Impact Of Social Media On Meetings & Events


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Presentation that was given at the 2008 Incentive Works conference at the Metro centre in Toronto. This is the largest meeting & event show.

Presentation was part of an education /learning series with focus on the impact of social media to the meetings & events space... with special emphasis on how this applies to the event planner

Published in: Business, Technology
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  • Impact Of Social Media On Meetings & Events

    1. 1. Impact of Social Media on meetings & events Need multi-channel image
    2. 2. It used to be that new media was an afterthought in the M&E space
    3. 3. Communications were pretty simple
    4. 4. We were a paper driven society
    5. 5. ... And then things changed
    6. 6. and became a bit more complicated
    7. 8. “ The world is in the middle of an ongoing conversation . A marketer’s challenge and job is to enter that conversation and when you do join in, you had better be prepared to add value .” John D Hayes – CMO American Express
    8. 9. Today you will learn how to extend the conversation and leverage the power of social media for your next meeting, event, or experience.
    9. 10. Before you can add value and extend the conversation, there a few things you should know…
    10. 11. Did you know?
    11. 12. Agenda (other things you’ll need to know) <ul><li>Introduction to social media </li></ul><ul><li>Defining & introducing the tools </li></ul><ul><li>Impact on meeting & event planning </li></ul><ul><ul><li>Before </li></ul></ul><ul><ul><li>During </li></ul></ul><ul><ul><li>After </li></ul></ul><ul><li>Measuring Social Media’s impact </li></ul><ul><li>Pitfalls of social media </li></ul><ul><li>Top 6 things to remember </li></ul><ul><li>Questions and new age answers </li></ul>
    12. 13. What is social media?
    13. 15. social media In plain english
    14. 16. Translation for M&E <ul><li>People now have more options when it comes to selecting a meeting, event, conference, or experience </li></ul><ul><li>People now have more ways to find out about your event and more ways to tell others about it </li></ul><ul><li>Incorporating social media into your planning can increase content relevance, drive participation, make it more measurable, and drive positive ROI </li></ul>
    15. 17. Tools of the trade <ul><li>Facebook </li></ul><ul><li>Twitter & twemes </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>Blogs & Scribble Live </li></ul><ul><li>RSS </li></ul><ul><li>LinkedIn </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Social Media Press Release </li></ul><ul><li>Mobile </li></ul>
    16. 18. … your new best friend
    17. 19. Canadian Facebook Stats <ul><li>General: </li></ul><ul><li>4 th most visited site in the world </li></ul><ul><li>#1 social media site </li></ul><ul><li>#1 photo sharing site on the web </li></ul><ul><li>Demographics: </li></ul><ul><li>Over 9.5 million users </li></ul><ul><li>Canada is second largest network in the World! </li></ul><ul><li>13.5 billion page views monthly </li></ul><ul><li>43% Male 57% Female </li></ul><ul><li>19% under 18 </li></ul><ul><li>34% 18 to 24 </li></ul><ul><li>26% 25 to 34 </li></ul><ul><li>21% over 35 </li></ul><ul><li>Engagement: </li></ul><ul><li>75% of users visit at least once a day! </li></ul><ul><li>2.6 average visits per visitor per day. </li></ul><ul><li>32.9 visits per month. </li></ul><ul><li>29.8 minutes per visitor per day. </li></ul><ul><li>378.6 minutes per month. </li></ul>
    18. 21. Translation for M&E <ul><li>Facebook is a cost effective way to build awareness and advocacy for your meeting or event </li></ul><ul><li>Once people RSVP to your meeting or event, you can send them updates via facebook email </li></ul><ul><li>Fans of your meeting or event will automatically publish with link to their entire network… WOM rules! </li></ul><ul><li>Facebook has replaced the promotional flyer /email for many event planners </li></ul>
    19. 22. Creating your own Social Network <ul><li>Create a social network that will facilitate relevant and valuable interactions that will extend beyond physical meeting days </li></ul>
    20. 26. Translation for M&E <ul><li>Increase event attendance </li></ul><ul><li>Give customers the voice they expect </li></ul><ul><li>Listen better and innovate faster </li></ul><ul><li>Improve your own products and services based on user feedback </li></ul><ul><li>Get to know your evangelists and partner with them </li></ul><ul><li>Increase word of mouth marketing and buzz </li></ul><ul><li>Tap into the wisdom of your audience </li></ul><ul><li>Build brand loyalty, because… the more connected your audience is to each other, the more loyal they will be to your brand </li></ul>
    21. 28. Translation for M&E <ul><li>Great way to extend experience beyond physical meeting day </li></ul><ul><li>Builds link love & awareness from search engines </li></ul><ul><li>Film is dead – embrace digital </li></ul>
    22. 34. YouTube
    23. 35. Video Blogging Example:
    24. 36. Translation for M&E <ul><li>Blogs and video blogs are a cost effective way to build awareness and engagement before, during, or after your meeting & event </li></ul><ul><li>You don’t need high production values to be effective </li></ul><ul><li>Makes your meeting or event more “findable” through search and other social media </li></ul>
    25. 37. is micro-blogging your friend or foe?
    26. 38. Translation for M&E <ul><li>What are you doing right now becomes – what is happening right now at your meeting or event </li></ul><ul><li>People who aren’t physically attending your meeting or event can now follow content, participant reaction and get other insights </li></ul>
    27. 39. Example: 2008 South by Southwest Conference ( )
    28. 40. The Audience is in control <ul><li>Interview with 23-year old billionaire Facebook CEO Mark Zuckerberg </li></ul><ul><li>Neither he nor the person interviewing him were prepared. </li></ul><ul><li>As the unfocussed topics meandered for 45 minutes, the audience grew increasingly restless </li></ul><ul><li>Tweets about how “lame” the session was started flying in the hall (via mobile) </li></ul><ul><li>“ Zuck you suck.”   </li></ul><ul><li>As the social media took over, the crowd started shouting out questions on their own. </li></ul><ul><li>The session went off the rails from there </li></ul><ul><li>  </li></ul>
    29. 41. What did we learn? <ul><li>Social media is shifting the balance of power to the audience </li></ul><ul><li>Audiences will increasingly demand a say at meetings and events </li></ul><ul><li>Speakers and meeting professionals should recognize this trend and prepare for it </li></ul><ul><li>Smart planners will embrace social media to their benefit </li></ul>
    30. 45. Translation to M&E <ul><li>You can syndicate / broadcast content on the web separate from your own website </li></ul><ul><li>It’s like having a call to action to come back to a site every time a feed is updated </li></ul><ul><li>Planners can track hundreds of sites easily with an aggregator </li></ul>
    31. 46. Get yourself a feed aggregator
    32. 47. Social bookmarking
    33. 48. Social Bookmarking in Plain English
    34. 49. Translation for M&E <ul><li>Easy to add to any web property you own or control </li></ul><ul><li>Great way to amplify word of mouth on your meeting or event </li></ul><ul><li>Becoming more important that search for many </li></ul>
    35. 50. The Social media press release
    36. 52. Linkedin
    37. 53. Translation for M&E <ul><li>It’s no longer just about the business card </li></ul><ul><li>Build your professional network to increase meeting or event participation </li></ul><ul><li>Build your professional network to find ideal keynote speakers </li></ul><ul><li>Validate meeting content by getting input from the experts </li></ul>
    38. 54. Don’t forget about mobile…
    39. 56. <ul><li>Canadians currently use more than 21 million wireless devices daily </li></ul><ul><li>10.1 Billion text messages sent in 2007 </li></ul><ul><li>1.4 billion sent in March 2008 alone </li></ul><ul><li>Uniques have grown to 41% </li></ul><ul><li>20 billion in 2008 within reach </li></ul><ul><li>Adoption exceeds 80% in urban markets </li></ul><ul><li>Source : CWTA </li></ul>Canadian Mobile Landscape
    40. 57. Mobile Trends that will impact consumer adoption:
    41. 58. 2 more factors…
    42. 61. Applying your social media kung fu to M&E (before, during and after)
    43. 62. Before your meeting or event: <ul><li>Create or leverage a social network </li></ul><ul><li>Setup mobile alerts & reminders </li></ul><ul><li>Define social media tags for flickr, twitter etc.. (#incent08) </li></ul><ul><li>Social Media Press release </li></ul><ul><li>Promote through RSS, Blogs, social bookmarking and other social media </li></ul>
    44. 63. During your meeting or event: <ul><li>Ensure Wifi access </li></ul><ul><li>Bluetooth </li></ul><ul><li>Text to screen for vote /survey </li></ul><ul><li>Incorporate social media tags on name tags </li></ul><ul><li>SMS alerts / reminders </li></ul><ul><li>Mobile event assistant (web based) </li></ul><ul><li>Moderate live blogging </li></ul>
    45. 64. After your meeting or event: <ul><li>Share everything </li></ul><ul><li>Post video of what was missed </li></ul><ul><li>Continue to social network </li></ul><ul><li>Follow the conversation and take note </li></ul><ul><li>Add crowdsourcing to add or replace post-event surveys </li></ul>
    46. 65. Measuring social media’s impact
    47. 66. What and how to measure <ul><li>Start by creating a baseline – use last years participation numbers </li></ul><ul><li>Measure community engagement: </li></ul><ul><ul><li># of people or blogs who create event-related content </li></ul></ul><ul><ul><li># of people or who read event-related content (your site and others) </li></ul></ul><ul><ul><li># of blog reactions to your meeting or event ( </li></ul></ul><ul><ul><li>Search ranking in Google, Yahoo, and MSN </li></ul></ul><ul><ul><li># of fans in your facebook page </li></ul></ul><ul><ul><li># of followers on Twitter </li></ul></ul><ul><ul><li># of images posted to Flickr </li></ul></ul><ul><ul><li># of new contacts made through Linkedin </li></ul></ul><ul><ul><li># of diggs, stumble upons, and delicious references </li></ul></ul>
    48. 67. More things to measure: <ul><li>Incorporate engagement and advocacy stats into your overall cost per acquisition costs for your meeting or event </li></ul><ul><li>Compare this year’s participation numbers from last year to gage impact of social media </li></ul>
    49. 68. Segment your prospects and participants for your next meeting or event: <ul><li>Awareness </li></ul><ul><li>Reactivated </li></ul><ul><li>Active participant </li></ul><ul><li>Advocate (promoting your meeting or event through social media) </li></ul><ul><li>Lapsed </li></ul>
    50. 69. Pitfalls of social media <ul><li>The cold start </li></ul><ul><li>You can’t control everything </li></ul><ul><li>Negative feedback </li></ul><ul><li>No hard selling </li></ul><ul><li>Rumours and speculation </li></ul><ul><li>The interweb never forgets </li></ul>
    51. 70. 6 things to remember about the impact of social media on M&E <ul><li>How you promote you meeting or event has evolved </li></ul><ul><li>Content is no longer distributed by paper alone </li></ul><ul><li>Feedback from participants is instant… and social. And mobile. And public. </li></ul>
    52. 71. <ul><li>Interactivity is happening now at your meeting or event, shouldn’t you be joining the conversation? </li></ul><ul><li>The conversation continues well beyond your meeting or event </li></ul><ul><li>Going beyond the business card with social networking </li></ul>
    53. 72. Questions and new age answers…
    54. 74. How to reach me: Email: [email_address] Voice or SMS to 416-729-4268 LinkedIn profile: Follow me on Twitter: Follow my Mobile & Interactive marketing blog: (mobile version) Check out other contributions at: Phil Barrett (.mobi) Senior Director, Mobile & Interactive Carlson Marketing