Last week, I attended the Virtual Edge Summit and also spoke at the conference with Kenny Lauer of George P. Johnson about Social Media Strategies. With just 45 minutes, we realized that we wouldn’t be able to delve into actual implementation and decided to focus on Strategy, Objectives and Audience with a few case study examples:
- Strategy – in the end, it’s not about the types of social media tools you’re using, it’s your strategy that will dictate which tools are key for your event
- Objectives – having clear objectives for your event is key for using the best social media tools and measuring impact
- Audience – understand the technographics of your audience – what tools do they use, are they technically savvy, etc.
We highlighted that there isn’t a different strategy for physical or virtual events. The main difference is that social media efforts can drive attendees to a virtual event in real-time, that is I can click on a link, register and enter a virtual event instantaneously, while hopping on a plane to attend physically is not possible. Twitter definitely was top of mind, but keep in mind that there will always be another new “tool” that will have the buzz 6 months from now.
While our presentation lasted for 15 minutes, the remaining 30 minutes was a lively discussion with the audience at the conference and attending online. It was quite interesting to alternate questions between the two and I believe is something that will become more common moving forward.
In the end, Kenny emphasized that your customer is what’s controlling your brand, revenue and future. They are already discussing your company, products and services, creating tremendous amount of user generated content. The question is whether or not you want to participate in the conversation with them.
So what do you say, do you have a social media strategy for your next event?
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Summary of panel on social media strategies for your events by @InXpoLive and @KennyL: http://twurl.nl/dxjlws #VE09