social media for event websites
TRANSCRIPT
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
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
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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
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16/
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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
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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
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 [email protected] Event Website: http://convention.bio.org Blog: eventmarketing2.blogspot.com
Susan Cato Director, Online Communications BIO Biotechnology Industry Organization 202.280.1635 [email protected] Blog: http://susancato.com
Connecting Great Ideas and Great People
