I recently caught up with Steve Gershik, author of the Innovative Marketer blog and producer of the upcoming DemandCon conference (May 18-19, 2011, San Francisco, CA). Steve shared his thoughts on the future of marketing automation and what we can expect from DemandCon, which will help marketers and sales professional realize revenue rapidly.

I recently worked with the Virtual Edge Summit to help get the word out about the summit. Social media was an important strategy for reaching target audiences and driving a conversation before, during and after the event. Of all the social media channels, Twitter was an integral part of the strategy. Here are three tools that I recommend if you’re seeking to drive engagement around any event, such as press conference, webinar, conference, product launch, etc.

CoTweet – Schedule Your Tweets

For this particular instance, I knew I would be busy throughout the conference and unable to tweet updates regularly. As such, I used CoTweet to schedule tweets in advance.  And as Guy Kawasaki points out, the tweet stream moves so quickly, only a portion of your audience will view your tweet at any particular time.

By using CoTweet, I could schedule advanced tweets about exhibitor promotions during the show, space out reminders to register for the event, and retweet relevant news at specific times to have a rolling set of activity throughout the day.

The other benefit is you can have more than one account and users to manage tweeting responsibilities. This is useful when you have  large team of PR professionals, marketers, and/or event staff overseeing the event.

What the Hashtag – Trend and Track Your Hashtag

If you plan to use a hashtag, the challenge is creating a simple, visual way to capture the overall activity for the hashtag. What the Hashtag is a tool that allows you to do this.  Once you’ve registered your hashtag and added a description, you can view a chart of the number of tweets, top users tweeting out the hashtag and other high-level statistics.

This is a great way to identify top twitterers for that hashtag or your brand. By reaching out to these individuals, you can develop a relationship for future announcements and events.

The only detraction is that the stats are available for only 7 days. So you will want to designate a day to go back and capture the data from the past week, such as first thing Monday morning or end of day Fridays.

Twapper Keeper: A History of Your Tweets

While Twitter is great for publicizing a brand and generating conversation around a community and topics, tweets are not archived. This provides a challenge when you want to create a history or search for specific tweets. One site that may help is Twapper Keeper, which seeks to save tweets related to a particular hashtag.

I created the archive for the Virtual Edge Summit at: http://twapperkeeper.com/hashtag/VES11. While the user interface is inelegant (which is why I decided not to include an image) and service can be a bit slow (at times doesn’t load), the idea is interesting and valuable for evaluating the conversations around a specific hashtag or even keyword. I’m curious to hear of any other similar service as Twapper Keeper has a great idea, but needs to make significant improvements to gain traction.

What do you think? What other Twitter tools would you recommend?

Here are two videos that I took while I was at the Virtual Edge Summit 2011.  Again, while I provided PR/marketing/social media services to the summit, the below represents my personal opinions and not those of the Virtual Edge Summit.

View more interviews on YouTube

Photo courtesy of Altus

NOTE: I am providing pr/marketing services to the Virtual Edge Summit. This post reflects my personal opinions and is not representative of the Virtual Edge Institute or Virtual Edge Summit.  

I previously wrote about some of the efforts we undertook to promote the Virtual Edge Summit. I would like to highlight some of the buzz coming out of the Summit and what this means for marketers. Interestingly, I anticipated hearing some innovations from the key players in the US virtual events market – INXPO (Note: I was previously employed here), 6Connex, and Unisfair.    

Rather, for me, I was intrigued by the number of mobile developments by other providers at the show, Altus, Digitell Inc. and Social27. While this was surprising, it fits into my overall predictions about the industry, that newcomers will help push the innovation for virtual and hybrid events. Here’s a quick summary of the announcements. I also had the opportunity to speak briefly with Altus and Social27. Here is a quick overview of the Altus and Social27 news, and I plan to post the videos once I get those completed. 

Altus Brings Conferences to the Palm of Your Hand

Altus highlighted their announcement as an extension of physical to provide a “hybrid” experience. The mobile application allows conference organizers to put the conference agenda, sponsor information and even presentations on your mobile device. 

Why you should take a look? Since attendees proactively download the app to their device (supports many operating systems), conference organizers can continue pushing updates to attendees long after the conference has ended. If you leverage this as an opportunity to continue a conversation, you can keep members engaged while driving interest for the following conference, as well as open up possible revenue opportunities via sponsorships.    

Taking Social Interaction to the Next Level with Social27

Photo via Social27 Website

Social27 originally started as a service to bring social collaboration to enterprises. Seeing an opportunity, Social27 is moving into events and conferences. The company has a philosophy of “Social, Mobile and Local”, which Ike Singh Kehal, CEO of Social27, explains in his video (coming soon). Like the main U.S. players in the market, Social27 provides an environment with 2D locations for networking, exhibitors and sessions. Since the company comes from the social collaboration space, Social27 provides a simple integration with the key social networks. 

Why you should take a look? Social27 does the social collaboration and networking well. I would venture to say that it provides the simplest and most intuitive interface to date. Furthermore, the company leverages the wealth of your social graph to provide “matches” to assist with networking. Currently available on Windows mobile phones, expect Social27 to expand the services to additional mobile OS. By adding the geographic aspect as well, Social27 provides marketers with the ability to search, seek and network with prospects – virtually or in the real world. 

 Conclusion

The Virtual Edge Summit provided great insight into how marketers can leverage virtual and hybrid events as part of the marketing mix. And an integral part of the experience is extending the event to mobile devices. Do you agree or disagree?

Courtesy of Virtual Edge Summit

From January 12-13, 2011, hundreds of people will gather in Las Vegas and online to attend the Virtual Edge Summit 2011. I have had the pleasure of assisting the Summit in their public relations and marketing efforts. While I have done PR and marketing activities as a vendor exhibiting or speaking at an event, this was an interesting opportunity to help drive awareness, conversation and ultimately registrations for a conference of this sidze (not including corporate webinars and virtual events).

With the conference a week away, we will not have a full sense of the results until after it has concluded. With that said, I wanted to highlight three strategies and tactics we used (are using). While this doesn’t encompass everything we did/are doing for the Summit, it does provide a look under the covers:

Key Objectives

1. Drive Brand Awareness: This year, the Virtual Edge Summit expanded its program beyond virtual events, meetings and conferences to incorporate virtual learning and training. This opened up the Summit a potential new pool of attendees within the elearning and training spaces. Our goal was to continue driving awareness within the meeting and events industry, while introducing the Summit to this new space.

2. Increase Engagement: We wanted to build on the 2010 efforts to further involve our audience – both virtual and physical – with the Summit. This would help generate word of mouth amongst our key audiences and hopefully reach new target audiences.

3. Grow Registrations for In-Person and Virtual Attendance:  And of course, part of the success would be measured by the number of registration for the in-person and virtual versions of the event.

Key Tactics

1. Focus on Public Relations: My foundation is in public relations, so this was a natural area to focus our efforts.  In addition to the general press releases about keynote speakers, new sponsors and the program, we looked at how we can generate discussion in the industry, while promoting the Summit. For example, we decided to develop an infographic that summarized the key virtual events industrystats from 2010. The purpose was to provide the industry with a visual way to synthesize the progress that virtual had made over the past 12 months. In addition to posting to the Summit blog, we contacted key reporters, industry bloggers, and sponsors. The resulting blog posts and discussion around the infographic keeps the Summit and Virtual Edge Institute front and center.

2. Start and Seed a Summit Blog: Our speakers are the innovators within the virtual events and learning industries. We started a blog and invited our speakers to submit 300-400 word blog postings related to their presentation or industry. With a dozen speakers taking up the offer, this provided credibility to the blog, allowed us to generate relevant content quickly, and distribute this to a wider audience through speaker promotion. At this writing, our hope is to continue the blog to drive the conversation until the next Summit.

3. Social Media: While Twitter was leveraged last year, we drafted a more formal strategy for our social media program this year.

a. The cornerstone will continue to be Twitter, assigning each room with a unique hashtag to receive questions from the audience. We also created Twitter lists of attendees, speakers and sponsors to recognize all the different audiences supporting the Summit. Finally, we reached out to speakers and sponsors to promote their participation at the conference, which generated many tweets leading up to the conference over the past few days.

b. We researched groups in learning, training, events, conferences and meetings on LinkedIn.  Following group guidelines, we posted information about the Summit, participated in appropriate discussions,  and/or started discussions.

c. With regard to Facebook, this is being leveraged as an alternative way to connect with our audiences. We cross post all blog posts and post questions to solicit engagement. While this part is nascent, we’re contemplating using Facebook as the main photo archive for the Summit and inviting virtual attendees to post photos of where they are attending the Summit to the page.

Wish Us Good Luck

While this doesn’t cover everything we’ve been doing, I’m pretty happy with what we’ve been able to accomplish so far. If you’re interested in checking out the summit, you can register at http://www.virtualedgesummit.com/registration_reader. The interesting aspect is that the Summit will have ten different technology vendors streaming the content. The idea is to provide people with a choice and way to evaluate different ways of holding a virtual event.

In the post-event summary, I’ll highlight some other unique aspects of the event, initial results and some areas of improvement.

And I’ll also be one of the virtual hosts to bring content live from the exhibit show floor to the virtual audience! (wish me luck)

I will be moderating a Focus.com teleconference on Virtual Events on today, December 15th at 11AM PT/  2PM ET with Jeff Hurt, Donna Sanford, and Shannon Ryan, where we will discuss best practices for hybrid events.

Topics include:
1) Tips for engaging both physical and virtual audiences
2) Key considerations to keep top of mind
3) Technologies that can enhance the hybrid event experience

Panelists:

Shannon Ryan, Interactive Summit Lead, Focus

Donna Sanford, President , Sanford Project Partners,

Jeff Hurt, Director of Education & Engagement, Velvet Chansaw Consultin 

To Participate: 

Toll Free United States (866) 951-1151

Toll United States (201) 590-2255

Conference #: 4999006

Submit Questions to:

On Focus.com, use the keyword: FocusRTVE

On Twitter, use hashtag #FocusRTVE

Share this with your Friends:

LinkedIn | Twitter

I recently presented a webinar on “Dispelling the 5 Myths of Going Virtual.” My presentation slides are included below and an archived version of the webinar will be available on the MPI website shortly. Free to MPI webinars, the on-demand will be available for $20.  The webinar covered these top myths, accompanying case studies and relevant industry stats:

1. Virtual Will Cannibalize My Audience: Case study of American Payroll Association

2. Virtual Will Cannibalize My Exhibitors/Sponsors: Case study of GE Healthcare

3. Co$t$ Too Much: Case study of IMTS

4. Only for the Technically Savvy: Look at technology pace of technology adoption

5. Not as Good as F2F: Case study of CiscoLive Virtual

6. BONUS Myth: No One is Doing It

I belong to several groups in LinkedIn and came across a case study regarding the use of social media to increase membership to a LinkedIn group, which then drove conference attendance. I interviewed Bob Etheridge, social media aficionado, to learn more about his experience.

Bob Etheridge’s background has been primarily in the online recruitment and job board industry. In 1999, he co-founded JobCircle.com, a regional job board in Philadelphia and 2003,  started a physical Job Fair division for the company, thus entering the event production and  marketing world. The economic downturn and lack of hiring had a large impact on the business, so in May, they took their event production experience and created a B to B conference called Social Media Plus, capitalizing on the growth and interest in Social Media. Bob can be reached at bob.etheridge@networksunday.com.

1) We both belong to the same LinkedIn Group and you mentioned how you increased membership to a group you were managing for a conference. Can you provide an overview of what you did?
Yes, creating a Linkedin Group is easy enough, inviting your first degree connections to join the group is also relatively easy.  However, growing your group quickly after that becomes a challenge.

November 21, 2010 – Per Bob’s request, I have replaced the previous text with the below two paragraphs:

We utilized a service called Community Leadership offered by a company called Network Sunday. Network Sunday has virtual assistants that can help you with your Social Media marketing outreach. Network Sunday works with business development  and conference marketing professionals to leverage Linkedin to help grow communities, create awareness and build personal and professional brand.

By joining relevant, Industry specific Linkedin groups using the Advanced People Search engine on Linkedin, we created a targeted list of members who would most likely be interested in learning about Social Media and networking with other Social Media Marketing professionals. We then invited these people, through Linkedin, to join the Social Media Plus Conference group using a simple, straight forward message. The campaign lasted for approximately 2 months before the conference.

2) Besides LinkedIn, did you use any other marketing and social media tactics? If so, how did you leverage these tactics for driving attendance. 
Yes, we created a Facebook page and a Twitter account for the event. While Twitter was a great tool for communication during and after the conference with our #SMPlus hashtag, neither produced significant results in driving attendees.

3) What was the result of your efforts?
The response was phenomenal. In 2 months, our Conference group grew from 50 members to around 1800 and over 700 people attended the conference.  We did some traditional marketing such as direct mail and e-mail marketing, but Linkedin was the most effective marketing tool by far. We tracked the click through bit.ly URL’s, measuring the use of unique coupon codes that we offered and by comparing the final attendee list to our Linkedin Group members. 450 attendees had joined the Social Media Plus Linkedin group prior to the conference. (Disclaimer – Bob was so impressed with the results that Network Sunday provided, he is now the US Partner helping other conference organizers in their Marketing efforts).

4) What three tips would you provide to those seeking to use social media to promote their conference?

 1) Social Media Marketing is a two way street. Be prepared to spend time communicating directly with your audience.

2) Don’t over sell in your Marketing message. Less is more in this case. People want to explore and learn things on their own. If they have specific questions, they’ll reach out to you.

3) Don’t go it alone. Social Media Marketing can be time consuming and often companies start off with a bang, but burn out quickly. Social Media Marketing is a marathon, not a sprint.

Rene Bonvanie, VP of Worldwide Marketing, Palo Alto Networks, presented on a viral video he created while with Serena Software.  The goal of the video was to increase the use of the company’s mashup tools. Instead of creating a “standard” B2B video at the time, the company decided to adopt a more consumer-focused approach of using sex and innuendo.  In essence, they were seeking to create a strong emotional response to the video – either you hated or loved it. I’ve embedded the original video below.

Starting a Fire

“No long tail in social media. It happens or doesn’t.” – Rene Bonvanie

 While the video only cost $5,000 to develop, the challenge was generating the fire to start the buzz. The key considerations for Serena Software were:

* How to increase/enable social networking

* Have users push and syndicate the content rather than pushing it themselves

* Coordinated efforts with traditional media and advertising activities

The company first created two versions of the video: a censored version for YouTube which linked to an uncensored version on the company’s website. The company then leveraged traditional advertisements on targeted websites that played on the “censored” theme. As the ad campaign continued, media outlets began to pick up on the, at the time, unique campaign.

Simultaneously, the company built a video channel related to the original video. As the views increased for the viral video, other videos also saw an increase in views as a halo effect. 

Questions from the audience

Note: I tried to capture the questions and quote as fully as I could and is not meant to be a “transcript” of what was said. Questions are in purple with the response italicized.

Insights with global marketplace and how to adapt this? One of the things we found is that from a B2B perspective, the audience speak English for B2B.

What was the magic sauce for the video? Sex and innuendo.

Had you thought of anything else besides sex/innuendo? Did take out some of the sex and tried the office/Seinfeld humor. Thought it was done before and wouldn’t go that well. Looked at consumer brands to see what they did and to combine those elements with office setting did well.

What was the impact on sales for the video? There were two ways to look at that. At the end of the day was to have people evaluate the software. Got $10 million in sales with $40 million in opportunities and 100,000 to conduct trials.

In conclusion, Bonanvie recommended caution when seeking to create such a video. You have to consider the creative, brand, comments from viewers, and related videos.

Other posts regarding MarketingProfs SocialTech 2010:

* Motorola Case Study to Use Social Media for B2B Event

* Guy Kawasaki Keynote and 6 Twitter Tips

The session I was most interested in attending was the “B2B Events: Build Audience and Extend the Conversation through Social Media” at MarketingProfs SocialTech conferene. Belinda Hudmon, Sr. Director, Interactive Marketing, Motorola, shared how they leveraged social media for their events and to accelerate the sales cycle.

Start with the Customer

Motorola first started from the customer’s perspective to understand the pain point and sales cycle. The company levereaged in-depth research, customer insights and detailed personas to help develop digital toolkits to help prospects and customers through the sales process, such as microsites, product tours, website, social media and communities.

Events Key Part of B2B Sales

Events are key part of Motorola’s B2B sales but the recession impacted audience attendance (up to 50%+ decline for some key events) , especially since many of Motorola’s events were global.  Interestingly, virtual events weren’t necessarily the answer as Motorola was cognizant of people’s limited time to participate in such an event.

According to Hudmon, they learned that 69% of business buyers use social media to make a purchase decision (Forrester). This, combined with the impact of the recession on event attendance, lead Motorola to develop its “Share the Experience” site. The goal of the site was to expand the experience for the event with video as the core.  They leveraged several social media tactics to seed content and drive engagement:

* Uploaded videos to YouTube
* Had bloggers contributing insights about industry trends and from the industry floor to see what was happening
* Followed Twitter and Facebook to see what was happening via hashtags
* Provided access to initial information on case studies and other content from content sites, social media integration (e.g. flickr), etc.
* Promoted the site via email, twitter, and facebook to give info about the speakers, as well as feed information about the show back to their different social communities
* Recently provided mobile experience as well

Results: Increase Engagement, Thought Leadership and Post-Show Dialog

Overall, the “Share the Experience” site helped Motorola to establish a following with their customers, partners and prospects which extended their dialog with these key audiences. This also helped drive Motorola’s thought leadership platforms with blog postings and real-time updates from Twitter and Facebook. This has become an integral part of other shows and as a way to launch other thought leadership platforms.

Highlighting the value of archival content, Motorola discovered that 60% of the videos were watched after the event had concluded with 3X more demos completed online overall.

Questions from the Audience

Note: I tried to capture the questions and quote as fully as I could and is not meant to be a “transcript” of what was said. Questions are in purple with the response italicized.

Built the virtual conference platform internally for Motorola. Why internal vs external? Looked at virtual events and one of the issues with virtual events is that people’s time is limited. With the ”Share the Experience” site, we weren’t trying to replace virtual but have an experience before, during or after the show. Have done some virtual that weren’t live stream and more on-demand scenario. Have tested the virtual event as an augmentation to events to see live and ask questions.

Social media integration – used corporate Motorola or different accounts within the event? Started by an event site but realized the opportunity was a Motorola site or audience-specific site. As set up the site and interface with it and can have a long-term interaction. So leverage the audience site to interface with event sites as they come online.

Conclusion

Motorola recognized that events were an integral part of their sales process, but the recession greatly impacted attendance at their global events. By understanding their customers – especially that these are time-constrained professionals, the company opted for a website-based experience integrated with social media versus a virtual event.  In this way, Motorola discovered an effective way to drive engagement, thought leadership, and I’m assuming, sales forward.

How are you using social media to drive your B2B events? What other strategies are you using?