Cutting through the noise at trade shows is a challenge for companies of all sizes. While showing up is half the battle, using social media the right way to enhance brand voice can make all the difference in being heard. We’ve been on the front lines at more than 105 trade shows this year, banishing the booth message and maximizing social media properties. Want to know more about how we socialized Dreamforce for our client LiveOps?

1. 10 Social Media Tips to
Complement Your Trade
Show Presence
Presented by McGrath/Power Public Relations

2. 1Make sure it’s “sociable”
Understanding, in advance, the online buzz around a conference will help set expectations for the level
of engagement during the show. If no one is talking about the event online, it may not make sense to
maintain a social presence. Your messages could go into a black hole. In the case of Dreamforce 2014,
where we handled social media efforts for our Client LiveOps, there were more than 37,000 tweets
discussing the hashtag the month prior to the show. It made sense to socialize!
37,818 Mentions
of #DF14
88% Favorable
Sentiment

3. Create a plan of attack
Put together a comprehensive plan, which covers all of the show details –
from primary company messages that will be incorporated into social posts to
key audiences to target to sessions you would like to live tweet from. We also
include a daily check list of items we’re going to accomplish on social, such
as capturing short video clips, posting images to Instagram and monitoring
the show hashtag hourly to identify trends to discuss, attendees to engage
with and messages to share.
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4. Bring the right equipment
The plan will help you prepare for the type of content you’ll capture at
the event. Make sure you bring a video camera, digital camera and
your phone to capture visuals. While smartphones help with
on-the-fly tweeting, you’ll need your laptop to upload videos and work
on lengthier copy, such as blog posts. Don’t forget chargers!
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5. Find your social media command center
In between sessions and walking the expo floor, find a spot away from the
chaos. This will allow you to concentrate on blogging, posting more robust
messages and engaging with attendees on social channels. Make sure the
location has a strong Wi-Fi signal and outlet to recharge your devices;
otherwise, you’ll find yourself packing up and moving elsewhere.
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6. Embrace the hashtag
If you aren’t using the conference hashtag in every tweet, Facebook
update, Google+ message and Instagram post, it’s all for naught.
Why? Because you won’t show up in the show’s dialogue and
attendees may not engage with your messages. Also, make sure
you double check the hashtag, as they can change year-to-year.
#DF14
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7. Follow the 4-1-1 concept
Once you’ve found your spot and you’re locked on to the hashtag, it’s time to
live tweet! We follow the 4-1-1 rule and make sure to maintain the concept
during events across all of our social channels. While you need to drive traffic to
your booth, you also need to discuss trends coming out of the show while
engaging with attendees, including partners and customers. This provides value
to your followers.
Share
Retweet
Tweet
new pieces of content
one relevant tweet
one self-serving tweet
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8. Use visuals to increase engagement
Our most popular social updates from Dreamforce included at least one
visual, whether it was a Vine video of booth staff encouraging attendees to
stop by or a photo album documenting the event. Make sure you capture
quick video clips and images to increase engagement on your social
updates.
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9. Try new apps; know their limitations
There are always new social media tools, services, apps and more being
announced. Know the latest so you can leverage it during the show. For
instance, we were able to use Hyperlapse to capture fast-motion videos.
However, it’s not easy uploading them to Twitter. Know their limitations,
but also know the workarounds.
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10. Wrap it all up in a blog post
Once all is said and done, take a look back at the trends coming out of the
event. Use those to develop a blog post that shows how your brand ties into
the trends. This will demonstrate thought leadership and carry on the
conversation long after everything is packed up.
- LiveOps CEO
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11. Be prepared for next year
Following the show, create a report which analyzes the activities that took place on your social
channels and the results that came out of it. This will reveal challenges and opportunities for next
year. For example, we noted that visual elements increased engagement, and we’ll make sure to
incorporate more of that into our plan this year.
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12. Thank you.
Presented by McGrath/Power Public Relations