“ Social Media: The online technologies and practices that people use to share opinions, insights, experiences and perspectives. Making new friends Affinity to groupswhy Keeping in touch Displaying Creativity Exhibitionism Getting validationAltruistic impulse Paying it forward Peer pressurehow Blogs User generated videos and podcasts Social networking sites wikisRatings and reviews tagging widgets RSS Forums and message boards
>500 million regd usersEvery minute – 60 Hrs worth ofnew video uploaded; 1 hr/secondIf Facebook was a country. Population? > 900 million! Over 362 million people read more than 2.5 billion pages on Wordpress.com every month
“ By the time there is a case study in your specific industry, it is going to be way too late for you to catch up - Seth Godin
HOW CAN YOU USE SOCIAL MEDIA? Some Tips for Exhibitors
Promoting an ExhibitionGet word out to target audience on social mediaCreate event, showcase the showPut out sneak previews, show specialsGive out benefits for signing up from SMEncourage sharingCreate a community of common interest
During the eventGenerate buzzLive updates, tweets, images, videosSeed these on online media and interesting target communitiesOnline PRExtend reach beyond the physical visitorCreate a hashtag for the event (#ieia)Works well if there is seminar component also
Post Event: continue the engagementThink of the exhibition brand in a long term focusWill reduce cost of reach subsequentlyThe “conversation continues”Becomes an online “destination” for the industry; exhibition being the one-time networking opportunityPotential to convert it into revenue generating „online exhibition‟ property
THE EXHIBITION BOOTH:IDEAS FOR AN INDIVIDUALEXHIBITOR
If booths drive traffic, exhibition drives traffic..! Having spent money, each exhibitor wants to maximize the opportunity Would like his key customers to visit His competitors also present in event Need to get footfalls, stand out, get noticed, be remembered! A case study..
The Concept Lure with sweets -> bring them to the booth Once at the booth -> Engage Tweeted before the Web 2.0 Expo to generate interest and curiosity about the IBM booth there
Set up at the booth Set up TweetDeck in booth Generated lot of interest for walk-in visitors Encouraged visitors to tweet out People loved to see their name on screen They tweeted and spread word – beyond the show!
Results for IBM’s#SweetTweetsidea? Expectation: 200 leads Result: 1,500 leads
A SIMPLE TO-DO LIST -BEST PRACTICES FORSOCIAL MEDIA FOREXHIBITIONS…
A few simple steps..Start with defining your goals – reaching exhibitors / visitors / media / consumersDecide platforms that make most sense depending on your target groupFacebook, Twitter, LinkedIn, Blogs, Slideshare, YouTube, Flickr, Foursquare, Pinterest etc.Typically one of these platforms becomes the “hub” and others support or push traffic to the hub
Get word out..Use all touch points to enable people to find youYour stationery, your business cards, your website, your brochure, and your social media platforms..all must cross promoteStart getting word out EARLYCreate anticipation, address queries, enable people to plan their participation
Some other tipsUse hashtags – work well for TwitteratiUse photographs and video extensivelyShare photos of previous events, share live photos of inauguration, attendeesLikewise video is BIG. Share videos of: Previous events Invitation to participate Exhibitors‟ reactions Attendees‟ responses Celebrity visitors
SUMMARY Social Media and exhibitions make a great combo Invest time and efforts To deal with change, you need to change Social Media‟s clearly a double-edged sword What it is NOT: A quick-fix to your marketing challenges Surrogate advertising One way promotion tool Can you get your exhibition brand out there on social media now?
Thank you. And any questions??SANJAY MEHTAJOINT CEO @ SOCIAL WAVELENGTHEMAIL:SMEHTA@SOCIALWAVELENGTH.COMCELL: +91-98200-40918TWITTER: @SM63