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NACS08 presentation on social media for consumer shows by The Westerfield Group
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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 Groupwww.westerfieldgroup.com
“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
WHY?The Importance of Peers & Experts
WHAT?Content. Control.Creativity. Celebrity.
WHO?One In Six of Everybody.
HOW?Social Networks + Web 2.0 Apps
Social Media
Web 2.0 Overview
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Data on this slide © 2008 Forrester Research, Inc.
% of Companies Adopting Web 2.0 Technologies in 2008
PublishingBlogs, Podcasts, Vidcasts
Blogs (Yours)
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mygardenspaces.com/SFblog mygardenspaces.com/NWblog
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Blogs (Somebody Else’s)
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northlandrosarium.blogspot.comgardenrant.com pittsburgh.about.com/b/2007/03/06/pittsburgh-home-garden-show.htm
thegoodearth.blogspot.com deviantdeziner.blogspot.comhttp://sacgardening.blogspot.com/
Podcasts:Super-Targeted
Radio
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podfeed.net/podcast/Global+Pet+Expo/10984
podcastdirectory.com/podshows/1373310
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Google.com (search = “wedding expo podcast”)
Podcasts: Portable
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autoblog.com/categories/auto-shows/
coffeegeek.com
Portable = customer friendly
Live PodcastsInterview 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
VidcastsApplications 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.
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worldbaristachampionship.com
SocialMySpace, Facebook, Linked In
LinkedInBusiness Connections
linkedin.com
MySpace 69 Mil (Mostly Young) Users
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Facebook 35 Mil (College/Professional)
Users
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Graphics / Audio
Flickr, YouTube, Powerpoint, Mobile
FlickrA Picture Is Worth 1,000 Words
flickr.com
Flickr Groups
Why not ask your attendees to submit their photos to your Flickr group?
A Video = 1,000,000 Words?
Possible Links for Multimedia
-Consumer Generated
-Producer Generated
-Exhibitor Generated
-CVB Generated
Psst… hey Rich, time to play some videos!
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Mom and daughter at the Garden Show
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Limo guys do well at wedding show
http://youtube.com/watch?v=T7BZgjTEXeMhttp://youtube.com/watch?v=PMP3aamOWDE
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Low Tech: Sharing Powerpoint
slideshare.com
Coming soon: Video on any platform, any device
kickapps.com
mov
flv
mp4
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Your Audience = An Army of Marketers
Encourage:
-Tell a Friend (WOM)
-Content Creation
-Content Sharing
-Accessibility
Links / NewsDigg, StumbleUpon, del.icio.us, Yelp
and competitors
Digg News as
Popularity Contest
digg.com
Also applies to • Reddit • Newsvine• Shoutwire
del.icio.us & StumbleUpon
del.icio.us stumbleupon.com
Links as Popularity Contest
Also applies to ma.gnolia, furl, shadows, etc.
Yelp, Bestuff
(The Best Stuff on the Internet)
Everything else as popularity contest
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bestuff.com
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yelp.com
Mobile, Search &
AggregatorsTwitter, Jaiku, Summize, Truveo,
FriendFeed, Lijit
TwitterWhat Are You Doing Right
Now?
Jaiku Twitter with Pictures
jaiku.com
Search
truveo.com summize.com
Search Videos Search Conversations
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What are people posting about your event?
Also, Technorati, IceRocket and Google for searching blogs
Aggregators
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friendfeed.com lijit.com
Keep track of your friends and network Keep track of all your online
profiles
Measuring Outcomes
Demand Generation
Thought Leadership & Branding
Search Engine Optimization
Internal Collaboration
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
?