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.

1. Social Media Marketing for Trade Shows UFI ICT Focus Group in Paris, April 2010 Matthias Baur

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:

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

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!

17. Thank you Representatives