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1 Website Pros: Still central to your marketing effort (yellow pages) 85% market share, Nielsen, March Trackable Web Cons: Typically static Pull rather than push No trusted base of comparison Pros: Cheap Trackable Cons Reduced open-rates and effectiveness Losing especially in the under 35 age group SPAM Inflexible No trusted base of comparison 1

2 Social Media Pros: Tools often free (costs to staff) Trackable The new in box for many 67% of global internet users access (vs. 65% for ) Nielsen: March, 2009 Trusted basis for decisions Social Media Cons Still evolving (the Wild West) More difficult to get eyeballs Event Marketer Choices: 95% 74% Websites 69% Online advertising 62% Social media sites 36% Blogs 31% Webcasts 31% Online video 26% Podcasts 26% Google Adwords 16% Virtual complements to live mtgs. George P. Johnson Survey, June, exhibition management and senior marketers Web 1.0: Static web pages: Web 2.0: The Web is the platform Data is the driver Participation is the key ingredient. 2

3 Two major components: 1. Making the web easier to use: Web services Open APIs / RIAs / Mashups RSS 2. User-generated content: Wikis Blogs (and Micro-Blogs) Podcasts Viral Videos Multi-User Virtual Reality Social Networking Social Review Sites Mobile web apps Mashup/APIs: Wikis: Wikis: docs.google.com Wikis: Blogs: Blogs: Blogs: technorati.com Blogs: event-planning.alltop.com Podcasts: Podcasts: Viral Videos: Web 2.0 Blogs A web log or online journal Typically dated with most recent on top Opportunity to leave comments vlog (video blog) 3

4 Web 2.0 Blogs event-planning.alltop.com Web 2.0 Blogs 97% more inbound links for companies that blog 434% more indexed pages for companies that blog 55% more website visitors Hubspot, 2009 Web 2.0 Blogs Content (and other social media) attracts the right people. It is about content that people want, not selling your product. 4

5 Web 2.0 Podcasts On-demand audio file (usually) Often like a talk radio program (interviews, testimonials, etc.) Downloadable to ipod/mp3 player or to computer Web 2.0 Video Sharing YouTube is second most used site in the world (after its owner Google) YouTube: 100 million views/day Uploads free (up to 10 minutes) Viral video: friend sharing with friends sharing with friends Susan Boyle (150+ million views!) Cheap entry: Flip Cam $50 5

6 Online communities of people who share interests and/or activities Typically web-based Rapidly growing and evolving Online visibility Professional network Research potential clients Deepen relationships New prospects 6

7 Brand awareness Communicate with audiences SEO Increases web or blog traffic No. of Users (in millions) myspace facebook linkedin Plaxo twitter

8 April 08 Visitors (millions) April 09 Visitors (millions) Change % % % ,298% Nielsen June, 2009 Social media engagement with meeting planners Twitter 13% Linked In 58% Facebook 61% 0% 10% 20% 30% 40% 50% 60% 70% HSMAI Survey at Affordable Meetings June 5, 2009 Largest social network (300 million users) APIs Both social and business 8

9 Business focus Online resume Excellent search and research capabilities Connect only with people you know or your colleagues know. Business focus Business contact updater for Outlook Good search and research capabilities Connect only with people you know or your colleagues know. Micro blog 140 characters maximum Open architecture Very quickly growing What are you doing???? Inherently mobile natural for events 9

10 Do not sell directly! Listen, then participate, then contribute. Monitor the dialogue. Join relevant dialogues. Use for research Reinforce ongoing relationships. Build trust and authority (creating content) link to content that supports your company. Be human (be People, not a Company ). Oldest of the social media (MPINet to Google Groups) Receive via (you choose the frequency) Two major players: MECO ( MiForum (groups.google.com/group/miforum) One of the best ways to listen or engage in the conversation Web 2.0 Social Review Sites

11 Web 2.0 Examples Corbin s Favorites File Corbin s Article Database Course notes for today s presentation: ICCA.pdf Corbin Ball, CMP is an international speaker, consultant and writer helping clients worldwide use technology to save time and improve productivity. With 20 years of experience running international technology meetings, he now is a highly acclaimed speaker with the ability to make complex subjects understandable and fun. His articles have appeared in hundreds of national and international publications and has been quote in the New York Times, the Wall Street Journal, Fast Company Magazine and numerous other publications. Corbin serves or has served on many hotel, corporate and association boards. He is the only person to receive both MPI s International Supplier of the Year and MPI s International Chapter Leader of the Year awards and has been named for four years as one of "The 25 Most Influential People in the Meetings Industry" by MeetingNews Magazine. Corbin Ball Associates th Street Bellingham, WA Phone: corbin@corbinball.com Web: 11