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IAEE NYC Chapter Social Media Presentation
1. You Can’t Afford To Be Anti Social
About Social Media
Social Networking for B2B
The Twitter #hashtag
for this presentation is
#IAEENYC
2. 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
3. Social Media Facts
Twitter YouTube
Over 106 million users 1+ billion views a day
600 million search queries each day 20 hours of video uploaded every
37% of users update through a mobile minute
phone o That is the equivalent of
LinkedIn 130,000+ full-length movies in
theaters each week
Over 65 million members in 200
countries Flickr
Over 50% of LinkedIn’s professionals 64 million users around the world
are decision makers in their companies Holds more than 4 billion images with
Facebook up to 3 million photos uploaded each
day
Over 400 million active users Blogging
US user base grew from 42 million to 150 million blogs indexed by
103 million in 2009, a 144.9% growth Technorati
rate! 77% of of internet users read blogs
4. Social Media Is Surging
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.
Source: Exhibit Media Group
6. What Industry Professionals
Say About Social Media?
“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.”
Source: Exhibit Media Group
7. 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
8. 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
9. 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
10. 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
11. 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
12. Identify Your Content
Existing content
news releases
white papers
Videos
Etc.
Partners content
Trade magazines
Associations
Influentials
New content you need to
create
13. Create Your Social Media Presence
Social Networking Sites
Blog Face book
Twitter YouTube
LinkedIn Flickr
14. Blogs
MAY 3-7, 2010
Theme:
Announcement of
SM Platform Blogger and Wordpress
Ally: The News MONDAY TUESDAY
Social Media
WEDNESDAY THURSDAY FRIDAY
combined have more unique
Blog
Announcement
worldwide visitors than any
• Teaser Tweet
for Blog
• Tweet Link to
Social Media
• Tweet link to
Survey Question
other social networking site
• Survey • Link to Live • Tweet Survey Coverage Results
Twitter Question of the
Week
Blog Questions
Reminder
(possible release
content)
• #FF Tweeps
• Possible RT Create Editorial Calendar and
• Post link to
blog with • Post links to
• Post links to
results of survey
Policy
• Ally of the overview social media • Review key
week post
• Cross-Content
• Promote Face
book’s Survey of
coverage by
allies or other
groups for
sharing of
Hot Topics
LinkedIn Post if necessary the Week media content
• Post link to • Post links to Compelling Content
blog with results of survey
• Ask Survey
Question of the
overview
• Promote Face
• Review key
groups for Industry Themes
Week based on book’s Survey of sharing of
Facebook weekly theme the Week
• Monitor allies
content
Credible Voice
for potential
cross-content
postings aimed at
Use SEO/Keywords
YouTube week’s theme
Be Flexible
Engage!
15. Twitter
“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
16. Use Twitter to Brand Events and Hash Tags
to Create Top of Mind Awareness
#IAEENYC
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!
17. LinkedIn
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
18. Facebook
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
19. 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
20. 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
21. 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
22. Create Visual Experiences
with Powerful Video Tools
Video Goes Viral
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)
23. 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
24. 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)
25. 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
26. 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.
27. Success Metrics
Build an ROI set based on your dimensions of value.
Include a mix of qualitative and quantitative.
# fans, # followers, # friends Response Time
# of comments Issues Resolved
# of participants on thread Depth of Thread
# posts Traffic Increase to Site
# of embeds Diggs
# back links Stumbles
# page loads Subscriptions
# downloads
28. Your Takeaways to Solving
the Social Media Puzzle
Get Started Community before commerce
Think Strategically Ongoing Measurement
Be Honest and Transparent Encourage Personalities
Listen first, then Connect What is in it for your
Participate and Contribute customer? If nothing, don’t
bother.
People congregate around
relevance and value Keep Working It
29. THANK YOU!!!!!
Feel Free to contact us with any questions, concerns or ideas:
Roger Halligan
Tim Ward
socialmedia@h-a-intl.com
www.h-a-intl.com
@marcompros