Wondering How To Drive Social Media to Your Hybrid Event? See Tomeeka's presentation on how to use various social media platforms to drive engagement to your hybrid event.

1. Driving
Social Media Traffic
to your
Hybrid Event
Grow Social. Grow Your Business.
about.
communication.
1 innovation.

2. Who You’re Meeting
 Tomeeka Farrington – Principal/Founder,
Spotlight Communications
 Over 10 years entrepreneurial experience
 Boston Herald: ‘Boston’s Public Relations Princess’
 Boston Business Journal: ‘40 under 40’
 David McCarthy – EVP, BD, WindRose
 10 years at Andersen Consulting
 10 years as Founder and CEO at RunFast.net
 2 years in Caribbean as spear-fishing guru

3. Agenda
 Fly-By’s
 What is Social Media?
 What are Hybrid Events?
 The Meat
 Why the two work so well together
 Driving eyeballs
 Keeping eyeballs
 How do you know if it worked?
 Q&A

4. What is Social Media?
A working definition:
Content created and shared
by individuals on the web
using social platforms that allow
users to create and post their
own images, video and text.
Shareable with the entire
Internet or just a select group
of friends.

5. New Media v. Social Media
New Media Social Media
Tools and technologies whose A sub-set of ‘new media’
applications are considered characterized by online
new (as in very recent and interaction and engagement.
emerging) for the professional Social media does not refer to a
communication and transfer of specific platform or tool, but
information and ideas. rather how the tool is
(i.e., Internet, video used. (i.e., Wikipedia,
games, DVDs.) blogs such as Blogger,
social networking sites
like Facebook.)

6. Top Social Media Platforms
• YouTube
• Facebook
• Twitter
• LinkedIn
• Google+
• Pinterest
• Instagram

7. World’s most popular online video community.
Use it to:
• Discover, watch and share your
original videos.
• Upload videos of yourself
discussing industry trends.
• Share your original videos across
your social networks.
• Over 800 million unique
users visit each month.
• Over 4 billion hours of video are
watched each month.
• 72 hours of video are uploaded
every minute.

8. A social gathering spot.
Use it to:
• Connect with your friends and
their friends.
• Create a Facebook business page
to gain a brand following
• Share photos, videos, and
announce events.
• More than a billion registered
users.
• Accounts for 1 out of every 5
page views on the Internet
worldwide.
• 80% of social network users
prefer to connect with brands
using Facebook.

9. A microblogging service.
Use it to:
• Keep track of the latest news.
• Help followers track your brand.
• Get quick answers about any
questions you may have.
• Engage in industry related Twitter
chats.
• 73% of users are ages 15-25.
• 465 million registered users.
• On a busy day, Twitter sees about 175
million tweets.
• Every second, 750 tweets are being
shared on Twitter.

10. World’s largest online professional network.
Use it to:
• Exchange knowledge, ideas and
job opportunities with other
professionals.
• Network with other thought
leaders in your industry.
• Post on LinkedIn discussion boards
to showcase industry knowledge.
• Over 200 million registered users.
• 80% of users use the site to join
industry related groups.
• 77% of users have said the LinkedIn
helps them to research people and
companies.

11. Platform created to encourage group
messaging and webcasting.
Use it to:
• Increase your SEO.
• Chat live through Google Hangouts
about topics important to your
industry.
• Segment other Google+ members into
categories and upload content that is
specifically relevant to them.
• Over 400 million registered users.
• Over 150 million monthly users.
• Famous names that have used
Google Hangouts include: Barack
Obama, the Dalai Lama, David
Beckham and more.

12. Organize and share all the beautiful
things you find on the web.
Use it to:
• Discover new things and get
inspiration from people who share
your interests.
• Network with others by connecting
through your mutual interests.
• 25 million registered users.
• Attracts 1,090 visitors per minute.
• 81% of U.S. online consumers trust
information and advice from
Pinterest.
• Pinterest is retaining and engaging
users as much as 2-3 times as
efficiently as Twitter.

13. Fun & quirky way to share your life with
others through a series of pictures.
Use it to:
• Create a filter-enhanced photo with
your iPhone or Android device.
• Network with others through
hashtags or similarly uploaded
pictures.
• 90 million monthly users.
• 575 likes and 81 comments by
Instagram users every second.
• More than 5 million photos are
uploaded to Instagram every day.
• 40% of brands have adopted
Instagram for marketing purposes.

14. What are Hybrid Events?
In Venue
(Terrestrial) + Remote
(Extra-terrestrial)

15. Why are Hybrids the New Norm?
Same Mission +
+ =

16. Competing Hybrid
Characteristics?
In Venue
(Terrestrial) + Remote
(Extra-terrestrial)
 Fixed in a place and time  Global reach
 One shot deal  Live / on demand
 Handshake and coffee  People may never meet
What can we extrapolate about attendees in each case?
What does this mean for marketing hybrid events?
How should we engage attendees in each?

17. Why Social Media and Hybrid
Events Work So Well Together
Driving Eyeballs - Event Marketing
Keeping Eyeballs - Event Engagement

18. Hybrid Event Marketing
with Social Media
 “Created and Shared by Individuals ”
Upside  Leverage ‘share’ effect
 Care and feed T.C.A.s
 Internet or a Select Group of Friends”
 Trust
 Passion
 “Online People do Online Things”
 Receptive to messaging
 Willing to interact

19. Hybrid Event Marketing
with Social Media
 CONTROL (watch out Type-As)
 Allow message to flow
Downside  Message control
 Internal acceptance
 Assumption: external acceptance
 ‘Impersonalization’

20. Hybrid Event Marketing
with Social Media
Case Study
U.S. Department of Health and Human Services
Health Resources and Services Administration
Client
Campaign Web-based e-learning and Social Media Technology Services
Challenge With the Federal Government’s emphasis on the deployment of a 21st century
information infrastructure, innovation in science and education, and the
accessibility of real-time information, both e-learning and new media are HRSA
priorities. The Agency approached Spotlight to help them carryout a strategic
e-Learning technology strategy.
Tools Marketing for 51 interactive live webcasts and their archives, three virtual
conference recordings and one e-learning and social media training to MCHB.
Creative marketing, social media, eBlast design and PR services.
Target audience list development.
Result Agency-wide social media training session via webcast to over 700 MCHB staff
and MCHB grantees focused on social media and emerging e-learning
technology.

21. Event Engagement
with Social Media
 “Created and Shared by Individuals ”
Upside  Twitter feeds, chat, photos, links
 Not available in venue
 “Internet or a Select Group of Friends”
 Unique interactions
 tighten bonds across remote users
 “Online People do Online Things”
 Natural add-on to online personalities

22. Event Engagement
with Social Media
 CONTROL (really watch out Type-As)
 Devolve to SPAM-like marketing
Downside  Filter twitter and photos
 Internal acceptance
 Senior management risk aversion
 ‘Impersonalization’
 People say things online they wouldn’t
F2F

23.  Dave to add Parkinson’s Action Network
Case Study

24. Event Engagement
with Social Media
 How to Turn Up the Social Media ROI for Your Hybrid Event
 Audit your social media platforms
 Set goals of how social media will have a positive impact on
your event.
 Know your event attendees and share only your most
valuable information with this audience.
 Select a Twitter hashtag early. (I.e., #Series222)
 Make it easy for your audience to engage.
 Select social media measurement tools and strategies
before your event to track social media results.

25.  Questions…..

26. Contacts
 David McCarthy, EVP, Business Development
 dmccarthy@windrosemedia.com
 703 629 4056 – m
www.linkedin.com/pub/dave-mccarthy/0/2a0/41b
 Tomeeka Farrington, Founder/Principal,
Spotlight Communications
 tomeeka@spotlightcommunications.net
 617.423.0040– o
http://www.linkedin.com/in/tomeekafarrington