1

Driving Social Media

Trafficto your

Hybrid Event

about.communication.

innovation.

Grow Social. Grow Your Business.

Who You’re Meeting

Tomeeka Farrington – Principal/Founder,Spotlight CommunicationsOver 10 years entrepreneurial experienceBoston Herald: ‘Boston’s Public Relations Princess’Boston Business Journal: ‘40 under 40’

David McCarthy – EVP, BD, WindRose10 years at Andersen Consulting10 years as Founder and CEO at RunFast.net2 years in Caribbean as spear-fishing guru

Agenda

Fly-By’s What is Social Media?What are Hybrid Events?

The MeatWhy the two work so well togetherDriving eyeballsKeeping eyeballsHow do you know if it worked?

Q&A

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.

New Media v. Social Media

New Media

Tools and technologies whose applications are considered new (as in very recent and emerging) for the professional communication and transfer of information and ideas. (i.e., Internet, video games, DVDs.)

Social Media

A sub-set of ‘new media’ characterized by online

interaction and engagement. Social media does not refer to a specific platform or tool, but rather

how the tool is used. (i.e., Wikipedia,

blogs such as Blogger, social networking sites

like Facebook.)

• YouTube• Facebook• Twitter• LinkedIn• Google+• Pinterest• Instagram

Top Social Media Platforms

World’s most popular online video community. Use it

to:

• Over 800 million uniqueusers visit each month.

• Over 4 billion hours of video are watched each month.

• 72 hours of video are uploaded every minute.

• Discover, watch and share your original videos.

• Upload videos of yourself discussing industry trends.

• Share your original videos across your social networks.

• Connect with your friends and their friends.

• Create a Facebook business page to gain a brand following

• Share photos, videos, and announce events.

Use it to:

A social gathering spot.

• 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.

A microblogging service.

Use it to:

• 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.

• 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.

• 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.

Use it to:

World’s largest online professional network.

• 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.

Platform created to encourage group messaging and webcasting.

Use it to:

• 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.

• 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.

Organize and share all the beautiful things you find on the web. Use it

to:

• 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.

• Discover new things and get inspiration from people who share your interests.

• Network with others by connecting through your mutual interests.

Fun & quirky way to share your life with others through a series of pictures. Use it

to:

• 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.

• Create a filter-enhanced photo with your iPhone or Android device.

• Network with others through hashtags or similarly uploaded pictures.

What are Hybrid Events?

In Venue(Terrestrial)

Remote(Extra-terrestrial)+

Why are Hybrids the New Norm?

$$$

+ =

Same Mission +

Competing Hybrid Characteristics?

Fixed in a place and time

One shot dealHandshake and

coffee

Global reachLive / on demandPeople may never

meet

+In Venue(Terrestrial)

Remote(Extra-terrestrial)

What can we extrapolate about attendees in each case?

What does this mean for marketing hybrid events?How should we engage attendees in

each?

Why Social Media and Hybrid Events Work So

Well Together

Driving Eyeballs - Event MarketingKeeping Eyeballs - Event Engagement

Hybrid Event Marketingwith Social Media

“Created and Shared by Individuals ”Leverage ‘share’ effectCare and feed T.C.A.s

Internet or a Select Group of Friends”TrustPassion

“Online People do Online Things”Receptive to messagingWilling to interact

Upside

Hybrid Event Marketingwith Social Media

CONTROL (watch out Type-As)Allow message to flowMessage control

Internal acceptanceAssumption: external

acceptance ‘Impersonalization’

Downside

Hybrid Event Marketingwith Social Media

Case Study

Client

U.S. Department of Health and Human ServicesHealth Resources and Services Administration

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.

Event Engagementwith Social Media

“Created and Shared by Individuals ” 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

Upside

Event Engagementwith Social Media

CONTROL (really watch out Type-As)Devolve to SPAM-like marketingFilter twitter and photos

Internal acceptance Senior management risk aversion

‘Impersonalization’ People say things online they

wouldn’t F2F

Downside

Dave to add Parkinson’s Action Network Case Study

Event Engagementwith Social Media

How to Turn Up the Social Media ROI for Your Hybrid EventAudit your social media platformsSet 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.

Questions…..

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