Posts Tagged social media

#EventTech deck on Doubling Social Media Reach from Events

This is the first of two talks I gave in Las Vegas last week to a sold out crowd at EventTech – EventMarketer magazine’s big fall conference on technology for event marketing.

I gave the talk to a standing-room-only crowd which was great fun and it was voted one of the best talks of the show! I was really excited by the engagement and feed back so I thought I would add some more text to the slides and post up here for blog followers. I’d love your feedback and thoughts – is anything missing, anything need to be added, etc?

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Speed or Privacy what is key to social

One of the things I push for at dwinQ is having a frictionless user experience. One reason I loath QR codes is they just don’t work – people have to wiggle, fiddle, shake, rattle and roll to get them to work. I want social media to be invisible and let users stay in the moment, truly engaged and have us share that moment with their friends. At times there is a balance there between frictionless and privacy.

It is not quite, as Jim Collins puts it, “the tyranny of the or” but auto posting to social media on a user’s behalf requires some trust in the company (in this case dwinQ) doing the auto posting.

If you go over a jump at Vail resorts and you look terrible, but we autopost the picture to Twitter is that as bothersome as if we get a candid photo at the Grammy’s that we post to Facebook where you are frowning next to Oprah because her dress made you recoil. Are they the same?

What are your thoughts on privacy vs. frictionless? 

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GE Social Media Strategy Makes You Healthier

GE’s Social Guru shares his strategy of getting like-minded people working together through social. In this case it’s for your health.

GE is clearly following one of my key strategies of Maneuver Marketing and that is to make use of subtle product placement in a social network. it’s not about banner ads and pop-ups. It’s all about social media product placement.

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Nissan shares social so you can socially share – Paris Motor Show 2012

A sneak preview of what is on tap for Nissan’s Super Social Stand at the 2012 Paris Motor Show. Google+ hangouts, Facebook connection, Twitter updates and a social media marketing program that will set the standard for social media in the automobile indsutry. 

What do you think the biggest social attraction will be at the show?

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Master Facebook Value-Based Marketing by leveraging engagement and mobile

Facebook’s Conundrum:  Engagement vs. Volume

There’s a challenging dichotomy within social media–specifically Facebook marketing – peak usage versus peak engagement.

When is Facebook most heavily used?  Wednesday at 15.00h EDT. This makes a ton of sense when you realize that people have the most fun over the weekend, and maybe take some pictures but are having too much fun to waste time uploading pictures (with a slow connection), put a caption on the photo and make comments. Posting in real time  has an inverse relationship with the level of excitement at events. So what happens? Think about your most fun event over a weekend. You get to work Monday morning with a bunch of stuff to clear off your plate, and work takes precedence. Monday and Tuesday are full of work. Wednesday rolls around and you get a little time on your hands. So you log onto Facebook upload those photos, tags your friends and other people and create entertaining captions. Some of the photos are engagement worthy, and some are posted for your own benefit. But you can spend hours at work on Facebook.

Facebook Peak Usage

HIghest usage – very different from highest engagement.

It makes perfect sense that the largest usage by volume is Wednesday midday.

Facebook Off-hours – those weekend social media activities

Vitrue found that mobile users are much more active on Friday and Saturday nights, when really cool content comes up on their mobile Facebook platform. They’re more likely to dash out a quick comment or give a fast

Facebook mobile usage

 

Mobile usage – comments and Likes. This is very different from peak usage

Like. People are dying to know what their friends are doing in real time.

What does usage and comment timing have to do with Facebook Engagement? Engagement happens in real time – Facebook usage happens continuously in user’s time. dwinQ has found the combination of very high value content, like a tagged photo, taken in real time at an event, and then immediately posted on the users newsfeed or timeline has a huge impact in the level of Facebook engagement. I mentioned in the blog I wrote for CNBC on Facebook marketing, the ability to create newsfeed product placement (NPP) at the height of enjoyment and interaction provides nearly 300% increase in engagement over posts updated later in the week from users by themselves. In addition photos that are posted by users lose the ability to create a brand awareness or product placement.

Facebook Mobile Useage - Engagement

The real engagement happens quickly and on mobile devices in real time

The bottom line is that if you want to create maximum value from your Facebook advertising, you need to frictionlessly capture and update (post) key moments in real-time. Think of this as NPP, newsfeed product placement. If you already have exciting and engaging events a platform like dwinQ is just what you need!

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Benefitting from the fundamental change in the Web

The web is going through a butterfly -like transformation. During the dot com days the Internet was all about that –.com, or .net, or  .whatever. What many people may not have realized is that Friendster has changed all that forever – and Freindster isn’t even around anymore. The first social network took the technology of the web and started wrapping it in a subtle cocoon.

After several years of wrapping the butterfly has finally started to emerge and that butterfly looks like a human being. (Not in a crazy Hunter S. Thompson trippy sort of way, just metaphorically speaking).  The caterpillar of the web was content and transactions – Yahoo, Amazon, and other sites we searched and surfed. Up until Facebook, LinkedIn, MySpace, and all the boutique social media properties came along the web was all about content. That you had to find.Web transformation around people

With the web going through a metamorphosis centered around people content finds you. News seeks you out. Things come to your site to get bought. It’s a fundamental shift in the usage of the Internet.

This is happening to mimic the real world. Last time you bought a car you probably asked other friends what they thought of it, or if they had heard about it. Then maybe you searched for best price on the Internet. Now the shift is to going to a car site and having something recommended to you, based on your wants, likes, and behaviors.

If you have a brand you need to embrace this shift, it’s simple and very, very powerful. You have to associate with individuals. If your brand is a product or experience associating with individuals is super easy to do and will have a more profound effect on your business than any form of marketing you’ve ever done. You do it by gluing your brand to someone’s digital voice.

Associating your brand to digital word of mouth is easy if your brand touches people – literally. If you have events, or a venue where people are present then you need to bring their social graph to them. You need to expand the Internet beyond their phone, tablet or laptop and make it appear in real time for them. You need to capture the moment and share it with their friends – and you’ll be handsomely rewarded.

At the moment a fan is most enjoying your brand is when you need to capture it and share it with their social network. Using a social media experiences driven by RFID or NFC is the easiest way to do this.

Creating one-of-a-kind photos that can be triggered in real time and then uploaded to a fans’ timeline (with your logo in the corner of course) is an inexpensive yet incredibly powerful way to build brand equity – through that person’s social network amplification.

Check out some of the social media case studies that show how brands like Facebook, Southwest Airlines , Lexus and Harley-Davidson have benefitted from bringing social media to the real world.

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The title is my dream Mashable Social Media Headline this summer. I’m a huge baseball fan.

More likely:

dwinQ CEO falls asleep at ballgame and finds himself transported into a BBC documentary on social media.

Despite travelling about 150,000 miles a year, I have season tickets to the Red Sox. Red Sox fans know that the nation’s oldest ballpark, Fenway Park, just celebrated its 100th anniversary last Friday. It was an awesome day, but very frustrating at the same time because fans couldn’t share their experiences on Facebook in real-time. The mobile phone trick to upload photos to Facebook was slow and painful. I couldn’t even check-in for the first three innings because mobile phone coverage was so bad with all those people in one place.

Imagine an ambient social media expereince (provided by dwinQ, of course) that would update your Facebook page frictionlessly in real time. Automated photo booths and roving photographers could post very cool pictures for you in real time. And brands could sponsor the shots!

Here’s what it would look like if the BBC did an expose on social media marketing at a major league baseball stadium (let’s hope MLB makes this happen for fans everywhere!):

If you run any kind of a league or venue you could create an amazing consumer expereince and significant revenue stream by adopting a social media expereince.

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