Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & Results

Shaping the agenda Who are you? What would you like to get out of today’s session? What do you have to contribute to today’s session? 3

Ground rules I’m not the “social media” expert, but I will share what I’ve learned along the way I facilitate all knowledge in the room, but Don’t be “that” guy/gal Engage, but be respectful Yes it’s learning, but Let’s have some fun or at least some laughs This session is not time you have to serve, if it’s not working for you . . . Talk to me – maybe we can get there Have permission to leave 4

The way events used to be If we build it they will come We control the message Planning events based on what the organizers/management thought was important Zero tolerance for error Ask for attendee input AFTER the event is over 6

A funny thing happened on the way to the recovery Rules of the “game” changed Explosion of social media User created content Tough economy = no guaranteed on attendance 7

Events today Who is the content creator? Who is controlling the message? What’s live vs. online? In-person vs. digital 8

Attendees are demanding to engage on their terms Participatory Face to face AND digital Specialized Customized Sustainable Portable/mobile 9

It’s all about the attendee, stupid Majority of meetings and events are designed for the benefit of the meeting professional Its about the community, not the event Customers as co-creators Customers defining the rules of engagement Customers driving how and what they want to know Customers want more than corporate monologues Events as labs for experimentation 10

Does this sound familiar? “My <boss, CEO, Legal, Support, PR > will never support launching Twitter, Facebook, community” “There is no way <insert resistance agent of choice> will approve doing any of this” “What if people start saying something negative about the company or our product?” 12

Communication shift needs to happen “Companies need to move away from sole reliance on top-down messages delivered to elites toward fostering peer-to-peer dialogue among consumers and employees, activating a company’s most credible advocates.” Richard Edelman CEO Of Edelman 13

Overcoming objections Show don’t tell Conduct online searches about your brand online Put your industry and competitors front and center Compile what your top competitors and industry are doing with social media Data, data, data Tap into the wealth of data (Hint: Poach from this presentation) Provide assurance with guidelines Leverage industry best practices for and establish guidelines for internal use 14

Why negative isn’t so negative Most online are actually positive Bazaarvoice found 80% of US clients reviews give their products a 4 out of 5 star rating (jumps to 88% for UK clients) Listening to customers is never a bad thing If your brand or event is seeing more negative feedback, then they are doing you a favor People are already online talking about your brand without you Wouldn’t you rather join the conversation and show you’re listening The days of the company controlling their message are over 15

Group Exercise & Discussion What obstacles are you hearing at work? Suggestions on how to overcome? 16

Good events = 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 17

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 events 18

Years it Took to Reach a 50M Market Audience 20 50 MILLION USERS 38 YEARS 13 YEARS 4 YEARS 3 YEARS 2 YEARS Radio TV Internet iPod Facebook

Why Social Networking According to “The Zen of Social Media Marketing” the top three reasons why people join social networking sites Identity – to showcase who they are Connections – to build relationships with others Community - sharing experiences with others 21

Users comfort with social media increasing 9 out of 10 US internet users visit a social networking site each month Ave. US worker spends 5.5 hours on social networking at the office 22% of time spent online is attributed to social networking sites 20% of US adults publish or own a blog 22 *Nielsen Internet & Social Media Consumer Insights, 2010

Social media is not just for B2C & Lady Gaga 57% of US workers use social media for business purposes at least once a week #1 reason for leveraging social media was to acquire knowledge and ask questions of the community 23 *IDC State of Social Business, January 2010

B2B = Decisions based on Relationships & Trust Learning from others about their efforts Hearing unfiltered feedback about solutions and companies Monitoring industry trends Share their experiences with others 24

Group Exercise & Discussion What are you seeing with your customers? Are you doing anything to adjust to these changes? 25

Fish where there are fish Consider where your users, customers, attendees are already 26

Important of staying ahead of your audience This is not a “set it and forget it” approach Dynamic space stay observant but not obsessed Always be open to what’s coming Realistic about what’s on it’s way out Ask: Is there any value for my community or event? 27

Double-clicking on the Technology 28

Ok . . .Where do you start? 29

Trends for Key Social Media Sites 30 *comScore 2010 US Digital Year in Review

Facebook more than just Farmville 31

Facebook is more than status updates Over 700M users worldwide that spend over 700 billion minutes online 50% login every day 200M users access via mobile device About 70% of FB users outside US More than 30 billion pieces of content (links, blog stories, photo albums) are shared monthly Ave user is connected to 80 community pages, events Ave user creates 90 pieces of content monthly Serve up 600,000 photos every second Facebook has over 30,000 servers Manages over 25 terabytes of data daily for logging 32 Source: Facebook, September 2010

Facebook If Facebook were a country it would be the 3rd largest 700,000 new users a day Facebook accounts for 10% of all page views in the US 3 out of every 10 internet sessions involves a visit to the site 41% of Americans maintain a profile page 33

Twitter 200 Million registered accounts Estimated 5-7% of US Population is on Twitter Post 110 Millions Tweets Per Day (TPD) Nearly 2/3 access Twitter on mobile phone From 2006-2010 = 478% CAGR 35 *Nielsen

Video Consumption & Engagement Grows Ave Daily Unique Viewers Hours Per Viewers 37 *comScore 2010 US Digital Year in Review

Geolocation “Gaming” increases engagement and ties exhibit information in to fun activities Foursquare, Gowalla, Facebook Places - Existing applications that many attendees may be using

The Fun of Geolocation Reports your location “Check-in” to popular locations/businesses Earn rewards – points, badges, and if you check-in the most can become Mayor and get freebies or discounts

QR Codes Expedite information exchange (registration, biz card, contact info, etc.) “Scan and Go” - information can be downloaded and digested without needing to be stationary. Attendees can scan and consume content at their convenience Play video

QR Code-Digital Collateral Replaces/reduces amount of trade show literature by giving attendee opportunity to download digital version Measurable. Distribution can be tracked, down to attendee sharing Reduces money on printing & shipping and reduces waste “Curiosity” factor Has SMS feature, for those without camera phones

The Virtuous Cycle of Interaction “Once the network is in place and people are active and engaged, the dynamics of the social interaction taking place incentivize participants to share information about themselves more regularly, which in turn solicits more engagement from others, creating a virtuous cycle of interaction.” -Andrew Lipsman comScore 42

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 Facebook Little over 5 years ago typing “twitter.com” = 404 error Your objectives and audience should determine which tools you should use – not the other way around 43

Morgan Stanley predicts by 2015, mobile web will surpass Internet desktop use *Morgan Stanley , “Internet Trends” report April 12, 2010 http://bit.ly/eUpcf8

The Mobile Executive 82% of executives use a smartphone and on average carry 3.46 devices Nearly 2/3 are comfortable making a purchase on their mobile device 45% believe a smartphone will be their primary device in three years Source: Fobres Insights “The Untethered Executive: Business Information in the age of mobility” October 2010

Tablets – not just for Angry Birds Deloitte forecasts enterprises will purchase more 25% of all tablet devices sold worldwide in 2011 According to Apple more than 80 percent of the Fortune 100 have already deployed the iPad in the enterprise or are piloting it 65% of execs agree they’ll be using tablets more frequently than a computer in 3 years*

Phased Participation Engagement 49 Conversation Community Active Passive

Commit – less is more Look before you leap Evaluate where your strengths, resources and community are Focus is better than trying to launch and excel across multiple social media vehicles Consider an executive sponsor Once you determine your focus area – secure commitment from cross-functional team and executives 50

Listen – and it’s all about listening They are already there discussing brand – how can you learn? Observe the digital natives in their habitat Unfiltered feedback about your organization, event, staff and technology Market research Opportunity assessment How? Search online and analyze results Participate in online chats Subscribe and comment on blogs and wikis 51

Dialogue – two way communication Think conversation, NOT broadcast Tend to tunnel-vision on what to post, but focus on what will enlist participation Quality trumps quantity Establish trust and credibility Give your customers something of value People are looking to be heard Authentic interactions Acknowledge mistakes People don’t care about what department you work in or what your official process is 52

Engage – true community The shift from brand and customer -> community Champions Evangelism Advocacy Content creators Collaborating to create the virtuous cycle of interaction 53

Paying it Forward 54 “Those who ignore the party/conversation/network when they are content and decide to drop in when they need the network may not succeed. It’s pretty easy to spot those that are just joining the network purely to take – not to give. Therefore, be part of the party/conversation/network before you need anything from anyone.” – Jeremiah Owyang, Web-Strategist.com

Why your friends unlike you 56 Source:ExactTarget “The Social Break-up: Report #8” 2011

Why people stop following you 57 Source:ExactTarget “The Social Break-up: Report #8” 2011

Ever been alone in a crowd? 59

Opportunity to drive meaningful engagement According to John Nawn, Founder of The Perfect Meeting Principle of Meaningful Engagement Creating emotional connections Meetings are impersonal affairs Represent the greatest unrealized opportunity connect 60

Opportunities to event lifecycle 61 Where could your event program benefit by social media the most? ,[object Object]

Celebrate Think about using social media to build community not just “market” an event

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 Product management/marketing Executive teams – CTOs especially Deputize cross-functional teams to listen and dialogue Full disclosure is an imperative Encourage ownership of customer engagement around certain topics 62

Digital event ambassadors and concierge New 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 No dictating what they say Benefits People respond more to individuals than anonymous company 1:1 facilitates building trust, credibility and relationships Diverse communication channels broadens reach Build anticipation for the event and speakers 63

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 launch Establish 1:1 connections online with event ambassadors 64

Launch Inspire evangelism amongst community Deputize your ambassadors Build excitement for event, sessions, speakers Encourage community engagement with each other 65

On-site Bring back channel to the forefront Empower 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 66

Post-event Feedback Enlist event ambassadors Extend the life and reach of the program Post content on SlideShare, Posterous, YouTube Use as springboard to gain momentum for next program 67

Group Exercise & Discussion What social media tactics might you utilize at each stage of the event lifecycle 68

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.” 71 Chris Brogan & Julien Smith , Trust Agents

Ritz Carlton hotel managers listen 1 hour Each day reviewing online conversations before walking the grounds 73

499 employees Tweet at Zappos 74 Zappos and their CEO were very early adopters of Twitter Zappos provides Twitter training as part of their new employee orientation

Personalizing the brand 75 @padmasree @scottmonty Excellent examples using Twitter effectively to build 1:1 connections to the Cisco and Ford brands

Dreamforce App Dreamforce is Salesforce’s Annual User Conference with +23K attendees and 700 speakers Developed their Dreamforce App with Chatter Used by thousands of users Over 800 groups formed 55,000 posts 76

Valentine to SFDC From a blog post from “A Force to Reckon with” “Sometimes the conversations are silly, sometimes serious, always educational and entertaining. I learned new ways to build in Salesforce, openning up to exploring visualforce and other more sophisticated solutions. I learned the benefits of steel cut oatmeal (though I still love my beloved cheddar grits). I got the inside scoop to sessions and presenters, to the happening parties, what to expect when I got to Dreamforce and best of all I had new friends to meet up with in person. If you’ve ever attended a convention solo, you know what I mean- you look forward to making some connections and have someone to meet up with for a meal or just to trade some stories and experience. Dreamforce app made this happen before I even made my hotel or flight reservations. I looked forward to seeing what the regulars in the app were posting- sharing about CRM news, blog posts, debating who @darylshaber is, and sharing and replying myself. One of my favorite moments came when I realized that I could and was answering more questions people posted than ones I had to wait and see what others could suggest. I’d arrived in my Salesforce self confidence. ” 77

Session Takeaways Be attendee centric in all that you do 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 – don’t just regurgitate marketing propaganda Depth vs. breadth – focus on strengths and assets Popularity ≠ Influence – don’t just collect marbles 78

Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & Results

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (11)

Ähnlich wie Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & Results

Ähnlich wie Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & Results (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & Results

Hinweis der Redaktion