Once you’ve successfully defined your social networking strategy (see page 20 of the October issue of
EXPO), the next step is to select the best platform for your needs. (Stay tuned next month when we tackle tips for engaging your audience in the final article of this series.)

Most organizers already know that public social networking platforms like Facebook, LinkedIn and Twitter let organizers post content (discussions, blog posts, photos, video, etc.) and let public users connect with one another year-round. For some organizers, especially those who are strapped for time and resources, these networks offer a relatively quick, easy — and free — solution to create an online community for your organization or show. The only cost required is the staff time in setting up the account (which usually takes just a few minutes) and/or creating the group and then the time you commit to posting content.

But if your social networking goals include enhanced functionality beyond basic networking and content posting and an online community that isn’t open to just anyone, you should consider a proprietary or private network. Here’s what you need to know to determine if they’re right for you. What they are: Unlike public social networks, which are open to the general public, proprietary networks are privately owned, giving owners the ability to restrict their access to only registered users. Organizers with the appropriate resources can either develop private systems in-house or work with a third-party vendor to create one for them.

“When you set up an event page with Facebook, LinkedIn or Twitter, the experience, customers and brand belong to them,” says Jordan Schwartz, CEO, Pathable Inc. “They offer value because of their reach and customers, but people want a community that belongs to the event. The event owner can then use the information gathered about attendees to create a better experience.”

What they can do: In addition to public networks’ ability to create a space for users to connect with one another, have conversations and provide them with show-related content, updates and interactive tools, proprietary networks offer a range of enhanced functionality, such as the capability to:
- Match the look and feel to your show site and other marketing efforts
- Control the content and direction of the conversations occurring on the network.“Unauthorized users can use Facebook and say whatever they want about your event or create their own pages in the event’s name,” says Paul Schneider, Senior Vice President of Business Development and Co-Founder, Socious. “But if it’s within your own framework, you have some sort of control over it.”
- Restrict users or members and/or charge a fee to access part or the entire network
- Tie the network into your registration system or export data for use with other systems
- Send customized and branded e-mails to users
- Build in bookmarking and appointment scheduling to let users preset appointments at the show, create schedules and save content to their profiles
- Incorporate matchmaking technology to provide users with suggestions about other people they should meet, content they might be interested in viewing or sessions they should attend at your show
- Tie in public social media sites to serve as a companion to your network and attract new users. “Proprietary networks complement what you’re doing on Facebook or Twitter,” Schneider explains. You can use those sites to link back to your online community and extend its reach.”
- Capture all data shared on the network so that content becomes searchable and reports can be created
- Sell targeted advertising and sponsorships to generate new revenue

For most organizers, the ability to capture, track and report data as well as cover the costs of the network through advertising and sponsorships are the most significant benefits of private systems. “If you’re giving public networks your data, you lose the power to do analytics, demographics studies, etc.,” says Chris Bucchere, CEO, The Social Collective. “You can also offset the costs of a private network by having
sponsors cover the costs.”

How long they take to implement: The amount of time required to set up and brand a proprietary network will depend on a variety of factors, including the level of functionality incorporated.While some can go live in as little as 15 minutes, more complicated build-outs can take up to 90 days.

What they cost: Pricing for proprietary networks often includes a setup fee that depends on the functionality provided, plus a monthly fee, which typically ranges between $500 and $9,000 a month, based on the number of users. Yet, unlike public networks, proprietary networks can often pay for themselves and even generate additional revenue. Organizers can sell targeted advertising that appears for users based on data entered in their profiles or sell sponsorships (branded pages or microsites) to cover the cost of the network. “Some of our sponsorship programs are generating six figures — money that covers the network cost and also generates new revenue,” Schneider says.

Sources: Chris Bucchere, CEO, The Social Collective; Paul Schneider, Senior Vice President of Business Development and Co-Founder, Socious; Jordan Schwartz, CEO, Pathable Inc.; Mark Sylvester, CEO, introNetworks