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International School Of Management How Social Media Plays A Major Role For Marketing And Publicity Of Large Events


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I presented today to a class at the International School of Management about the Web, Social Media and New Marketing and its role in promoting and marketing major events. It includes two YouTube Videos find it also at my blog at

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International School Of Management How Social Media Plays A Major Role For Marketing And Publicity Of Large Events

  1. 1. International College Of Management “ How Social Media Plays A Major Role For Marketing And Publicity Of Large Events ” with @jeffbullas
  2. 2. Marketing and Promoting Events <ul><li>Traditional Marketing – Outbound </li></ul><ul><li>(Interruption) </li></ul>
  3. 3. Marketing and Promoting Events <ul><li>Traditional Marketing – Outbound (Interruption) </li></ul><ul><li>Normally the marketing of an event is much the same </li></ul><ul><li>Telemarketing </li></ul><ul><li>Buy Email lists </li></ul><ul><li>Email marketing campaign </li></ul><ul><li>Buy a postal mailing list </li></ul><ul><li>Send out snail mail to the bought list </li></ul><ul><li>Build a Good Website </li></ul><ul><li>Optimize The Website for Search Engines (SEO) </li></ul><ul><li>Posters </li></ul><ul><li>Niche Magazine Print Advertising </li></ul>
  4. 4. Marketing and Promoting Events <ul><li>New Marketing – Inbound (Permission) </li></ul>
  5. 5. Introduction: The Web’s Growth
  6. 6. Introduction: The Web <ul><li>The Numbers: What has happened since 1995? </li></ul><ul><li>16 Million Users in 1995 </li></ul><ul><li>1.8 Billion Users in 2010 1993 </li></ul><ul><li>First Website in 1990 </li></ul><ul><li>130 Web Sites in 1993 </li></ul><ul><li>234 Million Websites in 2010 </li></ul><ul><li>90 trillion – The number of emails sent on the Internet in 2009 </li></ul><ul><li>247 billion – Average number of email messages per day </li></ul><ul><li>738 Million Internet users in Asia in December 2009 </li></ul><ul><li>252 Million Internet users in North America. In 2009 </li></ul><ul><li>30 billion – photos uploaded to Facebook per year 2010 </li></ul>
  7. 7. Introduction: Google The Number One Site on the Web
  8. 8. Introduction Social Media – Video <ul><li>Video: Social Media Revolution </li></ul>
  9. 9. Some Social Media Facts <ul><li>Facebook has 400 Million Users </li></ul><ul><li>Facebook has grown by 100 million users in last 9 months </li></ul><ul><li>If Facebook were a country it would be the 4th largest in the world </li></ul><ul><li>The fastest growing segment on Facebook is 55-65 year-old females </li></ul><ul><li>There are over 200 Million Blogs </li></ul><ul><li>Over 30 Billion YouTube Videos are viewed every month </li></ul><ul><li>By 2010 Gen Y will outnumber Baby Boomers..96% joined a social network </li></ul><ul><li>The 2nd largest search engine in the world is YouTube </li></ul><ul><li>Twitter received 74 Million unique visitors in January, 2010 </li></ul><ul><li>Twitter passed the 10 Billion Tweets mark in March 2010 </li></ul><ul><li>% of companies using LinkedIn as a primary tool to find employees….80% </li></ul>
  10. 10. Social Media Universe
  11. 11. Social Media Universe <ul><li>Social Media Amplifies your content. </li></ul>
  12. 12. Social Media Universe <ul><li>Social Media provides low friction, minimal cost, high leverage “World of Mouth” & spreads your content and message fast and wide. </li></ul>
  13. 13. Social Media Universe: What Technology is Driving The Growth? <ul><li>Hardware Platforms </li></ul><ul><li>Laptops </li></ul><ul><li>Netbooks </li></ul><ul><li>Smartphones </li></ul><ul><li>iPad – coming </li></ul><ul><li>Software – Open Source and open API’s </li></ul><ul><li>Broadband – Faster Cheaper </li></ul><ul><li>Processors – Speed doubles every 12 mths </li></ul><ul><li>Hard Disks – Larger & Cheaper </li></ul>
  14. 14. Social Media: <ul><li>Why Use Facebook? </li></ul><ul><li>Personal – Fun keeping in touch with friends easily and efficiently </li></ul><ul><li>Business – Generating fans spreading your unique content, blogs, videos </li></ul><ul><li>Pages and Groups </li></ul><ul><li>Multi-Media rich </li></ul><ul><li>Easy To Use </li></ul><ul><li>Growing at over 600,000 users per day and currently over 400 million users </li></ul>
  15. 15. Social Media: <ul><li>Why Use Twitter? </li></ul><ul><li>Communicating quickly and virally </li></ul><ul><li>Distributing content </li></ul><ul><li>Connecting </li></ul><ul><li>Promoting Facebook, Blogs, Websites </li></ul><ul><li>Real time search </li></ul><ul><li>Over 75 Million unique visitors in January </li></ul>
  16. 16. Social Media: <ul><li>Why Blog? </li></ul><ul><li>Great for personal branding </li></ul><ul><li>Position you as a thought leader in your niche </li></ul><ul><li>Establishes Authority </li></ul><ul><li>Google likes fresh unique content </li></ul><ul><li>Easy to use </li></ul><ul><li>Vital: Make it your home base </li></ul>
  17. 17. Social Media: <ul><li>Why Use Linked In? </li></ul><ul><li>Over 50 Million professionals are members worldwide </li></ul><ul><li>Great for networking professionally </li></ul><ul><li>Finding A New Career </li></ul><ul><li>Positioning you as a expert </li></ul><ul><li>Integrate your other sites including company, blog and facebook </li></ul><ul><li>Average income of LinkedIn member: over $130,000 </li></ul>
  18. 18. Social Media: <ul><li>Why Use YouTube? </li></ul><ul><li>Second Largest Search engine in the world </li></ul><ul><li>Easier to rank higher in organic search than Google </li></ul><ul><li>Important if you are connecting to “Gen Y” </li></ul><ul><li>Free </li></ul><ul><li>Easy to use </li></ul>
  19. 19. Optimizing Your Social Media <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Blog </li></ul><ul><li>LinkedIn </li></ul>
  20. 20. Optimizing Your Social Media <ul><li>Facebook has over 400 million Members </li></ul><ul><li>Use a group or page profile for your business </li></ul><ul><li>Choose a vanity URL that contains your keywords (such as </li></ul><ul><li>Exclusive offers for Fans only is great Fan bait </li></ul><ul><li>When you post content, always include video or imagery. Facebook users are very visual. </li></ul><ul><li>Publish fresh content at least 2-3 times per week </li></ul><ul><li>Analyze, iterate and optimize using the Facebook Insights Tool </li></ul>
  21. 21. Optimizing Your Social Media <ul><li>Over 75 Million Unique Visitors In Jan, 2010 </li></ul><ul><li>Include a photo on your Twitter account </li></ul><ul><li>In the account settings, be sure to add your Facbook or Website’s URL </li></ul><ul><li>Write a “Great Headline” </li></ul><ul><li>Place a retweet button on your blog articles and integrate your Twitter URL within your site’s Global Footer, which appears at the bottom of every page of your site. Both of these options offer usability to your site visitors and help drive your Twitter URL up in the search engines. </li></ul><ul><li>Include “Follow me on Twitter” buttons on your emails and blog </li></ul><ul><li>Leave at least 20 characters spare (make your tweet no longer than 120 charcters), so that it allows room for people to “Retweet” your “Tweet” with comments like “Great post” </li></ul><ul><li>Almost always include a link back to your blog, or Facebook page in your tweet (don’t waste a Tweet), this is a significant traffic driver for bloggers. </li></ul>
  22. 22. Optimizing Your Social Media <ul><li>Comscore announced in August, 2009 that over 25.4 Billion video views ocurred in the USA alone in 1 month </li></ul><ul><li>Create your own YouTube Channel </li></ul><ul><li>In your description section for your video, always put your link to your Blog, Facebook fanpage or your website to make it easy for people to link back to your site </li></ul><ul><li>Put the category such as [Social Media Marketing] in Brackets before each Title of your video </li></ul><ul><li>Put “Tags” in your video tags section, make them relevant to your video title, fill up your tag allotment quota allowed and optimize them </li></ul><ul><li>Again promote your YouTube video on Twitter and place them on your blog in a Video or YouTube Channel section </li></ul>
  23. 23. Optimizing Your Social Media <ul><li>In 2010 there are over 200 million bogs worldwide </li></ul><ul><li>Buy your own domain name not a subdomain or name under typepad or wordpress .. buying a homebase is a lot better than renting one. </li></ul><ul><li>Purchase a theme such as WordPress Thesis theme that can be optimised for SEO such as URL’s and  meta descriptions </li></ul><ul><li>Post content regularly (at least once a week) .. Search engines love new unique content </li></ul><ul><li>Promote your Blog on Twitter regularly (Google now has real time search feed into Twitter API) </li></ul><ul><li>Include share buttons to other social media channels on  each blog post so visitors can add your blog and posts </li></ul>
  24. 24. Optimizing Your Social Media <ul><li>At the start of 2010 there are over 50 million members on LinkedIn </li></ul><ul><li>Create a public profile (don’t lock it away) </li></ul><ul><li>Use the questions and answers feature to start conversations, create community, and </li></ul><ul><li>Position yourself as a Thought Leader or expert by answering questions, </li></ul><ul><li>This can also be used to drive traffic to your blog when you leave your answer or when you place your question. </li></ul><ul><li>In your homepage activate your Twitter and LinkedIn interfaces . </li></ul><ul><li>Activate your blog feed to your homepage on linkedIn </li></ul><ul><li>Make sure your websites and blogs (you can enter 3) includes My Company , My Blog ( and My Facebook “Page” URLs </li></ul>
  25. 25. Social Media: Content <ul><li>Create: </li></ul><ul><li>Shareworthy content of all types </li></ul><ul><li>Publish: </li></ul><ul><li>Everything, Everywhere </li></ul><ul><li>Promote: </li></ul><ul><li>Everything </li></ul><ul><li>Optimize: </li></ul><ul><li>Every social media channel </li></ul><ul><li>Convert: </li></ul><ul><li>How? Give them a reason to join & turn up eg receive or win something of value </li></ul>
  26. 26. Tools & Apps <ul><li>Leverage - </li></ul><ul><li>Monitor - </li></ul><ul><li>Measure - </li></ul><ul><li>Analyze - </li></ul>
  27. 27. Tools & Apps <ul><li>Leverage - </li></ul><ul><li>Save your time and make yourself efficient (Software works while you sleep) </li></ul><ul><li>Social </li></ul><ul><li> </li></ul>
  28. 28. Tools & Apps <ul><li>Monitor </li></ul><ul><li>TweetDeck - Free </li></ul>
  29. 29. Tools & Apps <ul><li>Monitor </li></ul><ul><ul><li>TruPulse </li></ul></ul>
  30. 30. Tools & Apps <ul><li>Measure </li></ul><ul><li>Google Analytics </li></ul><ul><li> </li></ul><ul><li>Facebook Insights </li></ul>
  31. 31. Tools & Apps <ul><li>Measure </li></ul>
  32. 32. Tools & Apps <ul><li>Measure </li></ul>
  33. 33. Tools & Apps <ul><li>Analyze </li></ul>
  34. 34. Case Studies: Marketing With Social Media Video: Social Media ROI: Socialnomics
  35. 35. Case Studies: Marketing Events <ul><li>Case Study One: </li></ul><ul><li>The 1st Annual Singapore Tattoo Show </li></ul>
  36. 36. Case Studies: Marketing Events <ul><li>Case Study One: </li></ul><ul><li>The 1st Annual Singapore Tattoo Show </li></ul><ul><li>Goal For the Event: To Get 5,000 Attendees-15,000 showed up! </li></ul><ul><li>Not Traditional Marketing </li></ul><ul><li>but </li></ul><ul><li>New Marketing </li></ul><ul><li>The passion of the members of the Tattoo Artistry Facebook group for “their event” meant promoting to their friends. </li></ul><ul><li>Instead of relying on buying expensive advertising </li></ul><ul><li>Built a community of passionate fans who built anticipation and buzz for the event. </li></ul>
  37. 37. Case Studies: Marketing Events <ul><li>Case Study Two: Presidential Election </li></ul><ul><li>Arguably the most effective online social media web campaign event to date, Senator Barack Obama’s Presidential Campaign: </li></ul>
  38. 38. Case Studies: Marketing Events <ul><li>Case Study Two: Presidential Election </li></ul><ul><li>The Social Media Campaign Numbers: </li></ul><ul><li>Over 3 million individual donors were mobilised through social media </li></ul><ul><li>Motivated over 2 million social networking participants </li></ul><ul><li>Created and promoted more than 200,000 offline events across the country </li></ul><ul><li>Total of 6.5 million donations online </li></ul><ul><li>$500 million in donations online </li></ul><ul><li>More than 13 million people provided their email addresses to the campaign website over the course of the campaign, aides sent more than 7,000 types of  messages </li></ul><ul><li>In total, more than 2 billion e-mails landed in inboxes </li></ul><ul><li>The campaign website helped create over 2 million user profiles </li></ul><ul><li>There were over 400,000 blog entries </li></ul><ul><li>People spent more than 14 million hours watching over 1,000 Obama campaign-related videos on YouTube </li></ul><ul><li>There were more than 50 million views of Obama Campaign YouTube Videos </li></ul><ul><li>1.2 billion minutes of YouTube view time. </li></ul>
  39. 39. Case Studies: Marketing Events <ul><li>Case Study Three: Senior PGA Golf Event </li></ul>
  40. 40. Case Studies: Marketing Events <ul><li>Case Study Three: Senior PGA Golf Event </li></ul><ul><li>Use Multiple Social Media ChannelsTwitter, Blog & Flickr </li></ul><ul><li>Take the Integrated Approach </li></ul><ul><li>Link from the Event Website </li></ul><ul><li>Take a Natural/Organic Approach to Building Followers </li></ul><ul><li>Show and Tell Photos Videos </li></ul><ul><li>Team up and assign specific topics to each member </li></ul><ul><li>Start Early </li></ul><ul><li>Get Creative and Bookmark It </li></ul>
  41. 41. Question: So How Could You Use Social Media To Market an Event ?
  42. 42. Questions