Developing a Successful Social
Strategy for Meetings and Events
Gerrit Heijkoop, How Can I Be Social (HCIBS)
“Have you been active
on the #IMEX13
Social Media channels?”
Twitter: @HCIBS
Facebook: /HCIBS
Photos, Feedback and Findings
3.500

500

20
Lessons #Haren
1. Power of networks

2. User generated content
3. Access to mass media

4. Community takes action
Where do
you stand?
“I am doing pretty
well on Social Media”
Disagree

Agree
why
Benefits are clear!
1. Contact with your audience
2. Increased exposure
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv
Benefits are clear!
1. Contact with your audience
2. Increased exposure

3. Conform expectation
4. Improved search results
“So should I always
use Social Media
for my events?”
1. Less then 10% of my
(potential) audience
2. No benefit from extra
visibility and exposure
3. I don't believe it can
con...
#exercise
Write down a case
which qualifies to
use Social Media
Remember: 1. > 10% of (potential) audience
2. Benefit extr...
Lessons #Haren
1. Power of networks

2. User generated content
3. Access to mass media

4. Community takes action
2005

2013
change
AIDA still exists…

Attention

Interest

Desire

Action

Share
#exercise
Consider your stakeholders
what actions could they share?
1.
2.
3.
4.
5.

Attendees
Speakers & Acts
Suppliers
Sp...
a strategic choice
A Social Strategy …
Customer
Service

Stakeholder
Community

Brand
Exposure

Professional
Development
how
Lessons #Haren
 Power of networks

2. User generated content
3. Access to mass media

4. Community takes action
Facilitate
Stimulate
Reward
Your #hash-tag = “Virtual Venue”
 Short
 Unique
 Predictable
 Easy

 Recognizable
Stimulation at #IMEX13
#exercise
What can you do to
facilitate, stimulate
and reward?
content (1)
Learn
Love
Laugh
Location
Learn
Love
Laugh
Location
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv
content (2)
what
“Me and …?”
#exercise
What is your
Mickey Mouse and
your „castle‟?
wrap-up
A Social Strategy …
Look in your notes:
1. Case
2. List of stakeholders &
actions
3. Points to facilitate,
stimulate & rew...
I am going to …
Before we go …
receive slides & e-book
“Social Media Checklist for Events”

gerrit@hcibs.com
twitter: @gheijkoop
Developing a Successful Social
Strategy for Meetings and Events
Gerrit Heijkoop, How Can I Be Social (HCIBS)
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas
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Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas

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Developing a Successful Social Strategy for Meetings and Events
Presenter: Gerrit Heijkoop, How Can I Be Social (HCIBS), Amsterdam, Netherlands
Brought to you by: Meeting Professionals International (MPI)
Room: Bellini 2003, Level 2

Recent studies show that as many as 75% of meeting planners use social media in their profession. However, nearly half of these planners indicate they don’t have formal processes and procedures for incorporating social media into their meetings and events in simple and meaningful ways. In this interactive session, participants will explore how to create activities before, during and after a meeting or event that attendees and audience members would be eager to share via social media.

Learner outcomes:
1. Identify issues for consideration before spending money on the use of social media at a meeting or event.
2. Understand the importance of tapping into a “second degree network” of participants and how to do so at a live event.
3. Learn best practices in the use of social media and what not to do when incorporating social media into a meeting or event.

About the speaker Gerrit Heijkoop:
Gerrit Heijkoop is an entrepreneur with a passion for technology, events and public speaking. Building up experience with connecting online and on-site audiences since 2009. A familiar face in the international meetings industry as speaker, moderator and interviewer; both on- and offline. Known for his enthousiasm and always striving to keep matters simple and meaningful.

Gerrit is educated with a master’s degree in Systems Engineering and Policy Analysis at the Delft University of Technology in the Netherlands. Shaped and formed as a management consultant and project manager at Boer & Croon Consultancy firm, Gerrit then followed his passion for the events industry.

He is involved in the international FRESH community, board member of the Green Meetings Industry Council (GMIC) in the Netherlands and active blogger. Since January 2012, he has been Executive Partner of How Can I Be Social (HCIBS), a digital communication agency, all about sharing inspiration.


Specialties: Entrepreneurship, Project- & Event management, Social Media, Technology, Inspiration

Published in: Business, Technology

Developing a Successful Social Strategy for Meetings & Events - MPI Smart Monday - #IMEX13 - Las Vegas

  1. 1. Developing a Successful Social Strategy for Meetings and Events Gerrit Heijkoop, How Can I Be Social (HCIBS)
  2. 2. “Have you been active on the #IMEX13 Social Media channels?”
  3. 3. Twitter: @HCIBS Facebook: /HCIBS Photos, Feedback and Findings
  4. 4. 3.500 500 20
  5. 5. Lessons #Haren 1. Power of networks 2. User generated content 3. Access to mass media 4. Community takes action
  6. 6. Where do you stand?
  7. 7. “I am doing pretty well on Social Media” Disagree Agree
  8. 8. why
  9. 9. Benefits are clear! 1. Contact with your audience 2. Increased exposure
  10. 10. How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv
  11. 11. Benefits are clear! 1. Contact with your audience 2. Increased exposure 3. Conform expectation 4. Improved search results
  12. 12. “So should I always use Social Media for my events?”
  13. 13. 1. Less then 10% of my (potential) audience 2. No benefit from extra visibility and exposure 3. I don't believe it can contribute to my meeting
  14. 14. #exercise Write down a case which qualifies to use Social Media Remember: 1. > 10% of (potential) audience 2. Benefit extra visibility 3. Believe in contribution
  15. 15. Lessons #Haren 1. Power of networks 2. User generated content 3. Access to mass media 4. Community takes action
  16. 16. 2005 2013
  17. 17. change
  18. 18. AIDA still exists… Attention Interest Desire Action Share
  19. 19. #exercise Consider your stakeholders what actions could they share? 1. 2. 3. 4. 5. Attendees Speakers & Acts Suppliers Sponsors …
  20. 20. a strategic choice
  21. 21. A Social Strategy … Customer Service Stakeholder Community Brand Exposure Professional Development
  22. 22. how
  23. 23. Lessons #Haren  Power of networks 2. User generated content 3. Access to mass media 4. Community takes action
  24. 24. Facilitate Stimulate Reward
  25. 25. Your #hash-tag = “Virtual Venue”  Short  Unique  Predictable  Easy  Recognizable
  26. 26. Stimulation at #IMEX13
  27. 27. #exercise What can you do to facilitate, stimulate and reward?
  28. 28. content (1)
  29. 29. Learn Love Laugh Location
  30. 30. Learn Love Laugh Location How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv
  31. 31. content (2)
  32. 32. what
  33. 33. “Me and …?”
  34. 34. #exercise What is your Mickey Mouse and your „castle‟?
  35. 35. wrap-up
  36. 36. A Social Strategy … Look in your notes: 1. Case 2. List of stakeholders & actions 3. Points to facilitate, stimulate & reward 4. Content to be shared 5. ….
  37. 37. I am going to …
  38. 38. Before we go …
  39. 39. receive slides & e-book “Social Media Checklist for Events” gerrit@hcibs.com twitter: @gheijkoop
  40. 40. Developing a Successful Social Strategy for Meetings and Events Gerrit Heijkoop, How Can I Be Social (HCIBS)

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