This document discusses the benefits of using social media for business communications. It recommends that companies 1) meet their audiences where they are online through platforms like LinkedIn, Twitter and Facebook, 2) regularly publish relevant content to engage audiences and position the company as a thought leader, and 3) develop an integrated social media strategy that is coordinated with other communications channels like email and events to keep audiences engaged and drive traffic to the company's website. The presentation provides examples of how different companies have successfully used social media at trade shows and events to promote their brands and content. It concludes by offering the services of 3 Communications, a digital agency, to help companies develop effective social media strategies.

1. Leading through communications excellence A presentation on the benefits of social mediaNicholas BruneauFounder & CEO3 Communications

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AGENDA
Why Social Media?
1.Meet your audience where they are
2.Publish regular and relevant content
3.Develop integrated communications
4.Wheredo youstart?
3 Communicationsat a glance

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WHYSOCIAL MEDIA?
Is it only a channel for your corporate communications? Or can it be used to foster new client relationships, support marketing campaigns and lead to increased sales?

4. LinkedIn, Twitter and Facebook are all relevant online platforms that can complement your communications.
For example, a quick look on LinkedInreveals the following Technylaudience (without seniority this exceeds 14 Million):
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1. MEET YOUR AUDIENCE WHERE THEY ARE

5. Various groups and accounts are also active online:
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1. MEET YOUR AUDIENCE WHERE THEY ARE

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Not all the content must be created from scratch.
First of all you have an incredible amount of content existing and available in brochures, videos, presentations etc. That content can be re-used.
Second, evangelists, leaders, experts are publishing items that are value-adding to your target audiences. By developing a content curation strategy you can share relevant content and build your perception as a thought leader in the industry.
2. PUBLISHREGULAR & RELEVANT CONTENT

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Example: pre-trade show promotion of the Bayer Material Science stand at K2013 received over 2000 views. They followed this by showing video interviews of “Dreams of our partners” during the trade show. See http://youtu.be/8YZ2KUU6Ebs
2. PUBLISHREGULAR & RELEVANT CONTENT

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Example: Owens Corning used Slideshareto share presentations with participants at trade shows. At JEC Europe 2014 these technical presentations garnered over 1,000 views in the space of one month.
2. PUBLISHREGULAR & RELEVANT CONTENT

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Example: Linkedinwas used during the JEC Europe trade show to engage with professionals who were not present at the event. We used this event to start to build a base of followers (now almost 800 people from building materials, construction and chemicals industries) and reached almost 40,000 impressions only during the trade show without any advertising.
2. PUBLISHREGULAR & RELEVANT CONTENT

10. An integrated approach will drive quality traffic to your website and help facilitate new relationships. This is measurable, which also good in terms of KPIs:
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3. DEVELOP INTEGRATEDCOMMUNICATIONS

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By having a social media presence at events and trade shows you are building trust and engagement with your target audience, both online and offline.
3. DEVELOP INTEGRATEDCOMMUNICATIONS

12. 3. DEVELOP INTEGRATEDCOMMUNICATIONS
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Social media helps build engagement and excitement with clients and employees!

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3. DEVELOP INTEGRATEDCOMMUNICATIONS
Emailisnotonlyalive—it'sthenumberonedirectchannelintermsofdailyuseandprofessionalcommunications.AccordingtoExactTarget,77%ofpeopleprefertoreceivepermission-basedcommunicationsthroughemail.
Agoodemailcampaignwillhelpyouseeexactlywhoisengagingwithyourcontent,providingvaluableleadsforsalesandmarketing.IdeallythiswillbelinkedwithyourCRMtoolsforincreasedimpact.

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4. KEEP THE BUZZGOING
Communication activity (ie event, campaign, product launch etc)
Brand Narrative
Events once, twice a year, one-shot campaigns: In between, the buzz dramatically drops. The next event or campaign will require as many efforts to re-create the buzz as per the first event. With a continuous editorial plan, you keep the buzz going and you get the benefit from the conversational effect.

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5. WHERE DO YOU START?
Bysettingupyoursocialmediachannels,definingyourtargetaudienceandintegratingsocialmediaintoeverythingyoudo,youcanstartavirtuouscircleoftrustandone-on-oneconversations,bothonlineandoffline.
Oncewesetaplanwithjointobjectiveswecanworktogethertosetthebuildingblocksforyoursocialmediastrategy.

16. 3 Communicationsis a leading digital agency in Brussels focused on EU Affairs and B2B communications, with extensive experience working for multinational corporations, associations, NGOs and politicians.
We work with a network of experts and help companies reach their objectives online thanks to our understanding of technology and the business landscape.
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3 COMMUNICATIONS AT A GLANCE

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3 COMMUNICATIONS AT A GLANCE
Our Three Pillars video : http://youtu.be/Y7tBkvJvTEE

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Nicholas Bruneau
Founder & CEO
3 Communications
Tel: +32 487 44 60 40
Email: nbruneau@3communications.com
www.3communications.com