nacs08web
DESCRIPTION
NACS08 presentation on social media for consumer shows by The Westerfield GroupTRANSCRIPT
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How Consumer-Generated Media Can Improve
Attendance and Retention
Building Community for Your Show(s) Throughout the Year Using Web 2.0 Technologies
Rich Westerfield, The Westerfield Groupwww.westerfieldgroup.com
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“People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.”
- Theses #11 from The Cluetrain Manifesto
It’s About Harnessing Word of Mouth to Work for You
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WHY?The Importance of Peers & Experts
WHAT?Content. Control.Creativity. Celebrity.
WHO?One In Six of Everybody.
HOW?Social Networks + Web 2.0 Apps
Social Media
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Web 2.0 Overview
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Data on this slide © 2008 Forrester Research, Inc.
% of Companies Adopting Web 2.0 Technologies in 2008
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PublishingBlogs, Podcasts, Vidcasts
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Blogs (Yours)
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mygardenspaces.com/SFblog mygardenspaces.com/NWblog
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Blogs (Somebody Else’s)
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northlandrosarium.blogspot.comgardenrant.com pittsburgh.about.com/b/2007/03/06/pittsburgh-home-garden-show.htm
thegoodearth.blogspot.com deviantdeziner.blogspot.comhttp://sacgardening.blogspot.com/
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Podcasts:Super-Targeted
Radio
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podfeed.net/podcast/Global+Pet+Expo/10984
podcastdirectory.com/podshows/1373310
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Google.com (search = “wedding expo podcast”)
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Podcasts: Portable
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autoblog.com/categories/auto-shows/
coffeegeek.com
Portable = customer friendly
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Live PodcastsInterview from the show floor or take call-
ins
TalkShoe is first of new wave of apps that allow “live” podcasts, including call-ins via Skype.
Shows are broadcast live then archived as standard podcasts.
talkshoe.com
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VidcastsApplications like Ustream.tv allow you to stream live video, live chats and provide a unique “almost there” experience and an instant online community - ideally creating new attendees for future events.
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worldbaristachampionship.com
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SocialMySpace, Facebook, Linked In
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LinkedInBusiness Connections
linkedin.com
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MySpace 69 Mil (Mostly Young) Users
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Facebook 35 Mil (College/Professional)
Users
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Graphics / Audio
Flickr, YouTube, Powerpoint, Mobile
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FlickrA Picture Is Worth 1,000 Words
flickr.com
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Flickr Groups
Why not ask your attendees to submit their photos to your Flickr group?
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A Video = 1,000,000 Words?
Possible Links for Multimedia
-Consumer Generated
-Producer Generated
-Exhibitor Generated
-CVB Generated
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Psst… hey Rich, time to play some videos!
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Mom and daughter at the Garden Show
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Limo guys do well at wedding show
http://youtube.com/watch?v=T7BZgjTEXeMhttp://youtube.com/watch?v=PMP3aamOWDE
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Low Tech: Sharing Powerpoint
slideshare.com
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Coming soon: Video on any platform, any device
kickapps.com
mov
flv
mp4
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Your Audience = An Army of Marketers
Encourage:
-Tell a Friend (WOM)
-Content Creation
-Content Sharing
-Accessibility
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Links / NewsDigg, StumbleUpon, del.icio.us, Yelp
and competitors
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Digg News as
Popularity Contest
digg.com
Also applies to • Reddit • Newsvine• Shoutwire
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del.icio.us & StumbleUpon
del.icio.us stumbleupon.com
Links as Popularity Contest
Also applies to ma.gnolia, furl, shadows, etc.
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Yelp, Bestuff
(The Best Stuff on the Internet)
Everything else as popularity contest
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bestuff.com
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yelp.com
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Mobile, Search &
AggregatorsTwitter, Jaiku, Summize, Truveo,
FriendFeed, Lijit
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TwitterWhat Are You Doing Right
Now?
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Jaiku Twitter with Pictures
jaiku.com
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Search
truveo.com summize.com
Search Videos Search Conversations
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What are people posting about your event?
Also, Technorati, IceRocket and Google for searching blogs
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Aggregators
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friendfeed.com lijit.com
Keep track of your friends and network Keep track of all your online
profiles
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Measuring Outcomes
Demand Generation
Thought Leadership & Branding
Search Engine Optimization
Internal Collaboration
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Affordable for All- Near Zero Financial Investment
- Significant Commitment of Time, Energy, Resources
- Willingness to Lead AND Listen
- Transparency
- Any Which Way But Top Down
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?