International College

Of Management
How Social Media Plays A Major Role For
Marketing And Publicity Of Large Events
with
Jeffbullas.com
@jeffbullas

Marketing and Promoting

Events
Traditional Marketing Outbound
(Interruption)

Marketing and Promoting

Events
Traditional Marketing Outbound (Interruption)
Normally the marketing of an event is much the same
Telemarketing
Buy Email lists
Email marketing campaign
Buy a postal mailing list
Send out snail mail to the bought list
Build a Good Website
Optimize The Website for Search Engines (SEO)
Posters
Niche Magazine Print Advertising
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Marketing and Promoting

Events
New Marketing Inbound (Permission)

Introduction: The Webs Growth

Introduction: The Web

The Numbers: What has happened since 1995?

16 Million Users in 1995

1.8 Billion Users in 2010 1993
First Website in 1990
130 Web Sites in 1993
234 Million Websites in 2010
90 trillion The number of emails sent on the Internet in 2009
247 billion Average number of email messages per day
738 Million Internet users in Asia in December 2009
252 Million Internet users in North America. In 2009
30 billion photos uploaded to Facebook per year 2010
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Introduction: Google
The Number One Site on the Web

Introduction
Social Media Video
Video: Social Media Revolution

Some Social Media Facts

Facebook has 400 Million Users

Facebook has grown by 100 million users in last 9 months
If Facebook were a country it would be the 4th largest in the world
The fastest growing segment on Facebook is 55-65 year-old females
There are over 200 Million Blogs
Over 30 Billion YouTube Videos are viewed every month
By 2010 Gen Y will outnumber Baby Boomers..96% joined a social
network
The 2nd largest search engine in the world is YouTube
Twitter received 74 Million unique visitors in January, 2010
Twitter passed the 10 Billion Tweets mark in March 2010
% of companies using LinkedIn as a primary tool to find
employees.80%

Social Media Universe

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Social Media Universe

Social Media Amplifies your content.

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Social Media Universe

Social Media provides low friction, minimal cost,
high leverage World of Mouth & spreads your
content and message fast and wide.

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Social Media Universe: What

Technology is Driving The Growth?
Hardware Platforms
Laptops
Netbooks
Smartphones
iPad coming
Software Open Source and open APIs
Broadband Faster Cheaper
Processors Speed doubles every 12 mths
Hard Disks Larger & Cheaper
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Social Media:
Why Use Facebook?
Personal Fun keeping in touch with friends easily and
efficiently
Business Generating fans spreading your unique content,
blogs, videos
Pages and Groups
Multi-Media rich
Easy To Use
Growing at over 600,000 users per day and currently over
400 million users
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Social Media:
Why Use Twitter?
Communicating quickly and virally
Distributing content
Connecting
Promoting Facebook, Blogs, Websites
Real time search
Over 75 Million unique visitors in January
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Social Media:
Why Blog?

Great for personal branding Example..jeffbullas.com

Position you as a thought leader in your niche
Establishes Authority
Google likes fresh unique content
Easy to use

Vital: Make it your home base

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Social Media:
Why Use Linked In?

Over 50 Million professionals are members worldwide

Great for networking professionally
Finding A New Career
Positioning you as a expert
Integrate your other sites including company, blog and facebook

Average income of LinkedIn member: over $130,000

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Social Media:
Why Use YouTube?

Second Largest Search engine in the world

Easier to rank higher in organic search than Google
Important if you are connecting to Gen Y
Free
Easy to use

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Optimizing Your Social Media

Facebook
Twitter
YouTube
Blog
LinkedIn
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Optimizing Your Social Media

Facebook has over 400 million Members

Use a group or page profile for your business
Choose a vanity URL that contains your keywords
(such as facebook.com/ManlyBeachEvent)
Exclusive offers for Fans only is great Fan bait
When you post content, always include video or
imagery. Facebook users are very visual.
Publish fresh content at least 2-3 times per week
Analyze, iterate and optimize using the Facebook
Insights Tool
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Optimizing Your Social Media

Over 75 Million Unique Visitors In Jan, 2010

Include a photo on your Twitter account

In the account settings, be sure to add your Facbook or Websites URL
Write a Great Headline
Place a retweet button on your blog articles and integrate your Twitter URL
within your sites Global Footer, which appears at the bottom of every page of
your site. Both of these options offer usability to your site visitors and help drive
your Twitter URL up in the search engines.
Include Follow me on Twitter buttons on your emails and blog
Leave at least 20 characters spare (make your tweet no longer than 120
charcters), so that it allows room for people to Retweet your Tweet with
comments like Great post
Almost always include a link back to your blog, or Facebook page in your tweet
(dont waste a Tweet), this is a significant traffic driver for bloggers.

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Optimizing Your Social Media

Comscore announced in August, 2009 that over

25.4 Billion video views ocurred in the USA alone in 1 month
Create your own YouTube Channel
In your description section for your video, always put your link to
your Blog, Facebook fanpage or your website to make it easy for
people to link back to your site
Put the category such as [Social Media Marketing] in Brackets
before each Title of your video
Put Tags in your video tags section, make them relevant to your
video title, fill up your tag allotment quota allowed and optimize
them
Again promote your YouTube video on Twitter and place them on
your blog in a Video or YouTube Channel section
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Optimizing Your Social Media

In 2010 there are over 200 million bogs worldwide

Buy your own domain name not a subdomain or name under
typepad or wordpress .. buying a homebase is a lot better than
renting one.
Purchase a theme such as WordPress Thesis theme that can be
optimised for SEO such as URLs and meta descriptions
Post content regularly (at least once a week) .. Search engines
love new unique content
Promote your Blog on Twitter regularly (Google now has real
time search feed into Twitter API)
Include share buttons to other social media channels on each
blog post so visitors can add your blog and posts
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Optimizing Your Social Media

At the start of 2010 there are over 50 million members on LinkedIn

Create a public profile (dont lock it away)

Use the questions and answers feature to start conversations, create
community, and
Position yourself as a Thought Leader or expert by answering
questions,
This can also be used to drive traffic to your blog when you leave your
answer or when you place your question.
In your homepage activate your Twitter and LinkedIn interfaces.
Activate your blog feed to your homepage on linkedIn
Make sure your websites and blogs (you can enter 3) includes My
Company, My Blog (jeffbullas.com) and My Facebook Page URLs
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Social Media: Content

Create:
Shareworthy content of all types
Publish:
Everything, Everywhere
Promote:
Everything
Optimize:
Every social media channel
Convert:
How? Give them a reason to join & turn up eg receive
or win something of value
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Tools & Apps

Leverage Monitor Measure Analyze 26

Tools & Apps

Leverage Save your time and make yourself efficient
(Software works while you sleep)
Social

Oomph.com
TwitterFeed.com
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Tools & Apps

Monitor

TweetDeck - Free

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Tools & Apps

Monitor
TruPulse

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Tools & Apps

Measure

Google

Analytics

Bit.ly
Facebook

Insights
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Tools & Apps

Measure

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Tools & Apps

Measure

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Tools & Apps

Analyze

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Case Studies: Marketing With

Social Media

Video: Social Media ROI: Socialnomics

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Case Studies: Marketing Events

Case Study One:
The 1st Annual Singapore Tattoo Show

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Case Studies: Marketing Events

Case Study One:
The 1st Annual Singapore Tattoo Show
Goal For the Event: To Get 5,000 Attendees-15,000 showed up!

Not Traditional Marketing

but
New Marketing

The passion of the members of the Tattoo Artistry Facebook

group for their event meant promoting to their friends.
Instead of relying on buying expensive advertising
Built a community of passionate fans who built anticipation and
buzz for the event.
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Case Studies: Marketing Events

Case Study Two: Presidential Election
Arguably the most effective online social media web campaign event to date,
Senator Barack Obamas Presidential Campaign:

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Case Studies: Marketing Events

Case Study Two: Presidential Election
The Social Media Campaign Numbers:

Over 3 million individual donors were mobilised through social media

Motivated over 2 million social networking participants
Created and promoted more than 200,000 offline events across the country
Total of 6.5 million donations online
$500 million in donations online
More than 13 million people provided their email addresses to the campaign
website over the course of the campaign, aides sent more than 7,000 types of
messages
In total, more than 2 billion e-mails landed in inboxes
The campaign website helped create over 2 million user profiles
There were over 400,000 blog entries
People spent more than 14 million hours watching over 1,000 Obama
campaign-related videos on YouTube
There were more than 50 million views of Obama Campaign YouTube Videos
1.2 billion minutes of YouTube view time.

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Case Studies: Marketing Events

Case Study Three: Senior PGA Golf Event

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Case Studies: Marketing Events

Case Study Three: Senior PGA Golf Event

Use Multiple Social Media ChannelsTwitter, Blog & Flickr

Take the Integrated Approach
Link from the Event Website
Take a Natural/Organic Approach to Building Followers
Show and Tell Photos Videos
Team up and assign specific topics to each member
Start Early
Get Creative and Bookmark It

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Question: So How Could You Use

Social Media To Market an Event ?

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Questions

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