What can Social Media do for events & tradeshows

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Events 2.0: Using Social Media to Bond with customers before, during and post-event.
This presentation was delivered at the MarketingProfs Digital Forum event in Austin, TX on 2/4/11

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What can Social Media do for events & tradeshows

  1. 1. Events 2.0Using Social Mediato Bond with CustomersBefore, During, and Post-EventAneta Hall (@anetah)Lucy Hackman (@lucyhackman)Pitney Bowes, Inc. Every connection is a new opportunity™ Every connection is a new opportunity™
  2. 2. Hi, I’m Aneta Hi, I’m Lucy To bereplac ed by better image http://www.usatoday.com/life/lifestyle/2009-08-02-virtual-unreality_N.htm February 1, 2011 PBI Internal use only 2
  3. 3. Who really matters in our lives… February 1, 2011 PBI Internal use only 3
  4. 4. Who is Pitney Bowes? Image by @ColetteCote February 1, 2011 PBI Internal use only 4
  5. 5. Social Media at Pitney Bowes http://animoto.com/play/9zVnxOk90s3O70qFDWiQOQ February 1, 2011 PBI Internal use only 5
  6. 6. How did we get started? We got plenty of inspiration at PodCamp BostonImage by stevegarfield Image by JeromeParadis February 1, 2011 PBI Internal use only 6
  7. 7. Social Media Revolution at Events Video by @samulejsmith http://pbi.bz/fUL5Zx February 1, 2011 PBI Internal use only 7
  8. 8. How does this translate toevents/tradeshows at Pitney Bowes? February 1, 2011 PBI Internal use only 8
  9. 9. Events 2.0 @ PB: Discovery February 1, 2011 PBI Internal use only 9
  10. 10. Events 2.0 @ PB: Experimentation Bloggers’ hub February 1, 2011 PBI Internal use only 10
  11. 11. Events 2.0 @ PB: Experimentation On-site content generation & distribution Influencer interviews Booth tour videos Booth images Live tweeting, blogging Bloggers’ hub February 1, 2011 PBI Internal use only 11
  12. 12. Events 2.0 @ PB: Experimentation Drive-to-booth activities Bloggers’ hub February 1, 2011 PBI Internal use only 12
  13. 13. Events 2.0 @ PB: Experimentation Interacting with influencers Bloggers’ hub sponsorship #innobeer tweetup Bloggers’ hub February 1, 2011 PBI Internal use only 13
  14. 14. Events 2.0 @ PB: Experimentation Generating Word-of-Mouth mentions Bloggers’ hub February 1, 2011 PBI Internal use only 14
  15. 15. Events 2.0 @ PB: Process Pre-event At-event Post-event Options for Social Media Event Activation: February 1, 2011 PBI Internal use only 15
  16. 16. ™PREconnection is a new opportunityEvery - EVENT February 1, 2011 PBI Internal use only 16
  17. 17. Pre-event At-event Post-event1) Know your goals EXPOSURE ENGAGEMENT INFLUENCE ACTION What are you trying to accomplish? - Drive to booth - Attract new customers - Connect w/ existing customers - Create buzz re. specific product - Engage with influencers February 1, 2011 PBI Internal use only 17
  18. 18. Pre-event At-event Post-event2) Engage with event organizers early • What SM activities are being planned? • What channels will be used? • Who will run the SM show? • Any opportunities for branded sponsorship? February 1, 2011 PBI Internal use only 18
  19. 19. Pre-event At-event Post-event3) Research the event’s audience • Discuss audience’s needs with event organizers • Understand audience’s Social Media World Innovation Forum profile • Identify & outreach to influencers vs. February 1, 2011 PBI Internal use only 19
  20. 20. Pre-event At-event Post-event4) Know your own resources &budget limitations • How many SM- trained marketers will be on site? Off- site? • Is there $$$ in your budget for technology & experts (live- streaming, videography, etc.) • What are your web production resources & development timing? • What’s your backup plan? February 1, 2011 PBI Internal use only 20
  21. 21. Pre-event At-event Post-event5) Prepare as much as possibleahead of the event • Messaging & calendar • Prescheduled tweets based on tradeshow event calendar and booth event calendar • Brand reputation Messaging Calendar contingency plan & workflow February 1, 2011 PBI Internal use only 21
  22. 22. Pre-event At-event Post-event6) Set up tools to monitor/engage •SM in real time How will you monitor conversations? (On-site via mobile phone? Using a dedicated resource off-site? ) • How will you respond in real time? (Tweetdeck? Radian6 Engagement Engagement Dashboard Dashboard?) • How will you handle SM brand reputation issue while at event? (Reputation management workflow) February 1, 2011 PBI Internal use only 22
  23. 23. ™Every connection is a new opportunityAT - EVENT February 1, 2011 PBI Internal use only 23
  24. 24. Pre-event At-event Post-eventLook for, capture & share content • Video, video, video!in real or near-real time − Booth tour − Chats with experts − Interviews w/ influencers − Man on the street approach works great for viral pieces − Must complete Images post-production Tradeshow Floor Tours in 2-4 hrs. • Images – In tweets – Blog posts – On Facebook • Blogs & vlogs (created overnight) Vlogs Blogs February 1, 2011 PBI Internal use only 24
  25. 25. Pre-event At-event Post-eventDon’t just push content, engage inconversations >14K WOM impressions gained though engagement with third party influencers…. in just one conversation February 1, 2011 PBI Internal use only 25
  26. 26. Pre-event At-event Post-eventDon’t make it all about marketing.Be social, witty, friendly, helpful, fun. February 1, 2011 PBI Internal use only 26
  27. 27. ™Every connection is a new opportunityPOST - EVENT February 1, 2011 PBI Internal use only 27
  28. 28. Pre-event At-event Post-eventReport on ROI EXPOSURE ENGAGEMENT INFLUENCE ACTION• # SM posts • # of comments, • Change in • Visit the store• # impressions RTs, bookmarks, awareness • Attend event• Unique page tags, diggs, (through surveys) • Buy product views (from SM mentions • Net Promoter • Fill out lead form referrers) • Time spent on site Score • Leave comment• Increase in • Comments/posts • Vote Branded Share ratio of Voice February 1, 2011 PBI Internal use only 28
  29. 29. Pre-event At-event Post-eventCapture your learnings in a reportto be used for teaching purposes. February 1, 2011 PBI Internal use only 29
  30. 30. Pre-event At-event Post-eventContinue the engagement long afteryour exhibit is dismantled. • Join social media communities where event participants congregate #innochat • Create lists of event influencers on twitter & engage as needed • Maintain relationships with influencers February 1, 2011 PBI Internal use only 30
  31. 31. ™WHAT’S AHEAD?Every connection is a new opportunity February 1, 2011 PBI Internal use only 31
  32. 32. Future of Social Media enabled Events February 1, 2011 PBI Internal use only 32
  33. 33. Thank you & Ask away!This presentation available at slideshare.net/pitneybowes Aneta Hall Email Aneta.Hall@pb.com Blog: www.AnetaHall.com Twitter: @anetaH LinkedIn: LinkedIn.com/in/AnetaHall Lucy Hackman Email Lucy.Hackman@pb.com Blog: lucyhackman.wordpress.com Twitter: @LucyHackman LinkedIn: LinkedIn.com/in/LucyHackman Every connection is a new opportunity™ February 1, 2011 PBI Internal use only 33

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