Advanced Social Media for the Events Industry


Published on

Published in: Business, Technology
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Advanced Social Media for the Events Industry

  1. 1. Social Media for the Events Industry:Intermediate/Advanced
  2. 2.
  4. 4.
  5. 5. • Monitor the channel first• Understand what your customers are saying about you• Understand what your competitors are doing• Don‘t be afraid to experiment• Think about your objectives and set out some goals
  6. 6. • Over half of consumers (52%) now follow brands and companies on Twitter, illustrating the potential of the channel for business• 47% of consumers reported that they use the channel to keep informed of the latest offers and discounts• 42% use Twitter to keep with up with the latest news from the brand, while 32% are simply fans of the company• For consumers who have given feedback via Twitter two-thirds (66%) have received a response from the brand, compared to only a third (34%) who have not
  7. 7. • 48% of users are men and 52% are women.• Some 25% follow a brand.• 60% are located outside the US• 37% log in via a mobile device.• 52% update their status every day. [Source: Digital Surgeons, December 2010]
  8. 8. The highest click through rate on tweeted links occursbetween 2 and 3pm.Thursday, Saturday and Sunday experience the highest clickthru levels, consistently beating the average.The more links you tweet, the less likely people are to clickthose links.Tweets that include links are far more likely to be retweetedthan tweets without links.The highest percentage of retweets occurs on Fridays at 4pm.(Monday afternoons also have high retweet rates).
  9. 9. • Groups limit of 5000 ―fans‖• Reflect on you individually – listed as Admin• Can‘t have Facebook Apps• Can send messages rather than updates
  10. 10. You need to have an account on Facebook in order to create aFacebook page.Your Facebook page will be tied to your personal profile as the adminof your Facebook page; however, only you and Facebook know theconnection exists.You can have an unlimited number of Facebook pages.You can have an unlimited number of fans (Facebook users who ―Like‖your page).Facebook Pages are public—anyone can find and view your pagewhether they are logged into Facebook or not.
  11. 11. •• At least 25 fans (likes)
  12. 12. • Create a custom landing page encouraging people to ‗like you‘• Post interesting content• Don‘t be too self promotional• Use Facebook groups• Post photos and tag people in them• Encourage sharing
  13. 13. • Connect with more than 750 million potential customers• Select your audience by location, age and interests• Test simple image and text-based adverts and use what works
  14. 14. • Your CTR directly links to your CPC• The more targeted the higher the CPC but your CTR should go up• Read the Ad Guidelines and don‘t get banned! –• Create Facebook specific landing pages• Grab their attention – they are not looking for a product• Ad fatigue – Add new ads on a weekly basis• Nielsen Effectiveness Report: –
  15. 15. • LinkedIn is the world‘s largest professional network with 100 million members world wide and over 4million in the UK• There are now 20m+ EU LinkedIn members• More than one million companies have LinkedIn Company Pages (formerly known as company profiles)
  16. 16. • A Company Page is a place for companies to provide more information about their products and services, job opportunities, and company culture.• Any LinkedIn member can follow a company that has set up a Company Page to get updates on key developments. This should be viewed as an important and significant opportunity to show off your company and let people know what you can offer them.
  17. 17. • Logo• Company descriptions• 3 links• Specialties• Type of company• Year established• Industry• Twitter account• RSS feed
  18. 18. • Create a LinkedIn Group and encourage people to join• Join other relevant LinkedIn groups and post interesting content• Use LinkedIn advertising to promote a service to a target audience• Use LinkedIn answers to find industry news and other individuals who have the same interest
  19. 19. What words are people using on social media relating yourevent or service?Deciding what terms you want to be associated with, thesecan be branded or unbranded.This may be connected to existing PPC or SEO keywords.
  20. 20. What are people actually saying on social media about yourbrand, products or services?Is there a theme with a buzz that relates to the product?What are people saying about your competitors?
  21. 21. Who influences the buying decision of the target customer?Influencer research and mapping.Part of this process is persona development, who buys fromyou?Can you base this on actual customer demographic data?
  22. 22. What story/message are you going to tell?A content strategy based on what the different personas arelooking for on social media relating to the product/service andwhere and when.This content should use different types of media and be eitherinformative, entertaining or add value to the target customer.
  23. 23. Which social media platforms should be used to promote thiscontent? Frequency and timing of usage will also be considered.It‘s at this point you decide which social site is appropriate, thisshould help avoid the neglected profile or ‗do us a Facebook pagesyndrome‘
  24. 24. How will we engage with target customers and their influencers,promoting the content we have created?Decide exactly what tactics and content is required, this mightinclude competitions, specific campaigns etc.
  25. 25. How queries should be dealt with/responded to?Who should be responding?Develop a response map considering every possible social mediainteraction, the suitable response and the necessary action,including examples.
  26. 26.
  27. 27. •Who do you want to target?•Where are they online?•Current fan/ follower analysis•Top influencers•What content would engage them?
  28. 28. • Hootsuite• Google Alerts• Twitter search• Blog searches• How sociable• Social mention
  29. 29. • 78% of respondents indicated that their business is actively using social media. • Only 41% reported that these activities are covered under a strategic company plan. • Tie in with offline PR and marketing • Do your research and plan in advance for monthly trends.-
  30. 30.
  31. 31. • Check your social platform daily for comments (15mins)• Post on average 1-5 times a day• Post interesting content• Use a management tool such as Hootsuite
  32. 32. • Scheduling tweets to multiple accounts• ULR tracking so you can see which Tweets have been the most successful• Keyword search tabs that allow you to monitor your top keywords as well as your competitors• Downloadable PDF reports• Integration with Google Analytics
  33. 33. • Exportly – Analyse Your Twitter Followers• Twoolr – Growth Analysis Twitter• Klout – Influence Analysis• Social Bro – Demographic Analysis of Twitter Followers• CloudFlood – Swap Something for a Tweet• TwtPoll – Poll your followers• FollowWonk – Search by profile keyword
  34. 34. • Set up a series of Google Alerts• Set up a RSS feed of Related Twitter Searches• Try a few free social reputation monitoring solutions
  35. 35. • Open a shared Google Calendar, start adding content colour coded by network• Have a daily plan for the next fortnight, weekly for six weeks after that, then monthly• Look for ‗tent polls for content‘
  36. 36. • Benchmark how much traffic/business you‘ve been getting from Social Media through Google Analytics• Take a record of where you are for all your key performance indicators• Make an estimate of where you would like to be on these in three months, six months and a year. Do this even if nobody else has given you these targets.
  37. 37. • Delete, archive or pause activity on any social network which you currently don‘t consider a priority – don‘t spread your effort too thinly.• Also carry out a cull of the people you follow/are connected to. Remember you need your network to be useful.• Try lots of approaches but don‘t be afraid to stop doing them.
  38. 38. • The best content will always be topical and live, but most company social profiles would benefit from more content so try and schedule updates/tweet for the once a day for next two weeks.• Go into Google Analytics and schedule automated reports to be sent to you weekly.• Book in Monthly reviews of your social performance with your manager/colleagues – this reporting will help ensure progress.
  39. 39. • Link to all your social platforms from your website• Add links to your email footers• Promote on your offline marketing material
  40. 40. • increased customer engagement (71%)• better brand reputation (66%)• increased communication with key influencers (62%).
  41. 41. Measuring ROI in Social Media is difficult as so much is hard totrack.Only 7% of marketers are measuring the impact of social mediaand generating ROI.But measurement is possible...
  42. 42. Think about what you will measure.Get a bench mark.Set realistic goals.
  43. 43. FansTrafficConversionsPage ViewsBrand mentionsComments@mentions
  44. 44. • Facebook Insights• Twitter mentions• Google Analytics• Google Alerts• How Sociable• Social Mention
  45. 45. • The quantitative is the numbers i.e. Website visitors, Twitter Followers, Facebook fans, likes, comments…• It is possible to measure the actual ROI inc sales and conversions but relies on attribution clarity
  46. 46. This is harder to measure and may need long term monitoring• This includes brand awareness, perceptions of a brand and sentiment• Can sometimes see an increase of branded search traffic which if there is no increase in PR or other marketing then could be related to social.
  47. 47. • Direct traffic in analytics• Using Google analytics• Take original URL• Add tracking code• Google URL Builder• Show up in Google as campaign traffic
  48. 48. Advanced segments allow you to view & comparereports for traffic from social channels.Google Analytics allows us to segment our traffic bymany different dimensions and metrics.Using this tool we can segment our visitors by whois referred to us via Social Media.
  49. 49.||linkedin|||technorati||hootsuite|stumbleupon|netvibes|bloglines|||friendfeed|blinklist|fark|furl|newsgator|prweb|msplinks|myspace|||||poprl|tinyurl||reddit
  50. 50. • Segment traffic by engagement goals, traffic source, campaign, keywords etc.• Compare engagement metrics against other traffic sources• Measure social traffic share• Acts Retroactively
  51. 51. • Harder to track user behavior across content• Unable to segment the Funnel Visualisation report• Trickier to share across user logins
  52. 52. • Create a Social Media policy for employees who will be engaging in social media for your company• 45% of responding companies don‘t have any internal policies or guidelines for the use of social media Online-PR-Report-2010
  53. 53. • Create a good bio and background• Plan• Listen• Ask• Respond• Establish the right voice• Don‘t over promote• Evaluate your successes• Play with tools and the behaviour and keep learning
  54. 54. • Add quizzes/polls to pages with more serious topics• Top 5 Movies on a theme• Who knows the most
  55. 55.
  56. 56. Create a FourSquare page using the address of the venue.Log in to Foursquare, or create an account if you don‘t haveone already. If you don‘t have a smartphone, that‘s OK – youcan still create an account without it.Set your location to the city where the event is taking place.Click on Add Things at the top of the page.Click on Add a New Venue.
  57. 57. How to get the Swarm Badge?• If 50+ people are also checked-in here - its a foursquare flashmob!• Simply checkin to a location that 50+ other people have already checked into in the last three hours.• You can incentivise other people to Checkin.
  58. 58. There is a very robust API available as well that give eventorganizers the ability to show live check-ins and otherinteresting data about the event in real time.Partner Badges are available Merchant Platform
  59. 59. The Backchannel: How Audiences are Using Twitter and SocialMedia and Changing Presentations Forever - Cliff AtkinsonDo you need a Twitter Moderator?
  60. 60. Social Media for the Events Industry:Intermediate/Advanced