Kerry Munro Speaks on Mapping a Path to Event Success Using Social Media at PCMA Noted digital leader and social marketing expert, Kerry Munro recently spoke to Professional Convention Management Association (PCMA) in Toronto, and covered some tips and tricks for leveraging social media when planning your next event. National Speakers Bureau is proud to be a speaker sponsor of PCMA at chapter events, and for the opportunity to provide take-away content for audience members. The following are the highlights of Kerry's talk: The purpose of any business is to create a customer. According to Kerry Munro, "The best way to grow your business is to create a customer who creates customers."
Social Media is only interesting if it helps you build your customer base and create loyalty that causesthem to spend again with you. Your Tool Kit Should Include: • • • • • • •
Your Website(s) - often ignored in the new 'Facebook world' they still remain your most important digital asset Google - Alerts, SEOand SEM(Search Engine Optimization and Search Engine Marketing) key to acquiring leads Blogs and Bookmarks - critical for sharing content Microblogs - short burst messaging to micro-inform your network Social Networks - Facebook, Twitter, LinkedIn Video/Photo Sharing - Instagram, FlickR, Twitpic, YouTube Location BasedSites - Facebook places, FourSquare
Be Social for Business Sake: Social media isn't just a shiny object. Don't let people tell you about the importance of building engagement without understanding why you're doing it. While social media is a great way to build a direct correlation between brand voice and social voice - in today's social world, you need to know how to mesh the two so that you not only acquire friends, likes, followers, etc., but you actually carry on a meaningful relationship with them that opens new opportunities to engage, and ultimately do business with, them. Keep in mind the level of trust in advertising tactics/media according to internet users world-wide is down. Over 72%of internet users say they are exposedto too much advertising.
Know Your Goal Line: Build industry credibility for you, your organization or event by creating and nurturing your existing community of participants or speakers. Develop national speakers bureau
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engagement between participants, both new and old. Increase your base of participants by building brand awarenessthrough earned media and follow it up with engaging content. Create BUZZ: The key to social is getting people talking about you and your event(s) by creating event pages on LinkedIn, EventBrite and Facebook that share photos and videos from past successful events. Create community engagement by sharing industry information and content of direct interest to your network. Don't just engage when you want to market something. Set up Google Alerts to track any event mentions or interesting industry news: www.GoogleAlerts.com Create a Twitter hashtag (#yourevent) so all conversation is promoted and discoverable. It takes years to become an overnight success,you've got to start somewhere. Working the Channels: Post the event on www.EventBrite.com and leverage GeoTagging. Take it one step further and create social mention alerts at www.SocialMention.com. Allow attendees to post to Your Facebook page/wall and be a part of the dialogue. Don't be afraid to ask for the RT (Retweet)! Consider incentives to post on Facebook, Twitter and LinkedIn to engage your audience and encourage participation. Develop polls on interesting topics to keep people engaged and informed on opinions and perspectives. Try out: www.SurveyMonkey.com for free. The Day of / Post Event: Market the hashtag or event account (ie: @PCMA) and actively tweet at all sessions. Post photos and videos on YouTube/Twitpic/Flikr accounts and encourage check-in's on location-based networks such as Foursquare and Facebook Places. By capturing random individual endorsements (video, mentions, rave reviews) you will have credible recommendations for future events and create brand endorsements that carry social weight and marketing strength. A technology leader and visionary, Kerry Munro has been leading and advising brands on how to create profitable and long standing connections with consumers for over 20 years. As the head of Yahoo Canada he took a floundering business and turned it into the best performing business in Yahoo worldwide and created the largest digital franchise in Canadian history. Recognized as one of Canada's top marketers, he has advised global companies like Live Nation on how to integrate digital and social media into their marketing mix, developed the Canadian strategy for LinkedIn, and helped guide numerous business executives to use social media to build profitable sales and loyalty. Enlist the consulting expertise of Kerry Munro to find out how you can leverage the power of social media today! Read more about Kerry Munro on his NSBprofile page.
national speakers bureau
Vancouver / West Office 604-734-3663 1-800-661-4110
Toronto / East Office 416-324-9491 1-800-360-1073
www.nsb.com speakers@nsb.com