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Driving Social Media Traffic to Your Hybrid Event


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Driving Social Media Traffic to Your Hybrid Event

  1. 1. Driving Social Media Traffic to your Hybrid Event Grow Social. Grow Your Business. about. communication. 1 innovation.
  2. 2. Who You’re Meeting  Tomeeka Farrington – Principal/Founder, Spotlight Communications  Over 10 years entrepreneurial experience  Boston Herald: ‘Boston’s Public Relations Princess’  Boston Business Journal: ‘40 under 40’  David McCarthy – EVP, BD, WindRose  10 years at Andersen Consulting  10 years as Founder and CEO at RunFast.net  2 years in Caribbean as spear-fishing guru
  3. 3. Agenda  Fly-By’s  What is Social Media?  What are Hybrid Events?  The Meat  Why the two work so well together  Driving eyeballs  Keeping eyeballs  How do you know if it worked?  Q&A
  4. 4. What is Social Media? A working definition: Content created and shared by individuals on the web using social platforms that allow users to create and post their own images, video and text. Shareable with the entire Internet or just a select group of friends.
  5. 5. New Media v. Social Media New Media Social Media Tools and technologies whose A sub-set of ‘new media’ applications are considered characterized by online new (as in very recent and interaction and engagement. emerging) for the professional Social media does not refer to a communication and transfer of specific platform or tool, but information and ideas. rather how the tool is (i.e., Internet, video used. (i.e., Wikipedia, games, DVDs.) blogs such as Blogger, social networking sites like Facebook.)
  6. 6. Top Social Media Platforms • YouTube • Facebook • Twitter • LinkedIn • Google+ • Pinterest • Instagram
  7. 7. World’s most popular online video community. Use it to: • Discover, watch and share your original videos. • Upload videos of yourself discussing industry trends. • Share your original videos across your social networks. • Over 800 million unique users visit each month. • Over 4 billion hours of video are watched each month. • 72 hours of video are uploaded every minute.
  8. 8. A social gathering spot. Use it to: • Connect with your friends and their friends. • Create a Facebook business page to gain a brand following • Share photos, videos, and announce events. • More than a billion registered users. • Accounts for 1 out of every 5 page views on the Internet worldwide. • 80% of social network users prefer to connect with brands using Facebook.
  9. 9. A microblogging service. Use it to: • Keep track of the latest news. • Help followers track your brand. • Get quick answers about any questions you may have. • Engage in industry related Twitter chats. • 73% of users are ages 15-25. • 465 million registered users. • On a busy day, Twitter sees about 175 million tweets. • Every second, 750 tweets are being shared on Twitter.
  10. 10. World’s largest online professional network. Use it to: • Exchange knowledge, ideas and job opportunities with other professionals. • Network with other thought leaders in your industry. • Post on LinkedIn discussion boards to showcase industry knowledge. • Over 200 million registered users. • 80% of users use the site to join industry related groups. • 77% of users have said the LinkedIn helps them to research people and companies.
  11. 11. Platform created to encourage group messaging and webcasting. Use it to: • Increase your SEO. • Chat live through Google Hangouts about topics important to your industry. • Segment other Google+ members into categories and upload content that is specifically relevant to them. • Over 400 million registered users. • Over 150 million monthly users. • Famous names that have used Google Hangouts include: Barack Obama, the Dalai Lama, David Beckham and more.
  12. 12. Organize and share all the beautiful things you find on the web. Use it to: • Discover new things and get inspiration from people who share your interests. • Network with others by connecting through your mutual interests. • 25 million registered users. • Attracts 1,090 visitors per minute. • 81% of U.S. online consumers trust information and advice from Pinterest. • Pinterest is retaining and engaging users as much as 2-3 times as efficiently as Twitter.
  13. 13. Fun & quirky way to share your life with others through a series of pictures. Use it to: • Create a filter-enhanced photo with your iPhone or Android device. • Network with others through hashtags or similarly uploaded pictures. • 90 million monthly users. • 575 likes and 81 comments by Instagram users every second. • More than 5 million photos are uploaded to Instagram every day. • 40% of brands have adopted Instagram for marketing purposes.
  14. 14. What are Hybrid Events? In Venue (Terrestrial) + Remote (Extra-terrestrial)
  15. 15. Why are Hybrids the New Norm? Same Mission + + =
  16. 16. Competing Hybrid Characteristics? In Venue (Terrestrial) + Remote (Extra-terrestrial)  Fixed in a place and time  Global reach  One shot deal  Live / on demand  Handshake and coffee  People may never meet What can we extrapolate about attendees in each case? What does this mean for marketing hybrid events? How should we engage attendees in each?
  17. 17. Why Social Media and Hybrid Events Work So Well Together Driving Eyeballs - Event Marketing Keeping Eyeballs - Event Engagement
  18. 18. Hybrid Event Marketing with Social Media  “Created and Shared by Individuals ” Upside  Leverage ‘share’ effect  Care and feed T.C.A.s  Internet or a Select Group of Friends”  Trust  Passion  “Online People do Online Things”  Receptive to messaging  Willing to interact
  19. 19. Hybrid Event Marketing with Social Media  CONTROL (watch out Type-As)  Allow message to flow Downside  Message control  Internal acceptance  Assumption: external acceptance  ‘Impersonalization’
  20. 20. Hybrid Event Marketing with Social Media Case Study U.S. Department of Health and Human Services Health Resources and Services Administration Client Campaign Web-based e-learning and Social Media Technology Services Challenge With the Federal Government’s emphasis on the deployment of a 21st century information infrastructure, innovation in science and education, and the accessibility of real-time information, both e-learning and new media are HRSA priorities. The Agency approached Spotlight to help them carryout a strategic e-Learning technology strategy. Tools Marketing for 51 interactive live webcasts and their archives, three virtual conference recordings and one e-learning and social media training to MCHB. Creative marketing, social media, eBlast design and PR services. Target audience list development. Result Agency-wide social media training session via webcast to over 700 MCHB staff and MCHB grantees focused on social media and emerging e-learning technology.
  21. 21. Event Engagement with Social Media  “Created and Shared by Individuals ” Upside  Twitter feeds, chat, photos, links  Not available in venue  “Internet or a Select Group of Friends”  Unique interactions  tighten bonds across remote users  “Online People do Online Things”  Natural add-on to online personalities
  22. 22. Event Engagement with Social Media  CONTROL (really watch out Type-As)  Devolve to SPAM-like marketing Downside  Filter twitter and photos  Internal acceptance  Senior management risk aversion  ‘Impersonalization’  People say things online they wouldn’t F2F
  23. 23.  Dave to add Parkinson’s Action Network Case Study
  24. 24. Event Engagement with Social Media  How to Turn Up the Social Media ROI for Your Hybrid Event  Audit your social media platforms  Set goals of how social media will have a positive impact on your event.  Know your event attendees and share only your most valuable information with this audience.  Select a Twitter hashtag early. (I.e., #Series222)  Make it easy for your audience to engage.  Select social media measurement tools and strategies before your event to track social media results.
  25. 25.  Questions…..
  26. 26. Contacts  David McCarthy, EVP, Business Development  dmccarthy@windrosemedia.com  703 629 4056 – m www.linkedin.com/pub/dave-mccarthy/0/2a0/41b  Tomeeka Farrington, Founder/Principal, Spotlight Communications  tomeeka@spotlightcommunications.net  617.423.0040– o http://www.linkedin.com/in/tomeekafarrington

Notas do Editor

  • Tomeeka Short Introduction
  • StatisticSocial Networking is the most popular online activity, with 22% of time online spent on social media platforms including Facebook, Twitter and Pinterest. Via http://thesocialskinny.com/99-new-social-media-stats-for-2012/Social media is defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” Social media depend on mobile and web-based technologies to create highly interactive platforms via individuals and communities share, cocreate, discuss and modify user-generated content. Via http://en.wikipedia.org/wiki/Social_media3 Steps to an Effective Social Media Strategy:http://www.socialmediaexaminer.com/3-steps-to-an-effective-social-media-strategy/Step 1: AssessmentClarify your Audience Needs, Wants and Challenges. Define the Theme of your Strategy. Identify Metrics and Monitoring Opportunities.Step 2: ImplementationCreate a Content Calendar. Have a step-by-step Plan for Promotion & Growth. Identify Core Sales Campaigns. Step 3: Monitor, Measure and Get Momentum.Evaluate. Run a Promotion, Event or Reward. Use Metrics to Analyze your Effect on your Social Media Channels.
  • New MediaNew media is defined as interactive forms of communications that use the Internet, including podcasts, RSS feeds, social networks, text messaging, blogs, wikis, virtual worlds and more! New media makes it possible for anyone to create, modify, and share content with others. Via http://aids.gov/using-new-media/new-media-basics/Social MediaAbout 90% of small business owners are actively engaged in social networking sites, and 74% perceive social networking as valuable.Via http://www.forbes.com/sites/capitalonespark/2012/12/14/social-media-marketing-the-next-generation/
  • 23% of users check Facebook 5x or more daily.34% of marketers have generated leads on Twitter. Over 5 million photos are uploaded to Instagram every hour. 80% of Pinterest users are female. Via http://www.digitalbuzzblog.com/infographic-social-media-statistics-for-2013/LinkedIn is the most popular social media platform for B2Bs with an 83% adoption rateVia http://www.pentonmarketingservices.com/blog/insight-blog-1/InsightBlog/2012-b2b-social-media-statistics-3078
  • Use it to: Upload videos of yourself discussing industry trends. Share your original videos across your social networks. 100 million people take a social action on Youtube every week. Via http://www.youtube.com/t/press_statistics
  • Use it to: Create a Facebook business page to gain a brand following. 80% of social network users prefer to connect with brands using Facebook. Average user spends about 700 minutes per month on Facebook.
  • Use it to: Get quick answers to questions you may have. Participate in industry related Twitter chats. 465 million registered users.On a busy day, Twitter sees about 175 million tweets.
  • Use It To: 80% of users use the site to join industry related groups. Network with other thoughtleaders/ TCA’s (Trusted Content Advisors) in your industry. Post on LinkedIn discussion boards to showcase industry knowledge.
  • Use it To: Chat live with industry peers through the Google Hangout function. Over 400 million registered users.
  • Use It To: Network with similar users by connecting through mutual interests (represented by pins.) 2-3x as engaging as Twitter.
  • Use it to: Network with others through hashtags. 40% of brands have adopted Instagram for marketing purposes.
  • Hybrid events (also known as blended events) offer a mix of face-to-face and virtual experiences simulatenously. You complement your face-to-face, on-site, physical event with viewing over the web, both live and on-demand. The result is a hybrid event, conference or meeting that serves two audiences, those who could not attend the physical event and those who attended but want to review sessions they may have missed.Viahttp://www.sonicfoundry.com/event-webcasting/hybrid-eventThis may also be helpful in defining hybrid events and how hybrid events cannibalize physical event attendance: http://web.inxpo.com/casting-calls/bid/102320/What-Are-Hybrid-Events-and-Do-They-Cannibalize-Attendance-VIDEO
  • UpsideSocial media really is an extension of your marketing campaign, online.Online marketing supports online marketing of hybrid events.More and more people are willing to engage in social networks online. (**Note: Currently, 62 % of adults worldwide are now willing to use social media.)Created and shared by IndividualsThere is a growing population of people willing to engage online.TCA’s: Trusted Content Advisors:People you look to to be the experts to lead the online/social communities. Think of them as respected thought leaders within their industry. Share effect: all of a sudden the marketers job is multiplied by having the TCA . (Virally Shared by an Exponential Rate.)The next wave of people out there doing the sharing for you. (Those are TCA’s.) Internet or select group of friendsThe TCA’s community- their friends whom trust the TCA, in that community or friends group.This creates a trust level that you don’t have to create. This is the TCA’s whole trusted community. You don’t even have to do anything. Online people do online thingsWhole group of people who want to do things online. Meet them online . No time for terrestrial event, willing to receive their marketing ideas online. Social Media is the Key Component to a Hybrid Event. Whether from a public perspective (Twitter) or private community, the main factor is bringing people together through discussion. Social media has opened up the doors for everyone to communitcate whether youre in the office or sitting in a general session. Q: How Social Media plays a role: How well the attendees are familiar with the social media channel – Make sure you integrate a social media channel, as well as a training so the audience knows how to engage and how to use the communication channel you’ve given them. Q: How Should Hybrid Event Planners manage social media during the events? Don’t have too much going on – (i.e. Private community, Facebook and Twitter all at once during hybrid event.) Pick one or two places to engage and limit that. Important to have at least one person dedicated to having discussions with the virtual audience and live attendees participating in discussion. Having a moderator facilitate conversation/engagement is important. Future of SM and Events? Increase in social networks. As people become more comfortable on social media, multi-direction conversations will become more engaging. Social media/networking are the core of hybrid events. Enables people to engage, to have better discussions about the content and network with eachother in ways they weren’t able to do before. Will enhance the value of your events and help increase potential attendees at future events.http://www.youtube.com/watch?feature=player_embedded&v=vX8wohGnYeIQ: How will you engage other online users to your hybrid event?
  • DownsideControlMost of us lose control with the marketing/messaging of the event, where you almost have to be willing to relinquish control to a certain extent. Downside: social media world– have to be willing to relinquish control to a certain extentInternal acceptanceInternally, that loss of control, trying new things. Some organizations will embrace it and others won’t have to look to leaders to see if they are willing to accept accountability for these. Should be assessed at the Corporate level. ImpersonalizationAt some level, people are willing to do/say things online that they wouldn’t do face-to-face.
  • So much of the delivery is online.Have to say: IMPACTThis is an example of an online event (webinar that was presented for a client, IMPACT) via webinar for their staff, online training I gave on “Using Social Media to Connect to your Target Audience). Great example of TCA, we helped MCHB market this event to their staff, but additionally their grantees for the Maternal Child Health Bureau across the country. How can they better use social media to reach the populations they are serving? In this scenario questions & answers– addressed MCHB staff– just getting employees on board and willing to adopt the medium, Questions about Gov 2.0 policy and privacy. For grantees, their Q&A addressed communities they serve-- rural populations; urban population; non-English speaking populations and translation Success– over 700 unique views, and the largest webcast audience they have had as part of this contract.
  • Created and Shared by IndividualsEngaging within the event:As the event is going on, what can we offer these online people to engage with us and get the most out of the content as possible. Upside: When they feel inspired by a speaker to make a donation they can do it right there an then. Click a link.If you are sitting in an audience watching a speaker you aren’t going to be able to do some of these things. (Do things that people in venue wouldn’t be able to do.) For example, Make donation for an eventReceive info about an event (click an external link right away.)Interact through a chat or tweet with others. (You can’t talk to a guy in the third row at an event, but you can chat him through an extraterrestrial setting.)- This segways us into Internet or a select group of Friends. Creates a unique friendship among users. These users can instantly share their profiles with one another.
  • Not going to be able to monitor what comes in and out during an event.
  • Use this article for additional information on the bullets above.http://www.pammarketingnut.com/2012/10/24-tips-to-increase-conference-and-event-roi-by-integrating-social-media/Audit your social media platforms (Are your SM profiles looking? Are they in need of an update? Are you delivering a consistent brand message? Set goals (Your focus should be on your audience and attendees and helping them reach their goals and objectives.)Know your event attendees(The more you can know about all audiences you want to engage, influence and call to action, the better.)Select a Twitter hashtag(Start using the hashtag the first day you send an email, post an update to Facebook or send a tweet. Be consistent and leverage the hashtag to build community and keep the conversation beating strong during all phases of the event or conference.)Make it easy for your audience to engage (Get in the head of your attendees and partners. Create a reference card with all key social media and key speaker information.) Select social media measurement tools (Select measurement tools and strategies early in the planning phase.)Innovate existing event marketing strategies and tactics by using virtual events to maximize the impact of physical events. Leading organizations have recognized that creating hybrid events can dramatically increase event attendance and leverage exisiting event investments by engaging online audiences and archiving content that would otherwise be lost for education and revenue generating purposes.Drive pre-event buzz with expanded Twitter functionality that allows audiences to respond to and view all tweets associated with a hashtag.Update your Facebook wall with event-related discussionsView existing connections on LinkedIn to drive peer-2-peer networkinghttp://www.ubmstudios.com/resources/best-practices/best-practices-hybrid-events-combining-physical-virtual-events/