Desiree LehrbaumEXHIBITOR2011
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March 27, 2011
S404Leveraging Social Media to Drive Better Engagement and Results
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A bit about me
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Shaping the agenda
Who are you?
What would you like to get out of today’s session?
What do you have to contribute to today’s session?
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Ground rules
I’m not the “social media” expert, but I will share what I’ve learned along the way
I facilitate all knowledge in the room, but Don’t be “that” guy/gal
Engage, but be respectful Yes it’s learning, but
Let’s have some fun or at least some laughs This session is not time you have to serve, if it’s not working
for you . . . Talk to me – maybe we can get there Have permission to leave
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Trends in Events
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The way events used to be
If we build it they will come We control the message Planning events based on what the
organizers/management thought was important
Zero tolerance for error Ask for attendee input AFTER the event is over
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A funny thing happened on the way to the recovery
Rules of the “game” changed Explosion of social media User created content Tough economy = no
guaranteed on attendance
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Events today
Who is the content creator?
Who is controlling the message?
What’s live vs. online? In-person vs. digital
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Attendees are demanding to engage on their terms
Participatory Face to face AND digital Specialized Customized Sustainable Portable/mobile
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It’s all about the attendee, stupid
Majority of meetings and events are designed for the benefit of the meeting professional
Its about the community, not the event Customers as co-creators Customers defining the rules of engagement Customers driving how and what they want to know Customers want more than corporate monologues Events as labs for experimentation
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What are we so afraid of?
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Does this sound familiar?
“My <boss, CEO, Legal, Support, PR > will never support launching Twitter, Facebook, community”
“There is no way <insert resistance agent of choice> will approve doing any of this”
“What if people start saying something negative about the company or our product?”
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Communication shift needs to happen
“Companies need to move away from sole reliance on top-down
messages delivered to elites toward fostering peer-to-peer dialogue
among consumers and employees, activating a company’s most
credible advocates.”
Richard Edelman CEO Of Edelman
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Overcoming objections
Show don’t tell Conduct online searches about your brand online
Put your industry and competitors front and center Compile what your top competitors and industry are doing with
social media Data, data, data
Tap into the wealth of data (Hint: Poach from this presentation) Provide assurance with guidelines
Leverage industry best practices for and establish guidelines for internal use
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Why negative isn’t so negative
Most online are actually positive Bazaarvoice found 80% of US clients reviews give their products
a 4 out of 5 star rating (jumps to 88% for UK clients) Listening to customers is never a bad thing
If your brand or event is seeing more negative feedback, then they are doing you a favor
People are already online talking about your brand without you Wouldn’t you rather join the conversation and show you’re
listening The days of the company controlling their message are over
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Group Exercise & Discussion
What obstacles are you hearing at work? Suggestions on how to overcome?
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Good events = control
Event managers pride themselves in creating a controlled, scripted environment that minimize risk
In social media, the culture mandates giving up the illusion of control
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Why events should embrace social media
Events offer genuine personal connections whether they be online, virtual or physical
All about deepening customer relationships
Nothing is more social than events
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Why is Social Media Different?
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Years it Took to Reach a 50M Market Audience
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50 MILLION USERS
Radio
38 Y
EARS
TV
13 Y
EARS
Internet
4 YE
ARS
iPod
3 YE
ARS
2 YE
ARS
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Why Social Networking
According to “The Zen of Social Media Marketing” the top three reasons why people join social networking sites
1. Identity – to showcase who they are
2. Connections – to build relationships with others
3. Community - sharing experiences with others
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Users comfort with social media increasing
9 out of 10 US internet users visit a social networking site each month Ave. US worker spends 5.5 hours on social networking at the office 22% of time spent online is attributed to social networking sites 20% of US adults publish or own a blog
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*Nielsen Internet & Social Media Consumer Insights, 2010
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Social media is not just for B2C & Lady Gaga
57% of US workers use social media for business purposes at least once a week
#1 reason for leveraging social media was to acquire knowledge and ask questions of the community
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*IDC State of Social Business, January 2010
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B2B = Decisions based on Relationships & Trust
Learning from others about their efforts Hearing unfiltered feedback about
solutions and companies Monitoring industry trends Share their experiences with others
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Group Exercise & Discussion
What are you seeing with your customers? Are you doing anything to adjust to these changes?
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Fish where there are fish
Consider where your users, customers, attendees are already
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Important of staying ahead of your audience
This is not a “set it and forget it” approach Dynamic space stay observant but not obsessed Always be open to what’s coming Realistic about what’s on it’s way out Ask: Is there any value for my community or event?
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Double-clicking on the Technology
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Ok . . .Where do you start?
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Trends for Key Social Media Sites
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*comScore 2010 US Digital Year in Review
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Facebook more than just Farmville
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Facebook is more than status updates
Over 700M users worldwide that spend over 700 billion minutes online 50% login every day 200M users access via mobile device About 70% of FB users outside US
More than 30 billion pieces of content (links, blog stories, photo albums) are shared monthly Ave user is connected to 80 community pages,
events Ave user creates 90 pieces of content monthly Serve up 600,000 photos every second
Facebook has over 30,000 servers Manages over 25 terabytes of data daily for
logging
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Source: Facebook, September 2010
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If Facebook were a country it would be the 3rd largest 700,000 new users a day
Facebook accounts for 10% of all page views in the US 3 out of every 10 internet sessions involves a visit to the site 41% of Americans maintain a profile page
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200 Million registered accounts Estimated 5-7% of US Population is on
Twitter Post 110 Millions Tweets Per Day (TPD) Nearly 2/3 access Twitter on mobile
phone From 2006-2010 = 478% CAGR
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*Nielsen
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Video Consumption & Engagement Grows
Ave Daily Unique Viewers
Hours Per Viewers
11.5
12
12.5
13
13.5
14
14.5
12.7
14.2
20092010
0102030405060708090
100
67.3
88.6
20092010
*comScore 2010 US Digital Year in Review
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Geolocation
“Gaming” increases engagement and ties exhibit information in to fun activities
Foursquare, Gowalla, Facebook Places - Existing applications that many attendees may be using
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The Fun of Geolocation
Reports your location “Check-in” to popular
locations/businesses Earn rewards – points,
badges, and if you check-in the most can become Mayor and get freebies or discounts
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QR Codes
Expedite information exchange (registration, biz card, contact info, etc.)
“Scan and Go” - information can be downloaded and digested without needing to be stationary. Attendees can scan and consume content at their convenience
Play video
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QR Code-Digital Collateral
Replaces/reduces amount of trade show literature by giving attendee opportunity to download digital version
Measurable. Distribution can be tracked, down to attendee sharing
Reduces money on printing & shipping and reduces waste
“Curiosity” factor Has SMS feature, for those without camera phones
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The Virtuous Cycle of Interaction
“Once the network is in place and people are active and engaged, the dynamics of
the social interaction taking place incentivize participants to share
information about themselves more regularly, which in turn solicits more engagement from others, creating a
virtuous cycle of interaction.”
-Andrew LipsmancomScore
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Focus on strategy, not the tool
Social media tool providers can quickly fall out of favor In 2006 MySpace had twice the
unique visitors as Facebook Little over 5 years ago typing
“twitter.com” = 404 error Your objectives and audience
should determine which tools you should use – not the other way around
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MOBILITY
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Morgan Stanley predicts by 2015, mobile web will surpass Internet desktop use
*Morgan Stanley , “Internet Trends” report April 12, 2010 http://bit.ly/eUpcf8
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The Mobile Executive
82% of executives use a smartphone and on average carry 3.46 devices
Nearly 2/3 are comfortable making a purchase on their mobile device
45% believe a smartphone will be their primary device in three years
Source: Fobres Insights “The Untethered Executive: Business Information in the age of mobility” October 2010
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Tablets – not just for Angry Birds
Deloitte forecasts enterprises will purchase more 25% of all tablet devices sold worldwide in 2011
According to Apple more than 80 percent of the Fortune 100 have already deployed the iPad in the enterprise or are piloting it
65% of execs agree they’ll be using tablets more frequently than a computer in 3 years*
Social Media Phased Approach
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Phased Participation Engagement
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Conversation Community
Passive Active
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Commit – less is more
Look before you leap Evaluate where your strengths, resources and community are Focus is better than trying to launch and excel across multiple
social media vehicles Consider an executive sponsor Once you determine your focus area – secure commitment
from cross-functional team and executives
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Listen – and it’s all about listening
They are already there discussing brand – how can you learn? Observe the digital natives in their habitat Unfiltered feedback about your organization, event, staff and
technology Market research Opportunity assessment
How? Search online and analyze results Participate in online chats Subscribe and comment on blogs and wikis
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Dialogue – two way communication
Think conversation, NOT broadcast Tend to tunnel-vision on what to post, but focus on what will
enlist participation Quality trumps quantity
Establish trust and credibility Give your customers something of value People are looking to be heard Authentic interactions Acknowledge mistakes People don’t care about what department you work in or what
your official process is
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Engage – true community
The shift from brand and customer -> community Champions Evangelism Advocacy Content creators
Collaborating to create the virtuous cycle of interaction
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Paying it Forward
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“Those who ignore the party/conversation/network when they are content and decide to drop in when they need the network may not succeed. It’s pretty easy to spot those that are just joining the network
purely to take – not to give. Therefore, be part of the party/conversation/network before you need
anything from anyone.” – Jeremiah Owyang, Web-Strategist.com
He’s just not that into you
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Why your friends unlike you
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Source: ExactTarget “The Social Break-up: Report #8” 2011
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Why people stop following you
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Source: ExactTarget “The Social Break-up: Report #8” 2011
Mapping Social Media to the Event Lifecycle
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Ever been alone in a crowd?
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Opportunity to drive meaningful engagement
According to John Nawn, Founder of The Perfect Meeting
Principle of Meaningful Engagement
Creating emotional connections Meetings are impersonal affairs Represent the greatest unrealized opportunity connect
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Opportunities to event lifecycle
• Research• Speaker recos• Content feedback• Event
ambassadors
• Audience Gen • Event reveal
• Connecting • Optimizing• Monitoring • Updates
• Feedback • Extend the life • Monitoring• Celebrate
Where could your event program benefit by social media the most?
Think about using social media to build community not just “market” an event
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Enlisting cross-functional resources
Most organizations who are doing this well do not of have dedicated headcount to “manage” social media
Social media is all about personal connection vs. traditional corporate speak
Identify individuals in your organization who are active digital media natives Product management/marketing Executive teams – CTOs especially
Deputize cross-functional teams to listen and dialogue Full disclosure is an imperative Encourage ownership of customer engagement around certain
topics
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Digital event ambassadors and concierge
New thinking: create event ambassadors Can be internal or external people Offering key people exclusive event news to their audiences Bring participants along the entire event lifecycle No dictating what they say
Benefits People respond more to individuals than anonymous company 1:1 facilitates building trust, credibility and relationships Diverse communication channels broadens reach Build anticipation for the event and speakers
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Pre-event strategy
Validate event strategic direction Co-create content and program with attendees
Gather feedback and recommendations for content, speakers, locations, activities
By listening to community will build more effective program and gain buy-in from attendees
Build momentum and excitement for event launch Establish 1:1 connections online with event
ambassadors
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Launch
Inspire evangelism amongst community Deputize your ambassadors
Build excitement for event, sessions, speakers Encourage community engagement with each other
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On-site Bring back channel to the forefront Empower all participants to engage and share
learning Monitor what’s happening at event in real-time
Troubleshoot when things go wrong Pro-actively communicate changes immediately
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Post-event
Feedback Enlist event ambassadors Extend the life and reach of the program
Post content on SlideShare, Posterous, YouTube Use as springboard to gain momentum for next program
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Group Exercise & Discussion
What social media tactics might you utilize at each stage of the event lifecycle
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How do you measure this stuff?
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Measurement Tool Demos
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New paradigm in thinking about value
“Take one opportunity, grow it into something of quality,
and then leverage that opportunity into a new one that derives more value.”
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Chris Brogan & Julien Smith , Trust Agents
How are other companies doing this?
The Good, The Bad & The Ugly
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Ritz Carlton hotel managers listen
1 hourEach day reviewing online
conversations before walking the grounds
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499 employees Tweet at Zappos
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Zappos and their CEO were very early adopters of Twitter
Zappos provides Twitter training as part of their new
employee orientation
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Personalizing the brand
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@padmasree @scottmonty
Excellent examples using Twitter
effectively to build 1:1 connections to the Cisco and Ford
brands
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Dreamforce App
Dreamforce is Salesforce’s Annual User Conference with +23K attendees and 700 speakers
Developed their Dreamforce App with Chatter Used by thousands of users Over 800 groups formed 55,000 posts
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Valentine to SFDC From a blog post from “A Force to Reckon with”
“Sometimes the conversations are silly, sometimes serious, always educational and entertaining. I learned new ways to build in Salesforce, openning up to exploring
visualforce and other more sophisticated solutions. I learned the benefits of steel cut oatmeal (though I still love my beloved cheddar grits). I got the inside scoop to sessions and presenters, to the happening parties, what to expect when I got to Dreamforce and
best of all I had new friends to meet up with in person. If you’ve ever attended a convention solo, you know what I mean- you look forward to making some connections
and have someone to meet up with for a meal or just to trade some stories and experience. Dreamforce app made this happen before I even made my hotel or flight reservations. I looked forward to seeing what the regulars in the app were posting-
sharing about CRM news, blog posts, debating who @darylshaber is, and sharing and replying myself. One of my favorite moments came when I realized that I could and was answering more questions people posted than ones I had to wait and see what others
could suggest. I’d arrived in my Salesforce self confidence. ”
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Session Takeaways
Be attendee centric in all that you do Content is still king – social media can’t help bad content Commit – be in for the long haul. No graceful exit strategy Iterate - do not need to wait for perfect information or
optimal resources to begin Be authentic – don’t just regurgitate marketing propaganda Depth vs. breadth – focus on strengths and assets Popularity ≠ Influence – don’t just collect marbles
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Essential Learning Components
Evaluate your event strategy and program requirements FIRST then select the social media tool that fits best.
Use the right social media tool for the job. No one becomes a social media star overnight – think
a phased approach. Social media: It’s not just for big companies anymore.
Once again, content is king
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Essential Learning Components (cont’d)
Authenticity wins the day, especially on a bad day. Don’t let perfection become a barrier to progress. Deputize and draft colleagues in your organization to
your social media team Think 1:1, not broadcast Quality over quantity
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Closing thoughts
“How can you squander even one more day not taking advantage of the greatest shifts of our generation?
How dare you settle for less when the world has made it so easy for you to be remarkable?”
- Seth Godin
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Yes even more Seth
Seth Godin on Social Media
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Q&A
Twitter:@lumendesiree facebook.com/lumenconsulting www.lumen-consulting.com
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Appendix
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Download and recycle with pride!
This presentation can be viewed and downloaded at: www.slideshare.net/lumendesiree
Additional tips and resources: www.lumen.posterous.com
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Cool Tools
QR Codes Get your free personal – jumpscan.com Codes for everything on everything – www.qrstuff.com
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Facebook tools
Customize your Facebook page URL http://www.facebook.com/username
Tabsite – DIY customized Facebook pages http://www.tabsite.com/
Wildfire – Facebook promotions and contests DIY www.wildfireapp.com
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Social Media Monitoring
http://search.twitter.com/advanced www.viralheat.com www.socialmention.com/ http://hootsuite.com/ www.scoutlabs.com/ www.radian6.com
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DIY Event Mobile App/Sites
Event Mobi – DIY Event Web Site Accessible http://www.eventmobi.com/home/
Event Mobile TripBuilder http://www.tripbuilder.com/mobile/mobile-eventmobile.php
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Social Media Policy Repository
www.socialmediagovernance.com/policies.php
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