PULLING POWER<br />What social media can do for B2B events<br />@TopLineFounder<br />
WHAT SOCIAL MEDIA CAN DO FOR YOUR B2B EVENT<br /><ul><li>Drive participation
Value to sponsors / exhibitors
Connect with people not attending</li></li></ul><li>8 STEPS TO SOCIALISING A B2B EVENT<br />
STEP 1: MAKE IT SOMEONE’S PROBLEM<br /><ul><li>Social media is NOT free
It will NOT just happen
Someone needs to be accountable
But they need support and ‘buy-in’
And they need resources</li></li></ul><li>STEP 2: INVESTIGATE<br />Research: <br /><ul><li>Where is your audience?
What is their need?
How can you meet that need?
Who is talking to them already? </li></ul>Tools:  <br /><ul><li>Search functions on LinkedIn / Twitter / Google
The telephone
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Supporting a B2B event with social media

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8 steps to socialising your B2B event. Presentation with sound available here: http://www.b2bsocialmediaguide.com/2011/07/21/8-steps-to-socialising-your-b2b-event/

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Supporting a B2B event with social media

  1. 1. PULLING POWER<br />What social media can do for B2B events<br />@TopLineFounder<br />
  2. 2. WHAT SOCIAL MEDIA CAN DO FOR YOUR B2B EVENT<br /><ul><li>Drive participation
  3. 3. Value to sponsors / exhibitors
  4. 4. Connect with people not attending</li></li></ul><li>8 STEPS TO SOCIALISING A B2B EVENT<br />
  5. 5. STEP 1: MAKE IT SOMEONE’S PROBLEM<br /><ul><li>Social media is NOT free
  6. 6. It will NOT just happen
  7. 7. Someone needs to be accountable
  8. 8. But they need support and ‘buy-in’
  9. 9. And they need resources</li></li></ul><li>STEP 2: INVESTIGATE<br />Research: <br /><ul><li>Where is your audience?
  10. 10. What is their need?
  11. 11. How can you meet that need?
  12. 12. Who is talking to them already? </li></ul>Tools: <br /><ul><li>Search functions on LinkedIn / Twitter / Google
  13. 13. The telephone
  14. 14. Partner publications
  15. 15. Twellow.com
  16. 16. Browse LinkedIn groups
  17. 17. AllTop, Technorati, ecairn</li></li></ul><li>STEP 3: IDENTIFY FRIENDS<br />Influencers and allies:<br /><ul><li>Editors and journalists
  18. 18. Colleagues
  19. 19. Exhibitors
  20. 20. Speakers
  21. 21. Advertisers and sponsors
  22. 22. PR people
  23. 23. Industry (Twellow)</li></ul>Approaching them: <br /><ul><li>Gauge influence (Grader)
  24. 24. Online AND offline
  25. 25. Consider what’s in it for them? </li></li></ul><li>STEP 4: CHOOSE YOUR MEDIA <br /><ul><li>Twitter -> lists, hashtags
  26. 26. LinkedIn -> events, groups
  27. 27. Facebook-> events, advertising, pages
  28. 28. Foursquare -> badges, awards
  29. 29. Blogs -> own and existing, guest
  30. 30. Slideshare-> speaker presentations
  31. 31. YouTube -> channels
  32. 32. Podcasts -> speaker presentations
  33. 33. Mobile apps -> custom, ots</li></li></ul><li>STEP 5: GIVE A LITTLE <br /><ul><li>Retweet
  34. 34. Offer prizes
  35. 35. Stroke egos / #ff
  36. 36. Provide thought leadership forum
  37. 37. Badges
  38. 38. Organise a Twitter chat
  39. 39. Teach exhibitors
  40. 40. Stimulate discussion
  41. 41. Be regular</li></li></ul><li>STEP 6: MAKE IT EASY<br /><ul><li>Website integration
  42. 42. QR codes
  43. 43. Guides
  44. 44. Use offline (posters & collateral)
  45. 45. Push involvement opportunities
  46. 46. Showcase Twitter feeds</li></li></ul><li>STEP 7: MEASURE<br /><ul><li>Google Analytics
  47. 47. Survey attendees, staff and exhibitors
  48. 48. TweetReach
  49. 49. Grader
  50. 50. Community growth</li></ul>Compare to previous events<br />
  51. 51. STEP 8: <br />ADJUST <br />
  52. 52. WHY SOCIAL MEDIA CAMPAIGNS FAIL: <br /><ul><li>Lack of commitment
  53. 53. Falling at the first hurdle
  54. 54. Massive backfires
  55. 55. Lumped on the intern
  56. 56. Confused with spamming
  57. 57. Forgetting about the offline
  58. 58. Trying to cheat the system
  59. 59. Poor research
  60. 60. Responsibility not allocated</li></li></ul><li>IF ALL ELSE FAILS, SEEK HELP<br />Social media consulting & training<br />Video production / Conference TV<br />B2B public relations <br />www.TopLineComms.com <br />www.B2BSocialMediaGuide.com<br />

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