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Using social media to maximize ROI on marketing events. A case study of the 2009 Web 2.0 Expo use of FaceBook, LinkedIn and Twitter to build community.
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FACE TO FACE SOCIAL MEDIA
& EVENTS
scott niesenscott.niesen@comcast.net
twitter: @sniesen
WHO IS THIS GUY?
MANAGED CORPCOM & MARCOM FOR MORE THAN TWO DECADES
WHO IS THIS GUY?
MANAGED/PARTICPATED IN MORE THAN 50 EVENTS
FIRST TO LAND LAST TO LEAVE
WHO IS THIS GUY?USING SOCIAL MEDIA
SINCE 2004
WHO IS THIS GUY?
OH…AND I MARRIED AN EVENT
PLANNER
WHAT I’VE LEARNED
ALL CAREERS LEAD TO EVENT PLANNING
TRADE SHOW ATTENDANCE IN 2008
-5%
-10%
-22% 2009 IS WORSE
$16 TO $24 SQ. FT.
“Many marketers will look to cut budgets in the next few weeks and while the pressure to cut trade shows and events will be high, keeping the intimacy with customers will pay dividends, even during a recession.”
G.Oliver Young - Forrester
PEERS &COLLEGUES 84%
VENDOR, TRADE, PROFESSIONAL WEBSITES
80%
BUSINESS PUBLICATIONS 77%
DIRECT VENDOR SALESPERSON 75%
CONSULTANTS, VALUE ADDED RESELLERS
68%
INDUSTRY EVENTS, TRADE SHOWS CONFERENCES
65%
SOCIAL NETWORK SITES, ONLINE COMMUNITIES
64%
INTERACTIVE MEDIA – PODCASTS, ONLINE VIDEO
61%
EMAIL - NEWSLETTERS 60%
WEBINARS 60%
VENDOR/INDUSTRY BLOGS 57%
ANALYST FIRMS 56%
BROADCAST 42%
DIRECT MAIL 41%
IMPORTANCE OF EACH SOURCE INFORMING PURCHASE DECISION
SOURCE: FORRESTER RESEARCH ENTERPRISE & SMB HARDWARE SURVEY NA & EUROPE – Q3 2008
NEW OUTREACH IS CHANGING THE GAME
GETTING MORE FROM YOUR EVENTS WITH
SOCIAL MEDIA
BEFORE | DURING |AFTER
CONNECTIONCONVERSATION
EXTENSION
IT’S FREE
SORT OF
DOESN’T COST
MUCH
BUT
IT TAKES WORK
ANATOMY OF A WEB 2.0 EVENT
IF YOU BUILD ITTHEY WILL COME…
MAYBE.
EVENT MANAGEMENT TAKING THE LEAD
BUILD THE BUZZ
PUTTING IT ALL TOGETHER
4,966FANS
545 MEMBERS
10,989FOLLOWERS
1,230UPDATES
BUILD THE BUZZORGANIZERS
SPEAKERS
PARTICIPANTS
LEAD & JOIN THE CONVERSATION
700 TPH
SHARE THE LOVE
SET THE CONTENT FREE
SHARE THE PITCH
SHARE THE PITCH
SHARE THE PITCH
SHARE THE PICS
SHARE THE VIDEOS
IT’S ALL MEASURABLE
START OVER
WHAT NOW?
LEARN THE TOOLS
CREATE THE MIX
EXPERIMENT
MEASURE
WHERE NOW?
THE EVENT COMES TO YOU
PARTICIPATION WITHOUT
EXHIBITING
THE UNCONFERENCE
INTIMATE CONFERENCE
EVEN PLAYING FIELD
POWER TO THE ATTENDEES
thanks
scott niesenscott.niesen@comcast.net
twitter: @sniesenhttp://marketinggoon.wordpress.com
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