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Nacs08web

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WesterfieldGroup

The document discusses how consumer-generated media through various web 2.0 technologies can improve event attendance and retention. It outlines specific technologies like blogs, podcasts, social media sites, photo/video sharing sites, and more that event organizers can leverage to build community engagement throughout the year. By harnessing the power of word-of-mouth and peer/expert opinions, organizers can better promote their events and measure the impact of their social media strategies.

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How Consumer-Generated Media Can Improve Attendance and Retention Building Community for Your Show(s) Throughout the Year Using Web 2.0 Technologies Rich Westerfield, The Westerfield Group www.westerfieldgroup.com
“ People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.” - Theses #11 from The Cluetrain Manifesto It’s About Harnessing Word of Mouth to Work for You
The Importance of Peers & Experts WHY? Social Media WHAT? Content. Control. Creativity. Celebrity. WHO? One In Six of Everybody. HOW? Social Networks + Web 2.0 Apps
Web 2.0 Overview
Data on this slide © 2008 Forrester Research, Inc. % of Companies Adopting Web 2.0 Technologies in 2008
Publishing Blogs, Podcasts, Vidcasts
Blogs (Yours) mygardenspaces.com/SFblog mygardenspaces.com/NWblog
Blogs (Somebody Else’s) northlandrosarium.blogspot.com gardenrant.com pittsburgh.about.com/b/2007/03/06/ pittsburgh-home-garden-show.htm thegoodearth.blogspot.com deviantdeziner.blogspot.com http://sacgardening.blogspot.com/
Podcasts: Super-Targeted Radio podfeed.net/podcast/Global+Pet+Expo/10984 podcastdirectory.com/podshows/1373310 Google.com (search = “wedding expo podcast”)
Podcasts: Portable autoblog.com/categories/auto-shows/ coffeegeek.com Portable = customer friendly
Live Podcasts Interview from the show floor or take call-ins TalkShoe is first of new wave of apps that allow “live” podcasts, including call-ins via Skype. Shows are broadcast live then archived as standard podcasts. talkshoe.com
Vidcasts Applications like Ustream.tv allow you to stream live video, live chats and provide a unique “almost there” experience and an instant online community - ideally creating new attendees for future events. worldbaristachampionship.com
Social MySpace, Facebook, Linked In
LinkedIn Business Connections linkedin.com
MySpace 69 Mil (Mostly Young) Users
Facebook 35 Mil (College/Professional) Users
Graphics / Audio Flickr, YouTube, Powerpoint, Mobile
Flickr A Picture Is Worth 1,000 Words flickr.com
Flickr Groups Why not ask your attendees to submit their photos to your Flickr group?
A Video = 1,000,000 Words? Possible Links for Multimedia Consumer Generated Producer Generated Exhibitor Generated CVB Generated
Psst… hey Rich, time to play some videos! Mom and daughter at the Garden Show Limo guys do well at wedding show http: //youtube .com/watch? v=T7BZgjTEXeM http: //youtube .com/watch? v=PMP3aamOWDE
Low Tech: Sharing Powerpoint slideshare.com
Coming soon: Video on any platform, any device kickapps.com mov flv mp4
Your Audience = An Army of Marketers Encourage: Tell a Friend (WOM) Content Creation Content Sharing Accessibility
Links / News Digg, StumbleUpon, del.icio.us, Yelp and competitors
Digg News as Popularity Contest digg.com Also applies to • Reddit • Newsvine • Shoutwire
del.icio.us & StumbleUpon del.icio.us stumbleupon.com Links as Popularity Contest Also applies to ma.gnolia, furl, shadows, etc.
Yelp, Bestuff (The Best Stuff on the Internet) Everything else as popularity contest bestuff.com yelp.com
Mobile, Search & Aggregators Twitter, Jaiku, Summize, Truveo, FriendFeed, Lijit
Twitter What Are You Doing Right Now?
Jaiku Twitter with Pictures jaiku.com
Search truveo.com summize.com Search Videos Search Conversations What are people posting about your event? Also, Technorati, IceRocket and Google for searching blogs
Aggregators friendfeed.com lijit.com Keep track of your friends and network Keep track of all your online profiles
Measuring Outcomes  Demand Generation  Thought Leadership & Branding  Search Engine Optimization  Internal Collaboration
Affordable for All Near Zero Financial Investment Significant Commitment of Time, Energy, Resources Willingness to Lead AND Listen Transparency Any Which Way But Top Down
?

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Nacs08web

  • 1. How Consumer-Generated Media Can Improve Attendance and Retention Building Community for Your Show(s) Throughout the Year Using Web 2.0 Technologies Rich Westerfield, The Westerfield Group www.westerfieldgroup.com
  • 2. “ People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.” - Theses #11 from The Cluetrain Manifesto It’s About Harnessing Word of Mouth to Work for You
  • 3. The Importance of Peers & Experts WHY? Social Media WHAT? Content. Control. Creativity. Celebrity. WHO? One In Six of Everybody. HOW? Social Networks + Web 2.0 Apps
  • 5. Data on this slide © 2008 Forrester Research, Inc. % of Companies Adopting Web 2.0 Technologies in 2008
  • 7. Blogs (Yours) mygardenspaces.com/SFblog mygardenspaces.com/NWblog
  • 8. Blogs (Somebody Else’s) northlandrosarium.blogspot.com gardenrant.com pittsburgh.about.com/b/2007/03/06/ pittsburgh-home-garden-show.htm thegoodearth.blogspot.com deviantdeziner.blogspot.com http://sacgardening.blogspot.com/
  • 9. Podcasts: Super-Targeted Radio podfeed.net/podcast/Global+Pet+Expo/10984 podcastdirectory.com/podshows/1373310 Google.com (search = “wedding expo podcast”)
  • 10. Podcasts: Portable autoblog.com/categories/auto-shows/ coffeegeek.com Portable = customer friendly
  • 11. Live Podcasts Interview from the show floor or take call-ins TalkShoe is first of new wave of apps that allow “live” podcasts, including call-ins via Skype. Shows are broadcast live then archived as standard podcasts. talkshoe.com
  • 12. Vidcasts Applications like Ustream.tv allow you to stream live video, live chats and provide a unique “almost there” experience and an instant online community - ideally creating new attendees for future events. worldbaristachampionship.com
  • 15. MySpace 69 Mil (Mostly Young) Users
  • 16. Facebook 35 Mil (College/Professional) Users
  • 17. Graphics / Audio Flickr, YouTube, Powerpoint, Mobile
  • 18. Flickr A Picture Is Worth 1,000 Words flickr.com
  • 19. Flickr Groups Why not ask your attendees to submit their photos to your Flickr group?
  • 20. A Video = 1,000,000 Words? Possible Links for Multimedia Consumer Generated Producer Generated Exhibitor Generated CVB Generated
  • 21. Psst… hey Rich, time to play some videos! Mom and daughter at the Garden Show Limo guys do well at wedding show http: //youtube .com/watch? v=T7BZgjTEXeM http: //youtube .com/watch? v=PMP3aamOWDE
  • 22. Low Tech: Sharing Powerpoint slideshare.com
  • 23. Coming soon: Video on any platform, any device kickapps.com mov flv mp4
  • 24. Your Audience = An Army of Marketers Encourage: Tell a Friend (WOM) Content Creation Content Sharing Accessibility
  • 25. Links / News Digg, StumbleUpon, del.icio.us, Yelp and competitors
  • 26. Digg News as Popularity Contest digg.com Also applies to • Reddit • Newsvine • Shoutwire
  • 27. del.icio.us & StumbleUpon del.icio.us stumbleupon.com Links as Popularity Contest Also applies to ma.gnolia, furl, shadows, etc.
  • 28. Yelp, Bestuff (The Best Stuff on the Internet) Everything else as popularity contest bestuff.com yelp.com
  • 29. Mobile, Search & Aggregators Twitter, Jaiku, Summize, Truveo, FriendFeed, Lijit
  • 30. Twitter What Are You Doing Right Now?
  • 31. Jaiku Twitter with Pictures jaiku.com
  • 32. Search truveo.com summize.com Search Videos Search Conversations What are people posting about your event? Also, Technorati, IceRocket and Google for searching blogs
  • 33. Aggregators friendfeed.com lijit.com Keep track of your friends and network Keep track of all your online profiles
  • 34. Measuring Outcomes  Demand Generation  Thought Leadership & Branding  Search Engine Optimization  Internal Collaboration
  • 35. Affordable for All Near Zero Financial Investment Significant Commitment of Time, Energy, Resources Willingness to Lead AND Listen Transparency Any Which Way But Top Down
  • 36. ?