Boost awareness before the event with digital marketing
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Boost awareness before the event with digital marketing
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Boost awareness before the event with digital marketing
- 1. 16/04/2015 1 © Social Dynamite www.social-dynamite.com Awareness BEFORE The Event Julien Carlier @juliencarlier CEO @SocialDynamitEN President @MPIFranceSuisse O T
- 2. Key Objectives Digital to be More visible Expected Impacts Why?
- 3. 16/04/2015 3 © Social Dynamite www.social-dynamite.com
- 4. 16/04/2015 5 © Social Dynamite www.social-dynamite.com 2007 Regular Technics
- 5. 16/04/2015 6 © Social Dynamite www.social-dynamite.com 2012
- 6. 16/04/2015 7 © Social Dynamite www.social-dynamite.com 20122007 What is missing?
- 7. 16/04/2015 8 © Social Dynamite www.social-dynamite.com OWNED MEDIA YOUR RECURENT AUDIENCE Corporate web site, campaign microsite, blog, brand community, Facebook fan page, mobile, newsletter subscribers, etc. Traditional advertising print, television, radio, display, direct mail, paid search, retail/channel GENERAL CONSUMERS PAID MEDIA EARNED MEDIA Word of mouth, Facebook comments, Twitter (@mentions, @replies), Vine, Blogs, forums, review slides SUPER FANS Boost Earn Media
- 8. 16/04/2015 10 © Social Dynamite www.social-dynamite.com Audience Ambassadors Brand Interesting Non promotional Useful or Fun Relevant with business Values Editorial line Personal Branding Values Editorial line The Success Recipe
- 9. 16/04/2015 11 © Social Dynamite www.social-dynamite.com Audience Ambassadors Brand Relevance Interesting Non promotional Useful or Fun Personal Branding Values Editorial line Relevant with business Values Editorial line The Success Recipe
- 10. Sponsor Speaker Owner Who are Your Ambassadors? Attendee Let the world know about their participation Lead generation Develop their personal branding Stakeholder fullfilment Best event ever Media coverage Personal branding Learn
- 11. Sponsor Speaker Owner Who are Your Ambassadors? Attendee Let the world know about their participation Lead generation Develop their personal branding Best event ever Media coverage Personal branding Learn Stakeholder fullfilment
- 12. Promotions Early bird fees Sponsors’s package Speakers announcement Previous year content (slides, webcast) Interview futur speakers… Market review The Good Content
- 13. 16/04/2015 16 © Social Dynamite www.social-dynamite.com Show the detailed planning Help value perception Segmentation is key Recruit Ambassadors
- 14. The Relay Chain Marie Communication Manager John Sales Director Claire HR David Marketing Manager Paul Executive Director 4 2 3 5 6 7 SCENARIO Richard Sales SHE SHE HE HE HE HE
- 15. 16/04/2015 18 © Social Dynamite www.social-dynamite.com 2 Ambassadors 3 1 4 5 Ambassadors 6& 7 « BEST OF » Three-monthly The 7 Lives of Content http://giveme7.com
- 16. 16/04/2015 20 © Social Dynamite www.social-dynamite.com Results for CIMA 0 5 10 15 20 25 30 35 40 45 J+0 J+1 J+2 J+3 J+4 J+5 J+6 BoostManualNo social
- 17. 16/04/2015 21 © Social Dynamite www.social-dynamite.com 0 2 4 6 8 10 12 14 16 18 20 0 50 100 150 200 250 300 350 400 450 TrafficAmbassadors Results for CIMA
- 18. Results for CIMA
- 19. Doctor / Physicians are not digital communication experts Advocate internaly Use project ambassadors Empower your sponsors Evangilization 3 years projects Word of Mouth Key Learnings from CIMA
- 20. 16/04/2015 26 © Social Dynamite www.social-dynamite.com Julien Carlier @juliencarlier CEO @SocialDynamite President @MPIFranceSuisse j.carlier@social-dynamite.com | www.social-dynamite.com Questions Answers
Notas do Editor
- This first session is dedicated to boosting Awareness of your event BEFORE the Event. I would like to ask you a question: Who has ever faced awareness issue for his / her Events? Oho? Only you All the others, why are here? Curiosity? Ok- let’s focus on Awareness. I will take half of this session to focus on the strong theoretical aspect of this technics. It will be a little be long. But It worth it. I hope Then I will show you some results with a Congress CIMA 2015.
- Of course attract! Who? Your stakeholders! Attendees Sponsors Speakers Media also Agree? Why are they important? What is the link with awareness? Reputation, legitimacy, credibility decision making! = Influence power. Are we ok on the why? Let’s talk about the how. Slide early digital native talk mostly about digital influence But do you know how you can boost your digital performance within digital media or social media? algorithm. What are some key elements in algorithm? Robots (kind of idiot) Different types: SEO vs Socials Their objectives: deliver quality, and smooth experience (ads ratio) How can you perform there? For SEO: Create content for both readers and robots For SMO: Engagement vs Traffic? traffic is first because it helps qualifying engagement! Slide Ok but how will you measure the impact? What to expect. Slide
- Here are some hard KPI we are looking for at the bottom line. Hard KPI: finance, attendees, square metter You need to monitor here. Soft KPI: leads, subscribers to newsletter, audience (owned media) Do you know what owned media means? Let me introduce owned Media this way. You all know community management ? Technics to “manage” or animate on online community Let focus on the evolution of these technics
- Let’s focus on how professionals are using Social Media. I will not cover this part too long. I just want to highlight the evolution from community management to Inboud Marketing The problem with the first community management is that they were focused on engagement only. Which is a lack on the “big pcture”. Engagement is good only with the right community. And this is were traffic helps you. Inbound Marketing is about qualitative traffic that helps your business engagement is a secondary KPI
- Do you all know Inbound Marketing? The basic definition for Inbound will be to be sure that you will never have to run after customer. Which means for events make you sponsors, attendees, want to come and to invest in your Events. Without having to sell! Does it make sense for you? Are you already using inbound technics?
- For us this is the basis but there key ingredient missing to succeed. I promise to come back to the Owned media. Do you remember?
- Do you know the POEM model. This model helps to classify different angle. Paid is easy an still relevant in specifics situations. Owned is important. Earned is the key! This is where the magic happen for events. Sure? But how to get earned media. When need to focus on the Media. Media is the key. Because media is one of the most transforming business in our digital world. Let’s have a look the role of media over time.
- Brand’s communication history Media role Audience monopoly The world has changed It has been digitalized. The central role of media is step by step less important. And digital take the place. There is a very positive conclusion for all of us. We are all media! We can take the lead as brands or as events on the community of interest. But this is not that easy. To become a media we need an audience. Which means attract a first audience and keep interesting them.
- So finally who are you ambassador. How can we create value for them is the central key for : Create traffic Leverage engagement Boost earned media So here is the magic. When you analyze the objectives of each stakeholders. You will easily find that there is a common line that you can use: branding the events. The magic is the number of people you can involve!!!
- Ambassadors ? Who are they for events ? What is at stake for each of them Sponsors (meet buyers, lead generation, be visible, let the world know about their participation) Speaker (share experience, develop their personal branding, attract new customer) Owner (best event ever, personal branding, media coverage, financial results, stakeholder fullfilment) Attendees (learn, meet people, personal branding) How can we engage them ?
- This is magic You do have stake holders that share the same objectives!!! This only exists for events
- Objectifs personnels dont certains en commun à faire ressortir dans un 2è tps
- Some objectives Attract : attendees, media coverage, better speakers, sponsors How to perform in Social Media Algorythm for posts Traffic vs Engagement Expected impacts Hard KPI: finance, attendees, square metter Soft KPI: leads, subscribers to newsletter, audience (owned media)
- Some objectives Attract : attendees, media coverage, better speakers, sponsors How to perform in Social Media Algorythm for posts Traffic vs Engagement Expected impacts Hard KPI: finance, attendees, square metter Soft KPI: leads, subscribers to newsletter, audience (owned media)
- Recruit ambassadors Show the detailed planning Help value perception Add a dedicated sponsor item / line for this « As a sponsor we will feed your social media channels » Same for speakers Same for confirmed & paid attendees Segmentation is key => relevance
- The 7 lives of content Collaborative curation
- Animer les courbes
- Animer les courbes
- Téléphone ? Compte twitter ? ETC ???