Harness the Power of Social Media

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August 13, 1:00 – 2:00 EDT
Harness the Power!
• Defining the social media tool suite
• Building relationships through viral marketing
• Traditional marketing versus new media marketing
• Using social media to recruit attendees and exhibitors

Speaker:
Shawn Pierce, Vice President of Divisional Operations, Hanley Wood
Pierce has more than 13 years’ experience serving the tradeshow industry. He also created
ADAPT (A Database Analyzer & Prospecting Tool), a database system used worldwide to track
attendance and marketing data for exhibitions companies, for which he received the 2003 Trade
Show Executive Innovation of the Year Award.

Published in: Technology, Business
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  • 08/18/09
  • Before we start… Range of expertise Social media definition Questions via GoToWebinar and Twitter Define social media/social media tools. Webinars? Blogs? What other solutions are we talking about?
  • Whatever solutions are used, there is no substitute for planning. Every organization must spend time understanding their community and identifying the passion that bonds the members. This is critical to the launch of the tools. Adjust your plan according to where the audience exists Quality content (Message) will always be the key to successful social media solutions.  Don’t get trapped by magic pixie dust – if it sounds to good to be true – it is.  Relationships require time and investment.
  • Since maintaining market share equates to winning in these difficult times, adopting inexpensive social media solutions over more expensive and resource intensive traditional marketing solutions can provide leverage over your competition. Competitive advantage is the commitment since there are no barriers to your competition
  • Social media solutions are only part of the comprehensive tool suite. It is important to recognize that these tools work best when combined with other traditional marketing media such as email campaigns. Social media is a commitment not a campaign
  • Integration with other tools must be considered. What good is capturing new community members if the process to transfer them into the database takes weeks? Any new solution should be reviewed to determine if it could be connected into the existing systems. Our job is to drive traffic for buyer/seller connections
  • Don’t be fooled by the Hype - Social media is not free.  If your organization is going to create or participate in a community, resources are required.  Be smart and plan prior to launching.  Think strategically when designing a comprehensive marketing plan enabling traditional marketing in addition to social media marketing. Consider social media as an art.  Not everything goes according to plan so be flexible and try many approaches.  Measure results and focus on what works. TS2 fan page – never updated Campaign not a community
  • Goal: All about developing relevant messages delivered to masses which generate relationships that in turn create connected communities. Create plan that includes tangible objectives with measurable results. Take inventory of your resources and budget and be realistic. While many social media tools can be low cost, they can also quickly become resource intense if you let them. Placing your marketing manager on Twitter and Facebook may not be the best tactic for your organization goals. Assign resources according to organization value. The best way to get smart about social media is get into the game.  Start a blog, join LinkedIn, and send a Twitter message.  Learn from experiencing. Remember – it is a commitment, so you have to start.
  • Identify your community, content and conversation Support, not create a community with a definite purpose. No purpose, no loyalty. Community – Generate a following by spreading your brand across targeted web vehicles and creating a feedback loop that converts interest into sales leads When asked what is the best social media tool to launch; the obvious answer is the tool where you find your community.
  • Webinars may become the new virtual events. They allow for self-selection based on content, thus creating a very qualified audience and with newer technology, are starting to facilitate viable lead generation results.   Need a plan for the year. Don’t let it become noise. Hype and plan – why it is a benefit. Need business plan around the webinar.
  • Webinars may become the new virtual events. They allow for self-selection based on content, thus creating a very qualified audience and with newer technology, are starting to facilitate viable lead generation results.   Need a plan for the year. Don’t let it become noise. Hype and plan – why it is a benefit. Need business plan around the webinar.
  • Harness the Power of Social Media

    1. 1. MTO Tech Webinar Series Social Media: What Do I Need to Know? “ Harness the Power" Thursday, August 13, 1:00 – 2:00 EDT With Stephen Nold CEO, Founder MeetingTechOnline Shawn Pierce Senior Vice President Hanley Wood
    2. 2. Thanks to the Sponsors
    3. 3. Chat Live with us on Twitter
    4. 4. Market using Social Media Metrics Integration with Current Event Systems
    5. 5. Tool Choices
    6. 6. Part of the Marketing Mix
    7. 7. The Social Media Tools
    8. 8. The Tool Suite
    9. 9. Social Media Layers
    10. 10. Platforms
    11. 11. 2 nd Tier Applications
    12. 12. Aggregators
    13. 13. The Tools
    14. 14. Purpose Driven Community
    15. 15. <ul><li>MeetingTechOnline </li></ul><ul><li>Free 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>For more information on Stephen Nold and MeetingTechOnline [email_address] @stepnold (twitter) www.tradeshowweek.com </li></ul><ul><li>For more information on Shawn Pierce and Hanley Wood [email_address] http://www.hanleywood.com </li></ul>Additional Information
    16. 16. <ul><li>MTO Summit San Francisco October 21-22, 2009 Hyatt Fisherman’s Wharf MTOWeb0813 </li></ul><ul><li>Webinar Attendee Rate: $79 ($299 onsite) </li></ul><ul><li>Webinar Replay – in 24 hours </li></ul><ul><ul><li>http://www.mtosummit.com/techwebinar </li></ul></ul>MTO Summit Discount

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