12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attendee Engagement

Leveraging Social Media to 
Drive Be3er Engagement for 
Your Events  

Desiree Lehrbaum 
December 2009

2009 Lumen Consulting, LLC. All Rights Reserved

For those on Twi3er please use 
#cemachat 
 

2

DeﬁniBon of Social Media    

“A social trend which people use technologies to 
get the things they need from each other, 
rather than tradiBonal insBtuBons like 
corporaBons”  

2009 Lumen Consulting, LLC. All Rights Reserved 3

What Do We Mean by Social Media?  
Digg, delicious, Reddit  Corporate and individuals  

BOOKMARKING  BLOGS 

YouTube  
Vimeo   Product/SoluBon 
VIDEO   WIKIS 
blip.tv 
SHARING 

SOCIAL MEDIA 
Twi3er   MICRO‐  SOCIAL
LinkedIn   
FriendFeed BLOGGING  NETWORKING Facebook   
MySpace  

USER 
“FILE‐SHARING”  COMMUNITY 
Slideshare 
Posterous  Private knowledge sharing 


Why is Social Media Diﬀerent?

Years it Took to Reach a 50M Market Audience 

50 MILLION USERS 
38 YEARS 

13 YEARS 

4 YEARS 

3 YEARS 

2 YEARS 
Radio  TV  Internet  iPod  Facebook 


Users comfort with social media increasing  

  According to Nielsen* visiBng social media is the 4th 
most popular online acBvity – ahead of personal email  
  93%** of social media users believe a company should 
have a presence on social media  
*Nielsen Global Faces & Networked Faces, 2009 
**CONE Business in Social Media Survey Sept 2008   


Top 10 Web Brands for September 2009 
#1 #2 #3 #4 #5 #6

#7 #8 #9

#10

Ranked by:
The Nielsen Company
(U.S. Home and Work)


Facebook is more than status updates  
  If Facebook were a country it would be 3rd 
largest  
  Over 350M users worldwide  
  More than 10 million users join Fan pages 
every day  
  Facebook has over 30,000 servers  
  Manages over 25 terabytes of data daily for 
logging  
  2 billion pieces of content are shared weekly on 
Facebook   
  Facebook is largest photo sharing plagorm in 
the world  
  2 billion photos uploaded monthly  
  Serve up 600,000 photos every second   


Facebook U.S. Demographics  
The number of US  June 2009  
Facebook users 45‐54 
50% of Facebook 
has more than tripled 
in the last 6 months, 
users log‐in 
55‐65  13‐17  everyday 
to a record 7.7M 
6%  10% 
acBve users  45‐54 
11% 

35‐44  18‐25 
19%  30% 

26‐34 
24%  Users over 26 now 
represent 60% of 
total U.S. Facebook 
Source: InsideFacebook 7/6/09   populaBon 


Twi3er  

  In June 2009 Twi3er hit unique 44.5M users worldwide 
  No. 52 largest site in the world (bigger ESPN and coming up on 
BBC and craigslist)   
  55% internaBonal & 45% US based 

Impressive since over half of Twitter
users don’t access the website, but use
Twitter apps to digest and consume
Tweets

Source: comScore, August 3, 2009  


Focus on strategy, not the tool  

  Social media tool providers can 
quickly fall out of favor  
  In 2006 MySpace had twice the 
unique visitors as Facebook 
  Li3le over 3 years ago typing 
“twi3er.com” = 404 error   
  Your objecBves and audience 
should determine which tools 
you should use – not the other 
way around 


Why and how companies 
are responding to  
Social Media

Your brand is being discussed online 

  According to Penn State Study,  
1 in 5 tweets is brand related* 
  ITSMA reported that 55% IT  
business buyers use social  
media in the buying process**  
  A 50% of increase over 2008 

* Penn State Study  
**ITSMA How Customers Choose SoluBon Providers, October 2009     


Social media investment is on the rise  

  70% of CMOs say they will do more 
with social media in 2010 
  According to eMarketer, adverBsers 
spent $40M on social networks in 
2008 and expected to grow to 
$210M in 2012 
  Forrester predicts social media 
spending will increase from $716M 
in 2009 to $3.1B in 2014 


Social Web is intertwined with mix  
•  Google announced real‐Bme 
search integrated into search 
pages 

•  Now live Tweets, Yahoo 
Answers, news arBcles will 
stream on the actual search 
results page  

•  Works on iPhone & Android 

• Next up – Facebook and 
MySpace    


Why event markeBng 
struggles with social 
media

Good events = control  

  Event managers pride themselves in creaBng a 
controlled, scripted environment that minimize risk   
  In social media, the culture mandates giving up the 
illusion of control  


Why events should embrace social media  
  Events oﬀer genuine personal 
connecBons whether they be 
online, virtual or physical  
  All about deepening customer 
relaBonships  
  Nothing is more social than events 


Social media shiss the control of power  

“Technology is shising the power away 
from editors, the publishers, the 
establishment, the media elite.  
Now it’s the people who are in control.” 
 

        Rupert Murdoch  


Requires new thinking for events  

  Customers as co‐creators  
  Customers dictate how rules of engagement  
  Customers driving how and what they want to know  
  Customers want more than just corporate boilerplate  


Social Media 
Phased Approach 

22

Phased ParBcipaBon Engagement   

Conversa6on  Community 

Commit  Listen  Dialogue  Engage

Passive   AcBve 


A social media framework  

  Know your audience  
  Fish where there are ﬁsh  
  Strength assessment  
  Know where you have tracBon and where you need to develop 
  Mapping needs to event lifecycle  
  Consider all the touch points throughout the a3endee journey  


Target Audience Assessment  

Vehicle   Target Audience A  Target Audience B  Target Audience C 

Bookmarking ✓
Blogging ✓ ✓
Online Communities ✓ ✓
Social Networking ✓
Micro-blogging ✓ ✓
User Communities
Social Videos ✓ ✓
Word of Mouth ✓
Wikis ✓


Where are you strong today? Where do you need to be?  

Strength  
Vehicle   Development Needed 
(Rank 1‐10)  
Bookmarking 10 
Blogging 1
Online Communities 9 
Social Networking 6 
Micro-blogging 5  ✓
User Communities 8
Social Videos 2  ✓
Word of Mouth 1
Wikis 8


Mapping Social Media to the 
Event Lifecycle  

27

OpportuniBes to event lifecycle  

Where could your event program beneﬁt by social media the most?  

Pre-Event
Launch On-site Post
Strategy

•  Research  •  Audience Gen   •  ConnecBng   •  Feedback  
•  Speaker recos  •  Event reveal   •  OpBmizing  •  Extend the life  
•  Content feedback  •  Monitoring   •  Monitoring 
•  Event ambassadors  •  Updates   •  Celebrate   

Think about using social media to build community  
not just “market” an event  


EnlisBng cross‐funcBonal resources  

  Most organizaBons who are doing this well do not of have 
dedicated headcount to “manage” social media  
  Social media is all about personal connecBon vs. tradiBonal 
corporate speak  
  IdenBfy individuals in your organizaBon who are acBve digital 
media naBves online   
  Product management/markeBng   
  ExecuBve teams – CTOs especially 
  DepuBze cross‐funcBonal teams to listen and dialogue  
  Full disclosure is an imperaBve 
  Encourage ownership of customer engagement around certain 
topics     


493 employees Tweet at Zappos  


Digital event ambassadors  

  TradiBonally event communicaBon = corporate ‐> individual 
  New thinking: create event ambassadors  
  Can be internal or external people  
  Oﬀering key people exclusive event news to their audiences  
  Bring parBcipants along the enBre event lifecycle  
  Twi3er, blogs, Facebook, user groups excellent vehicles   
  No dictaBng what they say  
   Beneﬁts  
  People respond more to individuals than anonymous company  
  1:1 facilitates building trust, credibility and relaBonships 
  Diverse communicaBon channels broadens reach 
  Build anBcipaBon for the event and speakers    


Pre‐event strategy  
  Validate event strategic direcBon  
  Co‐create content and program with a3endees  
  Gather feedback and recommendaBons for content, speakers, 
locaBons, acBviBes   
  By listening to community will build more eﬀecBve program and 
gain buy‐in from a3endees  
  Build momentum and excitement for event launch 
  Establish 1:1 connecBons online with event ambassadors    
  Social media tacBcs 
  Survey community via blogs, communiBes, Facebook, Twi3er 
  Have event ambassadors personally solicit feedback  
  Create online advisory steering communiBes for event  
  Create private Facebook/Ning groups   

Launch  
  Inspire evangelism amongst community 
  DepuBze your ambassadors  
  Build excitement for event, sessions, speakers  
  Encourage community engagement with each other      
  PotenBal social media tacBcs  
  Rollout your event hashtag # 
  Create/adverBse events in Facebook 
  Have speakers Tweet, blog, post about their sessions  
  MulB‐channel publishing  
  Sponsor event speciﬁc communiBes to encourage cross‐pollinaBon 
amongst a3endees 
  Pay it forward ‐ ParBcipate in other speakers, communiBes, and 
blogs   


On‐site  

  Bring back channel to the forefront 
  Empower all parBcipants to engage and share learning  
  Monitor what’s happening at event in real‐Bme  
  Troubleshoot when things go wrong  
  Pro‐acBvely communicate changes immediately  
  PotenBal tacBcs   
  Create blogging desks /Twi3er lounges  
  DepuBze key inﬂuencers as oﬃcial event Twi3erers 
  Coordinate TweeBng and blogging with your speakers  
  Sponsor Tweet‐ups – to foster community  
  Solicit conference “reporters” with FlipCameras  
  Encourage parBcipants to upload to Flikr and YouTube channels  


Post‐event  

  Feedback    
  Enlist event ambassadors  
  Extend the life and reach of the program  
  Post content on SlideShare, Posterous, YouTube  
  Use as springboard to gain momentum for next program  
   PotenBal tacBcs  
  Online surveys  
  Sponsor follow‐on regional Tweet‐ups  
  Reward loyalists with acknowledgement for their eﬀorts  
  Enlist volunteers for future advisory commi3ees  


How do you measure this 
stuﬀ?  

36

Measurement  

  Even the early adopters of social media are struggling with 
measurement 
  Ironic that most management agrees there is value and 
willing to ride out the uncertainty of how to measure 
  In recent survey*, 60% of companies surveyed said they had 
gained “some beneﬁt but nothing concrete”   

Source: “Social Media and Online PR Report” by Econsultancy and bigmouthmedia December 2009  


What value is derived from social media?  

Helped close business 35%

Reduced overall mktg expenses 45%

Generated qual leads 48%

Rise in search engines 52%

New biz partnerships 56%

Increase traﬃc/list/subs 61%

Exposure for business 81%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Source: Social Media MarkeBng Report 2009  


Measurement  Framework  

Vehicle   Reach   Dialogue  Conversion  

Bookmarking •  Revenue  
•  Visits  •  SenBment of    
Blogging •  Views   comments  •  # of leads  
•  Unique Visitors   •  Reviews    •  # trials  
Online Communities •  Net Promoter Score  
•  Links  •  Time spent  
•  RT/Forwards    •  Votes   •  Mktg eﬃciency 
Social Networking
•  # of ideas 
•  Web analyBcs   •  Downloads  
Micro-blogging •  Inﬂuencer coverage   implemented   
User Communities
Social Videos
Word of Mouth
Wikis


Measurement Tools – Facebook Fan Pages  


Tweet Monitoring  

Monthly subscripBon for 
$9.99‐39.99/month   

Can set‐up 10‐50 proﬁles  

Download stats in Excel  


New paradigm in thinking about value  

“Take one opportunity,   
grow it into something of quality, 
 
and then leverage that opportunity into   
a new one that derives more value.”    
Chris Brogan & Julien Smith , Trust Agents 


How are other 
companies doing 
this?  


Ritz Carlton hotel managers listen  


Dell – Revenue GeneraBon  

Dell can a3ribute over $7M in 
revenue from Twi3er 

“What we've learned is that social 
media has transformed the large 
corporaBon of the millennium into 
the Mom and Pop shop of the old 
days.  
The emergence of social media 
simply makes it more possible to 
connect directly with customers 
every day.” 

Manish Mehta  
VP of SM & Community  


@Comcastcares – Support   


Jet Blue – Service & Fun    

Cha3y posts and customer service 
assistance tended to generate a lot of 
replies and new followers. Press releases 
announcements were met with silence. 

“That’s a clichéd phrase, but Twi;er really 
is about tearing down the ar<ﬁcial walls 
between customers and the individuals who 
work at companies.” 


Personalizing the brand  

@padmasree  
@sco3monty 

Excellent examples 
using Twi3er 
eﬀecBvely to build 
1:1 connecBons to 
the Cisco and Ford 
brands   


Facebook Contests 


Facebook Ads for Events  


The Power of Viral  


Social Media Takeaways  

  Content is sBll king – social media can’t help bad content  
  Commit – be in for the long haul. No graceful exit strategy  
  Iterate ‐ do not need to wait for perfect informaBon or 
opBmal resources to begin  
  Be authenBc – No placeholder social media  
  Depth vs. breadth – focus on strengths and assets 
  Diversify – digital channels are not all the same and oﬀer 
diverse beneﬁts and results  


Thanks to our sponsors!  


Q&A  

Twi3er:  
@cemaonline 
@lumendesiree  
facebook.com/lumenconsulBng  
www.lumen‐consulBng.com  

Appendix 

55

Tools we love  
  Want to secure your username across social media universe? 
  h3p://namechk.com/  
  Measure senBment and volume of your Tweets 
  www.viralheat.com 
  URL shortener with tracking  
  www.bit.ly.com   
  Think yellow pages for Twi3er  
  www.twellow.com  
  Host contest, promo, sweepstakes in Facebook easily and inexpensively  
  www.wildﬁreapp.com 
  Nice Twi3er eye candy to have running at an event  
  www.visibletweets.com 
  Your Twi3er app ougi3er  
  www.oneforty.com  
  Great apps to view mulBple Twi3er and Facebook accounts  
  www.seesmic.com, www.tweetdeck.com 
  www.hootsuite.com   

Recommended reading  


Closing Thoughts  

  Seth Godin on Social Media  


12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attendee Engagement

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