The document outlines strategies for effectively creating and managing an event technology, mobile, and social media toolbox to enhance engagement and attendee experience. It highlights the importance of understanding the target demographics, setting clear objectives, and utilizing various technologies for marketing and engagement during event planning and execution. Additionally, it discusses measurement techniques to evaluate the success of the integration of social and mobile strategies within the event lifecycle.

1. S619
How to Create, Equip & Manage
an Event Tech, Mobile & Social
Media Toolbox
Increase Engagement, Decrease Cost & Improve Attendee Experience
Eric Lukazewski & Desiree Lehrbaum
March 04, 2012

2. Introductory Survey
bit.ly/SMToolboxSurvey

3. Who are you & what do you
want to learn today?

4. the current landscape

5. Advantages of social & mobile
event marketing
• Extend messaging “beyond the exhibit boundaries”
• Lengthen the life term of channels of communication
• Create cohesive bridges between various brand facets
• Offer messaging to off-site attendees and customers

6. What is the current size of the
mobile market?
27%
1.08 billion 75%
are smartphones 3.05 billion
are SMS enabled
25% 950 million phones are
not SMS enabled source: comscore.com - 2010 end of year report

7. Do people want to receive offers
on their mobile phones?
65% are open to receiving offers
29% are turned off by them
6% don’t know
source: upstreamsystems.com - June 2011

8. The Mobile Executive
• 82% of executives use a smartphone and on average
carry 3.46 devices
• Nearly 2/3 are comfortable making a purchase on
their mobile device
• 45% believe a smartphone will be their primary
device in three years
Source: Fobres Insights “The Untethered
Executive: Business Information in the age of
mobility” October 2010

9. Millenials
• 40% of the workforce will be comprised of Gen Y/
Millennials by 2015
• 80% of current Gen Y/Millenials browse news via
mobile web

10. Identifying objectives & vehicles

11. POST Methodology
P O S T
PEOPLE OBJECTIVES STRATEGY TECHNOLOGY
Know your Audience Decide on objective Visualize the endpoint Utilize the technology
before deciding and work back to the that best meets the
technology beginning objectives
*Source : Forrester Research/Groundswell: http://blogs.forrester.com/groundswell/2007/12/the-post-method.html

12. People
• Who is your demographic?
• Who is the event’s
demographic?
• Identify avenues in which
your audience receives
information most
successfully

13. Objectives
• Identify core objectives for entire
event program, but individualize
each event based upon people
• Develop social/mobile specific
objectives (Increase Facebook
fans, Blog subscribers, etc.)
• The deeper your data objectives,
the easier the results will be
measurable

14. Strategy
• What changes are made
as a result of the event?
• How are your attendees
interacting with your
brand?
• Develop an “end-to-
start” timeline

15. Technology
• Incorporate technologies
that best fit your People,
Objectives & Strategies
• Consider costs associated
with them - ownership,
subscription, development
time, etc.
• Make sure it is easy to
understand and use for
team members and
attendees

16. Integration process

17. Event Lifecycle Integration
PRE-EVENT ON-SITE
POST-EVENT
STRATEGY EXECUTION
• Research • Connecting • Feedback
• Speaker recos • Optimizing • Extend the Life
• Content feedback • Monitoring • Measurement
• POST Methodology • Updates • Celebrate
• Budget
• Education/Awareness

18. Measurement
• Determine what worked & what
didn’t
• Link mobile & social CTAs (calls to
action) back to an event landing
page and measure conversions
• Segregate and compare direct
traffic and branded organic
traffic during event hours
• Compare daily event activity - are
certain days of an event more
successful than others?

19. Measurement Google Analytics Social
Integration
TwitterCounter
Facebook Insights
• Measure social data and
compare its growth with
historical trends
• Isolate mobile platform
metrics & web traffic
during event periods

20. The Toolbox

21. Event Landing Page
• Acts as the gateway between social/mobile and your
website
• Various messages can be funneled and organized
• Great inbound marketing opportunities
• Bridges off-site attendees to your event

22. Social media feeds
Booth interaction for
off-site customers
CTA!! Incentives
Show specific
newsletter

23. • Over 500 million registered users
• 100 million active users
• 33 billion Tweets every day

24. Where Tweet?
Why peep tweet

25. Twitter chats can be used to generated community
discussions
• TweetChat
• What the Hashtag
• Archiving abilities

26. Visible Tweets

27. Facebook for Business – Great resource for building
pages, ads and more
www.facebook.com/business
Facebook Preferred Developer Consultants (PDC)
https://developers.facebook.com/
preferreddevelopers/

28. • Great tool just not sexy
• 100 Million+ Users
• Groups
• New Company Pages

29. Pinterest grew 37x between January and October 2011

30. Want to check what has been pinned on your site?
Use this URL to check what’s been shared on your
website or blog
http://pinterest.com/source/(ADD YOUR URL HERE)

31. • Apparel—men’s, women’s and children’s
• Food/beverages, especially recipe-driven
• Architecture
• Interior design
• Wedding themed
• Technology
• Sports
• Health care
• Personal care
• Home improvement/DIY
• Accessories
• Pets
• Kids products/toys
• Travel

33. • Curate social networks to
build social stories bringing
together media scattered
across the web into a
coherent narrative.
• Excellent for post-event for a
interactive, dynamic, and
social media
Bing London Event
http://storify.com/timeandtalentsw/charity-
starts-online-bing-event

34. Geolocation
• “Gaming” increases engagement
and ties exhibit information in to fun
activities
• Foursquare, Facebook Places -
Existing applications that many
attendees may be using
• Opportunities for check-in rewards

35. Geolocation

36. QR Codes
• Expedite information exchange
(registration, biz card, contact info,
etc.)
• “Scan and Go” - information can
be downloaded and digested
without needing to be stationary.
• Attendees can scan and consume
content at their convenience
• Segmented metrics

37. QR Codes

38. SMS
• With opt-in, content is delivered at your
demandInvites opportunities for engagement and can
easily tie in to promotional/sponsorship campaigns
• Universal access - SMS features are enabled on most
mobile phones

39. • Great for organizing ideas,
content and collaborating
with others

40. • Dropbox is great for sharing large files and
collaborating with others
• Share folders with colleagues
• Provides auto syncing when there is a
change to the folder’s assets – updated
PPT, new PDF uploaded
• Dropbox for teams
Similar tools:
YouSendIt
InSync (Google Doc Integration)

41. • Perfect post event
• Extend the reach and life of
your presentation

42. • OTS solution that can set-up 30
minutes
• Web based mobile app includes
schedules, networking, polling,
maps
• New Gamify App
• Badges, leaderboard, scavenger
hunt

43. eVenues
Cool site that enables
you to search and
secure small meeting
space by the hour,
day or week.

44. Lead Capture
• Complete customization
• Customizable action items
• Works offline
• Run real-time reports
• Exports to Excel
Lead Syncer iLeads

45. Product Cataloging
• Digital catalog for product inventory • Searchable database
• Deals can be signed & closed within • Purchasing features
the app
Handshake FatStax
Sales Order

46. Seven Deadly Sins
1. Forgetting a CTA (call to action)
2. Forgetting to test
3. No option to unsubscribe
4. Treating everyone the same
5. Overloading customers
6. Focus only on selling
7. An app not useful to customers
source: textmarketer.co.uk - January 2012

47. Real World Examples

48. • Tweet your favorite exhibitor using
the #exhibitor2012 + #TCaward
• Winner to be featured in social
media channels + April issue

49. Swyft Technology
Dreamforce 2010
• Exhibitor received 60+ check-
ins from 40 unique attendees
• Tied in check ins with iPad
promotional giveaway and
mayor t-shirt

50. Sports South
SHOT Show 2012
• Custom iPad App Development
• Linked to realtime inventory
database via search or scan function
• Integrated in to POS for attendee
interaction and future dealer usage

51. Gilbarco Veeder-Root
NACS 2011
• Custom iPad App Development
• Functioned as a stand-alone
production info interaction
• Featured demos (movie embedding)
& ability to email information
(attendee data capture)
learn more!
bit.ly/GVR_NACS2011

52. Closing
“Innova'on
does
not
necessarily
mean
technology
adop'on”
-­‐
Michelle
Bruno

53. Takeaways
• Take a couple min to write down what 2
things you will takeaway from today’s
session?
• What one person have you added as a
connection and/or resource?

54. Connection & Resources
get all resources here
Desiree Lehrbaum bit.ly/SMToolbox
Lumen Consulting
lumen-consulting.com
@lumendesiree
Eric Lukazewski
Echelon Design
echelondesigninc.com
@ericlukazewski
@EchelonExhibits bit.ly/SM_PDF bit.ly/SM_iBook bit.ly/SM_Infographic