Panel Discussion | Social Media 201

Moderator:Mark Fournier, Marketing Director, Brumark Total Flooring Solutions / Volunteer EDPA Foundation

Panelists:Dave Walens, President, Brumark Total Flooring Solutions / Chair EDPA Foundation

Jim Obermeyer, President, Reveal Exhibits / Committee EDPA FoundationCostas Varkarotas, VP Branding & Innovation, The Expo Group / Founder, Exhibit 4 Smiles

Before introducing social media into your overall marketing plan consider:

1. Objective: What it is you are actually trying to achieve

2. Strategy: How you are going to achieve it

3. Tactics: The things you do along the way to ensure you achieve your objective

4. Results: ROI

Objectives: Company Goals

Listen / Respond / Speak about what you do best ‘No sales pitches’ Your expertise in your specialty/offering will promote you far beyond

Credibility & Brand Awareness Relevancy and Quality Content = Great things said about your Brand Drive more traffic to website

Forge Partnerships Leverage current relationships to co-recognize Acquire leads for conversions

Strategy: Pre-Event Planning

Editorial Calendar Example By Hubspot

Editorial Calendar EDPA FOUNDATION

Tactics: Measure Co. PerformanceThe NPS Metric: The Net Promoter Score.

Promoters Passives Detractors Accountability: How many people can you get to tell

others to buy from your company?

www.netpromoter.com

Two Reasons that make people buy1. The Brand

– What people feel about the company, and trust they will deliver on brand promise

2. Referral from friends & family

The customer experience is 180 degree turn from the past Where agent presents product – company hopes customer will buy Now traffic is ‘inbound’ – customers come to you

Identify Influencers – who leads conversations and who responds Connect with these people Create opps for these connections to say great things about your brand

Engage influencers regularly

Tactics: Identify Key InfluencersFind Out Why They Buy

Calculate how you measure Social Media into overall marketing campaign: Drive X Thousands to website Generate $X millions by selling X thousands products

Through online store / sales agents Consider other costs in addition to social

Print/Pub Ads, PR, Direct Mail, E-marketing Social Media is simply a component to overall Marketing strategy

Not stand alone but mechanism used to achieve marketing goals In the Exhibit and Tradeshow Industry Social Media makes sense

You just have to decide to what extent

Results: ROI Calculation

Case Study: EDPA Foundation

1. Facebook Presence– Randy Smith Golf Tourney– EDPA Chapter Events Cal & Pics– Fan Growth – Engagement

2. Twitter Notification– In advance / up to min / during event– Connect with partnering causes / E4S

3. LinkedIN Group Professional – Connect with other biz owners– Forge Partnerships

Compelling Statistics1. One in every nine people on Earth is on Facebook (Number calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)2. People spend 700 billion minutes per month on Facebook3. Each Facebook user spends on average 15 hours and 33 minutes a month on the site4. More than 250 million people access Facebook through their mobile devices5. More than 2.5 million websites have integrated with Facebook6. 30 billion pieces of content is shared on Facebook each month7. 300,000 users helped translate Facebook into 70 languages8. People on Facebook install 20 million “Apps” every day9. YouTube has 490 million unique users who visit every month (as of February 2011)10. YouTube generates 92 billion page views per month (Not including videos viewed on phones and embedded in websites)11. Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)12. Wikipedia hosts 17 million articles13. Wikipedia authors total over 91,000 contributors14. People upload 3,000 images to Flickr (the photo sharing social media site) every minute15. Flickr hosts over 5 billion images16. 190 million average Tweets per day occur on Twitter (May 2011)17. Twitter is handling 1.6 billion queries per day18. Twitter is adding nearly 500,000 users a day19. Google+ has more than 25 million users20. Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)

Statics provided by Hubspot.com and Jeffbullas.com

Mark Fournier | Marketing Director, Brumark Total Flooring Solutions | 314.809.4094

Please LIKE EDPA Foundation on Facebook www.facebook.com/EDPAF or Follow Us on Twitter www.twitter.com/edpafoundationTo request a copy of this presentation. Thanks for coming!

Mod: Questions for Panelists

1. Have you set a figure on ROI conversions – a specific benchmark in terms of minimum profit?

2. How do you feel social media has helped you (Exposure, Brand Awareness, New Clients)?

3. Would you have any recommendations to those just getting started with their social presence?

4. What new opportunities do you believe you are open to after having incorporated SM into plan?

5. How internally have your employees gotten involved with your current social media plan?

6. How do you believe social media has impacted the exhibit/tradeshow industry?

7. How has social media helped with the EDPA Foundation?

8. How has the use of social media worked in the acquisition of sponsors for E4S?

9. What area would you like to start getting into more?