the power of social media for the trade show industry
DESCRIPTION
Panel Presentation withModerator: Paul Woodward, Regional Manager, UFI Asia/Pacific Office, China Eric Everard, Executive Chairman Artexis and EasyFAIRS Group, BelgiumStephen Nold, CEO Tarsus Advon, USA.Rick Calvert, CEO & Co-founder Blog World & New Media Expo , USA.TRANSCRIPT
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The Power of Social Media for the Trade Show Industry
The Importance of a Social Media strategy
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Moderator: Paul Woodward, Regional Manager, UFI Asia/Pacific Office, China
Eric Everard, Executive Chairman Artexis and EasyFAIRS Group, Belgium
Stephen Nold, CEO Tarsus Advon, USA.
Rick Calvert, CEO & Co-founder Blog World & New Media Expo , USA.
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Social Evolution Video
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“Event producers that don’t have a plan and haven’t started participating in social media may soon find they are behind.”Stephen Nold, Event Tech Blog, Tradeshow Week
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So…
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What’s your plan?
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Then 2010 is the year of Execution
If 2008 was the year of social networking…
and 2009 was the year of social media…
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Show management is
discussing social media
Weary
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Event producers are
listening to consultants talk
about social media
Exhausted
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Conference attendees are
trying new social media toolsWorn-out
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What are the…
PROVEN strategies to brand LinkedIn
web innovation blogs research idea redesigns
Inspire business Customer Wisdom
online communities & website email collaboration Facebook Discussion Forums
success planning Education experience
Monetize technology Podcasts products
new media marketing campaigns?
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What are the…
PROVEN strategies to brand LinkedIn
web innovation blogs research idea redesigns
Inspire business Customer Wisdom
online communities & website email collaboration Facebook Discussion Forums
success planning Education experience
Monetize technology Podcasts products
new media marketing campaigns?
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What are the…
PROVEN strategies to
Inspire online communities &
Monetize
new media marketing campaigns?
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If Facebook were a country, it would
be the 3rd largest country in the world…
What island are your members on?
Should you be asking…
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How do events benefit from online socializing?
Maybe you should ask…
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Maybe you should ask…
Why do people
connect with
organization?anyour
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Do you know?
Why do people
connect with
organization?your
Really… Do you know?
online
Why do people
connect with
organization ?
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What drives online communities to
buy from you?
Maybe you should ask…Maybe you should also ask…
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What drives online communities to
register for your event?
Which really means…
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Why it is important to create online communities?
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What are the best social media solutions?
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Resources to launch and maintain social media
• Blogs• Twitter• LinkedIn• Facebook
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How to measure tangible results?
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Is there a great marketing shift?
• From traditional to media?
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The Power of Social Media for the Trade Show Industry
The practical uses of
Social Media Tools
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Value of the most useful social media tools
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Examples on tools impacting sales & marketing reach
National Association of Broadcasters
Hanley Wood
MTO Summit
BlogWorld
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Hype & truth on SM solutions
Paying a lot of money for social media doesn’t give any clear advantages
It isn’t free
Research: no one has a comprehensive social media plan
Suppliers are launching partial solutions
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Organizations must design a social media Strategy Playbook
Social Media Playbook
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What are your reasons to use Social Media?
• Recruit attendees• Online community development• Social networking• Increase brand strength &
awareness• Enhance exhibitor recruitment
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Four Pillars
I. Infrastructure and Online Presence
II. Growing Online Community
III. Leveraging Community Goals
IV. Monitoring Performance Toward Goals
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Consulting on social media platforms and blog set-up
Strategy to identify and engage “Brand Generals and Advocates”
Guidance to begin generating valuable contact and connecting it all together
Infrastructure and Online Presence
Pillar I
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Growing Community
Finding the Audience
Strategies to Community Participation
Online Experiential Marketing
Pillar II
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Leveraging Community Goals
Social Media Playbook
Step-by-step instructions designed to inspire your community
Pillar III
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Monitoring Performance
Social media dashboardGauges and performance analytics to track
community’s activity and marketing performance
Tools to optimize online presence to enhance awareness and visibility
Campaigns to nurture community and convert them into attendees, members, and better customers
Pillar IV
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HubSpot Dashboard & Tools