The #TweetingMeeting Keynote at Kongressi2012 ruudwjanssen

the tweeting meeting
The Tweeting
Meeting
Social Media & Social Networks
For Meetings & Events

©TNOC | 2012 | www.tnoc.ch | @ruudwjanssen | #TweetingMeeting

Thursday, 19 April 2012 1

I was born in 28 B.G.



Before Google



Ruud Janssen, CMM

@ruudwjanssen

www.tnoc.ch



#tweetingmeeting
• Corbin Ball, Corbin Ball Associates, USA
• Terrance Barkan, Socialstrat, USA
The Tweeting • Nisan Bartov, CongressMed, Israel
Meeting • Shuli Golovinski, Newtonstrand, UK
• Frank Martin Hein, Synthetron, Germany
• IAEE (International Association of Exhibitions & Events), USA
• Ruud Janssen,CMM, TNOC, Switzerland
• Jennifer Jones, IALD (International Association of Lighting Designers), USA
• Jessica Levin, Seven Degrees Communications, USA
• Miguel Neves, IMEX Group, UK
• Jeff Rasco, Attendee Management Inc., USA
• JanVermeiren, NetworkingCoach, Belgium
• Dennis von Ferenczy, amiando, Germany



video courtesy of Elisa http://www.bit.ly/cloudcompany by Teemu Arina

©TNOC | 2011 | www.tnoc.ch


focus on meetings & events



Practical tip # 1

People grow
in the direction
of the questions
they ask



How many of you
have checked in?



Practical tip # 2

People remember
how you make them feel



How’s your social media skillset?

©TNOC | 2011 | Ruud Janssen | www.tnoc.ch


Recommended reading



SAPPhire Now



ask yourself before you begin:
what is your objective?

“If you aim at nothing,
you’ll hit it every time”
zig ziglar



“ tactics without strategy is the
noise before defeat ”
sun tzu


graphic source: David Armano adapted by Ruud Janssen


1



1 content



1 content
2



1 content
2

context



1 content
2

context

3



1 content
2

context

3
connectivity



1 content
2

context
4
3
connectivity



1 content
2

continuity context
4
3
connectivity



conversation
leveraging

gobal market

community

organisation

personal

elements of social media
strategy

personal communications objectives

Market, World
personal
‣ build a personal brand
Community ‣ generate leads
‣ build network value
Organization
‣ keep informed
‣ establish expertise
Personal


internal communications objectives

‣ document knowledge
Market, World internal
communicationsideas
‣ generate
Community ‣ improve retention
‣ reduce costs
‣ identify leaders
Organization

‣ communicate quickly
Personal

‣ strengthen culture

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


market communications objectives

Market, World market
communications
‣ increase visibility
Community ‣ market intelligence
‣ competitor intelligence
‣ brand intelligence
Organization

‣ crisis mitigation
Personal


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

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 | 2011 | www.tnoc.ch source = http://www.seekomega.com/wp-content/uploads/2011/09/image.png


tactical elements
of social media


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


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

Organization

intelligence:
internal wikis and networks

Community

intelligence:
community idea forums

Market, World

intelligence:
community idea forums

Market, World

intelligence:
analytics dashboards

Market, World

intelligence:
conversation mining

conversation

gobal market

community

organisation
listening broadcasting
[intelligence] personal [advertising]

elements of social media strategy


“If you aim at nothing,
you’ll hit it every time”
zig ziglar


tactical elements
of social media


Chart: Organizations identify most important objectives for social media use for 2011

!
!

Case study



Case study TEDxYouthday



Buy a
Tweeting
Become an new Meeting Book
MPI Finland member + 2 free
during #Kongressi2012 implementation
and get a free copy of checklists
the book



The Tweeting
Meeting



The Tweeting Book = € 29.50
Meeting
also available as PDF or e-book = € 9.50

Ruud Janssen

@ruudwjanssen

www.tnoc.ch



Buy a
Tweeting
Social Media Menu
Meeting Book
Starters (Creating a social media presence)
Linkedin Company Profile + 2 free
implementation
Individual/Organisational: Organisational* Privacy issues: Almost None
Benefits: Recognition, SEO, potential followers, HR links
Challenges: Maintenance, can be hijacked

checklists
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: @miguelseven

user generated content checklist
Buy a
Tweeting
Meeting Book
C.ch
w.TNO
d by ww
powere
event |
& hybrid
r live
t at you
conten

+ 2 free
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user gen
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Check
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implementation
red ac
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ffing ! Fr r grou
ts Sta acco unts o )
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Checklist |log (bling user gen kr Groups,
Picasa
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Flic
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w sharin
! Invitations and atte
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rest a Photo o chence sharing
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Event d inte
! entbrite,
(Ev Amiandls t Evite, ok Plac
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Linkedin-event)owalla, F
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vitatio ! Ge are, G m,
ent in estrea
! Ev s (Fours
qu
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-load information if
att endee ! Social media Ustream possible)
ideo ( chairperson (passionate,baffable,
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a good writ
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! 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,
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sharin ing er v
Photo video inteideo ws g and/ or oth ck ongoing live
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presentation holding
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o inte
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! Liv orts ! Bloim r(s) to report d/or p
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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
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Lanyr ion tool)Be e chat book,
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ginning convtersationce g (Fa
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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
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t debate issues) ! Tag everything with the eve
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u dwjanss ! Col lect blogs and user
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| www.T
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| 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



The Tweeting Book = € 29.50
Meeting
also available as PDF or e-book = € 9.50

Ruud Janssen

@ruudwjanssen

www.tnoc.ch



MPIﬁnland.org

Kongressi Stand 125

31 May - Event 2012
Mike vd Vijver


@ruudwjanssen

www.tnoc.ch



EMEC 2012 post event video



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.ﬂickr.com Twitter # hashtags to search
‣innovationinsight ‣#TweetingMeeting
‣bit.ly/cloudcompany ‣#mpi
‣www.hootsuite.com ‣#eventprofs
‣www.bluewiremedia.com.au ‣#eventcampeu
‣www.posterous.com ‣#tnoc


inspiration and (re)sources:


The #TweetingMeeting Keynote at Kongressi2012 ruudwjanssen

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The #TweetingMeeting Keynote at Kongressi2012 ruudwjanssen