What if Social Media Dramatically Changes Events and Exhibitions...Tomorrow?

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Jason McGraw with InfoComm and Stephen Nold with MTO Summit discusses how leading events and trade shows are using social media to improve the design and development of communities. Wanting attendees to have more dialog and engagement using these social media tools, InfoComm seeks to create networking tools and to extend their marketing reach beyond the direct marketing already in play. In lieu of traditional surveys and focus groups, which take time for response, social media gives InfoComm more immediate relevant information. Learn how to improve attendee recruitment and member loyalty through the use of these tools.

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  • Before we start…Range of expertiseSocial media definitionQuestions via GoToWebinar and TwitterDefine social media/social media tools. Webinars? Blogs? What other solutions are we talking about?
  • 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.Part of a comprehensive marketing mixToolsAn ApproachIt is zillions of conversations that people are having…online…24/7…right now!
  • What if Social Media Dramatically Changes Events and Exhibitions...Tomorrow?

    1. 1. What if Social Media Dramatically Changes Events and Exhibitions…Tomorrow?<br />“MTO Tech Webinar Series&quot;<br />by<br />Stephen Nold <br />PresidentAdvon Technologies<br />And <br />Jason McGraw Sr. V.P. of Expositions InfoComm International<br />
    2. 2. Thanks to our Sponsors<br />Thanks to our Sponsors<br />
    3. 3. Chat Live with us on Twitter<br />
    4. 4. Sir Martin Sorrell<br />WSJ: WPP Chief Tempers Hopes for Ad Upturn Sept. 22, 2009<br />WPP PLC, world&apos;s largest communications company<br />Profit for the first half of 2009 plunge by almost 50%.<br />“We describe the recession as L-shaped, which implies that it will never go back to where it was before….I doubt free-to-air television or, in particular, newspapers and magazines, will ever be the same again.” <br />
    5. 5. Social media<br /> But, are<br />customers<br /> Yes - <br />ing?<br /> I<br /> listen-<br /> Great!<br /> think<br /> are<br /> they<br />Content/Conversation<br />Social interface<br />Media/Tools<br /> Integrates technology, social interaction, and the delivery of words, pictures, video and audio.<br />
    6. 6. InfoComm International<br /><ul><li>70 year old trade association, 5,000+ member companies, 70+ countries
    7. 7. Representing the professional audiovisual communications industry
    8. 8. Annual InfoComm Show, TSW 50 2009 Show Stats (Orlando):
    9. 9. 29,222 total attendance, All 50 U.S. states, 90 countries
    10. 10. Largest attendance ever on East Coast
    11. 11. 70% commercial attendees,30% end-user buyers
    12. 12. 832 exhibitors
    13. 13. 446,000 n.s.f. of exhibits, special events, demo space</li></li></ul><li>InfoComm Results<br /><ul><li>We’ve taken the plunge and are just starting to swim
    14. 14. Launched groups on social sites Jan. ’09 prior to Jun. ’09 Show
    15. 15. Twitter 600+ followers
    16. 16. Linked In 1,400+ members
    17. 17. Facebook 980+ members
    18. 18. YouTube 2,200 channel views
    19. 19. Pushed out Show’s free pass codes
    20. 20. With 100 redeemed on Linked In, most effective</li></li></ul><li>InfoComm Results<br /><ul><li>Word of mouth referrals from reg site = 600
    21. 21. Added A2Z’s ChirpE Mobile platform two weeks prior to Show = 570+ users during Show
    22. 22. InfoComm proprietary eCommunity groups = over 2,300 subscribers
    23. 23. Given limited investment and minimal marketing, modest results to date
    24. 24. Exponential growth predicted for 2010 show cycle</li></li></ul><li>Intangible Value of Social Media<br /><ul><li>Interactive engagement of your audience/prospects
    25. 25. Extension of face-to-face relationships, builds trust
    26. 26. Reach people you don’t even know
    27. 27. Get real time feedback on campaigns, issues
    28. 28. Conduct market research
    29. 29. Harness comments/testimonials to generate sales
    30. 30. Additional press/media coverage
    31. 31. New business opportunities will find you
    32. 32. Move from being the “voice” of your industry to a “conversation” with your industry</li></li></ul><li>InfoComm Resources<br />Dedicated Staff E-Community Manager<br />Subject Matter Experts<br /><ul><li>Tap Adjunct Faculty and Staff to Blog
    33. 33. Leverage Thought Leaders</li></ul>Forum leaders, “ask an expert”<br />Blog, reply, post comments<br />Authenticity<br />Leverage, repurpose existing content<br /><ul><li>Edit (condense) for the web</li></ul>Build social media right into marketing plan from the beginning<br />Test the waters – try out various platforms to see which ones work for you<br />
    34. 34. Lose Control<br />Transparency – what level of info will you share?<br />Subject Matter Expert – knowledge broker<br />Allow others not under your control to speak for your organization?<br />Next Wave of Word of Mouth Referrals<br />Global prospects, variety of qualifications<br />Concerns/Issues<br />Are you willing to take good comments with the bad?<br />How will you deal with negative comments in a public forum?<br />Proactive – constant monitoring<br />
    35. 35. Webinars<br /><ul><li>MTO Tech Educational Webinar series</li></ul>Blogs<br /><ul><li>Tradeshow Week, Event Tech
    36. 36. Socialnomics – Social Media Blog
    37. 37. Chris Brogan</li></ul>Events<br /><ul><li>MTO Summit San Francisco, October 21-22
    38. 38. IAEE Expo Expo in Atlanta, December 9-11</li></ul>Books<br /><ul><li>Socialnomics
    39. 39. Trust Agents</li></ul>Websites<br /><ul><li>MeetingTechOnline.com</li></ul>Webinar Resources<br />
    40. 40. Questions and Answers<br />To contact Stephen Nold and MeetingTechOnlinestephen@advontech.comLinkedIn:    http://www.linkedin.com/in/stephennoldTwitter: @stepnoldFacebook: http://www.facebook.com/stephen.noldwww.tradeshowweek.com/blog/stephennold512.310.0628 <br />For more information on Jason McGraw and InfoComm Internationaljmcgraw@infocomm.orghttp://www.infocomm.org.<br />

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