Social Media for events presentation for event organisers in Bangkok and Thailand

1. Social Media for Events
With support from
April 2011

2. Purpose
1. Introduce the Power of Social Media
2. Highlight the corporate reasons for
utilising
3. Identify Key Elements
4. Discuss effective Strategy
5. Agree The Way Forward
April 2011 AT Group/KPT Social Media

3. 1. THE POWER OF SOCIAL MEDIA

5. Challenges
• Not Aware of the power
• Unsure how to use it
• Treat it as a fad
April 2011 AT Group/KPT Social Media

6. 2. Corporate Reasons for
Utilising Social Media
April 2011 AT Group/KPT Social Media

7. Corporate Reasons
• Marketing/Branding
• Research
• Customer Service
• Product/Event Sales
• Public Relations
• >>> aim to engage customer
• >>> buy customer loyalty
• >>> contribution by customer

8. 3. Identify Key Elements
April 2011 AT Group/KPT Social Media

9. Five Initial Questions
to ask about social media
•What is Social Media?
•Why does it matter?
•What does it mean to my business/event?
•How do I do it right?
•How do I integrate across the Enterprise?
April 2011 AT Group/KPT Social Media

10. 8 Key Elements
before embarking on a
Social Media Campaign
April 2011 AT Group/KPT Social Media

11. List of Key Elements
1. What is you Current Marketing Strategy
2. What do you want to achieve
3. What are Customers/Competitors Doing
4. What Sites/Tools to Use.
5. What’s my voice?
6. Who’s responsible?
7. Risk Management?
8. How to measure RoI.

12. 8 Key Elements
before embarking on a
Social Media Campaign
April 2011 AT Group/KPT Social Media

13. 1. Current Marketing Strategy
• What do you have in place?
• Why do you have it?
• What is working best?

14. 2. What do you want to achieve?
CLEAR GOAL
•why you want to integrate social media into your business,
•Marketing/Branding
•Research
•Customer Service
•Product/Event Sales
•Public Relations
HELPS DECISION MAKING
•what to get involved with
•What not to get involved with.
April 2011 AT Group/KPT Social Media

15. Example ‘success’ barometers
• More visitors to your online store.
• More foot traffic to your brick-and-mortar store.
• New loyalty program sign-ups.
• Newsletter subscribers.
• Active social network sharing of your services.
• Brand awareness on certain niche communities.
• Hard sales through social media exclusive offers.
• Coupons downloaded and used from a vanity URL.
April 2011 AT Group/KPT Social Media

16. 3. What are your
customers/clients doing?
current customers
•What are they doing online
•what you should or could be doing.
•don’t know then just ask.
potential future customers
•what they are doing online.
April 2011 AT Group/KPT Social Media

17. 3. What are your competitors doing?
do competitor research
•what businesses around you are doing?
•Is it working for them?
•What to learn from what they are doing?
•How to do it better or differently?
April 2011 AT Group/KPT Social Media

18. 4. What sites/tools to use?
research to decide
•what sites/tools will fit the strategy or goal?
•Blog,
•Twitter
•Facebook
•LinkedIn
•YouTube
•Flickr etc etc
April 2011 AT Group/KPT Social Media

19. 5. What’s my voice?
what sort of voice do you want to use
•key question to help fulfil chosen goal
•establish authority
•connect,
•be fun,
•listen etc.
Knowing this is key to understanding
the content direction
April 2011 AT Group/KPT Social Media

20. 6. Who’s responsible?
dedicated focus
•takes time and practice
•Understanding and
•delegating responsibility
gives it the best chance of success.
April 2011 AT Group/KPT Social Media

21. 7. How to manage risk?
ask for some expert help or set up a pilot
project
•in one region,
•city,
•country,
•market,
•customer segment etc
helps manage the risk of things going wrong and
maximise learning before roll out of new
programme.
April 2011 AT Group/KPT Social Media

22. Welcome to the Online
‘Reputation Management’ blog
We have something very important to tell you.
•Your company ripped me off.
•You don't care about your customers.
•You messed up my order.
•Your president is a liar.
•Your brand eats babies.
•Don't look at us like that. We didn't say it; droves of your angry
customers did.
April 2011 AT Group/KPT Social Media

23. 8. How to measure RoI?
business is about return on investments,
– time,
– personnel
– money.
– more sales
– customer complaints
– increased loyalty
– time-frame.
April 2011 AT Group/KPT Social Media

24. Measurement Questions to ask
• What measurement tools will you use?
• What’s your cut-off time for evaluation?
• What numbers are you measuring – financial, social shares and awareness,
or both?
• What percentage of growth do you want month-on-month?
• Do news stories count as success?
• How much can you take a hit on (freebies, coupons, etc) to result in longer-
term sales?
• What are the most active/successful times of day?
April 2011 AT Group/KPT Social Media

25. 12 Common Mistakes
April 2011 AT Group/KPT Social Media

26. 1. Over-following:
Social media is based on making connections
•no shortcuts
•build these over time by adding value to the community.
following too many people in a short amount of time.
•an unmanageable account
•no “true” connections to build on.
April 2011 AT Group/KPT Social Media

27. 2.Using too many social media tools:
Avoid
•Creating a presence on every social media site
A quality social media campaign requires
•focus and patience.
•achieve success on one
•leverage the learning’s in additional accounts.
April 2011 AT Group/KPT Social Media

28. 3. Abandoning the social media
profile:
easy to create an account,
•difficult to maintain an active profile.
a ‘long haul’ mentality
•commitment
•time to maintain the account
April 2011 AT Group/KPT Social Media

29. 4. Failure to train employees:
provide staff with a baseline of the basics
•provide policies
•set expectations
•Encourage employee participation.
April 2011 AT Group/KPT Social Media

30. 5. Selecting the wrong employee to
manage accounts:
select with a detailed understanding of
•the brand
•the “voice” of the company
•the objectives to manage social media accounts.
April 2011 AT Group/KPT Social Media

31. 6. Thinking social media is free:
costs to be accounted for
•time to create
•time to manage.
April 2011 AT Group/KPT Social Media

32. 7. Posting first, thinking later:
think before a post
•social media “conversations” happen in real-time,
•individuals tend to act reactionary.
in some instances say nothing at all.
April 2011 AT Group/KPT Social Media

33. 8. The messaging is too
promotional.
Keep the promotions to a minimum
•provide meaningful and useful content
Followers and subscribers do not want to another
marketing message from a brand that they trust and enjoy.
April 2011 AT Group/KPT Social Media

34. 9. Forgetting to measure metrics:
• It is important to define the metrics by which the
campaign results will be measured.
April 2011 AT Group/KPT Social Media

35. 10. Assuming ROI is impossible
to calculate:
• Many companies don’t assign a value in terms of ROI.
• it is achievable to produce tangible values that can be
attributed to the bottom line
April 2011 AT Group/KPT Social Media

36. 11. Lack of Interaction:
Give social profiles a face by engaging with the community.
•Social media is meant to be social
•Lack of response to questions or engagement chances
reflects a blank-faced marketer or an automated feed
updating the company’s social sites.
April 2011 AT Group/KPT Social Media

37. 12. Expecting the world:
Social media is helping to change the
landscape
however it does have limitations
April 2011 AT Group/KPT Social Media

38. 4. Effective Strategy

39. Your step by step Strategy
Guide to ensure social media
successful efforts
• The seven step plan to legitimize social media efforts
avoiding the “everybody else is doing it” mentality and
ensuring a successful SM Campaign
April 2011 AT Group/KPT Social Media

40. 1. Set your social media objectives.
• What do you ultimately want to achieve from
social media?
– brand awareness (Product/Event)
– thought leadership
– networking opportunities
– SEO benefits.
the key is to pick one and stick with it –
other positive results will coincide with
your growing social presence.
April 2011 AT Group/KPT Social Media

41. 2. Choose the right channels
to meet objectives.
• carefully selecting which tactics to use
• it’s impossible be everywhere at once
• choose the channels that will best help reach the
business goal.
April 2011 AT Group/KPT Social Media

42. 3. Understand The Flow

43. Social Media Equation
• Input –
Press Release, YouTube, Blog/News, Forum etc
(new & regular content is king)
• Output –
RSS, LinkedIn, Twitter, Facebook, Flickr etc
(the customers “newspapers)
• Audience –
get them involved
• Input + Output = Audience

44. Social Media Equation
• Input + Output = Audience

45. 4. Implement Accordingly

46. Blog/News/Press Release:
• Serves as premier outlet for offering fresh content that’s
pertinent to your defined audience
(this is what your audience wants to know and hear)
• Lays foundation for spreading unique content across
the web
• Regular & Relevant
• Gets picked up and “spidered out” to other sources
• Serves as an INPUT
April 2011 AT Group/KPT Social Media

47. RSS Feed
• Delivery of your news direct to the
customer
• Customer has a “newspaper” of their
favourite headlines delivered to their
screen when they choose
• OUTPUT
• Get all YOUR company news
delivered to YOU

48. Facebook:
• Establishes a “face” for your brand via addition of
photos and personal information
• Facilitates an interactive community with wall posts,
discussion boards, fan photos and likes
• Another OUTPUT
April 2011 AT Group/KPT Social Media

49. Twitter:
• Presents chance to expand social network and find
influencers in specific industries
• Lets users share your content, including blog posts,
articles, etc.
• Instant impact of your news
• An OUTPUT
April 2011 AT Group/KPT Social Media

50. LinkedIn:
• Provides location to establish business credibility and
share business information
• Offers place to join relevant groups and make
connections with other thought leaders
• Professional Facebook
• Professional Contact List
• Professional OUTPUT
April 2011 AT Group/KPT Social Media

51. YouTube:
• Allows for repurposing of customer videos, product
tutorials, testimonials, etc.
• Supplies vehicle to comment on others’ videos and
reach out to those with similar interests
• Short and sharp content is key
• ITS VISUAL!!!!!!!!!!
April 2011 AT Group/KPT Social Media

52. 5. Establish a timeline for
completion.
creating a timeline to reach the goal.
•set monthly or quarterly benchmarks to objectively gauge
progress.
•establish smaller goals within each tactic for measurement
against the ultimate deadline.
April 2011 AT Group/KPT Social Media

53. 5. Establish a timeline for
completion.
Using the thought leadership example, a set benchmarks
could be set establishing
•5 blog relationships end July
•8 articles on the blog end of July.
•3 guest blog appearances end of August and
•2 educational videos on YouTube. end of August
Numbers would vary on a case by case basis, but this
provides and example
April 2011 AT Group/KPT Social Media

54. 5. Establish a timeline for
completion.
dedicate time to executing the strategy.
– social media takes time to implement
– Social media takes time to maintain
ensure there is a commitment to make the long-term
investment before embarking on this campaign
April 2011 AT Group/KPT Social Media

55. 6. Put together the metrics.
establish metrics gauging progress.
•Create key performance indicators for each of the
tactics.
•number of Twitter followers,
•number of YouTube views,
•number of blog subscribers and
•growth patterns for each metric.
April 2011 AT Group/KPT Social Media

56. 6. Put together the metrics.
base KPIs on specific objectives
•add 50 influential Twitter followers is better aligned with
a thought leadership goal.
avoid setting arbitrary numbers for the KPIs.
•Hitting 500 Twitter followers sounds nice, but what does
that really mean?
April 2011 AT Group/KPT Social Media

57. 6. Put together the metrics.
• Track results against the metrics to see how performing
in each of the channels –
• this will allow to make proper adjustments.
April 2011 AT Group/KPT Social Media

58. 6. Deploy, measure, adjust.
• The entire point of setting objectives and benchmarking
them is to make sure that the strategy stays on course. If
KPIs are being exceeded in one channel and are way
behind in another, there is an opportunity to evaluate the
execution and make alterations as necessary.
• Shift course if things aren’t working as planned – the
beauty of a true strategy is that changes can be made
along the way to better achieve social media success.
• Remember in this ever-evolving medium, an online
business can quickly adjust to better maximize the
bountiful benefits social media has to offer.
April 2011 AT Group/KPT Social Media

59. 7. The Way Forward

60. The Key is to Start!
April 2011 AT Group/KPT Social Media

61. www.KPTSocialMedia.com
www.ATGroup.org
April 2011 AT Group/KPT Social Media