HOW TO AMPLIFY YOUR EVENTS USING SOCIAL TECHNOLOGY A PRESESENTATION FROM #LIVETECH
LiveTech Main Screen Presentation
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19-Sep-2014 -
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Transcript of LiveTech Main Screen Presentation
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
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www.freshnetworks.com
Planning a social media strategy
Matt Rhodes, Strategy Director
October 2011
@mattrhodes
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www.freshnetworks.com
I’m sorry brands
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www.freshnetworks.com
I’m sorry brands
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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
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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.
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www.freshnetworks.com
Used in two different ways
“Me and my friends”
Social networks
“Us and our interests”
Online communities
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www.freshnetworks.com
This is social media
Reviews on Amazon
3,542 people have reviewed the book/
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www.freshnetworks.com
This is social media
Personal blogs
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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.
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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 [email protected]
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