UFI Focus Meeting on Social Media - Paris 2010 - Matthias Baur
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The document provides guidance on developing a social media marketing strategy for trade shows. It recommends starting with small, experimental steps like creating profiles and monitoring discussions to understand the landscape. The key is to listen first, then engage by offering value to the community. The message should be tailored to each platform and target different professional groups. ROI comes from many small interactions over time rather than big campaigns. Risks include lack of control and permanent comments, so content needs oversight. Success relies on an ongoing plan with dedicated resources.
UFI Focus Meeting on Social Media - Paris 2010 - Matthias Baur
- 1. Social Media Marketing for Trade Shows UFI ICT Focus Group in Paris, April 2010 Matthias Baur
- 2. Introduction 3 SMM - the revolution 4 Build a strategy 5 The Social Media Landscape 6 First Steps to start 7 – 8 Your Social Media Message 9 – 11 A Project Plan 12 ROI of Social Media 13 Risks of Social Media 14 Typical Mistakes 15 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. How to start a Social Media Marketing strategy? We were all surprised… Social Media 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
- 7. Social Media Social 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
- 8. Social Media Two steps in 20 minutes 3.3 First steps to start Go online and start 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 discussion Offer help, ask for feedback (CRM) Define your “landscape” Contact the profile owner Make sure that activities are going on Ask for a partnership Monitor the conversation Analyse the activity Start your profile Investigate the reasons Research niche groups Investigate your customers’ needs 20 Minutes Rest of your life (20 minutes per day) End of Slide
- 9. 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…
- 10. 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?)
- 11. 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.
- 12. 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!
- 13. 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!
- 14. 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
- 15. 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
- 16. 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? Social Media 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!
Editor's Notes
- #4: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #5: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #6: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #7: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #8: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #9: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #10: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #11: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #12: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #13: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #14: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #15: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #16: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.
- #17: -Some people are saying that Social Media Optimisation strategy could soon rival SEO in driving traffic to sites. This should be a key measure.