WHO IS THIS GUY?<br /><ul><li>Social Media Executive @ ICCA
Ex Advertising Creative @ DDB
Wants to be a professional racer</li></li></ul><li>WANT TO TWEET?<br />#BTC #HOLYGRAIL<br />
SOCIAL MEDIA<br />THE HOLY GRAIL FOR YOUR EVENT?<br />
Quick answer:<br />SOCIAL MEDIA<br />THE HOLY GRAIL FOR YOUR EVENT?<br />Now let’s find out why!<br />
LET’S GO BACK IN TIME AND VISIT THE OLD M&E SPACE<br />
REMEMBER WHEN NEW MEDIA WAS AN AFTERTHOUGHT IN THE M&E INDUSTRY?<br />
WHEN COMMUNICATING WAS SIMPLE...<br />
... AND WE WERE A PAPER DRIVEN SOCIETY?<br />
BUT THEN...<br />
TECHNOLOGIC ADVANCEMENTS AND SOCIAL MEDIA TURNED THE WORLD INTO ONE BIG <br />HUB WERE WE’RE ALL CONNECTED 24/7/365 <br />...
THE RESULT? <br />OUR WORLD IS IN A CONSTANT <br />STATE OF ONGOING CONVERSATIONS<br />
THE CHALLENGE?<br /><ul><li>LISTEN AND FIND THE RIGHT CONVERSATION
JOIN THE CONVERSATION
ADD VALUE</li></li></ul><li>LUCKILY YOU’RE NOT ALONE <br />(JUST LOOK LEFT OR RIGHT FROM YOU)*<br />THE CHALLENGE?<br />*A...
GREAT!<br />SO WERE DO WE START?<br />
AGENDA<br />Quick recap on Social Media<br />The tools at hand<br />How to use social media pre- during- and post your mee...
AND WERE DO WE END?<br />“By the end of this presentation you will have learned how to extend the conversation and leverag...
WHAT IS SOCIAL MEDIA?<br />(quick recap) <br />
WELCOME WEB 2.0. <br />
THE CURRENT STATE OF SOCIAL MEDIA<br />
SOCIAL MEDIA <br />(IN PLAIN ENGLISH)<br />
WHY SHOULD M&E CARE?<br /><ul><li>People now have more options when it comes to selecting a meeting, event or experience;
People now have more ways to find out about your event and more ways to tell others about it;
Incorporating social media into your planning can increase content relevance, drive participation, make it more measurable...
Let’s start with big daddy.<br />
WHY SHOULD M&E CARE?<br /><ul><li>Facebook is a cost effective way to build awareness for your meeting or event;
Once you have your meeting or event set up on Facebook you can easily reach your attendees through updates / mass messagin...
Fans of your page or event will automatically generate WOM through their own personal page reaching all of their friends;
Facebook can be used throughout the whole pre- during and post process of your meeting or event;</li></li></ul><li>The pow...
WHY SHOULD M&E CARE?<br /><ul><li>Blogs and videoblogs are a cost effective way to build awareness and engagement pre- dur...
You don’t need high production values to be effective;
Makes your meeting or event more findable through search or social media;
Great way to build love and awareness from search engines;</li></li></ul><li>Twitter. Friend or Foe?<br />
Impressive numbers, <br />so what’s the catch?<br />
LEARNING MOMENT<br /><ul><li>Social Media is shifting the balance of power in favor of the audience;
Audiences will increasingly demand a say at meetings and events;
Speakers and meetings professionals should not only acknowledge this trend but also prepare for it;
Smart planners will embrace this trend in social media;</li></li></ul><li>
WHY SHOULD M&E CARE?<br /><ul><li>What are you doing right now becomes what is happening right now at your meeting or event;
People who aren’t physically attending your meeting or event can now follow the content, join in to listen or participate ...
WHY SHOULD M&E CARE?<br /><ul><li>Great way to extend the experience of your meeting or event beyond the physical meeting ...
Build link love and awareness from search engines;
Re-use created content as a catalysator for upcoming meetings and events;
Created and shared content can be used to measure the success of social media during the meeting and event process;</li></...
WHY SHOULD M&E CARE?<br /><ul><li>You can syndicate / broadcast content on the web seperate from your own website;
Call to action for a revisit;
Easy method for planners to track hundreds of sites (content);</li></li></ul><li>Bookmark. <br />Before you forget.<br />
WHY SHOULD M&E CARE?<br /><ul><li>Easy to add to any web property you own or control;
Great way to amplify WOM on your meeting or event;
More important than traditional search;</li></li></ul><li>Use your existing network.<br />
WHY SHOULD M&E CARE?<br /><ul><li>Ideal way to find keynote speakers and grow your professional network;
Validate meeting content by getting input from the experts;
Find out what your future meeting or event attendees expect (content wise) from your meeting or event;</li></li></ul><li>A...
BEFORE YOUR MEETING OR EVENT<br /><ul><li>Establish your event-related channels;
Provide incentivized WOM promotions;
Define social media tags #yourmeetingoreventname;
Create pre- meeting or event content;
Promote your content through the event-related channels and encourage sharing;
Make registration social;</li></li></ul><li>
Define your brand / <br />meeting / event  <br />ambassadors<br />First-peek-incentive<br />
DURING YOUR MEETING OR EVENT<br /><ul><li>Ensure that there are no technical difficulties;
Use location based services and check-in rewards;
Bring your event to life with Twitter;
Include non-attendees;
Moderate! Moderate! Moderate!</li></li></ul><li>NO WI-FI...<br />NO SOCIAL MEDIA.<br />
Think about the world outside your meeting or event (third parties – sponsors – reward attendees)<br />
USE MODERATORS<br />
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BTC Social Media: The Holy Grail For Your Event?

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This is the presentation I did about Social Media during the BTC 2011 tradeshow in Rimini, Italy. Feel free to download it. W

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BTC Social Media: The Holy Grail For Your Event?

  1. 1. WHO IS THIS GUY?<br /><ul><li>Social Media Executive @ ICCA
  2. 2. Ex Advertising Creative @ DDB
  3. 3. Wants to be a professional racer</li></li></ul><li>WANT TO TWEET?<br />#BTC #HOLYGRAIL<br />
  4. 4. SOCIAL MEDIA<br />THE HOLY GRAIL FOR YOUR EVENT?<br />
  5. 5. Quick answer:<br />SOCIAL MEDIA<br />THE HOLY GRAIL FOR YOUR EVENT?<br />Now let’s find out why!<br />
  6. 6. LET’S GO BACK IN TIME AND VISIT THE OLD M&E SPACE<br />
  7. 7. REMEMBER WHEN NEW MEDIA WAS AN AFTERTHOUGHT IN THE M&E INDUSTRY?<br />
  8. 8. WHEN COMMUNICATING WAS SIMPLE...<br />
  9. 9. ... AND WE WERE A PAPER DRIVEN SOCIETY?<br />
  10. 10. BUT THEN...<br />
  11. 11. TECHNOLOGIC ADVANCEMENTS AND SOCIAL MEDIA TURNED THE WORLD INTO ONE BIG <br />HUB WERE WE’RE ALL CONNECTED 24/7/365 <br />... THE RESULT?<br />
  12. 12. THE RESULT? <br />OUR WORLD IS IN A CONSTANT <br />STATE OF ONGOING CONVERSATIONS<br />
  13. 13. THE CHALLENGE?<br /><ul><li>LISTEN AND FIND THE RIGHT CONVERSATION
  14. 14. JOIN THE CONVERSATION
  15. 15. ADD VALUE</li></li></ul><li>LUCKILY YOU’RE NOT ALONE <br />(JUST LOOK LEFT OR RIGHT FROM YOU)*<br />THE CHALLENGE?<br />*AND YOU JOINED IN ON THIS PRESENTATION<br />
  16. 16. GREAT!<br />SO WERE DO WE START?<br />
  17. 17. AGENDA<br />Quick recap on Social Media<br />The tools at hand<br />How to use social media pre- during- and post your meeting or event<br />Measuring social media’s impact on your event<br />The dangerzone<br />What you really should remember<br />
  18. 18. AND WERE DO WE END?<br />“By the end of this presentation you will have learned how to extend the conversation and leverage the power of social media for your next meeting, event or experience.”<br />
  19. 19. WHAT IS SOCIAL MEDIA?<br />(quick recap) <br />
  20. 20. WELCOME WEB 2.0. <br />
  21. 21. THE CURRENT STATE OF SOCIAL MEDIA<br />
  22. 22. SOCIAL MEDIA <br />(IN PLAIN ENGLISH)<br />
  23. 23. WHY SHOULD M&E CARE?<br /><ul><li>People now have more options when it comes to selecting a meeting, event or experience;
  24. 24. People now have more ways to find out about your event and more ways to tell others about it;
  25. 25. Incorporating social media into your planning can increase content relevance, drive participation, make it more measurable and drive positive ROI;</li></li></ul><li>GIVE A WARM WELCOME TO YOUR NEW BEST FRIENDS<br />(tools section)<br />
  26. 26.
  27. 27. Let’s start with big daddy.<br />
  28. 28.
  29. 29.
  30. 30. WHY SHOULD M&E CARE?<br /><ul><li>Facebook is a cost effective way to build awareness for your meeting or event;
  31. 31. Once you have your meeting or event set up on Facebook you can easily reach your attendees through updates / mass messaging / personal messaging;
  32. 32. Fans of your page or event will automatically generate WOM through their own personal page reaching all of their friends;
  33. 33. Facebook can be used throughout the whole pre- during and post process of your meeting or event;</li></li></ul><li>The power of bloggers. <br />
  34. 34.
  35. 35.
  36. 36.
  37. 37.
  38. 38.
  39. 39. WHY SHOULD M&E CARE?<br /><ul><li>Blogs and videoblogs are a cost effective way to build awareness and engagement pre- during- or post your meeting or event;
  40. 40. You don’t need high production values to be effective;
  41. 41. Makes your meeting or event more findable through search or social media;
  42. 42. Great way to build love and awareness from search engines;</li></li></ul><li>Twitter. Friend or Foe?<br />
  43. 43. Impressive numbers, <br />so what’s the catch?<br />
  44. 44.
  45. 45. LEARNING MOMENT<br /><ul><li>Social Media is shifting the balance of power in favor of the audience;
  46. 46. Audiences will increasingly demand a say at meetings and events;
  47. 47. Speakers and meetings professionals should not only acknowledge this trend but also prepare for it;
  48. 48. Smart planners will embrace this trend in social media;</li></li></ul><li>
  49. 49. WHY SHOULD M&E CARE?<br /><ul><li>What are you doing right now becomes what is happening right now at your meeting or event;
  50. 50. People who aren’t physically attending your meeting or event can now follow the content, join in to listen or participate and receive other insights;</li></li></ul><li>Content is king.<br />(and a king is well connected)<br />
  51. 51.
  52. 52.
  53. 53. WHY SHOULD M&E CARE?<br /><ul><li>Great way to extend the experience of your meeting or event beyond the physical meeting day(s);
  54. 54. Build link love and awareness from search engines;
  55. 55. Re-use created content as a catalysator for upcoming meetings and events;
  56. 56. Created and shared content can be used to measure the success of social media during the meeting and event process;</li></li></ul><li>Cut the crap.<br />(the easy way)<br />
  57. 57. WHY SHOULD M&E CARE?<br /><ul><li>You can syndicate / broadcast content on the web seperate from your own website;
  58. 58. Call to action for a revisit;
  59. 59. Easy method for planners to track hundreds of sites (content);</li></li></ul><li>Bookmark. <br />Before you forget.<br />
  60. 60. WHY SHOULD M&E CARE?<br /><ul><li>Easy to add to any web property you own or control;
  61. 61. Great way to amplify WOM on your meeting or event;
  62. 62. More important than traditional search;</li></li></ul><li>Use your existing network.<br />
  63. 63. WHY SHOULD M&E CARE?<br /><ul><li>Ideal way to find keynote speakers and grow your professional network;
  64. 64. Validate meeting content by getting input from the experts;
  65. 65. Find out what your future meeting or event attendees expect (content wise) from your meeting or event;</li></li></ul><li>APPLYING YOUR SOCIAL MEDIA SKILLS<br />(pre- during- and post your meeting or event)<br />
  66. 66. BEFORE YOUR MEETING OR EVENT<br /><ul><li>Establish your event-related channels;
  67. 67. Provide incentivized WOM promotions;
  68. 68. Define social media tags #yourmeetingoreventname;
  69. 69. Create pre- meeting or event content;
  70. 70. Promote your content through the event-related channels and encourage sharing;
  71. 71. Make registration social;</li></li></ul><li>
  72. 72. Define your brand / <br />meeting / event <br />ambassadors<br />First-peek-incentive<br />
  73. 73.
  74. 74.
  75. 75.
  76. 76.
  77. 77.
  78. 78. DURING YOUR MEETING OR EVENT<br /><ul><li>Ensure that there are no technical difficulties;
  79. 79. Use location based services and check-in rewards;
  80. 80. Bring your event to life with Twitter;
  81. 81. Include non-attendees;
  82. 82. Moderate! Moderate! Moderate!</li></li></ul><li>NO WI-FI...<br />NO SOCIAL MEDIA.<br />
  83. 83. Think about the world outside your meeting or event (third parties – sponsors – reward attendees)<br />
  84. 84.
  85. 85.
  86. 86. USE MODERATORS<br />
  87. 87. AFTER YOUR MEETING OR EVENT<br /><ul><li>Extend the life of your event;
  88. 88. Use social media metrics to measure succes;
  89. 89. Crowdsourcing;
  90. 90. Start planning your next move;
  91. 91. Keep in touch!;</li></li></ul><li>Remember: Content is king.<br />
  92. 92. *<br />*more on measuring social media in the next part.<br />
  93. 93. WISDOM OF THE CROWD<br />
  94. 94. FANS ARE EVERYWHERE.<br />
  95. 95. MEASURING SOCIAL MEDIA<br />(used to be really, really, really hard)<br />
  96. 96. Start by using a baseline (e.g. use last year’s participation numbers)<br />
  97. 97.
  98. 98. MEASURE COMMUNITY ENGAGEMENT<br /><ul><li># of people that joined event-related channels (growth);
  99. 99. # of people or blogs that create event-related content;
  100. 100. # of people who viewed (visited / read) your event-related content;
  101. 101. # of people who interacted with event-related content (likes, comments, sharing content);
  102. 102. # online ranking (how much do the search engines like you);
  103. 103. # of positive and negative keywords (social sentiment);</li></ul>... Got all that?<br />
  104. 104. USE THE PREVIOUS FIGURES<br /><ul><li>Incorporate engagement and advocay stats into your overall cost per acquisition costs for your meeting or event;
  105. 105. Compare this year’s participation numbers from last year to gage impact of social media;</li></li></ul><li>COMBINE THE KNOWLEDGE<br /><ul><li>Segment your prospects and participants for your next meeting or event based upon:
  106. 106. Awareness;
  107. 107. Reactivated;
  108. 108. Active;
  109. 109. Advocate;
  110. 110. Lapsed;</li></li></ul><li>DANGER <br />(Social Media ahead)<br />
  111. 111. THE DANGERZONE<br /><ul><li>The cold start;
  112. 112. You can’t control everything (so learn to let go or it will fail);
  113. 113. Negative feedback (it takes a trained group of professionals to deal with this);
  114. 114. No hard selling (invest, invest, invest – wait long time – results);
  115. 115. Rumours and speculation (hey, it’s the internet!);
  116. 116. The internet never forgets (if something bad happens it stays online); </li></li></ul><li>WHAT YOU REALLY SHOULD KEEP IN MIND <br />(if you’re asleep now you should wake up just for this part)<br />
  117. 117. How you promote your meeting or event has evolved.<br />Content is now created, shared and distributed through many different channels. Don’t say goodbye to paper though!<br />Feedback from participants is instant. And social. And mobile. And public.<br />
  118. 118. Interactivity is happening right now at your meeting or event. Shouldn’t you be joining the conversation?<br />The conversation extends well beyond your physical meeting or event.<br />It’s not a question if we do social media but how well we do it.<br />
  119. 119. BONUS<br />(so why isn’t it the holy grail?)<br />
  120. 120.
  121. 121.
  122. 122. THANK YOU<br />(contact details on the next slide)<br />
  123. 123. /raphaelkamp<br />/in/raphaelkamp<br />@raphael.kamp<br />@raphael<br />

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