©2009 corbin ball associates – all rights reserved … - social... · 2009. 12. 14. · george...

©2009 Corbin Ball Associates – All Rights Reservedwww.corbinball.com - [email protected] - 360-734-8756

1

Website Pros:Website Pros:Website Pros:Website Pros:

� Still central to your marketing effort (yellow pages) 85% market share, Nielsen, March 2009.

� Trackable

Web Cons:Web Cons:Web Cons:Web Cons:

� Typically static

� Pull rather than push

� No trusted base of comparison

Email Pros:Email Pros:Email Pros:Email Pros:

� Cheap

� Trackable

Email ConsEmail ConsEmail ConsEmail Cons

� Reduced open-rates and effectiveness

� Losing especially in the “under 35” age group

� SPAM

� Inflexible

� No trusted base of comparison


2

Social Media Pros:Social Media Pros:Social Media Pros:Social Media Pros:

� Tools often free (costs to staff)

� Trackable� The new “in box” for many

� 67% of global internet users access (vs. 65% for email) Nielsen: March, 2009

� Trusted basis for decisions

Social Media ConsSocial Media ConsSocial Media ConsSocial Media Cons

� Still evolving (the Wild West)� More difficult to get “eyeballs”

Event Marketer Choices:

� 95% Email� 74% Websites� 69% Online advertising� 62% Social media sites� 36% Blogs� 31% Webcasts� 31% Online video� 26% Podcasts� 26% Google Adwords� 16% Virtual complements to live mtgs.

George P. Johnson Survey, June, 2009

– 287 exhibition management and senior marketers

Web 1.0: Static web pages:

Web 2.0: The Web is the platform

Data is the driver

Participation is the key ingredient.


3

Two major components:1. Making the web easier to use:

• Web services • Open APIs / RIAs / Mashups• RSS

2. User-generated content:• Wikis • Blogs (and Micro-Blogs)• Podcasts• Viral Videos• Multi-User Virtual Reality• Social Networking• Social Review Sites• Mobile web apps

• Mashup/APIs: www.crimeindc.com • Wikis: www.wikipedia.org• Wikis: docs.google.com• Wikis: www.basecamphq.com• Blogs: www.emergeblog.com• Blogs: www.blogger.com• Blogs: technorati.com• Blogs: event-planning.alltop.com• Podcasts: www.itunes.com• Podcasts: www.expopodcast.com• Viral Videos: www.youtube.com

Web 2.0 – Blogs

• A “web log” or online journal• Typically dated with most recent on top• Opportunity to leave comments• “vlog” (video blog)


4

Web 2.0 – Blogs

• www.emergeblog.com• www.technorati.com• www.blogger.com• www.wordpress.com• event-planning.alltop.com

Web 2.0 – Blogs

97% more inbound links for companies that blog

434% more indexed pages for companies that blog

55% more website visitors

Hubspot, 2009

Web 2.0 – Blogs

Content (and other social media) attracts the right people.

It is about content that people want, not selling your product.


5

Web 2.0 – Podcasts

• On-demand audio file (usually)

• Often like a talk radio program (interviews, testimonials, etc.)

• Downloadable to iPod/MP3 player or to computer

Web 2.0 – Video Sharing

• YouTube is second most used site in the world (after its owner Google)

• YouTube: 100 million views/day

• Uploads free (up to 10 minutes)

• Viral video: friend sharing with friends sharing with friends…

• Susan Boyle (150+ million views!)

• Cheap entry: Flip Cam $50


6

• www.secondlife.com• www.digitellinc.com• www.virtualbeginnings.com• www.unisfair.com• www.inxpo.com

• Online communities of people who share interests and/or activities

• Typically web-based

• Rapidly growing and evolving

• Online visibility

• Professional network

• Research potential clients

• Deepen relationships

• New prospects


7

• Brand awareness

• Communicate with audiences

• SEO

• Increases web or blog traffic

• www.myspace.com• www.facebook.com• www.linkedin.com• www.plaxo.com• www.twitter.com• www.tweetdeck.com• www.crowdvine.com• www.pathable.com• www.ping.fm• www.intronetworks.com

0 50 100 150 200 250 300

twitter

Plaxo

linkedIn

facebook

myspace

No. of Users (in millions)


8

Nielsen June, 2009

April ’08 Visitors

(millions)

April ’09 Visitors (millions)

Change

120.7 131.6 9%

58.6 54.6 -7%

22.5 71.3 217%

1.22 17.1 1,298%

HSMAI Survey at Affordable Meetings

June 5, 2009

Social media engagement with meeting planners

61%

58%

13%

0% 10% 20% 30% 40% 50% 60% 70%

Facebook

Linked In

Twitter

• Largest social network (300 million users)

• APIs

• Both social and business


9

• Business focus

• Online resume

• Excellent search and research capabilities

• Connect only with people you know or your colleagues know.

• Business focus

• Business contact updater for Outlook

• Good search and research capabilities

• Connect only with people you know or your colleagues know.

• Micro blog

• 140 characters maximum

• Open architecture

• Very quickly growing

• What are you doing????

• Inherently mobile – natural for events


10

• Do not sell directly!

• Listen, then participate, then contribute.

• Monitor the dialogue.

• Join relevant dialogues.

• Use for research

• Reinforce ongoing relationships.

• Build trust and authority (creating content) –link to content that supports your company.

• Be human (be “People”, not a “Company”).

• Oldest of the social media (MPINet to Google Groups)

• Receive via email (you choose the frequency)

• Two major players:

• MECO (www.meetingscommunity.org)

• MiForum(groups.google.com/group/miforum)

• One of the best ways to listen or engage in the conversation

Web 2.0 – Social Review Sites

• www.tripadvisor.com

• www.yelp.com

• www.elitemeetings.com

• www.meetinguniverse.com


11

Web 2.0 – Examples

• www.liftconference.com

• www.fluevog.com

Corbin’s Favorites FileCorbin’s Favorites FileCorbin’s Favorites FileCorbin’s Favorites Filewww.corbinball.com/bookmarkswww.corbinball.com/bookmarkswww.corbinball.com/bookmarkswww.corbinball.com/bookmarks

Corbin’s Article DatabaseCorbin’s Article DatabaseCorbin’s Article DatabaseCorbin’s Article Databasewww.corbinball.com/artwww.corbinball.com/artwww.corbinball.com/artwww.corbinball.com/art

Course notes for today’s Course notes for today’s Course notes for today’s Course notes for today’s presentation: presentation: presentation: presentation: www.corbinball.com/assets/socialmedia-ICCA.pdf

Corbin Ball, CMP is an international speaker, consultant and writer helping clients worldwide use technology to save time and improve productivity. With 20 years of experience running international technology meetings, he now is a highly acclaimed speaker with the ability to make complex subjects understandable and fun. His articles have appeared in hundreds of national and international publications and has been quote

in the New York Times, the Wall Street Journal, Fast Company Magazine and numerous other publications. Corbin serves or has served on many hotel, corporate and association boards. He is the only person to receive both MPI’s International Supplier of the Year and MPI’s International Chapter Leader of the Year awards and has been named for four years as one of "The 25 Most Influential People in the Meetings Industry" by MeetingNews Magazine.

Corbin Ball Associates

506 14th Street

Bellingham, WA 98225

Phone: 360.734.8756

Email: [email protected]

Web: www.corbinball.com

©2009 corbin ball associates – all rights reserved … - social... · 2009. 12. 14. · george...

Documents