Next Generation Event

Sniffing Out the Wrong Kind of Social Media Consultants

Image by mahalie

In a recent post, I suggested hiring a social media expert for your next event or project. Over the last week (I've been on vacation), I've been thinking about some things you should look out for if you do, but as it turns out, Mashable had a great post yesterday talking about just that. Take a look.

I would add to the suggestions in the post that you should take a look at the social media presence for both the company and the individual working on your project. If you can't find them anywhere (un-Googleable social media consultants--really?), or if you don't like what they're doing, I suggest you talk with them about it. Be ready to leave if you don't like what you hear.

It's easy to throw some social media ideas out there to see what sticks, but it's easier still to damage your reputation in the process. Make sure you work with someone who is looking around the next corner before you even know it's there.

Still Don't Get the Difference Between Social Media and Traditional Marketing?

When I talk with people about using social media for marketing, I have compared traditional marketing to the loud and obnoxious guy at a party who just wants to talk about himself and all the great things he has accomplished (you may recall I have also used this analogy for companies that use Twitter but don't follow other Twitterers--this is consistent as those companies are trying to force traditional marketing methods on social media). 

Social media is more like Keith Ferrazzi might be at a party. He takes time to get to know people and learns what really makes them tick. He listens to their goals and dreams--and then offers to help them achieve them.

This video, which I saw via The Altimeter by Charlene Li this morning, uses another great analogy: the break-up. Take a look. You'll laugh, you'll cry, and you might even understand social media and its benefits just a little bit better.

Managing Your Reputation Elsewhere on the Internet

After reading my last post, did you want more information on how to manage your online reputation? As luck would have it, personal branding guru Dan Schwabel did a guest post for Keith Ferrazzi on five free tools to track your online rep this morning.

Easy Ways to Track Your Event's Digital Brand on Twitter

Yesterday, I twittered the following (which is, by the way, continuing to be a true statement):

Within the hour, I received a notice that SixApart, the maker of Typepad, is now following me on Twitter. Somehow, I don't think this was a coincidence.

More and more companies (and people) are tracking their Twitter reputations. If issues are going to come up, you may as well be on the front line to address them. If people hate (or love) your event, don't you want to know the specifics as soon as their online contacts do?

And don't worry--tracking what's being said is the easy part.

I've always tracked keywords (variations of my name, this site, CLE, event marketing, etc.) using RSS feeds based on searches I've run on Twitter's search engine (formerly Summize). These are easy to do. Simply go the search page, enter your terms, and copy the "feed for the query" into your reader.

But if you don't have a reader, or if you prefer to review the results in a different format, you have another option. TweetGrid allows you to view up to nine queries on one screen. Simply select the number of queries you want, enter your queries, and save the url so you can come back to it anytime. Here's an example of a three-cell TweetGrid.

So--what are people saying about you?

What Not to Do in a Poor Meetings Economy

Earlier this morning, I noted a study about the sad state of the events economy. Then I came across this list from Unique Venues of what NOT to do when the meetings industry goes from a seller's market to a buyer's market.

Included on the list?

Don't offer deep discounts. Don't become invisible. Don't overlook the local and regional martket.

Click here to see the full list at Unique Venues. And make sure to add to the list in the comments. I added "Don't cut corners at the expense of attendee experience." Experience is our greatest asset in live events.

Event Planners in UK Planning Less and Cutting More

Ouch. A study of 1,000 event planners in the UK found that 53% were running fewer events and 51% said their planning budgets had been cut.

Isn't it funny how things work? Just as competition for attendees gets tougher, we face the need for budget cuts. And if we cut the wrong things (those things that improve experience) we're left with fewer attendees. Vicious, isn't it?

Live Twittering During Your Presentation

Paul Gillan, blogging at Pistachio (a great resource for microsharing applications like Twitter), recently talked about the pros and cons of the instant feedback that Twitter can give presenters during their presentations. (I've talked about this before, here.)

He cites the main positive as the ability to quickly tailor your presentation to the sophistication and preferences of the audience, but cautions that the major drawback is the possibility of caving to the demands of only the most vocal in your audience.

I think we have to deal with this problem even with our old-fashioned, paper evaluations. There are people who fill out evaluations and people who don't (and people who simply go through the motions of checking "good" for all presentations). When reviewing evaluations, we always keep in mind that we're only getting one piece of the picture. Of course, we have a little more time to review those evaluations with a discerning eye when they're not popping up on a screen behind us as we speak.

What do you think? Have any of you attempted to run an event or give a presentation with Twitter humming along in the background? To use it effectively, are you actually using a "Twitter moderator" who reviews (and responds to) the real-time tweets? What issues have you run into?

Event Alert: Denver - Event Management LinkedIn Meetup

Denver Event Managers:

You didn't think we'd leave you out, did you? Come join the crowd at The Corner Office on October 14 from 5:30 - 7:00pm.

This is a great opportunity to meet others in the industry who live right here in the Denver-area. Whether you are already part of the Event Management LinkedIn Group or you are thinking of joining, we want to meet you.

Many thanks to Amiando, which has generously offered up some funds to get the good times rolling.

Get more information and RSVP today!

(Oh--and a bonus drink for the first person to guess what event this picture is from.)

Event Alert: San Francisco - Event Management LinkedIn Group Party

If you are in or near San Francisco on September 17, don't miss this great opportunity to meet up with your colleagues in the events industry.

The event will bring together those currently in the Event Planning and Management Group and welcomes others in the events industry who are interested in joining the group (which I highly recommend you do).

Organized by Rose Lanham of Bonjour Events, and sponsored by Amiando, the event will be held at District Wine Bar.

Get more information and RSVP today!

5 Things to Consider Before Using Social Networking for Your Event

Events are about people. Social networking using social media is about people. Just think about what could happen when you effectively bring the two together.

ASAE did it. And you can, too, but there are some basic things to consider before getting started.

1. When using established networks, don't focus only on the big ones.

There are a lot of seminars out there teaching social networking, but I notice that a lot of them preach the benefits of Facebook, LinkedIn, Myspace, and other mega-networking sites and ignore the small, niche networks.

If the organization or industry you're planning for already has a strong presence on one of these sites, it could work great. If not, you'll want to seek out niche networks. Niche networks are all over the place. You probably even belong to one yourself (we have a great event management group), whether you know it or not. These sites are extremely valuable because they allow you to interact with and learn from your market.

A word of warning: don't use a network just to promote your event. Networks are quick to ignore people who are using them for marketing only. If you are interested only in the marketing power of the network, don't pose as a community member--instead, contact the site administrator to ask about sponsorship.

2. Effective social networking goes far beyond networking sites.

Social networking sites are just one piece of the puzzle. Effective social networking depends on a wide-ranging portfolio of online activity. Your blog, Twitter, Flickr, Seesmic, and more may play roles depending on the nature of your event.

3. Don't talk at people.

When marketing and promoting, it is tempting to do all the talking. That is how it was done for years. Social networking is different. The goal is to build relationships with people and let them do most of the talking for you.

4. Remember that social networking can do more than help you promote your event--it can also create a better attendee experience.

As travel costs soar, it is taking more and more to convince potential attendees that your event is the one they should blow their budget on. Social networking can be used to make your event more worthwhile in two main ways. First, the more you learn from your market, the easier it is to tailor an event to them. Second, offering social networking opportunities specially tailored to attendees (as ASAE did) allows attendees to make--and keep--more connections with other attendees.

5. Consider hiring an expert.

Maintaining a presence in social media is a lot of work if you want to do it right and preserve the integrity of your brand. This is why more and more organizations are hiring employees or consultants to handle it. Be honest with yourself about your ability to do this right--it is too important to wing it.