LEVEL 2 : How to define a strategy for internet promoting? What is the best publishing platform? How to measure ROI on Social Media? About Mr Gerrit Heijkoop Gerrit Heijkoop MSc, Social Network Consultant for events & conferences at How Can I Be Social (HCIBS), Amsterdam, Netherlands Gerrit Heijkoop (1980) is an entrepreneur with a passion for technology and events. Educated with a master’s degree in systems engineering and policy analysis at the Delft University of Technology in the Netherlands. Shaped and formed as a management consultant and project manager at Boer & Croon Consultancy firm. And then followed his passion for the events industry. This unique background allows him to quickly distinguish between the sense and nonsense of new technology for conferences and events. “Your network is your most powerful resource”, says Gerrit Heijkoop. “As an individual professional, as a specific meeting or event or as an organization. Social Media like Linkedin, Twitter and Facebook are strong tools to help you grow, monitor and harvest this resource”. Gerrit has been a speaker on this topic at many conferences in the past 2 years, both in- and outside the meetings industry. He is involved in the international EventCamp community, boardmember of the Green Meetings Industry Council (GMIC) NL chapter and blogger at several Dutch websites for the events industry. He is co-founder of Triqle Event Intelligence, which developed the award-winning software platform “What’s On?”. Since January 2012 he is executive partner of How Can I Be Social (HCIBS). HCIBS creates smart scenarios to help you use Social Networks in an efficient and effective way. Combining technology, strategy and creative design to generate more value, with less effort! HCIBS offers: Social Inspiration: workshops, lectures, coaching Social Scenario: strategy, concept, planning Social Technology & Design: tools, apps, sites, screens See http://How-Can-I-Be-Social.com for more info.

1. Social Media
for meetings & events
benefits, measurement & strategy
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

2. How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

3. Gerrit Heijkoop
How Can I Be Social (HCIBS)
Twitter: @HCIBS
Facebook: /HCIBS
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

4. Twitter: @HCIBS
Facebook: /HCIBS
Photos, Feedback and Findings
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

5. How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

6. How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

7. Key ideas
1. #benefits
2. #measure
3. #scenarios
4. #strategy
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

8. Where do
you stand?

9. How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

10. How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

11. How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

12. “I am doing pretty well
on Social Media”
Disagree Agree
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

13. “What would happen if
tomorrow you decided
to stop with all
Social Media activities?”
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

14. Benefits are clear!
1. Contact with your audience
2. Increased exposure
3. Conform expectation
4. Improved search results
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

15. Benefits are clear!
1. Contact with your audience
2. Increased exposure
3. Conform expectation
4. Improved search results
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

16. “How can you measure
the contribution
of Social Media to
your business objectives?”
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

17. ROI
IMPACT
BEHAVIOUR
LEARNING
AUDIENCE
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

18. Key ideas
 #benefits
 #measure
3. #scenarios
4. #strategy
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

19. “So should I always
use Social Media
for my events?”
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

20. 1. Less then 10% of my
(potential) audience
2. No benefit from extra
visibility and exposure
3. I don't believe it can
contribute to my meeting
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

21. 5 phases of Social
1. Fear & Denial
2. Experimentation
3. Marketing department
4. Connected individuals
5. Social business
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

22. “How do you
determine how much
Social Media you do?”
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

23. What resources do you need?
People: team, training, coordination, network
Social Identity: design, hash-tag, integration
Technology : internet, devices, accounts
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

24. What resources do you need?
Content: stories, photos, occasions
People: team, training, coordination, network
Social Identity: design, hash-tag, integration
Technology : internet, devices, accounts
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

25. What resources do you need?
Content: stories, photos, ‘occasions’
People: team, training, coordination, network
Social Identity: design, hash-tag, integration
Technology : internet, devices, accounts
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

26. How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

27. “How do you
determine how much
Social Media you do?”
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

28. IMPACT
3 possible solutions
1. Buy & Share use network of your
existing customers
Love
2. Send & Sell stay top of mind with the
& Join people who want to follow
3. Love & Join dive actively into existing
Send
Buy & Sell ‘community’ and focus on bloggers
& Share
INVESTMENT
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

29. 3 possible solutions
“What are the pros and cons per scenario?”
IMPACT
1. Buy & Share use network of your
existing customers
Love
2. Send & Sell stay top of mind with the
& Join people who want to follow
3. Love & Join dive actively into existing
Send
Buy & Sell ‘community’ and focus on bloggers
& Share
INVESTMENT
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

30. Key ideas
 #benefits
 #measure
 #scenarios
4. #strategy
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

31. “How do you determine
how to fill in your
Social Media strategy?”
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

32. Why do you communicate?
 Marketing  Customer service
 Sales  Business Intelligence
 Procurement  Client relations
 Operations  Marketing
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

33. Who do you communicate with?
1. Authenticity
2. Friends & family
3. Employees & colleagues
4. Partners & suppliers
5. Clients
6. Rest of the world
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

34. What is ‘Common Place of Care’?
3. Brand
1. Cycling
1. Content
2. Tour de France
3. Rabobank Team
1. Meetings industry
2.
2. IMEX America
Experience
3. Meet Mr. Holland
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

35. A Social Media Strategy:
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

36. Key ideas
 #benefits
 #measure
 #scenarios
 #strategy
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

37. #reflection
applying to
your own
context
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

38. How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

39. Before I go …
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

40. How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

41. How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

42. Do you know someone who needs
some help with …
… event technology
… Social Media
… a speaker about those topics?
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

43. Gerrit Heijkoop
Partner HCIBS
Want to receive these slides?
Leave me your businesscard and I will e-mail you the link!
@gheijkoop or @hcibs
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

44. Social Media
for meetings & events
why, optimize network & messages
How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv

45. How-Can-I-Be-Social.com | @hcibs | facebook.com/hcibs | hcibs.tv