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MULTI-MEDIA EVENTS MARKETING
Multi-Media Events Marketing
Presented by Matt Salt & Nicole Cathcart
MULTI-MEDIA EVENTS MARKETING
IntroductionsMatt Salt is the new Executive Director of the Specialized Information Publishers
Association. Prior to this he was a principal of The Langfords Group, a full-service conference planning company. Before launching this venture he was publisher for FDAnews. He joined FDAnews in July 2001 and was responsible for conferences, marketing, sponsorship, advertising and content sales. Before joining FDAnews he was conference director for Financial Times Energy, based in London and then Arlington, VA. During his time at Euromoney, prior to joining the FT, he organized coal-related events all over the globe, including Australia, Indonesia, Thailand, India, South Africa, Colombia and most major European cities, including Istanbul. He started his conference and marketing career with IBC in its London headquarters.
Nicole Cathcart is head of online marketing, events marketing and creative services at Thompson Publishing Group (Thompson Publishing, Sheshunoff Information Services, AHC Media, BioWorld and The Performance Institute). She was Vice President of Marketing at The Performance Institute and The American Strategic Management Institute, a live conference, training and consulting provider, for five years. She is completing her Masters in Digital Communications at Johns Hopkins University, with research focused on Online Engagement, Lifecycle Email Marketing and Website Usability. She can be reached at [email protected]
MULTI-MEDIA EVENTS MARKETING
Agenda
• Strategy & Measures• Weighing All Your Marketing Channels
– Direct Mail– Email– Events– Web– Sales
• Incorporating Social Media
MULTI-MEDIA EVENTS MARKETING
Strategy Development
1. Questions to answer:1. Are you marketing a single event, a product line, or an
entire line of business? Each demands a different marketing plan.
2. How are you calculating Return-on-Investment?3. Do you understand the technographic profile of your
target market?
MULTI-MEDIA EVENTS MARKETING
Back to Basics
1. The 5 Rs: Once you have the Right Person, communicate the Right Message to the Right Audience at the Right Time in the Right Way.
2. Events marketing is about lists, lists, and lists.3. Social media isn’t really free.
MULTI-MEDIA EVENTS MARKETING
Measurement and KPIs
• Baseline Acquisition Cost
• Measuring PR, on and offline– Media Audit: Coding– Social Media Measurement
• Hootsuite, TwitJump, Radian 6• More Paid: Alterian, Lithium/ScoutLabs, BrandsEye, Spiral16• More Free: HowSociable, MediaHound, Addict-o-matic
MULTI-MEDIA EVENTS MARKETING
Baseline Acquisition Cost
• Define your costs (overhead, direct mail, copy, external media, list rentals, etc.)
• Be consistent• Allows you to isolate the social media expense
Baseline Acquisition
Baseline Acquisition &
Additional Labor
MULTI-MEDIA EVENTS MARKETING
Direct Mail as a Marketing Channel
• List scarcity: Less lists available, but are they higher quality with higher response rates
• Co-operative databases (such as Merit Direct)• The publisher dilemma: you need to swap or rent lists from
your competitor, but is has implications• Piece Design
– Market dependent, response dependent– Is the piece designed to be stand alone or to drive
targets to the web?
MULTI-MEDIA EVENTS MARKETING
Email as a Marketing Channel
• Nothing (yet) beats the ROI of an internal opt-in, email list• Build your lists with external rentals and lead generation• Supplement your lists on an event-by-event basis with
exchanges
“While ideally they still willingly opt in to commercial email, b2b open rates average only 25%, according to MarketingSherpa. …the sheer volume of email will increase the challenge of gaining recipient attention. This year the average individual will receive 5,000 opted-in emails, a volume that will rise to 9,000 or more by 2013. “
-Email marketing undergoing tumult of change (September 27, 2010). B2B Marketer
MULTI-MEDIA EVENTS MARKETING
Email as Marketing Channel
• Segmentation– Demographic and Behavioral segmentation for advanced
messaging and optimal frequency
• Adding Value– SIPA as an example—contextually-relevant advertising
and combining content and advertising
MULTI-MEDIA EVENTS MARKETING
Internal Sales as Channel
• Generating leads through email, online, direct mail
• The importance of qualifying leads—demographic and behavioral
• The flexibility of offers
MULTI-MEDIA EVENTS MARKETING
Events as Marketing Channels
– Archived media (webinars) drive traffic for creating leads for future events
– Free or low-priced webinars are the perfect up-sell into live events, but also provide lead generation for related publications
Free/low-priced webinar
Live Event
Free/low-priced webinar
Other LOB
(Publi-cations)
MULTI-MEDIA EVENTS MARKETING
Web as a Marketing Channel
• Engagement, Stickiness and Sales– The value of return users– How stickiness generates sales
*Online Survey of 484 online users. Lin, J.C. (2007). Online stickiness: its antecedents and effect on purchasing intention. Behaviour & Information Technology, 26(6), 507 – 516.
Content
Context
Infrastructure
Positive Attitude
TrustIntent to Purchase
Intent to Stick
MULTI-MEDIA EVENTS MARKETING
Web as a Marketing ChannelBrand-Building:
– Online Display– Partnerships (although, list
exchanges can generate sales)
Lead Generation:Traffic sources:
– Paid Search– Organic Search
Traffic captures:– White Papers– Archived Webinars– Downloadable
Catalogs/Brochures– Video/Audio Sessions
MULTI-MEDIA EVENTS MARKETING
Viral Marketing & Events
• First Steps:– Is your market social? How social?– In it for lead generation? Fully-develop your up-sell
strategy– In it for brand engagement? Fully define your measures
innovators
commentersTrend spotters
cheerleadersskeptics
mavericks
Super-spreaders
MULTI-MEDIA EVENTS MARKETING
Events Marketing as Viral Marketing
MULTI-MEDIA EVENTS MARKETING
How social is your market?1 Search Engines - Online Portals 2 Advertising & Marketing3 Banking 4 Traditional Media
(TV, Radio, Newspapers, Magazines)
5 Toys & Games 6 HR and Recruiting 7 IT 8 Software 9 Consumer Electronics 10 Retail Apparel11 Credit Cards &
Transaction Processing12 Flowers13 Telecommunications
14 Travel & Tourism 15 Cleaning Products 16 Department Stores &
Superstores 17 Gambling & Gaming 18 Home Appliances 19 Biotechnology 20 Music 21 Aviation 22 Beauty Care23 Jewelry24 Pet Products25 Pharmaceuticals
*Netprospex Social Industry Report
http://www.netprospex.com/np/system/files/NetProspex_Social_Report_Fall2010.pdf
MULTI-MEDIA EVENTS MARKETING
Use Your Experts
• Speakers, Authors, Trainers, Editors– Instrumental for measurement– Often already have followings/communities
MULTI-MEDIA EVENTS MARKETING
Common Social Media Sites
– Linkedin.com– Youtube.com– Twitter– Facebook– Industry-specific sites
“THE MEDIAN AGE OF A TWITTER USER IS 31, WHICH HAS REMAINED STABLE OVER THE PAST YEAR. THE MEDIAN AGE FOR MYSPACE IS NOW 26, DOWN FROM 27 IN MAY 2008, AND THE MEDIAN AGE FOR LINKEDIN IS NOW 39, DOWN FROM 40. FACEBOOK, HOWEVER, IS GRAYING A BIT: THE MEDIAN AGE FOR THIS SOCIAL NETWORK SITE IS NOW 33, UP FROM 26 IN MAY 2008.”
Pew Internet & American Life Project. (2009, April). Trend Data—Usage Over Time [Data file]. Available from Pew Internet & American Life Project Web site, http://pewinternet.org/Trend-Data/Usage-Over-Time.aspx
MULTI-MEDIA EVENTS MARKETING
Linkedin.com
• LinkedIn has over 50m members worldwide. This means an increase of around 1m members month-on-month since July/August last year.
• There are now 11m LinkedIn users across Europe. • India is currently the fastest-growing country to use LinkedIn, with around
3m total users.
MULTI-MEDIA EVENTS MARKETING
Twitter.com
• Twitter users – 19% of online adults (Pew)• Top Tweeting Industries? 1. Search/Portals 2. Media 3. Banking 4.
Advertising 5. National Parks
• Top Tweeting Functions? 1. Marketing 2. HR 3. Comm/PR 4. IT 5. Sales
• Survey the market• Identity the
influencers• Promote the names
MULTI-MEDIA EVENTS MARKETING
A Word on Live Tweeting
– Enhancing the event– Building a following for further promotion (Invite
influential tweeters/bloggers)– A super-responsive Customer Service Channel
MULTI-MEDIA EVENTS MARKETING
YouTube
- 2 Billion views a day- 3rd most visited website (Alexa)- Localized in 23 countries across 24 different languages- 15 The average number of minutes people spend on the site each day- 70% of YouTube traffic comes from outside the U.S.- 1700 Years it would take you to watch the hundreds of millions of videos on YouTube
May 16, 2010. Five Years In, YouTube Is Now Streaming Two Billion Views Per Day. http://techcrunch.com/2010/05/16/five-years-in-youtube-is-now-streaming-two-billion-videos-per-day/
MULTI-MEDIA EVENTS MARKETING
•Facebook claims that 50% of active users log into the site each day. This would mean at
least 175m users every 24 hours… A considerable increase from the previous 120m. •There are more than 3.5bn pieces of content (web links, news stories, blog posts,
etc.) shared each week on Facebook. •More than 700,000 local businesses have active Pages on Facebook. •Purpose-built Facebook pages have created more than 5.3bn fans. •More than 250 Facebook applications have over a million combined users each month. •About 70% of Facebook users are outside the USA.
•Create a page
•Syndicate your content
•B2C focus
http://econsultancy.com/us/blog/5324-20+-mind-blowing-social-media-statistics-revisited
MULTI-MEDIA EVENTS MARKETING
Industry-Specific Communities
• GovLoop ‘The Facebook of the Feds’
• 35,000+ members• Groups, Forums,
Events Listings—all free
• Join the discussion, partner with the organization
MULTI-MEDIA EVENTS MARKETING
Best social media sites to drive traffic?
• Digg• StumbleUpon
From the CMO’s Guide to the Social Media Landscape: http://www.penn-olson.com/wp-content/uploads/2010/03/CMO-SOCIAL-LANDSCAPE.jpg
MULTI-MEDIA EVENTS MARKETING
Best sites for SEO?
• Flickr• YouTube• Digg• StumbleUpon• Del.icio.us
From the CMO’s Guide to the Social Media Landscape: http://www.penn-olson.com/wp-content/uploads/2010/03/CMO-SOCIAL-LANDSCAPE.jpg
MULTI-MEDIA EVENTS MARKETING
Best social media sites for customer engagement?
• Twitter• FaceBook• YouTube
From the CMO’s Guide to the Social Media Landscape: http://www.penn-olson.com/wp-content/uploads/2010/03/CMO-SOCIAL-LANDSCAPE.jpg
MULTI-MEDIA EVENTS MARKETING
Best social media sites for brand building?
• Twitter• FaceBook• LinkedIn• YouTube• Digg
From the CMO’s Guide to the Social Media Landscape: http://www.penn-olson.com/wp-content/uploads/2010/03/CMO-SOCIAL-LANDSCAPE.jpg
MULTI-MEDIA EVENTS MARKETING
Developing Communities
– Developing Communities of Practice
– Developing function or industry-based communities:• http://crowdvine.com/• http://pathable.com/• http://www.thesocialcollective.com/
MULTI-MEDIA EVENTS MARKETING
Questions?