UFI Asia Seminar - Taipei 2010 - Brian Giesen

UFI Taipei | March 2010

Digital Opportunities for the Event Planner

Farhan Memon@farhanmemon

No Event Planners Responded

AGENDA

Why it Matters

Poll Question:

Do You Have a Profile on Any of TheseSocial Media Tools:

LinkedInFacebookTwitterFriendsterQQ

What is Social Media

Social Media Social Media LandscapeLandscape

Med

ia-

Shar

ing

Social Networks

IT Sites/Blogs

Brand Sites

Busin

ess

Site

s/Blog

s

Search

Engines

Ente

rtain

men

tM

obile

Why Does Social Media Matter?

Social Media is Now Mainstream

• 450 million people across APAC use social media(Source: OgilvyOne)

• 1 in 4 Facebook Users Come From Asia or the Middle East(Source: O’Reilley Research)

• 8.6 million Australians are on Facebook (nearly 3x more than 12 months ago)(Source: Nielsen Online)

• 35.8 million use LinkedIn each month to connect with colleagues(Source: Quantcast)

Why Does Social Media Matter?

Social Media is Now Mainstream

Why Does Social Media Matter?

Social Media is Now Mainstream

Why Does Social Media Matter?

Less Frightening Than You’d Think

ControlControl

3,000+ Comments! Only a handful couldn’t be published

Why Does Social Media Matter?

Less Frightening Than You’d Think

Why Does Social Media Matter?

Gather Insights to Improve Marketing

Why Does Social Media Matter?

Gather Insights to Improve Marketing

Why Does Social Media Matter?

Boost Search “Share of Voice”

Intel Blogs

Facebook

LinkedIn Events

Wikipedia

(PR Pro figure)

Anatomy of an Event Planner Circa NOW

2. Myths

Myth # 1 – Social Media is Just for Kids

• Facebook has more than 175 million members, and the

fast growing segment are users over 30 years old.

• Nearly three-quarters of baby boomers use a video

sharing site, like YouTube, multiple times every month.

• More than four out of five online users are active in either

creating, participating in or reading some form of social

content at least once a month – Forrest/August 2009.

TRUTH:Social Media is Going Mainstream

Myth # 2 – Social Media Doesn’t

Apply to Business

• In 2007, 15% of B2B Marketers said they used social media.

• Today that number has nearly quadrupled as 57% of B2B

marketers are currently using some form of social media to

connect customers, create leads, and tap into new sources of

innovation.

• In 2009, 51% of B2B Communicators cited brand

building/brand management as the primary objective for social

media adoption.

TRUTH:Word of Mouth Has Always Been Important

– Social Media Makes it Visible

Myth # 3 – Social Media is Obscure,

Niche Content

TRUTH:Social Media is a trusted source for many purchase decisions and product opinions – especially in B2B.

Myth # 4 – Social Media is Not Relevant

to Conversion

TRUTH:There is Broad Applicability All Along the

Sales Funnel

Exposure

Response

Interaction

Participation

Discussion

Advocacy

ON

LIN

E E

NG

AG

EM

EN

T

Sample Metrics Business ValueTotal Visits, Page Views, Visitors, Segment by channel / media tactic, Repeat visitors

Tells us a story about the universe exposed to the campaign

Organic Search (by Engine / Keyword), Referring Site Traffic, Organic vs. Driven traffic %, Top Content Viewed, Web Content Analysis

Tells us a story about how many of the audience are raising their hands to start a relationship with the brand

Pictures created, number of creations, Sends to Friends, Store Searches, Product Views/Interactions

Tells us how many of the campaign respondents are showing us that they are more than interested in the brand

Registrations, Shared creations, ‘Depth’ of Conversation, Repeat Usage, Demographic Segmentation

Tells us how many of our universe are showing a longer term relationship commitment to the brand

Opinions Gathered, External Blog Comments, Conversation Sentiment

Shows us how the campaign is progressing by observing digital chatter sentiment for the brand

Conversation Chains, Maven Identification

Helps us to identify brand advocates who could open up new campaign tactics

Myth # 5 – Social Media is Not Worth

the Risk

TRUTH:For Most Businesses, the Benefits Far

Outweigh the Risks

• Social media has became a critical component in building

positive relationships.

• All of this is built into search results, increasing visibility and

promoting thought leadership to prospective customers.

14 Things You Can

Do

#1: Setup a Listening Post Before an Event

• Monitor for the name of your event & key speakers

• Track popular topics and spot any concerns ahead of time –

listen to what people are saying

• Top Five Links for Listening:

• Google Alerts: http://alerts.google.com

• Twitter: http://search.twitter.com

• Blogs: http://blogsearch.google.com

• Social Mention: www.socialmention.com

• Radian6 (Paid Service): http://www.radian6.com

#1: Setup a Listening Post Before an Event

#1: Setup a Listening Post Before an Event

#2: Ask for Input in Shaping the Agenda

#3: Let Influencers Know About Your Event

• Identify influential bloggers,

media, others who talk a lot

about relevant issues

• Create a social media press

release and do outreach

• Toolbox:

• www.pitchengine.com

• www.prweb.com

#3: Let Influencers Know About Your Event

#4: Consider Targeted Advertising

• LinkedIn and Facebook

advertising

• Target ads based on a

variety of criteria:

Title

Occupation

Location

Interest

Age

More...

LinkedIn.com

#5: Publish Thought Leadership to Build Buzz

• White Paper on what people

are saying about the

Shanghai World Expo

• Media coverage generated

buzz in social media

• Report is promoted on Ogilvy

blogs, LinkedIn, Slideshare

and Twitter

#6: Build “Hooks” for Your Event in Social Media

#7:Hashtag Every Event!

• Hashtags make it easier to

follow what’s being said about

an event on Twitter

• Keep them short (they count

toward the 140 character

limit!)

• Set it Up in Advance & Post

Signage Everywhere

Search.Twitter.com

#8: Enlist an Official “Content Creator”

Live blog key sessions

Take photos (for Flickr)

Video interviews (for YouTube)

Audio podcasts (for iTunes)

Live Tweet

Post daily “wrapups” on Facebook

#9: Make it Easy for Attendees to Create Their Own Content

#10: Publish Event Content Quickly!

Flickr.com

#10: Publish Event Content Quickly!

Slideshare.net

#11: Live Stream Your Event

#11: Live Stream Your Event

Qik.com

#12: Prepare Yourself for Foursquare.com!

• Foursquare is currently one of

the most buzzed about location-

based, mobile social networks

• A branded Foursquare page

featuring customized locations

and tips

• Custom badges for check-in’s to

events

• “Special offers” for all check-in’s

to the Las Vegas Convention

Center, encouraging CES

attendees to visit the Intel booth

EMERGING MEDIA

#13: Augmented Reality is Coming, Too.

EXAMPLE:

EMPLOYEE TRAINING

#14: Train Your Staff

Summary

One company that goes with this online- initiated flow is Ogilvy.“

“ Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter.

”“

”

”

25 China Experts you should follow on Twitter… Thomas Crampton.

THANK YOU!

Brian Giesen

Director | 360° Digital InfluenceOgilvy PRp 61 2 8281 3853 e brian.giesen@ogilvy.com.au