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)

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HI. I’m Lara McCulloch-Carter

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WHY WE’RE HERE

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SHOW OF HANDS

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HOW TO WIN FRIENDS &

INFLUENCE PEOPLE

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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

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6 WAYS TO MAKE PEOPLE LIKE YOU

. ENGAGE

. BE APPROACHABLE

. CONNECT

. LISTEN

. ADD VALUE

. BE AUTHENTIC

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SO, WHAT DOES THIS HAVE TO DO WITH SOCIAL MEDIA?

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the way that we make friends & influence people HASN’T CHANGED…

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WHERE WE DO IT has

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and that’s what SCARES a lot of people

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(that is why I am here)

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LET’S TALK SOCIAL MEDIA

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we no longer SURF the web…

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WE SHAPE IT

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USER CREATED CONTENT SHARED

IN A SOCIAL ENVIRONMENT

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PERCEIVED CHALLENGES OF

SOCIAL MEDIA

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social media is SCARY technology

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social media is simply putOLD FASHIONED

conversations happening online

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you can’t CONTROL the message

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you can’t CONTROL the message even without social media

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it takes TOO MUCH TIME

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it takes AS MUCH TIME

as you would like it to take

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ADVANTAGES

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LOW COST

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BRANDING

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productsused to beBRANDS

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and these areBRANDS

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now, YOU + I are BRANDS

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LEVEL THE PLAYING FIELD

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Regional MagazinesTheKnot.com

Gown galleryReal weddingsLocal resourcesPersonalized tools24/7 communityRegistryOnline shoppingStreaming TV

Best of Weddings BooksThe Knot BooksKnot TV

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capital investment to date:$350 MILLION

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THE KNOT . 3.2 million unique visitors

WEDDING BEE . 3 million unique visitors

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capital investment to date:LESS THAN $10,000

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KNOWLEDGE

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what are people saying about YOU and your COMPETITORS?

what are your competitors saying and how are they ENGAGING OTHERS?

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. engadget BLOGS

. 190 blog COMMENTS

. someone PINGS Kryptonite. Kryptonite issues a FORMAL PRESS RELEASE

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Source: CNN Money

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reducing NEGATIVE word of mouth by 1%

INCREASED revenue 300x more than increasing

POSITIVEword of mouth by 1%

Source: London School of Economics

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WORD OF MOUSE

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good ideasSPREAD

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. OVER 100,000++ VIEWS ON YOUTUBE. PICKED UP BY MAJOR NEWS NETWORKS

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more importantly, itCHANGED the way

ComcastDID BUSINESS

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SEARCHABILITY

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THE IDEA .launch a free chequing account for the under

25 group in Northern Alberta

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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

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SO, WHY HAS SOCIAL MEDIABECOME SO IMPORTANT

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consumers have been BOMBARDED with

marketing-centric noise

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THIS HAS BRED MISTRUST

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DISCON NECTION

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AND A DESIRE FORCONTROL

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they’veSTOPPED listening

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THEY WANT TO BE LISTENED TO…

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THEY WANT TO BE LISTENED TO…

engagedinspired

empoweredincluded

respected

WOWed

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find out wherethey’re havingCONVERSATIONS

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AFTER ALL,THAT’S WHERE THEY SHARE …

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what they LOVE

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what they HATE

AND…

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they’re spreading FAST

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they’re lasting FOREVER

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SO, IF YOU’RE NOT LISTENING

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how do you know what people are saying about YOU?

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IF YOU WANT TO TALKTO YOUR CUSTOMERS,YOU NEED TO GO WHERETHE CONVERSATION IS

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don’t be SCARED

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become a part of the COMMUNITY

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let’s just FOCUS on a few communities

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BLOGGING

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A BLOG IS BASICALLY A FREE WEBPAGE, AUTHORED BY AN INDIVIDUAL OR A GROUP, THAT CONTAINS POSTS ABOUT ANY SUBJECT IN REVERSE CRONOLOGICAL ORDER

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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

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BLOG NAME

POST

COMMENTS

SUBSCRIBE

SEARCH

NAVIGATE

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They are used to SPREAD IDEASINSPIRE & ENRICHENGAGEHUMANIZE BUILD FOLLOWERSSEO

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Little Debbie used social media to

BUILD BUZZ + FANS

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THE IDEA .send sample boxes to 50 mom bloggers, no strings attached

give away 3 identical boxes to each blogger’s readers

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THE RESULTS in 5 wks.98 blog posts5,000+ reader comments830 new followers on

Twitter

…1.5 mos later there are 1,470 sites that reference this product

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but it’s NOT ONLY ABOUT NUMBERS…

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they built RELATIONSHIPS

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they LEARNED what people

really think

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they showed they were open to

new OPPORTUNITIES

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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

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MICRO-BLOGGING

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LEAD me,FOLLOW me,or GET OUT OF MY WAY!~ General George Patton

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7 MILLION active usersgrowing at a staggering

1400% yoy

Source: Nielsen NetView, Feb 09, Home and Work

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Source: Nielsen NetView, Feb 09, Home and Work

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TWITTER NAMETWEET BAR # CHARACTERSLEFT

TWEETSFROMPPL IFOLLOW

FOLLOWERS

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LISTEN to what others are saying

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use my TRIBE to spread ideas

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learn from INFLUENCERS

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get more TRAFFIC

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stay PLUGGED IN

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COLLABORATE

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IDEAS FOR EVENT PROS . promote your eventscreate a hash tagmonitor your brand – eventask questionsconnections - tweetupsintegrate into presentationscreate online experience

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PROFESSIONALNETWORKING

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ask QUESTIONS

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provide EXPERTISE

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JOB opportunities

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SOCIAL +PROFESSIONALNETWORKING

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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

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created by TRUE FANS2nd MOST POPULAR page3.3 million FANS

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SEOViralUpdates and EventsCommunity interactionPortfolio

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IDEAS FOR EVENT PROS . create a page and groupencourage photos videosbuild fans and communityintegrate with other social media toolspromote spreading custom applications

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IT’S NOT ALLSUNSHINE AND

LOLLYPOPS

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proceed with CAUTION

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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.

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remember you can’t PLEASE everyone

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don’t DELEGATE

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don’t focus on the SALE

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remember it’s not about NUMBERS

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never forget your MISSION

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stand OUT

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THE STRATEGY

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the essence of strategy is choosing WHAT NOT TO

DOM. Porter

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Source: Michael Hoffman

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GETTING BACK TOTHE RULES

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6 WAYS TO MAKE PEOPLE LIKE YOU

. ENGAGE

. BE APPROACHABLE

. CONNECT

. LISTEN

. ADD VALUE

. BE AUTHENTIC

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“YOU CANNOT LIVE A PERFECT DAY WITHOUT DOING

SOMETHING FOR SOMEONE WHO WILL NEVER BE ABLE TO

REPAY YOU”College basketball coach, John Wooden

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CONNECT WITH METwitter - @ready2spark / @eventprofs LinkedIn - http://www.linkedin.com/in/laramcculloch Blog – http://www.ready2spark.comCompany – Regal Tent Productions (http://www.regaltent.com)

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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