UFI Focus Meeting on Social Media - Paris 2010 - Matthias Baur
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1 cial Media Marketing for Trade Sho I ICT Focus Group in Paris, April 2010 Matthias Baur
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Social Media Marketing for Trade Shows By: Matthias Baur, Director for e-Business Development, Reed Exhibitions, United Kingdom
Transcript of UFI Focus Meeting on Social Media - Paris 2010 - Matthias Baur
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Social Media Marketing for Trade Shows
UFI ICT Focus Group in Paris, April 2010
Matthias Baur
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1. Introduction 32. SMM - the revolution 43. Build a strategy 54. The Social Media Landscape 65. First Steps to start 7 – 86. Your Social Media Message 9 – 117. A Project Plan 128. ROI of Social Media 139. Risks of Social Media 1410. Typical Mistakes 1511. Summary 16
Contents
3
Social Media
Background
Matthias Baur
1. Introduction
Name: Matthias Baur
Title: Director e-business development at Reed Exhibitions
Age: 40
Nationality: German
Professional Journey:
4
Some Facts about Social Media
Facebook and IPOD are the fastest
developments that reached 100 million people (9 months) in
human history
Users trust other users much more than advertisers
Social Media
2. The Revolution
Social Media is the far most used
activity in online
The quality of Wiki is better than the
quality of Encyclopaedia
Britannica
Youtube is the second largest search engine in
the world
It’s not only about Marketing!
It’s about:
- Social Media Marketing- Social Media CRM- Social Media Leads- Social Media Intelligence
What is it for trade shows?
Social Media
5
Social Media
How to start a Social Media Marketing strategy?
We were all surprised…
The first steps to build a Social Media Strategy
3. Build a strategy
6
Social Media
You need to know your landscape
3.1 The landscape
B2B
B2C
Vertical
Horizontal
Mix of everything
End of Slide
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Social MediaSocial Media is nothing unknown. It’s the behaviour of your customers and
partners
3.2 First steps to start
You need a team of brilliant
consultants to create a holistic
and sustainable strategy
to make the best possible
use of Social Media!
Do you need brilliant consultants
to start?
It is easy to start a
Social Media Strategy End of Slide
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Social Media
Two steps in 20 minutes
3.3 First steps to start
Go online andstart experimenting
with your show name,categories etc.
Results
People discussing your show
Empty profile about your
show
Nobody is talking
about you
Competitors are active
Join the discussionOffer help, ask for feedback (CRM)Define your “landscape”
Contact the profile ownerMake sure that activities are going onAsk for a partnership
Monitor the conversationAnalyse the activityStart your profile
Investigate the reasonsResearch niche groupsInvestigate your customers’ needs
20 Minutes
Rest of your life(20 minutes per day)
End of Slide
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Social Media
● Create the right message for the right target group!
● Twitter and Facebook are different
● Build up your “online story”● A good starting point is your show proposition
● You must know the positioning of your digital footprint in the online environment
● What benefits can you provide to your target group (read what they are talking about)
●Never try to lead, manipulate or blame other users – don’t forget: this is Web 2.0 behaviour!
● Be a partner! Listen to the sector! Engage! Don’t forget that users trust other users more than they trust you!
Once you know which site you want to be active on, you need to define your message.
4. Your Message
http://www.youtube.com/watch?v=d_oaOMlurbk
These clips are now launched online before they are show on TV!
A story for car insurances…
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Social Media
Be a hero
4.1 Your Message: Example ComiCon
ComiCon built up a community outside of their show website. They are using all possible communication channels to promote their show and enhance brand awareness and visitor loyalty. The websites they are working with are:
● Facebook (1,400 fans)
● My Space (10,000 reg. users)
● YouTube (15,000 views)
15,000 views
(How much do you pay for a targeted
campaign?)
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Social Media
Partner with the right groups!
4.2 Your Message: Example Aluminium
Research on Xing.de
● Druckguss Westfalen (54 members)
● Materials Club (787 members)
● Bauwesen (7970 members)
● Automotive Supplier (7080 members)
● AND MANY MORE!!!!
A good partnership model with the owners of these groups can be based on:
● Invite the group owner to the show;● Ask him to invite the group members to the show;● Give him industry content / news for his group;● Offer a range of free tickets to the show.● Run a survey etc.
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Social Media
Don’t stop when the show is over!
5. Project Plan
Write a Project Plan:
● Nominate one or two members of your team
● Make sure they are up to date regarding the legal situation etc.
● Choose your steps (slide before)
● Set your goals (they can be small)
● Fill your plan with content
● Start with a few hours per day
● Reduce the time after a while. Sometimes 10 minutes is enough per day
● Start small and build up on your success
● Use the channel very rarely for marketing purposes!
● NEVER STOP!
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Social Media
How to turn a tweet in a visitor?
6. ROI of Social Media
It is all about the thousand little wins to
stay in contact and communicate with the
sector (RX US)
“Usually, we think about social media in the way that we are supposed to: as a remarkable new way for us, as marketers, to
connect with our consumers, generate relationships, and, essentially, participate in the same community as the people
who buy our products.” (ClickZ Experts)
Social Media Doesn’t Exist in a Vacuum. It’s about integration!
But don’t forget, that Social Media is much more than ROI – it’s… about Social!
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Social Media
Yes – there are also risks!
7. The Risks of Social Media
Some potential risks:
● You don’t control the data;
● What is free today can be expensive tomorrow;
● You build up your reputation on a platform you normally don’t control;
● All you say online is in the public domain – you can’t take it back;
● Word of mouth marketing is great but it is not without risk.
But just because there are risks, does not mean you should not do it
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Social Media
Try to avoid the typical mistakes!
8. Some typical Mistakes
Some typical mistakes are:
● Assuming Your Fans/Followers Will See a Post;
● Failing to Account for Overlap Across Networks;
● Spend too much time on Social Media Platforms;
● Forget about your other marketing channels;
● Failing to Count Clicks;
● Disregarding Search;
● Focusing on Followers.
Source: http://www.siliconbeachtraining.co.uk
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Social Media
● Where● Which Social Website will you use for your strategy?
● What● What is your story and what is your content?
● When ● Which resources are you willing to spend for this strategy and when is
this resources available?
It’s much easier than many people think, but you need somebody who can drive it forward!
9. Summary
Don’t forget to define your success factors
Social Media is not a miracle!
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Thank youRepresentatives
