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AC Forum TNOC Setting Social Media Objectives

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#ACForum12 Social Media Workshop 18 October 2012 .
The Tweeting Meeting - Using Social Networks and Social Media for Association Congresses and Events.

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AC Forum TNOC Setting Social Media Objectives

  1. 1. the tweeting meeting The Tweeting Meeting Social Media & Social Networks For Meetings & Events ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 1
  2. 2. I was born in 28 B.G. Ruud Janssen, CMM @ruudwjanssen www.tnoc.ch ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 2
  3. 3. I was born in 28 B.G. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 3
  4. 4. #tweetingmeeting The Tweeting Meeting Social Media & Social Networks For Meetings & Events ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 4
  5. 5. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 5
  6. 6. 2012 ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 6
  7. 7. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 7
  8. 8. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 8
  9. 9. ©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 9
  10. 10. ©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 10
  11. 11. focus on meetings & events ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 11
  12. 12. ©TNOC | 2011 | www.tnoc.ch Slide courtesy of Samuel J Smith - Social Point - Interactive Meeting Technologies LLCMonday, 22 October 12 12
  13. 13. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 13
  14. 14. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 14
  15. 15. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 15
  16. 16. Practical tip # 1 People grow in the direction of the questions they ask ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 16
  17. 17. How many of you have checked in? ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 17
  18. 18. Practical tip # 2 People remember how you make them feel ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 18
  19. 19. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 19
  20. 20. How’s your social media skillset? ©TNOC | 2011 | Ruud Janssen | www.tnoc.chMonday, 22 October 12 20
  21. 21. Recommended reading ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 21
  22. 22. ask yourself before you begin: what is your objective? “If you aim at nothing, you’ll hit it every time” zig ziglar©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 22
  23. 23. ask yourself before you begin: what is your objective? “ tactics without strategy is the noise before defeat ” sun tzu©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 23
  24. 24. 1 content 2 continuity context 4 3 connectivity graphic source: David Armano adapted by Ruud Janssen©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 24
  25. 25. conversation leveraging gobal market community organisation personal elements of social media strategy©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 25
  26. 26. personal communications objectives Market, World personal ‣ build a personal brand Community ‣ generate leads ‣ build network value Organization ‣ keep informed ‣ establish expertise Personal©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 26
  27. 27. internal communications objectives ‣ document knowledge Market, World internal communicationsideas ‣ generate Community ‣ improve retention ‣ reduce costs ‣ identify leaders Organization ‣ communicate quickly Personal ‣ strengthen culture©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 27
  28. 28. customer communications objectives Market, World customer ‣ generate ideas communications ‣ build brand reputation Community ‣ gain referrals Organization ‣ energize enthusiasts ‣ cheap, fast research Personal ‣ reduce support cost©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 28
  29. 29. market communications objectives Market, World market communications ‣ increase visibility Community ‣ market intelligence ‣ competitor intelligence ‣ brand intelligence Organization ‣ crisis mitigation Personal©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 29
  30. 30. implementation: grow from your comfort zone slowly Market, World Community Organization Personal I can get my we can keep we could always OMG what if they feet wet it private pull the plug say something bad? ...but start listening at all levels now©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 30
  31. 31. implementation: strength at one level can be leveraged to the next level Market, World Community Organization Personal teams create and brand evangelists leaders ignite contextualize multiply and echo team messages to the message participation outside world everywhere ...but start listening at all levels now©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 31
  32. 32. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 32
  33. 33. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 33
  34. 34. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 34
  35. 35. ©TNOC | 2011 | www.tnoc.ch source = http://www.seekomega.com/wp-content/uploads/2011/09/image.pngMonday, 22 October 12 35
  36. 36. ©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 36
  37. 37. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 37
  38. 38. tactical elements of social media©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 38
  39. 39. implementation: each tool has it own strengths and weaknesses fast followers, faster news shallow friends, noisy deep connections, viral private, slow building great control, unlimited content slow building, commitment©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 39
  40. 40. ©TNOC | 2012 | www.tnoc.chMonday, 22 October 12 40
  41. 41. ©TNOC | 2012 | www.tnoc.chMonday, 22 October 12 41
  42. 42. ©TNOC | 2012 | www.tnoc.chMonday, 22 October 12 42
  43. 43. ©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 43
  44. 44. ©TNOC | 2012 | www.tnoc.chMonday, 22 October 12 44
  45. 45. ©TNOC | 2012 | www.tnoc.chMonday, 22 October 12 45
  46. 46. ©TNOC | 2012 | www.tnoc.chMonday, 22 October 12 46
  47. 47. Personal Friend request your address book contacts Friend request Facebook/ Research contact’s Nice to hear from you! LinkedIn personal profile Let’s do lunch! recommendations Answer LinkedIn Follow up with requestor, Questions in your area of request friend connection expertise intelligence: social networks for lead generation©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 47
  48. 48. ©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 48
  49. 49. Organization intelligence: internal wikis and networks©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 49
  50. 50. Community intelligence: community idea forums©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 50
  51. 51. Market, World intelligence: community idea forums©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 51
  52. 52. Market, World intelligence: analytics dashboards©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 52
  53. 53. Market, World intelligence: conversation mining©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 53
  54. 54. Market, World intelligence: conversation mining©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 54
  55. 55. conversation gobal market community organisation listening broadcasting [intelligence] personal [advertising] elements of social media strategy©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 55
  56. 56. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 56
  57. 57. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 57
  58. 58. ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 58
  59. 59. ask yourself before you begin: what is your objective? “If you aim at nothing, you’ll hit it every time” zig ziglar©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 59
  60. 60. tactical elements of social media©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 60
  61. 61. ©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 61
  62. 62. Chart: Organizations identify most important objectives for social media use for 2011©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 62
  63. 63. ©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 63
  64. 64. SAPhire Now event video©TNOC | 2012 | www.tnoc.chMonday, 22 October 12 64
  65. 65. Case study©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 65
  66. 66. ©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 66
  67. 67. ©TNOC | 2012 | www.tnoc.chMonday, 22 October 12 67
  68. 68. ©TNOC | 2012 | www.tnoc.chMonday, 22 October 12 68
  69. 69. ©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 69
  70. 70. Case study TEDxYouthday©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 70
  71. 71. Case study TEDxYouthday©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 71
  72. 72. Buy a Tweeting Meeting Book + 2 free implementation checklists©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 72
  73. 73. the tweeting meeting The Tweeting Meeting Social Media & Social Networks For Meetings & Events ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 73
  74. 74. the tweeting meeting The Tweeting Book Meeting Social Media & Social Networks For Meetings & Events also available as PDF e-book Ruud Janssen @ruudwjanssen www.tnoc.ch ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 74
  75. 75. Social Media Menu Starters (Creating a social media presence) Linkedin Company Profile Individual/Organisational: Organisational* Privacy issues: Almost None Benefits: Recognition, SEO, potential followers, HR links Challenges: Maintenance, can be hijacked Resources needed (time, technology, people): 4 hours/year, basic level Data needed: Logo, official company info/bio and detailed list of services/products cial KPI: external followers (clients & fans) recommendations for services Best Practice example: Project Management Institute (http://www.linkedin.com/company/11352) Facebook Page Individual/Organisational: Organisational* Privacy issues: Almost None Benefits: Recognition, SEO, creation of fan base, interaction Challenges: Must be monitored, hard to gain fans Resources needed (time, technology, people): 8 hours/year, basic level with image manipulation Data needed: Logo, official company info/bio, images encouraged cial KPI: Number of fans and interaction with fans (likes and comments) Best Practice example: European Commission (http://www.facebook.com/EuropeanCommission) Twitter Profile Individual/Organisational: Either Privacy issues: Almost None Benefits: Recognition, SEO, real-time interaction Challenges: Must be monitored continuously, can be abused, lack of action can be detrimental Resources needed (time, technology, people): 2 hours (setup), 2 hours/week (management), intermediate level Data needed: Logo, short company Bio, custom backdrop optional KPI: Followers and mentions Best Practice example: Action Fraud UK (http://twitter.com/actionfrauduk) Mains (Developing your social media presence) Linkedin Groups Participation Individual/Organisational: Individual Privacy issues: Depends on content/comments shared Benefits: Become commentator, Demonstrates topic knowledge, good visibility, can influence decision makers©TNOC | 2011 | www.tnoc.ch Challenges: Resource heavy, can attract negative comments, fine line between 1 Copyright: @miguelsevenMonday, 22 October 12 75
  76. 76. user generated content checklist C.ch w.TNO d by ww powere event | & hybrid r live t at you conten erated user gen list | enabling Check ounts p acc cess?) S et u ponso red ac ) Fi (s p blog ffing ee Wi- r grou  Fr unts o ts Sta acco ) n elemen set up Checklist |log (bling user gen kr Groups, Picasa Prod uctio  B ena g( Flic the ev ent hybrid erated content at your live & nd dra w sharin  Invitations and atte nda ckin to es) event | powered by www.TN Web s ite rest a Photo o chence sharing OC.ch Event d inte  entbrite, (Ev Amiandls t Evite, ok Plac too o, cebo Socializ Content development  ns to buil cation Linkedin-event)owalla, F o lo a r, Facebook, vitatio  Ge are, G m, ent in estrea  Ev s (Fours qu .tv, Liv  Before the event (pre -load information if att endee  Social media Ustream possible) ideo ( chairperson (passionate,baffable, Live ver,, a ustin.tv) a good writ  J connector, an onli er, Tw u s) g V.com m  Blo extremely hard working itter, Yam ne leader, ,and BlogT w  Pick one tag name logging ing (T ) kBox to use across all icro-b -blogg oo, To site) applications and promo  M Micro  On camera interviewer(S pringd o sharing te it everywhere (Websit e, g  tool for qui ide confirmations, badges, sharin ing er v Photo video inteideo ws g and/ or oth ck ongoing live V rvie blo g slides, videos, photos, presentation holding  iews ub e et up handouts, post event o inte rv  , YouT ting s e vide V eo odcas surveys)  Liv orts  Bloim r(s) to report d/or p gge yer an on live event sessions w rep eo sho dio pla full ily vid ns  Au o post  Photograph people  Da sessio  Audio and videaring site t and write down their nam eo of h o editor to edit, encode, and company to be able e nd vid t V ideo s upload to share the content with  A udio a s and pos comments to ses s ession , to ol sions Link edin, them during d.com Lanyr ion tool)Be e chat book, e chat lace (  Liv ginning convtersationce g (Fa  Liv tion p abora t workin .)  Use names as much rega coll cial ne ble etc.. age 1 of 2 as possible in blog posts, nt agg om, Online  So event p photos, and videos Conte bs.c  Reasonseto g, Patha ate erated content a t your  ote , Twu Le bu particip r gen (topics, FAQ ’s and Evern controversies / enabling use t debate issues)  Tag everything with the eve g|C hecklis nt’s tag name en | TN OC Blo (#hashtag) u dwjanss  Col lect blogs and user M | @ru en, CM accounts of attendees (sh d Janss ow h | Ruu | www.T NOC.c available content or pro | TNOC vide ©2011 incentive)  Give top content cre ators prime placement on blog and/or event Web site ©2011 | TNOC | www.TNO C.ch | Ruud Janssen, CMM | @ruu dwjanssen | TNOC Blog | Chec klist enabling user generated content at your event page 2 of 2©TNOC | 2011 | www.tnoc.chMonday, 22 October 12 76
  77. 77. @ruudwjanssen www.tnoc.ch ©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting | #ACForum12Monday, 22 October 12 77
  78. 78. inspiration and (re)sources: ‣www.tnoc.ch ‣www.tnoc.posterous.com ‣www.hub.olympics.org ‣www.interactivemeetingtechnology.com ‣www.wordpress.com ‣www.scribd.com ‣www.ted.com ‣www.twitter.com ‣www.mpiweb.org ‣www.twubs.com/tnoc ‣www.twubs.com/icca Twitter # hashtags to search ‣www.flickr.com ‣#TweetingMeeting ‣innovationinsight ‣#mpi ‣www.hootsuite.com ‣#eventprofs ‣www.bluewiremedia.com.au ‣#eventcampeu ‣www.posterous.com ‣#tnoc©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 78
  79. 79. inspiration and (re)sources: Slide 12 courtesy of Samuel J Smith - Social Point - Interactive Meeting Technologies LLC©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeetingMonday, 22 October 12 79

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