art of social media marketing

MTO Summit 2009 Escape the Technology Maze

June 25, 2009 London

The Art of Social Media Marketing

RECRUITING COMMUNITY MEMBERS&

GENERATING EXHIBITION LEADS

MTO Summit“The art of social media

marketing"

Wednesday, June 25

MTO Summit“The art of social media

marketing"

Wednesday, June 25

With

Stephen Nold CEO, Founder

MeetingTechOnline

Todd ‘Turbo’ WatsonE-Relationship Manager

IBM

Arran Coole CEO

ASP Events

Thanks to the SponsorsThanks to the Sponsors

Before we start…Before we start…

Chat Live with us on Twitter

Chat Live with us on Twitter

What we will coverWhat we will cover

“…online content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content.”

Wikipedia

“Social media risks becoming an end in itself when people are constantly broadcasting themselves online in search of affirmation. If users spend more time announcing what they're doing than actually doing it, social media could, paradoxically, end up making people less sociable.”

BusinessWeek, May 8, 2009

What is Social Media?What is Social Media?

It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many)

Viral digital distribution of information

Transforms people from content readers into publishers.

Popular because it allows people to connect in the online world to form relationships for personal, political and business use.

Tradeshows and events extend show communities into virtual communities around the event brand.

What is Social Media?What is Social Media?

•Most popular person’s party versus your own party

Tool ChoicesTool Choices

The ToolsThe Tools•Facebook

•LinkedIn

•Twitter

•Blogs

•Video

•Webinars

•Bookmarks/Social Tagging

•Search

The Tools (by Purpose)The Tools (by Purpose)

LinkedIn: Degrees of Separation

LinkedIn: Degrees of Separation

TwitterTwitter

“Twitter has been a focal point in coverage of the Iran election, as its users have railed against mainstream-media outlets and shared proxy information so that Iranian citizens can maintain anonymous Internet access.”

Wall Street JournalTwitter Retains Spotlight in Iran Coverage June 16, 2009, 2:50 PM ET

Most Twitter users don’t actually use the service much, or even at all.

Random sample of about 300,000 Twitter users

• 10% of active users are responsible for over 90% of all Tweets.

• 25% of Twitter users don’t tweet at all,

• 50% of users tweet less than once every 74 hours.

Harvard Business Review, May, 2009

TwitterTwitter

TwitterTwitter

•The addictiveness of social networking is based on game mechanics, where collecting friends and followers or racking up the number of tweets and status updates is like accumulating points.

•Recent study showed that whether a Facebook user had 50 or 500 friends they still end up interacting meaningfully with the same small group of about 12.

•Social behavior studies show that people can only maintain 150 meaningful relationships, 300 maximum with digital tools.

•Advertising your life to an audience of casual acquaintances and sharing opinions with people you vaguely know or trust, it turns out, isn't the same as real friendship.

FacebookFacebook

WebinarsWebinars

Input AggregationInput Aggregation

The ToolsThe Tools

CommunityCommunity

CommunityCommunity

CommunityCommunity

• Community growth and participation results.

• Budget realistic resources.

Purpose Driven CommunityPurpose Driven Community

CommunityCommunity

The world’s most

successful online

community?

World of Warcraft!World of Warcraft!

The world’s most successful online community?

•Subscribers pay $10-20 dollars a month

•10 million subscribers

•Turnover in the region of $1.3 billion.

SeriouslySeriously•Understand the audience

•Provide extreme amounts of content

•Multiple customisable levels of segmentation/communication

•Guilds - Companies/Associations

•Friends - Colleagues

•Groups - Project teams

•Live Chat/ Voice Chat/ Postal systems

•Off game too – 60 million Google results

•Use of third party comms tools

MessageMessage

ResourcesResources

Post EventPost Event

• MeetingTechOnline

• Zappos.com

• Tradeshow Week, Event Tech Blog

• BlogWorld

• David Meerman Scott Case Studies

• MTO Summit San Francisco, October 21-22

Additional InformationAdditional Information

•Peter Kim Social Media Case Studieshttp://www.beingpeterkim.com/2008/09/ive-been-thinki.html

•ASPEvents.com/tweetme

Additional InformationAdditional Information

For More InformationFor More Information

• Todd Watson turbotodd@us.ibm.com

• http://www.ibm.com

• @turbotodd (twitter)

• Stephen Nold stephen@advontech.com

• http://www.meetingtechonline.com

• @stepnold (twitter)

Presentation Available

• http://www.mtosummit.com/uk

• Arran Coole ajc@aspevents.com

• http://www.aspevents.com

• @aspevents (twitter)