Using Social Media At B-to-B Events: Oh Yes You Can

hello Kathleen Mudge

Consultant, Cisco @kathleenmudge

Kenny Lauer

George P. Johnson @kennyl

Image by Pieter Musterd used with Attribution as directed by Creative Commons

http://www.flickr.com/photos/piet_musterd/1858568495 2

On-site Engagement

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“Continuing the Conversation” Across Events EVENT 1 EVENT 2 EVENT 3 EVNT4

Con

vers

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n Vo

lum

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Event-specific conversation

Time

Social @ciscolive

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Overall Objectives

  Extend reach   Increase the length and level

of engagement with our attendees.   Enhance and enrich relationship for the Cisco Live community.   Lengthen and enhance the onsite event experience.   Building communities on Twitter, Facebook and LinkedIn, we

engage with attendees and grow the Cisco Live community 365 days a year.

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Social Media – 5 Key Strategy Points

1. Plan Zero in on brand goals/metrics, targets and messages

2. Listen The best conversations begin with monitoring & listening

3. Engage Communicate, participate, and nurture on these channels

Leverage listening, reporting and tracking tools to gauge success and adjust

4. Analyze

5. Leverage

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Influencers can impact/ expand your community

1. Make a Plan

  Determine social media channels for engagement   Develop your strategy for each channel

  Define goals and measurement for success   Membership   Engagement level   Revenue targets

  Plan update frequency   Select scope and type of content depending on channel strategy and

focus   Listen to your audience   Analyze to determine what is working and continue to modify plan

based on success criteria 9

Channel Focus — Facebook

  Regular updates to the community   Opportunity to share video and photos with

community engagement   Polls allowing voting and discussion on topic   Soliciting engagement from direct questions

resulting in focused responses

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Engaging with the Cisco Live host: SVP Office of the Chairman and CEO, Cisco

Attendees use their creativity to have fun before they arrive…

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2. Listen Channel Focus — Twitter

  Provide frequent updates   Engage in the conversation   Nurture the community   Twitter Chats

The best conversations begin with monitoring and listening

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3. Engage Channel Focus - LinkedIn

  Stir the pot with questions to spark conversations   Practice restraint – avoid to much corporate

messaging   Show you’re listening

  Maximize the on- and off-season, keep the momentum going

  Cross promote on social channels

  Ditch the promotions – focus on authentic interaction by attendees

  Provides opportunity for group member discussions and easy connections to targeted participant’s profiles by fellow group members

  Conversations are business and event focused

Communicate, participate, and nurture

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4. Analyze

Leverage listening, reporting and tracking tools to gauge success and adjust

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5. Leverage Influencers

  Take advantage of influencers to engage attendees or prospects and amplify messages

  Influencers within your social communities

  Executives   Partners

NEED: Amplification

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Reward Influencers

  Everyone wants to be heard and acknowledged   Acknowledge retweets with a “Thank you” tweet   Executives: Let them know the results of their amplification or

promotion   Partners: Acknowledge and thank them for their participation with

“Likes” on Facebook or LinkedIn, or “Thank you” on Twitter for tweets or retweets

  Community Supporters: Provide tokens of appreciation through information “scoops” and acknowledgement

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Nurtured Community to ROI

  Now that you have invested your resources in social media, what do you get for your effort?   Increased brand loyalty   Advocates   Revenue tracked back directly from URLs

  Social media is one of five primary revenue channels

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Social Media Channel Growth YoY

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2000

4000

6000

8000

10000

12000

17-Jul-10 17-Jul-11 6-Jun-12

FB

Twitter

LI

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Cisco Live U.S.

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  Industry's premier education and training event for IT, networking, and communications professionals

  17,000 physical registrants and 189,000 virtual participants

  2,500-4,000 event related tweets daily

  11,997 @CiscoLive Twitter followers, most of which actively tweet during the event (70%)

  Attendees rely on Twitter and Facebook as their main communication channel to post questions/issues and get quick responses

On-site Engagement

Times have changed

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Outsideè In

“Some+mes you want to go Where everybody knows your name, And they're always glad you came”

hAp://media.80stees.com/images/products/Cheers_Norm-‐T.jpg

“Presencing”: It’s important to be seen

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Cisco Live: On-site Mission

Evolve Cisco Live into one of

the most

attendee-aware events in the

world.

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Cisco Live Attendee Aware: On Site Goals   Maximize the Attendee Experience

  Monitor and act on attendees’ needs (inside 4-walls and outside)

  Anticipate experience enhancing opportunities

  Make sure everyone is “seen”

  Elevate the Brand

  Identify and support trends / comments

  Amplify positive messages

  Create proactive experiences to drive event goal

  Increase loyalty and customer value

  Protect the reputation of Cisco and Cisco Live

  Recognize “smouldering”

  Engage deliberately to cauterize potentially harmful conversations

  Convert negative to positive 26 26

Cisco Live: Social Media Engagement

 Significant social footprint

 Team / Strategy dedicated to social

 Brought it to life

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Laptops iPads Smartphones

Tablets Monitors

SocialMiner (Cisco)

Radian6

TweetDeck Objective Marketer Bit.ly

Twitter Facebook YouTube

LinkedIn Flickr

Part Science / Part Art

TO SUPPORT

TO COLLECT

TO MONITOR

Social Media Channels

Social Media Tools

Technologies

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LEAp

Pre-event Post-event

Part Science / Part Art

LEAp


LEAp Playbook (and more)

  Rules of engagement

  Living Document

  Builds Consensus

  Opens Communication

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Top

ics

incl

uded

in P

layb

ook

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Top

ics

incl

uded

in P

layb

ook

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LEAp


Listen

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Track social content inside and outside the event with hyper attention on brand protection, brand elevation, and attendee experience

Listen

Engage [re-active]

Respond strategically by presencing through retweeting, @replying, or posting.

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Act

[proactive]

Tweeting and posting of unique content as well as proactively supporting the experience

Triage

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* Triage Levels: Influencer: Widespread Effect Singular: Negative Experience

Evaluate Message: Question or Comment?

Question Comment

Do we have enough information to answer the question?

Yes No

Respond with correct info

Indication of a positive experience Indication of a negative experience

Message considered for a retweet and/or response (i.e. we’re glad you’re enjoying the event)

1.  Respond letting the attendee know that we’re looking into their question.

2.  Reach out to the appropriate escalation contact to get the information needed to respond.

3.  Respond with the correct information

Did the message come from a valid Twitter profile?

Yes No

Report as spam and continue to monitor users’ tweets

Do we need to escalate or does it threaten the brand and/or event brand? *

Yes No

Quickly escalate to appropriate contact to discuss how to approach

Do we need more information from them?

Indication of an individual or multiple attendee experience

Individual Multiple attendee

Ask the attendee to DM us more information so that we can try to help them

Reply to the attendee and ask them to provide us with more info so that we can try to help them

Is there an opportunity to turn this into a positive experience?

If appropriate, thank them for their feedback and let them know we’ll pass it on. Continue to monitor attendees tweets.

Work with the appropriate event contact as needed to respond and take action

No Yes

No Yes

Social Media Comes to Life

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Cisco Live Social Media Hub

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Cisco Live Social Media Hub

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Kred

  Point of Congregation

  Created friendly competition

  Contest winners were excited to come by to claim their prize and have their photo taken

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Attendees love to be recognized

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Social Aggregation

LEAp


Post Show Report topics

  Sentiment / Insights

  YOY Analysis

  Stats   Twitter   Facebook   Social Miner   Radian 6   Social

Aggregation   Kred   Bit.ly

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Post Show Report topics Qualitative and Quantitative

  Identification and analysis of the Cisco Live Top Advocates and Contributors

  Key topics of discussion

  Positive and negative sentiment

  Questions/issues addressed

  Attendee suggestions for the next year

  Recommendations for next year

  Snapshots of attendees tweets and Facebook posts grouped by event elements and sentiment

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Feedback Summaries

POSITIVE SENTIMENT RECEIVED MOST FOR:

  CAE   Keynote presentations

  John Chambers keynote

  Padmasree Warrior’s keynote

  Mythbusters keynote

  Demos during the keynote presentations

  DJ in the Convention Center

  Access to Cisco Live 365 and being able to view live broadcasts

  Event staff

  Meals

  Giveaways   Cisco Live Social Media Response Channel

NEGATIVE SENTIMENT RECEIVED MOST FOR:   WiFi/Wireless bing slow or unavailable   PDFs

  Not being able to download when WiFi was slow or down

  Issues downloading PDFs via Scheduler   Not having USB drives available with PDFs

preloaded   Cisco Live Mobile App issues   No WiFi/wireless available during keynotes   Not getting a free t-shirt after Cisco Live ran out

of them   Registration lines (due to WiFi issues)   Lunch line on Monday   Cisco Live 365 error message Monday   Only being allowed to enter WoS through Hall D   Keynote and session chairs being placed too

closely together

+ −

Cisco Live Mentions by Hashtag/Keyword Cisco Live Social Participation by Region

Cisco Live Mentions by Media Type Cisco & Cisco Live Mentions by Hashtag/Keyword

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Top Three Attendee Generated Videos

305 Views

Youtube.com/watch?v=o0um-PMdie0

youtube.com/watch?v=k_im_uWGO8Q

353Views

youtube.com/watch?v=EPKMANz8wzo

503 Views

Results YOY

  Social media activity, advocacy, attendee contribution, and feedback continues to increase year over year.

↑  280% increase in @CiscoLive Twitter followers from 2010 to 2012

↑  23,760 total Cisco Live mentions (5% increase from 2011)

↑  10,734 @CiscoLive Twitter followers—gained 433 followers during the event, YoY followers up 75% from 2011)

↑  181% increase in social media activity the weekend prior to the event and 266% during the event

↑  196% increase in total outgoing posts from 2011 (Facebook and Twitter)

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Cisco Live Social Media Stats (6/10-14,2012)

  2,512,204 total reach

  4,842,639 impressions

  445 Facebook likes

  3,595 total photos uploaded to the Media Gallery

  2,314 clicks on bit.ly links sent from @CiscoLive

  314 blog mentions

  3,595 total updates to the Media Gallery

  3,325 total updates to the Social Aggregation page

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30

134

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129 172

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176 166

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361 358

424 436

290

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200

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500

Day 1 Day 2 Day 3 Day 4 Day 5

2010

2011

2012 Volume of tweets by year

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2012 Social Media

Kathleen Mudge [email protected] @kathleenmudge

Kenny Lauer [email protected] @kennyL



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Using Social Media At B-to-B Events: Oh Yes You Can

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