aaron & anne/ sparkloft media: somet social meetings breakout

@WhosYourAnnie@ababbie

Confidential© 2011 GoSeeTell Network

Social

Destination

s Create Social

Meeting

s

@WhosYourAnnie@ababbie

Confidential© 2011 GoSeeTell Network

@WhosYourAnnie@ababbie

Confidential© 2011 GoSeeTell Network

Tweets

Meeting planners want more social media

@WhosYourAnnie@ababbie

Confidential© 2011 GoSeeTell Network

Opportunity for DMOs: Provide social media assistance to meeting planners to:

Create BuzzIncrease AttendanceImprove Experience

or just get their feet wet

@WhosYourAnnie@ababbie

Confidential© 2011 GoSeeTell Network

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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Confidential© 2011 GoSeeTell Network

“Social is the new green.”

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Confidential© 2011 GoSeeTell Network

… to early arrivals and longer stays and return trips

Drive attendees…

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Confidential© 2011 GoSeeTell Network

Why is social media for meetings different from brands?

• Shorter time period

• Time-phased messaging

• Live-event posting

• Logistics posting

@WhosYourAnnie@ababbie

Confidential© 2011 GoSeeTell Network

Socialinterest

big

small

low high

2 4

1 3

Size

Event Matrix

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Confidential© 2011 GoSeeTell Network

2 4

1 3

1 Size = smallSocial interest = low

Don’t bother?

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Confidential© 2011 GoSeeTell Network

Tactics

• Social ads• Social sponsorship

packages• Tweet-ups• Influencer outreach

2 Size = bigSocial interest = low

2 4

1 3

@WhosYourAnnie@ababbie

Confidential© 2011 GoSeeTell Network

3 Size = smallSocial interest = high

2 4

1 3

Tactics

• Social contests• Conference wiki• Social Agenda• Video

@WhosYourAnnie@ababbie

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

@WhosYourAnnie@ababbie

Confidential© 2011 GoSeeTell Network

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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Confidential© 2011 GoSeeTell Network

• Meetings Toolkit

• Venues and attractions

Photo bait

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Confidential© 2011 GoSeeTell Network

• 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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Confidential© 2011 GoSeeTell Network

Teach planners how to fish

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Confidential© 2011 GoSeeTell Network

The lures

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Trolling

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Confidential© 2011 GoSeeTell Network

Reaching out to “ambassadors” and encouraging conversation amplifies reach and lends authentic and authoritative influence.

Influencer Outreach

Secret fishing holes

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Confidential© 2011 GoSeeTell Network

Catch of the day

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Confidential© 2011 GoSeeTell Network

Don’t throw them back yet

@WhosYourAnnie@ababbie

Confidential© 2011 GoSeeTell Network

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

@WhosYourAnnie@ababbie

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

@WhosYourAnnie@ababbie

Confidential© 2011 GoSeeTell Network

@WhosYourAnnie

sparkloftmedia.com

Gone fishin’

@ababbie