Here is my presentation from the recent EXHIBITOR 2010 Conference. Some recycled material from earlier presentations but this is more of an extended play version with updated research & content.
What else would you like to know or see?
How to Get Started in Social Media for Art League City
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engagement & Results
1. Leveraging Social Media to
Drive BeBer Engagement and
Results
Desiree Lehrbaum
EXHIBITOR 2010
March 14, 2010
2010 Lumen Consulting, LLC. All Rights Reserved
2. DefiniDon of Social Media
“A social trend which people use technologies to
get the things they need from each other,
rather than tradiDonal insDtuDons like
corporaDons”
2010 Lumen Consulting, LLC. All Rights Reserved 2
3. What Do We Mean by Social Media?
Digg, delicious, Reddit Corporate and individuals
BOOKMARKING BLOGS
YouTube
Vimeo Product/SoluDon
VIDEO WIKIS
blip.tv
SHARING
SOCIAL MEDIA
TwiBer MICRO‐ SOCIAL
LinkedIn
FriendFeed BLOGGING NETWORKING Facebook
MySpace
USER
“FILE‐SHARING” COMMUNITY
Slideshare
Posterous Private knowledge sharing
2010 Lumen Consulting, LLC. All Rights Reserved
5. Years it Took to Reach a 50M Market Audience
50 MILLION USERS
38 YEARS
13 YEARS
4 YEARS
3 YEARS
2 YEARS
Radio TV Internet iPod Facebook
2010 Lumen Consulting, LLC. All Rights Reserved 5
7. Top 10 Web Brands for December 2009
#1 #2 #3 #4 #5 #6
#7 #8 #9
#10
Ranked by:
The Nielsen Company
(U.S. Home and Work)
2010 Lumen Consulting, LLC. All Rights Reserved
8. Facebook is more than status updates
If Facebook were a country it would be 3rd
largest
Over 350M users worldwide
More than 10 million users join Fan pages
every day
Facebook has over 30,000 servers
Manages over 25 terabytes of data daily for
logging
2 billion pieces of content are shared weekly on
Facebook
Facebook is largest photo sharing plagorm in
the world
2 billion photos uploaded monthly
Serve up 600,000 photos every second
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9. Facebook Engagement Metrics
Source: comScore Voices January 21, 2010
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11. Facebook U.S. Demographics
January 2010
50% of Facebook
users log‐in
everyday 55‐65
13‐17
represenDng 175M 7%
45‐54 11%
12%
18‐25
35‐44 29%
18%
26‐34
23% Users over 26 now
represent 60% of
total U.S. Facebook
populaDon
Source: InsideFacebook 1/10/10
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12. TwiBer
In June 2009 TwiBer hit unique 44.5M users worldwide
No. 52 largest site in the world (bigger ESPN and coming up on
BBC and craigslist)
55% internaDonal & 45% US based
Impressive since over half of Twitter
users don’t access the website, but use
Twitter apps to digest and consume
Tweets
Source: comScore, August 3, 2009
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13. Video consumpDon hits record levels
Who:
More than 170M US Internet users watched online video in Nov. 2009
84.8 percent of the total U.S. Internet audience viewed online video.
What:
31 billion videos were viewed during the month of Nov 2009
The average online video viewer watched 12.2 hours of video
The duraDon of the average online video was 4.0 minutes.
Where
128.1 million viewers watched more than 12 billion videos on
YouTube.com (94.3 videos per viewer).
38.6 million viewers watched 333.4 million videos on MySpace.com
(8.6 videos per viewer).
The average Hulu viewer watched 21.1 videos, totaling 2.1 hours of
videos per viewer.
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15. Focus on strategy, not the tool
Social media tool providers can
quickly fall out of favor
In 2006 MySpace had twice the
unique visitors as Facebook
LiBle over 3 years ago typing
“twiBer.com” = 404 error
Your objecDves and audience
should determine which tools
you should use – not the other
way around
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17. Your brand is being discussed online
According to Penn State Study,
1 in 5 tweets is brand related*
ITSMA reported that 55% IT
business buyers use social
media in the buying process**
A 50% of increase over 2008
* Penn State Study
**ITSMA How Customers Choose SoluDon Providers, October 2009
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18. Social media investment is on the rise
70% of CMOs say they will do more
with social media in 2010
According to eMarketer, adverDsers
spent $40M on social networks in
2008 and expected to grow to
$210M in 2012
Forrester predicts social media
spending will increase from $716M
in 2009 to $3.1B in 2014
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20. The connecDon to brand
“There may be some Dmes when an
individual TwiBer message out of
context can give a bad impression. But
generally people on TwiBer aren’t
looking at one single Tweet. They see
what we do over Dme. For customers, I
think it’s a way to get an inside glimpse
of what people are like and what are
culture are like. Our belief is that your
culture and your brand are ulDmately,
the same thing.”
Tony Hseiu CEO Zappos
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23. Why events should embrace social media
Events offer genuine personal
connecDons whether they be
online, virtual or physical
All about deepening customer
relaDonships
Nothing is more social than events
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26. Great opportunity for the “Davids”
Social media can be easier for smaller companies to adopt
than their Goliath counterparts
Agility
High tolerance for experimentaDon
AuthenDcity
Personalized brand
Inexpensive and high leverage compared with other elements
of the markeDng mix
Success isn’t Ded to budget or company size
Zappos vs. Amazon
Papa John’s Pizza
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28. CommunicaDon shiv needs to happen
“Companies need to move away from
sole reliance on top‐down
messages delivered to elites
toward fostering peer‐to‐peer
dialogue among consumers and
employees, acDvaDng a company’s
most credible advocates.”
Richard Edelman
CEO Of Edelman
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29. Phased ParDcipaDon Engagement
Conversa7on Community
Commit Listen Dialogue Engage
Passive AcDve
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30. Commit – less is more
Look before you leap
Evaluate where your strengths, resources and community are
Focus is beBer than trying to launch and excel across a porgolio
of social media vehicles
Consider an execuDve sponsor
Once you determine your focus area – secure commitment
from cross‐funcDonal team and execuDves
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32. Dialogue – two way communicaDon
Think conversaDon, NOT broadcast
Tend to tunnel‐vision on what to post, but focus on what will
enlist parDcipaDon
Quality trumps quanDty
Establish trust and credibility
Give your customers something of value
People are looking to be heard
AuthenDc interacDons
Acknowledge mistakes
People don’t care about what department you work in or what
your official process is
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35. A social media framework
Know your audience
Fish where there are fish
Strength assessment
Know where you have tracDon and where you need to develop
Mapping needs to event lifecycle
Consider all the touch points throughout the aBendee journey
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36. Target Audience Assessment
Vehicle Target Audience A Target Audience B Target Audience C
Bookmarking ✓
Blogging ✓ ✓
Online Communities ✓ ✓
Social Networking ✓
Micro-blogging ✓ ✓
User Communities
Social Videos ✓ ✓
Word of Mouth ✓
Wikis ✓
2010 Lumen Consulting, LLC. All Rights Reserved
37. Where are you strong today? Where do you need to be?
Strength
Vehicle Development Needed
(Rank 1‐10)
Bookmarking 10
Blogging 1
Online Communities 9
Social Networking 6
Micro-blogging 5 ✓
User Communities 8
Social Videos 2 ✓
Word of Mouth 1
Wikis 8
2010 Lumen Consulting, LLC. All Rights Reserved
39. OpportuniDes to event lifecycle
Where could your event program benefit by social media the most?
Pre-Event
Launch On-site Post
Strategy
• Research • Audience Gen • ConnecDng • Feedback
• Speaker recos • Event reveal • OpDmizing • Extend the life
• Content feedback • Monitoring • Monitoring
• Event ambassadors • Updates • Celebrate
Think about using social media to build community
not just “market” an event
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40. EnlisDng cross‐funcDonal resources
Most organizaDons who are doing this well do not of have
dedicated headcount to “manage” social media
Social media is all about personal connecDon vs. tradiDonal
corporate speak
IdenDfy individuals in your organizaDon who are acDve digital
media naDves online
Product management/markeDng
ExecuDve teams – CTOs especially
DepuDze cross‐funcDonal teams to listen and dialogue
Full disclosure is an imperaDve
Encourage ownership of customer engagement around certain
topics
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42. Digital event ambassadors
TradiDonally event communicaDon = corporate ‐> individual
New thinking: create event ambassadors
Can be internal or external people
Offering key people exclusive event news to their audiences
Bring parDcipants along the enDre event lifecycle
TwiBer, blogs, Facebook, user groups excellent vehicles
No dictaDng what they say
Benefits
People respond more to individuals than anonymous company
1:1 facilitates building trust, credibility and relaDonships
Diverse communicaDon channels broadens reach
Build anDcipaDon for the event and speakers
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43. Pre‐event strategy
Validate event strategic direcDon
Co‐create content and program with aBendees
Gather feedback and recommendaDons for content, speakers,
locaDons, acDviDes
By listening to community will build more effecDve program and
gain buy‐in from aBendees
Build momentum and excitement for event launch
Establish 1:1 connecDons online with event ambassadors
Social media tacDcs
Survey community via blogs, communiDes, Facebook, TwiBer
Have event ambassadors personally solicit feedback
Create online advisory steering communiDes for event
Create private Facebook/Ning groups
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44. Launch
Inspire evangelism amongst community
DepuDze your ambassadors
Build excitement for event, sessions, speakers
Encourage community engagement with each other
PotenDal social media tacDcs
Rollout your event hashtag #
Create/adverDse events in Facebook
Have speakers Tweet, blog, post about their sessions
MulD‐channel publishing
Sponsor event specific communiDes to encourage cross‐pollinaDon
amongst aBendees
Pay it forward ‐ ParDcipate in other speakers, communiDes, and
blogs
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45. On‐site
Bring back channel to the forefront
Empower all parDcipants to engage and share learning
Monitor what’s happening at event in real‐Dme
Troubleshoot when things go wrong
Pro‐acDvely communicate changes immediately
PotenDal tacDcs
Create blogging desks /TwiBer lounges
DepuDze key influencers as official event TwiBerers
Coordinate TweeDng and blogging with your speakers
Sponsor Tweet‐ups – to foster community
Solicit conference “reporters” with FlipCameras
Encourage parDcipants to upload to Flikr and YouTube channels
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46. Post‐event
Feedback
Enlist event ambassadors
Extend the life and reach of the program
Post content on SlideShare, Posterous, YouTube
Use as springboard to gain momentum for next program
PotenDal tacDcs
Online surveys
Sponsor follow‐on regional Tweet‐ups
Reward loyalists with acknowledgement for their efforts
Enlist volunteers for future advisory commiBees
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48. Measurement
Even the early adopters of social media are struggling with
measurement
Ironic that most management agrees there is value and
willing to ride out the uncertainty of how to measure
In recent survey*, 60% of companies surveyed said they had
gained “some benefit but nothing concrete”
Source: “Social Media and Online PR Report” by Econsultancy and bigmouthmedia December 2009
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49. What value is derived from social media?
Helped close business 35%
Reduced overall mktg expenses 45%
Generated qual leads 48%
Rise in search engines 52%
New biz partnerships 56%
Increase traffic/list/subs 61%
Exposure for business 81%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Source: Social Media MarkeDng Report 2009
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50. Measurement Framework
Vehicle Reach Dialogue Conversion
Bookmarking • Revenue
• Visits • SenDment of
Blogging • Views comments • # of leads
• Unique Visitors • Reviews • # trials
Online Communities • Net Promoter Score
• Links • Time spent
• RT/Forwards • Votes • Mktg efficiency
Social Networking
• # of ideas
• Web analyDcs • Downloads
Micro-blogging • Influencer coverage implemented
User Communities
Social Videos
Word of Mouth
Wikis
2010 Lumen Consulting, LLC. All Rights Reserved
53. Tweet Monitoring
Monthly subscripDon for
$9.99‐39.99/month
Can set‐up 10‐50 profiles
Download stats in Excel
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54. New paradigm in thinking about value
“Take one opportunity,
grow it into something of quality,
and then leverage that opportunity into
a new one that derives more value.”
Chris Brogan & Julien Smith , Trust Agents
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55. How are other
companies doing
this?
2008 Lumen Consulting, LLC. All Rights Reserved 55
57. Dell – Revenue GeneraDon
Dell can aBribute over $7M in
revenue from TwiBer
“What we've learned is that social
media has transformed the large
corporaDon of the millennium into
the Mom and Pop shop of the old
days.
The emergence of social media
simply makes it more possible to
connect directly with customers
every day.”
Manish Mehta
VP of SM & Community
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59. Jet Blue – Service & Fun
ChaBy posts and customer service
assistance tended to generate a lot of
replies and new followers. Press releases
announcements were met with silence.
“That’s a clichéd phrase, but Twi;er really
is about tearing down the ar<ficial walls
between customers and the individuals who
work at companies.”
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61. SXSW – Technology fostering engagement
TwiBer gained
adopDon here to
track SXSW
happenings.
Now expanded
community
engagement to
enable voDng on the
panels they wanted
to hear.
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62. Personalizing the brand
@padmasree
@scoBmonty
Excellent examples
using TwiBer
effecDvely to build
1:1 connecDons to
the Cisco and Ford
brands
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70. Tools we love
Want to secure your username across social media universe?
hBp://namechk.com/
Measure senDment and volume of your Tweets
www.viralheat.com
URL shortener with tracking
www.bit.ly.com
Think yellow pages for TwiBer
www.twellow.com
Host contest, promo, sweepstakes in Facebook easily and inexpensively
www.wildfireapp.com
Nice TwiBer eye candy to have running at an event
www.visibletweets.com
Your TwiBer app ougiBer
www.oneforty.com
Great apps to view mulDple TwiBer and Facebook accounts
www.seesmic.com, www.tweetdeck.com
www.hootsuite.com
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