Wondering How To Drive Social Media to Your Hybrid Event?
See Tomeeka's presentation on how to use various social media platforms to drive engagement to your hybrid event.
Ecological Succession. ( ECOSYSTEM, B. Pharmacy, 1st Year, Sem-II, Environmen...
Driving Social Media Traffic to Your Hybrid Event
1. Driving
Social Media Traffic
to your
Hybrid Event
Grow Social. Grow Your Business.
about.
communication.
1 innovation.
2. Who You’re Meeting
Tomeeka Farrington – Principal/Founder,
Spotlight Communications
Over 10 years entrepreneurial experience
Boston Herald: ‘Boston’s Public Relations Princess’
Boston Business Journal: ‘40 under 40’
David McCarthy – EVP, BD, WindRose
10 years at Andersen Consulting
10 years as Founder and CEO at RunFast.net
2 years in Caribbean as spear-fishing guru
3. Agenda
Fly-By’s
What is Social Media?
What are Hybrid Events?
The Meat
Why the two work so well together
Driving eyeballs
Keeping eyeballs
How do you know if it worked?
Q&A
4. What is Social Media?
A working definition:
Content created and shared
by individuals on the web
using social platforms that allow
users to create and post their
own images, video and text.
Shareable with the entire
Internet or just a select group
of friends.
5. New Media v. Social Media
New Media Social Media
Tools and technologies whose A sub-set of ‘new media’
applications are considered characterized by online
new (as in very recent and interaction and engagement.
emerging) for the professional Social media does not refer to a
communication and transfer of specific platform or tool, but
information and ideas. rather how the tool is
(i.e., Internet, video used. (i.e., Wikipedia,
games, DVDs.) blogs such as Blogger,
social networking sites
like Facebook.)
6. Top Social Media Platforms
• YouTube
• Facebook
• Twitter
• LinkedIn
• Google+
• Pinterest
• Instagram
7. World’s most popular online video community.
Use it to:
• Discover, watch and share your
original videos.
• Upload videos of yourself
discussing industry trends.
• Share your original videos across
your social networks.
• Over 800 million unique
users visit each month.
• Over 4 billion hours of video are
watched each month.
• 72 hours of video are uploaded
every minute.
8. A social gathering spot.
Use it to:
• Connect with your friends and
their friends.
• Create a Facebook business page
to gain a brand following
• Share photos, videos, and
announce events.
• More than a billion registered
users.
• Accounts for 1 out of every 5
page views on the Internet
worldwide.
• 80% of social network users
prefer to connect with brands
using Facebook.
9. A microblogging service.
Use it to:
• Keep track of the latest news.
• Help followers track your brand.
• Get quick answers about any
questions you may have.
• Engage in industry related Twitter
chats.
• 73% of users are ages 15-25.
• 465 million registered users.
• On a busy day, Twitter sees about 175
million tweets.
• Every second, 750 tweets are being
shared on Twitter.
10. World’s largest online professional network.
Use it to:
• Exchange knowledge, ideas and
job opportunities with other
professionals.
• Network with other thought
leaders in your industry.
• Post on LinkedIn discussion boards
to showcase industry knowledge.
• Over 200 million registered users.
• 80% of users use the site to join
industry related groups.
• 77% of users have said the LinkedIn
helps them to research people and
companies.
11. Platform created to encourage group
messaging and webcasting.
Use it to:
• Increase your SEO.
• Chat live through Google Hangouts
about topics important to your
industry.
• Segment other Google+ members into
categories and upload content that is
specifically relevant to them.
• Over 400 million registered users.
• Over 150 million monthly users.
• Famous names that have used
Google Hangouts include: Barack
Obama, the Dalai Lama, David
Beckham and more.
12. Organize and share all the beautiful
things you find on the web.
Use it to:
• Discover new things and get
inspiration from people who share
your interests.
• Network with others by connecting
through your mutual interests.
• 25 million registered users.
• Attracts 1,090 visitors per minute.
• 81% of U.S. online consumers trust
information and advice from
Pinterest.
• Pinterest is retaining and engaging
users as much as 2-3 times as
efficiently as Twitter.
13. Fun & quirky way to share your life with
others through a series of pictures.
Use it to:
• Create a filter-enhanced photo with
your iPhone or Android device.
• Network with others through
hashtags or similarly uploaded
pictures.
• 90 million monthly users.
• 575 likes and 81 comments by
Instagram users every second.
• More than 5 million photos are
uploaded to Instagram every day.
• 40% of brands have adopted
Instagram for marketing purposes.
14. What are Hybrid Events?
In Venue
(Terrestrial) + Remote
(Extra-terrestrial)
16. Competing Hybrid
Characteristics?
In Venue
(Terrestrial) + Remote
(Extra-terrestrial)
Fixed in a place and time Global reach
One shot deal Live / on demand
Handshake and coffee People may never meet
What can we extrapolate about attendees in each case?
What does this mean for marketing hybrid events?
How should we engage attendees in each?
17. Why Social Media and Hybrid
Events Work So Well Together
Driving Eyeballs - Event Marketing
Keeping Eyeballs - Event Engagement
18. Hybrid Event Marketing
with Social Media
“Created and Shared by Individuals ”
Upside Leverage ‘share’ effect
Care and feed T.C.A.s
Internet or a Select Group of Friends”
Trust
Passion
“Online People do Online Things”
Receptive to messaging
Willing to interact
19. Hybrid Event Marketing
with Social Media
CONTROL (watch out Type-As)
Allow message to flow
Downside Message control
Internal acceptance
Assumption: external acceptance
‘Impersonalization’
20. Hybrid Event Marketing
with Social Media
Case Study
U.S. Department of Health and Human Services
Health Resources and Services Administration
Client
Campaign Web-based e-learning and Social Media Technology Services
Challenge With the Federal Government’s emphasis on the deployment of a 21st century
information infrastructure, innovation in science and education, and the
accessibility of real-time information, both e-learning and new media are HRSA
priorities. The Agency approached Spotlight to help them carryout a strategic
e-Learning technology strategy.
Tools Marketing for 51 interactive live webcasts and their archives, three virtual
conference recordings and one e-learning and social media training to MCHB.
Creative marketing, social media, eBlast design and PR services.
Target audience list development.
Result Agency-wide social media training session via webcast to over 700 MCHB staff
and MCHB grantees focused on social media and emerging e-learning
technology.
21. Event Engagement
with Social Media
“Created and Shared by Individuals ”
Upside Twitter feeds, chat, photos, links
Not available in venue
“Internet or a Select Group of Friends”
Unique interactions
tighten bonds across remote users
“Online People do Online Things”
Natural add-on to online personalities
22. Event Engagement
with Social Media
CONTROL (really watch out Type-As)
Devolve to SPAM-like marketing
Downside Filter twitter and photos
Internal acceptance
Senior management risk aversion
‘Impersonalization’
People say things online they wouldn’t
F2F
23. Dave to add Parkinson’s Action Network
Case Study
24. Event Engagement
with Social Media
How to Turn Up the Social Media ROI for Your Hybrid Event
Audit your social media platforms
Set goals of how social media will have a positive impact on
your event.
Know your event attendees and share only your most
valuable information with this audience.
Select a Twitter hashtag early. (I.e., #Series222)
Make it easy for your audience to engage.
Select social media measurement tools and strategies
before your event to track social media results.
26. Contacts
David McCarthy, EVP, Business Development
dmccarthy@windrosemedia.com
703 629 4056 – m
www.linkedin.com/pub/dave-mccarthy/0/2a0/41b
Tomeeka Farrington, Founder/Principal,
Spotlight Communications
tomeeka@spotlightcommunications.net
617.423.0040– o
http://www.linkedin.com/in/tomeekafarrington
Notas del editor
Tomeeka Short Introduction
StatisticSocial Networking is the most popular online activity, with 22% of time online spent on social media platforms including Facebook, Twitter and Pinterest. Via http://thesocialskinny.com/99-new-social-media-stats-for-2012/Social media is defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” Social media depend on mobile and web-based technologies to create highly interactive platforms via individuals and communities share, cocreate, discuss and modify user-generated content. Via http://en.wikipedia.org/wiki/Social_media3 Steps to an Effective Social Media Strategy:http://www.socialmediaexaminer.com/3-steps-to-an-effective-social-media-strategy/Step 1: AssessmentClarify your Audience Needs, Wants and Challenges. Define the Theme of your Strategy. Identify Metrics and Monitoring Opportunities.Step 2: ImplementationCreate a Content Calendar. Have a step-by-step Plan for Promotion & Growth. Identify Core Sales Campaigns. Step 3: Monitor, Measure and Get Momentum.Evaluate. Run a Promotion, Event or Reward. Use Metrics to Analyze your Effect on your Social Media Channels.
New MediaNew media is defined as interactive forms of communications that use the Internet, including podcasts, RSS feeds, social networks, text messaging, blogs, wikis, virtual worlds and more! New media makes it possible for anyone to create, modify, and share content with others. Via http://aids.gov/using-new-media/new-media-basics/Social MediaAbout 90% of small business owners are actively engaged in social networking sites, and 74% perceive social networking as valuable.Via http://www.forbes.com/sites/capitalonespark/2012/12/14/social-media-marketing-the-next-generation/
23% of users check Facebook 5x or more daily.34% of marketers have generated leads on Twitter. Over 5 million photos are uploaded to Instagram every hour. 80% of Pinterest users are female. Via http://www.digitalbuzzblog.com/infographic-social-media-statistics-for-2013/LinkedIn is the most popular social media platform for B2Bs with an 83% adoption rateVia http://www.pentonmarketingservices.com/blog/insight-blog-1/InsightBlog/2012-b2b-social-media-statistics-3078
Use it to: Upload videos of yourself discussing industry trends. Share your original videos across your social networks. 100 million people take a social action on Youtube every week. Via http://www.youtube.com/t/press_statistics
Use it to: Create a Facebook business page to gain a brand following. 80% of social network users prefer to connect with brands using Facebook. Average user spends about 700 minutes per month on Facebook.
Use it to: Get quick answers to questions you may have. Participate in industry related Twitter chats. 465 million registered users.On a busy day, Twitter sees about 175 million tweets.
Use It To: 80% of users use the site to join industry related groups. Network with other thoughtleaders/ TCA’s (Trusted Content Advisors) in your industry. Post on LinkedIn discussion boards to showcase industry knowledge.
Use it To: Chat live with industry peers through the Google Hangout function. Over 400 million registered users.
Use It To: Network with similar users by connecting through mutual interests (represented by pins.) 2-3x as engaging as Twitter.
Use it to: Network with others through hashtags. 40% of brands have adopted Instagram for marketing purposes.
Hybrid events (also known as blended events) offer a mix of face-to-face and virtual experiences simulatenously. You complement your face-to-face, on-site, physical event with viewing over the web, both live and on-demand. The result is a hybrid event, conference or meeting that serves two audiences, those who could not attend the physical event and those who attended but want to review sessions they may have missed.Viahttp://www.sonicfoundry.com/event-webcasting/hybrid-eventThis may also be helpful in defining hybrid events and how hybrid events cannibalize physical event attendance: http://web.inxpo.com/casting-calls/bid/102320/What-Are-Hybrid-Events-and-Do-They-Cannibalize-Attendance-VIDEO
UpsideSocial media really is an extension of your marketing campaign, online.Online marketing supports online marketing of hybrid events.More and more people are willing to engage in social networks online. (**Note: Currently, 62 % of adults worldwide are now willing to use social media.)Created and shared by IndividualsThere is a growing population of people willing to engage online.TCA’s: Trusted Content Advisors:People you look to to be the experts to lead the online/social communities. Think of them as respected thought leaders within their industry. Share effect: all of a sudden the marketers job is multiplied by having the TCA . (Virally Shared by an Exponential Rate.)The next wave of people out there doing the sharing for you. (Those are TCA’s.) Internet or select group of friendsThe TCA’s community- their friends whom trust the TCA, in that community or friends group.This creates a trust level that you don’t have to create. This is the TCA’s whole trusted community. You don’t even have to do anything. Online people do online thingsWhole group of people who want to do things online. Meet them online . No time for terrestrial event, willing to receive their marketing ideas online. Social Media is the Key Component to a Hybrid Event. Whether from a public perspective (Twitter) or private community, the main factor is bringing people together through discussion. Social media has opened up the doors for everyone to communitcate whether youre in the office or sitting in a general session. Q: How Social Media plays a role: How well the attendees are familiar with the social media channel – Make sure you integrate a social media channel, as well as a training so the audience knows how to engage and how to use the communication channel you’ve given them. Q: How Should Hybrid Event Planners manage social media during the events? Don’t have too much going on – (i.e. Private community, Facebook and Twitter all at once during hybrid event.) Pick one or two places to engage and limit that. Important to have at least one person dedicated to having discussions with the virtual audience and live attendees participating in discussion. Having a moderator facilitate conversation/engagement is important. Future of SM and Events? Increase in social networks. As people become more comfortable on social media, multi-direction conversations will become more engaging. Social media/networking are the core of hybrid events. Enables people to engage, to have better discussions about the content and network with eachother in ways they weren’t able to do before. Will enhance the value of your events and help increase potential attendees at future events.http://www.youtube.com/watch?feature=player_embedded&v=vX8wohGnYeIQ: How will you engage other online users to your hybrid event?
DownsideControlMost of us lose control with the marketing/messaging of the event, where you almost have to be willing to relinquish control to a certain extent. Downside: social media world– have to be willing to relinquish control to a certain extentInternal acceptanceInternally, that loss of control, trying new things. Some organizations will embrace it and others won’t have to look to leaders to see if they are willing to accept accountability for these. Should be assessed at the Corporate level. ImpersonalizationAt some level, people are willing to do/say things online that they wouldn’t do face-to-face.
So much of the delivery is online.Have to say: IMPACTThis is an example of an online event (webinar that was presented for a client, IMPACT) via webinar for their staff, online training I gave on “Using Social Media to Connect to your Target Audience). Great example of TCA, we helped MCHB market this event to their staff, but additionally their grantees for the Maternal Child Health Bureau across the country. How can they better use social media to reach the populations they are serving? In this scenario questions & answers– addressed MCHB staff– just getting employees on board and willing to adopt the medium, Questions about Gov 2.0 policy and privacy. For grantees, their Q&A addressed communities they serve-- rural populations; urban population; non-English speaking populations and translation Success– over 700 unique views, and the largest webcast audience they have had as part of this contract.
Created and Shared by IndividualsEngaging within the event:As the event is going on, what can we offer these online people to engage with us and get the most out of the content as possible. Upside: When they feel inspired by a speaker to make a donation they can do it right there an then. Click a link.If you are sitting in an audience watching a speaker you aren’t going to be able to do some of these things. (Do things that people in venue wouldn’t be able to do.) For example, Make donation for an eventReceive info about an event (click an external link right away.)Interact through a chat or tweet with others. (You can’t talk to a guy in the third row at an event, but you can chat him through an extraterrestrial setting.)- This segways us into Internet or a select group of Friends. Creates a unique friendship among users. These users can instantly share their profiles with one another.
Not going to be able to monitor what comes in and out during an event.
Use this article for additional information on the bullets above.http://www.pammarketingnut.com/2012/10/24-tips-to-increase-conference-and-event-roi-by-integrating-social-media/Audit your social media platforms (Are your SM profiles looking? Are they in need of an update? Are you delivering a consistent brand message? Set goals (Your focus should be on your audience and attendees and helping them reach their goals and objectives.)Know your event attendees(The more you can know about all audiences you want to engage, influence and call to action, the better.)Select a Twitter hashtag(Start using the hashtag the first day you send an email, post an update to Facebook or send a tweet. Be consistent and leverage the hashtag to build community and keep the conversation beating strong during all phases of the event or conference.)Make it easy for your audience to engage (Get in the head of your attendees and partners. Create a reference card with all key social media and key speaker information.) Select social media measurement tools (Select measurement tools and strategies early in the planning phase.)Innovate existing event marketing strategies and tactics by using virtual events to maximize the impact of physical events. Leading organizations have recognized that creating hybrid events can dramatically increase event attendance and leverage exisiting event investments by engaging online audiences and archiving content that would otherwise be lost for education and revenue generating purposes.Drive pre-event buzz with expanded Twitter functionality that allows audiences to respond to and view all tweets associated with a hashtag.Update your Facebook wall with event-related discussionsView existing connections on LinkedIn to drive peer-2-peer networkinghttp://www.ubmstudios.com/resources/best-practices/best-practices-hybrid-events-combining-physical-virtual-events/