The NEW Way to Win Friends & Influence People (social media in events)
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Transcript of The NEW Way to Win Friends & Influence People (social media in events)
HI. I’m Lara McCulloch-Carter
WHY WE’RE HERE
SHOW OF HANDS
HOW TO WIN FRIENDS &
INFLUENCE PEOPLE
6 WAYS TO MAKE PEOPLE LIKE YOU
Become genuinely interested in other people.Smile.Remember that a man’s name is to him the
sweetest and most important sound in any language.
Be a good listener. Encourage others to talk about themselves.
Talk in the terms of the other man’s interest.Make the other person feel important and do
it sincerely.Source: Dale Carnegie, 1936
6 WAYS TO MAKE PEOPLE LIKE YOU
. ENGAGE
. BE APPROACHABLE
. CONNECT
. LISTEN
. ADD VALUE
. BE AUTHENTIC
SO, WHAT DOES THIS HAVE TO DO WITH SOCIAL MEDIA?
the way that we make friends & influence people HASN’T CHANGED…
WHERE WE DO IT has
and that’s what SCARES a lot of people
(that is why I am here)
LET’S TALK SOCIAL MEDIA
we no longer SURF the web…
WE SHAPE IT
USER CREATED CONTENT SHARED
IN A SOCIAL ENVIRONMENT
PERCEIVED CHALLENGES OF
SOCIAL MEDIA
social media is SCARY technology
social media is simply putOLD FASHIONED
conversations happening online
you can’t CONTROL the message
you can’t CONTROL the message even without social media
it takes TOO MUCH TIME
it takes AS MUCH TIME
as you would like it to take
ADVANTAGES
LOW COST
BRANDING
productsused to beBRANDS
and these areBRANDS
now, YOU + I are BRANDS
LEVEL THE PLAYING FIELD
Regional MagazinesTheKnot.com
Gown galleryReal weddingsLocal resourcesPersonalized tools24/7 communityRegistryOnline shoppingStreaming TV
Best of Weddings BooksThe Knot BooksKnot TV
capital investment to date:$350 MILLION
THE KNOT . 3.2 million unique visitors
WEDDING BEE . 3 million unique visitors
capital investment to date:LESS THAN $10,000
KNOWLEDGE
what are people saying about YOU and your COMPETITORS?
what are your competitors saying and how are they ENGAGING OTHERS?
. engadget BLOGS
. 190 blog COMMENTS
. someone PINGS Kryptonite. Kryptonite issues a FORMAL PRESS RELEASE
Source: CNN Money
reducing NEGATIVE word of mouth by 1%
INCREASED revenue 300x more than increasing
POSITIVEword of mouth by 1%
Source: London School of Economics
WORD OF MOUSE
good ideasSPREAD
. OVER 100,000++ VIEWS ON YOUTUBE. PICKED UP BY MAJOR NEWS NETWORKS
more importantly, itCHANGED the way
ComcastDID BUSINESS
SEARCHABILITY
THE IDEA .launch a free chequing account for the under
25 group in Northern Alberta
THE RESULTS .• 63,431 site visits• 197,529 page views• 3:14 average visit• 80,726 YouTube views• 906 blog comments• 230 Facebook fans• 101 Twitter followers• $179,000 unpaid media• 2,000,000+ impressions• 2,316 Y&F accounts• $3,587,000 new funds
SO, WHY HAS SOCIAL MEDIABECOME SO IMPORTANT
consumers have been BOMBARDED with
marketing-centric noise
THIS HAS BRED MISTRUST
DISCON NECTION
AND A DESIRE FORCONTROL
they’veSTOPPED listening
THEY WANT TO BE LISTENED TO…
THEY WANT TO BE LISTENED TO…
engagedinspired
empoweredincluded
respected
WOWed
find out wherethey’re havingCONVERSATIONS
AFTER ALL,THAT’S WHERE THEY SHARE …
what they LOVE
what they HATE
AND…
they’re spreading FAST
they’re lasting FOREVER
SO, IF YOU’RE NOT LISTENING
how do you know what people are saying about YOU?
IF YOU WANT TO TALKTO YOUR CUSTOMERS,YOU NEED TO GO WHERETHE CONVERSATION IS
don’t be SCARED
become a part of the COMMUNITY
let’s just FOCUS on a few communities
BLOGGING
A BLOG IS BASICALLY A FREE WEBPAGE, AUTHORED BY AN INDIVIDUAL OR A GROUP, THAT CONTAINS POSTS ABOUT ANY SUBJECT IN REVERSE CRONOLOGICAL ORDER
nearly 1 in 4 consumers read blogs for buying
decisions44% of consumers read
other consumer’s reviews + comments
Source: Ketchum & U of Southern California`s Annenberg Strategic PR Center
BLOG NAME
POST
COMMENTS
SUBSCRIBE
SEARCH
NAVIGATE
They are used to SPREAD IDEASINSPIRE & ENRICHENGAGEHUMANIZE BUILD FOLLOWERSSEO
Little Debbie used social media to
BUILD BUZZ + FANS
THE IDEA .send sample boxes to 50 mom bloggers, no strings attached
give away 3 identical boxes to each blogger’s readers
THE RESULTS in 5 wks.98 blog posts5,000+ reader comments830 new followers on
…1.5 mos later there are 1,470 sites that reference this product
but it’s NOT ONLY ABOUT NUMBERS…
they built RELATIONSHIPS
they LEARNED what people
really think
they showed they were open to
new OPPORTUNITIES
IDEAS FOR EVENT PROS . create a blog – event or corporate
use other blogs to spread an idealeave comments on blogspromote other blogsthink of bloggers as media
MICRO-BLOGGING
LEAD me,FOLLOW me,or GET OUT OF MY WAY!~ General George Patton
7 MILLION active usersgrowing at a staggering
1400% yoy
Source: Nielsen NetView, Feb 09, Home and Work
Source: Nielsen NetView, Feb 09, Home and Work
TWITTER NAMETWEET BAR # CHARACTERSLEFT
TWEETSFROMPPL IFOLLOW
FOLLOWERS
LISTEN to what others are saying
use my TRIBE to spread ideas
learn from INFLUENCERS
get more TRAFFIC
stay PLUGGED IN
COLLABORATE
IDEAS FOR EVENT PROS . promote your eventscreate a hash tagmonitor your brand – eventask questionsconnections - tweetupsintegrate into presentationscreate online experience
PROFESSIONALNETWORKING
ask QUESTIONS
provide EXPERTISE
JOB opportunities
SOCIAL +PROFESSIONALNETWORKING
175 MILLION active usersGrowing at a rate of 228% yoyAlmost 1 in 4 is OVER 50 years
old
Sources: Facebook & Nielsen NetView, Feb 09, Home and Work
created by TRUE FANS2nd MOST POPULAR page3.3 million FANS
SEOViralUpdates and EventsCommunity interactionPortfolio
IDEAS FOR EVENT PROS . create a page and groupencourage photos videosbuild fans and communityintegrate with other social media toolspromote spreading custom applications
IT’S NOT ALLSUNSHINE AND
LOLLYPOPS
proceed with CAUTION
remember who’s LISTENINGA lucky job applicant tweeted
the following:Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.
This tweet caught the attention of Tim Levad, a channel partner advocate for Cisco. To which he responded:Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web.
remember you can’t PLEASE everyone
don’t DELEGATE
don’t focus on the SALE
remember it’s not about NUMBERS
never forget your MISSION
stand OUT
THE STRATEGY
the essence of strategy is choosing WHAT NOT TO
DOM. Porter
Source: Michael Hoffman
GETTING BACK TOTHE RULES
6 WAYS TO MAKE PEOPLE LIKE YOU
. ENGAGE
. BE APPROACHABLE
. CONNECT
. LISTEN
. ADD VALUE
. BE AUTHENTIC
“YOU CANNOT LIVE A PERFECT DAY WITHOUT DOING
SOMETHING FOR SOMEONE WHO WILL NEVER BE ABLE TO
REPAY YOU”College basketball coach, John Wooden
CONNECT WITH METwitter - @ready2spark / @eventprofs LinkedIn - http://www.linkedin.com/in/laramcculloch Blog – http://www.ready2spark.comCompany – Regal Tent Productions (http://www.regaltent.com)
CREDITSImages – http://www.gettyimages.comPg 10 – Extracted from How to Win Friends & Influence People, Dale CarnegiePg 32-34 – Inspired by Brand 2.0, http://www.criticalmass.comPg 61 – Youtube video ‘The Breakup’ http://www.bringtheloveback.compg 128 – From ‘How to tweet your way out of a job’ by I’m not actually a geek (http://bhc3.wordpress.com)pg 138 – Image from Flickr (Matt Hann)pg 139 – Chart via Michael Hoffman of http://www.see3.net