How to Create a Successful PR, AR and Social Media Strategy for MWC 2012

Tips and Tools to Create a
Successful PR, AR and Social
Media Strategy for MWC 2012

www.shapiramarketing.com 1

Agenda
Presenters
Background on MWC
Set Goals
Social Media @ MWC
Social Media Tips
PR Tips
AR Tips
Use a Checklist
After the Show


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

www.shapiramarketing.com

Patrick Smith – Joshua PR

Over 10 years experience of running and managing PR
and marketing campaigns
Founder of Joshua PR, previously UK MD of a
telecoms specialist PR agency
A proven track record of success through strategic
consultation and media relations
Launched Good Technology in Europe
Increased sale value of clients by over £50m
Ran campaigns for FTS, Flash Networks, Mobixell
Infogin, as well as UMTS Forum, iFone and End2End


Experience @ MWC

Personally attended 8 of the last 9 shows
When it was on the beach in Cannes
Hundreds of journalist and analyst meetings @ MWC
Over 140 interviews at the show for IXI Mobile in 2004
Thousands of pieces of coverage from MWC
Clients supported at MWC include:
Mobixell
Infogin
FTS
amdocs
UMTS Forum


Who Attends MWC


Key Themes for MWC 2012


Set Goals: Sales, Research, Brand

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


Social Media @MWC: My MWC


Social Media @MWC: My MWC
Attendees can begin using My MWC before the event 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 personalised schedule including conference sessions and
meetings
This year, attendees will also be able to experience new My MWC
enhancements such as:
Creating and posting live status updates
Accessing a printable agenda
Enjoying enhanced search capabilities
Benefitting from improved contact approvals
My MWC will also be the sole access point to download conference
presentations after the event, so be sure to join My MWC during the
registration process.


Social Media @ MWC

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

Social Media @MWC: Google+


Social Media Tips: Web Marketing
Pre-show web marketing
Develop a special section on your website to promote your participation in the
upcoming event
Promote this page in all printed materials and advertisements as well as through your
social media.
Create excitement through a pre-show contest or game giving an enticement to come
and visit your booth during the event.
At-show web marketing
Use twitter and facebook to create buzz for your trade show display
Have your website updated each day with event news, workshop recaps, speaker
summaries and other information so conference attendees and those who could not
come will get the latest news and information. This will position you as an expert and
key industry resource in your field.
Post-show marketing
Add photographs and streaming video of product demonstrations from your exhibit.
Interviews with current customers and testimonials from your event are also
powerful, credible ways to get your sales message across.
http://www.trade-show-advisor.com/trade-show-promotions-web.html


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 Trade Shows on LinkedIn Events
Check if your trade show has been listed in LinkedIn Events. If it has, RSVP for the event
and then 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.
Check if the event has it’s own LinkedIn group
Join the trade show’s LinkedIn Group if it already exists, and if it doesn’t, ask the
trade show organizers to start one. Join conversations, provide links to any relevant
content you’ve produced, and post thought-provoking questions and updates on the
group’s page.
If the trade show doesn’t have its own LinkedIn Group, search for industry keywords
and join relevant LinkedIn Groups. Post updates on these LinkedIn Group pages to
find out if anyone will be attending the same trade show.
After the Trade Show
After the trade show 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.


Social Media Tips: LinkedIn
If the trade show hasn’t been listed in LinkedIn Events, post your own trade show
exhibit as a LinkedIn event and invite your connections to attend


Social Media Tips: Use 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


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: Google+


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 Event


PR Tips: Creating News for the Show
Your potential news
Customer wins
Product launch
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 will be busy with top tier companies so if you are a
small company create a list of 2nd and 3rd Tier targets
also
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?

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: Bad Experiences
‗Version 4.1 is our only news‘ – be flexible
‗You can‘t film our stand‘
‗Jim is our spokesperson, he‘s not here‘


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


AR Tips: Start Early
Don‘t Wait until the Show
Create a Relationship early—start no later
than December
Map out the Analysts by Tier and
influence
Create a different message than the one
for journalists


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: How to find them
Forrester Analysts on Twitter
Gartner Analysts on Twitter
Yankee Group Analysts on Twitter
Mobile Analysts on Twitter


Create a Checklist
Checklist Oct Nov Dec Jan Feb March
Agree press releases
& themes for MWC
Draft press releases
Approve press releases
Submit press releases
to Show Daily
Submit press release
to MWC preview
editions
Distribute pre-MWC
news
Distribute news @
MWC
Preliminary pitch to
journalists/analysts
Agree top tier target
list
Pitch journalists for
pre-briefings and at-
show briefings
Pre-briefings with key
journalists www.shapiramarketing.com
At-show briefings

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
@patrickjpr


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
Skype: nancyshapira


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