Leveraging the Power of Social Media for Trade Shows
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Ready to commit to social media in your trade show strategy, but not sure how to get your target audience to say “yes”? It’s time to stop flirting with social, and get engaged!...

Ready to commit to social media in your trade show strategy, but not sure how to get your target audience to say “yes”? It’s time to stop flirting with social, and get engaged!

This webinar will walk you through the social media for trade shows planning process, discuss the specific tools that you will use and how you can use them to maximize your results and provide some concrete case studies of organizations that have experienced success with social media marketing for their shows and events.

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Leveraging the Power of Social Media for Trade Shows Presentation Transcript

  • 1. Let’s Get Engaged! The MarketingSavant Group www.marketingsavant.com 888.989.7771 Social Media + Trade Shows dana@marketingsavant.com hveeser@exhibit-resource.com speters@exhibit-resource.com www.exhibit-resource.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 2. Download the Social Media for Trade Shows Playbook following the webinar! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 3. The Social Trade Show Works! • 31% of respondents have incorporated social media into their exhibit marketing efforts, along with 24 percent of respondents who have used social media as part of their company’s B2B and/or B2C corporate events. • 57% have used social media for more general marketing and branding purposes, excluding exhibits and events. • One-third of respondents who have used social media as an exhibit-marketing tool set measurable objectives prior to implementing their social-media campaigns. • 90% of those respondents indicated their social-media efforts met or exceeded their preshow objectives. • 32% of respondents believe social media has “limitless” potential in the context of exhibit and event marketing. 58% believe it has “moderate” potential. • 22% percent of companies that have not used social media as part of their marketing efforts cite “lack of time to dedicate to social media” as the primary reason. • 75% of respondents expect the value and importance of social media as a marketing tool to increase “strongly” or “somewhat” in the coming year. According to a report by Exhibitor Media Group www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 4. What to Expect www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 5. What are some unique ways to drive qualified booth traffic? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 6. Plan thePerfect Show
  • 7. Get a Baseline Measurement SOCIAL MEDIA IMPACT Source: Oliver Blanchard “The Basics of Social Media ROI” www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 8. Set Your Show Goals – Pre-show buzz – Integrate social media into your show plan – Sales, current customers – Lead gathering & nurturing – New product launches, thought leader interviews – Sponsored guest speakers – In-show giveaways & buzz generators – Post-show – continuing the conversation www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 9. Don’t Commit Random Acts of Social Media Marketing! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 10. Pre-Show At-Show Post-Show /
  • 11. Build Your Dream Team www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 12. Get Social BEFORE the Show • Begin releasing some of your social media plans for the show a few weeks before “It is absolutely crucial to engage in social media before, during the show. Social is still buzz worth and you want your special efforts to go noticed. and after the trade show - its essentially a futile effort if its not • Converse regularly with the trade media and registered attendees (by responding done this way.” -Upasna Gautam, Magic Logix to tweets and re-tweeting and commenting on blogs). • Release pre-show videos of product and interviews to encourage attendees to ‘get to know your show personalities). • Schedule Facebook and Twitter posts highlighting your new products, prominent speakers and in-show events such as parties and demos. • Use social media channels to announce your contests, incentives, special offers and deals and other promotions that you will be running during the event. • Tell interesting stories about people, products, history or anything else that gets you away from selling and into sharing value. • Introduce your show staff – let attendees know a bit more about who they’re going to meet at the event and build up a bit of anticipation, especially if you have a thought leader on your staff or are sponsoring an industry celebrity at the show. • Integrated seamlessly into your marketing efforts including things like hotel door hangers, ads, public relations and events. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 13. Get Your Plan Together Show Blog Twitter Facebook LinkedIn YouTube Countdown 4 Weeks to  Social media  1 Tweet /day  Post sneak  Post show  Company Go announceme about show, peak photos of highlights in thought leader nt using show upcoming relevant interview  Guest blog hashtag show industry group introducing from  Tweet out blog show theme sponsored posts and speaker Facebook posts 3 Weeks to  Post a list of  Listen to the  Photo post on  Answer  Post video of Go the most show years past questions product teaser important conversation developments about show, development and create a  Post question product s in the list of show- or survey on industry this related people upcoming year on twitter show plans 2 Weeks to  Thought  Post updates  Post links to  Sales team  Post a short Go leader blog about parties social and invites key ‘webinar’ or post from and show media contacts for at slide deck product events coverage show meetings screen cast manager  Post relevant product  info about the overview venue city 1 Week to  Blog post  5 – 20x daily  Post links to  Sales and  Live video Go mention of tweets, relevant venue marketing post leading up to early industry interacting top on profiles and the show press with restaurants in groups touching on attendees, about show the most media, important vendors topics www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 14. The At-Show Plan • Launch a promotional Facebook or Twitter giveaway to grow traffic and fans (iPads?) • Use Facebook and Twitter as a real-time news feed to reach out to the show audience by delivering up-to-the-second content, photos and videos • Schedule tweets to augment your minute-by-minute interaction • Secure back-office support to ensure your ability to keep up with the pace of the show • Capture footage, photos, interviews and other media only available at the show • Live stream sponsored presentations and keynotes for your sales force and non-attending customers www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 15. Post-Show Deliverables • Follow up with contest winners – make them famous! • Continue the conversation • Connect sales with social • Leverage awards, experiences, show photos, videos and other captured content www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 16. What is the best way to connect with clients in such a short meeting? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 17. How to Be the MostEngaging Brand on the Show Floor!
  • 18. Incent Social Sharing & Interaction • ING Cafe in Chicago offered a free cup of coffee to people who checked in somewhere nearby their venue. • This got customers in their door who may not have known about ING Cafe or simply hadn’t planned to go there. • Kraft’s new MiO product, a water enhancer, gave away free full-sized samples from their Facebook page. • Chipotle gave away a free burrito to people in return for watching a promotional video. • Simply put, offering consumer freebies has been wildly successful in recent social campaigns. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 19. Social Promotions www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 20. Celebrate Your Customers www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 21. Use Fan Generating Apps www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 22. Tweet With the Tags • Create or follow the event hashtag (#CES) • Tag every post as part of the conversation • Interact with the Twitter community www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 23. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 24. Take People Behind the Scenes Ann Handley suggests in her book Content Rules to use video to show behind the scenes at your company. “Businesses can show what goes on in their day-to-day world that people don’t see but might be interested in. What about showing, for example, how a popular product goes from concept to rolling off the assembly line? Something that seems completely everyday to you could be exciting and fresh to your fans.” www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 25. Turn Your Thinkers Into Thought Leaders www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 26. Have a LinkedIn Action Plan • Linkedin 250 contacts • Searching in LinkedIn – Who do – Professional contacts from your you want to find? address book • Save searches – Every satisfied customer • Look at the network connections – Anyone you meet of the individuals with whom you – Professional personal brand have a first degree connection. description They might know of the ideal • Personal headline candidate. • Beef up your profile. (use the • LinkedIn Groups – finding the checklist) right ones • Get to 100% complete profile – Subscribing • Search for prospects – Participating • Find profiles of 5 competitors • Posting opportunities in • Seek 5 recommendations from appropriate groups satisfied clients • Answer questions, ask questions, • Recommend 5 clients or peers participate www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 27. Host a Tweetup for Your: Company/Customers/Industries/Community/Groupies www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 28. Twitter How (not) To Use It • Don’t talk down other companies or individuals • Don’t share detailed personal information • Don’t use profanity • Don’t post a large string of tweets in a short amount of time www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 29. Twitter – Twitter Terminology • Tweet - When you post or write your 140 characters on twitter and hit send it’s called a tweet or tweeting • Handle – that’s your twitter name @danavan – balance short with descriptive and no matter what your business handle is get your personal name if you can even if you don’t plan to use it right now. • Follow – this is simply the act of adding someone to your list of people you are following – this makes their tweets show up on your homepage. • Replies – this is what it is called when someone writes a tweet directly at your handle - @danavan cool post today blah blah – this is often an invite to engage with a follower. • Retweet – this is a tactic of republishing someone else’s tweet – the original tweet along with author stays intact – many people find this a great way to add content and acknowledge good stuff from the folks they follow • DM – this is a message that is sent directly to another user. They must be following you for you to DM them • Hashtag – this is a way people categorize tweets so that others might use the same tag and effectively create a way for people to view related tweets – it will something like #marketing www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 30. Is there a way to target a specific groups that will attend the show? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 31. Getting the MostMileage From theSocial Trade Show
  • 32. Listen, Listen, Listen www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 33. Create Compelling Content www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 34. Publish on Schedule – “60-1-7-30-4-2-1” • 60 = Hourly • 1 = Daily • 7 = Weekly • 30 = Monthly • 4 = Quarterly • 2 = Bi-Annual • 1 = Annual Source: FusionSpark Media www.marketingsavant.comThe MarketingSavant Group http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/ 888.989.7771
  • 35. Map Out the Publishing Process www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 36. Integrate Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 37. Develop Business Through Twitter www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 38. Launch New Products on Facebook www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 39. Use a Social CRM Tool www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 40. How do I engage sales when their colleagues’ leads are showing up, not theirs? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 41. Who’s Getting Great Results?
  • 42. Ergotron • Social media strategy is discussed at launch meeting for show and fine-tuned through the planning process (about six months in advance of show) • Two weeks prior to the event marketing sends a social media recap email to events teams and attendees with appropriate hashtags, event social media opportunities (Event social media sites, Tweetups, etc.) • Team members on Twitter are encouraged to start tweeting and event is introduced on Facebook • Appropriate team members get engaged with any pre-show discussions on LinkedIn groups or Event sites • The team is encouraged to not only tweet booth # and promotions but also engage with attendees and colleagues • Typically we have some kind of blog post kick-off for major events but most "at the show/behind the scenes at the show" pics get shared on Facebook www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 43. Ergotron • At CES, we used a Tweet2Win promotion that was pretty successful in driving traffic and engaging attendees. There was a retweet option for those not attending, and we used signage in our partner booths and our own that drew people in. • Weve also done in-booth promotions, with social media driving traffic and we used it to help grow our account followers and presence. • Overall, weve discovered we are significantly ahead of our competition in our social media usage. We are helping promote our partners as well as our own presence so that has been great for channel relationships. • Overall, social media has helped personalize our brand to both our partners, and end users. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 44. McCann’s Guest Blog • McCann’s blog covering the Mobile World Congress • Maintain thought leadership position • Increase followership, SEO and social conversations • Archived content for customers & team • Go-to social hub for show attendees www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 45. Wired & AMD – Make a Scene • Asked for attendees to ‘Make a Scene.’ • Booth, armed with powerful computers and tech experts, and its ‘Make a Scene’ initiatives provided a plethora of opportunities for visitors to create content and easily share it across their social networks. • Help attendees create and share social objects • Yield peer influence and impressions www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 46. Kodak + Geo + QR Codes • Offer dedicated touchdown space for socialites • Get them to participate in a SCVNGR game with QR codes and social interactions • Win prizes based on participation www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 47. Good Advice From Around the Shows 1. Deals matter most to your online community, and this is what gets shared more often than anything else. Offer exclusive contests, deals and/or freebies to those who attend the trade show and stop by your booth. 2. Tag everything. This is where search engine optimization (SEO) comes into play. Using your strongest keywords, tag all of your content with them including blog posts, photo captions, press releases, directory listings and all company pages on Facebook, Twitter, LinkedIn and YouTube. 3. “Vlog” your event to reach those who are unable to attend, and broadcast video updates during the event on your YouTube channel. Next to Google, YouTube is the second largest search engine. You can even add the YouTube channel to your Facebook page to syndicate content. 4. Encourage visitors to share content by adding the “Like” button on your event’s website. Also add this to session descriptions, speaker profiles, blog posts, videos, pictures, etc. 5. Recruit other exhibitors, sponsors and attendees by adding your event to LinkedIn Events, and be sure to use keyword-rich content. This will enable your event to rank high in Google’s search results for your event name and its keywords. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 48. Good Advice From Around the Shows 6. Search for and answer industry-related LinkedIn questions that you and/or members of your company can accurately answer. You can also set up an RSS feed for specific categories to go to Google Reader. When responding, be sure to include a link back to your website. 7. Create a unique event hashtag for Twitter. This is an instrumental tool in building your audience before, during and after the event. Use the hashtag every time you tweet to help other attendees and exhibitors find you. 8. Keep your tweets short so they can easily be re-tweeted. This will allow followers to add hashtags and short comments without exceeding the 140-character limit. For the same reason, be sure to keep your Twitter name short, too. 9. Improve the attendee experience at your show by tweeting unplanned schedule changes, reminders and notifications. 10. Add QR codes to marketing material (or virtually any material you want). These can be linked to online information to engage Smartphone users. The sky’s the limit with the level of creativity you can use with this new medium. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 49. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 50. The Next Level • Inviting Influencers In: Instead of trying to grab influencers’ attention as they walk by booths on the trade show floor, brands have begun inviting influencers to set-up shop broadcasting within their exhibits. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 51. How do I get more people to our in-booth events? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 52. Many Happy Returns
  • 53. Social Media Meets or Exceeds… • 93.3% of respondents in the Exhibitor Media Group survey stating that they felt their social media marketing campaigns are meeting or exceeding their event-related objectives www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 54. Results & ROI: Relationships are the ‘Return’!
  • 55. Getting Started in Social Media 1. Setup your social profiles 2. Tap in to the industry conversation 3. Build your show platform 1. Ideas, contests, tweets, posts, photos, personelle 4. Build pre-show buzz 1. Watch the show #hashtags for activity 5. Converse with your audience, competitors and the show promoters 6. Establish a ‘during show’ presence www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 56. Getting Started in Social Media 7. Keep up the conversation during the show with multiple forms of media 8. Invite the social media mavens into your booth/showroom 9. Follow up with attendees as the show ends 10.Keep up on the conversation…until next year! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 57. Smile if you liked it! The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 58. Download the Social Media for Trade Shows Playbook following the webinar! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 59. Let’s Get Engaged! The MarketingSavant Group www.marketingsavant.com 888.989.7771 Social Media + Trade Shows dana@marketingsavant.com hveeser@exhibit-resource.com speters@exhibit-resource.com www.exhibit-resource.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771