Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engagement & Results

Leveraging Social Media to 
Drive BeBer Engagement and 
Results  
Desiree Lehrbaum 
EXHIBITOR 2010 

March 14, 2010

2010 Lumen Consulting, LLC. All Rights Reserved

DeﬁniDon of Social Media    

“A social trend which people use technologies to 
get the things they need from each other, 
rather than tradiDonal insDtuDons like 
corporaDons”  

2010 Lumen Consulting, LLC. All Rights Reserved 2

What Do We Mean by Social Media?  
Digg, delicious, Reddit  Corporate and individuals  

BOOKMARKING  BLOGS 

YouTube  
Vimeo   Product/SoluDon 
VIDEO   WIKIS 
blip.tv 
SHARING 

SOCIAL MEDIA 
TwiBer   MICRO‐  SOCIAL
LinkedIn   
FriendFeed BLOGGING  NETWORKING Facebook   
MySpace  

USER 
“FILE‐SHARING”  COMMUNITY 
Slideshare 
Posterous  Private knowledge sharing 


Why is Social Media Diﬀerent?

Years it Took to Reach a 50M Market Audience 

50 MILLION USERS 
38 YEARS 

13 YEARS 

4 YEARS 

3 YEARS 

2 YEARS 
Radio  TV  Internet  iPod  Facebook 


Users comfort with social media increasing  

  According to Nielsen* visiDng social media is the 4th 
most popular online acDvity – ahead of personal email  
  93%** of social media users believe a company should 
have a presence on social media  
*Nielsen Global Faces & Networked Faces, 2009 
**CONE Business in Social Media Survey Sept 2008   


Top 10 Web Brands for December 2009 
#1 #2 #3 #4 #5 #6

#7 #8 #9

#10

Ranked by:
The Nielsen Company
(U.S. Home and Work)


Facebook is more than status updates  
  If Facebook were a country it would be 3rd 
largest  
  Over 350M users worldwide  
  More than 10 million users join Fan pages 
every day  
  Facebook has over 30,000 servers  
  Manages over 25 terabytes of data daily for 
logging  
  2 billion pieces of content are shared weekly on 
Facebook   
  Facebook is largest photo sharing plagorm in 
the world  
  2 billion photos uploaded monthly  
  Serve up 600,000 photos every second   


Facebook Engagement Metrics 
 

Source: comScore Voices January 21, 2010  


Global Web Traﬃc to Social Networking Sites 


Facebook U.S. Demographics  

January 2010  
50% of Facebook 
users log‐in 
everyday  55‐65 
13‐17 
represenDng 175M   7% 
45‐54  11% 
12% 

18‐25 
35‐44  29% 
18% 
26‐34 
23%  Users over 26 now 
represent 60% of 
total U.S. Facebook 
populaDon 
Source: InsideFacebook 1/10/10  


TwiBer  

  In June 2009 TwiBer hit unique 44.5M users worldwide 
  No. 52 largest site in the world (bigger ESPN and coming up on 
BBC and craigslist)   
  55% internaDonal & 45% US based 

Impressive since over half of Twitter
users don’t access the website, but use
Twitter apps to digest and consume
Tweets

Source: comScore, August 3, 2009  


Video consumpDon hits record levels  
  Who:  
  More than 170M US Internet users watched online video in Nov. 2009  
  84.8 percent of the total U.S. Internet audience viewed online video. 
  What:  
  31 billion videos were viewed during the month of Nov 2009  
  The average online video viewer watched 12.2 hours of video 
  The duraDon of the average online video was 4.0 minutes. 
  Where 
  128.1 million viewers watched more than 12 billion videos on 
YouTube.com (94.3 videos per viewer). 
  38.6 million viewers watched 333.4 million videos on MySpace.com 
(8.6 videos per viewer). 
  The average Hulu viewer watched 21.1 videos, totaling 2.1 hours of 
videos per viewer. 


The Virtuous Cycle of InteracDon  

“Once the network is in place and people 
are acDve and engaged, the dynamics of 
the social interacDon taking place 
incenDvize parDcipants to share 
informaDon about themselves more 
regularly, which in turn solicits more 
engagement from others, creaDng a 
virtuous cycle of interacDon.” 

‐Andrew Lipsman 
comScore 
 


Focus on strategy, not the tool  

  Social media tool providers can 
quickly fall out of favor  
  In 2006 MySpace had twice the 
unique visitors as Facebook 
  LiBle over 3 years ago typing 
“twiBer.com” = 404 error   
  Your objecDves and audience 
should determine which tools 
you should use – not the other 
way around 


Why and how companies 
are responding to  
Social Media

Your brand is being discussed online 

  According to Penn State Study,  
1 in 5 tweets is brand related* 
  ITSMA reported that 55% IT  
business buyers use social  
media in the buying process**  
  A 50% of increase over 2008 

* Penn State Study  
**ITSMA How Customers Choose SoluDon Providers, October 2009     


Social media investment is on the rise  

  70% of CMOs say they will do more 
with social media in 2010 
  According to eMarketer, adverDsers 
spent $40M on social networks in 
2008 and expected to grow to 
$210M in 2012 
  Forrester predicts social media 
spending will increase from $716M 
in 2009 to $3.1B in 2014 


Social Web is intertwined with markeDng mix  
•  Google announced real‐Dme 
search integrated into search 
pages 

•  Now live Tweets, Yahoo 
Answers, news arDcles will 
stream on the actual search 
results page  

•  Works on iPhone & Android 

• Next up – Facebook and 
MySpace    


The connecDon to brand  

“There may be some Dmes when an 
individual TwiBer message out of 
context can give a bad impression. But 
generally people on TwiBer aren’t 
looking at one single Tweet. They see 
what we do over Dme. For customers, I 
think it’s a way to get an inside glimpse 
of what people are like and what are 
culture are like. Our belief is that your 
culture and your brand are ulDmately, 
the same thing.”   

     Tony Hseiu CEO Zappos 


Why event markeDng 
struggles with social 
media

Good events = control  

  Event managers pride themselves in creaDng a 
controlled, scripted environment that minimize risk   
  In social media, the culture mandates giving up the 
illusion of control  


Why events should embrace social media  
  Events oﬀer genuine personal 
connecDons whether they be 
online, virtual or physical  
  All about deepening customer 
relaDonships  
  Nothing is more social than events 


Social media shivs the control of power  

“Technology is shiving the 
power away from editors, the 
publishers, the establishment, 
the media elite.  
Now it’s the people who are in 
control.” 
 

        Rupert Murdoch  


Requires new thinking for events  

  Its about the community, not the event  
  Customers as co‐creators  
  Customers deﬁning the rules of engagement  
  Customers driving how and what they want to know  
  Customers want more than corporate monologues  


Great opportunity for the “Davids”  

  Social media can be easier for smaller companies to adopt 
than their Goliath counterparts  
  Agility  
  High tolerance for experimentaDon  
  AuthenDcity  
  Personalized brand  
  Inexpensive and high leverage compared with other elements 
of the markeDng mix  
  Success isn’t Ded to budget or company size   
  Zappos vs. Amazon  
  Papa John’s Pizza  


Social Media 
Phased Approach 

27

CommunicaDon shiv needs to happen  

“Companies need to move away from 
sole reliance on top‐down 
messages delivered to elites 
toward fostering peer‐to‐peer 
dialogue among consumers and 
employees, acDvaDng a company’s 
most credible advocates.”  

Richard Edelman 
 
CEO Of Edelman  


Phased ParDcipaDon Engagement   

Conversa7on  Community 

Commit  Listen  Dialogue  Engage

Passive   AcDve 


Commit – less is more  

  Look before you leap  
  Evaluate where your strengths, resources and community are  
  Focus is beBer than trying to launch and excel across a porgolio 
of social media vehicles  
  Consider an execuDve sponsor  
  Once you determine your focus area – secure commitment 
from cross‐funcDonal team and execuDves  


Listen – and it’s all about listening 

  They are already there discussing brand – how can you learn? 
  Observe the digital naDves in their habitat  
  Unﬁltered feedback about your organizaDon, event, staﬀ and 
technology  
  Market research  
  Opportunity assessment  


Dialogue – two way communicaDon  

  Think conversaDon, NOT broadcast  
  Tend to tunnel‐vision on what to post, but focus on what will 
enlist parDcipaDon  
  Quality trumps quanDty  
  Establish trust and credibility  
  Give your customers something of value  
  People are looking to be heard 
  AuthenDc interacDons 
  Acknowledge mistakes  
  People don’t care about what department you work in or what 
your oﬃcial process is    


Engage – true community   

  The shiv from brand and customer ‐> community  
  Champions  
  Evangelism  
  Advocacy  
  Content creators  
  CollaboraDng to create the virtuous cycle of interacDon  


Where to begin?  

34

A social media framework  

  Know your audience  
  Fish where there are ﬁsh  
  Strength assessment  
  Know where you have tracDon and where you need to develop 
  Mapping needs to event lifecycle  
  Consider all the touch points throughout the aBendee journey  


Target Audience Assessment  

Vehicle   Target Audience A  Target Audience B  Target Audience C 

Bookmarking ✓
Blogging ✓ ✓
Online Communities ✓ ✓
Social Networking ✓
Micro-blogging ✓ ✓
User Communities
Social Videos ✓ ✓
Word of Mouth ✓
Wikis ✓


Where are you strong today? Where do you need to be?  

Strength  
Vehicle   Development Needed 
(Rank 1‐10)  
Bookmarking 10 
Blogging 1
Online Communities 9 
Social Networking 6 
Micro-blogging 5  ✓
User Communities 8
Social Videos 2  ✓
Word of Mouth 1
Wikis 8


Mapping Social Media to the 
Event Lifecycle  

38

OpportuniDes to event lifecycle  

Where could your event program beneﬁt by social media the most?  

Pre-Event
Launch On-site Post
Strategy

•  Research  •  Audience Gen   •  ConnecDng   •  Feedback  
•  Speaker recos  •  Event reveal   •  OpDmizing  •  Extend the life  
•  Content feedback  •  Monitoring   •  Monitoring 
•  Event ambassadors  •  Updates   •  Celebrate   

Think about using social media to build community  
not just “market” an event  


EnlisDng cross‐funcDonal resources  

  Most organizaDons who are doing this well do not of have 
dedicated headcount to “manage” social media  
  Social media is all about personal connecDon vs. tradiDonal 
corporate speak  
  IdenDfy individuals in your organizaDon who are acDve digital 
media naDves online   
  Product management/markeDng   
  ExecuDve teams – CTOs especially 
  DepuDze cross‐funcDonal teams to listen and dialogue  
  Full disclosure is an imperaDve 
  Encourage ownership of customer engagement around certain 
topics     


493 employees Tweet at Zappos  


Digital event ambassadors  

  TradiDonally event communicaDon = corporate ‐> individual 
  New thinking: create event ambassadors  
  Can be internal or external people  
  Oﬀering key people exclusive event news to their audiences  
  Bring parDcipants along the enDre event lifecycle  
  TwiBer, blogs, Facebook, user groups excellent vehicles   
  No dictaDng what they say  
   Beneﬁts  
  People respond more to individuals than anonymous company  
  1:1 facilitates building trust, credibility and relaDonships 
  Diverse communicaDon channels broadens reach 
  Build anDcipaDon for the event and speakers    


Pre‐event strategy  
  Validate event strategic direcDon  
  Co‐create content and program with aBendees  
  Gather feedback and recommendaDons for content, speakers, 
locaDons, acDviDes   
  By listening to community will build more eﬀecDve program and 
gain buy‐in from aBendees  
  Build momentum and excitement for event launch 
  Establish 1:1 connecDons online with event ambassadors    
  Social media tacDcs 
  Survey community via blogs, communiDes, Facebook, TwiBer 
  Have event ambassadors personally solicit feedback  
  Create online advisory steering communiDes for event  
  Create private Facebook/Ning groups   

Launch  
  Inspire evangelism amongst community 
  DepuDze your ambassadors  
  Build excitement for event, sessions, speakers  
  Encourage community engagement with each other      
  PotenDal social media tacDcs  
  Rollout your event hashtag # 
  Create/adverDse events in Facebook 
  Have speakers Tweet, blog, post about their sessions  
  MulD‐channel publishing  
  Sponsor event speciﬁc communiDes to encourage cross‐pollinaDon 
amongst aBendees 
  Pay it forward ‐ ParDcipate in other speakers, communiDes, and 
blogs   


On‐site  

  Bring back channel to the forefront 
  Empower all parDcipants to engage and share learning  
  Monitor what’s happening at event in real‐Dme  
  Troubleshoot when things go wrong  
  Pro‐acDvely communicate changes immediately  
  PotenDal tacDcs   
  Create blogging desks /TwiBer lounges  
  DepuDze key inﬂuencers as oﬃcial event TwiBerers 
  Coordinate TweeDng and blogging with your speakers  
  Sponsor Tweet‐ups – to foster community  
  Solicit conference “reporters” with FlipCameras  
  Encourage parDcipants to upload to Flikr and YouTube channels  


Post‐event  

  Feedback    
  Enlist event ambassadors  
  Extend the life and reach of the program  
  Post content on SlideShare, Posterous, YouTube  
  Use as springboard to gain momentum for next program  
   PotenDal tacDcs  
  Online surveys  
  Sponsor follow‐on regional Tweet‐ups  
  Reward loyalists with acknowledgement for their eﬀorts  
  Enlist volunteers for future advisory commiBees  


How do you measure this 
stuﬀ?  

47

Measurement  

  Even the early adopters of social media are struggling with 
measurement 
  Ironic that most management agrees there is value and 
willing to ride out the uncertainty of how to measure 
  In recent survey*, 60% of companies surveyed said they had 
gained “some beneﬁt but nothing concrete”   

Source: “Social Media and Online PR Report” by Econsultancy and bigmouthmedia December 2009  


What value is derived from social media?  

Helped close business 35%

Reduced overall mktg expenses 45%

Generated qual leads 48%

Rise in search engines 52%

New biz partnerships 56%

Increase traﬃc/list/subs 61%

Exposure for business 81%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Source: Social Media MarkeDng Report 2009  


Measurement  Framework  

Vehicle   Reach   Dialogue  Conversion  

Bookmarking •  Revenue  
•  Visits  •  SenDment of    
Blogging •  Views   comments  •  # of leads  
•  Unique Visitors   •  Reviews    •  # trials  
Online Communities •  Net Promoter Score  
•  Links  •  Time spent  
•  RT/Forwards    •  Votes   •  Mktg eﬃciency 
Social Networking
•  # of ideas 
•  Web analyDcs   •  Downloads  
Micro-blogging •  Inﬂuencer coverage   implemented   
User Communities
Social Videos
Word of Mouth
Wikis


Measurement Tool 
Demos  

51

Measurement Tools – Facebook Fan Pages  


Tweet Monitoring  

Monthly subscripDon for 
$9.99‐39.99/month   

Can set‐up 10‐50 proﬁles  

Download stats in Excel  


New paradigm in thinking about value  

“Take one opportunity,   
grow it into something of quality, 
 
and then leverage that opportunity into   
a new one that derives more value.”    
Chris Brogan & Julien Smith , Trust Agents 


How are other 
companies doing 
this?  


Ritz Carlton hotel managers listen  


Dell – Revenue GeneraDon  

Dell can aBribute over $7M in 
revenue from TwiBer 

“What we've learned is that social 
media has transformed the large 
corporaDon of the millennium into 
the Mom and Pop shop of the old 
days.  
The emergence of social media 
simply makes it more possible to 
connect directly with customers 
every day.” 

Manish Mehta  
VP of SM & Community  


@Comcastcares – Support   


Jet Blue – Service & Fun    

ChaBy posts and customer service 
assistance tended to generate a lot of 
replies and new followers. Press releases 
announcements were met with silence. 

“That’s a clichéd phrase, but Twi;er really 
is about tearing down the ar<ﬁcial walls 
between customers and the individuals who 
work at companies.” 


GM – FastLane Blog  


SXSW – Technology fostering engagement  

TwiBer gained 
adopDon here to  
track SXSW 
happenings. 

Now expanded 
community 
engagement to 
enable voDng on the 
panels they wanted 
to hear.  


Personalizing the brand  

@padmasree  
@scoBmonty 

Excellent examples 
using TwiBer 
eﬀecDvely to build 
1:1 connecDons to 
the Cisco and Ford 
brands   


Facebook Contests 


Facebook Ads for Events  


The Power of Viral  


Social Media Takeaways  

  Content is sDll king – social media can’t help bad content  
  Commit – be in for the long haul. No graceful exit strategy  
  Iterate ‐ do not need to wait for perfect informaDon or 
opDmal resources to begin  
  Be authenDc – No placeholder social media  
  Depth vs. breadth – focus on strengths and assets 
  Diversify – digital channels are not all the same and oﬀer 
diverse beneﬁts and results  


Closing Thoughts  

  Seth Godin on Social Media  


Q&A  

TwiBer:  
@lumendesiree  
facebook.com/lumenconsulDng  
www.lumen‐consulDng.com  


Appendix 

69

Tools we love  
  Want to secure your username across social media universe? 
  hBp://namechk.com/  
  Measure senDment and volume of your Tweets 
  www.viralheat.com 
  URL shortener with tracking  
  www.bit.ly.com   
  Think yellow pages for TwiBer  
  www.twellow.com  
  Host contest, promo, sweepstakes in Facebook easily and inexpensively  
  www.wildﬁreapp.com 
  Nice TwiBer eye candy to have running at an event  
  www.visibletweets.com 
  Your TwiBer app ougiBer  
  www.oneforty.com  
  Great apps to view mulDple TwiBer and Facebook accounts  
  www.seesmic.com, www.tweetdeck.com 
  www.hootsuite.com   

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