What if Social Media Dramatically Changes Events and Exhibitions…Tomorrow?“MTO Tech Webinar Series"byStephen Nold PresidentAdvon TechnologiesAnd Jason McGraw Sr. V.P. of Expositions InfoComm International

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Sir Martin SorrellWSJ: WPP Chief Tempers Hopes for Ad Upturn Sept. 22, 2009WPP PLC, world's largest communications companyProfit for the first half of 2009 plunge by almost 50%.“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.”

Social media But, arecustomers Yes - ing? I listen- Great! think are theyContent/ConversationSocial interfaceMedia/Tools Integrates technology, social interaction, and the delivery of words, pictures, video and audio.

InfoComm International70 year old trade association, 5,000+ member companies, 70+ countriesRepresenting the professional audiovisual communications industryAnnual InfoComm Show, TSW 50 2009 Show Stats (Orlando):29,222 total attendance, All 50 U.S. states, 90 countriesLargest attendance ever on East Coast70% commercial attendees,30% end-user buyers832 exhibitors446,000 n.s.f. of exhibits, special events, demo space

70 year old trade association, 5,000+ member companies, 70+ countries

Representing the professional audiovisual communications industry

Annual InfoComm Show, TSW 50 2009 Show Stats (Orlando):

29,222 total attendance, All 50 U.S. states, 90 countries

Largest attendance ever on East Coast

70% commercial attendees,30% end-user buyers

832 exhibitors

446,000 n.s.f. of exhibits, special events, demo space

InfoComm ResultsWe’ve taken the plunge and are just starting to swimLaunched groups on social sites Jan. ’09 prior to Jun. ’09 ShowTwitter 600+ followersLinked In 1,400+ membersFacebook 980+ membersYouTube 2,200 channel viewsPushed out Show’s free pass codesWith 100 redeemed on Linked In, most effective

We’ve taken the plunge and are just starting to swim

Launched groups on social sites Jan. ’09 prior to Jun. ’09 Show

Twitter 600+ followers

Linked In 1,400+ members

Facebook 980+ members

YouTube 2,200 channel views

Pushed out Show’s free pass codes

With 100 redeemed on Linked In, most effective

InfoComm ResultsWord of mouth referrals from reg site = 600Added A2Z’s ChirpE Mobile platform two weeks prior to Show = 570+ users during ShowInfoComm proprietary eCommunity groups = over 2,300 subscribersGiven limited investment and minimal marketing, modest results to dateExponential growth predicted for 2010 show cycle

Word of mouth referrals from reg site = 600

Added A2Z’s ChirpE Mobile platform two weeks prior to Show = 570+ users during Show

InfoComm proprietary eCommunity groups = over 2,300 subscribers

Given limited investment and minimal marketing, modest results to date

Exponential growth predicted for 2010 show cycle

Intangible Value of Social MediaInteractive engagement of your audience/prospectsExtension of face-to-face relationships, builds trustReach people you don’t even knowGet real time feedback on campaigns, issuesConduct market researchHarness comments/testimonials to generate salesAdditional press/media coverageNew business opportunities will find youMove from being the “voice” of your industry to a “conversation” with your industry

Interactive engagement of your audience/prospects

Extension of face-to-face relationships, builds trust

Reach people you don’t even know

Get real time feedback on campaigns, issues

Conduct market research

Harness comments/testimonials to generate sales

Additional press/media coverage

New business opportunities will find you

Move from being the “voice” of your industry to a “conversation” with your industry

InfoComm ResourcesDedicated Staff E-Community ManagerSubject Matter ExpertsTap Adjunct Faculty and Staff to BlogLeverage Thought LeadersForum leaders, “ask an expert”Blog, reply, post commentsAuthenticityLeverage, repurpose existing contentEdit (condense) for the webBuild social media right into marketing plan from the beginningTest the waters – try out various platforms to see which ones work for you

Tap Adjunct Faculty and Staff to Blog

Leverage Thought Leaders

Edit (condense) for the web

Lose ControlTransparency – what level of info will you share?Subject Matter Expert – knowledge brokerAllow others not under your control to speak for your organization?Next Wave of Word of Mouth ReferralsGlobal prospects, variety of qualificationsConcerns/IssuesAre you willing to take good comments with the bad?How will you deal with negative comments in a public forum?Proactive – constant monitoring

WebinarsMTO Tech Educational Webinar seriesBlogsTradeshow Week, Event TechSocialnomics – Social Media BlogChris BroganEventsMTO Summit San Francisco, October 21-22IAEE Expo Expo in Atlanta, December 9-11BooksSocialnomicsTrust AgentsWebsitesMeetingTechOnline.comWebinar Resources

MTO Tech Educational Webinar series

Tradeshow Week, Event Tech

Socialnomics – Social Media Blog

Chris Brogan

MTO Summit San Francisco, October 21-22

IAEE Expo Expo in Atlanta, December 9-11

Socialnomics

Trust Agents

MeetingTechOnline.com

Questions and AnswersTo 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 For more information on Jason McGraw and InfoComm Internationaljmcgraw@infocomm.orghttp://www.infocomm.org.