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When used properly, high-tech networking can increase the quantity and quality of professional connections. But to accomplish this, you’ll need an ‘Extreme Networking’ technology strategy — which starts weeks before and culminates in the face-to-face event.
Helping grow a participant’s professional network is a sure-fire way to increase loyalty. Last month, we explored how to do this with low-tech networking strategies. Here, we look at a tech-based “Extreme Networking” strategy. Note that this will necessarily vary from group to group, depending on where your members live their online lives.
Rather than try to do everything, it’s best to choose a few of the following 11 high-tech options and spend the bulk of your time building adoption and engagement – if you do, pretty soon you’ll attain the enlightened state of Extreme Networking.
1. Collect IDs
Use optional fields in event-registration and membership-renewal forms to ask attendees for their blog, Facebook, LinkedIn, and Twitter URLs. Explain the benefits of providing this information, and share your privacy policy.
2. Create event pages
Encourage attendees to RSVP via LinkedIn and Facebook event pages; updates and posts to these then will display in each person’s network stream. Provide fresh content that will encourage people to participate.
3. Use crowdsourcing
Online polling is a great way to engage your audience before the meeting. It also establishes a conduit for valuable input and a forum for attendees to meet one another.
4. Compare to connect
Some event-specific solutions allow attendees to compare their existing social networks against your registration list – and reaching out in advance to people you already know is an Extreme Networking best practice. Solutions that allow you to send a LinkedIn message, write on a person’s Facebook wall, or Direct Message Twitter followers are also very powerful.
5. Host Webinars and interviews
Schedule Webinars by conference speakers or locals from the event city who can give tips on restaurants and attractions. A pre-event Blogtalkradio series for speakers and Disney-lovers was a big hit for one association, whose attendees connected via Internet radio and text-messaging during the show.
6. Play matchmaker
Some solutions allow attendees to complete professional profiles and personal itineraries. Participants then use keywords and demographics to search for those with similar interests and schedule a time to meet. Some systems take this further and provide customized recommendations of people, sessions, or products.
7. Deploy PURLs
Powerful new solutions on the high-tech scene are personal Web pages (or PURLs) that aggregate links to session handouts, archives, exhibits visited, and attendees connected with. Oftentimes a proprietary device is used, although lead-retrieval and mobile-based solutions are quickly being adopted.
8. Monitor the hashtag
Some of the best connections come from watching others ask intelligent questions or provide insight on Twitter. Pick a unique hashtag (say, #pcma10), and ask attendees to use this when tweeting about the meeting.
9. Organize a “Tweetup” for Twitter-using attendees.
10. Game on!
Location-based apps with gaming components, such as Foursquare and Gowalla, help increase networking and connections. Encourage your hotels and local attractions to play along, and consider giving out awards to top connectors.
11. Share photos
Sites like Flickr allow attendees to deepen their relationships by sharing digital snapshots – and memories. For real-time memory-making, create a “Twitterfountain” that displays tweets and pics from the event as it’s happening.
Adoption Is Key
Too often, new technology isn’t utilized by enough participants to deliver desired results. Communication, education, and community management are the three pillars of success of encouraging adoption. As such, consider hosting a networking best practices Webinar before your meeting to teach attendees how to maximize their use of Twitter and take advantage of the power of the second degree on LinkedIn.
Reprinted with permission of Convene, the magazine of the Professional Convention Management Association. © 2009 pcma.org
Since 2007, people have gazed at Twitter and wondered how the Twittershpere developed into what it is today. It’s been the subject of much philosophical, religious and scientific discussion and debate.
People who have tried to uncover the mysteries of the Twitterville development include such famous researchers as Danah Boyd, Chris Brogan, Beth Kanter, Charlene Li, Brian Solis, and Dan Zarrella. Many of these researchers have developed their own Twitter birthing theories as they watched the tweeting continue to evolve.
Soon Twitter invaded conference, events and tradeshows. Albert Einstein, Steven Hubble and Stephen Hawking could not have predicted this social phenomenon. Yet, one of the most famous and widely accepted models for the Twitterdom’s development is The Big Tweet Theory.
Although The Big Tweet Theory is famous, it is often misunderstood. A common misperception is that Twitter, tweeting and the conference backchannel is mostly spread by geeks and Gen Y. That’s not quite right. It’s often some of the most influential thought leaders in your industry. People that can help make or break your conference.
Another misconception is that the Big Tweet Theory was a sudden explosion of blue bird tweets. Something that happens only in the wilderness by wild unruly Tweeps and that Twitter is unused by cosmopolitan, sophisticated conference attendees today. That’s not accurate either.
The Big Tweet Theory is an attempt to explain how it developed from the minds of some smart people and into many conference and tradeshow venues today.
Summing up The Big Tweet Theory is a challenge. It involves concepts that contradict the way we perceive traditional meetings and societal norms. It goes against the grain that attendees must sit passively in a ballroom, looking forward, listening to the presenter. The earliest stages of The Big Tweet Theory focus on a moment in which all the separate forces of the conference environment were part of a unified force. There, the attendees begin to experience similar emotions, feelings and thoughts. They turned to the backchannel to share those insights with others. They were dissatisfied with talking heads, script readers, no time for Q & A and boring lectures.
The Big Tweet Theory explains the various phases of what happens when people begin using Twitter for the conference backchannel.
Phase 1 – The Birthing Announcement: Hello Twitter. Look what I can do.
A conference attendee posts their first few tweets. The attendee experiences a range of emotions about using the backchannel. It seems new, odd, fearful, fun, stupid and exciting. People step into their first conference tweets with mixed feelings of apprehension and exhilaration. Many write their first tweets about their earliest impressions of using the tool. The Big Tweet Theory has begun.
Phase 2 – Sharing The Blue Bird’s Kitchen Sink: Here’s everything that’s happening.
As Tweeps become more comfortable with the Twitter tools and the backchannel, they post every detail of everything they hear and see. Their tweet flood overwhelms many that are following them. Tweets of conference foods, sights, smells and sounds along with word by word note taking of presenters may seem daunting to some. The Big Tweet Theory expands.
Phase 3 – Restraint And Insight: Communicating the good stuff
Tweeps have perfected the use of the backchannel and post bite-size highpoints from the conference. Often their tweets contain links to more detailed conference blog posts, additional resources and provocative thoughts. Followers begin to realize that their missing out on great education and networking. The Big Tweet Theory matures.
The Big Tweet Theory describes the development of the conference Tweep from the birthing announcement to a refined and eloquent communicator. It describes the development of conference Tweep as he or she came into existence in the Twittersphere and evolved into what it is today.
What’s your experience with The Big Tweet Theory? How have you seen conference attendees evolve into conference Tweeps today? Should we encourage or discourage The Big Tweet Theory?
So you’ve decided you want to help facilitate the attendee communication at your next event.
You’ve set a goal to increase your onsite attendee engagement with each other and the speakers during the event. And your goals include listening and responding in real time, when appropriate, as well.
Yet, you’re not sure where to begin or which tools to use.
Let’s consider one of the most popular backchannel tools today: Twitter.
Why has Twitter become so popular as a backchannel tool?
- Free
- Ease of use
- Short learning curve
- Fast
- Searchable
- Feels personable because thumbnail photos of those tweeting displayed
- Ability to attach pictures, documents, links
- Accessibility from smart phones and laptops
- Ability to facilitate ongoing relationships among audience members long after the meeting has ended
Here are 16 criteria to consider when choosing your conference backchannel communication tool so that it becomes as popular as Twitter with your attendees.
Adoption Rate
1. Popular
What online communication tools are the most popular today?
2. Setup
Is it easy or hard to setup? Can a new user sign on and setup an account quickly?
3. User-friendly
How easy is it for your attendees to use? What level of technical knowledge or skill do your attendees need to have to use it? Is it intuitive or do your attendees need training on it?
4. Learning Curve
What’s the learning curve for using it? Is it easy or steep?
5. Mobility
Can people use it on their mobile devices in addition to laptops?
Price/Value/ROI
6. Costs
What are the costs of using this tool? Is it free or fee-based? If free, will users be bombarded by advertisements and spam if used?
7. Archived
Do you want the communication to be archived or temporary? If you use Twitter, the information is typically kept for about two weeks. You can visit http://wthashtag.com immediately following the event and print the transcript for the event. This is great data to understand the adoption rate, value and ROI of the conference backchannel.
8. Displayed publicly
Will displaying the backchannel publicly extend the conference’s messages to a broader audience? Does a public backchannel increase the ROI and/or any potential risks?
9. History/References
What backchannel tools have other conferences used? Does the backchannel tool have any references or case studies?
10. Customized
Can you customize the look of the tool with an event logo? Can you change the settings for font size, color, style, etc?
Functionality
11. Character Limit
Does the tool limit the number of characters per comment or can attendees write their thoughts in long form? Is a character limit good for your audience?
12. Identified or Anonymous
Can the users be anonymous or do they have to identify themselves with a name, photo or other means in order to comment? There is a higher risk of negative or inappropriate comments from anonymous users.
13. Standalone
Do you want the backchannel to be a standalone, private communication tool or do you want it part of a public service like Twitter that can reach far beyond your conference walls?
14. Software or Web-enabled
Does it require a download of special software or is it web-enabled?
15. Monitored or Real-Time
Do you want the ability to monitor and approve comments before they enter the backchannel? Or are you open to real-time comments.
16. Attachments
Can users attach pictures and links to additional sources easily? Or is it rich text enabled only.
These are just a few questions to consider as you choose your backchannel tool for your next event.
What other criteria should be considered when choosing a backchannel tool? What are some of your experiences with the backchannel?
Take 1 part social media. Add 1 part event and meeting professionals. Add 1 part social media specialists. Slowly stir in content from social media celebs, event professionals and attendees. Blend OpenSpace, Unconference and traditional conference elements. Let saturate at the Roger Smith Hotel in New York City.
What is this a recipe for?
EventCamp 2010, February 6, 2010, an unconference style event for meeting professionals on social media and today’s events as part of NYC’s Social Media Week.
Who should attend?
You. Especially if you’re interested in the intersection of social media, meetings and events.
Why attend?
It’s a chance to experiment with a living lab and try different elements of OpenSpace strategies and Unconferences. There will also be a Genius Bar the entire time where you can get expert advice about your social media and conference challenges. Want one-on-one coaching with how to create a Facebook Fan Page for your event? Try the Genius Bar. Want personal coaching on social media strategy before, during and after the event? Try the Genius Bar. Want more information on hybrid events? Try the Genius Bar.
Want to know who’ll be there?
Along with a host of Eventprofs leaders (scroll down link to see list of attendees), take a look at these three great social media practitioners who will be sharing with the audience. To see full schedule, speakers and topics.
David Berkowitz – Opening General Session
How To Change The World: A Good Guide To Social Media Marketing For Your Events
February 6, 8:30 am
Description:
Discover how to use social media marketing for your events to increase awareness, attendance and word of mouth. Explore the strategic elements of social media marketing before, during and after your event. Discuss the 2010 social media trends for your conferences and events.
Bio:
Advertising Age named David Berkowitz one of the “25 Media People You Should Follow on Twitter” and he’s been called one of the “100 smartest people in social media. He is Senior Director of Emerging Media & Innovation for agency 360i and a frequent speaker and media pundit. He has been published hundreds of times in MediaPost, Ad Age, eMarketer and often quoted in The Wall Street Journal, The New York Times, Associated Press, New York Post, ABC News, CNN, USA Today, and dozens of other outlets.
Jason Falls
The Art of Listening: How Social Media Can Improve Event Communication
February 6, 3-4 pm
Description:
As companies, including event and meeting planners, participate in the conversation that is social media, the art of listening becomes a requisite. How can you participate if you don’t know what people are saying, right? This session will show you:
- How to find conversations relevant to your event or conference
- Help you understand how to participate meaningfully in them
- How to leverage those conversations for business intelligence
- How to measure and quantify those conversations appropriately.
Bio:
Jason Falls’ blog Social Media Explorer was named one of Social Media Examiner’s Top 10 Social Media Blogs for 2010. Falls is a social media educator, a social media strategist and public relations professional. He helps companies understand the social web and show them how engaging consumers online can help their business. Here’s how blogger Liz Strauss describes him: “Southern charm never looked so brilliant. Human never acted so real. Jason lives his ideals and his principles. If he says he’ll be there, he’s there in spades.”
Deirdre Breakenridge
Closing General Session: Social Marketing & ROI for Your Event
February 6, 4:15-5:30 pm
Description:
Deirdre Breakenridge will illustrate how to develop a social media strategy that focuses on building awareness and community around your events, from selecting the players and the platforms to the channels and measuring the engagement/experience. Breakenridge will cover a best practices approach to clearly identifying objectives and goals, key performance indicators, content/messaging strategy, developing social channels, conversation monitoring, analytics and measurement and ultimately how to turn your event participants into your event champions.
Bio:
Deirdre K. Breakenridge is President, Director of Communications at PFS Marketwyse. A veteran in the PR industry, Deirdre leads a creative team of PR and marketing executives strategizing to gain brand awareness for their clients through creative and strategic public relations campaigns. She counsels senior level executives at companies including RCN Metro Optical Networks, Quality Technology Services, JVC, Michael C. Fina and Kraft. Breakenridge just completed writing her fourth book with Brian Solis, “Putting The Public Back Into Public Relations” on PR 2.0.
You can beat the price of only $75 for registration which includes two meals. Register today.
We have some great sponsors too including: Conference 2.0, Social Collective, 7 Degrees Communication, EventBrite, Grass Shack Events & Media, Meetings Podcast, Core Staging, Velvet Chainsaw Consulting, Blue Sky Factory, PCMA and many others.
I hope to see you at EventCamp 2010 as part of New York City’s Social Media Week.
Any topics you want to make sure are covered in one of the openspace or unconference sessions? Have questions about the event?
Have you ever passed a note to another person during a meeting?
I’m not talking about the love notes we used to pass in high school. Nor am I talking about the origami paper fortune teller you used to create in junior high to pass the time and ask questions of your neighbors during boring lectures.
Fess up. Have you ever passed a note during a meeting?
Sure you have.
Have you elbowed the person sitting beside you during a presentation and made a gesture about what was just said? Or have you texted someone while you were in a meeting? Like maybe a family member or friend about when you’ll be done, where to meet or even to bring home the milk.
Let’s be honest. We’ve all done it and it’s been perfectly acceptable to do so. Unless you had a teacher that demanded everyone sit perfectly still, in rows, hands on their desks, eyes forward.
Or maybe you’ve made a beeline for another person as soon as the speaker was finished to discuss an idea shared. You wanted to talk about it with them immediately to apply the concept to your business
Or perhaps you’ve written a question that you’re dying to ask the speaker during their presentation. Or maybe you’ve questioned the credibility of their documentation and wrote yourself a note to disprove their findings.
Guess what, you participated in the old-fashioned form of a backchannel. A backchannel is when attendees communicate with others inside or outside the room. Today, backchannels are usually facilitated by Web-based technologies. They are often spontaneous, self-initiated and limited to the duration of that live event. Backchannels can be constructive when they enhance or extend the event’s content and are destructive when they amplify disagreements and controversy.
The Omnipresent Conference Backchannel
So how pervasive (invasive maybe?) are these backchannels? Can you expect your audience to talk back to the conference organizer and presenters at your next event?
A 2009 Weber Shandwick survey of global conference organizers showed that attendees were blogging and tweeting from conferences 58% more than the previous three years. comScore’s April 2009 data found that the 25- to 54-year-old crowd is actually driving the Twitter trend. 45- to 54-year olds were 36% more likely than average to visit Twitter with 25- to 40-year-olds 30% more likely. This is in direct contrast to conventional wisdom that younger people are driving the social media trends.
A December 2009 Pew Internet and American Life Project Internet research shows that 80% of Americans own a mobile device and 54%-56% connect to the Internet wirelessly. Two-thirds use the cloud.
If your conference audience demographic includes 25-54 year olds, and there is a wireless or mobile phone connection in the room, it’s safe to say that some people in the audience with be texting, tweeting or using some other similar service to create a backchannel.
Why The Increase In Backchannels?
So why have attendees turned to talking to one another during a presentation?
- Boring, one-way monologues and lectures
- Lack of presenter-attendee engagement during presentation
- Need to connect with others and share information as they are hearing it
- Need to be active during presentations as the brain is bored with passive listening for 45- to 90-minutes
- Attendees want to have a say and belong
- As a way to engage with the content
- To express their opinions about the presentation
- To build community
- To ask questions and clarify
Your Two Options
So conference organizers have two options.
A. Ignore the possibility that a backchannel will be used at their event and not monitor that conversation or provide customer service.
Risk: The lack of awareness of what conference attendees are saying in a voluntary backchannel could lead to disastrous consequences. For example, a speaker is blantantly selling their services during the session and attendees are tweeting about it. You could find out during the presentation and interrupt the speaker (by calling them into the hall.) Or you could find out after the event.
B. Facilitate the positive value of a backchannel and proactively help attendees use these alternative communication methods during an event.
Risk: Attendees could talk back about poor presentations, irrelevant content and bad speakers…but you’ll have honest, real time feedback on the areas needing the most improvement.
The choice is yours. The audience wants to talk back to you and the speaker. Can you hear them now?
What are some other reasons attendees use backchannels? How can event organizers help facilitate the attendee discussion during a presentation? What’s your experience, good or bad?
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