Strategies for Stimulating Traffic and Loyalty


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Proven Strategies for Stimulating Traffic and Loyalty

* Generating viral marketing results
* Myths and truth on social media
* Designing for long term community growth
* Real world examples

Chris Brown NAB MTO Summit Webinar Speaker:
Chris Brown, National Association of Broadcasters, Executive Vice President, Conventions and Business Operations
Chris has accumulated over 20 years of experience in the trade show industry, most of it in the nonprofit sector with a focus on producing large-scale trade shows and events. In his current capacity Chris heads NAB’s Conventions & Business Operations division.

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  • 08/25/09
  • Get in the Game!
  • Personal engagement – their content before yours
  • Personal engagement – their content before yours
  • Personal engagement – their content before yours
  • Personal engagement – their content before yours
  • Adjust marketing messaging as a result Appeal to younger attendee base
  • LinkedIn: communication limitations (no direct access); heavy exhibitor self promotion…bring on Version 2!
  • Strategies for Stimulating Traffic and Loyalty

    1. 1. MTO Tech Webinar Series Social Media: What Do I Need to Know? “ Strategies for stimulating traffic and loyalty " Thursday, August 27, 1:00 – 2:00 EDT With Stephen Nold CEO, Founder MeetingTechOnline Chris Brown EVP, Conventions & Business Operations National Association of Broadcasters
    2. 2. Social Media Strategy <ul><li>Pre-show Marketing Objectives </li></ul><ul><ul><li>Increase attendance </li></ul></ul><ul><ul><li>Increase awareness of networking sites </li></ul></ul><ul><ul><li>Build community and relationships </li></ul></ul><ul><ul><li>Drive traffic to event Web site </li></ul></ul><ul><li>Onsite Marketing Objectives </li></ul><ul><ul><li>Engage social networks </li></ul></ul><ul><ul><li>Enhance attendee experience </li></ul></ul><ul><ul><li>Support event coverage </li></ul></ul>
    3. 3. Social Media Tactics <ul><li>Engage Social Media Expert </li></ul><ul><li>Target Audience Leaders </li></ul><ul><li>Presence on Social Networking Sites </li></ul><ul><li>Event Web site </li></ul>
    4. 4. Myths and Truth on Social Media <ul><li>Myth: Build it and they will come Truth: Success in social media requires relationship building and time! </li></ul><ul><li>Myth: Social media is Facebook and Twitter Truth: Social media is web forums, e-mail lists, video, photo sharing, wikis, social networking and social bookmarking </li></ul><ul><li>Myth: You can use social media to broadcast your message or press release Truth: Social media is used for joining the conversation and engaging people </li></ul>
    5. 5. Myths and Truth on Social Media <ul><li>Myth: It's OK to leave anonymous comments on blogs as a way to get the word out Truth: Transparency rules the day- be real and get involved </li></ul><ul><li>Myth: Using social media comes at a lower cost than traditional media Truth: Social media, if done properly, takes lots of time, energy and effort </li></ul>
    6. 6. Design for Long Term Community Growth <ul><li>Do your research- find the right people to deliver your message to </li></ul><ul><li>Listen, give back and then take </li></ul><ul><li>Make sure your program passes the value or 'what's in it for me' test. </li></ul><ul><li>Build your community from the ground up- in a grassroots fashion. This helps identify those most passionate about your product or service. </li></ul><ul><li>Work it! Little by little, grow relationships with core supporters that will spread the word </li></ul>
    7. 7. Design for Long Term Community Growth <ul><li>Reward participants with things they can't get anywhere else like recognition, access or input into your product or service </li></ul><ul><li>Make it easy for people to get your information and pass it along </li></ul><ul><li>Consider aggregating content and then sending it back out to community in a newsletter or RSS feed </li></ul><ul><li>Monitor and respond to your community in a timely fashion </li></ul><ul><li>Be a facilitator instead of a moderator </li></ul>
    8. 8. Social Media Tactics <ul><li>Engage Social Media Expert </li></ul><ul><li>Target Audience Leaders </li></ul><ul><li>Presence on Social Networking Sites </li></ul><ul><li>Event Web site </li></ul>
    9. 10. Social Media Promotion on Event Site
    10. 11. Program Results <ul><li>1,500 Registrations – top performing strategy </li></ul><ul><ul><li>First-time attendees </li></ul></ul><ul><li>More Friends and Followers </li></ul><ul><ul><li>Twitter: 26 to 2,182; Facebook: 147 to 888; LinkedIn: 14 to 550 </li></ul></ul><ul><li>New strategic partnerships and relationships </li></ul><ul><ul><li>Database of 550 community leaders </li></ul></ul><ul><li>Positive audience perception </li></ul><ul><li>Increased Web site traffic </li></ul><ul><ul><li>Up 14% from 2008; 50% new visitors </li></ul></ul><ul><ul><li>Opening Day: 25K unique visitors – up 50% from 2008 </li></ul></ul><ul><ul><li>Social Media sites rank in top 50 referring sites </li></ul></ul>
    11. 12. Successes and Best Practices <ul><li>Overall Program </li></ul><ul><ul><li>Dedicated resources: internal and external </li></ul></ul><ul><ul><li>Start small/target audiences; assign tracking codes </li></ul></ul><ul><ul><li>Be flexible with offers/incentives </li></ul></ul><ul><ul><li>Build and engage community…leads to word of mouth promotion </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Most active network </li></ul></ul><ul><ul><li>Onsite engagement/experience </li></ul></ul><ul><ul><li>Workflow tools </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Profile + Event Page + Fan Page + After Hours/Party Page </li></ul></ul><ul><ul><li>Customer Service Tool: Information sharing </li></ul></ul><ul><ul><li>Cross-promotion between profiles and sites </li></ul></ul>
    12. 13. Opportunities and Challenges <ul><li>Program Management </li></ul><ul><ul><li>Brand and message management; vendor learning curve </li></ul></ul><ul><ul><li>Additional resources – divide & conquer! </li></ul></ul><ul><ul><li>Unexpected offers and incentives </li></ul></ul><ul><ul><li>Develop/execute strategy to address negative comments </li></ul></ul><ul><ul><li>Mobile marketing/texting </li></ul></ul><ul><li>Within Social Networking Sites </li></ul><ul><ul><li>Maintenance is time-consuming by nature </li></ul></ul><ul><ul><li>Immediate reactions expected and required to direct inquiries </li></ul></ul><ul><ul><li>Platform constraints </li></ul></ul><ul><ul><li>Add photo sharing, video, etc. </li></ul></ul>
    13. 14. Opportunities and Challenges <ul><li>Onsite engagement activities </li></ul><ul><ul><li>Logistics planning (Awareness, Web access? Savvy Moderators?) </li></ul></ul><ul><ul><li>Engage exhibitors pre-show re: Tweetups – private demos? </li></ul></ul><ul><ul><li>Start show blog earlier to engage speakers </li></ul></ul><ul><li>Site-specific challenges </li></ul><ul><ul><li>LinkedIn: great b2b platform but no event admin feature </li></ul></ul><ul><ul><li>MySpace: inactive; phased out of campaign </li></ul></ul>
    14. 15. Impact on Marketing Mix <ul><li>Budget Reallocation </li></ul><ul><ul><li>Increase 2010 investment: expand target audiences </li></ul></ul><ul><ul><li>Adjustments to media buys; list rentals; postage </li></ul></ul><ul><ul><li>Increase investment in video initiatives </li></ul></ul><ul><ul><li>Web site platform: mobile marketing </li></ul></ul><ul><li>Complimentary Tool - Not a Replacement </li></ul><ul><ul><li>Year-round engagement vs. campaign cycle </li></ul></ul><ul><ul><li>Cross-promotional opportunities </li></ul></ul><ul><ul><li>Quick to market: announcements; schedule changes </li></ul></ul><ul><ul><li>Content source: buzz, hot topics, exhibitor news, meetups, FAQs </li></ul></ul><ul><ul><li>Supports efforts to build email database </li></ul></ul><ul><li>Supplement PR initiatives </li></ul><ul><ul><li>News release distribution </li></ul></ul><ul><ul><li>Managing expectations; responding to controversy </li></ul></ul>
    15. 16. <ul><li>Free MTO Summit Tech Educational Webinar series </li></ul><ul><li>Tradeshow Week, Event Tech Blog </li></ul><ul><li>BlogWorld </li></ul><ul><li>MTO Summit San Francisco, October 21-22 </li></ul><ul><li>IAEE Expo Expo in Atlanta, December 9-11 </li></ul>Additional Information
    16. 17. Thanks for Joining Us <ul><li>For more information on Stephen and MeetingTechOnline </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>http://www.meetingtechonline. com </li></ul></ul><ul><ul><li>LinkedIn: </li></ul></ul><ul><ul><li>@stepnold (twitter) </li></ul></ul><ul><li>For more information on Chris Brown and NAB </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Webinar Replay – in 24 hours </li></ul><ul><ul><li> </li></ul></ul>