For nearly 3 years, I’ve been writing about PR, marketing, social media, and most recently virtual events. At times, I’ve been very prolific and other times I’ve gone weeks without a post. As a commitment to myself and to you, my readers, I wanted to share some updates for the site in a short video message that I hope will make the blog more useful for you.
Briefly, I am enacting an editorial calendar to help develop a schedule of posts and expectations. My writing schedule will be Mondays (virtual events), Wednesdays (pr, marketing, social media), and Fridays (PRMM interviews with industry experts).
I also want to invite you to submit your ideas for potential blog topics and interview subjects (email or video). Here are some high-level bullet points on what I’m looking for in guest posts, interviewees and/or blog ideas, such as surveys highlighting key trends, case studies that demonstrate ROI, interesting case uses of technology, someone who is truly visionary, etc.
But, most importantly, read my past posts first before connecting with me.
If you’re interested, please drop me a note either in the comments or via email. I look forward to hearing from you and watch here for future announcements.
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
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.
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?
My husband and I are huge electric car enthusiasts, but not as much as our friends Amy and Andrew. I was curious when they asked me to vote for their video for a chance to win a Nissan Leaf (click on the image to the left to launch their video). I personally think their video is great =) and a great way for Nissan to drive interest in their first generation Leaf.
The contest rules are pretty straightforward: Schedule a time to test drive the Lead, record a video and promote it to friends and family for votes. A winner is selected from the various regions, with one winning the grand prize – a quiet car that will sneak upon you with no warning.
While this is a great way to drive people to the event, grow its list of prospective buyers, increase engagement, and spread the word, here are my recommendations to make this an event better contest.
1) You can share the video via Twitter, Facebook and email, but there was no way to embed the video to blogs and websites. Hence, why I did a screen capture and link to the video.
2) While the link takes you to a single videos, there is no video gallery to view entries from a single event. By having a centralized gallery, Nissan could leverage it’s marketing weight to segment email lists and encourage people to vote for the best video. This could also drive interest in the contest itself. Instead, the contest depends on individuals to spread the word.
3) I’m actually on the Nissan Leaf mailing list and received emails about the Nissan Test Drive tour. But I had not heard about this contest until the email from my friends, who had scheduled a test drive. My assumption is that the contest wasn’t well integrated with the other marketing channels for the Leaf – email marketing, PR (first person who received a Leaf in the Bay Area made the local news), etc. Bringing these channels together could provide Nissan with great word-of-mouth, especially as this first generation of electric cars roll out.
What do you think? And don’t forget, Vote for Amy and Andrew now! I want to be the first to ride in the car!
This past weekend, a story unfolded in the San Francisco area about a Santa Claus, known as Santa John, who was fired from his 20-year job at Macy’s. The issue was about a joke that Santa John told two adult customers sitting on his lap (that’s another issue altogether =). He had said the joke often but this one time got him fired as the customers objected to his “knowing where all the naughty boys and girls lived.”
Now begins a story that pushes Santa John into the limelight, positions Macy’s unfavorably to a world audience, and takes a beloved watering hole, Lefty O’Douls, front and center.
Macy’s Continued Silence
In any other case, the firing of a Santa who told a raunchy joke would have blown over for Macy’s. However, this was a situation in which Santa John has been the face of Christmas for the Macy’s San Francisco flagship store for the past 20 years. As such, Santa John holds an emotional tie to many in the community which has further propelled this story beyond the Bay Area community.
And throughout all this, Macy’s continues to stay silent on this, considering this a “personnel matter”. And this is Macy’s biggest mistake. The company has failed to recognize this as a unique situation. This was an opportunity for the company to highlight their high quality of service to all customers and that they take customer satisfaction seriously. This was an opportunity to apologize for their mistake, acknowledge the 1,000 of emails and letters to rehire Santa John back, and hold a large cermony on Santa John’s return to demonstrate Macy’s Christmas spirit.
Rather, by remaining silent, Macy’s is seen as a harsh employer who fired a beloved holiday icon over one complaint despite 20 years of loyal service.
Lefty O’Doul’s Saves Santa
If you’ve been to San Francisco, it’s very likely you’ve frequented Lefty O’Doul’s, a bar off Union Square. As the story unfolded regarding Santa John, the management at Lefty’s did a brilliant move of offering Santa John a job at the bar – double the pay and a bigger seat.
While there have been job offers for Santa John, this one captured the local media’s attention: local angle, well-known bar establishment located blocks from the very same Macy’s store, and better benefits for Santa John. And best of all, permission to tell all the jokes he wants.
This move is what David Meerman Scott highlights in his book “Real-Time Marketing & PR: How to Instantly Engage with Your Market, Connect with Customers, and Create Products that Grow Your Business.”
Conclusion: The Holiday Spirit
The story of Santa John provides a blueprint on how brands, both small and large, should and shouldn’t handle communications issues. In the new era of transparency, Macy’s could (should?) have been more open and willing to admit a possible mistake. In the end, Lefty’s demonstrated a holiday spirit that benefitted Santa John and inevitably drive more traffic and business to Lefty’s.
And in a time when money is still tight and customers more selective, I suspect that the San Francisco Macy’s year-over-year sales and traffic may dip as a result.
What do you think?
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 email@example.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.
I’m posting an updated version of a Social Media eBook I published a couple of years ago. The eBook is meant as a quick guide for getting started, addressing the following topics:
* Before you start
* Fish Where the Fish Are
* Developing Your Own Community
* Social Media Tools
What have you found to work best for you?
As I believe virtual events will (if not already) become a more integral part of a company’s communications strategy, I will reach out to vendors and practitioners in the industry to share their thoughts for the weekly PRMM Interview leading up to the Virtual Edge Summit in January 2011. This week, I reached out to my former company to get a sense of how virtual events differ from webinars and where the industry is going. Mike Westcott, VP of Marketing with INXPO, shares his thoughts.
Mike Westcott oversees INXPO’s branding and marketing as Vice President of Marketing. Westcott has helped drive growth and innovation throughout his career as a leader at numerous global marketing organizations and agencies. He was most recently responsible for community strategy and marketing innovation with media company, Red7 Media, where he ran the Event Marketing Institute. He has been instrumental in helping to shape the dialogue in the brand and experiential marketing industry for over twenty years through his writing, workshops and thought leadership.
Can you provide a quick overview of InXpo?
INXPO is the first and leading provider of virtual business solutions. These solutions help organizations improve their business performance by transforming the web from pages and links to events and destinations where people go to connect, collaborate, learn and do business.
Many marketers currently leverage webinars as part of their lead generation programs. How are virtual events different from webinars?
In an era when content and education are an increasingly important part of marketing and communication, webinars are a proven means of broadcasting content to an online audience.
Virtual events combine webcasting of content with online conversation, peer-to-peer connection and collaboration tools and social media to help people connect much like they do at physical events. While virtual events don’t replace the face to face connection we experience at a physical event, they are fast becoming a critical addition to extend the content, conversation and collaboration of physical conferences and tradeshows. This combination, called Hybrid events are the way to go for smart organizations that seek to make the most of their communication and content investments.
Compared to a webinar, a virtual event is more costly and takes more time. Can you elaborate on the type of scenarios where a virtual event would be better than a webinar?
Virtual events are better than webinars in three scenarios
1. Hybrid events: when you want to extend an existing event investment
2. Revenue generating events: when you want to turn content and conversation into commerce by connecting a number of sponsors and prospects around shared interests
3. Education: when you want to engage your audience more deeply in educational content with collaborative activities, breakout sessions, surveys, gaming and other training tactics.
What are top 2-3 benefits of using virtual events for marketers?
1. Lower cost and shorter time frames than traditional events for lead generation and communication
2. Extending existing event and content investments
3. Online community building potential
There seems to be a lot of developments with virtual events. Where do you see the industry going?
Virtual community environments are quickly becoming the real payoff as they provide a real destination for content management and delivery, meetings and learning for corporations, associations as well as media companies who are realizing that content is not king, community is king. And content is the catalyst that brings people together.
Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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