Posts Tagged ‘Twitter’

You have assembled a World-Class lineup of brand name general session speakers, as well as an educational program featuring the circuit’s leading high-impact thought leaders. The six-figure investment in speaker honoraria is steep, but this part was easy compared to the countless hours of evaluating speakers, working with volunteer leadership, and coming to a consensus within the organization. When The Speaker Experts started in this industry 30 years ago, the next step was to print these speakers in a program and distribute to the membership with some help from the U.S. Post Office. In today’s digital age however, the construction of a program is just the start of a process that can benefit membership and the association for years to come.

In order to help us understand how better to throw gasoline on the social media fire, The Speaker Experts enlisted the help of sought after speaker and social media expert Corey Perlman. Below are his thoughts on orchestrating a comprehensive social media strategy for your big event.


 

Putting Together Your Comprehensive Social Media Event Strategy

Pre-Event

Social activity leading up to the event is all about creating buzz and attracting the right people to your event! This is the time to inform and intrigue followers, broaden your reach, and start to encourage conversation and engagement around your event.

Create A Memorable, User-Friendly Event Hashtag

    • Consider including initials or numbers to create a hashtag that is short, unique and easy to remember. A little research can help you identify if one is taken/has already been used, so you can avoid intermingling your event conversation with someone else’s and confusing followers.
    • HashtagIncorporate your hashtag on your event website, in promotional communications and even some unconventional locations, like inserting it into your email signature—just like anything else, the more exposure a hashtag gets, the better the chance that people will use and remember it.

Lead Time

    • As mentioned above, starting early to allow yourself solid lead time can help you get the most out of your social media campaign and build awareness over a period of time. Just like movie trailers get people excited for an upcoming feature film, incorporating enough lead time as a part of your event strategy allows you time to create and organize great content, build your audience, and tweak certain things, when necessary.

Consistency

    • Ensure your tone and engagement levels are consistent. Cute and cheeky in one post and serious in another has the potential to confuse (and likely disengage) followers.
    • Make sure to encourage engagement by sharing and responding to comments made by attendees. Whether you ‘like’, respond to or re-post messages, ensure you are consistent and that you avoid reacting to certain posts and not others.

Promotion

    • COMING-SOON-FRAME_1024x1024Use social platform(s) to offer early registration discounts or reveal exciting news, like announcing who the keynote speaker(s) will be. Ramp up anticipation with a few intriguing posts about how excited you are to reveal who the keynote will be—everyone likes a little surprise and delight.
    • If you’re not getting the engagement or reach you’d like to see, consider creating a budget for digital advertising. A small budget for boosting or promoting posts on Facebook can be extremely helpful to project your message out to a larger audience.

Utilize Speakers/ Talent

    • Ask speakers to promote the event using the hashtag—this is a great and effective way to expand exposure within your event strategy
On-Site

Social activity during your event is just as important as pre-event promotion, especially to capture the essence and power of the live event experience. It is also crucial that you recognize and acknowledge your brand ambassadors—your attendees! They have the power to amplify your event authentically, so make sure you are encouraging, monitoring and maximizing opportunities.

Encourage Sharing

    • word of mouthMaximize the power of your audience by making your hashtag easily visible and encourage sharing.
    • Consider running contests throughout your event—like incentivizing users with the most creative posts or publish clues to a scavenger hunt that runs throughout the conference.

Use a Social Management Tool

    • Platforms like HootSuite and TweetDeck make it easy to monitor activity on Twitter around a hashtag—use these tools to monitor and engage with attendees by liking or retweeting their posts and responding to messages, when appropriate.
    • Encourage your speakers to consider using tools like Kiwilive or Poll Everywhere to keep the audience engaged and connected.

Maximize Video Opportunities

    • With platforms like Livestream, it’s now easier than ever to bring individuals who couldn’t attend the event into the audience in real time and experience the power of the live event experience.
    • If live streaming isn’t in the cards, consider hiring a videographer to record keynotes, presentations and other parts of your event to archive for future use.
    • Periscope and Facebook Live are two growing platforms for live video. Consider tactics for encouraging use among attendees, or using the platform to stream other activities during the event, like post-keynote interviews.
Post-Event

Continue the momentum with your post event strategy! Utilize social content from the event to further amplify it—in follow-up messaging for attendees, communications to other customers, and to promote future events. Identify where you can use video, images, commentary and testimonials on your website, in your database and via social channels.

[Continue to] Maximize Video Opportunities

    • SNAPCHAT LOGOVideo from the event can (and should) be used long after the closing keynote—whether it is to evoke the excitement of the event for those who attended, offer an opportunity for those who couldn’t attend to be part of it, or start to amplify next year’s event. And with platforms including Twitter, Instagram, Snapchat, and Facebook allowing video, sharing video via social is easier than ever.

Review Activity

    • Social activity from events provides planners candid, unedited feedback from clients or customers on everything from the food to the keynote speakers to the Wi-Fi connection—don’t discount the significance of this commentary, especially as you consider your next event.
    • Examine posts from attendees during the event for photos and testimonials—on-the-ground insights on how amazing your keynote speaker was or photos taken from their vantage point are invaluable marketing assets.

Harnessing the power of social media throughout the event life cycle by developing a comprehensive event strategy provides planners with the opportunity to effectively make their event much bigger than it is. Use these tips for before, during and after your event to broaden your reach, provide clients/attendees with unique and valuable opportunities to engage, participate and be a part of the conversation, and develop a unique record of what happened and the content that was created.

About Our Guest Author – Corey Perlman

Social Media Expert & Bestselling Author

perlman-c-150x150@2xRenowned for his ability to illustrate the strength and value of social media to audiences ranging from C-Suite executives to communications managers, Corey Perlman is the thought leader and speaker that corporations and associations, including Dale Carnegie Training, the Retail Leaders Industry Association, and the Dallas Cowboys turn to for expertise on remaining relevant in an increasingly competitive marketplace and rapidly accelerating business landscape. From generating leads through active monitoring and content creation, to incorporating the latest social commerce tools and SEO best practices, Perlman captivates audiences at his speaking events across the country as he helps organizations harness the power of social media in ways that directly impact their bottom line. For more information, please visit Corey Perlman’s webpage.


Social Media Overload

 Free Copy of Social Media Overload!

The Speaker Experts have acquired 30 copies of Corey Perlman’s book Social Media Overload! Simple Social Media Strategies for Overwhelmed and Time-Deprived Businesses, and would be delighted to send you a complimentary copy. Please contact us via our blog, email, or telephone.

Gary McManis & Jay Conklin

Many of our blog and Twitter followers have asked us to weigh in on the recent publicity surrounding Carly Fiorina’s availability to participate in commercial speaking engagements while seeking the 2016 Republican nomination for President. For those of you not familiar with the controversy, it was reported by Fortune Magazine, The Wall Street Journal, CNN and other major social media sites that Leading Authorities International was soliciting paid speaking engagements for Ms. Fiorina last month. The solicitation itself is in an email from LAI Program Consultant Lisa McFadden to a redacted client that reads, in part:

I wanted to send you a quick, private note about Carly Fiorina. Though she maintains an active campaign calendar, she has limited availability for speaking engagements….
We don’t advertise Carly on the Leading Authorities website, but if you have an interest in booking her for an upcoming meeting or event, please let me know and I’d be happy to share her availability and fees.

Fiorina’s campaign quickly responded that the candidate is not booking any paid speeches while she runs for president. “I didn’t authorize anything they sent out,” Fiorina deputy campaign manager Sarah Isgur Flores said in a statement. “We aren’t accepting any requests during the campaign.”

Worldwide Speakers Group, the bureau who publicly lists Ms. Fiorina as an exclusive client reached out to the speaker bureau industry with the following statement:

As you are aware, last week a very untimely and unauthorized email was sent out by another speakers bureau suggesting that Mrs. Fiorina is available for speeches. Please be aware that Carly is NOT considering speaking engagements at this time. If ever her stance should change, we will be the first to notify you. Also, the organization that sent this email does NOT have a relationship with her.

The Speaker Experts have no real interest or insight into what transpired behind the scenes in this situation other than it always catches our attention when the speaker bureau industry becomes a national story. What is of interest to us as professional lecture agents is the concept of compensating a declared presidential candidate to speak at an association or corporate event. This is generally something we advise our mainstream clients against doing. Whatever juice there is in the publicity squeeze of landing a presidential candidate, it can be quickly mitigated by the following pitfalls:

    • The strong degree of cancellation risk created by the candidate’s fluid campaign schedule. A commercial speaking engagement can easily be pushed aside by a breaking news story, fundraiser, debate or other pressing campaign event.
    • No matter what side of the political spectrum your membership or employees fall, you risk offending a significant portion of the cohort by not only giving the candidate a platform but compensating the speaker to do so.
    • While the axiom of “there is no such thing as bad publicity” may hold some truth, your organization does risk potentially unfavorable media exposure if the appearance does land on the radar of national press.

Should Carly Fiorina not be successful in her presidential bid, she, like many of the other candidates, will certainly be in high demand on the commercial speaking circuit; however, the time to consider “booking” one of these political titans is after they have left the race.

Side Note: It is always important to keep your guard up during the political season to make sure your contracted speakers do not use the platform for any type of unwanted campaign speech or political endorsement. This point was driven home recently to The Speaker Experts when a national media figure we scheduled to speak for an influential trade association gave a 30 minute stump speech for a candidate instead of the contracted content. Set your content boundaries with a conference call prior to the event, reinforce these boundaries with a meeting on-site the day of the presentation and develop an exit strategy if for some reason the speaker does not respect these boundaries while on stage.

Gary McManis & Jay Conklin

Here is our list of the five most influential people in the world of commercial, corporate and association speaking, all of whom influence the economics and politics of the professional speaking industry. While they also may influence speaking style and content, that is entirely different list that we will save for another day.

JohnGraham

5.  John Graham, President & CEO at ASAE & The Center for Association Leadership : Somewhat of a symbolic pick here, but Mr. Graham leads the American Society of Association Executives that represents over 21,000 Association Executives.   The Association community spends millions of dollars a year on speaking fees, but if you factor in the number of corporate groups who schedule a speaker after seeing a speech at an Association event, that number goes into the billions.  Associations are a force multiplier for the speaking industry, and John Graham leads that force.

Chris-Anderson-TED-007

4. Chris Anderson, Entrepreneur and Curator of TED Talks : Under  his leadership and stewardship, TED has transformed the way we in the meeting industry view the impact and potential of a session.  Who knew a relevant, impactful and entertaining message could be delivered in 20 minutes?  Prior to the emergence of TED, speakers were just getting “warmed” up at the 20 minute mark.  While the long form keynote session will always play an important role in the meeting world, the innovative approach taken by Chris Anderson to the short form presentation makes him one of the top 5 influencers. Of course, we cannot forget the man with the original vision of TED, founder Richard Saul Wurman.

Farrell_Rhoads

3. Harry Rhoads Jr. and Christine Farrell, Founder and President of the Washington Speakers Bureau : No explanations needed here.  Washington Speakers Bureau is the largest speaker bureau with the most prominent roster of professional speakers in the world.  WSB has been a leader in the speaking world for over three decades and they continue that trend today.  Rhoads and Farrell are the chief influencers and architects at the top speaker bureau.  They make the list.

Barnett

2. Robert B. Barnett, Partner Williams & Connolly LLP : Mr. Barnett is the premier lawyer in the world representing authors, broadcasters, and former government officials.  His clients include Presidents Clinton and Bush, Secretary Clinton, Alan Greenspan, Queen Noor, George Will and dozens more high-profile celebrity speakers.  When a high-profile government official leaves office, chances are their first stop will be a visit to the law offices of Willams & Connolly.  This may be the case when President Obama leaves office in 2017 as well.  Mr. Barnett’s roster of current clients and potential future clients make him  not only a high-powered Washington lawyer but a top 5 influential person in the speaker world.

Berners Lee

1. Tim Berners-Lee, Director of the World Wide Web Consortium : Another symbolic pick here, but the man who invented the World Wide Web created a paradigm shift in the way we research, view, promote, evaluate, negotiate and contract with speakers.   While Tim Berners-Lee was at the leading edge of this wave, Mark  Zuckerberg/Sheryl Sandberg (Facebook),  Dick Costolo/Biz Stone ( Twitter) and  Jeff Weiner (LinkedIn) all play major roles in influencing the world of professional speaking.

Of course the real “influencer” is the meeting industry as an aggregate – armed with the tools given to us by the aforementioned internet pioneers, meeting leaders drive market demand, price and the business of professional speaking.  We are a diverse mosaic of meeting influencers, but putting us all on the list would take too long so we have settled on these five!

Please let the Speaker Experts know who would be on your list.

Gary McManis & Jay Conklin