Event Websites Sharing Our Insights, Trends, Opportunities and War Stories

1. Event WebsitesSharing Our Insights, Trends, Opportunities and War Stories October 10, 2008 Why is adopting a social media approach so important to my event? Not sure where to begin? Use a simple, common sense approach.Why is adopting a social media approach so important to my event? Not sure where to begin? Use a simple, common sense approach.

2.  Margaret�s story telling Imagine yourself on a Friday night where you have made a commitment to show up a work-related cocktail party. You stroll into the event venue, you are tired ,its been a long week � you are really not sure how this event is going to pay off for you In your mind, you hope to be on your way back out in under 30 minutes. You stop by the reg desk � just as you did today for this event � and pick up your name tag But this name tag is different. This name tag sends signals out in the room. The data in the signals has is keywords you have searched in Google for the past 60 days, your wikipedia queries, your Outlook contact list, your LinkedIn profile and connections, your favorite recipes stored on Epicurious, your Google desktop RSS feeds, blogs you follow and more. So now, you are cocktail party experience is very different! By gosh, you met people you have meaning to connect with, you hit on subjects you are interested in and want to discuss further, the hours passed to you are the ones you like! like and more! I tell you this story to start off our discussion today because it is not far off from theevent web site pressures that we are all are or should be feeling as event hosts. Margaret�s story telling Imagine yourself on a Friday night where you have made a commitment to show up a work-related cocktail party. You stroll into the event venue, you are tired ,its been a long week � you are really not sure how this event is going to pay off for you In your mind, you hope to be on your way back out in under 30 minutes. You stop by the reg desk � just as you did today for this event � and pick up your name tag But this name tag is different. This name tag sends signals out in the room. The data in the signals has is keywords you have searched in Google for the past 60 days, your wikipedia queries, your Outlook contact list, your LinkedIn profile and connections, your favorite recipes stored on Epicurious, your Google desktop RSS feeds, blogs you follow and more. So now, you are cocktail party experience is very different! By gosh, you met people you have meaning to connect with, you hit on subjects you are interested in and want to discuss further, the hours passed to you are the ones you like! like and more! I tell you this story to start off our discussion today because it is not far off from theevent web site pressures that we are all are or should be feeling as event hosts.

3. Social Media Tools Build and Strengthen Attendee Value Indentify and engage attendee prospects earlier Create more robust event schedules Personalize the event, make connections Empower the attendee - more likely to meet event expectations

4. What Does Interactive and Personalized Mean for Event Web sites in 2008? 1. Target Audiences and Create Interactivity 2. Drive Connections via Social Networking Tools 3. Provide Relevant Content Results = Increased Attendee Value Stating the obvious Without Increased Attendee Value we will have empty exhibition floors

5. EVENT VALUE Networking activity at the event Session experiences Executive engagement (measuring the business card exchange factor) Meaningful interactions (the contacts you were very pleased to make) The wow and brag factor

6. Why does social media work? Traditional communication is one way, we were talking at our audiences online Social Media engages people like never before Creates connections, nurtures relationships, brand loyalty on a whole new level Meaningful experiences through conversation Extends your reach Why does social media work? No matter how good our messages were in the pre-2.0 world, it still was one way. Social media engages people through conversation � connecting people with common interests allowing them to work through problems, collaborate on ideas, debate opposing viewpoints. You message will resonate that much more � because it is communicated through conversation, which puts it in the human context. If done right, your audiences will associate this with your brand, and come back for more. BIOfuels blog & Facebook Group � Americans for Alternative EnergyWhy does social media work? No matter how good our messages were in the pre-2.0 world, it still was one way. Social media engages people through conversation � connecting people with common interests allowing them to work through problems, collaborate on ideas, debate opposing viewpoints. You message will resonate that much more � because it is communicated through conversation, which puts it in the human context. If done right, your audiences will associate this with your brand, and come back for more. BIOfuels blog & Facebook Group � Americans for Alternative Energy

7. Benefits of a Social Media approach Increase Discoverability Improve Organic Search Rankings Increase # of mentions Increase Incoming links from valuable sources Increase Conversion rates The benefits are clear The benefits are clear

8. Confused? I don�t know about you, but navigating the world of Social Media can confusing. How do you know what to do? What are the best choices? Not sure where to begin? Use a simple, common sense approach.I don�t know about you, but navigating the world of Social Media can confusing. How do you know what to do? What are the best choices? Not sure where to begin? Use a simple, common sense approach.

9. Take Advantage of Existing Social Networks Create blogs & podcasts for your attendees, exhibitors There are some great (and free/or very low cost) tools online. Use them. When you use these tools, they work for you while you are sleeping. Blogs. Topic-specific, event-specific � if you are not doing it now try SOMETHING. It will get better over time. There are lots of resources online to help you get started. Podcasts. I could talk about these all day. Podcasts are a great way to add another dynamic layer of content. You can repurpose existing audio/video. A series of 5-10 minute interviews using free tools for recording. Record webinars and use snippets for free podcasts. Produce a series leading up to your event. I could go on all day. You get the point. There are some great (and free/or very low cost) tools online. Use them. When you use these tools, they work for you while you are sleeping. Blogs. Topic-specific, event-specific � if you are not doing it now try SOMETHING. It will get better over time. There are lots of resources online to help you get started. Podcasts. I could talk about these all day. Podcasts are a great way to add another dynamic layer of content. You can repurpose existing audio/video. A series of 5-10 minute interviews using free tools for recording. Record webinars and use snippets for free podcasts. Produce a series leading up to your event. I could go on all day. You get the point.

10. Linked In � an easy way to start social networking MCMC

11. Launch a Facebook group. Some think that Facebook is for college students and teenagers. Think again. If you pay attention, you will see that professional groups, interest groups, cause-related groups are forming and becoming quite active. Find other groups to participate in Feed news, blog posts, flickr photos, youtube videos here. Start discussions, put badges on your sites and blogsLaunch a Facebook group. Some think that Facebook is for college students and teenagers. Think again. If you pay attention, you will see that professional groups, interest groups, cause-related groups are forming and becoming quite active. Find other groups to participate in Feed news, blog posts, flickr photos, youtube videos here. Start discussions, put badges on your sites and blogs

12. YouTube Create a channel on YouTube. Post all video content here that is ok for the general public to see. Feed video content to all of your online properties from YouTube. YouTube Create a channel on YouTube. Post all video content here that is ok for the general public to see. Feed video content to all of your online properties from YouTube.

13. Flickr Get a pro account. Upload ALL of your photos here. Create photo albums and sets � and tag, tag, tag. Create a custom tags for each event � ask your attendees and exhibitors to post their event photos on flickr using the same tag. Flickr Get a pro account. Upload ALL of your photos here. Create photo albums and sets � and tag, tag, tag. Create a custom tags for each event � ask your attendees and exhibitors to post their event photos on flickr using the same tag.

14. Slideshare The YouTube of powerpoint presentations. This is not being used widely enough. You can create groups to share slides with � or share with the general public. Post your presentations on slideshare and push them to all of your sites.Slideshare The YouTube of powerpoint presentations. This is not being used widely enough. You can create groups to share slides with � or share with the general public. Post your presentations on slideshare and push them to all of your sites.

15. Use delicious for bookmark/link management, creating a blogroll, etc. What does this mean? All of us keep lists of bookmarks to other online resources �whether it�s an industry blogroll or a list of online resources, manage them in delicious and push them to your sites� People can subscribe to these in a variety of ways � this is another way to add value, by providing easy access to links and resources based on topic or event, or anything else you want. Blogroll Location- or travel- related resources Use delicious for bookmark/link management, creating a blogroll, etc. What does this mean? All of us keep lists of bookmarks to other online resources �whether it�s an industry blogroll or a list of online resources, manage them in delicious and push them to your sites� People can subscribe to these in a variety of ways � this is another way to add value, by providing easy access to links and resources based on topic or event, or anything else you want. Blogroll Location- or travel- related resources

16. Blogs & PodcastsFind Your voice (and improve search rankings) Yours Find your voice Stir up the topics Invite guests Ask industry experts to provide insights, Top sessions, Restaurant picks, 5 Trends to Watch Crosslink to other blogs, articles, and networks Comments: Respect and acknowledge all viewpoints Others Comment often Follow them � RSS feeds Follow your key words Comment Link, link, link Make bloggers feel welcome onsite Blogger only events, content, activities Blogs & Podcasts Blogs and Podcasts give your organization and event a voice � they make it personal. Better yet, comments and co-comments are as important as your post. In a sense, if you can get engaged, insightful comments � your audience is blogging for you. Get creative, connect the dots with the good works of your organization and your event. Invite guests. Connect them to sessions, industry insights, event buzz, trends, etc. Have them guest blog or do an audio interview. Find a handful of blogger friends � industry blogs that are insightful and informative. Comment often, crosslink � follow them with RSS feeds. Reach out to bloggers. Pre-event: Blogger conference call � event previews, blogger-only �scoop�, guest posts, etc. During the event: special blogger badges, blogger areas, interviews, event podcasting station Post event: Continue the relationship � event wrap-up, engage them in taking the event to the �next level�, continuing with guest posts, periodic, topical conference calls, etc. Blogs & Podcasts Blogs and Podcasts give your organization and event a voice � they make it personal. Better yet, comments and co-comments are as important as your post. In a sense, if you can get engaged, insightful comments � your audience is blogging for you. Get creative, connect the dots with the good works of your organization and your event. Invite guests. Connect them to sessions, industry insights, event buzz, trends, etc. Have them guest blog or do an audio interview. Find a handful of blogger friends � industry blogs that are insightful and informative. Comment often, crosslink � follow them with RSS feeds. Reach out to bloggers. Pre-event: Blogger conference call � event previews, blogger-only �scoop�, guest posts, etc. During the event: special blogger badges, blogger areas, interviews, event podcasting station Post event: Continue the relationship � event wrap-up, engage them in taking the event to the �next level�, continuing with guest posts, periodic, topical conference calls, etc.

20. The importance of tagging & rss

21. What a tangled web� Oh what a tangled web we weave� This is a visual representation of what your online properties should look like. You will be creating ordered chaos, and that�s a good thing. Cross linking and content sharing will happen not only within your own sphere of online properties, but with those from the outside world as well. As time goes on, this will get even more tangled, and we WANT it to. Social media makes people nervous for a lot of reasons. It�s messy, uncontrollable, it�s not linear and (Right now) it�s hard to measure. Tell me again why we are doing this? Oh what a tangled web we weave� This is a visual representation of what your online properties should look like. You will be creating ordered chaos, and that�s a good thing. Cross linking and content sharing will happen not only within your own sphere of online properties, but with those from the outside world as well. As time goes on, this will get even more tangled, and we WANT it to. Social media makes people nervous for a lot of reasons. It�s messy, uncontrollable, it�s not linear and (Right now) it�s hard to measure. Tell me again why we are doing this?

22. For the Love of Google: Be good to your site Build your site well � using the right structure Write SEO friendly content Tag everything, and do it well Link to other sites/blogs Offer RSS subscriptions Allow Comments/ratings and other user-generated content

23. Technology and Exhibitors Exhibitor Microsites Integrated Communications Interactive newsletters, blogs Electronic Attendee invitations, coupons Online Directories Sales Tools Online Floor Maps Targeting sales communications Web site Exhibitor Only Content Online Service Kits

25. Integrates all services into one medium, reduces cost and enhances user experience

27. Make Conversations Happen In advance Onsite Year round

28. Measure Your Email and Direct Mail Tactics vs. Web Traffic Up until Now � email & web marketing in sync Moving forward � multi dimensional, layered approach � includes email and web marketing, but layered with social media strategies, etc.Up until Now � email & web marketing in sync Moving forward � multi dimensional, layered approach � includes email and web marketing, but layered with social media strategies, etc.

29. Effective Email Marketing Drives Web Site Traffic

30. Measurements Provide Show Organizer InsightsBased on Searches Markets Requiring additional Exhibitor Representation to Meet Attendee Demand

31. Make Sure Attendee Can Find Their Niche

34. Making Money with Social Ties Creating a knowledge strategy that pays off Repurpose/Repackage content pssst�.Digitized content sells these days Advertising Packages eLearning � webinars, tutorials, etc. Digital brochures and directories

36. www.eyespacemd.org

38. Listserv/eGroup Opportunities

39. Tomorrow�s Discussion �eGroups�

40.  Margaret�s story telling Imagine yourself on a Friday night where you have made a commitment to show up a work-related cocktail party. You stroll into the event venue, you are tired ,its been a long week � you are really not sure how this event is going to pay off for you In your mind, you hope to be on your way back out in under 30 minutes. You stop by the reg desk � just as you did today for this event � and pick up your name tag But this name tag is different. This name tag sends signals out in the room. The data in the signals has is keywords you have searched in Google for the past 60 days, your wikipedia queries, your Outlook contact list, your LinkedIn profile and connections, your favorite recipes stored on Epicurious, your Google desktop RSS feeds, blogs you follow and more. So now, you are cocktail party experience is very different! By gosh, you met people you have meaning to connect with, you hit on subjects you are interested in and want to discuss further, the hours passed to you are the ones you like! like and more! I tell you this story to start off our discussion today because it is not far off from theevent web site pressures that we are all are or should be feeling as event hosts. Margaret�s story telling Imagine yourself on a Friday night where you have made a commitment to show up a work-related cocktail party. You stroll into the event venue, you are tired ,its been a long week � you are really not sure how this event is going to pay off for you In your mind, you hope to be on your way back out in under 30 minutes. You stop by the reg desk � just as you did today for this event � and pick up your name tag But this name tag is different. This name tag sends signals out in the room. The data in the signals has is keywords you have searched in Google for the past 60 days, your wikipedia queries, your Outlook contact list, your LinkedIn profile and connections, your favorite recipes stored on Epicurious, your Google desktop RSS feeds, blogs you follow and more. So now, you are cocktail party experience is very different! By gosh, you met people you have meaning to connect with, you hit on subjects you are interested in and want to discuss further, the hours passed to you are the ones you like! like and more! I tell you this story to start off our discussion today because it is not far off from theevent web site pressures that we are all are or should be feeling as event hosts.

41. Personalize Your Community

42. Give them what they are looking for.Search is the common thread

44. Years of Lessons Learned Creating and sharing the event site vision Project Management skills for all Outside vendor partner management Weaving in organization messaging Cultivating Management support Value of web copy writing Tracking, spotting trends and behaviors

45. Contact Information: Margaret Core Director, Sales & Marketing, Convention and Conferences BIO Biotechnology Industry Organization 202.962.6674 mcore@bio.org Event Website: http://convention.bio.org Blog: eventmarketing2.blogspot.com Susan Cato Director, Online Communications BIO Biotechnology Industry Organization 202.280.1635 scato@bio.org Blog: http://susancato.com

46.  Margaret�s story telling Imagine yourself on a Friday night where you have made a commitment to show up a work-related cocktail party. You stroll into the event venue, you are tired ,its been a long week � you are really not sure how this event is going to pay off for you In your mind, you hope to be on your way back out in under 30 minutes. You stop by the reg desk � just as you did today for this event � and pick up your name tag But this name tag is different. This name tag sends signals out in the room. The data in the signals has is keywords you have searched in Google for the past 60 days, your wikipedia queries, your Outlook contact list, your LinkedIn profile and connections, your favorite recipes stored on Epicurious, your Google desktop RSS feeds, blogs you follow and more. So now, you are cocktail party experience is very different! By gosh, you met people you have meaning to connect with, you hit on subjects you are interested in and want to discuss further, the hours passed to you are the ones you like! like and more! I tell you this story to start off our discussion today because it is not far off from theevent web site pressures that we are all are or should be feeling as event hosts. Margaret�s story telling Imagine yourself on a Friday night where you have made a commitment to show up a work-related cocktail party. You stroll into the event venue, you are tired ,its been a long week � you are really not sure how this event is going to pay off for you In your mind, you hope to be on your way back out in under 30 minutes. You stop by the reg desk � just as you did today for this event � and pick up your name tag But this name tag is different. This name tag sends signals out in the room. The data in the signals has is keywords you have searched in Google for the past 60 days, your wikipedia queries, your Outlook contact list, your LinkedIn profile and connections, your favorite recipes stored on Epicurious, your Google desktop RSS feeds, blogs you follow and more. So now, you are cocktail party experience is very different! By gosh, you met people you have meaning to connect with, you hit on subjects you are interested in and want to discuss further, the hours passed to you are the ones you like! like and more! I tell you this story to start off our discussion today because it is not far off from theevent web site pressures that we are all are or should be feeling as event hosts.