How to Optimize your Profile at MWC 2012

How to Optimize Your Profile at
MWC 2012:
Tips and Tools for
Presentations, Public
Relations, Analyst Relations and
Social Media

www.shapiramarketing.com

Nancy Shapira-Aronovic

The Founder and Manager of shapira marketing, a pr, ar
and social media agency for b2b
Former Director of Corporate Marketing for the Formula
Group www.formulagroup.com
20+ years experience in Marketing Management, AR and
PR and Social Media for Hi-Tech Companies
Lecturer on PR, Analyst Relations and the new rules of
marketing
Blogger on Marketing, Positioning & AR
http://shapiramarketing.com/blog


Agenda
What Tools do you need to Succeed at MWC 2012?
Goals and Deliverables for the Workshop
Facts and Figures: Media, Analysts and Social Media
at MWC 2012
Tools for Success at MWC 2012:
Presentation Skills
Public Relations
Analyst Relations
Social Media


Goals and Deliverables for the Workshop
Learn how to Optimize Your Activities at
MWC 2012 Using:
Presentation Skills Tips
PR Tips
AR Tips
Social Media Tips
Deliverables:
Skills to improve your effectiveness at the Show


Facts and Figures: Media, Analysts
and Social Media at MWC 2012


Who Attends MWC

www.shapiramarketing.com 6

Key Themes for MWC 2012


Social Media @MWC: My MWC


Social Media @MWC: My MWC
Attendees can begin using My MWC to:
Connect: Network with other attendees prior to the event
Meet: Contact attendees and exhibitors with shared interests and
setup on-site meetings
Share: Follow conference sessions and engage in forum
discussions
Plan: Create a personalized schedule including conference
sessions and meetings
Create and post live status updates
Access a printable agenda
Enjoy enhanced search capabilities
Benefit from improved contact approvals
Download Conference Presentations


Social Media @ MWC

http://www.mobileworldcongress.com/social-media


Social Media @MWC: Google+


Set Goals: Sales, Research, Brand

https://docs.google.com/viewer?url=http%3A%2F%2Fwww.centrexstat.org%2Fknowledgecenter%2Fmeasuresuccess.doc


Presentation Skills Tips for a 30 Minute Presentation
Know your Audience
Customize your Message
Use a powerpoint as a guide only
Practice a 20 minute presentation—with 10
slides
Create a relationship with Your Audience
Read body language
Use a 28-30 point font

Presentation Tips: What Not to Do


Body language, delivery, all very important. Cisco did
some studies and found that body language and vocal
tone account for about 63% of communication. That
confirms other studies that found the majority of the
impression we make has little to do with the actual words.
Of course, you can‘t improve your body language and
vocal delivery unless www.shapiramarketing.com Practice
you.. Practice, Practice,

More Presentation Tips

Brain Rules for Presentors
Presentation Tips from Steve Jobs
PPT Tips
PPT Training Course


How to Create a Successful PR Strategy for MWC 2012

Create a message/news for the Show
How to prepare for the Interview
Tips from a Journalist
What to include in a ppt presentation
Create a PR/Byline or other content
Create a To-do List
Q&A


PR Tips: Creating News for the Show
Your potential news
Customer wins
Product launch
Success Story
Partnerships
Statistics/data/opinion
Your news strategy
Before?
During?
Both?


PR Tips: Find Your Targets
Create a list with your PR Agency of who your main
targets are
Many Journalists will be busy with top tier companies so
if you are a small company create a list of 2nd and 3rd
Tier targets also
Paid Directories: Media Agility, Cision, Vocus
Free Journalist Directories
MediaSync Online
Twitter Directories
Journalists on Twitter


PR Tips: Targeting interviews to the right audience

Who should know about you?

Who buys your products/solution?

What do they read?

Avoid spamming


PR Tips: What A Journalist Wants to Hear
Best practice suggestions and advice from
a journalist Ewan MacLeod, Mobile
Industry Review


PR Tips: Journalist‘s Perspective
Focus is inevitably on bigger brands
Some will only file *one* report from the show
Online media are important – but some will
need to file *multiple* stories
Timing is important
Start pitching ‗show diary‘ or similar features asap
If your news isn‘t strong look for alternatives
Your incremental product ‗release‘ may not be big
‗news‘, but if you‘re a ―friend‖ it may get covered.

PR Tips: Journalist‘s Perspective
Even if you make an appointment — the journalist may
not show up…It takes 20-30 minutes to cross the Fira
It isn‘t all about the Story—it is Personal
Invite journalists for a drink BEFORE MWC
Make a connection on social networks
But don‘t chase with ―small‖ news stories
For the best effects you (or your PR team) must be:
Crazily Responsive
Amazingly Forgiving


PR Tips: What to include in a PPT
Agenda
Company Vision
Company History
Executive Team
Problem
Your Solution
Business Value
Technology
Road Map
GotoMarket
Competition -- What is your Differentiator?
The News Story—no NDAs
Summary


Press Release: External or Internal


Create a PR CheckList


How to Create a Successful AR Strategy for MWC

Map out the Key Analysts
Start Early---Create Relationships
How to Prepare for the Briefing
What to include in a powerpoint
presentation
Create a Checklist
Q&A

AR Tips: Map Out the Analysts
Forrester Analysts on Twitter
Gartner Analysts on Twitter
Yankee Group Analysts on Twitter
Mobile Analysts on Twitter
Use AlltheAnalysts to see who Covers Your
Topic


AR Tips: Map out the Analysts


AR Tips: Start Early
Don‘t Wait until the Show
Create a Relationship early
Map out the Analysts by Tier and
influence
Create a different message than the one
for journalists


AR Tips: Setting up briefings in advance

Why it‘s important
Who to contact?
When to contact?
How to contact?
Pre-briefings
At-show briefings


The Analyst‘s Impact On The Buying Process

Typical Technology Acquisition Lifecycle

20% 80%
Written Materials Direct Interaction

Analyst Impact Through…
Exposure Influence

35

Sell Side - (Vendors) Buy Side - (ETBs)
Talking Heads Deal Makers & Breakers
●
● Gartner
IDC
RAS
●
Gartner
Dataquest ●
Forrester
●
Datamonitor
Exposure

● ● ●
Frost & Sullivan Ovum AMR
●Enderle ●
● Yankee Tower●
●The 451 InStat ●Aite● Burton ●
AMI
●Aberdeen ●Fin. Insights ●
● ●
Celent● ESG ● Gartner
Current Red
IAS
Analysis Monk ● ARC Advisory
IMS ●
●
Kennedy ●Manu. Insights
● ●
Ideas Intl. Semico
● Hurwitz ●
Forward
Consultants & Wannabes Concepts Point Players

Influence
Source and © 2009 The Knowledge Capital Group 36

How to Request a Briefing


AR Tips: Different than Journalists
Analysts are not looking for an immediate
story
They may take months to write up your
information—or not at all
They may recommend you for an RFP
Talk about Vision, your Roadmap


AR Tips: Tips for a Good Briefing
Be enthusiastic
Keep it short
Know your analyst
Set an agenda
Make it a conversation, not a lecture
Use powerpoint as little as possible
Do not get into a heated argument if the analyst
disagrees
Do follow up afterwards to continue the dialogue


AR Tips: What to include in a PPT
Agenda
Company Vision—very important
Company History
Executive Team
Problem
Your Solution
Business Value
Technology
Road Map
GotoMarket
Competition Map
Summary

Talk half the time, listen half the time

Best Practices – Time Allocation

41

Create an AR CheckList


How to Create a Social Media Strategy for MWC
Twitter
Linkedin Groups and Company Pages
Linkedin Events
To Facebook or not to Facebook?
Youtube to generate Traffic to your Website
Foursquare to bring people to your booth
Content, Content, Content
Create a Checklist
Q&A


Why Twitter is Important
It‘s an amazing form of distribution
It‘s where things happen first
As a search engine, it rivals google
It‘s a great reporting tool
It‘s a fantastic form of marketing
It has a long attention span
It creates communities
It changes notions of authority
It is an agent of change
http://www.guardian.co.uk/media/2010/nov/19/alan-rusbridger-twitter


Social Media Tips: Twitter
Use a hash tag for the event
Use your website and marketing communications to let customers and
prospects know you will be tweeting about the trade show. Use the
#mwc2012 for the event so followers can easily locate your messages
and stay informed.
Schedule your tweets
Rather than tweeting everything live, use a Twitter scheduling service so
thing are less chaotic. Scheduling services allow you to schedule the
most important tweets in advance.
You and the other exhibitors participating in the Twitter promotion can
decide on an appropriate timing and then tweet live throughout the show
to complement the scheduled tweets.
http://www.trade-show-advisor.com/trade-show-marketing-twitter.html


Social Media Tips: Twitter
Organize a tweet-up
To network with other exhibitors at the trade
show, organize a Tweet-up for attendees and
exhibitors. A Tweet-up provides a way for followers to
chat in person without the 140 character limit and
make new contacts.
Let all of your Twitter followers know that you‘ll be
organizing a Tweet-up and encourage them to tell all
of their followers. If possible, try to get a high profile
Tweeter to attend the Tweet-up because it will
generate a lot more buzz that way.


Social Media Tips: Linkedin
RSVP for GSMA MWC 2012 on LinkedIn Events
and see who else has RSVP'd for it. Cultivate relationships with those who have RSVP’d
by inviting them to connect with you on LinkedIn, following them on Twitter, visiting their
blogs, and arranging meetings with them at the trade show.


Social Media Tips: LinkedIn Events
Post your own trade show exhibit as a LinkedIn event and invite your connections
to attend


Success Story Using LinkedIn Groups

Nir Shimony from Digimo Mobile
Payments started interacting with
this LinkedIn Group and was soon
named Top Influencer of the Week.
He has been able to set up meetings
using Groups


Check if the event has it’s own LinkedIn group
Join the MWC‘s LinkedIn Group. Join
conversations, provide links to any relevant content
you‘ve produced, and post thought-provoking
questions and updates on the group‘s page.
In LinkedIn groups, search for industry keywords and
then join relevant groups. Post updates on these
LinkedIn Group pages to find out if anyone will be
attending MWC.


Social Media Tips: Use MWC Linkedin Groups to Network
Check out Linkedin Groups:Join the Discussion
GSMA Mobile World Congress (The Official Networking Group)
The Official GSMA Mobile World Congress (formerly 3GSM World Congress) group on
LinkedIn for the world's largest exhibition and conference for the mobile industry. We
invite those who wish to stay in touch with contacts from the Congress. Next event:
February 14-17, 2011 Barcelona, Spain.
Owner: Julia Forsyth | 4,998 members | Share

Mobile World Congress - Get connected in 2010
MWC Barcelona 2010 - are you connecting?.
Owner: Mike Gannon | 1,083 members | Share

Mobile World Live
Mobile World Live is an exciting new online portal that will serve as the voice of the mobile
communications industry, and will extend the reach of the industry’s elite events, Mobile
World Congress and Mobile Asia Congress throughout the year.
Owner: Michelle Yeates (nee Lemon) | 525 members | Share


Social Media Tips: Use Linkedin Groups to
Network
Mobile World Congress (MWC) 2011 Networking
Mobile World Congress (MWC) 2011 Networking - a great platform for helping
all industry people in networking and making new connections.
Owner: Aviv Revach | 370 members | Share

MWC 2012 PR,AR and Social Media Strategies
A group to discuss preparing your PR, AR and Social Media strategy for MWC
2012
Owner: Nancy Shapira | 92 Members


After MWC
After MWC is over, conduct your lead follow-up
activities and include an invitation for prospects to
connect with you on LinkedIn.
You can use this professional networking site
throughout the year to send out status updates that
keep you and your company top-of-mind. You can
also include links in your status updates to product
videos, blog posts, special events, and PRs.


To facebook or not to facebook
Facebook is the 3rd social media channel of choice for B2B-after
Linkedin and Twitter
If you are going to use facebook here are some tips to help you:
Keep up with trends and publish the latest breaking industry
news
Provide an incentive for people to engage with your page
Capture email subscriptions for lead generation
Target decision makers with paid advertising on facebook
Use the page to do market research and surveys
Promote your thought leaders and industry experts
Sell your products and services
Engage with your ―fans‖ – make the company human


Youtube to generate traffic to your website
Always remember that google owns youtube so any content uploaded
will rank high in a google search providing you tag it correctly
People are more inclined to watch a video presentation than read
pages of marketing copy
YouTube ranks only behind Google in the number of searches
6 quick tips:
Place Your Website Name on the Video
Watch Your Video Quality
Use Relevant Keywords
Be Careful With Tag Fields
Choose a Category Carefully
Make The Videos Enjoyable
Link to your MWC Landing Page


Social Media Tips: Use QR Codes
A QR code is a specific matrix barcode (or two-dimensional code) readable
by dedicated QR barcode readers and camera phones. The information
encode can be text, URL (web address) or other data.
Here are 6 functional reasons why you should use QR codes at events:
An electronic conference brochure - On a press release, event
poster, marketing video, email blast, promotional products, or even a
Twitter/Facebook post include a QR Code with a link to a downloadable
PDF brochure.
Create a Link to Conference Website - Use any of the channels
identified above to distribute your link to prospective attendees. If your
event registration and/or housing process is online you can post links to
these locations as well.


Social Media Tips: Use QR Codes
Conference Handouts - Post a QR code on the screen in the meeting room
and participants can scan whatever the session handout into their smart
phone.
Post Event Survey/Evaluation - Once again, post the QR code for a link to
the evaluation form on the session screen, and attendees can immediately
provide feedback regarding the session they have just attended.
Media Access - provide access to links for event music, video archives or
pictures via a QR code.
Share Contact Information - speakers, or exhibitors can post a QR code
with their electronic contact information and attendees can scan it into their
smart phone‘s contacts database, or email it to a friend/colleague. Attendees
can exchange contact information with one another by scanning QR codes
embedded on their phones.


Social Media Tips: Foursquare
Create a Foursquare Campaign
Mayor Specials: unlocked only by the Mayor of your venue. Who's the
Mayor? It's your single most loyal customer! (the user who has checked in
the most in the last 60 days)
("Foursquare has deemed you the Mayor? Enjoy a free order of french
fries!")
Check-in Specials: unlocked when a user checks in to your venue a certain
number of times.
("Foursquare says you've been here 10 times? Come and get a cool
giveaway)
Frequency-based Specials: are unlocked every X check-ins.
("Foursquare users get 20% off any entree every 5th check-in!")
Wildcard Specials: always unlocked, but your staff has to verify some extra
conditions before awarding the Special.
("Show us your foursquare Swarm badge and get a free drink!")


Social Media Tips: Events
Check out Events to find out where your
prospects are going:
MWC Unofficial Fringe Festival 2012
MWC Official Site
Wireless Industry Partnership Party
Create a Facebook or Linkedin Event


Content Content Content
Create a list of keywords to include in your content that will be good for SEO
purposes
Create content that expresses who you are as a company and what you do
Keep all content relevant and current


Create a Social Media CheckList


After the Show
Follow up with all action items with media
and analysts
Blog and Tweet about your experience at
the show
Evaluate if you met your goals or not


Summary
Get the slides on slideshare and get info on New
Webinars: http://www.shapiramarketing.com/news-and-
events/events
Join our Linkedin Group: Technology PR, AR and Social
Media and MWC 2012: PR, AR and Social Media
Strategies for updates
We want your ideas—Tweet us:
@nancyshapira


nancy shapira-aronovic
manager, shapira marketing
Cell: +972-54-4863888
Email: nancy@shapiramarketing.com
Twitter: nancyshapira
Blog: http://shapiramarketing.com/blog
Web: www.shapiramarketing.com
Linkedin: http://www.linkedin/in/nancyshapira
Facebook:http://www.facebook.com/nancyshapira
LinkedIn Group
Google+ Page
Skype: nancyshapira


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