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Higher Logic Learning Series: Tradeshow Booth Crawl [12-02-10]


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Higher Logic™, a leading professional social media solutions provider, presents Tradeshow Booth Crawl—Use Social Technology to Check-in to Your Membership. Listen as industry experts Jim Kelly, Syscom Services' CEO, and Lauren Wolfe, Higher Logic's Marketing and Communications Manager, show you innovative ways to integrate social media and geo-location apps with your events.

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Higher Logic Learning Series: Tradeshow Booth Crawl [12-02-10]

  1. 1. Tradeshow Booth Crawl:Use Social Technology to Check-in to Your Membership<br />Higher Logic Q4 Learning Series12-02-10<br />Jim Kelly, CEO, Syscom Services<br />Lauren Wolfe, Marketing, Higher Logic<br />
  2. 2. Jim Kelly<br />CEO and founder of Syscom Services<br />MOBILE: Blackberry Storm<br />Technology I can’t live without: Pandora<br />Anything else? my alarm clock!<br />
  3. 3. Lauren Wolfe<br />Marketing & CommManager for Higher Logic<br />MOBILE: Andriod<br />Technology I can’t live without: My DVR (besides my mobile)<br />Must download: twitpic<br />
  4. 4. The Game Plan<br />Define geo-location based applications<br />Explain why it matters to YOU<br />Describe our social business experiment: The Tradeshow Booth Crawl<br />Answer questions from you<br />
  5. 5. Geo-location: Defined<br /> Geo-location is a term used to describe the capability to detect and record where you and other people are located via an Internet-connected computer or device. Geo-location information can be obtained in a number of ways including data about a user's IP address, MAC address, RFID, Wi-Fi connection location, or GPS coordinates. SOURCE: webopedia<br />
  6. 6. Geo-location: Why So Hot?<br />
  7. 7. Geo-location: Top 3<br />Examples: <br />foursquare<br />gowalla<br />whrrl<br />Honorable mention: Facebook Places <br />
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  14. 14. What Does This Mean for YOU?<br />The world is using geo-location apps<br />Your members are using geo-location apps<br />Can you leverage social technology to create new member benefits?<br />We think so…hence the social business experiment: The Tradeshow Booth Crawl<br />
  15. 15. What is it?<br />A group of 9 exhibitors joined together in a promotion that combines social technologies foursquare (geo-location mobile app) and twitter (public social network).<br />Each vendor provided a donation to participate. The money was combined to purchase booth materials as well as prizes. <br />Tradeshow hours on Sunday and Monday during ASAE’s 2010 Annual Meeting & Expo in August.<br />
  16. 16. Why did we do it? 6 reasons<br />Create buzz and drive booth traffic.<br />Demonstrate value in our companies and products by using social technologies in a new way. <br />Improve visibility at the show and get PR from ASAE staff as well as attendees.<br />
  17. 17. Be the talk of the show.<br />Provide ways to interact through social media with technology vendors/products.<br />Gain post-show PR and new way for follow up. <br />
  18. 18. First, Round Up the Troops <br />1. Higher Logic <br />2. Syscom Services<br />Boxwood<br />Delcor<br />Design Data<br />Highroad Solutions<br />Informz<br />LearnSomething<br />TMAR<br />LORETTA & BILL, DELCOR BOOTH<br />
  19. 19. Let’s Play<br />Attendees were given a “Tradeshow Floor Grid” which served as the “map” for the contest. <br />Each attendee was required to “check-in” at all the participating booths. <br />No foursquare account required to play.<br />
  20. 20. The Grid<br />
  21. 21. Yes, I have foursquare<br />Attendee checks in at the booth via app<br />Booth staff person signs their Grid<br />Include a message with name, org name, booth number and action<br />Add the conference hashtag<br />Add your hashtag<br />EXAMPLE:Angelika Lipkin of Higher Logic checked into Booth 461 and test drove mobile membership #asae10 #higherlogic<br />
  22. 22. No, I don’t have foursquare<br />Booth staff person takes attendee business card and will check them in later on generic account<br />Booth staff person initials their Grid to complete check in<br />Attendee is directed toback of the Grid for more info on foursquare <br />
  23. 23. The Mayor Ceremony<br />
  24. 24. Alert the Media<br />Marketing was critical pre-show and onsite<br />Traditional <br />Digital press release<br />Press Kit<br />Word of Mouth<br />Crowdsourcing<br />ASAE ANNUAL DAILY NOW, AUGUST 2010<br />
  25. 25. Digital Press Release<br />PRweb - $ <br />
  26. 26. Press Package<br />Fact Sheet for the game<br />Fact Sheet of the players<br />Name/booth number<br />Contact info<br />Website<br />Approved quote <br />
  27. 27. Onsite Collateral <br />TMA RESOURCES BOOTH<br />
  28. 28. Go Viral<br />
  29. 29. The Results<br />2,000 booth visits <br />6 PRIZE WINNERS<br />All technology solution providers plus one renewed for Tech Conference <br />Established stronger bonds with partners<br />Created new partner relationships<br />Increased booth traffic and new clients<br />PR<br />LAUREN & JIM ROUND UP THE GRIDS<br />
  30. 30. What We Learned<br />Keep it simple<br />What to do next time to improve the game<br />Adjust the Grid<br />Use gift cards <br />Vamp up signage <br />Continue to rely on team<br />
  31. 31. Check Us Out Again<br />Tradeshow Booth Crawl Game<br />Dec. 14-15Washington, DC<br />Our story and interactive session<br />March 13-15Colorado Springs, CO<br />
  32. 32. Stay Connected<br />Jim KellyCEO Syscom<br />Lauren A. WolfeMarketing & Comm ManagerHigher LogicASAE YAEC Vice Chair<br />