On a private yacht with special access to the Victoria naval base, respective VP’s of Community and Business Development at HootSuite, Dave Olson and Greg Gunn, jointly delivered a keynote speech for Experience Tectoria, an event designed to highlight Victoria’s tech sector.
A lively crowd who actively participated in the stories with heckles and laughs, a steady supply of Hoyne beer, plus a pod of Orca whales breaching and interrupting the talk… all made for a memorable Sunday afternoon.
Sharing stories to groups – whether for business, civics, or art – requires a certain amount of performance art in order to effectively educate, entertain and inspire.
Along a trail, Dave shares a stream of consciousness spiel with tips and tactics. learned from dozens of gigs at all sorts of audiences. Including: slides are not the talk; don’t depend on tech; have a uniform; give tweet-able snacks; don’t re-introduce yourself; go “Donahue”; plus, riffs about finding flow, establishing momentum, starting in situ, finally knowing your audience and treating with intelligence.
Unedited and spontaneous, transcription also available.Recorded April 2013.
That last topic, as always, is a common question for marketers and organizations utilizing social media, and the answers often vary, even at this conference. Mattsson admits, “Measuring ROI for social media is a tricky one. We use engagement within the channel as our biggest benchmark—such as virality and talking about this on Facebook—and we track links back to our other digital assets.” Lots of presentations, such as Vanderplaetse’s, included similar measurements of engagement or reach, although few included hard conversion numbers—something that was part of a presentation at SoMeT11.
Dave Olson, vice president of community at HootSuite, ended his presentation about building an impassioned and actively supportive community around a brand or destination by asking the question, “How do you measure happiness?” On the surface, it seems a flip remark for a serious business to consider, but most businesses know that a happy customer is a returning customer. Just as most meeting planners know that a happy conference community keeps attendees coming back.
I recently presented at #SoMeT12 – a symposium about Social Media in the Tourism industry – held in El Paso, Texas.
On November 8, 2012 a day after the US election, plenty of stories and hugs were passed around to the delegates representing many countries, regions, cities and so on. It was great to connect with everyone and talk tourism and social media, plus enjoy some Tex-Mex food and a wee splash of sunshine in a historic park.
Read on for some fun highlights of my visit:
Social Media Tourism Symposium Official Recap
Mikala Taylor wrote a detailed re-cap of my talk – here’s an excerpt to set the stage:
One of these kids was doing his own thing: and at SoMeT12 that kid was HootSuite’s VP of Community, Dave Olson. Dressed in a burgundy jacket and sporting impressive mutton chops, Olson woke the bleary crowd at 8:30am with an energetic talk about sparking conversations, and how to create a social media journey.“I’ve been to destinations”, he joked at the tourism crowd, before reminding everyone that travel really is just about “making friends and sharing stories.” “Five years from now,” he said, “the tools will be totally different…Social media is just a weird term of convenience. It’s just about listening.”
With an audience of social media enthusiasts, no doubt the tweets and photos flowed on, catch a few below or more at Clemens Schuster’s Flickr Stream (who travelled all the way from Austria for the event):
In the afternoon I checked out Dave Olson’s session on HootSuite. Dave (@daveohoots) is the VP Community at the social media monitoring company and is a really funny guy. His presentation was fascinating, as he discussed HootSuite’s role in giving a voice where one was being suppressed (i.e. riots in Egypt in January) as Twitter was shut down while HootSuite was alive and thriving, so much so that the CIA was asking HootSuite for information!
Dave also touched on his role of being a community manager, and compared it to driving a bus. As the driver you need to lead the way and be a resource, but your community can overthrow you if they want, which once again epitomizes the power of people’s voices combined with technology, to unify instead of silence.
Under the auspices of my day-job, i shared some handy tips in webinar – promoted by a bank – designed to help small businesses learn to quickly adapt social media tools and web best practices into their marketing, operations and business development plans. It’s devoid of wild stories from foreign lands but my hair is perfect ;-) and i do some Q&A.
Please share with your pals who are trying to prioritize their marketing activities and keep their biz rolling.
NOTE: Video Removed by the Bank, leaving here for notes etc.
Google Ads and Search – Organic (free but unpredictable) vs Adwords (paid and semi-unpredictable) – budget and balance is key
Defining Strategy – decide where you needs are: do you need customers? do you need to provide more customer service channels? do you need to build brand awareness? build a toolkit for your needs looking 6 months out
Understanding Social media ROI – the pay off is across channels including customer support, lead generation and mitigating PR conundrums
Customers are part of your culture. By inviting them to participate in your campaigns and community, you can speed progress, gain candid market insight, and have some fun. In this seminar, Dave will share tips about wrangling your passionate users to help with specific tasks for mutual benefit. Tips and tactics will include: understanding motivations, providing rewards, and organizing disappearing task teams while avoiding “cat herding” and conflicts.
Crowd Sourcing Notes
Who ya got
Types of vols
Different Incentives: links, accolades, swag, perks, bevvies, Title, recos, freebies
Providing Constraints (media, support, comments)
Demand through scarcity
Keepin the Course
Objective is the objective
Disappearing task forces (send on a quest)
Specific goal (do this many is this time)
Specific ask (your role is…)
Trackable / Leaderboard
Get the interns to supervise the vols (Reports for accountability)
“Inspiration is key to participation – they *want* to feel part of your culture”
Amplifying Success to make more
Keep it public (flickr, not FB)
gather assets (photo, comments)
log and listen (yellow belt)
have a “badge” or “kit” or … membership
Taking what you get (and making it great)
finding superusers (listen and learn)
make feel part of something bigger and important
finding interns – sources (motivations) how to treat (title, real jobs, promise, high standard)
take them along for the ride (events, roadies)
Recommendations and taking their trust/time seriously
On Wednesday, April 27th, I sat in on my first startup talk at the Bootup Garage. Dave Olson, Director of Marketing at Hootsuite, came in to do his third talk in a series aptly named Social Marketing Kung Fu (#smkf).
Dave is always a joy to listen to – I’ve seen him speak at a few different conferences – so I was eager to hear what he had to say in session number three: Social Marketing Kung Fu, Purple Belt – Release Day. His talks are always full of interesting tidbits and useful information, and this one was definitely no different.
I jotted down a few notes to share with you, but you can also find Dave’s notes on getting your Purple Belt here.
What to Release
Should be something substantial, or a few things bundled together and released around the same time.
Code names for product releases are always smart, as they’re memorable.
Know Your Coverers
Reach out to the media that you want to cover your story: RT them, comment on their stories, add them to twitter lists, etc.
Get to know them, and what they write about.
Personally invite them to join your media e-mail list.
When you send them info, make their life easy. Respect their time.
Spoon feed them the story, but never be condescending.
Take 3 important talking points, and craft them into different forms.
Tell them why your story matters!
Get quotes from your customers, not your CEO (unless it’s a special circumstance, where a quote from the CEO is appropriate).
Putting a boiler plate “About” section at the bottom of a press release is unnecessary and a waste of space. Link to your website/blog instead.
Tune your vocab. Make it active, not passive. Lose the buzz words, and keep your vocab as consistent as possible.
Include image(s) to support your story, so they use your image and not their own.
Line up Dominoes &/or House of Cards
Constantly keep your media kit up to date. If you have one page on your website, this should be it.
Thursday before the release: Send an internal memo to your team to share the master plan. Include your 3 main talking points, who you’re telling, and why it matters.
Monday 1PM: Local press release, & media preview e-mail. Include assets, like an infographic, if possible. Make them feel like they are getting the story first.
You can also send a preview e-mail to your key clients, to keep them in the loop, and ultimately, make them feel special.
Tuesday 5AM: Scheduled blog post. Make everything point here, so it answers any questions people may have. This way you are controlling the conversation.
Next comes Twitter & Facebook updates, a general e-mail to clients, and a wire release (with links, tags, etc.) Keep the Facebook update light and airy. You don’t want it to become your main feedback channel.
Tuesday 9AM: Make sure your dominoes have fallen into place! You can also update any LinkedIn groups, Forums, Q & A sites like Quora, Formspring, etc.
Tuesday 11AM: Optionally, you can host a webinar, an hour at most, to go over any details that go along with the release.
Schedule any interviews requested by the media.
Prepare for the haters
If you comment on articles right away and thank the author for sharing your story, you may prevent a good portion of negative comments, because they know you’re there listening.
Prepare some stock comment copy for the trolls, so that you don’t take their criticism personally.
Thursday: Send a News Round-up. Share your favourite coverage from the release. If someone has created a video tutorial on your product, make sure to include that. Don’t forget to trackback to those articles.