Adopting Social Media for the Trade Show Industry


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Social Media Basics, Case Studies and Strategies

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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.
  • Adopting Social Media for the Trade Show Industry

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