They keynote at the Event Camp 2010 conference in New York City, it covers social media marketing for event planners, including lessons organizers can learn from other marketers. It focuses on developing a strategy for social media, along with top trends such as mobile social networking, social metrics, augmented reality, and facebook connect.

1. A Social Playbook for
y
Marketing Events
David Berkowitz
Senior Director of Emerging Media & Innovation
360i Download this at
212.703.7257
dberkowitz@360i.com bit.ly/ecdavid
bit l / d id
blog.360i.com
@dberkowitz

2. This is social media…
Hi, I’m
Nice to meet you:
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3. I make it to
q ite a
quite
few events…
I get to
a few
events…
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4. I’m one of many authors of this…
Get yer free Playbook right here
Download at www.360i.com/playbook
*Peanuts sold separately
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5. Agenda
• Gratuitous PowerPoint animations
• Wh t’ diff
What’s different t d (hi t a l t)
t today (hint: lot)
• Developing a game winning strategy
• Five social trends for event planners in 2010 (augmented eventality!)
• Thrilling Q&A
• Thunderous applause
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6. Really, what’s different today?
6

7. “A brand is what p p
people
say about you when
you re
you're not in the room”
room
Jeff Bezos - Chairman, Amazon
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8. People talk about you – and your events – when
you’re not in the room
Starbucks Water Cooler
Bar Conferences
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9. What’s different now?
There’s a newer bigger room
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10. The Internet delivers tremendous scale to WOM
Around the office: Around the Internet:
Linear progression
p g One click = instant audience
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11. Traditionally marketers talked AT
consumers through media channels
ADVERTISER MEDIA CONSUMERS
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12. Today brands must engage
directly WITH consumers
MEDIA
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13. So what are you going to do about it?
Cover Your Ears and Pretend
It s
It’s Not Happening OR Listen & Participate
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14. Game plan for success in social marketing
(and today’s focus)
Training to Win
Developing a
Keeping Score Game-Winning
Strategy
Preventing
The Arenas
Fumbles
Firing up the Building your
fans fan base
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15. Developing a game winning strategy
15

16. Evaluate opportunities by asking 4 questions
SOCIAL MARKETING STRATEGIC LENS
Does it use our
social media
arsenal?
Does it meet Does it follow
our marketing social media
objectives? best practices?
What is the value
exchange between
consumer &
marketer?
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17. 1. What are your goals?
ARSENAL
GOALS RULES
VALUE
17

18. Countless possibilities for goals
Attendance Buzz
Engagement Sponsored Opps
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19. And then you’ve got to measure them…
Social Media Dashboard
Custom Social Media Scorecard
Action Weighting* Community Monitoring
Impression 1x
View video 3x
Click through 4x
Rate video 4x
Share video 10x
Embed video 20x
Create video 100x
100
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20. 100 ways to measure social media
This tag cloud is based on my column
“100 ways to measure social media”
Read the full list: http://bit.ly/100ways
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21. Adapting the execution to the objective
Client: H&R Block Client: National Geographic
Objective: CRM Objective: Tune-In
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22. 2: Does it use your arsenal?
ARSENAL
GOALS RULES
VALUE
22

23. Don’t fall into this trap!
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24. Strategy: Edutainment to drive consideration
Leveraging the Social
g g
Ecosystem to:
• Listen
• Build communities
• Create engagement, buzz
g g ,
• And more,..
Video Syndication Widgets
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25. Establishing your architecture
HUB & SPOKE APPROACH HUB & SPOKE APPROACH MATRIX / INTERCONNECTED
With new hub With your brand as hub Without central destination
Existing Existing Existing
Asset Asset Asset
Global Global Global
New Asset New Asset New Asset
Marketing Marketing Marketing
NEWLY EXISTING
CREATED ASSET AS
HUB HUB
Existing Existing Existing
New Asset New Asset New Asset
Asset Asset Asset
Existing Existing Existing
New Asset New Asset New Asset
Asset Asset Asset
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26. 3: Does it follow the rules of the road?
ARSENAL
GOALS RULES
VALUE
26

27. 6 Rules for Traveling in Social Media
1. Learn the language
2. Be a pilgrim, not a tourist
3. Pack appropriately
4. Travel with companions
5. Learn how to listen
6. Keep your eyes peeled
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28. Rule #1 of Travel:
When visiting somewhere new, learn the language
Permettez-moi de vous
montrer à la Tour Eiffel
Уход на экскурсию
по Красной площади?
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29. Rule #1 of Social Media:
When visiting somewhere new, learn the language
I just got poked by a
fan
I’m searching for #EC10
on
I really this article
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30. Rule #2 of Travel… and Social Media
Be a pilgrim, not a tourist
Tourists Pilgrims
• Plan a brief stay • Plan to settle
• Bring cameras and a few bucks • Bring their full arsenal that will
to get by help them
• Build itineraries • Build communities
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31. Pilgrims earn respect, but as for tourists…
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32. Rule #3: Pack appropriately
Remember to bring:
• Research
• Strategy
• Tactics
• Your best team
• Time
• Passion
• As many ears as you
can for active
listening
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33. Rule #4: You don’t have to travel alone --
Everyone’s welcome on the journey
Media PR Creative Human
Resources
Corporate Event Web Biz Dev
Marketing Marketing Development
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34. Rule #5: Learn how to listen
As you travel social media,
listen here:
As you travel the world,
listen here:
and here:
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35. Rule #6: Keep your eyes peeled in
every direction
PUSH DIALOGUE SOCIAL
ONE DIRECTION TWO DIRECTIONS EVERY DIRECTION
Brand provides a
Brand and consumers
We tell you that the platform for people to
discuss the benefits of
brand is great talk to each other about
the brand
the brand
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36. 4: Does it provide value?
ARSENAL
GOALS RULES
VALUE
36

37. Various forms of value
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38. DPAC Award
Activate: Mom-centric marketing Best Social
Engagement
gage e t
Co-Branded hub with 70+ moms write all Co-branded widget
user content about it on their blogs reaches over 1MM ppl
Well above benchmarks:
• 3.7x impressions
• 3.6x embeds
• 1.6x unique blog posts
4,000+ tweets using Increase in MCR points • 1.5x tagged tweets
dedicated #spritebts redemption for schools
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39. Sometimes the answer is No…
This social network
for moms to connect
around cookies
no longer exists
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40. Adding value to events
Displaying live
tweets is one way
to add value
through social
media
di
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41. Adding value to events
Sometimes event-based social networks make
sense,
sense but usually they don’t
don t
(this one does)
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42. Adding value to events
Tools like Cover It Live
help share event info
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43. Reactee: T-Shirt Text Message Marketing
Ok
Okay, some
innovations don’t
add such clear value
Copyright 2007 360i, LLC. All Rights Reserved
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44. So in review…
ARSENAL
GOALS RULES
VALUE
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45. Five social trends for event planners in
2010
45

46. Trend 1) Social goes mobile
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47. Facebook Mobile Usage Soars
(Collectively 2nd only to Farmville)
Name Daily Actives Monthly
5. Facebook for iPhone 13,335,223 26,152,035
12. Mobile 6,481,271 18,353,369
Facebook® for
19. BlackBerry®
y 7,917,426
, , 13,567,034
, ,
smartphones
Source: All Facebook, February 2010
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48. Location-based mobile social networks
proliferate
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49. Trend 2) Social metrics mature
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50. Metrics start to show real sales data
December 2008
June 2009
December 2009
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51. Adding perspective…
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52. Adding perspective…
2009 revenue:
$61.1
$61 1
billion
billi
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53. Trend 3) Earned, paid, owned media unite
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54. Sprinkles Cupcakes: Owned -> Earned
AD
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55. Of course you need to be careful…
Hat tip: Ian Schafer, @ischafer
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56. Trend 4) Augmented reality gets… real
•
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57. Trend 5) A Connect-ed world
• Facebook Connect on 80,000+ sites, reaching 60MM+ users
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58. And it’s going mobile…
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59. Remember all 5?
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60. 60

61. Thank you!
David Berkowitz
Senior Director
Emerging Media & Innovation
212.703.7257
dberkowitz@360i.com
@dberkowitz
Blog: MarketersStudio.com
Get the full Playbook at playbook.360i.com
Keep up on trends at blog.360i.com
Follow 360i on T itt @360i
F ll Twitter
Download this at
bit.ly/ecdavid
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