Post on 16-Apr-2017
2009 Lumen Consulting, LLC. All Rights Reserved
December 2009
LeveragingSocialMediatoDriveBe3erEngagementforYourEvents
DesireeLehrbaum
ForthoseonTwi3erpleaseuse
#cemachat
2009 Lumen Consulting, LLC. All Rights Reserved 2
2009 Lumen Consulting, LLC. All Rights Reserved
DefiniBonofSocialMedia
“Asocialtrendwhichpeopleusetechnologiestogetthethingstheyneedfromeachother,ratherthantradiBonalinsBtuBonslikecorporaBons”
3
2009 Lumen Consulting, LLC. All Rights Reserved
WhatDoWeMeanbySocialMedia?
Corporateandindividuals
BLOGS
Product/SoluBonWIKIS
SOCIAL NETWORKING LinkedIn
FacebookMySpace
USERCOMMUNITY
Privateknowledgesharing
“FILE‐SHARING”
SlidesharePosterous
MICRO‐BLOGGING
Twi3erFriendFeed
VIDEOSHARING
YouTubeVimeoblip.tv
BOOKMARKING
Digg,delicious,Reddit
SOCIAL MEDIA
WhyisSocialMediaDifferent?
2009 Lumen Consulting, LLC. All Rights Reserved
YearsitTooktoReacha50MMarketAudience
6
50MILLIONUSERS
Radio
38YEA
RS
TV
13YEA
RS
Internet
4YEARS
iPod
3YEARS
2YEARS
2009 Lumen Consulting, LLC. All Rights Reserved
Userscomfortwithsocialmediaincreasing
AccordingtoNielsen*visiBngsocialmediaisthe4thmostpopularonlineacBvity–aheadofpersonalemail
93%**ofsocialmediausersbelieveacompanyshouldhaveapresenceonsocialmedia
7
*NielsenGlobalFaces&NetworkedFaces,2009**CONEBusinessinSocialMediaSurveySept2008
2009 Lumen Consulting, LLC. All Rights Reserved
Top10WebBrandsforSeptember2009
#1 #2 #3 #4
Ranked by: The Nielsen Company (U.S. Home and Work)
#7
#5 #6
#10
#9 #8
2009 Lumen Consulting, LLC. All Rights Reserved
Facebookismorethanstatusupdates
IfFacebookwereacountryitwouldbe3rdlargest
Over350Musersworldwide
Morethan10millionusersjoinFanpageseveryday
Facebookhasover30,000servers Managesover25terabytesofdatadailyfor
logging
2billionpiecesofcontentaresharedweeklyonFacebook
Facebookislargestphotosharingplagormintheworld
2billionphotosuploadedmonthly
Serveup600,000photoseverysecond
9
2009 Lumen Consulting, LLC. All Rights Reserved
FacebookU.S.Demographics
13‐1710%
18‐2530%
26‐3424%
35‐4419%
45‐5411%
55‐656%
June2009ThenumberofUSFacebookusers45‐54hasmorethantripledinthelast6months,toarecord7.7MacBveusers
Usersover26nowrepresent60%oftotalU.S.Facebook
populaBonSource:InsideFacebook7/6/09
10
50%ofFacebookuserslog‐ineveryday
2009 Lumen Consulting, LLC. All Rights Reserved
Twi3er
InJune2009Twi3erhitunique44.5Musersworldwide No.52largestsiteintheworld(biggerESPNandcomingupon
BBCandcraigslist)
55%internaBonal&45%USbased
11
Source:comScore,August3,2009
Impressive since over half of Twitter users don’t access the website, but use
Twitter apps to digest and consume Tweets
2009 Lumen Consulting, LLC. All Rights Reserved
Focusonstrategy,notthetool
Socialmediatoolproviderscanquicklyfalloutoffavor In2006MySpacehadtwicethe
uniquevisitorsasFacebook
Li3leover3yearsagotyping“twi3er.com”=404error
YourobjecBvesandaudienceshoulddeterminewhichtoolsyoushoulduse–nottheotherwayaround
12
WhyandhowcompaniesarerespondingtoSocialMedia
2009 Lumen Consulting, LLC. All Rights Reserved
Yourbrandisbeingdiscussedonline
AccordingtoPennStateStudy,1in5tweetsisbrandrelated*
ITSMAreportedthat55%ITbusinessbuyersusesocialmediainthebuyingprocess** A50%ofincreaseover2008
14
*PennStateStudy**ITSMAHowCustomersChooseSoluBonProviders,October2009
2009 Lumen Consulting, LLC. All Rights Reserved
Socialmediainvestmentisontherise
70%ofCMOssaytheywilldomorewithsocialmediain2010
AccordingtoeMarketer,adverBsersspent$40Monsocialnetworksin2008andexpectedtogrowto$210Min2012
Forresterpredictssocialmediaspendingwillincreasefrom$716Min2009to$3.1Bin2014
15
2009 Lumen Consulting, LLC. All Rights Reserved
SocialWebisintertwinedwithmix
• Googleannouncedreal‐Bmesearchintegratedintosearchpages
• NowliveTweets,YahooAnswers,newsarBcleswillstreamontheactualsearchresultspage
• WorksoniPhone&Android
• Nextup–FacebookandMySpace
16
WhyeventmarkeBngstruggleswithsocialmedia
2009 Lumen Consulting, LLC. All Rights Reserved
Goodevents=control
EventmanagerspridethemselvesincreaBngacontrolled,scriptedenvironmentthatminimizerisk
Insocialmedia,theculturemandatesgivinguptheillusionofcontrol
18
2009 Lumen Consulting, LLC. All Rights Reserved
Whyeventsshouldembracesocialmedia
EventsoffergenuinepersonalconnecBonswhethertheybeonline,virtualorphysical
AllaboutdeepeningcustomerrelaBonships
Nothingismoresocialthanevents
19
2009 Lumen Consulting, LLC. All Rights Reserved
Socialmediashissthecontrolofpower
“Technologyisshisingthepowerawayfromeditors,thepublishers,theestablishment,themediaelite.Nowit’sthepeoplewhoareincontrol.”
RupertMurdoch
20
2009 Lumen Consulting, LLC. All Rights Reserved
Requiresnewthinkingforevents
Customersasco‐creators
Customersdictatehowrulesofengagement Customersdrivinghowandwhattheywanttoknow
Customerswantmorethanjustcorporateboilerplate
21
SocialMediaPhasedApproach
22
2009 Lumen Consulting, LLC. All Rights Reserved
PhasedParBcipaBonEngagement
Commit Listen Dialogue Engage
23
Conversa6on Community
Passive AcBve
2009 Lumen Consulting, LLC. All Rights Reserved
Asocialmediaframework
Knowyouraudience Fishwheretherearefish
Strengthassessment KnowwhereyouhavetracBonandwhereyouneedtodevelop
Mappingneedstoeventlifecycle Considerallthetouchpointsthroughoutthea3endeejourney
24
2009 Lumen Consulting, LLC. All Rights Reserved
TargetAudienceAssessment
Vehicle TargetAudienceA TargetAudienceB TargetAudienceC
Bookmarking ✓
Blogging ✓ ✓
Online Communities ✓ ✓
Social Networking ✓
Micro-blogging ✓ ✓
User Communities
Social Videos ✓ ✓
Word of Mouth ✓
Wikis ✓
2009 Lumen Consulting, LLC. All Rights Reserved
Whereareyoustrongtoday?Wheredoyouneedtobe?
VehicleStrength
(Rank1‐10)DevelopmentNeeded
Bookmarking 10
Blogging 1
Online Communities 9
Social Networking 6
Micro-blogging 5 ✓
User Communities 8
Social Videos 2 ✓
Word of Mouth 1
Wikis 8
MappingSocialMediatotheEventLifecycle
27
2009 Lumen Consulting, LLC. All Rights Reserved
OpportuniBestoeventlifecycle
Pre-Event Strategy Launch On-site Post
28
• Research• Speakerrecos• Contentfeedback• Eventambassadors
• AudienceGen• Eventreveal
• ConnecBng• OpBmizing• Monitoring• Updates
• Feedback• Extendthelife• Monitoring• Celebrate
Wherecouldyoureventprogrambenefitbysocialmediathemost?
Thinkaboutusingsocialmediatobuildcommunitynotjust“market”anevent
2009 Lumen Consulting, LLC. All Rights Reserved
EnlisBngcross‐funcBonalresources
MostorganizaBonswhoaredoingthiswelldonotofhavededicatedheadcountto“manage”socialmedia
SocialmediaisallaboutpersonalconnecBonvs.tradiBonalcorporatespeak
IdenBfyindividualsinyourorganizaBonwhoareacBvedigitalmedianaBvesonline Productmanagement/markeBng
ExecuBveteams–CTOsespecially
DepuBzecross‐funcBonalteamstolistenanddialogue FulldisclosureisanimperaBve
Encourageownershipofcustomerengagementaroundcertaintopics
29
2009 Lumen Consulting, LLC. All Rights Reserved
493employeesTweetatZappos
30
2009 Lumen Consulting, LLC. All Rights Reserved
Digitaleventambassadors
TradiBonallyeventcommunicaBon=corporate‐>individual
Newthinking:createeventambassadors Canbeinternalorexternalpeople
Offeringkeypeopleexclusiveeventnewstotheiraudiences
BringparBcipantsalongtheenBreeventlifecycle Twi3er,blogs,Facebook,usergroupsexcellentvehicles
NodictaBngwhattheysay
Benefits Peoplerespondmoretoindividualsthananonymouscompany
1:1facilitatesbuildingtrust,credibilityandrelaBonships
DiversecommunicaBonchannelsbroadensreach BuildanBcipaBonfortheeventandspeakers
31
2009 Lumen Consulting, LLC. All Rights Reserved
Pre‐eventstrategy
ValidateeventstrategicdirecBon Co‐createcontentandprogramwitha3endees
GatherfeedbackandrecommendaBonsforcontent,speakers,locaBons,acBviBes
BylisteningtocommunitywillbuildmoreeffecBveprogramandgainbuy‐infroma3endees
Buildmomentumandexcitementforeventlaunch Establish1:1connecBonsonlinewitheventambassadors
SocialmediatacBcs Surveycommunityviablogs,communiBes,Facebook,Twi3er
Haveeventambassadorspersonallysolicitfeedback
CreateonlineadvisorysteeringcommuniBesforevent CreateprivateFacebook/Ninggroups
32
2009 Lumen Consulting, LLC. All Rights Reserved
Launch
Inspireevangelismamongstcommunity
DepuBzeyourambassadors Buildexcitementforevent,sessions,speakers
Encouragecommunityengagementwitheachother
PotenBalsocialmediatacBcs Rolloutyoureventhashtag#
Create/adverBseeventsinFacebook
HavespeakersTweet,blog,postabouttheirsessions MulB‐channelpublishing
SponsoreventspecificcommuniBestoencouragecross‐pollinaBonamongsta3endees
Payitforward‐ParBcipateinotherspeakers,communiBes,andblogs
33
2009 Lumen Consulting, LLC. All Rights Reserved
On‐site
Bringbackchanneltotheforefront EmpowerallparBcipantstoengageandsharelearning Monitorwhat’shappeningateventinreal‐Bme
Troubleshootwhenthingsgowrong
Pro‐acBvelycommunicatechangesimmediately
PotenBaltacBcs Createbloggingdesks/Twi3erlounges
DepuBzekeyinfluencersasofficialeventTwi3erers CoordinateTweeBngandbloggingwithyourspeakers
SponsorTweet‐ups–tofostercommunity
Solicitconference“reporters”withFlipCameras EncourageparBcipantstouploadtoFlikrandYouTubechannels
34
2009 Lumen Consulting, LLC. All Rights Reserved
Post‐event
Feedback Enlisteventambassadors Extendthelifeandreachoftheprogram
PostcontentonSlideShare,Posterous,YouTube
Useasspringboardtogainmomentumfornextprogram PotenBaltacBcs
Onlinesurveys Sponsorfollow‐onregionalTweet‐ups
Rewardloyalistswithacknowledgementfortheirefforts
Enlistvolunteersforfutureadvisorycommi3ees
35
Howdoyoumeasurethisstuff?
36
2009 Lumen Consulting, LLC. All Rights Reserved
Measurement
Eventheearlyadoptersofsocialmediaarestrugglingwithmeasurement
Ironicthatmostmanagementagreesthereisvalueandwillingtorideouttheuncertaintyofhowtomeasure Inrecentsurvey*,60%ofcompaniessurveyedsaidtheyhad
gained“somebenefitbutnothingconcrete”
37
Source:“SocialMediaandOnlinePRReport”byEconsultancyandbigmouthmediaDecember2009
2009 Lumen Consulting, LLC. All Rights Reserved
Whatvalueisderivedfromsocialmedia?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Exposure for business
Increase traffic/list/subs
New biz partnerships
Rise in search engines
Generated qual leads
Reduced overall mktg expenses
Helped close business
81%
61%
56%
52%
48%
45%
35%
38
Source:SocialMediaMarkeBngReport2009
2009 Lumen Consulting, LLC. All Rights Reserved
MeasurementFramework
Vehicle Reach Dialogue Conversion
Bookmarking • Visits• Views• UniqueVisitors• Links• RT/Forwards• WebanalyBcs
• SenBmentofcomments• Reviews• Timespent• Votes• Downloads• Influencercoverage
• Revenue• #ofleads• #trials• NetPromoterScore• Mktgefficiency• #ofideasimplemented
Blogging
Online Communities
Social Networking
Micro-blogging
User Communities
Social Videos
Word of Mouth
Wikis
2009 Lumen Consulting, LLC. All Rights Reserved
MeasurementTools–FacebookFanPages
40
2009 Lumen Consulting, LLC. All Rights Reserved
TweetMonitoring
41
MonthlysubscripBonfor$9.99‐39.99/month
Canset‐up10‐50profiles
DownloadstatsinExcel
2009 Lumen Consulting, LLC. All Rights Reserved
Newparadigminthinkingaboutvalue
“Takeoneopportunity,
growitintosomethingofquality,
andthenleveragethatopportunityinto
anewonethatderivesmorevalue.”
42
ChrisBrogan&JulienSmith,TrustAgents
Howareothercompaniesdoingthis?
2008 Lumen Consulting, LLC. All Rights Reserved 43
2009 Lumen Consulting, LLC. All Rights Reserved
RitzCarltonhotelmanagerslisten
2009 Lumen Consulting, LLC. All Rights Reserved
Dell–RevenueGeneraBon
45
Dellcana3ributeover$7MinrevenuefromTwi3er
“Whatwe'velearnedisthatsocialmediahastransformedthelargecorporaBonofthemillenniumintotheMomandPopshopoftheold
days.Theemergenceofsocialmediasimplymakesitmorepossibletoconnectdirectlywithcustomers
everyday.”
ManishMehtaVPofSM&Community
2009 Lumen Consulting, LLC. All Rights Reserved 46
@Comcastcares–Support
2009 Lumen Consulting, LLC. All Rights Reserved 47
Cha3ypostsandcustomerserviceassistancetendedtogeneratealotof
repliesandnewfollowers.Pressreleasesannouncementsweremetwithsilence.
“That’saclichédphrase,butTwi;erreallyisabouttearingdownthear<ficialwalls
betweencustomersandtheindividualswhoworkatcompanies.”
JetBlue–Service&Fun
2009 Lumen Consulting, LLC. All Rights Reserved
Personalizingthebrand
48
@padmasree@sco3monty
ExcellentexamplesusingTwi3er
effecBvelytobuild1:1connecBonstotheCiscoandFord
brands
2009 Lumen Consulting, LLC. All Rights Reserved
FacebookContests
49
2009 Lumen Consulting, LLC. All Rights Reserved
FacebookAdsforEvents
50
2009 Lumen Consulting, LLC. All Rights Reserved
ThePowerofViral
51
2009 Lumen Consulting, LLC. All Rights Reserved
SocialMediaTakeaways
ContentissBllking–socialmediacan’thelpbadcontent
Commit–beinforthelonghaul.Nogracefulexitstrategy Iterate‐donotneedtowaitforperfectinformaBonor
opBmalresourcestobegin
BeauthenBc–Noplaceholdersocialmedia Depthvs.breadth–focusonstrengthsandassets Diversify–digitalchannelsarenotallthesameandoffer
diversebenefitsandresults
52
2009 Lumen Consulting, LLC. All Rights Reserved
Thankstooursponsors!
53
Q&A
Twi3er:@cemaonline@lumendesireefacebook.com/lumenconsulBng
www.lumen‐consulBng.com2008 Lumen Consulting, LLC. All Rights Reserved 54
Appendix
2009 Lumen Consulting, LLC. All Rights Reserved 55
2009 Lumen Consulting, LLC. All Rights Reserved
Toolswelove Wanttosecureyourusernameacrosssocialmediauniverse?
h3p://namechk.com/
MeasuresenBmentandvolumeofyourTweets www.viralheat.com
URLshortenerwithtracking
www.bit.ly.com
ThinkyellowpagesforTwi3er
www.twellow.com
Hostcontest,promo,sweepstakesinFacebookeasilyandinexpensively
www.wildfireapp.com
NiceTwi3ereyecandytohaverunningatanevent www.visibletweets.com
YourTwi3erappougi3er www.oneforty.com
GreatappstoviewmulBpleTwi3erandFacebookaccounts www.seesmic.com,www.tweetdeck.com
www.hootsuite.com
56
2009 Lumen Consulting, LLC. All Rights Reserved
Recommendedreading
57
2009 Lumen Consulting, LLC. All Rights Reserved
ClosingThoughts
SethGodinonSocialMedia
58