The document outlines a social media plan to increase brand awareness for ETA Transact, a tradeshow happening from April 2 to May 3, 2019. The plan has three tactics: 1) Form relationships with Transact and its attendees on social media using official hashtags and tags. 2) Create an engaging mix of media like images, polls, articles and videos. 3) Leverage an executive's personal LinkedIn account to echo brand messaging and share ETA blog content to engage attendees. The plan aims to boost impressions and engagements among Transact attendees and payments professionals.

1. PREPARED BY MARISSA CRANDELL
Tradeshow
Coverage
ETA TRANSACT 2019
APRIL 2-MAY 3, 2019

2. Increase (co) brand
awareness at
TRANSACT.
EXECUTIVE
SUMMARY
SOCIAL OBJECTIVE SOCIAL GOALS KPIS AUDIENCE TACTICS
Engage TRANSACT
attendees through
thoughtful social
media content and
messaging.
Impressions,
engagements
Secondary: booth traffic
Primary:
TRANSACT
attendees
Secondary: payments
professionals
#1 Form relationships
with TRANSACT
(and its attendees) on
social media.
#2 Create an engaging
media mix.
#3 Leverage
executive's personal
social media channels
to amplify messaging.

3. Tactic #1: Form relationship with ETA on social media.
TACTICS
STRATEGIES:
Use official event hashtag in all promotional posts (#ETATRANSACT, #TRANSACT19)
Tag event social accounts in all promotional posts (@electranassoc, @etatransact)
Be part of the pre-conversation, by sharing ETA's blog content to executive's social accounts
Tactic #2: Compile an engaging mix of media.
STRATEGIES:
Branded informative/social images, #QOTD content, Linkedin Pulse article, video, live streaming
Tactic #3: Leverage executive's personal social media channel.
STRATEGIES:
Use Philip McHugh's Linkedin
Echo brand messaging from a trusted, personal social media channel.
Share ETA blog content from Philip's Linkedin to add his unique PoV on popular tradeshow topics
Publish Linkedin Pulse article
Promote keynote via Linkedin live stream

4. SOCIAL
COVERAGE
Checklist of on-site imagery for social media.

5. SOCIAL
COVERAGE

6. SOCIAL
COVERAGE

7. RESULTS
IMPRESSIONS ENGAGEMENT ENGAGEMENT
RATE
49,025 1,800 3.67%