Social Media: What’s Working and the Top Five Immediate Action Steps October 2009 Steve Suhm, Marketing Manager, Association of Equipment Manufacturers (AEM)

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Agenda Social Media Research Results Getting Senior Management Buy-in Implementation Tactics What is Working Top Five Immediate Action Steps

Social Media Research Results

Getting Senior Management Buy-in

Implementation Tactics

What is Working

Top Five Immediate Action Steps

Social Media – Research Results Which of the following Social Media sites are you aware of? Which of the following Social Media sites do you use for personal use ? Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps

Social Media – Research Results Rate your level of interest in joining an online community specific to your industry. Which of the following Social Media sites do you use for work or to obtain industry information? Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps

Getting Senior Management Buy-in Dispel the myths Myth: Our attendees have no interest in Social Media Myth “Facebook is only an online hangout for teens/college students.” Myth “ Twitter only has chatter about menial tasks.” Myth “LinkedIn is only used when someone is looking for a job.” Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps

Dispel the myths

Myth: Our attendees have no interest in Social Media

Myth “Facebook is only an online hangout for teens/college students.”

Myth “ Twitter only has chatter about menial tasks.”

Myth “LinkedIn is only used when someone is looking for a job.”

Getting Senior Management Buy-in Set Expectations Planting the seeds – It’s going to take time Potential for negative or even vulgar public comments The “do nothing” Conversation Conversations happening whether we participate or not Missing component of a promotion plan Competitors fill void Missing communication channel to customers Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps

Set Expectations

Planting the seeds – It’s going to take time

Potential for negative or even vulgar public comments

The “do nothing” Conversation

Conversations happening whether we participate or not

Missing component of a promotion plan

Competitors fill void

Missing communication channel to customers

Implementation Tactics Facebook / LinkedIn Pre-show Develop Pages, Groups, and Events for each show Promote corporate page to/through: Marketing and Management Committees Exhibitors Show Website Prospect lists Registered attendees Monitor groups, reply to questions if unanswered Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps

Facebook / LinkedIn

Pre-show

Develop Pages, Groups, and Events for each show

Promote corporate page to/through:

Marketing and Management Committees

Exhibitors

Show Website

Prospect lists

Registered attendees

Monitor groups, reply to questions if unanswered

Implementation Tactics Facebook / LinkedIn Onsite Answering questions within groups Post pictures from the show Post-show Report on measurables Number of “connections” Number of comments/posts on wall Final report results of discussions Post additional pictures from the show Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps

Facebook / LinkedIn

Onsite

Answering questions within groups

Post pictures from the show

Post-show

Report on measurables

Number of “connections”

Number of comments/posts on wall

Final report results of discussions

Post additional pictures from the show

Implementation Tactics YouTube Pre-show Post abbreviated versions of the show video Solicit past attendees and exhibitors to post their videos from previous shows Onsite Visit exhibitors ask for video on their new products Record/post testimonials Record highlights from the show – Action Shots Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps

YouTube

Pre-show

Post abbreviated versions of the show video

Solicit past attendees and exhibitors to post their videos from previous shows

Onsite

Visit exhibitors ask for video on their new products

Record/post testimonials

Record highlights from the show – Action Shots

Implementation Tactics Twitter Pre-Show Two messages a week starting six months before the show Generate followers by promoting Twitter account through: Show Website Email promotions Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps

Twitter

Pre-Show

Two messages a week starting six months before the show

Generate followers by promoting Twitter account through:

Show Website

Email promotions

Implementation Tactics Twitter Onsite Send five to ten messages a day during show hours Post-show Send twenty messages Report on measurables Number of followers Number of @ replies received Number of visits to promotion Web page Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps

Twitter

Onsite

Send five to ten messages a day during show hours

Post-show

Send twenty messages

Report on measurables

Number of followers

Number of @ replies received

Number of visits to promotion Web page

What’s Working Twitter Social Media savvy exhibitors and publishers are active on twitter Viral effect – Re-tweets! 100’s of followers 500+ tweets on “ICUEE” during the week of latest show Twitter on the homepage YouTube Videos of new equipment Video of the opening ceremonies on homepage Facebook, LinkedIn – Extremely low activity, but planting the seeds Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps

Twitter

Social Media savvy exhibitors and publishers are active on twitter

Viral effect – Re-tweets!

100’s of followers

500+ tweets on “ICUEE” during the week of latest show

Twitter on the homepage

YouTube

Videos of new equipment

Video of the opening ceremonies on homepage

Facebook, LinkedIn – Extremely low activity, but planting the seeds

Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps

Immediate Action Steps Register Accounts! Careful of who you attach the accounts to and don’t forget Hootsuite Buy a Flip Camera Add Social Media option for “How You Heard of Show” Designate onsite “Social Media” person or team Find the bloggers Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps

Register Accounts! Careful of who you attach the accounts to and don’t forget Hootsuite

Buy a Flip Camera

Add Social Media option for “How You Heard of Show”

Designate onsite “Social Media” person or team

Find the bloggers

Success Stories National Association of Broadcasters: 1,500 Registrations – top performing strategy First-time attendees Dell Computers: 1 million followers on twitter $3 million in revenue MTO Summit: 8% of audience Twitter Recruitment Walt Disney: 65,000 Happy Birthdays Twitter Recruitment Digital Thought: 20% of revenue LinkedIn Recruitment of Suppliers and Attendees

National Association of Broadcasters: 1,500 Registrations – top performing strategy

First-time attendees

Dell Computers: 1 million followers on twitter

$3 million in revenue

MTO Summit: 8% of audience

Twitter Recruitment

Walt Disney: 65,000 Happy Birthdays

Twitter Recruitment

Digital Thought: 20% of revenue

LinkedIn Recruitment of Suppliers and Attendees

Blogs Tradeshow Week, Event Tech www.tradeshowweek.com/blog/stephennold Socialnomics – Social Media Blog www.socialnomics.net Chris Brogan www.Chrisbrogan.com Events IAEE Expo Expo in Atlanta, December 9-12 Websites MeetingTechOnline.com Books Socialnomics Trust Agents Resources

Blogs

Tradeshow Week, Event Tech www.tradeshowweek.com/blog/stephennold

Socialnomics – Social Media Blog www.socialnomics.net

Chris Brogan www.Chrisbrogan.com

Events

IAEE Expo Expo in Atlanta, December 9-12

Websites

MeetingTechOnline.com

Books

Socialnomics

Trust Agents

Thanks for Joining Us Copy of this presentation at www.slideshare.com /stepnold (Search Stephen Nold) For more information on Stephen Nold and MeetingTechOnline [email_address] LinkedIn: http://www.linkedin.com/in/stephennold Twitter: @stepnold Facebook: http://www.facebook.com/stephen.nold For more information on Steve Suhm and AEM [email_address] http ://www .aem. org http://www.mtosummit.com/webinar

Copy of this presentation at www.slideshare.com /stepnold (Search Stephen Nold)

For more information on Stephen Nold and MeetingTechOnline

[email_address]

LinkedIn: http://www.linkedin.com/in/stephennold

Twitter: @stepnold

Facebook: http://www.facebook.com/stephen.nold

For more information on Steve Suhm and AEM

[email_address] http ://www .aem. org

http://www.mtosummit.com/webinar