14 Tips to Ensure Your Event is Covered in Social Media
Guy Kawasaki has 14 tips to ensure that an event is covered in social media — even trending as a hot topic with an event with only 100 attendees — if you know what you’re doing.
1) Pick an evergreen hashtag.
We could have picked hashtags like “#MotoXBrasil2013,” “#MotoXMexico2013,” and “#MotoXPeru2013,” and this would have been delusional — did we think that the events would be so popular that people will use the hashtag until the next event called MotoXBrasil2014?
Get real. A hashtag like #MotoXBrasil2013 would last for two days, best case. Instead, we picked a short, generic, and evergreen hashtag: “MotoX.” The other 363 days of the year this hashtag represents whatever is happening with Moto X, but for two days it was the event in Brasil.
The big picture is that you want a hashtag that’s constantly in people’s faces, trending, and consistent, whether it refers to an event in Brazil, Mexico, or Peru, or new television commercials.
2) Tell everyone what the hashtag is.
From the moment you start promoting an event, the hashtag should be in place. This means on your website, in advertising, and all electronic correspondence including your email signature.
Your program should mention it on the cover. The introductory slides should publicize it in sixty-point type. Every employee, speaker,vendor, and guest should know what it is.
3) Ask attendees to use the hashtag.
It’s not enough to pick a hashtag and tell attendees what it is. You need to ask attendees to use it, too. The “voice of God” should mention it when he/she is making announcements. Your host should exhort people to use it. Toward the end of the Moto X tour, I began my keynote with a request that people tweet that they were at the event and use the hashtag #MotoX , and I waited while they tweeted. You cannot pimp your hashtag too much.
4) Broaden what socializing an event means.
The audience for the hashtag is not only the people at the event. The audience is anyone in the world who’s interested in the product or company. Thus, a tweet such as “Not in Brasil? See this review of #MotoX to see what the excitement is all about: Motorola Moto X Review!” is appropriate. This kind of post with a high-value link is more likely to be
retweeted and reshared.
5) Assign the socializing task to a person.
There’s a lot going on at an event: audio-visual production, facilities, babysitting speakers, guest registration, food and beverage, and press coverage. If you truly want a socialized event, you need to assign someone at the event to do nothing but manage social media coverage. Expecting people to time slice at the event won’t work.
Done right, this person is the busiest person at your event. Before it, he or she will schedule promotional posts about the event. During it, she will live tweet what’s happening and take pictures and video of speakers and guests. During breaks, she will post these pictures and videos to Google+, Twitter, Instagram, and Pinterest as well as retweeting and resharing other people’s posts about the event.
After the event, she will post more pictures and videos and try to ensure people who are in these pictures and videos know that that they are so that they spread them, too. PR people from your agency cannot do this well if they are concerned with journalists and bloggers and taking care of the speakers and executives.
In the case of the Moto X launch, the founder of Pegitas, +Peg Fitzpatrick ran the show for me. The social media success we achieved was simply not possible without her.
6) Livestream video coverage.
Think of all the money that you’re spending to make the event happen. Why wouldn’t you broadcast live video coverage? Are you afraid that too many people will place orders? Get real. If you’re announcing a product in Bogota, you want a blogger in Moscow to write about it, too.
Livestreaming is obvious for a product announcement, but what if people are paying to attend your event? The fear is that people decide not to attend because they can watch for free. You could charge people to watch the livestream if that makes you feel better, but I would make the case that these people would not have attended anyway.
Also, if watching your event is as good as attending it live, you’ve got a bigger problem. I encourage to think big: livestreaming an event encourages people to attend in person the next time.
7) Provide real-time updates.
If you’re not livestreaming video, at least have your social-media person provide blow-by-blow updates. Outfits like The Verge provide outstanding live coverage of events such as Apple announcements, so learn from what they do. This isn’t as good as livestreaming, but it’s cheaper and easier.
8) Display the tweet stream.
There are services that display the tweets that contain a hashtag in real time. Displaying these tweets encourages more interaction and use of your hashtag. For some people this is like seeing their picture on the big display in Times Square — they’ll find it irresistible. You can find many tools to do this by searching for “stream twitter hashtags” on Google.
There is a downside to this. First, tweets could get ugly if your speakers suck or your announcement isn’t impressive. Second, speakers must compete with the tweet stream for the attention of the audience. You can always turn off the feed if necessary.
9) Provide fast, free, and unprotected wireless access.
If you want your event and hashtag to trend, you need to enable guests to post fast, free, and easily. Again, you’re spending a lot of money to get people to come to an event, you’re pounding the hashtag into them, and now you’re not going to make it easy to post by providing wireless access?
What alternate marketing universe are you living in?
And don’t password protect the wireless network. Are you afraid that somebody is going to host his website for five hours using your network? You should remove all the speed bumps to promoting your event. The upside of open access to a wireless network is much more social media exposure. The downside is … I can’t think of any.
10) Provide a place to take pictures.
After the initial Moto X events, I requested an area for taking photos. The area needed good lighting and a backdrop with “Moto X” printed all over it. Think of the pictures of celebrities at the Academy Awards — they’re standing in front of a backdrop with the Academy Award graphics.
I also learned that people will use this designated area to pose with their friends. They see the backdrop, and they think: “Let’s take a photo here to show we were at the event. Let’s pretend we’re Paris Hilton or David Beckham.” Roughly 100% of these photos get shared on social
media — hopefully, many with your hashtag. The bottom line is that every picture is a branding opportunity.
Power Tip: You can use a product such as Adobe Lightroom to watermark your photos with your logo. This means that no matter where the photo is taken, your logo will appear.
11) Require your executives to be available for pictures.
At most events, company executives speak and then rush off to a limited access press conference or individual interviews. Then they might make a short appearance at meals but are surround by their “people” to protect them.
Give me a break. Tell them to press the flesh.
They should not only be happy to pose for pictures, they should ask people to be in pictures with them. Roughly 80% of your guests would like to have a picture with the CEO of your company or your keynote speakers. No one is going to turn you down if you ask them to take a picture with your CEO. Roughly 100% of these photos get shared, too.
12) Take and share candid pictures.
Document your event as much as possible by hiring a photographer. He or she might cost $1,000/day, but this is roughly what you’re spending on the thumb-drives with your logo to give away.
The follow-up action is to distribute the pictures. I’ve spoken at hundreds of events. Most of them have paid photographers intruding at every instance, and yet I seldom see any of the pictures.
Where are they used? Does the company not own the rights to the pictures so that it could freely distribute them?
We took candid photography to an extreme at the Moto X events. I posed with anyone who asked (and asked anyone who didn’t) in front of a backdrop with “Moto X” plastered on it whenever possible. My goal was that everyone who was at the event was in at least one picture.
After the event, we sent an email to guests telling them where they could find the collection of photos. We encouraged them to download the pictures and, of course, share them with the MotoX hashtag.
13) Make a slow-motion video.
I discovered one more useful tool to socialize an event: slow-motion video. Whereas pictures require too much clicking to view and regular-speed video moves too fast, slow-motion video is a perfect way to capture and share the images of dozens of guests. Just turn on your camera phone and walk through the crowd. Watch this video of a book party to see what I mean.
Book Party for Halley Suitt Tucker
Power Tips: First, walk fast. When viewed, slow-motion video is approximately six times longer than regular video. Second, YouTube lets you add music to the video, and music makes a slow-motion videos sing. Third, grab the long link address for the video in your browser address bar (not the address you get by clicking on Share) and add “&hd=1” to it. This will ensure that people see the high-definition version.
14) Cover the earth.
Once you have pictures and video, share them on Google+, Twitter, Pinterest, and Instagram with your hashtag. (Click on “Google+” and “Instagram” to see examples of what we did.) You can get away with posting as many as ten pictures per day from an event, so take your best shots and then provide a link to the rest of the album.
Nothing that I’ve mentioned is hard or extremely expensive, and none involve paying for social media services, but these actions can expand the impact of any event.
Give them a try for your next event. I’ll be watching what’s trending to see how you do. – Guy Kawasaki
#socialmediatips #socialmedia #HolyKaw #LikesUP #RelationshipRiches
Source: Guy Kawaski on Google+
Likes UP: “Bally The Tip” “Nod Them In” “Chill ‘Em Down” From Infomercial Pitchmen
“Webinars are the new infomercial for entrepreneurs.” – Bart Christian
In conducting research for my soon to be released book, The Webinar Way, I could not escape the comparison to the informercial at least in the Pitch portion of the webinar. The pitch portion is where you are closing with an irresistible offer. There really are no webinar pitch secrets. It is just selling and if you know what you are doing, you cannot help but sell. Webinar presenters who know what they are doing make more sales in 10 minutes than most regular sales people make in a week or even a month.
Let’s look at this 3-step process for selling on infomercials.
#1: Ballying The Tip
#2: Nodding Them In
#3: The Chill Down
Moving merchandise on an infomercial is a three-step process that harks back to the carnival barker tradition: “bally the tip,” “nod them in,” and “chill ‘em down” as explained in this excerpt from a 2009 Fortune Magazine CBS article.
The hardest part of making a sale is stopping people, whether they’re wandering by a booth at a carnival or flipping TV channels.
#1: Ballying The Tip means drawing a crowd – and once one begins to gather, it feeds on itself. For Billy Mays (who died in 2009) his volume, energy, hand gestures, and faux authority (“Hi, Billy Mays here for …”) are all tactics to bally the tip. To keep the crowd you use humor and make the presentation interactive.
When Billy Mays and Anthony Sullivan debated whether to shill for a product, their mental checklist could easily be a decision tree for a new product launch at a major corporation. Billy and Sully had a reality TV show called Pitchmen along with numerous infomercials. Billy said: “First, it’s got to have mass appeal.” “If you can connect to a broader audience, there’s just a better shot of making it work. Second, the product needs to solve a common problem. I need to be able to show that it makes one’s life easier. And also it gives instant gratification, hits you on an emotional level.” And, believing in the product is essential to being able to sell it.
#2: Nodding Them In The next step is convincing potential customers that buying your product is totally reasonable. “Wouldn’t you like to eat more fresh vegetables?” Yes, of course you would. A good pitchman will literally nod in answer to his own question to get the crowd nodding along. “If there were a device that made it easy, was a snap to clean, and I could sell it to you for less than half what it cost in stores, wouldn’t you want to buy it?” Yes, yes, and yes!
#3: The Chill Down But the trickiest part of any sale is being able to transform good will into cold, hard cash – the chill-down. Rather than politely ask if anyone would like to buy something, the pitchman often starts the process for potential buyers by counting it off. “Who are going to be my first ten customers? You, sir, you’re No. 1!”
Pitchmen have been around forever, but the infomercial was created in America just after World War II. With TV viewership exploding, it was only natural for veteran peddlers like Arnold Morris with his Kitchen Gourmet knife and W.G. “Papa” Barnard with his Vita-Mix blender to start renting half-hour blocks of time on the airwaves. The fledging industry had to recalibrate in the 1960s when the FCC restricted the amount of time that networks could sell to advertisers, and the classic half-hour infomercial disappeared in favor of one- and two-minute spots exclusively. In 1984, the FCC deregulated the booming cable industry, repealed the restriction on ad minutes per hour, and unleashed the golden age of the infomercial – everything from empowerment guru Tony Robbins to the Sally Struthers ThighMaster and Forbes Riley’s Spin Gym.
|The formula sounds simple:
Product + Pitch + Pizazz = Infomercial.
But it’s really a combination of science and skill, and yes, the requisite amount of silliness, that goes into creating an ad that will make you get up and buy.
As Seen On TV
CNBC Originals presents an exclusive look inside the $150 billion infomercial industry.
The Professional Pitchman
The infomercial industry made stars out of professional pitchmen like the late Billy Mays best known for OxiClean. The bearded, blue-collar everyman commanded tens-of-thousands of dollars per product pitch, and he also took a percentage of the sales. Billy Mays: “Life’s a pitch and then you buy.”
Do you say “Wow!” every time you use the ShamWow! absorbent cloth? Wonder why you do? Because pitchman Vince Shlomi told you to in his popular ShamWow! infomercial. A catchphrase may not get you to buy, but industry insiders hope it will GRAB YOUR ATTENTION.
Picking The Perfect Product
It all begins with a product that marketers hope will capture a consumer’s desire. The Ped-Egg – an egg-shaped foot file – hit the mark. Since it launched in October 2007, more than 20 MILLION Ped-Eggs have been sold.
FACT: Most of the profits for bestselling products sold in short-form ads are generated not from the TV ads themselves but once the merchandise hits shelves. A.J. Khubani says “90% of our sales are in traditional retail chains today.”The callous-removing device called the PedEgg sold 20 million units in 2008 – mostly in stores like Bed Bath & Beyond, Target, and Walgreens.” Once an item is a bona fide hit in the direct response market, he has it in stores within two months. And he keeps running the TV spots even after they’re no longer profitable because the brand recognition drives sales on the shelves.
If you’ve ever seen a product and said, “Geez, I could have thought of that!” you must have seen the Snuggie. The Snuggie blanket-with-sleeves has sold millions and is a fixture in American popular culture. For those keeping score, All Star Marketing Group has sold enough Snuggie blankets to outfit the entire population of Minnesota.
“In Japan, the hand can be used like a knife. But this method doesn’t work with a tomato.” That was the opening line for the 1978 Ginsu Knives infomercial, one of the first and most famous, 2-minute infomercials ever made. Ed Valenti, the man behind the marketing, coined the catchphrase, “But wait, there’s more!”
Celebrity Stands Behind the Product
Finding the right face to promote a product is key and securing a celebrity endorsement can pack the necessary punch. In 2008, Mr. T, from the popular TV show “The A Team,” stood behind Thane’s “Flavor Wave Oven,” which promoted a new generation of cooking. Mr. T: “My taste buds have gone wild…I love it when a plan comes together!”
The Price is Right
Direct Response ads are targeted to get consumers to buy and buy NOW! So, finding the right price is key to getting people off the couch and on the phone. Pricing psychologists have proven that a $9.99 price tag outsells a $10 tag by a remarkable 2:1 ratio. Why? Because, according to studies, consumers see $10 and may hesitate, but when they see the $9 in the $9.99 they’ll often spend…even though there’s just a $.01 difference in price.
The Cost of a Commercial
According to Telebrands CEO, AJ Khubani, his ad shoot for the Zasshu Knife cost $30,000. That, coupled with buying media time and talent fees, cost approximately $70,000. But, there’s never a guarantee of success. The Zasshu Knife ultimately failed.
Monitoring for Money
Once an ad runs, it’s all about the return. A key sales metric is that for every dollar spent on advertising, at least $2 has to come back from product sales. The industry turns to Infomercial Monitoring Services to see what sales should be to ensure a profit. (note as a bonus gift for book, The Webinar Way, you’ll get a copy of The Webinar Way Profit Calculator to measure your metrics and calculate your webinar profits)
The Perfect Storm
In an industry where success is measured by longevity, Ron Popeil is long considered the king. According to Infomercial Monitoring Services, Popeil’s “Showtime Rotisserie and BBQ” has aired more than 21,000 times since its 1998 launch – making it no. 5 of the top ten infomercials of all time.
Memorable Catch Phrase – The “Sound Bite”
”But Wait, There’s More”
”Set it and Forget it”
”And that’s not all”
”You’ll say ‘wow’ every time.”
”It slices, it dice.”
But wait, there really is more! You can listen to the audio of “Pitch Perfect” and read the transcript of the show. The DVD Pitch People and the book, But Wait… There’s More, chronicles the stories of the pitch men and pitch women and the success of the infomercial business.
Everyone is selling something. As mentioned in the Fortune Magazine article, noted above, the great American business tradition that Mays and Sullivan embody – namely hucksterism – is enjoying an uptick. Whether you sold yourself in an interview for a job, or you sell cars, or you sell software for a large company, or you are part of a non-profit organization, or you are a solo-entrepreneur selling your services on webinars, you sell. The “how to make money” business is in full swing with multi-level marketing MLM organizations selling hope to individuals. Churches sell the good feeling that comes with donating. If you are customer support you are on the end of the selling experience servicing the customer.
It’s all about RELATIONSHIP RICHES. Video just gets people in the door. Webinars are for teaching AND selling.
Webinars cross the bridge between corporate, entrepreneur, multi-level marketing and non-profit opportunities. It combines the training experience (which you can’t get in the first 2 minutes of an infomercial) with the final close and offer. You can do it in a classy way, provide tremendous value and shuck the label of huckster.
#Likes up for Billy Mays, “Bally The Tip” “Nod Them In” “Chill ‘Em Down” and of course, The Webinar Way
Casey Zeman’s YouTube formula nets him $300k-a-year. Today’s your last chance to see how to copy his YouTube formula…
Casey made 6-figures last year from YouTube by consulting companies like Estee Lauder and Dell. He also applies his YouTube strategy to his info product business because it’s the easiest way to sell anyone on anything:
- After watching a YouTube video viewers are 64-85% more likely to purchase the product
- Sales pages with compelling YouTube videos make buyers stay on the page 2 minutes longer
- A product promoted through YouTube has a 53x higher chance of a 1st page Google result
- Even offline retailers have noted that YouTube videos increase in-store sales by 6%
Casey spent years cracking the YouTube formula. This week is your last chance to absorb his knowledge free of charge from his webinar replay:
LAST CHANCE: How to make $300k-a-year from YouTube (video removed today) <== watch the play-by-play of Casey’s 6-figure yearly success with YouTube (video will be removed today at at 11:59pm ET)
Here’s a few of Casey’s secrets, that you can watch immediately on the replay of his webinar:
- How video shortens the sales cycle. YouTube funneling can bring a 40% higher conversion on sales (Casey shows you how and why?)
- The brand loophole YouTube doesn’t know about. (most companies pay $100k+ to get the branding Casey can get for free.)
- Casey reveals his work with Fortune 500 companies that blew millions advertising before he showed them how to PINPOINT traffic via YouTube.
- How to use YouTube as a traffic syphon to get seen on Google’s 1st page in less than a week.
Learn Casey’s YouTube loopholes to see how in one year he made $300k just from YouTube consulting fees on his webinar replay available to watch now.
Likes UP: How Videos Go Viral on YouTube
Kevin Allocca watches videos professionally. Every minute there are 48 hours of video uploaded onto YouTube. How will yours get seen and what will make your video go viral?
YouTube’s trends manager, shares his thoughts about silly web video in his Ted talk for youth. He shares the 4 reasons a video goes viral. It takes participation and YOU to watch, like, add to, and most important SHARE. If you add to and remix it becomes parody and a mash-up. That’s a big #likesup
Kevin gave some great examples of what’s popular, Friday, Justin Bieber, Nyan Cat, and double rainbow. How videos really go viral: a celebrity tweets them. The celebrities have the audience and the followers. Who decides what’s popular? When you like, share, tweet, add links on social media, you are adding to the viral nature of a video.
Taylor Swift has enjoyed the pleasure of celebrity and many video views and viral views. Taylor Swift is on Google Plus G+. Taylor visited California and the Google/YouTube campus in for a Q&A session called “YouTube Presents” with Kevin Allocca. There were over 30,000 questions submitted by YouTube fans for the event held in Sept. 2011. She has a major fan following and lots of YouTube likes, comments, and shares. Her youtube.com/taylorswift videos go viral.
#LikesUP for Ted Talks and YouTube.com
Likes UP: Social Media Marketing Dictionary 120 Terms to Know without having to paint your nails with icons from YouTube, Twitter, Facebook, Tumblr, or Blogger.
Article by Kipp Bodnar on Hubspot
Here are a few that get a LIKES UP! #likesup
Comment – A comment is a response that is often provided as an answer or reaction to a blog post or message on a social network. Comments are a primary form of two-way communication on the social web.
A simple comment can be a word or hashtag. Example: #likesup
Ebook – An ebook is an electronic version of a printed book. However, most ebooks are not actually available in print (unless you print them). These are typically published in PDF form.
Sometimes ebooks are free with out without providing a email to get the link to download the PDF. Example: http://7etips.com/
Facebook – Facebook is a social utility that connects people with friends and others who work, study, and live around them. Facebook is the largest social network in the world with more than 800 million users. Example of Facebook Page: http://facebook.com/asksherrierose
Google+ – Google+ is Google’s new social network. It differs in that it promotes social sharing that is more similar to how people share in real life by providing features such as one that limits who you are talking to, creating 1-on-1 conversation.
Hashtag – A hashtag is a tag used on the social network Twitter as a way to annotate a message. A hashtag is a word or phrase preceded by a “#.” Example: #likesup Hashtags are commonly used to show that a tweet, a Twitter message, is related to an event or conference, online or offline.
Klout – Klout is a measure of social influence. The service allows users to connect various social accounts such as Facebook, Flickr, YouTube, etc., and then provides every user with his or her Klout score. The score is out of 100–the higher the score, the more inlfuence you have on the social world Example: http://klout.com/#/SherrieRose
Like – Like has been popularized by Facebook. A “Like” is an action that can be made by a Facebook user. Instead of writing a comment for a message or a status update, a Facebook user can click the “Like” button as a quick way to show approval and share the message. Like is used on may websites often symbolized by a thumbs up for the likes up. Under YouTube videos you can give it up likes up or even a likes down.
LinkedIn – LinkedIn is a business-oriented social networking site. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking. As of June 2010, LinkedIn had more than 70 million registered users, spanning more than 200 countries and territories worldwide. Example: Public Profile http://www.linkedin.com/in/sherrierose
Social Media – Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Example: https://plus.google.com/u/0/115913844741839204871/posts
Timeline – Timeline is the new Facebook format for personal profiles. It is essentially a digital scrapbook of a user’s life, displaying their profile in an actual timeline format so they can see at exactly what point in time something a story occurred.
Twitter – Twitter is a platform that allows users to share 140-character-long messages publicly. User can “follow” each other as a way of subscribing to each others’ messages. Additionally, users can use the @username (example @sherrrierose or @likesup) command to direct a message toward another Twitter user. Example: http://twitter.com/sherrierose, http://twitter.com/likesup
USTREAM – USTREAM is a live interactive broadcast platform that enables anyone with an internet connection and a camera to engage and stream video online.
YouTube – YouTube is a video-sharing website on which users can upload, share, and view videos. Three former PayPal employees created YouTube in February 2005. In November 2006, YouTube, LLC was bought by Google Inc. for $1.65 billion, and is now operated as a subsidiary of Google. YouTube is the largest video sharing site in the world. Example: http://www.youtube.com/user/TheLikingAuthority
Great list – get the full list here:
Likes UP on Google Plus