Meetopolis 2012 - Level 2 - Social media & community management for meetings & events (level 2) -...

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LEVEL 2 : How to define a strategy for internet promoting? What is the best publishing platform? How to measure ROI on Social Media? About Mr Gerrit Heijkoop Gerrit Heijkoop MSc, Social Network Consultant for events & conferences at How Can I Be Social (HCIBS), Amsterdam, Netherlands Gerrit Heijkoop (1980) is an entrepreneur with a passion for technology and events. Educated with a master’s degree in systems engineering and policy analysis at the Delft University of Technology in the Netherlands. Shaped and formed as a management consultant and project manager at Boer & Croon Consultancy firm. And then followed his passion for the events industry. This unique background allows him to quickly distinguish between the sense and nonsense of new technology for conferences and events. “Your network is your most powerful resource”, says Gerrit Heijkoop. “As an individual professional, as a specific meeting or event or as an organization. Social Media like Linkedin, Twitter and Facebook are strong tools to help you grow, monitor and harvest this resource”. Gerrit has been a speaker on this topic at many conferences in the past 2 years, both in- and outside the meetings industry. He is involved in the international EventCamp community, boardmember of the Green Meetings Industry Council (GMIC) NL chapter and blogger at several Dutch websites for the events industry. He is co-founder of Triqle Event Intelligence, which developed the award-winning software platform “What’s On?”. Since January 2012 he is executive partner of How Can I Be Social (HCIBS). HCIBS creates smart scenarios to help you use Social Networks in an efficient and effective way. Combining technology, strategy and creative design to generate more value, with less effort! HCIBS offers: Social Inspiration: workshops, lectures, coaching Social Scenario: strategy, concept, planning Social Technology & Design: tools, apps, sites, screens See http://How-Can-I-Be-Social.com for more info.

Transcript of Meetopolis 2012 - Level 2 - Social media & community management for meetings & events (level 2) -...

Social Media for meetings & events

benefits, measurement & strategy

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Gerrit HeijkoopHow Can I Be Social (HCIBS)

Twitter: @HCIBS

Facebook: /HCIBS

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Photos, Feedback and Findings

Twitter: @HCIBS Facebook: /HCIBS

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Key ideas1. #benefits2. #measure3. #scenarios 4. #strategy

Where do you stand?

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

“I am doing pretty well on Social Media”

AgreeDisagree

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

“What would happen if tomorrow you decided

to stop with all Social Media activities?”

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Benefits are clear!1. Contact with your audience2. Increased exposure3. Conform expectation4. Improved search results

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Benefits are clear!1. Contact with your audience

2. Increased exposure

3. Conform expectation

4. Improved search results

“How can you measure the contribution

of Social Media to your business objectives?”

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

AUDIENCE

LEARNING

IMPACT

BEHAVIOUR

ROI

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Key ideas #benefits #measure3. #scenarios 4. #strategy

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

“So should I always use Social Mediafor my events?”

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

1. Less then 10% of my (potential) audience

2. No benefit from extra visibility and exposure

3. I don't believe it can contribute to my meeting

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

5 phases of Social1. Fear & Denial2. Experimentation3. Marketing department4. Connected individuals5. Social business

“How do you determine how much Social Media you do?”

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

What resources do you need?

Technology : internet, devices, accounts

Social Identity: design, hash-tag, integration

People: team, training, coordination, network

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Technology : internet, devices, accounts

Social Identity: design, hash-tag, integration

Content: stories, photos, occasions

People: team, training, coordination, network

What resources do you need?

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

What resources do you need?

Technology : internet, devices, accounts

Social Identity: design, hash-tag, integration

Content: stories, photos, ‘occasions’

People: team, training, coordination, network

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

“How do you determine how much Social Media you do?”

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

3 possible solutions

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Buy & Share

Send & Sell

Love & Join

INVESTMENT

IMPA

CT

1. Buy & Share use network of your existing customers

2. Send & Sell stay top of mind with the people who want to follow

3. Love & Join dive actively into existing ‘community’ and focus on bloggers

3 possible solutions

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Buy & Share

Send & Sell

Love & Join

INVESTMENT

IMPA

CT

1. Buy & Share use network of your existing customers

2. Send & Sell stay top of mind with the people who want to follow

3. Love & Join dive actively into existing ‘community’ and focus on bloggers

“What are the pros and cons per scenario?”

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Key ideas #benefits #measure #scenarios 4. #strategy

“How do you determine how to fill in your

Social Media strategy?”

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Why do you communicate?

Customer service

Business Intelligence

Client relations

Marketing

Marketing

Sales

Procurement

Operations

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

1. Authenticity2. Friends & family3. Employees & colleagues4. Partners & suppliers5. Clients6. Rest of the world

Who do you communicate with?

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

What is ‘Common Place of Care’?

2. Experience

3. Brand

1. Content 1. Cycling2. Tour de France3. Rabobank Team

1. Meetings industry2. IMEX America3. Meet Mr. Holland

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

A Social Media Strategy:

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Key ideas #benefits #measure #scenarios #strategy

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

#reflectionapplying toyour own context

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Before I go …

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Do you know someone who needs some help with …

… event technology… Social Media… a speaker about those topics?

Gerrit HeijkoopPartner HCIBSWant to receive these slides?Leave me your businesscard and I will e-mail you the link!

@gheijkoop or @hcibs

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

Social Media for meetings & events

why, optimize network & messages

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

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