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Adopting Social Media for the Trade Show Industry


Social Media Basics, Case Studies and Strategies …

Social Media Basics, Case Studies and Strategies

Published in Technology , Business
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  • At the end of this presentation, you will have from me some compelling reasons why your organization would want to consider using these tools, a foundation explanation of the tools, some examples on how it has been used successfully and the ability to understand what all the buzz is about. If you still decide that social media is not right for your organization, you will make that decision out of sound reasoning – not ignorance.
  • 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.


  • 1. Adopting Social Media for the Trade Show Industry
    Social Media Basics Case Studies andStrategies
  • 2. Stephen NoldCEO Tarsus Advon, USA
    Industry consultant
    • Technology launch strategies
    • 3. Show systems & event IT architecture
    Show manager
    Launched Social Media Playbook
    Implement SM for Tarsus events and customer events  
    Speak and write on SM best practices
    Clients including IBM, Dell, Gartner, National Association of Broadcasters, Society of Petroleum Engineers and Hanley Wood
  • 4. Social Evolution Video
  • 5. Agenda
    What is all the hype on Social Media?
    Basics of 5 major platforms:
    Case Studies
    Strategies & Tactics
    Creating a Playbook
  • 6. Five First Basic Steps of Social Media
    Simple steps of launching social media
    Register and Create Account (like Gmail)
    Include your Social Media Info in your Marketing Campaigns
  • 7. Download this presentation on SlideShare.net
    Stephen Nold
    The Power of Social Media for the Trade Show Industry
  • 8. Evolution
    2010 is the year of Execution
    2008 - 2009 intro of social media
    2006 - 2007 = social networking
    2005 = matchmaking
    2002 - 2004 = rise of virtual events & RFID
    Virtual events would replace tradeshows…
    2001 = .com bust
  • 9. What is Social Media?
    • All Online
  • Social Media in Plain English
  • 10. What does Social Media mean to the Tradeshow Industry?
    A new form of Marketing your event or organization
    Audience + exhibitors + press + speakers + experts = found in online communities
  • 11. If Facebook were a country, it would be the 3rd largest countryin the world…
    Should you be asking…
    What island are your customers on?
  • 12. 5 Resources to launch and maintain social media
    More personal for most connections
    Privacy concerns
    Visual – pictures, pictures, pictures
    Not conducive for brand promotion
    Tool bar can be inserted into web assets
    SCN: 25 – 500+
    Way to find and reach contacts through introductions and discussions
    LinkedIn Groups
    Comes directly into Inbox
    140 character messaging
    Follow Me – Follow you
    ReTweet broadcasting
    Very viral
    Video leader
    Video entertainment = content king
  • 17. Where the Hell is Matt?
    YOUR organization’s messages
    Heavy promotion allowed
    Need to capture attention
    Seeking community participation through comments & discussions
    Great place to organize brand generals and advocates
    The call to action in online communities…
    “to learn more about…”
    “visit our web site to download this white paper…”
    “Read similar blog posts at…”
  • 20. Value of social media tools
  • 21. Examples on SM impacting sales & marketing reach
    National Association of Broadcasters
    Hanley Wood
    MTO Summit
  • 22. Hype & truth on SM
    Paying a lot of money for social media doesn’t give any clear advantages
    It isn’t free
    Consultants have not been offering a comprehensive social media plan
    Suppliers are launching partial solutions
  • 23. 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
  • 24. Four Pillars of Social Media Playbook
    Build Infrastructure and Online Presence
    Grow Your Online Community
    Leverage Community to Achieve Goals
    Monitor Performance Toward Goals
  • 25. Organizations must design a social media
    Strategy Playbook
    Social Media Playbook
  • 26. Putting it in Perspective
    3 Innovations
    Social Media
    Mobile applications
    Virtual Events
  • 27. What’s your plan?
  • 28. Stephen Nold
    stephen@advontech.com512.310.0628Austin, Texas
    LinkedIn: /stephennold
    Twitter: @stepnold
    Blog: www.tsnn.com