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Social media ,[object Object],in the Exhibition Industry?,[object Object],UFI Focus Meeting,[object Object],April 30, 2010,[object Object],Paris, France,[object Object],Stéphanie di MATTIA,[object Object],Consultant, HPR,[object Object],Foresight & Strategic Marketing,[object Object],Expertise in the Meeting Industry,[object Object],Caroline FAILLET,[object Object],Founder, BOLERO,[object Object],Web Intelligence & Influence,[object Object]
Why does the Exhibition Industry ,[object Object],have to organize its presence ,[object Object],in social media?,[object Object]
,[object Object],You need to be ,[object Object],where your e-reputation,[object Object],is being built and can influence ,[object Object],the opinion of your targets,[object Object]
With Social Media,[object Object],& mobile devices,[object Object]
Your exhibition & venue can be... ,[object Object],...evaluated in real time,[object Object],Back from the Hi-Fi show ,[object Object],[…] What a sad, embarrassing event. It was like watching a slow rail crash - fascinating and horrifying at the same time. […] Why were there so few exhibitors? Perhaps its because there are so few visitors. Why are there so few visitors? Why didn't you go? Let me know! ,[object Object],http://russandrews.blogspot.com/2005/10/back-from-hi-fi-show.html,[object Object],At11:37 AM, T.Grovessaid... The London Shoqis a nightmarebecause of location - beingnext to Heathrow isgreat for the International Dists/Manufacturers, but no good for payingcustomers.,[object Object],Toofar fromnearesttube,[object Object],Nightmareto park - ittakes about an hour to find a parking space,[object Object]
... compared to your competitors ,[object Object], Visible to anyone e-connected ,[object Object]
This e-reputation influences the choices and ,[object Object],the decisions of your (prospective) customers ,[object Object]
An increasing influence of social media on purchase decisions,[object Object],72 % of people trust the information forwarded by persons they know ,[object Object],Already 18 % of searches comes from social media and not anymore from search engines,[object Object],(Source: Nielsen Oct 2009),[object Object],Consultation of official web sites has been decreasing from 18 months ↔ top-down information (Source: Alexia Internet),[object Object]
You can not take control ,[object Object],of what users are saying,[object Object],Forget it,[object Object],But you can manage it,[object Object]
How ?,[object Object],Official ,[object Object],web sites,[object Object],ECONOMICAL WEB,[object Object],By organizing your presence where conversations creating opinions on your exhibitions / venues happen = outside your official web sites, in social media,[object Object],Social media ,[object Object],Blogs,[object Object],Forums,[object Object],Chatrooms,[object Object],Social Networks,[object Object],Virtual world, etc.,[object Object],WEB 2.0,[object Object]
,[object Object],You want to be part of ,[object Object],the growing Digital Generations’universe to convince them to become your clients ,[object Object]
If you are not in conversation in social media,[object Object], You do not belong to their world = you do not exist ,[object Object],	 They get suspicious about you,[object Object], They will consider your exhibition as dated,[object Object],[object Object]
 to your competitors, if they are active and efficient in social media
 to new actors who offers e-alternatives matching their uses and needs (↔ reintermediation),[object Object]
If you want ,[object Object],to create close links with ,[object Object],    the Digital Generations ,[object Object], to be part of their world,[object Object],You have no choice but to immerse yourself in their culture, with their codes,[object Object]
How ?,[object Object],Official ,[object Object],web sites,[object Object],ECONOMICAL WEB,[object Object],Social media ,[object Object],Blogs,[object Object],Forums,[object Object],Chatrooms,[object Object],Social Networks,[object Object],Virtual world, etc.,[object Object],By being in conversation with them where you have more chance to reach them = ,[object Object],in social media,[object Object],WEB 2.0,[object Object]
,[object Object],You need to build ,[object Object],your own communities ,[object Object],for a continuous contact ,[object Object],with your targets,[object Object],Exhibition,[object Object]
Many brands and organisations ,[object Object],are already conscious of the stake ,[object Object],of building close relationships with their customers ,[object Object],They animate virtual communities and ,[object Object],create physical events to strengthen the relationship,[object Object]
Your (prospective) customers ,[object Object],will be more and more in demand,[object Object],So it becomes urgent for you ,[object Object],[object Object], to create and animate your own and specific communities,[object Object],In order to...,[object Object]
Risk management,[object Object],Avoid loss,[object Object],Anticipate crisis ,[object Object],New potential revenues,[object Object],Ideas to develop value added services,[object Object],Listen to your specific communities ,[object Object],& Understand  their expectations ,[object Object],and search route,[object Object],Continuous improvement of  your online & offline offers and communication,[object Object],Positive ,[object Object],e-reputation,[object Object],Increase marketing efficiency,[object Object],Capitalization of the collected,[object Object],metadata,[object Object],Growth ,[object Object],of qualified visitors,[object Object],Growth ,[object Object],of exhibitors satisfaction,[object Object],“Ambassadors”,[object Object],Optimization of marketing and communication  expenses,[object Object]
The more you wait, ,[object Object], the longer it will take,[object Object],[object Object],to get good results in social media,[object Object]
« Within a few years, a companythatdoesn’t engage in this sort of activitywill look dated »,[object Object],« You mightthinkthisconnection to the marketwouldresult in an unhealthy focus on the short term. But based on whatwe’veseen […] wethinkthis future willinsteadfoster a culture of responsivenessthat’sneeded to create effective long termstrategies. »,[object Object],« Companies need connections to their markets to create long-term loyalty » and they « won’t be able to build it in a week or a month once they realize they need it ».,[object Object]
Now we suppose ,[object Object],you are conscious of ,[object Object],the stakes for your exhibitions,[object Object],to organize their presence ,[object Object],in social media,[object Object]
The new question becomes: ,[object Object],How doing it efficiently? ,[object Object]
Creating a blog? ,[object Object]
… a wiki page? ,[object Object]
Publishing contents on Slideshare, Flickr…?,[object Object]
Creating an official Web TV on You Tube?,[object Object]
Animating a group or a page on Facebook?,[object Object]
Developpingfollowers on Twitter?,[object Object]
Contacting web influencers?,[object Object]
Introducing your event to professional groups ,[object Object],of the sector?,[object Object]
You will have to make choices…,[object Object]
… based on the most popular social media?,[object Object]
… based on the power of influence?,[object Object],Twitter : 60% of notoriety but 5% of users ,[object Object],and 40% of conversations with no interest ,[object Object],Facebook : 300 million users but 70% look atphotographs,[object Object],Forums : 22% of users, ,[object Object],10% of contributors,[object Object], SOCIAL ,[object Object],NETWORKS,[object Object],Blogs : 133 million, ,[object Object],but what is their audience?,[object Object],FORUMS,[object Object],BLOGS,[object Object],TWITTER,[object Object]
… based on marketing objectives?,[object Object],Guiding decisions,[object Object],Vote Comments,[object Object],Forums,[object Object],PR  towardsinfluencers,[object Object],RSS and Twitter,[object Object],Youtube, Flick’R,[object Object],Informing,[object Object],Working your image,[object Object],Blog,[object Object],Facebook,[object Object],Social,[object Object],Networks,[object Object],Building close links with (prospective) customers,[object Object]
Certainly NOT,[object Object],This is still your own way ,[object Object],of seeing things ,[object Object],Always a top-down communication approach,[object Object]
If you do not want your actions,[object Object],in social media to be… ,[object Object],… counterproductive,[object Object],A bad community ,[object Object],management can create ,[object Object],major crisis and damages,[object Object],in terms of image and ,[object Object],customers relationships ,[object Object]
… a total failure,[object Object],No fans on your Facebook page,[object Object],						No follower on Twitter…,[object Object]
Only a one shot communication,[object Object],	No strategic reflexion 		No capitalization 			,[object Object]
You first need to understand …,[object Object],Whoistalking in yoursector?,[object Object],Where?,[object Object],On which subjects?,[object Object],What is the profil of ,[object Object],the audience?,[object Object],What is his power of influence? ,[object Object],What is the risk of propagation? ,[object Object],Who are the influencers? ,[object Object],on which subjects?,[object Object],Who is looking ,[object Object],for what? ,[object Object],Why?,[object Object]
Subjects,[object Object],Communities,[object Object],Location ,[object Object],A necessarydiagnosis,[object Object],Opinions,[object Object],Tones used,[object Object],Route of influence,[object Object]
When you understand ,[object Object],how your targets are thinking, ,[object Object],you understand their search route,[object Object]
What is the search route of your e-visitors?,[object Object],Google,[object Object],Specialised web site,[object Object],Youtube,[object Object],collaborative web site,[object Object],In network with the professional of the sector,[object Object]
Deployyourpresence online according to the search route,[object Object],of your e-visitors,[object Object]
Target your actions according to yourpriorities,[object Object],Take place and settle in early in the information chain.,[object Object],Competespecialized web sites with a high performance  in SearchEngineOptimization,[object Object],Google,[object Object],Specialised web site,[object Object],Present and explain the value of yourevent to influencers,[object Object],Take the opportunity to create contents on Youtubebased on yourexhibitorsoffers, workshops…,[object Object],Youtube,[object Object],Add value to the existingnetwork by collaborative animation of yourevent,[object Object],collaborative web site,[object Object],In network with the professional of the sector,[object Object],Join the network !,[object Object]
Whatisyourpresence online going to be?,[object Object],Herea tacticalwebsite,[object Object],Google,[object Object],Here ,[object Object],e-Public relations,[object Object],Specialised web site,[object Object],Here publishing content,[object Object],Youtube,[object Object],Here publishing content,[object Object],collaborative web site,[object Object],Here an official website,[object Object],In network with the professional of the sector,[object Object]
What you look for,[object Object], is not to be ,[object Object],the one who speaks louder,[object Object]
… nor the most visible one ,[object Object]
But to be the most influencial,[object Object]
To optimize your chance of success...,[object Object]
You need to integrate web uses ,[object Object],Into your organization,[object Object],Access to social media,[object Object],Development of collaborators skills ,[object Object],Creation of new functions, web expertise  ,[object Object],Efficiency,[object Object],Reactivity,[object Object],Simplified procedures,[object Object],Pragmatism,[object Object],Learning organization ,[object Object],as they spread fast in the physical world ,[object Object]
You need to integrate the web culture,[object Object],Into your behaviour,[object Object],Humility,[object Object],Lateral communication,[object Object],Coherence between online & offline, communication & actions,[object Object],Transparency, explanation, proof,[object Object],Long term commitments with your communities,[object Object],“It takes 20 years to build-up a reputation, ,[object Object],	             5 minutes to destroy it ”  (Warren Buffett),[object Object],Or you may be counterproductive ,[object Object],in social media,[object Object]

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UFI Focus Meeting on Social Media - Paris 2010 - Stéphanie di Mattia & Caroline Faillet

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