UFI Asia Seminar - Taipei 2010 - Brian Giesen

UFI Taipei | March 2010

Digital Opportunities for the Event Planner

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Ask 2-3 questions to connect with their personal experience: How many people have Facebook profiles? How many people belong to MyRagan or a second socnet? How many have done blogger outreach? Do you have a favorite blog? Tell me one of your favorite restaurants?

Farhan Memon@farhanmemon

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THE TOPIC FOR TODAY’S WEBINAR IS SOCIAL MEDIA FOR B2B BUT I WANTED TO START OUT BY TALKING ABOUT A MAN NAMED FARHAN MEMON HE LIVES IN NEW YORK CITY AND IS A VP OF INTERNET MARKETING 300+ CONNECTIONS ON LINKED IN ACTIVE ON TWITTER WORKS AT AOL – APPEARS ON MANY TWITTER LISTS ABOUT AOL AND WEB MARKETING

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THE REASON I’M TELLING YOU ABOUT JILL IS BECAUSE TWO DAYS AGO SHE WENT ONTO LINKED IN AND SHE WENT INTO LINKEDIN ANSWERS – A PLACE WHERE YOU CAN ASK BUSINESS RELATED QUESTIONS... � SO ANYTHING ABOUT BEST PRACTICES IN MARKETING HOW TO RUN THE OEPRATIONS OF YOUR BUSINESS TO WHAT VENDORS MIGHT BE STRONGEST SUITED FOR A PARTICULAR PROJECT SO JILL WENT ONTO LINKEDIN ANSWERS AND POSTED A QUESTION (READ OUTLOUD)

No Event Planners Responded

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AND WHAT WAS INTERESTING WAS THAT AT THE TIME NOBODY RESPONDED AND THERE ARE TWO MISSED OPPORTUNITIES HERE: IF YOU’RE A PRINTING COMPANY IN NORTH AMERICA, YOU’VE JUST MISSED AN OPPORTUNITY TO REACH OUT AND CONNECT WITH SOMEONE WHO WAS ACTIVELY SEEKING OUT AN OPPORTUNITY TO HIRE YOU SECONDLY, IF YOU’RE ONE OF JILL’S PEERS IN MELBOURNE OR IF YOU’VE WORKED WITH A PRINTING COMPANY IN NORTH AMERICA THAT DID A GREAT JOB, YOU’VE MISSED AN OPPORTUNITY TO MAKE A CONNECTION AND HELPOUT SOMEONE A BUSINESS LEADER IN MELBOURNE TO ME, JILL IS A PRIME EXAMPLE OF THE OPPORTUNITIES THAT SOCIAL MEDIA NOW BRINGS TO BUSINESSES WHO ARE WILLING TO SIMPLY LISTEN AND PARTICIPATE IN SOCIAL MEDIA WHERE AND WHEN IT’S APPROPRIATE

AGENDA

Why it Matters

Poll Question:

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

LinkedInFacebookTwitterFriendsterQQ

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WE HAVE A LARGE NUMBER OF B2B PROFESSIONALS ON THE CALL TODAY – EVERYONE FROM IT MANAGERS TO PURCHASING OFFICERS TO THE CEO OF A MEDIUM SIZED BUSINESS IN KUALA LUMPUR. SO TO BEGIN I WANTED TO FIND OUT A BIT MORE ABOUT YOU AND ASK EVERYONE WHETHER YOU’RE USING SOCIAL MEDIA PERSONALLY ? SO PLEASE USING THE POLLING WINDOW THAT SHOULD BE APPEARING ON YOUR SCREENS TO ANSWER THE QUESTION ABOVE (READ ALOUD) GOOD RESPONSES – THANKS EVERYONE FOR RESPONDING!

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

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Add apac channel logos

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)



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Region stats to one slide



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At the end of the day we are all consumers One customer is a member of many communities


Less Frightening Than You’d Think

ControlControl

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


Less Frightening Than You’d Think

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Through comprehensive monitoring of consumer generated media (cgm) on Pandemic Flu for the Department of Health and Human Services (HHS) in the U.S. federal government, we connected with a community of pro-am (professional and amateur) people who self identify as “flubies” and part of “flublogia.” They later became important allies to helping raise awareness and relevancy around the threat and as we launched the first blog[1] from HHS and featuring the Secretary, himself. �[1] http://blog.pandemicflu.gov


Gather Insights to Improve Marketing

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Raise your hand if you would NOT like to see a 3X HIGHER CLICK THROUGH RATE in your online advertising.


Gather Insights to Improve Marketing

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Raise your hand if you would NOT like to see a 3X HIGHER CLICK THROUGH RATE in your online advertising.


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

http://alerts.google.com/

http://search.twitter.com/

http://blogsearch.google.com/

http://www.socialmention.com/

http://www.radian6.com/



#2: Ask for Input in Shaping the Agenda

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http://www.linkedin.com/answers/technology/information-technology/computers-software/TCH_ITS_CMP/639416-24498?searchIdx=0&sik=1267687046233&goback=.asr_1_1267687046233

#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

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Telstra Enterprise and Government Program: Increase awareness of the 2010 Telstra Productivity Indicator research findings Influencer Segments: IT Decision Makers

http://www.pitchengine.com/

http://www.prweb.com/

#3: Let Influencers Know About Your Event

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Telstra Enterprise and Government Program: Increase awareness of the 2010 Telstra Productivity Indicator research findings Influencer Segments: IT Decision Makers

#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

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#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

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#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

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IBM Australia Open – Augmented Reality Example

EMERGING MEDIA

#13: Augmented Reality is Coming, Too.

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IBM Australia Open – Augmented Reality Example

EXAMPLE:

EMPLOYEE TRAINING

#14: Train Your Staff

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DuPont – Social Media Training Program: Introduce a strategic framework for Social Media in a global B2B company Influencer Segments: 60,000+ employees across all major markets DuPont wanted to build social media capacity into its 60,000+ network of employees around the world. This move would place less of an emphasis on agency program management and create more opportunities for engagement with a new army of internal social media strategists. Ogilvy created a 22-course On-Demand video training program with courses aligned in four tracks: Introduction to Social Media, Marketing/Sales, Corporate Communications, and a hands-on Toolkit track. The video series was posted on DuPont intranet and allowed for employees to progress through the curriculum at their own pace.

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 [email protected]