Social media strategies for exhibitions

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Talk given by Sanjay Mehta, Jt CEO, Social Wavelength, at the IE

Talk given by Sanjay Mehta, Jt CEO, Social Wavelength, at the IE

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  • 1. Social Media for Exhibitions SANJAY MEHTAJoint CEO, Social Wavelength Twitter: @sm63
  • 2. Wheredo these insights come from?About Me..
  • 3. One of the Top5 IT Companiesin the World
  • 4. Agenda What is Social Media?What can Exhibitions and Exhibitors use it for: Promoting the Event Driving Traffic to a Booth (and hence to the show) A simple to-do list Summary
  • 5. What is Social Media?
  • 6. Accha….Facebook?!
  • 7. “ 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
  • 8. How Big Is It
  • 9. >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
  • 10. “ 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
  • 11. HOW CAN YOU USE SOCIAL MEDIA? Some Tips for Exhibitors
  • 12. PROMOTING THE EVENT!BEFORE, DURING, AFTER…
  • 13. Active Exhibition Groups on LinkedIn
  • 14. Creating “events” on LinkedIn or on Facebook
  • 15. When events become “social” on these platforms
  • 16. The exhibition as a brand page on Facebook
  • 17. Promoting an ExhibitionGet word out to target audience on social mediaCreate event, showcase the showPut out sneak previews, show specialsGive out benefits for signing up from SMEncourage sharingCreate a community of common interest
  • 18. During the eventGenerate buzzLive updates, tweets, images, videosSeed these on online media and interesting target communitiesOnline PRExtend reach beyond the physical visitorCreate a hashtag for the event (#ieia)Works well if there is seminar component also
  • 19. Post Event: continue the engagementThink of the exhibition brand in a long term focusWill reduce cost of reach subsequentlyThe “conversation continues”Becomes an online “destination” for the industry; exhibition being the one-time networking opportunityPotential to convert it into revenue generating „online exhibition‟ property
  • 20. THE EXHIBITION BOOTH:IDEAS FOR AN INDIVIDUALEXHIBITOR
  • 21. 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..
  • 22. IBM’s #SweetTweets idea
  • 23. 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
  • 24. 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!
  • 25. Greatresponsegenerated
  • 26. Results for IBM’s#SweetTweetsidea? Expectation: 200 leads Result: 1,500 leads
  • 27. A SIMPLE TO-DO LIST -BEST PRACTICES FORSOCIAL MEDIA FOREXHIBITIONS…
  • 28. A few simple steps..Start with defining your goals – reaching exhibitors / visitors / media / consumersDecide platforms that make most sense depending on your target groupFacebook, 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
  • 29. Get word out
  • 30. Get word out..Use all touch points to enable people to find youYour stationery, your business cards, your website, your brochure, and your social media platforms..all must cross promoteStart getting word out EARLYCreate anticipation, address queries, enable people to plan their participation
  • 31. Social Media is about conversations…
  • 32. Some other tipsUse hashtags – work well for TwitteratiUse photographs and video extensivelyShare photos of previous events, share live photos of inauguration, attendeesLikewise video is BIG. Share videos of:  Previous events  Invitation to participate  Exhibitors‟ reactions  Attendees‟ responses  Celebrity visitors
  • 33. Other interesting ideas
  • 34. Tweetups at the event?
  • 35. AND TO SUM IT UP ALL..
  • 36. 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?
  • 37. Thank you. And any questions??SANJAY MEHTAJOINT CEO @ SOCIAL WAVELENGTHEMAIL:SMEHTA@SOCIALWAVELENGTH.COMCELL: +91-98200-40918TWITTER: @SM63