Social Media and the Exhibition and Convention Industry

By Stephanie SelesnickPresident, International Trade Information, Inc.@StephSelesnick – Stephanie@intltradeinfo.com

Today’s Agenda

Uses/Reasons to use Social Media in Expos and Conventions

Biggest challenges in the industry Social Media Platforms & Etiquette Engaging community 24/7 Q&A

About Stephanie

2nd Generation trade show pro Former international expo organizer Now:

Help Internationalize U.S.-based Trade Shows

Conference Manager Blogger Community Engagement Ringleader Trainer, Speaker

Pop Quiz

True/False1. You can use the exact same message

written exactly the same way for all social media platforms

2. Hashtags should be used on everything

3. It’s true if you see it on the internet4. You can permanently erase anything

that’s been posted on the internet5. HR people never google potential

interns/workers

Pop Quiz (cont’ed)

True/False:6. Pinterest and Instagram have no

place in business communications7. Blogs are not Social MediaShort Answers8. The B2B platform is:

_________________9. The B2C platforms are: _______

_________10.The largest SM platform is:

______________

How is Social Media Used?

Publicity for the Event Communication from show

mgmt/suppliers to both exhibitors and attendees

Communication between attendees Communication from exhibitors to

attendees Community Engagement Future Sales Gather Intelligence

Biggest Challenges

Who is the Community? Exhibitors, Visitors, Speakers, Press,

Sponsors Who else?

Where do they hang out? Depends on the industry!

How do we regularly engage year-round? Most conventions & expos are horrible at

this

The Social Media Pyramid

Main SM Platforms

LinkedIn GroupsTweetChatsGoogle+ Hangouts

Video: Vine YouTube

Photos: Snap Chat Instagram Pinterest

BloggingContent Creation

Social Media - The 12 RulesBefore you post anything, here are ten things to ask yourself:

1. Am I posting from the right account?2. Does my post fit within my (or my company’s) brand online?3. Am I too emotional right now? (If you don’t know, wait three hours and see if you still feel like posting!)

Adapted from New Media Expo on Twitter Rules (#nmx)

Social Media - The 12 Rules

4. Would I be okay with my mother/grandmother/role model reading this post?

5. Will I be okay with my children (or future children or nieces/nephews/whatever) seeing this post when they Google me someday?

6. If a potential employer reads this post, will I miss out on job opportunities?

Social Media – The 12 Rules

7. Is the post clear or could it be confusing for some people? (This is especially important when using sarcasm or making a joke.)

8. Are the links in the post working?(Bit.ly)

9. Does my language (cursing or otherwise) reflect my personality and represent me well?

Social Media – The 12 Rules

10. Is posting a reply publicly the right choice or would a DM be better?

11. Have I made my post short enough for others to repost?

12. Have I used hashtags when relevant so others can find my post? (More for twitter/instagram than the others)

Engaging Community

Be where THEY are All posts should be about what’s in it

for THEM. Push Marketing vs. Pull Marketing Team effort

Who can you enlist for input? Use humor wisely 8 or 10 to 1 rule Relevancy!

Window to Your World

Future Sales – how?

Gather Intelligence – why?

Pop Quiz - Answers

True/False1. You can use the exact same message

written exactly the same way for all social media platforms (F)

2. Hashtags should be used on everything (F)

3. It’s true if you see it on the internet (F)4. You can permanently erase anything

that’s been posted on the internet (F)5. HR people never google potential

interns/workers (F)

Pop Quiz – Answers!

True/False:6. Pinterest has no place in business

communications (F)7. Blogs are not Social Media (F)Short Answers8. The B2B platform is: LinkedIn9. The B2C platforms are: FaceBook &

Pinterest10.The largest SM platform is: YouTube

Questions and Answers

Stephanie Selesnick Blog:

www.internationaltradeinformation.com/ @StephSelesnick