This is going to be fun as many of you, including myself, have so many questions about driving Registrations, interest and buzz around your Events.

As a baseline for this post, I am asked so many times, how do we do this? I hear things like “I can’t get anyone to register for my Event” or “I can’t seem to get people interested in our Events”. I get it, and hopefully this may help you to generate buzz, awareness and registrations for your Events.I assume you have some experience of the tools I am mentioning here, and if not, let me know and I can guide you on who can help.

I have also provided this as sections, with some explanation as to why you would want to do this.

——-

Reason: Pre-Event Plan

Influencers typically talk about a few subjects passionately. They have also built a very tight community that want to hear about the topic they speak on. They also listen to these Influencers as an expert, and what they say is taken as credible most of the time, because they have built themselves up as a trusted source.

1. Finding the Influencer

- Find the Influencers who talk about your keywords, products or services as well as Competitors.
- If you don’t know your keywords, use your Brand or Competitors names into Google’s Keyword Tool
- Look on Listorious, type in the keyword and see who comes up as a prominent person who discusses this topic
- Look at their Twitter Profile, go to their website they have in their Bio, click and look to see what type of Community they have built. Is there engagement? Are people commenting about the topic or keywords? If so, put them on the list of Influencers.
- Repeat this process by “Followers” on Listorious to see who may have the reach of an audience that follow them that may be close to your topic

2. Connecting with the Influencers

- Look at the Communities they have conversations, such as LinkedIn Groups, Twitter and Facebook Like Pages
- Connect with them in these Communities
- Mention to them in these communities that you are now connected, with something of interest around the topic or keyword
- Become a RSS Subscriber or Email List Subscriber to show the love
- Retweet their content around your topic or keyword that your audience will find useful
- Share information you find helpful that they may share with their audience, such as White Papers, articles or Blog posts you have written

3. Motivating the Influencers

- Once the Influencer has some idea of who you are, and because you followed the steps above, consider sending the Influencer a trial or a product with no expectation of getting anything in return or requesting it either
- If your product is good and adds value, they may just write about it to their Community
- If you are really lucky, they may push this to their Social Networks and get you even more buzz

4. Building Buzz and Interest

- Take advantage of the content that you, your company, or the Speakers have written to generate buzz and allow the audience to understand more as they decide whether they should spend their dough with your Event or someone else’s.
- Make a Outreach Plan that outlines what content you or others have that would be of interest to highlight the Event
- Ask questions, like on LinkedIn Groups, within the Groups that are on topic around the Event about what they want to know about the topic
- Post the links to Twitter, Facebook or LinkedIn and LinkedIn Groups
- Create a LinkedIn Event and send to your connections asking them to send to theirs
- Look for anyone who has ReTweeted your links, possible Influencers here
- Create 1-3 minute Infomercials around the topics or speakers that will be at the event to give the audience a preview of the speaker, their style and quality of their work and upload to YouTube and SlideShare
- Mention Influencers on Twitter with a link to special “VIP” only pre-Event stuff so they can talk about it with their Community
- Create Hashtags for the Event and place on any posts, updates that are related to the Event
- Setup a Listening Channel on your favorite tool, such as Seesmic, HootSuite that are focused around the topics and engage with the audience to share some of this content with them-they may share with their audience
- Create a list that you can easily refer to with links, Twitter Profiles of the Speakers for easy reference
- Create Teaser Videos, and Slideshare presentations of the Speakers so the audience has a chance to get to know them
- So many more ways to build buzz

——-

Reason: During the Event

During the Event there are great ways to drive traffic to your site, hashtags and build awareness. By leveraging the Social Tools available, and a few creative ways to get the content, you may just get to #1 position on search engines if you do it right. The point here is to discover the many ways you can think about how to generate links, mentions, friends and new connections.

5. Kodak moments

- Setup Photo slots during your event with some of the speakers for the attendees. Many are too shy to just go up and ask, so create the environment that makes it easy. Think about this one for a moment… they take a picture, share it with their friends-awareness.
- Take your cameras and phones with you at all times, never know when a good moment is to take a picture with one of the Influencers you reached out to shows up at the event
- Post these pictures to Flickr, Facebook, Twitter, PhotoBucket, and your website or blogs with mentions of who is in the pictures. Don’t just take a picture, ask them whats going on now in their world, what’s new in their business and write it down for your future post, tweet or articles
- Tag these pictures in Facebook
- Post them to TwitPic if you use an iPhone
- Make sure you keep them in some way so that you can easily reference these when you get back to the office and use these to reference on blog posts, tweets, articles, etc…

6. Flip Camera Crazy

- I will assume you have prepared some questions for the Speakers and attendees prior to the Event, so you are ready when the time comes
- Videos are a great way to drive content that your audience likes.
- Interview the Speakers for some insights about the Event, what they like and their excitement about the event
- Ask attendees to give testimonials about the speaker, the event and what they loved about it
- Write Blog Posts about the Speaking Event, highlights of the Event and then add in these testimonials from the attendees-people love testimonials and the search engines love video content
- Add the videos to your Event or Company Channel on YouTube for reference about future events. Remember that people use these as Ratings and Reviews of buying decisions.

7. Tweet and be Tweeted

- Send the attendees a Guide prior to the Event that shares the hashtags you will be using, the place where you will post updates and a place where they can share their comments or opinions about the Event
- Use the hashtag during the Event
- Mention the Influencers during the Event around their topic with interesting tidbits they may like to share with their audience
- Mention the Speakers

——-

Reason: Post Event

In order to maximize the entire budget that you spent to have this Event, you want to get the most bang for your buck. Keep the buzz going by engaging the audience and people who wanted to attend but couldn’t with these ideas:

8. Emails-yeah they still work

- Be sure to send follow up emails to all attendees with a Wrap-Up collection of presentations in case they were in the bathroom and missed some great tips
- Have the Speakers send emails with Post Event follow up homework, if appropriate, that keeps the learning experience going – the audience will love you for this and see value
- Ask them to join you on Social Networks and be sure to include this in all the emails to drive followers and friends to the brand
- Encourage the attendees to take part in feedback survey’s wherever possible in case you missed anyone with the Flip Camera. This will help you understand how to build a better experience next time
- Ask them what they want or missed and see if you can deliver this to them-true Word of Mouth marketing here as they share this with their network of influence

9. Survey Says

- Encourage the attendees to take part in feedback survey’s wherever possible in case you missed anyone with the Flip Camera. This will help you understand how to build a better experience next time
- See who is willing to share their thoughts on possible Research, many of the attendees have vast expertise in the field you invited them to hear about-ask and you shall receive

10. Measure and Refine

- If you truly did all the steps above, you should have an incredible amount of information to use for the next Event-listen to the audience’s feedback
- Create an ROI to show the Boss, that includes metrics like a) ReTweets by Influencers b) Unsolicited mentions of the Brand or Event c) Reposts by Influenecrs, Speakers or attendees x their RSS Subscribers or Traffic
- Look at what went right and what went wrong and how you can address these issues for an even better Event next time
- Thank all of the people who had anything to do with the success of the Event
- Get the senior leadership team to send an email or a post or mention on a Social Network about how thankful they were to get the feedback and experience from the attendees and speakers-this tactic will show that it’s not just the marketing group that does Events, but Management is involved as well

I now this was a long one, but today alone I had 3 people ask and 1 that I offered help on pushing an Event. Do you need help in getting ROI out of your limited budgets-I can help.

Did I hit the mark here, did you learn anything new? Please comment below and let me know your thoughts.

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As posted in Mashable today…let’s see how this turns out in 2010.

What would you add to this list that you have seen and plan to see in 2010?

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Fun Show talking with Bill Boorman and a few other Recruiters on the Facebook Application. Discussed how Recruiters are able to use Facebook, how you engage candidates and gain Fans using tools like Widgetbox as SEO drivers.

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Blue Collar Joes Become a Fan on Facebook (Tell ‘em Dean said hi)

Lets talk about competing in this space we call Social, don’t worry, you will love the details ahead…

Even if you are a small Brand, and most importantly, if you are competing against Big Box Retailers or organizations with bigger marketing budgets, you can still make an impact.

We take a look at the power of Reach (just for examples) but I will also mention ways to find audiences, on less than a few bucks for marketing budgets, at home in your pajamas, at night, after a long day of running your business. So let’s get started.

First, let’s run a few exercises to see who is talking about your brand today, within a localized area, to see what you may be up against.

Open Google Insights (http://google.com/insights/search) to see what you can find here as Insights are concerned. Here’s a look at a local business, that I am friends with (selfish plug for Daniel and Pru – love those guys):

1. Pick your location first – yes even my town has a search in Google: Here’s is an example of what we are looking for

2. Next, I searched for “Food & Drink” to get a flavor (yes I said it) for overall keyword terms

This chart reveals that some key searches have resulted in a lift in people looking for this term but a forecast shows a slow down, which means that either Google’s “rhythm’s” predict that Social is going to have an affect (my opinion not data driven) and you may want to look into increasing your online and social presence to make up for the lack of “Google” specific keys tapping away to find you.

3. Now let’s take a look now at “What” (Most Important here) people are really looking for inside this category:

Interesting you might be asking… Hummm…. Recipe, Recipes come up as a top search in the Food Category and may just hold the key to an online, Social play to garner some Fans, or some new trends to discuss. Say for instance, you have built a Facebook Fan Page. What if you offered your audience Free Recipe Downloads, if they sign up for your email list, all within Facebook, using the “FBML Static” Tab on your Fan Page with a Sign Up Feature that keeps them right in the Community they want to remain in, because they love it. Wallah, many ways to play the game here, just need to find the right mix.

4. Another look at a favorite of mine is this one that reveals a “Peek in the Box” of Google’s Search Forecasts

This may not be a shocker here, but does give insights into some interesting things. Is Rachel Ray coming to my town soon? (Rachel-hit me up if you are, have your people get in touch with my people, we’ll do lunch). I need to look at Events of upcoming possibles here, especially if I am in the Food Business. I would want to reach out to the Food Network, Rachel Ray and others to see if I could supply them with FREE food from my Restaurant, in this case a Doughnut from Blue Collar Joe’s (If you haven’t had one, they are the best I have ever had) and see if there may be a way to get a mention (there’s that magic word) on her Blog. (Free PR and big PR too).

So, the net of the story is there are ways to do some fairly sophisticated marketing online, with limited budgets, and effectively.

Let me hear back from you on how you may have been able to use Social in ways not mentioned above (so we can all learn).

If you are looking for Blue Collar Joe’s (not a client):

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This one is for all Marketers:

FREE Event Register: http://bit.ly/Z5lOW

Listen as I interview one of the thought leaders in Marketing today. This will be a “can’t miss” hour so register and clear your calendar for a rare glimpse into how Marketing with Customer Valuation Mapping can change how you go to market.

Whether your marketing world is B2C or B2B, or if you’re a retailer or a not-for-profit; in this webinar learn how to:

- Create a comprehensive profile of your customer portfolio
- Identify best customers
- Model most profitable customers
- Identify most loyal customers
- Understand which customers have the greatest propensity to become your most loyal and profitable customers
- Pinpoint Apostles and enlist them for Social Influence Marketing

FREE Event Register: http://bit.ly/Z5lOW

In this lively session you will come away with a deep understanding how to utilize this powerful analytical approach to begin to develop loyal and profitable relationships not only for existing clients but also your markets.

About the speaker:
Bob Soljacich is an accomplished relationship marketing and database executive. He is also founder and principal of SynchronUs a strategic marketing firm specializing in Many 2 One marketing solutions. Over the span of his career he has assisted such Fortune 1000 brands as Harrahs, Sak’s Dept Store Group, The United States Postal Service, Whirlpool, Valvoline, Toyota and the State of Hawaii in building and managing loyal and profitable relationships.

You never know how things will turn out when you meet in the virtual world of Social. More often than not, I am blown away (see video below) by what the outcomes of the interaction usually are. Chuck Robbins, CEO of ConsultAro (http://consultaro.com) and I met in Charlotte, NC yesterday to discuss technology, applications, Social Strategies among other Business related topics.

Chuck runs a firm that gets it. His 30 years of Marketing and PR expertise really shows in his understanding of how to make positive change.

During our conversation around Viral Marketing opportunities, Chuck asked me to fire up my Mac, using Verizon Wireless Broadband service and go to You Tube to look at DC Shoes video (below) that has been viewed over 4 million times to see how promotion should work in today’s brave new marketing world.

As I looked at this best practice rule-breaking video (it’s 7 minutes and 31 seconds long) it was clear to me that DC Shoes knows how to pitch their wares. Its apparent in their website interface, video channel push and their Social efforts. I was floored at how well this was produced and the unbelievable “drifting” they are able to do. So…if you want a case study on how to take a video viral, look into the characteristics of this “Infomercial” as DC Shoes refers to it as.

Maybe, just maybe, the demographic of the management team at DC Shoes is so connected to who their audience is, how to communicate with them, how to generate the interest and have the viral effects begin, is highly likely. When you think about what your strategy is, what vehicles you use to “allow” for the magic of the new marketing platforms to grab your campaign, pull it in directions you never dreamed possible and open you and the rest of management team’s eyes wide open – ahhhh now it’s starting to sink in. This is when Social Media Made Simple (my tagline) begins to make sense – it isn’t rocket science, you just need to begin the process.

Oh and by the way, DC Shoes, if you are listening and I assume you are, I have a few tips for you as well on how to generate even further conversions (won’t cost you anything) Contact Me

What are your comments on the video and on my thoughts?

So the crisis, per Wall Street, is coming to an end and Q3 looks promising – really think so?
So why is that that businesses are just beginning to feel the pinch of layoff pressure, pricing downturn and market share concerns?
I have a theory. One that many of the Senior Leadership of varying sized companies will say aha when they read this (It’s that 20/20 thing) and take note on ways to avoid the many problems facing their business models of late.
Here are the problems many are facing (please feel free to comment on and add to your specific issues – you know who you are)
- Marketing Programs aren’t working like before
- Sales Cycles have increased, dramatically, in some cases
- Online Marketing hasn’t returned on investment as planned
- Revenue, Profit and Costs have all been disappointing
- Market Share seems to be going to competitors (probably not)
Here is what you are doing
- Sitting around Board Rooms wondering how to fix the problems
- Looking to replace the entire Marketing Department
- Firing Salespeople (They aren’t able to sell anymore)
- Soul searching for answers to keep your job in tact
Now, I may not be dead on here, but probably close. (Again, feel free to hammer the reasons why in your comments below). These conditions are so dramatically different than you have ever dealt with, or have the experience to deal with, leaving you to many months of non-decision moves. This, for now, may not be a bad thing, but soon enough it will become a very bad thing in time. As companies take advantage of easy layoff decisions from a PR perspective, as everyone expects this tactic, many are not preparing themselves for opportunity when the time comes and markets turn around to beat the competition.
So, why am I writing this, when so many Senior Leaders of organizations, big and small, want to believe they have the answers? Because they know different. They know they need help in developing new highly creative ideas, solutions, products and ways to capture consumers and businesses attention. As I reminisce about the last 3 issues of the IBM CEO Studies over the last 6 years, whereas the many CEO’s interviewed knew and acted upon and engaged their key leadership groups to bring about change to their business models, both large and small organizations, are winning – even through these challenging (for most) times.
Here are a few (there are many more) ideas that you can do today, taking advantage of downtime in your business, to prepare your organization for positive outcomes and market-crushing profits in the coming years:

- Understand the new shift from old school sales strategies (push strategy) to marketing strategies (pull strategy)
- Know your customers, inside and out, their industries, challenges at all levels within the organization (better than they do)
- Research is critical here, bringing senior leadership at a prospects organization, key trends, facts or competitive insights will pay off handsomely
- Create a culture between sales and marketing that is based on collaboration, not just stating it to your employees, but living it in practice everyday… this means opening yourself as Top Dog to ideas from your senior leaders, and employees to spawn fresh new ideas (they have great ideas but are afraid to bring them forward)
- Bring your Data and CRM systems up to speed to allow insights into what is working, where the gaps are, sales cycle times and close ratios so that you can measure the process along the way
- Start looking at automation within your process to help sales and marketing maintain key touch point communications with customers to maintain low churn ratios and high loyalty and satisfaction scores
- Take the time to allow sales and marketing teams to learn. Many sales and marketers are working in a vacuum, with only their experiences against what they currently are doing today – give them time to search out what others are doing in the industry and promote the notion that new ideas are rewarded not expected
- Social Commerce, Social Networking and Social Media: (Take Note here) Understand what this area is, what the opportunities are and how you can bring this new medium into your everyday work environment. LinkedIn for instance is not just a place for ego’s anymore, or a playground to see how many connections you have, but most importantly, a place for finding other look-alike prospects that match your current Profiles of Best Clients and to reduce sales cycles by 80% or more (Yes-I am able to do this, just ask me for help)

So… there are many more areas to cover here, but this will help reduce your risks and exposure to profit creep and competitive pressures during this downturn, which by the way, has not affected my business at all, it’s actually produced more opportunities than ever before.

What are your thoughts or comments?

This Plot Chart represents your customer segments of Value to your business and where they fall in the 4 quadrants. The ones to note are:
- High Risk – Low Reward (Quadrant 3): This is where you want to watch how much time you spend investing in customer business, shed the ones that may be slow pay (AR Creep Days past the Mean Peer Groups)
- Low Risk – High Reward (Quadrant 2): This segment is one to stay very focused on the customers you have, know what their Profile is, i.e.: Industry, Employee Size, etc… and find more customers for your salespeople to call on that fit this Profile
- High Risk – High Reward (Quadrant 4): Watch this segment for AR Creep, percentage of your business that is in this segment, the Industries that are in this segment and avoid adding too many prospects that are in this segment to balance the portfolio
- Low Risk – Low Reward (Quadrant 1): This is the “keep the lights on” segment, where risk is low and so is the rewards, but you need this group as a commodity type customer base.

The Process to take to Plot your Customers:
1. Profile your current and past customers (Don’t know how-contact me)
2. Overlay Demographics, Firmagraphics and Industry Intelligence
3. Add in the Future 2-5 Year Price to Earnings Growth of each Industry
4. Plot these companies to determine where the risks are inside your customer portfolio
5. Reduce the High Risk – Low Reward Customers
6. Find more of the Low Risk – High Reward Customers
I know… this isn’t normal everyday business practice, but that’s the point here. It’s not what most other companies are thinking about doing – which is what will put you in the front position now and when things do turn positive in economic conditions, you will propel growth at 2-3 times the speed of competitors.
So… to bring some closure to the strategy proposed here, let’s get to work in fixing the root of some businesses, begin to take charge of who you do business with and grow revenue with less risk.
Contact me to understand what Risks and Opportunities your company faces.

ViTO (Very Important Top Officer)

I wanted to write and thank Beth Allen and Tony Parinello for having me on as a Featured Guest on Friday’s Quota Busters Show broadcast in 29 Countries (I believe – it may be more).

What an honor to be on this show, and if you know, read or have heard of the “ViTO Man”, Author of so many Best Selling Books it’s too many to list here (Blow are just a few Great Ones):

Tony has helped my business grow by using the strategies and methodologies he has taught for 20+ years to sell over $70 million in Products and Services within the Direct Marketing space. If you have not yet listened to Tony, read his books, or had the pleasure of a Quota Buster Show, you are missing out. Tony has a “Guarantee” that if you don’t beat your Quota, he will give you a Money Back Offer (barring you actually do the work he asks you to do).

Can’t say enough how Tony has changed the way I go to market, talking with CEO’s and Senior Level Management at companies today – he really does teach you how to get in front of, have a meaningful conversation with and be seated in a meeting with C Level people quickly. In the past 4 weeks, I have been in front of 3 CEO’s, at high level meetings that could result in 10′s of millions for our organization.

Thanks Tony, Beth and everyone else at http://www.sellingtovito.com for all the years of guidance.

For more information, click here for Tony’s website: ViTO (This is NOT an affiliate Link) and use Dean in the Code – just so he knows I sent you – again, not an affiliate code or pay for any promotion to Tony…

What are your thoughts?

#Opportunity-is-knocking-and-you-are-not-using-hashtags-properly

Small, medium and large organizations take note: Hashtags can drive opportunities if used correctly.

Let’s take a non-likely industry, say Freight Carriers, and look at some scenarios of how they could be leveraging Social Technology to drive business.

Problem:

A Freight Haulers main business challenge is “Back Hauls”, which means that they carry freight one-way, and drive to another destination without freight. That divides their profits in half or causes a higher per mile cost to their quotes for existing and new customers they haul for, which means they won’t be competitive.

Solution:

Say that a Freight Company, not the biggies, like UPS, FedEx, Yellow, but a sole proprietorship with 50 trucks has someone in their office, who handles the demand of freight and distribution trafficking were to Tweet about open capacity to the community using the tools many of us Socialites use, like Integrated Facebook, MySpace and other applications to get the message out by #freight, #trucking. #opencapacity or #ltl.

Given a built-up network of customers they currently have determined are using these tools, and invitations to join them at their respective Social communities, opportunities on both the customer and company side are tremendous. The customer gets to take advantage of a just-in-time shipping option, and possible reduced rates for a back-haul that was empty to begin with.

Let’s play this out from a Business Model Innovation perspective:

- Reductions in Fuel Charges to customers x # of trucks one-way empty x # of miles = HUGE Savings in Gas (Go Green America)

- Shipping Charges are much lower due to reduced shipping cost basis by the companies we buy products from = IDK but big numbers

- Reduced costs associated with Tire wear by cutting out 50% of the one-way empty freight routes = Less Tires in Landfills (Go Green America)

- Less Oil Changes Per Trip x # of Trucks = Less Oil demand by the USA (Go Green America)

and probably many more of these benefits exist (Freight companies feel free to add yours in the comments that I have missed).

This would serve as a solid business case for many organizations using a free and simple strategy to drive Business Model Innovation. I have read IBM’s CEO Report since it’s first release, which is a summary of thought leaders and the strategies they deployed to make their business stay ahead of this curve. Many of them remained positive during this most recent economic situation. You can get your free copy here: http://bit.ly/IBMCEOStudy (Not an affiliate link).

Ping me to learn more about driving Business Model Innovation to your bottom line at contact me .

Thoughts and comments please on this multi-faceted subject?

If you hit the “Accept” button on LinkedIn – Stop immediately.

OK…too much drama so far? Sorry, but I have seen a recent trend to quickly hit the “Accept” Invitation button with little or no research after you accepted the invitation. If you were given the chance to talk to a number of the 7,700 1st degree invitations I have accepted, you would understand how I have built a brand on LinkedIn.

I look at every Invitation, given segment rules (see “Hidden Revenue” post – Dean Link) and if there is a match, I then research their Profile, determine who their connections are, their position within the company and how we may benefit by getting in touch with each other by sending a message that is  highly personalized, relevant and timely, requesting a brief conversation via phone to uncover the possibilities we share.

Given human personality traits to respond in kind when asked a like question, most respond positively to the request and the process can begin. One caution, be sure you can “Connect The Dots” and determine a specific fit between you, the invitee and the opportunity for both parties to benefit from the next conversation. Do not attempt to send a “canned” message and expect to build a positive, long-term brand for you or your employer with this type of activity – it will not work.

Tips:

- Review every Invitation

- Look at each Profile that match your Client Trait Profile

- Write a warm, relevant message to the person that invited you

- Remember to follow through

Looking for comments and suggestions