The Essentials of Creating a Social-Media Friendly Event Site

Presented by Ruud Janssen, CMM
13 April 2011

The Essentials of Creating a Social-Media Friendly Event Site
Presented by Ruud Janssen, CMM
13 April 2011 While we are racing to jump on the social media bandwagon, we forget to check if our websites are ready for Social Media. Most aren’t – and you are missing attendees. This webinar will show you five simple things that you can change on your website today to make it social media friendly. Learning Objectives: • • • Learn 5 common website mistakes that events sites make Identify strategies that you can implement tomorrow to fix those mistakes Garner additional exposure and potentially increase revenue

Sponsored by:

@ruudwjanssen TNOC.skype ruud.janssen@tnoc.ch www.tnoc.ch
small business owner 20 years in meetings industry marketing entrepreneur in bespoke social media & online collaboration accredited trainer & facilitator MPI international board of directors TEDx curator project meeting architecture slowfood enthusiast

Ruud Janssen, CMM

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5 steps to more social media friendly event websites

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5 steps to more social media friendly event websites

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The Essentials of Creating a Social-Media Friendly Event Site

website = point to place

image credit: ©TNOC | Ruud Janssen

the hub of your community

image credit: David Armano adapted by Ruud Janssen

where to start?

don t just look at websites look at the elements on different sites collect elements you want to use

PHASE 1

SOCIAL NETWORKS

WEBINAR

BLOGS

FIRST TIME ATENDEE WEBINAR

image credit: Sam Smith & Ruud Janssen

PHASE 1

PHASE 2 PHASE 2
LIVE BROADCAST TO HYBRID AUDIENCE VIRTUAL PANNEL SESSION

SOCIAL NETWORKS

NEAR REALTIME REPORTING WEBINAR

BLOGS

FIRST TIME ATENDEE WEBINAR

HYBRID ATTENDEE WEBINAR ONSITE GENIUS BAR LIVE MINDMAPPING

image credit: Sam Smith & Ruud Janssen

CONTENT SNIPPET STREAMING

PHASE 1

PHASE 2 PHASE 2
LIVE BROADCAST TO HYBRID AUDIENCE VIRTUAL PANNEL SESSION

PHASE 3

SOCIAL NETWORKS

NEAR REALTIME REPORTING WEBINAR CASE STUDY

NEW MEDIA DASHBOARD

EVENT VIDEO

BLOGS

FIRST TIME ATENDEE WEBINAR

HYBRID ATTENDEE WEBINAR

THANK YOU VIDEO EMAIL

POST EVENT WEBINAR

WHITEPAPER

ONSITE GENIUS BAR LIVE MINDMAPPING
image credit: Sam Smith & Ruud Janssen

CONTENT SNIPPET STREAMING

PHASE 3

PHASE 1

PHASE PHASE 22

PHASE 3

2011 CONGRESS

2012 CONGRESS

NEW MEDIA DASHBOARD

EVENT VIDEO

SOCIAL NETWORKS

WEBINAR

CONTENT NEW MEDIA REPURPOSING DASHBOARD

EVENT VIDEO

WHITEPAPER

BLOGS

FIRST TIME ATENDEE WEBINAR

HYBRID ATTENDEE WEBINAR

THANK YOU VIDEO EMAIL

POST EVENT WHITEPAPER WEBINAR

image credit: Sam Smith & Ruud Janssen

what do you put in & what would you like to get out?

= conversion

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where do you need to pay attention?

listening stations

presence engineering

content creation

blogger relations

utility applications

employee mobilization

viral mobilization

crisis management

search engine optimization

crowdsourcing

brand strategy

web development

alliances

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measurement analytics

creative

Altimeter Group asked 140 Corporate Social Strategists: “What three external (go-to-market) social strategy objectives will you focus on most in 2011?”

Source: Survey of Corporate Social Strategists, Altimeter Group, 2010

5 steps to more social media friendly event websites

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1

rich & fresh content

Let’s consider an event website

where do website visitors come from?

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can your visitors find their why?

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what & whom are they looking for?

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how do they wish to engage?

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are they socially motivated?

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or just to convince their boss

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how attractive is your proposition?

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and who is it for?

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when do they need what?

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how do you keep them connected?

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where do you have the conversation?

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how is the content relevant?

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what resources do you have?

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and can you sustain the efforts?

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do you offer enough variation?

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and is it worth the effort?

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does it lead to conversion?

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5 steps to more social media friendly event websites

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2

social content

who’s listening?

Social media is about getting others to tell our stories for us

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we want to do business with a person

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we want to connect to the real thing

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and we trust our friends
Tripadvisor launched Facebook’s Instant Personalization feature in Dec 2010, offering friend ratings, reviews and travel history

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and near realtime information

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created by the community

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we want the backstage scoop

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right here right now
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enablers of social networking

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your turn | activity 1

What forms of social interaction do you see on your event website today?

which functionalities do you use in your organization’s website?

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we want the full picture

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and see what get’s traction

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5 steps to more social media friendly event websites

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3

mobile interaction

how portable is your website?
image credit: Genius Bar mashup adapted by Ruud Janssen ( genius bar logo to be designed in line with brand guidelines)

compatible with phones & tablets?
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what your website looks like on an ipad?
check on http://www.ipadpeek.com

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5 steps to more social media friendly event websites

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easy to share

what and who do they care about?

engage based on a user’s mode

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I tell my friends about your brand

not because I like your brand
but because I like my friends

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Exclusive deals or offers

36.90% 32.90% 18.20% 6.20% 5.00% 0.70%

59.90%

NO

40.10%

YES

i am a current customer. Interesting or entertaining content. Other people I know are fans of the brand. Service, support or product news Other

have you ever “friended” a brand on Facebook or MySpace?

what is the primary reason you “friend” a brand?

Source: Razorfish study

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Exclusive deals or offers.

43.50% 23.50% 22.70% 6.30% 3.50% 0.40%

74.50%

NO

25.50%

YES

i am a current customer. Interesting or entertaining content Other people I know are fans of the brand. Service, support or product news Other

have you ever followed a brand on Twitter?

what is the primary reason you follow a brand on Twitter?

Source: Razorfish study

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affiliate marketing & sharing

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website in transition?

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keep the dialogue going

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social media layer over your site

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facebook layer over your site

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video layer over your site

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sharing layer over your site

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contact layer over your site

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tracking your engagement & benefits

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www.paywithatweet.com

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which functionalities do you use in your organization’s website?

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does your website engage in conversation?

image credit: Genius Bar mashup adapted by Ruud Janssen ( genius bar logo to be designed in line with brand guidelines)

where is your audience?

5 steps to more social media friendly event websites

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5

really simple to syndicate

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RSS - Really Simple Syndication
social content
Channel content is promoted and posted to blogs.

blogosphere

search

Channel content is posted to profiles.

Profiles drive traffic to the content channels.

Profiles are promoted to the blogs. Blogs will drive traffic and members to the profiles. Friends and fans join your network.

Original branded content and utility

social networks

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DASHBOARD

WPC20

©TNOC | DASHBOARD
image credit: adapted for demo purposes only

how communities are built

image credit: David Armano adapted by Ruud Janssen &

your site = point to place

image credit: © TNOC | Ruud Janssen

where do you need to pay attention?

listening stations

presence engineering

content creation

blogger relations

utility applications

employee mobilization

viral mobilization

crisis management

search engine optimization

crowdsourcing

brand strategy

web development

alliances

measurement analytics

creative

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activity 2

What social media element would you like to add to your site? before - during - after

5 steps to more social media friendly event websites

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The Essentials of Creating a Social-Media Friendly Event Site
Presented by Ruud Janssen, CMM
13 April 2011

www.tnoc.ch ruud.janssen@tnoc.ch @ruudwjanssen

where to start?

www.tnoc.ch ruud.janssen@tnoc.ch @ruudwjanssen

From Clipboards to iPads: Mobile Apps for the Meeting Planner
Presented by Midori Connoly, Sam Smith & Ruud Janssen
18 May 2011
Technology Series: Part 5 of 5 Meeting planners were some of the first people to carry mobile phones – the immediacy of communications and urgent nature of our meeting industry required constant contact. Today almost every meeting planner has a phone in their pocket, purse or strapped to a belt – but are we utilizing these mobile devices to their fullest extent? What mobile applications and functionalities are available for these devices beyond an email inbox and speaker phone? Learning Objectives:

•Learn how the iPad is more than just a smaller version of a laptop •Find time-saving strategies using mobile features

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