using the web and social media to create buzzworthy events
DESCRIPTION
This presentation was given to the ABPCO conference at the Barbican in London in January 2012.TRANSCRIPT
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Hybrid Creative Agency
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BrandingAdvertising
Design Social Media Marketing
Online Activation Website design & build
Sponsorship Rights Management
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How to engage your audience online
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1. Pre-event2. During3. After
4. Throughout
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The tools at your disposal
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Social Networks
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The process of selling hasn’t changed.The process of buying has...
Why use them?
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Inbound Marketing?
• Focuses on earning, not buying, a person’s attention• Done through social media, search and engaging content• Costs less and has better a ROI than Outbound
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Why do it?
• 44% of direct mail is never opened.• 86% of people skip through television ads.• 84% of 25 to 34 year olds have clicked out of a website because of an “irrelevant or intrusive ad.”• c90% of all email is now spam• The cost per lead in outbound marketing is more than for inbound marketing.
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WHAT IS SOCIAL MEDIA MARKETING?
“Social media marketing is a term that describes the use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer services.”
Wikipedia
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Whyshould we
care?
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Over 2/3 of the global internet population visit social networks
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Visiting social sites is now the most popular online activity – ahead of email
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Where to start?
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Social Networks
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Blog sites
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Your own website
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Evaluate your site
• Does it use Flash?• Does it work cross-browser?• Is it easy to navigate?• Is it fast to load?• Is it more than a company brochure?• Is there a clear call to action?• What is front and centre? Does it adhere to your brand?• Is there a search function?• Is it easy to get home?• How does it perform in search?• Is sharing made simple?
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Email Marketing
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Technologies
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Event Specific Tech
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Online Polls
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Making it work for youpre-event
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Create an event landing pagewith social media ‘share’ buttons and
SEO it
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Crowd Source the
programming
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Crowd Source the
programming
Facebook, Twitter and email
poll
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Record video intros of the speakers and upload to YouTube
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Social signups
On registration ask for:- Twitter @ name
- Facebook Profile- LinkedIn Profile
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Social signups
Score your attendees’ influence
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Social signups
Create buzzworthy
name badges
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Create a Facebook page, then create an ‘event’.
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Sell tickets on Facebook via Eventbrite
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Create a LinkedIn ‘event’.
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Advertise on LinkedIn
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Create your event on
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Promote all of this online presence via twitter
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Use twitter ‘lists’ to builda target audience
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Use twitter’s Retweet functionality as a competition
entry mechanism
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Use Facebook’s ‘like’ functionas a competition entry mechanism
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Register your event on Lanyrdthen use twitter to create a
pre-event community and buzz
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Use a social dashboard to schedule messages and stay
across all your feeds
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Create a twitter hashtag to create an event community
#abpcoconf12
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Use a hashtag tool to disseminate the info on the
hashtag
Conference solution that creates a conference hub of all things related to your event: content tags, members and
contributors, photos, related websites, RSS feeds, Tweetups and event schedules, and videos.
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Create Google and twitter alerts on the hashtag
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Your VIP?
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Show and tell. What’s worked for you and what hasn’t?
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During
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Use a twitter wall
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Competitions, promos & giveaways during the event on
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Use technology to not only engage, but create a Wow! factor
http://www.youtube.com/watch?v=LqwDqN7LNsc
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Set up a Flickr Page for the event
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Mobile appsCreate a free app for
the event
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Or use a commercial app for conferences
Real time programme infoBranded narrowcasting - event TV ads etcTwitter feedsPersonalised SMS messagesPrivate messaging to screensMobile voting
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Social Checkins
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Integrate with Facebook offline
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Stream live video - for free!
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Show and tell. What’s worked for you and what hasn’t?
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After
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Spread the content far and
wide
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Share the presentations
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Aggregate all the #hashtags on your site or email a PDF to
attendees
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Share your event stats as an infographic via your social
networks
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Share videos on YouTube and your site
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Deal with feedback
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Use your blog
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Blogging
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It’s like your 5-a-day
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Good for you.But you don’t
necessarily enjoy it.
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Let me show youan easier way
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Blogging doesn’t have to be 400 words.
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Blogging doesn’t have to be 400 words.
(Although it should be)
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Blogging can be 140 characters or less
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“Oh, I can’t think what to say.”
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There are plenty of blog topic websites.
However we believe it’s easier and more inspirational to think ‘what sort’ rather than ‘what’.
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There are around 25 different blog styles in the world.
Here are my top 6.
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Insight Blogging
Sharing sector intelligence, original ideas, commentary or trends on a particular topic.
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Piggyback BloggingWriting about a topic that is currently popular in the news
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Life BloggingAlso called reality blogging, this involves a blog post sharing the story of something that happened to you in your personal life.
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Event BloggingSharing impressions, opinions and insights from an event or other gathering with others.
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List BloggingThis is the highly popular format of the top ten (or any other number) lists about something. Blog posts in this type of format are frequently bookmarked and shared.
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Evangelist BloggingPassionate blog post sharing an affinity and support for a cause or belief.These posts are meant to inspire others to believe in the same thing.
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Don’t think ‘What shall I write?’ Think ‘What sort shall I write?’
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Some more blogging and tweeting tips
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Educate, assist and ask for feedback
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Identify your reader
Who are you writing for?
Picture the person
Then ‘actually’ picture them
Imagine you’re writing for them alone
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Find different anglesCURRENT HEADLINE: ‘Why customer service is our No.1 priority’
V.1 ‘Our five customer service goals’
V.2 ‘How we are redefining customer service’
V.3 ‘Take a peek at our customer service scorecard’
V.4 ‘How happy are your customers?’
V.5 ‘Unhappy customers? Here’s why.’
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Write intriguing headlinesWrite Drunk. Edit Sober.
Why it’s sometimes right to think wrong.
What’s the earliest ad you remember as a
child?
How to get a Google+ invitation.
Wear you client’s shoes.
The curious case of incuriosity.
ALL OF THESE MAKE GREAT TWEETS
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Make sharing easy
If it’s a longer blog, include social buttons
If it’s a tweet, make it as short as possible to allow for retweeting
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Use headings to structure your post
Blogging summary400 words
One thought or idea per post
Always use a photo Write intriguing headlines
Promote via your social networks
Blogging is permission marketing rather than interruption marketing
Educate and inform
Be topical
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SubscriptionsPage ViewsComments
Inbound linksFollowersRetweets
‘Likes’
WHAT DOES SUCCESS LOOK LIKE?
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Badvocates
How to deal with unfavourable comments
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1. @eventthinker The Wifi server at your conference wasn’t compatible with my laptop
2. @eventthinker I found the wifi at your conference a little unreliable. Maybe next time try using Bitbuzz instead
3. @eventthinker Event stinker more like. I bet your conference stank like a rancid cesspit of half-dead pigeons. @event101 much better
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Dealing with unfavourable comments
1. Straight Problem – Someone has an issue with your product or service and has laid out exactly what went wrong.
Response is almost certainly necessary.
Whether that response is personal or a broad public-facing message depends on how widespread the problem is and how many people reported it.
If a real problem exists, steps should be taken to fix it and customers should be notified that those steps are being taken. Even a perceived rather than real problem should be given a response, if only to say, “Thanks for bringing it to our attention, but here’s why we use that particular server.’
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Dealing with unfavourable comments
2. Constructive Criticism Many customers, including some of your most loyal, will use social media to suggest ways in which you can improve your product or service. While negative, it can be extremely helpful to receive.
Constructive Criticism requires a response.
Most times you won’t want to implement the advice but you’ll build loyalty and trust by responding to criticism with a positive message. It is well worth the effort to thank those consumers who took the time to provide you with a suggestion.
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Dealing with unfavourable comments
3. Trolling Trolls have no valid reason for being angry at you. Also in this category are spammers, who will use a negative comment about your product or service to promote a competitor.
This category of negative feedback does not require a response. In fact, it is almost always best not to respond to Trolling or Spam. This type of feedback isn’t really feedback at all. It is designed either to bait you into an unnecessary and image-damaging fight, or to siphon off your customers using underhanded tactics. Always ignore this variety of feedback, and when appropriate, remove it as soon as you spot it.
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Any questions?