Elite Marketing Alliance/HSMAI Social Media/SEO/Analytics presentation in Boca Raton, Florida. Delivered by Steven Herron and Christopher Regan for HyperDisk Marketing.

How to leverage Social Media for meetings, symposiums and conventions. Social Media Travel and Conference Planners PowerPoint deck produced by Christopher Regan.

Transcript

1. SM | MEETINGS | PATHS TAKEN | ROI Christopher Regan | Director, Search & Social | Hyperdisk http://bit.ly/75aCF
2. Takeaways: • Who is SM? Where is SM? • Meetings + SM: meant to be? • Tools for SM • Using SM for your meetings’ successes • What is ROI? • How might I gauge ROI? • PDF of presentation as reference And answers to your questions.... Christopher Regan | Director, Search & Social | Hyperdisk
3. Question Question Question Which Social Media platforms are you using? a)Facebook b)LinkedIn c)Twitter d)All three
4. Who? Meetings Professionals on SM? Big time. 4 http://bit.ly/2mqEzP http://www.mcmag.com http://www.universalmccann.com
5. Meetings Professionals & meetings in SM.
6. Three years of survey results on how businesses use new Web technologies and tools. SEPTEMBER 2009 http://bit.ly/nXxDu McKinsey Quarterly conducted the most recent survey online in June 2009 and received 1,695 responses from executives across industries, regions, and functional specialties. In 2008, the survey received 1,988 responses; in 2007 it received 2,847 responses. The “purpose” results were calculated based on all respondents who were using any Web 2.0 technology for the particular purpose indicated (for example, lowering purchasing costs). Each percentage represents the proportion of these respondents who are using a particular technology for a particular purpose and offers a useful way of comparing the relative importance of each technology. Who? Executives in SM. Big time.
7. Facebook Generation Carries Social Software in the Enterprise By: Clint Boulton 2009-08-06 Facebook, MySpace and Twitter, along with blogs, wikis, RSS feeds and other messaging and collaboration tools, are finding their way into the workplace as enterprise applications. Analysts from Nielsen Norman, IDC and Gilbane say front-line workers are leading the charge, forcing senior management to go with the flow or stem the tide. The Facebook Generation wants to network with colleagues to communicate and collaborate. Who? Executives’ employees in SM. http://bit.ly/u7Jm7
8. People in SM. http://bit.ly/ONwYZ http://bit.ly/19COqF http://bit.ly/V6yVO
9. Where? Gmail on Facebook. http://bit.ly/Z60m7 http://bit.ly/3Pz8Dk
10. Twitter on Facebook? http://bit.ly/tbws9
11. Twitter on Outlook? http://www.techhit.com/
12. Facebook on Outlook? http://bit.ly/kHHBi Where? Twitter and Facebook on Outlook. Yikes…
13. A moment to breathe. Not to mention iPhones, Blackberries, or 35% of Tweets are from mobile phones… Christopher Regan | Hyperdisk
14. Meetings are Social Events? Yes, no? Question Question Question
15. Yes, meetings are social events.
16. Yes, meetings are people/social events. Characteristics: self-selecting groups coming together 1:1 | 1 to many | group to group | interaction Social Media = Social Meetings = People
19. Social Media, and Sales Workflows: well, let’s complicate simplify… http://bit.ly/BscAy And here we go…
20. An example: Super Conference An upcoming conference of enormous value to you personally, strategically and professionally is coming soon. Hint: we’ll be using Social Media to assist Super Conference’s success. (Please hold that thought…)
21. Strategy for Building Community creating greater attendance and repeat attendance – How are you monitoring “review websites?” – What is being said about you? – Is your brand message carrying through? – Does the consumer like what your selling? – Mobilize your resources to respond and join conversation – Create entries and responses to blogs – Post guest comments and feedback – Shape your message – Create your own network – Create followers – Expand your reach and links – Create incentives for success – Be real, be creative – Start engaging, stop “selling” Listen Respond Participate 21
23. http://www.onriot.com http://www.primalfusion.com http://www.sphinn.com http://www.socialmention.com http://www.evite.com http://www.eventful.com http://flock.com http://ning.com http://www.tweetfunnel.com http://www.followbase.com http://www.gather.com http://www.tweetfunnel.com http://bit.ly/ http://google.com/analytics/ http://www.linkedin.com http://upcoming.yahoo.com http://www.twitter.com http://www.facebook.com http://my.peoplebrowsr.com http://www.peoplebrowsr.com http://www.hellotxt.com IJDGI IJDGI: Twitter IJDGI: Facebook
24. http://www.linkedin.com http://upcoming.yahoo.com http://www.twitter.com http://www.facebook.com http://my.peoplebrowsr.com http://www.peoplebrowsr.com http://www.hellotxt.com http://bit.ly/ http://google.com/analytics/ IJDGI IJDGI: Twitter IJDGI: Facebook 1) Linkedin: to announce, cultivate professionally | professional-to-professional 2) Yahoo’s Upcoming: to announce, cultivate | across-the-board 3) Twitter: to announce, cultivate | across-the-board 4) Facebook: to announce, cultivate | across-the-board 5) PeopleBrowsr: to highly cultivate, assess, report | across-the-board 6) Hellotxt: to update your status across all of your social networks from one SM platform (if mobile is desired use http://m.hellotxt.com/) 7) Google Analytics: to track very easily visits to event’s website’s pages | tracking 8) Bit.ly: to track all clicks for all postings made regarding your event | tracking How? You, your team, your interns, your team and your clients, or your digital marketing agency.
25. Quickly: PeopleBrowsr: full engagement across all SM platforms….with learning curve, though
26. Again, ignore the noise.
27. 27 But, just to mention three others that further tie together SM and SEO… Meeting website http://bit.ly/LhAvI - Twine http://bit.ly/5v73H - YouTube http://bit.ly/5v73H - Knol
28. Our example: Super Conference A conference of enormous value to you personally, strategically and professionally is coming really, really soon.
29. Before Conference: “Attending the upcoming Super Conference will be fantastically beneficial for you and your colleagues. The conferences speakers and meetings will be of enormous value to you personally, strategically and professionally.” This year’s Super Conference will feature Wilma F. and Barney R., both rockin’ experts in their fields, and an extensive Q&A after keynotes will kick-off your networking and learning experience in Boca this year. http://bit.ly/2lE6ix Super Conference’s agenda now available for your review. http://bit.ly/xyz123abc #superconf Dino D. has joined Super Conference’s speaker line-up. Her latest article is here: http://bit.ly/xyz123abc #superconf Betty Rubble, CTO of Bamm-Bamm industries, will be bringing her expertise to this year’s Super Conference re: “SM ROI: Fact, Fiction or Pyrite?” #superconf G.G. Granite and J.J. Slate of Arkenstone Rocks will now lead a new, Thursday afternoon session, entitled “Shale: where’s the gold” at Super Conference. One-day attendance tickets now on sale: http://bit.ly/xyz123abc Jill Schmeglap take on the industry’s emerging trends over at Emerging Trends: http://bit.ly/xyz123abc #superconf -- also, two weeks before early Super Conference discount ends. Super Conference Avatar Group’s marketing team to the list of attendees. Make sure you’ve taken advantage of the Early Bird specials at Super Conference website: http://bit.ly/xyz123abc #superconf What will you be asking about/whom do you want to meet at the Super Conference? #superconf FB wall posts, re-posts, tweets, re-tweets, comments
30. Question Question Question Before: how many of you utilize at least one Social Media platform to market both your meeting services and market the meeting & events you manage for your clients? Engaging in pertinent, timely, helpful event- based dialogues with your clients meetings attendees, before, during and after…
31. During Conference: “You are attending this year’s Super Conference that is fantastically beneficial to you and your colleagues. The conferences speakers and meetings are all happening just for you, and we hope you’ll find your experience of enormous value, personally, strategically… Super Conference speakers Wilma F. and Barney R. released the white paper referred to during their morning session: http://bit.ly/2lE6ix Super Conference session “How to Move Mountains, Boulders and All” moved to 4:00 from 3:00. See you there! http://bit.ly/xyz123abc #superconf Dino D. has joined Super Conference’s speaker line-up. Her most recent follow-up article is here: http://bit.ly/xyz123abc #superconf. And, new speakers added here: http://bit.ly/xyz123abcnew Bamm-Bamm industries, will now be sponsoring a pre-dinner wine discussion at 5:30 at The Cave, off the lobby. #superconf Arkenstone Rocks invites you to pick-up their new product catalogue at main reception (free t-shirt included). Tell them which products you want discussed tonight at the dinner! Jill Schmeglap wants to know what 5 take-aways you got from the a.m. session. What are yours? Super Conference Avatar Group’s leading tomorrow’s Canadian doubles round-robin @6:30 a.m. FB wall posts, re-posts, tweets, re-tweets, comments
32. Question Question Question During: would your clients’ conferences and your clients’ conference-attendees benefit from such communication? Engaging in pertinent, timely, helpful event- based dialogues with your clients meetings attendees, before, during and after…
33. During: example, last week’s Affordable Meetings conference
34. After Conference: “You attended this year’s Super Conference that was fantastically beneficial to you and your colleagues. The conferences speakers and meetings are all happening just for you, and we hope you’ll find your experience of enormous value, personally, strategically…” Thank you joining us. Super Conference speakers Wilma F. and Barney R. released the new white paper referred to during their Tuesday session: http://bit.ly/2lE6ix Super Conference PDFs of all Monday and Tuesday’s speakers found now at: http://bit.ly/abcxyz Dino D. has joined next year’s #Super Conference’s speaker line-up. Her Blog about the conference is found at: http://bit.ly/xyz123abcnew Bamm-Bamm industries, the platinum Super Conference sponsor, invites to sign-up for your free gift at http://bit.ly/xyz123abcfreegift Arkenstone Rocks can mail you their new printed catalogue. It’s at: http://bit.ly/xyz123abcfreegift Jill Schmeglap has compiled the 5 take-aways you got from his a.m. session. http://bit.ly/JimS Super Conference sponsor Avatar Group product hot-line ready for your calls: 888.555.1234 Super Conference IV VIP sign-up at 30% discount now ready for you at: http://bit.ly/xyzVIP FB wall posts, re-posts, tweets, re-tweets, comments
35. Question Question Question After: would your clients’ conferences and your clients’ conference-attendees benefit from such communication? Engaging in pertinent, timely, helpful event- based dialogues with your clients meetings attendees, before, during and after…
36. http://bit.ly/14D91X http://bit.ly/wsZIw
37. http://bit.ly/13CIz3
38. http://bit.ly/1pegEB
40. SM | MEETINGS | PATHS TAKEN | ROI Christopher Regan | Director, Search & Social | Hyperdisk
41. It's All fun & Games until Someone asks for… | Social Media Christopher Regan, Hyperdisk | cregan@hyperdisk.com
42. It's All fun & Games until Someone asks for ROI… | Social Media Answer a) true or… b) false or… c) none of the above Question Question Question
43. It's All fun & Games until Someone asks for ROI… | Social Media Answer a) true b) false c) none of the above
44. ROI by visits: Google Analytics Question Question Question Do you monitor the meeting’s website analytics (looking for search terms, referring websites) up-to the meeting/event’s occurrence? Yes, no?
45. ROI BY CLICK http://bit.ly/ivALn
46. ROI by impressions, re-tweets 46 Quality tactics yield quality results http://tweetreach.com/ http://retweetist.com/ http://www.dailyrt.com/
47. ROI: vague data points are always available… http://www.grader.com
48. ROI: super vague data points?
49. http://www.thesearchmonitor.com http://www/vitrue.com Garden Hose data points?
50. http://no-mans-blog.com/
51. Posted: 10:00 AM August 28, 2009 Scobleizer: Exploring the 2010 Web Also, Where social media and innovation intersect Perhaps, this is where you might start. Engagement by conversation and sales?
52. ROI hypothetical quick run-through: Let’s keep this simple, for the time-being? Example: October booking push yields 1)Assume 1000 very-high quality Twitter followers. 2)Assume 250 Fans. 3)Assume website has extensive SEO effort, including very long long-tail. 4) 90 high-quality tweets over campaign month 5) 60 re-tweets 6) 60 quality FB wall posts/30 comments Examples: DC Blues Festival, National Hispanic Heritage Month, Kennedy Center Prelude Festival 2009
53. Let’s keep this simple, for the time-being [Hypothetical case]? (Note: all CTRs are tracked.) Tactical Revenues ÷ Tactical Expenses[25 hrs. (agency one time set-up, training)a (prorated?) + 10 hrs./mo. (client hrs.)b + 20 hrs./mo. (agency monitoring/enhancing/addt’l patforms – Twine, Lunch, etc.)c + 10 hrs./ mo. (agency SM SEO)d] ÷ Tactical Expense= ROI to-date or Revenue ÷ Expense (investment)=ROI. NOTE: Joie de Vivre is used only as a graphical hypothetical example below – ROI numbers are intended only as guidance for your campaign’s SM ROI projections. Example: October booking push yield A: $4,700 B: $20,700 [30 days, 3 rms./nite, $230/nite, 90 nites] from push C: 440% (22.7% of revenue): ~4.4 times PPC campaign?: A: $5000 ($2.0 CPC, 2500 CTRs, 2.5% conv.; 63 nights, B: $14,490; @ 3.0% conv., 75 nights, B: $17,250) Examples: DC Blues Festival, National Hispanic Heritage Month, Kennedy Center Prelude Festival 2009 Note: client, $75; agency, $125; a=200, b=750, b=2500, d=1250
54. We haven’t talked about SEO, though, have we? Example: October booking push yields 1) Assume 1000 very-high quality Twitter followers. 2) Assume 250 Fans. 3) Assume website has extensive SEO effort, including very long long-tail. 4) 90 high-quality tweets over campaign month 5) 60 re-tweets 6) 60 quality FB wall posts/30 comments
55. 55 Strong, authoritative Backlinks: a few of the 28,000+ links For those understanding SEO: SM contributes to SEO http://www.twine.com
56. ROI | YOUR ROAD?| MEETINGS | SM ROI = Return on Investment by clicks? ROI = Return on Interest? ROI = Return on Engagement? ROI = Return on Influence? ROI = Return on Intelligence (building community, compiling feedback for client/product group and meeting’s sponsors)? ROI = Return on Ignorance (no SM)?
57. | YOUR ROAD?| MEETINGS | SM Thank you. Christopher Regan | Director, Search & Social | Hyperdisk
58. Appendix Christopher Regan | Director, Search & Social | Hyperdisk http://www.hyperdisk.com | cregan@hyperdisk.com 949.442.9850
59. SM developments on the horizon http://bit.ly/G61h4 http://bit.ly/10unbK -- 5 ways (above) http://bit.ly/4iTemh -- Tech specs http://bit.ly/4vGhG -- updates
60. http://searchenginewatch.com/3634710
61. http://bit.ly/1aySbC
62. Don’t us a PR agency for your SM http://bit.ly/e10LY
63. Additional Social Media resources plus many more added as of 09.11.09 via SEO Optimize: http://bit.ly/iF2V3 • Yelp: Make yourself the owner of your properties listing(s) and monitor reviews (respond directly) • Twine: Establish an account and learn how to submit to Twine while tweeting simultaneously (very heavy SEO pay-off) • Lunch.com: Establish and account and grow your postings (heavy SEO pay-off) • LinkedIn: LinkedIn is a popular networking site where alumni, business associates, recent graduates and other professionals connect online. • Ecademy: Ecademy prides itself on "connecting business people" through its online network, blog and message-board chats, as well as its premier BlackStar membership program, which awards exclusive benefits. • Focus: Focus is a business destination where business professionals can help each other with their purchase and other business decisions by accessing research and peer expertise. Most importantly, Focus provides open, quality information for all businesses that is freely available, easily accessible, and community powered. • YorZ: This networking site doubles as a job site. Members can post openings for free to attract quality candidates. • Xing: An account with networking site Xing can "open doors to thousands of companies." Use the professional contact manager to organize your new friends and colleagues, and take advantage of the Business Accelerator application to "find experts at the click of a button, market yourself in a professional context [and] open up new sales channels." • Care2: Care2 isn't just a networking community for professionals: It's touted as "the global network for organizations and people who Care2 make a difference." If your business is making efforts to go green, let others know by becoming a presence on this site. • Gather: This networking community is made up of members who think. Browse categories concerning books, health, money, news and more to ignite discussions on politics, business and entertainment. This will help your company tap into its target audience and find out what they want. • MEETin.org: Once you've acquired a group of contacts in your city by networking on MEETin.org, organize an event so that you can meet face-to- face. • Tribe: Cities like Philadelphia, Boston, San Francisco, New York and Chicago have unique online communities on tribe. Users can search for favorite restaurants, events, clubs and more. • Ziggs: Ziggs is "organizing and connecting people in a professional way." Join groups and make contacts through your Ziggs account to increase your company's presence online and further your own personal career. • Plaxo: Join Plaxo to organize your contacts and stay updated with feeds from Digg, Amazon.com, del.icio.us and more. • NetParty: If you want to attract young professionals in cities like Boston, Dallas, Phoenix, Las Vegas and Orlando Fla., create an account with the networking site NetParty. You'll be able to connect with qualified, up-and-coming professionals online, then meet them at a real-life happy-hour event where you can pass out business cards, pitch new job openings and more. • Networking For Professionals: Networking For Professionals is another online community that combines the Internet with special events in the real world. Post photos, videos, résumés and clips on your online profile while you meet new business contacts. 63 Christopher Regan | Director, Search & Social | Hyperdisk http://www.hyperdisk.com | cregan@hyperdisk.com 949.442.9850