Presentation 2.0

Strategic Concepts

Tactical Ideas

Measuring and Improving

Tips for “Taking the Plunge”

Resources

Talkback

Strategic Concepts

Principles of Web 2.0

• The web as a platform • Data as the driving force • Network effects created by an architecture of participation • Innovation in assembly of systems and sites composed by pulling together

features from distributed, independent developers (a kind of "open source" development)

• Lightweight business models enabled by content and service syndication • The end of the software adoption cycle ("the perpetual beta") • Software above the level of a single device, leveraging the power of The Long Tail• Easy to pick up by early adopters

• Terms: Peering, Sharing, Transparency, Openness, Collaboration, Participatory Web• Tactics: Podcasting, RSS, Blog, Wiki, Mashup, Social Media, Social Networks, Social

Bookmarking, Tagging, Rich Media, AJAX

Social Media Defined

Social media is an umbrella term: it refers to a collection of activities and technologies that result in shared content on the web: video, audio and podcasts, photos, ratings, reviews, and the interactions that take place in social networks. It is built on the “wisdom of crowds.” Social media is both the product of collective thoughts of participants in the social process, and, the discrete forms of content-- transient as they may be--that are created and shared.

Social Media Defined

Social Media and The Consideration Cycle

Social Media and The Consideration Cycle

The Four Levels of Community Engagement

Customer Relationship Lifecycle

From Medill IMC, Northwestern University

– Awareness– Interest– Consideration– Acquisition (Register / Purchase)– Ownership (Attend / Exhibit)– Advocate (Recommend)

Customer Relationship Lifecycle

*Events and Websites touch customers at every phase of the customer relationship.

*Events and Websites touch customers at each phase of the customer relationship.

The 365-day website?

Opportunities• Create value for all stakeholders by facilitating an ongoing dialogue between

exhibitors and attendees• Increase audience engagement via conversation and user generated content• Leverage existing attendee / exhibitor relationships beyond the live event• Build an army of “advocates” to maximize conference participation • Create new revenue streams through value-added web-based services

• i.e. Podcasting services, Photography services, Hosting (online), etc• Advertising, sponsorship• Exclusive content or access

Challenges• Forced to re-shape business models• Relinquishing control of web content• Increase in operating costs

What do you think?

Tactical Ideas

3 Quick Wins

1. Email a Friend

2. Social Bookmarking

3. Youtube – Blendtec

The Key:

High Quality Content

PRE-EVENT DIGITAL VIDEO TEASER/TRAILER

Drive traffic to your event.

Could include:

• High impact video to be delivered online to promote the event

• Promote featured presentations• Promote featured sponsors (products,

demonstrations, etc)• Promote special information such as

events, hospitality, etc• Post to YouTube and other video sites • Creativity is key

Leverage Existing Social Networks

•Can be highly targeted•Built-in audience•Rapid adoption rate•Extremely viral

LIVE EVENT PRESENTATION WEBCASTS

Expand your event’s reach beyond the on-site experience.

Could include:

• Webcast presentations from booth or other event location

• Especially useful for product roll-out• Archived for future consumption• Allow user comment and discussion

EVENT BLOG BY DEDICATED EVENT BLOGGER

Generating buzz at and about the event.

Could include:

• Real-time blog from the event• Topics include what just happened, what lies

ahead, general commentary, sparking discussions, etc

• Can include text, audio, and/or video

WIDGETS

Widgets that attendees, exhibitors, and partners can place on their websites or desktops to promote the event.

Widget uses could include:

• Event “countdown” meter with links to registration• News Feeds• Contest promotion and/or sign up• Promo videos• Sessions information• New Product launch teasers• Surveys & polls

MASHUPS

A single website, with multiple data sources, to facilitate social networking at the event.

Potential elements:

• Find contacts with mutual interests • Rideshare• Schedule meetings• Recommend presentations• Share schedules• Share Photos• Restaurant recommendations• Gossip column

WEB TIE-IN TO LIVE EVENT EXPERIENCE

In-booth experience such as a participatory activity or competition.

Customer online interactions (minimum 3) could include:

• Pre-event email with links to pre-registration • Live event experience “documented (photo or

video)” for future consumption• Post event follow-up email to download photos,

videos, etc.

Example: The Ferrari Challenge

• Done for Shell Global Solutions.• Drove traffic to the booth.• Kept clients engaged after the show.

REAL-TIME CONFERENCE ANALYZER

An interactive forum for attendees at the event.

Could include:

• A website where attendees can monitor various aspects of the conference (such as presentations, booths, social events, etc) and provide feedback regarding their value

• Real-time comments regarding activities “in-progress”

• Surveys and polling via mobile device, cell phone, pda, laptop, etc.

• Expo “map” interface for providing comments on each exhibit

• Discussion topics, recaps, and ratings for past, current, and future presentations

EXPERT INTERVIEW VIDEO PODCASTS

Capturing the event, allowing for interaction, & providing content for future.

Could include:

• A series of interviews with industry experts at the event

• Use SMS to call in the video team, “We have something interesting here...”

• Interviews edited together with graphics, animations, etc.

• Podcast 1-2 videos per week (or post during the event)

• Allow user comment and discussion

WEB-BASED COMPETITION

Competition theme such as “What can you do with your (insert product here)?”

Elements could include:

• Entries from customers, prospects, and partners (perhaps multiple categories)

• Winning entries (voted by peers) present their topic or product at event

• Presentations captured and posted online

Industry Knowledge Base

Industry Knowledge Base (a la Wikipedia)

• Develop a “go to” destination for industry information and definitions

• Include contributions/content from exhibitors, attendees, industry members, exhibitors, attendees, industry members, press, etc.press, etc.

• Invites the users to “participate in the conversation”

WEBCASTED/PODCASTED DEBATE

Use the internet to stimulate conversation around hot topics in your industry.

Could include:

• Set up a debate between key players in the industry to discuss a timely topic

• Target critical argument about keys issues important to the industry

• Filmed, edited, and broadcasted• Allow user comment and discussion

OBJECTIVES

Measuring and Improving

The “New” Metrics

• The usual suspects (transactions, content views, referring sites, common search terms, etc)

• Total Population

• Registered Population

• Active Population

• Penetration = Registered / Total

• Engagement = Active / Registered

• Number of new posts and threads

• Number of new blog posts

• RSS Subscriptions• Tagging activity

Image courtesy of Quotient Integrated Systems and MeetingTechOnline

Ongoing Research and Analysis

Implement a disciplined strategic planning process (monthly, quarterly, annually)

• Metrics Review and Interpretation• Research - Customer input, best practices, competitive analysis• SWOT analysis• Requirements development• Change Impact Analysis• Implementation planning - schedule, resources required, budgets, etc

Determining ROI

It’s not just about the numbers! Qualitative data can help us learn…

• What people are saying about our brand and our products• How these conversations are impacting the consideration phase of the buying process• How we can improve our marketing performance by listening and participating in the

conversation

Determining ROI

How do you measure a conversation?

• PARTICIPATE (people are already talking…are we listening?)• Measurement tools:

• Nielsen Buzzmetrics• Cymfony• Techrigy

• Dave Evan’s ClickZ Article on Social Media Metrics

Tips For Taking The Plunge

You may need to think differently…

•Get to know your audience…online.•Participate in the Social web

• Facebook, LinkedIn, MySpace, Twitter, Blogs, Delicious, Digg, Youtube, Flickr, Yelp. (where are your customers, friends, family, etc?)

•Map requirements to relationship lifecycle objectives•User requirements drive technology decisions•Focus on quick wins•Just because you “can” doesn’t mean you “should”

Resources

Resources

The SQUARED Root  - yes, its a shameless plug...but there's some really good stuff here

MeetingTechOnline - a good site dedicated to technology for the meetings industry

Mediapost - a resource for media, marketing, and advertising professionals

eMarketer - all things interactive marketing

Clickz - articles and blogs for digital markers

Mashable - this site is the epitome of a web 2.0

The Social Organization – link to social media metrics

Conversation Agent - Tons of great blogs and info

Chris Brogan's Blog - social media guru's blog

What other resources can you recommend?

Talkback