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The Evolution of Social Media
Stephen Nold
CEO Tarsus Advon, USA
Industry consultant
• Technology launch strategies
• Show systems & event IT architecture
Show manager- Implement SM for Tarsus events
Launched Social Media Playbook
Speak and write on SM best practices
Clients including IBM, Dell, Gartner,
National Association of Broadcasters,
Society of Petroleum Engineers
and Hanley Wood
Agenda
• What is all the hype on SM?
• Can SM recruit customers?
• How will SM change traditional face-to-
face marketing?
• How do you leverage SM tools?
• Case Studies
• Strategies & Tactics
What is Social Media?
• Communities
• Conversations
• Connections
• Content
All Online
Why does Social Media Work?
• Versus email broadcasts
• Accountability
• Direct Inbox hits
• Viral Factor
First Basic Steps of Social
Media
• Where are the customers/audience?
• Register&create account (like Gmail)
• Include SM Info in Marketing Campaigns
• Arrange your resources
• Establish a community manager
• Recruit brand generals
• Git ‘er done
What does Social Media mean
to Consumer Shows?
• A new form of Marketing
• Reaching audience + exhibitors +
press + speakers + experts = found
in online communities
• Low cost approach to awareness &
visibility
Social Media in Plain English
If Facebook were a country, it would
be the 3rd largest countryin the
world…
What island are your customers on?
Should you be asking…
4 Essential Resources
• Platform: Facebook, LinkedIn &Twitter
• Blogs
• Video
• Inbound Marketing
2010 is the year of Execution
2008 - 2009 intro of SM
2006 - 2007 = social networking
2005 = matchmaking
2002 - 2004 = rise of virtual events & RFID
Virtual events would replace tradeshows…
2001 = .com bust
Evolution
Where the Hell is Matt?
Examples on SM impacting
sales & marketing reach
National Association of
Broadcasters
BlogWorld
Hanley Wood
MTO Summit
Walt Disney
Hype & truth on SM
Paying a lot of money for SM doesn’t
give any clear advantages
It isn’t free Consultants
don’t offer
comprehensive plans
Suppliers launch partial solutions
Show Management Needs
1. Recruit attendees
2. Grow community
3. Enhance
networking
4. Increase brand
awareness
5. Recruit exhibitors
6. Create value for
exhibitors
7. Generate event
buzz
8. Drive online
commerce
9. Supplement current
marketing efforts
10.Conduct research
11.Provide online
event connectivity
12.Manage reputation
Four Pillars of Social Media Playbook
I. Build Infrastructure and Online Presence
II. Grow An Online Community
III. Leverage Community to Achieve Goals
IV. Monitor Performance Toward Goals
Design a
social media
Strategy
Playbook

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Evolution of social media

  • 1. The Evolution of Social Media
  • 2. Stephen Nold CEO Tarsus Advon, USA Industry consultant • Technology launch strategies • Show systems & event IT architecture Show manager- Implement SM for Tarsus events Launched Social Media Playbook Speak and write on SM best practices Clients including IBM, Dell, Gartner, National Association of Broadcasters, Society of Petroleum Engineers and Hanley Wood
  • 3. Agenda • What is all the hype on SM? • Can SM recruit customers? • How will SM change traditional face-to- face marketing? • How do you leverage SM tools? • Case Studies • Strategies & Tactics
  • 4. What is Social Media? • Communities • Conversations • Connections • Content All Online
  • 5. Why does Social Media Work? • Versus email broadcasts • Accountability • Direct Inbox hits • Viral Factor
  • 6. First Basic Steps of Social Media • Where are the customers/audience? • Register&create account (like Gmail) • Include SM Info in Marketing Campaigns • Arrange your resources • Establish a community manager • Recruit brand generals • Git ‘er done
  • 7. What does Social Media mean to Consumer Shows? • A new form of Marketing • Reaching audience + exhibitors + press + speakers + experts = found in online communities • Low cost approach to awareness & visibility
  • 8. Social Media in Plain English
  • 9. If Facebook were a country, it would be the 3rd largest countryin the world… What island are your customers on? Should you be asking…
  • 10. 4 Essential Resources • Platform: Facebook, LinkedIn &Twitter • Blogs • Video • Inbound Marketing
  • 11. 2010 is the year of Execution 2008 - 2009 intro of SM 2006 - 2007 = social networking 2005 = matchmaking 2002 - 2004 = rise of virtual events & RFID Virtual events would replace tradeshows… 2001 = .com bust Evolution
  • 12. Where the Hell is Matt?
  • 13. Examples on SM impacting sales & marketing reach National Association of Broadcasters BlogWorld Hanley Wood MTO Summit Walt Disney
  • 14. Hype & truth on SM Paying a lot of money for SM doesn’t give any clear advantages It isn’t free Consultants don’t offer comprehensive plans Suppliers launch partial solutions
  • 15. Show Management Needs 1. Recruit attendees 2. Grow community 3. Enhance networking 4. Increase brand awareness 5. Recruit exhibitors 6. Create value for exhibitors 7. Generate event buzz 8. Drive online commerce 9. Supplement current marketing efforts 10.Conduct research 11.Provide online event connectivity 12.Manage reputation
  • 16. Four Pillars of Social Media Playbook I. Build Infrastructure and Online Presence II. Grow An Online Community III. Leverage Community to Achieve Goals IV. Monitor Performance Toward Goals