LiveTech Main Screen Presentation

0930-0940 Intro - Tiffany St James, Dan Bowyer

0940-1000 Social Media Strategy - Matt Rhodes, FreshNetworks

1000-1040 Setting Objectives

1040-1100 Embedding Social Media – Delphine Remy- Boutang, IBM

1100-1140 Listening - Defining & Segmenting Your Audience

1140-1200 Amplifying Events With Social – Peter Kerwood, Altitude London

1200-1240 Content - Defining Key Messages & Setting Tone

1240-1320 Lunch & LondonLaunch:Live

1320-1340 Apps, Tools and Toys - Maggie Lonergan, Fortune Cookie

1340-1420 Platform - What, How, When & Where to Activate – Dan Bowyer, SoAmpd

1420-1440 Monitoring & Managing Customer Data - Andrew Walker, Thin Martian and Tweetminster

1440-1520 Policy & Procedures - Challenges, Risk Management, Documentation

1520-1550 ROI – Measuring Success

1550-1600 Resources - Tips & Tricks (Next Steps & Close)

Housekeeping (WiFi # @)

The Agenda

What IS social media?

Spreken ze lingede?

Great Expectations

Table Runaround Nowww!

Meet & Greet

Planning a social media strategy

Matt Rhodes, Strategy Director
October 2011

@mattrhodes

3

www.freshnetworks.com

I’m sorry brands

4


I’m sorry brands

5


What social media isn’t
Just another comms
channel
A cheap way to engage
people
A replacement for
advertising
A way to magically get
people to do things for you
6


Social media is just a set of tools
Social media is a set of tools that enable people to share stuff online.
• There are many sites and networks that use social media tools.
• People use tools depending on their
motivations.
• For a brand, choosing the right tools
to engage with is paramount.

7


Used in two different ways

Social networks Online communities

“Me and my friends” “Us and our interests”

8


This is social media

Reviews on Amazon

3,542 people have
reviewed the book/

9


This is social media
Personal blogs

10


Getting started
in social
media

11


Step 1: Do you know what people are saying about you online?

• Who is talking about you
online?
• What are they saying?
• Where are they saying it?


Step 2: What you are trying to achieve?

• What is your overall business
and brand strategy?
• Where can social media add
value?
• How will you measure if this is
working?


Step 3: Experiment with social media in a sustainable way

• Which tools will help you
achieve your aims?
• How would your target
audience want to get involved?
• Work hard to engage them


Step 4: Ruthlessly track and measure the
impact you are having

• Have clear business metrics in place
• Make sure you are tracking the
numbers that matter (not just the
easy ones!)
• Refine and adapt your strategy


Summary of what to do next

1. Find out who is saying what and where they are
saying it.
2. Work out what you are trying to achieve and how
you will measure your impact.
3. Experiment with social networks and work hard to
get successful engagement.
4. Have a clear process to measure your impact and
refine your strategy.


That’s it

Matt Rhodes
Director of Strategy
FreshNetworks
@mattrhodes
All imagery courtesy of Shutterstock 17
© Copyright FreshNetworks 2011

Activity - Mindmap Your Objectives (Key Context)

@delphinerb

Social @ IBM:
Leading with the IBMer

Delphine Remy-Boutang
WW Digital, Social Media Marketing Manager, IBM Software
@delphinerb

@delphinerb
Evolution of online marketing
Relationship
Direct Results
Experimentation  Value: Web as a relationship management
platform

 Value: Web as a direct results platform  Primary Goals: Engaging prospects and
customers outside of their Web site
 Primary Goals: Drive traffic and lead generation
 Value: Web as a promotional vehicle  Secondary Goals: Lead generation, drive
 Secondary Goals: Thought leadership and traffic, thought leadership and branding
branding
 Primary Goals: Trial a new media concept,
 Measurements: Cost of sales, customer
gain eyeballs, build brand and drive awareness
 Measurements: CPL, CPC, brand measurements retention, brand penetration and measurements
confirmed through surveys from direct results stage
 Measurements: Cost per impression
 Marketing Tactics:  Marketing Tactics:
 Marketing Tactics: – Search ads – Vendor communities
– Branding – buttons, banners – Lead generation – white papers, – Two-way ads
– E-mail – newsletters, list rentals webcasts – Messaging connections using trigger
– Branding - IMUs, larger units, microsites marketing
– E-mail – list rentals – Successful tactics from direct results
stage

1996-2003 2004-2009 2010-2015
Source: Toolbox
21

@delphinerb

Over last 100 years, the world has come to know IBM through the IBMer

@delphinerb

The IBM brand strategy today still leads with the employee

@delphinerb

Snapshot of IBM employee social computing activity
Internal External

• Blogs - 17,000 blogs 300,000+

• SocialBlue – 70K members
25,000+
• WikiCentral –1 million daily page views
100,000+
• InnovationJam – 4 Jams, 500,000 participants

• Media Library – 14 million downloads 198,000

196,000

@delphinerb
Employee-generated brand interactions are growing exponentially

@delphinerb

Evangelization: Blue IQ Ambassador program

Worldwide community of social software
evangelists passionate about social
networking

Volunteer their time and talent to
energize and enable every IBMer to
benefit from using social software, both
internally and externally

@delphinerb

Using social media for innovation

@delphinerb
IBM Social Business Jam February 8-11, 2011

An important dialog about the growing influence of social technology in business

The Social Business Jam

Cooperatively explore the value of social technology in business, the
mitigation of its risks, and the management system required to drive a
social transformation.

@delphinerb

Using social media to surface IBMers’ expertise

@delphinerb

Surfacing experts: On our own domains (ex: ibm.com/software)

Grow IBM’s digital eminence

@delphinerb

Surfacing experts: On third-party platforms (First ever Slideshare network)

@delphinerb

Aggregating experts’ social activity across Web on our own domain

@delphinerb

Surfacing experts: In our mass marketing…

@delphinerb

Using social media to activate participation in building a
Smarter Planet

@delphinerb

Move from …to helping
telling people people
about experience
a Smarter a Smarter
Planet… Planet

@delphinerb

Using social media to create the world’s largest supercomputer
World Community Grid. Donate your idle computing time
to
to fight cancer
to find a cure for HIV/AIDS
to find new renewable energy sources
YOU CHOOSE WHAT ITS USED FOR

http://www.Facebook.com/PeopleForaSmarterPlanet

@delphinerb

Executive Summary: IBM Centennial through Social Conversations

•The Centennial and Celebration of Service evoked a public expression of enthusiasm and pride by IBM
employees.

•Accordingly, IBM saw a dramatic shift in the tone of its online buzz, moving from a predominantly
neutral topic of conversation to one in which one-in-four mentions are positive.

•IBM's worldwide presence dominated – with active social participation from IBMers across the globe.

•Key conversational themes reflected IBM’s Centennial programs demonstrating that they were
understood and embraced by those engaged in social discussions worldwide.

@delphinerb
Social Conversations around IBM, IBM100, and #IBM100 #progress:

•Volume
The social conversation of “IBM” was at an all time high on June 16 with close to 24,000 global mentions.
Due to the high volume of conversation regarding Centennial on Twitter, "IBM" gained its first
"Trending Topic" status in New York the United States, and India.

•Note: A "Trending Topic" is a word(s) or hashtag that is one of the

@delphinerb
Social Conversations around IBM, IBM100, and #IBM100 #progress:

Participants & Sentiment
IBMers, alumni, journalists, customers, and business partners world-wide joined the Centennial social
conversation, including over 500 tweets on the #IBM100 #progress discussion featured on ibm100.com. During the
Centennial week, the sentiment expressed in the social conversations for IBM increased to 25% positive, which is a
marked increase over the generally neutral conversation which is maintained on a daily basis. Less than 1% of the
conversation around IBM had a negative sentiment.

#IBM100 #progress
#IBM
Global Comedian
Global
News Source
News Source

Global
Journalist
Global: Director at Microsoft with over 260,00 followers
Global
Journalist

Global
Business Partners

@delphinerb
Social Conversations around Celebration of Service

The Celebration of Service social conversation drastically increased during the Centennial week, with over 500 #CoS and over 1300
#IBM tagged interactions on the Day of Service.
The sentiment expressed in the Celebration of Service social conversation was notably high, with the conversation classified as 4%
"very positive", 15% "positive", and 0% negative.
Celebration of Service participants worldwide uploaded over 1500 photos on ibm100.com.
Plans to sustain engagement, drive service pledges, and ongoing support will continue through the remainder of the year for
Celebration of Service, as well as additional Centennial programs.

“#IBM100 years. Congratulations to all who participated in service day.
Blood donation, books, adoption of dogs and planting trees.”

@delphinerb

social media guidelines, education,

@delphinerb

IBM Digital Strategy

IBM Digital sales strategy Framework @delphinerb

@delphinerb

IBM Social Computing guidelines, social enablement
IBM supports open dialogue and the exchange of ideas: To learn, to contribute

Be who you are
Speak in the first person
Use a disclaimer
Respect your audience
 Add value
Don't pick fights
Be the first to respond to your own mistakes.
Use your best judgment.
Don't forget your day job.

@delphinerb

Thank you

Delphine Remy-Boutang
WW Digital, Social Media Marketing Manager, IBM Software
my social media blog
my social Media daily news
IBM expert network on Slideshare

Twitter: @delphinerb
Linkedin
Facebook
Foursquare
Une Guideline pour les IBMers France Television guest blogger

Listening - Defining - Segmenting

Activity - Create A Listening Plan (WWWWWH)

I’m going to take it for granted that you...

 Market your event in an engaging way
 Understand your audience
 Provide all info in a timely manner
 Ensure that your content is totally relevant
 Honour delegates with great content, speakers, venues, food

So how can we add some extra magic?

Lets make some social media magic

Social media amplification
 Live monitoring of social media channels at an event
 Delving into the social conversation as it is happening
 Rich media interaction between your event and your audience
 Digital socially interactive signage
 Real-time speaker sound-bite posting on social channels
 Real-time Flickr photography capture, tagging and posting
 Near real-time HD film capture and posting to YouTube
 Live blogging
 Live web-streaming

Amplification is more than just making lots of noise

7 good reasons why amplification is a good idea

 Make your budget go further
 Increase your event’s attendance
 Improve your event’s effectiveness
 Expand your event’s reach
 Content created will ensure your event has a lasting legacy
 Library of digital & social content to help future marketing
 Demonstrate measurable ROI

Applications
 Campaign launches & promotional events
 Product launches & experiential campaigns
 Award ceremonies
 Conferences
 Exhibitions
 Concerts
 For event organisers, venues and brands
 For advertising, PR & marketing agencies
 For anyone who wants to lead the social conversation

Make it as easy as possible to interact

 Provide good Wi-Fi
 Check mobile signals
 Hold the conference rooms above ground
 Promote the Hashtag
 Inform the audience of speakers handles
 Brief speakers beforehand for soundbites
 Give your audience great content

Creating an event specific website

An event website allows you to pull together all social channels

Event specific Twitter profile

By using #brandmax the organiser & delegates can track relevant content

YouTube channel almost live uploads

Upload video content to a carefully branded channel ‘almost live’

Flickr live posting

Flickr photography captures & broadcasts atmosphere & interaction live

Live video blogging

Voxpops filmed on Flip cameras create instant compelling content

Live audio blogging

Audio blogging creates instant audio content which can be easily shared

Live streaming

Ustream broadcasts your event anywhere in the world as it happens

Sharing presentation content

Slideshare is a brilliant way of sharing presentation content post-event

Live social media display

Interactive screens powerfully display aggregated social content

Example: Gatorade Social Media Mission Control

PepsiCo listens to customers and responds in real time

Social media can be measured

PeerIndex measures authority, activity & audience


Klout powerfully tracks amplification probability & true reach


Twitalyzer offers dozens of ways to visualise your social media efforts

Case study: Smirnoff presents Sensation

Mission: Use RFID technology to connect the event with the online world


An automatic check-in was posted to Facebook when guests arrived


Roaming brand ambassadors had tablets with integrated cameras


Guests could choose from a selection of pre-designed ‘wall posts’

Case study: Volkswagen: Twitter zoom campaign

Real world outdoor GPS-enabled treasure hunt

Case study: Volkswagen: Twitter zoom campaign

http://bit.ly/twitzoom

Mashup of Twitter, Google maps and real world prize locations

Content! - Key Messages & Tone

WIIF (M) TC

Activity – Brainstorm Potential Content (Consider Your Audience)

Improving the digital world to make
the real world a better place.

‘If someone granted me my fill
of your honey steeped eyes,
I should kiss them all day till
I’d reached three hundred thousand and
still feel hungry to begin again’

Catullus c60BC

What we aspire to achieve has not
changed.

How we are able to achieve it
fundamentally has…

Tools and toys for event organisers…

Practical help for event organisers…

Over 466 groups for event organisers!

Reach relevant members

Generate viral awareness

Own media placement for branding

Create online registration forms
Manage and keep track of attendees
Complete track of payment processes
Sell tickets direct from your Facebook page

Share and
celebrate local
events globally

Set up your venue in advance
Offer a reward for checking in
Provide a badge of honour

Connectivity & live streaming
GIVE WIFI access easily – circulate network passwords in advance
COMMUNICATE event Twitter feed and any related
DO have live Twitter streaming
SET UP your pre-moderation approach well in advance
PUBLISH your guidelines for upload in advance and your T&Cs
FILTER content for inappropriate content prior to reaching the human team
MODERATE your with a dedicated team at the event
THINK about not allowing anonymous posting
KEEP the conversation on topic
RESPOND to negative and positive comment QUICKLY
PLAN for the worst, be prepared to shut down in the face of disruption

Thank you
@fortunecookie

Maggie Lonergan
Managing Director, Marketing Services
maggie.lonergan@fortunecookie.co.uk

Tel. +44 (0)207 843 6680
Mob. +44 (0)7534 527703

Platform – Who What When Where How

= !*%?

What Who When How Many

Article / Review / Poll Dave Daily 1/3/1

Event Video Billy Weekly 5

Deal / Outreach / Value+ Marketing Dept. Daily 2x3 / 5 / 10

Group Int. / Q / Status Update All Daily 3/2/3

4-7 Messages To Action! = Consistency

“The ‘Live Tech’ Bit”
(eek)

Social Data: how to get it
and what to do with it…

Andrew Walker

Hello 
I’m @killdozer from @tweetminster

20 minutes to turn the chatter
into insight about your
customers and event planning
through DATA…

(without boring you to death)

A twitter example: How do
people feel about product
placement on BBC Spooks?

Tracking the #spooks hashtag for mentions of
Samsung VS Apple on Episode 1, Season 10.

#Spooks Tweets – 7674

100sec vs. 300sec on screen
16 tweets vs. 113
0.02% vs. 0.14%
(Across TV audience)
9,600 vs 64,000
Sentiment: 3.5 vs 3.3

Apple placement has more consumer reach,
Samsung more +ve.

The data tells us that Spooks isn’t a great
product placement opportunity despite the
prime time slot and large audience.
It also tells us that Apple is more
recognisable than Samsung, but the
Samsung product made a better
impression from 70% less screen time.

If your planning an event with
tech, Samsung galaxy tabs will get
you more kudos.

A Facebook example: What
factors influence public
awareness for bands – record
releases or live gigs?

The data tells us that Coldplay will
generate more buzz (and generate
more revenue) by spending their
marketing budget on live events.

Oh, and Lady Gaga was much
bigger in May, now they’re pretty
even.

Her fanbase less loyal…

Shopping
Chatting
Reviewing
Checking-in
Sharing links
Getting news
Commenting

There are tools that
mine data for you, or
you can build simple
systems yourself.

Every time someone mentions a brand or a product (or a
rival event) you can identify them as a relevant consumer.

Using this approach you can ‘curate’ a community.
(Start with a simple #twitter list)

This community will tell you about the other products they
like, the people who influence them and the live
experiences they love.

Network intelligence…

There’s too much stuff online
to find what you want without
humans filtering it for you.

By looking at the URLS your community shares, you know
which publications to engage

By identifying the industry figures who get the most
mentions, you can create the best panels

By following other event #hashtags you can find the best
speakers

By tracking the products they mention, you find the most
suitable sponsors

Thank you.
(If you want to chat…@killdozer)

Policy & Procedures

+

Activity – Header Your Code Of Conduct - Policy - Guidance

Non financial outcomes

• Not measured in currency
• Increase in website visitors
• Change in positive mentions
• Change in negative mentions
• Net new Facebook fans
• Net twitter followers
• Net new requests for information
• A 25% increase in RSS subscriptions
• Increase in visits to a bricks and mortar retail outlet
• Increased time spent on website
• A 300% increase in You Tube video downloads
• Articles liked or shared
• No of comments on your blog post

Financial outcomes

• Measured in currency
• A 16% reduction in cost by shifting a portion of customer service tickets to twitter
• £1,200,000 new net sales
• A 16% increase in sales during a Facebook promotional campaign
• £320,000 in sales attributed to new net customers acquired through Facebook

Close – Resources – Hints - Next Steps

*waves goodbye

LiveTech Main Screen Presentation

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