Eventility at Social Media Marketing 2013 Conference

Last week some of us at Eventility had the pleasure of attending Social Media Marketing 2013 (organised by Our Social Times), probably the most interesting marketing event of the year. Expert speakers delivered knowledge-packed presentations covering everything from content and influencer marketing, to ‘native advertising’, video marketing and the use of humour on Twitter.
The importance of content marketing is growing, with 25% of marketers’ budgets spent on developing engaging content. As this growth led to a devaluation in content value as a competitive advantage, we learned that understanding the true goals of content from educational to entertaining, finding inspiration in all areas and aiming for ‘home runs’ are the tools that will deliver real value in our campaigns.
Other topics we found particularly interesting were the significant expansion in video marketing on channels such as Vine and Instagram, the key ingredients of a highly shareable video, the easing in Facebook’s competition rules and how social campaigns can be integrated with other digital and offline channels.

Dom Wright from Yorkshire Tea showed us their fantastic Yorkshire Tea Train blogger event, and actor, comedian, director and social media evangelist David Schneider, brightened everyone’s day with great examples using social media, in particular Twitter.
Find out more about these exciting topics http://oursocialtimes.com/the-smm13-story-part-1/, we’re already looking forward to the next event by Our Social Times.

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Can Twitter Land You in Trouble With the Law?

The answers to that is YES – Twitter can land you in trouble with the law. As evidenced by several court cases, lots of press coverage and a recent BBC News Magazine article by Brian Wheeler Twitter users: A guide to the law, tweeting without thinking could land you with a criminal record or having to pay substantial damages.

According to research for law firm Wiggin, 46% of 18 to 24 year olds are unaware they can be sued for defamation if they tweet an unsubstantiated rumour about someone.

So, before you send that tweet, bear in mind the following…

Libel

In November, Conservative peer Lord McAlpine announced his intention to seek libel damages from Twitter users over incorrect and defamatory insinuations linking him to child sex abuse. The Conservative peer had already received a substantial damages settlement from the BBC over a Newsnight report falsely suggesting he was a paedophile. Newsnight did not name him in its report, but it prompted a guessing game on Twitter which resulted in the peer being falsely accused of sex offences.

The law concerning Twitter is clear – if you make a defamatory allegation about someone you can be sued for libel. It is the same as publishing a false and damaging report in a newspaper.

Technology law expert Luke Scanlon, of Pinsent Masons says that people assumed they could say anything they liked about public figures because the public figure could not sue everybody. However, Lord McAlpine dropped threatened legal action against Twitter users with fewer than 500 followers and instructed his lawyers to concentrate their efforts on seeking £50,000 in damages from Sally Bercow, in what is expected to be the first High Court Twitter libel trial.

A tweet is potentially libellous in England and Wales if it damages someone’s reputation “in the estimation of right thinking members of society”. It can do this by exposing them to “hatred, ridicule or contempt”. It is a civil offence, so you won’t be jailed but you could end up with a large damages bill. The rules also apply to re-tweets.

Threats

Paul Chambers was living in Doncaster, when he joked on Twitter that he would blow up nearby Robin Hood Airport when it closed after heavy snow – potentially disrupting his travel plans.

He tweeted: “Crap! Robin Hood airport is closed. You’ve got a week and a bit to get your shit together, otherwise I’m blowing the airport sky high!!”

In May 2010 he was found guilty under the 2003 Communications Act but the conviction was quashed on appeal by the High Court, amid a high profile campaign to defend free speech on Twitter.

It can come down to the judgement of police and prosecutors. Aggravating factors, such as racism and prejudice against religion, disability and sexual orientation will lead to increased sentences.

New CPS guidelines state  “As a general rule, threats which are not credible should not be prosecuted, unless they form part of a campaign of harassment specifically targeting an individual within the meaning of the Protection from Harassment Act 1997.”

Offensive Comments/Trolling

Sean Duffy from Reading was jailed for 18 weeks in September 2011 for making “grossly offensive” comments under the Malicious Communications Act 1988. Duffy admitted posting images on Facebook and YouTube mocking the deaths of four children, including 15-year-old Natasha MacBryde who committed suicide.

Trolling is a phenomenon that has swept across websites in recent years. Online forums, Facebook pages and newspaper comment forms are bombarded with insults, provocations or threats.  Trolling is a broad term, taking in everything from a cheeky provocation to violent threats. It is usually carried out by young adult males for amusement, boredom and revenge, says Prof Mark Griffiths, of the International Gaming Research Unit. Supporters argue it’s about humour, mischief and freedom of speech. But for many, the ferocity and personal nature of the abuse verges on hate speech.

The right to be rude about someone in print is protected in English law. “Vulgar abuse” is not considered defamatory. Article 10 of the European Convention on Human Rights also protects free speech. Duffy was prosecuted under a piece of legislation originally designed to combat hate mail and nuisance phone calls.

The decision to arrest and charge someone for making abusive comments is a subjective one to some extent. It depends on the police or prosecutor’s interpretation of the law.

Injunctions and Super-injunctions

There have been several high profile examples of injunctions and super-injunctions. Individuals can take out injunctions to prevent publication of potentially damaging material. A super-injunction prevents the media from reporting even the existence of an injunction.

They were first used to protect the safety of notorious criminals when they were released from jail. But in recent years they have been taken out by celebrities to stop the tabloid press exposing their private life.

Judges have to be convinced a newspaper is ready to publish highly intimate information and that the applicant, however famous, has a right to privacy. Critics argue they have a devastating impact on free speech.

Media organisations or social media users potentially face prosecution for contempt of court if they report the identity of a person who has obtained a super-injunction.

Since the controversy over Ryan Giggs (where 75,000 people named him on Twitter as a footballer at centre of an injunction row) and other well-known figures taking out super-injunctions, many have now been lifted. The government has also instructed judges to “time-limit” new ones. But a number of privacy orders are still thought to be in force.

Apart from the areas above that could land you in hot water, Tweeting in relation to the following, to name a few, could also get you into trouble: breaking a court order, contempt of court, reporting sex offences, encouraging riots, menacing communications and abusive messages.

So, think before you tweet!

How to Promote Your Event, Club, Group or Community

Whether you’re organising an event, creating a community or putting together a club or group, once you’ve signed up to Eventility, there are lots of different ways to promote it. Below is a quick guide to some of the methods you can use to raise awareness, create excitement and encourage people to join your group.

Social Media

With billions of people using social media sites all over the world, they provide brilliant platforms for promoting and sharing your group or event. Here at Eventility, we’ve made it really simple to share on social media sites and you can even post updates directly to Facebook and Twitter from your Promote tab.

Your Website

Your own website is a great way to let people know about your activities and if someone has made the effort to visit your site in the first place, then chances are that they are more likely to be interested in joining any groups you have created. Adding an Eventility Events Plugin enables members and any visitors to your website to see a live feed of your up-to-date events. Use the Events Plugin builder in the Promote tab of your listing to easily create the features you want to show on your website. When you’ve finished, hit Get the Code, copy the code and just paste it into your website HTML. It’s that easy!

Emails

Email marketing has become an incredibly popular and effective way of reaching out to people. Since the introduction of smart phones, users now have the ability to check their inbox regardless of where they are or what time it is. Sending out emails is a great way to thank people for joining your group, keeping them updated with events and encouraging them to alert and invite others. Simply import your email list from Webmail or an Excel file and within minutes you can send out your notification to all your contacts directly from the Eventility site with a few clicks. You can see when emails are sent, opened and if any have bounced. With new member lists you can now separate your members into different lists e.g. beginners, intermediate, advanced, and email and SMS them separately with different messages.

SMS

A study by Nokia found that the average person checks their mobile phone 150 times per day. Sending out SMS messages to your group members is a sure fire way to promote your event and ensure that your community is kept up-to-date with all your latest news. Setting up auto-reminders means that Eventility will send out your SMS reminders at the time you have specified so it’s one less thing you have to worry about.

With everything you could possibly need to organise and promote your event or group in one easy to manage place, Eventility really couldn’t make it easier. If you need any help, why not use our support site which includes FAQs, access to our forums or email support@eventility.co.uk.

So, if you organise any event, club, group or community and aren’t using Eventility yet, why not give it a try, it’ll help make your give a little bit easier.

Eventility – Group Organisation and Promotion Made Easy.

The Power of Online Communities for Local Businesses Infographic

Social networks have long been seen as a ‘leveller’, enabling local businesses to compete with big brands for a decent share of customer attention. In many respects local businesses are better placed to take advantage of social media than big brands. They find it easier to create meaningful relationships with their customers – they might even be on first name terms – and, since the majority of their customers’ social media connections will also live locally, are well placed to benefit from recommendations.

As well using social networks to engage with existing customers online, businesses are also attracting new ones. The fact that there are over 1 billion smart-phone users and that 40% of mobile searches are for local businesses gives an indication of the importance of having a strong web presence and making your business easy to find.

Yet lots of small businesses are still not tapping into their online communities.

To help fix this situation – we’ve produced this handy infographic which highlights the importance of online communities and how local businesses can make the most of them.

One of the key things the infographic highlights is the sheer number of small businesses that are already using social networks and gaining new customers as a result. Almost three quarters of small businesses use Facebook and over half are using LinkedIn and Twitter. Added to that, research by Manta suggests that 78% of small businesses are gaining a significant proportion of new customers through social media.

Generation Y in particular are using social networks to inform purchase decisions, with 61% turning to social media to decide where to go when going out. Online reviews also play a significant role in this, with 52% saying that positive online reviews make them more likely to use a local business.

Promotions offer a great way to reward existing customers and to attract new ones, with 73% of consumers saying they search for discounts and promotions online. They are also a great way of increasing footfall, with research showing that 59% of consumers have gone into a store or business premises as a result of finding an offer or coupon online.

Of course, social media can’t stand on its own: email marketing is another hugely valuable tool for local businesses. There are roughly 3 billion email users in the world and 19% of all time spent online is devoted to reading and responding to emails. As a marketing tool it is clearly has value – 77% of small businesses have reported email marketing increases their revenues and as a result, 85% plan to increase their use of email in 2013.

It’s also important to consider the role that SMS marketing can play. It’s estimated that 8,000,000,000,000 text messages were sent last year (yes, try saying that number!) and 90% of them were read within 3 minutes. With such a high open rate, it’s a great way to advertise promotions to your community or to send reminders – so long as you’ve got their permission to text them.

Of course, all of this takes time and that’s why we created Eventility. If you haven’t tried us out yet – Eventility brings all of this into one easy-to-use online platform, offering an effective way to manage and promote your business.

You can manage your contacts, organise and advertise events, run targeted promotions, manage your social media engagement, collect customer reviews, add your location to online maps, deliver SMS marketing and send emails with in-built tracking – all using one powerful tool – plus we can power your website too.

www.eventility.com/tour#place

Online Customer Communities