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SOCIAL MEDIA FOR
EXHIBITIONS AND EVENTS.
www.theonlinecircle.com
AGENDA
1) Engagement – Re-active
2) Building Your Presence – Pro-active
3) An Events Social Media Manager
4) Industry Case Studies
5) Management Considerations
www.theonlinecircle.com
ENGAGEMENT: RE-ACTIVE
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4
Social Media is Data
ONE STRATEGY FOR EACH KEY SEGMENT 5
6Engagement = Risk Mitigation plan + Planning + Structure + Execution + Impact
PRESENCE DEVELOPMENT
www.theonlinecircle.com
So, would you like to know the secret?
www.theonlinecircle.com
It’s NOT that different from mainstream
Marketing Communications
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Digital Brand ManagementSocial Media Management.
It’s all about executing
one integrated strategy
not 100 isolated tactics
Set clear Goals / Objectives.
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Define and Know Your Target Market,Including where they spend time
online.
www.theonlinecircle.com
www.theonlinecircle.com
‘SEXPO’ ON TWITTER
14
Social Media is strategic
To build Awareness use Hamish & Andy
To share info and strengthen Positioning
use Lucio.
ENGAGEMENT PLAN. MONITOR. RESPONSE.
www.theonlinecircle.com
16
Social Media Fragmentation
This can mean different things, examples:
a)Individual Product Managers executing unilaterally
b)Passionate Consumers
c)Brand activists and antagonists
d)Competitive Sabotage
17
Social Media Centralisation
Instead of allowing networks to evolve
without direction, it pays to actively manage your
network.
We can now knit networks together to
create productive individuals and smart
communities.
WORKSAFE VICTORIA
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A LIVE SOCIAL MEDIA MANAGER• Pushes out key messages, photos, quotes
• To attendees and those interested but unable to attend this year
• Stimulates conversations and awareness
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CASE STUDY – THE NAB SHOWNATIONAL ASSOCIATION OF BROADCASTERS
For 2009 conference used:
- Twitter, Facebook, Blogs, Message Boards
- to capture the interest of returning and prospective.
www.theonlinecircle.com
CASE STUDY – THE NAB SHOWNATIONAL ASSOCIATION OF BROADCASTERS
Findings• Attendance increased by over
10%• Twitter was the best performer• 90% of new attendees using a
S.M. code were first timers!• NAB increased S.M. spend for
2010
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CASE STUDY – AMERICAN COLLEGE OF CARDIOLOGY ANNUAL MEETINGTwitter account
- Year round. Exclusive information relevant to the meeting. Branded background & style of messaging
Encouraged attendees & exhibitors to have meeting related conversations via S.M.
www.theonlinecircle.com
CASE STUDY – AMERICAN COLLEGE OF CARDIOLOGY ANNUAL MEETING
Findings• Reduced demands on staff• Stimulated attendee
interaction• 90% of tweets were
cardiologists, exhibitors, media
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CASE STUDY – NATIONAL ASSOC. OF NURSES – ANNUAL CONFERENCEBranded online platform set up. All
data loaded; 300 events, 100 speakers, event partners
As attendees ‘arrived’ at the platform• Conversations already taking place• People already connecting• Community manager encouraged
interaction pre-event
www.theonlinecircle.com
CASE STUDY – NATIONAL ASSOC. OF NURSES – ANNUAL CONFERENCE
Findings• 69% engaged.• 263 public conversations and
231 private messages• 51% built their schedules via
integrated scheduler.
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MANAGEMENT / ADMINISTRATION
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Step 1: Establish a baseline
8% Y2Y Growth
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Step 2: Create Activity Timelines
Mel
bour
ne S
emin
ar
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Step 3: Follow relevant metrics
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Step 4: Monitor broader stats
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www.theonlinecircle.com