GREEN BAY AREA CHAMBER OF COMMERCE - ACCE 2010/C113... · The Green Bay Area Chamber of Commerce created the Be A Social Media Rock Star event with the intent of fulfilling these

SYNOPSIS

NEEDS IDENTIFICATION: After hosting our first social media event, “What the Tweet Is Social Media Marketing?” in May in response to member demand, we received repeat requests for a hands-on learning and training opportunity on how to use social media for business. We proceeded to create and conduct the “Be A Social Media Rock Star” event in August 2009.

The first step we took in formulating the event was to review the survey feedback provided by attendees at the “What the Tweet Is Social Media Marketing?” event.

To ensure the content of the event was aligned with attendees’ needs, we – in collaboration with a social media member, Market-ingSavant – conducted an online survey, “A Report on the State of Social Media Marketing in Northeast Wisconsin” in June. The survey allowed us to gather:

• socialmediausagedata• insights on familiarity with social media marketing tools

and technologies• intentto learnmoreaboutsocialmediaasa functionof

their business marketing• measurementoftheirsocialmediaskilllevel

GREEN BAY AREA CHAMBER OF COMMERCE

Campaign and Programs –Special Event (5e)2009

Title of Campaign: Be A Social Media Rock Star

Entry Category: Campaign and Programs – Special Event (5e)

Telephone: 920.593.3423

Address: Green Bay Area Chamber of Commerce P.O. Box 1660 300 N. Broadway, Ste. 3A Green Bay WI 54305-1660

Contact: Lori Kaye Lodes, Marketing & Communications Manager

E-Mail: [email protected]

THE MISSION OF THE GREEN BAY AREA CHAMBER OF COMMERCE IS TO LEAD ECONOMIC AND COMMUNITY DEVELOPMENT 1

SUMMARY:The Green Bay Area Chamber of Commerce responded to members’ requests for social media-focused events by first delivering “What the Tweet Is Social Media Marketing?” in May 2009 and then “Be A Social Media Rock Star” in August. The follow-up event responded to attendees’ requests to learn how to create social media strategy and to obtain hands-on learning. We created a number of marketing vehicles to promote the events and associated survey – including traditional and social media. The result was a sold-out event to nearly 150 people that earned more than $4,000 in unbudgeted revenue for the Chamber.

Social Media Rock Star

SOCIAL MEDIA ROCK STAR LOGO

After obtaining this baseline read, we proceeded to organize the hands-on, interactive training event “Be A Social Media Rock Star.” Providing this event was a direct outgrowth of the survey results aligning with the Chamber’s mission statement to be the focal point of economic and community development. We opted to be the business resource in the community on how to use social media to enhance businesses’ livelihood.

To successfully accomplish this, we worked hand-in-hand with MarketingSavant and a number of subject matter experts in the areas of YouTube/video, blogging, Twitter, facebook, Linkedin and selling social media to the CEO.

OBJECTIVESThe Green Bay Area Chamber of Commerce created the Be A Social Media Rock Star event with the intent of fulfilling these objectives:

• Toattainaminimum80%+satisfactionratingintermsofthe value of the content provided regarding social media op-tions (Facebook, Twitter, YouTube, Linkedin, blogging and sell-ing social media to your CEO) by aligning ourselves with the right subject matter experts to provide valuable content.

• Sellouttheeventatnearly150attendees.• Generateunbudgetedrevenueof$4,000fortheChamber.• PositiontheChamberasaprogressive,forward-thinking

organization in providing not one, but two, relevant social media events, as evidenced by post-event survey results and “buzz” created in the social media community and through press coverage of the event and survey results.

METHODOLOGY The Green Bay Area Chamber of Commerce’s “Be A Social Media Rock Star” event achieved its objectives in the following ways:

• Working hand-in hand with DanaVanDen Heuvel of Mar-ketingSavant, a nationally respected social media expert, to produce the event. He worked alongside us every step of the way in planning, helping to formulate the goals of each breakout session offered, recommending social media to use in promoting the event (before, during and after), serving as both an opening presenter and breakout session presenter, and being the point person for putting informa-tion (including presentation handouts) on the event Web site with links on various social media. We complemented his insights with another expert, Kiar Olson, new media di-rector at Element Creative, a marketing/advertising agency, who provided his expertise in the specific areas of blogging and new media, as well as his creative insights into how to position the event as not just a “Social Media Boot Camp” but an opportunity to “Be A Social Media Rock Star.”

• TappingtheF.K.BemisCenteratSt.NorbertCollegeastheappropriate forum of the event, as it provided numerous smaller rooms for breakout sessions, dedicated space for lunch and snacks, an auditorium for the excitement-building opening and closing sessions and the technology required to accommodate a “virtual” presentation from an offsite pre-senter and the ability for more than 150 attendees to access wireless Internet for the entire day without issues.

• Creating a buzz for the upcoming eventwith numerouspostings and repostings about the event before, during and after the event by presenters, the Chamber and other social media aficionados who played a role in the event. In addition, the State of Social Media in Northeast Wis-consin survey garnered media attention including an on-air interview with the local business station, WTAQ; coverage in the local business newspaper, The Business News; and other coverage leading up to the event. Plus, WFRV Channel 5 dedicated one of its reporters to attend half of the day’s events and aired a segment on the evening news in which it


SOCIAL MEDIA ROCK STAR T-SHIRT



@GBChamber "I'm a Social Media Rockstar" 8/12 #smrockgb http://bit.ly/smrockstar8:30 AM Aug 12th from FriendFeed

Great prezos by @MacDesign13, @danavan, @EnvanoTweets, @tommytrc, @e1evationllc & others!8:34 AM Aug 12th from Seesmic

Delish nosh break at @StNorbert... nom nom #smrockgb12:00 PM Aug 12th from TweetDeck

#smrockgb taking place at @StNorbert across from @KressInnabout 23 hours ago from TwitterFox

#smrockgb TweetUp - 4:30p.m until ??? @TheAbbeyBarabout 2 hours ago from TwitterBerry

Thanks to @GBChamber, @CineViz, @GlobalRecognition, @NicoletBank, @GoElement & @MarketingSavant!1 minute ago from TweetDeck

What are you doing?

@GBChamber "I'm a Social Media Rockstar" 8/12 #smrockgb http://bit.ly/smrockstar8:30 AM Aug 12th from FriendFeed

Great prezos by @MacDesign13, @danavan, @EnvanoTweets, @tommytrc, @e1evationllc & others!8:34 AM Aug 12th from Seesmic

Delish nosh break at @StNorbert... nom nom #smrockgb12:00 PM Aug 12th from TweetDeck

#smrockgb taking place at @StNorbert across from @KressInnabout 23 hours ago from TwitterFox

#smrockgb TweetUp - 4:30p.m until ??? @TheAbbeyBarabout 2 hours ago from TwitterBerry

Thanks to @GBChamber, @CineViz, @GlobalRecognition, @NicoletBank, @GoElement & @MarketingSavant!1 minute ago from TweetDeck

What are you doing?

interviewed attendees and showcased the video produced by Chamber member Cineviz, starting with the opening ses-sion, concluding with the last breakout session and airing at the closing session. All these efforts in turn created a long-lasting buzz for the Chamber in the community as a source of relevant, up-to-the-minute business learning, particularly in relation to social media marketing.

• Wesoldouttheeventtothe150-personcapacitythrougha combination of traditional and social media to create a buzz about the events, the speakers, the hands-on learn-ing, the survey results and more. Achieving this goal and obtaining all presenters for no cash outlay allowed us to in turn meet our revenue projections.

Communication piecesWe needed to communicate the existence of Be A Social Media Rock Star to our members and the community at large. We tapped traditional and electronic means (including social media outlets) to accomplish this but relied primarily on electronic means. Invitations/promotions were written in a clear, concise and direct manner, setting up the need many members expressed having (hands-on learning), providing a “solution” to that with the planned event and the an-ticipated flow of the event schedule and including a clear call to action to register for the event. Pieces included:

• FridayReportbiweeklye-newsletter• Member2Memberbiweeklye-newsletter• ChamberConnectionsmonthlye-newsletter• TheBusinessNewsnewspaper• Chamber’sWebsiteeventscalendarandhomepageat titletown.org • E-invitationstoChambermembership• Printedflyers• Posting on Chamber’s facebook fan page, communication

to Chamber’s Linkedin group and tweet on the Chamber’s Twitter account

• PostingsonDanaVanDenHeuvel’sTwitteraccount, face-book page and blog

• PostingsonKiarOlson’sTwitteraccount,fa-cebook

• Postings on Element Creative’sTwitter ac-count, facebook page and blog

• Postings on Thomas Clifford’s Twitter ac-count postings and blog

This mix of print and e-communication pieces was appropriate to target both the more experienced member already using social media, as well as many members who hadn’t even created accounts or used any of the social media outlets. We determined this by gauging members’ interest and experience with social media through an online survey as well as unsolicited and solicited member feedback.

Production/marketing scheduleJan. 26, 2009 – Meet with Chamber market-ing vice president, executive vice president and member presenter to discuss viability of offering a social media seminar

March 20, 2009 – Meet with marketing vice-president to discuss social media seminar presenters and qualifications

March 26, 2009 – Promote the What the Tweet seminar with the local PRSA and Fox River Advertising Federation groups to promote in their respective newsletters

March 26, 2009 – Sent e-vite to attend What the Tweet seminar

April 23, 2009 – Lori Kay Lodes, marketing and communications manager, attends scaled-back, competitive social media marketing event

May 5, 2009 – Meet with Dana VanDen Heuvel, main presenter, on event logistics/itinerary

May 6, 2009 – Sent e-invitation to registrants for the What the Tweet event, asking for their input via the social media marketing survey

May 19, 2009 – What the Tweet Is Social Media Marketing event?

May 19, 2009 – Sent What the Tweet post-event survey

June 29, 2009 – Meet with VanDen Heuvel, Olson and Marilyn Heim, events program manager, to coordinate Social Media Rock Star event details/schedule

July 1, 2009 – Disseminate the results of the What the Tweet is Social Media Marketing survey via e-communication, press re-lease, e-newsletter

July 2009 – Conduct phone interview with reporter from WTAQ radio station regarding the State of Social Media Market-ing survey


THE INTERACTIVE CUBE AT THE BE A SOCIAL MEDIA ROCK STAR EVENT ENCOURAGED "FOOT INTERACTION" TO CHANGE MESSAGES ABOUT BREAKOUT SESSIONS.

July 6, 2009 – Outline the social media event

ResultsJuly 9, 2009 – Meet with Dana, Kiar Olson and Marilyn Heim to coordinate Social Media Rock Star event details/schedule and evolution into a “Be A Social Media Rock Star” event versus a “Social Media Boot Camp”

July 10, 2009 – Friday Report issues comprehensive social me-dia marketing results

July 20, 2009 – Meet to clarify details of the Be A Social Media Rock Star breakout sessions

July 20, 2009 – Ad teasing readers that a social media follow-up event is coming in The Business News

July 21, 2009 – Emailed the Be A Social Media Rock Star e-invitation

July 22, 2009 – Sent Be A Social Media Rock Star press release

July 24, 2009 – Friday Report newsletter promotes “get jam-ming on your social media strategy and usage in the name of business”

July 31, 2009 – Member2Member newsletter promotes Be A Social Media Rock Star/Tommy TRC as featured speaker

Aug. 3, 2009 – Be A Social Media Rock Star ad featured in The Business News

Aug. 6, 2009 – Preparatory meeting with about last-minute event details

Aug. 7, 2009 – Friday Report newsletter promotes joining Tom-my TRC at the Be A Social Media Rock Star event

Aug. 10, 2009 – Obtain list of social media event attendees’ emails, send e-communication to them about what to bring to the event

Aug. 12, 2009 – Be A Social Media Rock Star event at the F.K. Bemis Center at St. Norbert College

Aug. 12, 2009 – Event coverageTommy Clifford’s page: http://www.tommytrc.com/sparkatopia/be-a-social-media-rock-star/Tommy’s presentation: http://www.youtube.com/watch?v=4QHurHFYIhEEvent Web site: http://whatthetweet.marketingsavant.com/cat-egory/social-media-rockstar/Video recapping the day: http://tinyurl.com/mcz4doInformal video that day: http://www.youtube.com/user/sm-rockgbNews clip on WFRV TV-5

Aug. 13, 2009 – Event recap meeting – what worked, what didn’t?

Target audienceThe primary target audience for the Be A Social Media Rock Star event was Chamber membership, specifically those who had responded to the social media surveys and indicated interest in a hands-on social media workshop. Secondary to this, we pro-moted the event to the general business community via social media postings and press release. As a result of our focus on membership, we obtained 140 Chamber member attendees and 10 non-Chamber attendees at the event. Tertiary to these audi-ences, we promoted the social media event via these same fo-rums to garner the interest and attention of the Greater Green Bay community in an attempt to position the Chamber as a pro-gressive, forward-thinking organization.

Personnel/external resource allocationThe event’s logistics were coordinated by Marilyn Heim, events program manager at the Chamber. She and Lori Kaye Lodes, marketing communications manager at the Chamber, worked very, very closely with VanDen Heuvel to determine the speak-ers, forum and itinerary for the event. VanDen Heuvel dedicated a lotof time to theendeavor (heestimates$7,500 to$9,500non-billable time) in formulating the “State of Social Media” and post-event surveys as well as determining the appropriate speak-ers for the breakout sessions. He and Kiar Olson of Element Creative helped Lodes to create the theming for the event, as


SOCIAL MEDIA ROCK STAR E-INVITE BANNER

Be a Social Media Rock StarWednesday, Aug. 12 F.K. Bemis Center,

St. Norbert College

well as brainstormed on the inclusion of elements such as rock music at the opening session, lanyards and T-shirts for attendees to give the feel of a rock concert, etc.

We could not have hosted such a successful event without these four individuals' integral involvement, as well as the donated services of all our esteemed presenters. (Itemized in budget.)

EVALUATIONBe A Social Media Rock Star was a very well-re-ceived, highly rated and well-attended event as in-dicated by:

• Attendance/revenues – we met our goalsfor sold-out attendance and the resulting revenueof$4,000+.Weevenhad awaitinglist for registrations prior to the event and a standing-room-only area with a few people in it at the event of people who hoped to take the place of any no-shows.

• Responsesfromthepost-eventsurveyofeventattendees:o 86%weresatisfiedorsomewhatsatisfiedbytheevento 98.3%ratedtheusefulnessoftheeventaudioandvi-

sual aides as excellent to goodo 96.5%ratedthepaceofthepresentationsasexcellent

to goodo 91.1%ratedtheapplicabilityoftheeventtotheirjob

as excellent to goodo 92.8%ratedtheoverallcontentasexcellenttogoodo 88.8%ratedtheopeningandclosingsessionsasgood

to excellento 92.6%ratedtheTwitterbreakoutsessionasgoodto

excellento 93.6%ratedthe facebookbreakoutsessionasgood

to excellento 86.6%ratedtheLinkedinbreakoutsessionasgoodto

excellento 94.1%ratedthebloggingbreakoutsessionasgoodto

excellento 93.6% rated the selling social media to the CEO

breakout session as good to excellento 62.3% rated the videobreakout session as good to

excellent• Attendeetestimonials:o “WOW!! What great information. Thank you for tackling

this project, and for sharing this valuable tool. – Connie Drexler, Green Bay Botanical Garden

o “It was an exceptionally well done interactive event. I walked out with at least two ideas that I started using im-mediately. – Kelly Radandt, Woodward Radio Group

o “I thought the “Be a Social Media Rock Star” event was an excellent mix of presentations that appealed to the well versed in web 2.0 or to the beginner. I walked away with lots of hands on tools and knowledge that I have put into real life practices and have seen payoff with the increase in traffic to our blog, facebook and twitter accounts.”—Jody Weyers, American Red Cross Lakeland Chapter

o “I learned the most in the blogging. Todd gave lots of very

useful tips that I can apply right away to my business!”—survey respondent

o “I especially enjoyed the opportunities for networking with fellow attendees. I liked that quite a few of us were us-ing social media to talk about the event during the event. Unique!”—survey respondent

o “Great job, Chamber, on another successful event. Defi-nitely worth the time spent out of the office and the nomi-nal registration fee.”—survey respondent

o “The Green Bay Area Chamber of Commerce has the reputation of being progressive in educating members and providing them opportunities to grow their businesses. We were honored and humbled to be part of the chamber sponsored social media events of 2009. Both were executed flawlessly with much of the attention given to learning success from others and how to get beyond theory into practical, im-mediate usefulness for its member organizations. The Green Bay Area Chamber earns its reputation each time an event like these takes place. It was a pleasure to attach our brand with theirs.” – Jeff Gahnz, Nicolet National Bank

• TheChamberalsosucceededinportrayingitselfasapro-gressive, forward-thinking organization in providing this event through the news coverage, blogging, social media postings and other buzz it generated.

o Event organizer/presenter Olson estimates he reached 3,000 people via tweets, facebook, etc.

o Event presenterTommy Clifford estimates more than 1,000 tweets were posted before the Be A Social Me-dia Star event between tweeting performed by Clif-ford, VanDen Heuvel, Ross and Nisler's tweeting.

o 1,000+tweetsweremadeonTwitteraloneonthedayof the event on the hashtag, #smrockgb.

o Coverage warranted in The Business News newspa-per and on WLUK TV-5.

o We hosted a digital, interactive cube and some audi-ence analytics technology at the event to promote the sessions and presenters during the day in a non-tradi-tional way..


SOCIAL MEDIA ROCK STAR EVENT OPENING SESSION


BUDGET

INCOME Eventregistrations $9,620Financialsponsorships $500 Total income $10,120

EXPENSES

Facilityandfood $5,472.20Speaker–KiarOlson $0–providingin-kind($6,000to$8,000value)Speaker–DanaV. $0–providedin-kind($7,500to$9,000value)Speaker–DavidSauter $0–providedin-kind($1,000value)Speaker–ThomasClifford $0–providedin-kind($500value)Speaker–PaulTrout $0–providedin-kind($1,500value)Speaker–ToddLohenry $0–providedin-kind($350value)Speaker–MichelleJohnson $0–providedin-kind($200value)Speaker–JeffGahnz $0–providedin-kind($500value)Blogger–SaraNisler $0–providedin-kind($250value)Blogger–Ross $0–providedin-kind($250value)Interactivecube $0–providedin-kind($2,025)Digitalsignagedisplay $0–providedin-kind($2,782)Volunteercoordinatorthank-yougifts $200Lanyardsandnametags $281.27150EventT-shirts $0–providedin-kind($846value)Notepads $0–providedin-kind($500value)Pens $0–providedin-kind($100value) Total expenses $5,953.47

Net income $4,166

SOCIAL MEDIA ROCK STAR NAMETAG LANYARD

Documents

GREEN BAY AREA CHAMBER OF COMMERCE - ACCE 2010/C113... · The Green Bay Area Chamber of Commerce created the Be A Social Media Rock Star event with the intent of fulfilling these