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

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Impact Of Social Media On Meetings & Events

  • 1. Impact of Social Media on meetings & events Need multi-channel image
  • 2. It used to be that new media was an afterthought in the M&E space
  • 4. We were a paper driven society
  • 5. ... And then things changed
  • 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
  • 9. Today you will learn how to extend the conversation and leverage the power of social media for your next meeting, event, or experience.
  • 10. Before you can add value and extend the conversation, there a few things you should know…
  • 12. Agenda (other things you’ll need to know) Introduction to social media Defining & introducing the tools Impact on meeting & event planning Before During After Measuring Social Media’s impact Pitfalls of social media Top 6 things to remember Questions and new age answers
  • 13. What is social media?
  • 14.  
  • 15. social media In plain english
  • 16. Translation for M&E People now have more options when it comes to selecting a meeting, event, conference, or experience People now have more ways to find out about your event and more ways to tell others about it Incorporating social media into your planning can increase content relevance, drive participation, make it more measurable, and drive positive ROI
  • 17. Tools of the trade Facebook Twitter & twemes YouTube Flickr Blogs & Scribble Live RSS LinkedIn Social Bookmarking Social Media Press Release Mobile
  • 18. … your new best friend
  • 19. Canadian Facebook Stats General: 4 th most visited site in the world #1 social media site #1 photo sharing site on the web Demographics: Over 9.5 million users Canada is second largest network in the World! 13.5 billion page views monthly 43% Male 57% Female 19% under 18 34% 18 to 24 26% 25 to 34 21% over 35 Engagement: 75% of users visit at least once a day! 2.6 average visits per visitor per day. 32.9 visits per month. 29.8 minutes per visitor per day. 378.6 minutes per month.
  • 20.  
  • 21. Translation for M&E Facebook is a cost effective way to build awareness and advocacy for your meeting or event Once people RSVP to your meeting or event, you can send them updates via facebook email Fans of your meeting or event will automatically publish with link to their entire network… WOM rules! Facebook has replaced the promotional flyer /email for many event planners
  • 22. Creating your own Social Network Create a social network that will facilitate relevant and valuable interactions that will extend beyond physical meeting days
  • 23.  
  • 24.  
  • 25.  
  • 26. Translation for M&E Increase event attendance Give customers the voice they expect Listen better and innovate faster Improve your own products and services based on user feedback Get to know your evangelists and partner with them Increase word of mouth marketing and buzz Tap into the wisdom of your audience Build brand loyalty, because… the more connected your audience is to each other, the more loyal they will be to your brand
  • 27.  
  • 28. Translation for M&E Great way to extend experience beyond physical meeting day Builds link love & awareness from search engines Film is dead – embrace digital
  • 29.  
  • 30.  
  • 31.  
  • 32.  
  • 33.  
  • 36. Translation for M&E Blogs and video blogs are a cost effective way to build awareness and engagement before, during, or after your meeting & event You don’t need high production values to be effective Makes your meeting or event more “findable” through search and other social media
  • 37. is micro-blogging your friend or foe?
  • 38. Translation for M&E What are you doing right now becomes – what is happening right now at your meeting or event People who aren’t physically attending your meeting or event can now follow content, participant reaction and get other insights
  • 39. Example: 2008 South by Southwest Conference ( www.sxsw.com )
  • 40. The Audience is in control Interview with 23-year old billionaire Facebook CEO Mark Zuckerberg Neither he nor the person interviewing him were prepared. As the unfocussed topics meandered for 45 minutes, the audience grew increasingly restless Tweets about how “lame” the session was started flying in the hall (via mobile) “ Zuck you suck.”   As the social media took over, the crowd started shouting out questions on their own. The session went off the rails from there  
  • 41. What did we learn? Social media is shifting the balance of power to the audience Audiences will increasingly demand a say at meetings and events Speakers and meeting professionals should recognize this trend and prepare for it Smart planners will embrace social media to their benefit
  • 42.  
  • 43.  
  • 44.  
  • 45. Translation to M&E You can syndicate / broadcast content on the web separate from your own website It’s like having a call to action to come back to a site every time a feed is updated Planners can track hundreds of sites easily with an aggregator
  • 46. Get yourself a feed aggregator
  • 48. Social Bookmarking in Plain English
  • 49. Translation for M&E Easy to add to any web property you own or control Great way to amplify word of mouth on your meeting or event Becoming more important that search for many
  • 50. The Social media press release
  • 51.  
  • 53. Translation for M&E It’s no longer just about the business card Build your professional network to increase meeting or event participation Build your professional network to find ideal keynote speakers Validate meeting content by getting input from the experts
  • 54. Don’t forget about mobile…
  • 55.  
  • 56. Canadians currently use more than 21 million wireless devices daily 10.1 Billion text messages sent in 2007 1.4 billion sent in March 2008 alone Uniques have grown to 41% 20 billion in 2008 within reach Adoption exceeds 80% in urban markets Source : CWTA Canadian Mobile Landscape
  • 57. Mobile Trends that will impact consumer adoption:
  • 59.  
  • 60.  
  • 61. Applying your social media kung fu to M&E (before, during and after)
  • 62. Before your meeting or event: Create or leverage a social network Setup mobile alerts & reminders Define social media tags for flickr, twitter etc.. (#incent08) Social Media Press release Promote through RSS, Blogs, social bookmarking and other social media
  • 63. During your meeting or event: Ensure Wifi access Bluetooth Text to screen for vote /survey Incorporate social media tags on name tags SMS alerts / reminders Mobile event assistant (web based) Moderate live blogging
  • 64. After your meeting or event: Share everything Post video of what was missed Continue to social network Follow the conversation and take note Add crowdsourcing to add or replace post-event surveys
  • 66. What and how to measure Start by creating a baseline – use last years participation numbers Measure community engagement: # of people or blogs who create event-related content # of people or who read event-related content (your site and others) # of blog reactions to your meeting or event (technorati.com) Search ranking in Google, Yahoo, and MSN # of fans in your facebook page # of followers on Twitter # of images posted to Flickr # of new contacts made through Linkedin # of diggs, stumble upons, and delicious references
  • 67. More things to measure: Incorporate engagement and advocacy stats into your overall cost per acquisition costs for your meeting or event Compare this year’s participation numbers from last year to gage impact of social media
  • 68. Segment your prospects and participants for your next meeting or event: Awareness Reactivated Active participant Advocate (promoting your meeting or event through social media) Lapsed
  • 69. Pitfalls of social media The cold start You can’t control everything Negative feedback No hard selling Rumours and speculation The interweb never forgets
  • 70. 6 things to remember about the impact of social media on M&E How you promote you meeting or event has evolved Content is no longer distributed by paper alone Feedback from participants is instant… and social. And mobile. And public.
  • 71. Interactivity is happening now at your meeting or event, shouldn’t you be joining the conversation? The conversation continues well beyond your meeting or event Going beyond the business card with social networking
  • 72. Questions and new age answers…
  • 73.  
  • 74. How to reach me: Email: [email_address] Voice or SMS to 416-729-4268 LinkedIn profile: http://www.linkedin.com/in/phryl Follow me on Twitter: http://www.twitter.com/phryl Follow my Mobile & Interactive marketing blog: http://www.burningthebacon.com http://m.burningthebacon.com (mobile version) Check out other contributions at: http://www.onedegree.ca http://www.canadianmarketingblog.com/ Phil Barrett (.mobi) Senior Director, Mobile & Interactive Carlson Marketing