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Effective Connections in an Electronic World Social media has been revolutionizing business marketing strategies and bringing new meaning to the term “networking.” Twitter, Facebook, LinkedIn and many other online communities are redefining the event and trade show industry as well as the attendee experience. This session will focus on innovations in technology that impact exhibitors and their marketing efforts. It will discuss how to implement these new tools to create a successful event and a memorable experience as well as provide examples of how top companies are effectively using these new marketing mediums.
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The Power of Social Media for the Trade Show Industry
Tools for Value-Driven Success
Stephen Nold, CEO Tarsus Advon, USA
Social Evolution Video
Agenda
• 3 innovations in technology that impact exhibitions and their marketing efforts– Social Media– Mobile applications– Virtual Events
• Case Studies• Strategies & Tactics
– Creating a Playbook• Compelling Reasons for Social Media
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• Stephen Nold• The Power of Social Media for the
Trade Show Industry• AEM
2010 is the year of Execution
Virtual events were going to replace tradeshows…
2008 - 2009 was the year of social media…
2004 = .com boom and bust
2000 - 2003 = rise of virtual events and RFID
2005 = match making
2006 - 2007 = social networking
What is Social Media?
• Communities• Conversations• Connecting people • Content
• All Online
How does Social Media apply to the Tradeshow Industry?
• Communities – audience + exhibitors + press + speakers + experts = found in online communities
What’s your plan?
Show management is
discussing social media
Weary
Event producers are
listening to consultants talk
about social media
Exhausted
Conference attendees are
trying new social media toolsWorn-out
What are the…
PROVEN strategies to brand LinkedIn
web innovation blogs research idea redesigns
Inspire business Customer Wisdom
online communities & website email collaboration Facebook Discussion Forums
success planning Education experience
Monetize technology Podcasts products
new media marketing campaigns?
What are the…
PROVEN strategies to brand LinkedIn
web innovation blogs research idea redesigns
Inspire business Customer Wisdom
online communities & website email collaboration Facebook Discussion Forums
success planning Education experience
Monetize technology Podcasts products
new media marketing campaigns?
What are the…
PROVEN strategies to
Inspire online communities &
Monetize
new media marketing campaigns?
If Facebook were a country, it would
be the 3rd largest country in the world…
What island are your customers on?
Should you be asking…
How do your customers benefit from online socializing?
Maybe you should ask…
Maybe you should ask…
Why do people
connect with
organization?anyour
Do you know?
Why do people
connect with
organization?your
Really… Do you know?
online
Why do people
connect with
organization ?
What drives online communities to
buy from you?
Maybe you should ask…Maybe you should also ask…
What drives online communities to
register for your event?
Which really means…
5 Resources to launch and maintain social media
• Blogs• Twitter• LinkedIn• Facebook• Video
3 Innovations
– Social Media– Mobile applications– Virtual Events
Value of the most useful social media tools
Examples on tools impacting sales & marketing reach
National Association of Broadcasters
BlogWorld
Hanley Wood
MTO Summit
Hype & truth on SM solutions
Paying a lot of money for social media doesn’t give any clear advantages
It isn’t free
Research: no one has a comprehensive social media plan
Suppliers are launching partial solutions
Leverage Community & Network to Achieve Goals
1. Recruit attendees2. Grow community3. Enhance
networking4. Increase brand
awareness5. Recruit exhibitors6. Create value for
exhibitors
7. Generate event buzz
8. Drive online commerce
9. Supplement current marketing efforts
10.Conduct research11.Provide online
event connectivity12.Manage
reputation
Four Pillars of A Social Media Playbook
I. Build Infrastructure and Online Presence
II. Grow Your Online CommunityIII.Leverage Community to Achieve
GoalsIV. Monitor Performance Toward Goals
Organizations must design a social media Strategy Playbook
Social Media Playbook
