Over the past few years, I’ve counseled and assisted companies establish their social media programs. As I think back to these program, I believe there are four key stages intrinsic to the evolution of a successful social media program: broadcast, inquisitive, participatory, and conversation. While I don’t want to oversimplify this process – some organizations may skip or combine these stages – I do think this is helpful for framing the general growth of a social media program:

Broadcast stage:While we recognize that social media is about conversations and engagement, I’ve found that the first stage is getting comfortable with publishing on this medium. As such, the first phase will mainly be broadcasting – upcoming events, new blog postings, product announcements, etc.

Inquisitive stage: Once an organization becomes comfortable publishing on social media, the next stage is being inquisitive – asking others for their comments, feedback, including polls and other similar activities. From my perspective, this is the first step from broadcast toward engagement.

Participatory stage: It is at this stage that an organization moves from broadcast to a participatory level. In addition to promoting it’s own content, an organization begins recognizing the contribution of others. This includes retweeting, commenting, and sharing links to blog postings, articles and other content of interest to your followers/target audiences.

Conversation stage: This is the most intensive aspect of a social media program and most desired stage that all aspire to. At this stage, an organization is engaging in an active conversation with their audiences – responding in real-time to constituents while adding value.

Are there other stages to consider when starting a social media program?

via Flickr by Karen Eliot

So you’ve decided to move forward with a virtual event. You have your team in place and have established a structure for planning the event. Now you have to design and build it. Since “virtual” event experiences are so new, many event and meeting planners are turning to vendors and suppliers to counsel them through this process.

The challenge is how to avoid “cookie-cutter” virtual event experiences that may not be appropriate for your audience and objectives. Consider these questions under the specific topic areas (* are questions contributed by Donna Sanford of Sanford Project Partners, your outsourcing partner for events, print and digital media). What additional questions do you have?

Presentations

1. What works best – audio, video or video-only presentations?

2. Presenting virtually is quite different than in-person. What recommendations do you have for designing the presentation? This includes length of preso, use of slides, inclusion of polling questions, etc.

3. What training can you provide my speakers to address a virtual audience?

4. What type of social media integration do you have within the presentation console for virtual audiences?

Audience Ease-of-Use

1. What tools are available to familiarize my audience before they enter the virtual event?

- can these be branded with my logo?

- what if I want something customized for my event? What is the cost and time constraint?

- do you have an attendee guide that people can download? For those who prefer a manual, this document would provide screenshots of the key elements of the event and what each function is.

2. I have to drive audiences to a specific presentation, booth, etc. for my sponsor/exhibitor. What is the best way to do this?

3. How can we create an experience that easily guides my audience through the virtual event?  

- How do we map this out before we begin building the event? The purpose of mapping is to ensure that your key objectives are forefront during the planning stages.

- What are the average number of clicks it will take for someone to do activity X? This can include: getting to a presentation, attending a group chat, sending a vcard, engaging in a one-on-one chat, visiting a booth in the exhibit hall, etc.

Engagement

1. What chat functionalities do you have? These usually include text-based one-on-one, many-to-many, and group chat. Video chat is just emerging and worth asking about.

2. What social media integration do you provide?

- Where/how does one access the social media capabilities?

- Are these consistently available in every area of the virtual event? For example, is twitter available in the group chat area but not in the exhibit hall. Why or why not?

3. Do you have match making capabilities? How does it work? And do they bring in my existing social graph from other social networks?

4. How do you connect speakers with the virtual audience?

5. How do you help exhibitors/sponsors engage with attendees?*

6. What kinds of tools or programs do you have for attendees to engage with one another?*

Hybrid Events

1. What tools do you have for the in-person and virtual attendees engage with one another?*

2. With regard to the physical event, would you program the virtual event exactly with, separately from or a combo of the two? Based on my event, what would you recommend?

3. Should my virtual event be visually similar to my physical event?

Additional Resources

1. Virtual Event Vendor Checklist Part 1: Event Support & Experience

2. Virtual Event Vendor Checklist Part 2: Planning Tools

3. Pulse Staging: Tips for Presenting to a Virtual Audience

4. A Wider Net: Why Engagement Matters More for Virtual Events

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?

Last week, I read two very good blogs posts from Tim Dyson (The end of Push PR/Marketing) and Beth Harte (Dear Marketing & PR Pros: You’re still pushing) regarding the broadcast tendency of public relations and marketing professionals.

In Tim’s post, he explores how social media is providing brands an opportunity to shape existing online conversations. As he writes, “shifting the debate is a way of shaping a conversation” and I agree with him.

The rapidly changing technology landscape has changed the way we consume and receive content. No longer can a brand buy air time on the big three TV networks and own the messaging. The ability to engage customers directly is an opportunity for brands to become part of the conversation. But this requires transparency and dedication to listen to what customers have to say versus reverting to our natural tendency to defend.

Or as Beth writes, “… marketing and PR practitioners still approach customers socially as if we are going into battle with them.” She raises the good point that PR and marketing professionals are still unfamiliar with the concept of “people relations.”

Conclusion

I would like to conclude with the comment that I left on Beth’s post:

“Whether PR practitioners or marketers, this is an interesting dynamic. The focus, for the most part, is on accumulating followers, fans and/or readers as a way to drive one’s own marketing messages. I’ve rarely seen true engagement on the level that Zappos does with its customers.

Which leads to another point to explore. We’re discussing who owns social media as part of the marketing or PR function. While marketing or PR can initiate the program, I believe that full participation of the entire organization is required to truly have a successful program.

For example, if your goal is to improve your net promoter scores, you have to get customer service involved. Otherwise, there will be a disconnect for consumers who are receiving one message from marketing and PR lead social media campaigns but experiencing something different with customer service.

So I would add to your point Beth – “Know why you are doing so and only do it when it makes the most sense. Stop with the shotgun approach.” And make sure that the right stakeholders are also on board and participating.”

What are your thoughts on this topic? Do you agree or disagree?

Photo Credit: via Flickr by Robert S. Donovan

You can click on the Weekly Articles tag for previous issues or subscribe to the Weekly Articles Feed. If you feel that you have an article that would fit in the weekly articles, leave a comment and I’ll check it our for the following week’s digest. Enjoy.

Permission Please – Mark Goren of Transmission Marketing highlights how he was automatically subscribed to Marriott Hotel newsletters without his permission. The comment stream is interesting regarding the needs of business and person perspective. However, I side with Mark on this one. There are better ways to ask for permission. Supplying an email for a “confirmation notification” isn’t the same as asking to receive frequent emails about your company, promotions and other marketing stuff.

From a Blogger to You – Chris Brogan writes a great post about why bloggers aren’t journalists. He also provides great tips for pitching him and the topics that he likes to discuss. Key point – make a blogger feel special, whether with beta invitations, previews or free schwag.

So You Want to Pitch? – Jason Falls provides a great post on how he would pitch bloggers. By writing a fictional blog pitch, Jason provides actionable tips for contacting bloggers and probably getting results as well.

Engaging Employees –Anna Farmery posted about how to engage employees as most of the conversation is about engaging customers. Well, employees ARE customers too. I think companies take this for granted until it’s too late.