social media for event websites

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Event WebsitesSharing Our Insights, Trends, Opportunities and War Stories

October 10, 2008

Social Media Tools Build and Strengthen Attendee Value

• Indentify and engage attendee prospects earlier

• Create more robust event schedules

• Personalize the event, make connections

• Empower the attendee - more likely to meet event expectations

What Does Interactive and Personalized Mean for Event Web sites in 2008?

EVENT VALUE

• Networking activity at the event

• Session experiences

• Executive engagement (measuring the business card exchange factor)

• Meaningful interactions (the contacts you were very pleased to make)

• The wow and brag factor

Why does social media work?

• Traditional communication is one way, we were talking at our audiences online

• Social Media engages people like never before– Creates connections, nurtures relationships,

brand loyalty on a whole new level– Meaningful experiences through conversation

• Extends your reach

Benefits of a Social Media approach

• Increase Discoverability

• Improve Organic Search Rankings

• Increase # of mentions

• Increase Incoming links from valuable sources

• Increase Conversion rates

Confused?

Webinars Authoring

Tools

Webcasts

Podcasting RSS Feeds

Audio Conferences

Archived MeetingsCommunities of Practice

LMS

CMSCoursewareLiveWeb 2.0

On-DemandVodcas

t

chat

USB Drives

MP3Social networkCD-ROM

mobile

Blackberry

Flash

Blogs

Streaming Media

Take Advantage of Existing Social Networks

Create blogs & podcasts for your attendees, exhibitors

Linked In – an easy way to start social networking

Facebook

YouTube

Flickr

Slideshare

delicious

Blogs & PodcastsFind Your voice (and improve search rankings)

Yours• Find your voice• Stir up the topics• Invite guests

– Ask industry experts to provide insights, Top sessions, Restaurant picks, 5 Trends to Watch

• Crosslink to other blogs, articles, and networks

• Comments: Respect and acknowledge all viewpoints

Others

• Comment often• Follow them – RSS feeds• Follow your key words

– Comment– Link, link, link

• Make bloggers feel welcome onsite

• Blogger only events, content, activities

Blog – BIO Voice

Podcast – Biotech Now

Use Blogs to Communicate with Exhibitors

The importance of tagging & rss

What a tangled web…

YourEvent Site

sn

sn

snsn

sn

sn

For the Love of Google: Be good to your site

1. Build your site well – using the right structure

2. Write SEO friendly content

3. Tag everything, and do it well

4. Link to other sites/blogs

5. Offer RSS subscriptions

6. Allow Comments/ratings and other user-generated content

Technology and Exhibitors

• Exhibitor Microsites• Integrated Communications

• Interactive newsletters, blogs• Electronic Attendee invitations, coupons• Online Directories• Sales Tools

• Online Floor Maps• Targeting sales communications

• Web site Exhibitor Only Content • Online Service Kits

Integrates all services into one medium, reduces cost and Integrates all services into one medium, reduces cost and enhances user experienceenhances user experience

Exhibitor SearchExhibitor SearchMatch-MakingMatch-Making

Session Session FinderFinder

Product Product LocatorLocator

VotingVoting

PersonalizedPersonalizedShow PlanShow Plan

Peer Peer NetworkingNetworking

Personalized Personalized Event MapEvent Map

PressPress ReleasesReleases

Make Conversations Happen

• In advance

• Onsite

• Year round

Measure Your Email and Direct Mail Tactics vs. Web Traffic

Effective Email Marketing Drives Web Site Traffic

0

500

1,000

1,500

2,000

2,500

3,000

3,500

3/5

3/9

3/13

3/17

3/21

3/25

3/29 4/

24/

64/

104/

144/

184/

224/

264/

30 5/4

5/8

5/12

5/16

5/20

5/24

5/28 6/

16/

5

Nu

mb

er

of

Lo

gin

s

CampaignCampaign

CampaignCampaign

CampaignCampaign

Campaign

Campaign

Campaign

Campaign

Event Dates

Measurements Provide Show Organizer InsightsBased on Searches Markets Requiring additional Exhibitor

Representation to Meet Attendee Demand

Exhibitor Representation Score

Attendee Interest Score0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

9.00

10.00

Gene TherapyProteomics

Autoimmune Therapies Drug Delivery

Drug Discovery

Make Sure Attendee Can Find

Their Niche

Map Networks

Making Money with Social Ties

• Creating a knowledge strategy that pays off– Repurpose/Repackage content

pssst….Digitized content sells these days

• Advertising Packages

• eLearning – webinars, tutorials, etc.

• Digital brochures and directories

www.eyespacemd.org

Listserv/eGroup Opportunities

Traditional Listserv

Tomorrow’s Discussion “eGroups”

Personalize Your Community

Search

Member Directory

Registration

Request Information

Product Review

Research

Advocacy

Personalization • Increases overall visitor experience• Increases relevance of assoc and event• Tracks visitor interests• Enables behavior analysis

Meetings

Give them what they are looking for.

Search is the common thread

Personalization + Search = Connections

People Relevant Content

Community+

=

60% of B-to-B Decision Makers use search engines as the first source of information when making a business decision.Enquiro with MarketingSherpa, The Role of Search in B-to-B Buying Decisions

Attendees

Members

Exhibitors

Behavioral

Tracking

• Membership Directory

• Social Networking• Event Planner• Presentations

• RFI

Show Participant?

Member?Business Intelligence

Personalize

365.org

Obtain, Retain, Grow

Convert

Understanding the needs and interests of your community will enable you to effectively market your association and events

AssocEventSite.orgAssocSite.or

g

Search - Membership – Registration – Calendars - Portals

Connect

Relevant Content

• Creating and sharing the event site vision

• Project Management skills for all

• Outside vendor partner management

• Weaving in organization messaging

• Cultivating Management support

• Value of web copy writing

• Tracking, spotting trends and behaviors

Contact Information:

Margaret Core Director, Sales & Marketing, Convention and

Conferences BIO Biotechnology Industry Organization 202.962.6674 mcore@bio.org Event Website: http://convention.bio.org Blog: eventmarketing2.blogspot.com

Susan Cato Director, Online Communications BIO Biotechnology Industry Organization 202.280.1635 scato@bio.org Blog: http://susancato.com

Connecting Great Ideas and Great People

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