social media for exhibitions and events

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


ENGAGEMENT: RE-ACTIVE


4

Social Media is Data

ONE STRATEGY FOR EACH KEY SEGMENT 5

6Engagement = Risk Mitigation plan + Planning + Structure + Execution + Impact

PRESENCE DEVELOPMENT


So, would you like to know the secret?


It’s NOT that different from mainstream

Marketing Communications


Digital Brand ManagementSocial Media Management.

It’s all about executing

one integrated strategy

not 100 isolated tactics

Set clear Goals / Objectives.


Define and Know Your Target Market,Including where they spend time

online.



‘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.


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


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


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.


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


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.


CASE STUDY – AMERICAN COLLEGE OF CARDIOLOGY ANNUAL MEETING

Findings• Reduced demands on staff• Stimulated attendee

interaction• 90% of tweets were

cardiologists, exhibitors, media


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


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.


MANAGEMENT / ADMINISTRATION


Step 1: Establish a baseline

8% Y2Y Growth


Step 2: Create Activity Timelines

Mel

bour

ne S

emin

ar


Step 3: Follow relevant metrics


Step 4: Monitor broader stats


social media for exhibitions and events

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