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How to Create a Successful PR, AR and Social Media Strategy for MWC 2012

How to Create a Successful PR, AR and Social Media Strategy for MWC 2012



Tips and Tools to Create a Successful PR, AR and Social Media Strategy for 2012

Tips and Tools to Create a Successful PR, AR and Social Media Strategy for 2012



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    How to Create a Successful PR, AR and Social Media Strategy for MWC 2012 How to Create a Successful PR, AR and Social Media Strategy for MWC 2012 Presentation Transcript

    • Tips and Tools to Create aSuccessful PR, AR and SocialMedia Strategy for MWC 2012 www.shapiramarketing.com 1
    • Agenda Presenters Background on MWC Set Goals Social Media @ MWC Social Media Tips PR Tips AR Tips Use a Checklist After the Show www.shapiramarketing.com 2
    • Nancy Shapira-AronovicThe Founder and Manager of shapira marketing, a pr, arand social media agency for b2bFormer Director of Corporate Marketing for the FormulaGroup www.formulagroup.com20+ years experience in Marketing Management, AR andPR and Social Media for Hi-Tech CompaniesLecturer on PR, Analyst Relations and the new rules ofmarketingBlogger on Marketing, Positioning & AR http://shapiramarketing.com/blog www.shapiramarketing.com
    • Patrick Smith – Joshua PR Over 10 years experience of running and managing PRand marketing campaigns Founder of Joshua PR, previously UK MD of atelecoms specialist PR agency A proven track record of success through strategicconsultation and media relations Launched Good Technology in Europe Increased sale value of clients by over £50m Ran campaigns for FTS, Flash Networks, MobixellInfogin, as well as UMTS Forum, iFone and End2End www.shapiramarketing.com
    • Experience @ MWCPersonally attended 8 of the last 9 shows When it was on the beach in CannesHundreds of journalist and analyst meetings @ MWC Over 140 interviews at the show for IXI Mobile in 2004Thousands of pieces of coverage from MWCClients supported at MWC include: Mobixell Infogin FTS amdocs UMTS Forum www.shapiramarketing.com
    • Who Attends MWC www.shapiramarketing.com 6
    • Key Themes for MWC 2012 www.shapiramarketing.com 7
    • Set Goals: Sales, Research, Brand https://docs.google.com/viewer?url=http%3A%2F%2Fwww.centrexstat.org%2Fknowledgecenter%2Fmeasuresuccess.doc www.shapiramarketing.com 8
    • Social Media @MWC: My MWC www.shapiramarketing.com 9
    • Social Media @MWC: My MWC Attendees can begin using My MWC before the event to: Connect: Network with other attendees prior to the event Meet: Contact attendees and exhibitors with shared interests and setup on- site meetings Share: Follow conference sessions and engage in forum discussions Plan: Create a personalised schedule including conference sessions and meetings This year, attendees will also be able to experience new My MWC enhancements such as: Creating and posting live status updates Accessing a printable agenda Enjoying enhanced search capabilities Benefitting from improved contact approvals My MWC will also be the sole access point to download conference presentations after the event, so be sure to join My MWC during the registration process. www.shapiramarketing.com 10
    • Social Media @ MWC http://www.mobileworldcongress.com/social-media www.shapiramarketing.com 11
    • Social Media @MWC: Google+ www.shapiramarketing.com 12
    • Social Media Tips: Web Marketing Pre-show web marketing Develop a special section on your website to promote your participation in the upcoming event Promote this page in all printed materials and advertisements as well as through your social media. Create excitement through a pre-show contest or game giving an enticement to come and visit your booth during the event. At-show web marketing Use twitter and facebook to create buzz for your trade show display Have your website updated each day with event news, workshop recaps, speaker summaries and other information so conference attendees and those who could not come will get the latest news and information. This will position you as an expert and key industry resource in your field. Post-show marketing Add photographs and streaming video of product demonstrations from your exhibit. Interviews with current customers and testimonials from your event are also powerful, credible ways to get your sales message across. http://www.trade-show-advisor.com/trade-show-promotions-web.html www.shapiramarketing.com 13
    • Social Media Tips: Twitter Use a hash tag for the event Use your website and marketing communications to let customers and prospects know you will be tweeting about the trade show. Use the #mwc2012 for the event so followers can easily locate your messages and stay informed. Schedule your tweets Rather than tweeting everything live, use a Twitter scheduling service so thing are less chaotic. Scheduling services allow you to schedule the most important tweets in advance. You and the other exhibitors participating in the Twitter promotion can decide on an appropriate timing and then tweet live throughout the show to complement the scheduled tweets. http://www.trade-show-advisor.com/trade-show-marketing- twitter.html www.shapiramarketing.com 14
    • Social Media Tips: Twitter Organize a tweet-up To network with other exhibitors at the trade show, organize a Tweet-up for attendees and exhibitors. A Tweet-up provides a way for followers to chat in person without the 140 character limit and make new contacts. Let all of your Twitter followers know that you’ll be organizing a Tweet-up and encourage them to tell all of their followers. If possible, try to get a high profile Tweeter to attend the Tweet-up because it will generate a lot more buzz that way. www.shapiramarketing.com 15
    • Social Media Tips: Linkedin RSVP for Trade Shows on LinkedIn Events Check if your trade show has been listed in LinkedIn Events. If it has, RSVP for the event and then see who else has RSVPd for it. Cultivate relationships with those who have RSVP’d by inviting them to connect with you on LinkedIn, following them on Twitter, visiting their blogs, and arranging meetings with them at the trade show. Check if the event has it’s own LinkedIn group Join the trade show’s LinkedIn Group if it already exists, and if it doesn’t, ask the trade show organizers to start one. Join conversations, provide links to any relevant content you’ve produced, and post thought-provoking questions and updates on the group’s page. If the trade show doesn’t have its own LinkedIn Group, search for industry keywords and join relevant LinkedIn Groups. Post updates on these LinkedIn Group pages to find out if anyone will be attending the same trade show. After the Trade Show After the trade show is over, conduct your lead follow-up activities and include an invitation for prospects to connect with you on LinkedIn. You can use this professional networking site throughout the year to send out status updates that keep you and your company top-of-mind. You can also include links in your status updates to product videos, blog posts, special events, and PRs. www.shapiramarketing.com 16
    • Social Media Tips: LinkedInIf the trade show hasn’t been listed in LinkedIn Events, post your own trade showexhibit as a LinkedIn event and invite your connections to attend www.shapiramarketing.com 17
    • Social Media Tips: Use Linkedin Groups to Network Check out Linkedin Groups:Join the Discussion GSMA Mobile World Congress (The Official Networking Group) The Official GSMA Mobile World Congress (formerly 3GSM World Congress) group on LinkedIn for the worlds largest exhibition and conference for the mobile industry. We invite those who wish to stay in touch with contacts from the Congress. Next event: February 14-17, 2011 Barcelona, Spain. Owner: Julia Forsyth | 4,998 members | Share Mobile World Congress - Get connected in 2010 MWC Barcelona 2010 - are you connecting?. Owner: Mike Gannon | 1,083 members | Share Mobile World Live Mobile World Live is an exciting new online portal that will serve as the voice of the mobile communications industry, and will extend the reach of the industry’s elite events, Mobile World Congress and Mobile Asia Congress throughout the year. Owner: Michelle Yeates (nee Lemon) | 525 members | Share www.shapiramarketing.com 18
    • Social Media Tips: Use Linkedin Groups toNetwork Mobile World Congress (MWC) 2011 Networking Mobile World Congress (MWC) 2011 Networking - a great platform for helping all industry people in networking and making new connections. Owner: Aviv Revach | 370 members | Share MWC 2012 PR,AR and Social Media Strategies A group to discuss preparing your PR, AR and Social Media strategy for MWC 2012 Owner: Nancy Shapira | 92 Members www.shapiramarketing.com 19
    • Social Media Tips: Use QR Codes A QR code is a specific matrix barcode (or two-dimensional code) readable by dedicated QR barcode readers and camera phones. The information encode can be text, URL (web address) or other data. Here are 6 functional reasons why you should use QR codes at events: An electronic conference brochure - On a press release, event poster, marketing video, email blast, promotional products, or even a Twitter/Facebook post include a QR Code with a link to a downloadable PDF brochure. Create a Link to Conference Website - Use any of the channels identified above to distribute your link to prospective attendees. If your event registration and/or housing process is online you can post links to these locations as well. www.shapiramarketing.com 20
    • Social Media Tips: Use QR Codes Conference Handouts - Post a QR code on the screen in the meeting room and participants can scan whatever the session handout into their smart phone. Post Event Survey/Evaluation - Once again, post the QR code for a link to the evaluation form on the session screen, and attendees can immediately provide feedback regarding the session they have just attended. Media Access - provide access to links for event music, video archives or pictures via a QR code. Share Contact Information - speakers, or exhibitors can post a QR code with their electronic contact information and attendees can scan it into their smart phone‘s contacts database, or email it to a friend/colleague. Attendees can exchange contact information with one another by scanning QR codes embedded on their phones. www.shapiramarketing.com 21
    • Social Media Tips: Foursquare Create a Foursquare Campaign Mayor Specials: unlocked only by the Mayor of your venue. Whos the Mayor? Its your single most loyal customer! (the user who has checked in the most in the last 60 days) ("Foursquare has deemed you the Mayor? Enjoy a free order of french fries!") Check-in Specials: unlocked when a user checks in to your venue a certain number of times. ("Foursquare says youve been here 10 times? Come and get a cool giveaway) Frequency-based Specials: are unlocked every X check-ins. ("Foursquare users get 20% off any entree every 5th check-in!") Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special. ("Show us your foursquare Swarm badge and get a free drink!") www.shapiramarketing.com 22
    • Social Media Tips: Google+ www.shapiramarketing.com 23
    • Social Media Tips: EventsCheck out Events to find out where yourprospects are going: MWC Unofficial Fringe Festival 2012 MWC Official Site Wireless Industry Partnership Party Create a Facebook Event www.shapiramarketing.com 24
    • PR Tips: Creating News for the Show Your potential news Customer wins Product launch Partnerships Statistics/data/opinion Your news strategy Before? During? Both? www.shapiramarketing.com 25
    • PR Tips: Find Your Targets Create a list with your PR Agency of who your main targets are Many will be busy with top tier companies so if you are a small company create a list of 2nd and 3rd Tier targets also Free Journalist Directories MediaSync Online Twitter Directories Journalists on Twitter www.shapiramarketing.com 26
    • PR Tips: Targeting interviews to the right audience Who should know about you? Who buys your products? What do they read? Avoid spamming www.shapiramarketing.com 27
    • PR Tips:What A Journalist Wants to Hear Best practice suggestions and advice from a journalist Ewan MacLeod, Mobile Industry Review www.shapiramarketing.com 28
    • PR Tips: Journalist‘s Perspective Focus is inevitably on bigger brands Some will only file *one* report from the show Online media are important – but some will need to file *multiple* stories Timing is important Start pitching ‗show diary‘ or similar features asap If your news isn‘t strong look for alternatives Your incremental product ‗release‘ may not be big ‗news‘, but if you‘re a ―friend‖ it may get covered. www.shapiramarketing.com 29
    • PR Tips: Journalist‘s Perspective Even if you make an appointment — the journalist may not show up…It takes 20-30 minutes to cross the Fira It isn‘t all about the Story—it is Personal Invite journalists for a drink BEFORE MWC Make a connection on social networks But don‘t chase with ―small‖ news stories For the best effects you (or your PR team) must be: Crazily Responsive Amazingly Forgiving www.shapiramarketing.com 30
    • PR Tips: Bad Experiences ‗Version 4.1 is our only news‘ – be flexible ‗You can‘t film our stand‘ ‗Jim is our spokesperson, he‘s not here‘ www.shapiramarketing.com 31
    • AR Tips: Setting up briefings in advance Why it‘s important Who to contact? When to contact? How to contact? Pre-briefings At-show briefings www.shapiramarketing.com 32
    • AR Tips: Start Early Don‘t Wait until the Show Create a Relationship early—start no later than December Map out the Analysts by Tier and influence Create a different message than the one for journalists www.shapiramarketing.com 33
    • AR Tips: Different than Journalists Analysts are not looking for an immediate story They may take months to write up your information—or not at all They may recommend you for an RFP Talk about Vision, your Roadmap www.shapiramarketing.com 34
    • AR Tips: Tips for a Good BriefingBe enthusiasticKeep it shortKnow your analystSet an agendaMake it a conversation, not a lectureUse powerpoint as little as possibleDo not get into a heated argument if the analystdisagreesDo follow up afterwards to continue the dialogue www.shapiramarketing.com
    • AR Tips: How to find them Forrester Analysts on Twitter Gartner Analysts on Twitter Yankee Group Analysts on Twitter Mobile Analysts on Twitter www.shapiramarketing.com 36
    • Create a ChecklistChecklist Oct Nov Dec Jan Feb MarchAgree press releases & themes for MWCDraft press releasesApprove press releasesSubmit press releases to Show DailySubmit press release to MWC preview editionsDistribute pre-MWC newsDistribute news @ MWCPreliminary pitch to journalists/analystsAgree top tier target listPitch journalists for pre-briefings and at- show briefingsPre-briefings with key journalists www.shapiramarketing.comAt-show briefings
    • After the Show Follow up with all action items with media and analysts Blog and Tweet about your experience at the show Evaluate if you met your goals or not www.shapiramarketing.com 38
    • Summary Get the slides on slideshare and get info on New Webinars: http://www.shapiramarketing.com/news-and- events/events Join our Linkedin Group: Technology PR, AR and Social Media and MWC 2012: PR, AR and Social Media Strategies for updates We want your ideas—Tweet us: @nancyshapira @patrickjpr www.shapiramarketing.com 39
    • nancy shapira-aronovic manager, shapira marketing Cell: +972-54-4863888 Email: nancy@shapiramarketing.com Twitter: nancyshapira Blog: http://shapiramarketing.com/blog Web: www.shapiramarketing.com Linkedin: http://www.linkedin/in/nancyshapiraFacebook:http://www.facebook.com/nancyshapira Skype: nancyshapira www.shapiramarketing.com