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
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
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