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Social Media for Event Planners

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A presentation done for Meeting Planners International on the opportunities provided by social media.
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The Truth About Social Media Marketing

Making Social Media RelevantMay 2011

Survey/Prize: How many people are pretty familiar with social media? How many people have some knowledge? How many people have no clue but keen to learn more?

1

Before we get started, here are the ground rules. First, questions: If you have questions, free feel to ask me at any time during the workshop. Well also take a break half-way so you ask me then, or you can wait until the end. As well, there will be a hand-out when you leave with my contact info.

Third lets have fun. While Im sure youll be hanging to every word I say over the next two hours, I can also appreciate its a long time to be sitting, which is why there will be prizes.

2

Before we get started, here are the ground rules. First, questions: If you have questions, free feel to ask me at any time during the workshop. Well also take a break half-way so you ask me then, or you can wait until the end. As well, there will be a hand-out when you leave with my contact info.

Third lets have fun. While Im sure youll be hanging to every word I say over the next two hours, I can also appreciate its a long time to be sitting, which is why there will be prizes.

3

Social Media Revolution 2 Videohttp://www.youtube.com/watch?v=lFZ0z5Fm-Ng (Social Media Revolution)

4

Before we start, lets clear up a couple of misconception. Social media is exciting and has lots of potential but it is not the greatest thing since sliced bread.

5

So Why is Everyone So Excited?

The Benefits of Social Media

The benefits of social media are driven by meeting the needs of consumers.

7

660 million registered users

200 million users

Delivering 2B streams/day,

100 million members

Just the Facts, Maam

8

17 million Facebook members

3 million Twitter users

17 million YouTube users

57% of online Canadians use social networks at least once a month; 82% of Gen Y consumers use social networks each month

Top Facebook countries: U.S., U.K., Turkey, France (source: checkfacebook.com)

9

17 Million Canadians..

.are in the workforce.have a pension plan.own life insurance.have access to recycling.use wireless services.have a passport.filed their taxes online in 2008

Lets put 17 million in context because a number is just a number unless its put up against other numbers.

10

Strongest growth

11

For example, Margaret Atwood is using Twitter. One of Canadas most decorated authors has succumbed to writing 140-character messages. I imagine she has just finished whipping off a tweet in this photograph.

If you can believe it, Atwood has 118,000 followers. Now, thats impressive.

12

Another example of the Obama Affect: Queen Elizabeth II is also on social media. Shes got her own Facebook Page, although Im not sure how many updates she is doing personally, although Prince Williams upcoming wedding to Kate Middleton would provide offer a lot of great Facebook updates.

13

Whats amazing about Justin Bieber is not how well he uses social media but how many people are into Justin Bieber via social media. He has more than nin million followers on Twitter.

14

Conversations

Engagement

Relationships

Authenticity

Transparency

The Noveltys Over.

Social relevance is more than social media buzzwords such as engagement, conversations and relationships. Not to suggest these buzzwords arent important but theyre a part of social media relevance.

15

Social Relevance

The confusion and uncertainly about what to do with social media makes it more important for companies to embrace what I call social relevance.

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Social relevance is about aligning a companys business goals and objectives with its social media activities to drive sales, profits, brand awareness, customer service, etc. Pretty fundamental stuff.

Its about harnessing social media to serve the business as opposed to doing social media because its cool or that lots of other companies using it.

I believe that social relevance drives strategy, tactics, content, influencer outreach and monitoring. It sets the stage for everything you do with social media.

18

Getting Started

So the big question facing many companies is how to get started. They know social media is becoming more important or interesting but its hard to know where to start. Do you just do everything and hope that something sticks? Do they wait until it becomes more clear about what works or doesnt.

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The Importance of Listening

Strategy

How will social media be integrated into your communications, marketing and sales activities? What social media services make the most sense and why? How will you reach your target audience? What tools are the most appropriate? Whats the budget? Who has ownership over social media? What are your social media guidelines and policies?

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Goals/Objectives

Create buzz for the eventAttract attendees/sell ticketsBuild a communityMarketingCompetitive intelligenceFeedbackProvide information, tips, resourcesShare content

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Target Audience

Who do you want to target?What are they saying about your event/product/service/brand?

23

The Competition

Who do you want to target?What are they saying about your event/product/service/brand?

24

Why Social Media..Versus Something Else?

Tactics

Whos going to do it, how much time/resources will be devoted to it, how are you going to measure it? What services and tools should be used?

26

Who

What

How Much

When

How much resources should you commit? Internal?Freelancers?External agencies?

27

Dont Forget About Content

At the end of the day, engaging content is one of the most effective ways to drive social media programs.

28

..And Measuring Activity

Cross Pollinate

Theres No Lack of Choice

31

But only a small number of social media services matter.

32

Insight & informationDomain expertisePowerful content engine Google loves blogs

Why Blog?

?

The three major blogging platforms are Blogger (owned by Google), TypePad and WordPress. Of the three, I would highly recommend using WordPress.

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Bill Marriotts blog, chairman and CEO of Marriott International, who has been blogging since late-2007.

36

http://www.thetomkatstudio.com/

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Variety is the Spice of Life

Easy and quickReal-time ConversationsMultiple purposesGreat listening tool

Why Twitter?

Any guesses on how many tweets there have been since Twitter started in 2006? Answer: 20 billion

41

Nearly 11,000 followers

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https://twitter.com/#!/sheratoncentre

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@talenevents

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Why YouTube/Video?Everyone love videosGoogle loves videosMultiple purposes

Canadians Love Watching Videos

I suspect most of you have seen the Old Spice Im on a Horse Campaign, which was a huge success on social media via Twitter and YouTube.

51

In the B2B marketplace, Cisco is doing an excellent job using social to engage and build relationships with customers. They even have some fun with social media as youll see in this video, which offers some Valentines Day tips for the men in the room.

52

http://www.youtube.com/watch?v=3pffeMdDSoY

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Canadian demographics

55

Facebook Pages: http://www.facebook.com/advertising/?pagesHow To Develop A Facebook Page That Attracts Millions of Fans - http://www.allfacebook.com/2009/03/facebook-page-strategy/

57

Great One-Two Punch

Facebook Pages are an effective one-two punch with a corporate Web site.

58

Build Community

They are great ways to build and engage communities.

59

Deliver Engaging Content

And deliver engaging content such as polls, menus, news about product launches and even e-commerceall within Facebook.

60

A Facebook Page for Gold Passport members

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7,500 Facebook fans.

The company has also started a partnership with coupons siteMobile Spinachto offer coupons for the groups restaurants. And the company haspartnered with Foursquareto offer deals for check-ins at its various restaurants.

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64

http://www.youtube.com/watch?v=IzT3JVUGUzM

67

- Online ResumeNetworking/Relationship buildingResearchRecruitment/Job SearchesBusiness Development/SalesExpanded digital footprint

Why

?

Your Profile

Make sure to fill out your profile. Its become your online resume.

69

Exercise

Introduce yourself to the person next to you. Build a real network.

75

LBS, Anyone?

Geo-location sites let you set up a page with rewards including badges, coupons, specials, or gifts. These location based services are easily integrated with other social networks such as Facebook and Twitter, so checkins will be shared with larger networks. When attendees come to your event, you can reward them for checking in at different stations, panels, or activities. Rewards such as free ice cream, a gift card, or other small incentives can be redeemed after the show.

76

A key to success within social media is the three Es: entertain, educate and enlighten. Within social media, you need to do at least one E; if you can two or more, thats e

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