what if social media dramatically changes events and exhibitions...tomorrow?
TRANSCRIPT
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What if Social Media Dramatically Changes Events and Exhibitions…
Tomorrow?“MTO Tech Webinar Series"
by
Stephen Nold President
Advon Technologies
And
Jason McGraw Sr. V.P. of Expositions
InfoComm International
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Thanks to our SponsorsThanks to our Sponsors
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Chat Live with us on Twitter
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Sir Martin Sorrell• WSJ: WPP Chief
Tempers Hopes for Ad Upturn Sept. 22, 2009
• WPP PLC, world's largest communications company
• Profit for the first half of 2009 plunge by almost 50%.
• “We describe the recession as L-shaped, which implies that it will never go back to where it was before….I doubt free-to-air television or, in particular, newspapers and magazines, will ever be the same again.”
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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?
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InfoComm International
• 70 year old trade association, 5,000+ member companies, 70+ countries
• Representing the professional audiovisual communications industry
• Annual InfoComm Show, TSW 50 2009 Show Stats (Orlando):
• 29,222 total attendance, All 50 U.S. states, 90 countries
• Largest attendance ever on East Coast• 70% commercial attendees,
30% end-user buyers• 832 exhibitors• 446,000 n.s.f. of exhibits, special events, demo
space
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InfoComm Results
• We’ve taken the plunge and are just starting to swim
• Launched groups on social sites Jan. ’09 prior to Jun. ’09 Show
• Twitter 600+ followers• Linked In 1,400+ members• Facebook 980+ members• YouTube 2,200 channel views
• Pushed out Show’s free pass codes
• With 100 redeemed on Linked In, most effective
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InfoComm Results
• Word of mouth referrals from reg site = 600
• Added A2Z’s ChirpE Mobile platform two weeks prior to Show = 570+ users during Show
• InfoComm proprietary eCommunity groups = over 2,300 subscribers
• Given limited investment and minimal marketing, modest results to date
• Exponential growth predicted for 2010 show cycle
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Intangible Value of Social Media
• Interactive engagement of your audience/prospects• Extension of face-to-face relationships, builds trust• Reach people you don’t even know• Get real time feedback on campaigns, issues• Conduct market research• Harness comments/testimonials to generate sales• Additional press/media coverage• New business opportunities will find you• Move from being the “voice” of your industry to a
“conversation” with your industry
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InfoComm Resources
• Dedicated Staff E-Community Manager• Subject Matter Experts
• Tap Adjunct Faculty and Staff to Blog• Leverage Thought Leaders
• Forum leaders, “ask an expert”• Blog, reply, post comments• Authenticity
• Leverage, repurpose existing content• Edit (condense) for the web
• Build social media right into marketing plan from the beginning
• Test the waters – try out various platforms to see which ones work for you
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Lose Control
• Transparency – what level of info will you share?
• Subject Matter Expert – knowledge broker– Allow others not under your control to speak for your
organization?• Next Wave of Word of Mouth Referrals
– Global prospects, variety of qualifications• Concerns/Issues
– Are you willing to take good comments with the bad?– How will you deal with negative comments in a
public forum?– Proactive – constant monitoring
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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 AgentsWebsites MeetingTechOnline.com
Webinar Resources
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Questions and Answers
To contact Stephen Nold and MeetingTechOnline [email protected]: http://www.linkedin.com/in/stephennold Twitter: @stepnoldFacebook: http://www.facebook.com/stephen.noldwww.tradeshowweek.com/blog/stephennold512.310.0628
For more information on Jason McGraw and InfoComm [email protected]://www.infocomm.org.