1. Social Media
for the
Events Industry:
Intermediate/Advanced

5. http://www.slideshare.net/HubSpot/fascinating-event-marketing-stats

8. PEERS &COLLEGUES 84%
VENDOR, TRADE, 80%
PROFESSIONAL WEBSITES
BUSINESS PUBLICATIONS 77%
DIRECT VENDOR SALESPERSON 75%
CONSULTANTS, VALUE ADDED 68%
RESELLERS
INDUSTRY EVENTS, TRADE 65%
SHOWS CONFERENCES
SOCIAL NETWORK SITES, 64%
ONLINE COMMUNITIES
INTERACTIVE MEDIA – 61%
PODCASTS, ONLINE VIDEO
EMAIL - NEWSLETTERS 60%
WEBINARS 60%
VENDOR/INDUSTRY BLOGS 57%
ANALYST FIRMS 56%
BROADCAST 42%
DIRECT MAIL 41%
SOURCE: FORRESTER RESEARCH ENTERPRISE & SMB HARDWARE SURVEY NA & EUROPE – Q3
2008

9. http://www.slideshare.net/HubSpot/fascinating-event-marketing-stats

11. • Monitor the channel first
• Understand what your customers are saying about you
• Understand what your competitors are doing
• Don‘t be afraid to experiment
• Think about your objectives and set out some goals

13. • Over half of consumers (52%) now follow brands and companies
on Twitter, illustrating the potential of the channel for business
• 47% of consumers reported that they use the channel to keep
informed of the latest offers and discounts
• 42% use Twitter to keep with up with the latest news from the
brand, while 32% are simply fans of the company
• For consumers who have given feedback via Twitter two-thirds
(66%) have received a response from the brand, compared to
only a third (34%) who have not
http://econsultancy.com/uk/reports/twitter-for-business/

14. • 48% of users are men and 52% are women.
• Some 25% follow a brand.
• 60% are located outside the US
• 37% log in via a mobile device.
• 52% update their status every day.
[Source: Digital Surgeons, December 2010]

15. The highest click through rate on tweeted links occurs
between 2 and 3pm.
Thursday, Saturday and Sunday experience the highest click
thru levels, consistently beating the average.
The more links you tweet, the less likely people are to click
those links.
Tweets that include links are far more likely to be retweeted
than tweets without links.
The highest percentage of retweets occurs on Fridays at 4pm.
(Monday afternoons also have high retweet rates).

17. • Groups limit of 5000 ―fans‖
• Reflect on you individually – listed as Admin
• Can‘t have Facebook Apps
• Can send messages rather than updates

18. You need to have an account on Facebook in order to create a
Facebook page.
Your Facebook page will be tied to your personal profile as the admin
of your Facebook page; however, only you and Facebook know the
connection exists.
You can have an unlimited number of Facebook pages.
You can have an unlimited number of fans (Facebook users who ―Like‖
your page).
Facebook Pages are public—anyone can find and view your page
whether they are logged into Facebook or not.

19. • http://www.facebook.com/username/
• At least 25 fans (likes)

20. • Create a custom landing page encouraging people
to ‗like you‘
• Post interesting content
• Don‘t be too self promotional
• Use Facebook groups
• Post photos and tag people in them
• Encourage sharing

21. • Connect with more than 750 million potential customers
• Select your audience by location, age and interests
• Test simple image and text-based adverts and use
what works

22. • Your CTR directly links to your CPC
• The more targeted the higher the CPC but your CTR should go up
• Read the Ad Guidelines and don‘t get banned!
– http://www.facebook.com/ad_guidelines.phpSpecial
• Create Facebook specific landing pages
• Grab their attention – they are not looking for a product
• Ad fatigue – Add new ads on a weekly basis
• Nielsen Effectiveness Report:
– http://mashable.com/2010/04/20/nielsen-facebook-ad-report

24. • LinkedIn is the world‘s largest professional network
with 100 million members world wide and over
4million in the UK
• There are now 20m+ EU LinkedIn members
• More than one million companies have LinkedIn
Company Pages (formerly known as company
profiles)

25. • A Company Page is a place for companies to provide more
information about their products and services, job opportunities,
and company culture.
• Any LinkedIn member can follow a company that has set up a
Company Page to get updates on key developments. This should
be viewed as an important and significant opportunity to show off
your company and let people know what you can offer them.

26. • Logo
• Company descriptions
• 3 links
• Specialties
• Type of company
• Year established
• Industry
• Twitter account
• RSS feed

27. • Create a LinkedIn Group and encourage people to join
• Join other relevant LinkedIn groups and post interesting content
• Use LinkedIn advertising to promote a service to a target audience
• Use LinkedIn answers to find industry news and other individuals
who have the same interest

31. What words are people using on social media relating your
event or service?
Deciding what terms you want to be associated with, these
can be branded or unbranded.
This may be connected to existing PPC or SEO keywords.

33. What are people actually saying on social media about your
brand, products or services?
Is there a theme with a buzz that relates to the product?
What are people saying about your competitors?

35. Who influences the buying decision of the target customer?
Influencer research and mapping.
Part of this process is persona development, who buys from
you?
Can you base this on actual customer demographic data?

37. What story/message are you going to tell?
A content strategy based on what the different personas are
looking for on social media relating to the product/service and
where and when.
This content should use different types of media and be either
informative, entertaining or add value to the target customer.

39. Which social media platforms should be used to promote this
content? Frequency and timing of usage will also be considered.
It‘s at this point you decide which social site is appropriate, this
should help avoid the neglected profile or ‗do us a Facebook page
syndrome‘

41. How will we engage with target customers and their influencers,
promoting the content we have created?
Decide exactly what tactics and content is required, this might
include competitions, specific campaigns etc.

43. How queries should be dealt with/responded to?
Who should be responding?
Develop a response map considering every possible social media
interaction, the suitable response and the necessary action,
including examples.

44. http://www.web-
strategist.com/blog/2008/12/31/diagram-
how-the-air-force-response-to-blogs/

45. •Who do you want to target?
•Where are they online?
•Current fan/ follower analysis
•Top influencers
•What content would engage them?

46. • Hootsuite
• Google Alerts
• Twitter search
• Blog searches
• How sociable
• Social mention

48. • 78% of respondents indicated that their business is
actively using social media.
• Only 41% reported that these activities are covered
under a strategic company plan.
• Tie in with offline PR and marketing
• Do your research and plan in advance for monthly
trends.
-http://www.digitalbrandexpressions.com/services/corporate-social-media-
report.asp

49. http://www.slideshare.net/infe/using-social-
technologies-to-run-better-events

50. • Check your social platform daily for comments (15mins)
• Post on average 1-5 times a day
• Post interesting content
• Use a management tool such as Hootsuite

52. • Scheduling tweets to multiple accounts
• ULR tracking so you can see which Tweets
have been the most successful
• Keyword search tabs that allow you to monitor
your top keywords as well as your competitors
• Downloadable PDF reports
• Integration with Google Analytics

53. • Exportly – Analyse Your Twitter Followers
• Twoolr – Growth Analysis Twitter
• Klout – Influence Analysis
• Social Bro – Demographic Analysis of Twitter Followers
• CloudFlood – Swap Something for a Tweet
• TwtPoll – Poll your followers
• FollowWonk – Search by profile keyword

54. • Set up a series of Google Alerts
• Set up a RSS feed of Related Twitter Searches
• Try a few free social reputation monitoring solutions

55. • Open a shared Google Calendar, start adding content
colour coded by network
• Have a daily plan for the next fortnight, weekly for six
weeks after that, then monthly
• Look for ‗tent polls for content‘

56. • Benchmark how much traffic/business you‘ve been
getting from Social Media through Google Analytics
• Take a record of where you are for all your key
performance indicators
• Make an estimate of where you would like to be on these
in three months, six months and a year. Do this even if
nobody else has given you these targets.

57. • Delete, archive or pause activity on any social network
which you currently don‘t consider a priority – don‘t
spread your effort too thinly.
• Also carry out a cull of the people you follow/are
connected to. Remember you need your network to be
useful.
• Try lots of approaches but don‘t be afraid to stop doing
them.

58. • The best content will always be topical and live, but most
company social profiles would benefit from more content
so try and schedule updates/tweet for the once a day for
next two weeks.
• Go into Google Analytics and schedule automated
reports to be sent to you weekly.
• Book in Monthly reviews of your social performance with
your manager/colleagues – this reporting will help
ensure progress.

59. • Link to all your social platforms from your website
• Add links to your email footers
• Promote on your offline marketing material

64. • increased customer engagement (71%)
• better brand reputation (66%)
• increased communication with key influencers (62%).

65. Measuring ROI in Social Media is difficult as so much is hard to
track.
Only 7% of marketers are measuring the impact of social media
and generating ROI.
But measurement is possible...

66. Think about what you will measure.
Get a bench mark.
Set realistic goals.

67. Fans
Traffic
Conversions
Page Views
Brand mentions
Comments
@mentions

68. • Facebook Insights
• Twitter mentions
• Google Analytics
• Google Alerts
• How Sociable
• Social Mention

69. • The quantitative is the numbers i.e. Website
visitors, Twitter Followers, Facebook fans, likes,
comments…
• It is possible to measure the actual ROI inc
sales and conversions but relies on attribution
clarity

70. This is harder to measure and may need long term
monitoring
• This includes brand awareness, perceptions of a brand
and sentiment
• Can sometimes see an increase of branded search traffic
which if there is no increase in PR or other marketing then
could be related to social.

71. • Direct traffic in analytics
• Using Google analytics
• Take original URL
• Add tracking code
• Google URL Builder
• Show up in Google as campaign traffic

74. Advanced segments allow you to view & compare
reports for traffic from social channels.
Google Analytics allows us to segment our traffic by
many different dimensions and metrics.
Using this tool we can segment our visitors by who
is referred to us via Social Media.

76. facebook.com|twitter.com|linkedin|del.icio.us|delicious.com|technorati|
digg.com|hootsuite|stumbleupon|netvibes|bloglines|faves.com|aim.com|f
riendfeed|blinklist|fark|furl|newsgator|prweb|msplinks|myspace|bit.ly|tr.im
|cli.gs|zi.ma|poprl|tinyurl|ow.ly|reddit

78. • Segment traffic by engagement goals, traffic source, campaign,
keywords etc.
• Compare engagement metrics against other traffic sources
• Measure social traffic share
• Acts Retroactively

79. • Harder to track user behavior across content
• Unable to segment the Funnel Visualisation report
• Trickier to share across user logins

82. • Create a Social Media policy for employees
who will be engaging in social media for your
company
• 45% of responding companies don‘t have any
internal policies or guidelines for the use of
social media
http://www.scribd.com/doc/48691842/Social-Media-and-
Online-PR-Report-2010

83. • Create a good bio and background
• Plan
• Listen
• Ask
• Respond
• Establish the right voice
• Don‘t over promote
• Evaluate your successes
• Play with tools and the behaviour and keep learning

84. • Add quizzes/polls to pages with more serious topics
• Top 5 Movies on a theme
• Who knows the most
http://apps.facebook.com/fanappz/

85. http://www.web-
strategist.com/blog/2008/12/31/diagram-
how-the-air-force-response-to-blogs/

89. Create a FourSquare page using the address of the venue.
Log in to Foursquare, or create an account if you don‘t have
one already. If you don‘t have a smartphone, that‘s OK – you
can still create an account without it.
Set your location to the city where the event is taking place.
Click on Add Things at the top of the page.
Click on Add a New Venue.

90. How to get the Swarm Badge?
• If 50+ people are also checked-in here - it's a foursquare
flashmob!
• Simply checkin to a location that 50+ other people have
already checked into in the last three hours.
• You can incentivise other people to Checkin.

91. There is a very robust API available as well that give event
organizers the ability to show live check-ins and other
interesting data about the event in real time.
Partner Badges are available
https://foursquare.com/business/brands/offerings/partner
badges
Foursquare Merchant Platform

97. The Backchannel: How Audiences are Using Twitter and Social
Media and Changing Presentations Forever - Cliff Atkinson
Do you need a Twitter Moderator?

99. Social Media
for the
Events Industry:
Intermediate/Advanced