Meetopolis 2012 - Level 2 - Social media & community management for meetings & events (level 2) - Benefits, Measurement and Strategy

Social Media
for meetings & events
benefits, measurement & strategy

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Gerrit Heijkoop
How Can I Be Social (HCIBS)

Twitter: @HCIBS
Facebook: /HCIBS


Twitter: @HCIBS
Facebook: /HCIBS
Photos, Feedback and Findings


Key ideas
1. #benefits
2. #measure
3. #scenarios
4. #strategy


“I am doing pretty well
on Social Media”
Disagree Agree


“What would happen if
tomorrow you decided
to stop with all
Social Media activities?”


Benefits are clear!
1. Contact with your audience
2. Increased exposure
3. Conform expectation
4. Improved search results


“How can you measure
the contribution
of Social Media to
your business objectives?”


ROI

IMPACT

BEHAVIOUR

LEARNING

AUDIENCE


Key ideas
 #benefits
 #measure
3. #scenarios
4. #strategy


“So should I always
use Social Media
for my events?”

1. Less then 10% of my
(potential) audience
2. No benefit from extra
visibility and exposure
3. I don't believe it can
contribute to my meeting


5 phases of Social
1. Fear & Denial
2. Experimentation
3. Marketing department
4. Connected individuals
5. Social business

“How do you
determine how much
Social Media you do?”


What resources do you need?

People: team, training, coordination, network

Social Identity: design, hash-tag, integration

Technology : internet, devices, accounts


Content: stories, photos, occasions





Content: stories, photos, ‘occasions’





IMPACT
3 possible solutions
1. Buy & Share use network of your
existing customers
Love
2. Send & Sell stay top of mind with the
& Join people who want to follow
3. Love & Join dive actively into existing
Send
Buy & Sell ‘community’ and focus on bloggers
& Share

INVESTMENT


3 possible solutions
“What are the pros and cons per scenario?”
IMPACT

1. Buy & Share use network of your
existing customers
Love
2. Send & Sell stay top of mind with the
& Join people who want to follow
3. Love & Join dive actively into existing
Send
Buy & Sell ‘community’ and focus on bloggers
& Share

INVESTMENT


Key ideas
 #benefits
 #measure
 #scenarios
4. #strategy


“How do you determine
how to fill in your
Social Media strategy?”


Why do you communicate?
 Marketing  Customer service
 Sales  Business Intelligence
 Procurement  Client relations
 Operations  Marketing


Who do you communicate with?
1. Authenticity
2. Friends & family
3. Employees & colleagues
4. Partners & suppliers
5. Clients
6. Rest of the world


What is ‘Common Place of Care’?

3. Brand
1. Cycling
1. Content
2. Tour de France
3. Rabobank Team

1. Meetings industry
2.
2. IMEX America
Experience
3. Meet Mr. Holland


A Social Media Strategy:


Key ideas
 #benefits
 #measure
 #scenarios
 #strategy


#reflection
applying to
your own
context


Before I go …


Do you know someone who needs
some help with …
… event technology
… Social Media
… a speaker about those topics?


Gerrit Heijkoop
Partner HCIBS
Want to receive these slides?
Leave me your businesscard and I will e-mail you the link!

@gheijkoop or @hcibs

Social Media
for meetings & events
why, optimize network & messages


Meetopolis 2012 - Level 2 - Social media & community management for meetings & events (level 2) - Benefits, Measurement and Strategy

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Meetopolis 2012 - Level 2 - Social media & community management for meetings & events (level 2) - Benefits, Measurement and Strategy