How to make sure your Website is Social Media and Mobile Friendly. Keynote Presentation at EIBTM, Technology Hour 29 November 2011 at 13:00 - 14:00 in Fira Gran Via, Barcelona Spain (+ livestreamed) by Ruud Janssen, CMM and Michelle Bruno While we are racing to jump on the rich content and social media bandwagon, we forget to check if our websites are ready for these new media or if it is currently technology user friendly for your viewers. Your attendees are talking about your event, searching for information and sharing updates with colleagues using social networking platforms and mobile devices. How do you bring these conversations into your event website and make it a central hub for learning and connecting? This session will help you determine whether your website is truly optimised for social media and mobile devices such as Smartphones and tablets. It will highlight where you need to pay attention, help you to ensure your website is ready for any unexpected outcomes at or before your event and provide you with a strategy for connecting with your attendees more efficiently. Interactive voting provided by PowerVote (Technology Village Stand O135) Presenters: Michelle Bruno, CMP, CEM, President, Bruno Group Signature Events Ruud Janssen, Managing Director, TNOC Link to more resources on EIBTM = http://www.eibtm.com/page.cfm/action=Seminars/SeminarID=5 Link to TNOC = Http://www.tnoc.ch Link to Bruno Group = http://www.brunogroup.com/

1. EIBTM TECHNOLOGY HOUR
LECTURE THEATRE AND AV
PROVIDED BY
Exhibiting on Stand P175

2. EIBTM TECHNOLOGY HOUR
Tuesday 29th November
1300-1400
How to make sure your website is social
media and mobile friendly
Speakers:
Ruud W. Janssen, CMM, Managing Director, TNOC
Michelle Bruno, CMP, CEM, President, Bruno Group Signature Events
Provider of Lecture
EIBTM Technology Hour Theatre & AV -
Exhibiting on Stand
P175

3. Interactive Voting Provided By:
Meet PowerVote at the Technology Village on Stand O135
EIBTM Technology Hour Provider of Lecture
Theatre & AV -
Exhibiting on Stand
P175

4. How to make sure
your website
is social media
and mobile friendly

5. Bruno Group Signature Events
Salt Lake City, UT, USA
Twitter: @michellebruno
Blog: forkintheroadblog.com
Michelle Bruno

6. TNOC
Basel, Switzerland
@ruudwjanssen
www.tnoc.ch
20 years in meetings industry
serial entrepreneur in bespoke social
media & online collaboration
accredited trainer & facilitator
MPI Global Training
co-creator Event Camp Europe
TEDx curator
project meeting architecture
slowfood enthusiast
Ruud Janssen, CMM

7. Let’s start with ?
How to make sure your website is
social media and mobile friendly

8. 5 steps to more social media friendly event websites

9. 5 steps to more social media friendly event websites
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10. 5 steps to more social media friendly event websites
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11. your turn | activity 1
The purpose of my website is to promote….
1) a congress / meeting / event
2) an exhibition
3) an incentive programme
4) our company/organisation
5) ?

12. not
abo
ut w
iref
r am
es
or C
MS

13. not
abo
ut t
ype
fac
es
or w
eb
des
ign

14. website = point to place
image credit: ©TNOC | Ruud Janssen

15. the hub of your community
image credit: David Armano
adapted by Ruud Janssen

16. where to start?

17. your turn | activity 2
My role for our company website is….
1) I have overall end responsibility for the website
2) I am responsible for content
3) I design and manage the website
4) I am the developer / programmer
5) I donot have a website

18. collect

19. PHASE 1
SOCIAL
NETWORKS WEBINAR
BLOGS FIRST TIME
ATENDEE
WEBINAR
image credit: Sam Smith & Ruud Janssen

20. PHASE 1 PHASE 2
PHASE 2
LIVE BROADCAST TO HYBRID AUDIENCE
VIRTUAL PANNEL SESSION
NEAR REALTIME REPORTING
SOCIAL
NETWORKS WEBINAR
BLOGS FIRST TIME HYBRID
ATENDEE ATTENDEE
WEBINAR WEBINAR
ONSITE GENIUS BAR
LIVE MINDMAPPING
image credit: Sam Smith & Ruud Janssen
CONTENT SNIPPET STREAMING

21. PHASE 1 PHASE 2
PHASE 2 PHASE 3
LIVE BROADCAST TO HYBRID AUDIENCE
VIRTUAL PANNEL SESSION
NEAR REALTIME REPORTING
SOCIAL NEW MEDIA EVENT
NETWORKS WEBINAR CASE STUDY DASHBOARD VIDEO
BLOGS FIRST TIME HYBRID THANK YOU POST EVENT WHITEPAPER
ATENDEE ATTENDEE VIDEO EMAIL WEBINAR
WEBINAR WEBINAR
ONSITE GENIUS BAR
LIVE MINDMAPPING
image credit: Sam Smith & Ruud Janssen CONTENT SNIPPET STREAMING

22. PHASE 3 PHASE 1 PHASE 22
PHASE PHASE 3
2011 CONGRESS 2012 CONGRESS
SOCIAL CONTENT NEW MEDIA EVENT
NEW MEDIA
DASHBOARD EVENT
NETWORKS WEBINAR REPURPOSING DASHBOARD VIDEO
VIDEO
WHITEPAPER
BLOGS FIRST TIME HYBRID THANK YOU POST EVENT WHITEPAPER
ATENDEE ATTENDEE VIDEO EMAIL WEBINAR
WEBINAR WEBINAR
image credit: Sam Smith & Ruud Janssen

23. what do you put in &
what would you like to get out?
= conversion
23

24. where do you need to pay attention?
listening presence content blogger relations utility
stations engineering creation applications
employee viral mobilization crisis management search engine crowdsourcing
mobilization optimization
brand strategy web alliances measurement creative
development analytics 24

25. Altimeter Group asked 140 Corporate Social Strategists:
“What three external (go-to-market) social strategy
objectives will you focus on most in 2011?”
Source: Survey of Corporate Social Strategists, Altimeter Group, 2010

26. 5 steps to more social media friendly event websites
26

27. rich & fresh
1
content

28. Let’s consider an
event website

29. where do website visitors come from?
29

30. can your visitors find their why?
30

31. what & whom are they looking for?
31

32. how do they wish to engage?
32

33. are they socially motivated?
33

34. or just to convince their boss
34

35. how attractive is your proposition?
35

36. and who is it for?
36

37. when do they need what?
37

38. how do you keep them connected?
38

39. where do you have the conversation?
39

40. how is the content relevant?

41. what resources do you have?
41

42. and can you sustain the efforts?
42

43. do you offer enough variation?
43

44. and is it worth the effort?
44

45. does it lead to conversion?
45

46. 5 steps to more social media friendly event websites
46

47. 2
social
content

48. who’s listening?
Social media is about getting
others to tell our stories for us
48

49. we want to do business with a person
49

50. we want to connect to the real thing
50

51. and we trust our friends
Tripadvisor launched Facebook’s
Instant Personalization feature in Dec
2010, offering friend ratings, reviews
and travel history
51

52. we want the backstage scoop
52

53. and near realtime information
53

54. created by the community
54

55. right here right now
55

56. enablers of social networking
56

57. Question to you
What forms of social
interaction do you see
on your event website
today?

58. your turn | activity 3
What forms of social interaction do you see
on your event website today?
1) None
2) Subscribe to email / newsletters
3) Video
4) Twitter stream
5) Social Network Links (Linkedin/Facebook/Google+)
6) Blog
7) Live chat / Instant messaging
8) A community space with profiles and networking
9) Some of the above
10) All of the above

59. which functionalities do you use in your
organization’s website?
59

60. we want the full picture
60

61. and see what get’s traction
61

62. 5 steps to more social media friendly event websites
62

63. 3 mobile
interaction

64. how portable is your website?
image credit: Genius Bar
mashup adapted by Ruud
Janssen ( genius bar logo
to be designed in line
with brand guidelines)

65. your turn | activity 4
My website if fully mobile compatible
totally totally
disagree neutral
agree

66. compatible with phones & tablets?
66

67. what your website looks like on an ipad?
check on http://www.ipadpeek.com
67

68. 68

69. 69

70. 70

71. 71

72. 72

73. 5 steps to more social media friendly event websites
73

74. easy to
share

75. does your website engage in conversation?
image credit: Genius Bar
mashup adapted by Ruud
Janssen ( genius bar logo
to be designed in line
with brand guidelines)

76. which functionalities do you use in your
organization’s website?
76

77. where is your audience?

78. what and who do they care about?
engage based on a user’s mode
78

79. I tell my friends about your brand
not because I like your brand
but because I like my friends
79

80. Exclusive deals or offers 36.90%
YES i am a current customer. 32.90%
NO 40.10% Interesting or entertaining content. 18.20%
59.90% Other people I know are fans of the brand. 6.20%
Service, support or product news 5.00%
Other 0.70%
have you ever “friended” a brand what is the primary reason you
on Facebook or MySpace? “friend” a brand?
Source: Razorfish study
80

81. Exclusive deals or offers. 43.50%
NO YES
i am a current customer. 23.50%
74.50% Interesting or entertaining content 22.70%
25.50%
Other people I know are fans of the brand. 6.30%
Service, support or product news 3.50%
Other 0.40%
have you ever followed a what is the primary reason you
brand on Twitter? follow a brand on Twitter?
Source: Razorfish study
81

82. www.paywithatweet.com
82

83. affiliate marketing & sharing
83

84. website in transition?
84

85. keep the dialogue going
85

86. social media layer over your site
86

87. facebook layer over your site
87

88. video layer over your site
88

89. sharing layer over your site
89

90. contact layer over your site
90

91. tracking your engagement & benefits
91

92. 92

93. 93

94. 94

95. 5 steps to more social media friendly event websites
95

96. 5
really
simple to
syndicate

97. 97

98. 98

99. 99

100. RSS - Really Simple Syndication
social content blogosphere
Channel
content is
promoted and
posted to
blogs.
Profiles drive traffic Profiles are
search Channel content is
to the content
posted to profiles. promoted to Original branded
channels. the blogs.
content and utility
Blogs will drive
traffic and
social networks members to the
profiles.
Friends and fans
join your
network.
100

101. DASHBOARD
WPC20
©TNOC | DASHBOARD
image credit: adapted for demo purposes only
by Sam Smith & Ruud Janssen

102. how communities are built
image credit: David Armano
adapted by Ruud Janssen & Sam
Smith

103. Your next step...
What social media element
would you like to add to
your site?
before - during - after

104. your turn | activity 5
What forms of social interaction would you
like to implement on your website in 2012?
1) None
2) Subscribe to email / newsletters
3) Video
4) Twitter stream
5) Social Network Links (Linkedin/Facebook/Google+)
6) Blog
7) Live chat / Instant messaging
8) A community space with profiles and networking
9) Some of the above
10) All of the above

105. where do you need to pay attention?
listening presence content blogger relations utility
stations engineering creation applications
employee viral mobilization crisis management search engine crowdsourcing
mobilization optimization
brand strategy web alliances measurement creative
development analytics
105

106. your site = point to place
image credit: © TNOC | Ruud Janssen

107. Building Social Media Friendly Websites?

108. waar is je event?
where are your participants?
Twitter independent event hub + translation
Mentions, RTs, … Blogs Mentions, …
Pictures, Comments, …
digital event locker
Profiles, Comments, …
Connections, Comments
Fan Pages
mobile event scheduling & reporting
Comments, Sharing,…
Status Updates, Comments, …
mobile event scheduling & reporting
digital bookshelf

109. where are your participants?
Twitter independent event hub + translation
Mentions, RTs, … Blogs Mentions, …
Pictures, Comments, …
digital event locker
Profiles, Comments, …
Connections, Comments
Fan Pages
mobile event scheduling & reporting
Comments, Sharing,…
Status Updates, Comments, …
mobile event scheduling & reporting
digital bookshelf

110. where are your participants?
Twitter independent event hub + translation
Mentions, RTs, … Blogs Mentions, …
Pictures, Comments, …
digital event locker
Profiles, Comments, …
Connections, Comments
Fan Pages
mobile event scheduling & reporting
Comments, Sharing,…
Status Updates, Comments, …
mobile event scheduling & reporting
digital bookshelf

111. Audience analysis - empathy map

112. 3 resources for you

113. http://bit.ly/tnocbook
http://www.forkintheroadblog.com

114. http://bit.ly/tnocbook
http://www.tnoc.posterous.com

115. http://bit.ly/tnocbook
http://bit.ly/tnocbook

116. TNOC Bruno Group Signature Events
Basel, Switzerland Salt Lake City, UT, USA
@ruudwjanssen @michellebruno
www.tnoc.ch www.brunogroup.com
tnoc.posterous.com forkintheroadblog.com
Ruud Janssen, CMM Michelle Bruno

117. How to make sure
your website
is social media
and mobile friendly

118. EIBTM 2011 SESSION EVALUATION
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