The document discusses the critical role of social media in B2B marketing, emphasizing its extensive usage and potential for enhancing communication and engagement. It provides statistics on various platforms, showcases success stories from industry professionals, and outlines strategic approaches to effectively integrate social media into marketing efforts. The document highlights the importance of developing a strategic social media plan, understanding target audiences, and measuring success to maximize ROI.

1. You Can’t Afford To Be Anti Social
About Social Media
Social Networking for B2B
The Twitter #hashtag
for this presentation is
#IAEENYC

2. Consider The Facts Of Digital Migration
People are now getting their information, news and
entertainment online
 2 Billion People Online – Worldwide
 Newspapers are losing circulation and
many have closed their doors
 Broadcast losing viewers/listeners
 Direct Mail – Prices going up, services
going down
 Reed Business recently closed 24
industry trade publications

3. Social Media Facts
 Twitter  YouTube
 Over 106 million users  1+ billion views a day
 600 million search queries each day  20 hours of video uploaded every
 37% of users update through a mobile minute
phone o That is the equivalent of
 LinkedIn 130,000+ full-length movies in
theaters each week
 Over 65 million members in 200
countries  Flickr
 Over 50% of LinkedIn’s professionals  64 million users around the world
are decision makers in their companies  Holds more than 4 billion images with
 Facebook up to 3 million photos uploaded each
day
 Over 400 million active users  Blogging
 US user base grew from 42 million to  150 million blogs indexed by
103 million in 2009, a 144.9% growth Technorati
rate!  77% of of internet users read blogs

4. Social Media Is Surging
 31% of B2B and B2C companies have incorporated social
media into their exhibit marketing, 24% have used used it
for corporate events.
 1/3 of those that have used social media as an exhibit-
marketing tool set measurable objectives. Nine out of 10
of those indicated the their social-media efforts met or
exceeded those preshow objectives.
 90% believe social media has “limitless” potential for
exhibit and event marketing.
 More than three-quarters expect the value and
importance of social media as a marketing tool to
increase “strongly” or “somewhat” in the coming year.
Source: Exhibit Media Group

5. Social Media Is Surging
*
*
Source: Exhibit Media Group

6. What Industry Professionals
Say About Social Media?
 “Using social media, we increased attendance at our regional
meetings by 50 percent over prior years, and did so at about
50 percent of the cost.”
 “We have seen a huge uptick in Twitter usage lately. We
have also seen more people checking out our live events
online by logging in to Webcasts and listening to podcasts.”
 “By using Twitter at a recent trade show, my company was
able to drive brand awareness among attendees. We were
also able to increase the amount of traffic to our booth.”
 “Social media has increased our search engine optimization
scores/rankings. We plan to continue using it as part of our
marketing efforts.”
 “I wish I had the extra time needed to learn more about
social media and how to harness it properly for marketing
purposes.”
Source: Exhibit Media Group

7. What Does This Mean To You?
 Your Target Audiences Are
Already Using Social
Media
 They are Already Talking
About You & Your
Competitors (Love Your
Show, It Sucks)
 If You Aren’t Engaged, You
Aren’t Managing Your
Reputation
 You Are Ignoring An
Important Communications
Opportunity

8. 10 Social Media Truths
 It’s Not A Fad – It Ain’t
Going Away
 It CAN Be A Very
Effective Marketing Tool
 It’s Just Another Marketing
Tool, Not The End All & Be
All
 It Needs to Be Integrated
With And Complimentary
Of Other Program
Elements
 You Can’t Always Control
What Is Being Said About
Your Organization

9. 10 Social Media Truths
 You Are Going To Need The Right
Resources (People, Time and Money)
 Be Aware Of The Silent Majority
 Need Buy-In from Top (Create
Evangelists)
 Social Media May Not Be Right For
You Right Now
 You Need A Strategic Social Media
Plan

10. Develop Strategic Social Media Plan
Have Clear Cut Goals & Measurable Objectives
 Drive traffic to your website &
increase registration
 Build pre-show, onsite and post show buzz
 Increase seminar attendance
 Get exhibitors involved
 Create online promotions
 Sell sponsorships
 Integrate with other MarCom program elements
 Realistically Assess Available & Needed Resources
 Measure the results

11. Identify Your Online Target Audiences
 Groups/Communities/Lists
on LinkedIn, Facebook,
YouTube, Twitter and
other platforms
 Integrate Databases
 Tools such as Batchbook
and HighRise
 Industry blogs
 Key Allies and Evangelists
 Associations
 Thought-Leaders
 Media Partners

12. Identify Your Content
 Existing content
 news releases
 white papers
 Videos
 Etc.
 Partners content
 Trade magazines
 Associations
 Influentials
 New content you need to
create

13. Create Your Social Media Presence
Social Networking Sites
 Blog  Face book
 Twitter  YouTube
 LinkedIn  Flickr

14. Blogs
MAY 3-7, 2010
Theme:
Announcement of
SM Platform  Blogger and Wordpress
Ally: The News MONDAY TUESDAY
Social Media
WEDNESDAY THURSDAY FRIDAY
combined have more unique
Blog
Announcement
worldwide visitors than any
• Teaser Tweet
for Blog
• Tweet Link to
Social Media
• Tweet link to
Survey Question
other social networking site
• Survey • Link to Live • Tweet Survey Coverage Results
Twitter Question of the
Week
Blog Questions
Reminder
(possible release
content)
• #FF Tweeps
• Possible RT  Create Editorial Calendar and
• Post link to
blog with • Post links to
• Post links to
results of survey
Policy
• Ally of the overview social media • Review key
week post
• Cross-Content
• Promote Face
book’s Survey of
coverage by
allies or other
groups for
sharing of
 Hot Topics
LinkedIn Post if necessary the Week media content
• Post link to • Post links to  Compelling Content
blog with results of survey
• Ask Survey
Question of the
overview
• Promote Face
• Review key
groups for  Industry Themes
Week based on book’s Survey of sharing of
Facebook weekly theme the Week
• Monitor allies
content
 Credible Voice
for potential
cross-content
postings aimed at
 Use SEO/Keywords
YouTube week’s theme
 Be Flexible
 Engage!

15. Twitter
 “Micro-blogging” site 140-
characters at a time
 Set up a list for the show
 Follow the attendees you can
locate and add them to the list
 Implement the list in an
aggregator like Seesmic
Desktop, Hootsuite or
Tweetdeck
 Listen and engage in
conversation

16. Use Twitter to Brand Events and Hash Tags
to Create Top of Mind Awareness
#IAEENYC
 Create and use a branded hash tag for your company or event
 Example: #IAEENYC
 Create and use a hash tag for company as a show or event
 Example: #MarComProsIHA
 Use both on all of your show related Tweets
 Example: Was interviewed by @MarComProsIHA at #housewares
and came away with a lot of great insight.
 Tweeting Often while at the show creates valuable visibility!
 Test Ideas, Survey Your Audience
 Ongoing Customer Service/Care
 Onsite Promotions!
 Have a Tweetup!

17. LinkedIn
 Leverage your connection to groups
and create a more permanent
data flow
 Create, Facilitate and Moderate
Groups
 Ask and make Recommendations
 Lead Generation
 Become an expert in the Answer’s
Forum
 Integrate other social media
platforms such as your blog feed
 GET RECOMMENDATIONS – great
testimonial!
 Utilize a direct ad campaign –
very targeted

18. Facebook
 Pages Are…
 Widely Accessible
 More Applications
 Tracking and better visibility
 Actions are documented
 Create a “Personality”
 Add Surveys, Photos, Video, Events
and try a contest
 Create Individual/Group Brand
Experiences
 Integrate Database
 Increased Business Opportunities

19. YouTube
 Become a Vlogger!
 Become a face in the industry
 Create a Channel
 AIDA
 Attention
 Interest
 Desire
 Action
 Quality Counts
 Many uses
 Training
 Testimonials
 Contest

20. Flickr
 Snap pictures of visitors, and send them
those images as follow up
 Twitpic
 Yfrog
 On Facebook & Flickr, tag these images
with company and individual names
 Be descriptive with photos and use
keywords (optimize for search)
 Quality and Quantity counts
 Share when possible

21. Listen to the Show Outposts & Engage
 Use an LCD monitor to your booth or event
 Search for the name of the show,
company or event on Twitter
 search.twitter.com
 Collecta.com
 Identify Opportunities
 Avoid Crisis Situations
 Post Responses

22. Create Visual Experiences
with Powerful Video Tools
Video Goes Viral
 Video interview booth
visitors and customers -
feature and tag them on
your company blog and
other sites
 Capture interesting
keynotes and sessions and
interview the speakers
 Post videos online for
Brand Reinforcement
 Use as a communication &
sales tool
 Video Tips
 Able to use in multiple
languages (post-
production)

23. Using Your Blog as Follow Up
 Write special recap posts
and reactions from the show
with additional information
and resources
 Ask select visitors to guest
post on your company blog
 Follow up with prospects to
get more video interviews.
 Use Skype Recorder for
long distances

24. Consider Creating A Dashboard
 Easy Access and
Listening Tool for
Your Content
 Customizable for
your Industry
Applications
 Revenue Generator
Tools (Sponsorship)
 Connect 365
(Designed to be the main
framework for your show,
event or even your
association website)

25. Expanding Social Networking
Portable Data and Mobility
 ChirpE
 Foursquare
 Pathables
 WhosHere
 Use the TripIt Application
to set up live visits via
LinkedIn
 New Applications
 New Frontiers – The Future

26. Additional Social Media Ideas
 Create a Twitter list of your show/organization’s staff,
sponsors and speakers
 Create a custom Twitter background that reflects your show/
organization’s mission and brand
 Use Twitpic to share photos
 Use short URLs to track link performance (bit.ly, tinyurl.com)
 Use Facebook Insights to get activity and demographic data
 Encourage evangelists to upload videos
 Use a “share this” widget on blog posts, Web pages, etc
 Promote your social media channels via Web sites, emails,
footers, etc.
 Display RSS feeds from a blog or Twitter account on your
Web site.

27. Success Metrics
Build an ROI set based on your dimensions of value.
Include a mix of qualitative and quantitative.
 # fans, # followers, # friends  Response Time
 # of comments  Issues Resolved
 # of participants on thread  Depth of Thread
 # posts  Traffic Increase to Site
 # of embeds  Diggs
 # back links  Stumbles
 # page loads  Subscriptions
 # downloads

28. Your Takeaways to Solving
the Social Media Puzzle
 Get Started  Community before commerce
 Think Strategically  Ongoing Measurement
 Be Honest and Transparent  Encourage Personalities
 Listen first, then Connect  What is in it for your
 Participate and Contribute customer? If nothing, don’t
bother.
 People congregate around
relevance and value  Keep Working It

29. THANK YOU!!!!!
Feel Free to contact us with any questions, concerns or ideas:
Roger Halligan
Tim Ward
socialmedia@h-a-intl.com
www.h-a-intl.com
@marcompros