A Social Playbook for
            y
Marketing Events

David Berkowitz
Senior Director of Emerging Media & Innovation
360i ...
This is social media…


Hi, I’m



Nice to meet you:




                        www.360i.com   Proprietary & Confidential...
I make it to
                                         q ite a
                                         quite
             ...
I’m one of many authors of this…
Get yer free Playbook right here




       Download at www.360i.com/playbook

          ...
Agenda


• Gratuitous PowerPoint animations
• Wh t’ diff
  What’s different t d (hi t a l t)
                 t today (hin...
Really, what’s different today?




                                  6
“A brand is what p p
                  people
say about you when
you re
you're not in the room”
                  room
   ...
People talk about you – and your events – when
you’re not in the room




                  Starbucks         Water Cooler...
What’s different now?
There’s a newer bigger room




                         www.360i.com   Proprietary & Confidential  ...
The Internet delivers tremendous scale to WOM


       Around the office:                 Around the Internet:
       Line...
Traditionally marketers talked AT
consumers through media channels

ADVERTISER             MEDIA                          ...
Today brands must engage
directly WITH consumers




              MEDIA




                           www.360i.com   Pro...
So what are you going to do about it?


  Cover Your Ears and Pretend
      It s
      It’s Not Happening        OR       ...
Game plan for success in social marketing
(and today’s focus)

                              Training to Win


           ...
Developing a game winning strategy




                                     15
Evaluate opportunities by asking 4 questions


              SOCIAL MARKETING STRATEGIC LENS



                          ...
1. What are your goals?


          ARSENAL


  GOALS             RULES


           VALUE




                           ...
Countless possibilities for goals




                   Attendance                  Buzz

                   Engagement  ...
And then you’ve got to measure them…




                                                                       Social Med...
100 ways to measure social media




               This tag cloud is based on my column
                “100 ways to meas...
Adapting the execution to the objective




       Client: H&R Block                  Client: National Geographic
        ...
2: Does it use your arsenal?


          ARSENAL


  GOALS             RULES


           VALUE




                      ...
Don’t fall into this trap!




                             www.360i.com   Proprietary & Confidential   23
Strategy: Edutainment to drive consideration




                     Leveraging the Social
                            g ...
Establishing your architecture

   HUB & SPOKE APPROACH                                     HUB & SPOKE APPROACH          ...
3: Does it follow the rules of the road?


          ARSENAL


  GOALS              RULES


           VALUE




         ...
6 Rules for Traveling in Social Media


1. Learn the language
2. Be a pilgrim, not a tourist
3. Pack appropriately
4. Trav...
Rule #1 of Travel:
When visiting somewhere new, learn the language


                   Permettez-moi de vous
            ...
Rule #1 of Social Media:
When visiting somewhere new, learn the language


                      I just got poked by a
   ...
Rule #2 of Travel… and Social Media
Be a pilgrim, not a tourist


             Tourists                               Pilg...
Pilgrims earn respect, but as for tourists…




                            www.360i.com   Proprietary & Confidential   31
Rule #3: Pack appropriately


  Remember to bring:
  • Research
  • Strategy
  • Tactics
  • Your best team
  • Time
  • P...
Rule #4: You don’t have to travel alone --
Everyone’s welcome on the journey




   Media            PR                  C...
Rule #5: Learn how to listen
                                              As you travel social media,
                   ...
Rule #6: Keep your eyes peeled in
every direction


         PUSH                 DIALOGUE                          SOCIAL...
4: Does it provide value?


          ARSENAL


  GOALS             RULES


           VALUE




                         ...
Various forms of value




                         www.360i.com   Proprietary & Confidential   37
DPAC Award
Activate: Mom-centric marketing                      Best Social
                                              ...
Sometimes the answer is No…




                                         This social network
                             ...
Adding value to events




                                                       Displaying live
                        ...
Adding value to events




           Sometimes event-based social networks make
                  sense,
                ...
Adding value to events




                         Tools like Cover It Live
                          help share event in...
Reactee: T-Shirt Text Message Marketing
                                                                     Ok
          ...
So in review…




                        ARSENAL




                GOALS                   RULES




                  ...
Five social trends for event planners in
2010




                                           45
Trend 1) Social goes mobile




                              www.360i.com   Proprietary & Confidential   46
Facebook Mobile Usage Soars
(Collectively 2nd only to Farmville)
              Name                      Daily Actives    ...
Location-based mobile social networks
proliferate




                          www.360i.com   Proprietary & Confidential ...
Trend 2) Social metrics mature




                          www.360i.com   Proprietary & Confidential   49
Metrics start to show real sales data
 December 2008




 June 2009




 December 2009




                            www...
Adding perspective…




                      www.360i.com   Proprietary & Confidential   51
Adding perspective…




                                     2009 revenue:


                                     $61.1
  ...
Trend 3) Earned, paid, owned media unite




                         www.360i.com   Proprietary & Confidential   53
Sprinkles Cupcakes: Owned -> Earned




                                                          AD
                     ...
Of course you need to be careful…




            Hat tip: Ian Schafer, @ischafer
                                  www.36...
Trend 4) Augmented reality gets… real

•




                          www.360i.com   Proprietary & Confidential   56
Trend 5) A Connect-ed world


• Facebook Connect on 80,000+ sites, reaching 60MM+ users




                           www...
And it’s going mobile…




                         www.360i.com   Proprietary & Confidential   58
Remember all 5?




                  www.360i.com   Proprietary & Confidential   59
60
Thank you!



 David Berkowitz
 Senior Director
 Emerging Media & Innovation
 212.703.7257
 dberkowitz@360i.com
 @dberkowi...
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A Social Playbook for Marketing Events - Event Camp 2010 Keynote

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They keynote at the Event Camp 2010 conference in New York City, it covers social media marketing for event planners, including lessons organizers can learn from other marketers. It focuses on developing a strategy for social media, along with top trends such as mobile social networking, social metrics, augmented reality, and facebook connect.

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A Social Playbook for Marketing Events - Event Camp 2010 Keynote

  1. 1. A Social Playbook for y Marketing Events David Berkowitz Senior Director of Emerging Media & Innovation 360i Download this at 212.703.7257 dberkowitz@360i.com bit.ly/ecdavid bit l / d id blog.360i.com @dberkowitz
  2. 2. This is social media… Hi, I’m Nice to meet you: www.360i.com Proprietary & Confidential 2
  3. 3. I make it to q ite a quite few events… I get to a few events… www.360i.com Proprietary & Confidential 3
  4. 4. I’m one of many authors of this… Get yer free Playbook right here Download at www.360i.com/playbook *Peanuts sold separately www.360i.com Proprietary & Confidential 4
  5. 5. Agenda • Gratuitous PowerPoint animations • Wh t’ diff What’s different t d (hi t a l t) t today (hint: lot) • Developing a game winning strategy • Five social trends for event planners in 2010 (augmented eventality!) • Thrilling Q&A • Thunderous applause www.360i.com Proprietary & Confidential 5
  6. 6. Really, what’s different today? 6
  7. 7. “A brand is what p p people say about you when you re you're not in the room” room Jeff Bezos - Chairman, Amazon www.360i.com Proprietary & Confidential 7
  8. 8. People talk about you – and your events – when you’re not in the room Starbucks Water Cooler Bar Conferences www.360i.com Proprietary & Confidential 8
  9. 9. What’s different now? There’s a newer bigger room www.360i.com Proprietary & Confidential 9
  10. 10. The Internet delivers tremendous scale to WOM Around the office: Around the Internet: Linear progression p g One click = instant audience www.360i.com Proprietary & Confidential 10
  11. 11. Traditionally marketers talked AT consumers through media channels ADVERTISER MEDIA CONSUMERS www.360i.com Proprietary & Confidential 11
  12. 12. Today brands must engage directly WITH consumers MEDIA www.360i.com Proprietary & Confidential 12
  13. 13. So what are you going to do about it? Cover Your Ears and Pretend It s It’s Not Happening OR Listen & Participate www.360i.com Proprietary & Confidential 13
  14. 14. Game plan for success in social marketing (and today’s focus) Training to Win Developing a Keeping Score Game-Winning Strategy Preventing The Arenas Fumbles Firing up the Building your fans fan base www.360i.com Proprietary & Confidential 14
  15. 15. Developing a game winning strategy 15
  16. 16. Evaluate opportunities by asking 4 questions SOCIAL MARKETING STRATEGIC LENS Does it use our social media arsenal? Does it meet Does it follow our marketing social media objectives? best practices? What is the value exchange between consumer & marketer? www.360i.com Proprietary & Confidential 16
  17. 17. 1. What are your goals? ARSENAL GOALS RULES VALUE 17
  18. 18. Countless possibilities for goals Attendance Buzz Engagement Sponsored Opps www.360i.com Proprietary & Confidential 18
  19. 19. And then you’ve got to measure them… Social Media Dashboard Custom Social Media Scorecard Action Weighting* Community Monitoring Impression 1x View video 3x Click through 4x Rate video 4x Share video 10x Embed video 20x Create video 100x 100 www.360i.com Proprietary & Confidential 19
  20. 20. 100 ways to measure social media This tag cloud is based on my column “100 ways to measure social media” Read the full list: http://bit.ly/100ways www.360i.com Proprietary & Confidential 20
  21. 21. Adapting the execution to the objective Client: H&R Block Client: National Geographic Objective: CRM Objective: Tune-In www.360i.com Proprietary & Confidential 21
  22. 22. 2: Does it use your arsenal? ARSENAL GOALS RULES VALUE 22
  23. 23. Don’t fall into this trap! www.360i.com Proprietary & Confidential 23
  24. 24. Strategy: Edutainment to drive consideration Leveraging the Social g g Ecosystem to: • Listen • Build communities • Create engagement, buzz g g , • And more,.. Video Syndication Widgets www.360i.com Proprietary & Confidential 24
  25. 25. Establishing your architecture HUB & SPOKE APPROACH HUB & SPOKE APPROACH MATRIX / INTERCONNECTED With new hub With your brand as hub Without central destination Existing Existing Existing Asset Asset Asset Global Global Global New Asset New Asset New Asset Marketing Marketing Marketing NEWLY EXISTING CREATED ASSET AS HUB HUB Existing Existing Existing New Asset New Asset New Asset Asset Asset Asset Existing Existing Existing New Asset New Asset New Asset Asset Asset Asset www.360i.com Proprietary & Confidential 25
  26. 26. 3: Does it follow the rules of the road? ARSENAL GOALS RULES VALUE 26
  27. 27. 6 Rules for Traveling in Social Media 1. Learn the language 2. Be a pilgrim, not a tourist 3. Pack appropriately 4. Travel with companions 5. Learn how to listen 6. Keep your eyes peeled www.360i.com Proprietary & Confidential 27
  28. 28. Rule #1 of Travel: When visiting somewhere new, learn the language Permettez-moi de vous montrer à la Tour Eiffel Уход на экскурсию по Красной площади? www.360i.com Proprietary & Confidential 28
  29. 29. Rule #1 of Social Media: When visiting somewhere new, learn the language I just got poked by a fan I’m searching for #EC10 on I really this article www.360i.com Proprietary & Confidential 29
  30. 30. Rule #2 of Travel… and Social Media Be a pilgrim, not a tourist Tourists Pilgrims • Plan a brief stay • Plan to settle • Bring cameras and a few bucks • Bring their full arsenal that will to get by help them • Build itineraries • Build communities www.360i.com Proprietary & Confidential 30
  31. 31. Pilgrims earn respect, but as for tourists… www.360i.com Proprietary & Confidential 31
  32. 32. Rule #3: Pack appropriately Remember to bring: • Research • Strategy • Tactics • Your best team • Time • Passion • As many ears as you can for active listening www.360i.com Proprietary & Confidential 32
  33. 33. Rule #4: You don’t have to travel alone -- Everyone’s welcome on the journey Media PR Creative Human Resources Corporate Event Web Biz Dev Marketing Marketing Development www.360i.com Proprietary & Confidential 33
  34. 34. Rule #5: Learn how to listen As you travel social media, listen here: As you travel the world, listen here: and here: www.360i.com Proprietary & Confidential 34
  35. 35. Rule #6: Keep your eyes peeled in every direction PUSH DIALOGUE SOCIAL ONE DIRECTION TWO DIRECTIONS EVERY DIRECTION Brand provides a Brand and consumers We tell you that the platform for people to discuss the benefits of brand is great talk to each other about the brand the brand www.360i.com Proprietary & Confidential 35
  36. 36. 4: Does it provide value? ARSENAL GOALS RULES VALUE 36
  37. 37. Various forms of value www.360i.com Proprietary & Confidential 37
  38. 38. DPAC Award Activate: Mom-centric marketing Best Social Engagement gage e t Co-Branded hub with 70+ moms write all Co-branded widget user content about it on their blogs reaches over 1MM ppl Well above benchmarks: • 3.7x impressions • 3.6x embeds • 1.6x unique blog posts 4,000+ tweets using Increase in MCR points • 1.5x tagged tweets dedicated #spritebts redemption for schools www.360i.com Proprietary & Confidential 38
  39. 39. Sometimes the answer is No… This social network for moms to connect around cookies no longer exists www.360i.com Proprietary & Confidential 39
  40. 40. Adding value to events Displaying live tweets is one way to add value through social media di www.360i.com Proprietary & Confidential 40
  41. 41. Adding value to events Sometimes event-based social networks make sense, sense but usually they don’t don t (this one does) www.360i.com Proprietary & Confidential 41
  42. 42. Adding value to events Tools like Cover It Live help share event info www.360i.com Proprietary & Confidential 42
  43. 43. Reactee: T-Shirt Text Message Marketing Ok Okay, some innovations don’t add such clear value Copyright 2007 360i, LLC. All Rights Reserved www.360i.com Proprietary & Confidential 43
  44. 44. So in review… ARSENAL GOALS RULES VALUE www.360i.com Proprietary & Confidential 44
  45. 45. Five social trends for event planners in 2010 45
  46. 46. Trend 1) Social goes mobile www.360i.com Proprietary & Confidential 46
  47. 47. Facebook Mobile Usage Soars (Collectively 2nd only to Farmville) Name Daily Actives Monthly 5. Facebook for iPhone 13,335,223 26,152,035 12. Mobile 6,481,271 18,353,369 Facebook® for 19. BlackBerry® y 7,917,426 , , 13,567,034 , , smartphones Source: All Facebook, February 2010 www.360i.com Proprietary & Confidential 47
  48. 48. Location-based mobile social networks proliferate www.360i.com Proprietary & Confidential 48
  49. 49. Trend 2) Social metrics mature www.360i.com Proprietary & Confidential 49
  50. 50. Metrics start to show real sales data December 2008 June 2009 December 2009 www.360i.com Proprietary & Confidential 50
  51. 51. Adding perspective… www.360i.com Proprietary & Confidential 51
  52. 52. Adding perspective… 2009 revenue: $61.1 $61 1 billion billi www.360i.com Proprietary & Confidential 52
  53. 53. Trend 3) Earned, paid, owned media unite www.360i.com Proprietary & Confidential 53
  54. 54. Sprinkles Cupcakes: Owned -> Earned AD www.360i.com Proprietary & Confidential 54
  55. 55. Of course you need to be careful… Hat tip: Ian Schafer, @ischafer www.360i.com Proprietary & Confidential 55
  56. 56. Trend 4) Augmented reality gets… real • www.360i.com Proprietary & Confidential 56
  57. 57. Trend 5) A Connect-ed world • Facebook Connect on 80,000+ sites, reaching 60MM+ users www.360i.com Proprietary & Confidential 57
  58. 58. And it’s going mobile… www.360i.com Proprietary & Confidential 58
  59. 59. Remember all 5? www.360i.com Proprietary & Confidential 59
  60. 60. 60
  61. 61. Thank you! David Berkowitz Senior Director Emerging Media & Innovation 212.703.7257 dberkowitz@360i.com @dberkowitz Blog: MarketersStudio.com Get the full Playbook at playbook.360i.com Keep up on trends at blog.360i.com Follow 360i on T itt @360i F ll Twitter Download this at bit.ly/ecdavid www.360i.com Proprietary & Confidential 61

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