Embed Size (px)
DESCRIPTION
Elite Meetings Alliances presentation: Social Media and ROI, by Chris Regan.
Citation preview
SM | MEETINGS | PATHS TAKEN | ROI
Christopher Regan | Director, Search & Social | Hyperdiskhttp://bit.ly/75aCF
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
Question
Question
Question Which Social Media platforms are you using?
a)Facebookb)LinkedInc) Twitterd)All three
Who? Meetings Professionals on SM? Big time.
4http://bit.ly/2mqEzP http://www.mcmag.comhttp://www.universalmccann.com
Meetings Professionals & meetings in SM.
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.
Facebook Generation Carries Social Software in the EnterpriseBy: Clint Boulton2009-08-06
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
People in SM.
http://bit.ly/ONwYZ http://bit.ly/19COqFhttp://bit.ly/V6yVO
Where? Gmail on Facebook.
http://bit.ly/Z60m7http://bit.ly/3Pz8Dk
Facebook on Outlook?
http://bit.ly/kHHBi
Where? Twitter and Facebook on Outlook. Yikes…
A moment to breathe. Not to mention iPhones, Blackberries, or 35% of Tweets are from mobile phones…
Christopher Regan | Hyperdisk
Meetings are Social Events? Yes, no?
Question
Question
Question
Yes, meetings are social events.
Yes, meetings are people/social events.
Characteristics:
self-selecting groups coming together1:1 | 1 to many | group to group | interaction
Social Media = Social Meetings = People
Social Media, and Sales Workflows: well, let’s complicate simplify…
http://bit.ly/BscAy
And here we go…
An example: Super ConferenceAn 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…)
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
http://www.onriot.comhttp://www.primalfusion.com
http://www.sphinn.comhttp://www.socialmention.com
http://www.evite.comhttp://www.eventful.com
http://flock.comhttp://ning.com
http://www.tweetfunnel.comhttp://www.followbase.com
http://www.gather.comhttp://www.tweetfunnel.com
http://bit.ly/http://google.com/analytics/
http://www.linkedin.comhttp://upcoming.yahoo.com
http://www.twitter.comhttp://www.facebook.com
http://my.peoplebrowsr.comhttp://www.peoplebrowsr.com
http://www.hellotxt.comIJDGI
IJDGI: TwitterIJDGI: Facebook
http://www.linkedin.comhttp://upcoming.yahoo.com
http://www.twitter.comhttp://www.facebook.com
http://my.peoplebrowsr.comhttp://www.peoplebrowsr.com
http://www.hellotxt.comhttp://bit.ly/
http://google.com/analytics/IJDGI
IJDGI: TwitterIJDGI: Facebook
1) Linkedin: to announce, cultivate professionally | professional-to-professional2) Yahoo’s Upcoming: to announce, cultivate | across-the-board3) Twitter: to announce, cultivate | across-the-board4) Facebook: to announce, cultivate | across-the-board5) PeopleBrowsr: to highly cultivate, assess, report | across-the-board6) 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 | tracking8) 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.
Quickly: PeopleBrowsr: full engagement across all SM platforms….with learning curve, though
Again, ignore the noise.
27
But, just to mention three others that further tie together SM and SEO…
Meeting website
http://bit.ly/LhAvI - Twinehttp://bit.ly/5v73H - YouTubehttp://bit.ly/5v73H - Knol
Our example: Super ConferenceA conference of enormous value to you personally,
strategically and professionally is coming really, really soon.
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 #superconfDino D. has joined Super Conference’s speaker line-up. Her latest article is here:
http://bit.ly/xyz123abc #superconfBetty Rubble, CTO of Bamm-Bamm industries, will be bringing her expertise to this year’s Super
Conference re: “SM ROI: Fact, Fiction or Pyrite?” #superconfG.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
Question
Question
Question Before: how many of you utilize at least one Social Media platform to market both yourmeeting 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…
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
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…
During: example,
last week’s Affordable Meetings conference
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/abcxyzDino 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/JimSSuper Conference sponsor Avatar Group product hot-line ready for your calls: 888.555.1234Super 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
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…
SM | MEETINGS | PATHS TAKEN | ROI
Christopher Regan | Director, Search & Social | Hyperdisk
It's All fun & Games until Someone asks for…
| Social Media
Christopher Regan, Hyperdisk | [email protected]
It's All fun & Games until Someone asks for ROI…
| Social Media
Answer a) true or…b) false or…c) none of the
aboveQuestion
Question
Question
It's All fun & Games until Someone asks for ROI…
| Social Media
Answer
a) true
b) false
c) none of the above
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?
ROI by impressions, re-tweets
46
Quality tactics yield quality results
http://tweetreach.com/ http://retweetist.com/http://www.dailyrt.com/
ROI: super vague data points?
http://www.thesearchmonitor.comhttp://www/vitrue.com
Garden Hosedata points?
http://no-mans-blog.com/
Posted: 10:00 AM August 28, 2009
Scobleizer: Exploring the 2010 WebAlso, Where social media and innovation intersect
Perhaps, this is where you might start. Engagement by conversation and sales?
ROI hypothetical quick run-through: Let’s keep this simple, for the time-being?
Example: October booking push yields1)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 month5) 60 re-tweets6) 60 quality FB wall posts/30 comments
Examples: DC Blues Festival, National Hispanic Heritage Month, Kennedy Center Prelude Festival 2009
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 yieldA: $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
We haven’t talked about SEO, though, have we?
Example: October booking push yields1) 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 month5) 60 re-tweets6) 60 quality FB wall posts/30 comments
55
Strong, authoritative Backlinks: a few of the 28,000+ links
For those understanding SEO: SM contributes to SEO
http://www.twine.com
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)?
| YOUR ROAD?| MEETINGS | SM
Thank you.
Christopher Regan | Director, Search & Social | Hyperdisk
Appendix
Christopher Regan | Director, Search & Social | Hyperdiskhttp://www.hyperdisk.com | [email protected]
949.442.9850
SM developments on the horizon
http://bit.ly/G61h4http://bit.ly/10unbK -- 5 ways (above)http://bit.ly/4iTemh -- Tech specshttp://bit.ly/4vGhG -- updates
Additional Social Media resourcesplus 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 toignite 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 | Hyperdiskhttp://www.hyperdisk.com | [email protected]
949.442.9850
