Tapping the power of social media for events promotion How to utilize web 2.0 and social media for events and increase their ROI

Delphine Remy-Boutang WW Social Media Marketing Director

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While waiting for the call to start ….

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Direct Results

2004-2009 2010-2015

Experimentation

§  Value: Web as a promotional vehicle

§  Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness

§  Measurements: Cost per impression

§  Marketing Tactics: –  Branding – buttons,

banners –  E-mail – newsletters, list

rentals

1996-2003

§  Value: Web as a direct results platform

§  Primary Goals: Drive traffic and lead generation

§  Secondary Goals: Thought leadership and branding

§  Measurements: CPL, CPC, brand measurements confirmed through surveys

§  Marketing Tactics: –  Search ads –  Lead generation – white

papers, webcasts –  Branding - IMUs, larger

units, microsites –  E-mail – list rentals

§  Value: Web as a relationship management platform

§  Primary Goals: Engaging prospects and customers outside of their Web site

§  Secondary Goals: Lead generation, drive traffic, thought leadership and branding

§  Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage

§  Marketing Tactics: –  Vendor communities –  Two-way ads –  Messaging connections

using trigger marketing –  Successful tactics from

direct results stage

Relationship

Evolution of Online Marketing

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Source: Toolbox

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Social media matters for events

§  Events are inherently social

§  Events are inherently viral

§  With social networks, event-holders can :

§  Reach the right audience: §  More quickly §  More effectively

Social media represents a fundamental shift in the way we communicate and make decisions It’s bigger than you think Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama.

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Customer Relationship Lifecycle

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Marketing ROI – Traditional Campaigns

Impact = Site visits/leads Effort = Funding

Traditional Campaigns

TIME

VALUE

With traditional campaigns there is a direct relationship between funding and results – once a campaign is over, that activity usually ceases (landing page visits, etc.).

Source: Pauline Ores, IBM

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Impact = Relevance and engagement Effort = Funding

Social Media Impact

TIME

VALUE

Marketing through an online community allows advertisers to

quickly engage and make an impact with their target

audiences.

Social media marketing requires continuous, steady investment to build and manage the network, with eventual value created as the network grows and becomes self-sustaining.

Source: Pauline Ores, IBM

Marketing ROI – Social Media Campaigns

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How to utilize web 2.0 and social media for events and increase their ROI

Agenda

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§ 1/ Start listening

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Listening : Social Media Research via MI Team (Contact:Amy Laine /Pauline Ores)

Leverage MI experience gained managing over 30 social media research projects with a variety of vendors

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BlogPulse

Consider using external free tools to start monitoring the conversation

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§ 2/ Identify your audience and connect where they are digitally

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3/ Start spreading the news (via participation)

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Use your IBM network to start with… (total users, including alumni)

378,000+

39,000+ users, 500+ IBM groups (65% outside the US)

80+ accounts using “IBM” in the name (25% from outside the US)

200+ IBM channels

75,000+

100,000 IBMers collaborating with 200,000 non-IBMers

166 communities, 200+ blogs, 5000+ profiles

Source : Maria Arbusto

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4/ 17 Tactics to leverage the web for your events

Objectives : Ø Generate sales leads Ø Promote products Ø Build brand / product / offerings Ø Support channel partners Ø Add measurability to the event Ø Boost qualified attendees Ø Capture market intelligence Ø  Increase ROI of the event

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1/ Increase traffic to your registration event page

§ 1. Share with your network § 2. Social Bookmarking § Key is to have HIGH QUALITY CONTENT

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2/ Leverage your network on Facebook Publishing your event to Facebook lets you take advantage of your existing networks People you are already connected to may be attendees or can help you promote your event to their networks Create buzz for events campaigns Invitation process via Facebook

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3/ Unleash the power of Twitter §  The real-time ability to connect

with others and share experiences makes Twitter a great platform for individuals, or companies, to use during a major event.

§  Live-Tweeting an event can be used to create a completely new channel of conversation and a way to enhance the physical experience of the event.

§  You could include:

§  Create a twitter Page for your event §  Follow pro-actively – Engage §  Create a unique hashtag §  Participate in relevant discussion §  Foster virality

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Example: IBM 2009 SMM Summit #smm09

Twitter

#smm09

625 people attended the event : 50+ local video conferences in five cities (Stuttgart, Paris, London, RTP, San Jose) 184 in person at Yorktown Heights 394 attend online

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Example : Rational Software Conference:

§  Displayed live streaming of #rsc2009 twitter feed.

§  #rsc2009 appeared as a top trending

topic twice - further raising the profile and discussion around the event.

§ 679 followers (140 started following during RSC)* § 345 fans (45 new during RSC)* § 1000 tweets using rsc2009 not posted by the official rsc2009 account (529 during RSC)*

*As of June 4th at 12:30 p.m. EDT

679 followers (140 started following during RSC)* 1000 tweets using rsc2009 not posted by the official rsc2009 account (529 during RSC)*

#rsc2009

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4/ Network on Linked-in

LinkedIn Events offers event search and recommendations based on the contents of your profile, sophisticated information about attendees and updates about events You could include: Use questions to engage Target the need of attendees Offer something Forward the question Target opinion leaders Connect to your blog / slideshare Attract high quality people Post comments Start your own group

Linked-in is the largest B2B social networking site, has over 30 million members that are professionals, 46% of which are business decision makers within their company

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5/ Pre-Event Digital video teaser/ trailer Drive traffic to your event

§ You could include:

§  High impact video to be delivered online to promote the event

§  Promote featured presentations §  Promote featured sponsors

(products, demonstrations, etc) §  Promote special information such

as events, hospitality, etc §  Post to YouTube and other video

sites

§  Creativity is key

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6/ Live event presentation webcasts

Expand your event’s reach beyond the on-site experience.

§ You could include:

§ Webcast presentations from booth or other event location

§ Especially useful for product roll-out

§ Archived for future consumption

§ Allow user comment and discussion

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7/ Event blog by dedicated event blogger

Generating buzz at and about the event

§ You could include:

§ Real-time blog from the event

§ Topics include what just happened, what lies ahead, general commentary, sparking discussions, etc

§ Can include text, audio, and/or video

§ Turbotodd § Blogger in chief for IOD Conference 2009

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8/ Widgets Widgets that attendees, exhibitors, and partners can place on their websites or desktops to promote the event.

§ You could include:

§ Event “countdown” meter with links to registration § News Feeds § Contest promotion and/or sign up § Promo videos § Sessions information § New Product launch teasers § Surveys & polls

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9/ Mashups / Communities A single website, with multiple data sources, to facilitate social networking at the event.

§ Example of elements:

§  Find contacts with mutual interests

§  Rideshare §  Schedule meetings §  Recommend presentations §  Share schedules §  Share Photos §  Restaurant recommendations §  Gossip column

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10/ Web tie-in to live event experience In-booth experience such as a participatory activity or competition.

§ Customer online interactions could include: §  Pre-event email with links to pre-

registration (SWYN) §  Live event experience “documented

(photo or video)” for future consumption

§  Post event follow-up email to download photos, videos, etc

§  Results: §  Drive traffic to the booth §  Keep clients engaged after the show.

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11/ Real-time conference analyzer § An interactive forum for attendees at the event. § Could include: § A website where attendees can monitor various aspects of the conference (such as presentations, booths, social events, etc) and provide feedback regarding their value

§ Real-time comments regarding activities “in-progress”

§ Surveys and polling via mobile device, cell phone, pda, laptop, etc.

§ Expo “map” interface for providing comments on each exhibit

§ Discussion topics, recaps, and ratings for past, current, and future presentations

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12/ Expert interview video podcasts Capturing the event, allowing for interaction, & providing content for future § Could include:

§  A series of interviews with industry experts at the event

§  Use SMS to call in the video team, “We have something interesting here...”

§  Interviews edited together with graphics, animations, etc.

§  Podcast 1-2 videos per week (or post during the event)

§  Allow user comment and discussion

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13/ Web-based competition Competition theme such as “What can you do with your (insert product here)?”

§ Elements could include:

§ Entries from customers, prospects, and partners (perhaps multiple categories)

§ Winning entries (voted by peers) present their topic or product at event

§ Presentations captured and posted online (slideshare/cattail – think of your internal network too…

“The golden ticket”

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14/  Industry  Knowledge  Base  •  Industry Knowledge Base “a

la Wikipedia”

•  Develop a “go to” destination for industry information and definitions

•  Include contributions/content from exhibitors, attendees, industry members, press, etc.

•  Invites the users to “participate in the conversation”

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15/ Webcasted /Podcasted debate

Use the internet to stimulate conversation around hot topics in your industry § You could include:

§  Set up a debate between key players in the industry to discuss a timely topic

§  Target critical argument about keys issues important to the industry

§  Filmed, edited, and broadcasted §  Allow user comment and

discussion

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16/ Share the fun

Share online § Elements could include: § Pics on Flickr § Presentations captured and posted online § Videos from the event posted on youtube

§ Socially activate your event

§ Expand the effect of your event beyond the date/time/pace to touch more people than could ever attend § Enrich the experience for the people who do attend

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17/ Follow up time

Tie it all together and keep the Buzz going

§  Follow up while the iron is still hot §  (the web moves on quickly)

§  Newsletter, Blog posts, Facebook group and event postings

§  Take time to thank individually (Flickr photos, Blog posts, etc.)

§  Keep an eye on your alerts for new opportunities to connect

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The “New” Metrics

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ü Be who you are ü Speak in the first person ü Use a disclaimer ü Respect your audience ü  Add value ü Don't pick fights ü Be the first to respond to your own mistakes. ü Use your best judgment. ü Don't forget your day job.

- IBM supports open dialogue and the exchange of ideas -  Responsible engagement in innovation and dialogue -  To learn, to contribute

In social media, the IBM employee is the brand.

Social Media Conduct at IBM: Built on Employee Trust

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Case study : Virtual Forbidden City SOA UK event Campaign

Objectives • Identify and generate new influencer audiences/leads for IBM SOA from purely Social Media channels – 2 events within VFC Execution • 100% Social Media campaign • Virtual Tour for IT Architects in Chinese Virtual Forbidden City • Campaign recruitment led via Twitter • Promotional resources via Flickr, YouTube ,LinkedIn, Face book , blogs etc… etc.. • Creation of a Social Media Press Release

• Identification of key influencer Blogs, Twitter profiles and more • Coordinating massive IBM internal Social Media push • Sophisticated Campaign Social Media Monitoring Dashboard

Results : see my deep dive prez on Cattail

Campaign Social Media Dashboard

Play your imperial part in IBM’s Virtual Forbidden City (VFC) SOA Tour Exclusive Social Media event in IBM’s Virtual Forbidden City

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So are you Ready ?!

•  1/Get to know your audience…online

•  2/ Participate in the Social web §  Facebook, LinkedIn, MySpace, Twitter, Blogs, Delicious, Digg, Youtube,

Flickr, (where are your customers, friends, family, etc?)

•  3/ Map requirements to relationship lifecycle objectives

•  4/ Focus on quick wins

•  5/Just because you “can” doesn’t mean you “should”

You may need to think differently …

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“You have two choices. You can continue to lock yourself behind facile corporate words and happy talk brochures. Or you can join the conversation.”

Delphine Remy-Boutang WW Social Media Marketing Manager, IBM Software Group @delphrb

Questions?

Thank You!

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References §  IBM Social computing guidelines http://www.ibm.com/blogs/zz/en/guidelines.html §  Recent trends in the global blogosphere? §  §  social media directory

§  How do I make time to do social media ?!

§  List of agencies who can help you in your social media campaign execution

§  The Impact of Corporate Culture on Social Media

§  The social media experiment is over. Now it's time to extract value.

§  IBM SWG Social Media Marketing wiki

§  Gina Poole, IBM goes to work, Gina Poole’s video

§  Tap into the interconnected world and earn the rewards !

§  Get Marketing, Get Social

§  IBM's social media marketing campaign hits the target!

§  Exclusive Social Media event in IBM’s Virtual Forbidden City

§  Play your imperial part in IBM’s Virtual Forbidden City (VFC) SOA Tour

§  5 reasons to twitter

§  Jon Iwata's interview on You Tube

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Acknowledgment §  MeetingTechOnline - a good site dedicated to technology for the meetings industry

§  Mediapost - a resource for media, marketing, and advertising professionals

§  eMarketer - all things interactive marketing

§  Clickz - articles and blogs for digital markers

§  Mashable - this site is the epitome of a web 2.0

§  The Social Organization – link to social media metrics

§  Conversation Agent - Tons of great blogs and info

§  Chris Brogan's Blog - social media guru's blog

" Dave Evan’s ClickZ Article on Social Media Metrics

" IBM Research blog