The Essentials of Creating a

Social-Media Friendly Event Site

Presented by Ruud Janssen, CMM
13 April 2011
The Essentials of Creating a
Social-Media Friendly Event Site
Presented by Ruud Janssen, CMM
13 April 2011
While we are racing to jump on the social media bandwagon, we
forget to check if our websites are ready for Social Media. Most
aren’t – and you are missing attendees. This webinar will show you
five simple things that you can change on your website today to
make it social media friendly.
Learning Objectives:
• Learn 5 common website mistakes that events sites make
• Identify strategies that you can implement tomorrow to fix
those mistakes
• Garner additional exposure and potentially increase revenue
Sponsored by:
 @ruudwjanssen
TNOC.skype
ruud.janssen@tnoc.ch
www.tnoc.ch

small business owner

20 years in meetings industry
marketing entrepreneur in bespoke
social media & online collaboration
accredited trainer & facilitator
MPI international board of directors
TEDx curator

project meeting architecture

slowfood enthusiast

Ruud Janssen, CMM

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5 steps to more social media friendly event websites

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5 steps to more social media friendly event websites
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The Essentials of Creating a
Social-Media Friendly Event Site
website = point to place

image credit: ©TNOC | Ruud Janssen

the hub of your community

image credit: David Armano

adapted by Ruud Janssen
where to start?
don t just look at websites

look at the elements on

different sites

collect elements you

want to use
 PHASE 1

SOCIAL
NETWORKS WEBINAR

BLOGS FIRST TIME

ATENDEE
WEBINAR

image credit: Sam Smith & Ruud Janssen

 PHASE 1 PHASE
PHASE 2 2

LIVE BROADCAST TO HYBRID AUDIENCE

VIRTUAL PANNEL SESSION

NEAR REALTIME REPORTING

SOCIAL
NETWORKS WEBINAR

BLOGS FIRST TIME HYBRID

ATENDEE ATTENDEE
WEBINAR WEBINAR
ONSITE GENIUS BAR

LIVE MINDMAPPING
image credit: Sam Smith & Ruud Janssen CONTENT SNIPPET STREAMING
 PHASE 1 PHASE
PHASE 2 2 PHASE 3

LIVE BROADCAST TO HYBRID AUDIENCE

VIRTUAL PANNEL SESSION

NEAR REALTIME REPORTING

SOCIAL NEW MEDIA EVENT
NETWORKS WEBINAR CASE STUDY DASHBOARD VIDEO

BLOGS FIRST TIME HYBRID THANK YOU POST EVENT WHITEPAPER

ATENDEE ATTENDEE VIDEO EMAIL WEBINAR
WEBINAR WEBINAR
ONSITE GENIUS BAR

LIVE MINDMAPPING

image credit: Sam Smith & Ruud Janssen CONTENT SNIPPET STREAMING
PHASE 3 PHASE 1 PHASE
PHASE22 PHASE 3

2011 CONGRESS 2012 CONGRESS

SOCIAL CONTENT NEW MEDIA EVENT

NEW MEDIA
DASHBOARD EVENT NETWORKS WEBINAR REPURPOSING DASHBOARD VIDEO
VIDEO

WHITEPAPER
BLOGS FIRST TIME HYBRID THANK YOU POST EVENT WHITEPAPER
ATENDEE ATTENDEE VIDEO EMAIL WEBINAR
WEBINAR WEBINAR

image credit: Sam Smith & Ruud Janssen

what do you put in &
what would you like to get out?

= conversion

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 where do you need to pay attention?

listening presence content blogger relations utility

stations engineering creation applications

employee viral mobilization crisis management search engine crowdsourcing

mobilization optimization

brand strategy web alliances measurement creative

development analytics
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Altimeter Group asked 140 Corporate Social Strategists:
“What three external (go-to-market) social strategy
objectives will you focus on most in 2011?”

Source: Survey of Corporate Social Strategists, Altimeter Group, 2010

5 steps to more social media friendly event websites

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rich & fresh

1
content
Let’s consider an
event website
where do website visitors come from?

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can your visitors find their why?

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what & whom are they looking for?

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how do they wish to engage?

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are they socially motivated?

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or just to convince their boss

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how attractive is your proposition?

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and who is it for?

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when do they need what?

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how do you keep them connected?

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where do you have the conversation?

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how is the content relevant?

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what resources do you have?

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and can you sustain the efforts?

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do you offer enough variation?

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and is it worth the effort?

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does it lead to conversion?

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5 steps to more social media friendly event websites

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2
social
content
 who’s listening?

Social media is about getting

others to tell our stories for us

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we want to do business with a person

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we want to connect to the real thing

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and we trust our friends

Tripadvisor launched Facebook’s

Instant Personalization feature in
Dec 2010, offering friend ratings,
reviews and travel history

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and near realtime information

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created by the community

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we want the backstage scoop

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right here right now

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enablers of social networking

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 your turn | activity 1

What forms of social

interaction do you see
on your event website
today?
which functionalities do you use in your
organization’s website?

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we want the full picture

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and see what get’s traction

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5 steps to more social media friendly event websites

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3 mobile
interaction
how portable is your website?
image credit: Genius
Bar mashup adapted
by Ruud Janssen
( genius bar logo to be
designed in line with
brand guidelines)
compatible with phones & tablets?

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what your website looks like on an ipad?
check on http://www.ipadpeek.com

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60
61
62
63
64
5 steps to more social media friendly event websites

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easy to
share
what and who do they care about?

engage based on a user’s mode

67
I tell my friends about your brand

not because I like your brand

but because I like my friends

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 Exclusive deals or offers 36.90%

YES i am a current customer. 32.90%

NO 40.10% Interesting or entertaining content. 18.20%

59.90% Other people I know are fans of the brand. 6.20%

Service, support or product news 5.00%

Other 0.70%

have you ever “friended” a brand what is the primary reason you
on Facebook or MySpace? “friend” a brand?

Source: Razorfish study

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 Exclusive deals or offers. 43.50%

NO YES
i am a current customer. 23.50%

74.50% Interesting or entertaining content 22.70%

25.50%
Other people I know are fans of the brand. 6.30%

Service, support or product news 3.50%

Other 0.40%

have you ever followed a what is the primary reason you

brand on Twitter? follow a brand on Twitter?

Source: Razorfish study

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affiliate marketing & sharing

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website in transition?

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keep the dialogue going

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social media layer over your site

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facebook layer over your site

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video layer over your site

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sharing layer over your site

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contact layer over your site

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tracking your engagement & benefits

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www.paywithatweet.com

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83
84
which functionalities do you use in your
organization’s website?

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does your website engage in conversation?

image credit: Genius

Bar mashup adapted
by Ruud Janssen
( genius bar logo to be
designed in line with
brand guidelines)
where is your audience?
5 steps to more social media friendly event websites

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5
really
simple to
syndicate
90
91
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 RSS - Really Simple Syndication
social content blogosphere
Channel
content is
promoted and
posted to
blogs.

Profiles drive traffic Profiles are

search Channel content is
to the content
posted to profiles. promoted to Original branded
channels. the blogs.
content and utility
Blogs will drive
traffic and
social networks members to the
profiles.
Friends and fans
join your
network.

93
 DASHBOARD

WPC20

©TNOC | DASHBOARD
image credit: adapted for demo purposes only
how communities are built

image credit: David Armano

adapted by Ruud Janssen &
your site = point to place

image credit: © TNOC | Ruud Janssen

 where do you need to pay attention?

listening presence content blogger relations utility

stations engineering creation applications

employee viral mobilization crisis management search engine crowdsourcing

mobilization optimization

brand strategy web alliances measurement creative

development analytics

97
 activity 2

What social media element

would you like to add to
your site?

before - during - after

5 steps to more social media friendly event websites

99
The Essentials of Creating a
Social-Media Friendly Event Site
Presented by Ruud Janssen, CMM
13 April 2011

www.tnoc.ch

ruud.janssen@tnoc.ch

@ruudwjanssen
where to start?

www.tnoc.ch

ruud.janssen@tnoc.ch

@ruudwjanssen
From Clipboards to iPads: Mobile
Apps for the Meeting Planner
Presented by Midori Connoly, Sam Smith & Ruud Janssen
18 May 2011
Technology Series: Part 5 of 5

Meeting planners were some of the first people to carry mobile phones – the immediacy of
communications and urgent nature of our meeting industry required constant contact.
Today almost every meeting planner has a phone in their pocket, purse or strapped to a
belt – but are we utilizing these mobile devices to their fullest extent? What mobile
applications and functionalities are available for these devices beyond an email inbox and
speaker phone?

Learning Objectives:

•Learn how the iPad is more than just a smaller version of a laptop
•Find time-saving strategies using mobile features