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Proven Strategies for Stimulating Traffic and Loyalty * Generating viral marketing results * Myths and truth on social media * Designing for long term community growth * Real world examples Chris Brown NAB MTO Summit Webinar Speaker: Chris Brown, National Association of Broadcasters, Executive Vice President, Conventions and Business Operations Chris has accumulated over 20 years of experience in the trade show industry, most of it in the nonprofit sector with a focus on producing large-scale trade shows and events. In his current capacity Chris heads NAB’s Conventions & Business Operations division.
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MTO Tech Webinar SeriesSocial Media: What Do I Need to Know?
“Strategies for stimulating traffic and loyalty"
Thursday, August 27, 1:00 – 2:00 EDT
MTO Tech Webinar SeriesSocial Media: What Do I Need to Know?
“Strategies for stimulating traffic and loyalty"
Thursday, August 27, 1:00 – 2:00 EDT
With
Stephen Nold CEO, Founder
MeetingTechOnline
Chris BrownEVP, Conventions & Business Operations
National Association of Broadcasters
Social Media Strategy
Pre-show Marketing Objectives1. Increase attendance2. Increase awareness of networking sites3. Build community and relationships4. Drive traffic to event Web site
Onsite Marketing Objectives1. Engage social networks 2. Enhance attendee experience 3. Support event coverage
Social Media Tactics
Engage Social Media Expert
Target Audience Leaders
Presence on Social Networking Sites
Event Web site
Myths and Truth on Social Media
Myth: Build it and they will comeTruth: Success in social media requires relationship building and time!
Myth: Social media is Facebook and TwitterTruth: Social media is web forums, e-mail lists, video, photo sharing, wikis, social networking and social bookmarking
Myth: You can use social media to broadcast your message or press releaseTruth: Social media is used for joining the conversation and engaging people
Myths and Truth on Social Media
Myth: It's OK to leave anonymous comments on blogs as a way to get the word outTruth: Transparency rules the day- be real and get involved
Myth: Using social media comes at a lower cost than traditional mediaTruth: Social media, if done properly, takes lots of time, energy and effort
Design for Long Term Community Growth
Do your research- find the right people to deliver your message to
Listen, give back and then takeMake sure your program passes the value or
'what's in it for me' test.Build your community from the ground up- in a
grassroots fashion. This helps identify those most passionate about your product or service.
Work it! Little by little, grow relationships with core supporters that will spread the word
Design for Long Term Community GrowthReward participants with things they can't get
anywhere else like recognition, access or input into your product or service
Make it easy for people to get your information and pass it along
Consider aggregating content and then sending it back out to community in a newsletter or RSS feed
Monitor and respond to your community in a timely fashion
Be a facilitator instead of a moderator
Social Media Tactics
Engage Social Media Expert
Target Audience Leaders
Presence on Social Networking Sites
Event Web site
Social Media Promotion on Event Site
www.nabshow.com
Program Results
1,500 Registrations – top performing strategy First-time attendees
• More Friends and Followers Twitter: 26 to 2,182; Facebook: 147 to 888; LinkedIn:
14 to 550
New strategic partnerships and relationships Database of 550 community leaders
Positive audience perception
Increased Web site traffic Up 14% from 2008; 50% new visitors Opening Day: 25K unique visitors – up 50% from 2008 Social Media sites rank in top 50 referring sites
Successes and Best Practices Overall Program
Dedicated resources: internal and external Start small/target audiences; assign tracking codes Be flexible with offers/incentives Build and engage community…leads to word of mouth
promotion
Twitter Most active network Onsite engagement/experience Workflow tools
Facebook Profile + Event Page + Fan Page + After Hours/Party
Page Customer Service Tool: Information sharing Cross-promotion between profiles and sites
Opportunities and Challenges
Program Management Brand and message management; vendor learning
curve Additional resources – divide & conquer! Unexpected offers and incentives Develop/execute strategy to address negative
comments Mobile marketing/texting
Within Social Networking Sites Maintenance is time-consuming by nature Immediate reactions expected and required to direct
inquiries Platform constraints Add photo sharing, video, etc.
Opportunities and Challenges
Onsite engagement activities Logistics planning (Awareness, Web access? Savvy
Moderators?) Engage exhibitors pre-show re: Tweetups – private demos? Start show blog earlier to engage speakers
Site-specific challenges LinkedIn: great b2b platform but no event admin
feature MySpace: inactive; phased out of campaign
Impact on Marketing Mix Budget Reallocation
Increase 2010 investment: expand target audiences Adjustments to media buys; list rentals; postage Increase investment in video initiatives Web site platform: mobile marketing
Complimentary Tool - Not a Replacement Year-round engagement vs. campaign cycle Cross-promotional opportunities Quick to market: announcements; schedule changes Content source: buzz, hot topics, exhibitor news,
meetups, FAQs Supports efforts to build email database
Supplement PR initiatives News release distribution Managing expectations; responding to controversy
Free MTO Summit Tech Educational Webinar serieshttp://www.mtosummit.com/webinar
Tradeshow Week, Event Tech Bloghttp://www.tradeshowweek.com/blog/stephennold
BlogWorldhttp://www.blogworldexpo.com/
MTO Summit San Francisco, October 21-22http://www.mtosummt.com
IAEE Expo Expo in Atlanta, December 9-11
Additional Information
For more information on Stephen and MeetingTechOnline
http://www.meetingtechonline.com
LinkedIn: http://www.linkedin.com/in/stephennold
@stepnold (twitter)
For more information on Chris Brown and NAB
http://www.nab.org
Webinar Replay – in 24 hours
http://www.mtosummit.com/techwebinar
Thanks for Joining Us
