Saw a notice this morning about a new "Social Media Telesummit" being organized by author and consultant Leesa Barnes, and had osme questions.
So I asked, and she's answered. Here's the story in her own words:
- Have you test marketed this concept - particularly in terms of the time commitment?
What's important here is how people can access the content. That's what makes the Social Media Telesummit so unique. I'm offering 5 separate ways for attendees to consume the content - either live, or through a private RSS feed, or on CDs, or on a portable player or online. My guess is that the majority of attendees will choose to access the information when - and how - they want to based on timezone, learning style, time, language and other commitments.
- Has anyone else done this? What are the closest parallels that you've seen?
There are many examples of others who have run multi-day, multi-speakers events:
- Coaching Telesummit - Run 3 years by Milana Leshinsky for coaches
- International Podcasting Expo - Virtual event run by Penny Haynes
- Network Marketing Telesummit - Multi-day, multi-speaker virtual event
- Conscious Business Entrepreneurs - One day multi speaker virtual event
- Career Telesummit - Multi day, multi speaker virtual event run by Marcia Bench
- Did you consider partnering with a professional association (CPRS, IABC, or a business-oriented one like Cdn Chamber of Commerce or CFIB)? If so, why not do that?
Yes, some organizations have been approached.
- Who's your target market?
Business leaders and business owners who want to leverage social media as a business tool.
- Some feedback I've gotten suggests the copy & style is a bit infomercial-esque. How did you come up with the style of writing for the site, and the site architecture, which I find a bit clunky?
The goal is to provide an information page with everything on it so all questions are answered. Those who are interested in the event will read the page from top to bottom. Those who aren't will say that it's swarmy, sleezy, or whatever adjective they'll use to describe it.
I went with the long sales letter because it works. Until someone shows me numbers using another style that trumps the numbers with long sales copy, I'll stick with what works.
I'm sure this will be debated until kingdom come - whether or not social media projects should use the long sales page format to sell units. Or whether or not to use long sales copy in B2B transactions. I'd rather side on what works until I see someone prove me wrong using a different format.
I went with the long sales letter because it works. Until someone shows me numbers using another style that trumps the numbers with long sales copy, I'll stick with what works.
I'm sure this will be debated until kingdom come - whether or not social media projects should use the long sales page format to sell units. Or whether or not to use long sales copy in B2B transactions. I'd rather side on what works until I see someone prove me wrong using a different format.
- How many participants will this take to fly?
- Do you consider this a step into the 'commercial' conference game, sort of an attempt to change the rules of conferencing?
Every conference has its place and all can survive in this competitive marketplace. The Ne Media Expo and Blog World Expo charge for admission to their sessions. The various camps, such as Podcamp, Barcamp, Democamp, etc. offer free sessions.
I've heard from many people who say that traveling to Los Angeles or Las Vegas (or any other city) for tech conferences isn't financially, physically or geographically possible. Others say that the entrance fee to tech events are too expensive. Others cite that free events tend to attract lower quality speakers. Everyone has a reason why they will or will not support a specific event. The Telesummit won't satisfy or interest everyone. Instead, the Telesummit is designed to help bridge this gap, both financially (because people can choose their level of access) and geographically (because the Telesummit is virtual).
I've heard from many people who say that traveling to Los Angeles or Las Vegas (or any other city) for tech conferences isn't financially, physically or geographically possible. Others say that the entrance fee to tech events are too expensive. Others cite that free events tend to attract lower quality speakers. Everyone has a reason why they will or will not support a specific event. The Telesummit won't satisfy or interest everyone. Instead, the Telesummit is designed to help bridge this gap, both financially (because people can choose their level of access) and geographically (because the Telesummit is virtual).
- How did you get the speakers? Are they being compensated?
- How many affiliates do you have?
Enough to help me achieve my goal of 200 attendees.
- Besides the affiliate program, how are you marketing the conference?
Using every means of social media possible. Blog, podcasts, videos, tagging, you name it, my team will use it. I'm also marketing using traditional channels, such as media interviews and direct mail.
- Would you do this as an annual event, or might you move to a different conference theme entirely?
Not sure yet. I'd like to see how this one pans out first.
What means we use to deliver the content isn't the issue. Instead, it's how attendees will choose to consume the info that is the true benefit. My guess is that the majority of attendees will access the recordings or purchase them on a portable device for consumption later on. For those who choose to access the sessions live, there will be two choices - use the phone or stream it over the Internet.- In terms of delivery, why not get a 1-800 line and build it into the cost structure, rather than let people know "long-distance will apply?"
The big message I want to leave you with is that the Social Media Telesummit is all about choice. Attendees choose how much they want to spend to attend the Telesummit. Attendees choose when and how they want to access the sessions. Attendees choose whether to tell others about this or not. Attendees choose to attend the networking sessions in Second Life. And isn't that the advantages of social media over traditional media? To be able to access what we want and when we want to?
It's also about relationships. The speakers wouldn't have answered my emails unless they knew me. Attendees wouldn't register unless I connected with them using blogs, podcasts and Second Life. If they couldn't hear or see me, why bother? Even my virtual assistant wouldn't put in extra hours to help me launch the tools we're using for the Telesummit if we didn't have a relationship. Social media is about relationships and I'm glad that the Telesummit is proving just that.
Thanks, Leesa, for taking the time to answer the questions, and good luck -- although I'm doubtful I'll be part of the summit, I think it's got great potential.
Ciao,
Bob.
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