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This comprehensive course covers social media event marketing via websites, email, search engine optimization, blogs, Foursquare, Facebook, Linkedin, Twitter, YouTube, Flickr, SlideShare and Mobile Apps.
You'll also get case studies and extensive supplemental resources to get your trade show team up to speed on integrating social media into your next trade show exhibitor marketing effort.
|Section 1: Intro|
Learn how to do event marketing with social media in the comprehensive online social media training course with step by step tutorials, explanations of best practices and real world case studies of event marketers who have effectively leveraged social media at special events, trade shows and conferences.
Learn what makes Eric Schwartzman's social media training different.
Find out what previous attendees of Eric Schwartzman's social media trainings have to say about his courses.
You don't need to much about social media to take this course, but you do have know how to use a computer, how to connect to the internet and how to surf the web. This lecture covers that basics you need to know before you take this online social media training class.
How to find influencers on social media, how to find influencers on Twitter and how to find influencers on Facebook by filtering tweets and status updates against Klout Scores in Hootsuite. Includes a brief discussion of using the free service Google Reader to monitor Twitter, Facebook and Linkedin.
|Section 2: Online Marketing|
Overview of event marketing website design best practices including linkable session pages, encouraging others to share with Facebook Like buttons, tweet buttons, Linkedin Share buttons, Pinterest Pin It buttons, linking to speaker Twitter accounts and Linkedin profiles and using Twitter speaker follow buttons to integrate social media into event marketing websites.
Socializing special event calendar websites with social networking plugins, implementing auto scheduling functionality, implementing Google maps and best practices for providing contact information. Eventbrite is referenced as a good website to use as a benchmark for best practices.
Amplifying the power of the social web and real world events by making it easy for participants to see if any of their social media contacts are also registered to attend an events with social sync functionality from a provider such as Janrain or Gigya.
Best practices for email marketing events, email marketing trade shows and email marketing conferences. Importance of email versus social media, according the TNS Digital Life survey. Dangers of using an email blast for conventions, using email lists and using a call for speakers to encourage higher click through rates.
Search engine optimizing event sessions or recordings of event sessions through Google search by embracing popular language. Includes keyword discovery and search volume analysis on Google Insights for Search.
|Section 3: Social Marketing|
Best practices for live blogging special events and trade shows. The use of draft posts with hyperlinks to capitalize on the velocity of live events. Includes a live blogging case study involving the thought leader Brian Solis keynote at the Digital Impact Conference in 2009. Here's the actual blog post discussed in the lecture.
Marketing conferences on Foursquare, marketing events on Foursquare and marketing workshops on Foursquare. Lecture covers the development and use of conference hashtags and registering events on Foursquare.
Producing audio and video content at trade shows and special events.
How to secure distribution on iTunes for audio or video content produced at your trade show or special event. How to decide whether to produce audio or video content.
Examples of how to use generic, unbranded keywords to describe web content produced at live events to generate leads and new business well beyond the dates of the trade show or special event. Mentions Search Engine Land and Search Engine Watch as additional resources.
Video tutorial shows how to perform event marketing on Facebook by registering and sharing events on Facebook Pages or Profiles. Includes a discussion of Facebook Edgerank and covers pinning posts on a Facebook Page Timeline.
Video tutorial with best practices for marketing B2B events on Linkedin. Sharing Linkedin events on Facebook and Twitter. Sharing Linkedin Events on Linkedin Groups. Best practices for sharing events on Linkedin, Facebook and Twitter.
Threading discussions at live events using Twitter hashtags and incorporating hashtags in event marketing materials, booth design, signage, and step and repeat backgrounds to inspire photo opps and shareable moments. Includes discussions of event hashtags at the 140 Characters Conference and the Women in Computing Conference.
Using Hootsuite to set up and schedule tweets on your desktop to go out during a special event or trade show and monitoring the discussion during the event and participating via mobile.
Recording and archiving conference sessions on YouTube. Includes a discussion of Le Web , which does an excellent job extended the reach of its conference sessions via YouTube to build awareness brand and promote upcoming conferences. The concept of gating the sequence in which sessions are distributed to favor attendees is discusses, as the use of Ted Talks to promote the Ted Conference. Extending the reach of conference sessions via YouTube and the concern of cannibalizing attendance is also discussed.
Marketing events on Flickr by capturing and sharing branded, captioned photos of the speakers and attendees online. Including hyperlinks in captions to drive traffic to event landing pages. The Flickr page of the World Economic Forum is discussed as an example of an event organizer who does a good job with event marketing on Flickr.
Assembling and sharing conference PowerPoint presentations on a SlideShare channel in real time from the conference. Using SlideShare widgets to make conference presentations available on destination websites, protecting against downloads and setting copyright resue guidelines.
Best practices for integrating QR codes into trade show booth exhibits. USing QR codes to delvier online video and calendar events. Free QR Code generators, best practices for reproducing QR Codes and using QR codes for promotions to drive traffic to exhibitors.
Mobile Apps as the killer app for event marketing. Includes a discussion the most important features to include in a mobile app for special events and trade shows such as social sync, gamification, check-ins and an integrated QR code reader. As an example, the brandable, skinnable version of the mobile app from DoubleDutch is discussed, as well as how Cisco uses the app as part of its event marketing program.
|Section 4: Case Studies|
How a trade show attendee partnered with the Hollywood Reporter and the Billboard to produce original podcasts at an industry conference for B2B marketing. Includes a discussion of embracing generic, unbranded keywords when describing rich media in text and the business case for partnering with trade publications to produce podcasts at trade shows and events.
How the annual SXSW conference uses a "Panel Picker" wiki to socialize both their call for speakers and speaker selection process to generate a ton of advance interest and excitement for upcoming conferences.
Importance of search engine optimizing MP3 files, meta data for podcasts.
|Section 5: ROI and Wrap-Up|
Using industry research, this lecture shows the return on investment, from a customer acquisition standpoint, for social media as compared to trade shows, direct mail, telemarketing and pay-per-click advertising.
Summary of key take aways and and opportunities for follow up learning. Eric's book Social Marketing to the Business Customer is available via Amazon. If you'd like more instruction on how to use the specific social networks outline in this course, check out this half price offer to take Eric's online Social Media Boot Camp .
|Section 6: Supplemental Resources|
Finally, there’s a way to grow your social network, increase engagement and site registrations without having to Tweet and Facebook 24/7. Through a relatively new type of service called a user management platform for the social web, you can invite visitors to your destination website to use their Facebook, Twitter, Google, Yahoo, MySpace or Open ID credentials to register or log in when they visit.
So rather than have to fill out some lengthy form, they can log in with one click. When they do, you get the opportunity to capture and keep much of their profile data and check out their social graph. The result is a huge increase in site registrations, a much more engaged community and nine times the referral traffic.
In this audio resource, Tore Steen, VP, Marketing and Business Development at Janrain and former VP of Business and Corporate Development for WebTrends explains the concept of a user management platform for the social web on non-technical terms, makes the business case for implementing the service and the future of marketing on the social web.
01:24 -- An explanation of the Janrain user management platform for the social media, which offers a way for visitors to your website to use their Facebook, Twitter and 14 other social networking credentials to register for your website.
03:03 -- The benefit of having visitors use Facebook or Twitter credentials to register when they visit an organization’s destination website.
04:14 -- The top three preferred identity providers today in order of importance are Google, Facebook and Yahoo, but business-oriented sites tend to draw more Linkedin registrations and visitors to consumer oriented-sites tend to use their Facebook identity to login.
05:24 -- The richest profile and social graph data that a website can receive is from a Facebook user, because Facebook has the most information because of their “like” button and the information user’s store on theirs profile page. Other identity providers are currently jockeying to find a way to capture and provide a more detailed portrait of their users.
06:43 -- There are ways to determine who the most influential people who’ve “liked” your organization on Facebook are. You can see what other brands they’ve liked and when they publish to your Facebook Page. On average, for every Facebook Page post that someone makes on your Wall, there are an average of nine inbound referrals generated to your Facebook Page from that person’s network of friends. Looking at whoever brings the most referrals to your website is a great way to see who your most influential Facebook friends are.
08:02 -- If you’re using a user management platform for the social web, every time someone uses their Facebook credentials to sign into your site, you get a list of their friends so you get an understanding of their social graph. On the Mahalo site, if you use Google to authenticate, you can bring your address book and invite your friends through an automated pick list.
09:18 -- Given that Facebook is known for random terms of service changes, organizations can mitigate the risk of relying solely on Facebook for access to their constituents by capturing and storing the registration data in their own contact management database as well.
11:48 -- Making it easy to share web pages or content was the rage a couple of years ago, but today, it’s about making it easy for users to share activities or the ways they participate online. CitySearch uses Janrain to allow visitors to post a link to the restaurant reviews they write to their Facebook newsfeed, driving richer engagement. Other activities that could become advocacy or public relations opportunities through integrated sharing include e-commerce transactions, white paper downloads, charitable donations or any other online activity that someone might want to share with their friends and followers online.
12:48 -- Responding to the growing interest of their customers in fortifying their presence in the mobile environment, Janrain optimized their user experience for a variety of mobile browers first, so smart phone users would have a positive experience logging in with a handheld device. They also released a software developer’s kit to embed the Janrain user management platform for identity management into custom apps. zoday, Janrain supports iPhone and will release support for Droid in the fourth quarter of 2010.
13:57 -- Because they’ve seen greater adoption of apps by Droid users, Janrain decided to offer Droid support next, though they intend to eventually support Blackberry as well.
15:24 -- The old metrics were quantity of site traffic, time spent on site and passive page views. But the new metrics on the social web are about quality of site traffic, interactions that occur and active sharing. it’s a shift from measuring traffic, to measuring actions. The easiest way to calculate the ROI of a user management platform for the social web is to compare the number of unique visitors that registered prior to deployment, to the number of registrations that occur after deployment.
16:25 -- The second new metric to monitor is the referral traffic from the social sharing feature and see how many of those referred visits result in some sort of transaction, be it a CPM, e-commerce or lead generation.
17:49 -- User management platforms do require a web developer to get up and running, but the products have thus far been largely embraced by web development community, because it solves a very specific need for marketers, and insulates developers from having to innovate a solution from scratch.
19:06 -- Janrain does have WordPress and Drupal plugins available, but they require some coding to get up and running. They’ve also partnered with Kick Apps and integrated their user management platform into that solution as well.
21:24 -- End
Synergy Events Vice President Marketing and Communications of Keith Green discusses event planning, event marketing and what it takes to get hired at an event planning company.
3:00 – Keith Green on strategic event planning and event marketing.
3:50 – Keith Green on the core elements of providing successful event marketing services.
4:37 – Keith and single most important component in any event marketing campaign.
6:15 -- Keith Green reveals an experiential marketing campaign he executed for Wachovia, one of the most difficult campaigns he ever planned, in which the bank used a wind money machine to entice new customers with the promise of free money.
7:32 – Keith Green on word of mouth marketing.
8:26 – Keith Green on what you need to know to accommodate the news media at a consumer marketing event.
9:27 -- Keith Green on staging the ultimate publicity photo opportunity.
10:12 – Keith Green discusses a recent publicity photo that Synergy Events set up for Vitamin Water.
11:55 – The most unexpected publicity stunt Keith Green ever organized called KFC Face from Space, which was the most downloaded video on YouTube for 10 days.
13:30 – Keith Green on accurately costing event marketing initiatives.
14:10 – Keith Green on typical profit margins in the event marketing agency businesses.
16:16 – For listeners looking to secure event marketing agency jobs, Keith Green talks about the Synergy Events internship program, and the types of people who do the best in event marketing.
18:32 – What Keith Green looks for when he’s interviewing a candidate for an event marketing company job.
20:51 – Keith Green on the average number of hours event marketing companies tend to work each week.
22:20 – Keith Green on what entry-level staffers earn at event marketing agencies.
23:10 – Keith Green gives his advice to event marketing agency staffers to be.
23:58 – End
Online newsroom and blogger relations advocate Jason Rosenberg, Director of Communications at the 2008 Democratic National Convention discusses his involvement in changing the dynamics of online media relations at the 2008 Democratic National Convention, setting up the DNC’s online newsroom, and establishing criteria for credentialing bloggers.
3:18 – Jason Rosenberg on handling online communications at the Democratic National Convention. He talks about being hired as the second online communications director in the party’s history and working to build the most open convention in the Democratic party’s history.
4:00 – Jason Rosenberg discusses how he worked on leveraging online newsrooms and other online communications tools so that users would be able to get a view of the convention as if they were present. He talks about the impact of blogging during the convention and the challenges of convincing other communications staffers that bloggers should be credentialed to cover the event.
6:45 – Jason Rosenberg describes what the qualification process was for selecting bloggers for the national convention. He talks about the two different pools bloggers were selected from and about what he looked for in determining a bloggers’ credibility.
9:00 – Jason Rosenberg gives his perspective on how 2008 has changed the view of the online community’s role in media relations and discusses whether or not he thinks DNC’s online newsroom strategy was successful. He talks about how he called on the history news media to build a business case for blogger relations among senior level party communications staffers.
12:00 – Jason Rosenberg further describes his goals as director of online communications, using their online newsroom to dis-intermediate the mainstream media’s previous lock on distribution, and on making the national convention as open as possible. He talks about how making the maximum use of online resources and tools such as Twitter, Blip.tv, Flicker, and YouTube helped him in accomplishing these and other online communications goals.
16:00 – Jason Rosenberg further describes the challenges he faced with his role as director of online communications. He talks about how he was able to deal with the difficulties and about the evidence he found that helped convince skeptical national convention lawyers and communications staff that despite potential problems that may arise, the online community and bloggers were “ready to play the game.”
19:55 – Jason Rosenberg discusses the changing dynamics in media relations and how despite their novelty, blogs are now increasingly accepted and considered as an important channel for political strategists. He talks about how the results of the DNC have become instrumental in cementing these changes and why he believes they forever change the future of media relations.
21:17 – End
U.S. Dept. of State Foreign Service Officer Liz Murphy and Public Affairs Specialist Billie Gross of the Bureau of Oceans and International Environmental and Scientific Affairs discuss using social media to stop global warming, rebuilding bridges with the international climate community and extending the reach of the UN Climate Change Conference via Facebook, YouTube and Twitter.
Liz Murphy -- Prior to this assignment, Liz Murphy served as a Public Diplomacy Officer in Baku, Azerbaijan and as a Consular Officer in Monterrey, Mexico. She has an A.B. degree in history from Harvard.
Billie Gross -- In addition to her work at the State Department in 2006, Billie Gross also serves a public relations specialist at BRG Public Relations. Before joining the State Dept, she worked at the U.S. Dept. of Energy as an assistant human resource specialist.
01:03 – How the US Dept. of State Bureau of Oceans and International Environmental and Scientific Affairs promotes transformational diplomacy by advancing global environmental stewardship, encouraging economic growth and promoting social development.
03:03 – Facts about global warming: The Intergovernmental Panel on Climate Change, the world’s authoritative scientific body’s consensus on climate change is indeed occurring. The IPCC shared the Noble Peace Prize with Al Gore in 2007.
04:06 – How the Bureau responds to the claim that U.S. carbon emissions on a per capita basis are among the world’s highest.
04:58 – The international community’s response to renewed efforts from the US to play a role in capping carbon emission after the Kyoto protocol.
06:19 – Preconceived notions of developed and developing nations in the international climate community towards the US and hard emissions targets, emissions trading, financing objectives and securing room for future growth.
07:24 – What the US Dept. of State’s diplomatic delegation hopes to achieve at the COP 15 UN Copenhagen Climate Conference.
08:46 – The impact of recent article in the New York Times titled “Leaders Will Delay Deal on Climate Change” on the US Dept. of State delegation’s morale and momentum.
09:56 – Propel Media Events (@propelmedia) asks via Twitter, “Where did you begin? What type of social media plan did you start with? What are the key metrics to ensure success?”
10:31 – Secretary of State Hillary Clinton’s attitude toward social media engagement and the various social media channels the US Department of State has established, including the DIPNOTE blog, to extend the reach of their activities online. (The State Dept also has a presence on Facebook, YouTube, Flickr and Twitter.)
11:57 – Can the U.S. Department of State effectively achieve global electronic engagement in the age of social media without violating the Smith-Mundt Act, as discussed with Mountain Runner public diplomacy blogger Matt Armstrong in a previous podcast.
14:32 – What was involved in establishing a Facebook Fan Page to extend the reach of the U.S. delegation’s activities at the COP15 conference and how the Bureau plans to use the Facebook presence at the conference.
16:08 – How the Bureau is working to draw fans to its new COP15 UN Climate Change Conference 2009 Facebook page, and a discussion of the US State Dept’s Facebook page and the Office of Global Women’s Issues Facebook page.
17:25 – A discussion of where climate change ranks in importance in terms of global issues, and whether or not the number of fans attracted to the COP15 Facebook page could have an impact on the legislative process.
19:48 – The different panels, speakers and other live events that will be occurring at the COP15 conference and simulcast on the Bureau’s new website at http://www.COP15.state.gov, the centerpiece of the State Dept’s social media strategy at the conference.
22:01 – The social media strategy by which the Bureau will determine what kind of content to release through which online media channels, and in what sequence.
24:58 – The bureau’s online video strategy for simulcasting live and serving up video on demand.
28:28 -- George Clark (@RasoirJ) asks via Twitter, “How will they use State's field network, embassies, consulates, etc., to enhance their approach to social media?”
29:30 – Tapping into US Embassy networks and regional offices worldwide to stimulate participation in live online chats to solicit questions and feedback on a global basis.
30:32 – What foreign policy changes the US could make to lessen domestic carbon emissions and how to get actions at home into an enforceable, international agreement.
32:33 – Liz Murphy and Billie Gross discuss lessons learned as professional communicators that could be applied to the private sector like building consensus and tailoring messages to different audiences.
35:20 – The US Dept. of State is challenging participants to win an all expense paid international exchange program in the “Change Your Climate, Change Your World” video contest. Complete contest details here.
36:49 -- End
</a>How to book celebrities for special event appearances, making a paid celebrity endorsement authentic and the impact of social media on the culture of celebrity with Rita Tateel, president of The Celebrity Source.
00:54 – Past projects with The Celebrity Source include securing High School Musical star Ashley Tisdale for the Girls Day San Diego and Hayden Pannettiere for GenCon Indianapolis, two special events.
01:41 –Achieving measurable business objectives through celebrity appearances and the most commonly asked questions public relations practitioners have when they are investigating the possibility of booking a celebrity for a special event or product launch.
02:01 – Choosing celebrities based on a target audience and why a one-size fits all strategy never works.
02:56 – Matching celebrities to campaigns based on key messages, so the endorsement is authentic.
03:38 – Celebrities may be a great way to get people’s attention, but can they ever be more influential than one’s online social network?
04:40 – How the clothing line Von Dutch was able
to launch based on a few well placed celebrities who were seen wearing those baseball caps and t-shirts, scoring influential brand recognition.
05:35 – Can celebrities influence more than just style-related brands? Do people trust celebrities when it comes to considered purchases, likes health care, financial services or politics?
07:35 – How the world of celebrity endorsements has changed in the age of social media and transparency.
8:12 – Joe Jaffe’s prediction that Twitter is a bubble waiting to burst, the Edelman Trust Barometer [PDF] ranking on the influence of celebrities and whether or not the emergence of micro-celebrities who find fame with a smaller audience online will change the way we regard pop culture celebrities.
09:50 – How Twitter is enabling pop culture celebrities to directly engage their fans, build a more passionate fan base and establish greater influence than disengaged celebrities.
10:36 – Does the fact that a celebrity is paid for an endorsement automatically cancel out their credibility?
11:24 – Using celebrity endorsements for corporate cause-related marketing initiatives.
12:43 – Does Twitter and social media make it more difficult to keep a celebrity on message?
13:23 – How to effectively brief a celebrity on your key messages prior to a special event appearance.
14:01 – At what point do you monitor social media before, during or after a celebrity appearance?
15:23 – How to maximize the impact of a celebrity appearance and the most common mistakes organizations make when book a celebrity for public relations event.
17:29 -- End
Live entertainment marketing and public relations, the impact of the digital revolution on ticket sales and tips on beating the scalpers to good seats with Andy Perez, former west coast public relations chief for Feld Entertainment, producers of Ringling Brothers and Barnum & Bailey Circus, Disney on Ice, Disney Live and Supercross.
Prior to that he managed the Feld Entertainment account at Miller Pear Public Relations in Chicago. Currently, he is working as an independent public relations practitioner, handling PR or Star Wars in Concert and others.
01:24 – Using integrated communications campaigns to put butts in seats for live entertainment events in a down economy, branding, the precarious shift from a business where the majority of ticket sales were made in advance, to one where most ticket sales are now walk-up, and adjusting public relations campaigns to drive ticket sales during, instead before, the local dates.
03:54 – Defining a live show for marketing, public relations and advertising and the most common errors live entertainment producers make when purchasing ad time to promote touring arena produ tions.
05:57 – Competing for the attention of a value-oriented, family audience, the single biggest challenge associated with launching a new live show of any kind and Star Wars in Concert, an arena show that debuted earlier this year in Anaheim.
07:36 – Planning and organizing pre-publicity opportunities to promote live arena touring shows, and what live entertainment producers and promoters and really competing against when they launch new tours.
09:54 – P.T. Barnum as a public relations pioneer, the Ringling Brothers circus parade as a built in PR stunt and working with local agencies like the police force as a way of getting the word out that the circus is in town.
12:38 – Creating advance ground tours to raise awareness and generate word-of-mouth prior to a run in any given city.
13:21 – Zing Zang Zoom’s publicity junket at the Magic Castle, at which mainstream media and mom bloggers interviewed the show’s zingmaster Alex Ramon, the show’s director Shanda Sawyer (who I represented) and illusionist Jim Steinmeyer.
16:21 – How a blogger relations campaign used promo codes and special offers to sell 10,000 tickets online.
18:41 – Focusing a blogger relations campaign geographically, so that local blog coverage drives local ticket sales.
20:23 – The unique challenges of selling tickets to live family entertainment events on the west coast of the US versus the middle or eastern US, and the second biggest competitor that promoters of large scale arena performances face.
23:03 – The impact of the digital revolution on the category live entertainment as a whole, based on the mounting success of agent Tony Selznick (a friend and client) of McDonald Selznick Associates, which represents stage directors, choreographers and dancers.
23:40 – Is live entertainment impervious to being undercut by the Internet?
24:10 – Xanadu’s online Tony Award PR campaign, which used a fictitious press agent to create word-of-mount on the Net.
25:23 – Why do live entertainment producers have no photo policies, when photos taken and shared by audience members increase awareness that that show is currently in town?
27:03 – How live entertainment marketers can use YouTube to collect third-party endorsements from consumers.
28:26 – The advantages and disadvantages of working with Ticketmaster, which is currently being acquired by LiveNation, and online ticket sales versus phone ticket sales.
31:51 – Does StubHub present a considerable challenge to Ticketmaster/LiveNation?
33:15 – Why and how search engine optimization has created an opportunity for ticket scalpers to exacerbate the wedge between live entertainment producers and their ticket buying publics.
35:55 – How to beat the scalpers at their own game and get the best seats to any live entertainment event.
38:28 – Buying tickets online versus via phone, and adjusting your ticket buying strategy to the size of the venue where the live entertainment show will run.
40:55 -- End
I know. You've heard it a million times. The social web is not a vanity press. It's a place to develop relationships, where give and take rules and conversations thrive. Sounds great, right?
But how does that work in practice? Just because you have a way to introduce yourself, doesn't mean people are going respond. What's the right way to use online social networks to get someones attention?
If you've ever wondered, "What do I do when my @replies and emails go unanswered?" then this audio resource is for you.
I originally thought it was going to be pretty much just about the real time web, and the first half is, but you're going to hear some very useful, practical tips about how to actually break through and start conversations with people you may want to know -- even the ones who are so popular they're literally inundated with requests -- through social networks.
You're going to learn about leveraging preferred communication channels, how to cross-pollinate social networks, where the VoIP industry is headed, whether or not government regulators should be looking beyond net neutrality to search neutrality and what it all means to a 15-year old.
It's the Social Networking Jedi Training episode with the father of the VoIP industry, Jeff Pulver (@jeffpulver) of jeffpulver.com and the 140 Character Conference.
01:00 -- In the financial markets, brokers and investors base their buying and selling decisions on real-time information, and in some ways, the real-time web offers us the same fast, breaking information, and its new found availability, thanks to Twitter, Facebook, Google Buzz and Google Wave, has a flattening effect on competitive markets, by democratizing information, giving everyone access to information at the same time. The archival web gave everyone greater access to information, but some people were still at an advantage because they got it first. But it is the real-time web, where individuals echo one anothers voices, which has had a leveling effect, in the transfer of power from the few to the many.
04:46 -- The 140 Characters Conference, its purpose and the rise of Twitter among individuals in the mainstream media, politics, entertainment and advertising.
05:15 -- Using the analogy of financial markets once again, Jeff Pulver uses the gap in time between an earthquake that occurred in Northern California and amount of time it took for that information to surface on Google as representative of an information arbitrage opportunity, reminding us that just as a 5-second advance on world events can and does constitute a significant trading advantage, the real-time web may afford us advantages in business, politics and culture that not all entirely known.
7:01 -- Tim Street (@1timstreet) asks via Twitter how Jeff manages his database of personal contacts, which is mentioned in the book "Trust Agents" by Chris Brogan and Julien Smith, though not in enough detail to be actionable.
11:48 -- Eric reads Jeff the following line from "Trust Agents" which says "The lesson Pulver told Chris at the time, was that one's personal database is an asset as valuable as gold, if nurtured and maintained" and then asks him specifically how one nurtures his personal database, which Jeff says is based on tailoring the message to the individuals preferred media channel. "If I understand that someones communication device is a Blackberry, then I make sure my subject of my e-mail is less than 16 characters. Some people, who will never respond to an e-mail, will respond immediately to a tweet. Some people who ignore e-mail, will respond to a direct message. There are people, who for some reason, will only respond to Facebook messages." Our default communications channels are different. The future of direct marketing rests in the marketer's ability to identify, remember and connect with each individual through their preferred communication channel, whatever that may be.
16:26 -- Jeff also says time of day when that person individual is active on a particular channel is also a determination. For example, if he is soliciting speakers for a conference, and he's unable to get a referral from someone, he may just contact that person on twitter. But before he dies, he'll go to their Twitter page and see if there's a time they're typically active, and contact them then.
16:46 -- if Jeff Pulver were designing a CRM tool today, the information he would record on each customer card would be: cell phone number, corporate e-mail, personal e-mail (Gmail, Yahoo, or Hotmail), Facebook ID, Twitter ID and preferred method of contact.
19:11 -- Eric tells Jeff about one of his favorite podcasts, Marketing Over Coffee by John Wall and Christopher Penn, and recalls a discussion in which they explained how to use a Gmail, Yahoo or Hotmail e-mail account address book to synchronize contacts in Twitter, Facebook, Linkedin, Flickr and other social networks, and asks whether or not Jeff has ever used this method.
20:46 -- The role of e-mail in promoting conferences hasn't really changed, according to Jeff, other than the fact that e-mail is no longer everyone's preferred communication channel. So effectively leveraging e-mail means knowing who prefers it and who doesn't. But when Jeff wants to build a list of current contacts, he'll start by exporting his Linkedin contacts, next export his Plaxo contacts and his Gmail contacts and put it all together in a Microsoft Excel spreadsheet. He'll also go on to Facebook and Twitter and promotional publish links to his events and conferences, noting that this is where your number of followers is valuable. He also creates Facebook events and groups and direct markets those who RSVP and join.
24:27 -- One of the primary reasons Jeff Pulver uses Microsoft Excel to build his lists is the issue of data portability, or the concern that if he is forced to rely solely on Facebook or Twitter to access his social network, it's possible those services might someday lock him out, restrict access because of a terms of service violation or even change to the terms of service someday and limit the number of contacts a user can maintain.
26:22 -- Eric recommends Shel Israel, featured in a previous episode of this podcast about Twitter Strategy, humanizing brands and building loyalty, as a speaker at Jeff's upcoming 140 Characters Conference.
26:56 -- Freedom Voice marketing communications manager John Lincoln asks via Twitter about the latest VoIP phones with video conference abilities, and what's on the horizon. And Jeff says what's next is high-definition voice, since currently, our voices are so filtered and under-sampled that we are required to spell out our names phonetically, and often struggle to understand speakers with heavy accents or small children, which is a direct result of poor quality audio.
29:17 -- Why VoIP conversations often have audio dropout or interference, what, if anything, individuals can do about it and why net neutrality is a key component to the future of VoIP.
31:16 -- Eric reads Jeff an excerpt from a guest column titled "Search and You May Not Find" by Adam Raff who runs a company called Foundem, that appeared in the opinion section of the New York Times, suggesting that regulators need to go beyond just net neutrality and insure search neutrality as well.
"The need for search neutrality is particularly pressing because so much market power lies in the hands of one company Google. With 71% of the united states search market, Google's dominance of both search and search advertising gives it overwhelming control. One way that Google exploits this control is by imposing covert blank penalties that can strike legitimate and useful websites, removing them entirely from its search results or placing them so far down the rankings that they will in all likelihood never be found. For three years my company is vertical search and price comparison website found them effectively disappeared from the Internet in this way."
34:30 -- Jeff's 15-year old son Dylan, who Eric saw seated in the background during the interview conducted via Video Skype, shares his perspective on how the social media is changing the world.
38:23 -- End
Want to launch a custom mobile app to build excitement before and accelerate connections at your next event?
Nervous about having to develop it from scratch?
If you've already read my blog post on HOW TO: Social Media Market B2B Events -- which gives a punch list of things you can do to promote real world events in online social spheres -- this podcast is a deep-dive on designing and deploying mobile apps for use at live events.
In this podcast, new biz dev guy Pankaj Prasad (@therealpankaj) from DoubleDutch, which has built mobile apps for TED, Cisco Events and HP Events, shares best practices for creating branded mobile apps for live events.
DoubleDutch has skinnable geolocation apps for mobile devices that bring the functionality of Facebook, Twitter and FourSquare in a closed community, to the mobile device.
The Double Dutch mobile app (pictured left) includes a portfolio of micro apps that can be branded and combined on the mobile desktop. It can be used to provide event attendees with the ability to social network with other event attendees in an exclusive environment without spamming or alienating their Facebook friends or Twitter followers.
Mobile apps give event organizers a way to port their paper schedule or conference program to a mobile device so that attendees can search it by time of day, proximity, keyword or track and automatically add sessions to their iCal or Google Calendar.
The activity feed in the Double Dutch mobile app can segmented to meet the needs of a particular event, so people can network around different topics, and this is important because the company believes that people are more responsive to focused feeds than broad ones, which is why they typically check email, Facebook and Twitter in that order from their mobile devices.
The better an activity stream can give you social information from people from your community that are around you at that time, the more useful it is, which is why they built feed segmentation into their app.
The Double Dutch app provides event organizers will a web dashboard that they can use to publish and edit the information in the app on the fly. Cisco uses DoubleDutch to power their Cisco Events app, which iPhone users can download and play with.
What begins as a discussion about B2B applications of online video quickly spirals into a geek-out session about how to create live webcasts, online video streaming, production, editing, search engine optimization, archiving and file management.
If you're interested in coming up to speed on the tools and technologies available for producing live video streams, this audio resource featuring online video specialist Steve Garfield, author of the new book "Get Seen" is for you.
01:04 -- Steve Garfield explains when it makes sense for B2B marketers to use video, and when doesn't it, and according to Steve, many organizations have become interested in the use of online video to introduce visitors to their websites to the people and culture inside companies.
02:11 - For watching larger news events, Steve still prefers television. But the use of short, bite-sized video clips on an organization's website can be very effective. In terms of the state of online video, Steve says we've come a long way from the days when excessive buffering caused such extreme latency that videos were unwatchable.
04:09 -- The majority of consulting work that Steve provides today involves training people within organizations to use online video equipment, editing software, streaming services and video aggregation services. In the past, organizations had brought in huge production companies to create their video but according to Steve, "It just became a huge production." Today, they are looking for solutions that will allow them to communicate autonomously with video.
05:05 – Common applications of online video for B2B marketers is the use of video to show what it's like at a product rollout or “about us” type of videos that seek to humanize an organization, but since it's easier to watch than it is to read, the use of online video on an organization's website can be a competitive differentiator.
06:50 -- Steve discusses how video could be used by doctors, professional service providers and even hairstyles on their websites to give you a chance to get a feel for their personalities when you're considering who to hire.
08:27 -- Steve talks about the concept of situating all the video in a specific section of an organization's website, using Channel 9 as an example, where Robert Scoble provided the video component of that early, branded social network. But he also mentions the Zappos website, which provides access to videos from product pages, rather than in a separate, video section of the website. Steve declined to give exact numbers, but suggested that the use of video can significantly increase e-commerce transactions.
11:53 -- Even enough your video is just talking heads, the benefit is that your audience gets the chance to attach a face to a voice. Initially, particularly online, someone may launch the video and just watch it for little while, and then put the window in the background and multitask while listening only to the audio. In retrospect, as I write these show notes, I can see Steve's point because particularly when it comes to business-to-business communications, there is real value in being able to recognize someone's face after you've been listening to them online.
12:37 -- Video is an excellent way to get to know someone a much deeper level than through just audio and certainly from their text. Businesses are looking for ways to try and connect with their customers and video provides a practical solution for making that happen.
15:03 -- A discussion about the benefits of live streaming online video, as opposed to video on demand, for extending the reach of live events.
16:39 -- At the bare minimum, all you really need is an Internet connection, a laptop with a built-in WebCam and a Ustream or LiveStream account. Steve talks about a new premium application from UStream called UStream Producer that runs locally on the Mac or PC which provides better streaming video quality which he used at WCBS-TV in New York to produce a live stream of his appearance on a recent episode of their Saturday morning show. The UStream desktop application also records and archives your video And provides options for live text chat and social media sharing.
19:13 -- From a gear standpoint when it comes to choosing a camera that can be mounted on a tripod and used for streaming, Steve recommends the Canon HV20 or Canon HV30 with a Manfrotto Tripod. For microphones, Steve likes the Audio-Technica AT2020 USB mic and lavalieres he recommends the Audio-Technica ATR3350. The reason Steve likes the Canons is because many of the streaming sites require a FireWire connection, and most cameras have essentially replaced FireWire with SD cards and USB 2.0 ports, which is a file transfer activity.
21:30 -- Using UStream Producer mentioned earlier, it is possible to set up multiple camera's and create a live stream that cuts seamlessly from one camera perspective to another, however the free version only accommodates a single camera, while the premium version of the app accommodates multiple cameras. If your computer has two FireWire connections, the recommendation is to install an external FireWire card to bring multiple cameras into your computer.
22:25 -- Using LiveStream, which is Ustream's competitor, multiple cameras on different computers can log into a master account which can be out a live stream from any video camera that is currently logged in to the master account. This service also allows you to bring in YouTube and other on-demand video sources. This can be achieved with the free version of LiveStream.
24:09 -- If you're using a Mac, and want to do screen capture, Steve recommends the new version of QuickTime screen capture that's built into OS 10. however, if what you wanted to is cut to a computer screen in the context of a live stream, that can be achieved with UStream Producer or LiveStream.
27:12 -- Steve and Eric have a pretty hard-core geek out discussion of how the logistics behind live streaming a panel with four people, all mike of wireless level layers, and multiple cameras.
28:52 -- Steve mentions NewTek's TriCaster, which is the coup de grace high-end solution used by a lot of professional production companies for producing live video feeds.
33:09 -- A discussion about the bandwidth requirements for sustaining a watchable video stream online.
36:29 -- Whether it's a live stream or more feature oriented video content, organizations have the opportunity to manage viewer expectations of production quality. Nevertheless, the dear required to produce an exceptional video stream online has come down in price so significant way that it is possible to create a video stream that is as good as could be produced with professional gear using store-bought, consumer grade equipment.
38:43 -- The great thing about the Mac, according to Steve, is that they will pretty much play in the light at it any video codec. For editing, Steve uses iMovie 09 which supports QuickTime and AVCHD. before you purchase a camera, Steve recommends opening the software on your computer and checking to see what type of video codec it supports. As a last ditch effort, it is possible to download applications which will convert codecs, but of course, that adds another step to the process and decreases productivity.
42:09 -- The real challenge of producing HD video at this point, is the file size and processing power required to edit HD clips. On cameras that provide an option, Steve typically sets his camera to shoot in 720P over 1080P, just to reduce the file size and make them easier to deal with.
44:29 -- Storage requirements for archiving online video.
45:38 -- Video archive management tips.
48:09 -- The use of titles, transcripts and metadata to search engine optimize online video. The use of MacSpeech Dictate to create text transcripts of video files. As a footnote, the show notes were written using MacSpeech Dictate, but rather than use the program to create a raw text transcripts of the actual words spoken, I prefer to editorialize and summarize what was said to make it easier for the reader to get the gist of the discussion if your words.
50:30 -- If organizations are interested in booking Steve Garfield for an in-house online video training session, visit www.SteveGarfield.com or follow him on twitter @SteveGarfield. in April, Steve is presenting a panel at Jeff Pulver's 140 characters conference in New York.
52:43 -- End
QR Codes, or quick response codes, are huge in Japan, but even though they’ve been around for a while in the US, they’re only just beginning to gain adoption among marketers and public relations professionals.
QR Codes let you download content with your cell phone camera. Instead of thumb typing on your mobile device, you snap a photo (or technically speaking “scan” a two-dimensional bar code) and you’re either directed to website, sent a file, text, calendar item or contact information.
With the growth of location based social networking and smart phones, the possibilities for communicators to drive online traffic through QR codes are endless. QR codes are appearing on billboards, comic books, tombstones...even cup cakes!
In this episode, Wayne Sutton (@socialwayne) business development and marketing specialist at TriOut and Master Sergeant Donald Preston of US Forces, Japan talk about their experiences using QR Codes for organizational communications.
01:26 Mark Sprague of Lexington eBusiness consulting’s recent Search Engine Land blog post “QR Codes: Are You Ready for Paper-Based QR Codes?”
02:53 Wayne Sutton’s experience with QR Codes involves their use posters to promote a city arts festival to driving traffic to the schedule of events online and the development of a mobile application QR code reader. His North Carolina-based start-up TriOut is developing what he calls “Quick Check In Codes” which are QR Codes that can be used to check into location based social networking services more effortlessly by simply scanning a code.
04:47 QR Codes can be measured either through the use of custom URL redirects or QR Code generators with built in measurement analytics including the date and time, geolocation data and the type of mobile device that scanned the code. Combining QR code measurement with standard website metrics and a conversion activity like a newsletter sign registrations, a Facebook “Like” or a Twitter Follow would offers the best of all worlds.
06:43 Popular QR Code generators include Qreatebuzz.com, 2DCode.com and Kaywa.com.
07:25 Tippinn in New York which helps agencies and brands market with QR Codes warns against customizing the aesthetics to much, because it can cause them to fail when scanned. A positive user experience with a QR Code is more important than clever visual styling. It needs to load quickly, transit the user to the designated website, transmit the right calendar item or contact info.
10:51 To celebrate the 50 year anniversary of the Treaty of Mutual Cooperation between Japan and the United States, US Forces Japan produced a Manga comic book about what the US Military is doing in Japan, and to drive traffic to a corresponding public affairs campaign website. QR Codes are already hugely popular in Japan.
12:30 The Magna generated 16,000 unique visits from mobile devices (of which 7,000 were from iPhones) to the public affairs campaign website and was not at all difficult to sell to command because of the widespread adoption of QR Codes in Japan, which appear are on billboards, bus shelters and subway advertisements throughout Tokyo.
16:10 The use of QR Codes in the offline world versus on websites. A new WordPress Plug-In that auto generates a new QR Codes for each post to give readers the opportunity to scan posts and read them later on a mobile device or email them to a friend.
18:28 Sean McGarry (@writeMcSean) asks what is the benefit of QR Codes versus bar codes? Is this the mobile version of VHS versus Beta? And is there a QR version of Sticky Bits? But since people associated bar codes with price information, it may be easier for people to adopt the new behavior of scanning a code with a mobile device if the codes are something new and different. Wayne thinks QR Codes are new, so they’re more likely to be associated with new behavior.
21:20 Whether or not it’s a good idea to write something like “scan this code” right under the placement of a QR Code on a billboard or in print. Examples of QR Codes include a recent Calvin Klein billboard on Sunset Blvd., on tombstones to retrieve information about the deceased and for micro payments at Starbucks.
OTHER RECOMMENDED EPISODES
Location based social networking at New York Fashion Week was all the rage, with more than 100,000 fashionistas checking-in, indicating clear winners and losers with respect to where the action and excitement was.
In a report, Joost van Dreunen of SuperData Research analyzed the check-in data and shares his findings. Smart communications strategies embrace location based social networks as tools to drive customer retention, repeat visits and foot traffic, according to van Dreunen, who also did a second geo social networking study comparing Whole Foods to Trader Joe's, revealing significant insights about how each grocer’s customer base differs.
Joost van Dreunen PhD is managing director of SuperData Research, a research firm focusing on interactive entertainment and technology industries. Prior to founding SuperData, he held senior analyst positions at Nielsen Online and DFC Intelligence.
01:05 Joost’s describes the experience that led to him to look for location-based social networking traffic patterns among the crowd attending Fashion’s Night Out, a promotional event held during New York Fashion Week 2010.
4:06 A closer look was taken at total Foursquare check-ins in the Village and Soho. Which fashion house had the biggest crowd and some of the opportunities location based networks present to event planners and communicators.
8:24 The Foursquare analysis reveals that 31% of geo-based check-ins by Fashion’s Night Out participants continued into the wee hours of the morning, long after the participating retailers had closed, indicating further opportunity for event planners. Top-ranking retailers from Fashion’s Night Out are listed, and a discussion of why prominent fashion designer Marc Jacobs did not rank.
11:35 What promoters, event planners and participating vendors can learn about from the numbers behind the use of location based social networking apps on smart phones on Fashion’s Night Out. Why were certain retailers successful while others were not? Joost discusses the benefits of location based social networking to local businesses.
14:48 A seprate study of grocery store check-ins within a five-mile radius of a Whole Foods store. When were customers checking in? Were they at Whole Foods or at a competitor? Foursquare’s location based app allows Whole Foods to see who’s getting the lunch crowd, the after-work crowd, etc. and see where the opportunities are for the store to do better. Location based networking gives a point of comparison and a sense of market share.
19:53 The quantity of raw geo data generated by location based apps can be immense and that creates a barrier to meaningful analysis. Research firms like SuperData have the infrastructure to deal with the high data volume, however companies that aren’t in a position to hire a professional research firm to crunch the number can work directly with Foursquare.
If you’re interested in learning how you can use Facebook to market local events, this podcast episode is for you. We cover event marketing on Facebook fan pages vs. event marketing through personal Facebook profiles. We also talk about what should be included in a Facebook event marketing status update, how frequently you should post and what might happen if you post too often.
My guest is Paul Klink, an Oahu-based Philanthropy, Business and Marketing Consultant who has built multiple, successful communities on Facebook, many of which are maxed-out at the 5,000 Facebook “friend” limit. I am a friend of his Aloha lifestyle profile.
Paul received the Lieutenant Governor’s Award for being as one of Hawaii's 100 High-Tech Executives. As one of his many Facebook friends, I can say that his newsfeed reflects what I consider to be the Aloha lifestyle. He joined me in the hospitality suite at the Hale Koa Hotel & Resort on Waikiki Beach in Hawaii for this discussion about Facebook event marketing.
00:58 – Paul defines the concept of “Living the Aloha,” shares advice with listeners about living the Aloha online and why attractions works better than promotion when it comes to Facebook status updates.
02:55 – Tips for effective Facebook event marketing, Facebook invitation posting frequency, the importance of keeping it simple, good Facebook event marketing language and what links to include in a Facebook event invite.
05:19 – How to market local events on Facebook.
06:12 – Ethical issues surrounding the practice of sock puppeting multiple Facebook profile pages.
07:42 – Facebook marketing challenges of Chris Pirillo and Paul Klink. Personal Facebook profile pages versus Facebook fan pages. Engagement levels and shortcomings of Facebook fan pages.
09:40 – Having conversations with Facebook fan page profiles versus Facebook personal profiles, and effective, appropriate uses of both.
10:47 – Dealing with spoofed Facebook fan pages.
11:40 -- End
Instructor Eric Schwartzman is digital strategist at ComplySocially, which provides social media governance services and maintains the world's deepest, most comprehensive catalog of self-paced social media training courses.
He is also best-selling author of Social Marketing to the Business Customer and social media advisory to the US Department of State, the Pentagon, the Inter American Development Bank, Boeing, Environmental Defense Fund, Toyota and dozens of small and medium sized companies.
Eric is the top-rated emerging technologies instructor at the Public Relations Society of America, the creator of the original Social Media Boot Camp and the founder of iPRSoftware, which manages online communications for clients including LinkedIn, UCLA, Xerox, Yahoo! and others.
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