A BRAND CONTENT AGENCY
IAN IRVING GROUP STRATEGY DIRECTOR
SUCCESSFULLY INTEGRATING SOCIAL MEDIA INTO YOUR LIVE COMMUNICATIONS
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SOCIAL MEDIA MYTHS
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LETS FIRST GO THROUGH SOME SOCIAL MEDIA MYTHS…
1.It’s for kids
2.It’s for B2C not B2B
3.Theres no ROI
4.It would be a waste of staff time to monitor
5.Customer complaints will become public
6.People won’t care what we have to say
SOCIAL MEDIA FACTS
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27%OF TOTAL UK INTERNET
TIME IS SPENT ON SOCIAL NETWORKING SITES.
15%OF TOTAL UK
MOBILE INTERNET IS SPENT ON SOCIAL
NETWORKING SITES.
52%OF ALL MARKETERS
HAVE FOUND A CUSTOMER VIA
FACEBOOK IN 2013
CURRENT RESEARCH PREDICTS THAT UK RETAIL SALES DIRECTLY VIA SOCIAL MEDIA ARE FORECAST TO GROW TO £290M BY 2014 FROM £210 (A RISE OF 44%) AS MORE AND MORE BRANDS TARGET CONSUMERS WITH PERSONALISED
OFFERS AND DEALS THROUGH SOCIAL NETWORKS.
ON FACEBOOK, BRAND POSTS GET
HALF OF THEIR REACH WITHIN 30 MINUTES OF BEING POSTED.
COMPANIES THAT GENERATE MORE
THAN 1.000 FACEBOOK LIKES ALSO RECEIVE
NEARLY 1.400 WEBSITE VISITS A DAY.
SOCIAL MEDIA PRODUCES ALMOST
DOUBLE THE MARKETING LEADS OF THE TRADE
SHOWS, TELEMARKETING, DIRECT MAIL, OR PPC
(PAY PER CLICK).
74%OF MARKETERS SAY
FACEBOOK IS IMPORTANT TO THEIR LEAD GENERATION
STRATEGIES.
21%OF ALL MARKETERS SAY THAT SOCIAL MEDIA HAS
BECOME MORE IMPORTANT TO THEIR COMPANY OVER THE
PAST SIX MONTHS.
85%OF FANS OF BRANDS ON FACEBOOK RECOMMEND
BRANDS TO OTHERS COMPARED TO 60% OF
AVERAGE USERS.
SOCIAL MEDIA FACTS
OF SOCIAL MEDIA LEAD CONVERSION RATES ARE
13% HIGHER THAN THE AVERAGE LEAD
CONVERSION RATE.
13%
SOCIAL MEDIA SHARING
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92% 89% 81% 85% 58%
77% 86% 67% 61% 36%
24% 26% 18% 22% 20%
FRIENDS
SOCIAL NETWORKS EMAIL INSTANT MESSAGE BLOGS MESSAGE BOARDS
FAMILY
COLLEAGUES
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SOCIAL MEDIA DRIVE SALES!
SOCIAL MEDIA
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Your mission is to create fans because fans will follow you through thick and thin. "
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SOCIAL MEDIA NEEDS
110% COMMITMENT
YOU CAN’T JUST DIP YOUR TOE IN…
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“A BRAND IS NO LONGER WHAT WE TELL THE CONSUMER IT IS - IT IS WHAT CONSUMERS
TELL EACH OTHER IT IS.” """
© 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
“Our head of social media is our customer” "
- McDonalds "
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© 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
3/4 of event organisers consider social media a very important marketing instrument.
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HOW IMPORTANT ARE SOCIAL NETWORKS AS MARKETING INSTRUMENTS FOR AN EVENT ORGANISER?
10%
15%
75%
NEUTRAL
NOT IMPORTANT AT ALL
VERY IMPORTANT
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IT’S IMPORTANT TO ACTIVATE THE RELEVANT PLATFORM
FACEBOOK 78%
TWITTER 56%
LINKEDIN 49%
YOUTUBE 42%
GOOGLE+ 39%
BLOGS 29%
XING 28% PINTEREST
15%
FLIKR 10%
FOURSQUARE 4%
OTHER 3%
NONE 1%
REMEMBER
© 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
It’s about being where it matters!!Research your audience
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GETTING PEOPLE TO YOUR EVENT
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. SELL TICKETS "
. DRIVE WEB TRAFFIC "
. INCREASE YOUR OWN SOCIAL COMMUNITY "
. INCREASE (UGC) USER GENERATED CONTENT "
. INCREASE EVENT AWARENESS + ENGAGEMENT
THE TACTICS
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BE STRATEGIC…
PRE EVENT AWARENESS
LIVE EVENT ENGAGEMENT
POST EVENT COMMUNICATION
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DEFINE THE AUDIENCE
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CHOOSE THE RIGHT SOCIAL PLATFORM
ACTIVATE THE RELEVANT CHANNELS
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CREATE EVENT LISTINGS IN THE APPROPRIATE COMMUNITIES
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DISTRIBUTE CONTENT + ENGAGE + INSPIRE YOUR AUDIENCE
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FACEBOOK POST
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ADD IN CALLS TO ACTION TO ATTEND THE EVENT
TWITTER LINKEDIN
2 DAYS TO REGISTER
REGISTER NOW FOR 15% DISCOUNT
"
"EARLYBIRD DISCOUNTS
"
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CONTENT IS KING
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“FOR A TRULY EFFECTIVE SOCIAL CAMPAIGN, A BRAND NEEDS TO EMBRACE THE FIRST PRINCIPLES
OF MARKETING, WHICH INVOLVES BRAND DEFINITION AND CONSISTENT STORYTELLING”
"""
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“IF YOU DO NOT HAVE GREAT CONTENT IT DOES NOT MATTER AT ALL HOW YOU DELIVER IT”
"""
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LIVE EVENT ENGAGEMENT
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PEOPLE WILL BE CHECKING IN TO YOUR EVENT ON SOCIAL MEDIA. ""
GEOSOCIAL NETWORING
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LIVE TWEETING + INSTAGRAM
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FACEBOOK UPDATES
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Own all of these social interactions create the @Twitter handles and use #Hashtags "
"
Encourage your audience to interact and share. This creates user generated content, Retweets and followers!
#OWNERSHIP "
"
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POST EVENT COMMUNICATION
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RETAIN THE COMMUNITY YOU HAVE CREATED AND KEEP THE CONVERSATION FLOWING…
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Tools: "
. Video "
. Photo’s "
. Q + A’s "
. Presentations "
. Polls and surveys "
"
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ENGAGE WITH A CONTINUED FLOW OF ENGAGING AND RELEVANT CONTENT
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TO SUMMARISE. Define your target audience "
. Research the appropriate platform for your audience "
. Create engaging content "
. Run engaging social activity "
. Keep the conversation flowing post event "
"
CONCLUSION:
© 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) �37
The marketing of events by means of social media continues to be a very important communication instrument to the events industry…
BUT IT NEEDS COMMITMENT!
THANK YOU
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ANY QUESTIONS?
TALK TO USHQ 194 HERCULES ROAD LONDON SE1 7LD
GROUP STRATEGIC DIRECTOR IAN IRVING [email protected] T. +44(0)207 202 4800 M. +44(0)777 571 6661
© 2013 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
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