EVENTS

SOCIAL MEDIA

management By : Robin Low

 why social media?
• Reach networks of people
• Word of mouth / viral propagation
• Continuous engagement, before / during /
after event
• Compliments marketing efforts
• Search engine visibility
• Market research, feedback
• more…
“ AWorld
radical change has occurred in the
of advertising and marketing ”
 traditional methods
• Email lists
• Newpaper ads / TV
ads
• Cold calling leads
• Other interruptive
marketing
Consumers are not listening anymore

Interruptive marketing has seen it’s day

Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
 The Audience
is creating

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
 The Audience
is selecting

Time Shift technology

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
 The Audience
is changing

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
 advancements of… digital
media

“ Consumers control the online environment so

brands need to think about facilitating user-
created actions, not just user-generated
content." Unlike newspapers and TV where the
advertisers are speaking at consumers, the
Internet allows for more back and forth

”
interaction.

Source: http://china.seekingalpha.com/article/30979
How?
 know what you want to accomplish

Develop a social media marketing plan

for a specific goal or purpose.

This will help you pick which site to use

and how to measure success.
 decide on purpose of social media and

company’s position

Social media is not a pure sales

medium, decide on what you
company would want to use it for.

Your social media presence is more

for online branding, educating your
customers and engaging the public.
 decide on which platform to use
There are many different social media
platforms to use, which one fits your
company best?
Find where your niche and audience are
located and which platforms they are on
and engage them there.
Tip: Engage in 3 – 4 platforms. Cross
marketing between the platforms
creates multiple touch points.
 social media involves
• creating FB pages, Twitter account, ONE OFF
YouTube account.
• Updating profile, bio. EVERY CHANGE
• Getting Fans to join page DAILY
• Planning theme and strategy to MONTHLY
engage public.
• Creating Engaging Content DAILY
• Monitoring Comments and
DAILY
Feedback.
• Analyzing Reports MONTHLY
 facebook
• 400 million users
• Can register smaller groups and engage crowds
already present in established groups
• Post photos / videos of events
• Tag fans and create a community
• Polls
• Events
 facebook statistics
Usage vs. Country (Top 10 Countries on Facebook Dec 2009)

120,000,000

100,000,000

80,000,000

Usage 60,000,000

40,000,000

20,000,000

0
USA UK Turkey Indonesia France Canada Italy Philippines Spain Australia
Country

Asia - 10.5% Users, fast growing Market

Singapore > 1.1 million users
http://www.nickburcher.com/2009/03/facebook-usage-statistics-by-country.html
Facebook usage statistics by country - Dec 31st 2009
Rank Country Number of Facebook users 12 month growth % 6 month growth %

1 USA 101,303,240 140.80% 46.00%

2 UK 22,625,300 51.50% 20.90%
3 Turkey 16,943,780 113.60% 36.80%
4 Indonesia 14,681,580 1536.70% 126%
5 France 14,290,700 117% 32.60%
6 Canada 14,228,460 31% 19%
7 Italy 13,272,760 137.60% 30%
8 Philippines 8,387,560 2046.80% 208.40%

9 Spain 7,701,200 196.70% 33.40%

10 Australia 7,611,920 75.80% 25.70%
11 Argentina 7,387,120 227.50% 50.60%
12 Colombia 7,243,520 99.40% 25.80%
13 Mexico 6,505,040 351.50% 78.50%
14 Chile 5,808,020 39.90% 20.20%
15 Germany 5,799,520 361.90% 84.90%
16 Taiwan 5,490,300 4763% 701%
17 India 5,397,480 403.80% 66.80%
18 Venezuela 4,952,340 164.20% 38.40%

19 Malaysia 3,975,640 367.50% 99.30%

20 Sweden 3,066,180 80.70% 34.10%
 twitter
“With twitter gaining popularity, number of users greatly increased
after celebrities began to use this social media platform. Many
people are only beginning to realize the true value in it. ”

1.Networking
2.Updated news
3.Relationships
4.Information
5.Alerts on Upcoming Events
 build your community

• Tweetups!
• After event engagement?
• Ad hoc meetings?
• Face to face engagement.
 twitter
• Event #hashtags
– Spread awareness of event
– Monitor feedback
– Channel of communication
– Customer support
– Media engagement
– Q&A
 blogs & Articles
• Write articles to inform people about new
development and advances of the industry.
• Give value and knowledge that people will find
useful, for products and services related to your
company.
• Brand yourself as an “expert” in the industry.
• Improve your credibility by sharing knowledge.
• Millions of people read articles on
ezinearticles.com, blogger.com or
wordpress.com everyday.
growth of social media
growth of social media
decide on how your social media will be managed

Who will be in charge of the Twitter

account and Facebook Pages?
Find out the rules needed for
management to be comfortable.
Find different roles for people with
different comfort levels and skill sets.
 areas of focus

• Promotion
• Execution
• Follow up
 social media activities
Before During After

• Learn
• Dialog
• Support
• Innovate
before
before
 Learn
• Register account where conversations
are taking place
– Forums
– LinkedIn Groups
– Facebook Groups
– Twitter
• Listen
– Yahoo Pipes
– Google Alerts
– Twitter
 Dialog
• Participate in conversations
(Start new groups to connect)
– Forums
– LinkedIn Groups
– Facebook Groups
– Twitter
• Write Articles / Blogs
• Jumpstart dialog before event
• Slideshare
• Youtube / Flickr
 Dialog
• Encourage advocacy with badges (Facebook “like”)
• Start #hashtags, create awareness
• Promote with videos / highlights of past events.

• Encourage the use of event #hashtag

during the event REPEATEDLY
– Through signs, handouts, announcements
 market passively

Social media folks are not used to

aggressive marketing, and will be
turned off by it.

Aggressive marketing may bring

negative results.
 support pre-event networking

• Tweetups
• Facebook events
The new paradigm

Attention Engagement
think social media apps
desktop apps

widgets

RSS
 promote repeatly
• Facebook Connect
• http://mashable.com/2009/01/12/facebook-con
• Open Graph
• http://developers.facebook.com/docs/opengrap
• Badges and Logos
 add value
Be sure you provide many great
reasons to follow you.
Keep content interesting and
varied.
Always have your audience in
mind.
 be consistent

Consistency is key.
Allocate a few hours a week to
monitor your social media progress.
Consistently be part of a community,
not there only to market products.
Participate in conversations and do
not leave conversations you started.
 be helpful and approachable
Do not just broadcast your own
messages.
RT (Re-tweet) interesting news and
information to your audience.
Reply to comments.
Answer questions you know the
answer to that appear in your feeds.
Participate in conversations.
 focus on quality rather than quantity
On Twitter and Facebook, focus on
quality interactions, and build deep
relationships.
Convert fans into Evangelists and
hope they can promote your company
through word of mouth.
Numbers may mean more chances of
spreading message but DOES NOT
GUARANTEE that.
cross promote and share messages
There are applications that allow you to
update status on LinkedIn, Twitter and
Facebook. If they are the same message
you want to update for all your mediums,
simply use Hootsuite.
It is ok to update your new blog post on all
your different channels and no reason why
you should not do that.
 be in for long haul
Building relationship and trust takes time.
Do not give up after trying out for one
month. Relationships are not built
overnight.
Social media can increase your profile and
open many opportunities if you try, you
may not even actively market yourself or
your company.
 don’t allow it to consume your time

If not managed properly, social media

can be a distraction if you just have
conversations in small groups.
Make you’re your efforts are not in the
way of doing business.
during
during
 Support
• Allow back channel during event.
– use twitterfall, etc.
 Support
• Encourage:
– Tweeting
– Live blogging
– Live Streaming
– Twitter Q&A from online audience
– etc
 innovate
Share
• Blog – Daily summary
• Photos, video – Interesting happenings
• What’s up next
Balance
• Real time adjustments, audience vide
• SMS, Twitter Q&A, Real time comments
 innovate
• Decide:
– Will speaker monitor backchannel?
– Is speaker required to respond to
backchannel?
• Designate:
– Non-presenter to track questions
– People to monitor live tweets, blogging
– Promoters to promote #hashtag for tracking
after
after
 engagement does not end after event
• Build your community
• Blog
• Stream / video edits
• Photos of events
• Twitter
• Get feedback / extend the dialog
• Promote your next event
 engagement does not end after event
• Share summaries
• Share slides
• Extend engagement for paid attendees
• Link to relevant blogs
• Reply to feedback / comments during
event
• Build relationships
 engagement does not end after event
• Launch survey to collect information on:
– Speakers
– Topics
– Event
• Run polls on what they like best about the
event
• Create a place to further facilitate discussions
• Use backchannels as archive
 summary
• Use technology, build relationships
• Create and foster dialog.
• Find innovative ways to increase
engagement and attendance.
• Encourage openly sharing of content, not
keep for private use.
• Build community, facilitate networking.
use social media for your
events
extend the experience and build
relationships
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