exhibitor2010 lumen consulting leveraging social media to drive better engagement & results

DesireeLehrbaumEXHIBITOR2010

2010 Lumen Consulting, LLC. All Rights Reserved

March 14, 2010

LeveragingSocialMediatoDriveBeBerEngagementandResults


DefiniDonofSocialMedia

“Asocialtrendwhichpeopleusetechnologiestogetthethingstheyneedfromeachother,ratherthantradiDonalinsDtuDonslikecorporaDons”

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WhatDoWeMeanbySocialMedia?

Corporateandindividuals

BLOGS

Product/SoluDonWIKIS

SOCIAL NETWORKING LinkedIn

FacebookMySpace

USERCOMMUNITY

Privateknowledgesharing

“FILE‐SHARING”

SlidesharePosterous

MICRO‐BLOGGING

TwiBerFriendFeed

VIDEOSHARING

YouTubeVimeoblip.tv

BOOKMARKING

Digg,delicious,Reddit

SOCIAL MEDIA

WhyisSocialMediaDifferent?


YearsitTooktoReacha50MMarketAudience

5

50MILLIONUSERS

Radio

38YEA

RS

TV

13YEA

RS

Internet

4YEARS

iPod

3YEARS

Facebook

2YEARS


Userscomfortwithsocialmediaincreasing

  AccordingtoNielsen*visiDngsocialmediaisthe4thmostpopularonlineacDvity–aheadofpersonalemail

  93%**ofsocialmediausersbelieveacompanyshouldhaveapresenceonsocialmedia

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*NielsenGlobalFaces&NetworkedFaces,2009**CONEBusinessinSocialMediaSurveySept2008


Top10WebBrandsforDecember2009

#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

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FacebookEngagementMetrics

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Source:comScoreVoicesJanuary21,2010


GlobalWebTraffictoSocialNetworkingSites

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FacebookU.S.Demographics

13‐1711%

18‐2529%

26‐3423%

35‐4418%

45‐5412%

55‐657%

January2010

Usersover26nowrepresent60%oftotalU.S.Facebook

populaDonSource:InsideFacebook1/10/10

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50%ofFacebookuserslog‐ineveryday

represenDng175M


TwiBer

  InJune2009TwiBerhitunique44.5Musersworldwide  No.52largestsiteintheworld(biggerESPNandcomingupon

BBCandcraigslist)

  55%internaDonal&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


VideoconsumpDonhitsrecordlevels

  Who:

  Morethan170MUSInternetuserswatchedonlinevideoinNov.2009

  84.8percentofthetotalU.S.Internetaudienceviewedonlinevideo.

  What:  31billionvideoswereviewedduringthemonthofNov2009

  Theaverageonlinevideoviewerwatched12.2hoursofvideo

  TheduraDonoftheaverageonlinevideowas4.0minutes.

  Where

  128.1millionviewerswatchedmorethan12billionvideosonYouTube.com(94.3videosperviewer).

  38.6millionviewerswatched333.4millionvideosonMySpace.com(8.6videosperviewer).

  TheaverageHuluviewerwatched21.1videos,totaling2.1hoursofvideosperviewer.

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TheVirtuousCycleofInteracDon

“OncethenetworkisinplaceandpeopleareacDveandengaged,thedynamicsof

thesocialinteracDontakingplaceincenDvizeparDcipantstoshare

informaDonaboutthemselvesmoreregularly,whichinturnsolicitsmoreengagementfromothers,creaDnga

virtuouscycleofinteracDon.”

‐AndrewLipsman

comScore

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Focusonstrategy,notthetool

  Socialmediatoolproviderscanquicklyfalloutoffavor  In2006MySpacehadtwicethe

uniquevisitorsasFacebook

  LiBleover3yearsagotyping“twiBer.com”=404error

  YourobjecDvesandaudienceshoulddeterminewhichtoolsyoushoulduse–nottheotherwayaround

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WhyandhowcompaniesarerespondingtoSocialMedia


Yourbrandisbeingdiscussedonline

  AccordingtoPennStateStudy,1in5tweetsisbrandrelated*

  ITSMAreportedthat55%ITbusinessbuyersusesocialmediainthebuyingprocess**  A50%ofincreaseover2008

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*PennStateStudy**ITSMAHowCustomersChooseSoluDonProviders,October2009


Socialmediainvestmentisontherise

  70%ofCMOssaytheywilldomorewithsocialmediain2010

  AccordingtoeMarketer,adverDsersspent$40Monsocialnetworksin2008andexpectedtogrowto$210Min2012

  Forresterpredictssocialmediaspendingwillincreasefrom$716Min2009to$3.1Bin2014

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SocialWebisintertwinedwithmarkeDngmix

• Googleannouncedreal‐Dmesearchintegratedintosearchpages

• NowliveTweets,YahooAnswers,newsarDcleswillstreamontheactualsearchresultspage

• WorksoniPhone&Android

• Nextup–FacebookandMySpace

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TheconnecDontobrand

“TheremaybesomeDmeswhenanindividualTwiBermessageoutof

contextcangiveabadimpression.ButgenerallypeopleonTwiBeraren’t

lookingatonesingleTweet.TheyseewhatwedooverDme.Forcustomers,Ithinkit’sawaytogetaninsideglimpseofwhatpeoplearelikeandwhatareculturearelike.OurbeliefisthatyourcultureandyourbrandareulDmately,

thesamething.”

TonyHseiuCEOZappos

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WhyeventmarkeDngstruggleswithsocialmedia


Goodevents=control

  EventmanagerspridethemselvesincreaDngacontrolled,scriptedenvironmentthatminimizerisk

  Insocialmedia,theculturemandatesgivinguptheillusionofcontrol

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Whyeventsshouldembracesocialmedia

  EventsoffergenuinepersonalconnecDonswhethertheybeonline,virtualorphysical

  AllaboutdeepeningcustomerrelaDonships

  Nothingismoresocialthanevents

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Socialmediashivsthecontrolofpower

“Technologyisshivingthepowerawayfromeditors,thepublishers,theestablishment,

themediaelite.Nowit’sthepeoplewhoarein

control.”

RupertMurdoch

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Requiresnewthinkingforevents

  Itsaboutthecommunity,nottheevent

  Customersasco‐creators  Customersdefiningtherulesofengagement

  Customersdrivinghowandwhattheywanttoknow  Customerswantmorethancorporatemonologues

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Greatopportunityforthe“Davids”

  SocialmediacanbeeasierforsmallercompaniestoadoptthantheirGoliathcounterparts  Agility  HightoleranceforexperimentaDon

  AuthenDcity

  Personalizedbrand

  InexpensiveandhighleveragecomparedwithotherelementsofthemarkeDngmix

  Successisn’tDedtobudgetorcompanysize  Zapposvs.Amazon

  PapaJohn’sPizza

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SocialMediaPhasedApproach

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CommunicaDonshivneedstohappen

“Companiesneedtomoveawayfromsolerelianceontop‐downmessagesdeliveredtoelitestowardfosteringpeer‐to‐peerdialogueamongconsumersand

employees,acDvaDngacompany’smostcredibleadvocates.”

RichardEdelmanCEOOfEdelman

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PhasedParDcipaDonEngagement

Commit Listen Dialogue Engage

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Conversa7on Community

Passive AcDve


Commit–lessismore

  Lookbeforeyouleap  Evaluatewhereyourstrengths,resourcesandcommunityare  FocusisbeBerthantryingtolaunchandexcelacrossaporgolio

ofsocialmediavehicles

  ConsideranexecuDvesponsor  Onceyoudetermineyourfocusarea–securecommitment

fromcross‐funcDonalteamandexecuDves

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Listen–andit’sallaboutlistening

  Theyarealreadytherediscussingbrand–howcanyoulearn?  ObservethedigitalnaDvesintheirhabitat  UnfilteredfeedbackaboutyourorganizaDon,event,staffand

technology

  Marketresearch  Opportunityassessment

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Dialogue–twowaycommunicaDon

  ThinkconversaDon,NOTbroadcast  Tendtotunnel‐visiononwhattopost,butfocusonwhatwill

enlistparDcipaDon

  QualitytrumpsquanDty

  Establishtrustandcredibility  Giveyourcustomerssomethingofvalue

  Peoplearelookingtobeheard  AuthenDcinteracDons

  Acknowledgemistakes

  Peopledon’tcareaboutwhatdepartmentyouworkinorwhatyourofficialprocessis

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Engage–truecommunity

  Theshivfrombrandandcustomer‐>community  Champions  Evangelism

  Advocacy

  Contentcreators

  CollaboraDngtocreatethevirtuouscycleofinteracDon

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Wheretobegin?

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Asocialmediaframework

  Knowyouraudience  Fishwheretherearefish

  Strengthassessment  KnowwhereyouhavetracDonandwhereyouneedtodevelop

  Mappingneedstoeventlifecycle  ConsiderallthetouchpointsthroughouttheaBendeejourney

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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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OpportuniDestoeventlifecycle

Pre-Event Strategy Launch On-site Post

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• Research• Speakerrecos• Contentfeedback• Eventambassadors

• AudienceGen• Eventreveal

• ConnecDng• OpDmizing• Monitoring• Updates

• Feedback• Extendthelife• Monitoring• Celebrate

Wherecouldyoureventprogrambenefitbysocialmediathemost?

Thinkaboutusingsocialmediatobuildcommunitynotjust“market”anevent


EnlisDngcross‐funcDonalresources

  MostorganizaDonswhoaredoingthiswelldonotofhavededicatedheadcountto“manage”socialmedia

  SocialmediaisallaboutpersonalconnecDonvs.tradiDonalcorporatespeak

  IdenDfyindividualsinyourorganizaDonwhoareacDvedigitalmedianaDvesonline  Productmanagement/markeDng

  ExecuDveteams–CTOsespecially

  DepuDzecross‐funcDonalteamstolistenanddialogue  FulldisclosureisanimperaDve

  Encourageownershipofcustomerengagementaroundcertaintopics

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493employeesTweetatZappos

41


Digitaleventambassadors

  TradiDonallyeventcommunicaDon=corporate‐>individual

  Newthinking:createeventambassadors  Canbeinternalorexternalpeople

  Offeringkeypeopleexclusiveeventnewstotheiraudiences

  BringparDcipantsalongtheenDreeventlifecycle  TwiBer,blogs,Facebook,usergroupsexcellentvehicles

  NodictaDngwhattheysay

  Benefits  Peoplerespondmoretoindividualsthananonymouscompany

  1:1facilitatesbuildingtrust,credibilityandrelaDonships

  DiversecommunicaDonchannelsbroadensreach  BuildanDcipaDonfortheeventandspeakers

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Pre‐eventstrategy

  ValidateeventstrategicdirecDon  Co‐createcontentandprogramwithaBendees

  GatherfeedbackandrecommendaDonsforcontent,speakers,locaDons,acDviDes

  BylisteningtocommunitywillbuildmoreeffecDveprogramandgainbuy‐infromaBendees

  Buildmomentumandexcitementforeventlaunch  Establish1:1connecDonsonlinewitheventambassadors

  SocialmediatacDcs  Surveycommunityviablogs,communiDes,Facebook,TwiBer

  Haveeventambassadorspersonallysolicitfeedback

  CreateonlineadvisorysteeringcommuniDesforevent  CreateprivateFacebook/Ninggroups

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Launch

  Inspireevangelismamongstcommunity

  DepuDzeyourambassadors  Buildexcitementforevent,sessions,speakers

  Encouragecommunityengagementwitheachother

  PotenDalsocialmediatacDcs  Rolloutyoureventhashtag#

  Create/adverDseeventsinFacebook

  HavespeakersTweet,blog,postabouttheirsessions  MulD‐channelpublishing

  SponsoreventspecificcommuniDestoencouragecross‐pollinaDonamongstaBendees

  Payitforward‐ParDcipateinotherspeakers,communiDes,andblogs

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On‐site

  Bringbackchanneltotheforefront  EmpowerallparDcipantstoengageandsharelearning  Monitorwhat’shappeningateventinreal‐Dme

  Troubleshootwhenthingsgowrong

  Pro‐acDvelycommunicatechangesimmediately

  PotenDaltacDcs  Createbloggingdesks/TwiBerlounges

  DepuDzekeyinfluencersasofficialeventTwiBerers  CoordinateTweeDngandbloggingwithyourspeakers

  SponsorTweet‐ups–tofostercommunity

  Solicitconference“reporters”withFlipCameras  EncourageparDcipantstouploadtoFlikrandYouTubechannels

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Post‐event

  Feedback  Enlisteventambassadors  Extendthelifeandreachoftheprogram

  PostcontentonSlideShare,Posterous,YouTube

  Useasspringboardtogainmomentumfornextprogram  PotenDaltacDcs

  Onlinesurveys  Sponsorfollow‐onregionalTweet‐ups

  Rewardloyalistswithacknowledgementfortheirefforts

  EnlistvolunteersforfutureadvisorycommiBees

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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%

49

Source:SocialMediaMarkeDngReport2009


MeasurementFramework

Vehicle Reach Dialogue Conversion

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

• SenDmentofcomments• 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

MeasurementToolDemos

51


MeasurementTools–FacebookFanPages

52


TweetMonitoring

53

MonthlysubscripDonfor$9.99‐39.99/month

Canset‐up10‐50profiles

DownloadstatsinExcel


Newparadigminthinkingaboutvalue

“Takeoneopportunity,

growitintosomethingofquality,

andthenleveragethatopportunityinto

anewonethatderivesmorevalue.”

54

ChrisBrogan&JulienSmith,TrustAgents


RitzCarltonhotelmanagerslisten


Dell–RevenueGeneraDon

57

DellcanaBributeover$7MinrevenuefromTwiBer

“Whatwe'velearnedisthatsocialmediahastransformedthelargecorporaDonofthemillenniumintotheMomandPopshopoftheold

days.Theemergenceofsocialmediasimplymakesitmorepossibletoconnectdirectlywithcustomers

everyday.”

ManishMehtaVPofSM&Community


@Comcastcares–Support


ChaBypostsandcustomerserviceassistancetendedtogeneratealotof

repliesandnewfollowers.Pressreleasesannouncementsweremetwithsilence.

“That’saclichédphrase,butTwi;erreallyisabouttearingdownthear<ficialwalls

betweencustomersandtheindividualswhoworkatcompanies.”

JetBlue–Service&Fun


GM–FastLaneBlog

60


SXSW–Technologyfosteringengagement

61

TwiBergainedadopDonhereto

trackSXSWhappenings.

Nowexpandedcommunity

engagementtoenablevoDngonthepanelstheywanted

tohear.


Personalizingthebrand

62

@padmasree@scoBmonty

ExcellentexamplesusingTwiBer

effecDvelytobuild1:1connecDonstotheCiscoandFord

brands


FacebookContests

63


FacebookAdsforEvents

64


ThePowerofViral

65


SocialMediaTakeaways

  ContentissDllking–socialmediacan’thelpbadcontent

  Commit–beinforthelonghaul.Nogracefulexitstrategy  Iterate‐donotneedtowaitforperfectinformaDonor

opDmalresourcestobegin

  BeauthenDc–Noplaceholdersocialmedia  Depthvs.breadth–focusonstrengthsandassets  Diversify–digitalchannelsarenotallthesameandoffer

diversebenefitsandresults

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ClosingThoughts

  SethGodinonSocialMedia

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Q&A

TwiBer:@lumendesireefacebook.com/lumenconsulDng

www.lumen‐consulDng.com


Appendix



Toolswelove  Wanttosecureyourusernameacrosssocialmediauniverse?

  hBp://namechk.com/

  MeasuresenDmentandvolumeofyourTweets  www.viralheat.com

  URLshortenerwithtracking

  www.bit.ly.com

  ThinkyellowpagesforTwiBer

  www.twellow.com

  Hostcontest,promo,sweepstakesinFacebookeasilyandinexpensively

  www.wildfireapp.com

  NiceTwiBereyecandytohaverunningatanevent  www.visibletweets.com

  YourTwiBerappougiBer  www.oneforty.com

  GreatappstoviewmulDpleTwiBerandFacebookaccounts  www.seesmic.com,www.tweetdeck.com

  www.hootsuite.com

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Recommendedreading

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