Nacs08web

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

“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

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

Web 2.0 Overview

QuickTime™ and aTIFF (LZW) decompressor

are needed to see this picture.

Data on this slide © 2008 Forrester Research, Inc.

% of Companies Adopting Web 2.0 Technologies in 2008

PublishingBlogs, Podcasts, Vidcasts

Blogs (Yours)



mygardenspaces.com/SFblog mygardenspaces.com/NWblog



Blogs (Somebody Else’s)











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/

Podcasts:Super-Targeted

Radio





podfeed.net/podcast/Global+Pet+Expo/10984

podcastdirectory.com/podshows/1373310







Google.com (search = “wedding expo podcast”)

Podcasts: Portable







autoblog.com/categories/auto-shows/

coffeegeek.com

Portable = customer friendly

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

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.







worldbaristachampionship.com

SocialMySpace, Facebook, Linked In

LinkedInBusiness Connections

linkedin.com

MySpace 69 Mil (Mostly Young) Users



Facebook 35 Mil (College/Professional)

Users



Graphics / Audio

Flickr, YouTube, Powerpoint, Mobile

FlickrA Picture Is Worth 1,000 Words

flickr.com

Flickr Groups

Why not ask your attendees to submit their photos to your Flickr group?

A Video = 1,000,000 Words?

Possible Links for Multimedia

-Consumer Generated

-Producer Generated

-Exhibitor Generated

-CVB Generated

Psst… hey Rich, time to play some videos!



Mom and daughter at the Garden Show



Limo guys do well at wedding show

http://youtube.com/watch?v=T7BZgjTEXeMhttp://youtube.com/watch?v=PMP3aamOWDE

http://youtube.com/watch?v=T7BZgjTEXeM




http://youtube.com/watch?v=PMP3aamOWDE






Low Tech: Sharing Powerpoint

slideshare.com

Coming soon: Video on any platform, any device

kickapps.com

mov

flv

mp4



Your Audience = An Army of Marketers

Encourage:

-Tell a Friend (WOM)

-Content Creation

-Content Sharing

-Accessibility

Links / NewsDigg, StumbleUpon, del.icio.us, Yelp

and competitors

Digg News as

Popularity Contest

digg.com

Also applies to • Reddit • Newsvine• Shoutwire

del.icio.us & StumbleUpon

del.icio.us stumbleupon.com

Links as Popularity Contest

Also applies to ma.gnolia, furl, shadows, etc.

Yelp, Bestuff

(The Best Stuff on the Internet)

Everything else as popularity contest



bestuff.com



yelp.com

Mobile, Search &

AggregatorsTwitter, Jaiku, Summize, Truveo,

FriendFeed, Lijit

TwitterWhat Are You Doing Right

Now?

Jaiku Twitter with Pictures

jaiku.com

Search

truveo.com summize.com

Search Videos Search Conversations





What are people posting about your event?

Also, Technorati, IceRocket and Google for searching blogs

Aggregators





friendfeed.com lijit.com

Keep track of your friends and network Keep track of all your online

profiles

Measuring Outcomes

Demand Generation

Thought Leadership & Branding

Search Engine Optimization

Internal Collaboration

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

?