aaron & anne/ sparkloft media: somet social meetings breakout
TRANSCRIPT
@WhosYourAnnie@ababbie
Confidential© 2011 GoSeeTell Network
Social
Destination
s Create Social
Meeting
s
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Confidential© 2011 GoSeeTell Network
@WhosYourAnnie@ababbie
Confidential© 2011 GoSeeTell Network
Tweets
Meeting planners want more social media
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Opportunity for DMOs: Provide social media assistance to meeting planners to:
Create BuzzIncrease AttendanceImprove Experience
or just get their feet wet
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Tweetable moment
• 1.8 million meetings take place in the US each year, involving 250 million overnight hotel stays. (via @smartmeetings) #SoMeT
• The US meetings industry directly supports 1.7 million jobs. (via @convindustry) #SoMeT
• Meetings contribute $263 billion to the US economy. (via @smartmeetings) #SoMeT
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“Social is the new green.”
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… to early arrivals and longer stays and return trips
Drive attendees…
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Why is social media for meetings different from brands?
• Shorter time period
• Time-phased messaging
• Live-event posting
• Logistics posting
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Socialinterest
big
small
low high
2 4
1 3
Size
Event Matrix
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2 4
1 3
1 Size = smallSocial interest = low
Don’t bother?
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Tactics
• Social ads• Social sponsorship
packages• Tweet-ups• Influencer outreach
2 Size = bigSocial interest = low
2 4
1 3
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Confidential© 2011 GoSeeTell Network
3 Size = smallSocial interest = high
2 4
1 3
Tactics
• Social contests• Conference wiki• Social Agenda• Video
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Confidential© 2011 GoSeeTell Network
4 Size = bigSocial interest = high
2 4
1 3
Tactics
• Social dashboards• Live streaming apps• Social
contests/scavenger hunts
• Influencer outreach and activation
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The DMO Tackle Box
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• Photos for content• Content related to destination• “Like” sponsor or exhibitor pages• Check-ins
Facebook Bait
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“Best of _____” Custom Maps • Hotels
• Event Locations
• Restaurants
• Public Transportation
• City Hotspots
• Photo Spots
Map bait
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• Meetings Toolkit
• Venues and attractions
Photo bait
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• Lists: restaurants, hotels, nightlife, meeting venues
• Welcome Tweets
• Engage with Hashtag(s)
Twitter bait
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LBS bait
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• Stock destination video
• Customized welcome video
Video bait
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Teach planners how to fish
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The lures
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Trolling
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Reaching out to “ambassadors” and encouraging conversation amplifies reach and lends authentic and authoritative influence.
Influencer Outreach
Secret fishing holes
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Catch of the day
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Don’t throw them back yet
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Go fishin’• Develop a services plan
• Document the services you can provide in language that planners can understand
• Give planners strategies and tactics to think about
• Ensure that sales and services can read
• Make them read the same documentation you give to planners
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Confidential© 2011 GoSeeTell Network
• @sparkloft’s List of CVBs with Meetings accounts:
http://twitter.com/sparkloft/lists
• Stats about the Meetings Industry: http://budurl.com/MeetStats
• Creating a Hashtag for your Event: http://budurl.com/CreateHashtag
• Sparkloft Case Studies:BMES: http://budurl.com/CaseStudyBMES ILGC: http://budurl.com/CaseStudyILGC
The ones that didn’t get away
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Confidential© 2011 GoSeeTell Network
@WhosYourAnnie
sparkloftmedia.com
Gone fishin’
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