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NACS08 presentation on social media for consumer shows by The Westerfield Group

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  1. 1. How Consumer-Generated Media Can Improve Attendance and Retention Building Community for Your Show(s) Throughout the Year Using Web 2.0 Technologies Rich Westerfield, The Westerfield Group
  2. 2. <ul><li>“ People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.” </li></ul><ul><li>- Theses #11 from The Cluetrain Manifesto </li></ul>It’s About Harnessing Word of Mouth to Work for You
  3. 3. The Importance of Peers & Experts WHY? Social Media WHAT? Content. Control. Creativity. Celebrity. WHO? One In Six of Everybody. HOW? Social Networks + Web 2.0 Apps
  4. 4. Web 2.0 Overview
  5. 5. Data on this slide © 2008 Forrester Research, Inc. % of Companies Adopting Web 2.0 Technologies in 2008
  6. 6. Publishing Blogs, Podcasts, Vidcasts
  7. 7. Blogs (Yours)
  8. 8. Blogs (Somebody Else’s) pittsburgh-home-garden-show.htm
  9. 9. Podcasts: Super-Targeted Radio (search = “wedding expo podcast”)
  10. 10. Podcasts: Portable Portable = customer friendly
  11. 11. Live Podcasts Interview from the show floor or take call-ins TalkShoe is first of new wave of apps that allow “live” podcasts, including call-ins via Skype. Shows are broadcast live then archived as standard podcasts.
  12. 12. Vidcasts Applications like allow you to stream live video, live chats and provide a unique “almost there” experience and an instant online community - ideally creating new attendees for future events.
  13. 13. Social MySpace, Facebook, Linked In
  14. 14. LinkedIn Business Connections
  15. 15. MySpace 69 Mil (Mostly Young) Users
  16. 16. Facebook 35 Mil (College/Professional) Users
  17. 17. Graphics / Audio Flickr, YouTube, Powerpoint, Mobile
  18. 18. Flickr A Picture Is Worth 1,000 Words
  19. 19. Flickr Groups Why not ask your attendees to submit their photos to your Flickr group?
  20. 20. A Video = 1,000,000 Words? <ul><li>Possible Links for Multimedia </li></ul><ul><li>Consumer Generated </li></ul><ul><li>Producer Generated </li></ul><ul><li>Exhibitor Generated </li></ul><ul><li>CVB Generated </li></ul>
  21. 21. Psst… hey Rich, time to play some videos! Mom and daughter at the Garden Show Limo guys do well at wedding show http: //youtube .com/watch? v=T7BZgjTEXeM http: //youtube .com/watch? v=PMP3aamOWDE
  22. 22. Low Tech: Sharing Powerpoint
  23. 23. Coming soon: Video on any platform, any device mov flv mp4
  24. 24. Your Audience = An Army of Marketers <ul><li>Encourage: </li></ul><ul><li>Tell a Friend (WOM) </li></ul><ul><li>Content Creation </li></ul><ul><li>Content Sharing </li></ul><ul><li>Accessibility </li></ul>
  25. 25. Links / News Digg, StumbleUpon,, Yelp and competitors
  26. 26. Digg News as Popularity Contest Also applies to • Reddit • Newsvine • Shoutwire
  27. 27. & StumbleUpon Links as Popularity Contest Also applies to ma.gnolia, furl, shadows, etc.
  28. 28. Yelp, Bestuff (The Best Stuff on the Internet) Everything else as popularity contest
  29. 29. Mobile, Search & Aggregators Twitter, Jaiku, Summize, Truveo, FriendFeed, Lijit
  30. 30. Twitter What Are You Doing Right Now?
  31. 31. Jaiku Twitter with Pictures
  32. 32. Search Search Videos Search Conversations What are people posting about your event? Also, Technorati, IceRocket and Google for searching blogs
  33. 33. Aggregators Keep track of your friends and network Keep track of all your online profiles
  34. 34. Measuring Outcomes  Demand Generation  Thought Leadership & Branding  Search Engine Optimization  Internal Collaboration
  35. 35. Affordable for All <ul><li>Near Zero Financial Investment </li></ul><ul><li>Significant Commitment of Time, Energy, Resources </li></ul><ul><li>Willingness to Lead AND Listen </li></ul><ul><li>Transparency </li></ul><ul><li>Any Which Way But Top Down </li></ul>
  36. 36. ?