A Social Media Primer Driving Better Engagement For Your Events
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The document explores the significance of social media in enhancing engagement for events, highlighting the rapid growth of platforms like Facebook and Twitter. It emphasizes the need for companies to adapt their strategies to incorporate social media effectively, as it shifts the power of content creation from institutions to individuals. Key strategies include fostering community involvement, integrating feedback, and utilizing social media throughout the event lifecycle to deepen customer relationships.
A Social Media Primer Driving Better Engagement For Your Events
- 1. 2009 Lumen Consulting, LLC. All Rights ReservedA Social Media Primer: Driving Better Engagement for your Events Desiree LehrbaumTwitter: @lumendesireefacebook.com/lumenconsultingwww.lumen-consulting.comNovember 2009
- 2. Definition of Social Media “A social trend which people use technologies to get the things they need from each other, rather than traditional institutions like corporations” 2
- 3. What Do We Mean by Social Media? Corporate and individuals Digg, delicious, RedditBLOGSBOOKMARKINGYouTube Vimeo blip.tvProduct/SolutionWIKISVIDEO SHARINGSOCIALMEDIASOCIAL NETWORKINGMICRO-BLOGGINGTwitter FriendFeedLinkedIn FacebookMySpace USER COMMUNITY“FILE-SHARING”SlidesharePosterousPrivate knowledge sharing
- 4. Why is Social Media Different?
- 5. Years it Took to Reach a 50M Market Audience550 MILLION USERS38 YEARS13 YEARS4 YEARS3 YEARS2 YEARSRadioTVInternetiPodFacebook
- 6. Top 10 Web Brands for September 2009#1#2#3#4#5#6#7#9#8#10Ranked by:The Nielsen Company(U.S. Home and Work)
- 7. Top 10 Social Networking & Blog Sites Ranked By Total Minutes (Y/Y Growth) Source: Nielsen NetView, 6/09
- 8. Users comfort with social media increasing According to Nielsen* visiting social media is the 4th most popular online activity – ahead of personal email 93%** of social media users believe a company should have a presence on social media 8*Nielsen Global Faces & Networked Faces, 2009**CONE Business in Social Media Survey Sept 2008
- 9. Exponential Growth of Facebook 9If Facebook was a country it would be the 4th largest in the world
- 10. Facebook for Content Sharing Facebook has over 30,000 servers Manages over 25 terrabytes of data daily for logging 2 billion pieces of content are shared weekly on Facebook Facebook is now the largest photo sharing platform in the world with 2 billion photos uploaded monthly Serve up 600,000 photos every second More than 10 million users join Fan pages every day 10
- 11. Facebook U.S. Demographics 1150% of Facebook users log-in everyday
- 12. Twitter In June 2009 Twitter hit unique 44.5M users worldwideNo. 52 largest site in the world (bigger ESPN and coming up on BBC and craigslist) 20M of users are US based 55% of audience is international 12Impressive since over half of Twitter users don’t access the website, but use Twitter apps to digest and consume Tweets Source: comScore, August 3, 2009
- 13. Unique Visitors to TwitterSource: Nielsen NetView, 2/09 U.S. Home & Work
- 14. Focus on strategy, not the tool Social media tool providers can quickly fall out of favor In 2006 MySpace had twice the unique visitors as FacebookLittle over 3 years ago typing “twitter.com” = 404 error Your objectives and audience should determine which tools you should use – not the other way around14
- 15. Why and how companies are responding to Social Media
- 16. Your brand is being discussed onlineAccording to Penn State Study, 1 in 5 tweets is brand related*ITSMA reported that 55% IT business buyers use social media in the buying process** A 50% of increase over 200816* Penn State Study **ITSMA How Customers Choose Soultion Providers, October 2009
- 17. Ignoring it will not make it go away "A customer that has a good experience will typically tell 3 to 5 people, but a customer who has a poor experience will tell more than 20. When this trend occurs via the web, these numbers can rapidly multiply and could spell disaster for brands that don’t have strategies in place to combat online negative chatter.”Graeme CrossleyCEO Brand Reputation17
- 18. Social media investment is on the rise 70% of CMOs say they will do more with social media in 2010According to eMarketer, advertisers spent $40M on social networks in 2008 and expected to grow to $210M in 2012Forrester predicts social media spending will increase from $716M in 2009 to $3.1B in 2014According 2009 ITSMA Survey members are Increasing spend – 73% 54% increased budget > 10% Starting to integrate with traditional channels 60% 18
- 19. Why event marketing struggles with social media
- 20. Good events = tight control Event managers pride themselves in creating a controlled, scripted environment that minimize risk In social media, the culture mandates giving up the illusion of control 20
- 21. Why events should embrace social media Events offer genuine personal connections whether they be online, virtual or physical All about deepening customer relationships Nothing is more social than events21
- 22. Social media shifts the control of power “Technology is shifting the power away from editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” Rupert Murdoch 22
- 23. Requires new thinking for events Customers as co-creators Customers dictate how they want to engage with organizations Customers driving how and what they want to knowCustomers want more than just corporate boilerplate 23
- 24. Social Media Framework 24
- 25. Phased Participation Engagement 25ConversationCommunityActivePassive
- 26. How users participate differs 26
- 27. A social media framework Know your audience Strength assessment Mapping needs to event lifecycle 27
- 28. Consider participants engagement propensityFish where there are fish IT will participate differently than a SOHO Owner Map the right social media channel to the target audience Takes care and feeding to cultivate deeper levels of participation 28
- 31. Where are you strong today? Where do you need to be?
- 32. Enlisting cross-functional resources Most organizations who are doing this well do not of have dedicated headcount to “manage” social media Social media is all about personal connection vs. traditional corporate speak Identify individuals in your organization who are active digital media natives online Product management/marketing Executive teams – CTOs especiallyDeputize cross-functional teams to listen and dialogue Full disclosure is an imperativeEncourage ownership of customer engagement around certain topics 32
- 33. Social media part of every Dell employees job Culturally consider social media part of every employees job – they’re encouraged to spend 15-20 every day “It’s an add-on not a replacement, and is like using phone or email.” 33
- 34. 493 employees Tweet at Zappos34
- 35. The connection to brand “There may be some times when an individual Twitter message out of context can give a bad impression. But generally people on Twitter aren’t looking at one single Tweet. They see what we do over time. For customers, I think it’s a way to get an inside glimpse of what people are like and what are culture are like. Our belief is that your culture and your brand are ultimately, the same thing.” Tony Hseiu CEO Zappos35
- 36. Mapping Social Media to the Event Lifecycle 36
- 37. Opportunities to event lifecycle 37Where could your event program benefit by social media the most? Research
- 38. Speaker recos
- 39. Content feedback
- 41. Audience Gen
- 42. Event reveal
- 43. Connecting
- 44. Optimizing
- 45. Monitoring
- 46. Updates
- 47. Feedback
- 48. Extend the life
- 49. Monitoring
- 50. Celebrate Think about using social media to build community not just “market” an event
- 51. Digital event ambassadors Traditionally event communication = corporate -> individualNew thinking create event ambassadors Can be internal or external people Offering key people exclusive event news to their audiences Bring participants along the entire event lifecycle Twitter, blogs, Facebook, user groups excellent vehicles No dictating what they say Benefits People respond more to individuals than anonymous company 1:1 facilitates building trust, credibility and relationshipsDiverse communication channels broadens reachBuild anticipation for the event and speakers 38
- 52. Pre-event strategy Validate event strategic direction Co-create content and program with attendees Gather feedback and recommendations for content, speakers, locations, activities By listening to community will build more effective program and gain buy-in from attendees Build momentum and excitement for event launchEstablish 1:1 connections online with event ambassadors Social media tacticsSurvey community via blogs, communities, Facebook, TwitterHave event ambassadors personally solicit feedback Create online advisory steering communities for event Create private Facebook/Ning groups 39
- 53. Launch Inspire evangelism amongst communityDeputize your ambassadors Build excitement for event, sessions, speakers Encourage community engagement with each other Potential social media tactics Rollout your event hashtag #Create/advertise events in FacebookHave speakers Tweet, blog, post about their sessions Multi-channel publishing Sponsor event specific communities to encourage cross-pollination amongst attendeesPay it forward - Participate in other speakers, communities, and blogs 40
- 54. On-site Bring back channel to the forefrontEmpower all participants to engage and share learning Monitor what’s happening at event in real-time Troubleshoot when things go wrong Pro-actively communicate changes immediately Potential tactics Create blogging desks /Twitter lounges Deputize key influencers as official event TwitterersCoordinate Tweeting and blogging with your speakers Sponsor Tweet-ups – to foster community Solicit conference “reporters” with FlipCamerasEncourage participants to upload to Flikr and YouTube channels 41
- 55. Post-event Feedback Enlist event ambassadors Use as springboard to gain momentum for next program Potential tactics Online surveys Sponsor follow-on regional Tweet-ups Reward loyalists with acknowledgement for their efforts Enlist volunteers for future advisory committees 42
- 56. How do you measure this stuff? 43
- 57. Measurement Event the early adopters of social media are struggling with measurementIronic that most management agrees there is value and willing to ride out the uncertainty of how to measure 44
- 58. What value is derived from social media? 45Source: Social Media Marketing Report 2009
- 60. New paradigm in thinking about value “Take one opportunity, grow it into something of quality, and then leverage that opportunity into a new one that derives more value.” 47Chris Brogan & Julien Smith , Trust Agents
- 61. How are other companies doing this 2008 Lumen Consulting, LLC. All Rights Reserved48
- 62. Ritz Carlton hotel managers listen 1 hourEach day reviewing online conversations before walking the grounds
- 63. Dell 50“When we respond to people on Twitter, they get really excited, and we gain advocates.”Dell can attribute over $3M in revenue from Twitter
- 64. 51@Comcastcares
- 65. 52Jet Blue Gradual growth turned out to be just what JetBlue needed on Twitter, as it gave the company time to learn what worked and what didn’t.Chatty posts and customer service assistance tended to generate a lot of replies and new followers. Press releases announcements were met with silence.“That’s a clichéd phrase, but Twitter really is about tearing down the artificial walls between customers and the individuals who work at companies.”
- 66. @padmasree53Excellent example of how to effectively use Twitter to build personal connections to the Cisco brand
- 68. Facebook ads for events 55
- 70. 57Good things can come in small posts Reward engaged fans with unique promos
- 71. Social Media Takeaways Content is still king – social media can’t help bad content Commit – be in for the long haul. No graceful exit strategy Iterate - do not need to wait for perfect information or optimal resources to begin Be authentic – No placeholder social media Depth vs. breadth – focus on strengths and assetsDiversify – digital channels are not all the same and offer diverse benefits and results 58
- 72. Closing Thoughts Seth Godin on Social Media 59
- 73. Tools we love Want to secure your username across social media universe?http://namechk.com/ Measure sentiment and volume of your Tweetswww.viralheat.comURL shortener with tracking www.bit.ly.comThink yellow pages for Twitter www.twellow.comHost contest, promo, sweepstakes in Facebook easily and inexpensively www.wildfireapp.comNice Twitter eye candy to have running at an event www.visibletweets.comYour Twitter app outfitter www.oneforty.comGreat apps to view multiple Twitter and Facebook accounts www.seesmic.comwww.tweetdeck.com60
- 74. Recommended reading Facebook Era, Clara ShihGroundswell, Charlene Li Good for Business, Bennett, O’Reilly, Gobhai, Welch Trust Agents, Brogan & SmithTwitter Book, Tim O’Reilly & Sarah Milstein 61
- 75. Thank youTwitter: @lumendesireefacebook.com/lumenconsultingwww.lumen-consulting.com 2008 Lumen Consulting, LLC. All Rights Reserved62
Editor's Notes
- #3: Forrester Research defines Social Media as
- #50: Another aspect of boomer demographics is important for understanding our opportunity: Boomers are working longer, for a variety of reasons. And, how they look has a tangible impact on how much money they make. No less an institution than the US Federal Reserve Bank said in a 2005 study that attractive people make as much as 9 percent more than less attractive people {Source: CNN/Money.com, April 11, 2005}.So, picture a third of the population worried about looking like the oldest person in the room. That is our target market.