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CHAPTER 8 :
MEDIA AND EVENT
Event publicity aims to generate interest in your event amongst
a wider audience than just the event's spectators and
participants. Media coverage is considered by some sponsors
to be a key component of their sponsorship deal.
Forming positive relationships with media personnel before
your event can assist with gaining positive coverage.
Depending on the size of your event,
suitable media management activities can include:
•Issuing a media release in the weeks leading up to your event
to generate interest
•Staging media functions within the event
•Setting up a dedicated media centre within your event site to
act as the central point for distribution of media information
•Distributing an event handbook to the media
•Making event tickets available to the media
When seeking publicity for your event, keep in mind the need
for your media and marketing material to grab the reader's
attention.
A good way to achieve this is to formulate a consistent theme
for your event, which should be maintained during all
promotional activities, through to the day of the event.
An event theme will help to improve your event's brand
recognition.
An event theme can be as simple as a colour, such as the
now-famous pink theme adopted for breast cancer awareness
and fundraising initiatives.
EXAMPLE 1: EVENTS
RELATED TO BLOOD
DONATION USED RED
COLOUR
EXAMPLE 2: FEMALE
RELATED EVENTS
EXAMPLE 3: “GREEN”
THEME EVENT
EXAMPLE 4: AIDS
RELATED EVENT
MEDIA AND EVENT
Media and events have become a billion dollar industry,
affecting people all over the world
Sport tournament, festivals and celebrations are being
intensively covered by the media.
Advanced media technology has made it possible to feel
close to the happening from a considerable distance.
 Many event covered by media are attracting a larger
audience each year.
Events are copied , altered or held more frequently to reach a
bigger, or alternative audience.
WHY EVENT NEEDS
MEDIA?
1) to update event information
There are several ways to keep an audience updated. Some
are traditional like speaker systems or printed programs in
newspapers some are fairly new and sophisticated
2) to deliver relevant information throughout the full period of
event.
From the very first time the user starts considering going to
the event, past the trip and the hectic time at the site, and all
the way back home again, media (or a system) is needed in
enhancing the event experience.
MEDIA EXPOSURE
•Media exposure defines as: any opportunity for a reader,
viewer, or listener to see or hear an advertising message in a
particular media vehicle.
•Media exposure is an important driver of the innovation
diffusion and has a significant impact on innovators.
•Media exposure’s most powerful effect on diffusion is that it
spreads knowledge of innovations to a large audience rapidly
•Media have played major role in transforming many specific
problems into a major public issues.
•Event organizer use variety of media to communicate event
benefits to a target audience.
•For example: TV may be used for product demonstrations,
print advertisements may be used to communicate information
that is more detailed and to establish brand image, and
product packaging may be used to attract consumer at the
•According to DeFleur, Melvin, and Everett Dennis (1998), no
one disagreements the fact that media can help alter behavior
and beliefs.
•Important to keep in mind, however, is that most of those
effects are small and, if truly effective, accumulative. In other
words, tiny bits of information add up. Repetition of a message,
its consistency over time, and apparent corroboration can help
shift public opinion over the long-term. This process has
helped change attitudes and behavior in a variety of contexts,
some for the better, and some for the worse.
•Based on the foregoing literature, it can be argued that media
exposure is an important predictor of purchase intention (I.e.
intention to attend / revisit the event).
TRADITIONAL
TECHNOLOGY
One of the most common and traditional ways to reach an
audience is by using public broadcast.
1) Radio
In most countries the broadcast networks are omnipresent.
Especially radio, ever since the transistor revolution ,has been
a well functional way to reach the audience.
However, radio does not make a distinction between listeners.
This means no matte what the listeners interest is, if the
current show does not apply, she will either have to listen ,
change channel or turn the receiver off.
The radio station has to compromise to get as many listeners
as possible. the information the listener is after might simply
not beon the air at the right time.
2) Television (TV)
TV suffers from the same drawbacks, as does the radio. Also
the pictures provided might be disturbing during an event, and
the receivers are still rather expensive, bulky and fragile.
3) Electronic billboards
Electronic billboards of various sorts are popular. Larger
arenas have huge screens where it is possible to display close
ups, replays, current standings etc. These screens are
unfortunately extremely expensive and no use when there is
no audience present, for instance at distributed events or
during low season
4) printed media
Is the oldest information channels available. This is a cheap
and reliable way to provide the audience with plenty of
information. But the printed materials is of course not
interactive, and almost impossible to keep up to date.
MODERN TECHNOLOGY :
MOBILE COMMERCE (M-
COMMERCE)
Olsson & Nilsson (2002) have designed the Media Event
Platform, to use existing sources of event related information
and spread this information to the WAP (Wireless Aplicaion
Protocol), the WWW, SMS (Short message service) and the
public digital radio.
M-commerce involves the transaction of monetary value
between at least two parties for the exchange of use of a
mobile service or transaction.
THE BENEFITS OF
MODERN TECHNOLOGY
SOCIAL MEDIA FOR
BUSINESS: Creating YOUR
ONLINE IDENTITY
•Social media are innovative Web-based applications in online
marketing (Kang, 2011). Companies utilize social media to
form online communities to;
(1) build new business models that include a new product
marketing channel
(2) build strong relationships with consumers by overcoming
limitations of time and place.
•As a new marketing channel, online communities allow event
marketers to
(a)gather information about potential or current consumers from
their profiles
(b)infer consumers‘ needs and preferences based on their
history of community usage
(c)Obtain direct replies from consumers (Sigala, 2003). Event
marketers can achieve a high level of customization by
monitoring content posted by community members and can
obtain an in-depth understanding of each consumer‘s needs,
using this information to develop new products/services. This
helps event marketers to advertise their new offerings to
targeted consumers
•Although social media provide companies with various social
and marketing opportunities by enabling them to build online
communities, negative outcomes may arise with regard to
privacy concerns (Spangler, Hartzel, & Gal-Or, 2006).
•Social media encourage people to provide personal
information. In some cases, however, people may fail to take
potential risks into account, such as disclosing their information
to the public. Details such as contact information, age, and
other specific information can be misused or can result in
identity theft by employees or third-party outsourced
companies (Han & Maclaurin, 2002).
•In order to take advantage of online community use for
marketing purposes, a company must determine its target
consumers and learn what motivates them to visit its online
community (Wang & Fesenmaier, 2004a). With the increasing
usage and popularity of online communities, most major
companies no longer question whether they should build online
communities through social media.
WHAT IS SOCIAL
MEDIA?
Social media are the various forms of user generated
content and the collection of websites and applications that
enable people to interact and share information online
Social networking sites (Face bo o k, Twitte r, Myspace )
Blogs (Wo rdpre ss)
Video sharing sites (Yo uTube )
Photo sharing sites (Flickr)
Crowdsourcing (Wikipe dia)
User reviews (Am az o n, Ye lp)
Streaming sites (Ustre am )
Social bookmarking (Dig g , de l. icio . us )
THE SOCIAL MEDIA
REVOLUTION
Online viewers: Please watch at http://www.youtube.com/watch?
v=sIFYPQjYhv8z
WHY IS SOCIAL MEDIA SO IMPORTANT
FOR BUSINESSES?
It finds you customers and builds clientele
It gives businesses the ability to find out what people are saying about
them (and others) in their industries
It introduces your brand
It gives you feedback about your brand
It provides a test audience (vs. focus groups)
Solidifies your reputation as a valuable and knowledgeable resource
FACEBOOK
WHY FACEBOOK?
According to a recent report by Merchant Circle, 70% of businesses
use Facebook. This is a 20% increase over the last year.
For the first time ever, Facebook is being used more than Google for
online marketing
Facebook updates are three more times effective than Tweets to
propel online business
Facebook dominates the check-in space with 32% of businesses
using this feature (vs. Foursquare)
YOUR FACEBOOK
PAGE:• Create the page
using name, logo, and
branding
• Use as an outlet to
display and share
information in a fun,
informal way (in
conjunction with your
homepage)
• Form relationships
with people in your
industry (and your
clients’ clients)
• Showcase the “real”
side of your business
WHAT DO YOU TALK ABOUT?
EVERYTHING
CONTENT IDEAS
News – Is there anything going on internally worth
sharing? Upcoming events? New hires?
Announcements?
Industry trends/news –What are the current trends?
News posts can be funny, shocking, serious,
entertaining. It makes you look like an expert.
Client news – Great way to promote upcoming client
events and campaigns. It lets people know who
you’re working with and for whom.
Past achievements – what were some of your
greatest accomplishments? Brag about yourself.
FACEBOOK: VANITY
URL
Vanity URL:
- www. face bo o k. co m /tiffanysm ansfie ld
- www. face bo o k. co m /Re ho bo thFam ilyLife
Share your business on Facebook easily with friends,
family, co-workers, and other Facebook users
Increases your Search engine optimization (SEO)
when people enter your business and/or name on
Google, Yahoo, or similar search engine sites
FACEBOOK
• 550M people
are on
Facebook—
make a 1st
impression
• A snapshot
of your
business and
what it’s all
about
• With a
Welcome
Page, 47% of
users will
“follow” our
page (vs.
23%)
Show people who you are in 5-10 seconds
with a Landing Page
CUSTOMIZING YOUR FACEBOOK
CustomTabs (Events,
What’s New, Our Work,
Join the Mailing List)
Add photos and videos
of your staff at work and
around the community
(events, conferences,
etc)
Upload and reach
potential contacts using
your email lists
“Tagging” clients you
work with, organizations
you’re part of, and
businesses you’re
interested in
Provide links to your
homepage, Twitter,
LinkedIn, YouTube, etc.
Update daily!
Chapter 8
Chapter 8
THE FACEBOOK
VOICE Establishing yourself as an expert in the field is crucial,
especially when promoting your business via social media.
 Build trust and credibility among followers and online users
- in the future they will come to rely on you when issues
arise or they need help with a project.
 Provide valuable content to online audiences - and often.
Think industry news, upcoming events, and IGS day-to-day
occurrences.
 Be enthusiastic and conversational - Promote your culture!
FACEBOOK: IN THE
NEWSBarcelona midfield star
Lionel Messi racked up
6.8 million fans seven
hours after setting up a
Facebook page
The most popular person
on Facebook in 2010?
TWITTER
WHY SHOULD YOU USE
TWITTER?
Promote your mission and culture
Twitter is the place to connect with niche audiences pertinent to our
business
Have conversations and build relationships with individuals in your
industry—and clients’ too!
Monitor the competition – who are they following? Who’s following
them? What are they up to?
WHAT DO YOU TWEET
ABOUT?
Industry news—it can range from shocking and funny
to serious and hard hitting
Upcoming events
Upcoming client events—great way to promote what
our clients are doing. It promotes their images, makes
your business look good, and lets people know who
we’re working with
Day-to-day—Great outlet to showcase company
culture. Did something funny happen at the office? Is
someone winning an award? Tweeting is all about
being conversational
TWEETS FROM CEOS
"At the RNC now—different vibe here. Palin is totally flirting with me."
(Ke vin Ro se , Dig g )
"Poll: Is the 'Naked People' banner on our home page at
http://www.zappos.com offensive? (A customer complained)" (To ny
Hsie h, Zappo s. co m )
"Has anyone bought an external battery for the Macbook Air? Looking
at http://is.gd/1UqJ and http://is.gd/1UqK right now.
Recommendations?“ (David Sifry, Te chno rati)
"Our Q3: We announced the results of our third fiscal quarter (Q3) on
Thursday last week, and the rest… http://tinyurl.com/3qyer9“
(Jo nathan Schwartz , Sun Micro syste m s )
LISTORI
OUSBecome
an expert
in the
industry &
build your
reputation
 Listorious is a web service which
makes it easy for you to find the
best Twitter lists on any given
topic. It aggregates the Twitter
lists into categories – media,
finance, marketing, food, humor
etc. Listorious allows you to
search for a list, person, or tags in
general.
 The most popular lists, ranked by
how many people follow them and
the top tags are showcased on
the right-hand side of the page.
BECOME AN
EXPERT• Add your
handle to
Twitter
directories
and lists
specific to
your
industry or
specialized
area
LINKEDIN
WHY DO YOU NEED
LINKEDIN?
Information & Contacts—Do we need a more effective solution on a
business project or need? Who can get the job done effectively?
LinkedIn is a professional network that can introduce you to new
resources and professionals
Competitive Edge—LinkedIn is a great place to bounce new ideas
and get the reaction of professionals from the same industry. Get an
honest opinion of your business and also on the competition.
Trusted Contacts—When you are introduced to a contact by one of
your trusted connections, you start the working relationship at a far
better point than when you hire someone off the street. On LinkedIn
you can quickly check references and interact with people who may
have provided a prospective employee a recommendation.
Chapter 8
LINKEDIN GROUPS
Groups allow members the
opportunity to create and
manage groups focused on a
wide-range of business-
related subjects
- Topics: Education,
Healthcare, Event Planning,
Medicine, Blogging
Groups offer valuable
networking opportunities,
linking professionals to
resources and information that
can be beneficial to their
missions
LINKEDIN
DISCUSSIONS
Discussions, newsfeeds, subgroups (for promotion purposes)
PROFESSIONAL
BLOGGING
PROFESSIONAL BLOGGING
What is a blog? A corporate tool for
communicating with customers or employees to
share knowledge & expertise, drive additional web
traffic and connect with potential clients and
customers.
Great for small businesses. Provides opportunity
to share their knowledge with a larger audience.
Works well for consultants and knowledge
workers.
Other blogging software options: Blogger,
Typepad, and Movable Type
PROFESSION
AL
BLOGGINGCONTENT
IDEAS:
• Best practices and
tips (applying fo r
co lle g e , using an
RSS fe e d)
• Involvement of
successful
professionals and
executives
• Articles and
reactions on current
trends and news
•How-to guides
WHAT BLOGS DO YOU
FOLLOW?
YOUTUBE
YOUTUBE
Market your organization to millions of people, no big
budget required. Required? Avide o cam e ra and a little
cre ativity!
Inform— Your company mission and values; what do
you do?
Educate — ”How-to” or a service demo (Ho w-to Study
Mo re Effe ctive ly; Ho w to We ar the Rig ht Make up )
Entertain — Show off our past events and work! (i.e.
Be hind the Sce ne s o f Co nfe re nce Planning )
YOUTUBE
Link channel to main homepage,
Facebook, LinkedIn and your professional
blog. Tweet and update about your videos!
Focus on SEO: Optimize video text and
descriptions with keywords and links back
to your homepage.
Measuring the ROI of
Your Social Media
Efforts
EVALUATING YOUR
SUCCESS
A NEW SORT OF
ANALYSIS:
"The number of eyeballs, shakes and
finger swipes. The number of blogs,
articles, tweets and diggs. The
number of acquisitions, conversions,
calls, responses or purchases. Total
basket size, consumer recall, loyalty
and recommendations. Check-ins on
foursquare and check-outs on
Amazon.” – Mobile Marketing Association
MEASURING ROI Increased traffic —more
people reading your blog,
more hits on your website,
more Facebook likes and
Twitter followers
 Google Analytics (tracks
keywords, incoming links,
sites, etc)
 Wordpress dashboard
 TweetMeme (retweets)
 More relationships –meeting
and doing business with new
professionals
 Overall better brand
awareness (having fans,
followers, re-tweets, readers,
viewers builds your brand)
GOOGLE
ANALYTICS:
#1 source:
Facebook
Traffic booms
FACEBOOK INSIGHTS
Measures:
Total page
Likes, or a
number of
fans, daily
active users,
new
Likes/Unlikes,
Like sources,
demographics,
page views
and unique
page views,
INTEGRATING YOUR
WEBSITE• Add Facebook, Twitter, and LinkedIn buttons to
your homepage (and to all social media sites)
• Add Facebook, Twitter, and LinkedIn buttons to
your marketing collateral and email signatures
• Add email subscription applications to your
Facebook, homepage, and blog
INTEGRATING YOUR
WEBSITE• Add link to professional blog to homepage and all
social media sites
• Integrate updates to all social media sites (Did we
write a post a blog entry today? Facebook it, tweet it,
and do a LinkedIn update!
TWEETDECK
• TweetDeck is a real-time application that allows users to monitorupdates in
a single concise view (De skto p, iPho ne , iTo uch, iPo d, iPad, Andro id)
• TweetDeck currently integrates services from Twitter, Facebook, LinkedIn,
FourSquare, and Google Buzz.
• Enables users to split their main Twitter feed (All Friends) into columns
allowing a broader overview of tweets
• Gives users ability to group people together and search across the
“twittersphere.”
- Work colleagues or friends
- Monitor any subject within Twitter (medicine, education, social
media, makeup, non-profit)
- Columns automatically update to provide the user with a very
effective dashboard of real-time information.
TWEETDE
CK
Ashley Siegle
(202) 248-5043
ashley@isomevents.com
REFERENCES
Qader, I., & Zainuddin, Y. (2011). The Impact of Media
Exposure on Intention to Purchase Green Electronic Products
amongst Lecturers. Inte rnatio nalJo urnalo f Busine ss and
Manag e m e nt. 6 (3), 240–249.
Olsson.D & Nilsson. A.(2002). MEP-A Media Event Platform.
Mo bile and ne two rk applicatio ns. 7,235-244.

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Chapter 8

  • 1. CHAPTER 8 : MEDIA AND EVENT
  • 2. Event publicity aims to generate interest in your event amongst a wider audience than just the event's spectators and participants. Media coverage is considered by some sponsors to be a key component of their sponsorship deal.
  • 3. Forming positive relationships with media personnel before your event can assist with gaining positive coverage. Depending on the size of your event, suitable media management activities can include: •Issuing a media release in the weeks leading up to your event to generate interest •Staging media functions within the event •Setting up a dedicated media centre within your event site to act as the central point for distribution of media information •Distributing an event handbook to the media •Making event tickets available to the media
  • 4. When seeking publicity for your event, keep in mind the need for your media and marketing material to grab the reader's attention. A good way to achieve this is to formulate a consistent theme for your event, which should be maintained during all promotional activities, through to the day of the event. An event theme will help to improve your event's brand recognition. An event theme can be as simple as a colour, such as the now-famous pink theme adopted for breast cancer awareness and fundraising initiatives.
  • 5. EXAMPLE 1: EVENTS RELATED TO BLOOD DONATION USED RED COLOUR
  • 9. MEDIA AND EVENT Media and events have become a billion dollar industry, affecting people all over the world Sport tournament, festivals and celebrations are being intensively covered by the media. Advanced media technology has made it possible to feel close to the happening from a considerable distance.  Many event covered by media are attracting a larger audience each year. Events are copied , altered or held more frequently to reach a bigger, or alternative audience.
  • 10. WHY EVENT NEEDS MEDIA? 1) to update event information There are several ways to keep an audience updated. Some are traditional like speaker systems or printed programs in newspapers some are fairly new and sophisticated 2) to deliver relevant information throughout the full period of event. From the very first time the user starts considering going to the event, past the trip and the hectic time at the site, and all the way back home again, media (or a system) is needed in enhancing the event experience.
  • 11. MEDIA EXPOSURE •Media exposure defines as: any opportunity for a reader, viewer, or listener to see or hear an advertising message in a particular media vehicle. •Media exposure is an important driver of the innovation diffusion and has a significant impact on innovators. •Media exposure’s most powerful effect on diffusion is that it spreads knowledge of innovations to a large audience rapidly •Media have played major role in transforming many specific problems into a major public issues. •Event organizer use variety of media to communicate event benefits to a target audience. •For example: TV may be used for product demonstrations, print advertisements may be used to communicate information that is more detailed and to establish brand image, and product packaging may be used to attract consumer at the
  • 12. •According to DeFleur, Melvin, and Everett Dennis (1998), no one disagreements the fact that media can help alter behavior and beliefs. •Important to keep in mind, however, is that most of those effects are small and, if truly effective, accumulative. In other words, tiny bits of information add up. Repetition of a message, its consistency over time, and apparent corroboration can help shift public opinion over the long-term. This process has helped change attitudes and behavior in a variety of contexts, some for the better, and some for the worse. •Based on the foregoing literature, it can be argued that media exposure is an important predictor of purchase intention (I.e. intention to attend / revisit the event).
  • 13. TRADITIONAL TECHNOLOGY One of the most common and traditional ways to reach an audience is by using public broadcast. 1) Radio In most countries the broadcast networks are omnipresent. Especially radio, ever since the transistor revolution ,has been a well functional way to reach the audience. However, radio does not make a distinction between listeners. This means no matte what the listeners interest is, if the current show does not apply, she will either have to listen , change channel or turn the receiver off. The radio station has to compromise to get as many listeners as possible. the information the listener is after might simply not beon the air at the right time.
  • 14. 2) Television (TV) TV suffers from the same drawbacks, as does the radio. Also the pictures provided might be disturbing during an event, and the receivers are still rather expensive, bulky and fragile. 3) Electronic billboards Electronic billboards of various sorts are popular. Larger arenas have huge screens where it is possible to display close ups, replays, current standings etc. These screens are unfortunately extremely expensive and no use when there is no audience present, for instance at distributed events or during low season
  • 15. 4) printed media Is the oldest information channels available. This is a cheap and reliable way to provide the audience with plenty of information. But the printed materials is of course not interactive, and almost impossible to keep up to date.
  • 16. MODERN TECHNOLOGY : MOBILE COMMERCE (M- COMMERCE) Olsson & Nilsson (2002) have designed the Media Event Platform, to use existing sources of event related information and spread this information to the WAP (Wireless Aplicaion Protocol), the WWW, SMS (Short message service) and the public digital radio. M-commerce involves the transaction of monetary value between at least two parties for the exchange of use of a mobile service or transaction.
  • 18. SOCIAL MEDIA FOR BUSINESS: Creating YOUR ONLINE IDENTITY
  • 19. •Social media are innovative Web-based applications in online marketing (Kang, 2011). Companies utilize social media to form online communities to; (1) build new business models that include a new product marketing channel (2) build strong relationships with consumers by overcoming limitations of time and place.
  • 20. •As a new marketing channel, online communities allow event marketers to (a)gather information about potential or current consumers from their profiles (b)infer consumers‘ needs and preferences based on their history of community usage (c)Obtain direct replies from consumers (Sigala, 2003). Event marketers can achieve a high level of customization by monitoring content posted by community members and can obtain an in-depth understanding of each consumer‘s needs, using this information to develop new products/services. This helps event marketers to advertise their new offerings to targeted consumers
  • 21. •Although social media provide companies with various social and marketing opportunities by enabling them to build online communities, negative outcomes may arise with regard to privacy concerns (Spangler, Hartzel, & Gal-Or, 2006). •Social media encourage people to provide personal information. In some cases, however, people may fail to take potential risks into account, such as disclosing their information to the public. Details such as contact information, age, and other specific information can be misused or can result in identity theft by employees or third-party outsourced companies (Han & Maclaurin, 2002).
  • 22. •In order to take advantage of online community use for marketing purposes, a company must determine its target consumers and learn what motivates them to visit its online community (Wang & Fesenmaier, 2004a). With the increasing usage and popularity of online communities, most major companies no longer question whether they should build online communities through social media.
  • 23. WHAT IS SOCIAL MEDIA? Social media are the various forms of user generated content and the collection of websites and applications that enable people to interact and share information online Social networking sites (Face bo o k, Twitte r, Myspace ) Blogs (Wo rdpre ss) Video sharing sites (Yo uTube ) Photo sharing sites (Flickr) Crowdsourcing (Wikipe dia) User reviews (Am az o n, Ye lp) Streaming sites (Ustre am ) Social bookmarking (Dig g , de l. icio . us )
  • 24. THE SOCIAL MEDIA REVOLUTION Online viewers: Please watch at http://www.youtube.com/watch? v=sIFYPQjYhv8z
  • 25. WHY IS SOCIAL MEDIA SO IMPORTANT FOR BUSINESSES? It finds you customers and builds clientele It gives businesses the ability to find out what people are saying about them (and others) in their industries It introduces your brand It gives you feedback about your brand It provides a test audience (vs. focus groups) Solidifies your reputation as a valuable and knowledgeable resource
  • 27. WHY FACEBOOK? According to a recent report by Merchant Circle, 70% of businesses use Facebook. This is a 20% increase over the last year. For the first time ever, Facebook is being used more than Google for online marketing Facebook updates are three more times effective than Tweets to propel online business Facebook dominates the check-in space with 32% of businesses using this feature (vs. Foursquare)
  • 28. YOUR FACEBOOK PAGE:• Create the page using name, logo, and branding • Use as an outlet to display and share information in a fun, informal way (in conjunction with your homepage) • Form relationships with people in your industry (and your clients’ clients) • Showcase the “real” side of your business
  • 29. WHAT DO YOU TALK ABOUT? EVERYTHING
  • 30. CONTENT IDEAS News – Is there anything going on internally worth sharing? Upcoming events? New hires? Announcements? Industry trends/news –What are the current trends? News posts can be funny, shocking, serious, entertaining. It makes you look like an expert. Client news – Great way to promote upcoming client events and campaigns. It lets people know who you’re working with and for whom. Past achievements – what were some of your greatest accomplishments? Brag about yourself.
  • 31. FACEBOOK: VANITY URL Vanity URL: - www. face bo o k. co m /tiffanysm ansfie ld - www. face bo o k. co m /Re ho bo thFam ilyLife Share your business on Facebook easily with friends, family, co-workers, and other Facebook users Increases your Search engine optimization (SEO) when people enter your business and/or name on Google, Yahoo, or similar search engine sites
  • 32. FACEBOOK • 550M people are on Facebook— make a 1st impression • A snapshot of your business and what it’s all about • With a Welcome Page, 47% of users will “follow” our page (vs. 23%) Show people who you are in 5-10 seconds with a Landing Page
  • 33. CUSTOMIZING YOUR FACEBOOK CustomTabs (Events, What’s New, Our Work, Join the Mailing List) Add photos and videos of your staff at work and around the community (events, conferences, etc) Upload and reach potential contacts using your email lists “Tagging” clients you work with, organizations you’re part of, and businesses you’re interested in Provide links to your homepage, Twitter, LinkedIn, YouTube, etc. Update daily!
  • 36. THE FACEBOOK VOICE Establishing yourself as an expert in the field is crucial, especially when promoting your business via social media.  Build trust and credibility among followers and online users - in the future they will come to rely on you when issues arise or they need help with a project.  Provide valuable content to online audiences - and often. Think industry news, upcoming events, and IGS day-to-day occurrences.  Be enthusiastic and conversational - Promote your culture!
  • 37. FACEBOOK: IN THE NEWSBarcelona midfield star Lionel Messi racked up 6.8 million fans seven hours after setting up a Facebook page The most popular person on Facebook in 2010?
  • 39. WHY SHOULD YOU USE TWITTER? Promote your mission and culture Twitter is the place to connect with niche audiences pertinent to our business Have conversations and build relationships with individuals in your industry—and clients’ too! Monitor the competition – who are they following? Who’s following them? What are they up to?
  • 40. WHAT DO YOU TWEET ABOUT? Industry news—it can range from shocking and funny to serious and hard hitting Upcoming events Upcoming client events—great way to promote what our clients are doing. It promotes their images, makes your business look good, and lets people know who we’re working with Day-to-day—Great outlet to showcase company culture. Did something funny happen at the office? Is someone winning an award? Tweeting is all about being conversational
  • 41. TWEETS FROM CEOS "At the RNC now—different vibe here. Palin is totally flirting with me." (Ke vin Ro se , Dig g ) "Poll: Is the 'Naked People' banner on our home page at http://www.zappos.com offensive? (A customer complained)" (To ny Hsie h, Zappo s. co m ) "Has anyone bought an external battery for the Macbook Air? Looking at http://is.gd/1UqJ and http://is.gd/1UqK right now. Recommendations?“ (David Sifry, Te chno rati) "Our Q3: We announced the results of our third fiscal quarter (Q3) on Thursday last week, and the rest… http://tinyurl.com/3qyer9“ (Jo nathan Schwartz , Sun Micro syste m s )
  • 42. LISTORI OUSBecome an expert in the industry & build your reputation  Listorious is a web service which makes it easy for you to find the best Twitter lists on any given topic. It aggregates the Twitter lists into categories – media, finance, marketing, food, humor etc. Listorious allows you to search for a list, person, or tags in general.  The most popular lists, ranked by how many people follow them and the top tags are showcased on the right-hand side of the page.
  • 43. BECOME AN EXPERT• Add your handle to Twitter directories and lists specific to your industry or specialized area
  • 45. WHY DO YOU NEED LINKEDIN? Information & Contacts—Do we need a more effective solution on a business project or need? Who can get the job done effectively? LinkedIn is a professional network that can introduce you to new resources and professionals Competitive Edge—LinkedIn is a great place to bounce new ideas and get the reaction of professionals from the same industry. Get an honest opinion of your business and also on the competition. Trusted Contacts—When you are introduced to a contact by one of your trusted connections, you start the working relationship at a far better point than when you hire someone off the street. On LinkedIn you can quickly check references and interact with people who may have provided a prospective employee a recommendation.
  • 47. LINKEDIN GROUPS Groups allow members the opportunity to create and manage groups focused on a wide-range of business- related subjects - Topics: Education, Healthcare, Event Planning, Medicine, Blogging Groups offer valuable networking opportunities, linking professionals to resources and information that can be beneficial to their missions
  • 50. PROFESSIONAL BLOGGING What is a blog? A corporate tool for communicating with customers or employees to share knowledge & expertise, drive additional web traffic and connect with potential clients and customers. Great for small businesses. Provides opportunity to share their knowledge with a larger audience. Works well for consultants and knowledge workers. Other blogging software options: Blogger, Typepad, and Movable Type
  • 51. PROFESSION AL BLOGGINGCONTENT IDEAS: • Best practices and tips (applying fo r co lle g e , using an RSS fe e d) • Involvement of successful professionals and executives • Articles and reactions on current trends and news •How-to guides
  • 52. WHAT BLOGS DO YOU FOLLOW?
  • 54. YOUTUBE Market your organization to millions of people, no big budget required. Required? Avide o cam e ra and a little cre ativity! Inform— Your company mission and values; what do you do? Educate — ”How-to” or a service demo (Ho w-to Study Mo re Effe ctive ly; Ho w to We ar the Rig ht Make up ) Entertain — Show off our past events and work! (i.e. Be hind the Sce ne s o f Co nfe re nce Planning )
  • 55. YOUTUBE Link channel to main homepage, Facebook, LinkedIn and your professional blog. Tweet and update about your videos! Focus on SEO: Optimize video text and descriptions with keywords and links back to your homepage.
  • 56. Measuring the ROI of Your Social Media Efforts EVALUATING YOUR SUCCESS
  • 57. A NEW SORT OF ANALYSIS: "The number of eyeballs, shakes and finger swipes. The number of blogs, articles, tweets and diggs. The number of acquisitions, conversions, calls, responses or purchases. Total basket size, consumer recall, loyalty and recommendations. Check-ins on foursquare and check-outs on Amazon.” – Mobile Marketing Association
  • 58. MEASURING ROI Increased traffic —more people reading your blog, more hits on your website, more Facebook likes and Twitter followers  Google Analytics (tracks keywords, incoming links, sites, etc)  Wordpress dashboard  TweetMeme (retweets)  More relationships –meeting and doing business with new professionals  Overall better brand awareness (having fans, followers, re-tweets, readers, viewers builds your brand)
  • 60. FACEBOOK INSIGHTS Measures: Total page Likes, or a number of fans, daily active users, new Likes/Unlikes, Like sources, demographics, page views and unique page views,
  • 61. INTEGRATING YOUR WEBSITE• Add Facebook, Twitter, and LinkedIn buttons to your homepage (and to all social media sites) • Add Facebook, Twitter, and LinkedIn buttons to your marketing collateral and email signatures • Add email subscription applications to your Facebook, homepage, and blog
  • 62. INTEGRATING YOUR WEBSITE• Add link to professional blog to homepage and all social media sites • Integrate updates to all social media sites (Did we write a post a blog entry today? Facebook it, tweet it, and do a LinkedIn update!
  • 63. TWEETDECK • TweetDeck is a real-time application that allows users to monitorupdates in a single concise view (De skto p, iPho ne , iTo uch, iPo d, iPad, Andro id) • TweetDeck currently integrates services from Twitter, Facebook, LinkedIn, FourSquare, and Google Buzz. • Enables users to split their main Twitter feed (All Friends) into columns allowing a broader overview of tweets • Gives users ability to group people together and search across the “twittersphere.” - Work colleagues or friends - Monitor any subject within Twitter (medicine, education, social media, makeup, non-profit) - Columns automatically update to provide the user with a very effective dashboard of real-time information.
  • 66. REFERENCES Qader, I., & Zainuddin, Y. (2011). The Impact of Media Exposure on Intention to Purchase Green Electronic Products amongst Lecturers. Inte rnatio nalJo urnalo f Busine ss and Manag e m e nt. 6 (3), 240–249. Olsson.D & Nilsson. A.(2002). MEP-A Media Event Platform. Mo bile and ne two rk applicatio ns. 7,235-244.

Notes de l'éditeur

  1. Social networking sites, blogs, video sharing sites, photo sharing, crowd sourcing, user reviews, streaming, social bookmarking
  2. Finds you customers, find out what people are saying about you and others, introduces your brand to new audiences, gives you feedback, test audience, lets you share information, solidifies your reputation as an invaluable resource
  3. 70% increase, more than Google for online marketing, 3xs more effective than Tweets, 32% check in space
  4. As well as makes us look good to clients because we are promoting their brand, services, campaigns, etc. - Past achievements: Video and photos, custom tabs
  5. Share your business on Facebook easily with friends, family, co-workers, and other Facebook users Makes you searchable via search engines when people enter your business name on Google, Yahoo, or similar sites
  6. Darren Rose: Full time blogger Call to action – more about persuading you to Like!
  7. Informational – Audiences can get a snapshot of your business, what you do, before they join.
  8. Ogilvy – trends, industry news, new technology, PR mishaps,
  9. Great way for networking, finding people who work in marketing, event planning, share tips, exchange advice, see what they are doing, have a question? Ask! They will ask you too.
  10. Fashion, food, media, medicine, dermatology, jewelry,
  11. Check references and recommendations. Interact with people who may have provided a recommendation
  12. Services, who we are, Careers, Recommendations
  13. A corporate tool for communicating with customers or employees to share knowledge, expertise, drive traffic, and connect with potential clients
  14. Best practices and tips: The Edge, HowTos. Involvement of CEO and successful professionals a must. People want to relate to the company, what better way than through the executives? Articles on current trends and marketing. Guides to new technology – Facebook features and RSS feeds.
  15. Three different purposes IGS can serve: Inform, Educate, Entertain.
  16. Are you meeting and doing business with new professionals and more clients? Are you bringing in more money overall? The strongest – not biggest - businesses have strong presences – they are everywhere
  17. Referring sites, top driving sources, number of visits, pages visited, amount of time, new visits, time of day, chart to help visualize peak times
  18. Measures total page likes, number of fans, daily active users, demographics, page views, tab views, external referrers, and media consumption