TNOC social media strategy mpi finland workshop

How social is your
media?

©TNOC | 2011 | www.tnoc.ch | @ruudwjanssen | #MPIFinland

How social is your
media?
Ruud Janssen, CMM

@ruudwjanssen

www.tnoc.ch


I was born in 18 B.G.
Ruud Janssen, CMM

@ruudwjanssen

www.tnoc.ch


I was born in 18 B.G.


focus on meetings & events


Practical tip # 1

People grow
in the direction
of the questions
they ask


Practical tip # 2

People remember
how you make them feel


What I need from you
1 x timekeeper

1 x conscience

? x photographers

? x Swiss Chocolate Fans?


what was your score?


How many of you
have checked in?


How’s your Social is your Media?

©TNOC | 2011 | Ruud Janssen | www.tnoc.ch

Recommended reading


ask yourself before you begin:
what is your objective?

“If you aim at nothing,
you’ll hit it every time”
zig ziglar


ask yourself before you begin:
what is your objective?

“ tactics without strategy is the
noise before defeat ”
sun tzu


1 content
2

continuity context
4
3
connectivity

graphic source: David Armano adapted by Ruud Janssen


conversation
leveraging

gobal market

community

organisation

personal

elements of social media
strategy

personal communications objectives

Market, World
personal
‣ build a personal brand
Community ‣ generate leads
‣ build network value
Organization
‣ keep informed
‣ establish expertise
Personal


internal communications objectives

‣ document knowledge
Market, World internal
communicationsideas
‣ generate
Community ‣ improve retention
‣ reduce costs
‣ identify leaders
Organization

‣ communicate quickly
Personal

‣ strengthen culture

customer communications objectives

Market, World customer
‣ generate ideas
communications
‣ build brand reputation
Community

‣ gain referrals
Organization
‣ energize enthusiasts
‣ cheap, fast research
Personal
‣ reduce support cost


market communications objectives

Market, World market
communications
‣ increase visibility
Community ‣ market intelligence
‣ competitor intelligence
‣ brand intelligence
Organization

‣ crisis mitigation
Personal


implementation:
grow from your comfort zone slowly

Market, World

Community

Organization

Personal

I can get my we can keep we could always OMG what if they
feet wet it private pull the plug say something bad?

...but start listening at all levels now

implementation:
strength at one level can be leveraged to
the next level
Market, World

Community

Organization

Personal

teams create and brand evangelists
leaders ignite
contextualize multiply and echo
team
messages to the message
participation
outside world everywhere

...but start listening at all levels now

©TNOC | 2011 | www.tnoc.ch source = http://www.seekomega.com/wp-content/uploads/2011/09/image.png

tactical elements
of social media


implementation:
each tool has it own strengths and
weaknesses
fast followers, faster news
shallow friends, noisy

deep connections, viral
private, slow building

great control, unlimited content
slow building, commitment


Personal

Friend request your
address book contacts

Friend request Facebook/
Research contact’s Nice to hear from you!
LinkedIn
personal proﬁle Let’s do lunch!
recommendations

Answer LinkedIn
Follow up with requestor,
Questions in your area of
request friend connection
expertise

intelligence:
social networks for lead generation

Organization

intelligence:
internal wikis and networks

Community

intelligence:
community idea forums

Market, World

intelligence:
community idea forums

Market, World

intelligence:
analytics dashboards

Market, World

intelligence:
conversation mining

conversation

gobal market

community

organisation
listening broadcasting
[intelligence] personal [advertising]

elements of social media
strategy

Social Media Menu
Starters (Creating a social media presence)
Linkedin Company Profile
Individual/Organisational: Organisational* Privacy issues: Almost None
Benefits: Recognition, SEO, potential followers, HR links
Challenges: Maintenance, can be hijacked
Resources needed (time, technology, people): 4 hours/year, basic level
Data needed: Logo, official company info/bio and detailed list of services/products
cial
KPI: external followers (clients & fans) recommendations for services
Best Practice example: Project Management Institute (http://www.linkedin.com/company/11352)

Facebook Page
Individual/Organisational: Organisational* Privacy issues: Almost None
Benefits: Recognition, SEO, creation of fan base, interaction
Challenges: Must be monitored, hard to gain fans
Resources needed (time, technology, people): 8 hours/year, basic level with image manipulation
Data needed: Logo, official company info/bio, images encouraged
cial
KPI: Number of fans and interaction with fans (likes and comments)
Best Practice example: European Commission (http://www.facebook.com/EuropeanCommission)

Twitter Profile
Individual/Organisational: Either Privacy issues: Almost None
©TNOC | 2011 | www.tnoc.ch
Benefits: Recognition, SEO, real-time interaction

Social Media - a tool for
you?
Ruud Janssen

@ruudwjanssen

www.tnoc.ch


7 things you could try
tomorrow


Checklist | enabling user generated content at your live & hybrid event | powered by www.TNOC.ch

Production elements Staffing Set up accounts
 Event Web site  Free Wi-Fi (sponsored access?)

 Event invitations to build interest and draw  Blog (set up accounts or group blog)
attendees
 Photo sharing (Flickr Groups, Picasa)
 Blog
 Geo-location tools to checkin to the event
 Micro-blogging (Foursquare, Gowalla, Facebook Places)

 Photo sharing  Live video (Ustream.tv, Livestream,
BlogTV.com, Justin.tv)
 Live video interviews
 Micro-blogging (Twitter, Yammer, Twubs)
 Daily video show reports
 Video blogging tool (Springdoo, TokBox,
 Audio and video of sessions Vimeo, YouTube and/ or other video sharing site)
 Live chat during sessions  Audio player and/or podcasting set up
 Content aggregation place (Lanyrd.com,  Video sharing site to post full sessions
Evernote, Twubs.com, Online collaboration tool)
 Live chat tool

 Social networking (Facebook, Linkedin,
Leebug, Pathable etc...)
©2011 | TNOC | www.TNOC.ch | Ruud Janssen, CMM | @ruudwjanssen | TNOC Blog | Checklist enabling user generated content at your event page 1 of 2


Checklist | enabling user generated content at your live & hybrid event | powered by www.TNOC.ch
 Invitations and attendance sharing Content development
(Eventbrite, Amiando, Evite, Socializr, Facebook,
Linkedin event)  Before the event (pre-load information if
possible)
 Social media chairperson (passionate, affable,
a good writer, a connector, an online leader, and  Pick one tag name to use across all
extremely hard working) applications and promote it everywhere (Website,
confirmations, badges, presentation holding
 On camera interviewer for quick ongoing live slides, videos, photos, handouts, post event
video interviews surveys)
 Blogger(s) to report on live event  Photograph people and write down their name
and company to be able to share the content with
 Audio and video editor to edit, encode, upload
them
and post comments to sessions
 Use names as much as possible in blog posts,
Beginning conversation photos, and videos
 Reasons to participate (topics, FAQ’s and  Tag everything with the event’s tag name
controversies / debate issues) (#hashtag)
 Collect blogs and user
accounts of attendees (show
available content or provide
incentive)

 Give top content creators
prime placement on blog and/or
event Web site

©2011 | TNOC | www.TNOC.ch | Ruud Janssen, CMM | @ruudwjanssen | TNOC Blog | Checklist enabling user generated content at your event page 2 of 2


inspiration and (re)sources:

‣www.tnoc.ch
‣www.tnoc.posterous.com ‣www.poland-convention.pl
‣www.interactivemeetingtechnology.com ‣www.wordpress.com
‣www.scribd.com ‣www.ted.com
‣www.twitter.com ‣www.mpiweb.org
‣www.twubs.com/tnoc
‣www.twubs.com/icca Twitter # hashtags to search
‣www.ﬂickr.com ‣#mpi
‣innovationinsight ‣#MCES11
‣www.hootsuite.com ‣#engage365
‣www.bluewiremedia.com.au ‣#eventprofs
‣www.posterous.com ‣#tnoc


TNOC social media strategy mpi finland workshop

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