power to the people 2012
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Alexandra d’Archangelo | Marketing Design Group |
Dec. 12, 2012
Power to the People
Improving Social Media ROI Through Decentralization
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What we’ll discuss
• What decentralized social media is and why it’s becoming more important now
• How various event departments can harness the power of social media
• Implementing social media best practices to …
• Mitigate risk
• Maximize potential
• Answers to your questions
• Twitter: @adarchan #mdgLIVE
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There are two social media organizational
models for trade shows and events
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Centralized
About Various show units feed information to the communications (marketing, PR,
social media) department The marketing department manages strategy and execution with very little
collaboration
Advantages Consistency in messaging No real need for policy and guidelines Good for a consistent customer experience/ rapid response
Disadvantages Can appear inauthentic Too focused on sales and marketing messages Fewer people are empowered and therefore opportunities are lost
#mdgLIVE
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Decentralized
About The middle hub is still the communications department (marketing, PR,
social media), but has a different role. The show units are given individual freedom to establish strategy and
execution
Advantages Allows social media to develop under umbrella of best practices Allows you to tap into your entire team Is authentic
Disadvantages The brand message can be less consistent Requires policy or guidelines, social media training Managing coordination of story arc and response to metrics
#mdgLIVE
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“A manager is responsible for the application and performance of knowledge.”
Peter Drucker
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3 critical tactics for engaging your team• A clear mission that links to the cause• Purposeful & sustained outreach program• Team must own the mission• @Jcopulsky
#mdgLIVE
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Executive/Manager@davidaudrainfacebook example:
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Sales
@BioEricM
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Internationaltwitter examples:
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Internationaltwitter example:
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Operationsfacebook example:
twitter example:
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Operationstwitter example:
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Registrationtwitter examples:
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Education/Conferencetwitter example:
< facebook example
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Attendees & Exhibitors
www.socialchorus.com
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@BakingExpo
e-mail example:
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Content Calendar
#mdgLIVE
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Flow of information
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Marketing
@carimclean@smyrnagirl
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Is Your Organization
Ready?
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Sandbox Covenant
Described in Open Leadership, by Charlene Li (@CharleneLi)
Clearly defined boundaries and agreed upon rules make it a safe place to play
Covenant vs. policy or contract
#mdgLIVE
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Guidelines
@messefrankfurt
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Hiring the Right People for the Job
#mdgLIVE
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What to remember if you forget everything else:The move to decentralized social media is
inevitable.
The key advantages of decentralization are: authenticity, a greater focus on listening and employees who are empowered, engaged and extend the reach of your brand.
Social media is more than a marketing tool.
Overarching guidelines, best practices and agreed upon objectives minimize risk and maximize potential.
#mdgLIVE
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Thank You!...Questions?
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Questions or comments? Please contact me… Alexandra d’[email protected]+1.619.298.1445 x114@adarchan
#mdgLIVE
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Alexandra d’Archangelo | Marketing Design Group |
Dec. 12, 2012
Power to the People
Improving Social Media ROI Through Decentralization