The document discusses how consumer-generated media through various web 2.0 technologies can improve event attendance and retention. It outlines specific technologies like blogs, podcasts, social media sites, photo/video sharing sites, and more that event organizers can leverage to build community engagement throughout the year. By harnessing the power of word-of-mouth and peer/expert opinions, organizers can better promote their events and measure the impact of their social media strategies.

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 www.westerfieldgroup.com

2. “ 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.” - Theses #11 from The Cluetrain Manifesto It’s About Harnessing Word of Mouth to Work for You

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. Web 2.0 Overview

5. Data on this slide © 2008 Forrester Research, Inc. % of Companies Adopting Web 2.0 Technologies in 2008

6. Publishing Blogs, Podcasts, Vidcasts

7. Blogs (Yours) mygardenspaces.com/SFblog mygardenspaces.com/NWblog

8. Blogs (Somebody Else’s) northlandrosarium.blogspot.com gardenrant.com pittsburgh.about.com/b/2007/03/06/ pittsburgh-home-garden-show.htm thegoodearth.blogspot.com deviantdeziner.blogspot.com http://sacgardening.blogspot.com/

9. Podcasts: Super-Targeted Radio podfeed.net/podcast/Global+Pet+Expo/10984 podcastdirectory.com/podshows/1373310 Google.com (search = “wedding expo podcast”)

10. Podcasts: Portable autoblog.com/categories/auto-shows/ coffeegeek.com Portable = customer friendly

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. talkshoe.com

12. Vidcasts Applications like Ustream.tv 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. worldbaristachampionship.com

13. Social MySpace, Facebook, Linked In

14. LinkedIn Business Connections linkedin.com

15. MySpace 69 Mil (Mostly Young) Users

16. Facebook 35 Mil (College/Professional) Users

17. Graphics / Audio Flickr, YouTube, Powerpoint, Mobile

18. Flickr A Picture Is Worth 1,000 Words flickr.com

19. Flickr Groups Why not ask your attendees to submit their photos to your Flickr group?

20. A Video = 1,000,000 Words? Possible Links for Multimedia Consumer Generated Producer Generated Exhibitor Generated CVB Generated

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. Low Tech: Sharing Powerpoint slideshare.com

23. Coming soon: Video on any platform, any device kickapps.com mov flv mp4

24. Your Audience = An Army of Marketers Encourage: Tell a Friend (WOM) Content Creation Content Sharing Accessibility

25. Links / News Digg, StumbleUpon, del.icio.us, Yelp and competitors

26. Digg News as Popularity Contest digg.com Also applies to • Reddit • Newsvine • Shoutwire

27. del.icio.us & StumbleUpon del.icio.us stumbleupon.com Links as Popularity Contest Also applies to ma.gnolia, furl, shadows, etc.

28. Yelp, Bestuff (The Best Stuff on the Internet) Everything else as popularity contest bestuff.com yelp.com

29. Mobile, Search & Aggregators Twitter, Jaiku, Summize, Truveo, FriendFeed, Lijit

30. Twitter What Are You Doing Right Now?

31. Jaiku Twitter with Pictures jaiku.com

32. Search truveo.com summize.com Search Videos Search Conversations What are people posting about your event? Also, Technorati, IceRocket and Google for searching blogs

33. Aggregators friendfeed.com lijit.com Keep track of your friends and network Keep track of all your online profiles

34. Measuring Outcomes  Demand Generation  Thought Leadership & Branding  Search Engine Optimization  Internal Collaboration

35. Affordable for All Near Zero Financial Investment Significant Commitment of Time, Energy, Resources Willingness to Lead AND Listen Transparency Any Which Way But Top Down

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