the new way to win friends & influence people (social media in events)

HI. I’m Lara McCulloch-Carter

WHY WE’RE HERE

SHOW OF HANDS

HOW TO WIN FRIENDS &

INFLUENCE PEOPLE

6 WAYS TO MAKE PEOPLE LIKE YOU

Become genuinely interested in other people.Smile.Remember that a man’s name is to him the

sweetest and most important sound in any language.

Be a good listener. Encourage others to talk about themselves.

Talk in the terms of the other man’s interest.Make the other person feel important and do

it sincerely.Source: Dale Carnegie, 1936

6 WAYS TO MAKE PEOPLE LIKE YOU

. ENGAGE

. BE APPROACHABLE

. CONNECT

. LISTEN

. ADD VALUE

. BE AUTHENTIC

SO, WHAT DOES THIS HAVE TO DO WITH SOCIAL MEDIA?

the way that we make friends & influence people HASN’T CHANGED…

WHERE WE DO IT has

and that’s what SCARES a lot of people

(that is why I am here)

LET’S TALK SOCIAL MEDIA

we no longer SURF the web…

WE SHAPE IT

USER CREATED CONTENT SHARED

IN A SOCIAL ENVIRONMENT

PERCEIVED CHALLENGES OF

SOCIAL MEDIA

social media is SCARY technology

social media is simply putOLD FASHIONED

conversations happening online

you can’t CONTROL the message

you can’t CONTROL the message even without social media

it takes TOO MUCH TIME

it takes AS MUCH TIME

as you would like it to take

ADVANTAGES

LOW COST

BRANDING

productsused to beBRANDS

and these areBRANDS

now, YOU + I are BRANDS

LEVEL THE PLAYING FIELD

Regional MagazinesTheKnot.com

Gown galleryReal weddingsLocal resourcesPersonalized tools24/7 communityRegistryOnline shoppingStreaming TV

Best of Weddings BooksThe Knot BooksKnot TV

capital investment to date:$350 MILLION

THE KNOT . 3.2 million unique visitors

WEDDING BEE . 3 million unique visitors

capital investment to date:LESS THAN $10,000

KNOWLEDGE

what are people saying about YOU and your COMPETITORS?

what are your competitors saying and how are they ENGAGING OTHERS?

. engadget BLOGS

. 190 blog COMMENTS

. someone PINGS Kryptonite. Kryptonite issues a FORMAL PRESS RELEASE

Source: CNN Money

reducing NEGATIVE word of mouth by 1%

INCREASED revenue 300x more than increasing

POSITIVEword of mouth by 1%

Source: London School of Economics

WORD OF MOUSE

good ideasSPREAD

. OVER 100,000++ VIEWS ON YOUTUBE. PICKED UP BY MAJOR NEWS NETWORKS

more importantly, itCHANGED the way

ComcastDID BUSINESS

SEARCHABILITY

THE IDEA .launch a free chequing account for the under

25 group in Northern Alberta

THE RESULTS .• 63,431 site visits• 197,529 page views• 3:14 average visit• 80,726 YouTube views• 906 blog comments• 230 Facebook fans• 101 Twitter followers• $179,000 unpaid media• 2,000,000+ impressions• 2,316 Y&F accounts• $3,587,000 new funds

SO, WHY HAS SOCIAL MEDIABECOME SO IMPORTANT

consumers have been BOMBARDED with

marketing-centric noise

THIS HAS BRED MISTRUST

DISCON NECTION

AND A DESIRE FORCONTROL

they’veSTOPPED listening

THEY WANT TO BE LISTENED TO…

THEY WANT TO BE LISTENED TO…

engagedinspired

empoweredincluded

respected

WOWed

find out wherethey’re havingCONVERSATIONS

AFTER ALL,THAT’S WHERE THEY SHARE …

what they LOVE

what they HATE

AND…

they’re spreading FAST

they’re lasting FOREVER

SO, IF YOU’RE NOT LISTENING

how do you know what people are saying about YOU?

IF YOU WANT TO TALKTO YOUR CUSTOMERS,YOU NEED TO GO WHERETHE CONVERSATION IS

don’t be SCARED

become a part of the COMMUNITY

let’s just FOCUS on a few communities

BLOGGING

A BLOG IS BASICALLY A FREE WEBPAGE, AUTHORED BY AN INDIVIDUAL OR A GROUP, THAT CONTAINS POSTS ABOUT ANY SUBJECT IN REVERSE CRONOLOGICAL ORDER

nearly 1 in 4 consumers read blogs for buying

decisions44% of consumers read

other consumer’s reviews + comments

Source: Ketchum & U of Southern California`s Annenberg Strategic PR Center

BLOG NAME

POST

COMMENTS

SUBSCRIBE

SEARCH

NAVIGATE

They are used to SPREAD IDEASINSPIRE & ENRICHENGAGEHUMANIZE BUILD FOLLOWERSSEO

Little Debbie used social media to

BUILD BUZZ + FANS

THE IDEA .send sample boxes to 50 mom bloggers, no strings attached

give away 3 identical boxes to each blogger’s readers

THE RESULTS in 5 wks.98 blog posts5,000+ reader comments830 new followers on

Twitter

…1.5 mos later there are 1,470 sites that reference this product

but it’s NOT ONLY ABOUT NUMBERS…

they built RELATIONSHIPS

they LEARNED what people

really think

they showed they were open to

new OPPORTUNITIES

IDEAS FOR EVENT PROS . create a blog – event or corporate

use other blogs to spread an idealeave comments on blogspromote other blogsthink of bloggers as media

MICRO-BLOGGING

LEAD me,FOLLOW me,or GET OUT OF MY WAY!~ General George Patton

7 MILLION active usersgrowing at a staggering

1400% yoy

Source: Nielsen NetView, Feb 09, Home and Work

Source: Nielsen NetView, Feb 09, Home and Work

TWITTER NAMETWEET BAR # CHARACTERSLEFT

TWEETSFROMPPL IFOLLOW

FOLLOWERS

LISTEN to what others are saying

use my TRIBE to spread ideas

learn from INFLUENCERS

get more TRAFFIC

stay PLUGGED IN

COLLABORATE

IDEAS FOR EVENT PROS . promote your eventscreate a hash tagmonitor your brand – eventask questionsconnections - tweetupsintegrate into presentationscreate online experience

PROFESSIONALNETWORKING

ask QUESTIONS

provide EXPERTISE

JOB opportunities

SOCIAL +PROFESSIONALNETWORKING

175 MILLION active usersGrowing at a rate of 228% yoyAlmost 1 in 4 is OVER 50 years

old

Sources: Facebook & Nielsen NetView, Feb 09, Home and Work

created by TRUE FANS2nd MOST POPULAR page3.3 million FANS

SEOViralUpdates and EventsCommunity interactionPortfolio

IDEAS FOR EVENT PROS . create a page and groupencourage photos videosbuild fans and communityintegrate with other social media toolspromote spreading custom applications

IT’S NOT ALLSUNSHINE AND

LOLLYPOPS

proceed with CAUTION

remember who’s LISTENINGA lucky job applicant tweeted

the following:Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.

This tweet caught the attention of Tim Levad, a channel partner advocate for Cisco. To which he responded:Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web.

remember you can’t PLEASE everyone

don’t DELEGATE

don’t focus on the SALE

remember it’s not about NUMBERS

never forget your MISSION

stand OUT

THE STRATEGY

the essence of strategy is choosing WHAT NOT TO

DOM. Porter

Source: Michael Hoffman

GETTING BACK TOTHE RULES

6 WAYS TO MAKE PEOPLE LIKE YOU

. ENGAGE

. BE APPROACHABLE

. CONNECT

. LISTEN

. ADD VALUE

. BE AUTHENTIC

“YOU CANNOT LIVE A PERFECT DAY WITHOUT DOING

SOMETHING FOR SOMEONE WHO WILL NEVER BE ABLE TO

REPAY YOU”College basketball coach, John Wooden

CONNECT WITH METwitter - @ready2spark / @eventprofs LinkedIn - http://www.linkedin.com/in/laramcculloch Blog – http://www.ready2spark.comCompany – Regal Tent Productions (http://www.regaltent.com)

CREDITSImages – http://www.gettyimages.comPg 10 – Extracted from How to Win Friends & Influence People, Dale CarnegiePg 32-34 – Inspired by Brand 2.0, http://www.criticalmass.comPg 61 – Youtube video ‘The Breakup’ http://www.bringtheloveback.compg 128 – From ‘How to tweet your way out of a job’ by I’m not actually a geek (http://bhc3.wordpress.com)pg 138 – Image from Flickr (Matt Hann)pg 139 – Chart via Michael Hoffman of http://www.see3.net