Presented at the @NSSF SHOT Show Academy, Las Vegas, NV on June 15, 2017 for exhibitors to plan a realistic social media campaign.

1. TARGET YOUR SOCIAL MEDIA FOR
MAXIMUM IMPACT
Stephanie Selesnick

2. 1. Why have a social media roadmap?
a. Creates excitement about your products/booth/company
b. Increases your audience beyond the physical show
c. Can attract people to your booth
d. All of the above
2. The percentage of marketers (in a recent study) who agreed photos
are essential to trade show social media efforts.
a. 25 c. 75
b. 50 d. 100
SOCIAL MEDIA QUIZ

3. True/False:
3. @nssfshotshow has over Twitter 74,000 followers
4. @shotshow’s Instagram is 22,000 followers
5. New content ideas are few and far between
6. A Handle is a topic and represented by #, and a
Hashtag is an account name is represented as @
7. Photos of kittens and/or puppies always work.
SOCIAL MEDIA QUIZ

4. Fill in the blank:
8. The most useful social media platform for trade shows is:
__________________________
9. The Instagram #shotshow had how many posts as of last Sat.?
__________________________
10. The one thing all successful social media campaigns have in
common: ___________________
SOCIAL MEDIA QUIZ

6. Rule #1: People share what touches them,
means something to them. Deliver this and they will share.
Rule #2: Go to the social media platforms where
our clients and potential clients are.
Top 4 platforms: ________________, _______________, _____________, ___________
Rule #3: Social media is about the audience- not about us. (WIIF)
Besides our own content, what can we share?
Rule #4: To be successful, you must assign someone to run the
campaign. Give them the time and resources to do it right.

7. Credit: SD Internet Marketing

8. GOOD POSTS
vs.
POOR POSTS
Puppies & Kittens
always win!

9. GOOD POSTS
vs.
POOR POSTS
Puppies & Kittens
always win!

10. Which is the
GOOD POST
and which is the
POOR POST?

11. GOOD POST
or
POOR POST?

12. GOOD POST
or
POOR POST?

13. GOOD POST or POOR POST?

14. GOOD POST
or
POOR POST?

15. GOOD POST
or
POOR POST

16. GOOD POST
or
POOR POST

17. HINTS
1. Make someone the “keeper” of the content
2. Collect as much as you can during move-in & during
the show – Cull later
3. Off hours are great sources of additional content
CONTENT CREATION
Exhibitions provide a great opportunity to create
content which may be used post show (re-purposed)
in a myriad of ways.

18. Content Creation: Celebrity Visit

19. CONTENT CREATION:
Fun times off show site

20. PRE-SHOW:
Product Release

21. PRE-SHOW:
Blogger/
Media Interest

22. PRE-SHOW:
Show Specials

23. PRE-SHOW & ON SITE:
Contests

24. AT SHOW:
Move In

25. ON SITE: Contests

26. ON SITE:
Customers w/
Product(s)

27. ON SITE:
The Team!

28. ON SITE:
Make Ahead

29. ON SITE:
Last Day of Show

30. Product Shot
Pro Photo
Quote
Food and/or restaurants
Anytime!

31. Video &
Live
Streaming

32. POST SHOW:
Fans & Recaps

33. POST SHOW:
Tell a Story

34. POST SHOW:
Videos, Promotions, Specials

35. SOCIAL MEDIA
ACTION PLAN
Content
Platforms
Frequency
Consistency
Humor!

36. SUMMARY
1. Plan Ahead
2. Share with your Team
3. Make as much good content as you can ahead of show
4. Start competitions or show specials before the show
5. Be respectful
6. Don’t be BORING
7. Share, share, and acknowledge!
8. Capture a variety of content at the show

37. 1. Why have a social media roadmap?
a. Creates excitement about your products/booth/company
b. Increases your audience beyond the physical show
c. Can attract people to your booth
d. All of the above
2. The percentage of marketers (in a recent study) who agreed photos
are essential to trade show social media efforts.
a. 25 c. 75
b. 50 d. 100
SOCIAL MEDIA QUIZ - Answers

38. True/False:
3. @nssfshotshow has over Twitter 74,000 followers True
4. @shotshow’s Instagram is 22,000 followers False: 50,000+
5. New content ideas are few and far between False
6. A Handle is a topic and represented by #, and a Hashtag is
an account name is represented as @. False
7. Photos of kittens and/or puppies always work. True
SOCIAL MEDIA QUIZ - Answers

39. Fill in the blank:
8. The most useful social media platform for trade shows is:
______TWITTER____________________
9. The Instagram #shotshow had how many posts as of last Sat.?
_________94,582_________________
10. The one thing all successful social media campaigns have in
common: Consistency!
SOCIAL MEDIA QUIZ - Answers

40. Why is this
awesome?

41. Resources:
Shorten URL’s (great for reposting!): www.bitly.com
MEME’s: https://makeameme.org
.gifs: www.giphy.com
Custom branded .gifs: https://ezgif.com/
Making videos (for Twitter, but works for other platforms):
http://bit.ly/2taTFFS

42. TARGET YOUR SOCIAL MEDIA
FOR MAXIMUM IMPACT
Presented By Stephanie Selesnick
President, International Trade Information, Inc.
stephanie@intltradeinfo.com
@StephSelesnick