iapco ppt[1]
TRANSCRIPT
Social Media Working Group
Questions to ask before staring the process:
- Who is my target group?- Do we provide valuable entertainment for people? - Do we allow people to experience something emotional? - Do we allow people to express their creativity? - Do we provide people with relevant knowledge or information?- Can people form or retain meaningful relationships with others?- Do we improve people’s career prospects?
Use Social Media for:
Direct CommunicationMarketingBrandingEducationProgram/Program DevelopmentMessaging
InteractionDiscussionsProgram DevelopmentOnsite Comments/TweetsPost Conference Interaction
Creating an experiencePeer IdentificationFunOnsite Comments/TweetsCompetitionsPost Conference Interaction Long Term Goal: Extending the life of an event and cause
How to go about it • Social Media being part of the Marketing Plan
• There should be a part of Marketing Plan/separate plan for the use of Social Media
• The Marketing Plan should be signed off by the client and PCO, or SM can become part of the contract
• Content Editors should be assigned to Social Media (client adds credibility and value) – PCO to monitor and drive
4 major kinds of Social Media:
• Personal Networking (Facebook, Friendster,…)
• Professional Networking (LinkedIn, Xing,…)
• Microblogging (Twitter)
• Multimedia Blogging/Networking (Youtube, Flickr)
1. Personal Networking Sites (Facebook) OVERALL: This kind of Networking Sites is ideal for Marketing and Creating a Buzz
• Create an experience/emotion• Open to the bigf wide world – no spercific target group• Fan Sites should be meaningful/have a purpose (more than just a conference)• Subject over event• Causes Page great to promote the cause• Links Page available • Sponsors Page available• Can be used like a website• Post pcitures and videos• Discussions (regularly and moderated)• Events Page to promote any conference related events/appearances• Good for group messaging• Facebook is a platform that can interact with other Social Media (Twitter, Youtube,
…)
2. Professional Networking (Linked In) OVERALL: This kind of Networking Sites is ideal for Professional Interaction
• Main purpose is professional
• LinkedIn hosts a lot of professional information of people (Cvs)
• Discussions
• Program Development (build program around a cause)
• Content Info
• Recruitment
• Travel Tracking
• Should be monitored by somebody from the Scientific Committee
3. Microblogging (Twitter)
• Instant Messaging (unstructured, uncontrolled, irretrievable)
• Be constant but relevant!
• Milestones
• Can be opened up onsite (Moderated/monitored)
• Retweet followers
• TWITTER should be monitored in genereal – whether you use it or not (See what
others tweet)
4. Multimedia Blogs (Youtube, Flickr)
• Video Addresses
• Presentations/Talks (before the conference or after)
• Discussions (written or as Vlogs)
• Video Competition
• Webcast Platform (TED)
Building up a Fan/Follower Community • All committees should be engaged in signing up and inviting their peers to join the
Social Media Sites
• Invite speakers, sponsors,…. And encourage them to invite peers as well
• Use email list of former participants and invite them to join
• Website, E-Mails, everything going out should have a direct link to the applicable Social Media Sites
• Contests and actions to get people excited (photo contests, “If we get 10,000 fans, we will….”,…)
• Connect with similar groups that are already using Social Media
• When to start: Generally when Website launches but can vary based on topic/purpose
NEXT STEPS:
• LinkedIn Discussion Group (Sub Group of an existing one) to continue the process and find examples
• Guideline Draft to be finalized by IMEX 2011
• Recommendation to Team Paris 2012 to use SM as per guide as much as it makes sense
• Recommendation to Council to rethink use of Facebook to promote our profession as the Facebook Reach is the biggest (81%)