Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & Results

Desiree LehrbaumEXHIBITOR2011

2011 Lumen Consulting, LLC. All Rights Reserved

March 27, 2011

S404Leveraging Social Media to Drive Better Engagement and Results


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

2011 Lumen Consulting, LLC. All Rights Reserved5


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?



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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Desiree Lehrbaum

new graphic

Why is Social Media Different?



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

Facebook

2 YE

ARS


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


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

http://www.idc.com/getdoc.jsp?containerId=prUS22179110


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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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

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_US_Digital_Year_in_Review


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


Facebook

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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2011 Lumen Consulting, LLC. All Rights Reserved 34


Twitter

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



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

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_US_Digital_Year_in_Review


Geolocation

“Gaming” increases engagement and ties exhibit information in to fun activities

Foursquare, Gowalla, Facebook Places - Existing applications that many attendees may be using


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


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

http://bit.ly/eObbhP


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


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


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


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



Phased Participation Engagement

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Conversation Community

Passive Active


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



Why your friends unlike you

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Source: ExactTarget “The Social Break-up: Report #8” 2011


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



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


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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What social media tactics might you utilize at each stage of the event lifecycle

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How do you measure this stuff?



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



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


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


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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http://www.youtube.com/watch?v=r0h0LlCu8Ks

Q&A

Twitter:@lumendesiree facebook.com/lumenconsulting www.lumen-consulting.com


Appendix



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

85

http://www.slideshare.net/lumendesiree

http://www.lumen.posterous.com/


Cool Tools

QR Codes Get your free personal – jumpscan.com Codes for everything on everything – www.qrstuff.com

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http://www.qrstuff.com/


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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http://www.facebook.com/username

http://www.facebook.com/username

http://www.tabsite.com/

http://www.tabsite.com/

http://www.wildfire.com/


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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http://www.socialmention.com/



http://hootsuite.com/

http://hootsuite.com/

http://www.scoutlabs.com/



http://www.radian6.com/


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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http://www.eventmobi.com/home/



http://www.tripbuilder.com/mobile/mobile-eventmobile.php

http://www.tripbuilder.com/mobile/mobile-eventmobile.php


Social Media Policy Repository

www.socialmediagovernance.com/policies.php

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http://www.socialmediagovernance.com/policies.php
