social sponsorships: rethinking sponsorships in the age of social media

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Simplifying meetings and events execution

Social Sponsorships:Rethinking Sponsorships in the Age of Social MediaSuzanne CarawanVice President of Marketing

Simplifying meetings and events execution

New Term

Social + Mobile = Mocial

Its all about the blend!

By show of hands, ask the audience who is now using social media. Ask them to look around. Have people raise hands for each of the following questions and have Vicki record b/c we want to know numbers so that we can report back through Twittter, blog etc following conference.

How many people are using each for their meetings:

TwitterFacebookLinkedIn

Something else? And then ask people to call out what they used2

GLOBAL TRENDSSITUATIONAL ANALYSIS

Simplifying meetings and events execution

Views from the Field

The Good: Majority of people using Twitter, Facebook and putting out dates/updates on LinkedIn

The Bad: Few organizations are using social media consistently pre, during and post event largely only used right before and during

The Ugly: Organizations havent connected in social media and the event into the greater strategic goals of the organization

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Simplifying meetings and events execution

Top Uses of Mocial Media at Events

Purpose/Use ExamplesContent Distribution & RedistributionFacebook, LinkedIn, Twitter, Website, Blog, Like buttons, SlideSharePeople Movement ManagementWebsite, Digital/Web/Mobile Program Guide, SMS AdvertisingBanner Ads, Twitter, Foursquare, Directories, WidgetsPeople NetworkingSocial Network, LinkedIn, Appointment Setting, Games, Icebreakers/P2P Activities***RecognitionAll of the above

By show of hands, ask the audience who is now using social media. Ask them to look around. Have people raise hands for each of the following questions and have Vicki record b/c we want to know numbers so that we can report back through Twittter, blog etc following conference.

How many people are using each for their meetings:

TwitterFacebookLinkedIn

Something else? And then ask people to call out what they used5

Simplifying meetings and events execution

Top Tools for Mocial Media at Events

1) Twitter with event-specific hashtagEmbedded within websiteShown on screen at eventEmbedded into mobile event appEmbedded into private social network2) Facebook PageEvent Description, Registration LinkPre and Post Event PhotosVideos Taken During Event and Posted Afterwards3) QR CodesLeads to website, Facebook pageLeads to YouTube Video

4) VideoAdding to Facebook Page, YouTube Channel, WebsiteRecording SessionsTestimonials/Onsite Vignettes

5) Foursquare/GeolocationGames/GiveawaysBranding

By show of hands, ask the audience who is now using social media. Ask them to look around. Have people raise hands for each of the following questions and have Vicki record b/c we want to know numbers so that we can report back through Twittter, blog etc following conference.

How many people are using each for their meetings:

TwitterFacebookLinkedIn

Something else? And then ask people to call out what they used6

Simplifying meetings and events execution

Top Tools for Mocial Media at Events

6) Flickr/Photo sitesCollect photos with taggingPhoto archive of event

7) SlideShareArchive presentationsAllow for comments

8) Event Website Archive presentations, videos, photosSpecific pages for speakers, exhibitors, attendeesAward winner archive; past winners/presidents, etc

9) Private Social NetworksArchive presentations, videos, photosDiscussions on event topicsBlogs/Virtual Wall for comments

By show of hands, ask the audience who is now using social media. Ask them to look around. Have people raise hands for each of the following questions and have Vicki record b/c we want to know numbers so that we can report back through Twittter, blog etc following conference.

How many people are using each for their meetings:

TwitterFacebookLinkedIn

Something else? And then ask people to call out what they used7

HOW DO YOU COMPARE?SELF-ASSESSMENT

Simplifying meetings and events execution

Who Wrote Down a Comprehensive Strategy for Using Social to Market their Event?

Again, by show of hands, ask people if they have a full strategy and included it in their event plan9

Simplifying meetings and events execution

Views from the Field

The Good: Most planners are adding tasks to their project plans and know that social media is important.

The Bad: Few organizations have planners that have received education on using social media so have to rely on other departments. Organizations have one department doing social media and another doing events-> no cohesive plan

The Ugly: Organizations have no idea how to measure or evaluate socialmedia to see if it was a good spend.

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Simplifying meetings and events execution

Which Stakeholders Did You Include in Your Social Media Plan?

For those that did have a social strategy to support their event, who did they include, why, and how difficult was it to gain consensus. 11

Simplifying meetings and events execution

Views from the Field

The Good: More departments are aware that social media is not just for the IT or communications department.

The Bad: Few organizations have cross-functional social media or social marketing teams.

The Ugly: Events are still not seen as an integral part of an organizations market strategy

12

Simplifying meetings and events execution

Who Included Social as Part of their Exhibitor and Sponsor Packages?

Again, by show of hands, ask people if they have done this and call out a few examples and tell them that we are going to produce a webinar series that includes this topic and will offer it in mid March because we see it as a critical area of innovation13

Simplifying meetings and events execution

Views from the Field

The Good: Most events provide a Twitter hashtag to which all types of attendees can contribute. Most events have an event website to showcase logos of sponsors and exhibitors.

The Bad: Few events have added social media into their exhibitor and sponsorship packages

The Ugly: Innovation is lacking and few organizations are leading the way in putting together compelling packages that showcase content and people->the purpose of social

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Simplifying meetings and events execution

Even More Ugly

The Ugly: Organizations focus on social tools and not putting people together for a purpose

Truth is that the tools are out there and easy to do, but people dont know

Good software should be flexible enough to put in any kind of social that you need in order to push out messages and promote

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BREAK TO BUILDNEW FRAMEWORK

Simplifying meetings and events execution

Viewpoints of Social Media Were not asking the right questions

Social media is thought of as the new must have, but no one is truly using it effectively

We know that if social media is used correctly, it increases the need for face to face events

Organizations need to utilize social to provide greater visibility on behalf of exhibitors and attendees

Again, by show of hands, ask people if they have done this and call out a few examples and tell them that we are going to produce a webinar series that includes this topic and will offer it in mid March because we see it as a critical area of innovation17

Simplifying meetings and events execution

Top Questions No One is AskingWhich social media outlets (if any) are your attendees, exhibitors and sponsor now using?

What are you trying to accomplish in using social media?

How are you allocating resources towards ensuring social media isworthwhile?

Whats the benefit you are providing to attendees, exhibitors and sponsors in using social media?

Are you using social media to better collaborate withinthe organization to improve the event?

Simplifying meetings and events execution

Top Questions No One is AskingWhat are you going to do with the responses and feedback if people actually use social media pre/during/post event?

Are you using social media to drive people to a specific place? Session? Booth? Purpose? If so, can you define the value, the process and how youll measure the outcome for each.

Do you have the right mix of social media, web and face-to-face interaction to make the event a success?

Have you tied your event into the strategic goals of your organization?Or, are you using social media as a cover-up for skipping this step

Can you increase revenue with social media-infusedpackages?

Simplifying meetings and events execution

#11 Bonus Key Question:

Are you creating an environment that facilitates relationship building?

This is really the key question in building an event and the only question that the staff should use to evaluate the event

Talk about gurus at play, talk about acte20

Simplifying meetings and events execution

Case Study: Gurus at PlayCreate demand for keynote speakers and allow attendees to compete for access to speaker

>Build demand for speaker pre-event

>Allow people to self-select into topics of interest during registration process

>Allow interaction with speaker through blogs, Twitter , Facebook, webinars,etc before and after the conference

>Set up roundtable discussions, etc for event and have a way to continue discussions following the event

Simplifying meetings and events execution

For example, here is our upcoming event and you can see we are launching our gurus at play program. The top guru which people are competing to get a space for is Majid Abate. We are going to take 20 attendees that are the first registrants and put them at his table for 90 minutes of tea time.

For the next 100 attendees that opt into the program, we are going to put them into Brain Xchnage Power Sessions based on hot industry topics. Each roundtable is headed up by a noted industry expert who will host the table. We are going to additionally, sell off the sponsorships for each industry Brain Xchange table and have already sold off the overall Gurus at Play sponsorship to a company called Call2Action.22

Simplifying meetings and events execution

Prospective attendees, sponsors, etc were sent emails talking about the launch of the Gurus at Play program. They can read more detail on the page that weve created that talks about the program and allows people to register for both the Top Guru session with Majid and the Brain Xchange Innovation sessions.

Additionally, you can see that there are different engagement options before the event that are open for everyone---namely, Majid is holding a TweetChat a week before the conference that is open to everyone and that we got additional sponsorship dollars for in putting together. This will help drive demand for getting a spot with Majid but also serve as a way to allow all attendees time for interaction.

We think that next year, this will drive users to register early (as soon as it opens) should our program work and we can eliminate early bird discounting. Our program is also designed to allow us to raise prices and add new sponsorship packages.23

Simplifying meetings and events execution

As registrants start down the process of registering for the event, they are shown the Gurus at Play Program options and given an explanation. This way, we have not missed anyone. Either the attendee registered through the actual page for the Gurus at Play through a specific link that we provided to them in our initial email, or if they missed that or arent in our email pool, they will still have an option as they register through to learn about the program and possibly opt-in.

Here the attendee is putting in their areas of interest so that they can get automatched to a table for the Brain Xchange industry roundtable sessions.

We also are going to use the same list as a way to match Exhibitors to Attendees for possible appointment setting campaigns that weve put into our 2011 Exhibitor program as part of our offering to exhibitors.

Same toolmultiple programs24

Simplifying meetings and events execution

As registrants start down the process of registering for the event, they are shown the Gurus at Play Program options and given an explanation. This way, we have not missed anyone. Either the attendee registered through the actual page for the Gurus at Play through a specific link that we provided to them in our initial email, or if they missed that or arent in our email pool, they will still have an option as they register through to learn about the program and possibly opt-in.

Here the attendee is putting in their areas of interest so that they can get automatched to a table for the Brain Xchange industry roundtable sessions.

We also are going to use the same list as a way to match Exhibitors to Attendees for possible appointment setting campaigns that weve put into our 2011 Exhibitor program as part of our offering to exhibitors.

Same toolmultiple programs25

Simplifying meetings and events execution

As registrants start down the process of registering for the event, they are shown the Gurus at Play Program options and given an explanation. This way, we have not missed anyone. Either the attendee registered through the actual page for the Gurus at Play through a specific link that we provided to them in our initial email, or if they missed that or arent in our email pool, they will still have an option as they register through to learn about the program and possibly opt-in.

Here the attendee is putting in their areas of interest so that they can get automatched to a table for the Brain Xchange industry roundtable sessions.

We also are going to use the same list as a way to match Exhibitors to Attendees for possible appointment setting campaigns that weve put into our 2011 Exhibitor program as part of our offering to exhibitors.

Same toolmultiple programs26

Simplifying meetings and events execution

As registrants start down the process of registering for the event, they are shown the Gurus at Play Program options and given an explanation. This way, we have not missed anyone. Either the attendee registered through the actual page for the Gurus at Play through a specific link that we provided to them in our initial email, or if they missed that or arent in our email pool, they will still have an option as they register through to learn about the program and possibly opt-in.

Here the attendee is putting in their areas of interest so that they can get automatched to a table for the Brain Xchange industry roundtable sessions.

We also are going to use the same list as a way to match Exhibitors to Attendees for possible appointment setting campaigns that weve put into our 2011 Exhibitor program as part of our offering to exhibitors.

Same toolmultiple programs27

Simplifying meetings and events execution

As registrants start down the process of registering for the event, they are shown the Gurus at Play Program options and given an explanation. This way, we have not missed anyone. Either the attendee registered through the actual page for the Gurus at Play through a specific link that we provided to them in our initial email, or if they missed that or arent in our email pool, they will still have an option as they register through to learn about the program and possibly opt-in.

Here the attendee is putting in their areas of interest so that they can get automatched to a table for the Brain Xchange industry roundtable sessions.

We also are going to use the same list as a way to match Exhibitors to Attendees for possible appointment setting campaigns that weve put into our 2011 Exhibitor program as part of our offering to exhibitors.

Same toolmultiple programs28

Simplifying meetings and events execution

Lets look now at our top sponsor of the session. Weve been able to put a premium package together for the sponsor in aligning their name with both a thought leadership sponsorship option and provided a great way to give them more visibility and touch for the prospective and actual attendee base.

To make sure that we can increase our sponsor package and provide real visibility, we are giving our top sponsor not only signage and program book recognition, but also are giving them logos on the event website, banner ads in our event update email briefs, and an entire page within the event site that is dedicated to them. Our premier sponsor page includes a section to put in company information, provided links to brochures and product collateral, pulls in and showcases the sponsors Twitter feed and any videos or image galleries that they would like to display. In our Gurus at Play sponsor session, we also gave them their own branded Cocktail hour and appointment times that are ahead of all other vendors so that they have no competition during the event so that they can speak directly/display their products directly to an isolated group. Additionally, we offered our sponsor 2 volunteers who will serve as official social media reporters for the Top Guru session and one per industry topic. Each will provide Twitter updates and a post-session series of blogs. We estimate that this will give our organization roughly 6-8 weeks of post event content with which to use for continued marketing of the event and increase our post-event survey results.

Our 2011 Summit is also offering an upsell opportunity for Exhibitors who want to buy an Exhibitor Showcase page on our website that will work in the same manner, but allow them to showcase their products, allow people to set up networking sessions, etc.We have priced this at $250 per exhibitor organization and know that it will take us 30 minutes per page to set up. We estimate that we will make $200 an organization and expect 50 organizations to add this upsell featurenetting us an additional $10,000 of newfound money from exhibitors.

29

Simplifying meetings and events execution

Lets look now at our top sponsor of the session. Weve been able to put a premium package together for the sponsor in aligning their name with both a thought leadership sponsorship option and provided a great way to give them more visibility and touch for the prospective and actual attendee base.

To make sure that we can increase our sponsor package and provide real visibility, we are giving our top sponsor not only signage and program book recognition, but also are giving them logos on the event website, banner ads in our event update email briefs, and an entire page within the event site that is dedicated to them. Our premier sponsor page includes a section to put in company information, provided links to brochures and product collateral, pulls in and showcases the sponsors Twitter feed and any videos or image galleries that they would like to display. In our Gurus at Play sponsor session, we also gave them their own branded Cocktail hour and appointment times that are ahead of all other vendors so that they have no competition during the event so that they can speak directly/display their products directly to an isolated group. Additionally, we offered our sponsor 2 volunteers who will serve as official social media reporters for the Top Guru session and one per industry topic. Each will provide Twitter updates and a post-session series of blogs. We estimate that this will give our organization roughly 6-8 weeks of post event content with which to use for continued marketing of the event and increase our post-event survey results.

Our 2011 Summit is also offering an upsell opportunity for Exhibitors who want to buy an Exhibitor Showcase page on our website that will work in the same manner, but allow them to showcase their products, allow people to set up networking sessions, etc.We have priced this at $250 per exhibitor organization and know that it will take us 30 minutes per page to set up. We estimate that we will make $200 an organization and expect 50 organizations to add this upsell featurenetting us an additional $10,000 of newfound money from exhibitors.

30

Simplifying meetings and events execution

Lets look now at our top sponsor of the session. Weve been able to put a premium package together for the sponsor in aligning their name with both a thought leadership sponsorship option and provided a great way to give them more visibility and touch for the prospective and actual attendee base.

To make sure that we can increase our sponsor package and provide real visibility, we are giving our top sponsor not only signage and program book recognition, but also are giving them logos on the event website, banner ads in our event update email briefs, and an entire page within the event site that is dedicated to them. Our premier sponsor page includes a section to put in company information, provided links to brochures and product collateral, pulls in and showcases the sponsors Twitter feed and any videos or image galleries that they would like to display. In our Gurus at Play sponsor session, we also gave them their own branded Cocktail hour and appointment times that are ahead of all other vendors so that they have no competition during the event so that they can speak directly/display their products directly to an isolated group. Additionally, we offered our sponsor 2 volunteers who will serve as official social media reporters for the Top Guru session and one per industry topic. Each will provide Twitter updates and a post-session series of blogs. We estimate that this will give our organization roughly 6-8 weeks of post event content with which to use for continued marketing of the event and increase our post-event survey results.

Our 2011 Summit is also offering an upsell opportunity for Exhibitors who want to buy an Exhibitor Showcase page on our website that will work in the same manner, but allow them to showcase their products, allow people to set up networking sessions, etc.We have priced this at $250 per exhibitor organization and know that it will take us 30 minutes per page to set up. We estimate that we will make $200 an organization and expect 50 organizations to add this upsell featurenetting us an additional $10,000 of newfound money from exhibitors.

31

Simplifying meetings and events execution

Lets look now at our top sponsor of the session. Weve been able to put a premium package together for the sponsor in aligning their name with both a thought leadership sponsorship option and provided a great way to give them more visibility and touch for the prospective and actual attendee base.

To make sure that we can increase our sponsor package and provide real visibility, we are giving our top sponsor not only signage and program book recognition, but also are giving them logos on the event website, banner ads in our event update email briefs, and an entire page within the event site that is dedicated to them. Our premier sponsor page includes a section to put in company information, provided links to brochures and product collateral, pulls in and showcases the sponsors Twitter feed and any videos or image galleries that they would like to display. In our Gurus at Play sponsor session, we also gave them their own branded Cocktail hour and appointment times that are ahead of all other vendors so that they have no competition during the event so that they can speak directly/display their products directly to an isolated group. Additionally, we offered our sponsor 2 volunteers who will serve as official social media reporters for the Top Guru session and one per industry topic. Each will provide Twitter updates and a post-session series of blogs. We estimate that this will give our organization roughly 6-8 weeks of post event content with which to use for continued marketing of the event and increase our post-event survey results.

Our 2011 Summit is also offering an upsell opportunity for Exhibitors who want to buy an Exhibitor Showcase page on our website that will work in the same manner, but allow them to showcase their products, allow people to set up networking sessions, etc.We have priced this at $250 per exhibitor organization and know that it will take us 30 minutes per page to set up. We estimate that we will make $200 an organization and expect 50 organizations to add this upsell featurenetting us an additional $10,000 of newfound money from exhibitors.

32

Simplifying meetings and events execution

Other Metrics:

Google Analytics Click-Through Tracking from Email Marketing# Page Views on Facebook # Likes# Views on Slideshare# Comments # Forwards/Shares

Lets look now at our top sponsor of the session. Weve been able to put a premium package together for the sponsor in aligning their name with both a thought leadership sponsorship option and provided a great way to give them more visibility and touch for the prospective and actual attendee base.

To make sure that we can increase our sponsor package and provide real visibility, we are giving our top sponsor not only signage and program book recognition, but also are giving them logos on the event website, banner ads in our event update email briefs, and an entire page within the event site that is dedicated to them. Our premier sponsor page includes a section to put in company information, provided links to brochures and product collateral, pulls in and showcases the sponsors Twitter feed and any videos or image galleries that they would like to display. In our Gurus at Play sponsor session, we also gave them their own branded Cocktail hour and appointment times that are ahead of all other vendors so that they have no competition during the event so that they can speak directly/display their products directly to an isolated group. Additionally, we offered our sponsor 2 volunteers who will serve as official social media reporters for the Top Guru session and one per industry topic. Each will provide Twitter updates and a post-session series of blogs. We estimate that this will give our organization roughly 6-8 weeks of post event content with which to use for continued marketing of the event and increase our post-event survey results.

Our 2011 Summit is also offering an upsell opportunity for Exhibitors who want to buy an Exhibitor Showcase page on our website that will work in the same manner, but allow them to showcase their products, allow people to set up networking sessions, etc.We have priced this at $250 per exhibitor organization and know that it will take us 30 minutes per page to set up. We estimate that we will make $200 an organization and expect 50 organizations to add this upsell featurenetting us an additional $10,000 of newfound money from exhibitors.

33

Simplifying meetings and events execution

In Conclusion:

Greenfield Opportunity Model is Ours to Make Send in Examples! Who Wants to Continue to Discuss?

Lets look now at our top sponsor of the session. Weve been able to put a premium package together for the sponsor in aligning their name with both a thought leadership sponsorship option and provided a great way to give them more visibility and touch for the prospective and actual attendee base.

To make sure that we can increase our sponsor package and provide real visibility, we are giving our top sponsor not only signage and program book recognition, but also are giving them logos on the event website, banner ads in our event update email briefs, and an entire page within the event site that is dedicated to them. Our premier sponsor page includes a section to put in company information, provided links to brochures and product collateral, pulls in and showcases the sponsors Twitter feed and any videos or image galleries that they would like to display. In our Gurus at Play sponsor session, we also gave them their own branded Cocktail hour and appointment times that are ahead of all other vendors so that they have no competition during the event so that they can speak directly/display their products directly to an isolated group. Additionally, we offered our sponsor 2 volunteers who will serve as official social media reporters for the Top Guru session and one per industry topic. Each will provide Twitter updates and a post-session series of blogs. We estimate that this will give our organization roughly 6-8 weeks of post event content with which to use for continued marketing of the event and increase our post-event survey results.

Our 2011 Summit is also offering an upsell opportunity for Exhibitors who want to buy an Exhibitor Showcase page on our website that will work in the same manner, but allow them to showcase their products, allow people to set up networking sessions, etc.We have priced this at $250 per exhibitor organization and know that it will take us 30 minutes per page to set up. We estimate that we will make $200 an organization and expect 50 organizations to add this upsell featurenetting us an additional $10,000 of newfound money from exhibitors.

34

Simplifying meetings and events execution

Additional Resources

The Right Mix Putting together an Event Marketing Plan Paper and Webinar Event: Tuesday, March 15th at 3 pm To register: www.etouches.com/mix

Social Sponsorships: Rethinking Sponsorships in the Age of SocialMedia Webinar Event: Wednesday, March 16th at 4 pm To register: www.etouches.com/socialsponsor

Follow us: @etouchesLinkedIn and Facebook

Break into 4 groups and have everyone use the examples to think of new ways that they can offer packages what price they think that they couldc harge35