1 Driving Social Media Traffic to your Hybrid Event about. communication. innovation. Grow Social. Grow Your Business.
Sep 01, 2014
1
Driving Social Media
Trafficto your
Hybrid Event
about.communication.
innovation.
Grow Social. Grow Your Business.
Who You’re Meeting
Tomeeka Farrington – Principal/Founder,Spotlight CommunicationsOver 10 years entrepreneurial experienceBoston Herald: ‘Boston’s Public Relations Princess’Boston Business Journal: ‘40 under 40’
David McCarthy – EVP, BD, WindRose10 years at Andersen Consulting10 years as Founder and CEO at RunFast.net2 years in Caribbean as spear-fishing guru
Agenda
Fly-By’s What is Social Media?What are Hybrid Events?
The MeatWhy the two work so well togetherDriving eyeballsKeeping eyeballsHow do you know if it worked?
Q&A
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.
New Media v. Social Media
New Media
Tools and technologies whose applications are considered new (as in very recent and emerging) for the professional communication and transfer of information and ideas. (i.e., Internet, video games, DVDs.)
Social Media
A sub-set of ‘new media’ characterized by online
interaction and engagement. Social media does not refer to a specific platform or tool, but rather
how the tool is used. (i.e., Wikipedia,
blogs such as Blogger, social networking sites
like Facebook.)
• YouTube• Facebook• Twitter• LinkedIn• Google+• Pinterest• Instagram
Top Social Media Platforms
World’s most popular online video community. Use it
to:
• Over 800 million uniqueusers visit each month.
• Over 4 billion hours of video are watched each month.
• 72 hours of video are uploaded every minute.
• Discover, watch and share your original videos.
• Upload videos of yourself discussing industry trends.
• Share your original videos across your social networks.
• Connect with your friends and their friends.
• Create a Facebook business page to gain a brand following
• Share photos, videos, and announce events.
Use it to:
A social gathering spot.
• 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.
A microblogging service.
Use it to:
• 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.
• 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.
• 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.
Use it to:
World’s largest online professional network.
• 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.
Platform created to encourage group messaging and webcasting.
Use it to:
• 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.
• 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.
Organize and share all the beautiful things you find on the web. Use it
to:
• 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.
• Discover new things and get inspiration from people who share your interests.
• Network with others by connecting through your mutual interests.
Fun & quirky way to share your life with others through a series of pictures. Use it
to:
• 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.
• Create a filter-enhanced photo with your iPhone or Android device.
• Network with others through hashtags or similarly uploaded pictures.
What are Hybrid Events?
In Venue(Terrestrial)
Remote(Extra-terrestrial)+
Why are Hybrids the New Norm?
$$$
+ =
Same Mission +
Competing Hybrid Characteristics?
Fixed in a place and time
One shot dealHandshake and
coffee
Global reachLive / on demandPeople may never
meet
+In Venue(Terrestrial)
Remote(Extra-terrestrial)
What can we extrapolate about attendees in each case?
What does this mean for marketing hybrid events?How should we engage attendees in
each?
Why Social Media and Hybrid Events Work So
Well Together
Driving Eyeballs - Event MarketingKeeping Eyeballs - Event Engagement
Hybrid Event Marketingwith Social Media
“Created and Shared by Individuals ”Leverage ‘share’ effectCare and feed T.C.A.s
Internet or a Select Group of Friends”TrustPassion
“Online People do Online Things”Receptive to messagingWilling to interact
Upside
Hybrid Event Marketingwith Social Media
CONTROL (watch out Type-As)Allow message to flowMessage control
Internal acceptanceAssumption: external
acceptance ‘Impersonalization’
Downside
Hybrid Event Marketingwith Social Media
Case Study
Client
U.S. Department of Health and Human ServicesHealth Resources and Services Administration
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.
Event Engagementwith Social Media
“Created and Shared by Individuals ” 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
Upside
Event Engagementwith Social Media
CONTROL (really watch out Type-As)Devolve to SPAM-like marketingFilter twitter and photos
Internal acceptance Senior management risk aversion
‘Impersonalization’ People say things online they
wouldn’t F2F
Downside
Dave to add Parkinson’s Action Network Case Study
Event Engagementwith Social Media
How to Turn Up the Social Media ROI for Your Hybrid EventAudit your social media platformsSet 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.
Questions…..
Contacts
David McCarthy, EVP, Business Development [email protected] 703 629 4056 – m
www.linkedin.com/pub/dave-mccarthy/0/2a0/41b
Tomeeka Farrington, Founder/Principal,Spotlight Communications [email protected] 617.423.0040– o
http://www.linkedin.com/in/tomeekafarrington