Hybrid Creative Agency

BrandingAdvertising

Design Social Media Marketing

Online Activation Website design & build

Sponsorship Rights Management

How to engage your audience online

1. Pre-event2. During3. After

4. Throughout

The tools at your disposal

Social Networks

The process of selling hasn’t changed.The process of buying has...

Why use them?

Inbound Marketing?

• Focuses on earning, not buying, a person’s attention• Done through social media, search and engaging content• Costs less and has better a ROI than Outbound

Why do it?

• 44% of direct mail is never opened.• 86% of people skip through television ads.• 84% of 25 to 34 year olds have clicked out of a website because of an “irrelevant or intrusive ad.”• c90% of all email is now spam• The cost per lead in outbound marketing is more than for inbound marketing.

WHAT IS SOCIAL MEDIA MARKETING?

“Social media marketing is a term that describes the use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer services.”

Wikipedia

Whyshould we

care?

Over 2/3 of the global internet population visit social networks

Visiting social sites is now the most popular online activity – ahead of email

Where to start?

Social Networks

Blog sites

Your own website

Evaluate your site

• Does it use Flash?• Does it work cross-browser?• Is it easy to navigate?• Is it fast to load?• Is it more than a company brochure?• Is there a clear call to action?• What is front and centre? Does it adhere to your brand?• Is there a search function?• Is it easy to get home?• How does it perform in search?• Is sharing made simple?

Email Marketing

Technologies

Event Specific Tech

Online Polls

Making it work for youpre-event

Create an event landing pagewith social media ‘share’ buttons and

SEO it

Crowd Source the

programming

Crowd Source the

programming

Facebook, Twitter and email

poll

Record video intros of the speakers and upload to YouTube

Social signups

On registration ask for:- Twitter @ name

- Facebook Profile- LinkedIn Profile

Social signups

Score your attendees’ influence

Social signups

Create buzzworthy

name badges

Create a Facebook page, then create an ‘event’.

Sell tickets on Facebook via Eventbrite

Create a LinkedIn ‘event’.

Advertise on LinkedIn

Create your event on

Promote all of this online presence via twitter

Use twitter ‘lists’ to builda target audience

Use twitter’s Retweet functionality as a competition

entry mechanism

Use Facebook’s ‘like’ functionas a competition entry mechanism

Register your event on Lanyrdthen use twitter to create a

pre-event community and buzz

Use a social dashboard to schedule messages and stay

across all your feeds

Create a twitter hashtag to create an event community

#abpcoconf12

Use a hashtag tool to disseminate the info on the

hashtag

Conference solution that creates a conference hub of all things related to your event: content tags, members and

contributors, photos, related websites, RSS feeds, Tweetups and event schedules, and videos.

Create Google and twitter alerts on the hashtag

Your VIP?

Show and tell. What’s worked for you and what hasn’t?

During

Use a twitter wall

Competitions, promos & giveaways during the event on

Twitter

Use technology to not only engage, but create a Wow! factor

http://www.youtube.com/watch?v=LqwDqN7LNsc

Set up a Flickr Page for the event

Mobile appsCreate a free app for

the event

Or use a commercial app for conferences

Real time programme infoBranded narrowcasting - event TV ads etcTwitter feedsPersonalised SMS messagesPrivate messaging to screensMobile voting

Social Checkins

Integrate with Facebook offline

Stream live video - for free!

Show and tell. What’s worked for you and what hasn’t?

After

Spread the content far and

wide

Share the presentations

Aggregate all the #hashtags on your site or email a PDF to

attendees

Share your event stats as an infographic via your social

networks

Share videos on YouTube and your site

Deal with feedback

Use your blog

Blogging

It’s like your 5-a-day

Good for you.But you don’t

necessarily enjoy it.

Let me show youan easier way

Blogging doesn’t have to be 400 words.

Blogging doesn’t have to be 400 words.

(Although it should be)

Blogging can be 140 characters or less

“Oh, I can’t think what to say.”

There are plenty of blog topic websites.

However we believe it’s easier and more inspirational to think ‘what sort’ rather than ‘what’.

There are around 25 different blog styles in the world.

Here are my top 6.

Insight Blogging

Sharing sector intelligence, original ideas, commentary or trends on a particular topic.

Piggyback BloggingWriting about a topic that is currently popular in the news

Life BloggingAlso called reality blogging, this involves a blog post sharing the story of something that happened to you in your personal life.

Event BloggingSharing impressions, opinions and insights from an event or other gathering with others.

List BloggingThis is the highly popular format of the top ten (or any other number) lists about something. Blog posts in this type of format are frequently bookmarked and shared.

Evangelist BloggingPassionate blog post sharing an affinity and support for a cause or belief.These posts are meant to inspire others to believe in the same thing.

Don’t think ‘What shall I write?’ Think ‘What sort shall I write?’

Some more blogging and tweeting tips

Educate, assist and ask for feedback

Identify your reader

Who are you writing for?

Picture the person

Then ‘actually’ picture them

Imagine you’re writing for them alone

Find different anglesCURRENT HEADLINE: ‘Why customer service is our No.1 priority’

V.1 ‘Our five customer service goals’

V.2 ‘How we are redefining customer service’

V.3 ‘Take a peek at our customer service scorecard’

V.4 ‘How happy are your customers?’

V.5 ‘Unhappy customers? Here’s why.’

Write intriguing headlinesWrite Drunk. Edit Sober.

Why it’s sometimes right to think wrong.

What’s the earliest ad you remember as a

child?

How to get a Google+ invitation.

Wear you client’s shoes.

The curious case of incuriosity.

ALL OF THESE MAKE GREAT TWEETS

Make sharing easy

If it’s a longer blog, include social buttons

If it’s a tweet, make it as short as possible to allow for retweeting

Use headings to structure your post

Blogging summary400 words

One thought or idea per post

Always use a photo Write intriguing headlines

Promote via your social networks

Blogging is permission marketing rather than interruption marketing

Educate and inform

Be topical

SubscriptionsPage ViewsComments

Inbound linksFollowersRetweets

‘Likes’

WHAT DOES SUCCESS LOOK LIKE?

Badvocates

How to deal with unfavourable comments

1. @eventthinker The Wifi server at your conference wasn’t compatible with my laptop

2. @eventthinker I found the wifi at your conference a little unreliable. Maybe next time try using Bitbuzz instead

3. @eventthinker Event stinker more like. I bet your conference stank like a rancid cesspit of half-dead pigeons. @event101 much better

Dealing with unfavourable comments

1. Straight Problem – Someone has an issue with your product or service and has laid out exactly what went wrong.

Response is almost certainly necessary.

Whether that response is personal or a broad public-facing message depends on how widespread the problem is and how many people reported it.

If a real problem exists, steps should be taken to fix it and customers should be notified that those steps are being taken. Even a perceived rather than real problem should be given a response, if only to say, “Thanks for bringing it to our attention, but here’s why we use that particular server.’

Dealing with unfavourable comments

2. Constructive Criticism Many customers, including some of your most loyal, will use social media to suggest ways in which you can improve your product or service. While negative, it can be extremely helpful to receive.

Constructive Criticism requires a response.

Most times you won’t want to implement the advice but you’ll build loyalty and trust by responding to criticism with a positive message. It is well worth the effort to thank those consumers who took the time to provide you with a suggestion.

Dealing with unfavourable comments

3. Trolling Trolls have no valid reason for being angry at you. Also in this category are spammers, who will use a negative comment about your product or service to promote a competitor.

This category of negative feedback does not require a response. In fact, it is almost always best not to respond to Trolling or Spam. This type of feedback isn’t really feedback at all. It is designed either to bait you into an unnecessary and image-damaging fight, or to siphon off your customers using underhanded tactics. Always ignore this variety of feedback, and when appropriate, remove it as soon as you spot it.

Any questions?