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What if Social Media Dramatically Changes Our Industry…Tomorrow?
“Assessment of Social Media impact on Events & Exhibitions"
Monday, September 14, 2009
by
Stephen Nold President
Advon Technologies
Prepared For
David Erich & Experient Team
Social media
an umbrella term
media (tools) designed for social interaction, created using highly accessible and scalable publishing techniques
online social conversations
transforms broadcast media monologues (one to many) into social media dialogues (many to many)
Changes people from content consumers into content producers
is a shiny new toy
Social media
Content/Conversation
Integrates technology, social interaction, and the delivery of words, pictures, video and audio.
Media/Tools
Social interface
I
customers
think are listen- Great!
But, are Yes -
they
ing?
Social media
Part of a comprehensive marketing mix
ToolsAn Approach
It is zillions of conversations that people are having…online…24/7…right now!
Social media is NOT
Inbound marketing
A single solution
A media
The message or content
Really that new anymore
What IF?• Most people starting using social media?
• Social Media was used more than email?
• There was a rush to adopt these tools?
• That people became the source of content - not editors and publishers?
• What if online education was the best way for people to learn?
What IF?• Most people starting using social
media?3/4 Americans use social technologyForrester: Growth of Social Technology, 2008
2/3 of the global Internet population visits social networksNielson: Global Faces and Networked Places, 2009
• Social Media was used more than email?Social Media is the #1 activity on the WebHuffington Post: Social Networking Sites Overtake Porn As Internet's #1 Search, 10/2008
What IF?• What if online education was the best
way for people to learn?“2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction”U.S. Department of Education Study
What IF?• SM was creating a
great marketing shift…
• becoming the most successful way to promote a brand…
• changing f2f marketing today…
• dramatically changing f2f marketing to becoming unrecognizable as we define it today…
What IF?
What if show organizers were already seeing success with Social Media?
What if Events were secondary to Social Media communities and our customers focused on creating online communities first and then offered live face to face interactions second?
NAB Results
1,500 Registrations – top performing strategy First-time attendees
• More Friends and Followers Twitter: 26 to 2,182; Facebook: 147 to 888; LinkedIn:
14 to 550
New strategic partnerships and relationships Database of 550 community leaders
Increased Web site traffic Up 14% from 2008; 50% new visitors Opening Day: 25K unique visitors – up 50% from 2008 Social Media sites rank in top 50 referring sites
Social Media is real
ValuableMay transformCan be monetizedHype and MythsOrganizations are trying to figure out how to adoptNo perfect answer
Experient could be a catalyst for change
Conclusions
Webinars MTO Tech Educational Webinar seriesBlogs Tradeshow Week, Event Tech Socialnomics – Social Media Blog Chris BroganEvents MTO Summit San Francisco, October 21-22 IAEE Expo Expo in Atlanta, December 9-11Books Socialnomics Trust Agents
Resources
