Category Archives: Events

How NOT to do marketing communications

Oh dear, or dear.  An email which annoyed me in the first sentence.  This poorly formatted email is about ad tech London, the conference for the online marketing and advertising community….

ad:tech is the only event in Europe to focus entirely on digital media & marketing.  I expect that the outbound comms would be up to the standard for a digital marketing conference.

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A few minutes later another email arrives.  They do know my name after all…

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Fundamental rules of engagement:

    • Get the recipients name right. Put SOMETHING in the merge field.  Even, Sir/Madam would have been better than Example First Name…
    • Test the newsletter. Send it out to different email accounts you have set up.  Check formatting across HTML and text.
    • Test sending the newsletter again. Send it to a group of people in the office before you send it out to a huge mailing list.
    • Check it reads well in different email clients.  Not everyone is running Outlook
    • Check, Check and check again. There is no excuse for being sloppy – especially if digital communications is your specialist business area. 

I was going to attend the event – and I even considered applying to speak at the event.  My skills and knowledge complement the existing speaker line-up rather nicely.

But not now.  One sloppy slip-up has changed the way I perceive the event.  And I’m not sure I’ll even attend now.  But I do wonder how many ‘Example First Name’ attendees will be there…

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

 

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Social Jersey Conference: Really connecting

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It was great to go over to Jersey and speak at the Social Jersey conference – and it was also good that the other main speakers were women too – a rare occurrence.  Katherine Salt runs Marketing My and delivers community management for a range of companies across the UK and Judith Lewis works at Beyond, is very geeky and writes an amazing chocolate blog (she’s very geeky about chocolate too!)

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Here are both of them up on stage (although I now have no  idea what Katherine was talking about with the Swiss army knife slide!

There was a lot of interaction and engagement from the audience – where one of their main challenges is that Google doesn’t recognise a Jersey postcode and jersey businesses don’t get a second look by Googles ranking algorithm – it assumes that New Jersey is the only Jersey.

We got time for a quick tour of the Island taking in the chocolate tour of Le Mare as Judith blogged and a drive round the scenic parts of the island too.

Feedback was great from the delegates.  One of the attendees decided to cancel her current marketing plans and switch to new media for her business making an immediate £800 saving for the month – a saving that totally justified her attendance on the day

So, all in all, a great conference with some good engagement – and I hope I get asked back to speak at a follow up event or masterclass over there again. So roll on 2012! Smile

Eileen is a social business strategist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Social Jersey: Masterclass update

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Judith and I are adding an extra set of Masterclasses whilst we’re at Social Jersey.  These workshops will be held on Friday 14th October and you can book them using the links below.

Judith will take you step by step to improve the SEO of your website employing aggressive search techniques. You will learn how to test how effectively your site is optimised to reach the top of Google. The masterclass will involve installing SEO tools on to your site and hands on exercises.

I’ll be running a workshop aimed at those who wish to explore incorporating social media strategic components to complement their existing marketing plans and to define their interactive marketing strategy.

We will

  • discuss strategic practices from leading companies,
  • review what other company leaders are doing today to integrate community marketing and social media to engage
  • share and drive conversations with customers and partners online.

You will gain insights on how to leverage community, engagement, marketing and using social components to drive your marketing efforts to capture mindshare and increase customer satisfaction. We will start to define your strategy and outline your implementation plan to include advocates and community influencers and consider cross team roles and responsibilities to execute your strategy

These workshops are a follow on from the Social Jersey Conference held on 13th October and will extend your knowledge of search and social business strategies.

See you there Smile

Eileen is a social business strategist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

WEConnect Europe Conference

Conferences for women are so different to the geek conferences I’ve been to.

The heels are higher for a start…

The WEConnect Europe Conference was held in London on the 27th floor of the Clifford Chance building in Docklands. It was a very energising day with lots of corporates there, procurement teams and business owners.

Lots of certified women business owners were there – as well as registered business owners connecting to corporate teams.  Have a look at the video highlights for the day…

The sessions were brilliant – and the Dragons den was inspiring.  Hopefully lots of new connections and deals were made leading to more business – hopefully.

And for me?? Watch this space…

Eileen is a social business strategist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Social Jersey: Connecting through social media

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Social Jersey will be holding its inaugural conference in St Helier and I’ve been asked to speak at the event. Katherine Salt from Marketing my, one of the top social media marketing experts in Jersey will open and close the day, and we’ve pulled together a great line up. Take a look at the agenda..

10:00 – 10:45: The Business Value Of Social Media – Eileen Brown

• Social media is not a fad, is your business ready for this new transparency?
• Identifying industry best practice and how to implement it for your business
• Creating demand and generating buzz using social media technologies

10:45 – 11:30: How Search And Social Media Work Best Together – Judith Lewis

• How does social media affect your search rankings?
• Can social media be used to rank even higher?
• Can social media hurt your search work?
• What happens if it all goes wrong – how bad can it really get?

11:30 – 11:45: Coffee Break

11:45 – 12:30: Strategic Integration Of Social Media In Your Business – Katherine Salt

• Making social media work with existing marketing activity
• Winning over decision makers
• Picking the right platforms to meet your objectives
• Internal adoption from customer service to sales

12:30 – 13:30: Networking Lunch

13:30 – 14:15: Crisis, What Crisis? Eileen Brown

• PR Disasters and how to avoid them
• Crisis management frameworks
• Planning for PR emergencies

14:15-15:00: The Secret Of Search – How To Market Your Business Online – Judith Lewis

• How does Google work?
• What do all these updates really mean and what are the chances of it affecting my business?
• Can an SEO really guarantee me top rankings?
• In search, how do I know when someone is telling the truth?
• How much of search is hidden and is it really as difficult as everyone makes it out to be?

15:00 – 15:15: Coffee Break

15:15 – 16:00: How To Know When You Are Winning: The Cost And Return On Social Media – Katherine Salt

• Selecting your success metrics
• Identifying your return on investment
• Balancing long term value with need for immediate results

16:00 – 16:30: Partner Panel

16:30 – 16:45: Wrap Up And Close

17:00 – 18:30: Networking In The Bar

The venue is lovely too. The conference is being held at the Royal Yacht and there are some great deals on room rates for conference attendees so you can extend your trip and have a long weekend on the island

Reserve your place at Social Jersey here and be part of the Social Jersey experience – and find out the tools to enable your business needs to succeed socially too.

It will be great to see the buzz there…

 

Eileen is a social media consultant and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Extended marketing: Gaining 3rd Party reach

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Now this is cool.  My publisher at the BCS has just sent me this image, snapped from his phone at the Chartered Institute of Marketing (CIM) stand at the Marketing Week Exhibition at Olympia in London.

My book, Working The Crowd got a great write up the other day on the CIM site and a positive email review went out to all of their members too.

Here’s what they said about the book:

For those still stumbling around in the dark, Working the Crowd helps shed light on the game-changing nature of social media, its tremendous opportunities and the many dangers that await those who insist nothing has changed and it is just another route to market.
Social media guru Eileen Brown provides vital information and advice on every aspect of social media marketing, including:

  • Specific sites for various types of networking and engagement.
  • Blogs and microblogs.
  • Brand perception and reputation.
  • Legal issues.
  • The global audience.
  • How different age groups interact online.
  • Viral marketing.
  • Creating brand advocates.

Make sure this highly acclaimed title is the social media marketing book you keep to hand this year.

This example of extended marketing demonstrates how a key influencer – (the BCS) can influence one of their value connections (the CIM) to spread the message on their behalf. 

The message must still have value to the 2nd tier connection otherwise the message will not be propagated. 

By extending the message across different disciplines help you reach a new and wider audience.  This concept of mapping your connections and taking advantage of the weak ties in your social graph can bring you value in your social media outreach activities. 

Utilising the power of your weak ties can bring you significant benefits 

Its good to see that the value extends beyond my traditional geeky arena and onto the broader world of marketing.  It’s nice to see the topic crossing boundaries like this.

“Highly acclaimed”,”help sheds light on the game changing nature of social media”, “the social media marketing book”  All good strong comments in their review.  It’s great to see such a positive review of my work from a large credible organisation like the CIM.  I’m delighted.

I notice that the CIM say I’m a guru too.. surely this means I can buy more shoes?  Well, I reckon any reason at all is a good enough excuse to buy shoes… Now I’m off to the shops to hunt for some high heels…Smile

Eileen Brown is a social media consultant and author of Working The Crowd: Social Media Marketing for Business.

Contact her to find out how she can help your business extend its reach.

Speaking for free

imageI receive requests to present at conferences at least once per week. I’ve got a great pedigree from speaking at conferences and large events and I work with large corporate clients on their social media strategy and online branding activities.

But most of the enquiries I receive want me to travel to the location and present for them for free.  Take these recent requests for my time for example:

One organisation wanted me to speak for them at a social media strategy event.  One of their corporate speakers had dropped out at the last minute and a week before the conference, they had no one to take their place. They had charged each delegate £495 to attend the strategy workshop, but because they sourced their speakers from Agencies and corporates, they would not pay any of their speaker fees.  They reasoned that the great networking opportunity would be worth the investment in my time

Another event in London later this year, boasts some large corporate names.  They are charging each delegate a fee of £500 for the day.  They never pay their speakers a fee and they don’t usually pay any travelling expenses.

Each of these events have costs to bear for hosting the event so it’s understandable that they would have to charge a fee.  They would have to pay the venue, the events team and the marketing team for their work around the event. For the event itself, a venue would normally charge about £50 – £100 per delegate for catering and use of the hotel room for the day.

Yes – you’ve done your sums correctly.  Take away marketing and logistics and the company has turned a  nice profit for each event they run.

And by speaking at their conference,  I would have helped them with their revenue stream.  At my own cost.

I’m happy to speak for free. I regularly talk to networking groups and non profits. I run workshops showing businesses how to use social media to their advantage. Non profit organisations will always pay a reduced fee and my travelling expenses. But I believe that this should be different for profit based organisations.

Of course, I’ve got a great opportunity to meet new businesses, and network.  I’ve got a great opportunity to showcase my knowledge outside of this blog, and I can get to meet and network with other speakers.

But does this actually turn into revenue?

Customer opportunities have to be worked on.  Relationships need to be made and built upon.  Trust needs to be gained, and credibility established, 

That’s hard to do in a 45 minute session on stage.

So when you want to hire a speaker to speak at your event, consider things from their perspective.  The speaker has to spend time preparing for the presentation.  They will have to research, and create the slide deck and interact with the organisers of the event.

They will need to spend their own money travelling to the event, and they will not be able to do any funded work whilst at the event.

If you’re planning to hold an event similar to the type of event that I’ve described above, then don’t be surprised if the ‘free’ speaker lets you down at the very last moment to deliver some funded work for a client.

A client who values their time – and is willing to pay for their knowledge and experience – which will ultimately add to the clients revenue stream and profit.

Think about that when you’re trying to get someone to do something for nothing. 

You might just get what you pay for…

What do you think?  Would you speak for free to a company that makes money out of your efforts?  I’d love to know

Eileen is a social business consultant and author of Working The Crowd: Social Media Marketing for Business.

Contact her to find out how she can help your business extend its reach.

Image credit: flickr