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A Social Media Primer Driving Better Engagement For Your Events


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Events are by definition social, yet many companies are hesitant or uncertain how to leverage social media in their portfolio. Social media is transforming the way we network and communicate personally and in business. In this interactive session, we'll consider what differentiates this technology trend from other fads and look at the demographics of who is using social media. See how any size organization can use social media to build awareness, foster word of mouth, and deepen attendee engagement.

Published in: Business, Technology
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A Social Media Primer Driving Better Engagement For Your Events

  1. 2009 Lumen Consulting, LLC. All Rights Reserved<br />A Social Media Primer: Driving Better Engagement for your Events <br />Desiree Lehrbaum<br />Twitter:<br />November 2009<br />
  2. Definition of Social Media <br />“A social trend which people use technologies to get the things they need from each other, rather than traditional institutions like corporations” <br />2<br />
  3. What Do We Mean by Social Media? <br />Corporate and individuals <br />Digg, delicious, Reddit<br />BLOGS<br />BOOKMARKING<br />YouTube Vimeo<br />Product/Solution<br />WIKIS<br />VIDEO SHARING<br />SOCIALMEDIA<br />SOCIAL NETWORKING<br />MICRO-<br />BLOGGING<br />Twitter FriendFeed<br />LinkedIn FacebookMySpace <br />USER COMMUNITY<br />“FILE-SHARING”<br />Slideshare<br />Posterous<br />Private knowledge sharing<br />
  4. Why is Social Media Different?<br />
  5. Years it Took to Reach a 50M Market Audience<br />5<br />50 MILLION USERS<br />38 YEARS<br />13 YEARS<br />4 YEARS<br />3 YEARS<br />2 YEARS<br />Radio<br />TV<br />Internet<br />iPod<br />Facebook<br />
  6. Top 10 Web Brands for September 2009<br />#1<br />#2<br />#3<br />#4<br />#5<br />#6<br />#7<br />#9<br />#8<br />#10<br />Ranked by:The Nielsen Company(U.S. Home and Work)<br />
  7. Top 10 Social Networking & Blog Sites Ranked By Total Minutes (Y/Y Growth) <br />Source: Nielsen NetView, 6/09<br />
  8. Users comfort with social media increasing <br />According to Nielsen* visiting social media is the 4th most popular online activity – ahead of personal email <br />93%** of social media users believe a company should have a presence on social media <br />8<br />*Nielsen Global Faces & Networked Faces, 2009<br />**CONE Business in Social Media Survey Sept 2008 <br />
  9. Exponential Growth of Facebook <br />9<br />If Facebook was a country it would be the 4th largest in the world<br />
  10. Facebook for Content Sharing <br />Facebook has over 30,000 servers <br />Manages over 25 terrabytes of data daily for logging <br />2 billion pieces of content are shared weekly on Facebook <br />Facebook is now the largest photo sharing platform in the world with 2 billion photos uploaded monthly <br />Serve up 600,000 photos every second <br />More than 10 million users join Fan pages every day <br />10<br />
  11. Facebook U.S. Demographics <br />11<br />50% of Facebook users log-in everyday<br />
  12. Twitter <br />In June 2009 Twitter hit unique 44.5M users worldwide<br />No. 52 largest site in the world (bigger ESPN and coming up on BBC and craigslist) <br />20M of users are US based <br />55% of audience is international <br />12<br />Impressive since over half of Twitter users don’t access the website, but use Twitter apps to digest and consume Tweets <br />Source: comScore, August 3, 2009 <br />
  13. Unique Visitors to Twitter<br />Source: Nielsen NetView, 2/09 U.S. Home & Work <br />
  14. Focus on strategy, not the tool <br />Social media tool providers can quickly fall out of favor <br />In 2006 MySpace had twice the unique visitors as Facebook<br />Little over 3 years ago typing “” = 404 error <br />Your objectives and audience should determine which tools you should use – not the other way around<br />14<br />
  15. Why and how companies are responding to Social Media <br />
  16. Your brand is being discussed online<br />According to Penn State Study, 1 in 5 tweets is brand related*<br />ITSMA reported that 55% IT business buyers use social media in the buying process** <br />A 50% of increase over 2008<br />16<br />* Penn State Study <br />**ITSMA How Customers Choose Soultion Providers, October 2009 <br />
  17. Ignoring it will not make it go away <br />&quot;A customer that has a good experience will typically tell 3 to 5 people, but a customer who has a poor experience will tell more than 20. When this trend occurs via the web, these numbers can rapidly multiply and could spell disaster for brands that don’t have strategies in place to combat online negative chatter.”<br />Graeme Crossley<br />CEO Brand Reputation<br />17<br />
  18. Social media investment is on the rise <br />70% of CMOs say they will do more with social media in 2010<br />According to eMarketer, advertisers spent $40M on social networks in 2008 and expected to grow to $210M in 2012<br />Forrester predicts social media spending will increase from $716M in 2009 to $3.1B in 2014<br />According 2009 ITSMA Survey members are <br />Increasing spend – 73% <br />54% increased budget &gt; 10% <br />Starting to integrate with traditional channels 60% <br />18<br />
  19. Why event marketing struggles with social media<br />
  20. Good events = tight control <br />Event managers pride themselves in creating a controlled, scripted environment that minimize risk <br />In social media, the culture mandates giving up the illusion of control <br />20<br />
  21. Why events should embrace social media <br />Events offer genuine personal connections whether they be online, virtual or physical <br />All about deepening customer relationships <br />Nothing is more social than events<br />21<br />
  22. Social media shifts the control of power <br />“Technology is shifting the power away from editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” <br /> Rupert Murdoch <br />22<br />
  23. Requires new thinking for events <br />Customers as co-creators <br />Customers dictate how they want to engage with organizations <br />Customers driving how and what they want to know<br />Customers want more than just corporate boilerplate <br />23<br />
  24. Social Media Framework <br />24<br />
  25. Phased Participation Engagement <br />25<br />Conversation<br />Community<br />Active<br />Passive <br />
  26. How users participate differs <br />26<br />
  27. A social media framework <br />Know your audience <br />Strength assessment <br />Mapping needs to event lifecycle <br />27<br />
  28. Consider participants engagement propensity<br />Fish where there are fish <br />IT will participate differently than a SOHO Owner <br />Map the right social media channel to the target audience <br />Takes care and feeding to cultivate deeper levels of participation <br />28<br />
  29. Target Audience Assessment <br />
  30. Strength Assessment <br />30<br />
  31. Where are you strong today? Where do you need to be? <br />
  32. Enlisting cross-functional resources <br />Most organizations who are doing this well do not of have dedicated headcount to “manage” social media <br />Social media is all about personal connection vs. traditional corporate speak <br />Identify individuals in your organization who are active digital media natives online <br />Product management/marketing <br />Executive teams – CTOs especially<br />Deputize cross-functional teams to listen and dialogue <br />Full disclosure is an imperative<br />Encourage ownership of customer engagement around certain topics <br />32<br />
  33. Social media part of every Dell employees job <br />Culturally consider social media part of every employees job – they’re encouraged to spend 15-20 every day <br />“It’s an add-on not a replacement, and is like using phone or email.” <br />33<br />
  34. 493 employees Tweet at Zappos<br />34<br />
  35. The connection to brand <br />“There may be some times when an individual Twitter message out of context can give a bad impression. But generally people on Twitter aren’t looking at one single Tweet. They see what we do over time. For customers, I think it’s a way to get an inside glimpse of what people are like and what are culture are like. Our belief is that your culture and your brand are ultimately, the same thing.” <br />Tony Hseiu CEO Zappos<br />35<br />
  36. Mapping Social Media to the Event Lifecycle <br />36<br />
  37. Opportunities to event lifecycle <br />37<br />Where could your event program benefit by social media the most? <br /><ul><li> Research
  38. Speaker recos
  39. Content feedback
  40. Event ambassadors
  41. Audience Gen
  42. Event reveal
  43. Connecting
  44. Optimizing
  45. Monitoring
  46. Updates
  47. Feedback
  48. Extend the life
  49. Monitoring
  50. Celebrate </li></ul>Think about using social media to build community <br />not just “market” an event <br />
  51. Digital event ambassadors <br />Traditionally event communication = corporate -&gt; individual<br />New thinking create event ambassadors <br />Can be internal or external people <br />Offering key people exclusive event news to their audiences <br />Bring participants along the entire event lifecycle <br />Twitter, blogs, Facebook, user groups excellent vehicles <br />No dictating what they say <br /> Benefits <br />People respond more to individuals than anonymous company <br />1:1 facilitates building trust, credibility and relationships<br />Diverse communication channels broadens reach<br />Build anticipation for the event and speakers <br />38<br />
  52. Pre-event strategy <br />Validate event strategic direction <br />Co-create content and program with attendees <br />Gather feedback and recommendations for content, speakers, locations, activities <br />By listening to community will build more effective program and gain buy-in from attendees <br />Build momentum and excitement for event launch<br />Establish 1:1 connections online with event ambassadors <br />Social media tactics<br />Survey community via blogs, communities, Facebook, Twitter<br />Have event ambassadors personally solicit feedback <br />Create online advisory steering communities for event <br />Create private Facebook/Ning groups <br />39<br />
  53. Launch <br />Inspire evangelism amongst community<br />Deputize your ambassadors <br />Build excitement for event, sessions, speakers <br />Encourage community engagement with each other <br />Potential social media tactics <br />Rollout your event hashtag #<br />Create/advertise events in Facebook<br />Have speakers Tweet, blog, post about their sessions <br />Multi-channel publishing <br />Sponsor event specific communities to encourage cross-pollination amongst attendees<br />Pay it forward - Participate in other speakers, communities, and blogs <br />40<br />
  54. On-site <br />Bring back channel to the forefront<br />Empower all participants to engage and share learning <br />Monitor what’s happening at event in real-time <br />Troubleshoot when things go wrong <br />Pro-actively communicate changes immediately <br />Potential tactics <br />Create blogging desks /Twitter lounges <br />Deputize key influencers as official event Twitterers<br />Coordinate Tweeting and blogging with your speakers <br />Sponsor Tweet-ups – to foster community <br />Solicit conference “reporters” with FlipCameras<br />Encourage participants to upload to Flikr and YouTube channels <br />41<br />
  55. Post-event <br />Feedback <br />Enlist event ambassadors <br />Use as springboard to gain momentum for next program <br /> Potential tactics <br />Online surveys <br />Sponsor follow-on regional Tweet-ups <br />Reward loyalists with acknowledgement for their efforts <br />Enlist volunteers for future advisory committees <br />42<br />
  56. How do you measure this stuff? <br />43<br />
  57. Measurement <br />Event the early adopters of social media are struggling with measurement<br />Ironic that most management agrees there is value and willing to ride out the uncertainty of how to measure <br />44<br />
  58. What value is derived from social media? <br />45<br />Source: Social Media Marketing Report 2009 <br />
  59. Measurement Framework <br />
  60. New paradigm in thinking about value <br />“Take one opportunity, <br />grow it into something of quality, <br />and then leverage that opportunity into <br />a new one that derives more value.” <br />47<br />Chris Brogan & Julien Smith , Trust Agents<br />
  61. How are other companies doing this <br />2008 Lumen Consulting, LLC. All Rights Reserved<br />48<br />
  62. Ritz Carlton hotel managers listen <br />1 hour<br />Each day reviewing online conversations before walking the grounds <br />
  63. Dell <br />50<br />“When we respond to people on Twitter, they get really excited, and we gain advocates.”<br />Dell can attribute over $3M in revenue from Twitter<br />
  64. 51<br />@Comcastcares<br />
  65. 52<br />Jet Blue <br />Gradual growth turned out to be just what JetBlue needed on Twitter, as it gave the company time to learn what worked and what didn’t.<br />Chatty posts and customer service assistance tended to generate a lot of replies and new followers. Press releases announcements were met with silence.<br />“That’s a clichéd phrase, but Twitter really is about tearing down the artificial walls between customers and the individuals who work at companies.”<br />
  66. @padmasree<br />53<br />Excellent example of how to effectively use Twitter to build personal connections to the Cisco brand <br />
  67. Facebook Contests<br />54<br />
  68. Facebook ads for events <br />55<br />
  69. Facebook advertising <br />56<br />
  70. 57<br />Good things can come in small posts <br />Reward engaged fans with unique promos <br />
  71. Social Media Takeaways <br />Content is still king – social media can’t help bad content <br />Commit – be in for the long haul. No graceful exit strategy <br />Iterate - do not need to wait for perfect information or optimal resources to begin <br />Be authentic – No placeholder social media <br />Depth vs. breadth – focus on strengths and assets<br />Diversify – digital channels are not all the same and offer diverse benefits and results <br />58<br />
  72. Closing Thoughts <br />Seth Godin on Social Media <br />59<br />
  73. Tools we love <br />Want to secure your username across social media universe?<br /> <br />Measure sentiment and volume of your Tweets<br /><br />URL shortener with tracking <br /><br />Think yellow pages for Twitter <br /><br />Host contest, promo, sweepstakes in Facebook easily and inexpensively <br /><br />Nice Twitter eye candy to have running at an event <br /><br />Your Twitter app outfitter <br /><br />Great apps to view multiple Twitter and Facebook accounts <br /><br /><br />60<br />
  74. Recommended reading <br />Facebook Era, Clara Shih<br />Groundswell, Charlene Li <br />Good for Business, Bennett, O’Reilly, Gobhai, Welch <br />Trust Agents, Brogan & Smith<br />Twitter Book, Tim O’Reilly & Sarah Milstein <br />61<br />
  75. Thank youTwitter: <br />2008 Lumen Consulting, LLC. All Rights Reserved<br />62<br />