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Next Steps – Even More Targeted, Relevant Social Media Research – Care to offer some advice?

Year-round, I send out a monthly newsletter to our regular exhibitors. Articles typically cover upcoming deadlines, important dates, registration statistics, advertising opportunities, sponsorship opportunities, etc. Now that my organization has made the decision to move forward with social media initiatives for our 2010 annual meeting, I’ve realized that the exhibitor newsletter opens up a perfect opportunity to explore *exactly* what our exhibitors are doing, or not doing, or are interested in doing, with regards to social media – and their perspective on social media initiatives led by show management.

We are approaching social media with a carefully considered and thoughtful short-term strategy, which will provide us with the metrics to then determine our long-term strategy. One important consideration as we move forward is finding new and creative ways to leverage social media to increase the value of exhibiting and sponsorship in and around our annual meeting. This could range from new sponsor benefits to new metrics to provide in return for sponsorship and/or increased exhibit hall traffic.

The natural first step seems to be surveying our exhibitors to see where they are currently with social media and how they would like to see both their organization and show management using social media.

Please keep in mind that this is concerning a medical meeting, and thus subject to regulatory and compliance considerations, i.e., activities should not be too “carnivally” or “fun” in nature and should reflect a professional tone.

The goals of the survey would include:

Would the exhibitors benefit and appreciate social media initiatives led by show management geared at:

  • Attendees in an attempt to boost exhibit hall traffic; and if so, we would encourage them to provide suggestions to optimize this use of social media
  • Exhibitors to open up the collaborative “town hall” discussion year-round, and to exhibitors of all sizes and types

Obvious survey items would include requesting exhibitors to share their organization’s current social media involvement, the level of involvement for their personal use of social media, their opinion of various prospective social media initiatives (e.g. exhibit hall ‘scavenger hunt’, announcing product theater presentations, exhibit hall hours reminders, etc.) to increase exhibit hall traffic, positive/negative social media experiences at similar meetings, etc.

My question for you all –

Based on the goals of the survey – what unique and helpful questions would you include in the survey (taking into consideration the current regulatory landscape)?

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One response »

  1. Christina,

    If I’m understanding your goal(s) correctly I wonder if this first survey should be more focused on

    (1) understanding how exhibitors are connecting with attendees today
    (2) understanding exhibitor expectations of show management’s role in how they (exhibitors) connect with attendees
    (3) Understanding exhibitor perceptions of social media (what is it best used for?)

    My opinion: too often we rush in to tell customers what they should be doing before really understanding where they are today and where they want to go.

    I see multiple surveys and lots of opportunities for education in front of you. Thanks for sharing the journey.

    Kevin

    Reply

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