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AEM Exhibitor Education Meeting
 

AEM Exhibitor Education Meeting

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Effective Connections in an Electronic World ...

Effective Connections in an Electronic World
Social media has been revolutionizing business marketing strategies and bringing new meaning to the term “networking.” Twitter, Facebook, LinkedIn and many other online communities are redefining the event and trade show industry as well as the attendee experience. This session will focus on innovations in technology that impact exhibitors and their marketing efforts. It will discuss how to implement these new tools to create a successful event and a memorable experience as well as provide examples of how top companies are effectively using these new marketing mediums.

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  • Questions for Consideration (surprising statements, to be pondered during presentation and revisited at end)How do organizations benefit from this online socializing phenomenon?Why would people want to connect with an organization?What is the catalyst for online communities to buy (register for an event) with organizations?This presentation will answer these questions and provide a compelling introduction to the Experient Social Media offering
  • Questions for Consideration (surprising statements, to be pondered during presentation and revisited at end)How do organizations benefit from this online socializing phenomenon?Why would people want to connect with an organization?What is the catalyst for online communities to buy (register for an event) with organizations?This presentation will answer these questions and provide a compelling introduction to the Experient Social Media offering
  • Questions for Consideration (surprising statements, to be pondered during presentation and revisited at end)How do organizations benefit from this online socializing phenomenon?Why would people want to connect with an organization?What is the catalyst for online communities to buy (register for an event) with organizations?This presentation will answer these questions and provide a compelling introduction to the Experient Social Media offering
  • Our research provided a crystal clear picture of what event-organizing customers wanted to achieve with social media. They want to:Recruit new attendeesGrow and develop an online communityEstablish or enhance social networking inside their communityIncrease their brand awareness and visibilityImprove exhibitor recruitmentCreate value opportunities for exhibitorsGenerate event buzzParticipate in online community commerce (create an online sales funnel)Initiate new media strategies (meaning, supplement current marketing efforts for cheaper, more effective online options)Conduct research (event co-creation, organization perception study, product and service development, etc.)Provide social media connectivity at their eventsManage their reputationto support these 12 objectives, we’ve built what we’re calling “The Playbook” which is a step-by-step guide to instructing our clients on what exactly to do to achieve these goals, using the social media network and community we helped them build. It’s a book of recipes; and it’s a living document that we’ll continue to add to as trends, technology, and objectives change over time. (Following different online resources – Mashable, Brogan, etc. – and learning new ways in how people are using these tools and determining how those techniques can be adapted to our industry and to support the goals of our clients.)In here, we build out a number of “plays” for each objective that an organization can execute to move that particular needle. It includes concrete instructions as well as sidebar “best practice” approaches to different situations so that you get a blend of both “style” and “steps.”
  • SocialMpact is built on 4 pillars, which really help define the deliverables of SocialMpact and what a customer gets when engaging with Experient for social media services.I: getting establishedAn org needs some basic plumbing before they can truly participate in social media. This first stage of work is focused on helping establish a basic infrastructure – which includes not just setting up the primary tools like blogs and social media accounts, but also thinking through resources, content generation, strategy, and orchestrating the support processes that connect it all together. There’s a little bit of blueprinting here, as well as construction, to get the structure off the ground.II: finding their people and growing their communityWhen the basic social media network is built, we need to populate it. Where are your members and attendees congregating online? What communities should you be plugged into? How can you attract people into your own online community? What can we teach you about connecting your community’s members to each other and encourage participation around different content or topics? And, how might your organization create an online experience for it’s community?These are questions we plan to work through to help build a strong and active online community around your brand and on your social media network.I & II are common consulting elements; and some customers may already have some levels of accomplishment at these stages. III & IV: differentiating for Experient and ties social media to client objectivesIII: The first two pillars are fundamental for any organization’s social media effort and are necessary first steps to getting launched, for anyone; and you may have some level of accomplishment at this stage already. But, Experient is an event and tradeshow company and our clients are tradeshow organizers. So, in order to add value we decided we needed to help customers leverage these tools to benefit their events and their type of organization.This is where we start to leverage inbound marketing techniques for sales-related goals, but also provide instruction for how to achieve non-sales related goals. It’s in this stage that we’re helping customer achieve a number of their strategic business objectives using social media.

AEM Exhibitor Education Meeting AEM Exhibitor Education Meeting Presentation Transcript

  • The Power of Social Media for the Trade Show Industry
    Tools for Value-Driven Success
    Stephen Nold,CEO Tarsus Advon, USA
    Stephen@advontech.com
  • Social Evolution Video
  • Agenda
    3 innovations in technology that impact exhibitions and their marketing efforts
    Social Media
    Mobile applications
    Virtual Events
    Case Studies
    Strategies & Tactics
    Creating a Playbook
    Compelling Reasons for Social Media
  • Download this presentation on SlideShare.net
    Stephen Nold
    The Power of Social Media for the Trade Show Industry
    AEM
  • 2000 - 2003 = rise of virtual events and RFID
    Virtual events were going to replace tradeshows…
    2004 = .com boom and bust
    2005 = match making
    2006 - 2007 = social networking
    2008 - 2009 was the year of social media…
    2010 is the year of Execution
  • What is Social Media?
    Communities
    Conversations
    Connecting people
    Content
    • All Online
  • How does Social Media apply to the Tradeshow Industry?
    Communities – audience + exhibitors + press + speakers + experts = found in online communities
  • What’s your plan?
  • Show management isdiscussing social media
    Weary
  • Event producers are
    listening to consultants talk
    about social media
    Exhausted
  • Conference attendees are
    trying new social media tools
    Worn-out
  • What are the…
    PROVEN strategies tobrandLinkedInwebinnovationblogsresearch idea redesigns
    Inspire businessCustomer Wisdom online communities & website email collaboration Facebook Discussion Forumssuccess planningEducationexperience
    Monetize technology Podcasts products
    new mediamarketing campaigns?
  • What are the…
    PROVEN strategies tobrandLinkedInwebinnovationblogsresearch idea redesigns
    InspirebusinessCustomer Wisdom online communities & website emailcollaboration FacebookDiscussion Forumssuccess planningEducation experience
    Monetize technology Podcasts products
    new media marketing campaigns?
  • What are the…
    PROVEN strategies to
    Inspire online communities &
    Monetize
    new media marketing campaigns?
  • If Facebook were a country, it would be the 3rd largest countryin the world…
    Should you be asking…
    What island are your customers on?
  • How do your customers benefit from online socializing?
    Maybe you should ask…
  • Why do people
    connect with
    organization?
    Maybe you should ask…
    your
    an
  • Why do people
    connect with
    organization?
    Why do people
    connect with
    organization ?
    Do you know?
    Really…
    Do you know?
    your
    online
  • Maybe you should ask…
    Maybe you should alsoask…
    What drives online communities to
    buy from you?
  • Which really means…
    What drives online communities to
    register for your event?
  • 5 Resources to launch and maintain social media
    Blogs
    Twitter
    LinkedIn
    Facebook
    Video
  • 3 Innovations
    Social Media
    Mobile applications
    Virtual Events
  • Value of the most useful social media tools
  • Examples on tools impacting sales & marketing reach
    National Association of Broadcasters
    BlogWorld
    Hanley Wood
    MTO Summit
  • Hype & truth on SM solutions
    Paying a lot of money for social media doesn’t give any clear advantages
    It isn’t free
    Research: no one has a comprehensive social media plan
    Suppliers are launching partial solutions
  • Leverage Community & Network to Achieve Goals
    Recruit attendees
    Grow community
    Enhance networking
    Increase brand awareness
    Recruit exhibitors
    Create value for exhibitors
    Generate event buzz
    Drive online commerce
    Supplement current marketing efforts
    Conduct research
    Provide online event connectivity
    Manage reputation
  • Four Pillars of A Social Media Playbook
    Build Infrastructure and Online Presence
    Grow Your Online Community
    Leverage Community to Achieve Goals
    Monitor Performance Toward Goals
  • Organizations must design a social media
    Strategy Playbook
    Social Media Playbook