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Social Media For Event ROI


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Jason Fellman presentation deck for Social Media to help drive engagement for major events.

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Social Media For Event ROI

  1. 2. Presentation 2.0 <ul><li>Strategic Concepts </li></ul><ul><li>Tactical Ideas </li></ul><ul><li>Measuring and Improving </li></ul><ul><li>Tips for “Taking the Plunge” </li></ul><ul><li>Resources </li></ul><ul><li>Talkback </li></ul>
  2. 3. Strategic Concepts
  3. 4. Principles of Web 2.0 <ul><li>The web as a platform </li></ul><ul><li>Data as the driving force </li></ul><ul><li>Network effects created by an architecture of participation </li></ul><ul><li>Innovation in assembly of systems and sites composed by pulling together features from distributed, independent developers (a kind of &quot;open source&quot; development) </li></ul><ul><li>Lightweight business models enabled by content and service syndication </li></ul><ul><li>The end of the software adoption cycle (&quot;the perpetual beta&quot;) </li></ul><ul><li>Software above the level of a single device, leveraging the power of The Long Tail </li></ul><ul><li>Easy to pick up by early adopters </li></ul><ul><li>Terms: Peering, Sharing, Transparency, Openness, Collaboration, Participatory Web </li></ul><ul><li>Tactics: Podcasting, RSS, Blog, Wiki, Mashup, Social Media, Social Networks, Social Bookmarking, Tagging, Rich Media, AJAX </li></ul>
  4. 5. Social Media Defined <ul><li>Social media is an umbrella term: it refers to a collection of activities and technologies that result in shared content on the web: video, audio and podcasts, photos, ratings, reviews, and the interactions that take place in social networks. It is built on the “wisdom of crowds.” Social media is both the product of collective thoughts of participants in the social process, and, the discrete forms of content-- transient as they may be--that are created and shared. </li></ul>
  5. 6. Social Media Defined
  6. 7. Social Media and The Consideration Cycle
  7. 8. Social Media and The Consideration Cycle
  8. 9. The Four Levels of Community Engagement
  9. 10. Customer Relationship Lifecycle <ul><li>From Medill IMC, Northwestern University </li></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Interest </li></ul></ul><ul><ul><li>Consideration </li></ul></ul><ul><ul><li>Acquisition (Register / Purchase) </li></ul></ul><ul><ul><li>Ownership (Attend / Exhibit) </li></ul></ul><ul><ul><li>Advocate (Recommend) </li></ul></ul>
  10. 11. Customer Relationship Lifecycle <ul><li>*Events and Websites touch customers at every phase of the customer relationship. </li></ul>*Events and Websites touch customers at each phase of the customer relationship.
  11. 12. The 365-day website? <ul><li>Opportunities </li></ul><ul><li>Create value for all stakeholders by facilitating an ongoing dialogue between exhibitors and attendees </li></ul><ul><li>Increase audience engagement via conversation and user generated content </li></ul><ul><li>Leverage existing attendee / exhibitor relationships beyond the live event </li></ul><ul><li>Build an army of “advocates” to maximize conference participation </li></ul><ul><li>Create new revenue streams through value-added web-based services </li></ul><ul><ul><li>i.e. Podcasting services, Photography services, Hosting (online), etc </li></ul></ul><ul><ul><li>Advertising, sponsorship </li></ul></ul><ul><ul><li>Exclusive content or access </li></ul></ul><ul><li>Challenges </li></ul><ul><li>Forced to re-shape business models </li></ul><ul><li>Relinquishing control of web content </li></ul><ul><li>Increase in operating costs </li></ul><ul><li>What do you think? </li></ul>
  12. 13. Tactical Ideas
  13. 14. 3 Quick Wins <ul><li>1. Email a Friend </li></ul><ul><li>2. Social Bookmarking </li></ul><ul><li>3. Youtube – Blendtec </li></ul><ul><li>The Key: </li></ul><ul><li>High Quality Content </li></ul>
  14. 15. PRE-EVENT DIGITAL VIDEO TEASER/TRAILER <ul><li>Drive traffic to your event. </li></ul><ul><li>Could include: </li></ul><ul><ul><li>High impact video to be delivered online to promote the event </li></ul></ul><ul><ul><li>Promote featured presentations </li></ul></ul><ul><ul><li>Promote featured sponsors (products, demonstrations, etc) </li></ul></ul><ul><ul><li>Promote special information such as events, hospitality, etc </li></ul></ul><ul><ul><li>Post to YouTube and other video sites </li></ul></ul><ul><ul><li>Creativity is key </li></ul></ul>
  15. 16. Leverage Existing Social Networks <ul><li>Can be highly targeted </li></ul><ul><li>Built-in audience </li></ul><ul><li>Rapid adoption rate </li></ul><ul><li>Extremely viral </li></ul>
  16. 17. LIVE EVENT PRESENTATION WEBCASTS <ul><li>Expand your event’s reach beyond the on-site experience. </li></ul><ul><li>Could include: </li></ul><ul><ul><li>Webcast presentations from booth or other event location </li></ul></ul><ul><ul><li>Especially useful for product roll-out </li></ul></ul><ul><ul><li>Archived for future consumption </li></ul></ul><ul><ul><li>Allow user comment and discussion </li></ul></ul>
  17. 18. EVENT BLOG BY DEDICATED EVENT BLOGGER <ul><li>Generating buzz at and about the event. </li></ul><ul><li>Could include: </li></ul><ul><ul><li>Real-time blog from the event </li></ul></ul><ul><ul><li>Topics include what just happened, what lies ahead, general commentary, sparking discussions, etc </li></ul></ul><ul><ul><li>Can include text, audio, and/or video </li></ul></ul>
  18. 19. WIDGETS <ul><li>Widgets that attendees, exhibitors, and partners can place on their websites or desktops to promote the event. </li></ul><ul><li>Widget uses could include: </li></ul><ul><ul><li>Event “countdown” meter with links to registration </li></ul></ul><ul><ul><li>News Feeds </li></ul></ul><ul><ul><li>Contest promotion and/or sign up </li></ul></ul><ul><ul><li>Promo videos </li></ul></ul><ul><ul><li>Sessions information </li></ul></ul><ul><ul><li>New Product launch teasers </li></ul></ul><ul><ul><li>Surveys & polls </li></ul></ul>
  19. 20. MASHUPS <ul><li>A single website, with multiple data sources, to facilitate social networking at the event. </li></ul><ul><li>Potential elements: </li></ul><ul><ul><li>Find contacts with mutual interests </li></ul></ul><ul><ul><li>Rideshare </li></ul></ul><ul><ul><li>Schedule meetings </li></ul></ul><ul><ul><li>Recommend presentations </li></ul></ul><ul><ul><li>Share schedules </li></ul></ul><ul><ul><li>Share Photos </li></ul></ul><ul><ul><li>Restaurant recommendations </li></ul></ul><ul><ul><li>Gossip column </li></ul></ul>
  20. 21. WEB TIE-IN TO LIVE EVENT EXPERIENCE <ul><li>In-booth experience such as a participatory activity or competition. </li></ul><ul><li>Customer online interactions (minimum 3) could include: </li></ul><ul><ul><li>Pre-event email with links to pre-registration </li></ul></ul><ul><ul><li>Live event experience “documented (photo or video)” for future consumption </li></ul></ul><ul><ul><li>Post event follow-up email to download photos, videos, etc. </li></ul></ul><ul><li>Example: The Ferrari Challenge </li></ul><ul><ul><li>Done for Shell Global Solutions. </li></ul></ul><ul><ul><li>Drove traffic to the booth. </li></ul></ul><ul><ul><li>Kept clients engaged after the show. </li></ul></ul>
  21. 22. REAL-TIME CONFERENCE ANALYZER <ul><li>An interactive forum for attendees at the event. </li></ul><ul><li>Could include: </li></ul><ul><ul><li>A website where attendees can monitor various aspects of the conference (such as presentations, booths, social events, etc) and provide feedback regarding their value </li></ul></ul><ul><ul><li>Real-time comments regarding activities “in-progress” </li></ul></ul><ul><ul><li>Surveys and polling via mobile device, cell phone, pda, laptop, etc. </li></ul></ul><ul><ul><li>Expo “map” interface for providing comments on each exhibit </li></ul></ul><ul><ul><li>Discussion topics, recaps, and ratings for past, current, and future presentations </li></ul></ul>
  22. 23. EXPERT INTERVIEW VIDEO PODCASTS <ul><li>Capturing the event, allowing for interaction, & providing content for future. </li></ul><ul><li>Could include: </li></ul><ul><ul><li>A series of interviews with industry experts at the event </li></ul></ul><ul><ul><li>Use SMS to call in the video team, “We have something interesting here...” </li></ul></ul><ul><ul><li>Interviews edited together with graphics, animations, etc. </li></ul></ul><ul><ul><li>Podcast 1-2 videos per week (or post during the event) </li></ul></ul><ul><ul><li>Allow user comment and discussion </li></ul></ul>
  23. 24. WEB-BASED COMPETITION <ul><li>Competition theme such as “What can you do with your (insert product here)?” </li></ul><ul><li>Elements could include: </li></ul><ul><ul><li>Entries from customers, prospects, and partners (perhaps multiple categories) </li></ul></ul><ul><ul><li>Winning entries (voted by peers) present their topic or product at event </li></ul></ul><ul><ul><li>Presentations captured and posted online </li></ul></ul>
  24. 25. Industry Knowledge Base <ul><li>Industry Knowledge Base (a la Wikipedia) </li></ul><ul><li>Develop a “go to” destination for industry information and definitions </li></ul><ul><li>Include contributions/content from exhibitors, attendees, industry members, press, etc. </li></ul><ul><li>Invites the users to “participate in the conversation” </li></ul>
  25. 26. WEBCASTED/PODCASTED DEBATE <ul><li>Use the internet to stimulate conversation around hot topics in your industry. </li></ul><ul><li>Could include: </li></ul><ul><ul><li>Set up a debate between key players in the industry to discuss a timely topic </li></ul></ul><ul><ul><li>Target critical argument about keys issues important to the industry </li></ul></ul><ul><ul><li>Filmed, edited, and broadcasted </li></ul></ul><ul><ul><li>Allow user comment and discussion </li></ul></ul>
  26. 27. OBJECTIVES
  27. 28. Measuring and Improving
  28. 29. The “New” Metrics <ul><li>The usual suspects (transactions, content views, referring sites, common search terms, etc) </li></ul><ul><li>Total Population </li></ul><ul><li>Registered Population </li></ul><ul><li>Active Population </li></ul><ul><li>Penetration = Registered / Total </li></ul><ul><li>Engagement = Active / Registered </li></ul><ul><li>Number of new posts and threads </li></ul><ul><li>Number of new blog posts </li></ul><ul><li>RSS Subscriptions </li></ul><ul><li>Tagging activity </li></ul>Image courtesy of Quotient Integrated Systems and MeetingTechOnline
  29. 30. Ongoing Research and Analysis <ul><li>Implement a disciplined strategic planning process (monthly, quarterly, annually) </li></ul><ul><li>Metrics Review and Interpretation </li></ul><ul><li>Research - Customer input, best practices, competitive analysis </li></ul><ul><li>SWOT analysis </li></ul><ul><li>Requirements development </li></ul><ul><li>Change Impact Analysis </li></ul><ul><li>Implementation planning - schedule, resources required, budgets, etc </li></ul>
  30. 31. Determining ROI <ul><li>It’s not just about the numbers! Qualitative data can help us learn… </li></ul><ul><li>What people are saying about our brand and our products </li></ul><ul><li>How these conversations are impacting the consideration phase of the buying process </li></ul><ul><li>How we can improve our marketing performance by listening and participating in the conversation </li></ul>
  31. 32. Determining ROI <ul><li>How do you measure a conversation? </li></ul><ul><li>PARTICIPATE (people are already talking…are we listening?) </li></ul><ul><li>Measurement tools: </li></ul><ul><ul><li>Nielsen Buzzmetrics </li></ul></ul><ul><ul><li>Cymfony </li></ul></ul><ul><ul><li>Techrigy </li></ul></ul><ul><li>Dave Evan’s ClickZ Article on Social Media Metrics </li></ul>
  32. 33. Tips For Taking The Plunge
  33. 34. You may need to think differently… <ul><li>Get to know your audience…online. </li></ul><ul><li>Participate in the Social web </li></ul><ul><ul><li>Facebook, LinkedIn, MySpace, Twitter, Blogs, Delicious, Digg, Youtube, Flickr, Yelp. (where are your customers, friends, family, etc?) </li></ul></ul><ul><li>Map requirements to relationship lifecycle objectives </li></ul><ul><li>User requirements drive technology decisions </li></ul><ul><li>Focus on quick wins </li></ul><ul><li>Just because you “can” doesn’t mean you “should” </li></ul>
  34. 35. Resources
  35. 36. Resources <ul><li>The SQUARED Root  - yes, its a shameless plug...but there's some really good stuff here </li></ul><ul><li>MeetingTechOnline - a good site dedicated to technology for the meetings industry </li></ul><ul><li>Mediapost - a resource for media, marketing, and advertising professionals </li></ul><ul><li>eMarketer - all things interactive marketing </li></ul><ul><li>Clickz - articles and blogs for digital markers </li></ul><ul><li>Mashable - this site is the epitome of a web 2.0 </li></ul><ul><li>The Social Organization – link to social media metrics </li></ul><ul><li>Conversation Agent - Tons of great blogs and info </li></ul><ul><li>Chris Brogan's Blog - social media guru's blog </li></ul><ul><li>What other resources can you recommend? </li></ul>
  36. 37. Talkback