Panel Discussion | Social Media 201

1. 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 Foundation Costas Varkarotas, VP Branding & Innovation, The Expo Group / Founder, Exhibit 4 Smiles Panel Discussion | Social Media 201

2. Before introducing social media into your overall marketing plan consider: • Objective: What it is you are actually trying to achieve • Strategy: How you are going to achieve it • Tactics: The things you do along the way to ensure you achieve your objective • Results: ROI

3. 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

4. Strategy: Pre-Event Planning Editorial Calendar EDPA FOUNDATION Editorial Calendar Example By Hubspot

5. Tactics: Measure Co. Performance The 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

6. Tactics: Identify Key InfluencersFind Out Why They Buy Two Reasons that make people buy • The Brand • What people feel about the company, and trust they will deliver on brand promise • 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

7. Results: ROI Calculation Calculate how you measure Social Media into overall marketing campaign: • Drive X Thousands to website • Generate $Xmillions 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

8. Case Study: EDPA Foundation • Facebook Presence • Randy Smith Golf Tourney • EDPA Chapter Events Cal & Pics • Fan Growth – Engagement • Twitter Notification • In advance / up to min / during event • Connect with partnering causes / E4S • LinkedIN Group Professional • Connect with other biz owners • Forge Partnerships

9. Compelling Statistics • 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) • People spend 700 billion minutes per month on Facebook • Each Facebook user spends on average 15 hours and 33 minutes a month on the site • More than 250 million people access Facebook through their mobile devices • More than 2.5 million websites have integrated with Facebook • 30 billion pieces of content is shared on Facebook each month • 300,000 users helped translate Facebook into 70 languages • People on Facebook install 20 million “Apps” every day • YouTube has 490 million unique users who visit every month (as of February 2011) • YouTube generates 92 billion page views per month (Not including videos viewed on phones and embedded in websites) • Users on YouTube spend a total of 2.9 billion hours per month (326,294 years) • Wikipedia hosts 17 million articles • Wikipedia authors total over 91,000 contributors • People upload 3,000 images to Flickr (the photo sharing social media site) every minute • Flickr hosts over 5 billion images • 190 million average  Tweets per day occur on Twitter (May 2011) • Twitter is handling 1.6 billion queries per day • Twitter is adding nearly 500,000 users a day • Google+ has more than 25 million users • 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 Facebookwww.facebook.com/EDPAF or Follow Us on Twitterwww.twitter.com/edpafoundation To request a copy of this presentation. Thanks for coming!

10. Mod: Questions for Panelists • Have you set a figure on ROI conversions – a specific benchmark in terms of minimum profit? • How do you feel social media has helped you (Exposure, Brand Awareness, New Clients)? • Would you have any recommendations to those just getting started with their social presence? • What new opportunities do you believe you are open to after having incorporated SM into plan? • How internally have your employees gotten involved with your current social media plan? • How do you believe social media has impacted the exhibit/tradeshow industry? • How has social media helped with the EDPA Foundation? • How has the use of social media worked in the acquisition of sponsors for E4S? • What area would you like to start getting into more?