Embracing Social Media and Hybrid Events

Ruud Janssen, CMM @ruudwjanssen www.tnoc.ch
©TNOC | 2011 | www.tnoc.ch
graphic source: Rego.ch

what is your objective?

“If you aim at nothing, you’ll hit it every time” zig ziglar

©TNOC | 2011 | www.tnoc.ch

1

content

2

continuity

context

4 3
connectivity

graphic source: David Armano adapted by Ruud Janssen

©TNOC | 2011 | www.tnoc.ch

would you like to test the waters?

©TNOC | 2011 | www.tnoc.ch

one message One message before Social Media… before social media

©TNOC | 2011 | www.tnoc.ch

©TNOC | 2011 | www.tnoc.ch

©TNOC | 2011 | www.tnoc.ch

one message One message before Social Media… after social media

©TNOC | 2011 | www.tnoc.ch

©TNOC | 2011 | www.tnoc.ch

©TNOC | 2011 | www.tnoc.ch

what is your objective?

“If you aim at nothing, you’ll hit it every time” zig ziglar

©TNOC | 2011 | www.tnoc.ch

do you have the essential skills?

©TNOC | 2011 | www.tnoc.ch

WORLDS ARE COLLIDING

FACE TO FACE MEETINGS

DIGITAL

image credit: Sam Smith & Ruud Janssen

WORLDS ARE COLLIDING

FACE TO FACE MEETINGS

DIGITAL

image credit: Sam Smith & Ruud Janssen

OPPORTUNITY

OPPORTUNITY
FACE TO FACE MEETINGS DIGITAL

Extend Dialogue Include More People Improved Interaction Alternative Formats

image credit: Sam Smith & Ruud Janssen

INCLUDE MORE PEOPLE

image credit: Sam Smith & Ruud Janssen

INCREASE INTERACTION

image credit: Sam Smith & Ruud Janssen

ALTERNATIVE FORMATS
TELEPRESENCE VIRTUAL WORLD

VIRTUAL

image credit: Sam Smith & Ruud Janssen

PHASE 1

SOCIAL NETWORKS

WEBINAR

BLOGS

FIRST TIME ATENDEE WEBINAR

image credit: Sam Smith & Ruud Janssen

image credit: Sam Smith & Ruud Janssen

PHASE 1

PHASE 2
LIVE BROADCAST TO HYBRID AUDIENCE VIRTUAL PANNEL SESSION

SOCIAL NETWORKS

NEAR REALTIME REPORTING WEBINAR

BLOGS

VIDEO LEADER

2 DAY SOCIAL MEDIA & HYBRID EVENT

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

POD VENTS

image credit: Sam Smith & Ruud Janssen

image credit: ©TNOC | Ruud Janssen

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

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

PHASE 1

PHASE 2
LIVE BROADCAST TO HYBRID AUDIENCE VIRTUAL EMCEE

PHASE 3

SOCIAL NETWORKS

NEAR REALTIME REPORTING WEBINAR CASE STUDY

NEW MEDIA DASHBOARD

EVENT VIDEO

BLOGS

FIRST TIME ATENDEE WEBINAR

2 DAY SOCIAL HYBRID MEDIA & HYBRID ATTENDEE EVENT COURSE

WEBINAR

THANK YOU VIDEO EMAIL

POST EVENT WEBINAR

WHITEPAPER

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

POD EVENTS

#ECTC11

WPC20

www.eventcamp.eu

image credit: adapted for demo purposes only by Sam Smith & Ruud Janssen

PHASE 1

PHASE 2
LIVE BROADCAST TO HYBRID AUDIENCE HYBRID CHALLENGES

PHASE 3

SOCIAL NETWORKS

NEAR REALTIME REPORTING WEBINAR CASE STUDY

NEW MEDIA DASHBOARD

EVENT VIDEO

BLOGS

FIRST TIME ATENDEE WEBINAR

2 DAY SOCIAL HYBRID MEDIA & ATTENDEE HYBRID EVENT

WEBINAR

THANK YOU VIDEO EMAIL

POST EVENT WEBINAR

WHITEPAPER

VIRTUAL EMCEE LIVE MINDMAPPING
image credit: Sam Smith & Ruud Janssen

POD EVENTS

2011 PHASE 3 PHASE 1

2014 PHASE 2 PHASE 3

EVENTCAMP EUROPE 2011
NEW MEDIA DASHBOARD EVENT VIDEO

SOCIAL NETWORKS

EVENTCAMP EUROPE 2012
WEBINAR CASE STUDY

NEW MEDIA DASHBOARD

EVENT VIDEO

WHITEPAPER

BLOGS

FIRST TIME ATENDEE WEBINAR

2 DAY SOCIAL MEDIA & HYBRID EVENT COURSE

THANK YOU VIDEO EMAIL

POST EVENT WHITEPAPER WEBINAR

image credit: Sam Smith & Ruud Janssen

what is your objective?

“If you aim at nothing, you’ll hit it every time” zig ziglar

©TNOC | 2011 | www.tnoc.ch

question to ask yourself







before we begin

©TNOC | 2011 | www.tnoc.ch

what do they see?

©TNOC | 2011 | www.tnoc.ch

what do they care about?

©TNOC | 2011 | www.tnoc.ch

how do they want to be listened to?

©TNOC | 2011 | www.tnoc.ch

what initiatives do they take?

©TNOC | 2011 | www.tnoc.ch

what touchpoints can you offer?
1 2 3

4

how do you connect the personal touchpoints
©TNOC | 2011 | www.tnoc.ch

what touchpoints are already in place?
1 2 3

4

what behaviour change do you want to see?
©TNOC | 2011 | www.tnoc.ch

ask yourself before you begin: what is your strategy?

“ tactics without strategy is the noise before defeat ” sun tzu

©TNOC | 2011 | www.tnoc.ch

conversation leveraging

gobal market community
organisation

personal

elements of social media
©TNOC | 2011 | www.tnoc.ch

strategy

personal communications objectives
Market, World

personal ‣ build a personal brand

Community

‣ generate leads ‣ build network value ‣ keep informed ‣ establish expertise

Organization

Personal

©TNOC | 2011 | www.tnoc.ch

internal communications objectives
Market, World

internal communicationsideas ‣ generate

‣ document knowledge ‣ improve retention ‣ reduce costs ‣ identify leaders ‣ communicate quickly ‣ strengthen culture

Community

Organization

Personal

©TNOC | 2011 | www.tnoc.ch

customer communications objectives
Market, World

Community

customer ‣ generate ideas communications ‣ build brand reputation

‣ gain referrals ‣ energize enthusiasts ‣ cheap, fast research ‣ reduce support cost

Organization

Personal

©TNOC | 2011 | www.tnoc.ch

market communications objectives
Market, World

market communications ‣ increase visibility

Community

‣ market intelligence ‣ competitor intelligence ‣ brand intelligence ‣ crisis mitigation

Organization

Personal

©TNOC | 2011 | www.tnoc.ch

implementation:

grow from your comfort zone slowly
Market, World Community Organization

Personal

I can get my feet wet

we can keep it private

we could always pull the plug

OMG what if they say something bad?

...but start listening at all levels now
©TNOC | 2011 | www.tnoc.ch

implementation:

strength at one level can be leveraged to the next level
Market, World Community Organization

Personal

leaders ignite team participation

teams create and contextualize messages to outside world

brand evangelists multiply and echo the message everywhere

...but start listening at all levels now
©TNOC | 2011 | www.tnoc.ch

©TNOC | 2011 | www.tnoc.ch

graphic source: Rego.ch

tactical elements of social media

©TNOC | 2011 | www.tnoc.ch

implementation:
each tool has it own strengths and weaknesses
fast followers, faster news shallow friends, noisy

deep connections, viral private, slow building great control, unlimited content slow building, commitment
©TNOC | 2011 | www.tnoc.ch

Personal

Friend request your address book contacts

Friend request Facebook/ LinkedIn recommendations

Research contact’s personal profile

Nice to hear from you! Let’s do lunch!

Answer LinkedIn Questions in your area of expertise

Follow up with requestor, request friend connection

intelligence: social networks for lead generation
©TNOC | 2011 | www.tnoc.ch

Organization

Social Media Policy
version 1.0

www.myswitzerland.com Version: Sunday, 8 May 2011 ©TNOC | 2011 | www.tnoc.ch

Switzerland Convention & Incentive Bureau

Social Media Policy Proposal SCIB

Prepared for: Barbra Albrecht, General Manager Switzerland Convention & Incentive Bureau (SCIB) Prepared by: Ruud Janssen, CMM, Managing Director TNOC Version date: 8 May 2011

intelligence: internal wikis and networks
©TNOC | 2011 | www.tnoc.ch

Community

Appendix 6: Overview of Strategic and Official Partners.
Strategic Partners

Official Partners

intelligence: community idea forums
Switzerland Tourism

Medium-term Planning 2012–2014 | 50

©TNOC | 2011 | www.tnoc.ch

Market, World

intelligence: community idea forums
©TNOC | 2011 | www.tnoc.ch

Market, World

intelligence: analytics dashboards
©TNOC | 2011 | www.tnoc.ch

Market, World

intelligence: conversation mining
©TNOC | 2011 | www.tnoc.ch

Market, World

intelligence: identifying top contributors, translation options & conversation mining
©TNOC | 2011 | www.tnoc.ch

conversation leveraging

gobal market community

listening [intelligence]

organisation

messaging [advertising]

personal

elements of social media
©TNOC | 2011 | www.tnoc.ch

strategy

defining your strategy map

©TNOC | 2011 | www.tnoc.ch

from the perspective of the users

©TNOC | 2011 | www.tnoc.ch

to drive business results

©TNOC | 2011 | www.tnoc.ch

tactical elements of social media

©TNOC | 2011 | www.tnoc.ch

ask yourself before you begin: what is your objective?

“If you aim at nothing, you’ll hit it every time” zig ziglar

©TNOC | 2011 | www.tnoc.ch

tactical elements of social media

©TNOC | 2011 | www.tnoc.ch

interested?

©TNOC | 2011 | www.tnoc.ch

are you prepared to join a workshop?

©TNOC | 2011 | www.tnoc.ch

or do you prefer to be last in line?

©TNOC | 2011 | www.tnoc.ch

would you like to test the waters?

©TNOC | 2011 | www.tnoc.ch

are you ready to take the next step?

©TNOC | 2011 | www.tnoc.ch

Wednesday 7 & Thursday 8 September 2011 2 day Social Media & Hybrid Events Course Friday 9 September Application of course curriculum in the inaugural Event Camp Europe

©TNOC | 2011 | www.tnoc.ch

http://www.roiweek.org

©TNOC | 2011 | www.tnoc.ch

embracing social media and hybrid events
Ruud Janssen @ruudwjanssen www.tnoc.ch
©TNOC | 2011 | www.tnoc.ch

Ruud Janssen, CMM
©TNOC | The New Objective Collective www.tnoc.ch ruud.janssen@tnoc.ch
Crafting Live, Hybrid & Digital Footprints™ for Organisations and Events
Bespoke social media strategies & online collaboration solutions Accredited MPI global trainer & facilitator TEDxBasel Founder & Curator MPI international board of directors Board member Meeting Support Institute Board member Project Meeting Architecture Judge of EIBTM Worldwide Technology Watch Awards

Captivate | Cultivate | Elevate
©TNOC | 2011 | www.tnoc.ch

inspiration and (re)sources:

‣www.tnoc.ch ‣www.tnoc.posterous.com

‣www.slowfoodconcept.posterous.com ‣www.interactivemeetingtechnology.com

‣www.scribd.com ‣www.twitter.com ‣www.twubs.com/tnoc ‣www.twubs.com/myswitzerland ‣www.flickr.com ‣innovationinsight ‣www.hootsuite.com ‣www.bluewiremedia.com.au ‣www.rega.ch
©TNOC | 2011 | www.tnoc.ch

‣www.tedxbasel.com ‣www.myswitzerland.com ‣www.wordpress.com ‣www.ted.com ‣www.mpiweb.org
Twitter # hashtags to search ‣#eventprofs ‣#engage365 ‣#TNOC ‣#ROIweek

Ruud Janssen, CMM
©TNOC | The New Objective Collective www.tnoc.ch
Crafting Live, Hybrid & Digital Footprints™ for Organisations and Events
Bespoke social media strategist & online collaboration enabler TEDxBasel Founder & Curator MPI international board of directors Board member Meeting Support Institute Board member Project Meeting Architecture Judge of EIBTM Worldwide Technology Watch Awards Accredited MPI global trainer & facilitator

Captivate | Cultivate | Elevate

©TNOC | 2011 | www.tnoc.ch

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