General Overview on Social Media By: Caroline Faillet, Founder and Managing Director, BOLERO, Paris, France and Stéphanie di Mattia, Counsultant, High Potential Ressources SAS

1. Social media in the Exhibition Industry? UFI Focus Meeting April 30, 2010 Paris, France Stéphanie di MATTIA Consultant, HPR Foresight & Strategic Marketing Expertise in the Meeting Industry Caroline FAILLET Founder, BOLERO Web Intelligence & Influence

2. Why does the Exhibition Industry have to organize its presence in social media?

3.  You need to be where your e-reputation is being built and can influence the opinion of your targets

4. With Social Media & mobile devices

5. Your exhibition & venue can be... ...evaluated in real time Back from the Hi-Fi show […] What a sad, embarrassing event. It was like watching a slow rail crash - fascinating and horrifying at the same time. […] Why were there so few exhibitors? Perhaps its because there are so few visitors. Why are there so few visitors? Why didn't you go? Let me know! http://russandrews.blogspot.com/2005/10/back-from-hi-fi-show.html At11:37 AM, T.Grovessaid... The London Shoqis a nightmarebecause of location - beingnext to Heathrow isgreat for the International Dists/Manufacturers, but no good for payingcustomers. Toofar fromnearesttube Nightmareto park - ittakes about an hour to find a parking space

6. ... compared to your competitors  Visible to anyone e-connected

7. This e-reputation influences the choices and the decisions of your (prospective) customers

8. An increasing influence of social media on purchase decisions 72 % of people trust the information forwarded by persons they know Already 18 % of searches comes from social media and not anymore from search engines (Source: Nielsen Oct 2009) Consultation of official web sites has been decreasing from 18 months ↔ top-down information (Source: Alexia Internet)

9. You can not take control of what users are saying Forget it But you can manage it

10. How ? Official web sites ECONOMICAL WEB By organizing your presence where conversations creating opinions on your exhibitions / venues happen = outside your official web sites, in social media Social media Blogs Forums Chatrooms Social Networks Virtual world, etc. WEB 2.0

11.  You want to be part of the growing Digital Generations’universe to convince them to become your clients

13. to your competitors, if they are active and efficient in social media

15. If you want to create close links with the Digital Generations  to be part of their world You have no choice but to immerse yourself in their culture, with their codes

16. How ? Official web sites ECONOMICAL WEB Social media Blogs Forums Chatrooms Social Networks Virtual world, etc. By being in conversation with them where you have more chance to reach them = in social media WEB 2.0

17.  You need to build your own communities for a continuous contact with your targets Exhibition

18. Many brands and organisations are already conscious of the stake of building close relationships with their customers They animate virtual communities and create physical events to strengthen the relationship

20. Risk management Avoid loss Anticipate crisis New potential revenues Ideas to develop value added services Listen to your specific communities & Understand their expectations and search route Continuous improvement of your online & offline offers and communication Positive e-reputation Increase marketing efficiency Capitalization of the collected metadata Growth of qualified visitors Growth of exhibitors satisfaction “Ambassadors” Optimization of marketing and communication expenses

22. « Within a few years, a companythatdoesn’t engage in this sort of activitywill look dated » « You mightthinkthisconnection to the marketwouldresult in an unhealthy focus on the short term. But based on whatwe’veseen […] wethinkthis future willinsteadfoster a culture of responsivenessthat’sneeded to create effective long termstrategies. » « Companies need connections to their markets to create long-term loyalty » and they « won’t be able to build it in a week or a month once they realize they need it ».

23. Now we suppose you are conscious of the stakes for your exhibitions to organize their presence in social media

24. The new question becomes: How doing it efficiently?

25. Creating a blog?

26. … a wiki page?

27. Publishing contents on Slideshare, Flickr…?

28. Creating an official Web TV on You Tube?

29. Animating a group or a page on Facebook?

30. Developpingfollowers on Twitter?

31. Contacting web influencers?

32. Introducing your event to professional groups of the sector?

33. You will have to make choices…

34. … based on the most popular social media?

35. … based on the power of influence? Twitter : 60% of notoriety but 5% of users and 40% of conversations with no interest Facebook : 300 million users but 70% look atphotographs Forums : 22% of users, 10% of contributors SOCIAL NETWORKS Blogs : 133 million, but what is their audience? FORUMS BLOGS TWITTER

36. … based on marketing objectives? Guiding decisions Vote Comments Forums PR towardsinfluencers RSS and Twitter Youtube, Flick’R Informing Working your image Blog Facebook Social Networks Building close links with (prospective) customers

37. Certainly NOT This is still your own way of seeing things Always a top-down communication approach

38. If you do not want your actions in social media to be… … counterproductive A bad community management can create major crisis and damages in terms of image and customers relationships

39. … a total failure No fans on your Facebook page No follower on Twitter…

40. Only a one shot communication No strategic reflexion No capitalization

41. You first need to understand … Whoistalking in yoursector? Where? On which subjects? What is the profil of the audience? What is his power of influence? What is the risk of propagation? Who are the influencers? on which subjects? Who is looking for what? Why?

42. Subjects Communities Location A necessarydiagnosis Opinions Tones used Route of influence

43. When you understand how your targets are thinking, you understand their search route

44. What is the search route of your e-visitors? Google Specialised web site Youtube collaborative web site In network with the professional of the sector

45. Deployyourpresence online according to the search route of your e-visitors

46. Target your actions according to yourpriorities Take place and settle in early in the information chain. Competespecialized web sites with a high performance in SearchEngineOptimization Google Specialised web site Present and explain the value of yourevent to influencers Take the opportunity to create contents on Youtubebased on yourexhibitorsoffers, workshops… Youtube Add value to the existingnetwork by collaborative animation of yourevent collaborative web site In network with the professional of the sector Join the network !

47. Whatisyourpresence online going to be? Herea tacticalwebsite Google Here e-Public relations Specialised web site Here publishing content Youtube Here publishing content collaborative web site Here an official website In network with the professional of the sector

48. What you look for is not to be the one who speaks louder

49. … nor the most visible one

50. But to be the most influencial

51. To optimize your chance of success...

52. You need to integrate web uses Into your organization Access to social media Development of collaborators skills Creation of new functions, web expertise Efficiency Reactivity Simplified procedures Pragmatism Learning organization as they spread fast in the physical world

53. You need to integrate the web culture Into your behaviour Humility Lateral communication Coherence between online & offline, communication & actions Transparency, explanation, proof Long term commitments with your communities “It takes 20 years to build-up a reputation, 5 minutes to destroy it ” (Warren Buffett) Or you may be counterproductive in social media

54. Caroline FAILLET Founder, BOLERO Web Intelligence & Influence cfaillet@bolero.fr +33 611 59 25 79 Listen to the web communities to understand themUnderstand them to deploy the best targetted actionsDeploy the best targetted actions to be the most influencialAnd make sure you integrate web uses and web culture into your organization Stéphanie di MATTIA Consultant, HPR Foresight & Strategic Marketing Expertise in the Exhibition Industry sdimattia888@gmail.com +33 612 399 679