations in themselves.
“Free” Comes At a Price• Pros• Lots of users are there• Great way to attract new audience• Great way to get feedback• Cons• Lots of your registrants are not there• Does not integrate with your registration system• Not terribly specific for events• Not private, open to the world• Doesn’t support your exhibitors or sponsors with their business goals too well• Lack of integration with your existing infrastructure• Issues of control, data ownership and privacyPros and cons of public social networks
Event AppsEvent apps are early-stage event communities
KeyAspects of Event Social Networks• People profiles• Private messages and appointments• Shared messages and feeds• Audience development• Exhibitor profiles• Sessions and speakers• Monetization• Database and analytics
Benefits of Event-Oriented Social Networks• Focused for your event• Allows your participants to engage securely• Monetization• Analytics
The Question about the “Social Media Expert”If you can, designate a socialmedia manager to “lead byexample” your community…before, during and after eventsYour results will be that muchbetter.59% of marketers spent six hours or more per week on social media. But itwas the 15% who spent more than 20 hours who saw significantimprovement in sales directly attributable to social media use.—Social Media Examiner
You May Be ConcernedAbout…•I don’t UNDERSTAND “social”•My audience doesn’t UNDERSTAND•I don’t have BUDGET•It’sTOO EXPENSIVE•I don’t have theTIME
Take Home Points1. Make “social” a core way of creating value for youraudience2. Be open to new ways to enable you and participants tointeract, and participants with each other3. Iterate to get the right formula for your particularaudience4. Measure for ROI5. You will be greatly rewarded!
ROI Metrics for Event-Driven Social Media• Attendance (pre-registrations and no-shows)• Retention of audience year-over-year• Participant satisfaction• Brand recognition• RevenueIn other words, social media is a tool whose results you can measureusing the metrics you already understand and care about