12.10.09 lumen & cema webinar: leveraging social media to drive better attendee engagement

2009 Lumen Consulting, LLC. All Rights Reserved

December 2009

LeveragingSocialMediatoDriveBe3erEngagementforYourEvents

DesireeLehrbaum

ForthoseonTwi3erpleaseuse

#cemachat

2009 Lumen Consulting, LLC. All Rights Reserved 2


DefiniBonofSocialMedia

“Asocialtrendwhichpeopleusetechnologiestogetthethingstheyneedfromeachother,ratherthantradiBonalinsBtuBonslikecorporaBons”

3


WhatDoWeMeanbySocialMedia?

Corporateandindividuals

BLOGS

Product/SoluBonWIKIS

SOCIAL NETWORKING LinkedIn

FacebookMySpace

USERCOMMUNITY

Privateknowledgesharing

“FILE‐SHARING”

SlidesharePosterous

MICRO‐BLOGGING

Twi3erFriendFeed

VIDEOSHARING

YouTubeVimeoblip.tv

BOOKMARKING

Digg,delicious,Reddit

SOCIAL MEDIA

WhyisSocialMediaDifferent?


YearsitTooktoReacha50MMarketAudience

6

50MILLIONUSERS

Radio

38YEA

RS

TV

13YEA

RS

Internet

4YEARS

iPod

3YEARS

Facebook

2YEARS


Userscomfortwithsocialmediaincreasing

  AccordingtoNielsen*visiBngsocialmediaisthe4thmostpopularonlineacBvity–aheadofpersonalemail

  93%**ofsocialmediausersbelieveacompanyshouldhaveapresenceonsocialmedia

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*NielsenGlobalFaces&NetworkedFaces,2009**CONEBusinessinSocialMediaSurveySept2008


Top10WebBrandsforSeptember2009

#1 #2 #3 #4

Ranked by: The Nielsen Company (U.S. Home and Work)

#7

#5 #6

#10

#9 #8


Facebookismorethanstatusupdates

  IfFacebookwereacountryitwouldbe3rdlargest

  Over350Musersworldwide

  Morethan10millionusersjoinFanpageseveryday

  Facebookhasover30,000servers  Managesover25terabytesofdatadailyfor

logging

  2billionpiecesofcontentaresharedweeklyonFacebook

  Facebookislargestphotosharingplagormintheworld

  2billionphotosuploadedmonthly

  Serveup600,000photoseverysecond

9


FacebookU.S.Demographics

13‐1710%

18‐2530%

26‐3424%

35‐4419%

45‐5411%

55‐656%

June2009ThenumberofUSFacebookusers45‐54hasmorethantripledinthelast6months,toarecord7.7MacBveusers

Usersover26nowrepresent60%oftotalU.S.Facebook

populaBonSource:InsideFacebook7/6/09

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50%ofFacebookuserslog‐ineveryday


Twi3er

  InJune2009Twi3erhitunique44.5Musersworldwide  No.52largestsiteintheworld(biggerESPNandcomingupon

BBCandcraigslist)

  55%internaBonal&45%USbased

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Source:comScore,August3,2009

Impressive since over half of Twitter users don’t access the website, but use

Twitter apps to digest and consume Tweets


Focusonstrategy,notthetool

  Socialmediatoolproviderscanquicklyfalloutoffavor  In2006MySpacehadtwicethe

uniquevisitorsasFacebook

  Li3leover3yearsagotyping“twi3er.com”=404error

  YourobjecBvesandaudienceshoulddeterminewhichtoolsyoushoulduse–nottheotherwayaround

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WhyandhowcompaniesarerespondingtoSocialMedia


Yourbrandisbeingdiscussedonline

  AccordingtoPennStateStudy,1in5tweetsisbrandrelated*

  ITSMAreportedthat55%ITbusinessbuyersusesocialmediainthebuyingprocess**  A50%ofincreaseover2008

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*PennStateStudy**ITSMAHowCustomersChooseSoluBonProviders,October2009


Socialmediainvestmentisontherise

  70%ofCMOssaytheywilldomorewithsocialmediain2010

  AccordingtoeMarketer,adverBsersspent$40Monsocialnetworksin2008andexpectedtogrowto$210Min2012

  Forresterpredictssocialmediaspendingwillincreasefrom$716Min2009to$3.1Bin2014

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SocialWebisintertwinedwithmix

• Googleannouncedreal‐Bmesearchintegratedintosearchpages

• NowliveTweets,YahooAnswers,newsarBcleswillstreamontheactualsearchresultspage

• WorksoniPhone&Android

• Nextup–FacebookandMySpace

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WhyeventmarkeBngstruggleswithsocialmedia


Goodevents=control

  EventmanagerspridethemselvesincreaBngacontrolled,scriptedenvironmentthatminimizerisk

  Insocialmedia,theculturemandatesgivinguptheillusionofcontrol

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Whyeventsshouldembracesocialmedia

  EventsoffergenuinepersonalconnecBonswhethertheybeonline,virtualorphysical

  AllaboutdeepeningcustomerrelaBonships

  Nothingismoresocialthanevents

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Socialmediashissthecontrolofpower

“Technologyisshisingthepowerawayfromeditors,thepublishers,theestablishment,themediaelite.Nowit’sthepeoplewhoareincontrol.”

RupertMurdoch

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Requiresnewthinkingforevents

  Customersasco‐creators

  Customersdictatehowrulesofengagement  Customersdrivinghowandwhattheywanttoknow

  Customerswantmorethanjustcorporateboilerplate

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SocialMediaPhasedApproach

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PhasedParBcipaBonEngagement

Commit Listen Dialogue Engage

23

Conversa6on Community

Passive AcBve


Asocialmediaframework

  Knowyouraudience  Fishwheretherearefish

  Strengthassessment  KnowwhereyouhavetracBonandwhereyouneedtodevelop

  Mappingneedstoeventlifecycle  Considerallthetouchpointsthroughoutthea3endeejourney

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TargetAudienceAssessment

Vehicle TargetAudienceA TargetAudienceB TargetAudienceC

Bookmarking ✓

Blogging ✓ ✓

Online Communities ✓ ✓

Social Networking ✓

Micro-blogging ✓ ✓

User Communities

Social Videos ✓ ✓

Word of Mouth ✓

Wikis ✓


Whereareyoustrongtoday?Wheredoyouneedtobe?

VehicleStrength

(Rank1‐10)DevelopmentNeeded

Bookmarking 10

Blogging 1

Online Communities 9

Social Networking 6

Micro-blogging 5 ✓

User Communities 8

Social Videos 2 ✓

Word of Mouth 1

Wikis 8

MappingSocialMediatotheEventLifecycle

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OpportuniBestoeventlifecycle

Pre-Event Strategy Launch On-site Post

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• Research• Speakerrecos• Contentfeedback• Eventambassadors

• AudienceGen• Eventreveal

• ConnecBng• OpBmizing• Monitoring• Updates

• Feedback• Extendthelife• Monitoring• Celebrate

Wherecouldyoureventprogrambenefitbysocialmediathemost?

Thinkaboutusingsocialmediatobuildcommunitynotjust“market”anevent


EnlisBngcross‐funcBonalresources

  MostorganizaBonswhoaredoingthiswelldonotofhavededicatedheadcountto“manage”socialmedia

  SocialmediaisallaboutpersonalconnecBonvs.tradiBonalcorporatespeak

  IdenBfyindividualsinyourorganizaBonwhoareacBvedigitalmedianaBvesonline  Productmanagement/markeBng

  ExecuBveteams–CTOsespecially

  DepuBzecross‐funcBonalteamstolistenanddialogue  FulldisclosureisanimperaBve

  Encourageownershipofcustomerengagementaroundcertaintopics

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493employeesTweetatZappos

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Digitaleventambassadors

  TradiBonallyeventcommunicaBon=corporate‐>individual

  Newthinking:createeventambassadors  Canbeinternalorexternalpeople

  Offeringkeypeopleexclusiveeventnewstotheiraudiences

  BringparBcipantsalongtheenBreeventlifecycle  Twi3er,blogs,Facebook,usergroupsexcellentvehicles

  NodictaBngwhattheysay

  Benefits  Peoplerespondmoretoindividualsthananonymouscompany

  1:1facilitatesbuildingtrust,credibilityandrelaBonships

  DiversecommunicaBonchannelsbroadensreach  BuildanBcipaBonfortheeventandspeakers

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Pre‐eventstrategy

  ValidateeventstrategicdirecBon  Co‐createcontentandprogramwitha3endees

  GatherfeedbackandrecommendaBonsforcontent,speakers,locaBons,acBviBes

  BylisteningtocommunitywillbuildmoreeffecBveprogramandgainbuy‐infroma3endees

  Buildmomentumandexcitementforeventlaunch  Establish1:1connecBonsonlinewitheventambassadors

  SocialmediatacBcs  Surveycommunityviablogs,communiBes,Facebook,Twi3er

  Haveeventambassadorspersonallysolicitfeedback

  CreateonlineadvisorysteeringcommuniBesforevent  CreateprivateFacebook/Ninggroups

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Launch

  Inspireevangelismamongstcommunity

  DepuBzeyourambassadors  Buildexcitementforevent,sessions,speakers

  Encouragecommunityengagementwitheachother

  PotenBalsocialmediatacBcs  Rolloutyoureventhashtag#

  Create/adverBseeventsinFacebook

  HavespeakersTweet,blog,postabouttheirsessions  MulB‐channelpublishing

  SponsoreventspecificcommuniBestoencouragecross‐pollinaBonamongsta3endees

  Payitforward‐ParBcipateinotherspeakers,communiBes,andblogs

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On‐site

  Bringbackchanneltotheforefront  EmpowerallparBcipantstoengageandsharelearning  Monitorwhat’shappeningateventinreal‐Bme

  Troubleshootwhenthingsgowrong

  Pro‐acBvelycommunicatechangesimmediately

  PotenBaltacBcs  Createbloggingdesks/Twi3erlounges

  DepuBzekeyinfluencersasofficialeventTwi3erers  CoordinateTweeBngandbloggingwithyourspeakers

  SponsorTweet‐ups–tofostercommunity

  Solicitconference“reporters”withFlipCameras  EncourageparBcipantstouploadtoFlikrandYouTubechannels

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Post‐event

  Feedback  Enlisteventambassadors  Extendthelifeandreachoftheprogram

  PostcontentonSlideShare,Posterous,YouTube

  Useasspringboardtogainmomentumfornextprogram  PotenBaltacBcs

  Onlinesurveys  Sponsorfollow‐onregionalTweet‐ups

  Rewardloyalistswithacknowledgementfortheirefforts

  Enlistvolunteersforfutureadvisorycommi3ees

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Howdoyoumeasurethisstuff?

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Measurement

  Eventheearlyadoptersofsocialmediaarestrugglingwithmeasurement

  Ironicthatmostmanagementagreesthereisvalueandwillingtorideouttheuncertaintyofhowtomeasure  Inrecentsurvey*,60%ofcompaniessurveyedsaidtheyhad

gained“somebenefitbutnothingconcrete”

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Source:“SocialMediaandOnlinePRReport”byEconsultancyandbigmouthmediaDecember2009


Whatvalueisderivedfromsocialmedia?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Exposure for business

Increase traffic/list/subs

New biz partnerships

Rise in search engines

Generated qual leads

Reduced overall mktg expenses

Helped close business

81%

61%

56%

52%

48%

45%

35%

38

Source:SocialMediaMarkeBngReport2009


MeasurementFramework

Vehicle Reach Dialogue Conversion

Bookmarking • Visits• Views• UniqueVisitors• Links• RT/Forwards• WebanalyBcs

• SenBmentofcomments• Reviews• Timespent• Votes• Downloads• Influencercoverage

• Revenue• #ofleads• #trials• NetPromoterScore• Mktgefficiency• #ofideasimplemented

Blogging

Online Communities

Social Networking

Micro-blogging

User Communities

Social Videos

Word of Mouth

Wikis


MeasurementTools–FacebookFanPages

40


TweetMonitoring

41

MonthlysubscripBonfor$9.99‐39.99/month

Canset‐up10‐50profiles

DownloadstatsinExcel


Newparadigminthinkingaboutvalue

“Takeoneopportunity,

growitintosomethingofquality,

andthenleveragethatopportunityinto

anewonethatderivesmorevalue.”

42

ChrisBrogan&JulienSmith,TrustAgents

Howareothercompaniesdoingthis?



RitzCarltonhotelmanagerslisten


Dell–RevenueGeneraBon

45

Dellcana3ributeover$7MinrevenuefromTwi3er

“Whatwe'velearnedisthatsocialmediahastransformedthelargecorporaBonofthemillenniumintotheMomandPopshopoftheold

days.Theemergenceofsocialmediasimplymakesitmorepossibletoconnectdirectlywithcustomers

everyday.”

ManishMehtaVPofSM&Community


@Comcastcares–Support


Cha3ypostsandcustomerserviceassistancetendedtogeneratealotof

repliesandnewfollowers.Pressreleasesannouncementsweremetwithsilence.

“That’saclichédphrase,butTwi;erreallyisabouttearingdownthear<ficialwalls

betweencustomersandtheindividualswhoworkatcompanies.”

JetBlue–Service&Fun


Personalizingthebrand

48

@padmasree@sco3monty

ExcellentexamplesusingTwi3er

effecBvelytobuild1:1connecBonstotheCiscoandFord

brands


FacebookContests

49


FacebookAdsforEvents

50


ThePowerofViral

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SocialMediaTakeaways

  ContentissBllking–socialmediacan’thelpbadcontent

  Commit–beinforthelonghaul.Nogracefulexitstrategy  Iterate‐donotneedtowaitforperfectinformaBonor

opBmalresourcestobegin

  BeauthenBc–Noplaceholdersocialmedia  Depthvs.breadth–focusonstrengthsandassets  Diversify–digitalchannelsarenotallthesameandoffer

diversebenefitsandresults

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Thankstooursponsors!

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Appendix



Toolswelove  Wanttosecureyourusernameacrosssocialmediauniverse?

  h3p://namechk.com/

  MeasuresenBmentandvolumeofyourTweets  www.viralheat.com

  URLshortenerwithtracking

  www.bit.ly.com

  ThinkyellowpagesforTwi3er

  www.twellow.com

  Hostcontest,promo,sweepstakesinFacebookeasilyandinexpensively

  www.wildfireapp.com

  NiceTwi3ereyecandytohaverunningatanevent  www.visibletweets.com

  YourTwi3erappougi3er  www.oneforty.com

  GreatappstoviewmulBpleTwi3erandFacebookaccounts  www.seesmic.com,www.tweetdeck.com

  www.hootsuite.com

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Recommendedreading

57


ClosingThoughts

  SethGodinonSocialMedia

58