Social Media Roi Boca Meetings New

Takeaways:

• Who is SM? Where is SM?
• Meetings + SM: meant to be?
• Tools for SM
• Using SM for your meetings’ successes
• What is ROI?
• How might I gauge ROI?
• PDF of presentation as reference

And answers to your questions....


Question
Which Social Media
Question
platforms are you using?
Question

a)Facebook
b)LinkedIn
c) Twitter
d)All three

Who? Meetings Professionals on SM? Big time.

http://bit.ly/2mqEzP
http://www.mcmag.com 4
http://www.universalmccann.com

Meetings Professionals & meetings in SM.

Who? Executives in SM. Big time.
Three years of survey results on how businesses use new Web technologies and tools.
SEPTEMBER 2009

McKinsey Quarterly conducted the most recent
survey online in June 2009 and received 1,695
responses from executives across industries,
regions, and functional specialties. In 2008, the
survey received 1,988 responses; in 2007 it received
2,847 responses. The “purpose” results were
calculated based on all respondents who were using
any Web 2.0 technology for the particular purpose
indicated (for example, lowering purchasing costs).
Each percentage represents the proportion of these
respondents who are using a particular technology
for a particular purpose and offers a useful way of
comparing the relative importance of each
technology.

http://bit.ly/nXxDu

Who? Executives’ employees in SM.

Facebook Generation Carries Social Software in the
Enterprise
By: Clint Boulton
2009-08-06

Facebook, MySpace and Twitter, along with blogs, wikis, RSS feeds
and other messaging and collaboration tools, are finding their way
into the workplace as enterprise applications. Analysts from Nielsen
Norman, IDC and Gilbane say front-line workers are leading the
charge, forcing senior management to go with the flow or stem the
tide. The Facebook Generation wants to network with colleagues to
communicate and collaborate.

http://bit.ly/u7Jm7

People in SM.

http://bit.ly/ONwYZ
http://bit.ly/19COqF
http://bit.ly/V6yVO

Where? Gmail on Facebook.

http://bit.ly/Z60m7
http://bit.ly/3Pz8Dk

Twitter on Facebook?

http://bit.ly/tbws9

Twitter on Outlook?

http://www.techhit.com/

Facebook on Outlook?

Where? Twitter and Facebook on Outlook. Yikes…

http://bit.ly/kHHBi

A moment to breathe. Not to mention
iPhones, Blackberries, or 35% of
Tweets are from mobile phones…

Christopher Regan | Hyperdisk

Question

Question

Question

Meetings are
Social Events? Yes, no?

Yes, meetings are
social events.

Yes, meetings are people/social events.

Characteristics:

self-selecting groups coming together
1:1 | 1 to many | group to group | interaction

Social Media = Social Meetings = People

Social Media, and Sales Workflows: well, let’s complicate simplify…

And here we go…
http://bit.ly/BscAy

An example: Super Conference
An upcoming conference of enormous value to
you personally, strategically and professionally
is coming soon.

(Please hold that thought…)

Hint: we’ll be using Social Media to assist Super Conference’s success.

Strategy for Building Community creating
greater attendance and repeat attendance

Listen Respond Participate

– How are you monitoring – Mobilize your resources to – Create your own network
“review websites?” respond and join – Create followers
– What is being said about conversation – Expand your reach and links
you? – Create entries and – Create incentives for success
– Is your brand message responses to blogs – Be real, be creative
carrying through? – Post guest comments and – Start engaging, stop “selling”
– Does the consumer like feedback
what your selling? – Shape your message

21

http://www.onriot.com
http://www.primalfusion.com
http://www.sphinn.com
http://www.socialmention.com
http://www.evite.com
http://www.eventful.com
http://flock.com
http://ning.com
http://www.tweetfunnel.com
http://www.followbase.com
http://www.gather.com
http://www.tweetfunnel.com
http://bit.ly/
http://google.com/analytics/
http://www.linkedin.com
http://upcoming.yahoo.com
http://www.twitter.com
http://www.facebook.com
http://my.peoplebrowsr.com
http://www.peoplebrowsr.com
http://www.hellotxt.com
IJDGI
IJDGI: Twitter
IJDGI: Facebook

1) Linkedin: to announce, cultivate professionally | professional-to-professional
2) Yahoo’s Upcoming: to announce, cultivate | across-the-board
3) Twitter: to announce, cultivate | across-the-board
4) Facebook: to announce, cultivate | across-the-board
5) PeopleBrowsr: to highly cultivate, assess, report | across-the-board
6) Hellotxt: to update your status across all of your social networks from one SM platform
(if mobile is desired use http://m.hellotxt.com/)
7) Google Analytics: to track very easily visits to event’s website’s pages | tracking
8) Bit.ly: to track all clicks for all postings made regarding your event | tracking

http://www.linkedin.com
http://upcoming.yahoo.com
http://www.twitter.com
How? You, your team, your interns, http://www.facebook.com
http://my.peoplebrowsr.com
your team and your clients, or http://www.peoplebrowsr.com
your digital marketing agency. http://www.hellotxt.com
http://bit.ly/
http://google.com/analytics/
IJDGI
IJDGI: Twitter
IJDGI: Facebook

Quickly: PeopleBrowsr: full engagement across all SM platforms….with learning curve, though

But, just to mention three others that further tie together
SM and SEO…

Meeting
website

27
http://bit.ly/LhAvI - Twine
http://bit.ly/5v73H - YouTube
http://bit.ly/5v73H - Knol

Our example: Super Conference
A conference of enormous value to you personally,
strategically and professionally is coming
really, really soon.

Before Conference: “Attending the upcoming
Super Conference will be fantastically beneficial
for you and your colleagues. The conferences
speakers and meetings will be of enormous value
to you personally, strategically and professionally.”
FB wall posts, re-posts, tweets, re-tweets, comments
This year’s Super Conference will feature Wilma F. and Barney R., both rockin’ experts in their fields,
and an extensive Q&A after keynotes will kick-off your networking and learning experience in Boca
this year. http://bit.ly/2lE6ix
Super Conference’s agenda now available for your review. http://bit.ly/xyz123abc #superconf
Dino D. has joined Super Conference’s speaker line-up. Her latest article is here:
http://bit.ly/xyz123abc #superconf
Betty Rubble, CTO of Bamm-Bamm industries, will be bringing her expertise to this year’s Super
Conference re: “SM ROI: Fact, Fiction or Pyrite?” #superconf
G.G. Granite and J.J. Slate of Arkenstone Rocks will now lead a new, Thursday afternoon session,
entitled “Shale: where’s the gold” at Super Conference. One-day attendance tickets now on sale:
http://bit.ly/xyz123abc
Jill Schmeglap take on the industry’s emerging trends over at Emerging Trends:
http://bit.ly/xyz123abc #superconf -- also, two weeks before early Super Conference discount ends.
Super Conference Avatar Group’s marketing team to the list of attendees. Make sure you’ve taken
advantage of the Early Bird specials at Super Conference website: http://bit.ly/xyz123abc #superconf
What will you be asking about/whom do you want to meet at the Super Conference? #superconf

Question

Before: how many of you utilize at least one
Question
Social Media platform to market both your
Question
meeting services and market the meeting &
events you manage for your clients?

Engaging in pertinent, timely, helpful event-
based dialogues with your clients meetings
attendees, before, during and after…

During Conference: “You are attending this
year’s Super Conference that is fantastically
beneficial to you and your colleagues. The
conferences speakers and meetings are all
happening just for you, and we hope you’ll find
your experience of enormous value, personally,
strategically…
Super Conference speakers Wilma F. and Barney R. released the white paper referred to during
their morning session: http://bit.ly/2lE6ix
Super Conference session “How to Move Mountains, Boulders and All” moved to 4:00 from 3:00.
See you there! http://bit.ly/xyz123abc #superconf
Dino D. has joined Super Conference’s speaker line-up. Her most recent follow-up article is here:
http://bit.ly/xyz123abc #superconf. And, new speakers added here: http://bit.ly/xyz123abcnew
Bamm-Bamm industries, will now be sponsoring a pre-dinner wine discussion at 5:30 at The Cave,
off the lobby. #superconf
Arkenstone Rocks invites you to pick-up their new product catalogue at main reception (free t-shirt
included). Tell them which products you want discussed tonight at the dinner!
Jill Schmeglap wants to know what 5 take-aways you got from the a.m. session. What are yours?
Super Conference Avatar Group’s leading tomorrow’s Canadian doubles round-robin @6:30 a.m.

Question

During: would your clients’ conferences and
Question
your clients’ conference-attendees benefit from
Question
such communication?


During: example,
last week’s Affordable
Meetings conference

After Conference: “You attended this year’s
Super Conference that was fantastically beneficial
to you and your colleagues. The conferences
speakers and meetings are all happening just for
you, and we hope you’ll find your experience of
enormous value, personally, strategically…”
Thank you joining us. Super Conference speakers Wilma F. and Barney R. released the new white
paper referred to during their Tuesday session: http://bit.ly/2lE6ix
Super Conference PDFs of all Monday and Tuesday’s speakers found now at: http://bit.ly/abcxyz
Dino D. has joined next year’s #Super Conference’s speaker line-up. Her Blog about the conference
is found at: http://bit.ly/xyz123abcnew
Bamm-Bamm industries, the platinum Super Conference sponsor, invites to sign-up for your free gift
at http://bit.ly/xyz123abcfreegift
Arkenstone Rocks can mail you their new printed catalogue. It’s at: http://bit.ly/xyz123abcfreegift
Jill Schmeglap has compiled the 5 take-aways you got from his a.m. session. http://bit.ly/JimS
Super Conference sponsor Avatar Group product hot-line ready for your calls: 888.555.1234
Super Conference IV VIP sign-up at 30% discount now ready for you at: http://bit.ly/xyzVIP

Question

After: would your clients’ conferences and
Question
your clients’ conference-attendees benefit from
Question
such communication?


http://bit.ly/14D91X
http://bit.ly/wsZIw

SM | MEETINGS | PATHS TAKEN | ROI


| Social Media

It's All fun & Games until Someone
asks for…

Christopher Regan, Hyperdisk | cregan@hyperdisk.com

| Social Media

asks for ROI… Answer
Question a) true or…
b) false or…
Question
c) none of the
above
Question

| Social Media

asks for ROI… Answer
a) true
b) false
c) none of the above

ROI by visits: Google Analytics

Question

Do you monitor the meeting’s website
Question analytics (looking for search terms,
Question
referring websites) up-to the
meeting/event’s occurrence? Yes, no?

ROI BY CLICK

http://bit.ly/ivALn

ROI by impressions, re-tweets

Quality tactics
yield
quality results

http://tweetreach.com/
http://retweetist.com/ 46
http://www.dailyrt.com/

ROI: vague data points are always available…

http://www.grader.com

Garden Hose
data points?

http://www.thesearchmonitor.com
http://www/vitrue.com

Perhaps, this is where you might start. Engagement by Posted: 10:00 AM August 28, 2009
conversation and sales?

Scobleizer: Exploring the 2010 Web
Also, Where social media and innovation intersect

ROI hypothetical quick run-through: Let’s keep this simple, for the time-being?

Example: October booking push yields
1)Assume 1000 very-high quality Twitter followers.
2)Assume 250 Fans.
3)Assume website has extensive SEO effort, including very
long long-tail.
4) 90 high-quality tweets over campaign month
5) 60 re-tweets
6) 60 quality FB wall posts/30 comments
Examples: DC Blues Festival, National Hispanic Heritage Month, Kennedy
Center Prelude Festival 2009

Let’s keep this simple, for the time-being [Hypothetical case]? (Note: all CTRs are tracked.)
Tactical Revenues ÷ Tactical Expenses[25 hrs. (agency one time set-up, training)a (prorated?) + 10 hrs./mo. (client hrs.)b + 20 hrs./mo. (agency
monitoring/enhancing/addt’l patforms – Twine, Lunch, etc.)c + 10 hrs./ mo. (agency SM SEO)d] ÷ Tactical Expense= ROI to-date or Revenue ÷ Expense
(investment)=ROI.
NOTE: Joie de Vivre is used only as a graphical hypothetical example below – ROI numbers are intended only as guidance for your campaign’s SM ROI projections.

Example: October booking push yield
A: $4,700
B: $20,700 [30 days, 3 rms./nite, $230/nite, 90 nites] from push
C: 440% (22.7% of revenue): ~4.4 times

PPC campaign?:
A: $5000 ($2.0 CPC, 2500 CTRs, 2.5% conv.; 63 nights, B: $14,490; @
3.0% conv., 75 nights, B: $17,250)

Examples: DC Blues Festival, National Hispanic Heritage Month, Kennedy
Center Prelude Festival 2009
Note: client, $75; agency, $125; a=200, b=750, b=2500, d=1250

We haven’t talked about SEO, though, have we?

Example: October booking push yields
1) Assume 1000 very-high quality Twitter followers.
2) Assume 250 Fans.
3) Assume website has extensive SEO effort, including very
long long-tail.
4) 90 high-quality tweets over campaign month
5) 60 re-tweets
6) 60 quality FB wall posts/30 comments

For those understanding SEO: SM contributes to SEO

Strong, authoritative Backlinks: a few of the 28,000+ links
http://www.twine.com 55

ROI | YOUR ROAD?| MEETINGS | SM

ROI = Return on Investment by clicks?
ROI = Return on Interest?
ROI = Return on Engagement?
ROI = Return on Influence?
ROI = Return on Intelligence (building community, compiling
feedback for client/product group and meeting’s sponsors)?

ROI = Return on Ignorance (no SM)?

| YOUR ROAD?| MEETINGS | SM

Thank you.

Appendix

http://www.hyperdisk.com | cregan@hyperdisk.com
949.442.9850

SM developments on the horizon

http://bit.ly/G61h4
http://bit.ly/10unbK -- 5 ways (above)
http://bit.ly/4iTemh -- Tech specs
http://bit.ly/4vGhG -- updates

http://searchenginewatch.com/3634710

Don’t us a PR agency for your SM

http://bit.ly/e10LY

Additional Social Media resources
plus many more added as of 09.11.09 via SEO Optimize: http://bit.ly/iF2V3

• Yelp: Make yourself the owner of your properties listing(s) and monitor reviews (respond directly)
• Twine: Establish an account and learn how to submit to Twine while tweeting simultaneously (very heavy SEO pay-off)
• Lunch.com: Establish and account and grow your postings (heavy SEO pay-off)
• LinkedIn: LinkedIn is a popular networking site where alumni, business associates, recent graduates and other professionals connect online.
• Ecademy: Ecademy prides itself on "connecting business people" through its online network, blog and message-board chats, as well as its premier
BlackStar membership program, which awards exclusive benefits.
• Focus: Focus is a business destination where business professionals can help each other with their purchase and other business decisions by
accessing research and peer expertise. Most importantly, Focus provides open, quality information for all businesses that is freely available, easily
accessible, and community powered.
• YorZ: This networking site doubles as a job site. Members can post openings for free to attract quality candidates.
• Xing: An account with networking site Xing can "open doors to thousands of companies." Use the professional contact manager to organize your new
friends and colleagues, and take advantage of the Business Accelerator application to "find experts at the click of a button, market yourself in a
professional context [and] open up new sales channels."
• Care2: Care2 isn't just a networking community for professionals: It's touted as "the global network for organizations and people who Care2 make a
difference." If your business is making efforts to go green, let others know by becoming a presence on this site.
• Gather: This networking community is made up of members who think. Browse categories concerning books, health, money, news and more to
ignite discussions on politics, business and entertainment. This will help your company tap into its target audience and find out what they want.
• MEETin.org: Once you've acquired a group of contacts in your city by networking on MEETin.org, organize an event so that you can meet face-to-
face.
• Tribe: Cities like Philadelphia, Boston, San Francisco, New York and Chicago have unique online communities on tribe. Users can search for favorite
restaurants, events, clubs and more.
• Ziggs: Ziggs is "organizing and connecting people in a professional way." Join groups and make contacts through your Ziggs account to increase your
company's presence online and further your own personal career.
• Plaxo: Join Plaxo to organize your contacts and stay updated with feeds from Digg, Amazon.com, del.icio.us and more.
• NetParty: If you want to attract young professionals in cities like Boston, Dallas, Phoenix, Las Vegas and Orlando Fla., create an account with the
networking site NetParty. You'll be able to connect with qualified, up-and-coming professionals online, then meet them at a real-life happy-hour
event where you can pass out business cards, pitch new job openings and more.
• Networking For Professionals: Networking For Professionals is another online community that combines the Internet with special events in the real
world. Post photos, videos, résumés and clips on your online profile while you meet new business contacts.

http://www.hyperdisk.com | cregan@hyperdisk.com 63
949.442.9850

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