25 settembre 2013. Quarto incontro del ciclo Exhibitionist organizzato da Fondazione Fiera Milano @ Mico Milano Congressi, Milano. Steven Rosato, direttore di BookExpo America, ci ha parlato delle iniziative sviluppate per fare di BookExpo un ponte tra community reali e virtuali

1. A case study of BookExpo America with Show Director Steven Rosato

2. Reed Exhibitions since 1995
Association of Author Representatives as
Industry Person of the Year in 2010
2012 EXPO Elite—Expo Magazine’s
annual list of the most influential people
in the event, trade show and exposition
industries

5. Share examples that you can relate to
your own events and businesses
Give concrete examples of successes and
failures
Inspire you to try something different

6. Increase engagement with the brand
Drive registration via social channels
Engage Power Readers with the brand
Develop video content to engage the
community
Create New Revenue Streams
ADD VALUE FOR EXISTING
CUSTOMERS

7. Random talk
without
meaningful
content

8. Listen to our audience on social
platforms
Evolve tiered messaging approach—
relevancy and calls to action
Business Posts
Passion Posts
Continuously monitor, evaluate, and
adjust

9. Launched Original Video Series on
YouTube
Have Your (Cup)Cake & Read It Too
BEA In Your Space
Are You a Power Reader
Harlem Shake Author Breakfast Style
Distribution
Twitter, Facebook, YouTube, BookBliss,
Huffington Post, and emails

10. Neil Gaiman
Leading Author
1,862,694 Followers

11. Top BEA Video Views = all the new dynamic
video content that was produced!
Neil Young & Patti Smith (2012): 6,704
BEA Author Breakfast Harlem Shake: 4,387
Paul Pope BEA In Your Space: 2,055
Have Your (Cup)Cake Life of Pie: 2,016
Wally Lamb Are You a Power Reader: 1,840
Melissa Gorga BEA In Your Space: 1,837
Have Your (Cup)Cake Fault in Your Stars: 1,821
Have Your (Cup)Cake Great Gatsby: 1,729
Power Reader Testimonial BEA 2012: 1,704
Have Your (Cup)Cake Gone Girl: 700
Scruffles the Cat Are You a Power Reader: 631

12. Results
40,500 total video views
60 Registrations from YouTube videos vs.
0 from 2012

13. Results:
Trending topic (#BEA13) all 4 days of show, both
domestically and internationally. New record for
BEA!
Increased followers by 54% from 19,332 to 29,733
Increased registrations by 169% from 13 to 35
Increased buzz:
▪ Celebrity and major authors tweeting about BEA pre,
onsite, and post show
▪ 21,042,253 brand impressions!

14. Nicholas Sparks 403,894 Followers

15. Ann Romney
Celebrity
166,654 Followers

16. Doris Kearns Goodwin
Leading Author 18,866 Followers

18. Results:
Audience Growth increased 46% from 9,530 to
13,904
Increased Audience Reach by 633% from 86K
to 631K
Increased registrations by 450% from 8 to 44

19. Results:
Supported the Twitter strategy to drive
trending all 4 days of the show
Followers increased 674% from 143 to 1,108
9 new registration from Instagram this year
vs. 0 from last year

21. Results:
Note: Pinterest is no longer the “new” thing
and is leveling off, whereas Instagram is the
social platform now on the rise.
Grew followers by 110% from 2,599 to 5,480
Registrations flat 3 vs. 3 in 2012

22. Bookbliss.com
BEA’s consumer-facing online blog, aggregating:
▪ Book news, book images, show content (video and
podcasts), etc.
Results:
▪ 7,625 unique visitors
▪ 16,000 page views
▪ 14 registrations
Huffington Post Books
Kim included as guest blogger on Huffington
Post Books
3 blogs, 3 weeks pre show

24. 679%
Increase
2012 to 2013
Channel 2012 2013
Twitter 13 35
Facebook 8 44
YouTube 0 60
Pinterest 3 3
Instagram 0 9
BookBliss 0 14
Social Media not tracked 0 22
Total 24 187

25. Sold 4 Tweets at $550 each
Sold 3 Facebook posts at $950 each
Sold 1 Tweet at show at $950
Sold 1 Facebook ad at show at $1,284
Total sold: $7,284

27. Continue the conversation with
aggressive engagement and unique
content development
Sell more sponsorships
Grow B2C voice and engagement
Keep innovating with new ideas and
tools—stay tuned!

28. Strategy & Goals:
Continue to Build upon
successful adoption
36% adoption in 2012 - 38% Goal
for 2013
Improve correspondence
between MYS and SiFi
Add books and connect them to
the sessions/speakers
Prominent homepage placement
Inclusion in planning emails
Improvement in on-site Kiosk
Usage / new kiosk style tested
in 2012
Utilize the Pilot “Site Intercept”
tool

29. Strategy & Goals:
Aim for launch 4 weeks pre-event to
Confirm Mobile Sponsor
Achieve or surpass adoption goal of 40%
Improve Android app, launch Smart
Route, Attendee Badge Scanning and iPad
version
Extensive marketing plan
Pre-show
On-site

30. Results/Learnings:
Launch was slightly delayed due
to data delays on our end (not
completed within MYS)
58% adoption (7,286 downloads)
56% increase over 2012 (4,678
downloads)
1,957 mobile contest entries for
the iPad mini
Text Messages Sent:
(start)819…(end)593
Push Notifications: 118,000 sent
(apple/droid combined)

31. New This Year:
New Google techniques were also tested this year including:
Similar User functionality:
▪ Banner ad advertising on the Google Display Network to people who
Google considers “similar” to people who had visited the show website
within the last 6 months.
YouTube Video campaign:
▪ Promotional videos were displayed as related content in the Books &
Literature and Printing & Publishing categories and as an ad when a
YouTube user searched on one of our keywords. Users were also able to
click through to our website from the video.
Video Remarketing:
▪ People who watched our video ad later saw a banner ad for the show as
they surfed the Internet.
Also new this year was a Bing/Yahoo search campaign.

32. Google Search 2013
Microsoft (Bing/Yahoo)
Search 2013
Registrations 1,210 92
Cost per Registration
$4.29 $6.50
Impressions 220,778 237,395
Clicks 21,022 3,082
Avg CPC $0.25 $0.19
Avg CTR 9.52% 1.30%
Total Cost $5,193.11 $598.40

33. 781.21% more registrations with just 415.03% more budget
41.54% decrease in cost per registration
CPC increase of 49.54% & CTR decrease of 47.03%
both due to our last minute Power Reader campaign which
generated just 11 registrations but spent $434.04.
*Comparison based on search campaigns only since we did not have a
display or video campaign in 2012.
2012* 2013* % Change
Registrations 149 1,313 781.21%
Cost per Registration $8.11 $4.74 -41.54%
Verification Rate 94.00% 89.87% -4.39%
Impressions 73,702 488,751 563.14%
Clicks 6,974 24,489 251.15%
Avg CPC $0.17 $0.25 49.54%
Avg CTR 9.46% 5.01% -47.03%
Total Cost $1,208.77 $6,225.55 415.03%

34. 200 developers, designers, and
entrepreneurs came together for 36
hours to experiment in an untapped
vertical.
Delivered a new and valuable
audience at BEA that included 100
venture capital investors.
Generated media coverage from Fast
Company, Crain's, the Atlantic, The
New Yorker, Forbes, NPR + all the
major publishing trade journals
Library Integration Challenge from NYPL -
$1,000 was awarded to Visibrary for the best
library discovery project or the best
integration of library data.
Children's / Literacy Challenge from NYPL -
$500 was awarded to the Evoke team (listed
above) for the best project for children and
adults that either (a) enables book discovery,
(b) encourages a love of reading, or (c)
facilitates literacy.
Moon & Rick Steves Travel Guides
Discovery Challenge - $500 was awarded to
BookCity for the project that best promotes
discovery books related to travel.
Manuscript to Metadata Challenge from
PublicAffairs - $500 was awarded to
Publy.io (Megha Gulati, Rajeev Gulati) for
the best approach to improving metadata
from the manuscript.
Pearson API Challenge - $250 was awarded
to Evoke for the best use of either (or both) of
Pearson’s APIs.

38. Created $100,000.00 in new revenue
Had over 500,000 downloads in 4 months
BEA Author Stages offered an on-site
opportunity, pre-show promotion and
post show marketing content.
The key was BEA offered production,
marketing and distribution

39. BEA promotes ‘digital’ products through
traditional channels like print ads, direct mail,
on-site signs to use Twitter, download the
mobile app, etc..
BEA communicates more efficiently to both
exhibitors and attendees
BEA is viable and active 365 days and the true
life cycle is now 4-5 months instead of 3+ days
All these new assets and products deliver
information our attendees seek and deliver a
value our exhibitors cannot get elsewhere