Transcript
UFI Global CEO Forum - Ronnie Overgoor
Sunday, February 6, 2011
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Agenda
Food for thought
Some Facts and Figures
Why not use Social Media
Why use Social Media
What to do?
ROI
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Food for thought ...
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Sergey BrinCo-founder of Google
Founded in 199737 Years old
Personal capital 17.5 billion24000 Employees
$ 7.29 Billion Profit (Q4)
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Steve ChenCo-Founder You Tube
Founded in 200532 Years old
Sold for $ 1.65 billion to Google
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Jack DorseyFounder Twitter
34 Years oldFounded in 2006
Went public in 2008Value $ 1.6 billion
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Mark ZuckerbergFounder facebookFounded in 2004
26 Years oldPersonal capital $ 7 BillionMore than 0.5 billion users
8% Total US traffic
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The online world is created by young internet entrepreneurs, not by the corporates.
Conclusion One
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The biggest media companies don’t create media themselves, that’s been done by us.
Conclusion Two
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It’s a new playing fieldConclusion Three
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Facts and Figures
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Differences in Social Media platformsUse differences when operating globally
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Social Media Traffic Europe
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Marketers EuropeSource: http://www.alterian.com/resources/research/Alterian-Annual-Survey-Results-2010/
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About you
Although social media is seen by 47% of those surveyed as providing significant ROI in the promotion of an event, 69% of respondents do not have the means to measure its impact.
While exhibition and event marketers continue to look for innovative digital media to engage audiences, interestingly, e-mail marketing (85%) is perceived as the tactic that provides the greatest ROI in the marketing of an event.
Source: Center for Exhibition Industry ResearchSunday, February 6, 2011
Do you have a cohesive digital marketing strategy for your events? Source: Digital + Exhibiting Marketing Insights 2010 - by Ceir
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Are you able to quantify the ROI for your social media tactics?Source: Digital + Exhibiting Marketing Insights 2010 - by Ceir
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The world is getting mobile connectedTablets and Smartphones: More than 50% of all computers are no computers anymore
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Monitor more than 22.000 Dell-related topic postsDaily mentions of Dell on Twitter alone have greater reach than combined ciculation op top 12 daily newspapers
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Percentage of companies who have acquired a customer from that channelDifferences between btb and btc
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In next 3 years, social media will start to drive more value than seoE-mail marketing under pressure - Interruptive / Deliverability issues / Careful with permissions
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Most ‘liked’ Facebook page typesConvention Centers - Position #21
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Why not use Social Media?
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Cause you think it’s one big hype
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“Tsss....show me the business case”
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I don’t want it in my office!
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...and you’re not the only one..
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“Cause internet is dangerous, stupid and I don’t like it anyway”
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Why do use Social Media?
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1. Your people want it
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9% more productiveUniversity of Melbourne study
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2. To Network.
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To network.
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Work to do ...
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To network or not to network....that’s the question
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3. Direct reach.
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Direct reach.+ 4000 direct contacts
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Direct reach.
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Direct reach.
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Targeted reach.Groups
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4. Promotion.
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To promote your eventsOn LinkedIn
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And to promote your eventsOn Facebook
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And to promote your eventsOn Twitter
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Why promote there?Cause it’s crowdy with people and you have targeted reach
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5. Distribution of your content.
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Distribution of your content.
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Distribution of your content.
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Distribution of your content.
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Distribution of your content.
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Distribution of your content.
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Distribution of your content.
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Distribution of your content.
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Distribution of your content.all about sharing
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6. SMO / Search.
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Google loves Social Media
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Search is more than Google
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Search is more than Google
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You Tube is Search Engine #2Searchstories
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And there’s much to winwithin a day
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And there’s much to winwithin a day
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I could have done the same on Facebook in a minute
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More reasons why to use social media?
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7. Cause CRM is hard
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And it’s replaced by VRMit’s cheaper and easier; everybody updates his data, shares interests and tells what he/she is doing
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8. Functionalities
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Social Single Logon
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Location based services
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Complete Event Sitesfor free
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550.000 appsfor free
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9. Research
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TweetdeckKeep track of the Buzz
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Company Data
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Company Data
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Company Data
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Company Data
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Company Data
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What to do?
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Hire/create expertise and build up knowledgeFind your internal heroes
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Define a strategyCarefully integrated into a wider strategy
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Redefine old formulas and budgetsCRM / Websites / IT
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Quit expensive Event SitesCreate social hubs
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Quit expensive Event SitesCreate social hubs
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ROI
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Define success metrixSource: KingFishMedia
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Define success metrixSource: KingFishMedia
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Define success metrixSource: Forrester
Financial: Has revenue or profit increased or costs decreased?
Brand: Have consumer attitudes about the brand improved?
Risk Management: Is the organization better prepared to note and respond to attacks or problems that affect reputation?
Digital: Has the company enhanced its owned and earned digital assets
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Conclusion: make a plan
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Don’t underestimate the effort required
Ideally in the form of a dedicated individual who can keep dialogue flowing and seed productive
conversations. Continuous new content and engagement tactics are required to grow the
vibrant community necessary for achieving buzz around your event.
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Use the internet as source for researchThere’s no excuse for ignorance
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Use the internet as source for researchsocial media strategy filetype:pdf / slideshare.net
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thx.
ronnie@ronnieovergoor.com | @ronnieovergoor | linkedin.com/in/ronnieovergoor
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