Social Media: What’s Working and the Top Five Immediate Action Steps October 2009 Steve Suhm, Marketing Manager,  Associat...
Thanks to our Sponsors
Chat Live with us on Twitter
Agenda <ul><li>Social Media Research Results </li></ul><ul><li>Getting Senior Management Buy-in </li></ul><ul><li>Implemen...
Social Media – Research Results Which of the following  Social Media sites are you  aware  of? Which of the following Soci...
Social Media – Research Results Rate your level of interest in joining an  online community specific to your industry. Whi...
Getting Senior Management Buy-in <ul><li>Dispel the myths </li></ul><ul><ul><li>Myth:  Our attendees have no interest in S...
Getting Senior Management Buy-in <ul><li>Set Expectations </li></ul><ul><ul><li>Planting the seeds – It’s going to take ti...
Implementation Tactics <ul><li>Facebook / LinkedIn </li></ul><ul><ul><li>Pre-show </li></ul></ul><ul><ul><ul><li>Develop P...
Implementation Tactics <ul><li>Facebook / LinkedIn </li></ul><ul><ul><li>Onsite </li></ul></ul><ul><ul><ul><li>Answering q...
Implementation Tactics <ul><li>YouTube </li></ul><ul><ul><li>Pre-show </li></ul></ul><ul><ul><ul><li>Post abbreviated vers...
Implementation Tactics  <ul><li>Twitter </li></ul><ul><ul><li>Pre-Show </li></ul></ul><ul><ul><ul><li>Two messages a week ...
Implementation Tactics <ul><li>Twitter </li></ul><ul><ul><li>Onsite </li></ul></ul><ul><ul><ul><li>Send five to ten messag...
What’s Working <ul><li>Twitter </li></ul><ul><ul><li>Social Media savvy exhibitors and publishers are active on twitter </...
Research Results  Getting Buy-in  Implementation Tactics  What’s Working  Top Five Immediate Steps
Immediate Action Steps <ul><li>Register Accounts! Careful of who you attach the accounts to and don’t forget Hootsuite </l...
Success Stories <ul><li>National Association of Broadcasters: 1,500 Registrations – top performing strategy </li></ul><ul>...
<ul><li>Blogs </li></ul><ul><li>Tradeshow Week,  Event Tech   www.tradeshowweek.com/blog/stephennold </li></ul><ul><li>Soc...
Thanks for Joining Us <ul><li>Copy of this presentation at  www.slideshare.com /stepnold  (Search Stephen Nold) </li></ul>...
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MTO Summit Webinar: Social Media: What's Working and the Top Five Immediate Action Steps

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Spend 45 minutes with Steve Suhm from AEM to learn the early results of social media’s impact on event promotion. Find out how the current social media campaign has succeeded in meeting objectives and what the implementation tactics were.

In this session, you will learn:

• Social Media Research Results
• Getting Senior Management Buy-in
• Implementation Tactics
• What is Working
• Top Five Immediate Action Steps





Speaker:

Steve Suhm, Marketing Manager, AEM

Steve Suhm, Marketing Manager for the Association of Equipment Manufacturers (AEM), has 12 years of direct marketing experience and is committed to measureable marketing and cutting-edge promotion tactics.

Steve’s primary role with AEM includes the responsibility of promoting two of the construction industry’s largest trade shows – CONEXPO-CON/AGG and the International Construction and Utility Equipment Exposition (ICUEE).

In addition to his role in event promotion, Steve is responsible for all of AEM’s trade show analytics including focus groups, attendee surveys, and telemarketing surveys along with being the driver behind newly implemented Social Media strategies.

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  • MTO Summit Webinar: Social Media: What's Working and the Top Five Immediate Action Steps

    1. 1. Social Media: What’s Working and the Top Five Immediate Action Steps October 2009 Steve Suhm, Marketing Manager, Association of Equipment Manufacturers (AEM)
    2. 2. Thanks to our Sponsors
    3. 3. Chat Live with us on Twitter
    4. 4. Agenda <ul><li>Social Media Research Results </li></ul><ul><li>Getting Senior Management Buy-in </li></ul><ul><li>Implementation Tactics </li></ul><ul><li>What is Working </li></ul><ul><li>Top Five Immediate Action Steps </li></ul>
    5. 5. Social Media – Research Results Which of the following Social Media sites are you aware of? Which of the following Social Media sites do you use for personal use ? Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps
    6. 6. Social Media – Research Results Rate your level of interest in joining an online community specific to your industry. Which of the following Social Media sites do you use for work or to obtain industry information? Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps
    7. 7. Getting Senior Management Buy-in <ul><li>Dispel the myths </li></ul><ul><ul><li>Myth: Our attendees have no interest in Social Media </li></ul></ul><ul><ul><li>Myth “Facebook is only an online hangout for teens/college students.” </li></ul></ul><ul><ul><li>Myth “ Twitter only has chatter about menial tasks.” </li></ul></ul><ul><ul><li>Myth “LinkedIn is only used when someone is looking for a job.” </li></ul></ul>Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps
    8. 8. Getting Senior Management Buy-in <ul><li>Set Expectations </li></ul><ul><ul><li>Planting the seeds – It’s going to take time </li></ul></ul><ul><ul><li>Potential for negative or even vulgar public comments </li></ul></ul><ul><li>The “do nothing” Conversation </li></ul><ul><ul><li>Conversations happening whether we participate or not </li></ul></ul><ul><ul><li>Missing component of a promotion plan </li></ul></ul><ul><ul><li>Competitors fill void </li></ul></ul><ul><ul><li>Missing communication channel to customers </li></ul></ul>Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps
    9. 9. Implementation Tactics <ul><li>Facebook / LinkedIn </li></ul><ul><ul><li>Pre-show </li></ul></ul><ul><ul><ul><li>Develop Pages, Groups, and Events for each show </li></ul></ul></ul><ul><ul><ul><li>Promote corporate page to/through: </li></ul></ul></ul><ul><ul><ul><ul><li>Marketing and Management Committees </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Exhibitors </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Show Website </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Prospect lists </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Registered attendees </li></ul></ul></ul></ul><ul><ul><ul><li>Monitor groups, reply to questions if unanswered </li></ul></ul></ul>Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps
    10. 10. Implementation Tactics <ul><li>Facebook / LinkedIn </li></ul><ul><ul><li>Onsite </li></ul></ul><ul><ul><ul><li>Answering questions within groups </li></ul></ul></ul><ul><ul><ul><li>Post pictures from the show </li></ul></ul></ul><ul><ul><li>Post-show </li></ul></ul><ul><ul><ul><li>Report on measurables </li></ul></ul></ul><ul><ul><ul><ul><li>Number of “connections” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Number of comments/posts on wall </li></ul></ul></ul></ul><ul><ul><ul><li>Final report results of discussions </li></ul></ul></ul><ul><ul><ul><li>Post additional pictures from the show </li></ul></ul></ul>Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps
    11. 11. Implementation Tactics <ul><li>YouTube </li></ul><ul><ul><li>Pre-show </li></ul></ul><ul><ul><ul><li>Post abbreviated versions of the show video </li></ul></ul></ul><ul><ul><ul><li>Solicit past attendees and exhibitors to post their videos from previous shows </li></ul></ul></ul><ul><ul><li>Onsite </li></ul></ul><ul><ul><ul><li>Visit exhibitors ask for video on their new products </li></ul></ul></ul><ul><ul><ul><li>Record/post testimonials </li></ul></ul></ul><ul><ul><ul><li>Record highlights from the show – Action Shots </li></ul></ul></ul>Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps
    12. 12. Implementation Tactics <ul><li>Twitter </li></ul><ul><ul><li>Pre-Show </li></ul></ul><ul><ul><ul><li>Two messages a week starting six months before the show </li></ul></ul></ul><ul><ul><ul><li>Generate followers by promoting Twitter account through: </li></ul></ul></ul><ul><ul><ul><ul><li>Show Website </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Email promotions </li></ul></ul></ul></ul>Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps
    13. 13. Implementation Tactics <ul><li>Twitter </li></ul><ul><ul><li>Onsite </li></ul></ul><ul><ul><ul><li>Send five to ten messages a day during show hours </li></ul></ul></ul><ul><ul><li>Post-show </li></ul></ul><ul><ul><ul><li>Send twenty messages </li></ul></ul></ul><ul><ul><ul><li>Report on measurables </li></ul></ul></ul><ul><ul><ul><ul><li>Number of followers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Number of @ replies received </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Number of visits to promotion Web page </li></ul></ul></ul></ul>Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps
    14. 14. What’s Working <ul><li>Twitter </li></ul><ul><ul><li>Social Media savvy exhibitors and publishers are active on twitter </li></ul></ul><ul><ul><li>Viral effect – Re-tweets! </li></ul></ul><ul><ul><li>100’s of followers </li></ul></ul><ul><ul><li>500+ tweets on “ICUEE” during the week of latest show </li></ul></ul><ul><ul><li>Twitter on the homepage </li></ul></ul><ul><li>YouTube </li></ul><ul><ul><li>Videos of new equipment </li></ul></ul><ul><ul><li>Video of the opening ceremonies on homepage </li></ul></ul><ul><li>Facebook, LinkedIn – Extremely low activity, but planting the seeds </li></ul>Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps
    15. 15. Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps
    16. 16. Immediate Action Steps <ul><li>Register Accounts! Careful of who you attach the accounts to and don’t forget Hootsuite </li></ul><ul><li>Buy a Flip Camera </li></ul><ul><li>Add Social Media option for “How You Heard of Show” </li></ul><ul><li>Designate onsite “Social Media” person or team </li></ul><ul><li>Find the bloggers </li></ul>Research Results Getting Buy-in Implementation Tactics What’s Working Top Five Immediate Steps
    17. 17. Success Stories <ul><li>National Association of Broadcasters: 1,500 Registrations – top performing strategy </li></ul><ul><ul><li>First-time attendees </li></ul></ul><ul><li>Dell Computers: 1 million followers on twitter </li></ul><ul><ul><li>$3 million in revenue </li></ul></ul><ul><li>MTO Summit: 8% of audience </li></ul><ul><ul><li>Twitter Recruitment </li></ul></ul><ul><li>Walt Disney: 65,000 Happy Birthdays </li></ul><ul><ul><li>Twitter Recruitment </li></ul></ul><ul><li>Digital Thought: 20% of revenue </li></ul><ul><ul><li>LinkedIn Recruitment of Suppliers and Attendees </li></ul></ul>
    18. 18. <ul><li>Blogs </li></ul><ul><li>Tradeshow Week, Event Tech www.tradeshowweek.com/blog/stephennold </li></ul><ul><li>Socialnomics – Social Media Blog www.socialnomics.net </li></ul><ul><li>Chris Brogan www.Chrisbrogan.com </li></ul><ul><li>Events </li></ul><ul><li>IAEE Expo Expo in Atlanta, December 9-12 </li></ul><ul><li>Websites </li></ul><ul><li>MeetingTechOnline.com </li></ul><ul><li>Books </li></ul><ul><li>Socialnomics </li></ul><ul><li>Trust Agents </li></ul>Resources
    19. 19. Thanks for Joining Us <ul><li>Copy of this presentation at www.slideshare.com /stepnold (Search Stephen Nold) </li></ul><ul><li>For more information on Stephen Nold and MeetingTechOnline </li></ul><ul><li>[email_address] </li></ul><ul><li>LinkedIn:    http://www.linkedin.com/in/stephennold </li></ul><ul><li>Twitter: @stepnold </li></ul><ul><li>Facebook: http://www.facebook.com/stephen.nold </li></ul><ul><li>For more information on Steve Suhm and AEM </li></ul><ul><li>[email_address] http ://www .aem. org </li></ul><ul><ul><li>http://www.mtosummit.com/webinar </li></ul></ul>

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