Art Of Social Media


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Sounds simple: Launch a Twitter, LinkedIn or Facebook solution and the customers will come.

Yet, once an organization has launched an online community, what is next? Social media marketing seems easy and low cost but what are the real required resources? Should an organization be considering a way to monetize these relationships?

The hard cold reality is that social media marketing isn’t just about building online communities.

Stephen Nold with Tarsus Advon and Steve Crysler with ARI, Inc. will discuss some of the hype and truth around social media and provide real world examples of how these solutions are impacting events. This series of education sessions will start with a general overview of Social Media and then dig into the tactical issues that plague organizations and events as they seek to adopt these tools. During the lunch a strategic perspective on how social media fits into the overall technology considerations that show managers and event producers face.

Participants will also learn:

• The value of inbound marketing
• How web data mining will alter the anonymity of viral marketing
• Why mobile devices are adding a new dynamic to social networking from the tradeshow floor
• The importance of a social media playbook with instructions on how to execute these tools


Harness the Power!
Learn about the buzz around social media and why meeting professionals are shifting from traditional marketing to new marketing strategies. Understand the key elements for every successful social media campaign.

• Defining the social media tool suite
• Building relationships through viral marketing
• Traditional marketing versus new media marketing
• Using social media to recruit attendees and sponsors

Tactics Of Social Media Marketing
In this demonstration, Stephen and Steve will review some of the most popular social media tools and explain how they should be implemented and executed. After digging into Twitter, Facebook Groups, and LinkedIn, they will provide the critical components to deployment of any new media solution.

Participants will learn:

• The value of the most useful social media tools
• Specific examples and results on how each tool can impact sales and marketing reach
• Understand the appeal of each tool to varying industry segments and user profiles
• The ability to discern between the hype and truth on these solutions

In this presentation, Stephen Nold and Steve Crysler present how social media solutions like Twitter, Facebook and LinkedIn are impacting the use of traditional marketing in the efforts to recruit audience members and sponsors. This strategic discussion will lay the foundation for what each organization must consider before launching these tools. Stephen will include real world examples from events and the success (and sometimes failure) in adopting this new media. The panel will inspire the audience to move from casual observation to action and show them why the revolutionary tools of innovation and change will define new approaches in creating and growing a community.

Participants will learn:

• Definition of your organization community
• The social media solutions best for your audience
• An understanding of the required resources to launch and maintain social media participation
• How to measure tangible results from these tools
• The dynamic and accelerating change of marketing from traditional to new media

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  • Definition of Social Media
  • Social media are/is Three components:Content = information, dialogue or entertainmentMedia = toolSocial interface (intimate direct, community engagement, social viral, electronic broadcast or syndication, or other physical media such as print).Integrates technology, social interaction, and the delivery of words, pictures, video and audio.
  • One of my passions…singing?Have never sang in front of an audience by myself…wife and mother do not think I can sing…no formal training…
  • Based on research with Experient customersWhat are your objectives with social media?Generate event attendance?Grow brand strength and awareness?Connect your members, attendees, exhibitors, and partners together?What else?
  • SCN use of Social Media – how to gain awareness and visibility
  • Art Of Social Media

    1. 1. The Art of Social Media <br />If 2009 was the year of Social Media then 2010 is the Year of Execution.<br />IAEE DFW ChapterTechnology Education ProgramMarch 29, 2010<br />
    2. 2. Agenda<br />Harness the Power!<br />Tactics of Social Media Marketing<br />Lunch Program: How social media solutions are impacting the use of traditional marketing<br />
    3. 3. Harness the Power<br />
    4. 4. Agenda<br />Defining the social media tool suite<br />Building relationships through viral marketing <br />Traditional marketing versus new media marketing <br />Using social media to recruit attendees and sponsors <br />
    5. 5. Social Evolution Video<br />
    6. 6. Social Media<br />An umbrella term<br />Transforms one to many broadcasts into many to many conversations<br />Changes people from content consumers into content producers <br />Shiny new toy<br />
    7. 7. It is zillions of conversations that people are having…online…24/7…right now!<br />
    8. 8. Three Parts<br /> But, are<br />IAEE<br />Yes - <br />ing?<br /> I<br />Great!<br />listen-<br />think<br />is<br />they<br /> they<br />Content/Conversation<br />Communities<br />Media/Tools<br />
    9. 9. Three Parts<br /><ul><li>Listening
    10. 10. Connecting
    11. 11. Publishing</li></li></ul><li>Where the hell is matt?<br />
    12. 12. “Event producers that don’t have a plan and haven’t started participating in social media may soon find they are behind.”<br />Stephen Nold, Event Tech Blog, Tradeshow Week<br />
    13. 13. Show organizers are seeking a way to design their own social media <br />Strategy Playbook <br />Secret<br />The<br />Social Media Playbook <br />For the Events Industry<br />
    14. 14. The Platform Tools<br />Facebook, LinkedIn, Twitter<br />Ning? EventPeeps?<br />Blog – WordPress<br />YouTube<br />iTunes<br />
    15. 15. The Enabling Tools<br />Twitter<br />TweetDeck<br />TweetChat<br />Hootsuite<br />LinkedIn<br />LinkedIn Groups<br />Polls<br />Start a Group<br />
    16. 16. The Monitoring tools<br />Google Analytics<br />Hubspot<br />Radian 6<br />
    17. 17. Tactics Of Social Media Marketing <br />
    18. 18. Agenda<br />Most useful social media tools <br />Examples & results on how each tool can impact sales & marketing reach<br />The ability to discern between the hype and truth on these solutions<br />
    19. 19. Experimenting<br />
    20. 20. Value of the most useful social media tools <br />
    21. 21. The hype & truth on SM<br />Paying a lot of money for social media doesn’t give any clear advantages<br />It isn’t free<br />Research: no one has a comprehensive social media plan<br />Suppliers are launching partial solutions<br />
    22. 22. Research: What are your reasons to use Social Media?<br /><ul><li>Recruit attendees
    23. 23. Online community development
    24. 24. Social networking
    25. 25. Increase brand strength & awareness
    26. 26. Enhance exhibitor recruitment </li></li></ul><li>New Tools<br />
    27. 27. How social media solutions are impacting the use of traditional marketing<br />
    28. 28. Agenda<br />Defining the social media tool suite<br />Building relationships through viral marketing <br />Traditional marketing versus new media marketing <br />Using social media to recruit attendees and sponsors <br />
    29. 29.
    30. 30. Success Stories<br /><ul><li>National Association of Broadcasters: 1,500 Registrations – top performing strategy
    31. 31. First-time attendees
    32. 32. Dell Computers: 1 million followers on twitter
    33. 33. $3 million in revenue
    34. 34. MTO Summit: 8% of audience
    35. 35. Twitter Recruitment
    36. 36. Walt Disney: 65,000 Happy Birthdays
    37. 37. Twitter Recruitment
    38. 38. Digital Thought: 20% of revenue
    39. 39. LinkedIn Recruitment of Suppliers and Attendees</li></li></ul><li>Four Trends<br />Mobile Devices<br />Virtual Events<br />Inbound Marketing<br />Web Scraping<br />
    40. 40. The Firehose Effect<br />
    41. 41. Swing Faster<br />
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