An Evolution of Meetings

“Any change, even a change for the better, is always accompanied by drawbacks and discomforts.”  ~ Arnold Bennett (British novelist, playwright, critic, and essayist, 1867-1931)

We’ve all experienced the evolution of meetings – from the development of registration tools to the progression of exhibition design (we no longer need an engineering degree to set-up a booth) as well as the maturation of contract concessions and negotiations (who doesn’t have an inclusive force majeure clause?). As we are all aware, the most recent shift is social media. The social media landscape can seem a bit daunting with all the players…and new ones being added all the time. (Side note: I receive no compensation for any of the vendors/sites referenced in this article.)

On the bright side, social media and events have a lot in common and work well as partners. Both engage or aspire to engage clients and prospects; the level of engagement just differs. Events deliver more interactive depth than social media can through the inherent connection that happens with face-to-face meetings. Although, you can’t literally shake someone’s hand or meet over coffee via social media, you can interact, collaborate and have conversations with people which makes social media a very powerful marketing tool. Social media tools today enable event marketers/planners to communicate with attendees and get real-time feedback and encourage engagement from attendees before, during and after an event.

As a result of these interactions, attendees enjoy a much richer experience and the value of your event is perceived as higher. To that end, they are more likely to come back again and again to renew and revitalize these relationships. This, in turn, translates into more dollars for your event and for your exhibitors, partners and sponsors.

Getting Started
The term social media is used to describe software/tools that enable individuals and communities to gather, collaborate, share and communicate.

Here’s one view of the Social Media Map:

(Download your copy here: http://www.ovrdrv.com/maps/)

If you need help with Social Media Policies and Guidelines, Dave Fleet created a list of organizations with links to their published online social media guidelines. There are 57 policy templates and resources to use as a reference.

Video
A great example of video marketing is the uber-viral Old Spice “Smell Like a Man, Man” campaign .
As of mid-July, the brand’s YouTube channel has received more than 94 million views. According to Nielsen data provided by Old Spice, overall sales for Old Spice body-wash products are up 55% in the last three months; and in the last month, up a whopping 107% (Adweek, July 26, 2010).

Video can be used in a similar fashion for event marketing:

• Create “personalized” invitation video for clients and prospects to let them know benefits specific to their needs of attending your program
• Allow sponsors to create videos to showcase their products/services prior to the event
• Ask your CEO/President to deliver an overall “Why Attend” video invitation
• Create generic “how-do-I” videos so attendees can more easily navigate your events on-site
• Provide a “studio” on-site where attendees can give video feedback – Check out talk@TED: http://www.gereports.com/tapping-into-big-ideas-ges-talkted-video-booths/

Here’s one more post with ideas on how to make video a social experience –
http://www.socialmediaexaminer.com/5-ways-to-make-video-a-social-experience/.

Twitter
For Twitter newbies, here’s a helpful resource site: http://twittercism.com/twitter-101/.

For an easy and engaging Twitter tool, check out Twtapps (http://twtapps.com/).  Twtapps creates web applications to help businesses engage their customers through social media. Their apps include:

• Twtpoll is a simple feedback Twitter app. Type in a 140 character question, type in multiple choice answers, and embed/share it!
• TwtSurvey is a web survey Twitter app. Create web surveys, 17 types of questions, filter results by demographics.
• Twtvite is a simple event manager twitter app. Create an event, enter the location, date, time, your 140 characters description, and share it/ manage RSVPs.

Ask your speakers to tweet about their keynotes and sessions. Also distributing discount codes and early birds via Twitter is equally effective.

There are all kinds of uses for Twitter, InterContinental Hotels Group created @IHGinnovation so planners can provide suggestions on how to create a greener meetings industry and how to improve their Innovation Hotel. http://www.ihgplc.com/innovation/

QR codes

Originating in Japan in 1994, the QR code is a two-dimensional barcode. QR is short for Quick Response due to the fact that they can be read quickly by a cell phone. QR codes can be used in magazine articles or ads, on attendee badges at events, email, web sites, business cards and even on t-shirts. Your cell phone must have an installed QR code reader or you can easily download a reader. Once you “snap” the QR code with your phone’s camera, you can be taken to a corporate, mobile or event site; watch a video or movie trailer; provide contact info as an event attendee or sponsor. There are a wide range of possibilities.
Here’s an informative article on how SXSW used QR codes at their event this year – http://www.fastcompany.com/1585822/business-card-just-scan-my-qr-code.

One (or Several) for the Road
I consistently get helpful, insightful, relevant information and great ideas about social media and more from these sources:

• Read –Word of Mouth blog: http://gaspedal.com/blog/
• Follow – Upshot Institute on Twitter: http://twitter.com/UpshotInstitute
• Get – Social Media Today email sign-up: http://socialmediatoday.com/
• Download – your free copy of  How to Use Social Media to Promote and Enhance Events and Conferences
• Another blog post: How to Use Social Media to Market Major Events: Three Case Studies
• And one last post on 10 “awesome” social media tools… http://www.theoutsourcingcompany.com/blog/social-media-marketing/10-awesome-social-media-tools/

Start socializing and engaging your attendees and prospective attendees!

Tagged as: Elite, event marketing, evolution, excellent meetings, facebook, linkedin, Meetings, Social Media, tips for success, trends

by Kelly Morris on August 13, 2010