1. social media for event
planners
brought to you by: MEA and thinktank media - Jan 2011
social media for events thinktank media
2. Expectations.....
Interactive presentation
The more you give the more you get back
Share your experiences and frustrations
Questions and Answers
Smiles
Conversation
Real Life Examples
Take Away Tips
Some writing and group work
social media for events thinktank media
3. What we will nail this morning!
>>>> 2010 - The year in review
>>>> Best platforms and the best tactics to use to maximise your returns within
the social media space!
>>>> Best campaigns in 2010 and why they became so successful.
>>>> Perceived trends for 2011 and how to be reactional to these.
>>>> What you need to do to either get your social media program up and
running or tighten up your efforts so far.
>>>> Make critical changes (if necessary) to your current communication and
marketing strategies to continue down a successful path.
social media for events thinktank media
4. “Australia is the country with the second largest reach
(behind Brazil), with 72% of their Internet population active
users of social networking/blogging”
“Australians spend the most time on social networks/blogs,
averaging 7:19:13 hours per month”
Source: Nielsen Wire Survey June 2010
social media for events thinktank media
5. What does that mean for YOU...in the events industry!
A HUGE opportunity to tap into a network - eg.
1. potential customers that are waiting to hear what you have to say
2. potential customers who are actively looking - realtime!
3. people who trust, like and respect you and will market the brand for you
(unconsciously)
4. an opportunity to stand out from your competitors and tap into an untouched
market
5. an opportunity for you to be listened to by your target market...if you have 1.
solid strategy, 2. exciting/meaningful creative and 3. execution wisely
6. to spend a quarter of the costs on traditional media and have a bigger impact!
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6. Let’s take a look at Australia.......
Stats 2010
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7. Around 1/3 of SMBs in Vic (32%), Qld (32%), SA (27%) & NSW (27%) are
already active in social media.
30% of SMB social media users are based in capital cities and 26% are
based in regional areas.
SMBs in the services area (31%) are more active in social media than the
goods industry (21%)
47% of social media users have sold products or services through social
media sites. 58% of sellers have sold through Facebook.
Stats: 2010 - Australian SME’s - Source Optus
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8. 80% of businesses allocate, or plan to allocate, less than 20% of their marketing budget to social
media.
5% allocate more than 50% of their marketing budget to social media.
Benefits of social media include:
-networking 78%
-increasing sales through engaging customers 82%
65% of those planning to use social media are unsure of its benefits.
14% of those not planning on using social media consider it a fad. 52% feel its not appropriate for
their industry.
Stats: 2010 - Australian SME’s -
Source -Optus
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9. The game is changing with more people shifting their focus to social
networks for :
Trusted referals from their friends and online connections.
Social channels for recruitment - gaining insight into a possible candidate
Closer contact with the brand
Increased touch points to sell products/service
Another communication channel
Another marketing channel and special online/social deals
Organic search rankings
Real time news
Networking with highly targeted audiences - and advertsing to these also
social media for events thinktank media
10. Facebook Statistics, Stats and Facts for 2011
Facebook is now used by__________________
with over 250 million of them (over 50%) who log in every day. The
average user still has about _____ friends, but that should expand in
2011.
48% of _____ year olds check Facebook when they wake up, with
28% doing so before even getting out .
The 35+ demographic is growing rapidly, now with over 30% of the
entire Facebook user base. The core 18-24 year old segment is now
growing the fastest at ______ year on year.
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11. Over _________ minutes a month are spent on Facebook, 20 million
applications are installed per day and over 250 million people interact with
Facebook from outside the official website on a monthly basis, across 2 million
websites.
Over ______ million people access Facebook via their mobile phone. 48% of
young people said they now get their news through Facebook. Meanwhile, in
just 20 minutes on Facebook over 1 million links are shared, 2 million friend
requests are accepted and almost 3 million messages are sent.
social media for events thinktank media
12. What does that mean for meetings and events...
>>> People have more options than ever to select a meeting/conference, event , experience.
>>> People have more ways to find out about your event and more ways to share this with others
>>> Incorporating social media into your planning can increase content relevance, drive
participation, assist in measurablity and drive positive ROI
social media for events thinktank media
13. Look at your current marketing strategy: %’s on....
Print
Radio
TV
SEO
Social Media
Email
Guerilla advertising/Ambient/Outdoor/Street Media
social media for events thinktank media
14. 2011 Trends: Social media marketing
What we saw in 2010:
a) Putting greater focus on data bias in social media – people increasingly point out the difficulty of using easily
obtained measures, such as pageviews, bounce rates and so forth.
b) Defining your audience and learning to join conversations are key – most experts agree it is becoming
increasingly more critical to produce content that has real value and relevance for your target audience.
c) A huge % of businesses opeing up a facebook page, yet not having a clue why...apart from the fact that
“everybody else is”
d) A 32% increase in social media spend from 2009
e) Indentifying that a brand can leverage their awareness/leads/sales further, yet doesn’t have a clue where to
start
f) A s$#t load of social media gurus/strategists...but who do we trust?
g) The importance of social media strategy
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15. So what’s in store for 2011 ?
What is a Facebook fan worth?
Social media marketing is becoming a significant driver of
consumer product discovery.
Clicking ‘Like’ on a brand’s page is one thing, but regularly returning to that
page or reading its content is another matter.
Trends incude:
social media for events thinktank media
16. What’s possible on facebook.......
Apart from the community building capacity on the worlds largest social network
Countless applications to assist in value, awarness and growth
Stats and highly targeted advertising - gender/age/ocupation/location
And more...
Tracking ROI via apps - measurable platform
Selling event space/products/services/booking system (third party site)
Incentive based marketing - eg. downloadable customised coupon/vouchers -
facebook connect
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17. What you need to do to get your social media program up and
running?
social media for events thinktank media
18. Goals/objectives that are measurable
Developing a strategic goal suited to you
eg. SM should help improve client and potential customer engagement
Developing comprehensive objectives takes time.
Formulate up to three KPIs that would align with your SM strategy
For this you need to define objectives that address these issues:
- what objectives need to be accomplished (spell it out)?
- what quantity is expected?
- what time-frame will be looked at?
- what quality level represents acceptable performance (define quality, please)?
social media for events thinktank media
19. Objective for SM: We want to improve the number and quality of blog comments
we get in the next four months. We budget about four hours to write and prepare
each blog post (i.e. we post twice a week).
Identify what you mean by quality regarding comments. For instance, is it
based on the number of words in each comment, links to posts or white papers
elsewhere on the web, or something different?
In order to monitor your KPIs, you need a baseline to start with, which is a picture
of your blog and its ‘vital’ statistics at a certain point in time.
Using the wrong benchmark measure is expensive!
ROI measures how effectively the brand is using its resources to generate a
financial profit.
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20. 1. Use statistics to compare to traditional media: Remember, clicks seem to get
the most appreciation from the c-suite for what Social Media can give in terms of
cost-benefit analysis.Look also at eg.facebook insights/goals set in google.
2. Set 2-3 comprehensive goals for 2011 - clicks, views, sales, re-tweets (RTs),
facebook likes, lead generation etc – establish a baseline for Febuary and watch
the trends go in the right direction.
3. Cost-benefit analysis is required: Use quantitative as well as qualitative/soft
measures. Develop KPIs that make sense and the “powers that be find” relevant.
social media for events thinktank media
21. 5 best practice steps to help you develop useful Key Performance
Indicators (KPIs) that will result in actionable metrics for your social media
activities.
Ensure management understands the difference between operating and financial
metrics. What are important drivers or operating metrics - success/failure?
Define, write down and agree on the operating metrics you want to use and stick
with them.
Know your customers and derive everything, including social media activities, from
that knowledge.
a) provides information that helps customers do their work smarter, and
b) empowers readers to get more out of event space they purchase from the
company.
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22. Choose a social media tool that at least 20 percent of your current and potential
clients already use themselves. Provide content that is perceived as useful and
adding value.
Establish how a particular social media channel can drive cost reductions and/
or new product/service uptake. eg. facebook app (ecommerce)
ROI is the outcome, but we need to understand how social media
efforts contribute to operating metrics. Hence, we must establish
how the input – social media – drives the desirable output, such as
lowering marketing costs or improving customer satisfaction.
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23. Focus on the 3 to 5 KPIs that represent the most important drivers
of value creation for your social media activities. KPIs must fit your
company’s needs!
Assure KPI buy-ins from your stakeholders, including your team, superior(s) and
possibly key clients and/or investors.
Establish a baseline and timeline.
A baseline is a measurement used as a point of comparison. In turn, it can be
used to asses progress against the budget or set of other objectives, including
KPIs
So it is advisable to first collect data whenever one begins social media
monitoring to see where you stand.
Benchmarking against your own past performance is the only completely
relevant measure. Therefore, improvement over the course of several months is
what really matters.
social media for events thinktank media
24. Bottom line
“Surely nobody tries to quantify the ROI of air
conditioning. Having it when outside temperatures
reach 35 degrees Celsius helps office productivity,
making it a mediating factor for, though NOT a
cause of, ROI. Similar reasoning applies for social
media measurement” Urs E. Gattiker
social media for events thinktank media
26. Assigning tasks:
What Who When
SM Policy
Monitoring+ Analysis
SM Strategy
SM Tools Strategy
SM Style guide
SM Crisis Management
SM calendar/timetable
Tools set up, branded
Resource allocation on roll out
Monthly Measurment and Reporting
social media for events thinktank media
28. Social Media Tools Strategy:
Most popular - facebook - twitter - linkedin - youtube - blogs
Becoming increasingly more utilised - mobile devices - eg.iphone/ipad
What that means is people can access information at anytime, from anywhere.
Who’s your best friend right now???
social media for events thinktank media
33. Case Studies:
Vodafone’s Power Pinata Facebook Challenge
Case study:
An Airline That Uses Social Media To
Create A REAL Smile! KLM
1. It’s not about social media - it’s about
human relationships.
2. It’s not about the numbers - it’s about one person.
3. It’s not coming from “ROI” - It’s coming from giving value and making people
happy.
social media for events thinktank media
34. General:
Qualities of a successful social media campaign:
Tactics of a successful social media campaign:
social media for events thinktank media
35. Get in touch!
Thanks for attending today’s session.
We trust you took some value away with you.
If you’re keen to speak with us further then:
Contact : 03 90231487
Email: info@thinktankmedia.com.au
Twitter: @thinktankmedia or @sammutimer
Facebook: http://facebook.com/thinktankmedia.au
For a downloadable presentation please contact
events@thinktankmedia.com.au
social media for events thinktank media
