This document discusses best practices for using various social media platforms to promote events and build relationships. It provides tips for using Facebook, LinkedIn, Twitter, Instagram, Pinterest, Google+, YouTube, Flickr, Foursquare, social bookmarking sites, SlideShare, and intention-based social networks. The key recommendations include creating branded profiles, sharing engaging content, listening to audiences, driving participation through promotions and contests, integrating social media into the overall event experience, and measuring results. The document emphasizes using social media to strengthen relationships and create memorable brand experiences.

1. Advanced
Social Media HASHTAGS:
for Events #ADVSOCIAL4EVENTS
#EXHIBITOR2013
Ian McGonnigal FOLLOW:
SVP, Client Strategy @ianmcgonnigal
& Brand Performance @jackmorton

2. Outline
Relationships
Experience
Brands
Landscape
Ecosystem
Integration
Process
Specifics

4. COMPANIES DO NOT WANT
TO HAVE EVENTS
OR SOCIAL MEDIA
CAMPAIGNS
THEY WANT TO BUILD LONG-
TERM RELATIONSHIPS WITH
THEIR AUDIENCES TO DRIVE
REVENUE GROWTH

5. But Relationships
between brands
and people are
different...

6. Experiences
strengthen
relationships
between brands
and the people
who matter most
to them.

7. A UNIQUE
EXPERIENCE
CREATES
MEMORABILITY

8. Experiences are
every touchpoint,
Good and bad,
these define your
brand...
...including social
media
experiences

9. Experience Drivers
TOP EXPERIENCE DRIVERS OVERALL
1. Products and services
that meet your needs
2. Understands your needs Motivate Action
3. Continues to serve and engage you EXPERIENCE DRIVERS IMPORTANT TO UNIQUE
after you’ve become a customer BRAND EXPERIENCE
4. Exceeds your expectations
5. Makes it easy to find information 1. Initial impression the brand
and buy their products, wherever makes on you
and whenever I want to shop 2. Continues to service and engage
you after you’ve become a customer
3. Understands your needs
4. Differentiates from similar products
5. Employs people who anticipate
your needs

10. “If I tell my Facebook friends about
your brand, it’s not because I like
your brand...
...but rather because I like my
friends.”
Mike Arauz, Sr. Strategist, Undercurrent

11. “Your brand is
formed primarily,
not by what the
company says
about itself, but
by what the
company does.”
Jeff Bezos, Amazon.com

12. The Evolution of Experience

13. Social media is continually
growing and showing no signs
of slowing down.
56% of Americans have
a profile on at least one
social networking site
The average Facebook
user spends about 7 hours
per month on the site
Mashable

14. Social networking
is all about mobile.
Out of 121.1B minutes spent on
social media over 2012, 5.7B of
those minutes happened to be
on the mobile web, and 40.8
happened through a mobile
app.
Nielsen, 2012
BTW, mobile phones will overtake PCs as the
preferred platform for web access by 2014.
Morgan Stanley, 2010

15. People spend 30% of their
mobile time on social
networks.
Mobile web use is up 82% from
last year.
Mobile app use is up 85% from
last year.
Nielsen, 2012

16. The Future
is Mobile

17. Events give us the means to
enhance our relationship with
our audiences
Social media enables us to
amplify and expand this
engagement
Together, these create unique
opportunities to deliver a
comprehensive brand
experience

18. Attendees are of
two minds at
every event.
Think about how
you manage both
face-to-face
& social
experiences.

19. Social Media
Landscape

20. The Ecosystem
THE CONVERSATION
LAUNCH EVENTS VIRTUAL EVENTS MOBILE TOURS
TRADESHOWS CONFERENCES WEBCASTS
PR DIRECT BROADCAST ONLINE POS SEO
PLANNED MARKETING ACTIVITIES
EMAIL CRM INTERNAL TRAINING PRINT SEM TELEMARKETING

21. Process
1. Set objectives
2. Understand audiences
3. Identify events & platforms
4. Create a strategy
5. Develop content plan
6. Develop marketing plan
7. Create content
8. Engage communities & influencers
9. Measure

22. Set objectives
Create objectives for
the overall program.
Decide which
objectives
each tactic will deliver
against.

23. Understand audiences
Observe how they behave.
Listen to what they say.
Incorporate what you’ve learned into everything you do.

24. Identify ideas and platforms
Use a portfolio-based approach.
Selections should be audience-centric.
Listen to your data, not your gut.

25. Create a strategy
Understand the role of
every tactic in the mix.

26. Develop a content plan
Months -6 -3 -1 Event +1 +3 +6
Platforms
Don’t just consider what to say...
...But how to say it based on the platform.
*Think tone, voice, personality, suitable
content, etc.

27. Create Content
Evolve your program over time...
SOCIAL BRAND
EXPERIENCES
The byproduct of
successful social media initiatives, social
SOCIAL brand experiences stand to act
CHANNELS as the most trusted form
These are the vehicles of advertising. They also drive brand
(i.e. blogs or social networks) that advocacy
SOCIAL enable broader conversations and loyalty from a brand’s biggest
and social brand experiences. ambassadors.
OBJECTS
The currency of conversation, these
objects are expressions
of the social idea in the
SOCIAL IDEAS form of easily shareable digital artifacts.
A concept or
content that
consumers want
to talk about.

28. Engage Communities & Influencers
BE
PROVOCATIVE LISTEN
TO THEM
REACT
HAVE A CONVERSATION

29. Measure
• Define success
• Track KPIs
• Diagnose
performance
• Adopt simplicity
• Measure significance
• Outcomes over
outputs
• Change program
• Monitor trends

30. Let’s talk specifics...

32. Facebook
The average Facebook user:
• spends over 700 minutes per month on the site
• has 229 friends
• creates 90 pieces of content per month
• is connected to 80 community pages, groups and events
• 87% of consumers like brands on Facebook
• 75% said that they feel more connected to a brand on Facebook
• 77% of people said they have saved money from liking a brand on Facebook
• 50% of consumers will purchase your brand after “liking” it on Facebook

33. Facebook best practices
1. Think about how to present your brand using
the timeline approach
2. Brand over community (but not too much)
3. Use the Newsfeed application
4. Emphasize visualization
5. Brand storytelling through milestones

35. Linkedin
• Linkedin was founded in May, 2003
• There are over 200 million members
• 200 countries around the world, 19 languages
• 170+ Industries
• 87% trust Linkedin as source of information affecting decisions
• 49% believe it is a good source for word of mouth information on brand experiences
• Growing by 170K users per day (about 2 every second)

36. Linkedin best practices
1. Encourage users to follow your company
2. Use Advanced Search to find attendees, exhibitors,
analysts, press, media, partners, etc.
3. Use Groups for relevant associations
4. Use endorsements to identify reputable partners
or enhance own reputation

38. Twitter
• Twitter launched in 2006
• 500 million users
• 8% of all internet users are on Twitter
• 1 million new accounts are created every day
• 175 million tweets sent per day
• 182% increase in mobile Twitter use
• 67% of brand followers will purchase that brand
• 6 in 10 Twitter users are more likely to recommend a brand they follow

39. Twitter tools
TweetChat

40. Twitter best practices
1. Share - people use twitter to get the latest news
2. Listen - monitor comments
3. Ask - this is how you can gain valuable insights
4. Respond - promptly
5. Reward - offers, discounts, deals
6. Thought leadership - share articles and links
7. Thank followers by retweeting and replying
8. Show your personality!

42. Instagram
• Instagram was founded in 2010
• 60 photos uploaded every second
• 40 million instagram users worldwide
• User base grew by 1600% between aril 2011 and 2012

43. Instagram best practices
1. Share interesting photos
from your event -
it won’t matter if it isn’t
compelling.
2. Tell a story about it - let users
experience your event
3. Expand your event audience -
connect your account
to other social networks
4. Engage - leverage #hashtags
and photo captions
to encourage contribution
from event attendees

45. Pinterest
• Pinterest was launched in 2011
• It has 10.4 million users
• 79% of its user base are women
• 11.3% of users start a shopping session after visiting Pinterest
• Pinterest users visit an average of 4 brand pages while on the site
• 0.9% make a purchase

46. Pinterest best practices
1. Create a profile that expresses who you
are
2. Create a pinboard for your event - scout
out official and unofficial media
3. Create boards around event sessions
and discussions. make them inspiring
and segmented by topic
4. Make attendee pinboards
5. Make other assets Pinterest friendly
6. Promote your pins by linking to other
social media sites

48. Google+
• Launched in June 2011
• 100 million active users
• 625K new users a day
• The +1 button is used 5 million times per day
• Websites that use the +1 button increase page traffic by 350%
• 40% marketers use it, 70% want to learn more, 67% plan on increasing site activity

49. Google+ best practices
1. Create a Google+ for business page
2. Appoint a Google+ point person
3. Drive awareness through websites, email blasts,
invitations and other communication channels

50. Google+ best practices
4. Ask speakers to host Google+ Hangouts at regular intervals
before the event
5. Drive awareness of hangouts through Google+
& other channels
6. Host a Google+ Huddle, during the event (chat backchannel)
ensure moderator present
at all times

51. Google+ best practices
7. Post relevant content (photos & videos, etc.) after the event
and link out to other Social channels
8. Add users to your circles once they add you
9. Encourage Users to +1 your content

53. YouTube & Flickr
YouTube
• YouTube is Owned by Google
• 800M+ unique users
• 5 billion videos viewed per day
• Almost 1.5 hours of video uploaded each second
• More video is uploaded in one month than the 3 major US networks created in 60 years
Flickr
• Flickr has 51 million registered members
• Hosts more than 6 billion images and growing

54. YouTube best practices
1. Create a channel
2. Upload all your video assets from event
and tag it (to be found)
3. Hire a professional videographer
4. Post videos on YouTube & create playlists
5. Cut a video trailer
6. Record interviews with everyone

55. Flickr best practices
1. Create a stream
2. Hire a professional photographer to catalogue the event
3. License all photography appropriately for use
4. Recommend users upload their photos
5. Create tags for searching & sharing
6. Comment & engage

56. Video / Photo sharing best
practices
1. Create great content
2. Upload all your assets
3. Use tags to be found
4. Reach your target audience
5. Build a home for your brand
6. Engage
7. Track, analyze and improve
8. Innovate & Integrate

58. Foursquare
• Foursquare was launched in March 2009
• Foursquare has nearly 30 million users worldwide
• Over 3 billion checkins
• There are over 1 million active businesses
• Other LBS: gowalla, brightkite, loopd, yelp
• Foursquare Drives people to your location over and over again

59. Foursquare best practices
1. Become Foursquare Friendly, and educate staff
2. incentivize staff to check-in observe & shape strategy
from their behavior
3. Own your ‘venue’ on Foursquare
4. Educate consumers. Let them know they can and should
check in

60. Foursquare best practices
5. Design fun “specials”, and change them often
6. Remember, it’s a game
7. Offer something special to those who check in
8. Give something special to mayor(s), your most loyal
customers
9. Follow those who check in on Twitter, Facebook & Linkedin

61. Foursquare best practices
10.Target first-time customers/visitors. Customers = community
11.Foster competition to encourage frequent visits by mayoral
candidates
12.Experiment with promotions
13.Track everything

62. LBS best practices
1. Participate: Subscribe & update profile
2. Promote: Create special promotions
3. Pull: Create special environments & events
4. Partner: consider cross-brand promotions
5. Piggyback: partner with local establishments, tie into local
events

63. Social Bookmarking

64. Social Bookmarking
• Digg: social news site with 1.2M active visitors & 6M registered users
• StumbleUpon: discovery-focused search engine,15M members & 5M active users
• Reddit: user-voting social news site with 13M unique page views monthly
• Buzzfeed: pop culture focused site looks at emerging content.14.5M monthly users
• Delicious: curation & discover focused site. 5.5M Monthly users
• Tweetmeme: twitter trend based service. 5.5M Monthly users

65. Social Bookmarking
best practices
1. Research which social bookmarking sites your audiences
use
2. Create a profile on relevant Social Bookmarking sites
3. Ensure all your content is sharable using widgets like:
+ Addthis
+ Sharethis
+ Add to Any
+ Etc.
4. Post all your own content to your profile(s)
5. Identify & post other related content to your profile(s)

66. Social Bookmarking
best practices
6. Add an RSS feed of bookmarked content to your website
7. Use other’s content as research fodder to plan
the ongoing conversation
& future events
8. Use the 90:10 rule: 90% of the content should be from other
sources (not self-promotional)

68. Slideshare
• With 60 million unique visitors a month & 16+ million registered users,
Slideshare is a centrifuge of thought leadership and one of the top 150 sites on the web

69. Slideshare best practices
1. Create a profile (Branded Channel)
2. Post all event content on slide share
3. Link to slideshare from all SM platforms
4. Comment on other’s presentations
5. Ask all presenters for slide decks ahead of time
6. Create a partnership with Slideshare to feature event
7. Create a thought leadership presentation

70. Intention Web

71. Intention Web
• What are you doing to build excitement, drive anticipation, generate audience and foster
community before your event takes place?
• There are a few Intention-based social networks that specialize in driving this anticipation

72. Intention Web best practices
1. Decide on which platform(s) to use
2. Create profile(s)
3. Build your network
4. Claim your event
5. Invite others
6. Integrate info into website

73. Questions?