iaee nyc chapter social media presentation
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IAEE NYC Chapter Social Media Presentation. Overview and tactical ideas for those in the Trade Show Industry.TRANSCRIPT
You Can’t Afford To Be Anti Social About Social Media Social Networking for B2B
The Twitter #hashtag for this presentation is
#IAEENYC
Consider The Facts Of Digital Migration
People are now getting their information, news and entertainment online
2 Billion People Online – Worldwide
Newspapers are losing circulation and many have closed their doors
Broadcast losing viewers/listeners
Direct Mail – Prices going up, services going down
Reed Business recently closed 24 industry trade publications
Social Media Facts Twitter
Over 106 million users 600 million search queries each day 37% of users update through a mobile
phone
LinkedIn Over 65 million members in 200
countries Over 50% of LinkedIn’s professionals
are decision makers in their companies
Facebook Over 400 million active users
US user base grew from 42 million to 103 million in 2009, a 144.9% growth rate!
YouTube 1+ billion views a day 20 hours of video uploaded every
minute o That is the equivalent of
130,000+ full-length movies in theaters each week
Flickr 64 million users around the world Holds more than 4 billion images with
up to 3 million photos uploaded each day
Blogging 150 million blogs indexed by
Technorati 77% of of internet users read blogs
Social Media Is Surging
Source: Exhibit Media Group
31% of B2B and B2C companies have incorporated social media into their exhibit marketing, 24% have used used it for corporate events.
1/3 of those that have used social media as an exhibit-marketing tool set measurable objectives. Nine out of 10 of those indicated the their social-media efforts met or exceeded those preshow objectives.
90% believe social media has “limitless” potential for exhibit and event marketing.
More than three-quarters expect the value and importance of social media as a marketing tool to increase “strongly” or “somewhat” in the coming year.
Social Media Is Surging
Source: Exhibit Media Group
* *
What Industry Professionals Say About Social Media?
Source: Exhibit Media Group
“Using social media, we increased attendance at our regional meetings by 50 percent over prior years, and did so at about 50 percent of the cost.”
“We have seen a huge uptick in Twitter usage lately. We have also seen more people checking out our live events online by logging in to Webcasts and listening to podcasts.”
“By using Twitter at a recent trade show, my company was able to drive brand awareness among attendees. We were also able to increase the amount of traffic to our booth.”
“Social media has increased our search engine optimization scores/rankings. We plan to continue using it as part of our marketing efforts.”
“I wish I had the extra time needed to learn more about social media and how to harness it properly for marketing purposes.”
What Does This Mean To You?
Your Target Audiences Are Already Using Social Media
They are Already Talking About You & Your Competitors (Love Your Show, It Sucks)
If You Aren’t Engaged, You Aren’t Managing Your Reputation
You Are Ignoring An Important Communications Opportunity
10 Social Media Truths
It’s Not A Fad – It Ain’t Going Away
It CAN Be A Very Effective Marketing Tool
It’s Just Another Marketing Tool, Not The End All & Be All
It Needs to Be Integrated With And Complimentary Of Other Program Elements
You Can’t Always Control What Is Being Said About Your Organization
10 Social Media Truths
You Are Going To Need The Right Resources (People, Time and Money)
Be Aware Of The Silent Majority Need Buy-In from Top (Create
Evangelists)
Social Media May Not Be Right For You Right Now
You Need A Strategic Social Media Plan
Develop Strategic Social Media Plan
Have Clear Cut Goals & Measurable Objectives Drive traffic to your website &
increase registration
Build pre-show, onsite and post show buzz
Increase seminar attendance
Get exhibitors involved
Create online promotions
Sell sponsorships
Integrate with other MarCom program elements
Realistically Assess Available & Needed Resources
Measure the results
Identify Your Online Target Audiences
Groups/Communities/Lists on LinkedIn, Facebook, YouTube, Twitter and other platforms
Integrate Databases Tools such as Batchbook
and HighRise
Industry blogs
Key Allies and Evangelists Associations Thought-Leaders Media Partners
Identify Your Content
Existing content news releases white papers Videos Etc.
Partners content Trade magazines
Associations Influentials
New content you need to create
Create Your Social Media Presence
Blog Twitter LinkedIn
Social Networking Sites
Face book YouTube
Flickr
Blogs
Blogger and Wordpress combined have more unique worldwide visitors than any other social networking site
Create Editorial Calendar and Policy Hot Topics
Compelling Content
Industry Themes
Credible Voice
Use SEO/Keywords
Be Flexible
Engage!
MAY 3-7, 2010
Theme: Announcement of SM Platform
Ally: The News MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
Blog
Social Media Announcement
• Teaser Tweet for Blog • Survey Question of the Week
• Link to Live Blog
• Tweet Survey Questions Reminder
• Tweet Link to Social Media Coverage (possible release content)
• Tweet link to Survey Question Results • #FF Tweeps • Possible RT
• Ally of the week post • Cross-Content Post if necessary
• Post link to blog with overview • Promote Face book’s Survey of the Week
• Post links to social media coverage by allies or other media
• Post links to results of survey • Review key groups for sharing of content
• Ask Survey Question of the Week based on weekly theme
• Post link to blog with overview • Promote Face book’s Survey of the Week
• Post links to results of survey • Review key groups for sharing of content
YouTube
• Monitor allies for potential cross-content postings aimed at week’s theme
“Micro-blogging” site 140-characters at a time
Set up a list for the show
Follow the attendees you can locate and add them to the list
Implement the list in an aggregator like Seesmic Desktop, Hootsuite or Tweetdeck
Listen and engage in conversation
Use Twitter to Brand Events and Hash Tags to Create Top of Mind Awareness
Create and use a branded hash tag for your company or event
Example: #IAEENYC
Create and use a hash tag for company as a show or event
Example: #MarComProsIHA
Use both on all of your show related Tweets
Example: Was interviewed by @MarComProsIHA at #housewares and came away with a lot of great insight.
Tweeting Often while at the show creates valuable visibility!
Test Ideas, Survey Your Audience
Ongoing Customer Service/Care
Onsite Promotions!
Have a Tweetup!
#IAEENYC
Leverage your connection to groups and create a more permanent data flow Create, Facilitate and Moderate
Groups Ask and make Recommendations Lead Generation
Become an expert in the Answer’s Forum
Integrate other social media platforms such as your blog feed
GET RECOMMENDATIONS – great testimonial!
Utilize a direct ad campaign – very targeted
Pages Are… Widely Accessible
More Applications
Tracking and better visibility
Actions are documented
Create a “Personality”
Add Surveys, Photos, Video, Events and try a contest
Create Individual/Group Brand Experiences
Integrate Database
Increased Business Opportunities
YouTube
Become a Vlogger! Become a face in the industry
Create a Channel
AIDA Attention
Interest
Desire
Action
Quality Counts
Many uses Training
Testimonials
Contest
Flickr
Snap pictures of visitors, and send them those images as follow up
Twitpic
Yfrog
On Facebook & Flickr, tag these images with company and individual names
Be descriptive with photos and use keywords (optimize for search)
Quality and Quantity counts
Share when possible
Listen to the Show Outposts & Engage
Use an LCD monitor to your booth or event
Search for the name of the show, company or event on Twitter search.twitter.com
Collecta.com
Identify Opportunities
Avoid Crisis Situations
Post Responses
Create Visual Experiences with Powerful Video Tools
Video interview booth visitors and customers - feature and tag them on your company blog and other sites
Capture interesting keynotes and sessions and interview the speakers
Post videos online for Brand Reinforcement
Use as a communication & sales tool
Video Tips Able to use in multiple
languages (post-production)
Video Goes Viral
Using Your Blog as Follow Up
Write special recap posts and reactions from the show with additional information and resources
Ask select visitors to guest post on your company blog
Follow up with prospects to get more video interviews.
Use Skype Recorder for long distances
Consider Creating A Dashboard
Easy Access and Listening Tool for Your Content
Customizable for your Industry Applications
Revenue Generator Tools (Sponsorship) Connect 365
(Designed to be the main framework for your show, event or even your association website)
Expanding Social Networking
Portable Data and Mobility ChirpE Foursquare Pathables WhosHere Use the TripIt Application
to set up live visits via LinkedIn
New Applications New Frontiers – The Future
Additional Social Media Ideas
Create a Twitter list of your show/organization’s staff, sponsors and speakers
Create a custom Twitter background that reflects your show/organization’s mission and brand
Use Twitpic to share photos
Use short URLs to track link performance (bit.ly, tinyurl.com)
Use Facebook Insights to get activity and demographic data
Encourage evangelists to upload videos
Use a “share this” widget on blog posts, Web pages, etc
Promote your social media channels via Web sites, emails, footers, etc.
Display RSS feeds from a blog or Twitter account on your Web site.
Success Metrics
# fans, # followers, # friends
# of comments
# of participants on thread
# posts
# of embeds
# back links
# page loads
# downloads
Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative.
Response Time
Issues Resolved
Depth of Thread
Traffic Increase to Site
Diggs
Stumbles
Subscriptions
Your Takeaways to Solving the Social Media Puzzle
Get Started
Think Strategically
Be Honest and Transparent Listen first, then Connect
Participate and Contribute
People congregate around relevance and value
Community before commerce
Ongoing Measurement
Encourage Personalities What is in it for your
customer? If nothing, don’t bother.
Keep Working It
THANK YOU!!!!!
Feel Free to contact us with any questions, concerns or ideas:
Roger Halligan Tim Ward
[email protected] www.h-a-intl.com @marcompros