The Evolution of Social Media

Consumer Shows &Innovation

Stephen NoldCEO 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

Social Evolution Video

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 SM 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 country in 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

Virtual events would replace tradeshows…

2008 - 2009 intro of SM

2001 = .com bust

2002 - 2004 = rise of virtual events & RFID

2005 = matchmaking

2006 - 2007 = social networking

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

Social Media Playbook

Download this presentation on www.SlideShare.net

• Stephen Nold• The Evolution of Social Media for

Consumer Shows

What’s your plan?

Stephen Nold

stephen@advontech.com512.310.0628Austin, Texas

LinkedIn: /stephennold

Twitter: @stepnold

Blog: www.tsnn.com

www.meetingtechonline.com