opening session: 2010 - the year of execution, by dax callner
DESCRIPTION
One of the biggest grievances of show producers and event managers is the continued push of social media basics. Enough of the baby steps! Now is the time to build on the basics to execute digital strategies that yield tangible results. Enough talking – it's time to focus on the realities and the ROI of social marketing.Dax Callner discusses today's realities and a vision for what's around the corner, focusing on how to convert visitors and web traffic into attendees and exhibitors. He'll be sharing case studies from Dell, American Express and other top brands.TRANSCRIPT
2010 – The Year of Execution
Dax Callner
VP, Senior Strategist
Momentum Worldwide
How did I get here?
People live in the physical world but increasingly interact digitally
Technology
It’s Time to Execute
SOCIAL MEDIA!!!
SOCIAL MEDIA!!!
The World’s Oldest Marketing Strategy
The Death of Digital
TODAY’S THEME
BE HUMAN BEINGS
Technology
+
Trade shows
= ?
Finally….Virtual Events!!!
Finally….Virtual Events!!!
(not)
Finally….Virtual Events!!!
(not yet)
TODAY’S THEME
TODAY’S THEME
Is not…
TODAY’S THEME
…be innovative
Use Today’s Tools
Friends Family
Colleagues
You
Friends Family
Colleagues
You
#
Who should run Social Media?
• Marketing?• PR?• Sales?• Executives?• The Web team?
Answer: EVERYONE
Execs
Sales•Demonstrate
capabilities and
capture qualified
leads
•Build customer /
prospect
relationships
Marketing•Communicate key
messages
•Communicate
product benefits
•Capture VOC &
business intelligence
Sales &
marketing
intersect at
face-to-face
interactions
with
customers,
prospects and
partners
Event Roles
Web PR
DIGITAL MEDIA IS DEAD!!!
DIGITAL MEDIA IS DEAD!!!
But Social Marketing lives forever
It’s not about interactive…
It’s not about interactive…
It’s about interaction
Everyone is responsible for delivering valued interactions
TODAY’S THEME
ADD VALUE
+
TODAY’S THEME
BE CREATIVE
B2B Creativity?
Sounds $$$!
Getting Creative…
• Connect to the brand
• Understand audiences
• Add outside influences
• Don’t be an idea killer
• Develop a plan (but be flexible)
IN CLOSING…
• Be Human
• Add Value
• Be Creative
HAVE FUN!
