A Social Playbook for Marketing Events - Event Camp 2010 Keynote

A Social Playbook for yMarketing Events

David BerkowitzSenior Director of Emerging Media & Innovation360i212.703.7257

Download this atbit l / d id212.703.7257

[email protected]@dberkowitz

bit.ly/ecdavid

This is social media…

Hi, I’m

Nice to meet you:Nice to meet you:

22www.360i.com Proprietary & Confidential

I make it toq ite a

I get to quite a

few events…

a few events…events…


I’m one of many authors of this…Get yer free Playbook right here

Download at www.360i.com/playbook


*Peanuts sold separately

Agenda

• Gratuitous PowerPoint animations

Wh t’ diff t t d (hi t l t)• What’s different today (hint: a lot)

• Developing a game winning strategy

• Five social trends for event planners in 2010 (augmented eventality!)• Five social trends for event planners in 2010 (augmented eventality!)

• Thrilling Q&A

• Thunderous applause Thunderous applause


Really, what’s different today?

6

“A brand is what people p psay about you when you're not in the room”

Jeff Bezos - Chairman, Amazon

you re not in the room


People talk about you – and your events – when you’re not in the room

Starbucks Water Cooler

Bar Conferences


What’s different now?There’s a newer bigger room


The Internet delivers tremendous scale to WOM

Around the office:Linear progression

Around the Internet: One click = instant audiencep g


Traditionally marketers talked ATconsumers through media channels

ADVERTISER MEDIA CONSUMERS


Today brands must engage directly WITH consumers

MEDIA


So what are you going to do about it?

Listen & ParticipateCover Your Ears and Pretend It’s Not Happening ORIt s Not Happening


Game plan for success in social marketing(and today’s focus)

Training to Win

Developing a Game-Winning

StrategyKeeping Score

The ArenasPreventing Fumbles

Building your Firing up the


Building your fan base

Firing up the fans

Developing a game winning strategy

15

Evaluate opportunities by asking 4 questions

SOCIAL MARKETING STRATEGIC LENS

Does it use oursocial media

Does it meet our marketing

social mediaarsenal?

Does it followsocial mediaour marketing

objectives?social media

best practices?

What is the valueexchange betweenexchange between

consumer & marketer?


1. What are your goals?

ARSENALARSENAL

GOALS RULESGOALS RULES

VALUEVALUE

17

Countless possibilities for goals

Sponsored Opps

BuzzAttendance

Engagement


And then you’ve got to measure them…

Custom Social Media Scorecard

Action Weighting*

Impression 1x

Social Media Dashboard

Community Monitoring

Impression 1x View video 3x Click through 4x Rate video 4x Rate video 4x Share video 10xEmbed video 20xCreate video 100Create video 100x


100 ways to measure social media

This tag cloud is based on my column“100 ways to measure social media”


Read the full list: http://bit.ly/100ways

Adapting the execution to the objective

Client: H&R BlockObjective: CRM

Client: National GeographicObjective: Tune-In


2: Does it use your arsenal?

ARSENALARSENAL


VALUEVALUE

22

Don’t fall into this trap!


Strategy: Edutainment to drive consideration

Leveraging the Social g gEcosystem to:

• Listen• Build communities • Create engagement, buzzg g ,• And more,..

Video Syndication Widgets


Establishing your architecture

HUB & SPOKE APPROACH With new hub

HUB & SPOKE APPROACH With your brand as hub

MATRIX / INTERCONNECTED Without central destination

Existing Asset

Global MarketingNew Asset

Existing Asset


Existing Asset


NEWLY CREATED

HUBNew AssetExisting

Asset

EXISTING ASSET AS

HUBNew AssetExisting

AssetNew AssetExisting

Asset

Existing AssetNew Asset Existing

AssetNew AssetExisting AssetNew Asset


3: Does it follow the rules of the road?

ARSENALARSENAL


VALUEVALUE

26

6 Rules for Traveling in Social Media

1. Learn the language

2. Be a pilgrim, not a tourist

3. Pack appropriately

4. Travel with companions

5. Learn how to listen

6. Keep your eyes peeled


Rule #1 of Travel: When visiting somewhere new, learn the language

Permettez-moi de vous àmontrer à la Tour Eiffel

Уход на экскурсию по Красной площади?


Rule #1 of Social Media: When visiting somewhere new, learn the language

I just got poked by a fan

I’m searching for #EC10on

I really this articleI really this article


Rule #2 of Travel… and Social MediaBe a pilgrim, not a tourist

Tourists PilgrimsTourists

• Plan a brief stay

• Bring cameras and a few bucks

Pilgrims

• Plan to settle

• Bring their full arsenal that will Bring cameras and a few bucks to get by

• Build itineraries

Bring their full arsenal that will help them

• Build communities


Pilgrims earn respect, but as for tourists…


Rule #3: Pack appropriately

Remember to bring:

Research• Research

• Strategy

• Tactics• Tactics

• Your best team

• TimeTime

• Passion

• As many ears as you can for active listening


Rule #4: You don’t have to travel alone --Everyone’s welcome on the journey

Media PR Creative Human Media PR Creative Human Resources

Corporate Marketing

Event Marketing

Web Development

Biz Dev


Rule #5: Learn how to listen

As you travel the world, listen here:

As you travel social media,listen here:

listen here:

and here:


Rule #6: Keep your eyes peeled in every direction

PUSH DIALOGUE SOCIALPUSH DIALOGUE SOCIAL

ONE DIRECTION TWO DIRECTIONS EVERY DIRECTION

We tell you that the brand is great

Brand and consumers discuss the benefits of the brand

Brand provides a platform for people to talk to each other about the brandthe brand


4: Does it provide value?

ARSENALARSENAL


VALUEVALUE

36

Various forms of value


Activate: Mom-centric marketingDPAC AwardBest Social

Engagementgage e t

Co-Branded hub with user content

70+ moms write all about it on their blogs

Co-branded widget reaches over 1MM ppl

Well above benchmarks:

• 3.7x impressions

4,000+ tweets using dedicated #spritebts

Increase in MCR points redemption for schools

• 3.6x embeds

• 1.6x unique blog posts

• 1.5x tagged tweets


dedicated #spritebts redemption for schools

Sometimes the answer is No…

This social networkfor moms to connect

around cookies


around cookiesno longer exists

Adding value to events

Displaying liveDisplaying livetweets is one way

to add valuethrough social

di


media


Sometimes event-based social networks makesense but usually they don’t


sense, but usually they don t (this one does)


Tools like Cover It Live


Tools like Cover It Livehelp share event info

So in review…

ARSENALARSENAL


VALUEVALUE


Five social trends for event planners in 2010

45

Trend 1) Social goes mobile


Facebook Mobile Usage Soars(Collectively 2nd only to Farmville)(Collectively 2 only to Farmville)

Name Daily Actives Monthly

5. Facebook for iPhone 13,335,223 26,152,035

12. Mobile 6,481,271 18,353,369

19.Facebook® for BlackBerry® 7,917,426 13,567,034ysmartphones

, , , ,


Source: All Facebook, February 2010

Location-based mobile social networks proliferate


Trend 2) Social metrics mature


Metrics start to show real sales data

December 2008

June 2009June 2009

December 2009


Adding perspective…


Adding perspective…

2009 revenue:

$61 1 $61.1 billibillion


Trend 3) Earned, paid, owned media unite


Sprinkles Cupcakes: Owned -> Earned


AD

Of course you need to be careful…

5555www.360i.com Proprietary & ConfidentialHat tip: Ian Schafer, @ischafer

Trend 4) Augmented reality gets… real

•


Trend 5) A Connect-ed world

• Facebook Connect on 80,000+ sites, reaching 60MM+ users


And it’s going mobile…


Remember all 5?


Thank you!

David BerkowitzDavid BerkowitzSenior DirectorEmerging Media & [email protected]@dberkowitzBlog: MarketersStudio.com

Get the full Playbook at playbook.360i.comKeep up on trends at blog.360i.com

F ll 360i T itt @360iFollow 360i on Twitter @360i

Download this atbit.ly/ecdavid


bit.ly/ecdavid

A Social Playbook for Marketing Events - Event Camp 2010 Keynote

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Transcript of A Social Playbook for Marketing Events - Event Camp 2010 Keynote