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Vue2010 5 Ways to use Social Media for Virtual Events
1. Social Media Strategies:
Top (5) ways to
engage & drive demand
Shaku Selvakumar
WW Web Social Media
Strategist, WebSphere
IBM
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
2. Shaku Selvakumar
Hashtag
#vue2010
Let’s
Get
Social
Twitter: www.twitter.com/shakus
LinkedIn: www.linkedin.com/shakuselvakumar
Email: shakus@us.ibm.com
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
3. The Art of Social in a Virtual World
Virtual Snapshot: Out of 10,000 international executives interviewed
87% are either already using or planning to use virtual
environments for a variety of applications.
Nearly one-third (31%) expect in-person training, management
and other internal events to be down 20-40%.
35% will have fewer physical sales kick-off meetings.
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
4. • Listen and understand
We do not know what we do not know.
U Identify the AUDIENCE and assess
the conversations
UNDERSTAND
“To listen well, is as powerful a means of influence as to talk well,
and is as essential to all true conversation” Chinese Proverb
Fish where the fish are
Dedicate a social media resource
Find and follow your event partners
Identify and join key communities
Integrate social with your demand gen campaign
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
5. If you don’t measure, you cannot scale
Source: Radian6
And More…
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
6. Managing a Successful Community or Social
Network
1. Establish Need. First, leverage
existing communities.
2. Clarify Value Proposition &
Create Mission Statement
3. Set aside time to manage &
populate content
4. Communicate, communicate,
communicate! Make it easy for
members to stay connected
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
7. 2. How do you engage?
Relevant content and intelligent conversation
E
R Engaging and developing RELATIONSHIPS is the
cornerstone of effective social media
ENGAGE
Generate event related content to invite conversation
Develop unique content and post regular sound bites
Leverage your extended networks
Keep the conversation going
Regularly engage with communities
Go Mobile
Go viral with video
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
8. Credible and Unique Content is King
What makes for effective content?
Unique content
Useful content
Channel relevant content.
What is good for Twitter, may not work for Facebook.
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
9. Friend the Blog. Pull Not Push.
Host a Blogger’s
call
Publish Speaker
interviews
Rich media. Event Blog Strategy
Embed vblogs,
podcasts
Highlight Post Event
Subject Matter conversations
commentary
Live blogging, at
Leverage Event
Media partners
Source: IBM WebSphere Blog
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
10. Influence the External Audience
Key Constituents Action
Identify | Follow | Engage in
Customers conversation | Drive to web, offers,
events, communities
Identify | Leverage their networks |
Business Partners Commit to cross promotion | Drive to
web, communities, events, offers
External Influencers (Analysts, Press, Identify | Follow | Inform | Generate
Speakers, Bloggers) interest
Identify | Follow | Inform | Generate
Decision makers and gatekeepers
interest
Identify | Leverage their networks |
Allied Groups
Drive to web, events, communities
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
11. Engage your Internal Audience
Key Constituents Action
Follow| debrief |Evangelize | participate in
Senior Management the dialogue within the communities
Join | Follow | Contribute | Share
Subject Matter Experts
Join | Follow | Subscribe to updates | Tell
Sales Team clients
Join | Follow | Contribute | Blog |Subscribe
Company Bloggers
to updates
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
12. 3. Extend an invitation
Now that we have talked, it’s time to meet.
I
R PROGRESS the conversation by
helping the audience take action.
INVITE
Generate event awareness. What, Who, Why, Where, When.
Keep the registration process simple.
Have a prompt widget that encourages those who have
registered to tweet or share.
Increase attendance. Talk about sessions, speakers, preview
agenda to increase attendance
Embed social media links in all your communications
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
13. Encourage Registration. Increase attendance
The work isn’t over at registration. Focus on the “why”
Everything you do has to
convince your audience to
register and
Then make time to
attend.
That this is, truly worth
their time.
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
14. 4. How do you share?
The guests have arrived. Buffets are great but remember the duty of a good
host.
SR
CONTINUE your social media conversations
at the event to create an a dynamic,
SHARE interactive environment
Use hash tags
Tweet about your booth. Host Tweetchats
Announce special offers/contests/giveaways
Tweet, share, retweet information at booths,chats,forums.
Be helpful.
Announce upcoming sessions
Ask questions. Answer questions.
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
15. Make them welcome so they will stay
longer
Bring the conversations to
your booth
Demo of the social webcasting tools
on the dashboard before the show
kicks off
Promote your speakers, customers
and chat experts
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
16. 5. strengthen the relationship
Thank you for attending. How can we continue to help you?
S
R
REINFORCE your message with enurture
streams and follow up conversations
STRENGTHEN
Converse about event highlights
Virtual Events live posthumously. Drive to the on
demand destination
Feed your leads. Add social media to your enurture
stream
Follow up using social tools to measure and pass
opportunities
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
17. Social “stickiness” and the Continuum
Three Principles Of Modern Events
To be successful, virtual –and real world– event planners must abide by the
following principles:
• Events should integrate with existing communities and
social networks where they exist.
• Events should have a strategy that includes the before and
after –not just during.
• The audience can assert control over the event, so
encourage audience participation and know when to get
out of the way.
From “How To Integrate Social Technologies with Virtual Events” by Jeremiah Owyang
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
18. Seek first to understand. Then communicate by being
clear, credible, courteous, constant and consistent.
U Identify the AUDIENCE and
assess the conversations
UNDERSTAND
M
E
A E
R Engage and develop
RELATIONSHIPS
L
I
S ENGAGE S
U T
R
E
I
R
PROGRESS the conversation by
helping the audience take action.
E
N
INVITE
S
R
CONTINUE your social media
conversations at the event
SHARE
S
R
REINFORCE your message with
enurture streams and follow up
STRENGTHEN conversations
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.
19. Please join me in
the Networking
Lounge
Thank You!
Shaku Selvakumar
Twitter: www.twitter.com/shakus
LinkedIn:www.linkedin.com/shakuselvakumar
Email: shakus@us.ibm.com
Any views or opinions presented here are solely those of the author and do not necessarily represent those of the company.