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Presentation by SocialFish for IAEE's Expo! Expo! 2010 about building community around a conference or tradeshow.

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Building Your Tradeshow Community Online


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    Presentation Transcript
    building your tradeshow community online

    Building Your Tradeshow Community Online

    Building your Tradeshow Community Online Lindy Dreyer and Maddie Grant www. .org

    agenda ul li what does it mean to have an event

    Agenda <ul><li>What does it mean to have an event community? </li></ul><ul><ul><ul><li>the ecosystem </li></ul></ul></ul><ul><li>The work of building community </li></ul> Agenda <ul><li>What does it mean to have an event community? </li></ul><ul><ul><ul><li>the ecosystem </li></ul></ul></ul><ul><li>The work of building community </li></ul>

    open community noun a diverse group of people

    Open Community ( noun ) A diverse group of people, bonded by a common interest in an industry and an organization, who care enough to contribute and cooperate online for the good of the group. What does it mean to have an event community? Open Community ( noun ) A diverse group of people, bonded by a common interest in an industry and an organization, who care enough to contribute and cooperate online for the good of the group. What does it mean to have an event community?

    slide courtesy of peter hutchins asae

    Slide courtesy of Peter Hutchins, ASAE The Ecosystem Homebase vs outposts EVENT MICROSITE FACEBOOK LINKEDIN YOUTUBE BLOG FLICKR MEMBER DIRECTORY YOUR ORG SITE TWITTER Slide courtesy of Peter Hutchins, ASAE The Ecosystem Homebase vs outposts EVENT MICROSITE FACEBOOK LINKEDIN YOUTUBE BLOG FLICKR MEMBER DIRECTORY YOUR ORG SITE TWITTER

    ul li community vs community platforms

    <ul><li>community vs. community platforms </li></ul><ul><li>setting up outposts (start by listening) </li></ul><ul><li>tags and hashtags </li></ul>the where <ul><li>community vs. community platforms </li></ul><ul><li>setting up outposts (start by listening) </li></ul><ul><li>tags and hashtags </li></ul>the where

    ul li site for selling versus site for feeding

    <ul><li>site for selling versus site for feeding the community </li></ul><ul><li>traits of a good homebase </li></ul><ul><li>clarity over control </li></ul><ul><ul><ul><li>value over promotion </li></ul></ul></ul>the how <ul><li>site for selling versus site for feeding the community </li></ul><ul><li>traits of a good homebase </li></ul><ul><li>clarity over control </li></ul><ul><ul><ul><li>value over promotion </li></ul></ul></ul>the how

    takeaway ul li creating safe spaces for your

    Takeaway: <ul><li>Creating safe spaces for your event community means embracing the ecosystem. </li></ul> Takeaway: <ul><li>Creating safe spaces for your event community means embracing the ecosystem. </li></ul>

    ul li can people find you easily online

    . <ul><li>can people find you easily online? </li></ul><ul><li>do they know how to participate? </li></ul><ul><li>do they feel connected? </li></ul><ul><li>do they feel invested? </li></ul>Barriers to participation The work of building community Remove the barriers

    ul li listening li ul ul li content curation

    . <ul><li>listening </li></ul><ul><li>content curation </li></ul><ul><li>conversation </li></ul><ul><li>social etiquette </li></ul><ul><li>facilitating and mediating </li></ul>New skill sets Build staff and volunteer skill sets The work of building community

    ul li how do you find them li ul ul li what about

    . <ul><li>how do you find them? </li></ul><ul><li>what about lurkers? </li></ul><ul><li>what about detractors? </li></ul><ul><li>careful with disclosure of freebies! </li></ul>Your champions Recruit your champions The work of building community

    takeaway ul li connecting with your online

    . Takeaway: <ul><li>Connecting with your online champions is critical to scaling your community. </li></ul>

    dunbar s number a theoretical cognitive limit

    . Dunbar’s number A theoretical cognitive limit to the number of people with whom one can maintain stable social relationships. The number lies between 100 and 230, but a commonly used value is 150 .

    takeaway ul li all community happens in small

    . Takeaway: <ul><li>All community happens in small groups. </li></ul>

    what one thing is holding your event community

    . What one thing is holding your event community back? <ul><li>Too many barriers? </li></ul><ul><li>Lacking the skill sets/resources? </li></ul><ul><li>Too few champions to scale? </li></ul><ul><li>Something else? </li></ul>

    ul li build skill sets for engaging with your

    . <ul><li>Build skill sets for engaging with your open community. </li></ul><ul><li>Find and connect your attendees, exhibitors, and stakeholders in social spaces online. </li></ul><ul><li>Set up official outposts with clear branding and regular postings about the event. </li></ul><ul><li>Document how participants use social media around the event. </li></ul><ul><li>Identify your rock stars and influencers. </li></ul><ul><li>Start a list of small groups and unofficial outposts for monitoring and outreach. </li></ul>Three year plan- Year 1

    ul li make sure participants know where to find

    . <ul><li>Make sure participants know where to find you in social spaces. </li></ul><ul><li>Educate stakeholders on how to use the tools, and proper etiquette. </li></ul><ul><li>Test different calls-to-action to see what sells, what engages, what fails. </li></ul><ul><li>Streamline the processes around monitoring and posting. </li></ul><ul><li>Experiment with using social media to make your homebase site more engaging. </li></ul><ul><li>Feed content to your rock stars and influencers to build buzz. </li></ul><ul><li>Empower someone to do outreach to small groups. </li></ul>Three year plan- Year 2

    ul li integrate marketing campaigns with social

    . <ul><li>Integrate marketing campaigns with social spaces. </li></ul><ul><li>Focus on driving specific business outcomes. </li></ul><ul><li>Create more efficiencies in processes around monitoring and posting. </li></ul><ul><li>Capture and repurpose user-generated content in more ways and more places. </li></ul>Three year plan- Year 3

    ul li further reading li ul ul li open community

    . <ul><li>Further reading: </li></ul><ul><li>Open Community </li></ul><ul><li>www.opencommunitybook.com </li></ul><ul><li>http://bit.ly/buy-OC (paperback) </li></ul><ul><li>http://amzn.to/opencommunity (Kindle) </li></ul>