Social Media for Trade Shows for Skyline KC

#SkylineKC @bestofjess @emfluence

Jessica BestCommunity Director, emfluence

[email protected]@bestofjess


Social media =» Web‐ and mobile‐enabled marketing and

engagement channels » that allow individuals and/or groups to generate content, » exchange content,» engage in peer‐to‐peer conversations.

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Why do you marketers care? Let’s follow the money…Billions are being spent online by smart marketers.Of all digital channels, social and mobile are growing at the fastest pace.


» 34% of the worlds population (2.4 billion people) are on the internet as of June 2012. (Source: Internet World Stats)

» 62% of people on the internet use it to connect to social media. (Source: Webmarketing123)

» 92% of people share content with their friends via social networks.(Source: AOL/Nielsen)


» Low barrier to entry

» Immediate

» Trackable

» Cost effective

» Connects with community

» Strong Return on Investment

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Social media is NOT:» A strategy» A stand‐alone channel» A magic pathway to success

Social Media IS a strong component in a good multi‐channel marketing strategy.» (social+ email + direct mail + tradeshow booth)


» The boss said so and everyone is doing it» Sales and Marketing» Branding» Web Traffic» Customer Support» Reputation Management» Hiring» SEO

Understand why you want to utilize these channels and what you want to accomplish.


» What’s your capacity?» Where is your audience?


» Which channel(s) are right for you?» What’s your capacity?» Where is your audience?

» Stick with the majors.


» One billion monthly active users as of October 2012.

» 584 million daily active users on average in September 2012.

» 604 million monthly active users who used Facebook mobile products as of September 30, 2012.


» over 500 million active users as of 2012

» generating over 340 million tweets daily

» handling over 1.6 billion search queries per day


» Over 800 million unique users visit YouTube each month

» Over 4 billion hours of video are watched each month on YouTube

» 72 hours of video are uploaded to YouTube every minute


» 48.7 million unique visitors in February of 2013

» 50% have a household income of $50k+

» 72% female


» The world’s largest professional network on the Internet with more than 187 million members in 2012.

» LinkedIn members will perform 5.3 billion professionally‐oriented searches in 2012.


» Globally, there are about 3.3 billion email and there will be 4.3 billion by 2016.

» 86% of people have willingly given their email (“opted in”) to a retailer

» The Direct Marketing Association cites the average ROI (Return On Investment) for email marketing at $28 returned for every dollar spent

» 37% of direct marketers report that email delivers their strongest ROI. More than direct mail at 33%.


» 91% of Adult Americans have cell phones (Pew, June 2013)

» 97% of text messages are read by the recipient within 15 minutes of receiving it (Nielsen)


» Have measurable goals» Engage» Act like a human» Have a social media policy» Monitor» Track, measure and improve

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» Have a plan – start well in advance» Build hype across multiple channels

» Ex. Who’s heading to the DMA conference this year? Our team will be at booth 914! Stop by for the show’s best swag.

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» Make your own life easier with social media


» Combine social messaging with targeted phone calls and direct mail.

» Be a multi‐channel marketer.» Try to schedule fixed meeting times in advance.» Give them a good reason to visit you.


» ENGAGE! Go big


» ENGAGE! Go big» Attend sessions» Tweet notes» Have an opinion» You are branding with every post» Ask questions, start conversations


» Listen & respond to what’s already out there

» … especially if it’s about YOU.


» Follow up» Post a post‐show summary of notes/tweets» Send email» Make phone calls» Focus on A, B, C leads appropriately» Use a CRM


Jessica BestCommunity Director, emfluence

[email protected]@bestofjess

Business

Social Media for Trade Shows for Skyline KC