0930-0940                     Intro - Tiffany St James, Dan Bowyer 0940-1000                    Social Media Strategy - Matt Rhodes, FreshNetworks  1000-1040                    Setting Objectives 1040-1100                   Embedding Social Media – Delphine Remy- Boutang, IBM 1100-1140                     Listening - Defining & Segmenting Your Audience 1140-1200                   Amplifying Events With Social – Peter Kerwood, Altitude London

1200-1240                  Content - Defining Key Messages & Setting Tone  1240-1320                 Lunch & LondonLaunch:Live  1320-1340         Apps, Tools and Toys - Maggie Lonergan, Fortune Cookie  1340-1420               Platform - What, How, When & Where to Activate – Dan Bowyer, SoAmpd 1420-1440                 Monitoring & Managing Customer Data - Andrew Walker, Thin Martian and Tweetminster 1440-1520                Policy & Procedures - Challenges, Risk Management, Documentation 1520-1550                    ROI – Measuring Success 1550-1600                  Resources - Tips & Tricks (Next Steps & Close)

Housekeeping (WiFi # @)

The Agenda

What IS social media?

Spreken ze lingede?

Great Expectations 

Table Runaround Nowww!

Meet & Greet

3

www.freshnetworks.com

Planning a social media strategy

Matt Rhodes, Strategy Director

October 2011

@mattrhodes

4

www.freshnetworks.com

I’m sorry brands

5

www.freshnetworks.com

I’m sorry brands

6

www.freshnetworks.com

What social media isn’t

Just another comms channel

A cheap way to engage people

A replacement for advertising

A way to magically get people to do things for you

7

www.freshnetworks.com

Social media is just a set of tools

Social media is a set of tools that enable people to share stuff online. • There are many sites and networks that use social media tools.

• People use tools depending on theirmotivations.

• For a brand, choosing the right toolsto engage with is paramount.

8

www.freshnetworks.com

Used in two different ways

“Me and my friends”

Social networks

“Us and our interests”

Online communities

9

www.freshnetworks.com

This is social media

Reviews on Amazon

3,542 people have reviewed the book/

10

www.freshnetworks.com

This is social media

Personal blogs

11

www.freshnetworks.com

Getting startedin socialmedia

www.freshnetworks.comwww.freshnetworks.com

Step 1: Do you know what people are saying about you online?

• Who is talking about you online?

• What are they saying?

• Where are they saying it?

www.freshnetworks.comwww.freshnetworks.com

Step 2: What you are trying to achieve?

• What is your overall business and brand strategy?

• Where can social media add value?

• How will you measure if this is working?

www.freshnetworks.comwww.freshnetworks.com

Step 3: Experiment with social media in a sustainable way

• Which tools will help you achieve your aims?

• How would your target audience want to get involved?

• Work hard to engage them

www.freshnetworks.comwww.freshnetworks.com

Step 4: Ruthlessly track and measure theimpact you are having

• Have clear business metrics in place

• Make sure you are tracking the numbers that matter (not just the easy ones!)

• Refine and adapt your strategy

www.freshnetworks.comwww.freshnetworks.com

Click on the icon in the centre of the screen to browse for an image. Alternatively copy and paste an image in to the box and then send image to the back. Summary of what to do next

1. Find out who is saying what and where they are saying it.

2. Work out what you are trying to achieve and how you will measure your impact.

3. Experiment with social networks and work hard to get successful engagement.

4. Have a clear process to measure your impact and refine your strategy.

17

www.freshnetworks.com© Copyright FreshNetworks 2011

That’s it

Matt RhodesDirector of Strategy

FreshNetworks

@mattrhodes

All imagery courtesy of Shutterstock

Setting Objectives

Activity - Mindmap Your Objectives (Key Context)

Social @ IBM:Leading with the IBMer

Delphine Remy-Boutang WW Digital, Social Media Marketing Manager, IBM Software@delphinerb

@delphinerb

Direct Results

2004-2009 2010-2015

Experimentation

Value: Web as a promotional vehicle

Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness

Measurements: Cost per impression

Marketing Tactics:– Branding – buttons, banners– E-mail – newsletters, list rentals

1996-2003

Value: Web as a direct results platform

Primary Goals: Drive traffic and lead generation

Secondary Goals: Thought leadership and branding

Measurements: CPL, CPC, brand measurements confirmed through surveys

Marketing Tactics:– Search ads– Lead generation – white papers,

webcasts – Branding - IMUs, larger units, microsites– E-mail – list rentals

Value: Web as a relationship management platform

Primary Goals: Engaging prospects and customers outside of their Web site

Secondary Goals: Lead generation, drive traffic, thought leadership and branding

Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage

Marketing Tactics:– Vendor communities– Two-way ads– Messaging connections using trigger

marketing– Successful tactics from direct results

stage

Relationship

Evolution of online marketing

21

Source: Toolbox

@delphinerb

Over last 100 years, the world has come to know IBM through the IBMer

@delphinerb

The IBM brand strategy today still leads with the employee

@delphinerb

Snapshot of IBM employee social computing activity

• Blogs - 17,000 blogs

• SocialBlue – 70K members

• WikiCentral –1 million daily page views

• InnovationJam – 4 Jams, 500,000 participants

• Media Library – 14 million downloads198,000

196,000

100,000+

25,000+

300,000+

Internal External

@delphinerb

Employee-generated brand interactions are growing exponentially@delphinerb

Evangelization: Blue IQ Ambassador program

Worldwide community of social software evangelists passionate about social networking

Volunteer their time and talent to energize and enable every IBMer to benefit from using social software, both internally and externally

@delphinerb

Using social media for innovation

@delphinerb

IBM Social Business Jam February 8-11, 2011

The Social Business Jam

Cooperatively explore the value of social technology in business, the mitigation of its risks, and the management system required to drive a social transformation.

An important dialog about the growing influence of social technology in business

@delphinerb

Using social media to surface IBMers’ expertise

@delphinerb

Surfacing experts: On our own domains (ex: ibm.com/software)

Grow IBM’s digital eminence

@delphinerb

Surfacing experts: On third-party platforms (First ever Slideshare network)

@delphinerb

Aggregating experts’ social activity across Web on our own domain

@delphinerb

Surfacing experts: In our mass marketing…@delphinerb

Using social media to activate participation in building a Smarter Planet

@delphinerb

Move from telling people about a Smarter Planet…

…to helpingpeople

experience a Smarter

Planet

@delphinerb

Using social media to create the world’s largest supercomputer

World Community Grid. Donate your idle computing time to

to fight cancer

to find a cure for HIV/AIDS

to find new renewable energy sources

YOU CHOOSE WHAT ITS USED FOR

http://www.Facebook.com/PeopleForaSmarterPlanet

@delphinerb

Executive Summary: IBM Centennial through Social Conversations

•The Centennial and Celebration of Service evoked a public expression of enthusiasm and pride by IBM employees.

•Accordingly, IBM saw a dramatic shift in the tone of its online buzz, moving from a predominantly neutral topic of conversation to one in which one-in-four mentions are positive.

•IBM's worldwide presence dominated – with active social participation from IBMers across the globe.

•Key conversational themes reflected IBM’s Centennial programs demonstrating that they were understood and embraced by those engaged in social discussions worldwide.

@delphinerb

Social Conversations around IBM, IBM100, and #IBM100 #progress:

•VolumeThe social conversation of “IBM” was at an all time high on June 16 with close to 24,000 global mentions.Due to the high volume of conversation regarding Centennial on Twitter, "IBM" gained its first "Trending Topic" status in New York the United States, and India.

•Note: A "Trending Topic" is a word(s) or hashtag that is one of the most common phrases appearing in messages on Twitter. 

@delphinerb

#IBM100

Global: Director at Microsoft with over 260,00 followers

News Source

Global

#IBM100 #progress

Global

Global

Global

Business Partners

#IBM

News Source

Journalist

Journalist

Comedian

Global

Social Conversations around IBM, IBM100, and #IBM100 #progress:

Participants & Sentiment IBMers, alumni, journalists, customers, and business partners world-wide joined the Centennial social conversation, including over 500 tweets on the #IBM100 #progress discussion featured on ibm100.com. During the Centennial week, the sentiment expressed in the social conversations for IBM increased to 25% positive, which is a marked increase over the generally neutral conversation which is maintained on a daily basis. Less than 1% of the conversation around IBM had a negative sentiment.

@delphinerb

Social Conversations around Celebration of Service

The Celebration of Service social conversation drastically increased during the Centennial week, with over 500 #CoS and over 1300 #IBM tagged interactions on the Day of Service.

The sentiment expressed in the Celebration of Service social conversation was notably high, with the conversation classified as 4% "very positive", 15% "positive", and 0% negative.

Celebration of Service participants worldwide uploaded over 1500 photos on ibm100.com.

Plans to sustain engagement, drive service pledges, and ongoing support will continue through the remainder of the year for Celebration of Service, as well as additional Centennial programs.

“#IBM100 years. Congratulations to all who participated in service day. Blood donation, books, adoption of dogs and planting trees.”

@delphinerb

social media guidelines, education, 

@delphinerb

IBM Digital Strategy@delphinerb

IBM Digital sales strategy Framework @delphinerb

Be who you areSpeak in the first personUse a disclaimerRespect your audience Add valueDon't pick fightsBe the first to respond to your own mistakes. Use your best judgment.Don't forget your day job.

IBM supports open dialogue and the exchange of ideas: To learn, to contribute

IBM Social Computing guidelines, social enablement@delphinerb

Delphine Remy-Boutang WW Digital, Social Media Marketing Manager, IBM Softwaremy social media blogmy social Media daily newsIBM expert network on Slideshare

Twitter: @delphinerbLinkedinFacebookFoursquareUne Guideline pour les IBMers France Television guest blogger 

@delphinerb

Thank you

Listening - Defining - Segmenting

Activity - Create A Listening Plan (WWWWWH)

In 60 seconds...

I’m going to take it for granted that you...

Market your event in an engaging way  Understand your audience  Provide all info in a timely manner  Ensure that your content is totally relevant Honour delegates with great content, speakers, venues, food

So how can we add some extra magic?

Lets make some social media magic

Social media amplification Live monitoring of social media channels at an event Delving into the social conversation as it is happening Rich media interaction between your event and your audience Digital socially interactive signage Real-time speaker sound-bite posting on social channels Real-time Flickr photography capture, tagging and posting Near real-time HD film capture and posting to YouTube Live blogging Live web-streaming

Amplification is more than just making lots of noise

7 good reasons why amplification is a good idea

Make your budget go further  Increase your event’s attendance  Improve your event’s effectiveness  Expand your event’s reach   Content created will ensure your event has a lasting legacy  Library of digital & social content to help future marketing    Demonstrate measurable ROI

Applications  Campaign launches & promotional events  Product launches & experiential campaigns  Award ceremonies Conferences Exhibitions  Concerts  For event organisers, venues and brands For advertising, PR & marketing agencies For anyone who wants to lead the social conversation

Make it as easy as possible to interact 

  Provide good Wi-Fi  Check mobile signals  Hold the conference rooms above ground  Promote the Hashtag  Inform the audience of speakers handles  Brief speakers beforehand for soundbites  Give your audience great content

Creating an event specific website 

An event website allows you to pull together all social channels  

Event specific Twitter profile

By using #brandmax the organiser & delegates can track relevant content 

YouTube channel almost live uploads

   Upload video content to a carefully branded channel ‘almost live’

Flickr live posting

Flickr photography captures & broadcasts atmosphere & interaction live

Live video blogging

Voxpops  filmed on Flip cameras create instant compelling content    

Live audio blogging

Audio blogging creates instant audio content which can be easily shared  

Live streaming 

Ustream broadcasts your event anywhere in the world as it happens 

Live streaming 

Ustream broadcasts your event anywhere in the world as it happens 

Sharing presentation content   

Slideshare is a brilliant way of sharing presentation content post-event 

Live social media display

Interactive screens powerfully display aggregated social content

Live social media display

Interactive screens powerfully display aggregated social content

Example: Gatorade Social Media Mission Control

PepsiCo listens to customers and responds in real time

Other examples

Social media can be measured

PeerIndex measures authority, activity & audience 

Social media can be measured

Klout  powerfully tracks amplification probability & true reach  

Social media can be measured

Twitalyzer offers dozens of ways to visualise your social media efforts

Case study: Smirnoff presents Sensation

Mission: Use RFID technology to connect the event with the online world

Case study: Smirnoff presents Sensation

An automatic check-in was posted to Facebook when guests arrived    

Case study: Smirnoff presents Sensation

Roaming brand ambassadors had tablets with integrated cameras 

Case study: Smirnoff presents Sensation

Guests could choose from a selection of pre-designed ‘wall posts’ 

Case study: Volkswagen: Twitter zoom campaign 

Real world outdoor GPS-enabled treasure hunt  

Case study: Volkswagen: Twitter zoom campaign 

Mashup of Twitter, Google maps and real world prize locations

http://bit.ly/twitzoom

Content! - Key Messages & Tone

W I I F (M) T C

Activity – Brainstorm Potential Content (Consider Your Audience)

Improving the digital world to make the real world a better place.

‘If someone granted me my fill of your honey steeped eyes,I should kiss them all day tillI’d reached three hundred thousand and still feel hungry to begin again’

Catullus c60BC

What we aspire to achieve has not changed.

How we are able to achieve it fundamentally has…

Tools and toys for event organisers…

Practical help for event organisers…

Over 466 groups for event organisers!

LinkedIn EventsEasy promotion for events, sales and product launches

Reach relevant members

Generate viral awareness

Own media placement for

branding

Create online registration forms

Manage and keep track of attendees

Complete track of payment processes

Sell tickets direct from your Facebook

page

Over 100,000 attendees

Share and celebrate local events globally

Set up your venue in advanceOffer a reward for checking inProvide a badge of honour

Connectivity & live streamingGIVE WIFI access easily – circulate network passwords in advance

COMMUNICATE event Twitter feed and any related ♯

DO have live Twitter streaming

SET UP your pre-moderation approach well in advance

PUBLISH your guidelines for upload in advance and your T&Cs

FILTER content for inappropriate content prior to reaching the human

team

MODERATE your ♯ with a dedicated team at the event

THINK about not allowing anonymous posting

KEEP the conversation on topic

RESPOND to negative and positive comment QUICKLY

PLAN for the worst, be prepared to shut down in the face of disruption

Thank you@fortunecookie

Maggie LonerganManaging Director, Marketing Servicesmaggie.lonergan@fortunecookie.co.uk

Tel. +44 (0)207 843 6680Mob. +44 (0)7534 527703

Platform – Who What When Where How

= !*%?

Social

Blog

Web

What WhoWhen How Many

Article / Review / Poll DaveDaily 1 / 3 / 1

Event Video BillyWeekly 5

Deal / Outreach / Value+ Marketing Dept. Daily2x3 / 5 / 10

Group Int. / Q / Status Update All Daily3 / 2 / 3

4-7 Messages To Action! = Consistency

No Google+ ;(

Don’t Forget Mobile!

“The ‘Live Tech’ Bit”(eek)

Social Data: how to get it and what to do with it…

Andrew Walker

Hello I’m @killdozer from @tweetminster

20 minutes to turn the chatter into insight about your customers and event planning through DATA…

(without boring you to death)

A twitter example: How do people feel about product placement on BBC Spooks?

Tracking the #spooks hashtag for mentions of Samsung VS Apple on Episode 1, Season 10.

#Spooks Tweets – 7674

100sec vs. 300sec on screen16 tweets vs. 1130.02% vs. 0.14%

(Across TV audience)9,600 vs 64,000

Sentiment: 3.5 vs 3.3

Apple placement has more consumer reach, Samsung more +ve.

The data tells us that Spooks isn’t a great product placement opportunity despite the prime time slot and large audience.

It also tells us that Apple is more recognisable than Samsung, but the Samsung product made a betterimpression from 70% less screen time.

If your planning an event with tech, Samsung galaxy tabs will get you more kudos.

A Facebook example: What factors influence public awareness for bands – record releases or live gigs?

The data tells us that Coldplay will generate more buzz (and generate more revenue) by spending their marketing budget on live events.

Oh, and Lady Gaga was much bigger in May, now they’re pretty even.

Her fanbase less loyal…

ShoppingChattingReviewingChecking-inSharing linksGetting newsCommenting

There are tools that mine data for you, or you can build simple systems yourself.

Every time someone mentions a brand or a product (or a rival event) you can identify them as a relevant consumer.

Using this approach you can ‘curate’ a community.(Start with a simple #twitter list)

This community will tell you about the other products they like, the people who influence them and the live experiences they love.

Network intelligence… There’s too much stuff online to find what you want without humans filtering it for you.

By looking at the URLS your community shares, you know which publications to engage

By identifying the industry figures who get the most mentions, you can create the best panels

By following other event #hashtags you can find the best speakers

By tracking the products they mention, you find the most suitable sponsors

Thank you.(If you want to chat…@killdozer)

Policy & Procedures

+

Activity – Header Your Code Of Conduct - Policy - Guidance

ROI

• Not measured in currency• Increase in website visitors• Change in positive mentions• Change in negative mentions• Net new Facebook fans• Net twitter followers• Net new requests for information• A 25% increase in RSS subscriptions• Increase in visits to a bricks and mortar retail outlet• Increased time spent on website• A 300% increase in You Tube video downloads• Articles liked or shared• No of comments on your blog post

Non financial outcomes

• Measured in currency• A 16% reduction in cost by shifting a portion of customer service tickets to twitter• £1,200,000 new net sales• A 16% increase in sales during a Facebook promotional campaign• £320,000 in sales attributed to new net customers acquired through Facebook

Financial outcomes

Close – Resources – Hints - Next Steps

*waves goodbye