The Power of Social Media for the Trade Show Industry

The Importance of a Social Media strategy

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.

Social Evolution Video

“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

So…

What’s your plan?

Then 2010 is the year of Execution

If 2008 was the year of social networking…

and 2009 was the year of social media…

Show management is

discussing social media

Weary

Event producers are

listening to consultants talk

about social media

Exhausted

Conference attendees are

trying new social media toolsWorn-out

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?

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?

What are the…

PROVEN strategies to

Inspire online communities &

Monetize

new media marketing campaigns?

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…

How do events benefit from online socializing?

Maybe you should ask…

Maybe you should ask…

Why do people

connect with

organization?anyour

Do you know?

Why do people

connect with

organization?your

Really… Do you know?

online

Why do people

connect with

organization ?

What drives online communities to

buy from you?

Maybe you should ask…Maybe you should also ask…

What drives online communities to

register for your event?

Which really means…

Why it is important to create online communities?

What are the best social media solutions?

Resources to launch and maintain social media

• Blogs• Twitter• LinkedIn• Facebook

How to measure tangible results?

Is there a great marketing shift?

• From traditional to media?

The Power of Social Media for the Trade Show Industry

The practical uses of

Social Media Tools

Value of the most useful social media tools

Examples on tools impacting sales & marketing reach

National Association of Broadcasters

Hanley Wood

MTO Summit

BlogWorld

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

Organizations must design a social media Strategy Playbook

Social Media Playbook

What are your reasons to use Social Media?

• Recruit attendees• Online community development• Social networking• Increase brand strength &

awareness• Enhance exhibitor recruitment

Four Pillars

I. Infrastructure and Online Presence

II. Growing Online Community

III. Leveraging Community Goals

IV. Monitoring Performance Toward Goals

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

Growing Community

Finding the Audience

Strategies to Community Participation

Online Experiential Marketing

Pillar II

Leveraging Community Goals

Social Media Playbook

Step-by-step instructions designed to inspire your community

Pillar III

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

HubSpot Dashboard & Tools