Archives For social lead mining

Make it easy for speakers to keep sharing the content and feedback from their sessions

The speakers you have chosen to present at your event were probably selected for several reasons: expertise, experience, presence and their ability to draw a crowd. That last factor is probably also true in the digital space, perhaps even more so than in the real world. Many speakers work very diligently at growing the quantity and cultivating the quality of their online following.

This can be used to your advantage even after an event has passed, as speakers will generally be on the lookout for new content, in interesting formats, that they can share first with their followers.

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b2b, speakers, digital, event

Your speakers want to stay connected with their audience. Give them a hand.

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So think about how you can help these speakers reach their goals first. Pay it forward and the benefits will automatically begin to flow back to you and your event. Ensure they have priority access to the content from the event – particularly the content they may have created or participated in. Capture their reactions to or commentary on the event as a whole. This gives a whole new texture to their presence and will extract more value from their appearance.

There can also be a cumulative effect to be gained from encouraging speakers to interact with each other online, particularly if they have audiences that don’t necessarily overlap, either in terms of topic specialty, geography, preferred social platform or some other characteristic.

Before you get carried away, make sure you have permission to amplify your speaker’s work. Be totally transparent about what you plan to do with their content and make sure your agreement with them agreement covers it.

This is the tenth and final installment of the series: 10 ways to leverage digital for better B2B eventsWe recently ran an audit of the various tactics, strategies and recommendations we’ve developed @ Ogilvy for using digital to improve the live event experience (for the audience) and performance (for the marketer) – this advice is a summary of what we found to be true and useful.

If you’ve discovered a new way to boost your B2B event with digital, share it with @barrieseppings 

< Previously in this series: #9 Ongoing digital communities

 

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About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

About the images: all photographs used with the permission of Martin Ollman Photography. Contact Martin directly for rights and commissions.

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After the party, move the conversation online for social lead mining opportunities

The digital world is full of simulations, some useful, others not so much. Live events themselves are meant to simulate communities, which becomes meta when you consider that digital events are a simulation of a real-world, meat-space, here-and-now gathering of people. Online communities, in turn,  are simulations of the loose collections and connections we cultivate everyday.

You might even combine your post-event content strategy with your post-event community strategy so that the place where you house your content automatically becomes the place where you cultivate these discussions and connections.

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b2b events connections communities

If they’re making connections on the floor, make a space where they can continue.

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Providing a well-designed space where attendees can keep on attending (even though the event may officially be over) can yield lead identification, segmentation and even sales opportunities. A word of advice: don’t build these platforms from scratch – leverage existing community-building platforms that are relevant to your audience: LinkedIn groups and Google+ circles are obvious examples. A more sophisticated approach is to develop a dedicated Social Lead Mining strategy, where you actively listen for discussions and, in particular, requests for assistance that relate to the solutions you are trying to promote.

A note of caution: dropping in, unannounced, on conversations amongst attendees and launching into a sales pitch will be as well received as an insurance salesman trying to sign new policyholders at a family BBQ. Think ahead to prepare the resources and social presence you will need to look for lead opportunities in a ‘digital social’ setting – this may include social training, creating specific nurture assets, developing a segmentation strategy and an execution plan. If you pursued any attendee profiling and segmenting strategies before the event, dust them off and aim them at your most socially-active attendees. If you are lucky enough to have your audience drawn from the local area, consider arranging a casual, real-world meet up for attendees who have remained in contact after the event.

If this sounds like a lot of work, you are 110% correct. However, you have to ask yourself: who is a better prospect than someone who can’t say goodbye to the content and connections they encountered at your event?

This is the ninth instalment of the series: 10 ways to leverage digital for better B2B eventsWe recently ran an audit of the various tactics, strategies and recommendations we’ve developed @ Ogilvy for using digital to improve the live event experience (for the audience) and performance (for the marketer) – this advice is a summary of what we found to be true and useful.

< Previously in this series: #8 Reaching out to no-shows  

> Up next: #10 Keep the speakers on

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About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

About the images: all photographs used with the permission of Martin Ollman Photography. Contact Martin directly for rights and commissions.

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