I share, therefore I am

9 10 2013

This is the strangest and one of the most interesting videos I’ve seen in a long time. Conceptually I think it has implications for the events business, good and bad. It’s not new that social media is revolutionizing many aspects of marketing and some of the social aspects of life, I’ve blogged about it a few times and a Google search will flood you with information. But this video does a great job of capturing some of the more unique customer level issues.

For the B2B conference marketer:

  • Interactivity at events is more important than ever, but it’s also probably going to become harder to get people to interact.  We must move beyond speed dating into formats that can create in-depth conversations and potential connections between buyers and sellers.
  • The ideal number of people in a break out session may be changing?
  • If you are using social media to promote your event, driving engagement may be linked to the your ability to provide social recognition amongst peers and a deeper role in facilitating peer to peer interaction.
  • B2B online communities around events must drive real long term value and interaction beyond the events. They also need to make sure they provide ways for people to validate their skills in the community.
  • Similarly for events, endorsements and accreditation will become key. Exhibitions should also gamify the experience!

Food for thought – Anyone feeling lonely?

The Content Marketing Equation

8 10 2013

I’m a fan of content marketing! I believe it’s the best way to reach out to new customers and engage existing ones. It helps marketers cut through all the noise, but done well it also does a lot more than that!

The problem is it’s easy to over simplify, like all great concepts. But as a result it’s also easy to hide from the complexity of factors that really drive the performance of your content marketing. So at our last global marketing directors meeting, (with tongue firmly planted in cheek) I came up with this content marketing equation for B2B events:

The Content marketing equation

Without going into the details, roughly 19+ variables, all with variables of their own, all of which are hard to measure! But in essence it means:


Or to put it into English, the performance of your content marketing strategy is a function of the quality and quantity of your content multiplied by the promotion of the content, divided by the number of events and the ability of your inbound sales team.

The quality is a function of how your audience perceives the value of the piece, the format of the piece, it’s ‘shareability’, it’s relevancy to the event and audience, it’s recency, the authorship, it’s news worthiness and a lot of other factors.

The quantity is also not as simple as most marketing communications. Can your piece of content be re-purposed into 50 different tweets, an infographic, a blog post, a white paper, a power point presentation, a press release, a video, a webinar, a cartoon, a face book post, a linked in post, a group discussion, a ??????

The promotion is also more complex than the size of your internal database or your budget! How much external (social?) traction can you secure, how much influence can be leveraged  and can we find a way to nurture those leads within the tight event marketing lead times?

All of these factors need to be divided by the number of events and your inbound sales teams ability to stay attuned to the customer, prioritize all those leads and drive conversion. Which is also wrapped up in the process behind the creation of the content and communicating that to the team.

All of this without event touching on things like the SEO implications of the title…. As always the devil is in the detail!

Use More Video!

1 10 2013

A picture is worth a thousand words… a video is worth a million?