adopting social media for the trade show industry
TRANSCRIPT
Adopting Social Media for the Trade Show Industry
Social Media Basics Case Studies and
Strategies
Stephen NoldCEO Tarsus Advon, USA
Industry consultant • Technology launch strategies• Show systems & event IT architecture
Show manager
Launched Social Media Playbook
Implement SM for Tarsus events and customer events
Speak and write on SM best practices
Clients including IBM, Dell, Gartner, National Association of Broadcasters, Society of Petroleum Engineers and Hanley Wood
Social Evolution Video
Agenda
• What is all the hype on Social Media?• Basics of 5 major platforms:
– Facebook– LinkedIn– Twitter– Blogs– YouTube
• Case Studies• Strategies & Tactics
– Creating a Playbook
Five First Basic Steps of Social Media
• Simple steps of launching social media
• Register and Create Account (like Gmail)
• Include your Social Media Info in your Marketing Campaigns
Download this presentation on SlideShare.net
• Stephen Nold• The Power of Social Media for the
Trade Show Industry
2010 is the year of Execution
Virtual events would replace tradeshows…
2008 - 2009 intro of social media
2001 = .com bust
2002 - 2004 = rise of virtual events & RFID
2005 = matchmaking
2006 - 2007 = social networking
Evolution
What is Social Media?
• Communities• Conversations• Connections• Content
• All Online
Social Media in Plain English
What does Social Media mean to the Tradeshow Industry?
• A new form of Marketing your event or organization
• Audience + exhibitors + press + speakers + experts = found in online communities
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…
5 Resources to launch and maintain social media
• Blogs• Twitter• LinkedIn• Facebook• Video
WHAT IS FACEBOOK?
• More personal for most connections
• Privacy concerns• Visual – pictures, pictures, pictures• Not conducive for brand promotion• Tool bar can be inserted into web
assets
WHAT IS LINKEDIN?
• SCN: 25 – 500+• Way to find and reach contacts
through introductions and discussions
• LinkedIn Groups• Comes directly into Inbox
WHAT IS TWITTER?
• 140 character messaging• Follow Me – Follow you• ReTweet broadcasting• Very viral
WHAT IS YOUTUBE?
• Video leader• Video entertainment = content king
Where the Hell is Matt?
WHAT ARE BLOGS?
• YOUR organization’s messages• Heavy promotion allowed• Need to capture attention• Seeking community participation
through comments & discussions• Great place to organize brand
generals and advocates
WHAT IS INBOUND MARKETING?
• The call to action in online communities…– “to learn more about…”– “visit our web site to download this
white paper…”– “Read similar blog posts at…”
Value of social media tools
Examples on SM impacting sales & marketing reach
National Association of Broadcasters
BlogWorld
Hanley Wood
MTO Summit
Hype & truth on SM
Paying a lot of money for social media doesn’t give any clear advantages
It isn’t free
Consultants have not been offering 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 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
Putting it in Perspective
3 Innovations– Social Media– Mobile applications– Virtual Events
What’s your plan?
Stephen Nold
[email protected], Texas
LinkedIn: /stephennold
Twitter: @stepnold
Blog: www.tsnn.com
www.meetingtechonline.com