Alexandra d’Archangelo | Marketing Design Group |

Dec. 12, 2012

Power to the People

Improving Social Media ROI Through Decentralization

What we’ll discuss

• What decentralized social media is and why it’s becoming more important now

• How various event departments can harness the power of social media

• Implementing social media best practices to …

• Mitigate risk

• Maximize potential

• Answers to your questions

• Twitter: @adarchan #mdgLIVE

#mdgLIVE

There are two social media organizational

models for trade shows and events

Centralized

About Various show units feed information to the communications (marketing, PR,

social media) department The marketing department manages strategy and execution with very little

collaboration

Advantages Consistency in messaging No real need for policy and guidelines Good for a consistent customer experience/ rapid response

Disadvantages Can appear inauthentic Too focused on sales and marketing messages Fewer people are empowered and therefore opportunities are lost

#mdgLIVE

Decentralized

About The middle hub is still the communications department (marketing, PR,

social media), but has a different role. The show units are given individual freedom to establish strategy and

execution

Advantages Allows social media to develop under umbrella of best practices Allows you to tap into your entire team Is authentic

Disadvantages The brand message can be less consistent Requires policy or guidelines, social media training Managing coordination of story arc and response to metrics

#mdgLIVE

“A manager is responsible for the application and performance of knowledge.”

Peter Drucker

3 critical tactics for engaging your team• A clear mission that links to the cause• Purposeful & sustained outreach program• Team must own the mission• @Jcopulsky

#mdgLIVE

Executive/Manager@davidaudrainfacebook example:

Sales

@BioEricM

Internationaltwitter examples:

Internationaltwitter example:

Operationsfacebook example:

twitter example:

Operationstwitter example:

Registrationtwitter examples:

Education/Conferencetwitter example:

< facebook example

Attendees & Exhibitors

www.socialchorus.com

@BakingExpo

e-mail example:

Content Calendar

#mdgLIVE

Flow of information

Marketing

@carimclean@smyrnagirl

Is Your Organization

Ready?

Sandbox Covenant

Described in Open Leadership, by Charlene Li (@CharleneLi)

Clearly defined boundaries and agreed upon rules make it a safe place to play

Covenant vs. policy or contract

#mdgLIVE

Guidelines

@messefrankfurt

Hiring the Right People for the Job

#mdgLIVE

What to remember if you forget everything else:The move to decentralized social media is

inevitable.

The key advantages of decentralization are: authenticity, a greater focus on listening and employees who are empowered, engaged and extend the reach of your brand.

Social media is more than a marketing tool.

Overarching guidelines, best practices and agreed upon objectives minimize risk and maximize potential.

#mdgLIVE

Thank You!...Questions?

Questions or comments? Please contact me… Alexandra d’ArchangeloAlex@MarketingDesignGroup.com+1.619.298.1445 x114@adarchan

#mdgLIVE

Alexandra d’Archangelo | Marketing Design Group |

Dec. 12, 2012

Power to the People

Improving Social Media ROI Through Decentralization